I was listening to John Barrows podcast and heard Simon Mulcahy say "People think of the sales experience as a human influence experience. It isn't. The sales experience is a "do I trust the organization and it is easy to do business with?" and a lot of it comes down to how you enable the customer to connect with you".
Connecting on a personal level (fishing, golf, sports) is ok but buyers want to know that you know them. Like Amazon.
This changed the game for me. Thoughts?