In their book Insight Selling, Mike Shultz and John Doerr lay out a clear path for selling success: connect, convince, and collaborate. During the connect phase, they point out that sellers must connect the dots, and connect with people. Connecting the dots is about demonstrating understanding, and providing insight into how buyers can improve their business going forward. It’s really critical. But for this article, let’s focus on connecting with people. It’s just as important, if not more so. Let me explain why and cover some ways to connect.

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