In sales, knowledge is important, knowledge of the products, the customer, the industry and more. The relationships are important too. The trust we build, the breadth and depth of those we know in the organization, and the partnerships we create help us sell. Together they are powerful. Without them sales won’t happen. Most sales people get this. They work hard to have the knowledge and build the relationships. The real action however, is in the connections. The connections between the information and the relationships. It’s the connections between the data and the requests. The connections are where the sale happens. Everyone has access to the same data. Everyone as access to the same people. It’s the connections that represent a sales persons value. Each sales person draws their own conclusions, creating their own connections between the data and the relationship. Get good at creating powerful connections, it’s what your customers are looking for.