On this week’s episode of Performance Delivered, we speak with special guest Sam Richter. Sam is the founder of High Profile Sales Coaching, as well as an award-winning keynote speaker, and the author of the best-selling book, Take The Cold Out Of Cold-Calling.

“I probably do about 100 dates a year, all over the globe, speaking on what’s called sales intelligence, which is really all about how to find information about other people before you prospect them, before you call on them, so that you’re highly relevant to what they care about. It can be summed up as: how do you find the right person at the right time? What’s going on in their world?” says Sam.

We chat more about Sam’s coaching, as well as:

  • The biggest challenges for salespeople
  • The importance of different channels for outreach
  • Properly gauging the efficacy of your sales calling efforts 
  • Sales triggers— what they are and how to find them
  • And more

Listen now…

Mentioned in this episode:



Steffen Horst: Welcome to the Performance Delivered Insider Secrets for Digital Marketing Success Podcast, where we talk with marketing and agency executives and learn how they build successful businesses and their personal brand. I’m your host, Steffen Horst. Today, we’re going to talk about sales triggers. Here to speak with me about the topic is Sam Richter who is the founder of High Profile Sales Coaching. In addition, he is an award-winning keynote speaker and the author of the best selling book, Take the Cold Out of Cold Calling. Sam, welcome to the show.

Sam Richter: Oh, thank you so much, Steffen. it’s really an honor to be with you. And it’s just, you know, I probably don’t even know this from my, looking at my resume, but I’m an old marketing guy. So I was actually, it’s kind of, I don’t know, I want to say the grandfather of but I’m old enough where I guess I could say that. But we were doing, working at a company called Digital River. Many of your listeners may know that company. This was back in 1999, 98, 99. And doing a lot, I mean, that’s when banner advertising is an example and email marketing was just in its infancy. So, yeah, it’s amazing where your industry has exploded in just a few years.

Steffen: Yeah, I mean, that sounds like the wild wild west before the big bubble burst, you know, where everything was possible in companies popped up and had seen valuations and people bought advertising without regard of what the advertising will actually do for the bottom line. 

Sam: You are 100% correct on that. Yes.

Steffen: So when I looked at your LinkedIn profile and kind of preparing for our conversation, you know, there are so many things that you do which says, you know, present board of director here, board of director there, you know, you’re having your own company from High Profile Sales Coaching perspective, you’re a keynote speaker. That sounds a lot for one person to do. Tell our listeners a little bit more about yourself, in addition to what you just shared, that you kind of, at some point worked in digital advertising.

How Sam Got Into Digital Advertising

Sam: Yeah, so I guess my day job is I’m a professional speaker. Three months ago, I would go all over the world, I’d probably do about 100 dates a year all over the globe, speaking on what’s called sales intelligence, which is really, it’s kind of the modern-day version of Dale Carnegie, which is all about how do you find information about other people before you prospect them, before you call on them so you’re highly relevant to what they care about? 

It can be summed up in really, it’s how do you find the right person at the right time? What’s going on in their world? Why they want to hear from you today, which is what we’re going to be talking about sales triggers, with the right message, how do you ensure relevancy? 

And then through that, you know, that’s led to 12 books, 12 editions of the same book title, although don’t go run out and get it because it’s old, I need to write a new one. I focus mainly my time now on, I build search products, search engines, if you will, that automate a lot of what I teach. So it’s, you know, basically makes finding the information that I just described much, much easier. And then that’s led to online courses, the coaching program, all those sorts of things. 

But I would say, mainly my, if I were to divide it up, it’s in now, it’s not in-person speaking, it’s virtual. I would say probably 50% of my job, or my day is devoted to either developing those presentations or giving those presentations 30% of my days working on the search engines and the technology products, and then another 20% doing coaching, serving on, I serve on a number of board of directors, and then of course, sales and marketing related to all of my other activities. So it gets pretty crazy, that’s for sure.

Steffen: I can imagine. So who do you work with at High Profile Sales Coaching? Are you focusing more on executives? Or is there, are there different levels of seniority levels of people you work with?

Who High Profile Sales Coaching Works With

Sam: Yeah, I would say the coaching program is really across the board. Everybody from interns all the way to CEOs of midsize companies to senior executives at very large fortune 500 companies. We are going to be rolling out a program called the Business Leadership Roundtable, which we’ll be coaching for just the C level. And so it will be a very, very, it’s almost more of a mastermind, you know, 15 to 20 people, very intensive. It will encompass much more than just sales. But that hasn’t launched yet. That’ll be launching in a few weeks here. But in terms of the High Profit Sales Coaching, it’s really across the board.

Steffen: So obviously from a sales perspective, there are different levels, right? you have the SDRs that are sent out to get people into the pipeline? And then you have the more senior salespeople that run with the leads. Does your coaching provide different information on all levels to kind of accommodate for what each of those people have or each of those group have to achieve and have to do?

Sam: Yeah, of course. So it’s not just me by the way in the coaching program, so I do that right now with Mark Hunter and then with, Mark’s known as the sales hunter, and then with the Business Leadership Roundtable, which will be, you know, incorporated into the, you know, all the members, current members of the High Profile Sales Coaching will receive many of the same benefits. And that will also include Mary Kelly and Meredith Elliott Powell, two leaders in their own right. So the answer to your question is yes, but I don’t do all of it. 

My area is really again, focused on the sales intelligence. It’s how do you find the right people at the right time with the right message? And then Mark and then pretty soon, Mary and Meredith will also be coaching and working with our members on Well, okay, great. So you have the right people, and you know when the right time to call him is and you even really understand them, what do you say? How often do you call? What are the various tactics? 

What are the various strategies and tactics one might implement in your taking the prospect from somebody who’s never heard of you before all the way to a, you know, a long term, very profitable relationship? So the answer is no, I don’t do it all but I have right now one and soon to be three others that do do it all.

Steffen: I can imagine or, you know, from my own experience, the, how to follow up, how to reach out in the first place, how to follow up, how often to follow up, when to follow up, in what form? That’s probably one of the greatest challenges salespeople have in general, would you agree?

Sam: Well, absolutely. I think one of the biggest challenges salespeople have is they don’t know what to say. You know, an interesting statistic is that about 90% of salespeople will quit contacting a prospect after the third I call touch. So touch being defined as an email, maybe a social media connection request, a phone call. So most people quit after three. Yet statistics will also say that 80% of sales occur between the fifth and the 12th call. 

And so what’s going on there? There’s obviously a huge disconnect. Well, salespeople quit after the third because they don’t want to be annoying and because they don’t feel like they have anything else to say. You know, oftentimes, you’ll hear from salespeople I just, you know, they’re obviously not interested in me, I don’t want to be a pest. I don’t want to be annoying. But the reality is, people need to hear from you multiple times because oftentimes, your message might just get lost in the inbox, if you will, or the voicemail. 

Other people are busy. I mean, your prospects aren’t sitting there saying, geez, I really hope I get phone calls and emails and LinkedIn requests from irrelevant salespeople today. That’s not happening. And so you have to stay in front of them. And so the key of my message is relevancy. I call it real-time relevancy, which is a little bit redundant, but hyper relevancy. Make sure that when you’re reaching out to people, you’re talking about the things that they care about. What’s going on in their world? 

Now, the other nice thing when you have information on your prospects, you know why they actually might need your product today, your solution today. When you know that, you don’t mind calling 5, 6, 7 times because you know, you’re providing value, you know, you’re relevant to what the other person cares about. You’re not an, you know, an annoying, irrelevant salesperson. So that’s why what I teach I believe is so important because it arms the salesperson with that knowledge, with that information. It gives them permission to stay in front of other people those five to 12 times as necessary.

Steffen: Yeah. You know, from my experience and in my opinion, I think it’s also important to have different types of content and also use different channels for outreach. You know, some people are too focused on trying to call and, you know, we’re all busy and you might be unlucky that you just always call when the person is busy and can’t pick up the phone. And as you said, you know, leaving a voicemail, yes, it’s something you should do. But that person might get other calls and have other voicemails. So you’re not differentiating yourself by just leaving a voicemail and hoping the person calls you back.

You Need to Have a Diverse and Integrated Marketing Campaign

Sam: Oh, you’re absolutely correct. It has to be in multiple mediums. You know, we’re talking to a group of folks who understand that. Marketing executives, marketing people, and we all know. You know, when I was first into advertising, that’s why we, you have an integrated marketing campaign. When I was doing it before the internet, it was you use direct mail, you use billboards, outdoor television, and radio, and of, course, print. 

And you mix that medium up. You know, so sometimes one month you would do a radio campaign, maybe the next month, you do an outdoor campaign. And it was interesting when you survey people, you know, hey, how’d you hear of us? Oh, I saw your TV ad. Funny. We haven’t run a TV ad in six months. But point being is you have to be in front of people in different mediums. And that’s, you know, marketing one on one and today obviously, that includes social and email and, you know, ad buys and everything in between. So you have to reach people. 

And it’s the same with sales. Some people are going to react to voicemail, some people are going to react to phone calls, some people are going to react to email, some people are going to react to social media connections and that has to be done consistently over time, in different mediums, because people, you don’t know how you’re going to get in front of somebody today. So for example, you might reach out to somebody on LinkedIn, maybe they accept your connection. Then maybe you, maybe the thing to do is provide them value. Hey, here’s a link to an article. 

Hey, I’d like to invite you to this great podcast on digital marketing. You might be interested in this. And then you might send an email. Hey, congratulations on winning that new account. You might pick up the phone, hey, I’ve got some great information on one of your competitors that I thought you might be interested in. And ultimately, where we want to get to is, Hey, I saw that you just launched that new product or congratulations on going through that merger and acquisition. 

The reason I’m calling is my company has x number of years experience solving those exact issues that you’re dealing with. I’m hoping I can get a few minutes of your time. But it’s a different message in different mediums that will ultimately, you know, most of the time, get you in front of the prospect that you need to be.

Steffen: So that obviously is about relevancy and having the right message. So now today, we want to talk about the right time, right? You, the person has done their work identifying the leads, whether they’ve done that by saying, Hey, you know what, I’m after, you know, and I’m talking about from a marketing perspective, I’m going to your marketing agency that is after software company, and that’s where our expertise is. And so I’m going out using a number of different services, whether it’s ZoomInfo, or other platforms where you can get information, even LinkedIn, obviously, and identify the companies that are targeted, you know? 

And the people that I want to talk to. So now identifying the right time to engage with them with the right message, that’s what I want to talk about today, obviously. So, right time equals in, you know, sales triggers at the end of the day. So, what are specific sales triggers, Sam, that people can identify to start their outreach?

Sam: Well, yeah, it’s a good, great question because, you know, kind of what you described with ZoomInfo, and ZoomInfo is amazing. I mean, I love ZoomInfo, but it’s really ZoomInfo and many of these quote-unquote list building tools, most people don’t use ZoomInfo to its full extent. 

Most people just again, use those some of these online tools to just get Hey, find me a list of, in your example, find me a list of chief marketing officers at insurance companies in these 17 zip codes. I need their email address and phone number. Well, that’s just a modern-day version of picking up the phone book, starting at A ending at Z. And it works. I mean, you send out enough messages, mathematically somebody’s going to buy from you because you might just hit them at the right time. 

Well, I don’t believe in quantity. I’m a much bigger believer in quality. Instead of making 500 calls to everybody on the list, I’d rather call 50 people who I know exactly need to hear my message today, based on what’s going on in their world. So for example, you’re targeting software companies. Well, I could certainly get a list of chief marketing officers at every software company and just pound the phone and pound the email, pound everything and get in front of them. 

Or I can do a little bit of homework and determine well, which software companies are coming out with a new product? Which software companies have recently hired a new chief marketing office? Because anytime somebody is hired, they don’t have those legacy relationships. They might be interested in establishing a new relationship. Which software companies have gone through a merger or an acquisition? Anytime a company is acquired or merged, that would be what I would call a sales trigger. 

There’s disruption going on where the decision-maker might be interested in hearing from somebody who’s got some new ideas. Those are the types of sales triggers, companies that are expanding, companies that have received new funding. I can guarantee you when a company receives funding, the venture capitalists didn’t say hey, put this $50 million in the bank into a conservative mutual fund. They’re basically saying go spend this, whether that’s on product development, or more likely go spend this on attracting new audiences. 

So I can just randomly call people and, you know, Hi, my name is Sam from Sam’s Digital Marketing Organization. I was wondering if you need help with your Google Ad buys. Or I can call and say, Hey, you know, congratulations. I saw that you just received funding. I know you’re launching your new machine learning CRM product. The reason I’m calling is I have 15 years of experience working with companies exactly like you who are launching a brand new product in a brand new space. 

And, you know, I was, I believe, if you can give me 30 minutes of your time, I’m going to be able to share with you some experiences I’ve had that, you know, at the worst-case scenario for you, you might avoid some mistakes. So that was just off the top of my head, but you see the difference on just blindly calling somebody versus calling somebody because you have something interesting to say based on what they care about. Not interesting based on what you do, because they don’t care but interesting based on what’s going on in their world.

Steffen: Yeah. And this is how you set yourself apart at the end of the day. All the other people that call in the very same day or the very same week, right? I’d say, Hey, I’m Peter from ABC Digital, and we do a paid search, and we do it really well. We have a proprietary process. All of that is just hot air at the end of the day. It’s not proven to the person you’re talking to. And for the person that you’re talking to, it probably just goes into one ear and comes out the other ear.

Those were some really good points, Sam, in regards to what sales triggers are and how people can identify sales triggers. So what would you say to people that say, Hey, you know what, I get it, you know, quality might be better than quantity. But at the end of the day, I have to have call quoters, and I’m not quite sure if I’m able to see the result immediately with that more quality approach. What would be your response to that?

Is Your Goal to Make Money… Or Make Calls?

Sam: Well, I guess my response would be for senior management, do you want to? I mean, is your, is the goal of the company to make money or is the goal of the company to make a high number of calls? How are you being judged? And so now again, you have to make calls. You have to get in front of people, right? And you, but that should not be how you’re measured, in my opinion. The measurement is not the number of calls, the measurement needs to be the number of interactions you have with a prospect who’s actually real. 

You know, just going into a CRM system and checking a box, Yep. called. You told me I need to call 50 people a day, I called 50 people a day. I called all of them at noon because I didn’t want any of them to answer the calls. So I made sure that they were all at lunch and I left voicemails, okay? That’s not how, that’s not going to move the needle on your revenue. So, you know, I think it’s really looking at what are you being measured by? Because in life or in business, certainly, what gets measured is what gets done. 

Now, saying that, I also understand that it’s hard to measure quality. It’s really easy to measure quantity. Did you make the 20 calls today or didn’t you make the 20 calls? Did you make the 50 calls or didn’t you make the 50 calls? I understand that. That’s easy to measure. So it is, it’s certainly more difficult to focus on the quality because it is again, a little bit more nebulous from a measurement perspective. But there are ways to do it. It really is defining on the front end, who is your best customer profile? Now, again, a lot of companies do that. 

They do a best customer profile based on a demographic perspective. Well, you know, our best customers, our chief marketing officers at software companies that are doing at least 15 million a year. Okay, but there are also other best customer profiles. And to me, the better ones are the ones where you can answer the question Why? Why did they buy from you? Well, they bought from us because, hmm, gosh, Sam, now that you asked that, most of our clients have bought from us because they were launching a new product, or most of our customers have bought from us, because they have an existing product that they want to take to a new market. 

All right, once we figure out some of those, for lack of better terms, psychographic characteristics of our best customer profile, then how can we use sales intelligence or how to use Google better, basically, to find companies, organizations that are putting out information that we can determine might be fitting against some of those psychographic characteristics. 

Again, a little bit harder to measure but I would rather, if I was a sales manager, my measurement would rather be, again, assuming that that’s our best customer profile, you know, stuff and how many calls did you make today to companies that are launching a new product into a new industry? I’d rather measure that versus how many calls did you make today?

Steffen: Yeah, yeah. What you just said kind of brought up a thought to me. When you talked about identifying or formulating your target audience, it’s a little bit like advertising, digital advertising, right? We can run an advertising campaign where we have very top-level targeting. It’s a big audience. We didn’t break it out much. We have a general message. And the results for something like that will be mediocre because it’s not, you know, it’s not tailored to a specific group within a big audience. 

And from a sales perspective, it’s almost the same as you said. You know, you could go off to all chief marketing officers of sales organizations, but when you start breaking them down by, you know, as you said, launching a new product, or having funding, etc. That’s when you fine-tune and make the group smaller and that’s when you’re able to provide what we talked earlier about a more relevant message when you reach out to them.

Sam: Absolutely. You’ve got it. You’ve absolutely got it. You know, as another way to say it is CRM systems, customer relationship management. Well, most companies have a CRM system, yet most of them only focus on the C and the M, the customer management. How many times are people buying from us? How many times are they reordering? How many times do we have to call? 

Who’s a suspect, who becomes a prospect who becomes an account, who becomes a client, who becomes somebody that, you know, becomes a real customer that orders from us on a regular basis? Those are all internally-focused things. And we forget that the R, the middle part of the CRM is exceptionally important. It’s that relationship. And relationships can only be developed based on mutual value. What value are you providing that the other person cares about? And so the same thing holds true for prospects. 

What value, and again, good relationship is outwardly focused, right? Any good relationship. It’s not about you. It’s about them. What’s going on in their world? And the same is true for customers, same is true for prospects. How do we build that relationship? I’m a big believer, you build relationships by understanding the other person, what sales intelligence really is and what I teach and the tools that I developed are all about how do you find what the other person cares about before you walk in the room?

Steffen: Yeah. That’s I mean, that’s a great segue to my next question is so how do you find sales triggers? We talked about ZoomInfo, for example, earlier. And for example, what we sometimes do is we go into if we have a group of companies that we’re after, or a specific industry, we look at do they have Google tags in place, for example, analytics tags in place? Do they have a specific software in place? 

So that’s obviously sales triggers because if you, for example, are a software company that provides two tracking solutions, you find that they have an old tracking solution in place that might not be as good as yours. You could use that information to reach out to them. How do you find other sales triggers?

Locating More Sales Triggers

Sam: Well, I’m, you know, I’m a big fan of Google. And, you know, what I teach are, a technical way of saying it, but complex Boolean algorithms, mathematical algorithms that you can put into Google to find better information. Sounds fancy, but actually not that hard to do. And then I developed tools that automate that. So for example, a sales trigger, again, let’s use that earlier example of a company that’s launching a new product. Well, anytime a company launches a new product, what do they usually do? Well, they put out a press release. They put out an announcement. 

And you have to think like the author. Well, if you were doing a press release, if you were doing an announcement about a new software product, what words would you put in that announcement? What words would be in that press release? And then you can use those words and create complex Boolean queries. Some of them might be 20 to 30 words long to find those announcements. Then when you pick up the phone, and then when you’re in Google, you can you know, you can sort your results by date or, you know, show me ones from the past week as an example. 

And pick up the phone and call those folks. Another great one is companies that have hired a new marketing executive. Why did they hire a new marketing executive? Well, they probably hired a new marketing executive because something was going wrong with their existing marketing executive. And so when somebody new is hired, that’s a great trigger. A great opportunity to pick up the phone and call. You know, Hey, Joe, congratulations on getting the new job over at Widget Software Corporation. 

You know, we’ve been following Widget for years and we think there’s some great opportunity and we’d love the opportunity to share with you some of the unique digital programs we’ve been doing with customers in similar spaces to you. Maybe we can give you some new ideas, help you avoid some mistakes. And again, it would be great to talk to you even before you dive in over at Widget. You know, something like that. I just made that up off the top of my head, probably not a very good sales call, if you will, but you see where I’m going with it. Just being relevant to the other person.

Steffen: You know, I mentioned that earlier, when it said, you know, I can see and then I have the same situation or had the same situation that just we say, Yeah, but, you know, doing all of that takes time, which means I can’t do calls. That will take away from me potentially getting more business into the company. But I have to say that, particularly when you have a conversation and you set them on the right path to understand that, you know, we’re not talking about 20, 30 minutes preparation for one client or for group of prospects better. 

It’s, you know, once you have these parameters set up, tools in place that get you the information, it can be equally an automated process in identifying sales triggers as using ZoomInfo or any other business data directory to find just basic contact information. It’s the setup, from my perspective, that takes a little bit time. But once you have this set up done, it won’t take that much anymore.

Sam: Yeah, absolutely. I mean, the setup might take you some time. And then once the setup’s created, you can even set up Google Alerts. So the lead is actually, you know, Google sends the lead to your inbox every morning. Now, Google Alerts is hit or miss, you know, using tools like Inside View or ZoomInfo, others like that are, my tool, the Sales Intel Engine. 

You know, with my tool, you type in one, you know, you type in one-word software, let’s say you want to target an industry, healthcare, and even type in a geography, Los Angeles, and then click on the executive hires button or the merger and acquisition button. You should be able to do it in less than five seconds. So, you know, one of the things I teach people is using some of the methodologies that I use, and certainly using the Sales Intel Engine, it would be almost impossible for someone who spent. 

Let’s call it an hour a day or even a half-hour, let’s go down to a half an hour today, if you did a half an hour a day, for lack of better term, mining for sales triggers, you’d be able to easily identify 1200, a minimum of 1200 highly-qualified prospects, including their contact information on an annual basis. If you can’t close enough deals with 1200 highly-qualified leads on an annual basis, then well, you either have a crappy product or you suck as a salesperson, excuse my language. 

So, you know, yeah, it’s not, would you rather call, so again, it comes back to Would you rather have your salespeople calling on 5000, 10,000 randomly selected leads and hope that somewhere in there is 50 that might be hitting a sales trigger? Or do you want to start with 1200 that you know for certain could benefit from what you have to sell? And, you know, your time to close is going to be much shorter because you know what you have to sell is perfectly aligned with what the other person cares about. 

Steffen: Mm-hmm. Yeah. You mentioned your Sales Intel Engine, Sam. What’s the difference, or is your system too, for example, LinkedIn Sales Navigator where for example, I can go in and start following companies and, you know, you’ve mentioned earlier, I get information about new hires, I can get information about specific new hires and other information that I can use as sales figures. Is that the extent of your system or what in addition, can your system do?

Sam: Yeah, so you can take Sales Navigator, Sales Navigator is awesome. You know, like you said, you can save searches, you can see who’s been hired. Now, again, how accurate is that? Because I know people who have been hired two years ago who still haven’t updated their LinkedIn profile yet, so it’s not perfect, or, but it’s still, it’s pretty awesome. 

And what I love most about Sales Navigator is the ability to send people inmails. So you don’t have to be connected with someone for you to send them an inmail which statistically, is going to get a much higher response rate than even an email and the ability to track who’s following you. So there’s a lot of great benefits to Sales Navigator. 

My tool allows you to search for sales triggers. It allows you to do a number of things. It allows you to search for sales triggers, it allows you to search for job titles in ways that you can’t even do in Sales Navigator based on activities, based on, you know, things that the other person might be carrying about in their personal life, in their business life. My tool allows you to find existing lists, research reports, survey results, other people’s PowerPoint presentations. 

The Sales Intel Engine allows you to mine other people’s websites for terms, words, documents that are specific to what you’re looking for. It allows you to find, from the marketing perspective, reporters, top bloggers, top podcasters, conferences, conferences that are looking for you as a speaker. Publications online that are physical that are looking for you to write for them, helps you find contact information. 

But again, I want to be real clear with, you know, Sales Navigator, sales, you know, Inside View, ZoomInfo. The big difference is they are proprietary databases. So they’re either scraping information or building their own databases. They house that information, meaning they’re exceptionally good at what they do. What my tool is, for lack of better term, is more of a search engine overlay. 

So what normally would take you 30 to 50-word query, mathematical query, my system allows you to go and type in one or two words, click a button and hopefully get exactly what you want. So mine will sometimes be a little bit less accurate because you still get false positives, but mine’s a super powerful way and a very incredibly fast way of doing a lot of different things, versus Sales Navigator, as an example, does what they do and they do it exceptionally well and exceptionally, for lack of a better term, deep. 

I wouldn’t choose one over the other, quite frankly. I mean, I counsel a lot of my clients who are, have the Sales Intel Engine. I say, Great, use it in conjunction with Sales Navigator because I can help you find the person within LinkedIn that you want to talk to and then you can, with one click, go right to that person’s profile within Sales Navigator and use all the Sales Navigator tools to communicate with that individual. So they’re really complementary. I wouldn’t, it’s not one or the other. 

Steffen: Yeah, it’s almost like it is, Sales Navigator, basically, is your prospecting tool, right? You want to identify individuals at certain companies and then once you identify the companies that is your target audience, you look at, you know, what sales figures can I identify using your systems to basically position myself better when I reach out to them.

Sam: Absolutely. And you can use my system as well to identify those people within Sales Navigator because there are some things that I can do that that even Sales Navigator can’t do in terms of identifying people based on some of the attributes in their lives. But again, once you identify those people with one click, you’re into Sales Navigator and then you’re using all, you know, the power of Sales Navigator to find people who you know that individual so you can get an introduction, you can use an inmail. 

Like I said, it’s very, it’s more complimentary than I would, listen, I love it when people who are members of the Sales Intel Engine have Sales Navigator because that A, that tells me they’re serious, but B, it tells me that they’re really going to be able to do their job exceptionally well because the two working in conjunction are much more powerful than either individual.

Steffen: Yeah. Well, Sam, Thank you so much for joining me on the Performance Delivered Podcast. I love the information you shared in regards to sales triggers, what sales triggers are, how to identify them, and then also what to do with them. If people want to find out more about you, your company, what you do, how can they get in touch?

Sam: Sure. Easy. You can just google me. I mean, if, listen if I’m not able to, if not easily found on Google, just like I’m sure all of the listeners, get out of the business, right? So you can just google Sam Richter, RICHTER, my website is samrichter.com, SAMRICHTER.com. And there you can learn about what I do and then all of my products. 

And if you aren’t interested in the Sales Intel Engine, I’ve got a number of different versions. So I build them for different verticals. But the base version is at www.sellingintel, SELLINGINTEL, sellingintel.com but again you’re probably better off going to my website samrichter.com, SAMRICHTER.com where you can learn about maybe some of the industry vertical additions that might be a better fit for your needs. 

Steffen: Yeah. So when can people next hear your keynote at a specific event?

Sam: Oh, gosh, you know, most of my stuff is corporate. So, meaning it’s private. So I don’t really do a number of, I don’t, maybe a couple times a year I do some open to the public ones. I don’t think without having that calendar in front of me, I don’t know if I have any open to the public virtual ones coming up. I got a lot of them for companies. So hopefully, some of your listeners are members of the companies or associations where I’ll be speaking.

Steffen: Right. Well, thanks everyone for listening. If you like the Performance Delivered Podcast, please subscribe to us and leave us a review on iTunes or your favorite podcast application. If you want to find out more about Symphonic Digital you can visit us at symphonicdigital.com or follow us on Twitter at Symphonic HQ. Thanks again and see you next time.