Richard Walsh is joined by Whitney Stowell to delve into the intricacies of building relationships in sales. They discuss Whitney's background and his unique sales philosophy, emphasizing the importance of analyzing and improving business sales processes. Key topics include the impact of real-time data, managing owner ego, and enhancing client experience. Whitney shares insights on recognizing sales process flaws, building trust, and structuring effective sales processes. They explore differentiation, competition, and leveraging referral networks, alongside strategies for targeting ideal clients and simplifying sales approaches. The episode concludes with lessons from lost deals and the significance of knowing decision makers.