Tim J. M. Rohrer has been observing sales calls for a long time and, lately, he’s become more and more dissatisfied with the dialog coming from the sales side of the table. “Our words sound rehearsed and they lack passion.” But, something else is missing and its taken awhile for him to figure it out. It was relevance. In sales, relevance means that when the customer says something to you about their needs, objectives or desires, you say something back that is connected to that which they just said. The key to coming up with something relevant is listening and understanding. Follow this link to read about obtaining relevance in your sales process.