We have arrived at the third stage of the B2B sales cycle. We have made a connection, qualified a lead, and now have to make contact with the prospect and try to move this lead to the next stage of the sales cycle. Often this is the point where we might lose an opportunity. T. Melissa Madian shared her expertise with us and gave us valuable tips to successfully create a real human connection and build lasting bonds with the customer. A hint: Don’t pitch them.