Sales Expert Sam Richter Explains Why Attitude Matters

Salespeople today must be more knowledgeable than ever before. The constant stream of foodservice equipment innovations, model numbers, rebate offers, and customer requirements can be an overwhelming amount of information to remember. It’s easy to forget that sometimes the best sales approach is to simply be nice, as sales intelligence expert Sam Richter explains in the video below.

Richter is the former president of the James J. Hill Center, a not-for-profit business library, motivational speaker, and author of the book “Take the Cold Out of Cold Calling.” His blog and other sales tips videos can be found at