This is episode 712. Read the complete transcription on the Sales Game Changers Podcast website. This is a Sales Story and a Tip episode! Watch the video of the interview here. Read more about the Institute for Excellence in Sales Premier Women in Sales Employer (PWISE) designation and program here. Purchase Fred Diamond's best-sellers Love, Hope, Lyme: What Family Members, Partners, and Friends Who Love a Chronic Lyme Survivor Need to Know and Insights for Sales Game Changers now! Today's show featured an interview with sales expert Jim Padilla. JIM'S TIP:  "Know your audience. That’s your responsibility all the time. It should never be a situation where the project failed because you launched it to the wrong person. It is your job to do your due diligence and make sure that the people you’re serving actually have the problem that you solve, and that they’re aware, and that they’re actually interested in solving it."