When you RELATE, you sell. When they RELATE, they buy.
The Collaborative Sales System for B2B Sales Professionals. Built on human relationships, leveraged by Artificial Intelligence.
RELATESALES: Be a Trusted Sales Guide in the Age of AI
A good sales conversation helps the buyer make a decision they understand and feel comfortable making.
That takes preparation, thoughtful questions, honest advice, and follow-through. As AI changes how salespeople research, communicate, and manage their work, those responsibilities remain.
In RELATESALES: Be a Trusted Sales Guide in the Age of AI, Chris Castillo and Patrick Charlton introduce a practical approach to business-to-business selling built around six stages: Research, Engage, Learn, Align, Transform, and Earn.
The book follows the salesperson’s work from preparing for first contact to earning commitments, supporting customers, and developing lasting business relationships.
Inside, you will learn how to:
• Research prospects and prepare for more relevant conversations.
• Create room for buyers to explain their situation and concerns.
• Ask questions that clarify what needs to change and why.
• Connect your recommendations to the buyer’s priorities.
• Handle objections and agree on next steps without unnecessary pressure.
• Use AI to support preparation, discovery, and follow-up while applying your own judgment.
• Build habits that support customer retention, referrals, and repeat business.
With conversation examples, practical templates, and a 30-day implementation plan, this book gives salespeople, founders, and sales leaders tools they can put to work.
Become someone buyers can rely on, from the first conversation to the promises you keep after the sale.
Join us November 1: Collabüro Live | More Customers. Less Busywork.
Join us for an evening of practical ideas, conversation and networking for entrepreneurs, business owners and sales professionals.
Chris Castillo and Patrick Charlton will explore selling through relationships and practical AI, including how to build trust, strengthen customer relationships and reduce the busywork around prospecting and follow up.
We’ll also celebrate the launch of RELATESALES - Be a Trusted Sales Guide.
Sunday, November 1, 2026 | 6:00 to 9:30 PM
Collabüro | 499 Preston Street, Ottawa
Coming Soon
- RELATESALES™ AI Coach
- RELATESALES™ Book
- RELATESALES™ Academy
Most Sales Training Teaches You How to Close. RELATESALES™ Teaches You How to Earn.
You’re losing deals you should be winning. Not because of your product. Not because of your price. Because of how the relationship was or wasn’t built.
Common selling pitfalls:
Built for the Seller, Not the Buyer
Traditional selling is built for the seller’s pipeline not the buyer’s journey. The buyer is an afterthought in a system designed to hit quota.
Pitching Before Diagnosing
Most reps pitch before they diagnose and lose deals they should win. Presenting solutions before understanding problems is the #1 deal killer.
Transactions vs. Relationships
The reps who build long-term revenue don’t sell. They relate. Short-term thinking produces short-term results and short-term clients.
The R.E.L.A.T.E.™ Sales Process
A six-stage advisory system mapped to the buyer’s journey powered by human relationships and AI intelligence. Every stage has a purpose. Every stage has tools. Every stage moves the deal forward.
From inbound luck to a repeatable B2B Sales System
Most growing companies have a structure problem that looks like a sales problem. Deals arrive by referral or inbound, a few reps handle them reactively, and nobody can say what happens between first contact and a signed contract.
RELATESALES™ builds that missing structure, then works inside it with you. We serve small and mid-sized Canadian business-to-business (B2B) companies whose sales have outgrown referrals.
How we Help:
Training
Coaching
Sales Services
Ready to Transform How Your Team Sells?
Book a Discovery Call. We’ll spend 30 minutes understanding your team’s current challenges — and show you exactly where RELATESALES™ would have the greatest impact.
No pitch. No pressure. Just a conversation.