Build a Relationship Engine That Sells Without Selling

What if your most effective sales strategy had nothing to do with selling at all?

On this episode of Go to Market, host Amy Osmond Cook sits down with Dr. Jeremy Weisz, Co-Founder of Rise25, to explore a radically different approach to pipeline management. Instead of tracking where prospects sit in a sales cycle, Weisz focuses on something far more powerful: systematically giving value to every person in his network.

The result? A business built entirely on referrals, partnerships, and relationships that started as podcast conversations and evolved into family vacations and lifelong friendships.

Replace Your Pipeline With “Columns of Giving”

Traditional sales thinking asks: “How do I move this prospect to the next stage?” Weisz asks a different question entirely.

“We’re not trying to sell them or anything like that. It’s like, okay, how do we give to this person?”

His team holds pipeline calls three days a week, but they focus exclusively on giving, not closing. Each column represents a specific way to add value:

Platform: Feature contacts on your podcast to amplify their expertise and voice.

Introductions: Connect people in your network who would benefit from knowing each other.

Gifts: Send thoughtful items that show genuine appreciation without any strings attached.

Promotion: Share their wins and content on social media, even months after your initial interaction.

Opportunities: Recommend them for other podcasts, speaking engagements, or partnerships.

“People know what we do, so if they know someone who has a need or they feel like they have a need, they’ll contact us.”

This approach transforms networking from a vague concept into a repeatable process. When you consistently provide value, your network becomes invested in your success because you are genuinely invested in theirs.

Use AI to Become More Human, Not Less

The explosion of AI tools creates a paradox for relationship-focused businesses. Weisz demonstrates how to use technology to enhance authentic connection rather than replace it.

He shares a telling story: a colleague sent him a voice text, and Weisz immediately called him out.

“That was not you. I know that wasn’t you. That was your AI clone voice.”

The message was 90% accurate, but Weisz could tell. In a world flooded with AI-generated content, your ability to detect authenticity is becoming a critical business skill. And your ability to be authentic is becoming your greatest competitive advantage.

Rather than avoiding AI, Weisz uses it strategically to reclaim time for human interaction.

“I use Whisperflow and Gemini inside of G-Suite. I don’t wanna type anymore. It polishes up a little bit. It’s still me, but it definitely polishes it up.”

The key distinction: your brain must stay connected to the output. Using tools to be more productive is different from pretending AI-generated content is authentically yours. One builds trust. The other erodes it.

Weisz offers an unexpected analogy for how AI should function in your workflow.

“It’s kinda like when I got married and met my wife. She polished me up.”

AI handles the low-value tasks so you can invest your energy where it matters most: building genuine relationships with real people.

Protect the Energy That Fuels Your Generosity

A demanding, relationship-first strategy requires sustainable energy. Weisz connects high-level business strategy directly to personal habits.

He transformed from a “sleep when I’m dead” night owl to an early riser who swims a mile every morning before becoming, as he puts it, “a short order cook and an Uber driver” for his kids.

“If we don’t have our health, we really have nothing.”

After hiring a sleep coach and tracking his rest with an Oura Ring, the change surprised him.

“I was like, ‘Oh my God, this is how I’m supposed to feel? This is crazy.’ I’m not tired all the time.”

The lesson for leaders: you cannot give what you do not have. To consistently show up for your network with generosity and energy, you must first invest in yourself.

Three Actions to Start Building Your Relationship Engine

Reframe your CRM. Stop asking “Where is this contact in my pipeline?” Start asking “What have I given this person lately?” Track your columns of giving with the same rigor you track your sales stages.

Audit your AI usage. Identify which tools help you be more productive so you can reinvest that time in human connection. Eliminate any usage that creates inauthenticity or erodes trust.

Protect your foundation. Your ability to sustain a generous approach depends on your personal energy. Evaluate your sleep, exercise, and health habits as seriously as you evaluate your business metrics.

The future of go-to-market does not belong to the best algorithm or the most aggressive sales tactics. It belongs to those who build the most authentic relationships.

What is one action you can take this week to give value to a key partner or prospect without expecting anything in return?