Sales Logic - Selling Strategies That Work
Jun 30, 2026 · 25 min · 12 segments
Lightning Round: Top 10 Emotional Intelligence Skills You Need to Build Question: Mark Caton on Spotify asks, "I think a valuable podcast would be to address how sales people are utilizing AI, and…
You know, Mark, I love this topic and I love the fact that we're gonna be talking about AI, that we're gonna be talking about, um, uh, emotional intelligence.
It's kind of like you said with the bookend, 'cause you're really gonna need both in, in today's marketplace.
But the first thing that came to mind for me was, um, was really prospecting and research.
It's probably one of the biggest ways that, that AI has, um, I mean, yeah, that artificial it- intelligence is really shifting the sales market, and I think it's doing it in two ways.
Number one is I think there's a higher expectation from customers that we've done our homework.
I think the other is it makes it so much easier to go really deep on a prospect or a customer, to really intimately understand not only their industry, but to truly understand, um, them as individuals.
The tools are there, and what you just described is so real because AI can give us a tremendous amount of intelligence and insight.
I had dinner the other night with several CROs, and they were sharing how their investors are adamant that they employ more AI to reduce headcount, to get rid of the SDR role, to get rid of the BDR role, to get rid of all of these, these functioning salespeople that aren't truly bringing what they say value right now.
And it's very interesting, but every one of the CROs was pushing back and asking me for insights, "Mark, here's the deal.
All it's doing is creating more noise out there, but is it breaking through? That's why I think our lightning round is so key because it is so imperative that we have a personal conversa- personal, whoa, there's a radical concept, a personal relationship, personal conversation with our customers.
And that's a little, little bit of a conflict with AI, unless we're doing what you're talking about, and that is using it for the research and the insights and still picking up the phone or however we communicate to reach out to that customer.
But, um, but I had four proposals to do this weekend, and my ability to personalize those proposals was so much better and so much quicker.
Like four proposals that need to be really personalized would have taken me all weekend long to do.
Now I'm able to take what is, you know, basically, um, you know, information and say, "Help me really tailor this to the, you know, to the energy space.
Help me really, you know, make sure that this addresses this." Now I still have to go back in and I've gotta edit it and I've gotta personalize it and all those types of things, but the speed at which it has given me to provide what I think is a far better proposal for my client, which, and I really wanna emphasize that it doesn't, it doesn't take me out of it.
Like it, it educated me so that when I get on the platform and deliver, I'm gonna deliver so much better a presentation.
You know, Mark, I love this topic and I love the fact that we're gonna be talking about AI, that we're gonna be talking about, um, uh, emotional intelligence.
It's kind of like you said with the bookend, 'cause you're really gonna need both in, in today's marketplace.
But the first thing that came to mind for me was, um, was really prospecting and research.
It's probably one of the biggest ways that, that AI has, um, I mean, yeah, that artificial it- intelligence is really shifting the sales market, and I think it's doing it in two ways.
Number one is I think there's a higher expectation from customers that we've done our homework.
I think the other is it makes it so much easier to go really deep on a prospect or a customer, to really intimately understand not only their industry, but to truly understand, um, them as individuals.
The tools are there, and what you just described is so real because AI can give us a tremendous amount of intelligence and insight.
I had dinner the other night with several CROs, and they were sharing how their investors are adamant that they employ more AI to reduce headcount, to get rid of the SDR role, to get rid of the BDR role, to get rid of all of these, these functioning salespeople that aren't truly bringing what they say value right now.
And it's very interesting, but every one of the CROs was pushing back and asking me for insights, "Mark, here's the deal.
All it's doing is creating more noise out there, but is it breaking through? That's why I think our lightning round is so key because it is so imperative that we have a personal conversa- personal, whoa, there's a radical concept, a personal relationship, personal conversation with our customers.
And that's a little, little bit of a conflict with AI, unless we're doing what you're talking about, and that is using it for the research and the insights and still picking up the phone or however we communicate to reach out to that customer.
But, um, but I had four proposals to do this weekend, and my ability to personalize those proposals was so much better and so much quicker.
Like four proposals that need to be really personalized would have taken me all weekend long to do.
Now I'm able to take what is, you know, basically, um, you know, information and say, "Help me really tailor this to the, you know, to the energy space.
Help me really, you know, make sure that this addresses this." Now I still have to go back in and I've gotta edit it and I've gotta personalize it and all those types of things, but the speed at which it has given me to provide what I think is a far better proposal for my client, which, and I really wanna emphasize that it doesn't, it doesn't take me out of it.
Like it, it educated me so that when I get on the platform and deliver, I'm gonna deliver so much better a presentation.
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