In this episode of Mastering Modern Selling, the hosts welcomed Denise Murtha to discuss humanizing sales in an AI-driven world.

Denise, an experienced sales leader and founder of Cellevator, shared insights on how sales teams can shift from transactional approaches to people-first strategies.

1. The Pitfalls of AI in Sales Without Human Touch

• AI is increasingly integrated into sales, but many organizations fail to use it effectively.
• Some companies allow AI to fully automate interactions, leading to negative brand experiences because customers feel ignored.
• Others use AI alongside human reps but simply amplify ineffective strategies rather than making interactions more meaningful​.

2. Reframing the Sales Mindset: From Selling to Problem-Solving

• Instead of focusing on how to get buyers to purchase, sales teams should shift to how to help clients solve problems.
• Asking deep-level discovery questions uncovers the real pain points buyers are experiencing, rather than just addressing surface-level concerns​.
• Many buyers don’t even fully understand the problems they’re facing until a well-structured sales conversation brings clarity.

3. How to Make Sales Outreach More Human

• Cold outreach often fails because it's overly transactional and impersonal.
• Denise recommends the 3-to-1 rule: Give three things of value before asking for something.
• Personalized messages that reference a prospect’s interests, experiences, or company initiatives perform far better than generic sales pitches​.
• Instead of starting with, "Hi, I’m with X company and we do Y," try leading with a shared connection, mutual interest, or a helpful insight.

4. Slow Down to Speed Up: The Case for Better Sales Conversations

• Many sales teams believe they don’t have time to engage in meaningful conversations.
• In reality, rushed processes lead to lower conversion rates.
• Denise emphasizes that slowing down actually increases sales velocity by making buyers feel heard and understood, resulting in stronger relationships and higher close rates​.
• This approach also reduces the high churn rates in sales teams, as reps feel more successful and engaged.

5. AI as an Enabler, Not a Replacement

• AI has its place, but should be used to assist salespeople, not replace them.
• AI can help analyze data, prioritize leads, and personalize outreach, but it cannot replace genuine human connection.
• Companies using AI to replace human interaction are simply scaling bad experiences faster​.

Denise emphasized that humanizing sales is essential as buyers grow weary of automation and cold outreach.

Success lies in building trust, asking deeper questions, and delivering value before making a request. In 2025, the key challenge will be balancing AI-driven efficiency with genuine human engagement.

Sales teams that master this will achieve stronger pipelines, higher conversions, and better customer relationships.

Don't miss out—your next big idea could be just one episode away!

This Show is sponsored by Fist Bump
Your prospecting partner to authentically fill your pipeline with ideal customers.

Check out our Live Show Events here: Mastering Modern Selling Live Show

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In this episode of Mastering Modern Selling, Brandon Lee and Carson Heady host Chris Dunn, VP of Sales and Business Development at Blue Hive Exhibits.

Chris shares his transformation from a passive LinkedIn user to a recognized expert in his field, illustrating the power of authenticity, consistency, and relationship-building in the modern sales landscape.

This journey reveals key strategies for leveraging platforms like LinkedIn, adapting to market shifts, and fostering meaningful connections in a buyer-centric world.

• The Power of LinkedIn as a Relationship-Building Tool

Chris started leveraging LinkedIn during the pandemic when his traditional sales methods were disrupted.

He transitioned from casual posting to sharing industry insights, personal stories, and authentic content.

This approach helped him establish credibility and visibility in his network.

• Dark Social and Trust Building

Chris discussed the concept of “dark social,” referring to how interactions on social platforms often lead to offline conversions.

Prospects often feel like they "know" you through your online presence before initiating conversations, reducing barriers to trust.

• Balancing Authenticity and Professionalism

Chris emphasized the importance of being authentic while maintaining professionalism on platforms like LinkedIn.

Sharing personal stories, such as his morning walks with his dog, Barton, allowed him to humanize his brand and create relatable touchpoints with his audience.

• The Long Game in Modern Selling

Success in modern sales requires a commitment to the long game.

Instead of aggressive cold outreach, Chris focuses on nurturing relationships, offering value, and waiting for organic opportunities to emerge.

• Live Shows as a Trust-Building Tool

Chris emphasized the value of hosting live shows to establish authority and deepen connections.

By sharing expertise in a conversational format and engaging with audiences in real-time, live shows humanize the sales process, build trust, and position sales professionals as approachable thought leaders.

• Results Through Reputation and Consistency

Chris highlighted that 20% of his sales quota has been directly influenced by his LinkedIn activity.

Sharing visually engaging content from the trade show world and consistently engaging with his audience has led to meaningful business opportunities.

Chris Dunn’s story is a testament to the evolving nature of sales. His journey from “lurker” to LinkedIn influencer underscores the importance of authenticity, persistence, and a willingness to adapt.

As Chris pointed out, modern selling is about playing the long game, building relationships, and creating a trusted presence in the digital sphere.

Don't miss out—your next big idea could be just one episode away!

This Show is sponsored by Fist Bump
Your prospecting partner to authentically fill your pipeline with ideal customers.

Check out our Live Show Events here: Mastering Modern Selling Live Show

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This episode of Mastering Modern Selling focuses on using LinkedIn as a dynamic platform for modern sales success.

Hosts Brandon Lee, Tom Burton, and Carson Heady explore strategies to engage meaningfully on LinkedIn, emphasizing building genuine relationships rather than transactional interactions.

Drawing from personal stories and professional insights, they discuss how to transform LinkedIn into a "24/7 coffee shop" for sales and networking.

LinkedIn as a Networking Platform, Not a Sales Machine

• LinkedIn should be viewed as a space for connection, akin to a conference or coffee shop, where relationships are built gradually through meaningful interactions.
• Engaging with content via comments, shares, and strategic posts fosters visibility and credibility.

The Power of Humanity in Sales Content

• Combining professional content with personal stories (e.g., fitness achievements or life lessons) helps to humanize your presence.
• People resonate with stories, making them more likely to engage and remember you when a professional need arises.

The Importance of Strategy and Consistency

• Success on LinkedIn requires consistent engagement and strategic activities, such as following thought leaders or participating in relevant groups.
• A consistent cadence of posting and interacting helps build a reputation over time.

Leveraging Tools and Analytics

• Tools like LinkedIn Sales Navigator and automation tools (used sparingly and respectfully) can enhance productivity by identifying the right audience and tailoring content for them.
• Monitoring what content resonates and adapting strategies is key to sustained success.

Building Conversations First, Selling Later

• Instead of diving straight into a sales pitch, focus on the "chit-chat" phase. This mirrors real-life networking events where rapport is built before discussing business.
• Meaningful conversations often lead to better opportunities and reduce barriers for potential clients.

This episode reinforces that success in modern sales isn't about pushing products but about connecting with people authentically.

Whether you're commenting on posts, sharing personal milestones, or engaging in groups, every interaction on LinkedIn contributes to your professional brand.

By blending human stories with professional insights and leveraging tools to fine-tune your approach, you can build trust and foster genuine relationships that lead to sales success.

Don't miss out—your next big idea could be just one episode away!

This Show is sponsored by Fist Bump
Your prospecting partner to authentically fill your pipeline with ideal customers.

Check out our Live Show Events here: Mastering Modern Selling Live Show

Subscribe to our Newsletter: Mastering Modern Selling Newsletter