Mastering Modern Selling MMS #122 - Humanizing Sales for Results: Building Relationships That Convert with Denise Murtha
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.
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