In this episode, Dani Woolf interviews James Farrow, co-founder of Cyft, about his journey from cybersecurity sales to building a solution that TRULY helps IT buyers and MSPs. James shares his change moment when he realized the importance of understanding customers as people and the challenges they face in the buying process. He discusses the insights he gained from conducting customer research and how Cyft is evolving to better serve the IT community. James also highlights the role of AI in enhancing the sales process and the importance of transparency in vendor-buyer interactions.

• Understanding customers as people and approaching sales conversations with empathy can lead to better outcomes and stronger relationships.

• The gap between the way cybersecurity products are sold and how IT buyers want to buy creates challenges and confusion in the market.

• Cyft is focused on helping MSPs and value-added resellers serve their customers by providing tools that streamline the sales process and enable better communication and collaboration.

• AI can be a powerful tool for sales professionals, allowing them to capture and access important information quickly and easily.

• Transparency and accessibility are key factors in building trust and improving the vendor-buyer relationship.

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