Quote: "Trust is built through consistent behavior over time." - Colleen Francis
Episode Summary: In this compelling episode of "Selling in the Age of AI," Frank Somma sits down with Colleen Francis—bestselling author, sales strategist, and Hall of Fame speaker—who is widely recognized as one of the top sales influencers today. Together, they explore the evolving sales landscape shaped by AI and generational shifts, while reaffirming that the most impactful sales strategies still center on authentic, human connection. Colleen delivers a masterclass in modern selling, filled with practical insights and powerful takeaways.
Key Topics & Insights:
AI as a Sales Accelerator: AI is not replacing salespeople but enabling them to do more with less—automating research, tailoring messaging, and analyzing sales calls to uncover best practices.
Sales Is Not Binary: The most successful sellers blend tech and human interaction. Cold emails, phone calls, and face-to-face meetings each have their place depending on the situation and the buyer.
The End of Vanity Metrics: Sales leaders must stop relying on arbitrary activity targets. Real performance comes from understanding what activities drive outcomes and customizing metrics per individual seller.
Buyer Behavior Has Shifted: Millennials and Gen Z buyers are more risk-averse, digitally savvy, and collaborative. Sellers must adapt or be left behind.
The Power of Qualification: Top sellers spend 75% of their sales time up front qualifying and quantifying value, which ultimately accelerates the close.
Sales Is Personal: The idea that sales “isn’t personal” is a myth. Great salespeople take responsibility for their losses and view failures as learning opportunities.
Modeling Excellence: New sellers should shadow top performers, listen to calls, and absorb the business value of what they sell—not just the product features.
CRM That Works for Sellers: Adoption rises when CRMs are embedded into daily workflows, not when they’re used solely as management tracking tools.
Broaden Your Stakeholder Map: Don’t rely on a single “ideal buyer.” The best salespeople build multiple relationships across the organization to strengthen their position.
Colleen's Approach to Trust: Trust is earned through responsiveness, customization, and genuine care—especially in a world where AI-generated messages can feel impersonal.
Recommended Charity - Kiva: Colleen supports Kiva, a micro-lending platform that empowers women in agriculture globally.
Connect with Colleen Francis:
Kiva: https://www.kiva.org
Connect with Frank Somma:
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