In this episode, Jeff interviews Scott Gillum, who is the Founder and CEO of Carbon Design, a marketing agency that uses audience insight and personality to increase conversations, engagement, and revenue for clients. Scott believes that in order to differentiate a message or get people to advocate for it, one must create a personal connection with them by understanding their motivations, behaviors, and personalities. They discuss the four distinct personality types that are found in a buying group: the influencer, champion, challenger, and steady. They also talk about how to effectively coach B2B salespeople to connect with modern buyers and emphasize the importance of understanding corporate culture, motivations, and dynamics between people in the deal when coaching salespeople. Salespeople often come across false positives who seem friendly but don't actually do anything; these are influencers who like new ideas but are not invested enough in the process to move things forward. Listen to understand why softer sides of selling are important and how tools are not able to capture them. Don't miss out on this opportunity to gain more insights into your customer's purchase decisions! Tune in and learn how you can be more strategic about casting a wide net for leads.