In this episode of Enabling Buying: A B2B Sales and Revenue Podcast, host Paul Kirch speaks with Etinosa Agbonlahor, behavioral economist and CEO of Decision Alpha, about pricing psychology and the role price plays in buyer behavior.

Etinosa and her team use behavioral economics to understand how people make financial decisions. Her experience spans the United States, Australia, Africa, and the UK, where she has worked on pricing, engagement, and customer behavior strategies.

Price, Etinosa explains, is more than a financial calculation. Buyers can use it as a signal of value. In one study she discusses, participants believed they were drinking wines at different price points. In reality, they were drinking the same wine. Yet their brain activity changed when they believed the wine was more expensive.

That makes pricing psychology an important part of the buying experience. Instead of asking only whether a price is too high or too low, businesses should consider what the price communicates. Buyers need reference points that help them understand why a particular price makes sense for the value they expect to receive.

Paul and Etinosa also explore how sales teams can unintentionally create their own pricing problems. Shallow discovery conversations can prevent sellers from understanding the buyer’s real problem and urgency. Meanwhile, discounting too quickly can weaken the seller’s position and train customers to expect lower prices.

Finally, Etinosa explains how choice architecture can influence buying decisions. Giving buyers only one option may send them elsewhere to compare. Too many choices can create confusion. Instead, businesses can thoughtfully structure packages and pricing options so buyers can compare alternatives and understand which solution best fits their needs.

• Why price can signal value to buyers
• How psychology influences financial decisions
• Why buyers need pricing reference points
• The danger of offering too many choices
• How salespeople can create price objections
• Why shallow discovery creates problems later
• What happens when salespeople discount too quickly
• Alternatives to reducing your price
• How choice architecture influences buying decisions
• Why perceived value can differ from what companies believe
• How customer research can strengthen sales confidence
• Where AI fits into modern pricing strategy

One particularly important takeaway is Etinosa’s warning about discounting. Discounts can train customers to wait for a better deal. They can also be difficult to make profitable once the actual cost of delivering the product or service is considered. Instead, she suggests exploring alternatives such as additional service time, flexible payment terms, or enhanced support.

Etinosa also emphasizes the importance of bringing salespeople into the pricing research process. When sellers hear directly from customers about what they value, why they value it, and what they are willing to pay, they can better understand and communicate why the offering is priced the way it is.

• Decision Alpha
• How to Talk to Your Parents About Money by Etinosa Agbonlahor
• Collavia
• Enabling Buying methodology

Love the show? Support Paul and buy him a coffee to fuel the next episode: https://buymeacoffee.com/paulcu

There are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, or your preferred player of choice.

You can watch full episodes on our YouTube channel: Criteria for Success.

If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com.

To learn more about the methodology behind the show, visit collavia.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/category/podcast/

The post How Etinosa Agbonlahor Uses Pricing Psychology to Influence Buyer Behavior appeared first on Collavia.

In this episode of Enabling Buying: A B2B Sales and Revenue Podcast, host Paul Kirch speaks with Louise McDonnell, marketing strategist, best-selling author, trainer, and founder of Sell On Social.media. They explore how a strong social media marketing strategy can help businesses turn visibility into trust, conversations, and ultimately sales.

Louise has spent more than 17 years helping businesses develop marketing strategies that generate inquiries, sales, and sustainable growth. She has trained more than 30,000 businesses and written four best-selling books.

One of Louise’s central messages is simple: businesses do not necessarily need more content. They need better content with a clear purpose. Posting every day will not solve unclear positioning, a weak offer, or a disconnected marketing strategy.

Instead, Louise recommends starting with clarity. Businesses need to understand what they sell, why it matters, and what makes them different. Then, they need a conversion path that moves awareness toward a sales conversation. Content comes after those foundations are in place.

Paul and Louise also explore why vanity metrics can be misleading. Thousands of impressions mean little if the content does not reach the right buyers or help them move forward. A successful social media marketing strategy should connect content to meaningful business outcomes.

Storytelling plays an important role in that process. Louise explains that stories are currently among the strongest-performing types of social content because they create emotional connections. More importantly, your personal stories cannot simply be replicated by another person or generated from a generic AI prompt.

The conversation also examines AI’s growing role in content creation. Louise believes AI should act as a co-pilot, not the pilot. Without a clear understanding of your positioning and differences, generic AI tools can produce content that sounds just like everyone else.

Finally, Louise explains why businesses should stop treating social media as an isolated activity. Strong marketing connects positioning, content, lead generation, follow-up, and sales into one journey that makes it easier for the right people to take the next step.

• Why more content is not always better
• The three Cs: clarity, conversion, and content
• How to turn social media attention into sales conversations
• Why vanity metrics can distract from real business results
• The danger of relying entirely on referrals
• Why differentiation matters before creating content
• How storytelling builds trust and emotional connection
• Using AI as a co-pilot instead of the pilot
• Why generic AI creates generic marketing
• Finding content inside existing conversations and materials
• Why outcome-based messaging helps buyers say yes
• How repeating core messages builds awareness

One particularly useful takeaway is Louise’s distinction between creating and capturing content. Instead of constantly sitting in front of a blank screen, businesses can capture stories, insights, and advice already shared during customer conversations, workshops, presentations, podcasts, and other interactions. Those ideas can then be repurposed into marketing content.

She also challenges the pressure to post constantly. According to Louise, even one strong post per week that genuinely connects with people can be enough. She recommends focusing on stories, conversations, comments, and genuine relationship-building instead of simply posting and disappearing.

• Sell On Social.media
• Louise McDonnell’s best-selling books
• Collavia
• Enabling Buying methodology

Love the show? Support Paul and buy him a coffee to fuel the next episode: https://buymeacoffee.com/paulcu

There are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, or your preferred player of choice.

You can watch full episodes on our YouTube channel: Criteria for Success.

If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com.

To learn more about the methodology behind the show, visit collavia.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/category/podcast/

The post How to Make Social Media Actually Drive Sales with Louise McDonnell appeared first on Collavia.

In this episode of Enabling Buying: A B2B Sales and Revenue Podcast, host Paul Kirch speaks with Greg Rosner, founder of PitchKitchen and author of Storycraft for Disruptors, about AI in B2B sales, clearer messaging, and building buyer trust. Greg has spent more than 20 years advising B2B founders and helping companies communicate what makes them different.

Greg believes AI can give salespeople more time for the work that matters most. Instead of spending hours on administrative tasks, they can use AI to support follow-ups, research, CRM updates, and other work surrounding the sales conversation. As a result, salespeople can spend more time building relationships.

However, better technology cannot fix an unclear story. Greg explains that many B2B companies struggle to clearly communicate who they serve, why they exist, and what makes them different. That problem becomes even more important as buyers increasingly use AI tools to research companies and evaluate potential solutions.

Paul and Greg also explore how AI in B2B sales can improve preparation. Greg uses AI to research prospects before meetings and analyze conversations afterward. This allows him to move beyond basic questions and focus on deeper discussions about what buyers actually need.

Still, AI cannot earn trust for you. Greg points out that buyers may arrive at a conversation already informed by AI. At that point, the conversation becomes about fit and trust. The salesperson must create that human connection.

• How AI can reduce administrative work for salespeople
• Why clear B2B messaging matters more in an AI-driven market
• Moving beyond prompting toward collaborating with AI
• How AI can help buyers research solutions before a sales conversation
• Why salespeople need to ask deeper questions
• Using AI to prepare for meetings and analyze conversations
• Why AI can support trust, but cannot replace human relationships
• What CEOs misunderstand about adopting AI
• Why websites may become even more important as AI influences buying
• How a clear strategic narrative can align marketing, sales, and AI

Greg also challenges the idea that simply giving employees access to an AI tool will transform a business. Instead, he believes leaders need to help people use AI to become more effective and deliver greater value to customers.

• PitchKitchen
• Storycraft for Disruptors by Greg Rosner
• Magnetic Messaging Framework
• AI Brand Twin
• Brand Signal Score
• Collavia
• Enabling Buying methodology

Greg created the Magnetic Messaging Framework, AI Brand Twin, and Brand Signal Score as tools for helping B2B businesses clarify and consistently communicate their story.

Love the show? Support Paul and buy him a coffee to fuel the next episode: https://buymeacoffee.com/paulcu

There are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, or your preferred player of choice.

You can watch full episodes on our YouTube channel: Criteria for Success.

If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com.

To learn more about the methodology behind the show, visit collavia.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/category/podcast/

The post Greg Rosner on AI, B2B Messaging, and Building Buyer Trust appeared first on Collavia.

In this episode of Enabling Buying: A B2B Sales and Revenue Podcast, host Paul Kirch speaks with Carla Watt, founder of WattNext Consultancy, about founder-led sales and the challenges of building a scalable sales organization.

Carla works with founders who are ready to move beyond selling everything themselves. She helps them build stronger sales structures, leadership systems, and teams. She is also the author of the forthcoming book The Accidental Sales Leader.

Carla shares how she unexpectedly found her way into sales. She started in telemarketing, where she learned resilience and how to handle rejection. Later, she moved into sales leadership, training, and coaching. Eventually, she became a founder herself.

Along the way, Carla discovered a common problem. Many founders know how to sell through instinct and determination. However, they struggle to turn that approach into a repeatable process that someone else can follow.

Paul and Carla also discuss why founders often hire salespeople before their business is ready. Instead, Carla explains why companies need the right foundations first. Clear processes, organized data, strong onboarding, and defined expectations can help new salespeople succeed.

• Why so many people become accidental sales leaders
• What telemarketing taught Carla about resilience
• The gap between founder-led sales and structured selling
• Why founders struggle to let go of control
• How different learning styles affect sales training
• Why founders should build sales foundations before hiring
• How trust and networking create referral opportunities
• Why salespeople do not need to sell exactly like the founder
• The importance of practical experience in business education

• Watt Next Consultancy
• The Accidental Sales Leader by Carla Watt
• Collavia
• Enabling Buying methodology

Love the show? Support Paul and buy him a coffee to fuel the next episode: https://buymeacoffee.com/paulcu

There are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, or your preferred player of choice.

You can watch full episodes on our YouTube channel: Criteria for Success.

If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com.

To learn more about the methodology behind the show, visit collavia.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/category/podcast/

The post Carla Watt on Moving Beyond Founder-Led Sales appeared first on Collavia.

In this episode of Enabling Buying: A B2B Sales and Revenue Podcast, host Paul Kirch speaks with Kelly Stepno, Midwest Managing Director and Chair of APCO‘s North American Corporate Reputation Practice, about crisis communication and the role trust plays in helping organizations navigate complex business challenges.

Kelly explains why the best client relationships are built through active listening rather than persuasive selling. She shares how understanding business goals allows advisors to recommend solutions that create long-term value instead of short-term wins.

Paul and Kelly also discuss how consulting has evolved from transactional engagements to relationship-driven partnerships. Throughout the conversation, Kelly explains why trusted advisors ask better questions, challenge assumptions, and focus on solving the right problems before proposing solutions.

The conversation also explores why crisis communication has become more important as organizations face increasing scrutiny from customers, employees, policymakers, and AI-powered search tools. Kelly explains how transparency, consistency, and authentic communication help organizations protect their reputation before, during, and after a crisis.

Finally, Paul and Kelly discuss the growing influence of AI on corporate reputation. They explain why organizations must communicate clearly across every channel and why authenticity will become one of the most valuable assets businesses can build.

• Why active listening creates stronger client relationships
• Building trust through long-term partnerships
• Moving beyond transactional selling
• Asking better questions before offering solutions
• Helping clients choose the right strategy
• Protecting reputation during times of crisis
• Why transparency strengthens stakeholder trust
• Managing reputation in an AI-driven world
• Balancing technology with authentic communication
• Becoming a trusted advisor instead of a salesperson

• APCO
• Collavia
• Enabling Buying methodology

Love the show? Support Paul and buy him a coffee to fuel the next episode: https://buymeacoffee.com/paulcu

There are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, or your preferred player of choice.

You can watch full episodes on our YouTube channel: Criteria for Success.

If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com.

To learn more about the methodology behind the show, visit collavia.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/category/podcast/

The post Kelly Stepno on Building Trust and Reputation in Crisis Communication appeared first on Collavia.

In this episode of Enabling Buying: A B2B Sales and Revenue Podcast, host Paul Kirch speaks with Maranda Dziekonski, Chief Customer Officer, executive coach, and leadership author, about customer success leadership and the resilience required to build lasting customer relationships.

Drawing from more than 25 years of leadership experience, Maranda shares her remarkable journey from rural Michigan to executive leadership in Silicon Valley. Along the way, she explains how perseverance, continual learning, and purposeful action shaped both her career and leadership philosophy.

Paul and Maranda also discuss today’s rapidly changing business landscape. As AI transforms customer-facing roles, she explains why professionals who embrace new technology will create greater value for customers while remaining competitive in their careers.

Throughout the conversation, Maranda explores why customer success leadership begins with understanding customer goals instead of simply delivering products or services. She introduces the Value Cycle, a practical framework that helps organizations measure outcomes, demonstrate ROI, and build long-term customer loyalty.

Finally, Paul and Maranda discuss resilience, personal growth, and why small, consistent actions create lasting momentum. They also explain how leaders can develop high-performing teams by helping both employees and customers succeed together.

• Turning adversity into leadership
• Building customer success leadership
• The Value Cycle framework
• Creating measurable customer outcomes
• Helping customers demonstrate ROI
• Leading through uncertainty and change
• Using AI to improve customer success
• Setting personal and professional goals
• Building momentum through daily progress
• Creating loyal, long-term customer relationships

• Saying the Hard Parts Out Loud by Maranda Dziekonski (forthcoming)
• Collavia
• Enabling Buying methodology

Love the show? Support Paul and buy him a coffee to fuel the next episode: https://buymeacoffee.com/paulcu

There are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, or your preferred player of choice.

You can watch full episodes on our YouTube channel: Criteria for Success.

If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com.

To learn more about the methodology behind the show, visit collavia.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/category/podcast/

The post Maranda Dziekonski on Customer Success, Resilience, and AI Leadership appeared first on Collavia.

In this episode of Enabling Buying: A B2B Sales and Revenue Podcast, host Paul Kirch speaks with Carson V. Heady, Managing Director at Microsoft and author of Moneyball Sales. Together, they explore how Moneyball sales combines data, relationships, and AI to create consistent sales success in today’s competitive marketplace.

With more than 25 years of sales leadership experience and over $1 billion in revenue generated, Carson shares why long-term success comes from serving people before selling products. Rather than focusing on quotas alone, he explains how trusted relationships, disciplined habits, and quality conversations produce stronger business results.

Paul and Carson also discuss how AI is changing modern selling. While automation creates more noise, Carson explains that successful sales professionals use AI to personalize outreach, identify buying signals, and prepare for meaningful conversations instead of replacing genuine human connection.

Throughout the conversation, Carson shares practical lessons from his career at Microsoft and the inspiration behind his Moneyball Sales methodology. He explains why data should guide decisions, why relationships outperform shortcuts, and why consistent daily execution creates predictable growth over time.

Finally, Paul and Carson explore why today’s buyers need trusted advisors instead of traditional salespeople. They discuss reducing buyer risk, earning credibility, and helping customers make confident decisions in an increasingly complex buying environment.

• Building trust before selling• The principles behind Moneyball sales• Using AI to personalize outreach• Creating quality conversations over quantity• Why relationships outperform shortcuts• Reducing buyer risk during decisions• Using data to improve sales performance• Daily habits that drive predictable success• Building influence inside customer organizations• Leading with service instead of pressure

• Moneyball Sales by Carson Heady• Microsoft• Michael J. Fox Foundation• The JOLT Effect by Matt Dixon and Ted McKenna• Collavia• Enabling Buying methodology

Love the show? Support Paul and buy him a coffee to fuel the next episode: https://buymeacoffee.com/paulcu

There are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, or your preferred player of choice.

You can watch full episodes on our YouTube channel: Criteria for Success.

If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com.

To learn more about the methodology behind the show, visit collavia.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/category/podcast/

The post Carson V. Heady on Moneyball Sales, AI, and Building Trusted Relationships appeared first on Collavia.

In this episode of Enabling Buying: A B2B Sales and Revenue Podcast, host Paul Kirch speaks with Thom Van Dycke, founder of Van Dycke, leadership consultant, and business strategist. Together, they explore how story based marketing helps businesses connect with buyers, build trust, and overcome growth barriers.

Thom spent nearly two decades in pastoral leadership before transitioning into business consulting. Today, he helps founder-led companies identify the challenges limiting growth and build systems that support long-term success. Throughout the conversation, he explains why the best salespeople act more like diagnosticians than persuaders. Instead of focusing on features and benefits, they help buyers understand the transformation they want to achieve.

Paul and Thom also discuss the relationship between leadership and sales performance. Many organizations struggle because leaders unintentionally become bottlenecks. As a result, talented employees often feel restricted from using their expertise. Thom explains why humility, trust, and delegation are essential for sustainable growth.

The conversation also explores the disconnect that often exists between marketing and sales. While marketing builds trust before the sale, sales converts that trust into action. Thom argues that businesses achieve better results when both teams work together and focus on the entire customer journey rather than isolated metrics.

Finally, Thom shares his practical framework for story based marketing. Using the concepts of disruption, confrontation, and transformation, he explains how businesses can create messaging that resonates emotionally and helps buyers move forward with confidence.

• Why great salespeople diagnose before they sell• The difference between features, benefits, and transformation• How leadership bottlenecks limit company growth• Why humility is a critical leadership skill• The relationship between marketing-qualified and sales-qualified leads• Building trust before the sale and converting trust into action• Why referrals and lifetime customer value matter more than many realize• How founders transition from generalists to leaders of specialists• The role of story based marketing in buyer engagement• The disruption, confrontation, and transformation framework for storytelling

• Van Dycke• Ready, Fire, Aim by Michael Masterson• Collavia• Enabling Buying in a World of Selling methodology

Love the show? Support Paul and buy him a coffee to fuel the next episode: https://buymeacoffee.com/paulcu

There are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, or your preferred player of choice.

You can watch full episodes on our YouTube channel: Criteria for Success.

If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com.

To learn more about the methodology behind the show, visit collavia.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/category/podcast/

The post Story-Based Marketing: Thom Van Dycke on Leadership and Growth appeared first on Collavia.

In this episode of Enabling Buying: A B2B Sales and Revenue Podcast, host Paul Kirch speaks with Greg Friel, founder of GF Consulting, musician, producer, brand strategist, and creative consultant. Together, they explore how storytelling and human connection influence buying decisions and why authenticity matters more than ever in an AI-driven world.

Greg shares lessons from more than three decades in music, media production, branding, and marketing. Throughout the conversation, he explains why people buy emotionally, how strong stories help buyers connect with brands, and why businesses must understand the customer experience before introducing automation.

As AI continues to transform marketing and sales, Greg discusses the opportunities and risks of automation. While technology can improve efficiency, he believes businesses must remain transparent and protect the human elements that create trust. He argues that buyers want authentic experiences, not just faster processes.

Paul and Greg also explore the role of creativity in business. They discuss why storytelling helps buyers feel understood, how emotional connection creates confidence, and why great brands focus on the customer’s journey rather than their own messaging.

• Why people make buying decisions emotionally• How storytelling creates stronger buyer connections• Looking at sales and marketing from the buyer’s perspective• Why customer experience should guide automation decisions• The importance of brand discovery before implementing AI• How transparency builds trust in an AI-driven world• The risks of automating experiences buyers value most• Why authenticity matters more than technology alone• How stories help buyers feel safe and understood• Why creativity remains essential despite advances in AI

• GF Consulting• Frielance Media• Collavia• Enabling Buying in a World of Selling methodology

Love the show? Support Paul and buy him a coffee to fuel the next episode: https://buymeacoffee.com/paulcu

There are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, or your preferred player of choice.

You can watch full episodes on our YouTube channel: Criteria for Success.

If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com.

To learn more about the methodology behind the show, visit collavia.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/category/podcast/

The post Greg Friel on Storytelling, Creativity, and Human Connection in the Age of AI appeared first on Collavia.

In this episode of Enabling Buying: A B2B Sales and Revenue Podcast, host Paul Kirch speaks with Patrick Seaton, sales strategist, author, and creator of Ask Alex, a neuroscience-based sales coaching platform. Together, they explore how buyer decision neuroscience influences every stage of the buying journey and why sellers often struggle when they focus more on selling than helping buyers make decisions.

Patrick explains the “crocodile brain,” the primitive part of the brain responsible for detecting threats, protecting us, and filtering information. According to Patrick, most buying decisions are driven by emotion and survival instincts long before logic enters the conversation. As a result, buyers often make decisions emotionally and then use logic to justify those decisions afterward.Paul and Patrick discuss why sales teams focus too much on features, pricing, and product details. Instead, sellers should understand the buyer’s decision-making process. They should guide buyers, reduce uncertainty, and build confidence. This approach creates stronger relationships and better outcomes.

• Why buyers prefer buying over being sold• The role of the crocodile brain in decision-making• How emotion and instinct shape decisions• Guiding buyers through their journey• How fear, trust, and uncertainty influence buying• Training sellers on buying behavior, not just products• Ask Alex and neuroscience-based coaching• Using AI without losing human connection• Focusing on the problem, not the solution

• Ask Alex• A Crocodile Brain Can Make or Break Your Sale by Patrick Seaton• Claude AI• Collavia• Enabling Buying in a World of Selling Methodology

Love the show? Support Paul and buy him a coffee to fuel the next episode: https://buymeacoffee.com/paulcu

There are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, or your preferred player of choice.

You can watch full episodes on our YouTube channel: Criteria for Success.

If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com.

To learn more about the methodology behind the show, visit collavia.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/category/podcast/

The post Patrick Seaton on Neuroscience, Buyer Journeys, and the Crocodile Brain appeared first on Collavia.

In this episode of Enabling Buying: A B2B Sales and Revenue Podcast, host Paul Kirch speaks with Doug Morneau, an AI execution architect and business strategist with more than 40 years of experience helping companies grow, scale, and improve performance. Together, they explore how an effective AI strategy for sales can help organizations create better buying experiences instead of simply adding more automation.

Doug explains why many companies rush toward AI tools before addressing the underlying business challenges that limit growth. As a result, organizations often automate broken processes rather than improve them. He argues that strategy must come before technology, and that AI should support clear business objectives rather than drive them.

Throughout the conversation, Paul and Doug discuss the growing noise in today’s marketplace and the importance of understanding buyers on a deeper level. They examine how AI can help sales professionals research prospects, identify buying signals, personalize communication, and better understand the challenges buyers may be reluctant to discuss openly. At the same time, they emphasize that human connection remains essential throughout the buying journey.

Doug also shares practical examples of how businesses can use AI to improve prospect qualification, uncover market opportunities, strengthen customer understanding, and create more relevant sales conversations. Rather than replacing salespeople, AI can help them spend more time building trust and less time on repetitive tasks.

• Why strategy should come before AI tools
• The risks of automating broken processes
• How AI can improve prospect research and qualification
• Understanding buyer concerns beyond surface-level objections
• Using AI to uncover market opportunities and trends
• The importance of ICPs and buyer journey mapping
• How personalization strengthens trust and engagement
• Why human connection still matters in an AI-driven world
• Helping buyers make lower-risk, more confident decisions

• Collavia
• AI Scorecard
• AI Automation Architect

Love the show? Support Paul and buy him a coffee to fuel the next episode: https://buymeacoffee.com/paulcu

There are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, or your preferred player of choice.

You can watch full episodes on our YouTube channel: Criteria for Success.

If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com.

To learn more about the methodology behind the show, visit collavia.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/category/podcast/

The post Doug Morneau on AI Strategy, Sales Alignment, and Enabling Better Buying Decisions appeared first on Collavia.

In this episode of Enabling Buying: A B2B Sales and Revenue Podcast, host Paul Kirch speaks with Carlos Adell, founder of A.I.conic Business Hub, about AI, automation, and the growing importance of human connection in sales. Carlos combines his engineering background with years of experience in business coaching, CRM systems, automation, and backend optimization to help businesses scale more effectively.

Throughout the conversation, Carlos explains how AI is transforming lead generation, outreach, and business operations. However, he also warns that many companies are relying too heavily on automation. As AI-generated messaging floods platforms like LinkedIn, buyers are becoming more skeptical, overwhelmed, and emotionally disconnected from traditional sales outreach.

Paul and Carlos discuss why trust is becoming one of the most valuable currencies in business. Instead of focusing only on volume and automation, Carlos believes companies must build real relationships, improve delivery quality, and create meaningful human interactions. While AI can support research, organization, and follow-up, it still cannot replace empathy, reasoning, or emotional connection.

The conversation also explores how businesses can balance AI efficiency with authentic communication. Carlos shares how his team uses human-assisted AI systems to save time while still maintaining oversight, personalization, and trust throughout the buyer journey. In addition, he explains why many businesses fail when sales systems outgrow their ability to deliver quality service.

• How AI is changing lead generation and outreach• Why buyers are becoming numb to automated messaging• The growing importance of trust in modern sales• How referrals and relationships drive long-term business growth• Why AI should support salespeople instead of replacing them• The risks of over-automation in LinkedIn outreach• How businesses can use human-assisted AI systems effectively• Why backend systems and delivery quality matter in scaling• The balance between efficiency, trust, and emotional connection

• A.I.conic Business Hub• Collavia• Enabling Buying in a World of Selling methodology

There are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, or your preferred player of choice.

You can watch full episodes on our YouTube channel: Criteria for Success.

If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com.

To learn more about the methodology behind the show, visit collavia.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/category/podcast/

The post Carlos Adell on AI, Human Connection, and Building Trust in Sales appeared first on Collavia.

In this episode of Enabling Buying: A B2B Sales and Revenue Podcast, host Paul Kirch speaks with Steven Nicokiris, Managing Director and Shareholder at CBIZ Advisors and CBIZ CPAs, about career transition and relationships. With more than 40 years of experience in accounting and advisory services, Steven is now stepping into a new business development role.

Steven describes himself as an “accidental rainmaker.” Although his career began in accounting and auditing, he discovered that relationship-building was his greatest strength. As a result, he became known for helping clients solve problems beyond the numbers.

Throughout the conversation, Steven explains why curiosity, empathy, and active listening helped shape his career. In addition, he shares how genuine relationships often create stronger business opportunities than traditional selling tactics.

Paul and Steven also discuss the emotional side of career transition. While stepping into a new role created pressure and uncertainty, Steven explains why authenticity, consistency, and service continue to open new doors.

• How Steven became an “accidental rainmaker”• The emotional challenges of career transition• Why relationship-building matters more than technical expertise alone• The role of curiosity, listening, and empathy in business development• How athletics and competition shaped Steven’s work ethic• Why giving first creates stronger long-term business relationships• The importance of networking groups like Vistage and Global Chamber• How consistency and follow-through build trust with clients• Why relationships still matter in an AI-driven business world

• CBiz Advisory Services• Vistage Worldwide• Global Chamber• Metro Professionals• Collavia• Enabling Buying in a World of Selling methodology

There are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, or your preferred player of choice.

You can watch full episodes on our YouTube channel: Criteria for Success.

If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com.

To learn more about the methodology behind the show, visit collavia.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/category/podcast/

The post Steven Nicokiris on Career Transition, Relationships, and Becoming an Accidental Rainmaker appeared first on Collavia.

In this episode of Enabling Buying: A B2B Sales and Revenue Podcast, host Paul Kirch speaks with Bill Gusmano, founder of The Motivated Mind Group, about AI, critical thinking, and the future of human connection in sales and enablement. Bill has spent decades helping organizations improve learning, sales enablement, and business performance through training, coaching, and interactive learning experiences.

As AI adoption accelerates, Bill explains why many organizations are becoming too dependent on automation. While AI can improve efficiency and generate content quickly, it cannot replace human judgment, emotional understanding, or problem-solving skills. According to Bill, the real opportunity is not replacing people with AI, but using AI to strengthen human capability and improve learning outcomes.

Paul and Bill also discuss how sales, marketing, and enablement are fundamentally forms of education. Instead of overwhelming buyers with product features and technical specifications, organizations must focus on helping buyers understand outcomes, solve problems, and feel confident in their decisions. Throughout the conversation, Bill reinforces the importance of emotional intelligence, active listening, and treating buyers the way they want to be treated.

The conversation also explores how AI-powered role play tools are transforming sales training. Bill shares how interactive simulations can help salespeople practice difficult conversations, improve confidence, and develop critical thinking skills in a safe environment. Rather than replacing traditional coaching, these tools create more opportunities for practice, feedback, and growth.

• Why organizations still need human thinking in an AI-driven world• The dangers of replacing critical thinking with automation• Why enablement, marketing, and sales are forms of education• The emotional side of buying decisions and customer engagement• How personality styles shape sales conversations• Why companies should hire for capability instead of just headcount• How AI role play tools are changing sales training• Why younger professionals still benefit from live interaction and practice• The future of trust, relationships, and human connection in sales

• The Motivated Mind Group• DISC personality framework• MEDDIC sales methodology• BANT sales framework• The Trusted Advisor framework• Collavia• Enabling Buying in a World of Selling methodology

There are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, or your preferred player of choice.

You can watch full episodes on our YouTube channel: Criteria for Success.

If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com.

To learn more about the methodology behind the show, visit collavia.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/category/podcast/

The post Bill Gusmano on AI, Critical Thinking, and Keeping the Human Edge appeared first on Collavia.

In this episode of Enabling Buying: A B2B Sales and Revenue Podcast, host Paul Kirch speaks with Chip Brewer, founder of Growth Story LLC, about storytelling in sales and buyer connection. In particular, Chip explains how storytelling helps build trust in today’s AI-driven world.

As automation and impersonal outreach continue to grow, authentic communication matters more than ever. Because of this, Chip emphasizes the importance of active listening and emotional connection during buyer conversations.

Chip also explains how stories help people connect emotionally and remember information more clearly. In contrast, facts, bullet points, and AI-generated messaging often fail to create the same impact.

Drawing from his background in improv, writing, and consulting, Chip shares why authentic storytelling leads to stronger business relationships. In addition, he explains how better listening creates more meaningful conversations with buyers.

• Why storytelling is a powerful tool in business and sales• How stories create emotional connection and trust• The role of active listening in effective sales conversations• Why AI-generated messaging often feels impersonal• How improv techniques improve communication and collaboration• The dangers of “blocking” buyer conversations• Why authenticity matters more than polished messaging• How asking better questions leads to stronger buyer engagement• The connection between storytelling, creativity, and human connection

• Growth Story LLC• Questions of Iron and Blood by Chip Brewer• Simon Sinek’s “Why” framework• South Park storytelling masterclasses• Collavia• Enabling Buying in a World of Selling methodology

There are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, or your preferred player of choice.

You can watch full episodes on our YouTube channel: Criteria for Success.

If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com.

To learn more about the methodology behind the show, visit collavia.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/category/podcast/

The post Storytelling in Sales: Chip Brewer on Buyer Trust appeared first on Collavia.

In this episode of Enabling Buying: A B2B Sales and Revenue Podcast, host Paul Kirch speaks with David Harris, President of Brownell Travel, one of the oldest luxury travel companies in the United States. David started his career in public accounting at EY. Later, he moved into executive leadership roles in mortgage banking, insurance, and food ingredient distribution.

Today, David leads Brownell Travel, a 139-year-old company focused on creating meaningful travel experiences. He is passionate about the “human element” of business and helping advisors deliver transformational experiences for travelers.

Finally, David shares how Brownell Travel is preparing for AI and automation. At the same time, he explains why trust, personalization, and emotional connection remain essential in luxury travel.

• Why luxury travel continues to grow in the digital age• The evolution from travel agent to trusted travel advisor• How Brownell Travel creates emotionally driven experiences• Why buyers value experiences more than transactions• How incentive travel strengthens company culture and loyalty• Why experiences often outperform cash rewards• The emotional connection behind transformational travel• The role of trust and relationships in luxury travel• How Brownell Travel is preparing for AI and automation

• Brownell Travel• Collavia• Enabling Buying in a World of Selling methodology• Incentive travel and President’s Club programs

There are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, or your preferred player of choice.

You can watch full episodes on our YouTube channel: Criteria for Success.

If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com.

To learn more about the methodology behind the show, visit collavia.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/category/podcast/

The post David Harris on Luxury Travel, Incentives, and Selling Experiences That Last appeared first on Collavia.

In this episode of Enabling Buying: A B2B Sales and Revenue Podcast, host Paul Kirch sits down with Carol Eversen, Area Managing Partner, CMO, and CRO at Chief Outsiders, to discuss how AI is reshaping search, buyer behavior, and revenue generation. With leadership experience spanning companies like AT&T, LexisNexis, MasterCard, and ALM Media, Carol brings decades of expertise in growth strategy, demand generation, and customer-driven marketing.

Paul and Carol explore how today’s buyers are relying more heavily on AI tools like ChatGPT and Perplexity to research companies before ever speaking with sales. As a result, traditional SEO strategies and outbound tactics are evolving rapidly. Carol explains why reputation, authority, trust, and relevance now play a much larger role in whether a company gets discovered, shortlisted, or ignored entirely.

The conversation also dives into how AI is changing the relationship between sales and marketing teams, why companies need to focus on effectiveness instead of just efficiency, and how organizations can create content and messaging that truly aligns with buyer intent. Throughout the discussion, Carol reinforces the importance of understanding emotional drivers, building credibility, and enabling buyers with clarity instead of overwhelming them with noise.

• How AI search tools are changing B2B buying behavior• Why SEO is evolving instead of disappearing• The growing importance of trust, reputation, and authority in AI-driven search• How buyers are becoming more informed before speaking with sales• Why emotional decision-making still drives B2B purchases• The difference between efficiency and effectiveness in AI adoption• How marketing and sales teams can align around shared revenue goals• Why companies need better buyer-focused content and messaging• The role of AI in improving sales preparation, coaching, and insights

• Chief Outsiders• AI Search & LLM Models (ChatGPT, Perplexity AI, Claude)• Collavia

There are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, or your preferred player of choice.

You can watch full episodes on our YouTube channel: Criteria for Success.

If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com.

To learn more about the methodology behind the show, visit collavia.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/category/podcast/

The post Carol Eversen on AI Search, Buyer Trust, and the Future of Revenue Growth appeared first on Collavia.

In this introductory episode of Enabling Buying: A B2B Sales and Revenue Podcast, host Paul Kirch explores the shift shaping modern B2B buying. Today’s buyers are more informed, more distracted, and more skeptical of traditional sales messaging than ever before. At the same time, AI-driven outreach and impersonal communication are creating even more noise in the marketplace.

d by Collavia CEO Charles Bernard, focuses on helping the buyer think through their decision and feel confident rather than pushing them toward a transaction. By becoming a resource and earning trust, sales professionals can align with the buyer’s emotional needs and move from being a persuader to a guide.

In this conversation, Paul shares what listeners can expect from the show, including real conversations with revenue leaders who are rethinking the buyer’s “why”. He explains why B2B decisions are driven by emotion and risk rather than pure logic, and how shifting your mindset can help you stand out in a crowded marketplace.

• The New Buyer Reality: Why traditional sales tactics sound the same while buyer behaviors have shifted.
• Logic vs. Emotion: Understanding the emotional drivers, like internal risk and personal trust, that truly drive B2B decisions.
• From Pitching to Guiding: How to stop chasing and start aligning with the buyer’s journey.
• The Enabling Buying Methodology: A preview of the framework designed to help prospects move forward with clarity.
• Standing Out: Moving from someone prospects protect themselves from to someone they want to talk to.
• Service Through Sales: Why the future of revenue is about getting better at helping people purchase.

• Collavia: Your all-in-one sales enablement platform.
• BOSS Academy Radio: Hosted by Paul Kirch.
• Enabling Buying in a World of Selling Methodology.

There are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, or your preferred player of choice.

You can watch full episodes on our YouTube channel: Criteria for Success.

If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com.

To learn more about the methodology behind the show, visit collavia.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/category/podcast/

The post Modern B2B Buying: Enabling Buying Podcast with Paul Kirch appeared first on Collavia.

In this episode of Enabling B2B Buying with Charles Bernard, we explore building trust and reputation in crisis communication with Kelly Stepno, Senior Leader at APCO, a global advocacy and advisory firm. Throughout her career, Kelly has spent her entire career in consulting, helping major organizations navigate crisis, litigation communication, and high-stakes reputation challenges.

Although she never planned to work in sales, Kelly explains how consulting placed her at the center of buying and selling. Over time, she learned that winning trust during crisis is not about pitching. Instead, it starts with listening closely, understanding leadership responsibilities, and helping solve real problems.

As a result, Kelly shares how the volatility of today’s environment has intensified pressure for both buyers and sellers, and why honesty, active listening, and relationship-building are now more important than ever. She also discusses how building trust and reputation in crisis communication shape every interaction, from crisis response to long-term advisory work.

• Kelly’s path from crisis communication to C-suite reputation work
• How active listening builds trust and clarity with clients
• Why relationships outperform transactional selling
• How to challenge RFPs with honest guidance
• The long runway from first meeting to partnership
• How teamwork and “phone a friend” strengthen conversations
• Why in-person connection creates deeper trust
• How leaders coach emerging professionals to sell through service
• What motivates Kelly in complex, high-pressure environments

• APCO Worldwide• Crisis communication and reputation frameworks• C-suite and KPI alignment strategies

There are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, Google Podcasts, YouTube, or your preferred player of choice.

You can watch full episodes on our YouTube channel: Criteria for Success.

If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com.

To learn more about Charles Bernard’s book Enabling Buying in a World of Selling, visit enablingbuying.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/blog/

The post Kelly Stepno on Building Trust and Reputation in Crisis Communication appeared first on Collavia.

In this episode of Enabling B2B Buying with Charles Bernard, Charles speaks with Jennifer Morgan, founder and CEO of Connective Communication and author of Hearts, Minds and Wallets: The Thin Book That Closes Gigantic Deals.

After 15 years on Wall Street with firms like Credit Suisse, Citigroup, and J.P. Morgan Asset and Wealth Management, Jennifer now helps leaders and teams communicate with clarity, close bigger deals, and create lasting relationships.

Drawing on her experience working with more than 45,000 people in 16 countries, Jennifer explains how to win hearts, minds, and wallets by serving others, asking better questions, and preparing thoughtfully for every interaction. She shares the story behind her book, the mentors who shaped it, and the tools and templates that help sellers move from pressure-driven pitches to clear, consultative conversations that enable buying.

• How 15 years on Wall Street led Jennifer to launch Connective Communication
• The origin story of Hearts, Minds and Wallets and the two mentors who brought it to life
• Why “showing up in service of others” is at the core of closing bigger deals
• The idea of being “authentic with boundaries” in high-stakes business settings
• How to curate long-term relationships instead of settling for quick, transactional wins
• Moving from “Always Be Closing” to “Always be client- or colleague-ready”
• The role of people, process, and performance, and why people are the true edge in any market
• How gratitude, service, and a clear personal ethos keep you grounded as you grow

• Hearts, Minds and Wallets: The Thin Book That Closes Gigantic Deals by Jennifer Morgan
• Connective Communication
• Make-A-Wish Foundation
• How to Win Friends and Influence People by Dale Carnegie
• International Coaching Federation (ICF)
• Morningstar (people, process, performance framework)

Listen & Subscribe to Enabling B2B Buying with Charles BernardThere are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, Google Podcasts, YouTube, or your preferred player of choice.

You can watch full episodes on our YouTube channel: Criteria for Success.

If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com.

To learn more about Charles Bernard’s book Enabling Buying in a World of Selling, visit enablingbuying.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/blog/

The post Hearts, Minds, and Wallets: Jennifer Morgan on Closing Bigger Deals appeared first on Collavia.

In this episode of Enabling B2B Buying with Charles Bernard, we highlight sales with purpose through the story of Kimberly Pearson, an audiologist and sales leader at Oticon, a Danish hearing health care company known for its groundbreaking work in “brain hearing.”

With more than 30 years of experience in audiology and sales, Kimberly shares how her career has been driven by one guiding purpose: changing lives through better hearing. She reveals how science, empathy, and mission-driven selling connect to create lasting trust between providers and patients, and how understanding your “why” shapes meaningful results.

• How Oticon’s mission and research culture translate into real-world patient impact
• The meaning of sales with purpose and why it drives stronger buyer relationships
• The art of enabling buying by truly listening to customer needs
• Strategies for balancing KPIs with authenticity and trust
• The importance of staying curious, learning continuously, and leading with empathy
• How AI and technology are transforming hearing health care, and how professionals can adapt
• Why knowing your “why” sustains motivation and purpose in sales

• Oticon
• Start With Why TED Talk by Simon Sinek

Visit Kimberly’s company website here: https://www.oticon.com/

Listen & Subscribe to Enabling B2B Buying with Charles BernardThere are two ways you can listen to this podcast: click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, Google Podcasts, YouTube, or your preferred platform.

You can also watch full episodes on our YouTube channel: Criteria for Success.

If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com.

To learn more about Charles Bernard’s book Enabling Buying in a World of Selling, visit enablingbuying.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/blog/

The post Sales With Purpose: Kimberly Pearson on Mission-Driven Work at Oticon appeared first on Collavia.

In this episode of Enabling Buying in a World of Selling with Charles Bernard, Charles dives into why systems beat superstars in sustainable sales.

Joined by Katie Keith and Michael Quigley, both members of The Global Chamber, they explore how shifting from a transactional mindset to an enabling one transforms the buyer experience. This conversation proves that systems beat superstars when it comes to creating long‑term, trust‑driven success.

They discuss the principles of authentic selling, the power of trust, and the essential shift from high-pressure tactics to deep interpersonal skills. Furthermore, Katie and Michael emphasize that success in modern sales depends not on charisma alone, but on thoughtful systems, introspective habits, and adopting the buyer’s perspective. When you prioritize the buyer’s experience and commit to internal “renewal of the self,” long-term results (like renewals and enduring relationships) follow naturally.

• Service & Sales are One: True selling starts with service; consequently, centering the approach around the customer’s experience and needs.
• Pull Over Push: Move beyond “pushing” information. Instead, use storytelling and a focus on “What’s In It For Me” (WIFM) to pull buyers toward you.
• The Three-Part Focus: Master the essential framework: respect the buyer, manage your internal pressure, and control your own performance.
• Trust is the “Yes” Trigger: In an age of overwhelming information, trust is the single most important factor that leads to a buyer’s commitment.
• Renewal, Not Transaction: Prioritize a renewal mindset over one-off transactions to build deeper client relationships and achieve long-term success.
• The Introspection Habit: Maintain authenticity and stay grounded by regularly reflecting on how to improve your actions and focus.
• Be the Buyer: Therefore, break free from the seller’s mindset and intentionally ask, “What is the experience like from their perspective?”

• Empowering Women: A Woman’s Guide to Successful Living by Louise Hay
• You Can Heal Your Life by Louise Hay

Katie KeithFounder of KK Collective, a platform supporting women in business through growth and transformation. She brings over 25 years of experience in banking and finance.

Michael QuigleyFounder of Kataholos, a coaching and leadership firm helping professionals grow through private coaching and content. A former teacher, he now works with international clients in English and Spanish.

Listen & Subscribe to Enabling B2B Buying with Charles BernardThere are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, Google Podcasts, YouTube, or your preferred player of choice.

You can watch full episodes on our YouTube channel: Criteria for Success.

If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com.

To learn more about Charles Bernard’s book Enabling Buying in a World of Selling, visit enablingbuying.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/blog/

The post Why Systems Beat Superstars: Katie Keith and Michael Quigley’s Guide to Sustainable Success appeared first on Collavia.

In this episode of Enabling B2B Buying with Charles Bernard, we highlight empowerment in tech leadership through the story of Joyce Durst, founder and CEO of Growth Acceleration Partners (GAP).

While many CEOs focus solely on growth, Joyce shares how building a strong culture rooted in values, empathy, and customer-centricity leads to long-term business success.

Together, Joyce and Charles explore how a culture of empowerment strengthens teams and sharpens B2B sales in today’s rapidly evolving tech landscape.

• Technology’s Trajectory: Comparing technology’s evolution with the shifting landscape of how people buy.
• The Full Circle of Selling: Selling now favors a relationship-driven model, therefore focusing on the customer’s business problems.
• GAP’s Core Values in Action: Joyce’s “why” is rooted in three values: Striving for Greatness, Being Agile (embracing change), and Investing in People.
• The CEO’s Toughest Choice: Joyce advises entrepreneurs to be bold and stand by their values, especially in challenging times.
• “WAIT” and Sales Rigor: The acronym WAIT (“Why Am I Talking?”) trains sales reps to ask questions and listen first.
• Empathy for the Buyer: When making decisions, caring about a customer’s anxieties is essential.
• Engineers as Consultants: Finally, Growth Acceleration Partners involves its engineers early to eliminate risk and build trust.

• Growth Acceleration Partners (GAP)
• The Happiness Advantage by Shawn Achor
• Gong

Listen & Subscribe to Enabling B2B Buying with Charles BernardThere are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, Google Podcasts, YouTube, or your preferred player of choice.

You can watch full episodes on our YouTube channel: Criteria for Success.

If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com.

To learn more about Charles Bernard’s book Enabling Buying in a World of Selling, visit enablingbuying.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/blog/

The post Joyce Durst on Building a Culture of Empowerment in Tech Leadership appeared first on Collavia.

In this episode of Enabling B2B Buying with Charles Bernard, Charles sits down with Joe Leo, founder of the software consultancy Def Method, to talk about how creativity, AI, and a service mindset are transforming B2B sales conversations. Def Method provides engineering solutions in Ruby, Python, and JavaScript and built Phoenix, the first AI platform exclusively for Ruby on Rails applications.

Joe and Charles explore how being useful, listening actively, and empowering the buyer leads to better relationships and business outcomes. Furthermore, they discuss how AI can help, not replace, human-led sales by enhancing clarity, personalization, and discovery.

• Creativity in a Logical Field: Def Method’s approach to clients and sales is fueled by creativity, not just logic
• The Service Mindset: Joe sees every conversation as a chance to offer advice, share experience, or simply listen.
• Discovery-Based Selling: Joe uses success stories to help buyers imagine outcomes, not just pitch features or benefits.
• AI for Efficiency: High-quality AI drafts based on conversations still rely on human context for tone and relevance.
• Human Context Is Vital: AI needs human input to emphasize what matters most to the buyer like design choices or engagement expectations.
• Evolving Buyer Demands: Today’s buyers expect more clarity on success metrics, risk mitigation, and responsible AI usage.
• AI as a Lion: Joe helps clients safeguard their own success by showing them what not to automate and where unexpected solutions might live.

• Artificial Ruby Meetup
• The Ruby AI Podcast

Visit Joe’s company websites here:

• https://www.defmethod.com/
• https://www.phoenix.love/

Listen & Subscribe to Enabling B2B Buying with Charles BernardThere are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, Google Podcasts, YouTube, or your preferred player of choice.

You can watch full episodes on our YouTube channel: Criteria for Success.

If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com.

To learn more about Charles Bernard’s book Enabling Buying in a World of Selling, visit enablingbuying.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/blog/

The post Joe Leo on Blending Creativity, Service, and AI to Enable Buying appeared first on Collavia.

Human First, Seller Second is a mindset for sellers who want to build lasting trust and drive sustainable growth. In this episode of Enabling B2B Buying with Charles Bernard, Charles sits down with Heidi Anderson, a transformational growth executive and board advisor , and a long-time associate of Charles and his organization, Criteria for Success. Heidi brings decades of experience to the conversation, sharing how sales teams can thrive by making empathy and trust central to every conversation.

Together, Heidi and Charles unpack what it means to truly show up for buyers. Drawing from her leadership roles and experience across various business models, Heidi outlines the “Human First, Seller Second” philosophy that drives trust-based sales cultures, especially when leading across complex teams.

• Understanding the buyer’s needs and tailoring solutions and relationships to them
• Why being prepared and curious are essential criteria for success
• The vital role of emotional intelligence and authentic human connection in sales, especially in an era of AI
• How discomfort and vulnerability build trust and lead to a more authentic relationship
• The importance of curiosity, continuous learning, nurturing your network, and being open to feedback
• How leaders can filter wisdom to frontline teams through effective communication

• Being curious, open to feedback, and nurturing relationships and your network
• Podcasts, which she notes are a great way to learn
• AI tools such as ChatGPT and Perplexity to prepare for business conversations

Visit Heidi’s company website here: https://www.solismammo.com/

Listen & Subscribe to Enabling B2B Buying with Charles BernardThere are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, Google Podcasts, YouTube, or your preferred player of choice.

You can watch full episodes on our YouTube channel: Criteria for Success.

If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com.

To learn more about Charles Bernard’s book Enabling Buying in a World of Selling, visit enablingbuying.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/blog/

The post Human First, Seller Second: Heidi Anderson on Sustainable Sales that Build Trust appeared first on Collavia.

Empathy outperforms pitching and in today’s market, that’s more than a feel-good phrase. It’s a powerful shift in how successful sellers show up, connect, and close.

In this episode of Enabling B2B Buying with Charles Bernard, Charles sits down with Paul Kirch, founder of the Boss Academy and a sales consulting agency, to explore why traditional sales tactics no longer serve modern buyers and what to do instead. Paul brings decades of experience in sales leadership, marketing, and personal development, making this episode a must-listen for anyone looking to sell with more purpose and authenticity.

Through this thoughtful conversation, Paul and Charles examine the deeper role of emotion in sales. Paul shares how empathy, curiosity, and intention can unlock more meaningful (and effective) buyer conversations than any pitch ever could.

• Why empathy outperforms pitching in a buyer-driven market.
• How emotional connection leads to greater influence and trust.
• Ways sellers can shift from “performing” to “serving”.
• The role of self-awareness and active listening in sales.
• Why relevance and humility matter more than persuasion.
• The importance of coaching and training, and why the two must go together to be successful.
• How companies can create a culture of learning and growth to retain talent.

• Boss Academy
• Askology Method
• Criteria for Success (CFS)
• Collavia

Visit Paul’s website here: https://www.paulkirch.com/

Listen & Subscribe to Enabling B2B Buying with Charles BernardThere are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, Google Podcasts, YouTube, or your preferred player of choice.

You can watch full episodes on our YouTube channel: Criteria for Success.

If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com.

To learn more about Charles Bernard’s book Enabling Buying in a World of Selling, visit enablingbuying.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/blog/

The post Paul Kirch on Why Empathy Outperforms Pitching in Today’s Market appeared first on Collavia.

In this episode of Enabling B2B Buying with Charles Bernard, Charles sits down with Carol Eversen, a leadership coach, trusted advisor, and executive with decades of experience helping teams and leaders thrive.

Carol shares how resilient leadership and showing up with authenticity can transform not only businesses but also the people within them. She explains that emotional honesty, intention, presence, and consistent follow-through are at the heart of leadership that lasts and builds sustainable success.

• How leaders can cultivate resilience through intention, presence, and grace
• Why creating emotional safety is foundational for innovation and collaboration
• The value of “showing up” and leading by example, especially during times of change
• What it means to manage energy, not just time, as a leadership principle
• Why silence and stillness are essential tools in the leadership toolkit
• The ways Carol helps executives reconnect with their purpose and lead with clarity
• How burnout, boundaries, and balance are interconnected in team dynamics
• The importance of trust, feedback, and curiosity in building sustainable leadership cultures

Resources Carol mentions:

• PitchBook
• Crunchbase
• Chief Outsiders
• Vistage

Visit Carol’s company website here: https://www.chiefoutsiders.com/profile/carol-eversen

Listen & Subscribe to Enabling B2B Buying with Charles BernardThere are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, Google Podcasts, YouTube, or your preferred player of choice.

You can watch full episodes on our YouTube channel: Criteria for Success.

If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com.

To learn more about Charles Bernard’s book Enabling Buying in a World of Selling, visit enablingbuying.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/blog/

The post Carol Eversen on Resilient Leadership and Showing up with Authenticity appeared first on Collavia.

Relevance Over Hard Sell is more than a phrase. It’s a strategy that redefines how companies build trust with buyers.

In this episode of Enabling B2B Buying with Charles Bernard, Charles sits down with Mark Laufer, CEO of Laufer Group International, to discuss what it really takes to win in today’s complex B2B environment. Mark brings a powerful lens from the logistics and freight forwarding industry but his insights on sales, leadership, and client experience resonate across sectors.

Through this candid conversation, Mark and Charles unpack the mindset shifts required for companies and salespeople to move beyond pushing products and start aligning deeply with buyer needs. From creating a team culture of trust and learning to empowering salespeople with empathy and relevance, Mark shares how he’s reshaped his company to be more consultative, less transactional and far more effective.

• Why hard sell tactics damage trust and what to do instead
• How relevance improves the buyer experience in B2B sales
• The connection between internal leadership and client-facing success
• The process of building a high-impact sales playbook with Criteria for Success
• Why slowing down sales conversations can actually accelerate outcomes
• The role of learning and intention in sustainable leadership

• Vistage
• Tribal Leadership

Visit Mark’s company website here: Laufer Group International

Listen & Subscribe to Enabling B2B Buying with Charles BernardThere are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, Google Podcasts, YouTube, or your preferred player of choice.

You can watch full episodes on our YouTube channel: Criteria for Success.

If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com.

To learn more about Charles Bernard’s book Enabling Buying in a World of Selling, visit enablingbuying.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/blog/

The post Mark Laufer on the Buyer’s Experience: Relevance Over Hard Sell appeared first on Collavia.

In this episode of Enabling B2B Buying with Charles Bernard, Charles sits down with Kirsten Wynn, a marketing executive, growth strategist, and champion of women-led companies.

Kirsten shares how she helped scale a company from $2 million to over $1 billion and explains why diverse, women-led teams often outperform their peers. Drawing from her background in psychology and marketing, she goes on to reveal the mindset shifts, leadership habits, and cultural strategies that drive lasting business growth.

• What makes women-led companies successful and scalable, especially in today’s evolving market
• The blind spots that often hold founders back from growing, even when product-market fit is strong
• How to “market the market fit,” and why it’s sometimes necessary to let go of what worked at $2M
• The importance of strong culture and consistent branding in driving long-term revenue
• How Kirsten builds trust, attracts top talent, and aligns teams with purpose across all stages of growth
• Insights from her background in behavioral science and luxury fashion, which continue to shape her leadership style
• The critical role of mentorship, intentionality, and investing in people when building high-performing teams
• Why leading with clarity, empathy, and structure ultimately becomes the backbone of scalable success

• Books by Jim Collins
• The Happiness Advantage by Shawn Achor
• Books by Mel Robbins
• Books on vulnerability by Brené Brown

Visit Kirsten’s company website here: https://www.women-presidents.com/

Listen & Subscribe to Enabling B2B Buying with Charles BernardThere are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, Google Podcasts, YouTube, or your preferred player of choice.

You can watch full episodes on our YouTube channel: Criteria for Success.

If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com.

To learn more about Charles Bernard’s book Enabling Buying in a World of Selling, visit enablingbuying.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/blog/

The post From $2M to Billions: Kirsten Wynn on What Makes Women-Led Companies Thrive appeared first on Collavia.

In this episode of Enabling B2B Buying with Charles Bernard, Charles sits down with Leah Aducal, Client Success Lead at Collavia, to explore how better demos and genuine human support can transform the sales process and build client trust.

After years in the education industry, Leah transitioned into the business world to keep helping others while staying close to her growing family. Her experience in teaching shaped a people-first approach to leadership and client success that continues to serve her today. Now at Collavia, she works closely with clients to guide onboarding, increase adoption, and empower teams with a better buying experience.

• What Leah carried from her teaching experience into client success leadership
• Why better demos should solve problems, not just show off features
• How dedicated human support makes or breaks product adoption
• The role of empathy and listening in building client trust and long-term momentum
• How success teams contribute to scalable growth alongside sales

• Enabling Buying in a World of Selling by Charles Bernard
• Lessons from Collavia’s client adoption journey

Visit the website for Leah and Raymund‘s business: https://rallyph.com/

Listen & Subscribe to Enabling B2B Buying with Charles BernardThere are two ways you can listen to this podcast: click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, Google Podcasts, YouTube, or your preferred platform.

You can also watch full episodes on our YouTube channel: Criteria for Success.

If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com.

To learn more about Charles Bernard’s book Enabling Buying in a World of Selling, visit enablingbuying.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/blog/

The post Leah Aducal on Enabling Buying Through Better Demos and Human Support appeared first on Collavia.

Mark shares how leading with a noble cause can transform the way leaders sell, inspire teams, and build lasting success. With over 50 years of experience, from top salesman to award-winning Vistage Chair, Mark offers strategies that shift selling from pushy to purposeful and leadership from reactive to visionary.

• How Mark’s early fire alarm sales shaped his belief in selling with a noble cause
• The difference between pushy selling and enabling buying
• Why a noble cause inspires teams more than numbers, quotas, or pressure tactics
• How Positive Intelligence helps people silence inner critics and reach their potential
• Why engaged middle managers are essential for leadership at scale and cultural alignment.
• How Mark scaled his company by building an executive team after joining Vistage.

• Selling is Simple, Not Easy, but Simple by Fred Herman
• Tribal Leadership by John King and Dave Logan
• Positive Intelligence by Shirzad Chamine

Visit Mark Taylor’s website here: https://marktaylor.nyc/

Listen & Subscribe to Enabling B2B Buying with Charles BernardThere are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, Google Podcasts, YouTube, or your preferred player of choice.

You can watch full episodes on our YouTube channel: Criteria for Success.

If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com.

To learn more about Charles Bernard’s book Enabling Buying in a World of Selling, visit enablingbuying.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/blog/

The post Mark Taylor on Enabling Buying and Leading with a Noble Cause appeared first on Collavia.

Together, they dive into what it really means to enable buying through agility, collaboration, and culture, not just frameworks or rituals.

• The difference between “doing Agile” and “being Agile,” and why values and behaviors are at the heart of this approach
• What it really means to break down silos in large organizations and how cross-functional squads can improve collaboration and results
• How Agile supports faster, clearer communication and helps teams align toward shared goals
• Real-world examples of how Agile has improved time to close, renewal rates, and employee learning at Allianz Trade
• Megan’s passion for continuous learning and the role it plays in successful Agile adoption

• Coaching Agile Teams by Lyssa Adkins
• The Morning Brew Daily newsletter
• The Money with Katie podcast

Visit Megan’s company website here: Allianz Trade in North America

Listen & Subscribe to Enabling B2B Buying with Charles BernardThere are two ways you can listen to this podcast. You can click the play button at the top of this page. Or, you can listen from your mobile device’s podcast player through Apple Podcasts, Spotify, Google Podcasts, YouTube, or your preferred player of choice.

You can watch full episodes on our YouTube channel: Criteria for Success.

If you have questions you would like answered by our guests or experts, share them with us on our LinkedIn, or email your questions to info@collavia.com.

To learn more about Charles Bernard’s book Enabling Buying in a World of Selling, visit enablingbuying.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/blog/

The post Megan Gilason on Enabling Buying Through Agile, Coaching, and Culture appeared first on Collavia.