With the rise of AI tools, most sales representatives utilize them to their advantage to help save time. However, the problem with using these tools is the risk of sounding too robotic and not coming across as genuine.  In this profession, sales reps must be authentic to help them build relationships with potential customers. How can you use AI tools and still show up authentically every time with your clients? In this episode of the TSE podcast, host Donald Kelly welcomes Carl Sajous, the sales director at HR tech company Fringe. Carl shares his insights on the importance of authenticity in sales and how building genuine relationships can lead to business success. He discusses the challenges of maintaining authenticity in the age of AI and offers practical tips for building relationships and closing deals.  The Power of Authenticity in Sales Donald highlights the value of authenticity in sales and praises Carl for being genuinely passionate about his work.  Carl emphasizes the need to be true in every conversation and transaction.  He believes authenticity allows for deeper connections and meaningful relationships with prospects and clients. Balancing AI and Authenticity The rise of AI technology has made sales processes more efficient, but it can also compromise authenticity.  Carl shares his perspective on using AI tools like Chat GPT to improve sales interactions.  He explains how he leverages AI to understand common industry talking points and stands out by offering unique insights and solutions. The Importance of Active Listening Donald and Carl discuss the art of active listening as a crucial aspect of building relationships.  Carl emphasizes the need to listen attentively without preconceived notions.  Sales professionals can offer tailored solutions by genuinely understanding a prospect's struggles and pain points.  Carl encourages his team to use their ears more than their mouths, allowing them to absorb information and provide meaningful feedback. Being Genuine in a Professional Setting Carl shares his experience of feeling pressured to act a certain way when starting B2B sales.  He reveals how he overcame the challenge of balancing professionalism and authenticity.  He developed stronger connections with his prospects and clients by being himself and maintaining professionalism. Focusing on Relationship Building While closing deals is essential, Carl's primary focus is building relationships.  He shares a story about a deal that didn't go in his company's favor but resulted in three referral opportunities from the client.  Carl explains the importance of creating lasting relationships beyond a single transaction. By supporting clients even when there is no immediate benefit for his company, Carl fosters trust and opens doors for future opportunities. Equipping Champions for Success Carl discusses the role of champions in sales.  Sales professionals can more effectively close deals by preparing and empowering champions to advocate for a solution.  Carl encourages his team to equip champions with all the necessary information, ensuring they are confident in sharing the value proposition and benefits of the product or service. Providing Creative and Tailored Support Tailoring support and resources to fit the communication preferences of each individual is vital.  Carl emphasizes the need to adapt and provide various tools such as video demos, one-pagers, templates, and alternative communication channels like texting or video calls. This flexibility allows sales professionals to meet prospects' needs and build stronger connections. The Mirror Technique Carl summarizes his insights with a powerful image of imagining a mirror before engaging with prospects and clients.  By recognizing yourself and staying true to your values and intentions, you can show up authentically and build trust with those you interact with. This authenticity paves the way for successfu