MMS #122 - Humanizing Sales for Results: Building Relationships That Convert with Denise Murtha

Mastering Modern Selling

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In this episode of Mastering Modern Selling, the hosts welcomed Denise Murtha to discuss humanizing sales in an AI-driven world.
Denise, an experienced sales leader and founder of Cellevator, shared insights on how sales teams can shift from transactional approaches to people-first strategies.

1. The Pitfalls of AI in Sales Without Human Touch

• AI is increasingly integrated into sales, but many organizations fail to use it effectively.
• Some companies allow AI to fully automate interactions, leading to negative brand experiences because customers feel ignored.
• Others use AI alongside human reps but simply amplify ineffective strategies rather than making interactions more meaningful​.

2. Reframing the Sales Mindset: From Selling to Problem-Solving

• Instead of focusing on how to get buyers to purchase, sales teams should shift to how to help clients solve problems.
• Asking deep-level discovery questions uncovers the real pain points buyers are experiencing, rather than just addressing surface-level concerns​.
• Many buyers don’t even fully understand the problems they’re facing until a well-structured sales conversation brings clarity.

3. How to Make Sales Outreach More Human

• Cold outreach often fails because it's overly transactional and impersonal.
• Denise recommends the 3-to-1 rule: Give three things of value before asking for something.
• Personalized messages that reference a prospect’s interests, experiences, or company initiatives perform far better than generic sales pitches​.
• Instead of starting with, "Hi, I’m with X company and we do Y," try leading with a shared connection, mutual interest, or a helpful insight.

4. Slow Down to Speed Up: The Case for Better Sales Conversations

• Many sales teams believe they don’t have time to engage in meaningful conversations.
• In reality, rushed processes lead to lower conversion rates.
• Denise emphasizes that slowing down actually increases sales velocity by making buyers feel heard and understood, resulting in stronger relationships and higher close rates​.
• This approach also reduces the high churn rates in sales teams, as reps feel more successful and engaged.

5. AI as an Enabler, Not a Replacement

• AI has its place, but should be used to assist salespeople, not replace them.
• AI can help analyze data, prioritize leads, and personalize outreach, but it cannot replace genuine human connection.
• Companies using AI to replace human interaction are simply scaling bad experiences faster​.

Denise emphasized that humanizing sales is essential as buyers grow weary of automation and cold outreach.
Success lies in building trust, asking deeper questions, and delivering value before making a request. In 2025, the key challenge will be balancing AI-driven efficiency with genuine human engagement.
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