Enabling Buying: A B2B Sales and Revenue Podcast

Paul Kirch
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  • Entrepreneurship

Enabling Buying is a B2B sales and revenue podcast presented by Collavia that explores the shift toward a human centric approach. In a world of impersonal outreach and traditional sales tactics, we focus on the Enabling Buying in a World of Selling™ to help you build trust and connect with buyers emotionally. Join us for real conversations with industry leaders as we shift from pitching to guiding, helping you become the resource your prospects actually want to talk to. Supported by the Collavia sales enablement platform, this show provides the strategies you need to align with modern buyer behaviors and win. Visit Collavia.com to learn more.

Episodes

  1. 6d ago

    Story Based Marketing: Thom Van Dycke on Leadership and Growth

    For the short video summary, please click here.Watch the full video here. 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. Story Based Marketing and Business Growth In this episode, Paul and Thom explore: • 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 Resources Mentioned • 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 Listen & Subscribe to Enabling Buying: A B2B Sales and Revenue Podcast 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.

  2. Jul 28

    Greg Friel on Storytelling, Creativity, and Human Connection in the Age of AI

    For the short video summary, please click here.Watch the full video here. 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. Storytelling and Human Connection in Modern Business In this episode, Paul and Greg explore: • 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 Resources Mentioned • 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 Listen & Subscribe to Enabling Buying: A B2B Sales and Revenue Podcast 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.

  3. Jul 21

    Patrick Seaton on Neuroscience, Buyer Journeys, and the Crocodile Brain

    For the short video summary, please click here.Watch the full video here. 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. Buyer Decision Neuroscience and the Buying Journey In this episode, Paul and Patrick explore: • 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 Resources Mentioned • 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 Listen & Subscribe to Enabling Buying: A B2B Sales and Revenue Podcast 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.

  4. Jul 14

    Doug Morneau on AI Strategy, Sales Alignment, and Enabling Better Buying Decisions

    For the short video summary, please click here.Watch the full video here. 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. AI Strategy for Sales and Better Buying Experiences In this episode, Paul and Doug explore: 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 Resources Mentioned 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 Listen & Subscribe to Enabling Buying: A B2B Sales and Revenue Podcast 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.

  5. Jul 7

    Carlos Adell on AI, Human Connection, and Building Trust in Sales

    For the short video summary, please click here.Watch the full video here. 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. AI, Human Connection, and Trust in Sales In this episode, Paul and Carlos explore: • 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 Resources Mentioned: • A.I.conic Business Hub• 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 Listen & Subscribe to Enabling Buying: A B2B Sales and Revenue Podcast 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.

  6. Jun 30

    Steven Nicokiris on Career Transition, Relationships, and Becoming an Accidental Rainmaker

    For the short video summary, please click here.Watch the full video here. 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. Career Transition and Relationship-Based Business Development In this episode, Paul and Steven explore: • 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 Resources Mentioned: • CBiz Advisory Services• Vistage Worldwide• Global Chamber• Metro Professionals• 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 Listen & Subscribe to Enabling Buying: A B2B Sales and Revenue Podcast 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.

  7. Jun 23

    Bill Gusmano on AI, Critical Thinking, and Keeping the Human Edge

    For the short video summary, please click here.Watch the full video here. 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. Bill has spent decades helping organizations improve through training, coaching, and interactive learning experiences. Bill explains that while AI improves efficiency, it cannot replace human judgment, emotional intelligence, or problem-solving. Its greatest value is strengthening human capabilities and improving learning outcomes. Paul and Bill discuss how sales, marketing, and enablement should educate buyers by focusing on outcomes, solutions, and confidence. Bill also shares how interactive simulations help salespeople practice challenging conversations, build confidence, and develop critical thinking skills. AI, Critical Thinking, and Human Connection in Sales In this episode, Paul and Bill explore: • Organizations need for human thinking in an AI-driven world• Dangers of replacing critical thinking with automation• 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 Resources Mentioned: • 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 Love the show? Support Paul and buy him a coffee to fuel the next episode: https://buymeacoffee.com/paulcu Listen & Subscribe to Enabling Buying: A B2B Sales and Revenue Podcast 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.

  8. Jun 16

    Storytelling in Sales: Chip Brewer on Buyer Trust

    For the short video summary, please click here.Watch the full video here. 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. In this episode, Paul and Chip explore: • 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 Resources Mentioned: • 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 Love the show? Support Paul and buy him a coffee to fuel the next episode: https://buymeacoffee.com/paulcu Listen & Subscribe to Enabling Buying: A B2B Sales and Revenue Podcast 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.

  9. Jun 9

    David Harris on Luxury Travel, Incentives, and Selling Experiences That Last

    For the short video summary, please click here.Watch the full video here. 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. In this episode, Paul and David explore: • 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 Resources Mentioned: • Brownell Travel• Collavia• Enabling Buying in a World of Selling methodology• Incentive travel and President’s Club programs Love the show? Support Paul and buy him a coffee to fuel the next episode: https://buymeacoffee.com/paulcu Listen & Subscribe to Enabling Buying: A B2B Sales and Revenue Podcast 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.

  10. Jun 2

    Carol Eversen on AI Search, Buyer Trust, and the Future of Revenue Growth

    For the short video summary, please click here.Watch the full video here. 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. In this episode, Paul and Carol explore: • 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 Resources Mentioned: • Chief Outsiders• AI Search & LLM Models (ChatGPT, Perplexity AI, Claude)• Collavia Love the show? Support Paul and buy him a coffee to fuel the next episode: https://buymeacoffee.com/paulcu Listen & Subscribe to Enabling Buying: A B2B Sales and Revenue Podcast 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.

  • 10 Episodes

About

Enabling Buying is a B2B sales and revenue podcast presented by Collavia that explores the shift toward a human centric approach. In a world of impersonal outreach and traditional sales tactics, we focus on the Enabling Buying in a World of Selling™ to help you build trust and connect with buyers emotionally. Join us for real conversations with industry leaders as we shift from pitching to guiding, helping you become the resource your prospects actually want to talk to. Supported by the Collavia sales enablement platform, this show provides the strategies you need to align with modern buyer behaviors and win. Visit Collavia.com to learn more.

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