The Art & Science of Complex Sales: Building Trust in Sales in the Age of AI with Julie Thomas

In this conversation, Julie Thomas, President and CEO of ValueSelling Associates, explains why trust is becoming increasingly important as AI reshapes B2B sales. Buyers now have access to more information and can complete significant research before speaking with a salesperson, but information alone does not provide the judgment or confidence required for complex decisions. Thomas argues that sellers must move beyond simply providing answers and instead help buyers interpret information, challenge assumptions, clarify business problems, and understand the value of change. She emphasizes uniquely human capabilities including curiosity, empathy, critical thinking, business acumen, and credibility. AI can strengthen sales performance by supporting research, preparation, coaching, and productivity, but it should augment rather than replace meaningful human interactions. Ultimately, successful sales organizations will combine AI with a consistent, value-based methodology, enabling sellers to become trusted advisors who help buyers navigate uncertainty, align stakeholders, and make confident business decisions.