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

A LinkedIn post from Membrain highlights insights from ValueSelling Associates President and CEO Julie Thomas on the importance of trust in AI-enabled sales. Thomas emphasizes that while artificial intelligence can help salespeople craft polished emails and personalized messages, technology alone cannot establish credibility or meaningful customer relationships. Trust develops when sellers demonstrate consistency, authenticity, and the ability to engage buyers in valuable conversations. The post raises an important question about where AI strengthens trust and where excessive reliance on automation may undermine it. Supporting discussion references ValueSelling research showing that cold calling is nearly six times more effective than AI-assisted personalized emails for reaching new prospects. These findings reinforce the continued importance of human interaction in modern B2B sales. Ultimately, the message encourages sales professionals to use AI to improve communication and preparation while ensuring their actions, conversations, and selling skills consistently support the promises made in their outreach.