Sales Through Humanity: A Coach's Guide to Authentic Connection & Growth with Jason Moss

GUESTS: Jason Moss, Business Coach

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Summary:

In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter is joined by Jason Moss, a prominent business coach known for his impactful strategies and community-building efforts, to explore why personal branding and human connection are your biggest competitive advantages, how to balance structure with vulnerability in your sales process, and the key strategies to stand out in a world of AI-generated content.

What You'll Learn:

• How to shift from problem-solver to coach as a leader
• Why pre-call relationship building drives higher conversion rates than perfecting your sales pitch
• How to build a multi-touch, long-sales-cycle strategy that compounds over time
• Why imperfection and vulnerability outperform polished, templated sales interactions
• The blue ocean opportunity in humanity during the AI era

Jason Moss is a prominent business coach and personal branding strategist known for his expertise in scaling service-based businesses through organic marketing and authentic human connection. With a background spanning music production, audio engineering, and sales leadership, Jason has built a thriving community of over 20,000 entrepreneurs worldwide and scaled his own coaching business to half a million dollars annually.

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Key Insights:

1. [05:44] - The Coaching Mindset for Sales Leaders

The biggest shift from being a top performer to a great sales leader is learning to stop solving every problem and start coaching your team to solve their own. When you resist the urge to give answers and instead ask, “What do you think?” you build trust, independence, and confidence, ultimately stronger, more capable salespeople.

2. [08:52] - Personal Branding in the AI Era

With many obsessed with speed, automation, and AI-generated content, the businesses and salespeople who dare to show up as real humans will stand out. While it’s tempting to chase efficiency, there’s real power in slowing down intentionally and building genuine connections. People don’t buy from logos or chatbots; they buy from people they trust. So if you want to differentiate, do the thing that doesn’t scale: be personal, be present, and bring the human back into the conversation.

3. [21:50] - The Best Sales Calls Start Before the Call

The real magic of a sales call starts before the call. If you want people to show up ready to trust, open up, and buy, you need to build that connection in advance. Use personal video messages, thought leadership content, and storytelling to establish credibility and warmth ahead of time. Let your marketing do the heavy lifting, so your sales calls feel more like conversations with a trusted guide than cold pitches.

4. [32:27] - Becoming a “Likeable Guide”

If you want your content and personal brand to truly connect and convert, aim to be a likable guide. That means blending two things: your humanity and your credibility. Too much likability and people will love you, but never hire you. Too much authority and you’ll sound robotic. The magic happens in the balance. Show up fully as you, and show how you can help.

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FAQs

1. Q: Why is vulnerability such a powerful tool in sales today?

A: In a world dominated by automation and AI-generated messaging, vulnerability is what sets you apart. People crave realness. When a salesperson stumbles, owns it, and keeps going, that moment of imperfection creates a connection. It’s magnetic. Buyers don’t want polish; they want truth.

2. Q: How can sales teams build trust before the call?

A: Pre-frame your prospects. Send a quick Loom video. Share a personal story in an email. Let them hear your voice. When a buyer shows up to a call already knowing who you are, you don’t have to sell. They’re already leaning in. Make the call a continuation, not a cold start.

3. Q: What’s the danger of over-relying on sales scripts?

A: Scripts without understanding are robotic. If you don’t know why you’re asking a discovery question, it becomes mechanical, and buyers can feel that. Instead, give reps frameworks and beliefs to anchor their conversations, then let them make it human and fluid.

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