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AI has taken over almost every conversation in sales. But according to Rocky LaGrone, it isn’t really new. It’s the latest step in a long evolution of technology, and like every tool before it, it’s being overused and applied where it shouldn’t be.
Rocky joins Paul Fuller to talk about the good, the bad, and the ugly of AI in sales, from hiring and attracting salespeople to sales leadership and coaching.
His message is consistent throughout: AI is great at delivering information, but information isn’t judgment. Wisdom, experience, and trust still decide who wins.
The Good, Bad, and Ugly of AI (01:48)
For Rocky, the best thing about AI is speed. It can gather and process information in moments that would otherwise take weeks, months, or even years.The bad is that too many people rely on it for judgment and decision-making, not just information. In complex, long-cycle, high-ticket sales, AI can help on the front end, but it takes wisdom, experience, and the people around you to decide what the next step should be.
Can AI Tell You Who Will Sell? (07:58)
Many companies now use AI in hiring, including AI agents that run interviews and analyze facial features, body language, and word choice. But Rocky doesn’t believe AI can identify heart and grit.What companies need to know is not just whether someone can sell, but whether they will sell in their market, against their competitors, at their price points, under their leadership. Rocky explains why that wisdom comes from experience and is hard to transfer to AI.
What Fishing Teaches Us About Attracting Salespeople (13:19)
An amateur fisherman grabs whatever bait is convenient, throws a line out, and hopes. A professional understands the fish: where they are, what they’re feeding on, and how the season and weather affect them.Rocky says attracting great salespeople works the same way. Many good candidates are looking quietly and in places you might not expect, so you have to understand salespeople, know where they spend their time, and get in front of them there.
Why AI Is Widening the Gap in Sales Leadership (16:07)
Rather than bringing teams closer, Rocky sees AI widening the gap between salespeople, sales managers, and leadership, because everyone is looking at data instead of spending time together.Trust is built through shared experiences, and you can’t leverage a relationship you don’t have. AI can show where someone needs coaching, but unless the leader knows that person, they can’t adapt the coaching to them.
Listen to the full conversation with Rocky LaGrone to learn what AI can and can’t do in sales, and why relationships, wisdom, and trust still matter most.
About Rocky LaGrone:
35 years / 267 industries / 5000+ intimate client engagements / 10K+ sales hires.
Our comprehensive Rapid Sales Growth System’ delivers: Sales Training, Sales Hiring, Sales Coaching, Sales Strategy, Sales Process, Sales Consulting, Sales Team Analysis, Sales and Sales Management Candidate Assessments, and Sales Evaluations. Our Sales-Specific Hiring System mitigates your risk with 95% success.
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Contact Us: Website / Linkedin
Paul Fuller’s stated mission is to help others maximize their gifts by using his.
Paul has been a pioneer in the sales process and training, sales as a service, content marketing and CRM. As a previous founder and owner of multiple successful growth organizations in these spaces, Paul has effectively trained and led sales and marketing teams across the world to focus on and achieve dynamic growth.
He firmly believes sales is defined best in three categories:
• Service - helping other get what they need
• Leadership - guiding others toward their vision
• Wayfinding - navigating the path to success together
He is firmly committed to elevating the sales profession through coaching, leading, and empowering others through systems that enable strong performance.
Currently Paul leads revenue growth at Membrain.com - the top sales effectiveness CRM in the world. Working with his team, and a group of over 100 top sales consultant organizations across the globe, they are focused at creating scalable growth through sales excellence in companies and teams in over 80 countries.
Schedule a call with him here.
Find out more about Paul Fuller on LinkedIn
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