For the short video summary, please click here.
Watch the full video here.

Human First, Seller Second is a mindset for sellers who want to build lasting trust and drive sustainable growth. In this episode of Enabling B2B Buying with Charles Bernard, Charles sits down with Heidi Anderson, a transformational growth executive and board advisor , and a long-time associate of Charles and his organization, Criteria for Success. Heidi brings decades of experience to the conversation, sharing how sales teams can thrive by making empathy and trust central to every conversation.

Together, Heidi and Charles unpack what it means to truly show up for buyers. Drawing from her leadership roles and experience across various business models, Heidi outlines the “Human First, Seller Second” philosophy that drives trust-based sales cultures, especially when leading across complex teams.

In this conversation, Heidi and Charles dive into:

• Understanding the buyer’s needs and tailoring solutions and relationships to them
• Why being prepared and curious are essential criteria for success
• The vital role of emotional intelligence and authentic human connection in sales, especially in an era of AI
• How discomfort and vulnerability build trust and lead to a more authentic relationship
• The importance of curiosity, continuous learning, nurturing your network, and being open to feedback
• How leaders can filter wisdom to frontline teams through effective communication

Key Principles from the Conversation:

• Being curious, open to feedback, and nurturing relationships and your network
• Podcasts, which she notes are a great way to learn
• AI tools such as ChatGPT and Perplexity to prepare for business conversations

Visit Heidi’s company website here: https://www.solismammo.com/

Listen & Subscribe to Enabling B2B Buying with Charles Bernard
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, Google Podcasts, YouTube, 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 Charles Bernard’s book Enabling Buying in a World of Selling, visit enablingbuying.com.

Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/blog/

The post Human First, Seller Second: Heidi Anderson on Sustainable Sales that Build Trust appeared first on Collavia.