• Home
  • /
  • Blog
  • /
  • Carl Sajous | TSE 1722 – How to Show Up Authentically Every time

Don't miss our weekly sales tips!

Sign up below to get weekly tips from Donald on how to build a healthy sales pipeline and convert 2x as many deals!

The Sales Evangelist

Carl Sajous on the TSE Podcast

With the rise of AI tools, most sales representatives utilize them to their advantage to help save time. However, the problem with using these tools is the risk of sounding too robotic and not coming across as genuine. 

In this profession, sales reps must be authentic to help them build relationships with potential customers. How can you use AI tools and still show up authentically every time with your clients?

In this episode of the TSE podcast, host Donald Kelly welcomes Carl Sajous, the sales director at HR tech company Fringe. Carl shares his insights on the importance of authenticity in sales and how building genuine relationships can lead to business success. He discusses the challenges of maintaining authenticity in the age of AI and offers practical tips for building relationships and closing deals. 

The Power of Authenticity in Sales

  • Donald highlights the value of authenticity in sales and praises Carl for being genuinely passionate about his work. 
  • Carl emphasizes the need to be true in every conversation and transaction. 
  • He believes authenticity allows for deeper connections and meaningful relationships with prospects and clients.

Balancing AI and Authenticity

  • The rise of AI technology has made sales processes more efficient, but it can also compromise authenticity. 
  • Carl shares his perspective on using AI tools like Chat GPT to improve sales interactions. 
  • He explains how he leverages AI to understand common industry talking points and stands out by offering unique insights and solutions.

The Importance of Active Listening

  • Donald and Carl discuss the art of active listening as a crucial aspect of building relationships. 
  • Carl emphasizes the need to listen attentively without preconceived notions. 
  • Sales professionals can offer tailored solutions by genuinely understanding a prospect’s struggles and pain points. 
  • Carl encourages his team to use their ears more than their mouths, allowing them to absorb information and provide meaningful feedback.

Being Genuine in a Professional Setting

  • Carl shares his experience of feeling pressured to act a certain way when starting B2B sales. 
  • He reveals how he overcame the challenge of balancing professionalism and authenticity. 
  • He developed stronger connections with his prospects and clients by being himself and maintaining professionalism.

Focusing on Relationship Building

  • While closing deals is essential, Carl’s primary focus is building relationships. 
  • He shares a story about a deal that didn’t go in his company’s favor but resulted in three referral opportunities from the client. 
  • Carl explains the importance of creating lasting relationships beyond a single transaction.
  • By supporting clients even when there is no immediate benefit for his company, Carl fosters trust and opens doors for future opportunities.

Equipping Champions for Success

  • Carl discusses the role of champions in sales. 
  • Sales professionals can more effectively close deals by preparing and empowering champions to advocate for a solution. 
  • Carl encourages his team to equip champions with all the necessary information, ensuring they are confident in sharing the value proposition and benefits of the product or service.

Providing Creative and Tailored Support

  • Tailoring support and resources to fit the communication preferences of each individual is vital. 
  • Carl emphasizes the need to adapt and provide various tools such as video demos, one-pagers, templates, and alternative communication channels like texting or video calls. This flexibility allows sales professionals to meet prospects’ needs and build stronger connections.

The Mirror Technique

  • Carl summarizes his insights with a powerful image of imagining a mirror before engaging with prospects and clients. 
  • By recognizing yourself and staying true to your values and intentions, you can show up authentically and build trust with those you interact with. This authenticity paves the way for successful sales relationships.

Carl’s emphasis on authenticity and building genuine relationships in sales is invaluable. By listening, understanding, and genuinely showing up as yourself, you can create meaningful connections that lead to successful transactions and long-term partnerships. Authenticity is the key to standing out in a sea of sales professionals and building a thriving sales career.




Carl Sajous on LinkedIn

Sponsorship Offers

  • This episode is brought to you in part by Hubspot.

With HubSpot sales hubs, your data tools and teams join a single platform to close deals and turn prospects into pipelines. Try it for yourself at hubspot.com/sales.

  • This episode is brought to you in part by LinkedIn.

Are you tired of prospective clients not responding to your emails? Sign up for a free 60-day trial of LinkedIn Sales Navigator at linkedin.com/tse.

  • This episode is brought to you in part by the TSE Sales Foundation.

Improve your connection on LinkedIn and land three or five appointments with our LinkedIn prospecting course. Go to the salesevangelist.com/linkedin.


As one of our podcast listeners, we value your opinion and always want to improve the quality of our show. Complete our two-minute survey here: thesalesevangelist.com/survey. We’d love for you to join us for our next episodes by tuning in on Apple Podcast, Google Podcast, Stitcher, or Spotify. Audio provided by Free SFX, Soundstripe, and Bensound. Other songs used in the episodes are as follows: The Organ Grinder written by Bradley Jay Hill, performed by Bright Seed, and Produced by Brightseed and Hill.

About the Author The Sales Evangelist

Donald is the host of the popular sales podcast,"The Sales Evangelist". He is the founder of The Sales Evangelist Consulting Firm where he helps small companies develop killer sales process to scale their business and increase growth.

Donald is also an award-winning speaker, sales trainer, and coach. He's a big fan of traveling, South Florida staycations and high-quality family time. Donald has a belief that “anyone” can sell if they have the desire and receives the proper training.

Leave a Reply

Your email address will not be published. Required fields are marked

{"email":"Email address invalid","url":"Website address invalid","required":"Required field missing"}

LinkedIn Prospecting Made Easy!

5 Simple Ways to Landing Appointments on LinkedIn, Even If You Don’t Know Where To Start!

LinkedIn Prospecting on Laptop

TheSalesEvangelist.com needs the contact information you provide to us to contact you about our products and services. You may unsubscribe from these communications at anytime. See our privacy policy for terms and conditions and to learn how we protect your data.