Brannon Santos - Breaking the Sales Code How AI Transforms Buyers from Hunted to Heard

Brannon Santos - Breaking the Sales Code: How AI Transforms Buyers from Hunted to Heard

In this eye-opening episode, Brannon Santos shares his journey from boardroom failure to sales innovation pioneer. After watching traditional sales tactics crumble under changing buyer behaviors—leading to his own exit from a CRO role—Brannon developed a revolutionary buyer-centric approach powered by AI. He explains why modern buyers avoid sales calls, how traditional outreach is creating "dead engagement," and why Gen Z is reshaping the entire B2B landscape with demands for self-service and asynchronous buying experiences.

What You'll Learn:

• Why traditional sales tactics are failing (and how CRO tenures have shortened from 18 to just 9 months)
• How to transform your approach from seller-focused to buyer-centric using AI
• The danger of "automated solutions making us more busy than ever, but less productive than ever"
• A real-world case study showing how AI-led conversations achieved 222 quality engagements and multiple closed deals from previously unresponsive leads

Key Insights:

When a prospect would rather talk to an AI than your sales rep, something has gone fundamentally wrong with your engagement strategy. Brannon provides a practical framework for rethinking the entire sales cycle, leveraging AI not just for efficiency but to create genuinely valuable buyer experiences that respect their time and preferences.

"Most tools and processes that we set up today are to push information to the individual. If you're a good sales rep and a curious sales rep, what typically works best is asking open-ended questions and shutting up and just taking in. The more you can do that, the better your response will be." - Brannon Santos

This episode is essential listening for sales leaders facing declining meeting acceptance rates, founders looking to differentiate their go-to-market approach, and anyone interested in how AI can transform the buyer journey from a frustrating obstacle course into a valuable, self-directed experience.