Old habits die hard in sales. In an age of AI-generated pitches and chatbot conversations, genuine human connection has become a rare commodity. Yet some veterans of the game insist that taking things slow – actually getting to know prospects as people – works better than any automated approach. That’s not just feel-good advice. It’s how multi-million dollar deals still get made, according to the North American CEO of MR Open and founder of New Growth Strategies, Scott Boulas. His secret? Bringing back the human touch to an increasingly tech-driven sales world.
Rediscovering the Art of Sales
Something bugs Scott about modern sales. He sees too many people rushing straight to the pitch, forgetting the basics of human connection. “I honestly think we’re raising, we’re kind of creating a whole generation of salespeople that have forgotten how to really sell,” he says. The problem? Everyone’s in such a hurry to close deals that they’ve forgotten how to build relationships. Blame it on AI, blame it on quotas, blame it on whatever you want – but something’s missing.
“Executives, especially older executives like me, we’re human beings too. We have outside interests outside of business,” Scott points out. Sounds obvious, right? But scroll through LinkedIn for five minutes and you might think otherwise. Scott’s watched too many salespeople treat prospects like walking wallets instead of actual humans. He’s got a friend who sums it up perfectly: “I want our humans talking to your humans.”
Engaging Through Authentic Actions
Here’s a story that proves his point. Scott had his eye on a big healthcare outfit on the East Coast. Instead of cold calling or sending the usual “just checking in” emails, he did something different. He followed their social media. Read their posts. Left thoughtful comments about their work with patients. Did it take time? Sure. But it worked better than any sales script.
“I really love what you’re doing in your communities to educate patients because these types of surgeries are something that make them afraid,” he’d write on their posts. Not rocket science – just genuine interest in their work. Keep in mind, these weren’t quick emoji reactions. He took time to understand what mattered to them. Before long, their Chief Marketing Officer noticed. One conversation led to another, and suddenly he was talking to their COO about MRI machines.
Adding a Personal Touch
Scott’s not against technology – he just thinks we’ve gone too far. Between chatbots and AI-generated pitches, we’ve forgotten that business still happens between people. That’s why he sticks to some old school practices. Like those thank you notes. “When somebody does business with me, and many of my sales are multi-million dollar sales, I always write them a handwritten thank you note every single time.” In a world of automated everything, something that personal stands out.
Want to know what really works? Look for common ground. Some executives are pet people. Others are passionate about certain causes. Scott uses his military background when he can – it’s a natural way to connect with other vets. The point isn’t to fake interest in what prospects care about. It’s about finding genuine connections and building on them.
Scott keeps it simple: “Take the time to get to know the people, get to know the organization, do your research.” Sure, use LinkedIn. Use whatever tools help you understand your prospects better. Just don’t forget there’s a human being on the other end of that connection request. As Scott puts it, “We’ve stretched too far the other way.” Maybe it’s time to swing back toward what actually works – real people talking to real people. To learn more about Scott Boulas and his approach, check out his LinkedIn profile.
