Dr. Ken Keis joined John Golden in a conversation about aligning sales practices with modern buyer expectations. Dr. Keis explained that outdated sales tactics no longer work and urged sales professionals to prioritize authentic interactions and emotional intelligence. He highlighted the need to understand different buying styles and adapt strategies to meet buyer needs. By being curious, empathetic, and self-aware, salespeople can bridge the gap between selling and buying, creating stronger relationships and better sales outcomes. Leaders, too, play a critical role in fostering a positive, supportive sales culture.