ZARZA We are Zarza, the prestigious firm behind major projects in information technology.
Listen "74. Selling the Future: Building Credibility in an AI-Driven World"
Episode Synopsis
In this episode of the B2B Sales Trends Podcast, Harry Kendlbacher speaks with Ashley Sherman, Senior VP of Global Sales at SoftServe, about what it really takes to earn trust and sell into a world transformed by AI.
Ashley draws on 25 years of enterprise experience to share how sales leaders can help customers “see around the corner” - painting a future vision and connecting it back to today’s business realities.
Inside the conversation:
- Why sellers must combine future vision with concrete milestones to guide customers from year 10 back to year 1.
- How multi-partner approaches (think SoftServe + Microsoft + NVIDIA) create credibility with the C-suite.
- The importance of listening across the organization - from customer service to HR - to uncover hidden problems and translate them into outcomes.
- What it really means to act as a trusted advisor in an AI-driven world.
- Why curiosity, collaboration, and continuous learning remain the timeless traits of elite salespeople.
If you want to know how to stay relevant, credible, and trusted while selling the future, this episode is packed with insights from the front lines of global enterprise sales.
Ashley draws on 25 years of enterprise experience to share how sales leaders can help customers “see around the corner” - painting a future vision and connecting it back to today’s business realities.
Inside the conversation:
- Why sellers must combine future vision with concrete milestones to guide customers from year 10 back to year 1.
- How multi-partner approaches (think SoftServe + Microsoft + NVIDIA) create credibility with the C-suite.
- The importance of listening across the organization - from customer service to HR - to uncover hidden problems and translate them into outcomes.
- What it really means to act as a trusted advisor in an AI-driven world.
- Why curiosity, collaboration, and continuous learning remain the timeless traits of elite salespeople.
If you want to know how to stay relevant, credible, and trusted while selling the future, this episode is packed with insights from the front lines of global enterprise sales.
More episodes of the podcast B2B Sales Trends
73. Staying Coherent in Complex Deals
02/10/2025
71. Building Sales Teams for Modern Buyers
25/09/2025
In God we trust