Sales is Psychology: Reclaiming the "Human" Side of Enablement w/ Laura Keith
Episode SummaryIs sales a business process or a psychological one? In this episode of Thoughts on Selling, Lee Levitt sits down with Laura Keith, CEO of Hive Perform and Hive Learning (and self-proclaimed "Chief Entertainment Officer" to three kids).
Laura’s journey is fascinating: she never planned to work in sales. She studied psychology. But she quickly realized that the traits required to understand the human mind—Curiosity, Empathy, and Motivation—are the exact same traits required to close enterprise deals.
We discuss how the industry lost touch with its human side (obsessing over features and process) and how, ironically, AI might be the key to bringing humanity back. As automation handles the "Science" of sales, the "Art"—listening deeply and reading buyer behavior—becomes the ultimate competitive advantage.
Memorable Quotes:
"Sales is psychology. Understanding what makes buyers tick—their motivations, fears, and goals—is at the heart of effective selling." — Laura Keith
"AI can’t replace empathy. The best reps use AI as a tool but rely on human insight to create connection."
"Curiosity beats scripts. Great sellers ask one more question instead of firing back a pre-rehearsed answer."
3 Actionable Takeaways for Leaders:
Define "What Good Looks Like": You cannot coach what you haven't defined. Laura argues that most enablement fails because leaders haven't built a clear framework for success. If your reps don't know the standard, they can't practice it.
Data = Objectivity: Performance reviews often devolve into debates over opinions. Laura explains how using data makes coaching objective. When the numbers are visible, the conversation shifts from "defending the rep's ego" to "solving the problem together."
The "Science" Frees the "Art": Don't fear AI; leverage it. Let the machines handle the data entry, the research, and the scheduling. This frees up your reps to focus 100% of their brainpower on the psychological aspect of the sale: Empathy and Connection.
Key Topics & Timestamps:
(00:00) – Introduction: From Psychology Major to CEO.
(05:15) – The Psychology of Selling: Why understanding behavior beats product knowledge.
(11:30) – Human-Centric Enablement: Moving beyond "Training" to "Learning."
(18:45) – AI & Empathy: Why automation makes human connection more valuable, not less.
(26:20) – Defining "Good": The prerequisite for effective coaching.
(33:10) – Curiosity vs. Scripts: The power of asking one more question.
(41:00) – The Future of Enablement: Data-driven, AI-supported, and Human-led.
About Our Guest:
Laura Keith is the CEO of Hive Perform and Hive Learning, where she helps organizations build high-performance cultures through peer learning and data-driven enablement. With a background in psychology and a passion for human behavior, Laura is reshaping how modern sales teams learn, practice, and perform.
About the Host:
Lee Levitt is a seasoned sales performance consultant, sales coach and the Principal of The Acelera Group. With decades of experience in Sales, Sales Leadership, Sales Enablement, Revenue Operations, and Sales Performance Management, Lee helps emerging and enterprise organizations build disciplined, replicable sales operating systems. He is the voice behind the Thoughts on Selling™ brand, covering the intersection of deal mechanics and the "Inner Game" of selling.
Related Episodes:
Ep [Prev]: The Human Side of Sales w/ Lester Sidney: Discussing the role of empathy in leadership.
Ep 43: The Inner Game of Selling w/ Jeff Lipsius: Mastering the mental side of the sale.
Resources & Links:
The Company: Check out Hive Learning.
Connect with Laura: Find Laura Keith on LinkedIn.
Subscribe: Get the Thoughts on Selling newsletter at thoughtsonselling.com.
Keywords:Sales Psychology, Sales Enablement, Sales Coaching, AI in Sales, Buyer Behavior, Hive Perform, Laura Keith, Sales Leadership, Emotional Intelligence, Data Driven Coaching, Revenue Operations, B2B Sales Strategy.
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