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How to Sell to Modern Buyers Without Cold Pitching
Modern buyers are tuning out the cold pitch, so smart founders and sales leaders are changing how they sell.
In this episode of the Growth Department podcast, Chelsey sits down with Joe Candido, founder of Fifth Element Associates and best selling author of Leadership Selling, to explore how sales leaders can ditch outdated tactics and start leading with outcomes that matter.
Joe breaks down why traditional selling is dead, what it means to “sell to leaders,” and how the best sales teams are closing more deals with trust, curiosity, and connection. He also shares how AI can actually improve the human side of selling when used the right way (no slop, please).
If you’ve ever wondered how to transform your sales team from transactional and "dialing for dollars" into a truly relationship-driven team, this one’s for you.
What you’ll learn in this episode:
- How founders can drive results without old-school pitching
- Why relationships outperform cold calls every time
- The four stages of Leadership Selling (and how to apply them)
- How to use AI for smarter prospecting and stronger relationships
- Why top sales teams focus on performance, not just enablement tools
💡 Subscribe to the Growth Department podcast for more leader-focused conversations that help you grow smarter and lead stronger.
About Joe Candido
Founder, Sales Consultant, and Author of Leadership Selling
Joe leads Fifth Element Associates and Executive Crash Course, helping CEOs, business owners, and sales leaders build high-performing, customer-centric sales organizations. His team has worked across telecommunications, healthcare, and more—driving growth through strategy, leadership, and real-world performance.
Learn more and get the book at www.leadership-selling.com
Follow Joe on LinkedIn: https://www.linkedin.com/in/joe-candido/
Growth Department slows the conversation down so founders and business leaders can go further, faster.
If this episode helped you think differently, follow the show and share it with someone building alongside you.
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By Chelsey Reynolds
5
66 ratings
Modern buyers are tuning out the cold pitch, so smart founders and sales leaders are changing how they sell.
In this episode of the Growth Department podcast, Chelsey sits down with Joe Candido, founder of Fifth Element Associates and best selling author of Leadership Selling, to explore how sales leaders can ditch outdated tactics and start leading with outcomes that matter.
Joe breaks down why traditional selling is dead, what it means to “sell to leaders,” and how the best sales teams are closing more deals with trust, curiosity, and connection. He also shares how AI can actually improve the human side of selling when used the right way (no slop, please).
If you’ve ever wondered how to transform your sales team from transactional and "dialing for dollars" into a truly relationship-driven team, this one’s for you.
What you’ll learn in this episode:
- How founders can drive results without old-school pitching
- Why relationships outperform cold calls every time
- The four stages of Leadership Selling (and how to apply them)
- How to use AI for smarter prospecting and stronger relationships
- Why top sales teams focus on performance, not just enablement tools
💡 Subscribe to the Growth Department podcast for more leader-focused conversations that help you grow smarter and lead stronger.
About Joe Candido
Founder, Sales Consultant, and Author of Leadership Selling
Joe leads Fifth Element Associates and Executive Crash Course, helping CEOs, business owners, and sales leaders build high-performing, customer-centric sales organizations. His team has worked across telecommunications, healthcare, and more—driving growth through strategy, leadership, and real-world performance.
Learn more and get the book at www.leadership-selling.com
Follow Joe on LinkedIn: https://www.linkedin.com/in/joe-candido/
Growth Department slows the conversation down so founders and business leaders can go further, faster.
If this episode helped you think differently, follow the show and share it with someone building alongside you.