Enabling B2B Buying With Charles Bernard

Joe Leo on Blending Creativity, Service, and AI to Enable Buying

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In this episode of Enabling B2B Buying with Charles Bernard, Charles sits down with Joe Leo, founder of the software consultancy Def Method, to talk about how creativity, AI, and a service mindset are transforming B2B sales conversations. Def Method provides engineering solutions in Ruby, Python, and JavaScript and built Phoenix, the first AI platform exclusively for Ruby on Rails applications.

Joe and Charles explore how being useful, listening actively, and empowering the buyer leads to better relationships and business outcomes. Furthermore, they discuss how AI can help, not replace, human-led sales by enhancing clarity, personalization, and discovery.

In this conversation, Joe and Charles dive into:
  • Creativity in a Logical Field: Def Method’s approach to clients and sales is fueled by creativity, not just logic
  • The Service Mindset: Joe sees every conversation as a chance to offer advice, share experience, or simply listen.
  • Discovery-Based Selling: Joe uses success stories to help buyers imagine outcomes, not just pitch features or benefits.
  • AI for Efficiency: High-quality AI drafts based on conversations still rely on human context for tone and relevance.
  • Human Context Is Vital: AI needs human input to emphasize what matters most to the buyer like design choices or engagement expectations.
  • Evolving Buyer Demands: Today’s buyers expect more clarity on success metrics, risk mitigation, and responsible AI usage.
  • AI as a Lion: Joe helps clients safeguard their own success by showing them what not to automate and where unexpected solutions might live.
    • Resources Mentioned:
    • Artificial Ruby Meetup
    • The Ruby AI Podcast

      • Visit Joe’s company websites here: 

      • https://www.defmethod.com/
      • https://www.phoenix.love/

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        To learn more about Charles Bernard’s book Enabling Buying in a World of Selling, visit enablingbuying.com.

        Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/blog/

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        Enabling B2B Buying With Charles BernardBy Charles Bernard