Most teams talk about value without ever earning the right to use that word.

In this episode of V5, Jarod Greene sits down with Em Daigle, Founder and Chief Automation Officer at OTTO-MATES, to discuss how to really build trust with buyers and how “value” has become a buzzword in sales, often used without any real connection to what customers actually care about.

Em explains why enablement misses the mark when it skips the human side of discovery, and shares how better questions (not just more of them) can completely change the trajectory of a deal. She also discusses where AI should step in and where it should step aside, especially when credibility is on the line.

If you're relying on process alone, you’re probably just presenting instead of truly selling.

In this episode, you’ll learn:

• Why trust earns attention – Value isn’t real until your buyer believes you 
• How to fix enablement – Teaching reps the buyer’s world is a game changer
• Where AI fits in – Use it to free up time, not replace your connection

Things to listen for: 

(00:00) Introduction

(00:29) Why “value” talk falls flat in sales

(01:50) How to truly earn buyer trust

(02:58) Fixing enablement with more profound discovery

(03:44) Where AI helps and where it hurts