ambush on air · 2026-04-20 · 31 min
In this episode, Sam Bush sits down with Ben Cole to challenge one of the most outdated habits in B2B sales: leading with everything except what buyers actually care about. Ben shares his journey from Dynamics implementation to running high-volume, high-impact demos - and why that background completely changes how he sells today. Together, they unpack what modern buyers expect in a demo-first, AI-informed world, where most of the research is already done before the first call. You’ll hear: Why leading with company history is a losing strategy What makes a demo convert (or fail fast) How AI is reshaping buyer expectations and qualification The role of trust, empathy, and real experience in closing deals Whether traditional sales decks are helping - or hurting - your pipeline If you’re in sales, marketing, or partnerships in the Microsoft ecosystem, this episode will challenge how you think about demos, discovery, and what it really takes to win in today’s market. Because in 2026, buyers don’t want a presentation. They want proof.
ambush on air: Responsible AI with Julie at PartnerIn Vibe44 / 100ambush on air: Live from Directions with Scott from Momentum35 / 100ambush on air: Live from Directions NA with FreightPOP39 / 100ambush on air: Live from Directions with Aptean58 / 100ambush on air: Being the Easiest Partner with Tiffany Allen