7. Embracing authenticity and AI to break the mold in sales
Join Sara Storm, co-founder of Break the Box, as she shares her journey in sales, key skills for B2B success, and insights on sales in the AI era.
Embracing authenticity and AI to break the mold in sales with Sara Storm of Break The Box
Sara Storm, CRO and co-founder of Break the Box, has an unconventional sales career. She has built her career by challenging conventions in sales and creating space for authenticity and innovation. From overcoming personal fears to leading transformative strategies, Sara’s story is one with heartfelt, tried-and-true lessons for sales professionals navigating a rapidly changing industry.
It combines authenticity, adaptability, and innovation, offering a roadmap for those looking to thrive amidst constant evolution in sales. Here are the key takeaways from our interview with Sara on the B2B Legends Show by Oneflow.
1. Lean into fear and discomfort
Sara didn’t start out confident in sales. Her first experience selling gym memberships left her terrified.
“I was shaking. I called my sister and said, ‘I can’t do this,’” she recalls. But with persistence, she found her footing and began to thrive. For sales professionals, fear is often a sign of growth. Lean into discomfort, and you’ll find confidence on the other side. Practice, repeat, and watch fear turn into skill.
2. Work with products you love
One of Sara’s foundational principles is to sell products she believes in. “I’ve always chosen companies where I love the product myself,” she explains.
This way, you remove hesitation and help create authentic connections with customers. As a salesperson, passion for what you’re selling makes it easier to convey its value, creating a natural path to closing deals.
3. Reject the outdated sales persona
Sara challenges the traditional “sales box,” rejecting stereotypes of the aggressive, one-size-fits-all salesperson.
“That box doesn’t fit anyone,” she says. Instead, she emphasizes the importance of authenticity. For sales professionals, this means finding your own voice and style rather than mimicking outdated archetypes. Customers respond best to genuine interactions.
4. Embrace agility and creativity
Sales is moving beyond scripts and repetitive tasks. Sara highlights the importance of “agility of mind,” the ability to adapt to each customer’s unique needs.
“Be quick on your feet, solution-oriented, and creative,” she advises. Sales professionals who embrace this mindset can create tailored, memorable customer experiences that stand out in a competitive landscape.
5. Master storytelling to paint a vision
Sara emphasizes the need for mentalizing, which is what she defines as helping customers envision what success looks like with your product or service.
“Paint the picture of where we’re going together,” she says. For salespeople, this goes beyond repeating scripted stories. It’s about crafting narratives that are authentic and tailored to the customer, creating excitement and engagement.
6. Collaborate with AI instead of fearing it
As AI transforms the sales landscape, Sara sees opportunities for professionals who adapt.
“Mid-level sales roles relying on scripts will be replaced by AI,” she warns. To stay relevant, salespeople must move toward project-based, creative collaboration with customers while learning how to effectively prompt and utilize AI tools. Mastering this human-tech collaboration will set the best apart.
Conclusion
Sara Storm’s journey is a call to action for sales professionals to embrace authenticity, focus on growth, and prepare for the future. From leveraging fears to adopting AI innovations, her lessons remind us that the best salespeople are those who adapt, evolve, and bring their true selves to the table. As the sales profession continues to shift, staying true to oneself, while staying highly adaptable such as leveraging tools like AI will be essential to thrive in the future of sales.
