Episode #43
Three New Sales Studies That Challenge the Playbook
What if AI is helping sales reps sound more prepared while making them less adaptable in the moments that matter? In this episode of The Emblazers Show, host Tim Riesterer speaks with Dr. Leff Bonney , Founder and Director of the Florida State University Sales Institute , about new research on AI, adaptive selling, and the financial value of a sales organization. Dr. Bonney explains the risk of “cognitive surrender,” where sellers accept AI-generated recommendations without applying their own judgment. He shares why simple prompts can make sellers rigid, and how asking AI to map possible scenarios and responses can help them prepare for the unexpected instead. The conversation also explores why top-performing sellers do not rely on one sales methodology. Dr. Bonney breaks down how the right sales approach changes with a rep’s experience level and the customer situation, from product-focused selling for newer reps to perspective and vision selling for more experienced sellers. Finally, he explains why revenue alone does not equal value, and why sales leaders need to account for margin, customer churn, and rep retention when evaluating performance. Tune in to learn: How AI can help frontline managers become better coaches and people leaders Why manager-seller conversations are an untapped source of performance data How organizations can scale consistent, outcome-driven sales coaching with AI Episode highlights: (00:00) Introduction (01:42) Meet Dr. Leff Bonney, Founder of the Florida State University Sales Institute (03:45) How cognitive surrender to AI can weaken seller judgment (07:39) Why younger sellers may be more likely to follow bad AI advice (09:23) How AI can make sellers less adaptable when customer conversations change (10:46) Using AI for contingency planning instead of one prescribed answer (13:21) Why top sellers adapt their sales approach to the situation (18:24) How sales strategies and win rates change as sellers develop (22:31) How AI can help sellers choose the right sales strategy for each deal (27:14) Why hitting the number does not always mean creating business value (32:48) Measuring seller value through margin, customer retention, and rep retention (38:43) Why AI and ideal customer profiles should optimize for long-term value (40:20) The seller skill connecting all three studies: judgment Links and Resources: Connect with Abby Kerr: https://www.linkedin.com/in/abbycathkerr/ Connect with Tim Riesterer: https://www.linkedin.com/in/tim-riesterer/ Connect with Dr. Leff Bonney: https://www.linkedin.com/in/leff-bonney-03b63452/ Subscribe to The Emblazers for more conversations with leading B2B thinkers. Explore the Emblaze revenue community and start a membership today. Learn about Dr. Leff Bonney As Founder and Director of the Florida State University Sales Institute, Dr. Leff Bonney is a sales researcher and educator focused on helping organizations improve sales effectiveness through evidence-based strategy. His work examines how salespeople develop, how they adapt their approach to different customer situations, and how organizations can use AI without weakening seller judgment. Through research with sales organizations, Dr. Bonney helps leaders rethink traditional performance metrics, build more effective sales development programs, and create systems that prioritize long-term customer and business value. Learn about Tim Riesterer As Chief Strategy Officer at Corporate Visions and Chief Research Officer at Emblaze revenue leaders’ community, Tim Riesterer is a pioneering force in developing customer conversations that break through the status quo and drive measurable business results. His innovative approach helps companies craft differentiated messages and deploy them through powerful self-service and sales-directed tools that consistently outperform traditional content strategies. A recognized expert in value creation and capture, Tim enables organizations to transform their customer conversations through proven methodologies that elevate their market position and drive sustainable growth. Learn about Abby Kerr As Director of Content & Community at Emblaze, Abby Kerr designs content experiences that spark conversations and strengthen the connective tissue between B2B revenue leaders. With a background spanning brand voice strategy, enterprise B2B content, and education, she brings a sharp eye for nuance and a deep understanding of how people learn and grow. A champion of insight-driven storytelling and peer-to-peer learning, Abby helps make Emblaze a place where leaders don’t just consume content—they contribute to it. She’s also a warm, un-shy introvert who reads fiction, asks big questions, and drinks her coffee black.
