In this episode of the Peak Performance Selling podcast, Jordan talks to Jeff Kirchik. Jeff is the bestselling author of Authentic Selling: How to Use the Principles of Sales in Everyday Life and the current VP of Sales at Colossus. \n\nJeff\u2019s book is essentially a documentation of his own approach to sales and life. He talks about being as authentically you as possible, to be honest, transparent, and vulnerable to gain your client\u2019s trust. He also talks about how being authentic and human as a salesperson is going to be a huge differentiator, especially as artificial intelligence makes its way into sales. Sellers will need to be even smarter and establish themselves as industry experts as order-taking will definitely be automated in the future.