AI Sales Agents That Actually Sell with Tom Cox, CEO of Humara

Tom Cox, CEO of Humara, is redefining how AI drives revenue by focusing on the craft of selling, not just support. In this episode, Russ and Tom explore how Humara builds AI agents that replicate top performing human salespeople to navigate complex telecom buying journeys and increase conversion.They break down why traditional chatbots fall short, how real sales behaviors like rapport building and objection handling are modeled in AI, and how intent and persona shape every interaction. Tom also shares how millions of conversations and behavioral psychology power Humara’s approach, why customers treat AI more like humans than expected, and how brands are using these insights to improve both digital and human sales performance.Topics Covered:[00:01] Welcome and intro, Tom Cox and Humara[00:30] What Humara does and how it started[02:00] Why telecom is so complex to sell[04:30] The shift from simple plans to bundled ecosystems[06:00] Where traditional chatbots fall short in sales[07:30] Replicating top human sales behavior with AI[09:30] Training agents with real conversations and psychology[11:00] Where Humara lives in the digital sales journey[12:00] Sales frameworks, rapport, discovery, and closing[13:30] Using SPIN selling in AI driven conversations[15:00] Intent and persona as layers of personalization[17:30] Adapting to different customer behaviors in real time[19:00] Cross sell and upsell through intent detection[21:00] Customer behavior when interacting with AI[23:00] Why users are nicer to AI than expected[24:30] Driving conversion through friction reduction[26:30] Breadth vs depth in AI sales performance[28:00] When and how human handoff happens[29:30] AI as a primary sales channel[31:00] Trust, brand voice, and enterprise adoption[33:00] Using AI insights to improve human sales teams[35:00] Turning conversations into product and UX insights[36:30] Closing thoughts and what is next for HumaraLinks and Resources:Humara: https://www.humara.aiBusiness Intelligence Group: https://www.bintelligence.comAI Excellence Awards: https://www.bintelligence.com/awards/artificial-intelligence-excellence-awardsAbout The Winners' Circle:The Winners' Circle is hosted by Russ Fordyce, CEO and founder of Business Intelligence Group. Each episode features leaders and innovators recognized through BIG’s annual award programs across AI, innovation, sustainability, cybersecurity, and more. Subscribe wherever you get your podcasts.Nominate your company or team for a BIG award: https://www.bintelligence.com