Sell Like Your Customer Wants to Be Sold To: How Humantic AI Transforms Home Service Sales

The Snoball Effect Podcast exists for one simple reason: to bring home service company professionals practical insights and tools they can use right now to grow their business. No fluff, no theory, just actionable strategies that work.

In this episode, Todd Jensen welcomes back Ken Cohen, a longtime friend of Snoball who you'll often catch on LinkedIn enthusiastically telling people how much Snoball will help them grow their home service business through referrals. But today, Ken introduces us to a completely different tool. One we have no relationship with, one that doesn't give us a kickback, but one we want to share because, like Snoball, it will genuinely help you grow your home services business.

Ken, a technology veteran who has spent the last 10 years in the moving industry and 25 years in home services, explores how Humantic AI is revolutionizing sales by helping teams understand buyer personalities and adapt their approach accordingly. His message is clear: "AI will not replace people. People that use AI will replace people that don't use AI." And with tools like Humantic AI, sales teams can finally stop making everything about themselves and start focusing on what really matters: how their customers want to be sold to.

Key Takeaways

• Buyer-First Selling: Understanding customer personalities and adapting your sales approach can increase close rates by an average of 16.2% and pipeline by 109%.
• Practical AI Application: Humantic AI provides real-time personality insights that help sales teams communicate more effectively through calls, emails, and text messages.
• Team Optimization: Companies can route calls based on personality compatibility between sales reps and customers, dramatically improving conversion rates.

Stop Making Bad Practice Faster

Ken opened the conversation with a powerful analogy about his golf swing. "I go to the driving range, I hit the ball. It takes a 40-yard hook into the woods, so then I hit another one and another one. If I had automation to do that faster and more, all I would be doing is bad practice faster."

This perfectly captures the problem with most sales automation tools: they help you do more of what you're already doing, whether it's working or not. Ken emphasized that "perfect practice makes perfect swing," and that's exactly what Humantic AI delivers for sales teams.

The tool solves a fundamental problem: most sellers make everything about themselves instead of focusing on how their prospects want to be sold to. "People like people like themselves," Ken explained, "and someone needs time to make a decision. And I'm all about ferociously fast follow up. Let's go. Let's go. Let's go. Depending on the nature of the transaction, then I am not going to align to the customer's personality and I'm not gonna generate that sale."

How Humantic AI Works in Real-Time

Ken demonstrated the tool's power by showing how it works with LinkedIn profiles. Within seconds of visiting someone's LinkedIn page, Humantic AI provides detailed personality insights including:

• Personality type and compatibility with your own selling style
• Communication preferences for calls, emails, and text messages
• Decision-making patterns and timeline expectations
• Motivational drivers and what appeals to them

The tool doesn't just provide personality data. It gives actionable advice on how to adjust your approach. For example, when calling someone with high energy and personal preferences, it might suggest: "Speak with high energy and in a personal manner as if you've met a friend suddenly after a long time. Avoid information overload."

The Five-Word Email That Generated Millions

Ken shared a story that perfectly illustrates the power of buyer-first selling. After connecting with a director of partnerships at a large company, Ken initially crafted a detailed, professional email with attachments explaining all the reasons they should partner together. Classic seller behavior.

But when he ran the email through Humantic AI's email personalizer, it transformed his three-page masterpiece into five simple words: "Would you like to partner?"

"I couldn't pull the trigger. I could not pull the trigger because it's not how I sell, but that's not what [Humantic] is. It's not sellers, it's buyer's personality," Ken explained.

Despite his hesitation, Ken sent the five-word email. Thirty minutes later, he received a two-word reply: "Sure. When?" That partnership went on to generate millions of dollars in revenue. Something that never would have happened if he'd sent his original email.

Optimizing Team Performance Through Personality Matching

One of the most innovative applications Ken shared was using Humantic AI for call routing. By understanding both the customer's personality and the sales team's personalities, companies can route incoming calls to the rep who's most compatible with that specific customer.

"We routed the match. So the call routing was based upon the personality match," Ken explained. "When there wasn't a match, the call went through, but then the person received the personality type. So they knew... we can route customers to people on the same personality wave. Increased, increased, increased conversion rate."

This approach recognizes that not every salesperson is right for every customer, and that's okay. By optimizing these matches, companies can dramatically improve their conversion rates while creating better experiences for customers.

Timing Is Everything: Respecting Customer Decision-Making Styles

Ken shared another powerful example of how understanding customer personalities can prevent lost sales. One of his top sales reps had a large order in the pipeline that hadn't been followed up on for several days. When Ken questioned this, the rep explained:

"You know, I follow your directions. You know, I'm all about ferociously fast follow up. However, the customer's personality does not like to be rushed. How they are gonna make decisions is on their time."

The rep was using Humantic AI insights to follow up weekly instead of daily, respecting the customer's decision-making style. When the sale finally closed weeks later, the customer specifically mentioned in her feedback that she chose Ken's company because "the other two folks kept following up. Are you ready? Are you ready?" while Ken's rep "listened to me. They did not pressure me."

Beyond Individual Sales: Understanding Buying Committees

Humantic AI also excels at analyzing buying committees. Those complex B2B scenarios where multiple stakeholders are involved in the decision. The tool categorizes committee members into four types:

• Friendlies: Convinced supporters who won't necessarily fight for you
• Crusaders: Convinced supporters who will actively champion your solution
• Neutrals: Unlikely to be strong supporters regardless of conviction
• Skeptics: Hard to convince and likely to create resistance

"How powerful is it to know who's sitting at the table besides their title?" Ken asked. "How often do we sell to the title? But we have to sell to the personalities and neutralize those against us."

Account Intelligence: Deep Company Research in Minutes

Ken also demonstrated Humantic AI's newest feature: account intelligence. By entering a company name, the tool generates comprehensive reports covering:

• Executive summaries and company overviews
• Financial information and investment announcements
• Leadership profiles and product portfolios
• Market positioning and competitive analysis
• Business challenges and potential solutions

"It is a full blown report in 15 minutes that you get about company A and how you can sell to company," Ken explained. This level of research would typically take hours or days to compile manually.

Implementation Tips for Home Service Companies

Based on Ken's experience, here are practical ways home service companies can implement Humantic AI:

For Sales Teams:

• Install the LinkedIn extension for instant personality insights during prospecting
• Use email personalization to match communication styles to customer preferences
• Train reps to recognize when their natural style conflicts with customer preferences

For Customer Service:

• Route incoming calls based on personality compatibility when possible
• Provide personality insights to reps handling inbound calls
• Adjust follow-up timing and frequency based on customer decision-making styles

For Marketing:

• Segment email campaigns by personality type rather than just demographics
• Create multiple versions of the same message tailored to different personality types
• Use account intelligence for partnership and B2B outreach

The Future of Human-Centered Sales

Ken's insights point to a future where AI doesn't replace human connection but enhances it. "This is not the tool that is gonna pump out faster email. This is the tool that is gonna allow you to connect with people and how they want to be sold to," he emphasized.

The key is recognizing that effective selling isn't about perfecting your pitch. It's about understanding your customer's preferences and adapting accordingly. As Ken put it: "Better quality leads in, better conversions out. But what are we doing when we're talking to those customers? That's why I love Humantic AI."

Connect with Ken

Ken Cohen | LinkedIn