AI has changed the game in sales—but not in the way most people think.
It’s not about automating your way out of relationships. It’s about using smarter tools to create more genuine ones.
In 2025, the best reps won’t be the ones who send the most messages. They’ll be the ones who build the most meaningful connections—at scale.
Let’s explore how tools like Surfe and Fathom allow sales teams to reach out smarter and stay human.
Step 1: Use Surfe to Truly Know Your Buyer
Surfe connects your CRM directly to LinkedIn, allowing reps to:
Pull CRM insights directly into the LinkedIn profile view
Add and sync contacts in one click—no more copy/pasting
Enrich contact details in real time to keep data fresh and human-relevant
Why this matters:
Reps engage faster and more naturally
Outreach becomes about the person—not just the persona
Small personal touches (shared schools, mutual interests) are never missed
"I used to spend 30 minutes prepping a message. Now I get better info in 3 minutes, and my messages actually sound like me." — SDR at a SaaS company in Miami
Step 2: Use Fathom to Capture the Why, Not Just the What
Fathom is an AI-powered meeting assistant that records, summarizes, and analyzes your sales calls. But the real magic? It tracks tone, emotion, hesitation, and moments of alignment.
Here’s how Fathom improves follow-up:
Tags pain points, objections, and decision criteria automatically
Captures the emotional weight behind what was said
Helps reps follow up with relevance, not recaps
Human benefit:
Better listening = better questions
Buyers feel heard (and valued)
No more “Sorry, what did you say last week?” moments
Step 3: Blend AI with Human-First Messaging
Sandler-trained reps already have a head start here. The framework emphasizes active listening, emotional intelligence, and permission-based conversations—principles that AI tools like Surfe and Fathom only enhance.
With data and emotional cues at your fingertips, personalization becomes a breeze. But the delivery still matters.
Here’s how to write outreach that feels like a handshake, not a broadcast:
Reference something real: "You mentioned you’re looking to streamline onboarding—here’s how we helped someone in Tampa do the same."
Keep tone aligned with their personality (Surfe can help with this)
Don’t force urgency—invite curiosity
AI Is the Engine. EQ Is the Driver.
AI is powerful. But emotional intelligence is what closes the deal.
Surfe helps you understand who you’re talking to. Fathom helps you understand how they feel. And together, they give your team the edge to scale trust—not just automation.
"People can smell a template. But they feel a connection."
Want to see the future of sales in action?
Join us at Sandler Summit 2026 for tactical workshops, real-world tech use cases, and live role plays showing exactly how to combine AI and EQ in the sales process. Grab Your Summit Seat
