Sales is not about talking.

It is about understanding.

In this episode of Cyber Inspiration, Evgeniy Kharam speaks with Art Fromm about the soft skills that drive real success in B2B sales.

They explore how shifting from pitching to understanding changes the entire sales dynamic, especially in complex environments like cybersecurity and technology. From curiosity and empathy to reducing perceived risk, this conversation breaks down what actually helps buyers move forward with confidence.

You will learn:

• Why sales is about understanding the customer, not promoting your solution

• How curiosity leads to better conversations and stronger outcomes

• The importance of aligning sales and pre-sales teams

• Why perceived risk can stall deals more than cost

• How to create true win-win outcomes in B2B sales

About the Guest

Art Fromm helps B2B sales teams win more deals at higher margins by aligning sales, pre-sales, and leadership. He delivers measurable results through keynotes, workshops, tools, and his proven SEAMless Sales approach.

With over 25 years of experience across engineering, pre-sales, sales leadership, and enablement, Art has worked with global organizations to drive consultative sales transformation and long-term performance improvement.

He is also the author of the book Making SEAMless Sales, where he shares practical frameworks for improving collaboration and effectiveness across sales teams.

Where to Find Art Fromm

LinkedIn: https://www.linkedin.com/in/artfromm

Website: https://teamsalesdevelopment.com