In this episode of Thoughts on Selling, I sit down with Laura Keith, CEO of Hive Perform and Hive Learning — and self-proclaimed “Chief Entertainment Officer” of three kids. We dig into the psychology of selling, the human side of enablement, and how data, AI, and coaching are reshaping modern sales.

Laura’s journey from studying psychology to leading sales organizations is fascinating. She never planned to work in sales — but curiosity, empathy, and a deep understanding of human behavior naturally pulled her in. Those same traits now shape her leadership and the products she’s building at Hive Perform.

We talk about how sales has lost touch with its human side — too often focused on product features and process over people — and how AI might actually help bring humanity back into selling. As automation handles more of the science, the art becomes more valuable: listening deeply, reading motivation, and understanding buyer psychology.

A few big takeaways from our conversation:

• Sales is psychology. Understanding what makes buyers tick — their motivations, fears, and goals — is at the heart of effective selling.

• AI can’t replace empathy. The best sales reps will use AI as a tool but rely on human insight and curiosity to create connection.

• Coaching and practice drive performance. The highest-performing teams make time to practice and coach — not just inspect pipelines.

• Leaders must define “what good looks like.” Without clear frameworks, coaching and development can’t happen effectively.

• Data makes conversations objective. When performance data is visible, reps and leaders can focus on solving problems together, not defending opinions.

• Curiosity beats scripts. Great sellers ask one more question instead of firing back with a pre-rehearsed answer.

We wrap by talking about the future of sales enablement — one where data, AI, and human insight combine to make teams more adaptable, empathetic, and effective.

🎧 Give it a listen — and let me know what resonates most with you.

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