In this insightful episode of Making Sales Social, hosts Brynne Tillman and Bob Woods sit down with Brian Beedenbender, VP of Sales at Tech, whose leadership approach and human-first sales philosophy have transformed teams and outcomes across the K–12 technology space. Brian reveals why the foundation of modern selling isn’t personalization, it’s being a real person, even behind the screen. He shares powerful stories, including the infamous “bunt cake outreach,” and breaks down where relationship-building goes wrong (and how to do it right). From servant leadership to coaching reps through uncertainty, Brian dissects what makes a great sales leader, trust, transparency, process, and proving you can do the work you ask of others.