Home / Why Emotion Still Wins in Sales with Amara Hunt and Amanda Ervin Why Emotion Still Wins in Sales with Amara Hunt and Amanda Ervin Guests: Amara Hunt and Amanda Ervin AI can make sales more efficient, but it cannot replace the emotion, judgment, and trust that drive real buying decisions. In part two of this series, Amara Hunt, Chief Product Officer, and Amanda Ervin, Senior Learning & Performance Consultant at Integrity Solutions, go deeper into the human side of selling in the age of AI. Their conversation explores why buying decisions are never purely logical, how emotion influences the way customers evaluate risk and value, and how sellers can use the GAP model to ask questions that reveal what really matters beneath the surface. As the conversation continues, Amara and Amanda look at how AI can support stronger sales performance without taking the place of human connection. From coaching and preparation to buyer research and team enablement, they make the case for using AI to create more space for the work that still depends on people: building trust, listening well, staying present, and helping customers move forward with confidence. Listen Now Amazon More Options Your Host Hayley Parr Head of Marketing, Integrity Solutions In this Mental Selling episode, you’ll learn: The GAP Model: How to ask questions that tap into both logic and emotion to move deals forward. Where AI Belongs: Why using AI before and after the conversation, not during it, protects the trust buyers need to feel. Emotion Is Not the Enemy of Logic: How feelings about risk, trust, and relationship factor into every buying decision. AI Coaching vs. Human Coaching: What coaching bots can support, and where only a human coach can push someone past their own limits. Selling to the AI-Informed Buyer: Why buyers who come in with their own research still need a skilled seller asking the right questions. Jump into the conversation: (00:00) Meet Amara Hunt and Amanda Ervin (02:58) Why emotion drives buying decisions (03:54) When a bad experience breaks a deal (04:41) How AI helps with logic but not emotion (05:14) Introducing the GAP model (09:16) Using AI as a sales enablement tool (13:35) Why AI coaching bots aren’t enough (15:12) The importance of human connection post-COVID (20:09) How buyers using AI changes the sales game (24:22) Looking ahead: AI’s limitations and what’s next Additional Resources From This Episode: For more insights on how to go beyond winning deals and build real customer relationships, visit https://www.integritysolutions.com/elevate/ Amanda Ervin’s LinkedIn: https://www.linkedin.com/in/amanda-ervin/ Amara Hunt’s LinkedIn: https://www.linkedin.com/in/amara-hunt-mss-41b94731/ Learn more about Integrity Solutions: https://www.integritysolutions.com/ Raise your Mental Selling acumen with us by following us on Apple Podcasts, Spotify, iHeartRadio, Amazon, GoodPods or wherever you get your podcasts. Please rate our show or leave a review— we value YOUR feedback! Salesforce, Cognism, FeedSpot and others have all named us as one of the best sales podcasts for your playlist. And Training Industry, Inc. includes us on their Ultimate L&D Podcast Guide. Share This Post: Related Episodes Keeping Sales Human in the Age of AI with Amara Hunt and Amanda Ervin Guests: Amara Hunt and Amanda Ervin In this Mental Selling episode, you’ll learn: Jump into the conversation: Additional Resources From This Episode: Raise your Mental Selling… EP. 131 April 9, 2026 18:44 Mastering Sales Leadership and Revenue Strategy with Lindsay Rios Guest: Lindsay Rios In this Mental Selling episode, you’ll learn: Jump into the conversation: Additional Resources From This Episode: Raise your Mental Selling… EP. 130 March 12, 2026 35:36 The Mindset Behind Modern Revenue Leadership with Mike Head Guest: Mike Head In this Mental Selling episode, you’ll learn: Jump into the conversation: Additional Resources From This Episode: Raise your Mental Selling… EP. 129 February 27, 2026 25:40 Why Does Integrity in Sales Matter More Than Ever in 2026? With Brian Snader Guest: Brian Snader In this Mental Selling episode, you’ll learn: Jump into the conversation: Additional Resources From This Episode: Raise your Mental Selling… EP. 128 February 12, 2026 9:27