Business As Unusual | Leadership & Growth Livestream

July 16, 2026
at Noon CT

The Sales Communication Gap:
How to Connect with the Person Behind the Purchase

The Sales Communication Gap:
How to Connect with the Person Behind the Purchase

Most sales teams prepare by researching a prospect’s company. Better sales teams prepare for the person, the pressure they are under, and the proof they need to hear before they can move forward.

In complex B2B sales, a strong solution can still fall flat when the conversation does not match the buyer. A CFO and CRO may be evaluating the same opportunity, but they are not listening for the same things.

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What to Expect:

In this Business as “Un”usual session, Red Caffeine CEO Kathy Steele is joined by Tom Latourette, Managing Partner at M3 Learning, to explore how behavioral frameworks like DISC, self-awareness, and public intelligence can help sales teams prepare for stronger conversations. They’ll show how the conversation opener, questions, proof points, and follow-up should flex depending on the prospect’s job title.

This session will include a live sales-preparation role-play using Red Caffeine’s Grow-to-Market ™ strategy and a real-world growth scenario. It’ll demonstrate how preparation can create stronger trust, better alignment, and more productive sales conversations.

Session Highlights:

Understand why sales preparation should include the buyer, the pressure, and the proof required – not just company research
Learn about DISC, the behavioral framework used to understand how buyers communicate and make decisions
See a live role-play showing how the same growth opportunity requires a different opener, questions, and proof points for a CFO versus a CRO
Discover how sales leaders can coach their teams with tools that go beyond account research to improve trust, relevance, and follow-up

Register now to learn how to prepare for the conversation before you ever enter the room.

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The Next Event Starts In:

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11
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Meet the Guest Speaker & Host

Guest

Tom Latourette
Owner | Managing Partner
Sales3Set | M3 Learning

Tom Latourette is Managing Partner at M3 Learning, where he helps sales teams improve performance through stronger communication, preparation, accountability, and buyer engagement. With more…

Tom Latourette is Managing Partner at M3 Learning, where he helps sales teams improve performance through stronger communication, preparation, accountability, and buyer engagement. With more than 26 years of experience across marketing, sales, and sales management, Tom brings a practical, real-world perspective to helping salespeople and sales leaders communicate more effectively. Before joining M3 Learning, he served as VP of Sales and Marketing at SBR, Inc., where he became a disciple of the M3 Learning process and saw firsthand how stronger sales habits, ownership, and communication discipline can transform team performance. Today, Tom works with organizations to apply ProActive Selling principles in ways that help sales teams better understand buyers, prepare for more productive conversations, and move opportunities forward with greater consistency. Join Tom in an upcoming 10-week ProActive Sales Foundations Cohort. Learn more here.

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Host

Kathy Steele
Chief Executive Officer
Red Caffeine

Kathy Steele is a visionary leader and entrepreneur with over thirty years of corporate strategy, branding, marketing, and technology expertise. As an operating executive, consultant,…

Kathy Steele is a visionary leader and entrepreneur with over thirty years of corporate strategy, branding, marketing, and technology expertise. As an operating executive, consultant, founder, and board member, she advises executives on innovative growth, brand, and talent management strategies that drive shareholder value while protecting reputational risk and improving customer and employee engagement. Currently, Kathy is the CEO of Red Caffeine, a growth consultancy that builds Grow-to-Market™ strategies for mid-market companies in the manufacturing, technology, professional services, and education sectors with combined revenues exceeding 4 billion. She has advised executives on developing and promoting first-mover technologies, positioning and launching new products and services, changing brand perception to aid business turnaround, and helping organizations with their human capital strategies. Kathy has successfully guided the management of a crafting product from idea to acquisition by the largest strategic player in the space, a technology product launch campaign that led to 80% revenue growth, more than doubling their business, and an award-winning repositioning strategy that reached a global audience, changed negative market perception, and drove new customer acquisition.

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