In an era where artificial intelligence is rapidly transforming the sales landscape, removing mundane tasks and creating unprecedented efficiency, a fundamental question emerges: what does it truly mean to be human in sales? At Institute of Sales Professionals (ISP), we believe the answer lies not in any single methodology, but in embracing a philosophy that puts human connection at the heart of everything we do. This is why we’ve adopted the HUMBLE sales philosophy as central to our ethos, aligning it with our ethical and behavioural standards.
Beyond methodology: A philosophy for modern sales
Let us be clear from the outset: HUMBLE is not another sales methodology to add to your toolkit. ISP remains deliberately agnostic to formal sales methodologies, recognising that different approaches work for different people, industries and situations. Instead, HUMBLE is something more foundational. It’s a philosophy that transcends tactical frameworks and speaks to the very essence of what makes sales a profoundly human endeavour.
Conceived and developed by Ben Gaston, HUMBLE draws its inspiration from the world of theatre. That may seem like an unexpected link, but it makes perfect sense. At its core, theatre is about human connection; an actor reaching an audience in a way that feels real, creating meaningful experiences that resonate long after the curtain falls. Great performances aren’t forced or artificial; they are rooted in understanding, presence, trust and preparation. Sales is no different.
HUMBLE forms a comprehensive approach that addresses both the inner game of the salesperson and their external interactions with clients. However, more than this, it acknowledges the complexity and humanity inherent in every sales interaction.
The theatre of sales: Where preparation builds presence
As Gaston puts it: “In theatre, the actor doesn’t simply learn their lines. They explore motivation, rehearse with others, test and refine how to show up truthfully for the people in the room. That’s where confidence comes from. It’s developed, not bluffed.”
The HUMBLE approach reflects this. Salespeople don’t need to perform in the sense of putting on a persona. They need to rehearse, refine and develop the confidence to hold their own, whether they’re in front of the CFO or coaching a peer through a deal. That’s not about volume or bravado; it’s about mastering communication, developing empathy, and becoming comfortable in the unpredictable moments that define modern sales.
Each of the six HUMBLE principles – Honour, Understand, Master, Bond, Lead and Elevate – offer a lens for this kind of growth. Some focus on how we prepare; others on how we listen, speak, and create value in ways that are personal, not just procedural.
What connects them is this simple idea: sales isn’t just about being heard; it’s about being believed. As Gaston observes: “All performances must come from a place of truth. For an audience to sympathise, judge, question, like, dislike, and identify with a character, that character needs to be believable.” This principle applies directly to sales: clients can sense authenticity from the first interaction, and once trust is broken, it’s nearly impossible to rebuild.
Consider the AIDAS theory of selling, which suggests that prospects move through attention, interest, desire, action, and satisfaction. This progression is remarkably similar to how a skilled actor guides an audience through an emotional journey. The difference is that in sales, the journey must be genuine, rooted in real value, and focused on the client’s authentic needs rather than the performer’s agenda.
The six pillars of human-centric sales
HONOUR: Establish your code
The first principle of HUMBLE occurs before any client interaction begins. It requires sales professionals to define their value set, guidelines and conduct – their personal sales performance code. This isn’t about basic ethics; it’s about operating with confidence and fostering the self-sufficiency needed for any seller to thrive and sales organisation to scale.
When salespeople operate from a clear code of honour, they create consistency across all interactions, build trust more effectively and make decisions aligned with long-term relationship building rather than short-term gains.
UNDERSTAND: Explore needs deeply
Perhaps the most critical shift from traditional sales approaches, the UNDERSTAND principle challenges the old adage: “Always be Closing” with a new paradigm: “Always be Opening.” In our increasingly complex marketplace where buyers are more informed and have higher expectations, surface-level understanding is insufficient.
This principle demands genuine curiosity about clients’ challenges, goals and desired outcomes. It requires salespeople to resist the urge to present solutions prematurely and instead invest deeply in comprehension, laying the groundwork for the relationship to come. As one research study noted, buyers want representatives who can “listen well and really understand what they wanted and what their concerns were.”
MASTER: Communicate with confidence
Mastery in sales communication goes far beyond product knowledge or presentation skills. It encompasses the ability to convey messages with clarity, confidence and purpose while adapting to each unique interaction or setting. Drawing from theatrical rehearsal techniques, this principle emphasises the importance of preparation, practice and authentic delivery.
The most effective sales professionals understand that communication is both an art and a science. They prepare rigorously for conversations but remain flexible enough to respond authentically to unexpected situations. They’ve mastered not just what to say, but how to say it, when to say it and when to listen instead.
BOND: Create emotional connection
Modern neuroscience confirms what sales professionals have long intuited: decisions are made emotionally and justified rationally. The BOND principle acknowledges this reality and provides a framework for creating genuine emotional connections and co-creation environments that serve both parties’ interests.
This isn’t about manipulation or false rapport-building. Instead, it’s about developing the capacity for genuine empathy, understanding others’ perspectives and creating shared experiences that lead to mutual value creation. Strong bonds make difficult conversations possible, enable collaborative problem-solving, and create the foundation for long-term business relationships.
LEAD: Guide with authority
Leadership in sales might seem counterintuitive, but in the HUMBLE philosophy — built on humility and empathy — it’s essential. Clients often need guidance through complex purchasing decisions, and they look to sales professionals to provide that direction confidently and competently.
This principle requires salespeople to develop the confidence to offer strategic insights, guide clients through decision-making processes and take responsibility for moving conversations forward, especially when discussing emerging or complex solutions. It’s about: being helpful without being pushy, assertive without being aggressive, and confident without being arrogant.
ELEVATE: Deliver exceptional value
The final principle ensures that every interaction and relationship delivers value beyond expectations. This creates the “wow” moments that generate referrals, repeat business and the kind of client loyalty that transcends price competition.
Elevation happens when salespeople consistently exceed promises while avoiding over-promising, when they position themselves as valuable partners rather than mere vendors, provide refreshing, educational experiences and focus on the client’s success as much as their own.
The AI advantage: Why human skills matter more, not less
As artificial intelligence increasingly handles routine tasks, generates leads and provides predictive analytics, some might assume that human skills become less important. The opposite is true. As McKinsey’s research indicates, emotional intelligence skills will become central as more routine tasks become automated. The role of the professional seller is evolving to focus on tasks that “require empathy, deep critical thinking and complex problem-solving skills.”
AI excels at processing data, identifying patterns and automating workflows. However, it cannot replicate genuine human connection, original thought, authentic empathy or the nuanced understanding that comes from shared human experience. As sales technology handles more of the tactical elements, sales professionals have an unprecedented opportunity to focus on what makes them uniquely valuable: their humanity.
The HUMBLE philosophy prepares sales professionals for this AI-augmented future by developing skills that are inherently human and impossible to automate. Confident communication, authentic relationship building, creative problem-solving and genuine empathy become not just competitive advantages but essential capabilities.
Beyond individual performance: A cultural transformation
The impact of adopting HUMBLE extends far beyond individual sales performance. Organisations that embrace this philosophy report improved team dynamics, reduced turnover and enhanced customer satisfaction. When entire sales teams operate from shared principles of honour, understanding, mastery, bonding, leadership, and elevation, it creates a culture that attracts top talent and delivers sustainable results.
Research shows that companies implementing emotional competency-based selection and development, see dramatic improvements in performance and retention. Sales teams that are selected based on emotional competencies, significantly outsell those chosen through traditional methods, often by margins exceeding 50%.
The ISP commitment: Standards without rigidity
Institute of Sales Professionals’ adoption of HUMBLE as a philosophical foundation reflects our commitment to elevating the profession while respecting its diversity. We recognise that effective sales professionals come from many backgrounds, use various methodologies, and succeed in different ways. HUMBLE doesn’t prescribe a single path to success; instead, it provides principles that enhance any approach.
Our ethical and behavioural standards align naturally with HUMBLE, because both recognise that sustainable success comes from genuine value creation, authentic relationships, and ethical conduct. Whether a salesperson follows SPIN Selling, Challenger Sale, Solution Selling, or any other methodology, the HUMBLE principles can enhance their effectiveness and ensure their approach remains fundamentally human.
Looking forward: The future of human-centric sales
As we advance further into the age of AI and automation, the sales professionals who thrive will be those who master the art of being genuinely human in their interactions. They’ll use technology to eliminate friction and gain insights, but they’ll rely on human skills to create connections, solve complex problems and deliver experiences that technology alone cannot provide.
The HUMBLE philosophy positions sales professionals for this future by developing capabilities that are both timeless and increasingly valuable. It’s a philosophy that honours the complexity of human relationships while providing practical guidance for excellence.
ISP will explore each element of HUMBLE in greater detail in the near future, by examining how modern sales professionals can develop these capabilities and integrate them into their daily practice. We’ll share insights from research, real-world applications and the experiences of sales professionals who’ve embraced this human-centric approach.
The future of sales isn’t about choosing between human skills and artificial intelligence; it’s about leveraging both to create unprecedented value for clients and sustainable success for professionals. HUMBLE provides the philosophical foundation for this integration, ensuring that as our tools become more sophisticated, our humanity remains at the centre of everything we do.
This article represents a collaboration between Ben Gaston, creator of The HUMBLE Sales philosophy, and Institute of Sales Professionals. ISP remains committed to supporting excellence in sales while maintaining neutrality regarding specific methodologies, recognising that effectiveness comes not from any single approach, but from the principles and humanity we bring to our work.
Ben Gaston FF.ISP, Founder of The Humble Sale®
Ben Gaston is the Founder of The Humble Sale® and creator of The Humble Sale® Playbook, helping B2B sales leaders and their teams build confidence, differentiation and sustainable growth. A global sales leader, Ben has led high-performing teams across multiple industries. In parallel, he continues to be an experienced theatre director, applying acting-inspired techniques to sales leadership. A Founding Fellow of the ISP and key witness to the APPG inquiry into Professional Sales in the UK, he champions a modern, human-centred approach that blends performance, empathy and sales expertise.