What if the biggest advantage in sales isn’t your product, your pricing, or your tech stack… but simply being yourself?
In this episode of Sales Lead Dog, Christopher Smith sits down with Pete Auerbach, Sr. Vice President of National Sales at Ad.net, to discuss why authentic relationships, not transactions, are what actually close deals and build lasting business.
Drawing on nearly a decade leading the national sales team at Ad.net and a career built in digital advertising, Pete shares hard-won lessons on leading as a challenger brand, staying competitive at every stage of your career, balancing the player-coach role, and using AI and CRM to help sales teams work smarter.
If you’re a founder, sales leader, revenue executive, or seller looking to build stronger customer relationships and a more resilient sales team, this conversation is packed with practical insight you can put to work today.
What You’ll Learn
• Why authenticity beats the “sales persona” every time
• How to build relationships that turn into multi-year deals
• The challenger-brand mindset: doing everything at an A level
• Why the best sellers work harder during a slump, not less
• How to escape “whack-a-mole” and actually execute your plan
• What servant leadership and empathy do for team culture
• Why CRM is a “necessary evil” and how AI is about to redefine it
• How to use AI as an enabler for your team, not a way to cut headcount
About Pete Auerbach
Pete Auerbach is a sales leader and digital advertising strategist with nearly a decade of experience at Ad.net, where he leads the national sales team while continuing to work directly with agencies and brands. He helps marketers uncover new opportunities for growth through innovative search, social, and creator media solutions, with a focus on driving measurable results and building lasting partnerships.
Pete got his start in advertising through internships on Madison Avenue before moving into the agency world and, eventually, sales leadership on the West Coast. A former two-sport college athlete, he brings a competitive, team-first mindset to how he builds and coaches his teams. Based in Los Angeles, Pete lives with his wife and two dogs, is the proud father of two adult children, and is an avid golfer and cyclist who carries a competitive edge into everything he does.
Connect with Pete Auerbach
LinkedIn https://www.linkedin.com/in/peteauerbach/
Learn More About Ad.net https://ad.net/
About Sales Lead Dog
Sales Lead Dog is hosted by Christopher Smith, CRM technology and sales process expert, and founder of Empellor CRM. Each episode features sales leaders who have separated themselves from the rest of the pack, sharing how they achieve success with their teams and their CRM strategy.
Unless you are the lead dog, the view never changes.
Connect and Learn More
All episodes and show notes: https://empellorcrm.com/salesleaddog/
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