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Beat the Bots

As a salesperson, you need confidence and passion to win. But as buyers and robots continue to gain power, it’s easy to feel beaten down in a world where customers no longer seem to need you. As deals fall through and commissions dwindle, you feel desperation begin to sink in. Blow after blow, you wonder:

Am I going to lose the career I love—to a robot?


Anita Nielsen shows you how to get up off the mat and come out swinging. Beat the Bots helps you ensure customers won’t want to buy from anyone, or anything else—not even a bot.

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How Your Humanity Can Future-Proof Your Tech Sales Career


Amazon.Com #1 Best Seller



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"Bots are increasingly replacing salespeople as artificial intelligence (AI)'s influence grows. But the real mystery is how to leverage your team's potential for authentic human connection to close more sales and beat the bots. That's where Anita Nielsen's advice in "Beat The Bots" can make a difference -- I've experienced better responses just by implementing a couple of her techniques."  

"Back-to-School Season Is a Chance to Keep Growing, Even as an Adult. 9 Leadership Books to Be a More Effective Leader" by Gene Hammett - Inc. 


"A sales consultant by trade, Anita Nielsen’s Beat the Bots is tailor-made for salespeople in the tech sector. Open her book, however, and you’ll see how relevant it is to everyone who works in a modern office. Through authenticity and empathy, she reminds readers to default to humanity rather than their digital devices"


"Give Up or Break Up? 7 Books for a Healthier Take on Tech" By Brad Anderson -


"Nielsen’s premise—human-to-human, or 'H2H,' selling creates value that can’t be duplicated by 'bots'—is timely, relevant, and, for some sales professionals, sobering. She finely hones her argument by demonstrating, through examples of right and wrong techniques, the importance of truly understanding each customer’s needs and customizing the sales approach to meet them. If getting B2B salespeople to think differently is her goal, Nielsen brilliantly succeeds. Candid, compassionate, and brimming with pertinent, practical sales advice."

Listen to a Sample from the Book

Read by Anita Nielsen

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Beat the Bots - Anita Nielsen

Early Reviews for "Beat the Bots"

"This book is chock-full of stories, experiences, quotes, analogies, and wisdom to prepare yourself or your sales force for the next decade and beyond. In the end, it's the human differentiators that matter most... your ability to deliver value based on what matters most to your buyers and customers." - Amazon Reader 5 Star Review

"This is a must read for anyone in the sales industry. Anita meticulously captures the challenges and risks in our industry today and offers spot on advice on how to stay relevant." - Amazon Reader 5 Star Review

"This is an insightful, quick read emphasizing how to win in sales in the evolving digital B2B marketplace. I found "H2H" and the "Rider-Elephant-Path" spot-on techniques for increasing success." - Amazon Reader 5 Star Review

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"Learning how to become an elephant whisperer is an invaluable skill which will instantly change your ability to connect and engage with your customers. Can’t recommend this book enough for anyone working and selling in the technology sector, from beginners to experienced sales leaders this book will both entertain and educate you at the same time." - Amazon Reader 5 Star Review

"The warm tone of this book perfectly demonstrates the author's advice about connecting with buyers in authentic, meaningful ways. While written with tech sellers in mind, its principles are universal and timely for everyone in sales. One of the BEST sales books of 2019!" - Amazon Reader 5 Star Review

"I enjoyed that the book reads like a story and not a manual of tips, tricks, and tactics.
Anita shares real-life situations of how top salespeople grow their sales, build stickier relationships and succeed at dominating their market by understanding what AI is and is not.  Recognize that humans are emotional first, logical second.  The book gives clear direction on how to motivate the emotions, justify the logic and guide the sale successfully.  The best part is Anita helps you to understand that your ability to listen, empathize and develop custom solutions for your client's personal and professional goals is the true differentiator in the modern economy.." - Amazon Reader  5 Star Review

About the Author


Anita Nielsen is a sales performance consultant with over twenty years of experience in B2B sales and support. As an advocate for salespeople, she is dedicated to coaching and equipping these professionals for success. For her efforts, she was named one of the Top Sales Enablement Consultants of 2018 by Selling Power magazine.

With a bachelor’s degree in psychology and a master’s in business administration from the New York Institute of Technology, Anita is uniquely positioned to help salespeople adapt and thrive.

Anita lives in Chicagoland with her husband and two teenaged children. Currently, she is trying to survive her children’s adolescent years without going completely grey or succumbing to overwhelming tiger mom urges.

Sound Bites from Beat the Bots

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Value Matters

How well you understand what value means to your customer will make or break your deals. Sales is the discovery, creation, and exchange of value and value is in the eye of the customer. 

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Be the "Real Deal"

Being authentic, vulnerable, and personable is imperative to creating the types of trust relationships required to beat the bots and your competition. Get more confident with being the “real deal” when you meet with customers. 

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Are you Irreplaceable?

Personalized value is the only thing that truly differentiates. It’s unique, often unexpected, and can never be replicated. It’s what endears you to your customer and makes you irreplaceable. 

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Rise of the Machines

Given the “rise of the machines,” long-term success in a B2B tech sales career depends on your ability to focus on the exact opposite of technology’s value; you have to master human value. 

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