Technical sales still runs on credibility. AI can help teams move faster, but speed does not replace substance, follow-through, or customer trust.
In this episode of the Leadership in Manufacturing Podcast, Sannah Vinding talks with Michael "Mic" Cardone, President at ENOVA USA. Mic leads the company's U.S. growth in professional audio cables and connectors for musicians, studios, live-sound teams, and AV integrators.
Mic shares what he has learned from building ENOVA USA, using AI for marketing and business operations, learning new skills, and staying grounded in the kind of credibility customers can actually feel. One line from earlier in his career shaped the conversation: "All you salespeople, you're all foam and no beer."
In this episode, you will learn:
- Why credibility still matters in technical sales
- How AI can support sales and marketing without replacing judgment
- Why authenticity matters when customers can spot generic messaging quickly
- What ownership teaches leaders about patience and decision-making
- How leaders can keep learning from people who know more than they do
- Why face-to-face communication still matters for younger leaders
- What persistence looks like when building a company
About the guest:
Michael "Mic" Cardone is President of ENOVA USA. He has more than 25 years of experience across sales, management, channel development, Pro AV, systems integration, telecommunications, and OEM markets.
Hosted by Sannah Vinding, engineer, product marketing and GTM leader, author of Visible or Invisible, and host of the Leadership in Manufacturing Podcast.
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Sannah's book, Visible or Invisible, is coming this September. It is about how industrial B2B companies win buyers when AI builds the shortlist. Get on the list here:
https://visibleorinvisible.com/
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