Reclaiming the hours usually lost to the administrative side of selling creates a specific kind of freedom. While AI agents are often talked about in terms of speed, the real value for our teams in the Philippines is something much more human.
As a Regional Sales Director, Ria Anne Tan views trust as the heartbeat of her sales philosophy. Her approach is built on showing up fully, listening for what matters, and paying close attention to how a customer actually feels in the moment. “There is no substitute for being in front of the customer and getting to know them as a person; that is where trust begins,” she said.
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Customer Success in the Philippines
Success in the Philippines relies on a genuine connection, one that requires taking the time to sit with customers and listen for the goals they haven’t yet found the words for. As the region enters a new stage of growth, Ria finds these connections matter more than ever.
But staying present for customers is only possible when you aren’t buried in prep work. This practical need to stay focused is why Ria integrated Agentforce (Salesforce’s AI agent) into her workflow. It doesn’t replace the relationship — it scales it by giving sellers their time back.
Ria’s team uses Agentforce to protect that personal connection, focusing the technology on the tasks that usually pull them away from the customer:
- Surfacing account intelligence before meetings to ensure every conversation starts with the right context.
- Handling administrative research so the team can spend their energy on the strategy that moves deals forward.
- Creating mental space for high-value interaction, allowing sellers to focus on the parts of the job that require a human ear.”
“Small behaviors build trust,” Ria said. “That does not change.”
Leading Through a Moment of Change
As the Salesforce Philippines team grows, Ria is focused on scaling the same standard of trust by hiring experienced talent and creating the right conditions for them to lead with confidence.
“We align on outcomes, understand strengths and development areas, and set clear milestones, so they can deliver value from day one,” she said.
This is also where Agentforce has become a natural part of her leadership rhythm. By using AI to surface deeper insights into account history and customer context, Ria ensures her team is supported by the right data during this period of rapid growth, allowing them to work smarter rather than just faster.
Scaling Connection, Not Just Speed
Ria views AI as a teammate that clears the path for better selling, and her rule for adopting new technology is simple: She goes first.
She believes that if you expect a team to change how they work, you have to be the first one to show them how it’s done. By sharing her own prompts and celebrating the productivity wins that follow, she helps her reps move past the learning curve and into the results. “Once they see how it helps, they start trying it too,” she said.
This shift is essential because as customer expectations evolve, sellers are required to have a deeper understanding of their world than ever before. Agentforce helps Ria’s team meet that demand by scaling the tasks that used to take hours.
For Ria, that is the heart of it: AI gives people the room to be present.
The Future of Sales: Heart and Insight
When Ria looks ahead, she sees a future where the best sellers combine human empathy with AI-powered insight. For her, it has never been about choosing between people and technology, it is about using the right tools to empower people to do their best work.
If you’re ready to sharpen your skills for the future of sales, you can find a headstart with our free resources on Trailhead.
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AI supported the writers and editors who created this article.
