People Over Process: How This Year’s Sales Summit Keynote Speaker Plans to Reignite Connection in Sales
In a market where sales can feel slower and competition steeper, Cassy Williamson believes the real opportunity lies in one simple shift: putting people over process.
As the keynote speaker for the 2025 BIA Sales Summit on November 12, Cassy, Strategic Performance Coach at Impact Eighty-Eight, will bring her signature energy, storytelling, and real-world home sales insight to help attendees rediscover the power of genuine connection in sales. Her session, People Over Process: The Opportunity That Changes Everything, challenges the industry’s comfort zones.
“When things get hard, we start to point fingers at marketing, leadership, or the market itself. But the real opportunity isn’t out there. It’s in how we connect and how we serve.”
The Connections That Matter Most
Cassy isn’t afraid to dig into the hard truths of today’s sales environment. “If we don’t connect, we can’t serve. If we can’t serve, we can’t convert. Everyone in this industry, from builders and lenders to trades and admin, plays a role in the sales process.”
Her goal for this session isn’t just motivation; it’s transformation in how you connect.

Why Connection Still Wins
For Cassy, connection isn’t just a sales skill; it’s a life skill. She built her career on helping others feel seen and equipped to succeed, and she believes that mindset applies to every corner of the homebuilding industry. “Sales is the people business,” she said. “We’ve forgotten how to really connect, to be curious, find commonality, and build real relationships.”
It’s that belief that drives Cassy both on stage and off. Her own journey from speech therapist to national sales leader to performance coach is a testament to resilience, purpose, and the small signs that remind us we’re exactly where we’re supposed to be.
“Goodness connects through other goodness. When we put people first — in our teams, with our buyers, and in our daily interactions — the rest will follow.”
Don’t miss Cassy’s keynote at the BIA Sales Summit on November 12.
Bring your team, your curiosity, and your willingness to connect — and leave ready to sell, serve, and lead differently.