Or Biderman on AI, Human Emotion and Why Sales Will Never Be the Same Again
When you speak with Or Biderman, CEO of Novacy, you understand quickly that he is not building another tool. He is building a new way of seeing people. His line that sets the tone for everything is simple and sharp.
“Nobody will ever buy from you because they understand you. They buy from you because you understand them.”
Or grew up in the Israeli army where pressure, teamwork and chaos trained him long before tech ever did. After that came a story most people never expect. He became a car salesman. He sold Chevrolets on crowded floors, closed deals the same hour he met the buyer and learned the part of sales no book ever teaches. Human behavior.
“Selling a car in one hour forces you to read the room faster than any Enterprise training ever could,” he says.
Seven years later he was running the country operation for Chevrolet. Then Oracle called. He went from face to face deals to sixteen person Enterprise calls where one small movement from a decision maker could change a seven figure cycle instantly. That is exactly where the idea for Novacy started.
The Moment Zoom Broke the Old Sales Instincts
Or explains it in a way every salesperson today recognises. The shift from live meetings to Zoom removed the greatest advantage reps had.
“In a room you feel everything. On a screen you see almost nothing. You lose the tiny movements that tell you the truth.”
This is the problem Novacy solves. It listens to what people say and more importantly to what they do not say. Silent reactions, micro movements, emotional spikes, discomfort, enthusiasm, signals buyers try to hide.
“A sales call is never about the speaker. It is about everyone else in the room and how their body reacts to every topic,” Or says.
Novacy blends text signals, audio sentiment and video behaviour into a single reality. Not what the buyer claims, but what the buyer actually feels.
The Fundraising Story That Proves the Entire Point
Or tells one story that sums up Novacy better than any pitch. During his seed round he spoke with a major VC. Two people on the call. The general partner and the associate. When Or said he would personally lead the US sales team, both shifted uncomfortably in their chairs.
In a normal world he would have missed the signal. On video it flashed for one second and disappeared. Novacy caught it.
Forty minutes after the call he picked up the phone and asked directly.
“When I said I would lead US sales, you both moved in your chair. Can you tell me why?”
The general partner laughed and admitted the truth. They believed he had the ability but not the US network. Without that question the deal would have died quietly. Instead the partner flew to Israel. They signed. It became one of their largest investments.
“That moment changed our entire round. One silent reaction told me the real objection,” Or says.
Why AI Does Not Replace Salespeople, It Rebuilds Them
He rejects the fear that AI removes the human part of sales.
“People buy with emotion and justify with logic. AI just helps you see the emotion you have been blind to.”
Novacy shows managers exactly where their reps lose the room. It shows which topics trigger doubt. It shows why the A player closes thirty five percent more and what the rest must copy. It replaces guesswork with clarity.
One of Or’s favourite results came from a customer who said,
“You brought Netflix back to my life. I finally have time because my calls run the way they should.”
Emotional Buying, Real Qualification and Respect for the Customer
Or teaches something deeply counterintuitive for many reps.
“You qualify by trying to disqualify. That is how you find the truth.”
If the customer will churn in two months, you do not win. If the customer is hiding the real pain, you do not win. If the buyer says yes but the decision maker silently hates the pricing, you absolutely do not win. Novacy exposes all of that.
And the privacy question? He answers it simply.
“People already know they are recorded. What they want is a seller who uses that recording to save them time instead of wasting it.”
Novacy does not store biometrics. It deletes raw visuals. It keeps only reactions linked to topics. Enough to coach, never enough to identify.
The Future Or Sees Coming
He believes we are only at chapter one.
“Smart glasses will eventually show you reactions in real time. Calls will have AI assistants talking to each other before humans join. Sales leaders who fight this will disappear.”
But he is also clear about the balance. AI can summarise. AI can detect patterns. Humans must build the relationship, show empathy, guide the decision and carry the emotional weight of the deal.
The Sales Culture he Believes in
Speed matters. Follow through matters. Discipline matters. But culture comes from clarity.
“If you show a rep that one behaviour increases their close rate by ten percent, they will change before lunch,” he says.
His core belief remains simple. Understand your buyer. Push for the truth. Use AI to see what your eyes miss. And treat the sales call like a grown up conversation, not a performance.
Final Thought
Or ends with a line every seller should tattoo somewhere.
“Sales is hard but it is beautiful. If you push through, you get rewarded. If you learn to understand people, you win for life.”
Novacy is becoming the tool that finally teaches sellers how to understand people again.
