Frank Somma – Author of “B2B Is Really P2P: How to Win With High Touch in a High Tech World”

Unlocking Success in a High-Tech World: The Power of Personal Touch in Business with Frank Somma

Mike interviews Frank Somma.

In a world buzzing with tech, automation, and algorithms, there’s one question every business owner, sales professional, and entrepreneur needs to ask: What does it mean to actually connect? For the latest episode of Million Dollar Stories, I had the privilege of sitting down with Frank Somma, author of B2B Is Really P2P: How to Win With High Touch in a High Tech World, to dive deep into why person-to-person (P2P) connections are more powerful than ever.

Frank’s philosophy is simple but potent. Two people are behind every transaction, deal, and handshake—whether virtual or in person. And if you want to stand out in this saturated market, you’ve got to know how to communicate, not just sell. Frank’s insights are a masterclass in making people feel seen and valued in a world where many focus on data and metrics.

SUMMARY

Frank shared that many businesses get it twisted—they think they’re dealing business to business. But the truth is that every interaction, sale, and marketing move is, at its core, person-to-person. The real magic happens not in data points but in human touch, and Frank’s mission is to bring back the “high-touch” approach to business.

High-touch means going beyond just closing a sale or fulfilling a contract. It’s about leaving an impact and making the customer feel part of something bigger. Frank says, “When people feel valued, they’ll do business with you.” He emphasizes that people don’t want to be just another cog in the machine in this competitive digital world—they want an experience, a connection.

When it comes to high-touch communication, it all starts in the mind. Frank shared a powerful practice: every morning, he sets an intention for his day with his favourite red fountain pen. “I write down one thing I want to focus on, like being fully present with clients, listening more deeply, or staying calm through the chaos,” he said. This daily intention shapes how he shows up for his clients and work, giving him a framework to stay grounded and purposeful.

This mental focus can be a game-changer for entrepreneurs constantly putting out fires, juggling a million responsibilities, and pushing to scale. Having a clear intention daily is like having a GPS that keeps you from veering off course. And let’s be honest: mindset is often 99% of the battle. Frank pointed out, “Success in life isn’t just about the strategies; it’s about keeping your mind sharp and positive.” You’re not as vulnerable to external distractions or negativity when you create your own weather—your mental climate.

One of my favourite moments was when Frank described a unique exercise he does with his clients. He calls it the Perfect Day Exercise. Here’s how it works: you sit down, you let your imagination run wild, and you write out your ideal day from start to finish, right down to the most minor details.

Frank didn’t just skim over this exercise; he went all in. He described running with his dog in the morning, kissing his grandkids goodbye, giving a talk at a huge conference, and savouring a $50 whiskey before dinner. He painted a picture of his perfect day so vividly that he could practically feel it happening. When you write down your ideal day like this, you tell your brain, “This is what I want.” You’re tuning your focus to see opportunities that align with that vision.

And here’s where it gets even more powerful: once you write it down, you start to notice things around you that help you get there. This concept is known as selective attention, a tool every entrepreneur can use. When you decide to buy a blue car, you suddenly start seeing blue cars everywhere. By putting your dreams down on paper, you see the paths to make them real. You’re creating your own reality, step by step.

One thing that really stuck with me was Frank’s advice on the pause between thought and speech. We all know someone who talks without a filter—who just says whatever comes to mind without thinking about the impact. Frank’s philosophy? Don’t be that person. That split-second pause between having a thought and actually saying it is crucial. It gives you the chance to ask yourself, “Is this effective? Is this going to move the conversation forward? Is it serving my purpose?”

Mike Fallat and Frank Somma talk about the book B2B Is Really P2P: How to Win With High Touch in a High Tech World.

As he put it, “The pause between thought and speech is almost a definition of self.” Taking that moment to decide what to say makes you a better communicator, leader, and, ultimately, a more successful entrepreneur. It’s a small thing, but it can significantly define you.

Finally, Frank talked about the importance of surrounding yourself with people who want to see you succeed. He shared about his “unofficial” mastermind groups—regular breakfast meetings with friends and colleagues about life, business, and everything. These aren’t formal meetings; they’re just honest, human connections where advice flows freely. For anyone out there who’s serious about growth, this is pure gold.

“Network up,” Frank says. “Find people who’ve already done what you want to do and learn from them.” Most successful people love sharing their wisdom with others who are genuinely interested in learning, so don’t hesitate to ask for guidance. After all, people want to help. And when you have a strong network, you have people in your corner who’ll push you to be the best version of yourself.

If you’re running a business today, you need to realize one thing: success is about connecting on a human level. As much as we rely on technology, automation, and algorithms, people want to be treated like people. Frank’s book, B2B Is Really P2P, isn’t just a guide to success in sales—it’s a roadmap for building genuine relationships that last. And at the end of the day, that will set you apart.

Get his book here:

About Mike Fallat

Mike Fallat, aka The BookMan, is the owner of Dreamstarters Publishing and the Million Dollar Book Agency. They have helped 300+ entrepreneurs become bestselling authors. His goal is to help 1,000 entrepreneurs publish books and teach them how to use their books as a gateway to generating 7-figures.

Visit website for more information: https://www.milliondollarbookagency.com/

About Dreamstarters Publishing


Dreamstarters Publishing offers ghostwriting, cover design, and everything that is required to take an idea to a finished book (kindle, paperback, hardcover, and audiobook).


The Million Dollar Book Agency is the ultimate marketing CRM system for author-preneurs. Services include automated funnels, lead generation campaigns, book fulfillment, podcast management, press releases, virtual assistants, course development, and more.

Mike also hosts a podcast known as Million Dollar Stories and runs a membership-based site known as Million Dollar Circle. In addition to owning the book business, he invests in self storage real estate.

https://dreamstarterspublishing.com/

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