The Rainmaking Podcast TRP 260: How to Lead with Trust with Tony Gray
In this episode of The Rainmaking Podcast, host Scott Love speaks with Tony Gray, author of The Business Development Body of Knowledge and founder of the Global Business Development Association, about how professionals can lead with trust in business development. Tony shares a neuroscience-based model of trust built on three pillars: purpose, empathy, and truth. He explains how these elements activate specific brain chemicals—oxytocin, dopamine, and serotonin—that foster genuine connection and credibility. Rather than rely on anecdotal tactics, Tony advocates for a scientific, principle-based approach to building long-term business relationships, emphasizing that aligning with a prospect’s purpose and being candid—even when it means saying you’re not the right fit—can create lasting trust and unexpected referrals.
The conversation also explores the differences between empathy and sympathy, how to build the “muscle memory” of candor, and why referrals are the most scalable form of business development. Tony introduces his framework for understanding the full customer journey—from awareness to advocacy—and shows how business development differs from sales or marketing in its exponential impact. With practical guidance and deep insight into human behavior, this episode delivers a compelling case for why professionals must build trust deliberately, not by chance.
Visit: https://therainmakingpodcast.com/
YouTube: https://youtu.be/le6LOfxBxhM
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Tony helps companies grow with 30 years experience in business development, sales, and customer success. Tony provided Chief Growth Officer support services for 24 small, medium, and large corporations. One client grew by as much as 100% in one year directly due to his efforts.
He cultivated relationships with prospects and generated new business of $800M+ with single award wins up to $230M+ Total Contract Value (TCV). His extensive network and understanding of the government contracting procurement cycle, regulations, federal budgetary effects, and industry landscape helped generate an average of $64M per year in new revenue for his clients.
Tony created marketing and sales budgets, along with innovative methods to reduce costs and schedules by as much as 20%. He routinely led sales efforts and developed trusting relationships with all levels of leadership and customers, including senior executive engagement.
Tony is the author of the Business Development Body of Knowledge and creator of the Global Business Development Association Business Development Professional (BDP) certification.
He is a graduate of the U.S. Naval Academy with a Master of Business Administration from Virginia Tech.
Links:
Get your copy of the Business Development Body of Knowledge on Amazon: https://a.co/d/ckiz9r0
Connect with Tony on LinkedIn: https://www.linkedin.com/in/tony-gray-mba-bdp/
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