Happy New Year and welcome back to a new episode of The Win Rate Podcast! Andy is joined by two long-time friends and sales veterans, Charlie Green, Co-Author of the legendary book, 'Trusted Advisor' and Founder of Trusted Advisor Associates, and sales consulting expert and Founder and CEO of Partners in Excellence, Dave Brock. 

They start off the top, digging into the importance of establishing trust in sales, especially in an era heavily focused on products over customer relationships, and how what is sometimes dismissed as old school, is more important than ever. They discuss the impact of AI, the need for genuine human connections, and the deficiencies in current sales training practices that neglect essential trust-building and communication skills. They also talk about empathy, curiosity, and understanding being the core qualities in fostering effective and trusted sales interactions.

Host Andy Paul is the expert on modern B2B selling and author of three best-selling, award-winning sales books, including his latest Sell Without Selling Out. Visit andypaul.com to subscribe to his newsletter for even more strategies and tips to accelerate your win rate.