The Win Rate Podcast with Andy Paul Why Trust is Valued More Now Than Ever in Sales
17 snips
Jan 8, 2025 
Charlie Green, co-author of 'Trusted Advisor,' and Dave Brock, CEO of Partners in Excellence, explore the critical role of trust in sales today. They discuss the shift from product-centric sales to meaningful customer relationships, emphasizing empathy and curiosity. The duo critiques current sales training for neglecting trust-building and human connection, while addressing the challenges of AI in fostering genuine interactions. They advocate for personalized sales approaches over generic tactics, highlighting the need to overcome fear and rigidity in sales processes.
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Trust Over Product or Price
- Trust matters more than product or price in B2B buying decisions.
- Buyers often trust the individual salesperson more than the vendor institution.
Build Trust Through Empathy
- Build trust by showing empathy, curiosity, and understanding the customer’s needs.
- Connect on what the customer cares about, not just your product features.
Buyer Defensiveness Masks Fear
- Buyers resisting sales interaction often hide defensiveness and fear.
- Such defensiveness suggests an underlying need for real conversation and trust.
