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.
