How To Build Trust-based Relationships in Sales. w/ Charles Green [Episode 411]

This episode dives into what it takes to generate trust with your prospects and customers in an authentic, valuable way.

We are joined by Charles Green, one of the co-authors of The Trusted Advisor, author of Trust-Based Selling: Using Customer Focus and Collaboration to Build Long-Term Relationships, and consultant to corporations on the subject of trust.


Charlie’s background is in consulting and writing about trust, as it applies to large, complex, intangible services.

Charlie addresses how to establish personalized, legitimate links between sellers and buyers in complex sales. Among “know, like, and trust,” which aspect is at the heart?

How does reciprocity relate to trust? Charlie talks about a series of asymmetrical interactions. Why does he ‘BARG’?

Charlie explains the origin of the handshake. How does vulnerability influence trust? What is the role of small talk?

With more technology in the buying process, when does the salesperson need to interact first with the buyer?

Charlie talks about challenging, adding value, taking risks, and exposing vulnerability. Complex sales are ‘high-wire.’

Trust requires the exact truth. What is the flaw in managing expectations, to ‘exceed’ them?

Charlie starts to explain the three steps the buyer takes to choose a vendor.

In a proposal presentation, do you focus on yourself, your company, and product, or ask about the buyer’s needs?

What is the justification step of the buying decision? When does emotion drive the buying process?

Where do you draw the line between value you give away, and value you sell?

What is the lie behind ‘tough ideas,’ and ‘adding value’? What is the actual driving factor of the buying decision?

The Sales Enablement Podcast with Andy Paul was formerly Accelerate! with Andy Paul.