In last week's newsletter, I shared with you that in a post-trust world, truth in leadership involves being honest, transparent, and well-principled.
This means:
- Communicating with clarity and boldly
- Applying principles with confidence
- Being accountable
In a post-trust world, love in leadership is about:
- Focusing on others' needs and interests
- Showing respect, compassion, and kindness
- Making decisions that benefit the broader organization
The question I have for you this week is simple... How can you apply truth, love and building authentic relationships to help you drive sales growth in a distrustful business world?
Let's look at 1 Corinthians 13:4-7, where it reads,
"Love is patient, love is kind. It does not envy, it does not boast, it is not proud. (5) It does not dishonor others, it is not self-seeking, it is not easily angered, it keeps no record of wrongs. (6) Love does not delight in evil but rejoices with the truth. (7) It always protects, always trusts, always hopes, always perseveres."
I encourage you to view and apply this passage through a sales centric lens. Why? Because these verses could forever change the course of your client relationships.
Love in a business context is profound. It's a selfless emotion that transcends way more than romantic feelings (what many may associate love as). This is about intentionally choosing to prioritize others' well-being, practice forgiveness, and maintain a positive, supportive attitude even in challenging circumstances. And folks, we know there will be challenging circumstances.
In a world filled with mistrust, building authentic relationships is the key to sales success.
Trust is no longer just a "nice-to-have" quality; it's a necessity for survival in today's competitive marketplace.
Yet, trust has become a rare commodity, with many salespeople being perceived as insincere empty suits, stylish on the outside but lacking depth and substance.
To rise above this, authenticity and trust must guide your every interaction. Drawing from the principles in Selling in a Post-Trust World, we will explore how you can cultivate genuine relationships that not only rebuild trust but also drive sales growth.
To truly thrive in this landscape, salespeople must shift from being transactional to transformational.
In a business world riddled with empty suits, trust matters more than ever.
Trust is the foundation of every successful business relationship. Without it, sales conversations become superficial, and clients hesitate to engage. Studies continually show that people prefer to work with professionals they believe have their best interests at heart.
If they sense insincerity or manipulation, they’ll walk away. They'll turn a deaf ear. They'll kick you to the curb with all the other empty suits.
Trust requires consistent, intentional actions that demonstrate credibility, reliability, and true sincerity.
Let's dive in and explore how you can build authentic relationships in an untrustworthy business world.
Are you ready?
1. Start with the Relationship You Have with Yourself
Before you can build authentic relationships with clients, you need a solid relationship with yourself. Authenticity begins by understanding who you are and embracing it fully.
Authenticity begins from within. If you don’t trust yourself, your abilities, values, and purpose, then how can you expect others to trust you?
This means:
- Self-awareness: Reflect on your strengths, weaknesses, and values. Become honest about all of it.
- Self-alignment: Align your actions with your beliefs and values to eliminate incongruence.
- Self-confidence: Build confidence in your ability to deliver value, even if it means confronting imposter syndrome.
When you present yourself authentically, people see someone relatable, trustworthy, and real.
Authenticity is a lifestyle, not a light switch.
This requires constant effort to stay true to yourself in every interaction.
Consistency in who you are and how you show up is mission critical.
The question I have for you... How are you showing up for your clients?
2. Focus On Connecting, Not Transacting
In an age dominating by technology, it's tempting to rely on automated processes. However, these can make sales feel impersonal, robotic and disconnecting.
To humanize and connect your sales approach:
- Show genuine interest: Truly get to know your clients as individuals, not just as accounts.
- Listen deeply: Rather than pushing products, ask meaningful questions and truly listen to your clients' needs, concerns, and aspirations.
- Be present: Free yourself from distractions, demonstrating that you value their time and business. In other words, ditch your phone during conversations.
- Empathize: Sales is about selling but it's also about helping. When people feel heard and understood, they are far more likely to trust you and do business with you.
Before offering solutions, take a step back and see the world from your client’s perspective.
Ask yourself:
What pressures are they facing in their role?
What fears or concerns might be holding them back?
What would I want from a salesperson in their position?
Your client's crave real relationships, not robotic sales pitches. Trust is built when you engage in meaningful, human interactions instead of simply trying to close deals.
3. Deliver Meaningful Value
Clients today expect salespeople to be advisors, facilitators, and guides not just product pushers. This requires delivering meaningful value beyond the product or service.
To create meaningful value:
- Educate yourself: Continuously improve your business acumen to offer insights tailored to your client’s challenges, initiatives, goals, aspirations and vision.
- Provide solutions, not just products: Align your offerings with your client’s specific goals. This truly demonstrates that you understand their needs, you were listening, and you have their best interest at heart.
- Be proactive: Anticipate challenges and offer solutions before your clients ask. Bring to them fresh ideas and business insight.
Selling from the Heart requires consistent education, engagement, and meaningful conversations.
By consistently delivering meaningful value, you become more than just another sales person, you become a trusted sales professional.
4. Embrace the Power of Vulnerability
Authenticity and vulnerability go hand in hand.
Many in sales fear vulnerability, believing it makes them appear weak. Authenticity fosters trust.
People relate to people who are real, not those who pretend to be perfect.
- Admit when you don’t have all the answers: Honesty strengthens credibility.
- Share your experiences: Personal stories can help people see you as a genuine human being.
- Own your mistakes: Accountability builds respect and deepens trust.
Being vulnerable shows confidence in your authenticity and fosters stronger, more personal connections.
"Vulnerability is not weakness; it's our greatest measure of courage."
Brené Brown
5. Invest in Relationship Capital
Just as financial investments grow over time, so do relational investments.
If we fail to invest in our relationships, we will never be able to collect on them.
Trust builds during every meeting, every interaction, every message and it’s cultivated over time through relationship capital. The small, consistent actions that show people you genuinely care.
Building relationship capital means:
- Consistency and staying connected: Show up for your clients regularly, not just when you need something from them. This is all about meaningful follow-ups not just the so-called checking in.
- Reciprocity: Provide value without expecting immediate returns.
- Care: Demonstrate that you are genuinely invested in their success.
- Be a resource: Connect your clients with others in your network who can add value to their business.
Long-term, transformational relationships drive sustainable sales growth.
The more you pour into your relationships, the stronger they become.
6. Create Inspirational Experiences
Memorable experiences leave lasting impressions.
Sales professionals stand out by creating positive, emotionally resonant moments for their clients.
Whether it’s celebrating a client’s milestone or going the extra mile to solve a problem, these experiences show that you truly care.
Here at Selling from the Heart, we simply call this giving a rip.
Beyond providing meaningful value, creating positive emotional experiences leaves a lasting impression.
Ask yourself:
- How do I make my clients feel?
- Am I adding to their experience, or just selling to them?
When your clients associate your presence with positive, memorable moments, they're more likely to stay loyal, refer others and create sustainability for you.
7. Practice Disciplined Habits
Building trust and authenticity requires consistent effort. It isn't a one-time event. It's an ongoing process that requires commitment, accountability and discipline.
Adopt habits that keep you aligned with your values and maintain focus on your client’s needs. From consistent follow-ups to thoughtful interactions, disciplined actions demonstrate reliability which further deepens trust.
Trust is earned through consistent, intentional actions over time.
People are naturally skeptical in today’s business world, where too many salespeople prioritize quick wins over long-term meaningful relationships.
To stand out, you must prove that you are reliable, authentic, and genuinely invested in their success.
8. Be Real, Relatable, and Relevant
If you’re only reaching out when you need something, you’re irrelevant. If you’re not being hones, you’re unrelatable. If you’re hiding behind a sales persona, you’re not real.
Sales professionals who succeed in today’s business world embody three key traits:
- Real – They bring their true, unfiltered selves into every conversation.
- Relatable – They connect with clients on a human level, not just a business level.
- Relevant – They consistently provide insights that align with their clients’ evolving needs.
The 3 Rs are crucial for creating meaningful connections in an otherwise transactional sales world.
I encourage you to show up as your authentic self, consistently and with purpose.
The Future of Sales is Built on Trust
"Trust is the glue of life. It's the most essential ingredient in effective communication. It's the foundational principle that holds all relationships."
Stephen Covey
In a post-trust world, the most valuable currency isn’t your product—it’s your integrity, authenticity, and commitment to meaningful relationships.
Sales success is rooted in authentic relationships.
Sales professionals who prioritize trust, serve with sincerity, and deliver real value will not only survive but thrive.
By focusing on self-awareness, meaningful value, and genuine connection, you soon start to differentiate yourself from the empty suits and become that trusted sales professional.
To build a sustainable, successful sales career, ask yourself:
- Am I showing up as my true self?
- Do I listen more than I talk?
- Am I genuinely invested in my clients' success?
- Do my actions align with my words?
By embracing authenticity and committing to trust, you won’t just win more deals, you’ll open doors to lifelong client relationships, deeper connections, and sustainable sales success.
Are you ready to sell from the heart? The journey begins with you.
Nigel Green is a sales leadership expert, consultant, and author of Revenue Harvest: A Sales Leader's Almanac for Planning the Perfect Year. Over the last decade, he has built and led sales teams generating tens of millions in annual revenue. Now living on a farm in Kentucky with his family, Nigel dedicates his time to coaching, consulting, and advising sales leaders. He offers one-day workshops, one-on-one coaching, and contributes to Entrepreneur Magazine. His latest work, How to Hire Elite Salespeople, provides invaluable insights for sales leaders and professionals alike.
SHOW SUMMARY
In this episode of the Selling From the Heart Podcast, Darrell Amy, CEPA, VCG and I welcome Nigel Green to share insights from his career and books, Revenue Harvest and How to Hire Elite Salespeople. Nigel discusses the qualities of truly elite salespeople, the dangers of compromise in hiring, and how aligning personal passion with professional roles fosters success. The episode also includes exciting news about the launch of Larry and Darrell's upcoming show, Culture from the Heart, featuring heart-centered CEOs of award-winning workplaces.
KEY TAKEAWAYS
Authenticity and Trust in Sales: Building authentic relationships is fundamental to success in sales and leadership.
Hiring Elite Salespeople: Sales leaders must focus on hiring exceptional talent without compromising on standards.
Passion-Driven Workplaces: Sales professionals should seek organizations that align with their passions for greater satisfaction and success.
Non-Obvious Traits of Top Performers: Elite salespeople exhibit unique qualities beyond traditional metrics, such as passion, resilience, and a purpose-driven approach.
Avoiding Hiring Pitfalls: Compromises during the hiring process can create long-term challenges for sales teams.
Aligning Passion and Work: Connecting personal passion with professional goals leads to long-term fulfillment and productivity.
QUOTES TO REMEMBER
"Elite salespeople don’t apply to jobs. They interview because they’ve found their passion." — Nigel Green
"Why are you telling yourself no? You literally get told no every single day. Let’s go!" — Nigel Green
"The elite of the elite look forward to Monday because they’re fired up to get to work." — Nigel Green
"What stops us is not clarity on what to do but the stories we tell ourselves about why it will fail." — Nigel Green
📌FOLLOW THE CONVERSATION
Connect with Nigel Green
➡️Nigel's LinkedIn: / revenueharvest
Learn more about Darrell and Larry:
➡️Darrell's LinkedIn: / darrellamy
➡️Larry's LinkedIn: / larrylevine1992
➡️Website: https://www.sellingfromtheheart.net/
🚨Explore the secrets of heart-centered leadership and thriving workplace cultures with Culture from the Heart Podcast—nominate a visionary CEO at https://culturefromtheheart.com/
📕Get the Game-Changing Book That Will Boost Your Sales... While Protecting Your Relationships and Reputation! Now available for shipping at Barnes & Noble! Discover more: https://sellinginaposttrustworld.com
📕Order the rerelease of Selling from the Heart today: https://www.barnesandnoble.com/w/sell...
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