Many B2B and professional services leaders, consultants and business owners have never been taught how to ‘sell’. As a result, most stick to their comfort zone and go down the path of a traditional sales pitch meeting where they talk all about themselves and their business or offer – which only undermines trust and positions you to build a technical relationship where you can usually only win on price.

For nearly 15 years, Keith Dugdale, co-author of Smarter Selling: How to grow sales by building trusted relationships, has been teaching people the skills and giving them the confidence to able to build trusted relationships to grow sales. Using techniques developed by observing the best-of-the-best professional services sellers in a Big 4 consulting firm in Europe, Asia and Australia, Keith and The Business of Trust team have since trained thousands of people around the world with outstanding results.

The secret is that by switching your focus from the hard sell to building trust and adding value, you will end up not only with better meetings and more satisfied buyers, but more sales as well.

The people and organisations we work with generally say there are three things they get from working with us.

1. Shortened sales cycles: by focusing on adding value and building trust the work comes in sooner.
2. Higher margins: by adding true value to decision makers senior executives there is less pressure on price.
3. Increased confidence: by focusing on embedding their skills in real practice, participant confidence levels are increased and a higher proportion of well-intended relationship plans are actually implemented.

We have a range of online and in-person training programs designed to help you and your team gain the confidence to truly engage prospective clients, become a trusted advisor, and sell smarter.