February 1: Trust-Based Selling: Using Customer Focus and Collaboration to Become a True Trusted Advisor

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The Trusted Advisor
Co-Author Charles Green

Trust-Based Selling: Using Customer Focus and
Collaboration to Become a True Trusted Advisor

Marriott Fairview Park (NOTE LOCATION)
February 1

Charlie Green


Key Thing You Need to Know about This Program: “Trusted Advisor” is a term that people throw around indiscriminately without really knowing what it means, but it’s critical for today’s selling professionals to understand how to truly become a trusted advisor or partner to your customers so that they’ll want to do business together. Today’s high-performing sales professionals need to understand how to distinguish themselves in the market as truly trusted advisors.

Complexity Level: Medium

Immediate Implementation Opportunity: High. Participants will exit the program with practical takeaways they can put to use in their selling the same day.

The IES is proud to bring Charles Green, the co-author of The Trusted Advisor, to Northern Virginia for one-time appearance.

People – especially B2B customers – buy disproportionately from sellers they trust. This is even more true in times of low trust and impersonal sales processes: the need for trust doesn’t go away – in fact, it just gets weighted more heavily.

Trusted sellers get less price resistance, higher closing rates, more repeat sales, more referrals, more transparency from buyers, fewer competitors, less paperwork, and less pushback. These benefits accrue to customers as well: trust is a win-win strategy.

To gain trust, sellers must be trustworthy – and more willing themselves to trust their customers:

  • Trustworthiness is explained in the Trust Equation: four factors that determine trustworthiness, which can be quantified and turned into behaviors. I will share data from 70,000 people that show the most powerful component of the four, across several industries, as well as sharing 82 specific ways to increase trustworthiness.
  • Being trustworthy alone, however, is like aggressively waiting for the phone to ring. If sellers want to create trust, they must occasionally take the first risk. A few key interpersonal skills are key in this area, and are described specifically.

At this session, Charlie will demonstrate ample ways to demonstrate trustworthiness and to initiate trusting throughout the sales process – specifically including pricing conversations, delivering pitches, handling objections, prospecting, defusing negative questions, recovering lost trust, and cross-selling.

Doors open at 7:15am for breakfast and networking. Note the location for this program: Marriott Fairview Park!

Register for the program now!

Join Charles and over 100+ sales leaders as they share with you and your team smart, effective and powerful strategies to find new customers and uncover opportunities at existing ones.

You will learn:

  • The three biggest myths about trust
  • The Trust Equation, its most powerful component, and how to deploy it
  • How to create trust, rather than just waiting for it to happen
  • How to ‘flip-switch’ objections into trust-creating moments
  • How to balance short-term and long-term performance through trust
  • How to create trust while starting a first prospect meeting
  • How to address ‘elephant-in-the-room’ issues, and create trust doing it
  • How to handle the Three Toughest Sales Questions

Register now!

Join the IES.



Charles H. Green is an author, speaker and world expert on trust-based relationships and sales in complex businesses. Founder and CEO of Trusted Advisor Associates, he is author of Trust-based Selling, and co-author of The Trusted Advisor and the Trusted Advisor Fieldbook.  He has worked with a wide range of industries and functions globally.

Charles works with complex organizations to improve trust in sales, internal trust between organizations, and trusted advisor relationships with external clients and customers.

Charles spent 20 years in management consulting. He majored in philosophy (Columbia), and has an MBA (Harvard).

A widely sought-after speaker, he has published articles in Harvard Business Review, Directorship Magazine, Management Consulting News, CPA Journal, American Lawyer, Investments and Wealth Monitor, and Commercial Lending Review.