The Win Rate Podcast

The Win Rate Podcast with Andy Paul

The Language of Trust Building in Sales

Show Notes

Today Andy is joined by two special guests, Andrew Sykes, CEO and founder of Habits at Work, and John Westman, VP of Project Management at Citius Pharmaceuticals and Instructor of Sales Management and Sales at Harvard. The trio discuss the importance of trust in sales, with Andrew on a mission to make sales the most trustworthy profession. They touch on the role of language, the importance of being likable, emphasize that trustworthiness can be taught, and that trust is built in minutes not months. Additionally, they explore how AI may impact sales and express skepticism about those who confidently predict AI's role in the future and discuss the concept of befriending clients as 'friends helping friends', while stressing the importance of maintaining boundaries.

Host Andy Paul is the expert on modern B2B selling and author of three best-selling, award-winning sales books, including his latest Sell Without Selling Out. Visit to subscribe to his newsletter for even more strategies and tips to accelerate your win rate!

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Andy Paul strips the complexity from the craft of selling, revealing the essential path to sales success.

Marshall Goldsmith
America's #1 Executive Coach