What if the foundation of success in the channel wasn’t just strategy or technology, but building genuine, lasting relationships? In this episode of Channel Security Secrets, host Lou Rabon sits down with Eric Brooker, Founder and CEO of the Channel Standard, to explore how authenticity, curiosity, and structured planning shape the future of cybersecurity sales.You will learn why relationships built without ulterior motives are critical, how evolving technologies like AI and cybersecurity are transforming the channel, and why empathy and trust are the ultimate differentiators in business.TakeawaysWhy building genuine, non-transactional relationships drives long-term success in the channel.How curiosity and staying informed on AI and cybersecurity trends strengthen credibility with clients.Why trusted advisors must align security solutions with business outcomes, not just technology.How structured business planning supports resilience in an evolving security landscape.Why empathy and understanding are essential in both leadership and client relationships.Quote of the Show“ The value of relationships is where I think many of us fail in sales, because we treat it like it's a transaction, and it's so much more than that.” - Eric BrookerFind all episodes, show notes, and resources at: https://www.cdg.io/podcast/ Partner with us: https://www.cdg.io/partner-with-cyber-defense-group/ LinksLinkedIn: https://www.linkedin.com/in/ericbrooker/  Podcast: https://podcasts.apple.com/us/podcast/counsel-culture-with-eric-brooker/id1528802328   Book: https://www.amazon.com/You-Are-Enough-Overcoming-Worthiness/dp/B0CJF67ZTF  Company website: https://www.thechannelstandard.com/  Twitter: https://x.com/ericbrooker79  Ways to Tune InSpotify: https://open.spotify.com/show/1gIKsOyorKMzQA7wxck4dH?si=ff617df387aa401c Apple Podcasts: https://podcasts.apple.com/us/podcast/channel-security-secrets/id1826825461 Amazon Music: https://music.amazon.com/podcasts/8703d3a3-4128-4691-8862-cb847f53f776/channel-security-secrets YouTube: https://www.youtube.com/@ChannelSecuritySecrets 

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