In this episode of Two Tall Guys Talking Sales, hosts Sean O'Shaughnessey and Kevin Lawson explore one of the most essential—and often overlooked—pillars of sales success: trust. From the first cold call to long-term client relationships, they unpack how credibility, reliability, and integrity form the foundation of effective sales strategies and revenue generation. Whether you're leading a team or refining your sales processes, this episode will help you understand how to build lasting relationships that turn prospects into loyal partners and salespeople into trusted advisors.   Key Topics Discussed (00:00) – The Psychology of Trust in Sales: Why trust—not persuasion—is the real key to closing deals and building relationships. (03:00) – Reputation and Reliability: Kevin shares why trust is like a muscle that must be trained, refined, and protected. (06:45) – The Power of Networking and References: Sean explains how trust can be transferred through introductions and why relationships are the lifeblood of value selling. (10:15) – Becoming a Trusted Advisor: How sales professionals evolve from sellers to strategic partners by demonstrating consistent expertise and business acumen. (13:00) – Personal Branding and Consistency: Why showing up—both online and in person—reinforces trust and positions you as a credible voice in your industry.   Key Quotes Sean O'Shaughnessey (01:20): "The challenge in sales is not to convince someone to buy your product—it's to convey trust. The real goal is to become someone they believe in, not just someone selling to them." Kevin Lawson (04:17): "Trust is a currency. It's what keeps your professional vessel afloat. You maintain it by showing up, following through, and owning your mistakes." Sean O'Shaughnessey (07:14): "The fastest way to build trust with a prospect is through someone they already trust. That's why networking and references are invaluable—they transfer credibility instantly." Kevin Lawson (12:16): "Salespeople should be intentional about how they show up in their markets. Be present, publish insights, and make sure everything you do signals that you can be trusted."   Additional Resources Book: Eliminate Your Competition by Sean O'Shaughnessey – a deeper dive into building credibility and outperforming rivals through sales management and messaging discipline. LinkedIn Profiles: Connect with Sean and Kevin for insights on sales processes, revenue management, and modern value selling strategies. B2B Sales Lab Community: A private group for sales professionals looking to refine their sales strategies, gain peer insight, and master trust-based selling.   A Significant Actionable Item from this Podcast Post weekly on LinkedIn to build credibility before the first meeting. Don't wait until a buyer meets you to prove your expertise—show it consistently. Share insights about your industry, common customer challenges, or solutions your company provides. Prospects will research you before engaging, and your content is the proof of your business acumen. Regular, relevant posts turn "cold" introductions into warm conversations rooted in trust.   Summary Trust isn't built with a pitch—it's earned through presence, consistency, and credibility. In this episode, Sean and Kevin reveal how the best salespeople create sales success by positioning themselves as trusted advisors rather than product pushers. You'll learn practical ways to enhance trust at every stage of the sales process, from initial outreach to ongoing client relationships. If you want to elevate your revenue generation strategy and strengthen your professional reputation, this conversation is one you can't afford to miss. 🎧 Listen now to discover how mastering trust transforms not only your sales—but your entire business. B2B Sales Lab is a private, member-led community for sales professionals who want actionable insights, not theory. It's a space to ask real questions, share proven practices, and connect with others who are serious about improving revenue performance. Designed and led by veteran sales leaders, the Lab is where strategy meets execution. Join us at b2b-sales-lab.com   You can reach out to Sean at New Sales Expert, LLC - [email protected] - https://www.linkedin.com/in/soshaughnessey/   You can reach out to Kevin at Lighthouse Sales Advisors & Sales Xceleration - [email protected] - https://www.linkedin.com/in/kwlawson/   You can book time on Kevin's calendar at https://lighthousesalesadvisors.pipedrive.com/scheduler/JP7rZXH3/virtual-meeting-booking-time-with-kevin   You can book time on Sean's calendar at http://newsales.expert/sean-oshaughnessey-calendar/

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