Written by: Vickie Sullivan  |  March 25, 2025

How Sales Conversations That Build Trust Also Build Your Brand

Anthony Iannarino’s recent takedown of AI-driven sales conversations hit me like a gong. It’s loud, clear, and completely on point.

He reminds us that no amount of tech can replace the power of sales conversations that build trust. I’ll take it one step further: Those conversations don’t just close deals—they shape how we’re perceived. They build our brand. They leave a mark.

When we show up fully in a sales conversation—not to pitch, but to connect—we do more than talk business. We offer a glimpse into what it’s like to work with us. That interaction becomes a living sample of our value—and it all starts with sales conversations that build trust.

So, let’s stop obsessing over scripts and automation. Instead, let’s ask: how can we turn every sales conversation into a branding moment? Here’s how I approach it.

How to Lead Sales Conversations That Build Trust

When I connect with a potential client, I’m not just thinking about the sale—I’m thinking about the experience. At a minimum, I want two things to happen in sales conversations that build trust.

• The person has a positive experience. Whether we end up working together or not, I want the conversation to feel worthwhile. When I hear someone say, “I just love talking to you!” I know I’ve made a lasting impression. 

• They leave with a gift. If someone gives me their time, I want to give something back—an insight, idea, or suggestion they can use right away. Pro tip: Always ask first. Unsolicited advice rarely lands well.

It’s easy to slip into describing our services or listening only to respond with a pitch. But as Iannarino reminds us, it’s the human connection—genuine, unscripted, and real—that truly drive results. That’s where trust begins. That’s how clients are won.

Now Read This:

• What Influences Buyer Now: Conversations on Social
• Competitive Branding for B2B Professional Service Firms

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