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In the world of selling, there’s a common misconception that success hinges on how much information you can deliver to your prospect.
Features, benefits, case studies, testimonials, advisors are often trained to bombard potential clients with as much data as possible, hoping something will resonate. But here’s the truth: selling isn’t about information.
It’s about emotion. It’s about creating a transfer of feeling, not just facts.
Let me explain.
When you’re in a sales conversation, your prospect isn’t evaluating you based on how much you know.
They’re evaluating how much they feel you understand you. They’re asking themselves, “Does this person truly get me? Do they understand my problem? Can I trust them to help me solve it?”.
That’s why trust-based selling is a transfer of feeling, it’s about creating a deep emotional connection that allows your prospect to feel safe, understood, and open to exploring solutions with you.
Traditional sales methods often create pressure. You’ve felt it before, haven’t you?
That invisible tension in the air when a salesperson is trying to “close the deal.” Prospects sense it too, and it triggers their defences.
They put up walls, give you vague responses, and suddenly, you’re chasing them down, hoping for a follow-up that never comes.
This is what I call the “avalanche of rejection.”
Trust-based selling flips this dynamic on its head. Instead of focusing on the sale, you focus on the truth.
You create what I call a “moment of vulnerability,” where your prospect feels comfortable enough to share their real concerns, challenges, and desires.
This isn’t about manipulating emotions, it’s about creating a space where authenticity thrives.
Here’s how it works in practice. Imagine you’re speaking with a potential client.
Instead of launching into a pitch about your product or service, you start by asking a simple, disarming question:
“Would you be open to sharing with me what’s been your biggest challenge in this area so far?” Then, you listen.
Not just to their words, but to the emotions behind them.
When they sense that you’re genuinely interested in understanding their world, not just selling them something, they begin to relax.
Their guard comes down. And in that moment, a powerful shift occurs.
They stop seeing you as a salesperson as a salesperson and start seeing you as a trusted advisor.
This shift is mission-critical because it changes the entire dynamic of the conversation.
Instead of trying to convince them to buy, you’re diagnosing their problem, just like a doctor would.
You’re not prescribing a solution until you fully understand their pain. And when they feel that you truly understand them, they begin to trust you.
Trust-based selling is about removing the pressure from the sales process. It’s about letting go of the need to “close” and instead focusing on building a relationship based on mutual respect and understanding.
When you do this, something remarkable happens: your prospects start to open up.
They tell you the truth about where they stand, what they need, and whether or not they’re ready to move forward.
This approach not only leads to getting new opportunities, but it also creates a more fulfilling experience for both you and your clients. You’re no longer chasing ghosts or dealing with rejection.
Instead, you’re building genuine connections and working with people who truly value what you have to offer.
So, the next time you’re in a sales conversation, remember this: it’s not about transferring information.
It’s about transferring feeling. When you master this art, you’ll unlock a whole new level of success, one built on trust, authenticity, and lasting relationships.
Related: Why Multi-Step Selling Is Killing Your Authority (And What To Do Instead)
Ari Galper is the world’s number one authority on trust-based selling and is the most sought-after high-net worth/lead generation expert for financial advisors. His newest book, “Trust In A Split Second” has become an instant best-seller among financial advisors worldwide – you can get a Free copy of Ari’s book here and, when you click the “YES” button in the order form, you’ll also receive a complimentary “plug up the holes” lead generation consultation. Ari has been featured in CEO Magazine, Forbes, INC Magazine and the Financial Review. He is considered a contrarian in the financial services industry and in his book, everything you learned about selling will be turned upside down. No more chasing, no pressure, no closing.