In an age of mistrust, the sales techniques you used to rely on, don't work anymore. Disinformation, media manipulation, fake news, filtered, photoshopped images and even deep-fake videos have made us less trusting of what we see and hear, especially from those who attempt to persuade us to buy.

Now that your customers can get all the information they need about your product or service online from trusted sources, we need to rethink the role of Sales & Marketing.

It's long overdue, because not only do most of us dislike sales pressure, but we tend to dislike salespeople. Hardly surprising when sales people along with politicians and sex workers are seen as the least trusted professions worldwide.

The balance of power has shifted in favour of the consumer and they're not afraid to use it.

Social media and user review sites give consumers unprecedented power to punish brands that displease them.

So how do you sell in an age of mistrust?
That's where Trust Based Selling comes in.