ATMOSPHERE OF TRUST AND THE MINDSET JOURNEY
FIRST, HOW WE THINK ABOUT 'SALES RESULTS'
In real customer interactions, business results and personal results rise and fall together. Below are results that our clients have cared about through the years.
BUSINESS
RESULTS
“We had no idea how much our master/servant mindset was hurting margins.”
Mike Selz, VP Sales
Charlotte Pipe
Some common
business results
PERSONAL
RESULTS
“I always thought rapport created trust”
Josh Cope, Product Manager
Nucor Steel
Some common
personal results
All of those results—business and personal—rise and fall with the atmosphere of trust created throughout the interaction.
And everyone arrives at that same conclusion
Everyone agrees!
Yet everyone also agrees that it’s harder to create trust in customer interactions than it is anywhere else.
But what we miss is why.
And the why is what matters.
It’s not because customers are more cynical. Or trust is just harder to earn these days.
There’s something else at work here. Trust, yes—but not formed the way we think.
In a buyer/seller interaction, trust isn’t shaped by what we do. It’s shaped by the signals we send.
That's not how we think about trust.
And that's exactly where things start to break ...
We're wired (the Traditional Sales Mindset) to send signals one way
But customers are wired to process them in another
Those two patterns collide
When that collision happens, customers distort our signals—without even knowing it.
What distortion looks like when signals collide
When signals collide, the Atmosphere of Trust is diminished. When they align, it’s created.
That’s why shedding our Traditional Sales Mindset—the Mindset Journey—isn’t about "fixing ourselves." It’s about aligning with the way our signals are processed by customers.
“We knew trust created results. We missed what created trust."
Jake Tornquist, President
Jamar Company
