Trust-Based Selling: Emotional Intelligence for B2B Marketing & Sales Teams
with Colleen Stanley, President & Chief Selling Officer, SalesLeadership, Inc.
Audio Only
Episode Description
Buyers are more cautious, deals are stalling, and trust is at an all-time low! Learn the proven strategies emotionally intelligent leaders use to protect margins, rebuild trust, and shorten sales cycles, even when uncertainty reigns.
Listen & Learn
- The role emotional intelligence plays in differentiating successful sales and marketing teams during uncertain economic times.
- How a lack of emotional intelligence can contribute to stalled sales deals, and what leaders can do to address this gap.
- The ways the decline of societal trust has impacted the behavior of buyers, and how sales and marketing teams can adapt.
- Why aligning sales and marketing messaging is so critical for building trust, and the real-world consequences when this alignment breaks down.
- Practical strategies sales and marketing teams can use to reinforce trust with buyers throughout a lengthy sales cycle.
- How organizations can effectively distinguish between losing a deal due to a lack of trust versus it simply not being a good client fit.
- The value of regularly conducting win-loss analyses and how these insights change the way teams pursue future opportunities.
Guest Bio
Colleen Stanley is president and founder of SalesLeadership, Inc., a sales development firm. She is the author of three books, Emotional Intelligence for Sales Success and Emotional Intelligence for Sales Leadership, now published in eleven languages. Her latest book, Be The Mentor Who Mattered, was released in November 2025. Salesforce named Colleen one of the top sales influencers of the 21st century. She’s also been named as one of the Top 30 Global Sales Gurus for eight years in a row, earning the number one spot in 2024. And her family still doesn’t know what she does for a living. Clients include Harvard Business Review Poland, IBM, PCL Construction, Gallagher, Otterbox, Pop Sockets, and Bosch Rexroth.
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