Why Getting Out to See Customers Builds Trust (and Saves Deals When Mistakes Happen)

In this episode of the Selling Trust podcast, the host explains why spending in-person time with customers through events and trips deepens relationships and directly impacts business outcomes. He recounts taking two long-time clients on a three-day trip to tour Carrier’s factories, which led to more authentic conversations, stronger personal connection, and even interest in a company program. Shortly after, a job went wrong when critical equipment was missed, causing a major issue in front of the building owner; because of the strong relationship, the client partnered with him on a fast fix and cost-sharing instead of blaming and back-charging. The host contrasts this with non-relationship-based selling and argues that trust, active listening, and real connection make work more enjoyable and can save and make millions over time.