In this episode of the Value Coffee Talk podcast, Tom Pisello and April Morley interview Larry Levine, a sales performance expert and author and author of the book Selling from the Heart. 

The conversation revolves around the topics of trust and authenticity in sales. Larry emphasizes the importance of building trust with clients by focusing on their needs and values. 

He encourages salespeople to bring their authentic selves to the forefront and to engage in personal and professional conversations with clients. The episode also discusses the need for salespeople to slow down and collaborate with clients, rather than rushing through the sales process.

Larry suggests that salespeople seek feedback from clients to ensure that their perception aligns with the value they are delivering.

Takeaways

• Trust is a hot topic in sales due to the lack of trust caused by salespeople focusing on themselves and their products rather than the needs of the clients.
• Authenticity in sales means congruency between one's words and actions, and it requires self-reflection and bringing the best version of oneself forward.
• Slowing down and collaborating with clients can build trust and create a better sales experience.
• Seeking feedback from clients is crucial to ensure that the value being delivered aligns with their perception.
• Finding a coach or mentor can greatly benefit sales professionals at any stage of their career.

Sound Bites

• "If you want to build trust, you've got to flip the switch. You got to flip the switch, shine the light on your clients, future clients, value them, care for them, respect them."
• "How do you really position yourself with trust, with authenticity? And it's those two things that I think people are starving for."
• "If you're always throwing the cosmetic gold lined version of yourself out there, you best be willing to back it up. Cause if you can't back it up, then people are going to poke holes in it like Swiss cheese."