Charles H. Green is an author, speaker, and world expert on trust-based relationships and sales in complex businesses. Founder and CEO of Trusted Advisor Associates, he is author of “Trust-Based Selling,” and co-author of “The Trusted Advisor” and the “Trusted Advisor Fieldbook.” He has worked with a wide range of industries and functions globally. Charles works with complex organizations to improve trust in sales, internal trust between organizations, and trusted advisor relationships with external clients and customers. Industry verticals served include consulting, accounting, law, technology, commercial lending, private wealth management, corporate staff functions, defense, pharmaceuticals, and oil. Charles spent 20 years in management consulting (The MAC Group, Gemini Consulting). He majored in philosophy (Columbia 72), and has an MBA (Harvard 76). A widely sought-after speaker, he has published articles in Harvard Business Review, Directorship Magazine, Management Consulting News, CPA Journal, American Lawyer, Investments and Wealth Monitor, Commercial Lending Review, and RainToday.

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Trust-based Selling

Charles H. Green

Trust and “sales” are not typically thought of in the same sentence. Many B2B and services professionals are not even comfortable seeing themselves as “salespeople.” But people are actually more likely to buy from those they trust.

Trust-based Selling is not a sales process; it is process-agnostic. It teaches participants how to create trust through any process by rigorous application of the Trust Equation, the Trust Creation Process, and the Four Trust Principles. In addition to showing how to create trust-based relationships in general, the Cast addresses specific trust applications to situations like pricing, presentations, networking, cross-selling, closing, objection-handling, and customer retention.

Every Program Purchase Includes

  • Gear Checks and Final Systems Check: Your Geniecast Experience Specialist will test the audio, video, and internet connection for your primary location as well as the Genie (Presenter).
  • Expert Feature Management: Customized features are available to Cast participants per Client specification.
  • Live Technical Support: We’re with you every step of the way to ensure a smooth end-to-end Cast experience.