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Let’s be honest, most sales coaches are like those old GPS systems. They’ll get you somewhere, sure, but it’s probably not where you actually want to go.
They’re stuck in the past, teaching methods that worked back when fax machines were cutting-edge.
And the worst part?
They’re setting you up to lose without even realizing it.
Here’s the deal, traditional sales coaching is obsessed with tactics.
Scripts, objection handling, closing techniques -- it’s all about controlling the conversation.
But let me ask you this, when was the last time you enjoyed being “handled”?
Exactly.
Your prospects don’t like it either.
The moment they sense you’re using a tactic, their guard goes up faster than a cat spotting a cucumber.
And once that happens, you’re done.
The truth is, people don’t want to be sold to.
They don’t want to feel like they’re just another number on your sales board.
What they want is someone they can trust, someone who genuinely understands their world.
But here’s where most sales coaches miss the mark.
They focus on closing the deal instead of opening the door to trust.
And trust, my friend, is where the magic happens.
Think about it, when someone trusts you, they tell you the truth.
They let you in on their real challenges, their fears, their hopes.
And when you know the truth, you can actually help them.
But here’s the catch, trust isn’t built through clever words or polished presentations.
It’s built through authenticity.
It’s about showing up as a real human being, not a walking sales pitch.
It’s about listening more than you speak and asking questions that matter.
What’s really going on in their world?
What’s the problem they’re trying to solve?
When you approach conversations with genuine curiosity, people feel it.
And that’s when trust begins to grow.
Now, let’s talk about consistency.
Trust isn’t built in a single moment, it’s built over time.
It’s about showing up, doing what you say you’ll do, and proving that you’re in it for the long haul.
Think of it like baking a cake.
You can’t just throw all the ingredients in the oven and hope for the best.
You’ve got to follow the process, step by step, and give it time to rise.
And yes, sometimes you’ll burn a few along the way, but that’s part of the learning.
Here’s the bottom line, most sales coaches are teaching you to focus on the wrong thing.
They’re telling you to chase the sale when you should be building trust.
Because trust isn’t just the key to selling, it’s the key to everything.
So the next time a sales coach tells you to “always be closing,” remember this, the only thing you should always be doing is building trust.
And trust me, that’s a recipe for success that never goes out of style.
Related: Unseating a Competitor: The Trust-Based Approach
Ari Galper is the world’s number one authority on trust-based selling and is the most sought-after high-net worth/lead generation expert for financial advisors. His newest book, “Trust In A Split Second” has become an instant best-seller among financial advisors worldwide – you can get a Free copy of Ari’s book here and, when you click the “YES” button in the order form, you’ll also receive a complimentary “plug up the holes” lead generation consultation. Ari has been featured in CEO Magazine, Forbes, INC Magazine and the Financial Review. He is considered a contrarian in the financial services industry and in his book, everything you learned about selling will be turned upside down. No more chasing, no pressure, no closing.