Building Trust in Sales featuring Yoram Solomon
In this week's episode of the Selling from the Heart Podcast, we welcome Dr. Yoram Solomon, one of the world’s leading trust experts, to break down the data, psychology, and practical tools for building unshakable trust in sales.
Dr. Yoram Solomon is a trust and innovation expert, founder of the Trust Building Institute, and author of 19 books, including The Book of Trust. He holds 22 patents and was a key contributor to Wi-Fi and USB 3.0 technologies at Texas Instruments. With a PhD in Organization and Management, an MBA, and a Law degree, he teaches entrepreneurship and innovation at SMU and has published 400+ articles in outlets like Inc. Magazine. A former Plano ISD Board Trustee and IDF Paratrooper, he is dedicated to helping organizations build trust and drive innovation.
SHOW SUMMARY
In this episode of the Selling from the Heart Podcast, Larry Levine and Darrell Amy welcome Dr. Yoram Solomon, founder of the Trust Building Institute and author of The Book of Trust and The Trust Premium. With decades of experience in innovation and trust research, Dr. Solomon breaks down why trust is not just a soft skill—it’s the most powerful sales differentiator. Backed by research and real data, he explains how customers are willing to pay nearly 30% more when they trust their salesperson. From first impressions to consistent behavior, this conversation is packed with actionable ways to build trust and set yourself apart in a skeptical marketplace.
KEY TAKEAWAYS
Trust as a Differentiator: Customers are more loyal and willing to pay more to work with trustworthy salespeople.
Empathy and Authenticity: Seeing things from your client’s perspective is essential to accelerating trust.
First Impressions Matter: What you say and how you act in early interactions can build or erode trust quickly.
The Trust Premium: Customers are willing to pay about 29.6% more for services from someone they trust.
Industry Impact: Trust has different weight across industries but remains critical everywhere.
No Trust Discount: Without trust, companies must offer significant discounts to attract new business.
Behavior is Key: Honest pricing, transparent communication, and consistency all build trust.
HIGHLIGHT QUOTES
💬“The most important quality for you and another person is trustworthiness.”
💬“There is a premium for trust—people are willing to pay higher prices for trust.”
💬“You’re either building trust by what you say or you’re eroding it.”
💬“Empathy comes from the heart. Your ability to see things from their perspective accelerates building trust.”
💬“Trust is the only differentiator that you can have.”
📌FOLLOW THE CONVERSATION
Connect with Dr. Yoram Solomon
➡️Yoram's LinkedIn: https://www.linkedin.com/in/yoramsolomon/
Learn more about Darrell and Larry:
➡️Darrell's LinkedIn: https://www.linkedin.com/in/darrellamy/
➡️Larry's LinkedIn: https://www.linkedin.com/in/larrylevine1992/
➡️Website: https://www.sellingfromtheheart.net
ADDITIONAL RESOURCES
Explore the secrets of heart-centered leadership and thriving workplace cultures with Culture from the Heart Podcast—nominate a visionary CEO at www.culturefromtheheart.com!
Listen to Larry Levine’s Bestselling Book — Selling in a Post-Trust World! Now available on Audible! Transform your sales approach with insights that matter.
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