How to build Trust - in sales

This podcast features sales expert Steve Hoyle, who shares his extensive career journey spanning decades in IT and telecoms, from early roles at Burroughs and Digital Equipment to senior sales leadership at Apple, and his current pursuits in sales training, consulting, and a PhD in the ethics of selling. He highlights a pivotal shift in the sales landscape, particularly with the advent of AI, which paradoxically amplifies the importance of the human element and trust.

Hoyle emphasizes that while AI tools can automate and personalize communications, prospects are increasingly adept at identifying AI-generated messages, leading to their immediate deletion. This new reality means that genuine human connection and trust are more valuable than ever. He defines ethical selling as