How to Succeed When AI Makes Sellers Sound the Same
Stop selling. Start mattering. Win more.
What to expect
Video coming soon
Reserve your place
Free to attend. All registrants receive the recording and the Personal Trust Quotient assessment.
Hosted by
Featured guest
Joining live: Charles Green, co-author of the modern classic The Trusted Advisor and founder of Trusted Advisor Associates.
Charles created the Trust Equation and the Trust Quotient, the framework and the diagnostic behind everything you’ll experience in this session. Getting time with him live, not just his ideas on a slide, is the rare part.
The promise
Buyers today are drowning in content that all sounds the same. AI has made it effortless to produce polished claims, generic pitches and lookalike proposals, and every seller now has access to the same tools. The result is a market where genuine differentiation is harder to see, not easier, and where the sellers who win are the ones buyers actually trust to tell them the truth.
In this workshop, two firms who’ve spent decades studying why deals stall and why they move are coming together for one live session to show you what actually closes that gap, and what over 400,000 people have revealed about how trust really works.
Who this is for
This working session is designed for:
- Sales leaders responsible for revenue growth in complex, high-value markets
- Sales enablement leaders building the skills their teams need for long, multi-stakeholder deals
- Sellers working long sales cycles with multiple decision makers, where trust and differentiation genuinely decide the outcome
- L&D leaders looking for new, evidence-based ways to build sales capability
What this isn’t
Let’s be upfront about what you’re signing up for. This is not a teach-and-preach webinar, and there is no sales pitch. We’ll spend the session working through real frameworks and real questions about your own challenges, live, with three people who’ve spent decades studying what actually makes buyers say yes. If you want a taste of the programme at the end, it’s there. If not, you’ll still leave with tools you can use on Monday morning.
What you’ll walk away with
Every attendee leaves this session with four things they can use immediately:
Your complimentary Personal Trust Quotient (TQ) assessment
See exactly where you stand, benchmarked against insights drawn from over 400,000 Trust Quotient assessments completed worldwide.
The Business Development Trust Quadrant
A simple model showing how trust and your ability to understand what clients truly need and value combine, or collide, to shape the outcome of a deal.
The Client Value Framework
A practical structure for running client-centred discovery conversations that actually surface what the client values, rather than what you assume they value.
The VALID Differentiation Framework and tool
A practical test for finding out whether your differentiators are real, or just decoration.
Meet your hosts
Les Bailey
Les has spent his career coaching sales teams inside organisations including Accenture, EY and Deloitte, built around a simple philosophy: sell less, win more. He’s advised over 12,000 sales professionals on how to win more business by being more valuable to their clients, not more persistent with them.
Noelle Mykolenko
Noelle Mykolenko is CEO of Trusted Advisor Associates, where she leads a global team helping organizations build trust as a measurable, teachable skill. She oversees the certification of every TAA delivery associate worldwide and has seen firsthand how the Trust Equation changes the way sales and client teams operate.
Charles Green
Charles is the co-author of The Trusted Advisor (with David Maister and Robert Galford), The Trusted Advisor Fieldbook, and author of Trust-Based Selling. He founded Trusted Advisor Associates in 1997 after almost two decades as a consultant, and created the Trust Equation and Trust Quotient that over 250,000 professionals have used to measure and improve their own trustworthiness. He holds an MBA from Harvard Business School.
FAQs
Yes. There’s no charge to attend, and no obligation.
No. This is a working session, not a demo. If you want to know more about the full programme afterwards, that’s entirely your call.
Nothing required, though it helps to have one live opportunity in mind that you can apply the frameworks to as we go.
Yes, all registrants will receive the recording and the Personal Trust Quotient assessment regardless of attendance.
The Sales Coach Network and Trusted Advisor Associates, jointly: the two organisations behind The Differentiation Advantage programme.
About Trusted Advisor Associates
Trusted Advisor Associates (TAA) is a boutique consulting and training firm specialising exclusively in trust-based business relationships. For over 25 years, TAA has helped organisations develop the trust capabilities that drive stronger client relationships, more effective collaboration and sustained competitive advantage. Its diagnostic tool, the Trust Quotient, has been used by over 400,000 professionals worldwide to measure and improve trustworthiness.
About The Sales Coach Network
The Sales Coach Network (TSCN) helps B2B teams achieve sustainable revenue growth through expert advice, sales training and coaching. ISP-accredited, TSCN has transformed 100+ sales teams across technology, professional services, consulting, life sciences and outsourcing.