Turn Your Sales Team Into the Trusted Choice

Each cohort includes up to 12 participants to ensure meaningful interaction, personalized coaching, and consistent accountability.

If your team is larger, we simply run multiple cohorts in parallel or sequentially, each receiving the same high-touch experience.

Every participant signs a Commitment Letter before the program begins, confirming that they will attend every session and complete all assignments. This ensures the cohort moves together and that the trust-building work is taken seriously.

That said, life happens. If someone must miss a session, they are expected to:

• Review the session materials

• Complete the week’s exercise

• Connect with other cohort members to catch up

• Re-engage fully before the next session

This approach keeps the cohort aligned while still respecting real-world schedules.

Yes. The core frameworks in the Trust Premium Program are universally applicable. They apply to every seller–customer relationship — B2B or B2C, products or services, high-ticket or low-ticket, technical or non-technical. The principles of trust do not change; the way we apply them does.

Because each cohort comes from the same organization, the discussions naturally occur in the context of your customers, your sales cycle, and your internal dynamics. Before the program begins, we hold a pre-program alignment call to tailor examples, language, and application exercises so the content reflects your industry and environment.

Your team gets a system that works everywhere — delivered in a way that makes sense for your world.

The core Trust Premium Program is delivered live in a virtual format to each cohort. This allows your team to participate consistently, with minimal disruption to selling time, regardless of where they are located.

If you want a stronger launch or leadership alignment, you can optionally add:

• An in-person first session for the cohort, and/or

• A keynote and set-up session for a broader audience, delivered either in person or virtually.

So the program itself is virtual by design, with targeted in-person or keynote options available when it makes strategic sense.

Yes — and it is an essential part of the program. To make the two-hour live sessions effective and efficient, participants must complete specific assignments before each session.

Between sessions, participants may be required to complete:

• Mandatory reading to understand the concepts and language

• Self-assessments and reflection exercises

• Peer or customer assessments, when appropriate

• AI-based analysis, if your organization chooses to include it

This is not optional. The program is built on the principle that trust-building is a behavior change process, and meaningful change requires preparation, reflection, and practice. The participants who invest in the work between sessions get the most from the program — and create the largest impact on customers.

Participants should plan for approximately 4 to 5 hours per week, including:

• A 2-hour live virtual session, and

• 2 to 3 hours of required pre-work, which may include reading, assessments, reflection exercises, and occasionally discussions with others

The program is intentionally designed this way.

The pre-work gives participants the background, clarity, and insight they need so the live sessions can focus on application, discussion, and behavior change — not lecture.

Teams that complete the pre-work consistently see the greatest progress and the strongest trust-building outcomes.

The program is delivered live in a virtual format, so participants need a setup that allows them to be fully present and engaged. Each participant should have:

• A computer or laptop with a stable internet connection

• A camera (cameras must be on during sessions to support interaction and trust-building)

• A microphone or headset suitable for group discussions

• A quiet environment where they can participate without interruptions

• Access to the program’s digital materials, assessments, and reading assignments

No special software is required. Sessions are hosted on standard virtual meeting platforms such as Zoom, Google Meet, or Microsoft Teams.

Some organizations choose to provide a designated meeting room for small groups to participate together, but individual participation from separate locations works equally well.

No. All required materials are included as part of the program.

Each participant receives:

• The Trust Premium

• The Book of Trust (3rd Edition)

• A Can I Trust You? mini-book

• A printed binder with worksheets, tools, and session materials

• Access to digital resources, assessments, and forms

Everything needed to understand the concepts and complete the assignments is provided. Additional copies of the books can be purchased separately if you want to extend the learning to a broader audience outside the cohort.

Leadership alignment is ideal, but it is not a requirement for the program to succeed. Participants can still make meaningful progress on their own trust-building behaviors, even if leadership is not fully engaged.

However, teams make faster and more lasting progress when leaders:

• Use the same language introduced in the program

• Reinforce the chosen behaviors

• Provide space and support for accountability

• Model trust-building behaviors themselves

If leadership alignment is a concern, organizations often add a leadership briefing or the optional 3-session Leader Module. These sessions help leaders understand what the team is learning, how to reinforce it, and how their own behavior can accelerate or hinder trust building.

In short: The program will work without full leadership alignment — but it will work better with it.

In general, it is strongly encouraged for sales leaders to participate in the main program with their team. When leaders and reps go through the same experience, speak the same language, and understand the same trust-building principles, it becomes much easier for leaders to support the team’s behavior change and reinforce it in day-to-day coaching.

In some organizations, the trust between the sales leader and the team has been strained. When that happens, it has a direct impact on the trust customers place in the salespeople. In these cases, it is highly recommended to add the optional 3-session Leader Module, which focuses on rebuilding trust, strengthening alignment, and improving how leaders coach and communicate.

Participation in the full 8-session core program is a prerequisite for the Leader Module — for both the leader and their team. The leader module deepens and extends the work already done in the core program; it does not replace it.

We’ll discuss the right structure for your organization during the pre-program alignment call.

Yes — as long as the participants share similar customer dynamics and sales responsibilities. A cohort works best when the members face comparable trust challenges, customer expectations, and internal processes.

If teams across regions or business units:

• Sell to the same types of customers

• Follow similar sales cycles

• Use similar internal workflows

• Experience similar trust-related friction

…then they can be combined effectively.

If their roles differ significantly — for example, if they sell different products, operate under different pricing structures, or serve very different customer profiles — it is usually more effective to run separate cohorts. This ensures that discussions, exercises, and behavior-change work remain directly relevant to each participant’s day-to-day reality.

We will confirm the best cohort structure during the pre-program alignment call to ensure maximum impact.

Sometimes the trust between customers and your sales team is directly affected by the level of trust other departments have in sales — engineering, operations, finance, marketing, customer support, and others. When internal groups don’t fully trust sales, it impacts responsiveness, handoffs, collaboration, and ultimately the customer’s experience.

The optional cross-functional trust module helps your team understand how they are perceived internally, what behaviors build or damage trust across departments, and how to collaborate more effectively inside the organization.

Other departments do not need to participate in the sessions. Instead, we reach out to selected stakeholders to learn:

• How they currently experience the sales team

• What increases their trust

• What creates friction

• What would help them support sales more consistently

This feedback is brought back into the cohort so participants can adjust their behaviors accordingly. Because the focus is on how sales can build trust with others, cross-functional teams are not required to attend.

That’s normal — and fully expected. Many sales teams begin the program cautious, guarded, or unsure about sharing openly, especially in front of peers or leaders.

The program is intentionally designed so participants don’t need to be emotionally vulnerable for it to work. The focus is not on sharing personal stories or feelings; the focus is on identifying one behavior that affects trust and learning how to replace it with a better one.

To support this:

• Psychological safety is built gradually, not demanded upfront

• Early sessions rely on private reflection, not public disclosure

• Small-group discussions come later, when the environment feels safer

• Participants only share what they choose to share — nothing is required

• The work centers on observable behavior, not emotions

Over time, most teams naturally open up as the structure itself increases safety and clarity. But the program is designed so that even teams who remain reserved can fully succeed through reflection, practice, and habit-building.

Yes — and in many cases, experienced or skeptical salespeople benefit the most.

The Trust Premium Program does not rely on scripts, motivational hype, artificial role-plays, or generic sales techniques. Skilled sales professionals often resist programs that feel superficial or disconnected from real customer conversations — and rightly so.

This program is different. It is built on:

• Validated research

• Behavioral psychology

• Real-world customer dynamics

• Thousands of professional interactions across industries

Experienced reps immediately recognize the clarity of the models and appreciate that the program focuses on behaviors, not tactics. They quickly see how subtle trust-damaging behaviors can affect:

• margins,

• deal velocity,

• customer confidence, and

• long-term relationships.

Skepticism almost always fades once participants identify one specific behavior that has been holding them back — often one they were not fully aware of. The program respects experienced professionals and gives them a framework that enhances their strengths rather than replacing their style.

Resistance is normal — especially among experienced sales professionals who have been successful for many years. The program anticipates this and is intentionally designed to reduce defensiveness and make the behavior-change process safe, practical, and relevant.

Participants are not asked to share personal feelings or expose vulnerabilities. Instead, the program focuses on:

• Clear, observable behaviors

• Private reflection before group discussion

• A structured process for choosing one behavior to change

• Practical tools that show why the behavior impacts trust

• Real customer examples and application exercises

Because the program is based on evidence, not opinions, most resistant participants begin to engage once they see the clarity of the model and recognize how a small behavior shift can improve margins, deal velocity, and customer trust.

Leadership reinforcement also plays a role. When leaders participate, support the process, and model the behaviors themselves, resistance decreases quickly.

The end of the program is not the end of the work — it’s the beginning of the habit-building phase, where each participant turns their chosen trust-building behavior into a long-term habit.

After the final session, participants continue working with an accountability partner of their choosing. This partnership helps them stay consistent, stay honest, and stay committed as they apply their new behavior in real customer situations.

There is no fixed timeline for forming a habit. It depends on the person, the behavior they selected, and the customer interactions they face. A habit is considered formed when the new behavior feels easier to continue than to stop — when it becomes the natural way they operate, not something they have to remember to do.

To support long-term reinforcement, organizations may add optional 90-day check-in sessions with me. These sessions help participants assess their progress, troubleshoot challenges, and stay aligned with the behavior change they committed to. They can be purchased individually or packaged as part of your program plan.

The program provides the system and structure. The habit-building period afterward is where lasting transformation takes hold.

When trust rises, measurable business outcomes follow. While results vary by team and market, organizations typically see improvements in the areas that matter most to revenue, customer confidence, and long-term growth.

Here are the outcomes you can expect as trust-building behaviors become habits:

• Customers choose you more often because they feel more confident in the relationship.

• Willingness to pay increases, reducing the need to compete on price alone.

• Higher margins and stronger revenue come from fewer discounts and more value-driven conversations.

• Customer retention improves, because trusted relationships are harder to break.

• Referrals increase, as customers are more willing to introduce you to others.

• Sales cycles shorten, because customers require fewer reassurances and fewer rounds of proof.

• Internal friction decreases, helping sales deliver on promises without bottlenecks.

These outcomes don’t happen overnight. But as new trust-building behaviors take hold and become part of how your team shows up every day, the results accumulate and strengthen — often faster with new customers, and steadily over time with existing ones.

The bottom line: When customers trust you more than your competitors, everything about selling becomes easier, faster, and more profitable.

Trust-based behavior change takes time. The early stages of the program focus on discovery, awareness, and planning, and teams typically do not see immediate changes during these first sessions. The real shift begins when participants start practicing their new trust-building behavior toward the end of the program — and even then, the effects develop gradually as the new behavior becomes a habit.

New customers often respond more quickly, because they are forming their first impression of the salesperson. Existing customers may take longer, especially if trust has been damaged in the past; rebuilding trust is absolutely possible, but it requires consistent reinforcement over time.

The encouraging news is this: When trust-building behaviors become habits, the results compound. Confidence rises, conversations change, and customer trust grows — slowly at first, then more visibly as the behavior becomes part of how your team works every day.

Success is measured in two ways: behaviorally during the program, and commercially over time.

1. Behavioral progress (inside the program)

Each participant identifies one trust-damaging behavior, replaces it with a trust-building behavior, and works to form a sustainable habit. Progress is measured through:

• Pre- and post-program self-assessments

• Optional peer or customer assessments

• Reflections and documented behavior-change plans

• Leadership observations

• Optional 90-day check-ins

These tools show whether the participant is actually changing how they show up — not just learning concepts.

2. Business outcomes (after behaviors take hold)

As trust-building behaviors become consistent, organizations typically see improvements in:

• Customer confidence and willingness to progress

• Deal velocity (fewer stalls and re-qualifications)

• Price integrity, with less pressure to discount

• Higher margins and stronger revenue results

• Customer retention and loyalty

• Referral rates from existing customers

• Cross-functional reliability

• Internal efficiency, with fewer breakdowns in handoffs

The timing varies, but behavior change always precedes measurable commercial results. When trust improves, outcomes follow naturally.

Traditional sales training focuses on techniques — what to say, how to present, and how to handle objections. Those tools have their place, but they don’t solve the real issue behind stalled deals, price pressure, or customer hesitation.

This program is different because it focuses on trust-based behavior, not tactics. Participants learn why customers hesitate, which behaviors undermine trust, and how to replace one trust-damaging habit with one trust-building habit using the Trust Habits® system.

Instead of memorizing scripts, your team develops:

• Clearer communication

• Greater consistency

• More credibility

• Stronger follow-through

• Higher emotional resonance with customers

The result is not a temporary boost in motivation — it’s a permanent shift in behavior that changes how customers perceive your team and how your team shows up in every conversation.

Yes. The Trust Premium Program is built on more than a decade of validated research into how trust is formed, lost, and restored between people and organizations.

The program draws from:

• The Relative Trust Model™

• The Trust Premium™ framework

• The Trust Habits® behavior-change system

• Behavioral psychology

• Motivation and decision theory

• Customer experience research

• Thousands of interactions with professionals across industries

The program itself is new, but the science, methodology, and tools behind it have been developed, refined, and tested over many years through speaking, teaching, coaching, workshops, assessments, and published work.

Every part of the program — from the discovery process to the habit-formation system — is grounded in research and proven through real-world application.