11.00 - 11.45 am GMT: As a result of joining this event, you will know how to build trust in a sceptical market, which will enable you to sell more effectively, shorten decision cycles, and increase customer loyalty.
Recommended audience
Sales professionals, account managers, and business development teams working in competitive, trust-sensitive sectors. Ideal for those in consultative or relationship-led sales who want to sharpen their approach in today’s buyer-led world.
Type of audience
UK and International
Description
Selling with trust: How to win over today's sceptical buyer
In a world where buyers are more informed, more sceptical, and more risk-aware than ever, trust has become the true differentiator in sales. But what does trust really mean when viewed through the customer's lens? This session will explore how to overcome
the common perception that salespeople are simply trying to sell something the customer doesn't need at a price they can't afford. We'll look at how sales professionals can build and maintain trust in an era of doubt, without overpromising or relying
on outdated, predictable tactics.
Drawing on real-world experience and case studies, Carol will demonstrate how credibility, consistency, and empathy can turn hesitation into commitment. You'll gain practical techniques for making trust visible at every stage of the sales process, from
initial contact through to long-term relationships.
Key takeaways
- How to identify and overcome the three key barriers to buyer trust
- Techniques to demonstrate credibility and consistency without sounding scripted
- Practical ways to build long-term trust in short sales cycles or transactional sales
CPD Points
CPD Points: Two (when attending live) or one (watching the recording)
Presenter
Carol Kelly L.ISP, Managing Director at KSA Learning Limited
Carol Kelly is the Managing Director of KSA Learning, with a successful sales career that includes senior leadership roles
in global organisations. She works with companies to define, shape, and embed customer-focused strategies that drive sustainable growth and long-term loyalty. Known for her ability to challenge thinking and shift perspectives, Carol brings vast experience,
commercial insight, and a customer-first mindset that equips sales teams to earn trust and deliver results in demanding markets.
Our webinars are for ISP members. If you’re not yet a member, we’ll set up a free Affiliate membership for you. Please note, paid members have priority and we may cancel non-member registrations if capacity is limited. To access all events and our
full library of recordings, please consider upgrading to paid membership. Contact membershipservices@the-isp.org for more information.
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