Learn how trust impacts sales success, why AI heightens its importance, and how your team can apply the Maister’s Trust Equation to win bigger deals, faster, and more regularly.

In a world where AI is rewriting the rules of business, senior executives face an avalanche of information and generic outreach. They are inundated with AI-driven emails, dashboards, and tools - each claiming to deliver the next game-changing solution. The result? Trust, already hard to earn, has become your most vital asset in selling enterprise level solutions. Human connection becomes THE differentiator. For sales teams engaging at the executive level, trust and relationship strength isn’t just a nice-to-have; it’s the difference between winning strategic high value deals and being ignored.

Cutting through the noise and driving strategic conversations with CXOs has never been more challenging—especially in an AI-saturated market. Maister’s Trust Equation is a powerful framework to help sellers understand how to leverage the human differentiator to build credibility and long-term relationships. It will transform your sales approach, and ensure you connect with decision-makers in a way that resonates

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Introducing the Trust Equation

The Trust Equation, developed by David Maister, Charles Green, and Robert Galford, provides a simple but powerful framework for understanding what makes someone trustworthy. It’s expressed as:

Trust = (Credibility + Reliability + Intimacy) / Self-Interest

• Credibility: Do they believe in your expertise and knowledge?
• Reliability: Can they count on you to deliver on promises?
• Intimacy: Do they feel comfortable, on a human level, sharing their challenges with you?
• Self-Interest: Are you focused on their success or just pushing your own agenda?

For sales professionals, especially those engaging with enterprise-level buyers, this equation is a game-changer. It moves beyond transactional relationships and helps you become a trusted advisor—a role that CXOs value above all else.

Trust Matters in Sales

Trust is the foundation of every successful relationship. And that includes sales. It’s particularly critical when selling high-end, complex solutions to senior decision-makers. Why? Because trust impacts every stage of the buying process:

• Access: CXOs won’t engage with someone they don’t trust to respect their time.
• Buy-in: Executive stakeholders are more likely to champion solutions proposed by sellers they trust.
• Loyalty: Trust transforms one-time buyers into long-term partners, driving repeat business and larger deals.

Without trust, even the most compelling value proposition will fall on deaf ears.

 AI Makes Trust More Important Than Ever

AI is revolutionising sales, but it’s also creating challenges. Automated tools and algorithms generate generic outreach at scale, saturating inboxes and diminishing differentiation. AI fatigue is real. CXOs are bombarded by pitches that lack personalisation, insight, and relevance. The result? Executives have grown more sceptical of sales interactions and tired of perceived empty promises.

While AI excels at efficiency and data-driven insights, it cannot (yet!) replicate the human elements of trust — empathy, understanding, and authenticity. Sellers who can bring these qualities to the table will stand out in a crowded, AI-driven landscape. In fact, in an era of automation, trust becomes your ultimate differentiator. Humanity becomes your trump card. Not all sales folks have the capability to actually do this so it is worth checking with this handy free CXO sales assessment tool.

Trust is Non-Negotiable for CXOs

CXOs operate at a strategic level, with priorities that extend beyond short-term gains. They’re looking for solutions that align with their organisation’s long-term goals and solve high-stakes challenges. This makes trust non-negotiable in their buying decisions.

• They value strategic partnerships: CXOs want advisors who understand their business context and can offer tailored insights.
• They’re time-strapped: With limited bandwidth, they have no patience for vague or irrelevant pitches.
• They’re risk-averse: High-stakes decisions require trusted partners who can minimise uncertainty and deliver results.

If your team can’t demonstrate trustworthiness, your chances of engaging CXOs meaningfully are slim to none.

Breaking Down the Components of the Trust Equation

Let’s explore how each element of the Trust Equation applies when selling to CXOs:

1. Credibility

• Prove your expertise by speaking their language. For CXOs, this means focusing on business outcomes, ROI, and strategic impact.
• Avoid product-centric conversations. Instead, lead with insights that resonate with their industry and challenges.
• Share success stories and case studies that demonstrate your track record with similar organisations.

2. Reliability

• Show that you can consistently deliver on promises. CXOs need to know they can count on you. Client testimonials and relevant case studies can help with this.
• Follow up promptly, meet deadlines, and provide clear next steps after every interaction.
• Establish a reputation for being dependable by delivering tangible value at every stage of the sales process.

3. Intimacy

• Build a genuine connection by understanding the nuances of their business. Take the time to learn their priorities and pain points. Bother personal and organisational.
• Demonstrate empathy for their challenges. Don’t just pitch—ask thoughtful questions that show you care about their success.
• Creating an environment where they feel comfortable sharing their concerns – psychological safety is two-way. Connect with them on a human level. Not just commercial.

4. Self-interest

• Focus on solving their problems, not pushing your agenda. CXOs can spot self-serving behaviour a mile away.
• Frame your solution in terms of their goals and challenges, not your product’s features.
• Position yourself as a partner invested in their success, not just a vendor trying to close a deal – the higher your Intimacy, the lower your perceived Self-interest becomes.

Applying the Trust Equation with CXOs

To put the Trust Equation into practice, here’s how your team can build trust with CXOs:

• Do your homework: Research their organisation, industry, and competitors to bring valuable insights to the conversation. Find out about them as a human being.
• Be concise and relevant: Respect their time by presenting focused, actionable solutions.
• Align your goals with theirs: Show how your solution supports their long-term strategic objectives.
• Ask the right questions and share: You can’t fire off McDonald’s menu questions that mean nothing to the CXO – they must feel relevant and careful.
• Create personal connection: You need to connect on a human level. This might involve sharing at a personal level. Vulnerability at a senior level can be hugely powerful.

The Impact on Sales Outcomes

When you prioritise trust in your sales approach, the benefits are undeniable:

• Stronger relationships: Building trust transforms transactional interactions into strategic partnerships. People come back to the people they trust time and time again.
• Faster decision-making: CXOs are more likely to move forward with solutions proposed by sellers they trust. If they like and trust the human being sitting opposite them it’s easier for them to buy from them at pace.
• Larger, more strategic deals: Trusted sellers gain access to bigger opportunities and long-term engagements. We all favour the people we trust – if there’s a big opportunity on the table we’ll reach out to the individuals we know and trust every single time.

In an AI-dominated landscape, trust isn’t just a competitive advantage; it’s the foundation of sustainable sales success.

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Does your customer facing team lead with humanity and trust?

How well does your sales team build trust with CXOs? Are they equipped to deliver credibility, reliability, intimacy, leading with humanity, in every single interaction? If not, it’s time to rethink your approach.

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Invest in development that empowers your team to engage senior stakeholders with confidence, authenticity, and so they can leverage their human differentiator.

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