Trust over transactions: A new model for sales success

In the latest episode of Vistage Live, Vistage ANZ MD Stephanie Christopher sits down with Ari Galper, the world’s leading authority on trust-based selling and the founder of “Unlock the Sales Game.” Ari shares his journey from high-tech sales to pioneering a sales philosophy that flips traditional methods on their head. His approach is not about pitching products or services—it’s about creating genuine human connections rooted in trust. Here’s what we learned. 

Ari’s journey began with a game-changing realisation. He shared a pivotal moment when he accidentally overheard a client’s private conversation after a sales call. Despite their enthusiasm during the call, the client revealed they planned to shop elsewhere. “What I realised was somewhere along the way, they felt comfortable not telling me the truth,” Ari recounted. This sparked his understanding that traditional sales methods often create barriers where honesty is sacrificed for appearances. 

This experience led Ari to build a new philosophy that prioritises honesty and transparency, challenging the typical sales mindset of pushing solutions before understanding problems. 

One of the core principles of Ari’s approach is what he calls the “Doctor-Patient Mindset.” He explains: “You’re the doctor, and they’re the patient. You’re not the pharmacist. You don’t dispense the medicine. You diagnose the problem first.” 

Traditional sales methods focus heavily on showcasing products and solutions. Ari’s method shifts the conversation to understanding the pain points deeply—just as a doctor would before writing a prescription. By doing so, sales professionals can build trust and gain permission to discuss solutions. 

“In a commoditised market, your differentiation is no longer your offering—it’s your approach,” Ari emphasised. He argues that most products or services are easily replicable, but the way you engage with prospects is what sets you apart. In trust-based selling, the goal is to create a unique experience where the client feels genuinely understood, not sold to. 

Ari introduced the idea of stripping away old sales language that feels pushy or transactional. For example, replacing “follow up” with “feedback.” He explains, “Follow up is chasing. Feedback invites trust.” These small shifts in language can completely change the tone of a sales conversation. 

Perhaps the most surprising insight was Ari’s assertion that credibility is no longer the primary driver for decision-making. “They’re not going to hire you because of your credibility or because you’re with a big firm. They know you’re trying to sell them something. What matters is if they trust you,” he said. 

In a world where prospects can research solutions independently, what they seek isn’t just proof of your expertise—it’s evidence that you genuinely understand their challenges and are committed to solving them. 

1. Focus on trust, not the sale: Genuine conversations build trust, which is far more valuable than a traditional sales pitch. 

2. Adopt a doctor mindset: Diagnose before you prescribe—don’t rush to solve problems you don’t fully understand. 

3. Differentiate through your approach: Your process and how you engage matter more than your product or service. 

4. Change your language: Words like “follow up” add pressure. Use “feedback” instead to foster open communication. 

5. Forget traditional rapport building: It’s not about lunches and golf games; it’s about transparent, honest communication. 

Ari Galper’s trust-based selling redefines what it means to connect with prospects. In an age where buyers are increasingly sceptical of hard-sell tactics, focusing on understanding and trust is not just refreshing—it’s essential. 

Tune in now to learn how you can unlock the sales game and revolutionise your approach.