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Selling in a Post-Trust World - An Interview with Larry Levine

Picture of Nicholas Page   Nicholas Page  ·  2 minute read

In this episode of Tech Marketing Trends, Jakob Löwenbrand sits down with Larry Levine, author of Selling from the Heart and Selling in a Post-Trust World. Larry brings decades of experience from his time selling in competitive markets like the copier industry, and now coaches sales teams around the world on how to build authentic relationships and win with trust. As AI, automation, and technology continue to shape B2B sales, Larry reminds us that genuine human connection is still the ultimate differentiator.

 

 

Trust is the foundation of modern sales

Larry emphasizes that trust isn't just a nice-to-have—it’s the foundation of sustainable selling. In a world where sales cycles are noisy and buyers are skeptical, trust needs to be built from the very first interaction. It doesn’t take long to lose trust, and regaining it is much harder than building it with intentionality from the start.

“Trust actually speeds things up. Lack of trust slows things down.” - Larry Levine

 

 

Relationship building starts before the first meeting

Salespeople often wait too long to start building trust, but Larry shows that trust can begin during prospecting. By paying attention to a potential buyer’s content, engaging with their ideas, and showing real interest in their business, sellers can begin laying the foundation for meaningful engagement long before a discovery call takes place.

“Start shining the light on them. Acknowledge, encourage, educate, engage—before you even ask for a meeting.”

 

 

The trust formula: a blueprint for consistency

Drawing from his latest book, Larry shares his trust formula: authentic relationships + meaningful value, accelerated by inspirational experiences, all reinforced through disciplined habits. Without these ingredients, sellers risk becoming commoditized and replaceable, no matter how impressive their products or platforms are.

“Real relationships drive real revenue.”

 

 

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Inspirational experiences create lasting impact

Trust doesn’t stop with communication. Larry’s story of personally cleaning clients’ copiers in a suit and tie is a striking example of how doing something unexpected and thoughtful leaves a lasting impression. These small acts create an emotional memory—one that outlasts a price pitch or product demo.

“People pay for an experience. But they come back for an inspirational experience.”

 

 

Authenticity matters in the age of AI

AI tools can help accelerate outreach and assist with content creation, but Larry warns against hiding behind them. Buyers can sense when messaging lacks authenticity, and overuse of AI risks turning real human voices into empty suits. Staying authentic, even while using technology, is essential for credibility.

“If you've been conversing with someone and your words suddenly sound different, they’ll start wondering—is that really you?”

 

 

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