The Trust Equation: The Foundation for Value-Based Selling

Most B2B sellers believe they have a pitch problem. They don't — they have a trust problem. In this post, Gerardo Dada breaks down why product-focused selling gets you delegated to the wrong buyer, how trust actually works as a measurable system, and what it takes to shift from vendor to value-based partner. Drawing on the Challenger Sale framework, the trusted advisor model, and real examples…