Sales Relationships: Its about Trust, Truth, and a Bit of Tech
Sales isn’t about trickery, pressure, or trying to outwit your prospect like Del Boy! It’s about relationships, the kind that are built on trust, mutual understanding, and an ability to have honest conversations. If you’re selling high-ticket solutions, especially in complex B2B deals, trust isn’t just a nice bonus, it’s the foundation.
Why Trust Is Everything in Sales
Buyers today have more information at their fingertips than ever before. If they don’t trust you, they’ll go elsewhere, probably to a competitor who’s figured out how to be useful rather than pushy.
This is where MEDDIC (or MEDDPICC, if you like an extra couple of letters) isn’t just a sales qualification framework, but a way to build stronger relationships. It’s all about asking the right questions, genuinely understanding the prospect, and, shock horror, being honest about whether you’re actually a good fit for them.
Using MEDDIC to Build Better Sales Relationships
Let’s break down how MEDDIC helps you sell in a way that earns trust rather than burns bridges:
• Metrics – Instead of banging on about features, ask: What business impact do you need to see? Sales is about solving real problems, not just showing off shiny software.
• Economic Buyer – Are you speaking to the person who actually makes the decision, or just someone who likes sitting in meetings?
• Decision Criteria – Have you asked how they’ll decide on a solution, or are you just assuming they’ll fall in love with yours?
• Decision Process – Do you understand how their business actually buys things, or are you about to get stuck in procurement hell?
• Identify Pain – Have you really uncovered their biggest challenges, or are they just being polite and nodding along?
• Champion – Have you found the person inside their business who genuinely wants your solution and will fight your corner when you’re not in the room?
Sales isn’t about rattling through a pitch deck and hoping for the best. It’s about asking good questions, listening to the answers, and helping your prospect make the right decision, even if that decision isn’t you.
AI: A Powerful Tool, Not a Trust Builder
Let’s be honest, AI is changing sales in a big way. From forecasting to email automation, AI tools can analyse data, predict buying behaviour, and even draft messages that sound (almost) human. But, and it’s a big but, AI can’t build relationships.
AI can tell you who to talk to, but it can’t tell you how they feel. It can personalise outreach, but it can’t navigate office politics or notice when someone’s hesitation means “I don’t trust you” rather than “I need more information.”
Ironically, as AI handles more of the admin-heavy tasks, human connection becomes even more important. Sales isn’t just about moving deals through a pipeline, it’s about understanding people, and that’s something AI will never be able to replicate.
Why Qualified Opportunities Mean Nothing Without Trust
A fully qualified lead might have the budget, the authority, and a desperate need for a solution. But if they don’t trust you, they’re not buying. Simple as that.
This is why qualification isn’t just about ticking boxes, it’s about fit.
• Are they open to a real conversation, or just “exploring options” to tick a procurement box?
• Do they see you as a trusted advisor, or just another salesperson trying to hit target?
• Are they sharing genuine insights with you, or feeding you the same script they give to everyone else?
Salespeople who build trust don’t waste time chasing deals that will never close. They focus on the right opportunities, strengthen relationships, and crucially get repeat business.
Final Thought: Be the Salesperson People Actually Want to Buy From
At the end of the day, sales isn’t about “closing deals”, it’s about opening relationships. You can have the best AI tools, the sharpest sales pitch, and a list of perfectly qualified leads, but if you don’t build trust, you’ll always be chasing the next deal rather than securing long-term customers.
AI can help. MEDDIC can guide you. But sales will always be about people. And the best salespeople? They ask honest questions, they listen, and they help their prospects make the right decision, without the smoke and mirrors.