Lead With Trust

Your revenue is growing. Customers are happy. Employees are loyal. But you can't take a vacation without everything slowing down. Deals stall unless you're in the room. Quality varies depending on who's doing the work. You thought hiring senior people would take things off your plate, but instead, you've become the bottleneck. This isn't a delegation problem. It's not even a hiring problem. It's t...

Many B2B deals stall or collapse late in the sales process due to buyers perceiving risk, even when they believe the company is competent. In this enlightening discussion, they dive into the critical concept of reliability, which sits at the intersection of competence and integrity. Buyers need to feel that a company will deliver consistent and predictable outcomes before they can confidently comm...

Understand why potential buyers hesitate, ask for more proof, and default to safer options - even when you are the better choice. Join our free live webinar to learn more: https://founder-trust-webinar.scoreapp.com Many B2B leaders invest heavily in marketing and messaging while overlooking the foundation that buyers actually need to trust them. This episode breaks down competence as the first cor...

Learn why buyers do their own research instead of talking to sales—and how missing information creates distrust. Join our free live webinar to learn more: https://founder-trust-webinar.scoreapp.com If you have noticed buyers avoiding sales conversations, doing their own research, or questioning everything you say, you are not imagining it. Buyer skepticism is at an all-time high, driven by misinfo...

Summary Most business leaders know trust matters—but very few know how to build it on purpose. Buyers are more cautious, more skeptical, and quicker to walk away, which makes relying on “good intentions” or old playbooks risky at best. Join our free live webinar to learn more: https://founder-trust-webinar.scoreapp.com In this episode, Hannah Eisenberg shares the TrustLeader Framework, the result...

Summary Buyers have more information, more access, and more control than ever before—yet they have less confidence than ever, decisions are delayed, and post-purchase regret is rising. In this episode of Lead with Trust , Hannah Eisenberg explains why the traditional 7–11–4 rule no longer reflects how trust forms in modern B2B buying. She introduces the much larger and morphed trust gap leaders fa...

Most B2B leaders know trust is essential—but few can clearly define it, operationalize it, or measure it.  In this episode, Hannah Eisenberg breaks down the Trust Seesaw, a core concept from her book Lead with Trust and the foundation of the TrustLeader Framework, to show why buyers hesitate and how companies can systematically overcome distrust and build deep, lasting trust. You’ll learn the...

Summary Trust matters in every B2B relationship, but most leaders struggle to define it in a way that actually guides decisions. Join our free live webinar to learn more: https://founder-trust-webinar.scoreapp.com In this episode, Hannah Eisenberg explains why trust feels so hard to articulate and offers a practical definition built for business environments. She breaks down how vulnerability and...

Most B2B leaders are right now frustrated by the lack of leads coming in. They blame marketing for being inefficient or sales for being lazy. But in reality, the root cause isn’t your marketing strategy or your sales tactics. In reality, you have a trust gap problem. Modern buyers behave in fundamentally new ways, and traditional go-to-market systems have not kept up. You will learn why your GTM f...

In this episode of Lead with Trust, Marcus Sheridan — bestselling author of They Ask, You Answer and Endless Customers — joins Hannah Eisenberg to deliver a wake-up call for leaders still clinging to outdated marketing playbooks. Marcus explains why the old “content is king” formula no longer drives growth in the age of AI, zero-click search, and omnichannel buyers — and what companies must do now...

Today’s buyers make over 80% of their buying decisions before ever talking to sales—and 75% prefer a rep-free experience. Yet most B2B companies still hide their pricing behind forms or vague “contact us” messages. In this episode, Hannah Eisenberg breaks down why transparency in pricing has become one of the most powerful trust signals in modern marketing. You’ll learn how to show pricing safely,...

​ Summary Most B2B companies invest heavily in video marketing — yet see little to no impact on sales. In this episode, Hannah Eisenberg explains why traditional brand, product, and culture videos often fail to build trust or drive revenue. She introduces the  Selling Seven  videos that consistently convert by focusing on education, transparency, and authenticity. What You’ll Learn: The...

Can someone copy your framework, name, or content — and get away with it? In this episode, I sit down with Anu Kinhal, an intellectual property attorney who helped me register my own trademark, to break down the essentials of copyright and trademark for coaches, consultants, and creators. Whether you’re just starting to define your methodology or already using a signature brand, this conversation...

Empathy is an essential ingredient for building trust in sales, and in this episode, we dive deep into how you can cultivate this vital skill. Brian Moseley, co-owner of SailTime Boston, shares his extensive sales experience and offers practical examples of how to apply empathy in your conversations with prospects. From active listening to being genuinely curious, he emphasizes the importance of p...

Barry Angel, CEO and Co-Founder of Juriba, joins Hannah to discuss how the Windows 7 Project Plan Template and Windows 10 Servicing Timeline became game-changers in the IT landscape. By offering these comprehensive resources for free, they not only addressed significant challenges faced by IT managers but also established Juriba as a trusted market leader. The project plan, with over 12,000 downlo...

Branded items and gifts can be powerful tools for building and repairing trust in business relationships, as highlighted by MK Getler-Porizkova in this engaging conversation. They emphasize the importance of intentionality behind gifting, distinguishing between traditional swag and meaningful gifts that resonate on a personal level. MK shares practical tips on when to use branded items versus unbr...

Maxwell Nee shares expert tips and best practices for building trust through scorecard marketing, highlighting key mistakes to avoid along the way. He explains how a well-crafted scorecard can engage clients and convert leads by providing valuable insights tailored to their needs. Case studies, such as a branding coach who generated 800 leads and a gym that saw 90% conversion rates from compliment...

Buyer education is a significant challenge in industries like modular construction, where misconceptions about quality and value persist. Chris Duprey joins host Hannah Eisenberg to explore how companies often focus on self-promotion rather than educating potential customers, missing opportunities to become trusted voices in their fields. The discussion emphasizes the importance of integrating buy...

In this podcast episode, Hannah Eisenberg, the host of TrustBuilders, recaps her key takeaways from the most recent Impact Live 2024 conference in Hartford, CT. Compared to the last one in April, the room had a sense of urgency. Organic search is drastically declining, taking lead generation efforts through inbound marketing down with it. A lot of things have changed with AI. Buyers are now vettin...

In this special solo episode, Hannah Eisenberg will draw on her twelve years of experience creating content that truly moves the needle to share what types of content are worth investing in in the next 18 months or so. Hannah explores powerful content strategies that build trust and establish authority, including unique point-of-view content, first-person narratives, and the innovative use of self...

In this solo episode of Trust Builders, Hannah Eisenberg explores the evolution of inbound marketing and the challenges it faces in today's landscape. Drawing on her 12 years of experience in the field, she discusses how the traditional methods of content marketing are changing and why creating educational content is still crucial. Hannah dives into the concept of the 'zero-click' world, where buy...

Welcome back to TrustBuilders! In this episode, our host Hannah Eisenberg sits down with Rob Durant, a seasoned expert in social media engagement and the author of "The Social Enablement Blueprint: Stop Pitching, Start Selling." Rob shares invaluable strategies for engaging and building trust on social media, with an emphasis on starting authentic conversations, being generous with your content, a...

Meet Cary Weston, a fellow They Ask You Answer Certified Coach and the host of the podcast "The Chat GPT Experiment," where he explores the transformative potential of artificial intelligence in the business world. Today's episode discusses the growing relevance of AI tools like ChatGPT, particularly in marketing and sales. Cary shares insightful strategies for integrating AI into business practic...

In this episode of Trust Builders, Hannah welcomes Jose Palomino to share his expertise on helping B2B companies overcome revenue plateaus and drive purposeful growth. They discuss what a revenue plateau is, identifying signs of stagnation, and strategies to break through. Jose emphasizes the importance of diagnosing core issues, establishing a solid value proposition, and aligning marketing effor...

Hello listeners, welcome to another episode of *Trustbuilders*. I'm your host, Hannah Eisenberg, and today we’re diving into a critical topic that might just transform the way you look at sales and marketing in the age of AI. In this episode, we'll explore the powerful role trust plays in driving sales and bridging the trust gap with your customers. We'll uncover four mantras to help you build tru...