How to Win Sales and Influence People: The Art of Trust Based Selling
Join us as Charles H. Green, founder and CEO of Trusted Advisor Associates, and the author of "Trust-based Selling" and co-author of "The Trusted Advisor" discusses the principles of trust based selling.

Date/Time: Wednesday, 06/9/10 at 6:00pm

  • 6:00 - 6:30 PM Networking with Light Dinner Buffet & Refreshments
  • 6:30 - 8:00 PM Program

Location: Hawes 101 on the Harvard Business School campus

The role of trust in selling is potentially enormous. Selling is, itself, a sub-category of influencing, where trust is even more powerful. Simply put, a seller who is trusted by a customer has more influence over that customer—within bounds--than a seller with a cost or product advantage.

It is surprising how infrequently the basic principles of trust and influence are applied in the sales process.   Most selling, as it is practiced in corporate America today, has the paradoxical effect of either negating trust, or of actively destroying it.  This is particularly true in complex products and services, where trust building is often abandoned for the sake of displays of technical expertise.

The right answers lie in understanding the simple dynamics of trust and influence, and the potential impact is vast. They are simple, but not necessarily easy to execute.

Join us as Charles H. Green, founder and CEO of Trusted Advisor Associates, and the author of Trust-based Selling and co-author of The Trusted Advisor discusses the principles of trust based selling including:

    * Why value propositions are overrated
    * The power of reciprocity on influence, and where it appears in business
    * Why individuals get seduced into trust-destroying behaviors
    * Why trust-based selling doesn’t draw down on trust—it creates it in the sales process itself
    * Ten insights and practical tools that can improve the trust level in your business relationships and sales

Charles has spoken to, consulted for and conducted seminars about trusted relationships in business for a wide and global range of industries and functions. Centering on the theme of trust in business relationships, Charles works with complex organizations to improve trust in sales, internal trust between organizations, and trusted advisor relationships with external clients and customers.

Charles started his career with the MAC Group and its successor, Gemini Consulting, where his roles included strategy consulting and VP strategic planning. He majored in philosophy (Columbia), and has an MBA (Harvard).

Charles will be joined in this talk by Mark Roberge, VP Sales at HubSpot.  HubSpot is an Internet marketing software company based in Cambridge, MA.  Mark oversees HubSpot's entire sales function, having grown the department to over 50 reps and 2,700 customers in 3 years.  Mark was recognized as Sales Person of the Year in 2010 by MIT. 

Mark has integrated trust based selling in each stage of the HubSpot sales methodology.  


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  • Non-Member price: $55
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Event Information
Wednesday, Jun 9 2010
6:00pm - 8:00pm [ iCal ]
Harvard Way
Boston, MA 02163

Look Who's Coming:
Guest of Charles Green
Guest of Charles kelley
Guest of Christine Letts
Kyle Baer
Gail Bell
E. Bellott
John Bendfeldt
Chuck Braxton
Roche Realty Group
Glenn Brodie
Ariett Business Solutions, Inc.
Linda Brodie
Ariett Business Solutions, Inc.
Michael Brown
Clifford Canaday
Larry Cervon
Software Sales
Anne Columbia
The Columbia Group
Garrett Cox
Kara Curtis
KC Associates
Carole Cushing
Bill deLuze
American Data Systems
Charles Dornbush
Parmelee Eastman
Katherine Eastwick-Haskell
Ken Estridge
Lee Estridge
Steve Ford
Fitzgerald, Stevens & Ford
Keith Fox
James Geisman
Charles Green
Melissa Ann Guico
Gary Gustavson
Andrew Harrison
Dan Healy
Magellan Distribution
Stewart Hirsch
Christopher Hobson
Karen Holt
Stephen Hyde
Ajit Jhangiani
Erin Johnson
The Columbia Group
Charles kelley
Jim Kinchley
Rebecca Kinchley
Jason Kirschner
EF Educational Tours
Chinam Kry
Christine Letts
Rachel Lev-Corn
Chris MacKenzie
Deborah McConchie
Kyle McKinney
Global Insurance Network
Charles McWilliams
Christopher Messina
Body1, Inc.
Jerry Moffett
Magellan Distribution
Reinier Moquete
Tania Naaman
Joseph Onstott
G. Plunkett
Oleg Pohotsky
Right Bank Partners
Robert Popadic
Lighthouse Consulting Group LLC
Jung Rhee
Andrew Rodriguez
Alfred Rossow
Jonathan Rotenberg
Centriq Advisors
Jim Russell
Magellan Distribution
Doris Sasser
Bill Schaffrath
Timothy Schmidt
Jim Sharpe
David Shepherd
Jay Sherry
Andrew Silver
Stephen Smith
James Smurro
Foresight Imaging
Clay Stewart
Kate Terry
Daniel Thibeault
Tara Thiessen Healey
Magellan Distribution
Saeko Tsuchihashi
Alana van Loenen
The Ritz-Carlton
Carolyn Volan
Annabelle Vultee
James Wakely
Melissa Weiksnar
Richard Williams
Marc Zablatsky
... a total of 86 guests.