Selling in a Post-Trust World with Larry Levine

In this episode of The Art and Science of Complex Sales, Paul Fuller talks with Larry Levine,  about what it takes to sell effectively in a post-trust world. Together, they unpack why trust has eroded in modern selling and how sales professionals can rebuild credibility by combining authentic relationships with meaningful value, inspirational experiences, and disciplined habits.

The Four Pillars of Selling in a Post-Trust World (02:01)

Larry shares the foundation behind his work: build genuine, congruent relationships and pair them with meaningful business value. Without that value, sellers often get stuck in the “friend zone” where they are liked, but not taken seriously as a business partner. He also breaks down the other pillars that strengthen trust over time: creating an inspirational experience for the buyer and developing disciplined habits that make consistency possible.

Why “Common Sense” Rarely Gets Practiced Consistently (09:34)

Larry explains that the ideas sound simple, but most teams struggle with consistency. When leaders bring accountability with care, confidence rises. As confidence increases, sellers begin to believe in themselves and their message, which directly impacts performance. Larry emphasizes that improving skillset starts with addressing mindset and heartset first.

Coaching That Unlocks Confidence, Not Just Technique (14:03)

Larry highlights what many sellers are craving right now: real coaching that helps them develop as people, not just as pitch-deliverers. He argues that if leaders want professionals, they must coach like professionals do. That means investing in the inner work so sellers stop hiding behind tools, stop chasing shortcuts, and show up differently in conversations.

Listen to the full conversation with Larry Levine and discover why soft skills drive hard dollars, and how trust based selling starts from the inside out.

Learn more about Larry Levine’s book here.