In this episode of Business Schooled, host Daryl Pereira sits down with Matt Green, co-founder and CRO of Sales Assembly, and sales leader Gina Principato to explore the evolving dynamics of trust in sales. Both guests bring a wealth of experience, with Matt leading training for hundreds of B2B tech companies and Gina offering deep expertise in go-to-market leadership.
The conversation kicks off by distinguishing credibility from trust—credibility is about knowledge, while trust is about genuine connection and support. Matt and Gina emphasize that in today’s AI-driven world, human relationships and transparency are more important than ever. They caution against over-automation, advocating instead for using AI as a tool to enhance, not replace, authentic interactions.
Storytelling emerges as a key theme, with both guests sharing how real, relatable stories can build trust and overcome objections. The discussion also covers the importance of quick, honest communication, and how every interaction—no matter how small—can either build or erode trust.
For business students and professionals alike, the episode offers actionable advice: focus on being transparent, use technology thoughtfully, and collaborate closely between sales and marketing. By prioritizing authenticity and empathy, you can stand out and create lasting business value.