Why Sales Is About Trust, Not Just Products: What Great Salespeople Know in 2025
In today's sales environment—dominated by AI, virtual calls, and never-ending noise—the edge still belongs to those who know how to build trust.
In Episode 28, I sat down again with Brian Timothy Kreifels, a seasoned sales leader and VP, for a wide-ranging conversation about what really works in sales today. From golf stories and vodka branding to hiring tips and AI warnings, we covered the kind of ground that sales professionals at any level can benefit from.
At the core of our conversation? This truth: sales isn’t about the product—it’s about the people.
The Grey Goose Story: When Marketing Beats Quality
We started with the story of Sidney Frank, the entrepreneur who made Jägermeister a college staple and later launched Grey Goose vodka. Here’s the key point: vodka is a colorless, tasteless liquor. Yet Frank built a billion-dollar brand by selling one thing—marketing.
He didn’t improve the product. He improved the perception.
That’s the message most companies miss. They rely on “quality” to sell. But what sells isn’t just quality—it’s storytelling, branding, and understanding your customer’s desire.
Know Your Customer or Get Left Behind
Brian emphasized what many sales leaders overlook: nothing replaces firsthand customer insight.
When onboarding new sales reps, his number one priority is this—get out in the field and meet every customer in person.
Not to pitch. Not to sell. Just to listen.
That kind of fieldwork builds trust, context, and relationships that you simply can’t replicate over Zoom. And in a world where face-to-face meetings are becoming rare, they’re also becoming your competitive advantage.
The Problem with "Quality" as a Differentiator
Let’s talk about “quality”—one of the most overused, vague terms in sales and marketing.
As Brian put it: quality is relative. A chainsaw used twice a year for yard cleanup means something very different to a professional landscaper who needs it to perform eight hours a day.
The takeaway? You’re not really selling quality. You’re selling value—and value is defined by your customer. Which means you need to know them deeply before you know what matters most.
Relationships Still Matter—And AI Can’t Replace Them
We also explored the growing influence of AI in sales and hiring.
AI is a powerful tool. But it lacks soul. It can’t build a relationship. It can’t shake a hand. And it definitely can’t follow up after a tough conversation with empathy and understanding.
Brian shared how easy it is to spot AI-generated resumes—and how off-putting they can be when there’s no personality behind them.
His point was simple: if AI can do your job better than you, you may not be doing your job well. The real advantage in sales is still human-to-human connection.
What to Look for When Hiring Salespeople
Hiring the right reps is more important than ever. Brian outlined some of the biggest red and green flags he watches for during the interview process.
Red Flags:
AI-generated resumes with no authentic voice
Frequent job-hopping with no clear explanation
No questions during the interview
Questions that focus first on salary, remote work, or benefits
Green Flags:
Curiosity about the territory, customer base, and growth strategy
Questions about how to add value or build long-term success
Effort shown in preparing for the interview
An eagerness to learn the customer inside and out
Sales Is Emotional—And That’s the Point
Toward the end of the conversation, we talked about family, kids, and the joy of seeing your child succeed. That same sense of pride—of helping someone achieve a goal is what makes great salespeople stand out.
When your customer succeeds, it should feel like you win too.
That feeling is why relationships matter. It’s why trust matters. It’s why sales isn’t just about closing a deal—it’s about solving problems and celebrating shared success.
Final Thought: Stop Selling, Start Understanding
If there’s one lesson from this episode, it’s this:
People don’t want to be sold. They want to be understood.
When you lead with curiosity, effort, and authenticity, you build something that lasts far beyond the transaction. You create loyalty. You create impact. You create trust.
And that’s something no algorithm or automation will ever replace.
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More Episodes: Browse past episodes focused on leadership, sales strategy, hiring, and marketing.
