Preview Mode Links will not work in preview mode

Nov 10, 2014



Charles H. Green is an author, speaker and world expert on trust-based relationships and sales in complex businesses. Founder and CEO of Trusted Advisor Associates, he is author of Trust-based Selling, and co-author of The Trusted Advisor and the just-released Trusted Advisor Fieldbook. He has worked with a wide range of industries and functions globally.

Charles works with complex organizations to improve trust in sales, internal trust between organizations, and trusted advisor relationships with external clients and customers.

Charles spent 20 years in management consulting. He majored in philosophy (Columbia), and has an MBA (Harvard).

A widely sought-after speaker, he has published articles in Harvard Business Review, Directorship Magazine, Management Consulting News, CPA Journal, American Lawyer, Investments and Wealth Monitor, and Commercial Lending Review, and is a contributing editor at


00:00 Who is Charlie Green? A brief background on his career.
00:40 He’s written three books, including The Trusted Advisor.
1:20 “Vertical’s not where it’s happening anymore--it’s horizontal.”
2:50 “No outcomes, no income.”
4:10 Trust operates at two different levels: institutional and interpersonal; the latter of the which is the stronger of the two bonds.
5:30 What does a trust relationship look like?
6:00 How to get people to trust you: Charlie’s equation: (Credibility + Reliability + Intimacy)/ Self-Orientation.
8:00 Nurses are the number one most trusted profession.
8:45 “Women, on average, are more trusted than men.”
9:09 “The biggest driver of trust is whether or not we feel comfortable sharing about ourselves with another person.”
10:00 Charlie explains Credibility, Intimacy, and Reliability.
12:50 Under-promise and over-deliver is not a good thing--you are essentially telling people that you are unreliable when you do this. It is better to make a series of small promises and come through on all of them.
14:45 Things that add up to a “reliability gap.”
16:00 Charlie explains Self-Orientation.
21:05 “I urge people to trust their gut.”
23:30 Four trust principles that can help you earn your clients trust and come off as more trustworthy from first impressions onward.
30:00 Charlie’s words of wisdom for rebuilding lost trust.
32:40 “You don’t close a sale, you open up a relationship.”
33:20 Charlie addresses the looming question: Do we increase our sales the more we push our product?
35:00 You get better numbers long-term by focusing on the client, not pushing the product.
37:15 “It’s less about what they say, and much more about what they do.”
38:15 “Walk the talk.”
38:30 “If we want to improve our trust, we need to take a long hard look at ourselves.”
39:20 Remember: Listen with a sense of curiosity and respect to affirm the other person. This drives reciprocal behavior in other people and will improve trust in your business relationships and relationships with others in general.
41:00 Charlie can be reached at his website: or at his email: