Selling in a Trust Recession: Why Most Sales Strategies Are Failing (And How to Fix Yours)
Ann Strout, CEO
Helping Service-Based Sales Teams, Coaches & Sales Professionals Master Ethical High-Ticket Sales, Increase Conversions & Optimize Performance | Creator of the Sales Pipeline Machine? | Sales Academy & Corporate Training
(Part 1 of 5 in the High-Performance Sales Series)
The MOST important thing to understand about selling in a trust recession…
People are not buying hyped-up offers, bonuses, and discounts anymore.
This is not the season of selling that we’re in.
Yet, most coaches, consultants, sellers, and sales team leaders are behind on this shift—and they’re feeling it:
? Dips in sales
? Slower, lower conversion rates
? Lack of engagement & interest
The result? They’re left scrambling, feeling like they need to:
And all of these create resistance and repel buyers.
The Sales Problem No One Is Talking About
Because of economic shifts, social challenges, and rising buyer skepticism, people are more emotionally driven than ever AND savvier than ever at the same time.
Sales today requires a different skill set.
It’s not about tactics, persuasion, or “getting people to buy.” It comes down to one core skill:
EFFECTIVE COMMUNICATION.
But here’s the problem: Most coaches, consultants, sellers, and even sales managers & executives think they’re great at communication—but they’ve never been trained in the specific communication skills needed for sales.
This is THE sales gap that’s costing businesses revenue.
Yet, a 2024 study found that 90% of coaches and consultants have never had sales training, education, or real experience—and this industry is growing at rapid speed.
That’s a problem. A huge problem.
Without the right training, sellers are still relying on dated, ineffective, and unethical tactics that make sales feel pushy, unnatural, and out of alignment.
The good news? There’s a way to fix it.
?? The Shift That Instantly Increases Conversions
Most sellers and sales teams aren’t even aware of what they’re missing.
If you want to increase sales without resistance, objections, or price pressure, the first shift you need to make is this:
?? Your job isn’t to “sell.” Your job is to lead.
Most sellers unknowingly position themselves as a vendor—someone trying to convince a buyer to say yes.
But high-converting sellers position themselves as a leader—someone who guides the buyer to the right decision without pressure.
When you shift into this level of sales leadership, everything changes:
? Your buyers feel safer moving forward (because trust is built).
? Your conversions increase (because the sale isn’t forced).
? Your pricing is protected (because premium buyers don’t need convincing).
领英推荐
This is exactly what we train on inside Sales Academy and what we’ll cover in next week’s workshop.
Inside, I’m breaking down:
This is not just another “free” information session. This is about fixing the biggest sales gaps in today’s market so you can sell confidently, ethically, and with ease.
Reflection: Where Are Your Sales Gaps?
Ask yourself:
1?? How are you currently positioning yourself in sales conversations? Are you a vendor trying to persuade, or a leader guiding the decision?
2?? Are your buyers moving forward with ease, or do they hesitate, negotiate, or go silent?
3?? Are you relying on outdated tactics, or are you adapting to the way people buy NOW?
Most people aren’t even aware of what’s keeping them stuck—but once you see the gap, you can close it.
Your Turn:
What’s been the biggest shift you’ve made in your sales process this year?
Drop a comment below—I’d love to hear your take.
Want to Fix These Sales Gaps? Here’s What to Do Next:
?? Join the High-Performance Sales Workshop (Mar 10-14, 2-3pm EST)
This complimentary workshop is designed to help you increase conversions and create predictable sales in 2025.
HOW WE'RE SERVING CLIENTS IN 2025
1?? Sales Academy
The premier high-performance sales training program for service-based sales teams, consultants, and coaches who want to refine their strategy, master ethical high-ticket sales, and increase conversions with precision.
2?? Peak Performance Sales Consulting?
For sales managers and executives seeking to elevate their team’s performance, optimize conversion rates, and implement a proven, ethical high-ticket sales strategy—let’s talk.
Email me at [email protected] to request a consultation.
5 Part High Performance Sales Series, listen and subscribe to the Let’s Talk Sales Podcast:
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