Ari Galper, How to Get More Sales with Trust-Based Selling – InnovaBuzz 433

Ari Galper

Ari Galper, Unlock the Sales Game

In this episode, I’m really excited to have as my guest, Ari Galper, the world’s number one authority on trust-based selling. Ari has been featured in CEO Magazine, Forbes, INC Magazine, SkyNews, and the Australian Financial Review.

As trust becomes the most important currency in the new economy, the act of selling as a de-humanizing process with endless “chasing”, has been completely re-invented and anchored in the timeless values of integrity and trust – through Trust-Based Selling. In his best-selling book, “Unlock The Sales Game”, Ari describes his revolutionary sales approach based on getting to the truth and why having a mindset of focusing on deep trust, instead of “the sale” – is ironically, 10 times more profitable. 

Ari has been on a mission for the last decade to change the world through trust, starting with the sales and business world.

In our discussion, Ari talked to me about:

  • Changing our mindset around sales to focus on deep trust, instead of “the sale”
  • Using trust-based language to conduct conversations
  • Going deeper to get to the true pain or need of your client

Jamie Greenberg in episode 117 introduced us to Ari.

Listen to the podcast to find out more.

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You can make more sales by helping people, not by trying to sell your solution. @AriGalper on #InnovaBuzz podcast Click To Tweet

Show Notes from this episode with Ari Galper of Unlock the Sales Game

Key points and takeaways from this episode include:

  • You instantly gain trust if you can approach people without a hidden agenda and by being 100% present with them to help them understand their own challenges.
  • Trust is the new currency.
  • You can make more sales by helping people, not by trying to sell your solution.
  • Sales is not a numbers game. It’s not about how many contacts you make, but how deep you can go in each conversation and how good you are at building trust.
  • Sales is lost at the beginning of the process, not at the end.
  • Rejection is triggered by certain things you unconsciously say and do that make the other person react and reject you without even knowing it.
  • If you’re calling somebody who’s not a fit, disengage. If you’re calling someone who’s not your target market, don’t call.
  • Stop pitching about you. People don’t care about you. What they care about is the problem you would help them solve.
  • Focus on the problem by describing the solution. Let go of your sales pitch and get into the specifics around the problem. Focus on the core problem that your prospect has and let it be the anchor of your whole process.
  • Don’t offer. Wait for them to ask for help. Define the problem and ask them if it’s a priority for them to solve at once or if they are happy to let it go and live with it for a while.
  • Build enough trust with your prospects where they feel you understand their problem in a deeper way than no one else has before. By doing so, they will resonate and connect with you because you’re the only person they’ve met who hasn’t tried to solve their problem prematurely before understanding the issues below it.
  • Walk your prospects through a roadmap or a flowchart of what your process is to solve their problem. Don’t talk about your services. They are buying your process, not your service. 
  • When you’re focused on solving the problem, you begin to learn more about where people are in the journey. You have a different lens and filter where you are being diagnostic with them the whole time, and not over-pitching your services prematurely.
  • Sales is not a fishing expedition. You have to know your prospects’ problems better than they do. You have to know where you’re going the minute they tell you their problem. You can’t just fish. You have to know what questions to ask.
  • The problems that people are giving you are just the tip of the iceberg. Your job is not to move them forward but to help your prospects own the gravity of their problem by going down to the bottom of the iceberg.  
  • Sales is a battle of control. It’s like how a doctor controls the diagnostics in the clinic by asking questions to uncover the problem and recommend a solution.
  • Your job is not to build a relationship with someone before sales. Your job is to build a relationship, post-sale. People don’t want to be your friend pre-sale. They want to know they can trust you to solve their problem. 
  • Instead of simply moving forward by asking for the sale, ask them where they think you should go from here. Allow your potential customers to take the lead and unlock the truth because the truth is the goal, not the sale.
  • You have to be able to make people feel comfortable to tell you their truth in the beginning, because it is your customer’s truth that will tell you if you are a fit for them or not. If you’re not a fit, then let them go. Know your customers’ truth and stop chasing people who say things like “it sounds good” or ask you to send more information without any intention of buying at all. 
  • Make sure that your customer is buying your process first. Let go of the sale and be 100% present with them so that they could feel that the way you are handling them is so different from anybody else. They are buying you, not just the solution.
  • Always focus on getting the truth of people. Make them feel comfortable telling you where they stand every step of the way.
  • Never again use the phrase “follow-up” in your sales career. It kills your own language and breaks the trust right there. Replace “I’d like to follow-up” with “I’m giving you a call to see if you have any feedback on our previous conversation”, to move backward, away from the sale, not forward to the sale. Keeping the momentum away from the goal, removes resistance and allows people to engage with you. 
Sales is not a numbers game. It's not about how many contacts you make, but how deep you can go in each conversation and how good you are at building trust. @AriGalper on #InnovaBuzz podcast Click To Tweet

The Buzz – Our Innovation Round

Here are Ari’s answers to the questions of our innovation round. Listen to the conversation to get the full scoop.

  1. #1 thing to be more innovative – Do the opposite of what everybody else is doing.
  2. Best thing for new ideas – Cut out all extraneous items in your day that remove you from opportunity to think. Doing is not thinking. Open up more time to think and create new ideas.
  3. Favourite tool for innovation – 80/20 Sales and Marketing by Perry Marshall.
  4. Keep project/client on track – Give them a lot of human touch and over-deliver.
  5. Differentiate – Stop selling and create trust instead.

To Be a Leader

Don’t accept the pain you have to go through right now to make sales as normal. It’s not. You can change all of it and create a world for yourself where sales happens naturally if you’re open to shift your thinking.

Reach Out

You can reach out and thank Ari through their website and on LinkedIn.

Suggested Guest

Ari suggested we have a conversation with business strategist and author Perry Marshall. So Perry, keep an eye on your inbox for an invitation from us to the InnovaBuzz Podcast, courtesy of Ari Galper.


Trust is the new currency! Get access to a FREE one-hour breakthrough sales course and start getting more sales with trust-based selling!


Cool Things About Ari

  • He created the world’s largest online community – The Mindset Club – for professionals whose highest value is trust.
  • He holds a Masters Degree in Instructional Design.
  • He’s a practitioner of Aikido.
Stop pitching about you. People don't care about you. What they care about is the problem you would help them solve. @AriGalper on #InnovaBuzz podcast Click To Tweet

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Jürgen Strauss

Dr. Jürgen Strauss is The World's Best Human-Centred Podcasting Coach and the only Podcast Innovator with the signature bright yellow headphones, who masterfully crafts human connection for high-impact achievers in a vibrant community. You can find Jürgen on LinkedIn, The InnovaBuzz Podcast, The Flywheel Nation Community as well as on Innovabiz' InstagramTwitter, Facebook pages and his personal Photography website.  


  1. Sergio Alderuccio on September 7, 2022 at 18:16

    Ari’s interview is brilliant and thought provoking.
    His coherent challenge of many conventional sales methodologies is compelling and healthy.
    I got a lot from it.

    • Jürgen Strauss on September 11, 2022 at 16:43

      Glad to hear, Sergio. Yes I like Ari’s approach of Trust based selling. I’m sure you’ll also like Chandler Walker’s episode (538), which also takes a look at the human and caring side of sales.

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