About this Event
Most sales conversations don't fail because the offer is wrong. They stall because something in the process makes buyers hesitate. This talk shows you why that happens and what to do about it.
The Trust Triad: Why Buyers Hesitate and How to Remove the Friction
If you've ever had a conversation that felt like it was going well, only for the prospect to go quiet, delay, or choose a competitor you know isn't stronger, you're not alone. It's one of the most common patterns in established businesses, and it rarely has anything to do with your product, your pricing, or your team's effort.
Most businesses build their sales process from the inside out: around their own needs, their own workflows, their own way of describing what they do. That makes complete sense from a business perspective. But the buyer, the actual person on the other end of the conversation, experiences something different. They feel managed rather than understood. And when that happens, they hesitate.
The interesting thing is that when you design from the outside in, starting with how buyers actually think, feel, and make decisions, the process still works for the business. But it also works for the buyer. And because it works for the buyer, conversations feel easier, decisions happen more naturally, and the friction that quietly kills so many deals starts to disappear.
This 1-hour talk, hosted at Clockwise Glasgow, Co-working & Office Space, is designed for founders, business owners and senior management who want to understand what's actually happening in their sales conversations and redesign their approach based on how buyers think, feel, and make decisions.
Gerry Forristal has spent close to thirty years working in buyer behaviour, value articulation, and sales process design. His work is informed by research from
neuroscience, behavioural economics, and decision science. The Trust Triad framework (Qualification, Credibility, and Permission) is the product of that work, and this talk is where founders learn to apply it to their own business.
Gerry has delivered this talk four times at our sister site, Clockwise Edinburgh, and has been invited back again in June. When a venue keeps asking you to return, it usually means attendees found it worth the time.
What You'll Walk Away With
Participants leave with practical capabilities they can put to work immediately, not theory they'll forget by Friday:
• How to identify which prospects are genuinely aligned with your business before you invest hours in conversations that were never going to convert
• How to build credibility through the quality of your questions rather than through presentations, credentials, or case studies
• How to move sales conversations forward using permission rather than pressure, and why this typically accelerates decisions rather than slowing them down
• A clearer understanding of why some of your current conversations may be creating the very resistance you're trying to overcome
• A framework for redesigning your sales process around buyer psychology, not sales tactics
Every attendee receives the Micro-Permissions Guide and the PULSE+ Framework Explainer as reference tools, yours to keep and use regardless of whether you take any further steps.
"I found the workshop really informative and enjoyable. I gained confidence in what my team are doing well already and learned things to share with the team to improve our customer relationships. The micro-permissions guide will be invaluable. It's all relatively straightforward, small changes that make long-term improvements. The Trust Triad workshop was so good, Gerry will be sharing it with my team later in the year." — Angela Cooper, Director, GYEON UK
Who This Is For
This talk is for founders and owner-managers of established businesses, typically three years or more, who have built something real but never properly documented how they sell. It is also for directors and senior leaders in business development and sales roles. You know your product or service is strong. But your sales results depend too heavily on who's having the conversation, how the week is going, or whether the right prospect happens to find you.
You may have tried bringing in salespeople without seeing consistent improvement. You may have invested in sales training that felt useful in the room but didn't change much afterwards. Or you may simply have the sense that your conversations should be converting more reliably given the quality of what you offer.
If any of that sounds familiar, this session will show you why, and what a different approach looks like.
Event Venue & Nearby Stays
Clockwise Glasgow, 77 Renfrew Street, Glasgow, United Kingdom
USD 0.00
