Trust, Not Just Likability, is Key in Sales, Argues John Barrows

In a recent LinkedIn post, sales expert John Barrows challenges a common adage in the sales world, arguing that trust, rather than mere likability, is the true foundation of customer relationships and purchasing decisions. Barrows posits that while AI offers significant value, its inherent trustworthiness remains a critical concern for buyers.

The Nuance Between Being Liked and Being Trusted

Barrows begins by directly addressing the popular notion that “People buy from people they like.” He immediately counters this, stating:

People buy from people they trust. And that is the real question right now with AI.

He elaborates on the current skepticism surrounding AI, acknowledging its utility while highlighting its unreliability. As John Barrows points out:

Do you get value out of AI? Absolutely. Do you trust it 100%? Nope. It definitely lies…A LOT.

This skepticism about AI, Barrows suggests, mirrors a deeper, long-standing issue within human-to-human sales interactions. He contends that many sellers have neglected the crucial relationship-building aspect of their role, confusing superficial likability with genuine trustworthiness.

Rebuilding Trust Through Value and Understanding

John Barrows emphasizes that the problem of trust is not new and predates the advent of AI. He draws a parallel to the challenges faced by sellers in commoditized markets, citing a conversation with Adam Carr, CRO of Apollo.io, on the “Make It Happen Monday” podcast. Carr shared insights from his father’s sales experience in a highly competitive industry.

According to John Barrows, Carr’s father succeeded not through expensive client entertainment, but through deep customer knowledge and a genuine understanding of their needs. Barrows explains:

Adam grew up watching his dad sell in a completely commoditized industry. Same products as everyone else. But his dad knew his customers cold and could position differently because he understood their world. No dinners. No golf. Pure value. That is where trust comes from.

This approach, Barrows argues, highlights that authentic value and deep customer insight are the cornerstones of building lasting trust, a stark contrast to simply aiming to be liked.

The Future of Sales in an AI-Dominated Landscape

The discussion also touched upon the evolving landscape of outbound sales, particularly as AI tools become universally accessible. Barrows and Carr explored the potential risks associated with this technological shift. A key concern raised is not AI replacing sales representatives, but rather the homogenization of sales approaches.

As John Barrows notes, the widespread availability of AI could lead to a situation where all sellers sound and act the same, diminishing the unique human element that fosters trust. He highlights the importance of differentiation beyond the tools used.

The conversation, as detailed in Barrows’s post, also delved into what Apollo is developing to help its users maintain a competitive edge and build trust in this increasingly automated sales environment. Barrows concludes by posing a provocative question to his audience:

Who do you trust more these days? Humans or AI?

This question prompts reflection on the enduring importance of human connection, empathy, and genuine trustworthiness in the sales process, even as technology advances.