Build trust faster. Sell with greater credibility.
A focused Lunch & Learn for sales teams, founders, account executives, and revenue leaders who want to improve buyer trust, strengthen sales conversations, and reduce hesitation throughout the sales process.
This session helps sellers understand how credibility affects discovery, differentiation, follow-up, stakeholder confidence, and the buyer’s willingness to take the next step.
Best For
Sales teams
Account executives
Business development teams
Founders who sell
Revenue leaders
Sales enablement teams
Customer-facing teams
B2B companies with complex sales cycles
Teams selling new products, categories, or solutions
Workshop Overview
Most sales teams are trained to pitch value, overcome objections, and push for the next step. Those skills matter, but they often miss the deeper issue.
Before a buyer decides whether to move forward, they are asking a quieter question:
Do I believe you?
Strategic Selling Through Credibility helps sales teams understand why buyers hesitate even when the product makes sense. The session explores how credibility shapes prospecting, qualification, discovery, follow-up, proof, differentiation, and close.
The goal is to help sellers move beyond generic outreach and product-heavy conversations, then build the kind of trust that creates stronger commercial momentum.
What Sales Teams Will Learn
Why buyers hesitate even when the product appears relevant
How credibility affects every stage of the sales process
How to build trust earlier in the conversation
How to use proof without sounding like every other vendor
How to align messaging with buyer risk
How to improve discovery through credibility-based questions
How to differentiate beyond features, benefits, and buzzwords
How to create stronger follow-up and next steps
How to identify credibility gaps in the current sales motion
Workshop Format
Length: Up to 2 hours
Format: Lunch & Learn, team training, or interactive sales session
Delivery: In-person preferred, virtual available
Audience Size: Best for teams of 10 to 75, flexible for larger groups
Customization: Light to moderate customization based on sales motion, audience, and product category
What’s Included
Up to 2-hour live session with Gary Burtka
Credibility-based selling framework
Practical examples for prospecting, discovery, and follow-up
Discussion of buyer hesitation and perceived risk
Team worksheet or discussion guide
Optional Q&A
Recommendations for applying the framework after the session
Optional Add-Ons
Pre-session sales team survey
Review of current outreach messaging
Review of sales deck or pitch materials
Manager discussion guide
Team worksheet
30-day follow-up call
Bulk copies of The Credibility Engine
Custom sales credibility checklist
Investment
Starting at $4,995
Final pricing depends on audience size, format, customization, travel, pre-session review, and follow-up support.
Travel
In-person sessions outside a reasonable driving distance from Webberville, Michigan may require additional travel expenses. Travel can be billed as actual expenses or as a fixed travel allowance agreed upon in advance.
Ideal Outcomes
Sales teams leave with a clearer understanding of how credibility affects buyer behavior, where trust may be breaking down, and how to improve conversations before asking for commitment.