The Business Case for Trust in Sales Negotiations
About this episode
This episode explores the impact of trust on sales negotiations and how it affects transaction costs and value creation.
In this episode of SalesTV, we talk with Dr. Keld Jensen to examine how trust impacts transaction costs, value creation, and negotiation outcomes - and why low-trust approaches quietly destroy deal value over time. He shares decades of research demonstrating that high-trust negotiations consistently outperform win-lose tactics, capturing significantly more value and reducing friction. We explore why outdated negotiation behaviors persist, how trust can be discussed explicitly at the negotiating table, and what sales professionals must rethink about negotiation itself. The conversation also touches on new research showing how AI-supported preparation can unexpectedly increase transparency, honesty, and collaboration - not replace human judgment, but reinforce it. Chapters 00:00 Introduction – How trust impacts negotiation results 01:10 Why trust has declined globally 02:12 How trust affects transaction costs and profit 03:39 Pricing trust in real negotiations 05:57 What trust-based negotiation really means 08:38 Why win-lose tactics persist 12:00 Building trust without losing leverage 17:24 How AI changes trust and transparency 20:58 The ONE THING – Trust has a measurable economic…
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- How to Negotiate in a Transparent Sales Era
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