Why B2B Sales Coaching Fails Without This Mindset Shift

How do you earn trust and drive sales success today? In this episode of Predictable B2B Success, Rory reunites with Scott Roy, co-founder of Whitten & Roy Partnership, to explore actionable strategies for building authentic relationships and empowering sales teams. The episode delves into Roy's discipline, mindset, and childhood influences, emphasizing why genuine care, active listening, and vulnerability are not just soft skills but essential tools for achieving measurable sales performance and driving organizational transformation.

If you want practical guidance on building lasting business relationships, inspiring executive growth, and leveraging the human side of sales, this episode is for you. Scott Roy goes beyond strategy, sharing science-backed insights and real stories from London boardrooms to rural Africa to help you build trust and spark transformation. Whether you lead teams, manage sales pipelines, or want proven methods to strengthen business trust, you’ll find clear, actionable lessons throughout the conversation. Let’s dive in.

Some topics we explore in this episode include:

• Establishing Trust and Credibility: How Scott Roy and his partner built credibility for their new consulting business, focusing on referrals and reputation .
• DQ (Decision Intelligence) Selling Method: A consultative, listening-first approach to identifying and solving client problems.
• Centrality of Trust in Business Relationships: Why authentic curiosity and care underpin lasting client trust.
• Vulnerability and Authenticity in Sales: The role of sharing personal stories and being genuine with clients.
• Personal Growth and Overcoming Limitations: Connecting childhood experiences to limiting beliefs and the importance of "rewiring" for sales success.
• Coaching Executives Through Blind Spots: Private, trust-based coaching methods for organizational leaders.
• Deep Listening and Asking Insightful Questions: Using active listening and expert questioning to uncover client needs.
• Purpose and Meaning in Sales: Helping salespeople identify personal and professional purpose, not just chase numbers.
• The Role of Sales Managers: Importance of regular check-ins and supporting salesperson growth.
• Legacy and Mission: Scott Roy's goal is to change global sales culture and promote ethical, decision-based selling.
• And much, much more…