Charles Green

About Charles Green

Charles Green is an author, speaker and world expert on trust-based relationships and sales in complex businesses. He is the author of the critically acclaimed Trust-based Selling and co-author of the classic The Trusted Advisor. Learn more about Charles at

Sellers of intangible services think that ‘selling’ is destructive of trust. Many feel that selling is even unprofessional and unethical. But that is not the case.


Value propositions are useful incentives but seldom sufficient to close the sale.


Lead by example, strengthening values like customer service with regular use – and your people will follow.


Rational or emotional? Your customer is both. It’s time your sales pitch catches up.

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