BUILD TRUST FAST: The Credibility Framework Top Sales Leaders Actually Use with Chris Cummins

Most sales professionals believe relationships drive revenue—but too many confuse familiarity with credibility. In this episode of Sales [UN]Training, Kelly Riggs sits down with keynote speaker and sales veteran Chris Cummins to unpack why credibility is the first and most important sale every salesperson makes.

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Kelly and Chris challenge the idea that knowing a prospect's hobbies or personal details equals trust. Instead, they outline a practical, disciplined approach to earning credibility by doing meaningful homework, asking better questions, and demonstrating a real understanding of a prospect's world. From researching industries and competitors to using personalized video outreach, Chris shares the exact methods he uses to stand out before a sales conversation even begins.

The conversation also tackles a major blind spot in sales: what happens after the deal closes. Chris explains why most salespeople disappear post-sale—and how showing up anyway creates stronger relationships, more referrals, and expanded opportunities. Kelly reinforces why sales leaders should rethink how they train teams to lead with credibility instead of product pitches.

This episode is packed with real examples, sharp contrasts to common sales behavior, and practical insights sales VPs can apply immediately. If you want your team to stop sounding like everyone else and start being seen as trusted partners, this conversation will reframe how you think about selling.

Kelly Riggs is an author, speaker, and business consultant for executives and companies throughout the United States and Canada. He has written two books: 1-on-1 Management: What Every Great Manager Knows That You Don't and Quit Whining and Start SELLING! A Step-by-Step Guide to a Hall of Fame Career in Sales.

Get more Kelly: www.BizLockerRoom.com.

Widely recognized as a powerful speaker and performance coach in the areas of sales, management leadership, and strategic planning, Kelly is a former sales executive, a two-time national Salesperson-of-the-Year, a business owner, and a member of the Forbes' Coaches Council since 2019.

Music and Editing by Pod About It Productions @dougbranson