Your buyers don’t believe your sales team. And the data suggests they have good reason. In a world of overpromising, polished pitches and endless “customer-centric” claims, buyers are becoming harder to convince and quicker to question what they hear. For CROs, that scepticism has a direct impact on revenue: longer sales cycles, stalled deals, heavier discounting and weaker conversion. This session explores where sales teams lose trust, why traditional selling tactics can make the problem worse, and what revenue leaders can do to rebuild credibility across the entire customer journey. From proof over promises to transparency over theatre, discover how to make your revenue organisation more believable—and turn trust into a genuine competitive advantage. Trust is isn't just a sales skill. It’s a growth strategy.