Sales leaders don’t lose deals on product. They lose them on trust signals—especially the ones buyers pick up before the second conversation even happens. In this episode of Two Tall Guys Talking Sales, Kevin Lawson and Sean O’Shaughnessey break down how your team’s digital presence either reinforces credibility or quietly undermines it. The throughline is simple: your sellers’ profiles and posts are part of sales management, part Messaging, and part Revenue management, because they shape whether prospects believe the conversation is worth having.
Key Topics Discussed
Why your LinkedIn profile is a trust asset, not an online résumé (00:47–03:35)
“We trade in the currency of trust”: social capital as a driver of Sales success (03:48–07:42)
Posting cadence that actually supports Revenue generation (and doesn’t turn sellers into marketers) (06:05–08:13)
How “problem-first” positioning aligns with Value selling and modern Sales processes (05:19–06:05)
How to create content without “creating content”: turn your last sales call into your next post (09:48–11:53)
Practical workflow: voice notes → CRM notes → LinkedIn post, improving Business acumen and forecast quality (12:01–13:11)
Key Quotes
Kevin (03:48): “We trade in the currency of trust.”
Sean (02:55): “Do I trust that you’re gonna be around next week? ’Cause it looks like you’re looking for a job.”
Sean (09:03): “You need to make your prospect think… you’re essentially trying to sell trust.”
Kevin (12:21): “Don’t wait till the evening to record your thoughts… use voice to text… copy paste into your CRM.”
Additional Resources
The Challenger Sale – https://a.co/d/g8vSYkc
B2B Sales Lab – www.b2b-sales-lab.com
A Significant Actionable Item from this Podcast
Run a “trust audit” on every seller’s profile and posting habit, then set one non-negotiable operating standard: after every meaningful customer interaction, capture a 60–90 second voice note answering “What problem did we discuss, what insight did we provide, what changed?” Use that same note twice—paste the clean version into the CRM for tighter sales processes and forecasting, then turn one idea into a short LinkedIn post that frames the customer problem (not the seller’s résumé). This is a clean Sales strategy because it upgrades credibility without adding busywork—and it compounds over time.
Summary
If your team’s pipeline is heavy but conversion is soft, don’t ignore the pre-call experience your prospects are having. This episode connects digital presence directly to trust, Value selling, and Revenue generation—and gives you a practical system for turning real sales conversations into credible Messaging that supports Sales success. Listen now if you want your sellers to look like problem-solvers buyers can trust, not candidates quietly shopping for their next role.
B2B Sales Lab is a private, member-led community for sales professionals who want actionable insights, not theory. It’s a space to ask real questions, share proven practices, and connect with others who are serious about improving revenue performance. Designed and led by veteran sales leaders, the Lab is where strategy meets execution. Join us at b2b-sales-lab.com
