“Every kind of peaceful cooperation among men is primarily based on mutual trust.”

Albert Einstein

The 24th November will see leading executives from around the world gather at Stockholm’s Avicii Arena for this year’s Sales Conference. And as always, there’ll be one big theme.

And this year that theme is ‘trust’.

Why ‘Trust’?

We often think of trust as an abstract concept – an emotional contract that informs the way we interact with the people around us. But from a business perspective, trust is a tangible asset – one that can be quantified to make informed decisions, build revenue, and ensure long term growth. It doesn’t appear on the balance sheet, but every smart business leader knows its value.

Why is it this year’s theme?

To put it mildly, the last year has been ‘eventful’. World events have created conditions of increasing uncertainty, with principles that we thought were universally understood – the objective rule of law, peaceful transition of power, and territorial sovereignty to name but three – being challenged and in some cases overturned.

In this climate, where we can no longer guarantee that established social contracts are honoured, how do we build meaningful relationships that can help develop long term, sustainable business growth? The answer (as you’ve probably guessed) comes down to trust.

Trust has always been a main driver to succeed in business…trusted companies have more loyal customers, lower employee turnover, higher revenue and profitability, and higher market value. Also, higher levels of trust result in lower costs of doing business. Not least because trust makes customers recommend your company. In addition, trust fosters cooperation among colleagues and increases commitment to the organization.

The Future State of Sales 2022 Report

Let’s break it down

This year, Mercuri Research will be presenting their annual report based on a global survey of over 1,000 business leaders. It’s going to dissect what we actually mean by trust, breaking it down into its component dimensions and pointing out the real world impact of building trust from a business perspective. It will offer guidance and suggestions as to how business leaders can find new opportunities, create better, longer lasting client relationships and find new ways to establish long term growth.

“When customers distrust companies, trust also becomes a valuable currency in sales and a way for those companies to differentiate themselves from others…” Henrik Larsson Broman

And with 99% of business leaders surveyed saying that “trust is critical to building long term relationships with clients”, how we get to that point is more important than ever.

The 6 building blocks of trust:
  • Competence
  • Purpose
  • Security
  • Reliability
  • Integrity
  • Reputation

But which is the most important? Find out at this year’s Sales Conference!

But there’s more…

In addition, the conference will be hosting five fascinating keynote speakers, all taking on the topic of trust from the basis of their unique expertise, bringing business-critical insights from perspectives outside the conventional sales environment – and challenging us all to think in new, exciting ways.

We’ll be joined by experts in:
  • Sales trends
  • AI & business strategy
  • Systematic business growth
  • Strategic behaviorology

Oh, and a keynote from an individual from the world of business, aviation, and heavy metal. Really.

Join us!

We’d love to see you at the event (either in person or digitally) – and can promise a fascinating day with extraordinary people. We guarantee that everyone will walk away with new ideas, new perspectives and practical ways to take their sales to the next level.

Trust us.