Short-term reps
Reps paid regardless of customer outcome or the company’s long-term reputation.
Build trustInspire attitudeDrive results
Sales teams that scale on trust, not pressure.
Trustitude gives owners and presidents senior sales leadership on demand and practical workshops built on the TRUST methodology, so your team wins the deals that matter and keeps the clients it wins.
35+years selling, leading and managing sales teams
$80M → $165Mbusiness doubled in 3 years
10workshops ready today
9sales articles published on LinkedIn since 2022
The problem
Sales teams stall on belief, incentives and change
Most teams are not under-trained. They are under-led, paid for the wrong things and asked to change without a method.
Misaligned incentives
Compensation that doesn’t match what leaders want each person to achieve.
Managers who push
Leaders who don’t see what their team is going through and only push harder.
Change without method
AI, shifting buyer behavior and new objections, with no process to adopt them.
Recognize your team in the 10 pitfalls hindering sales organizations?
The TRUST method
Every great sales methodology, distilled into one
Every methodology works. None of them does everything. TRUST keeps what works best in multiple methodologies, drops the complexity and keeps the customer at the center.
Transmit
Communicate your value clearly: who you are and the problem you solve. Ask early whether it matters to them.
86%more receptive to thought leadership
Receive
Listen more than you speak. Find their key challenges, including the ones not said out loud.
34%need a decision they can defend
Unify
Bring your vision and theirs together. Same problem, same outcome: a partner, not a vendor.
13 + 9voices in the buying group
Simplify
Clear the path to a decision with a message every stakeholder can understand and repeat.
94%of buyers research with AI
Transform
The signature is the beginning. Keep delivering value so one deal becomes many.
4×more influence from customer advocacy
Why the TRUST Methodology
Trust is a revenue lever, not a soft skill
B2B buying changed. Committees grew, research moved to AI, and buyers now reward the partner they can defend.
Revenue94%
of B2B marketers say building trust is the key to driving revenue and long-term growth.
LinkedIn & Ipsos, 2025Transmit86%
of decision-makers are more receptive to outreach when you bring strong thought leadership.
LinkedIn × Edelman, 2025Receive3×
Relational beats rational: “easy to work with” and “cares about our success” outweigh specs and ROI claims.
LinkedIn + BainReceive34%
of enterprise buyers rank “could defend the decision if it went wrong” as their #1 emotional need.
LinkedIn + BainUnify13 + 9
stakeholders and external influencers in the average B2B buying group. It often doubles when AI is involved.
Forrester, 2026Simplify94%
of B2B buyers use generative AI for research. Shortlists often form before you know they’re in the market.
6sense, 2025Sources as cited in LinkedIn, Unlocking AI Search Visibility: The B2B Marketer’s Guide to LinkedIn (2026).
Services
How we help, sized to your budget
Senior sales leadership when you need it, and training that sticks. Every engagement starts with a conversation about the problem you want solved.
Chief Revenue or Sales Officer, part-timeFractional CRO / CSO
- Revenue strategy and go-to-market plan
- Team structure, roles and territories
- Compensation that drives the right growth
- Pipeline, forecast and board reporting
Project-based, for example a 90-day sprint
Ask about this
Senior leadership without a full-time hireFractional VP of Sales
- A framework to scale your sales organization
- Weekly operating rhythm and accountability
- Coaching for managers and reps
- TRUST rolled out across the sales cycle
Ongoing, a set number of days per month
Ask about this
Hands-on team managementFractional Sales Management
- 1:1s and deal reviews
- CRM discipline and pipeline hygiene
- Forecast by Pyramid zone
A few days per month, flexible
Ask about this
Half day or full dayWorkshops
- Your team shares its experience
- Built around your real deals
- Leave with 1–2 things to improve
On-site or virtual
Ask about this
60 minutes to inspire your teamLunch & Learn
- How buyers buy today
- The TRUST method in practice
- Or pick one topic from the workshops
Ideal kick-off for a team meeting
Ask about thisMore ways we help
TRUST Methodology implementation
Roll out TRUST across your sales cycle: stages, qualification, CRM fields and forecast by Pyramid zone.
Sales coaching and mentoring
One-on-one coaching for reps and new sales leaders, built around their real deals.
Sales candidate screening
A second opinion before you hire: interview design, candidate assessment and a first-90-days plan.
Sales org design and planning
Roles, territories, coverage, quotas and compensation aligned with the growth you want.
AI & social selling enablement
Practical AI agents and a LinkedIn routine that turn your sellers' voices into pipeline.
Workshop catalogue
Ten workshops ready today
Each workshop runs 60 minutes and ends with 1–2 concrete things your team will improve. Pick the ones your team needs most, or take them in order.
History & Evolution of Sales
The three eras of sales and multiple methodologies, and why trust-based selling wins today. It opens with one question: where did trust break down in your last lost deal?
The Pyramid of TRUST
The five steps of TRUST and their close-rate zones (30%, 50%, 100%), applied to your team’s live opportunities.
Structured Prospecting
Research before you reach out, then run a 14-day multi-channel cadence with messages that open trust from the first touch.
Habits of High Performers
A protected daily blueprint, in office or hybrid. Why discipline beats talent, and how to manage energy and mindset across a long quarter.
The Social Selling Index
Turn LinkedIn into a warm, inbound pipeline: the four SSI pillars, a personal brand that buyers trust, and a post written in the room.
Customer Success & the Ideal Client Profile
Define your ICP, align expectations early and hand off cleanly to success, so the right clients grow into an expansion engine.
Build Your AI Sales Agent
From the evolution of AI to an agent that works your playbook. Participants design and build a working agent mapped to TRUST, with a human in the loop.
The Alphabet Workshop
Write your positive, action-word leadership alphabet, from SDR to CRO. AI handles the tasks; people bring the attitude.
From Top Seller to Coach
For new and emerging sales leaders: weekly 1:1s, coaching with TRUST questions, the “I intend to…” ladder and feedback without fear. Inspired by Turn the Ship Around!
Run the Team Rhythm
A Monday-Wednesday-Friday rhythm, leading indicators, forecasting by Pyramid zone, fast recovery and recognition. Reps call their own forecast.
Lunch & Learn · 60 min
One workshop, or the Trustitude overview: how buyers buy now, the TRUST method and questions to take back to your team.
Half day · 3 workshops
A focused block, for example Pyramid of TRUST, Structured Prospecting and Social Selling Index.
Full day · 5–6 workshops
A complete reset for the team, with a 7-day challenge and buddy check-ins after the session.
How we work
From first call to measurable results
- Discovery call
30 minutes, free. We talk about the problem you want solved.
- NDA and diagnostic
We look at your team, pipeline and numbers, in confidence.
- Proposal
A clear scope and quote, sized to your budget.
- Delivery
A 90-day sprint, ongoing leadership or a workshop series.
- Measure and celebrate
Every engagement ends with measurable outcomes and the next date.
Thought leadership
Sharpen your team’s skills, one article at a time
The 5% Your Dashboard Is Hiding
CSAT looks strong and churn is under control. The small slice of unhappy customers is usually your next big problem, or your next big opportunity.
Read on LinkedIn →10 Pitfalls Hindering Sales Organizations
Vague quotas, admin overload, oversized territories, hunters turned farmers: the same ten patterns, seen across a decade of mandates.
Read on LinkedIn →The Real Job of a Sales Leader
Build the engine, don’t just chase the deal. Stalled growth is rarely a talent problem. It is the absence of a repeatable process.
Read on LinkedIn →From the TRUST Methodology to the Habits We BuildENThe TRUST Methodology and the Role of Customer Success ManagersENLa méthodologie de vente TRUST (French)FRProspecting in Sales with the TRUST Methodology in MindENThe TRUST Methodology and the Sales Pyramid in the AI EraENThe TRUST Sales MethodologyEN
LinkedIn
Follow Trustitude on LinkedIn
Weekly ideas on trust-based selling, new workshop dates and Trustitude news. Connect with us and follow the Trustitude page to stay in the loop.
Founder
A leader who has scaled sales organizations before
Georges Dagher · Founder, Trustitude · Dagher Conseil inc.
Georges has spent more than 35 years selling, leading and managing sales teams in IT, software and publishing. He is usually called when growth has stalled and nobody can explain why. Almost every time, the problem isn’t talent or effort. It is the absence of a repeatable process the team can hold onto when the market shifts.
For 35+ years, Georges has built and led sales teams across global technology brands — Toshiba, Intel, and Insight among them — generating more than $1B in career revenue results. In September 2026 he founded Trustitude to turn what he learned building high-trust client relationships into a practical, teachable framework.
$80M → $165MPublisher business doubled in 3 years
$100M+Team surpassed with the same headcount
24 monthsConsecutive double-digit ARR growth
35+ yearsSales, leadership and management
9+Articles on sales published on LinkedIn since 2022
10 + AIWorkshops ready today, including hands-on: Build Your AI Sales AgentMission
We help sales organizations grow through trust, discipline and lasting energy.
Vision
To be the go-to partner for organizations that want a sales team built on trust, growing year over year, and enjoying every step of it.
Our values
Growth MindsetWe learn from every win, loss and conversation.
Day-One EnergyYear ten gets the same drive as day one.
TransparencyNo hidden agendas with clients, teams or ourselves.
Do What We SayCommitments are kept, or renegotiated early.
Say the Hard ThingWe are candid because we care.
The attitude we teach:GratitudeFortitudeBoldtitudePositivitude
FAQ
Questions owners ask us
What is a fractional CRO or fractional VP of Sales?
A senior sales leader who works with your company part-time or for a defined project. You get the strategy, structure and coaching of an experienced executive without the cost and risk of a full-time hire. Trustitude often works in 90-day sprints with clear deliverables.
What is the TRUST methodology?
TRUST stands for Transmit, Receive, Unify, Simplify and Transform. It combines what works best in methods like BANT, CHAMP, MEDDIC, SPIN, Challenger, SPICED and NEAT into one approach a team can use every day, with a close-rate zone for each stage (30%, 50%, 100%).
How is a Trustitude workshop different from regular sales training?
Every exercise uses your team’s real accounts and messages. Sessions use live polls and practical AI, and each one ends with 1–2 concrete improvements and a 7-day challenge, so the learning shows up in next week’s pipeline.
Do you work in French and English?
Yes. Workshops, coaching and documents are available in French or English.
Are workshops on-site or virtual?
Both. We adapt to each client’s needs and preferences.
How much does it cost?
Engagements are sized to your budget. After a free discovery call, you receive a clear proposal with scope, timeline and price.
Contact
Start the conversation
Tell us about your team and what you want to improve.
What happens next
- A reply within one business day
- A free 30-minute discovery call
- A proposal sized to your budget