In this episode of SalesTV, we talk with Dr. Keld Jensen to examine how trust impacts transaction costs, value creation, and negotiation outcomes - and why low-trust approaches quietly destroy deal value over time. He shares decades of research demonstrating that high-trust negotiations consistently outperform win-lose tactics, capturing significantly more value and reducing friction. We explore why outdated negotiation behaviors persist, how trust can be discussed explicitly at the negotiating table, and what sales professionals must rethink about negotiation itself.
The conversation also touches on new research showing how AI-supported preparation can unexpectedly increase transparency, honesty, and collaboration - not replace human judgment, but reinforce it.
Chapters
00:00 Introduction – How trust impacts negotiation results
01:10 Why trust has declined globally
02:12 How trust affects transaction costs and profit
03:39 Pricing trust in real negotiations
05:57 What trust-based negotiation really means
08:38 Why win-lose tactics persist
12:00 Building trust without losing leverage
17:24 How AI changes trust and transparency
20:58 The ONE THING – Trust has a measurable economic impact
In this episode, we asked…
* If ethical negotiation outperforms win-lose tactics, why are those tactics still so widely used?
* How trust actually shows up in real sales negotiations, beyond intent or personality?
* What behaviors quietly erode trust without sellers realizing it?
* How early trust is formed in the sales process, and whether it can be rebuilt later?
* Why low trust consistently destroys deal value, even when agreements are reached?
* How sales leaders should coach trust-based negotiation skills without weakening commercial discipline?
* What research tells us about the relationship between trust, transparency, and negotiation outcomes?
* How might AI be influencing trust and transparency in negotiations?
Key Takeaways
* Trust is not a soft or secondary factor in negotiation; it has measurable implications for outcomes, efficiency, and value creation.
* Low-trust negotiations often succeed in reaching agreement, but they quietly destroy value through higher transaction costs and reduced collaboration.
* Win-lose negotiation tactics persist largely due to habit, inheritance, and lack of formal negotiation training - not because they perform better.
* Trust is formed earlier in the sales process than many sellers realize, and behaviors prior to formal negotiation often shape the eventual outcome.
* Trust-based negotiation does not require giving up leverage; preparation, transparency, and clarity can strengthen both trust and commercial discipline.
* Sales leaders play a critical role in modeling and coaching trust-based negotiation behaviors, especially under pressure.
* Emerging research suggests that tools such as AI can increase transparency and preparation in negotiations, which may unintentionally reinforce trust rather than undermine it.
The ONE Thing Dr. Keld Jensen wants you to take away –
Trust is not a soft skill in negotiation; it is a measurable economic driver that directly shapes value, efficiency, and outcomes long before terms are finalized.
About SalesTV
SalesTV.live is a weekly talk show created by salespeople, for salespeople. Each episode explores sales, sales training, networking, and social selling, bringing together sales leaders, enablement professionals, and practitioners from across the globe.
About the Institute of Sales Professionals
The Institute of Sales Professionals (ISP) is the world’s only body dedicated to raising standards in sales. Through its Sales Capability Framework, certifications, and global member community, the ISP works to elevate sales to the level of a recognized profession.
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