Most B2B leaders know trust is essential—but few can clearly define it, operationalize it, or measure it.

In this episode, Hannah Eisenberg breaks down the Trust Seesaw, a core concept from her book Lead with Trust and the foundation of the TrustLeader Framework, to show why buyers hesitate and how companies can systematically overcome distrust and build deep, lasting trust.

You’ll learn the three deficits that create distrust with your buyers, how to eliminate them through intentional processes, and what it takes to rise beyond customer expectations into true Trust Advantage.

If you’ve ever wondered why deals stall, why customers default to “safe” options, or how to become the vendor buyers actively prefer, this episode gives you the roadmap.

What You’ll Learn:

• Why distrust is the default emotional starting point for modern B2B buyers

• The three deficits—information, interest, and power—that quietly derail decisions

• How to close these deficits and reach Trust Equilibrium, and then create your Trust Advantage

• Why culture and processes act as the fulcrum of trust-building

• What separates trusted companies from true trust-based market leaders

• How organizations can progress from transparency to authority, advocacy to influence, and fairness to leadership