trusted leadership



Create a Powerful Message and Impact Through Trusted Leadership with David Horsager

In this episode of The Sell or Die Podcast, we are excited to have special guest, David Horsager! David Horsager, MA, CSP, CPAE is CEO of Trust Edge Leadership Institute and a global authority on helping leaders and organizations become the most trusted in their industry. He is the inventor of The Enterprise Trust Index, director of the annual study—The Trust Outlook, and national bestselling author of The Trust Edge. With clients ranging from Fortune 100 companies to professional sports teams and global governments, David has taken the platform across the United States and on 6 continents. In the episode today, we are talking about David’s new book, Trusted Leader, and how we can use trusted leadership principles in sales and in our personal lives.

trusted leadership

But before we dive right in, let us introduce ourselves in case this is your first visit. Welcome to the Sell or Die Podcast. We’re your hosts, Jeffrey & Jen Gitomer. Between the two of us, we’ve written the books The Little Red Book of Selling, Sales in a New York Minute, plus 15 other best-selling books. We’ve also created the 7 figure sales formula program and the Breakthrough Business Babe Community. 

Sell or Die is for sales professionals, sales managers, entrepreneurs, and business owners who want to sell more at full price, earn loyalty, and have an unlimited stream of referrals. Every single episode will give you real-world, easy-to-implement solutions so that you can get your calls returned, your proposals read and acted on while creating relationships that you can take to the bank. 

It’s time to sell or die…

And today we are focusing on trusted leadership in business. For more details on each point, listen to the ENTIRE episode on your favorite streaming platform.

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David’s background and interest in trusted leadership.

David used to work as the director of a youth and family organization. He developed a curriculum on leadership. But as he worked on leadership, he began to think that leadership wasn’t the real issue. It was trust. He could look at every problem companies were facing and pair it down to a trust issue at the root.

This was an intuition David had without any formal research. In his grad work, he decided to study it. And then he applied his research in his work with companies. He was amazed at how effective trusted leadership principles were in business.

David has not only seen businesses change because of his research on trust, but he’s also seen his personal life change. He believes he is a better leader, father, and husband because of what he’s discovered. That’s why he’s so passionate about sharing this research with the world.


trusted leadership

Trust in sales and public speaking.

There’s a common misconception that if you’re speaking or pitching, your goal is to be liked. But really, your goal is to be trusted. 

Trust is what leads people to buy. You have to believe in something or someone and that it will work if you’re going to invest in it.

We encourage you to eliminate, “Just trust me” from your vocabulary. Your words don’t mean anything. Instead of saying, “trust me” prove that you are trustworthy through your actions.

Pillars for building trust.

In Trusted Leader, David shares eight pillars for building trust:

  • Clarity: We trust the clear and distrust the ambiguous.
  • Compassion: We trust people who care beyond themselves.
  • Character: We trust those who do right in the world.
  • Competency: We trust those with the capability to get the job done.
  • Commitment: Commitment breeds commitment. We are more likely to commit if we feel someone else is committed to us.
  • Connection and collaboration: We trust people with a willingness to come together.
  • Contribution: We trust people who contribute results.
  • Consistency: We trust reputation, which is built on sameness.

If you want to look at how you can better build trust yourself, David recommends going down this list and ranking these eight pillars based on what you’re best at and what you’re not as good at. Then you can see the areas you might need to improve on. 

David also has great assessments you can take and other resources through his website.

The importance of asking “how.”

David says that a key element of change is asking “how.” Many people emphasize the “why” part of change. And it is important to have a clear vision for why you’re doing something. But it’s even more important to know the “how” and commit to it.

David says to keep asking “how” until you get to a tangible action you can do tomorrow. Here’s an example of narrowing down a goal until you get to the clearest “how” possible:

  • My goal is to lose weight. How?
  • I’ll burn more calories than I’m consuming. How?
  • I’ll consume fewer calories. How?
  • I’ll stop drinking calories. How?
  • When I’m traveling, instead of ordering a coke, I’ll order a Fresca. 

Knowing your specific “how” builds trust. When you implement your “how” consistently, you prove to yourself and others that you are trustworthy.

Create a Powerful Message and Impact Through Trusted Leadership with David Horsager: The Bottomline

Before you build trust with others, you have to build trust with yourself. And how you do that is by consistency. Keep your word to yourself. If you consistently do what you say you’ll do, you’ll form a new relationship with yourself and with others that will dramatically change your business and your life. 

Be sure to listen to all of episode 545 for all the details!

And get this special offer exclusive for Die Hards! Download the first chapter of David’s book for FREE! You can also connect more with David over on Instagram.

Thank you so much for listening to Sell or Die! We hope that this episode helped you find tangible ways to build trust in your business.

If you enjoyed this episode please take a second to rate & review. Each review helps us help more people just like you make a difference in this world! Don’t forget to take a screenshot, share it in your Instagram stories, and tag us @jeffreygitomer and @jengitomer. See you next week!

About your hosts

Known as the King of Sales, Jeffrey Gitomer is the Author of 16 best-selling books including the Little Red Book of Selling, the Sales Bible, and his newest book Get Sh*t Done. In 2008, he was inducted in the Speakers Hall of Fame – the highest award in the speaking industry. His world-class list of clients include companies from  Fortune 500 companies around the world. His digital Learning academy and signature course, The Seven-Figure Sales Formula, offers individuals and teams real-world sales strategies they can implement immediately.

Jen Gitomer gained her prowess in NYC as both a salesperson and award-winning sales leader for a Fortune 500 company. She is the best-selling Author of Sales in a New York Minute, CEO and Founder of Breakthrough Business Babe and a master business growth coach.

Jeffrey and Jen thank you, Diehard, for helping Sell Or Die achieve more than 2 million downloads!

Thanks for Listening!