“People buy from people they trust — not from bots.” That’s how EksAyn Anderson summed it up during his conversation with Rob on the Simply Be Found Huddle.
In today’s digital-first world, if you want to grow your business, you need to do more than automate. You need to build trust in B2B sales by leading with kindness, real connection, and human-first outreach.
When Rob asked how EksAyn managed to land a meeting with a high-level director in New York, his answer was simple: “I was nice to his secretary.” That sincere compliment — sent with no agenda — opened a door no sales script ever could.
About This Huddle’s Special Guest
EksAyn Anderson is a speaker, author, sales expert, and founder of Dadfluence.org, a movement focused on helping fathers lead with principle and presence. He has been featured in Forbes, appeared on numerous podcasts, and brings a unique perspective that blends high-level B2B sales experience with real-world parenting insights.
With a background in social psychology and years of experience selling to top executives — including government officials and business leaders — EksAyn teaches that the same principles that influence a toddler also influence a boardroom: sincerity, connection, and trust.
Whether he’s coaching sales teams, supporting fathers, or advocating for value-driven leadership, EksAyn’s message is clear — kindness is a competitive advantage.
Learn more at dadfluence.org.
Why You Need to Build Trust in B2B Sales — Now More Than Ever
In today’s fast-paced digital economy, small business owners are under pressure to generate leads, close deals, and scale visibility — often without the support or budget of big corporations. The knee-jerk response? Automate, automate, automate. But here’s the catch: bots don’t build trust. People do.
If you want to consistently drive sales, earn referrals, and build long-term business relationships, you need to do one thing very well: build trust in B2B sales. Not by being flashy. Not by being everywhere. But by being real.
Guest EksAyn Anderson dropped some powerful insight on this during a recent Simply Be Found Huddle: the smallest act of sincerity — like complimenting a secretary or thanking a bank clerk — can open doors that even million-dollar ad campaigns can’t touch.
Trust isn’t a tactic. It’s the long game that always pays off.
The Bank Story That Became a Sales Blueprint
EksAyn once walked into a bank to resolve an overdraft issue. Not a glamorous story — until he made it one. After a kind teller named Jeff helped him out, EksAyn did what few would think to do: he emailed Jeff’s boss with a thank-you note, praising Jeff’s professionalism.
That 3-minute gesture didn’t just earn him goodwill — it turned him into a VIP. From then on, every time he entered that branch, he got moved to the front of the line. The staff recognized him. They treated him like someone who mattered.
Years later, that same approach — praising someone’s assistant — got him into the office of a high-level director in New York who told him, “You’re the only salesperson I’ve ever let in here.”
Why? Because EksAyn built trust in B2B sales not through gimmicks — but through gratitude.
The Bot Epidemic: Why Your “Smart” Outreach Isn’t Working
Let’s face it: most cold outreach today sounds like it was written by the same AI robot in an abandoned office cubicle.
“Loved your post. Let’s connect.”
“Just circling back on my previous message…”
“We help businesses like yours save 27%…”
These messages are void of personality — and worse, they assume automation can replace authenticity.
EksAyn calls this out directly: “If all you’re doing is sending a bot chat or emails, you’re leaving business on the table.”
To build trust in B2B sales, your messages must:
- Feel like they came from a real person
- Speak to a real problem or opportunity
- Sound like something you would say in a room
The secret isn’t more outreach. It’s better outreach. Human outreach.
Real Business Case: How One Honest Mechanic Built a Five-Star Reputation
One of the most powerful examples shared by EksAyn was about a local mechanic named Mike. The first time EksAyn went to Mike, he was quoted $1,500 elsewhere. Mike? Charged him $10.
Later, a larger repair was quoted at $523 — but Mike called him back and said, “Found a coupon. It’s only $440.”
That wasn’t just good service. It was integrity in action. The result?
- 70+ 5-star reviews
- Many referencing honesty, trust, and character
- A steady flow of business based on reputation
This is how you build trust in B2B sales in your local market: be real, be reliable, and be radically transparent.
How Parenting and B2B Sales Use the Same Psychology
Here’s where things get surprisingly deep. EksAyn — also a parenting expert — explains that business relationships and family dynamics share the same foundational truth:
“What you water grows. If you give attention to good behavior, it flourishes. If you only respond when things go wrong, you’re reinforcing the wrong behaviors.”
In business, this means:
- Rewarding consistency, not just big wins
- Noticing small details clients appreciate
- Giving attention before things go wrong
Whether you’re closing deals or raising kids, the principle is the same: trust comes from consistency and presence.
Weekly Game Plan: 5 Simple Ways to Build Trust in B2B Sales
If you’re ready to go from invisible to unforgettable, here’s your weekly trust-building checklist.
🛠️ Weekly Trust Tasks:
- Send a praise email — CC a manager when someone helps you out.
- Record a video response — Use Loom or your phone to reply with your face and voice.
- Personalize a pitch — Scrap the template. Speak to their real need.
- Showcase a value-driven review — Highlight testimonials about honesty, helpfulness, and care.
- Engage with no agenda — Comment on someone’s post or share a compliment with no pitch attached.
These actions help you stand out in a sea of sameness — because they show you care.
Tech Is a Tool — Trust Is the Driver
At Simply Be Found, Rob shared how their own approach to customer support shifted to video instead of phone calls. Not to reduce connection — but to improve it.
By using video messages, clients felt more seen, understood, and supported — on their own time. It humanized the process, even digitally.
That’s the takeaway: use tech to enhance trust, not replace it.
Leadership at Home = Leadership at Work
EksAyn says it best: “You’re the CEO of your child’s education.” That same leadership mindset applies to your business.
Great leaders:
- Set expectations
- Communicate clearly
- Follow through consistently
- Hold space for growth — and mistakes
Whether you’re guiding a sales team or raising future adults, the same values apply: honesty, accountability, patience, and compassion.
Build Trust in B2B Sales — The Right Way
If you’re ready to stop chasing cold leads and start building warm relationships that convert — let’s make it happen.
Simply Be Found helps local businesses like yours:
- Show up where customers are searching
- Build credibility through consistency
- Use SEO and smart tools to scale without selling out
This is how you build trust in B2B sales — and win.
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👉 Contact Our Team — Let’s get real.
Transcript
- 00:00 | Welcome & Guest Introduction
- 00:35 | Business Meets Parenting: The Overlap
- 01:00 | Influencing Toddlers vs. Executives
- 02:10 | The Struggles of Work-Life Balance
- 03:00 | Story: How Kindness at a Bank Changed Everything
- 05:20 | Getting Through Gatekeepers with Compliments
- 07:15 | How a Thank You Email Opened B2B Doors
- 09:30 | Sales Is About People, Not Just Products
- 11:20 | The Problem with AI-Driven Outreach
- 13:00 | Why Trust & Sincerity Drive Sales
- 15:20 | From Texts to Face-to-Face: Scaling Trust
- 17:10 | Personal Connection = Better Conversions
- 19:25 | Using Video to Build Digital Relationships
- 22:00 | The Power of Personal Brands Over Corporate Logos
- 24:10 | Why Video Outperforms Text in Communication
- 26:20 | Trust Begins with Consistent Values
- 28:10 | The Hidden Dangers of Misinterpreted Messages
- 30:15 | Parenting Tip: Water the Behavior You Want to Grow
- 32:30 | Story: The Kid Reinforced for Bad Behavior
- 34:40 | Psychology Behind Positive Reinforcement
- 36:15 | Social Media & Influencer Impact on Kids
- 39:00 | Who’s Really Raising Your Children Online?
- 42:20 | Be the CEO of Your Child’s Education
- 44:10 | Tech Addiction: Why Kids Need Boundaries
- 47:00 | Using Apple Watch Instead of Phones for Safety
- 50:00 | Parental Controls and Digital Awareness
- 53:15 | Why Failure is Essential for Growth
- 55:00 | Teaching Kids the Law of the Harvest
- 57:40 | Aligning with Life Principles Like Gravity
- 1:01:15 | Generational Wealth Starts at Home
- 1:03:45 | Letting Kids Learn Through Hard Work
- 1:06:30 | The Three Foundational Values: Work, Kindness, Honesty
- 1:09:10 | How to Prepare Kids for the Real World
- 1:11:03 | Where to Follow & Connect with EksAyn Anderson
00:00 | Welcome & Guest Introduction
Rob: “Welcome to the Simply Be Found Huddle! I’m excited today because we’re diving into a topic that blends two powerful worlds—business and parenting. With me is Xane Anderson, also known as ‘X.’ He’s a sales expert with features on Forbes, but he’s also incredibly passionate about helping fathers become more present and effective.”
EksAyn: “Thanks for having me, Rob. It’s awesome to be here. I’ve spent years noticing how the same principles that help close deals also help build better relationships at home. It’s wild how much those two overlap.”
00:35 | Business Meets Parenting: The Overlap
Rob: “That’s so interesting—most people probably think parenting and business are totally separate.”
EksAyn: “Exactly, but here’s the truth: principles like empathy, timing, and consistency work in both. Whether you’re trying to influence your toddler to calm down or a decision-maker to take a meeting, the psychology is often the same. It’s about learning how people react, how to listen deeply, and how to be intentional with your words.”
01:00 | Influencing Toddlers vs. Executives
Rob: “Okay, so give me an example. How is influencing a child anything like dealing with a high-level executive?”
EksAyn: “Great question. Let’s say your toddler is upset. You stay calm, acknowledge their feelings, and redirect their focus. Now picture calling an executive’s office—you’re polite to the gatekeeper, you listen, you adapt. It’s all about approach and emotional intelligence. Whether you’re in a boardroom or a living room, influence looks remarkably similar.”
02:10 | The Struggles of Work-Life Balance
Rob: “I’ve got to admit, I struggle with this myself. After a long workday, it’s tough to fully shut off and be present at home.”
EksAyn: “You’re not alone. Especially now with remote work, the lines blur more than ever. I’ve had to learn how to mentally transition out of business mode and into dad mode. And honestly? That starts with awareness and intention. Otherwise, it’s too easy to let your stress leak into family time.”
03:00 | Story: How Kindness at a Bank Changed Everything
EksAyn: “Let me tell you a story. Years ago, my bank account was overdrawn. I was embarrassed, went in to fix it, and the bank rep, Jeff, was kind enough to waive a bunch of the fees. I thanked him on the spot—but later I took two minutes to write his boss a compliment email. A few days later, I noticed the staff treated me differently. I wasn’t just a customer—I became someone they remembered. All because of a simple, sincere thank-you.”
05:20 | Getting Through Gatekeepers with Compliments
Rob: “So you’re saying a simple thank-you email changed everything?”
EksAyn: “Yep—and it’s something I still use. I once called a company and got a super friendly gatekeeper. I complimented her sincerely and emailed her boss about it while we were on the call. That act got me in the door. It wasn’t a sales trick—it was just respect. If you want to build trust in B2B sales, treat everyone like they matter. Assistants, receptionists—they’re the first line of trust.”
07:15 | How a Thank You Email Opened B2B Doors
Rob: “That’s amazing. So the exec responded just because you were kind to his assistant?”
EksAyn: “Exactly. He told me I was the only salesperson he ever let in because I was nice to her. When you build trust in B2B sales, it often starts with how you treat the people others overlook. Forget scripts—be sincere. If you’re kind to the gatekeepers, you earn a fast track to the decision-makers.”
09:30 | Sales Is About People, Not Just Products
Rob: “That makes so much sense. You can feel when a sales pitch is human—or robotic.”
EksAyn: “That’s the issue with most outreach now—it lacks connection. Buyers don’t just want solutions, they want to feel safe making a decision. You build trust in B2B sales by showing up as someone who’s real and invested. They’re not buying just your product—they’re buying you.”
11:20 | The Problem with AI-Driven Outreach
Rob: “You ever just scroll through your inbox and sigh at all the copy-paste sales pitches?”
EksAyn: “All the time. You can tell when a message was generated by AI—it’s impersonal, robotic, and often just wrong. You can’t build trust in B2B sales by sounding like a script. People want real. They want to feel seen and understood. And that takes time, attention, and effort—something bots haven’t mastered.”
13:00 | Why Trust & Sincerity Drive Sales
Rob: “So what’s more powerful than automation?”
EksAyn: “Sincerity, hands down. People don’t want to be a number in your funnel—they want to be valued. When you lead with kindness and mean what you say, it builds credibility. If you want to build trust in B2B sales, forget gimmicks. Show up as a human who listens, understands, and actually cares about solving their problem.”
15:20 | From Texts to Face-to-Face: Scaling Trust
Rob: “You’ve said communication is like a ladder. What do you mean by that?”
EksAyn: “Think of it this way—text is the bottom rung. Phone calls are a step up. But video or in-person? That’s where the real connection happens. If you want to build trust in B2B sales, you’ve got to move closer to the client. That effort shows you’re serious—and people respond when they see you’re invested in them.”
17:10 | Personal Connection = Better Conversions
Rob: “We’ve found that conversion rates always go up when we add a personal touch—like a quick video message instead of another email.”
EksAyn: “That makes total sense. People crave connection. You build trust in B2B sales by letting people see who you are—not just what you’re offering. When they can look you in the eye—even through a screen—it builds comfort. And when people feel comfortable, they’re far more likely to say yes.”
19:25 | Using Video to Build Digital Relationships
Rob: “At Simply Be Found, we stopped doing phone support and shifted to videos. It helped us stay personal, even without live calls.”
EksAyn: “That’s brilliant. Video lets your customer see your sincerity. It creates familiarity. If you want to build trust in B2B sales in a scalable way, video is the bridge. It feels personal, even if it’s one-to-many. The more real you seem, the easier it is for people to connect with your brand.”
22:00 | The Power of Personal Brands Over Corporate Logos
EksAyn: “We’ve moved into a world where people trust people—not faceless companies.”
Rob: “Right? A logo doesn’t build trust, but a face does.”
EksAyn: “Exactly. If you’re trying to build trust in B2B sales, lead with your story. Be visible. Share your values. Personal brands outperform corporate ones because buyers want to know who’s behind the curtain. Authenticity is the new currency.”
24:10 | Why Video Outperforms Text in Communication
Rob: “Text just leaves too much room for interpretation. Tone gets lost.”
EksAyn: “Exactly. Video shows tone, body language, eye contact—it’s the closest thing to a real conversation. That’s why it’s so powerful when you’re trying to build trust in B2B sales. Your prospect sees your sincerity and hears your voice. It humanizes you, which is something plain text just can’t do.”
26:20 | Trust Begins with Consistent Values
Rob: “So it’s not just about what you say, but who you consistently show up as?”
EksAyn: “Absolutely. Consistency builds credibility. If your digital presence reflects your real-life behavior, people feel safe doing business with you. You build trust in B2B sales by being predictable in the best way—reliable, values-driven, and aligned across every interaction.”
28:10 | The Hidden Dangers of Misinterpreted Messages
Rob: “I’ve had texts land completely wrong just because I was rushed.”
EksAyn: “That happens all the time. Without facial expressions or tone, people project their own mood onto the message. That’s risky, especially in sales. If you want to build trust in B2B sales, use formats that reduce confusion. Add a quick video or voice note. Let them hear and feel your intent.”
30:15 | Parenting Tip: Water the Behavior You Want to Grow
EksAyn: “In parenting, we often make the mistake of giving all our attention to the bad behavior. But what you give attention to grows. It’s the same in business. If you want to build trust in B2B sales, you’ve got to notice and acknowledge the good. Positive reinforcement works with kids, teams, and clients. Praise what’s working, and you’ll see more of it.”
32:30 | Story: The Kid Reinforced for Bad Behavior
Rob: “That reminds me of school stories where the class clown got all the attention.”
EksAyn: “Exactly. There was a kid who kept misbehaving and got more attention for it than when he followed the rules. The lesson? Attention reinforces action. So in business, if we’re always reacting to problems instead of highlighting positive outcomes, we miss chances to build trust in B2B sales the right way.”
34:40 | Psychology Behind Positive Reinforcement
Rob: “So the goal is to catch people doing the right thing?”
EksAyn: “Totally. And to name it. Whether it’s a child sharing or a team member going above and beyond, naming and praising the behavior reinforces it. If you’re trying to build trust in B2B sales, the same applies—acknowledge client wins, celebrate small progress, and you create a foundation of trust.”
36:15 | Social Media & Influencer Impact on Kids
Rob: “These days, kids are learning more from YouTube than from their own families.”
EksAyn: “That’s what worries me. Influencers have become role models, and parents don’t even know who their kids are watching. If we’re not intentional, we outsource their values to people we’d never invite into our homes. And just like in business, trust is built through consistency and connection. You wouldn’t build trust in B2B sales without vetting your channels—why raise kids any differently?”
39:00 | Who’s Really Raising Your Children Online?
EksAyn: “We’ve got data scientists and algorithm designers fighting for our kids’ attention. They want them addicted, because that’s how platforms profit.”
Rob: “And it’s easy for parents to check out—especially when life’s chaotic.”
EksAyn: “Exactly. But you wouldn’t trust a random vendor to lead your sales team. Same principle applies—if we want to build trust in B2B sales, we evaluate our tools. We need to do the same at home. Be the gatekeeper, not just the bystander.”
42:20 | Be the CEO of Your Child’s Education
Rob: “That’s a bold way to put it—being the CEO of your kid’s education.”
EksAyn: “But it’s true! CEOs don’t delegate blindly. They monitor performance, values, and goals. In parenting, that means vetting schools, apps, and even extracurriculars. The same leadership you’d use to build trust in B2B sales—strategic decisions, values alignment, consistent feedback—that’s what you bring to the parenting table too.”
44:10 | Tech Addiction: Why Kids Need Boundaries
Rob: “I think parents are scared to say no to tech. But these devices are built to be addictive.”
EksAyn: “Exactly. There are teams of engineers designing apps to hijack your child’s brain chemistry. You wouldn’t hand your sales process to a company without reading the fine print, right? Same applies here. Just like you build trust in B2B sales by setting boundaries and expectations, you build trust at home by protecting your kids and being consistent.”
47:00 | Using Apple Watch Instead of Phones for Safety
Rob: “We found a middle ground—our daughter uses an Apple Watch instead of a phone. She can call us, but she can’t go down YouTube rabbit holes.”
EksAyn: “That’s smart. It keeps communication open without handing them the entire internet. You’re maintaining safety while still giving trust. It’s a principle that works in business too. You build trust in B2B sales by giving clients just enough control while making sure they’re supported. Boundaries actually create security.”
50:00 | Parental Controls and Digital Awareness
Rob: “I’ve met so many parents who have no idea what their kids are watching. But we have tools—we can set controls.”
EksAyn: “Right! And we should. You don’t let your clients walk blindly into a decision—they rely on your guidance. If you want to build trust in B2B sales, you provide structure and transparency. It’s the same at home. Kids trust you more when you show them that their safety is a priority—not just a restriction.”
53:15 | Why Failure is Essential for Growth
Rob: “I see so many parents trying to shield their kids from any failure. But that’s where all the learning happens.”
EksAyn: “Exactly. If a child never struggles, they’ll never grow resilience. It’s no different in business. When you let your team or your client fail in small, manageable ways, they become more capable. To build trust in B2B sales, you can’t just promise perfection—you help people navigate the ups and downs with support.”
55:00 | Teaching Kids the Law of the Harvest
EksAyn: “The law of the harvest is simple: you plant, you nurture, you wait, and eventually, you reap. That principle is as real as gravity.”
Rob: “And so many people want shortcuts.”
EksAyn: “Exactly. But there are none. Whether you’re raising kids or trying to build trust in B2B sales, the outcome is the result of consistent effort over time. You can’t fake roots—you have to grow them.”
57:40 | Aligning with Life Principles Like Gravity
Rob: “You’re saying things like honesty and effort are just as real as gravity?”
EksAyn: “Yes—and just as unavoidable. If you lie, people won’t trust you. If you don’t work, you won’t succeed. These principles apply in every arena. If you want to build trust in B2B sales, align with truth, integrity, and reliability. Do the same at home, and your kids will thrive.”
1:01:15 | Generational Wealth Starts at Home
Rob: “Legacy isn’t about just leaving behind money, right?”
EksAyn: “Exactly. It’s about leaving behind mindset, values, work ethic. The greatest wealth you can pass on is how to treat people, how to show up, how to earn trust. If you build trust in B2B sales and in parenting using the same foundation—honesty, kindness, work—your legacy will last far beyond your business.”
1:03:45 | Letting Kids Learn Through Hard Work
Rob: “My kids do chores not because I can’t do them faster—but because they need to learn.”
EksAyn: “That’s parenting with purpose. You don’t learn perseverance by watching someone else work. The same way you build trust in B2B sales by showing you’re willing to roll up your sleeves, kids learn life’s rhythm by actually doing hard things. Effort builds character.”
1:06:30 | The Three Foundational Values: Work, Kindness, Honesty
EksAyn: “If I could give my kids just three tools for life, it’d be this: work hard, be kind, and always tell the truth.”
Rob: “That works in business too.”
EksAyn: “It works everywhere. You build trust in B2B sales and at home by leading with those values. They’re simple, but powerful.”
1:09:10 | How to Prepare Kids for the Real World
Rob: “Sometimes the best thing you can do as a parent is just step back and let them figure it out.”
EksAyn: “Yes. Because in the real world, there’s no script. And if they don’t learn now, they’ll crash later. We build trust—at home and in business—by preparing others for independence. The goal is not to be needed forever, but to send them out equipped.”
1:11:03 | Where to Follow & Connect with EksAyn Anderson
Rob: “X, where can people connect with you and dive deeper into this?”
EksAyn: “I’d love for folks to check out dadfluence.org. It’s a growing movement focused on helping dads lead intentionally. If we want a better world, it starts in the home—but these same principles? They also build trust in B2B sales, communities, and everywhere else we show up.”
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About This Huddle’s Special Guest
