TrustMatters is an educational webinar series created in partnership between Trusted Advisor Associates and The Get Real Project, with a mission of sharing critical knowledge around the areas of trust and building stronger professional relationships.

TrustMatters offers a FREE, interactive webinar each quarter, featuring contemporary issues and learnings for organizations working to build deeper relations with clients and across internal teams.

View our past webinar archive here

Who should attend? Will it be recorded? View our FAQs.

How to Influence a Skeptical Audience in 3 Simple Steps
Tuesday, April 21st, 2020
@11:00 AM to 11:45 AM EST

Being influential can be challenging in-and-of-itself; being influential with a skeptical audience poses its own unique difficulties. Engaging with people who seem dubious or doubtful in the face of your really good ideas can feel like being in a mental tug of war.

Andrea P. Howe, co-author of The Trusted Advisor Fieldbook and Founder of The Get Real Project, will lead an interactive, “deep dive” discussion on three critical steps required to help a skeptical audience hear what you have to say.

You’ll learn:

  • Why you should actually celebrate that they’re skeptical
  • How to open the conversation or presentation in an unexpected way that’s unexpectedly effective
  • Three specific techniques to listen masterfully while your audience has their guard up
  • How and when to bring your perspectives into the exchange
  • Strategies to skillfully manage the biggest de-railer throughout your interactions (hint: it isn’t them)

Watch Past Webinars from TrustMatters Series

#10. The 2020 Trust Audit: 3 Anchors for Bolstering Your Business
Tuesday, February 25, 2020

#9, How to Sell to an Irrational Buyer
Tuesday, November 12, 2019

#8 – Seven Risks You Should Take to Build Trust 
Tuesday, July 23, 2019

#7 Why Closing is Hazardous to Your [Sales] Health
Tuesday, May 21, 2019

#6 Network Like a Trusted Advisor: Take the Work (and Stress) Out of It
Tuesday, January 29, 2019

# 5 Creating the Trust-Based Organization: 5 Ways to Improve Culture
Tuesday, Dec. 4, 2018

#4 – How to Make a Different Kind of Sales Call
September, 25 2018


#3 – Getting Your Advice Heard & Taken: The Hidden Driver of Influence in Business
May 29, 2018


#2 – 5 Keys to Recovering Lost Trust – Webinar
Feb. 27 2018

View Past Webinars from TrustMatters Series

#1 Understanding the Trust Equation and 12 Trust Tips – Webinar
Dec. 12 2017

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Build deeper trust with your clients and colleagues


The pragmatic, field-oriented follow-on to the classic The Trusted Advisor. Green and Howe go deep into the how-to’s of trusted business relationships—loaded with stories, exercises, tips and tricks, and deeply practical advice.


TrustBasedSelling“Sales” and “Trust” rarely inhabit the same sentence. Customers fear being “sold” — they suspect sellers have only their own interests at heart. Is this a built-in conflict? Or can sellers serve buyers’ interests and their own as well? The solution is simple to state, hard to live—and totally worth the effort.



The Trusted AdvisorThis classic book explores the paradigm of trust through the filter of professional services. It is a blend of thought and practice, clear ideas and practical suggestions, and it has found a place on many professionals’ working bookshelves.


TrustMatters Webinar FAQs

How Do I Join?

Click on the webinar (above) and register via Eventbrite. Upon registration you will receive a confirmation email and add to calendar link with the meeting link. We will also send out a reminder email to all registrants, 24-48 hours prior to the webinar with the link.

Who is this webinar for?

Our programs are best-suited to the following industries:

  • Management Consulting
  • Finance & Banking
  • Accounting Services
  • B2B Sales
  • Media & Advertising
  • Technology
  • Other high-price-point, complex products, and services

Our programs are best-suited for the following roles:

  • Sales & Business Development
  • Project, Account, and Relationship Managers
  • Internal Corporate Staff Functions
  • Customer Service & Support Functions

Will this webinar be recorded?

Yes. We will send a link out of the recording to all registrants after the webinar.

How can I contact the organizer with any questions?