How to Address the Number One Hidden Challenge for B2B Sellers

Episode #206:Julian Kulkarni, Former SVP and CMO at Reapit, CEO at Tangible Consulting, and Senior Adviser at Accel-KKR, explores the hidden challenge of trust in B2B sales. He explains why companies must first establish internal alignment and credibility. Julian shares data showing 61% of global buyers worry that leaders mislead them. He then outlines how internal trust fuels long‑term customer relationships and sustainable growth.“Do not forget the importance of human interaction and human trust, both inside your business and outside it, at every level. Continue to nurture it and build upon it. Look yourself in the mirror, ask people what they honestly think of you and your work, take their feedback seriously, and act on it. That’s how you win.” – Julian KulkarnWhen leaders actively build trust within their teams, they create a culture where promises are kept and values are lived daily, not just framed in the boardroom. Julian explains how this internal foundation directly fuels long-term customer relationships and sustainable growth. Trust is not just a soft value. It is a strategic advantage that must be practiced every day.Follow Julian Kulkarni on LinkedInFollow host Steve MacDonald on LinkedI