The Trust-First Advantage in Modern B2B Growth

Episode #269:

Seth Carpien, Chief Growth Officer at Tricon Infotech, and Misti Fragen, VP of Change Management and Digital Transformation at Tricon Infotech, explore why trust must come before selling in modern B2B environments. They explain how leaders who invest time in building authentic relationships create stronger opportunities for collaboration, long-term partnerships, and sustained growth across industries. Their discussion highlights how genuine engagement, community building, and human connection allow organizations to develop meaningful credibility that influences buying decisions and strengthens professional networks over time.

“Be comfortable building relationships first and building trust first. You can design strategies and frameworks all day long, but in the end you still have to go out, invest the time, and put in the work required to develop real relationships.” - Seth Carpien

In this episode, Seth and Misti unpack why trust is not a soft idea in B2B growth, but a practical advantage that shapes buying decisions, strengthens executive relationships, and creates long-term opportunities. They share how authentic engagement, consistency, and community building help leaders move beyond transactional selling and build lasting credibility.

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