Actions always speak louder than words for sales people

The Trust Crisis

In a world where misinformation tops global risk reports, trust has never been more important for sales people.

The evidence

A World Economic Forum report in early 2025 classified Misinformation and Disinformation as the no. 1 perceived global risk for the next 2 years (above extreme weather events or conflict).

Why? Because AI is creating a tension

Faith Popcorn (futurist and trend forecaster) talks about how the evolution of AI will create groundbreaking advancements and expanded influence - whilst also creating human concern - even fear.

As consumers and buyers ourselves, we know it's incredibly easy for businesses and brands to say something, anything.

But increasingly we're asking ourselves do they really mean it? And is it true?

Relating this to sales: Walkers crisps story "Walking the Talk" 

A step-changing vision

• Back in the 1990s Walkers crisps had <20% share of the UK market
• When PepsiCo bought Walkers they had a clear business aim - to be synonymous with quality crisps & No.1 in the market

Operational alignment

• This aim became a clear roadmap right through the organisation
• The business changed supply, production and packaging to improve shelf life, freshness and ultimately taste
• And importantly, they measured the output and the impact, showing everyone internally & externally exactly how much it mattered (to paraphrase John Doerr)

Field Sales putting strategy into Action

• The field sales team at the time, were tasked with showing this simple checklist to every newsagent & corner shop we called on
• So we weren't just telling them that quality was important and would drive sales - we were showing them
• The evidence was there for all to see.

Modern Implications

So what does this mean for today’s brands claiming sustainability, health, or innovation? Are they showing us—or just telling us?

Ultimately evidence-based selling, that can demonstrate genuine brand and product truths will help brands to succeed against the back drop of misinformation in today's world.