Trust is the Real Close

The best salespeople don’t always lead with charisma, charm, or pressure. Sometimes, they lead with connection.

In a world where sales is often portrayed as a high-speed, high-stakes game of quotas, scripts, and strategy, there are sales professionals who quietly succeed by doing something entirely different. They listen. They build trust. They make people feel seen. At Suladio, we call these people Relators, and their DRIVE is rooted in emotional safety, loyalty, and meaningful relationships.

The Relator DRIVE is one of the most powerful and misunderstood forces in sales. These individuals aren’t driven by metrics or competition in the traditional sense. Instead, they’re fueled by connection. Their wins aren’t measured in volume but in depth, how well they’ve served, supported, and connected with their customers. And that depth, when given room to grow, becomes one of the most valuable assets on any sales team.

But here’s the problem: most sales training programs aren’t designed for Relators. They’re built for Executives, Producers, and other performance-driven profiles. Scripts, objection-handling tactics, and high-pressure closing techniques may work well for some, but for a Relator, they often feel unnatural and even uncomfortable. The result? Underperformance, burnout, and the mistaken belief that they’re not cut out for sales at all.

This misalignment isn’t about capability. It’s about communication. It’s about motivation. And most importantly, it’s about understanding that not every salesperson is wired the same way.

Relators are naturally empathetic. They intuitively tune into a client’s emotional state. They build rapport slowly but intentionally, often taking the time to really understand a client’s needs before suggesting a solution. Their process isn’t rushed, but it’s deeply effective. Because when a Relator recommends something, their client doesn’t just hear a pitch, they hear a trusted partner offering help.

The sales industry tends to reward speed and volume. But what if it also celebrated consistency and retention? What if we valued depth as much as breadth? Relator-type sellers may not bring in the most new leads in a quarter, but they often generate the highest long-term value. Their clients return. They refer. They advocate.

So how can leaders better support Relators on their teams? It starts with recognition. Recognize that a people-first approach is not only valid, it’s strategic. Then, coach to it.

Relators thrive in environments where they feel safe to be themselves. They need time to build trust, both with their clients and with their managers. Micromanagement, aggressive sales targets, or transactional cultures often cause them to shut down. Instead, they excel when given the space to deepen client relationships and the tools to personalize their process.

For sales leaders, this means adapting how success is measured. Focus less on aggressive short-term numbers and more on customer retention, satisfaction, and long-term growth. Encourage storytelling and relationship-building as part of the sales process. Celebrate moments of connection, not just moments of conversion.

If you’re a Relator yourself, one of the most powerful things you can do is give yourself permission to lead with empathy. You don’t have to mimic high-pressure strategies that don’t feel aligned. Instead, lean into your strengths: trust, listening, and loyalty. When you show up fully as yourself, your clients can feel that. And in a marketplace flooded with noise, being felt is a superpower.

Your DRIVE as a Relator gives you a natural ability to create meaningful, lasting connections—but only if you let it. That means resisting the urge to conform to systems that don’t support you, and instead finding frameworks that allow you to thrive.

That’s what we teach at Suladio. Not just how to sell—but how to sell as you. Through the DRIVE framework, we help Relators (and every DRIVE type) understand what motivates them and how to lead with it.

Because here’s the truth: the best sales aren’t always the flashiest. They’re the most human. And when your process is built on authenticity, trust isn’t just something you earn, it becomes your default.

So if you’ve ever been told you’re “too nice for sales,” or if you’ve felt like you had to change who you are to succeed in this field, know this: your strength isn’t something to hide. It’s your advantage.

Lead with it. Sell with it. And watch what happens when people realize you’re not there to push them—you’re there to understand them.

Because when trust is the foundation, the sale isn’t the end of the relationship. It’s just the beginning.