How Business Really Works: The Business of Trust with Keith Dugdale

Published Monday, 19 September 2016

What does trust mean to you?

To Keith Dugdale, Duff Watkins’ guest on today’s podcast, trust is what matters and without it, everything becomes suspicious.

Keith is a successful author, business coach and international speaker on client relationships and building trust in business. He is the co-author of the best-selling “Smarter Selling: How to grow sales by building trusted relationships” published by Financial Times Prentice Hall, which has now been translated into 5 languages including Chinese and Russian, and is the co-developer of the ENGAGE training program which has been delivered to more than 10,000 people worldwide, directly resulting in hundreds of millions of dollars in sales.

For more than 30 years, Keith’s career focus has been on relationships between people in business, primarily in a sales environment. This has led him to a career with positions varying from head of training and development for PwC China to a business development and sales coach in Australia. Having learned the consulting ropes whilst at PwC, Keith set up his own consulting business in 2004 running sales training and coaching, and now works closely professional services and business-to-business organisations all over the world, helping them to improve the trust they have in their relationships both internally and externally.

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