Keith Dugdale

Helping people build trust in business, and learning better and easier ways to ‘sell’


Keith Dugdale is passionate about helping people build trust in business, and learning better and easier ways to ‘sell’. Where once you could get away with preparing your sales pitch and doing a hard sell, these days those tactics don’t differentiate you, position your services as a commodity, and make it harder and harder to get in the door. Now you must focus on building trust, and building it quickly.

A successful author, business coach and international speaker on client relationships and building trust in business, for more than 35 years Keith’s career focus has been on building trusted relationships between people in business, primarily in a sales environment.

Alongside international speaking and consultancy engagements, he delivers the ENGAGE sales training program, which he co-developed with David Lambert after observing what the best-of-the-best professional services sellers did and essentially ‘decoding’ it. The two-day program has now been delivered to more than 10,000 people worldwide, directly resulting in hundreds of millions of dollars in sales, and will soon be available online through The Academy of Trust.

Current work

As the Managing Director of the Business of Trust, Keith works with clients all over the world, primarily professional services firms and other B2B organisations, but increasingly finds himself working with more traditional product-based organisations as well, as they strive to become more service-oriented to reduce the danger of commoditisation. Some of his current and past clients include VWR, Deloitte, Aurecon, ARUP, Minter Ellison, PwC, AECOM, Calibre Consulting, Allens, and Adidas.

By focusing on trust and not selling he helps individuals and organisations understand how to:
– Raise the profitability of their work. Partly by focusing on having the relationship with the economic buyer, and partly through removing proposal processes out of the sales cycle as much as possible.
– Shorten the sales cycle by getting to the stage very quickly where clients want to buy a service because they want to work with the provider.
– The confidence of people to have broad and deep conversations, build relationships and ultimately win work.

Keith is also a certified trainer of Think on Your Feet, and a member of the Sales Masterminds Australasia group.

Previous experience

Work: After 25-years with PwC in Europe, Asia and Australia, he learned to ‘decode’ what it is that the best-of-the-best sellers, rainmakers and relationship builders do, and co-created his Smarter Selling methods with David Lambert to teach others these exact techniques.

Author: He is the co-author of the best-selling ‘Smarter Selling: How to grow sales by building trusted relationships’, now in its second edition published by Financial Times Prentice Hall, which has been translated into 5 languages including Chinese and Russian.


Talking Points
Building the trusted organisation
What do customers/clients really value?
How to build trusted client relationships quickly
How to get meetings with busy decision makers
Moving beyond price or How to leverage relationship selling in a procurement-driven world
Developing a client-centric sales culture
Pitching to win