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Lead With Trust: Stop Chasing Buyers & Start Building An Unstoppable Business

Your Buyers Already Distrust You. Here’s How to Change That.

Lead With Trust gives you a practical step-by-step framework for becoming the most trusted choice in your market.

Ultimately, everything in business comes down to trust. If your buyers trust you, everything gets easier: Lead generation? Easy. Closing deals? Easy. Customer loyalty? Easy.

We all know that. Yet, very few organizations build trust on purpose. Why? Because trust feels fuzzy, intangible, and hard to define. So we default to another marketing campaign or sales tactic, hoping this time things will change.

Lead With Trust is here to change that. 

In this book, Hannah Eisenberg, The TrustLeader Coach and Certified Endless Customers Coach (formerly They Ask, You Answer), compiles 25+ years of B2B marketing and sales experience into a simple yet effective framework: The TrustLeader Framework. 

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What Others Say About Lead With Trust

"Lead with Trust deserves a place alongside iconic books like The 7 Habits of Highly Effective People and The Tipping Point.”
Joel Salatin
Joel Salatin
Farmer, Author, Lecturer
"In Lead with Trust, Hannah shows why building trust the right way is not only a smart strategy, but also a passionate and beautiful way to live.”
DavidCBaker
David C. Baker
"The expert's expert"—NYT. Author of The Business of Expertise
Running a business today can feel chaotic, like you are pulled in every direction at once. But you do have an anchor that will hold during any storm: the principle of trust. The TrustLeader Framework will help you set that anchor deep, so your company and your brand are built to last.
Marcus Sheridan
Marcus Sheridan
Author of Endless Customers and They Ask, You Answer

What you’ll learn in this book

  • How to make trust tangible so you can measure, manage, and scale it like any other business asset.

  • How to build trust intentionally, systematically, and on purpose by following the nine simple steps of the TrustLeader Framework

  • How to create a personalized trust-building roadmap and plan of action based on your unique situation

  • How to go from “one of many” to market leader by being the most trusted and known brand in your space.

  • How to win without compromising your integrity—buyers seek you out, sales cycles shorten, close rates improve, and loyalty fuels sustainable growth.

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The TrustLeader Framework

The TrustLeader framework is a step-by-step model for building trust intentionally and systematically by

  • Communicating your competence, reliability, and integrity,
  • Behaving with empathy, respect, and benevolence, as well as
  • Leading through shared values, customer empowerment, and ethical disruption.

Meet The Autor

Hannah Eisenberg is a B2B trust expert and the founder of TrustLeader. With 25+ years in B2B marketing and sales—including a decade at SAP Global Marketing advising senior executives on competitive strategy—she has guided CEOs and leadership teams across industries to put trust at the center of their growth.

She created the TrustLeader Framework in 2024 and has since dedicated her work to transforming trust from a vague aspiration into a clear, measurable, and unstoppable driver of business success.

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Who it’s for

  • CEOs and leadership teams of B2B companies who want a strategic growth advantage.

  • Sales and marketing leaders who need to align on what trust really looks like.

  • Any business builder who believes doing the right thing should be the winning strategy.

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Have Questions?

Why are you sending copies of your books for free?

My goal is to impact 1,000 businesses a year through my work directly. Sending business leaders a free copy of my book is the fastest and most powerful way to accomplish this goal.

What's the catch? What happens when I fill out the form?

When you fill out the form, I will send you a book as soon as it is published in early 2025. In addition, you will receive an occasional email from me about the book launch, the TrustLeader assessment, and trust building in general.