Building Trust, Networks, and Revenue Growth with Todd Cassler - Part 1 | Selling Intelligence

In this episode of Selling Intelligence, Todd Cassler, Chief Revenue Officer at Wilshire, joins Mark Petruzzi and KK Anderson to explore the fundamentals behind trust, relationships, and sustainable revenue growth. Todd explains the three questions every buyer is trying to answer: Can I trust you? Do you add value? Will you put my interests ahead of your own? He shares how preparation, consistent follow-up, and delivering on small commitments can help sellers build credibility throughout the sales cycle. The conversation also introduces Todd’s concept of “Network Alpha,” the ability to activate the right relationships at the right time to create favorable outcomes. Todd explains why simply having a strong network is not enough, how great relationships create “presence in your absence,” and why sales leaders should intentionally teach their teams how to build and activate their networks. Todd also breaks down why salespeople can only deeply focus on three to four priorities at a time, how leaders can distinguish between what is truly sellable and what is simply tellable, and why curiosity and observation are critical for uncovering opportunities buyers may never state directly. In this episode: The three questions every buyer asks before making a decision How preparation and follow-up build trust throughout the sales cycle Why salespeople should create a clear next action after every meeting What Network Alpha means and how sellers can use it Why having relationships is different from knowing how to activate them How to create presence in your absence through referrals and advocates How leaders can develop networking skills across an entire sales team Why sellers should focus deeply on three to four priorities The difference between what is sellable and what is tellable How better questions and observation reveal hidden sales opportunities CHAPTERS 00:00 Introduction 01:21 The Three Questions Every Buyer Asks 03:14 Building Trust Across the Sales Cycle 04:37 Preparation, Follow-Up, and the Next Action 06:01 Evaluating Salespeople Through Their Actions 08:47 What Is Network Alpha? 09:23 Evaluating a Seller’s Network 12:16 Creating Presence in Your Absence 14:22 Using Content and Technology to Add Value 16:06 Building Network Alpha Across a Sales Team 17:30 Why Sellers Need Focus 19:33 Finding Opportunities on the Margin 21:34 What’s Coming in Part 2 Follow Selling Intelligence for more conversations with revenue leaders on building stronger sales organizations, developing trusted relationships, and driving sustainable growth. Subscribe wherever you get your podcasts. Disclosures Recording Date: August 10, 2026 This does not constitute advice or a recommendation or offer to sell or a solicitation to deal in any security or financial product. Except where otherwise indicated, the information contained in this presentation is based on matters as they exist as of the date of preparation of such material and not as of the date of distribution or any future date. The views and opinions expressed are those of the speaker and do not represent Wilshire as a whole.