Psychology of sales - and why trust is the real currency in Europe.

Before diving into outsourcing and the European hesitation to pay for value, Lubomir Georgiev reflects on the deeper cultural dynamics shaping sales across the continent. Together with Dominique De Bernardi, the two explore how perception, trust, and historical mindset impact the way business is done - and what that means for those working in sales today.

"Lubomir, you’ve said that salespeople in Europe start at a disadvantage. What do you mean by that?"

Lubomir Georgiev: "There’s a trust gap. As a salesperson here, you often start on a kind of “debit” in the relationship - you’re expected to prove that you’re not just here to sell for the sake of selling. That’s very different from what I’ve seen in North America, where sales is a respected role, even admired in many cases. In Europe, there’s still a bit of suspicion baked in."

"Dominique, is that something you’ve experienced too?"

Dominique De Bernardi: "Definitely. In many parts of Europe, there’s a built-in resistance - not necessarily to the offer, but to the idea of being sold to. People worry they’re being tricked. That creates a dynamic where even if the product or service is valuable, the person presenting it is assumed to be pushing an agenda. It takes more time to build credibility."

"So how do you navigate that, Lubomir?"

Lubomir: "You slow down. You listen. You don’t lead with a pitch - you lead with curiosity. I’ve found that when you truly engage with the person and what they need, the conversation becomes much more natural. It’s not about persuasion - it’s about usefulness. And that’s when a real exchange happens: you’re not just selling; you’re helping."

"Dominique, do you think this is also linked to how people view outsourcing and external services more broadly?"

Dominique: "Absolutely. It’s the same emotional barrier - Can I trust this person with my money? - that influences both sales and outsourcing. In the U.S., switching providers is seen as part of business. In Europe, a bad experience often confirms the belief that it wasn’t worth outsourcing in the first place. That hesitation is rooted more in trust than in budget."

"Lubomir, what would you say to someone trying to build a sales practice in this context?"

Lubomir: "Understand that you’re working with the same human psychology everywhere - but in Europe, you have to earn your spot first. Be transparent, be patient, and focus on creating value before asking for anything in return. If you do that consistently, you’re not just closing deals - you’re changing how people feel about sales entirely."

About the author - Lubomir is a business development specialist and relationship strategist with a passion for connecting bold ideas with the right opportunities. As one of the driving forces behind commercial growth at FRAM Creative, he leads client acquisition and strategic fit, identifying high-potential projects, securing partnerships, and ensuring each client receives exceptional digital service and long-term value.

With a background that spans technology entrepreneurship, electronics repair, and commercial real estate, he brings a rare blend of hands-on technical knowledge and sharp business insight. His experience in coworking and serviced office development adds an operational and spatial edge to his strategic approach.

‍