Episode #3 – Ryun Singh

In today’s installment of the ABB Sales in Motion series, I’m with Ryun Singh, an accomplished sales and business development leader with over 17 years of experience in energy sustainability and industrial automation. We dive into the principles of ethical persuasion in sales, revealing how trust, intention, and value creation drive meaningful relationships and long-term success.

Ryun brings stories straight from the field, sharing real-world examples of transforming hesitant clients into long-lasting partners by focusing on transparency, empathy, and always putting the customer’s interests first. If you’ve ever wondered how to apply persuasion principles without coming across as pushy or manipulative, or how ethics can set you apart in today’s sales landscape, you won’t want to miss this episode.

Outline of This Episode

• [00:00] Why ethical persuasion matters.
• [03:58] Building trust through reciprocity.
• [07:19] Better questions win sales.
• [10:14] Reframing value to drive outcomes.
• [14:06] Sales integrity and value creation.
• [17:00] Ethical selling: value and scarcity.
• [20:03] Building partnerships through reliability.

Why Ethical Persuasion Principles Matter

Ethical persuasion isn’t about outsmarting or manipulating clients; it’s about laying the foundation of trust. Ryun explains that techniques like authority, reciprocity, and social proof should not be an arsenal for coercion, but tools to help buyers feel confident and informed in their decisions. When deployed with the genuine intent of serving clients’ best interests, these principles provide clarity, reduce anxiety, and nurture long-term, mutually beneficial relationships.

Persuasion tactics only become manipulative when the underlying motive is self-serving. When the intent is to help, persuasion is a pathway to confident decision-making and sustainable sales success.

Building Relationships Beyond Transactions

Ryun also shares real-world examples from his work with clients like SBM Offshore and ExxonMobil. By offering upfront value, such as technical consultations and responsive problem-solving, he established goodwill and trust. Principles such as reciprocity and consistency, when applied thoughtfully, transformed one-time buyers into long-term partners.

This approach involves genuinely listening to clients and consistently aligning recommendations with their goals, rather than just pushing products. Ryun recounts how consistency and tying every recommendation to the client’s operational goal of reliability in harsh environments demonstrated his commitment and contributed to ongoing service agreements.

Areas for Improvement, Not Mistakes

A frequent issue in sales is trying to use persuasion as a shortcut, such as relying on scarcity to pressure clients without authentic urgency, or overusing social proof in a way that feels generic or manipulative. These tactics erode trust, and resistance grows when persuasion is seen as control rather than alignment. True ethical persuasion is individualized. Ryun stresses the need to understand each client’s unique situation and tailor communication accordingly, enabling them to make decisions that genuinely serve their interests.

Differentiating Value in a Competitive Landscape

Ask better questions, listen actively, and reflect the intention to create long-term value to make your company stand out. Ryun shares more about the successful closure of a major project with a global client, where ABB differentiated itself by leveraging existing relationships, local support, and a consultative mindset. Demonstrating authority, rapport, and logic, all grounded in genuine commitment, helped ABB edge out competitors.

When deals stall, Ryun recommends using evidence and reason to reframe value, focusing on the client’s evolving priorities. Open-ended questioning and empathetic listening reveal hidden objections and shifting needs. By proposing pilot projects and reducing perceived risk, Ryun was able to move delayed deals forward in a consultative, collaborative way.

Sales success starts with authenticity, empathy, and service. When sales professionals internalize ethical persuasion, always putting client interests first, they don’t just close deals; they build relationships and a reputation for their organization that lasts.

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Learn More About Ryun Singh

1. What was the pivotal moment in your career when you recognized the importance of applying ethical persuasion principles in sales?

The pivotal moment came last year when I completed the Professional Sales Reinvented Course and earned the Certified Sales Professional Consultant Certification. Despite having years of experience and success in sales, this learning experience fundamentally shifted my mindset. It was reinforced that ethical persuasion is not just about influencing decisions; it is about creating genuine value through trust, transparency, and empathy. It taught me how to guide clients toward solutions that serve their best interests, not just close deals. That transformation elevated my consultative approach and helped me build deeper, more sustainable business relationships. 

With Motion, I want to give kudos to Noora Kuuisto for championing this initiative. It is a game-changer for elevating our sales competence, both by onboarding new team members effectively and by refreshing the knowledge of seasoned professionals. 

2. Can you share an example where using these principles helped you secure a deal or strengthen a business relationship?

One excellent example, one which I also shared in the podcast, was how I used these principles to develop a strong relationship with some of our largest clients in the region, such as SBM Offshore and ExxonMobil in Guyana. When I offered genuine value upfront, like a free technical consultation and insights about their Motor and Generator installed base, or even just being available to troubleshoot a problem, I created a sense of goodwill. That built trust and has led to deeper engagement through Reciprocity.

Consistency is another principle that I leaned on in developing this relationship. I know their goal is reliability in harsh environments, like on an FPSO, I kept tying my recommendations back to that goal. This showed that I am actively listening and committed to their success, not just pushing a product or a service. Through Reason, I created an approach called the “Lines of Defense”, which focused on creating a customized solution for ensuring high reliability, using ABB solutions such as ABB Ability (LEAP, CBM), preventive maintenance, training, and reactive services using our AVP workshop and fast support.

By doing this, I have turned a one-time buyer into a long-term partner, and now we are in discussions about a Long-Term Service Agreement. When these principles are applied with integrity and collaboration, we do not just help close deals; we create relationships based on mutual respect and long-term value. In my experience, that is where the real success in sales comes from.

3. What has been the most challenging situation you’ve faced when trying to influence a buyer ethically, and how did you overcome it?

There are several examples, but one of the most challenging and impactful was the real-world case I shared in the podcast. The Desalination Company of Trinidad & Tobago, one of the largest desalination plants in the Western Hemisphere, has a significant installed base of ABB drives, including ACS1000, ACS800, ACS600, and ACS880.

When I joined ABB, the relationship had deteriorated to the point where the client was seriously considering replacing all ABB drives with Rockwell. Turning this around required applying the core principles of ethical persuasion and consultative selling:

• Rapport: I focused on building genuine connections early on by actively listening to their concerns and identifying quick wins to earn trust.
• Authority: Over time, by resolving issues and immersing myself in their operations, I developed deep knowledge of their equipment, site, and team. This positioned me as a credible, go-to advisor for both technical and commercial matters.
• Consistency: I made it a priority to follow through on commitments, communicate transparently, and manage expectations, building confidence in ABB’s support.
• Reason: Using data and insights, I crafted solutions that highlighted the value of ABB’s offerings and the cost of inaction. This included discussions around reliability, lifecycle planning, retrofit vs. replacement decisions, and ultimately, a long-term service agreement.

The result? We retained and expanded our installed base through strategic replacements and retrofits. Most notably, we secured the longest-running (eight-year) Motion Service agreement in the CAC region, transforming a potential loss into a top 5 client and a lasting partnership.

4. What are your top three go-to habits, tools, or techniques for applying persuasion principles effectively in your day-to-day sales activities?

For me, it comes down to three core principles, and you will see this alignment in my approach in the examples mentioned previously:

• Rapport: I focus on building genuine connections early. People buy from those they trust, so I invest time in understanding their world before offering solutions.
• Authority: I make sure I am well-prepared and bring insights that add value. When we speak with credibility, people listen.

Consistency: I follow through, stay aligned with what I have promised, and keep the message clear across every touchpoint. That builds confidence and long-term trust.

5. With customers becoming more informed and selective, how do you see the role of these principles evolving in the future?

With access to the internet, AI tools, and sustainability becoming a top priority, clients today are more informed than ever. They are not just looking for products, they are looking for partners who understand their challenges and can help them make smart, future-ready decisions. That is where ethical persuasion really evolves. It is no longer about convincing; it is about guiding, educating, and co-creating value. I see persuasion becoming more data-driven, personalized, and purpose-led, especially as AI helps us tailor insights and sustainability drives long-term thinking. The principles stay the same, but how we apply them needs to be smarter, more transparent, and deeply client-centric.

6. What are some simple but often overlooked strategies for integrating persuasion principles into everyday sales conversations without sounding forced or scripted?

Three (3) key strategies I rely on are:

1. Being prepared: Knowing our client’s context and challenges before the conversation begins. This shows that we care about the interaction.

1. Tailoring your message: Framing our solution in terms of what matters most to them. We collaborate with them to find out their pain points and customize the solutions together.
2. And asking better questions: open-ended, curiosity-driven questions that uncover real needs and build trust. “We don’t outsell the competition, we out-question them!” – Paul Watts

I consistently apply these core techniques to keep the conversation natural, relevant, and focused on creating value rather than just making a pitch and focusing on uncovering value.