What’s up, everyone! 👋🏻

We all know sales isn’t about just pushing a product—it’s about solving problems. But here’s the catch: if your prospects don’t trust you, it doesn’t matter how great your product is—they won’t buy.

Building trust is the single most important part of the sales process. It’s not quick or easy, but it’s the difference between closing deals and constantly spinning your wheels.

Here are a few ways to establish and maintain trust with the people you want to connect with the most:

1. Be Human

Trust starts with authenticity. If you’re not being yourself, your prospect will sense it a mile away.

• Don’t sugarcoat or oversell. Be upfront about what your product can—and can’t—do.
• If you don’t have the answer to a question, say so. Then follow up with the info they need.

Your honesty might not win you every deal, but it will win you respect—and long-term credibility.

2. Lead with Curiosity, Not Your Pitch

Too many sellers rush into pitching without understanding their prospect’s world. That’s an immediate trust killer.

• Ask thoughtful, open-ended questions to uncover their real challenges.
• Listen—really listen—to their answers, and use those insights to shape your approach.

The more your prospect feels heard and understood, the more they’ll trust you to solve their problem.

3. Be Reliable, Always.

Trust is built over time, and consistency is key.

• Do what you say you’re going to do, every time. And don’t miss it. Missed follow-ups or empty promises destroy trust.
• Provide value without always pushing for the close. Share insights, resources, or ideas that help them—even if it doesn’t immediately benefit you.

When your actions consistently align with your words, prospects see you as a reliable partner—not just another salesperson.

Right now, trust matters more than ever. I’ve talked before about how we’re in this constant fight for attention. It’s a crowded marketplace and prospects have more options (and more skepticism) than ever. What sets you apart isn’t just your product or pitch; it’s the relationship you build.

Take the time to prioritize trust in every interaction, and watch how it transforms your conversations and your results.

How are you going to build trust this week? What’s something you do to build trust that’s impacted your pipeline?

Let me know!

— SL