Loud Conversations About Sales - Edition No. 6
Real Talk for Sales Professionals
Building Trust With Prospects
Let’s clear something up real quick—
People don’t buy because you followed up perfectly.
They don’t buy because your presentation was good.
They don’t buy from you because you sent a great email.
They buy because they trust you.
Trust is the real currency in sales. And let’s be honest—trust isn’t built in the pitch itself. It’s built in the small, consistent moments before a pitch ever happens or a decision is even on the table.
Here’s how I’ve learned to build real, lasting trust with prospects 👇🏽
1. Lead with curiosity, not a script
Prospects can feel when you’re just waiting for your turn to talk. If your first goal is to understand instead of impress, they feel it immediately.
Ask better questions.
Listen longer than you talk.
Don’t rush to solve a problem they haven’t even finished explaining.
Instead of jumping into what I do, I focus on asking things like:
- What’s actually causing the problem?
- What’s been tried already?
- What does success really look like for them?
When people feel genuinely heard, defenses drop. Trust starts forming long before solutions are discussed.
2. Say what others won’t
Trust grows when you’re honest enough to say:
- “This might not be the best fit.”
- “Here’s where this could go wrong.”
- “I don’t want to oversell this.”
Ironically, transparency closes more deals than pressure ever will. One of the fastest ways to build credibility is to say what others avoid.
Honesty creates safety. And people buy from those who make them feel safe—not pressured.
3. Networking is where trust really begins
For me, a lot of trust is built before a sales conversation ever happens.
When I attend networking events, I’m not there to collect business cards or run through my elevator pitch. I’m there to make real connections.
If a conversation flows, I’ll follow up with a simple message and suggest a 1:1 coffee or call—no pressure, no agenda, just a chance to learn more about each other’s businesses.
Those one-on-one conversations are where relationships deepen. And when the time comes for a buying decision? There’s already trust in the room.
4. Consistency beats charisma
Charisma might open the door—but consistency keeps it open.
Trust is built when you:
- Follow up when you said you would
- Send the recap without being reminded
- Show up prepared, every time
- Deliver early when you can
It’s not flashy. But reliability is one of the most underrated competitive advantages in sales.
5. Educate before you try to close
The fastest way to lose trust is to guard information like it’s a secret.
Share insight. Explain the process. Help prospects understand their options—even if one of those options doesn’t involve you.
When people feel informed, they feel empowered. And empowered buyers trust the person who helped them get there.
6. Play the long game
Not every conversation needs to end in a deal.
Sometimes trust looks like:
- Checking in with no agenda
- Sharing a helpful insight or introduction
- Giving someone space to decide without pressure
The strongest relationships are built when people know you’re there for more than just the sale. People remember how you made them feel long after the call or meeting ends.
Final thought
Trust isn’t built by being perfect. It’s built by being real, consistent, and intentional about relationships.
When trust is present, the sale feels easy. Natural. Like the right next step—not a forced one.
💡 If this resonates with you, I’d love to hear: How are you building trust before the sales conversation even starts?
👇🏽 Drop it in the comments—let’s learn from each other (and yes… I’m reading them 👀)
Until the next loud conversation. Let’s keep it real.
❤️ J
