Opinion: 4 ways to build trust in a low-trust world

Trust is eroding. Indecision is at an all-time high, and customers are more skeptical than ever.

Business leaders, sales professionals and advisers face a paradox: Buyers expect high levels of trust but report experiencing far less of it. This gap has created a trust trough, and it means that building trust earlier and more deeply in the customer experience is no longer optional — it’s essential.

Trust benefits everyone. It helps secure initial sales and lays the foundation for future partnerships, customer loyalty and long-term growth. When trust is strong, buyers see you as credible and capable, allowing you to compete on value rather than just price. 

Trust is the great differentiator in today’s competitive market. Customers who trust you respond faster and engage more deeply. Trust also lays the groundwork for lasting business relationships that go far beyond the first sale. 

Here are four actionable strategies to build customer trust from the very first interaction. 

1. Align with your customer’s buying style. Building trust begins with adaptability. Customers who don’t feel comfortable with your approach are unlikely to buy from you. Adjust how you interact, and tailor your sales style to meet their preferences. Some buyers prefer quick, straightforward conversations, while some prefer relationship building and others want detailed explanations. Your approach should be tailored accordingly to your buyer’s personality.

You’ll foster the trust customers need to move forward by creating a buying experience that feels natural to them. Remember, customers buy into how you sell before committing to what you’re selling. Bottom line: Stop trying to sell the way you like to sell – and focus on how your customer wants to buy. 

2. Master the art of listening comprehension. Listening to your customer is among the most underrated but impactful trust-building skills. Poor listening habits will turn customers off, eroding trust before it can develop. On the other hand, attentive, accurate listening builds rapport and helps you understand their needs.

One salesperson regularly interrupted a client, eager to push their agenda without fully understanding the client’s needs. As a result, the client felt frustrated and unheard, ultimately taking their business elsewhere. Poor listening erodes trust and results. Good listening builds the customer’s confidence in your believability and potential capabilities, which is essential for gaining interest in your value messaging.

Bottom line: Ask clarifying questions, listen with comprehension and use the information you gain to speak their language.

3. Respect their time and priorities. Your customers are busier than ever, spending approximately 5%-10% of their decision-making time engaging with salespeople. The rest is spent researching online, consulting peers and evaluating their options independently.

The last thing your customers want is for you to waste their time with irrelevant sales-pitchy conversations. Instead, respect their schedule by focusing on their needs from the get-go. Aim to provide concise, valuable insights that make the most of your interaction. When customers feel valued, they’ll be more willing to spend additional time exploring solutions with you.  Bottom line: Focus on their needs and respect their schedule to earn their trust and time. 

4. Ask intelligent questions. No one appreciates generic, rehearsed sales questions. Customers crave conversations that help them explore the possibilities they might’ve overlooked or undervalued. Your questions should challenge their assumptions and shift their perspective toward gaining better value and results.

Planning your questions shows you’ve invested time preparing for your meeting, and customers will see that effort as a sign of genuine care. Bottom line: Stop recycling the same questions for every lead. Customize your approach to each customer’s unique situation and requirements. Customers must think before buying, and good questions make them think.

Creating greater trust isn’t just a catchphrase – it’s a market advantage. By adapting to your customers’ style, listening attentively, respecting their time and asking better questions, you’ll build a reputation as someone who cares about getting them the best solution. And in an era defined by indecision and skepticism, that’s a game changer. 

Start building deeper trust faster today. The results of devoted customers, increased sales and long-term success are worth it! 

Mark Holmes is a consultant, professional speaker and author of “Selling to ELON! Understand, Communicate and Sell to Unique Personality Types,” and he’s president of Springfield-based Consultant Board Inc. and SalesRevenueCoach.com. He can be reached at mark@salesrevenuecoach.com.