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Updated September 12 2017. Building Trust in Selling.

Building Trust in Selling

Building trust in selling is a vital part of success. Why, because trust is the foundation of every sale anywhere in the world. We either buy from a brand or a person. As the old saying goes, ‘People buy from people.’ This means that when we buy something we first buy from the person. Of course other things are very important as well, such as the brand, the price etc. But if the sale includes human contact, then building trust is very important. This article expores some ideas on how to develop trust.

Building Trust in Selling; Competence

A key part to building trust in selling is through competence. To some this might sound a bit basic and a given. But not so in sales. More than a few sales people have the characteristic of not doing what they say they are going to do. Yes they have the right intention, and yes they really mean to do it. But when it comes to the action something gets in the way. Some distraction or another task, or simply a poor memory stops them from implementing the action. Doing what you say you are going to do is a foundation of building trust in selling.

Building Trust in Selling; Consistent

Developing from the previous point on competence, a sales person needs to be consistent. From a buyer’s perspective, delivering on an action is good, but it is also expected as a minimum. Being consistent means that we always deliver. Every time. A simple example is in replying to emails. If we reply to an email within say the hour, we must always reply within the hour. That way the buyer can rely on us and understand the ‘rules’ of communication. Whatever the action, if we are consistent, this will help us in building trust in selling.

Building Trust in Selling; Understanding needs & wants

Knowing that the sales person understands their needs and wants is a key part of building trust in selling. From the buyer’s perspective a lot of trust comes from that recognition the sales person gives in summarising their needs and wants. Needs are the logical requirements and wants the more emotional requirements. When the sales person summarises these, the buyer then knows that they get it, they understand them. From there comes trust.

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Building trust is a key part of our account management training

Building Trust in Selling; Honesty

Another key part of building trust in selling is with honesty. The best advice is ‘Be Yourself’. This can be illustrated if the solution being sold is not the best option for the buyer, or will not deliver the best results for them. The temptation is to get the sale whatever. The honest route would be to explain to the buyer the truth about their other options. It may be that the buyer chooses us anyway, but in the long run the honesty will help build trust.

Building Trust in Selling; Notice things

When a sales person communicates between sales cycles this can be a factor in building trust in selling. Using tools like Google alerts can inform you of news relevant to your client or prospect. Sending a brief email making an observation or comment on that news can be done quite easily. The impact on your contact can be profound and help to build the relationship,


Building trust in selling is a key part of being a successful sales person. This article gives you a few ideas on how to build trust. And it gives a few ideas on what not to do. If you follow these ideas they should give a good basis for developing relations with your contacts.

Happy Selling 🙂

Building Trust in Selling; features in many of our sales training courses

Building trust in selling
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