How to build trust authentically

People trust you if they like you, but besides building authentic rapport (which I've discussed in this previous post), here are a few ways to build trust. You don’t have to deploy all of them, and you’ll do well if you don’t go overboard. Remember, focus more on their needs, and less on your desires. The goal isn’t to make a sale, it’s to make them feel welcomed and comfortable in your presence.

Credentials

What certifications, licenses, or awards have you earned? It could even be your job title itself or your specialized role in your organization. Highlight these to demonstrate that you’re a qualified expert in the field.

Experience

How long have you been in this industry? At this job? How many clients have you worked with? Have you worked with someone who’s faced a similar situation as them?

Knowledge

Never brag and avoid dropping jargon. You don’t want to accidentally make them feel dumb or ignorant. Instead, approach this by highlighting common misconceptions, matching their level of understanding, and teaching them about potential blind spots.

Passion

Prospects expect you to passionately advocate for your product or the company you’re working for. After all, they are paying you, and that’s what you’re trained to do. Go a level deeper by sharing your honest passion for this type of solution or your infatuation with the industry at large. If it’s lacking, perhaps it’s time to consider a career or company change.

Play on their team

They won’t trust you if they feel like it’s you/your company vs. them. Yet, it befuddles me that many sales teams adopt this mindset. Position yourself with them, even if they don’t end up becoming a customer. If you’ve personally navigated the same situation they have, share your experience as a fellow consumer trying to help another.

Be confident

If you know your stuff and understand what’s best for your prospects, be confident in your recommendations and don’t hesitate to lead the conversation. It’s not about putting on a false sense of bravado or confidently bullshitting your way through questions when you don’t know the answer. If you genuinely don’t know something, it’s better to admit it and get back to them with a proper answer after you’ve done your research.

Confidence isn’t about asserting dominance by being commanding. It’s about earning respect by demonstrating a calm competence that comes with experience and knowledge.

Dress the part

You don’t always have to wear a suit and tie; in some cases, it’s better not to. Be yourself by dressing in what makes you comfortable and confident, but also be realistic and dress the part to align with expectations. You would be worried if your doctor came in to see you in flip-flops, a hoodie, and shorts. Going all out with a suit and tie when meeting with a tech angel investor will also give the wrong impression that you’re too stiff and formal.

Social Proof

Not to be confused with leveraging social/peer pressure to mislead a prospect with false choices or manipulate them into favoring a specific decision. For example,

  • Claiming an item is the most popular product (even if it isn’t).
  • Suggesting that many people prefer it (even if it isn’t true).
  • Or pressuring you to get multiple stakeholders on the call together.

It’s acceptable to use social proof as long as you are being honest in doing so. You can only get so far tooting your own horn. Instead of telling, show them who else is at the table. People are more willing to trust you if they can see that others have also trusted you and not been let down. Are there any notable or recognizable current or former customers you’ve worked with? How about reviews from third-party websites? Do you have customer reviews or testimonials?

It’s OK to be vulnerable

In the Empire Builder’s Podcast, Episode #140: Building Trust, Steve and Dave share a really good example that I’ll paraphrase:

Steve had a client who was a used RV dealer. They were struggling to sell an old RV previously used as a hotbox and strongly infused with marijuana smoke. It wasn’t selling because they were afraid of coming clean about it, but once they did and said “If you’re a marijuana smoker, you can’t wreck this”, it sold fast!

Being honest and transparent about your weaknesses or flaws isn’t just acceptable; it’s better! If you seem too perfect, customers don’t feel like they genuinely know you, that you’re not being completely honest with them. In social psychology, this is known as the Pratfall effect.

Give Trust

Others will trust you if you first trust them. We feel safe and more comfortable opening up when others are willing to take that risky leap with us first. Steve and Dave also shared in that previously mentioned podcast episode the example of warranties or return policies chock-full of conditions. Policies like these suggest you don’t trust your customers, and you’re worried they will abuse it. Yes, a handful will try to take advantage; however, the trust you earn by first giving trust will empower many more people to take the leap and purchase your offerings.

Shared values and beliefs

If your organization has clear values or a stance on a particular topic, that’s a good thing. Yes, it may alienate some prospects, but those are likely not the type of people you want as your customers anyway. Boldly communicating your values and beliefs will help those who share them identify you as members of their tribe. They will more readily trust you because they understand that you share their interest and ethos.

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