The Making of Trust in Sales Prospecting with Guest Mark Hunter

In today’s competitive world, sales success depends not just on what you sell, but on who trusts you to sell it. Trust has become a key driver of successful prospecting and relationship-building in sales. To dive deeper into this, I had the privilege of hosting Mark Hunter, also known as The Sales Hunter, on The Trust Show. Mark is a renowned sales expert, speaker, and author of the newly released book The Making of a Mind for Sales: 33 Strategies for Success.

Mark’s expertise lies in prospecting and sales strategy, and we discussed everything from the declining success of cold calls to the role of trust in modern sales. Here are some key takeaways from our conversation.

Why Cold Calling is Dead

Cold calling, as we’ve traditionally known it, is officially dead. The numbers tell a grim story: in the 1990s, cold calls had an 8–10% success rate. Today, it’s less than 2%, and 94% of cold calls go unanswered.

Mark explained that this shift is partly due to the sheer volume of spam calls we receive and a growing lack of trust in unsolicited outreach. Often, even when people answer a call, they are greeted with an awkward pause because an automated system wasn’t prepared for someone to actually pick up. This experience erodes trust and creates frustration.

“Cold calling isn’t effective anymore,” Mark said. “But prospecting isn’t dead—it’s just evolved.”

Instead of random calls, he recommends focusing on what he calls qualified calls. These involve doing your homework to find a genuine connection or need before reaching out. Even a small piece of research—like knowing someone attended the same event as you or works in a specific industry you can help—can make all the difference.

Trust as the Foundation of Sales Success

Trust has become the linchpin of effective sales, especially in today’s skeptical world. People are inundated with spam, scams, and impersonal marketing, making them wary of unknown entities. As Mark pointed out, “In the absence of trust, low price is everything.” Without trust, customers see price as the only deciding factor, and that’s not a sustainable path for any business.

He emphasized that trust needs to arrive before you do. This is why building a reputation in your industry and consistently delivering value is critical. “Your reputation should precede you,” Mark said. Whether it’s through referrals, recommendations, or content you’ve put out in the world, customers should already have a sense of who you are and why they can trust you.

Mark shared a powerful mindset shift: “If I have the ability to help someone, I owe it to them to reach out.” This approach reframes sales as a service. If you genuinely believe your product or service can solve someone’s problem, reaching out becomes a responsibility, not a nuisance.

The Importance of Pre-Qualifying Prospects

Mark stressed that the quality of your research and preparation can make or break your prospecting efforts. Before you pick up the phone or send an email, make sure you know who you’re reaching out to and why they’re a good fit.

Mark uses what he calls an ICP, or ideal customer profile, to filter prospects. Once he identifies a potential fit, he digs deeper by doing quick research online—often starting with LinkedIn or a Google search. “I can find information in 30 seconds to two minutes,” he said.

This pre-qualification step ensures that even if the person hasn’t heard of you, you can open the conversation with relevant insights and value. And while not every call will result in a sale, it’s an investment in trust-building for the future.

Customer-Facing Time (CFT) Matters

Mark introduced the concept of Customer-Facing Time (CFT), which is the amount of time you spend actively engaging with customers or prospects. Whether it’s face-to-face, on a Zoom call, over the phone, or even in real-time text conversations, CFT is critical for building trust and relationships.

“I define CFT as communication that happens in the moment,” Mark explained. While face-to-face meetings are ideal, he also counts video calls, live phone conversations, and even rapid email exchanges as valuable CFT.

Importantly, Mark noted that many salespeople overestimate how much time they actually spend in CFT, especially with prospects. Most of their time is spent maintaining relationships with existing customers, which is valuable, but not enough to drive new business.

The Trust Premium and Repeat Business

Mark shared a powerful insight from his book: “The only good sale is the one that leads to the next sale.” This highlights the importance of not just closing a deal, but delivering such an exceptional experience that your customer either buys from you again or refers others to you.

This idea aligns with what I call outbound transferable trust: when your customers become advocates who recommend you to others. It’s not just about loyalty; it’s about creating an experience so good that your customers actively spread the word.

One example Mark shared is how referrals demonstrate trust in both directions: the customer trusts you enough to refer you, and the new prospect starts with a higher level of trust because of the recommendation. “Referrals are the ultimate measurement of trust,” he said.

Building Relationships Through Every Interaction

The key to earning trust in sales is to deliver value in every interaction. Whether it’s a phone call, an email, or a meeting, ask yourself: Am I providing something meaningful to this person?

Mark warned against the common mistake of focusing only on getting the sale. “Salespeople lose trust when they call and say, ‘Hey, buy from me.’ Instead, every call and message should offer value to the customer.”

Trust is a long-term game. It’s built slowly through consistent actions, delivering value, and being dependable—even when things go wrong.

Final Thoughts

Sales isn’t about closing deals—it’s about opening relationships. Trust is the foundation that makes this possible. Whether it’s through careful prospecting, delivering value, or building a reputation that precedes you, trust is the ultimate differentiator in today’s sales landscape.

As Mark Hunter reminded us, “Your reputation should arrive before you do.” And in the world of sales, your reputation is built on trust.

Mark’s latest book, The Making of a Mind for Sales: 33 Strategies for Success, offers more actionable insights for sales professionals. To learn more, visit TheSalesHunter.com.

Want to hear the whole story? Listen to the podcast episode: https://podcasts.apple.com/us/podcast/s15e7-the-making-of-trust-in-sales-prospecting/id1569249060?i=1000677480491

or watch the video: https://www.youtube.com/watch?v=NEujBizTn_E