How to Build Trust in Sales: What Buyers Want You to Do (and NOT Do)

Sales isn’t about slick pitches or clever closing lines. It’s about getting your buyer to believe that working with you is the right decision. When they trust you, they move faster, push back less, and stick around longer. When they don’t, even the best offer won’t get them to sign.

But trust doesn’t happen by accident. It’s built—or broken—by how you approach the conversation. Some things will make buyers lean in. Others will send them running. If you want to win more deals without chasing or convincing, start by getting this right.

What Buyers Look for in a Salesperson They Can Trust

Be Clear About What’s Coming Next

Nobody likes uncertainty, and buying decisions come with a lot of it. The more upfront you are about what happens next, the more comfortable people feel moving forward.

At the start of a call, lay out the agenda. Before ending a meeting, confirm next steps. Set expectations around what they’ll get, when they’ll get it, and what you need from them to keep things moving. A clear sales process makes people feel like they’re in good hands.

Ask Real Questions That Challenge Their Thinking

Buyers don’t need another salesperson nodding along and agreeing with everything they say. They need someone who will help them see what they might be missing.

Instead of selling the benefits of your product, focus on uncovering what’s really driving their decision. Ask about what’s worked before, what hasn’t, and what happens if they do nothing. Push back on assumptions when necessary, and don’t be afraid to ask, “Have you considered another way to solve this?”

People trust advisors who challenge them, not just those who validate their ideas.

Just Shut Up (AKA Listen More Than You Talk)

Trust builds when people feel heard. If you’re the one doing most of the talking, you’re missing chances to earn it.

Give buyers space to explain their challenges in their own words. Repeat back what you heard to confirm understanding. Instead of jumping in with a solution, ask, “What do you think the best approach would be?” Then, position your offer in a way that connects to what they actually want.

Be Direct About Pricing and Fit

A buyer should never feel like they have to guess whether your product is in their budget or worry that they’ll get the hard sell if they decide it’s not. Transparency creates confidence.

If cost is a concern, address it early. If you’re not the best fit for what they need, say so. People respect sales reps who help them make the right decision—even when that means walking away. That honesty often leads to referrals and future business down the line.

Show Proof, Not Promises

Everyone says their product is the best. Buyers need more than words to believe it.

Use case studies, testimonials, and real results to back up what you’re saying. If possible, let them test the product or see it in action. The less they have to take your word for it, the easier the decision becomes.

What Breaks Trust in Sales

Being Evasive About Price

Buyers expect pricing conversations to feel like a game. If they sense that you’re avoiding numbers or holding back, they’ll assume there’s something to hide. Instead of pushing off the discussion, bring it up early and frame it clearly.

Pushing Too Hard for the Close

Urgency has to be real. If there’s a valid reason to move quickly—like a change in pricing or limited availability—explain it. If not, don’t manufacture pressure. Nobody wants to feel like they’re being forced into a decision.

Talking More About Yourself Than Their Problem

Your company’s history, awards, and features only matter if they help the buyer. Keep the focus on their challenge and how they’ll benefit from working with you. If the conversation starts feeling like a sales pitch, they’ll tune out.

Agreeing with Everything They Say

People trust experts, not order-takers. If you know a buyer is thinking about the problem in the wrong way, correct them. If they’re asking for something that won’t actually help them, tell them why. Blindly agreeing to keep them happy will backfire when things don’t go as planned.

Not Setting Clear Next Steps

If a buyer leaves a call without knowing what happens next, the deal is already in trouble. Lock in a specific next step before ending the conversation, even if that step is deciding not to move forward. It keeps the process from dragging out unnecessarily.

Trust is the Fastest Way to Close More Deals

Buyers don’t need to be convinced. They need to feel confident that they’re making the right call. If you want to speed up decisions, reduce pushback, and close bigger deals, focus on earning trust before anything else.

Want to get better at this? Join our upcoming Essentials Fast Track Program and learn how to turn trust into a competitive advantage. Join Today.