How Important is Trust in Sales?

Trust is the Currency of all Transactions

Hey guys, today we’re going to be talking about something that doesn’t really get talked about a lot in sales. But it’s incredibly important, and what I believe to be one of THE most important things in sales. Without this in place, you most likely will not have a sale.

That thing is called Trust.

How important is trust in sales?

Trust is absolutely critical in sales. You can say that trust is the currency of all transactions. Without trust, it will be highly unlikely that you will be able to make a sale. Why is this? It’s because if the prospect doesn’t believe you, or trust you, why should they believe what you say your product will do for them? They shouldn’t… The ability to build trust with your prospects is one of the most valuable skills you can learn as a salesperson or business person.

YouTube video

The ability to build trust is absolutely crucial. But then the question becomes…

How do you build trust?

That’s a great question. Building trust takes time. That’s one reason why complex and expensive B2B sales can take such a long time for the deal to close. It’s a slow series of interactions that cause trust to be built over time. And how does that happen? Well it primarily happens by you (the salesperson) telling your prospect that you will do something, and following through with that thing. For example, if you tell them you’ll send them a 1-pager or a video on what you discussed, make sure you send them what you promised.

Nothing erodes trust more than not keeping your promises to your prospect.

If you say you’re going to follow up at a certain time, or that you’ll do something, make sure that you do it!

Not only does that paint you as a professional, but each one of these promises kept builds a little more trust in you and your brand.

Another way to build trust is simply sharing something about your product, or sharing relevant insights with your prospect, and your prospect going out to verify that information.

If they find out that what you told them is true, trust will be built.

If you find out what you told them isn’t true, trust will be destroyed.


The #1 thing that absolutely KILLS trust is lying to your prospects.

This might seem like common sense, but boy, common sense sure can be uncommon these days…right?

I see and hear so many sales people blatantly lie to their prospects and I just shake my head.

Sure they might get away with it this time…

Sure they might even benefit them in the short term, but it always comes back to bite them in the ass.

Once you’re caught lying, that trust will be incredibly hard to build back, if you’re able to build it back up again at all.

Guys, this is absolutely one of the most important things I’ve learned in my career in sales.

If you take away 1 thing from me, take away that “Trust is the Currency of All Transactions.”


I want you to picture the person you trust he most in your life. This can be a friend, a parent, a spouse, or a loved one.

Whoever you trust the most in your life.

Now, if that person recommended you something, that was good for you… how much more inclined would you be to listen to that recommendation than if a random person off the street made it to you?


Chances are you’ll be much more inclined to listen to the person you trust the most in life.


Obviously, because you trust them!

This is the same in sales and business, if you can build trust with your customers and prospects, you will go a longgg way!

Related Posts