Too many sales professionals focus on getting the customer to like them when they should be giving the customer reasons to trust them. Envision stumbling off a cliff and, at the last second, grasping hold of a rock. You can’t pull yourself up; you need someone to provide you a helping hand. Then you spot it—a friend of yours, someone you joke with at work and have a beer with after. The one with the funniest stories, but most of them aren’t true, and no matter how much you like being around the guy, you can’t rely on him. He is reaching out, but then another hand appears. This one is from someone you don’t have as much in common with or have as much fun, but any time you have needed him, he was always there to see the job through. You trust him. Which hand do you grab, the person you like or the person you trust?

People don’t buy from those they like; they buy from those they trust. In service business sales, it’s even more important because your clients can’t “test drive” your service like they can a car.

Building trust fills the gap of suspicion. It allows the customer to feel confident in calling you during their time of need, because they know you have the right amount of capability and integrity, and you have their back.

To build trust effectively, here are several tips. 

1. Always be customer-centered. Spend time creating value for your customers proactively, not reactively. For business interactions, stop by their office or send them a personalized note, something like, “Mrs. Johnson, I was thinking about your comment last week about the inconsistent airflow in the tenant units. I looked into how other multi-family managers have solved this, and here’s what I found.” You didn’t mention a single thing about how great your product or service is. Instead, you demonstrated that you listened and have their needs at the top of your mind. You are their source for solutions.
2. Be honest about what you can and cannot do. It is extremely hard for a salesperson to say no when a customer asks if they can help them with a need. But the first time you say yes to a question that demanded a no, you are done. Either the customer or your operations team will burn you, and you need both. If you can’t do something, tell them why and follow up with other ways you can help indirectly, maybe through partnerships you have formed.
3. Trust them first. I get it, your prospect will lie to you. Trust them anyway. Treat them like they are trustworthy, and they are more likely to reciprocate. Treat them like they are not, and watch what happens. Use the phrase “I trust your judgment” and mean it. It allows them to be the hero of their own story and shows your desire to partner with them because they are experts at what they do, just as you are with your service.
4. Don’t focus on today’s sale but on the one after that. You can always cut corners to secure a sale today, but that means they may never want to buy from you again. The sale you gain today is the one that will earn you tomorrow’s sale as long as you focus on their long-term needs.

Sure, it helps when the customer likes you, and if you are friendly, courteous, and capable, they generally will. But getting them to trust you matters more. We spend so much time focused on whether a sales role is B2B (business to business) or B2C (business to customer) when it’s neither; it’s always P2P (people to people). Your customer is a person who wants to be listened to and valued. Don’t focus on you or your product or service.

Focus on finding their needs and challenges and how you can help, even if it doesn’t involve your service. When you repeatedly demonstrate that you have your prospects’ needs as your top priority, they will trust you. And then they will buy from you.