The Silent Saboteur Undermining Your Sales
If you have a great product, robust sales process and good relationships with prospects but are still losing sales for no apparent reason you could have a saboteur in your midst.
In this situation we tend to look towards external factors—market trends, pricing, competition—but often overlook one of the most critical elements of the sales process: trust.
A lack of trust is the silent saboteur quietly derailing deals, stalling negotiations, and sending potential customers running to your competitors.
The Hidden Trust Deficit
Think back over the last three months about how many people have told you outright that they don’t trust you? Probably none.
That’s because people don’t typically voice distrust. They avoid confrontation, sidestep explanations, and instead, simply stop answering emails or calls.
In many cases, they don’t even consciously recognize their lack of trust—it manifests as a vague discomfort, a gut feeling that something is off. As sales professionals, we might find it difficult to accept that trust could be the issue.Thinking that someone doesn’t trust us is unpalatable. It might make us feel a little better to know that, in a sales situation, trust and “confidence in” are interchangeable- but not much.
“But I am trustworthy,” you might argue. And I am sure that you are right. But being trustworthy isn’t the same as being trusted. There is a tendency for us to believe that trust is something you either have or you don’t.
Trust is not something you automatically receive—it must be earned through intentional actions.
But the good news is that trust, like any other aspect of sales, is something that can be built and strengthened.
Trust is tangible, actionable and demonstrable. Let’s delve a little deeper to understand this.
The Three Pillars of Trust in Sales
Trust is not a singular concept in sales—it operates on three distinct levels:
Trust in You – Do your prospects believe in you? More importantly. Do they feel you have their best interests at heart?
Trust in the information you provide– Is your messaging clear, accurate, and compelling? If your claims lack consistency, conviction, credibility, or proof, prospects will hesitate to move forward.
Trust in Your Company – Even if a prospect trusts you and the information you provide, they may still be hesitant if they don’t trust your company’s reputation, reliability, or ability to deliver.
If trust is missing at any of these levels, the sales process slows down—or worse, stops entirely.
How to Build and Strengthen Trust in Sales
Fortunately, trust is not just a static quality—it can be built, reinforced, and nurtured. Here are several ways to improve trust in your sales approach:
Trust in you
Prioritize the prospect’s needs over your sales agenda. Nothing breaks trust faster than pushing a product that doesn’t align with their real pain points.
Ask insightful questions, acknowledge concerns, and actively listen to their responses.
Aim for a 70/30 ratio—listen 70% of the time and talk only 30%.
Speak with confidence and authenticity. If you don’t believe in what you’re selling, why should they?
Trust in the information you provide
Ensure your claims are credible and backed by evidence. Don’t promise a result when you really mean “potential to” Don’t exaggerate.
Use case studies, data, and real-world examples to support your statements.
Acknowledge any weaknesses in your product or service, but provide good explanations and solutions. Honesty fosters trust far more than glossing over imperfections.
Trust in your company
People trust what others say about you more than what you say about yourself.
Leverage social proof. Share customer testimonials, case studies, industry awards, and success stories to build credibility.
Integrate trust signals into your sales process—on your website, in email sequences, and in conversations.
Ensure your website demonstrates credibility with clear, professional content, verified claims, and a transparent approach to customer relationships.
Conclusion: Trust = Sales
The silent saboteur of trust is difficult to detect, but simply acknowledging its role in sales is the first step toward addressing it. By reviewing your sales process and identifying areas where trust might be lacking, you can take deliberate actions to build credibility and confidence at every stage.
Audit your sales process—are you focusing on building and maintaining trust?
Review your website—does it clearly establish credibility?
Examine your claims—are they believable and demonstrable?
No Trust = No Sale.
If you want to dive deeper into making trust your number one sales asset, check out my book, The Personalization Code Sales Method, where I dedicate two full chapters to mastering trust in sales. [Insert purchase link here]
