Establish Trust in Sales: How to Create Credibility by Eliminating Tension

September 1, 2023
7 minutes to read
close up of a handshake of two men in suits to establish trust in sales
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When it comes to sales, trust is the cornerstone of successful relationships. Building trust with clients and prospects is crucial for closing deals and fostering long-term partnerships. However, many potential customers see your sales call or email as an interruption from the important things they need to do. The sales process often carries inherent tension, as both the buyer and the seller aim to achieve their objectives. A salesperson is often viewed as an intruder, a money-grabber, and sometimes even a beggar. Unless you can change that initial attitude right off the bat and establish trust in sales, you are potentially doomed before you even get started.

It’s not all doom and gloom though. The key lies in understanding how to eliminate tension and establish trust, creating an environment where both parties feel comfortable and confident. Before selling can begin, prospects must feel that you have something important to say and that they might benefit from investing time into listening to you. That’s a big order, isn’t it? We explore some practical strategies to navigate this delicate balance and build strong, trustworthy relationships in sales.

Feel Confident in Yourself and What You Are Selling

Potential customers can read you like a book. They can instantly sense your confidence level, your attitude toward selling, how you feel about the product you’re selling, your feelings toward them, and your personal comfort level at being with them. There’s a lot you can learn from someone’s body language. It shows in your eyes, your gestures, your movements, and even your tone of voice.  You simply can’t consistently fake your way through the inner game of selling and be a winner in the outer game. If you want to experience a real change in the way prospects see you, start feeding some of these positive thoughts and affirmations into your mind:

  • Selling is an honorable profession that is worthy of my best efforts.
  • I will enable my customers to discover what they are missing, so we can find out what they want and need, and then I will help them attain it.
  • I am a value generator for this customer and for all of my clients.
  • My prices are not too high. I will see to it that the customer gets what they pay for – and more.
  • I am a capable and confident salesperson, and the company I represent is a solid firm that seeks to deliver greater value than the competition.
  • I will not rely upon high pressure or persistence to make this sale but will concentrate on making a good impression on this prospect.
  • When I finish this interview, the buyer and I will be totally clear on what the next steps are.
  • It is perfectly okay for the customer to say no.

Not one of these statements is an artificial claim that you cannot back up with facts. If you have a problem believing any of them, work through them until you can honestly say them to yourself. When you truly start to see yourself in that light, you’ll be happily surprised at how much more warmly your potential customers will receive you to ultimately, establish trust in sales.

Create Credibility and Establish Trust in Sales

The natural condition that exists at the beginning of any selling situation is tension. You’ve probably experienced it enough to know how real it is. The fact is tension will exist until you take action to reduce or eliminate it. So let’s focus on what you can do about it. Here are three tips we have found to be very helpful in eliminating the tension to establish trust in sales:

Active Listening: The Foundation of Trust

When engaging with clients or prospects, focus on truly understanding their needs, challenges, and aspirations. Give them your undivided attention, maintain eye contact, and demonstrate genuine interest. By actively listening, you show empathy and build rapport, creating a solid foundation for trust to flourish.

Get on the Same Page

A quiet manner, a mild sense of humor, and a warm smile can go a long way toward breaking down barriers between you and your potential customer. One of the best ways to make someone relax is to match their behaviors. A good example would be if they offer you a cup of coffee, simply ask if they are going to have one. If they say no, you say no, and vice versa. You can also match their tone and pace while speaking. Also, be sure to look them in the eye. By mirroring their behavior, you set the prospect at ease and allow them to open up to the conversation. However, you still want to be yourself. If you are not your authentic self, the prospect will see through you right away.

Be a Good Guest

Just as if you are a guest in someone’s home, you must be a guest in someone’s office. Ask permission before you do anything. You may have heard stories of salespeople walking into a prospect’s office and moving things around to set things up for a presentation. The look on the potential customer’s face tells you everything you need to know. It’s over for the salesperson because they did not respect the space of the prospect. Simply asking the customer for permission to do things can go a long way. Before the meeting starts, establish an atmosphere where both you and the prospect feel comfortable enough to ask questions and even interrupt if clarification is needed.

In addition, give your potential customer a lot of praise and compliments. If they compliment you first, give it right back by saying something like, “Thank you, but you made it easy for me to…” Also, it’s crucial to keep track of your meeting time. Be sure to honor it. No one will trust you if you don’t show them that you respect their time.

Maintaining Trust in Sales

Now that you’ve gotten past the initial interaction and have started to build trust with the customer, you need to maintain that trust. Here are some ways to continue that vital relationship:

Transparency and Honesty

Transparency and honesty are paramount when it comes to building trust. Be upfront about the benefits and limitations of your product or service. Avoid making unrealistic promises or overhyping your offerings. Instead, focus on providing accurate information, addressing concerns, and openly discussing any potential challenges. Clients appreciate transparency, and it builds credibility which leads to trust.

Consistent Communication

Maintaining consistent communication is crucial in building trust throughout the sales process. Respond promptly to inquiries and provide regular updates on progress. Set clear expectations regarding timelines, deliverables, and next steps. By being reliable and communicative, you demonstrate your commitment to the client’s success and reinforce their trust in your abilities.

Expertise and Product Knowledge

Establishing yourself as an expert in your field is a powerful way to build trust. Continuously invest in expanding your knowledge and staying up-to-date with industry trends. When engaging with clients, showcase your expertise by offering valuable insights and solutions tailored to their specific needs. By positioning yourself as a knowledgeable professional, you instill confidence in your clients, fostering trust in your recommendations.

Focus on Building the Relationship, Not Just Closing the Deal

Sales is about more than just closing deals; it’s about building long-lasting relationships. Take the time to understand your client’s business and goals beyond immediate sales opportunities. Show genuine interest in their success and seek opportunities to add value beyond your core offerings. By demonstrating a sincere desire to help, you establish a strong bond based on trust and mutual benefit.

Address Concerns and Objections

Tension often arises when clients have concerns or objections. Instead of avoiding these issues, address them proactively and openly. Listen attentively to their concerns, validate their feelings, and provide thoughtful responses. Seek to understand the underlying motivations behind objections and work collaboratively to find solutions that meet their needs. By addressing concerns head-on, you demonstrate your commitment to the client’s satisfaction and alleviate tensions.

Deliver on Promises

Although it takes time, one of the most effective ways to build trust is by consistently delivering on your promises. Follow through on commitments, meet deadlines, and ensure your clients receive the value they expect. By exceeding expectations, you demonstrate reliability and integrity, strengthening the foundation of trust. Conversely, failing to deliver on promises can quickly erode trust and damage your sales relationships.


Remember, tension is the natural state that exists in any selling situation. It won’t just go away on its own. Before you even meet with prospects, you must take positive steps to create credibility and eliminate tension to establish trust in sales. By integrating the strategies in this article into your sales process, you can cultivate strong and trusting relationships with your clients. That will lead to increased customer satisfaction, loyalty, and long-term success. Remember, trust takes time to build but can be easily shattered, so approach every interaction with integrity and genuine care for your client’s success.