Closing Sales Starts With Building Trust

Making the sale, especially when your small business offers products and services to other businesses, demands more than being good at what you do. It also requires building professional relationships. To do that, you must earn your customers’ trust.

There’s no scientific formula for earning trust. It requires time, patience, and honest effort.

Here are some suggestions to help you lay a foundation of trust with your potential customers:

  • Engage in a conversation, not a sales pitch.

A hard-sell approach can make a bad first impression, so do not come on too strong at networking events. Show interest in learning about your prospects’ businesses. Demonstrate curiosity—listen to them more than you talk about yourself. Ask questions and learn about their situations and challenges before jumping in with how wonderful your products and services are.

  • Be prepared.

No matter your reason for meeting with prospects or customers, always prepare in advance so you are respecting their time and demonstrating that you care about meeting their needs.

  • Have their best interests in mind—always.

When proposing solutions to customers, make sure you are directing them to those that are truly most beneficial to them. If you do not have a solution at a price point a customer needs, be honest.

  • Keep your promises.

When you tell your customers you will do something for them, make sure you deliver on your promises. Finish what you start, follow up when you say you will, meet deadlines, and ensure that the solutions you have provided meet the expectations you’ve given your customers. 

  • Do not disparage your competition.

Badmouthing competitors will likely make you appear unprofessional and petty - and it probably will not make your products and services seem any more attractive to prospective customers.

  • Go the extra mile.

You can also earn trust by doing more than just fulfilling your business obligations to your clients. Whether emailing them a link to a blog post that touches on a topic you were discussing with them at your last meeting, writing recommendations of them on LinkedIn, or referring a potential customer to them, you can show you genuinely care about their success.

The common thread binding all of the above trust-earning tips is putting the customer first. By approaching your interactions with an authentic effort to help rather than sell, you can build goodwill and gain the trust needed to make your business relationships a win-win.

Since 1964, SCORE “Mentors to America’s Small Business” has helped more than 10 million aspiring entrepreneurs and small business owners through mentoring and business workshops. More than 11,000 volunteer business mentors in over 320 chapters serve their communities through entrepreneur education dedicated to the formation, growth and success of small businesses. For more information about starting or operating a small business, contact SCORE TriCounty. You can call 610.327.2673, email  or visit the website at