The Dynamic Soul of Selling – In Sales, Trust is Earned, Not Given.

You’ve heard the saying…‘People buy from people.’ And yes, this is true. So, what if all the salespeople have a solution that is going to help fix or solve the problem? Who will get the sale? Most likely, the sale will go to the person/business who has spent time building trust with their buyer.

Trust is an important factor in business and it always will be. It is a critical component of sales success and is something that the top leaders recognize and work on. The sad part is that, in Edelman’s annual Trust Barometer, it was founded that ‘trust in business is below 50 percent in half of the markets examined.’ Further to that, research firm Mintel founded that ‘just 36 percent of shoppers say they trust large companies to do what’s right.’

Trust is earned, not given. Period. So, in business, how do we gain and build the trust of our consumers?

These three factors contribute to building trust – capability, dependability and authenticity:


Demonstrating your capabilities as the expert in your field is necessary. Being an advisor for your clients and really knowing your stuff goes a long way in proving you are more than capable to help solve their problem and support them through the buying process. This doesn’t stop just at product knowledge. It incorporates knowledge of your industry, your prospects’ needs, the marketplace and your competitors. In addition, clearly demonstrating how you will provide a return on their investment and deliver a positive impact will be a great start in gaining trust.


Dependable means being trustworthy and reliable. If someone is dependable, you can have confidence that they will always act consistently and sensibly, in turn nurturing trust. If, as a business or a salesperson, you do not do what you say you are going to do, you will lose any trust you have built with your prospect. Not being dependable, will almost guarantee you will not get the sale.


In a study done by Boston Consulting Group ‘customers identified authenticity as one of the top qualities that would attract them to a brand.’ And according to Bonfire Marketing Agency, ‘ninety-one percent of customers want brands they follow to be authentic in their social media posts.’ Being authentic means being genuine and transparent. This means understanding your strengths and the value you have delivered to existing clients. Testimonials can go a long way in building trust, because your value is being demonstrated by a third party. Without authenticity from your company and your salespeople, you will not earn trust.

Taking the time to deliver and nurture all of the above will make the sales process much easier. And food for thought, understanding and playing the long-term game is the best approach. Sometimes, you may deliver on all of the above factors and still lose the sale. But there is an opportunity for you to maintain trust by being positive and always being available as a resource. Your prospect just might be back a year or two down the road. Play the long-term game, earn the trust and close more sales. 

By Jody Euloth

Jody Euloth is the CEO of The Mesh Media Network and Founder of The Dynamic Soul of Selling. She helps entrepreneurs, business and sales professionals and creative visionaries get over their fear of selling so they can generate more revenue and make a bigger impact in business.

Social handles @jodyeuloth