How to Build Trust in Sales

By Haley Lloyd, 26 November, 2019

Your fees are comparable, your capabilities on par and your clients are as good as the next agency. You're not winning deals, and the reason may surprise you.


Hopefully, you're part of an organization that allows you the freedom to make decisions. You have access to information, the company values transparency and your team encourages creativity. If you're not, well, that’s a different conversation altogether. If you are, keep reading! You're on the right path.

Historically, salespeople, for better or worse, have gotten a bad rap. Sleazy, manipulative, pushy, and dishonest are just some of the adjectives frequently thrown around to describe sales. While career salespeople have, for the most part, undone those stereotypes, there are some lingering fears from buyers. These suspicions are evident in RFPs, initial budget conversations, and negotiations. Transparency would go far in all of the aforementioned stages, except that buyers are hesitant and even reluctant, to disclose important criteria in fear that it will be used against them.

In an ideal world, the buyer would treat the salesperson or agency as an advisor and confidant. Transparency is valued and information is not withheld because the client feels comfortable knowing that the seller has their best interest at heart.

So, how do we combat fears, and gain credibility? It's pretty simple. Put the customer first.

What does it mean to put the customer first?

At Planetary, it's embedded into our process. Before engaging with a client, we try to understand as must as we can about their needs and what's important to them, and their users. We constantly tune and iterate on our processes; how are we communicating to cold prospects? On what channels do they want to hear from us? How are we presenting our proposals? How does our brand reflect the work that we do? Remaining buoyant is critical to our success. Anticipating the needs of our clients becomes easier and more familiar over time, and communicating honestly our approach to their needs keeps us honest.

Trust, regardless of the type of relationship is hugely important. If an organization fosters it, and its salespeople live and breathe it, trust can be your competitive advantage.