The Benefits of Building Trust in Sales

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  • 0:04 Do You Trust Me?
  • 0:53 The Importance of Honesty
  • 2:23 Honesty in Sales
  • 4:32 Lesson Summary
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Lesson Transcript
Instructor: Beth Hendricks

Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.

Honesty is critical in building trust for sales professionals. In this lesson, you'll learn more about the role and importance of honesty in building trust and rapport in the sales world.

Do You Trust Me?

Let's say you have the best product with the best features at the lowest price. Your marketing is spot-on, your website is engaging, and you're a likable person in a pretty likable company. But people still aren't buying from you. Why? The answer could be in a small five-letter word: trust.

Someone once said that consumers don't buy from people they like; they buy from people they trust. Are you sure your customers view you as trustworthy? Establishing trust may be the most critical piece of the puzzle in sales. Without it, it doesn't matter how you price your item, how many sales you offer, or how great your website looks; customers simply won't be interested. In this lesson, we'll talk more about the importance of honesty in building trust and rapport in sales.

The Importance of Honesty

If you want information on the hottest toy of the moment because you need a gift idea for your niece, where would you go? If you answered, ''the internet,'' you're probably not alone. Thanks to the power and connectedness of the tech-savvy 21st century, we now have access to more information than any other generation before us.

However, this hyper-connectivity also comes with a downside. Sometimes you get more information than you want and discover that someone - a person, brand, or business - hasn't been completely truthful in its product development or marketing. That's a bummer, right? This is just one reason why honesty is so important in building trust and rapport in sales. With just a few clicks of a mouse, your customers can learn everything about you, your products, and your business, easily discerning what's real and what's not.

With the amount of competition vying for consumers' interest, what is likely to be the customer's choice for doing business? A brand with the lowest prices that shows itself to be dishonest and untrustworthy or a brand with slightly higher prices that holds itself to a higher standard of ethical behavior?

So, how do you showcase your trustworthiness? Trust will bloom between consumers and a company through offering quality customer service, obtaining and managing online feedback and reviews, and embracing a culture of transparency, responsiveness, and reliability.

Honesty in Sales

So, now you know why it's important to be honest with consumers, but what kinds of benefits can the role of honesty play in your day-to-day sales?


We've already discussed it, but honesty and transparency facilitate a relationship built on trust. For example, if you're honest about what your product is able to do for customers and customers can see that proof in action for themselves, they will learn to expect honesty from future interactions with you. If you fudge the truth, however, customers will figure that out quickly and take their business elsewhere.


Everyone wants to have a positive reputation. This can only be obtained through a history of honesty and trustworthiness. Companies with negative reputations didn't get there overnight; it happens after a pattern of untrustworthy actions or behaviors.


Keeping the business you already have is easier and cheaper than finding new business. Trust and honesty are the foundation of growing loyal customers. When customers trust you, they will stick with you because they have no reason to go anywhere else.

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