
5 Trust Building Strategies To Help You Close More Deals
1. Be Yourself, But Adapt
A trustworthy person is genuine—they don’t pretend to be someone they’re not. They act on their words, and that’s what makes them trustworthy. And buyers are looking to buy from salespeople who show them they’re trustworthy. In fact, 84% of business buyers expect sales reps to act as trusted advisors.
People are more likely to buy from salespeople who listen to their needs and provide relevant information. Buyers want to feel like you, as the seller, have their best interests at heart and genuinely care about solving their problems. But here’s the thing: you can adapt to how your prospect communicates while still being yourself. Here’s how:
- Match their pace: If they speak slowly, slow down your speech. If they’re quick and to the point, follow suit
- Mirror their communication style: Some people love small talk, others want to get straight to business. Pay attention and adapt
- Stay authentic: Don’t make up stories or pretend to share interests you don’t have. People can spot fakeness from a mile away, even on the phone

2. Be Transparent, Especially About Pricing
“We’re going to dive deeper into pricing later in the call, but just so you have an idea, our services typically range from $3K to $7K per month. The exact price depends on your needs, which we’ll discuss in detail over the next few minutes.”
- If a prospect asks about pricing early on, give them a price range
- Explain that the final price depends on their specific needs
- Promise to provide more details once you understand their requirements better
3. Build Rapport Through Storytelling
As mentioned earlier, avoid being fake—just be yourself. There’s no need to create false stories to build a relationship with your prospects. By the way, if you’re interested in more tips on building rapport, we’ve got an entire blog on that. You can check it out here.
Instead of making up stories, focus on sharing authentic, real experiences. Genuine stories are powerful tools for building connections. They make you relatable and help prospects see how you can help them fix their problems. In case you didn’t know, stories are 22 times more memorable than facts alone, making them highly effective in capturing attention and enhancing information retention.
- Share real examples of how you’ve helped other clients
- Use the “Problem-Solution-Result” format: Describe a client’s problem, how you solved it, and the positive outcome
- Keep your stories relevant to your customer’s situation
For instance, you can say:
“We worked with a company similar to yours that was struggling with X. We implemented our solution, and within six months, they saw a 30% increase in Y.”
4. Make Sure They Trust You AND The Company

According to a survey by Edelman, 67% of consumers must trust the brand before they’ll continue buying its products or services. If a prospect has doubts about the company, they’re more likely to look around at competitors or second-guess their decision.
- Mention how long your company has been in business
- Talk about notable clients you’ve worked with (if you can)
- Share relevant company achievements or awards
5. Listen More Than You Talk And Be Patient
- asking open-ended questions that encourage prospects to share more
- summarizing what you’ve heard to ensure you’re on the same page
- showing genuine interest in their responses
But listening isn’t enough on its own—you also need to be patient. Trust takes time to build, and rushing a sale will most likely make your prospects feel pressured. Patience allows the relationship to develop naturally, giving your prospects the time they need to make informed decisions without feeling rushed.

Winning With Trust: The Key To B2B Sales Success
FiveRings can help you build out a sales process that’s focused on building genuine trust and rapport with your prospects. We specialize in helping B2B companies across various industries drive sales and go to market successfully. If you’re interested in learning more about what we do and how we can help you grow, get in touch with our team.