My problem...
Last year, I had a conversation with a dream client.
Clear need. Clear solution. No doubt about the value.
And yet, in the end, I got:
“Sounds interesting – I’ll get back to you.”
Do you know that feeling?
You give it your all in the conversation – but something is missing.
Later, I realised:
- It wasn’t the offer.
- It wasn’t the price.
- It was trust.
And I asked myself:
How can I systematically build trust before the client drops off?
Here are 3 things that made the difference for me:
1. Mini social proof before the conversation
📌 Before the call, send a short case study or a client quote, for example.
This gives the conversation a head start on trust.
2. Address uncertainties proactively
📌 Instead of small talk at the end:
“What would need to happen for you to feel confident about making a decision?”
This creates connection and makes you more relatable.
3. Build in a micro-commitment
📌 Make a small yes possible during the call:
“Would you like access to the trial already?”
Small commitments pave the way for the big decision.
The same three points work in a job interview, just with the roles reversed. As a recruiter, you send the candidate a short quote from the team before the call instead of a third job description. As a candidate, you ask at the end: “What else would you need to decide whether to hire me?” The micro-commitment is agreeing to a second interview. But trust starts with the first contact, long before the interview. CompLeadly handles the initial outreach: You provide a LinkedIn search—or, with a licence, a Recruiter Lite search—and the desktop app reviews profiles, sends connection requests and writes the first message. If there’s no reply after the number of days you choose, it sends a second message. The recruiting version describes CompLeadly for recruiters.
Conclusion:
Trust does not happen by chance – it is built through small, deliberate signals.
Those who shape this consciously have fewer open offers and more real deals closed.
👉 What works for you when it comes to building trust in sales conversations?
Share your best tip in the comments.
Looking forward to it!
#BuildingTrust #SalesTips #CloseRate #B2BSales #CustomerAcquisition
