Build trust by solving, not selling

A counterintuitive truth I've learned in sales — trust grows fastest when you stop trying to sell. Over years of building partnerships, I've watched relationships transform the moment I shifted from chasing transactions to solving real problems.

Here are some key things I’ve learned:

Lead with education, not blunt selling‍

Share your deep industry knowledge freely. Talk about emerging trends, common challenges, and hidden pitfalls. Your prospects already know you're there to sell, so surprise them by teaching instead. When you share your expertise without expecting immediate returns, prospects see you as a trusted resource rather than a salesperson. This shift in approach signals that you're invested in their growth, not just your own goals.

Get to know them (really)

Get specific about their situation. What's worked before? What failed? What does a home run look like for them? Real discovery isn't about checking boxes, it's about understanding their world so well that you know whether your solution genuinely fits. Most sales conversations fail because they skip this crucial step of deep understanding. Taking time to explore their challenges and aspirations builds the foundation for meaningful solutions.

Be willing to walk away

Tell prospects that you're committed to finding the right solution for their needs. Back this up with action by being honest when you spot a mismatch. Nothing builds trust faster than proving you'll put their success above making a sale. This approach might seem counterintuitive in sales, but it sets trusted advisors apart from traditional salespeople. When you demonstrate this level of integrity, prospects remember — and often return when the timing is right.

Focus on gap-filling, not features

Stop leading with product features. Instead, structure every conversation around understanding and filling specific gaps in your prospect's situation. Listen more than you speak. Take notes. Ask follow-up questions. Show you're more interested in their challenges than in pitching your solution. The best sales conversations often involve the salesperson speaking only 30% of the time, spending the rest actively listening and understanding. This ratio might feel uncomfortable at first, but it's essential for uncovering the real opportunities to add value.

Stay aligned with prospect goals

Make your prospect's objectives your north star. Sometimes, this means being direct about limitations. Other times it means telling hard truths about what they really need. When prospects see you consistently prioritizing their goals, trust naturally follows. This alignment should extend beyond the initial conversations – your commitment to their success should be evident in every interaction, from how you structure solutions to how you handle challenges that arise.

Most salespeople rely on persuasion tactics, but the best partnerships start when you focus on solving real problems. This approach takes more time upfront, but it creates something more valuable than a quick sale — it builds a foundation of trust that turns clients into advocates. That's the difference between building a successful career in sales and just chasing quotas.

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