Only 3% of people trust salespeople. Let that sink in.
Even worse? Only 18% of salespeople are considered “trusted advisors” by buyers. That means the majority of sales reps are seen as pushy, self-serving, or just another person trying to close a deal.
Where Salespeople Go Wrong
Bag things happen the second a salesperson:
- Gives off desperate energy
- Reeks of commission breath
- Pushes a solution to a problem the buyer doesn’t even have
Sales resistance skyrockets. Buyers shut down, trust evaporates, and your chances of closing plummet.
How to Be the Salesperson Buyers Actually Trust
Instead of pushing for a sale at all costs, shift your mindset to being a problem-solver, not a product-pusher. Here’s how:
- Lead with understanding, not persuasion – Ask great discovery questions to fully grasp the buyer’s pain points before offering a solution.
- Don’t sell—diagnose – Think like a doctor. Would you trust a doctor who prescribes meds before understanding your symptoms? No. The same goes for sales.
- Control your energy – Confidence sells. Desperation kills deals. The best salespeople remain calm, composed, and consultative.
- Make trust the priority – You don’t need to close every lead—you need to close the right leads. Customers should feel like you’re guiding them to the best decision, not forcing them into one.
Bottom Line: Trust Is the Ultimate Sales Currency
If buyers don’t trust you, it doesn’t matter how great your product is.
The best salespeople aren’t just closing deals—they’re building credibility. The more you position yourself as a trusted advisor, the less sales resistance you face—and the easier it becomes to win business.
