4 Ways to Build Trust Quickly Entrepreneurs don't have years or even months to build trust. To get sales quickly, they need to act quickly.

By Dorie Clark

entrepreneur daily

Opinions expressed by Entrepreneur contributors are their own.


No one is going to buy from you if they don't trust you first. That can be a challenge for entrepreneurs, because we have to build that relationship from scratch, whereas a new salesman for IBM or Mercedes-Benz can coast a bit on the reputation of his firm.

Of course, trust naturally develops over time. If you've worked alongside someone for five years, you probably have a pretty good sense of her character. But most entrepreneurs can't afford to wait years or decades -- we need to make sales now.

Here are four strategies to create trust -- and help your business -- more rapidly than you thought possible.

Related: 5 Ways to Build Trust With Your Company's Online Audience

1. Create content regularly. It's hard to trust someone if you're not entirely sure they know what they're doing. Dispel this concern upfront by creating prolific online content that demonstrates your expertise. It could be blog posts, podcasts, videos or a great Twitter feed -- anything that shows you've put time into thinking about these issues and have a knowledgeable point of view. Plus, it has the side benefit of enhancing your Google search results. If someone looks you up, they're very likely to see high-quality material that you've created, rather than some of the more random things about you online.

2. Explain the pros and the cons. We all know what a sales pitch usually sounds like: someone bloviating about how great his product is, and how it's absolutely perfect for your needs. You can up-end expectations, however, if you're clear about what you can't do or which situations would be a bad fit for your product or service. If you tell me you can't service my home sprinkler system because you specialize in corporate accounts, I may be mildly disappointed in the short run, but I'll remember your integrity in steering me to a more affordable option and am much more likely to remember and call on you when my business needs help with that issue.

Related: A Strong Core Is the Key to Great Leadership

3. Disclose any biases or conflicts. There's nothing wrong with creating win-win arrangements, such as having someone pay you a referral fee when you send them business. But you don't want the customer to find out later and wonder if you sent her to the best place or merely the place that compensated you best. It's essential to be transparent and upfront about any arrangements. Don't do anything to dent the trust that the customer places in you.

4. Limit your pitching. There's a time and a place for making sales pitches -- and it's usually not the first time you meet a new prospect (unless you've set up a meeting specifically for that purpose). You want them to understand that you would like to develop a long-term relationship, not just a hit-and-run purchase transaction. Take the time to get to know them as individuals, and wait for an opportune moment to mention your product or service -- when they're asking about it or when it's truly relevant. You'll get much better results (and have more satisfying relationships) if you can put aside the "need to pitch" for a while and let it evolve organically. That doesn't mean you never pitch -- it just means you should wait for the right moment when you can bring things up in a natural, unstilted way that doesn't reek of high-pressure sales.

Related: Gaining Customers' Trust Can Be Your Checkmate

Dorie Clark

Speaker, Marketing Strategist, Professor

Dorie Clark is a marketing strategist and speaker who teaches at Duke University’s Fuqua School of Business. She is the author of Reinventing You. 

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Related Topics


Get a 15-inch MacBook Pro for Less Than $375

Save on this refurbished MacBook Pro for a limited time.

Business News

2024 Could Be the Year that Makes or Breaks a Lot of Small Businesses, According to a New Report

About a third of small business owners indicated on a Slack survey that they aren't sure if their businesses will survive the year.


SMART Goals May Be Holding You Back — Try This Effective Goal-Setting Technique Instead

Everyone suggests SMART goals, but this framework is flawed. Learn why and how to create goals properly — ones that you can actually achieve.

Business News

I Tried 3 AI Headshot Generators and There Was a Clear Winner

Aragon AI, Momo, and FastShot AI all generate headshots using AI, but which one actually works for LinkedIn?

Business News

Red Lobster Changed Its 'Endless Shrimp' Promotion After Losing $11 Million in One Quarter — Now It's Hauling Out Another All-You-Can-Eat Deal

The restaurant chain reported a record $12.5 million operating loss in the fourth quarter of 2023.


Enhance Your Website's Visibility and Dominate Your Competition With These Powerful Techniques

Mastering backlinks and content intent is key to ranking higher on search engines. Our guide can help you learn the right techniques and strategies for improving your backlinks and content quality.