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 Edited by Dan Bova

Opinions expressed by Entrepreneur contributors are their own.

Shutterstock

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.

Starting a Business

'Don't Wait Until Everything Is Just Right': How a Common Frustration Inspired This Entrepreneur to Co-Found a Thriving Business

Mike Mayer, co-founder and co-CEO of Windmill, shares how an annoying struggle with an air conditioning unit sparked the idea for an innovative air quality company.

Business Ideas

70 Small Business Ideas to Start in 2025

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2025.

Business Solutions

Windows 11 Pro for $20: Built for Business Owners Who Do It All

A one-time payment gives you lifetime access to the tools you need to secure data, streamline workflows, and scale your business.

Franchise

From Powerhouses Like Jersey Mike's and Taco Bell to Icons Like Pizza Hut, These are the Top Fast-Food Franchises in 2025

Discover the 10 most successful QSR franchises of 2025, based on Entrepreneur's Franchise 500 ranking.

Business Process

Who's in Your Inner Circle? How Your Closest Connections Shape Your Success

Your success is shaped by the five people you spend the most time with — choose wisely.

Money & Finance

Startup Founders Need to Advocate For Their Own Compensation — Here's How to Do It Right

Ensuring fair compensation as a founder or CEO is crucial to staying motivated and building a successful company. Here's how to strategically handle the conversation and get the pay that reflects your worth.