Here’s the Smarter Selling perspective and insights for Australian Businesses on how to drive sales by building customer loyalty and trust that results in business growth.
Trust is more than a ‘good feeling’, it’s that priceless moment a buyer relaxes their shoulders and thinks, “Yep, these folks truly understand me.”
In a competitive market, trust becomes the gateway to a ‘yes’.
Trust is the cornerstone to building any relationship; it facilitates decisions and builds growth, turning first deals into repeat business and referrals.
At Smarter Selling, we embed and teach this daily: when teams shift from pitching, selling “at” to guiding—educating, clarifying, and problem-solving as The Trusted Advisor.
The result is increased credibility and deepened respect, which lifts conversion without the need for any ‘enticement and discounting’.
In a world that is becoming more technology-driven, with AI and chatbots, research confirms that 68% of Australians* prefer to buy from a brand they trust. That includes the salesperson.
Here’s a practical way to build trust – in the manner you engage, sell, serve, and lead.
What buyers actually need (and feel without telling you)
For all intents and purposes, you may feel you’ve put forward the very best pitch and price, and then the customer says, “I need to think about it”.
Guess what, they rarely need more time— what they’re seeking is more certainty.
Certainty of the value. Certainty that you’ll deliver on your promises. Certainty that you’ll look after their interests. And certainty that, if something goes sideways, you’ll make it right.
Trust grows when you openly reduce uncertainty at every step of the sales conversation and buying journey.
The foundations of trust (made practical)
Trust is built on fundamental pillars that are established through consistent and congruent communication, language, and behaviour.
1. Credibility — “Do I believe you?”
Spruiking fancy features rarely impresses a discerning buyer, regardless of the service or product. Swap embellishing adjectives for clear evidence: simple, relevant proof of how you’ve helped similar customers in comparable situations – how you work, the results you delivered, and what that journey will look like together. Demonstrating authority and educating them with knowledge relevant to their world, rather than solely promoting your product or service, is what commands respect and credibility.
2. Reliability — “Will you do what you say, every time?”
First impressions set the bar of expectations in the future, so be authentic, as consistency is what establishes and reinforces trust. Fanfare followed by empty promises quickly dissolves into irreparable disillusionment and discredit.
Set and meet clear response times and delivery windows. Creating consistency across your touch points – be it email, phone, and face-to-face, or the team, so that clients don’t have to repeat themselves or hear a different story – builds trustworthiness.
3. Data care & transparency — “Are we safe with you?
AI, chatbots, and technology-assisted customer engagement are unavoidable. To help manage expectations, it is essential to provide upfront transparency about how you are using data and AI in the customer experience. Customers fear recklessness and misuse of their data.
People still prefer to buy from individuals, so offer your clients an easy path to real-person engagement at any point. Human connection surpasses the limitations of scripted virtual simulations. Your honesty and clarity are as valuable as your product and service features.
4. Being Customer Centric — “Whose interests come first?”
The key focus and goal is to help clients, from problem-finding to problem-solving, that serves them. Be upfront about what the right solution will be for them. If you know you’re not the right fit, say so and guide them to the better option, pointing out the differences. Paradoxically, this honesty builds connection and trust as an authority caring about their outcomes, keeping clients coming back to you.
5. Make it Easy — “Is it simple to buy and stay?”
Map the client’s buying journey, ensuring every step is clear, logical, easy to understand, and follow. Removing any obstacles or opportunities for confusion or frustration creates a smooth journey, bringing added levels of faith.
What high-trust, consultative selling sounds like
The language and voice of a Trusted Advisor is client-friendly: direct, straightforward, and transparent. No hidden agendas. It’s calm, filled with integrity and laced with commercial confidence that focuses on the customer’s situation and best outcomes for them.
Phrases like:
- “Here’s exactly how we deliver, step-by-step. How does that suit you?”
- “Two paths: lower cost vs higher efficiency. Which matters more to you right now?”
- “If there’s a better option than us, I’ll recommend someone. Your satisfaction is our priority.”
How you’ll know it’s working
Engaging with your customers as a Trusted Advisor, concentrating on finding the right solution for them, will create a powerful dynamic. You’ll feel it first in the conversations—less defensiveness, less negotiating, less convincing – and instead, more transparency, more partnering, more collaboration.
Next, you’ll see it in numbers: quicker decision times, increased repeat business, more referrals, fewer discounts, and customers keen to be references.
Trust trumps price in high-risk, high-value sales, driving both positive momentum and healthy margins.
Make trust your base operating system
The Trusted Advisor sales approach is more than a mantra – it needs to be embedded in your values, communication strategies, and business culture: from how you design you offers, write emails, run meetings, negotiate, hand over to delivery, and rectify mistakes. Professional sales training helps teams elevate and refine their approach in all these areas. When leaders model and coach, and teams adopt the right behaviours and language across all touch points – trust and client loyalty compound, and so do results—deal by deal, quarter by quarter.
These are the sales and communication fundamentals that build trust with Australian businesses and customers.
*Twilio’s 2024 Consumer Study
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