How to Earn Trust Before the Sale Happens

Let’s be honest, when people are looking to buy, they’re not just shopping for a product or a service.

They’re looking for reassurance.

They’re trying to figure out, “Is this good value?”, “Will this solve my problem?”, and the kicker: “Will I regret this?”

And in today’s market, your customer has done their homework long before they speak to you.

They’ve Googled you, stalked your reviews, asked their mates, and compared you side-by-side with your competitors. By the time they land on your website, or walk through your doors, they’re looking for confirmation, not persuasion.

So if you want to close more deals and build longterm trust, you need to create content that answers their real questions. And not just the fluffy, feel, good stuff.

We’re talking about the deeper concerns, the awkward questions, the things they’re too polite to ask.

Let’s walk through exactly what that content should look like, and why it works.

How to Build Trust in Sales with a Customer-Focused Approach

1. Answer the Questions They’re Already Asking

Your customers aren’t wandering around wondering if you’ve got a cool brand.

They’re asking, “How much will this cost?” or “How does this compare to X?” or “What happens if this doesn’t work?”

If your sales team is fielding these questions daily, that’s your goldmine.

Example: At one landscaping company I worked with, the same five questions came up on almost every job quote. So we turned those into five blog posts and a downloadable PDF. Sales increased by 17% in two months, because we were no longer selling; we were educating.

Use a shared doc or spreadsheet where your sales team can drop in every question they’re hearing. Then upvote the most common ones and turn them into content. It’s a simple system that creates trust before a salesperson even opens their mouth.

2. Be Candid About Cost

Let’s not be coy, price is the first question on nearly every buyer’s mind. But it’s also the one most businesses shy away from addressing directly.

Yes, cost can vary.

Yes, there are factors that influence it.

But customers aren’t asking for a quote,they’re asking for a ballpark, and an understanding of why you charge what you do.

Example: An IT services provider I coached posted a blog titled, “How Much Should You Pay for IT Support in Melbourne?” They broke down the factors (hours, complexity, emergency rates), included a range ($800–$2,500/month), and explained what you get at each level. That one blog page now brings in over 70% of their website leads.

Transparency wins. Always.

3. Use Reviews Carefully (But Honestly)

Buyers want social proof, but they’re smart.

They know you’re not going to post 1 star reviews on your own site. So use reviews thoughtfully, perhaps by sharing third party feedback, or featuring real,life case studies with names, locations, and even video testimonials.

Example: If you’re in a service-based industry (like a builder, landscaper, or coach), feature client stories that go beyond “they were great.” What was the problem? What was the solution? What was the outcome? That’s what future clients want to see.

4. Compare Yourself (Even With the Competition)

Here’s a bold move: write a blog post that compares your service to your top competitors. Not to brag, but to help buyers choose wisely.

Call out where you shine, and where your competitor might be a better fit.

Example: I wrote, “Sarah vs. Business Coach X: Who Should You Work With?” In it, we explained that clients wanting mindset coaching might be better served elsewhere, while those wanting process improvement would thrive with us. It built massive trust, and reduced time wasted on poor, fit enquiries.

Buyers love honesty. And when you’re willing to admit you’re not for everyone, it makes the right people lean in closer.

Your only competition is yourself

5. Don’t Be Afraid to Talk About the Problems

If you avoid the hard stuff, you’re missing the opportunity to build credibility.

Every product or service has drawbacks. Your job is to candidly address them, before your customer asks.

Example: A business software company I advised wrote a blog titled, “7 Reasons Our Software Might Not Be Right for You.” It listed legitimate issues like steep learning curves, implementation time, and upfront costs. The result? Fewer tyre, kickers and more leads who came pre,qualified and confident.

Remember: buyers aren’t afraid of problems,they’re afraid of surprises.

6. Use “Best of” Lists and Buyer Guides

When buyers are researching, they’re often looking for curated comparisons: “Best HR Platforms in 2025” or “Top 5 Commercial Cleaners in Brisbane.”

Here’s the opportunity: write those lists honestly. Include competitors. Even recommend them when they’re a better fit.

Example: A boutique accounting firm wrote a guide called “The 4 Best Accounting Services for Startups (And When to Use Each One).” They featured themselves third. It now ranks on Google’s first page, and their leads are higher quality because the guide prescreens them.

The Bottom Line

You can’t wait for the sales call to build trust, it has to start long before.

The moment someone Googles your service, your content should:

Answer their questions
Explain your pricing
Acknowledge the risks
Offer comparisons
Share authentic feedback

That’s how you position your business as the safe, smart choice.

And if you’re not doing this yet, don’t panic. Start simple. Choose the five questions your customers ask most, and turn them into content this month. You’ll be amazed at how much smoother your sales process becomes.

Ready to Build Buyer Confidence?

This is exactly what I help business owners do, turn common sales roadblocks into powerful sales tools. If you’re tired of repeating yourself or losing leads to price objections, I can help you build content that converts.

Booking a Business Analysis with me today, and let’s make your sales process faster, smarter, and more profitable.

What Are Your Customers Really Buying?