5 Sales Strategies to Winning Customers’ Trust

| Created on August 30, 2018

Updated on February 14, 2020

Sales strategies


Customer trust is not a onetime thing. It is built over a period of time. Once you win it, make sure you put your best foot forward to retain it. Retaining customer trust isn’t easy, but gaining it in the first place is the toughest part.

Sales strategies

“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”- Warren Buffet

So, if you are wondering about the way to a customer’s heart that can make him/her confident about your product\service, your solution lies in the following top sales strategies: –

Sell on Emotion, Not on Pitch

Don’t tell a story but sell a story. Stories not only help you in gaining people’s attention but also retaining it. It encourages them to use their imagination and multiplies their engagement.

As per the book, ‘Sell with a Story: How to Capture Attention, Build Trust, and Close the Sale’, despite all the high-end sales strategies available, personal ways still work the best. The emotional punch explains products and services in a manner that resonates with the client. However, it nowhere means that you narrate a fictional story. Your pitch has to be entertaining yet relevant.

Let’s understand this better with the help of an example. If you are pitching a female customer for a dress, you won’t stop at, ‘this dress has a fine material.’, ‘it is a branded product.’ It can be followed by, ‘If you have an office party, it is fit for the occasion.’ ‘We have following colours to match your preferences.’ Basically, you have to show your expertise by providing customized solutions.

Stories let your marketing messages stay on the top of customer’s mind and you are able to win the trust in a more bona fide way.

Online Reviews Matter

As per research, 85% of customers trust online reviews as much as they take a word from their friends and family. And therefore, online reviews matter.

The digital world works in the same manner as the real world. Whenever we buy a product and know of someone who has also bought it, we ask that person for feedback, don’t we? Similarly, while making online purchases, people rely on reviews left by other buyers. There isn’t a product on any e-commerce website, from salt to software, that doesn’t have  reviews. They know that a customer talking about his or her experience is worth more, as compared to what a company will say about itself.

Therefore, a company should take online reviews seriously as a part of its sales strategies.

Make Way for ‘How-To’ Videos and Case Studies

Incorporating testimonials, case studies and ‘how-to’ videos can help you in establishing your website as an authentic source of information. Credibility is the livelihood of a sales professional and customers prefer to invest in a trustworthy and credible source. Additionally, showing portfolios of your happy customers increases a product or service’s credibility twice as much. And eventually, this sales strategy takes you many steps closer to a positive lead conversion.

Truth Leads To Trust

This point is about being true to your customers about the product. Gone are those days when sales people would tell all sorts of lies to the customer, just to sell the product. Being a ‘yes’ salesperson doesn’t work anymore. No more can you say to a customer that, ‘Yes, it is good for oily skin’, when the given face wash is more suitable for dry skin. Your sale strategy shouldn’t be to brainwash or manipulate them. In fact, your approach must be of helping the customer and for that, even if you must point out that the product is not the right fit for the customer, just do it!

Be Yourself and be Human

Pitch your potential customer by making him or her comfortable instead of selling like a salesperson. In other words, start in a conversational manner. This way you appear to be more genuine and it should be the mantra, as it remains the cornerstone for developing trust. In fact, your clients are human too. You can talk to them, empathise & connect with them because these will bring you closer to deal completion. Therefore, your emphasis should be on building a relationship rather than making sales because if you succeed in doing the former, closing a sale will be a child’s play. As Dale Carnegie famously wrote in his book ‘How to win friends and influence people’ – ‘You can close more business in two months by becoming interested in other people than you can in two years by trying to get people interested in you.’


It may look like the above sales strategies are only for salespeople but they are equally applicable to any employees of a company. After all, every member of the company is ultimately contributing towards revenue generation and improving profitability.


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