Trust, Sales, and Time

Complete Story

06/17/2025

Trust, Sales, and Time

Source: Bill Farquharson, June 16, 2025

BillF

My granddaughter, Callie, will be a 1-year-old next month. Unlike my grandson who lights up every time we see each other; Callie looks at me like she's loaned me money and I have no intention of ever paying it back. It's a cold, blank stare, even when I am standing over her trying desperately to convince her she and Papa are going to be best friends forever and ever.

Unfortunately, there is nothing I can do or say to an 11-month-old that will make her change her mind and trust me, like me, or even smile at me. Words don't work. Actions don't work, either. The only hope I have is time.

You approach a new customer. They don't know you. Despite the fact that every other client you work with heaps praise upon you, nothing you do or say is going to make a difference and move the needle. You, too, cannot prove yourself to be trustworthy. It’s ironic: Clients will not buy from you until they can trust you, but they can't trust you until they buy from you. You can only act in a trustworthy manner.

And wait.

Leave a voicemail message promising to call back in two weeks and then call back in two weeks, making certain to point that out in your next voicemail message. Highlight your on-time shipping percentage. Seek out and repeat testimonials from your existing client base. And believe it or not you can also go as far as to talk about those times where there's been a problem with an order and then tell the story about how you worked to make it right. This, too, is a component of building trust.

If (and that’s a big if) you do get the chance to interact personally with the prospect, be punctual, present, and authentic. Be transparent to the point where the prospect is convinced you have their best interest in mind and not yours.

Therefore, it's your actions and words that demonstrate you are worthy of their trust. Deliver on your promises and they will come around. And hopefully it will take you less time to win their favor than it appears it will take me to earn Callie’s.

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