Whether we like it or not, buyer-seller relationships are built on trust, yet, many of the behaviors observed in modern sellers erode that trust. Buyers are looking for someone who is credible. They couldn’t care less if that person is likable or not. In fact, 82% of B2B buyers say they prioritize credibility over likability when deciding whether or not to engage with a salesperson. Yet, many sellers continue to rely on outdated approaches like generic product pitches, off-target questions, and relentless follow-ups that push buyers away rather then pull them in.
Almost half of buyers (48%) say poor communication and failure to address their needs are the top reasons they disengage. Meanwhile, 34% point to product pushing as a major deal breaker. These behaviors cause buyers to walk away and reinforce the worst stereotypes about salespeople – pushy, self-serving, and out of touch.
This can change. Trust is built (or broken) by what sellers decide to do every day. Let’s dig into how trust impacts sales, common mistakes that erode it, and practical ways to make a change.
Buyers Value Credibility
Buyers don’t care how likable you are if you can’t back it up with credibility. As mentioned, 82% of buyers say they value credibility over likability. Buyers want someone who knows their stuff, gets their challenges, and brings solutions that actually help. When salespeople can deliver on these expectations, they build trust, move deals forward, and create meaningful partnerships.
The problem, however, is that too many sales behaviors work against trust. Prioritizing quotas over buyer needs, relentless follow ups, or trying to force a product into a buyer’s world erodes credibility fast. These actions push buyers away – 59% of buyers disengage because of poor sales practices. And when the trust breaks, so does the deal.
How do we fix it? Focus on earning trust. Understand the buyer’s business, ask the right questions to uncover their real problems, and offer solutions that make sense for their unique situation. Show buyers that you’re here to help them succeed.
Sales Behaviors that Push Buyers Away
Salespeople often lose buyer trust without realizing it. Actions that put their own goals ahead of the buyer’s needs i.e. product pushing, poor communication, or irrelevant questions drive buyers away. Research backs this up: 34% of buyers say product pushing is the biggest turnoff during cold outreach, and 48% disengage because salespeople fail to communicate effectively or address their actual problems.
How to break trust in a selling process:
Product-centric conversations: Buyers get frustrated when salespeople focus on their pitch instead on understanding what the buyer is struggling with.
Relentless follow ups: Pushing too hard with repeated calls or emails, especially after a buyer shows hesitation, positions a salesperson as aggressive rather than helpful.
Irrelevant questions: Asking questions that don’t align with the conversation, the buyer’s problems, or could have been answered with a google search screams poor preparation and erodes credibility.
These issues point to a larger problem in sales culture. Many organizations focus too heavily on hitting quotas and activity metrics, encouraging behaviors that buyers see as pushy and self-serving. To rebuild the trust, sellers must shift their focus.
What Buyers Look For in a Salesperson
Buyers aren’t asking for much. They just want salespeople who focus on their needs and not their own agenda. Trust grows when salespeople take the time to understand their buyer’s specific challenges and work together to find meaningful solutions. Too often, sellers prioritize their pitch over the problems they can solve.
Buyers consistently identify three key traits they value in a salesperson:
Relevance: Buyers expect salespeople to ask thoughtful, diagnostic questions that uncover real challenges and lead to aligned solutions. When questions feel generic or poorly prepared, trust takes a hit. Buyers want to feel understood, not like they’re being worked through a script.
Collaboration: The best salespeople engage buyers as partners, not as targets. Rather than offering a cookie-cutter solution, they help buyers define the problem and co-create a solution to solve it.
Transparency: Honesty goes a long way. Buyers appreciate salespeople who are upfront about what a product can do—and equally clear about what it can’t.
When salespeople lean into these traits, they first build on that trust, but second, they separate themselves from the stereotypes of sales.
Training Sales Teams to Build Credibility
Trust doesn’t just happen – it’s earned, and it starts with shifting how sales team approach the entire process. Many sales organizations focus so heavily on hitting quotas that they push their teams into behaviors buyers hate: relentless follow-ups, product-pushing, and ignoring the bigger picture of what the buyer actually needs. If trust is the goal, sales cultures need to change from the top down.
Here’s how organizations can make that shift:
Train for real buyer understanding: Too many salespeople are armed with product specs without insights about their buyer’s business. By training teams to ask better, more diagnostic questions and understand industry-specific challenges, sales leaders can help their teams build real credibility. Tools like the Problem Identification Chart (PIC) can guide salespeople to uncover and address buyer challenges effectively.
Incentivize Trust-Building Behaviors: When the pressure is all about closing deals, salespeople naturally lean into tactics like aggressive follow-ups and hard selling. Instead, organizations should reward behaviors that create lasting buyer relationships – think problem-solving and collaborative selling.
Give Salespeople Freedom to Tailor Their Approach: Buyers want salespeople who understand their specific problems, but rigid scripts and generic demos make it nearly impossible to deliver that. Teams need flexibility to adapt their approach based on what they learn about the buyer’s environment.
By implementing these changes, organizations can create a foundation for trust to flourish – leading to more meaningful buyer relationships and stronger results.
Actionable Steps to Earn Buyer Trust
Trust is earned through small, consistent actions that show buyers you’re focused on their needs, not your own agenda. Buyers want salespeople who are prepared, ask meaningful questions, and offer personalized solutions that address real problems. To deliver on these expectations, sales teams need to translate trust-building principles into tangible steps they can apply everyday.
Here’s how to make that happen:
Do your homework: Buyers can tell when a salesperson hasn’t done their research. Before reaching out, take the time to learn about their industry, business challenges, and goals. Coming into the conversation informed shows respect for their time and positions you as someone who genuinely cares about solving their problems.
Ask thoughtful questions: Skip the generic “what’s your budget?” and instead focus on uncovering what’s really driving their needs. Ask questions that help them explore their challenges and the impact those problems are having. Buyers appreciate conversations that help them gain clarity rather than box checking qualification.
Make it personal: No one wants to feel like they’re just another name on a sales list. Tailor every interaction – from the discovery to the product demo – to reflect what you’ve learned about their unique situation.
Keep it real: Buyers trust salespeople who are upfront about what they can and can’t deliver. Be honest about the limitations of your product or service and avoid overselling. Buyers value transparency.
Final Thoughts
Bottom line: trust makes or breaks sales. Buyers want someone who gets their struggles, asks smart questions, and brings real solutions to the table. If they don’t feel that trust, they’ll pull away and you’re left chasing a deal that’s already gone.
Shifting how you sell isn’t easy, but it’s worth it. It starts with doing your homework, being honest about what you can deliver, and focusing on their problems instead of your pitch. It’s about showing them you’re here to help, not just to close.
When you build trust, everything changes. Buyers open up. Conversations get easier. Deal moves faster. And the best part? You’re creating partnerships that stick around.
This is your chance to stand out. Be the salesperson who listens, who helps, and who delivers. Buyers will notice and so will your results. Let trust lead the way. You’ve got this.
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