The Trust Gap

True story.

I received this LinkedIn InMail message from a financial advisor.

As an extrovert, I am always looking to meet new people and find new ways to partner together – especially if I can help someone early in their career or from my alma mater.

So, we connected and set up a call to get to know each other.

Once I joined the virtual meeting, the life was immediately sucked out of me.

Why?

While I thought this was a networking meeting, the financial advisor had a hidden agenda.

He had invited a senior rep, without my knowledge, to join.

Together, they immediately jumped into ‘profiling’ me and started hard selling financial solutions.

Here’s what went through my head:

• Do they know these are transactional, not relationship-building sales tactics?

• Do they believe they’ve earned enough trust for me to drop my life savings over Zoom? Spoiler Alert: Nope

• Does their leadership team know they’re selling like it’s the last day of a used car lot sale?

I can answer the third question.

Absolutely, yes.

Over the next couple of weeks, I received the same LinkedIn messages from three other advisors at the same firm.

I imagine these advisors are sitting in a room and one has the bright idea for a new outbound sales call workflow.

And everyone erupts in thunderous applause thinking they’ve just purchased the winning lotto ticket.

How did we get to this point?

The use of misleading sales tactics are a result of a combination of short-term, sales-driven incentives and aggressive sales cultures.

‘By profiling’ me during a brief 30-minute call and offering recommendations based on minimal information, these advisors demonstrated a lack of understanding and empathy for why I was on the call.

In short, they were acting in their best interests, rather than mine.

What this means for you

Businesses today face a twofold challenge:

1. Competition against other companies

2. Overcoming negative perceptions within your industry

What negative perception?

I’m looking at you, banking industry. Remember the Wells Fargo scandal?

Even when your business operates with integrity, the poor reputation of the wider industry can cast a wider shadow over you, making potential customers hesitant or distrustful.

The ‘trust gap’ means that you aren’t just competing on price, product features, or service offerings, but also on trustworthiness.

Need evidence?

Here’s a snapshot of major service industries and the decline in trustworthiness over just one year.

It’s real and the data is daunting.

5 steps to build trust in sales and marketing

Building trust is more than just a handshake or clever pitch – it’s the foundation for lasting relationships and sustainable success.

Whether you’re nurturing a new lead or maintaining an existing customer relationship, trust is the glue that holds it all together.

There are five essential steps to keep at the forefront of your mind when conducting sales and marketing activities.

1. Customer-centric messaging
   Forget the cookie-cutter pitches. Focus on what your customers really need, not what you think they need.

2. Transparency
   Be honest about pricing, product features, and dare I say, limitations.

3. Consistency across all channels
   Ensure a unified brand message across all touchpoints.

4. Personalization and authenticity matters - A LOT!
   Tailor interactions to individual needs, demonstrating understanding and care.

5. Ethical sales practices
   I can’t believe this needs to be said, but seriously - focus on customer success, not pushy tactics.

The Short of It

Trust must be integrated into every strategic priority for long-term success, not just short-term gains.

By focusing on customer success, rather than simply selling a product or service, you build credibility, loyalty, and ultimately set your brand apart in the market.

Failing to do so damages your brand’s reputation, contributes to negative industry perceptions, and could make you appear as unreliable as an unqualified financial advisor using deceptive tactics.

Don’t be that guy!

~ Joseph
(hit reply - it’s not going into the email abyss. It’ll land straight in my inbox)