The Power of Consistency in Building Trust
Last week we started talking about why sales professionals do not win every sale. This week lets shift the focus on how we can start to increase the likelihood that we will win more sales as well as increasing profits.
Today’s discussion will focus around trust and how we built that trust.
Trust is the real currency of sales. And trust isn’t built in one meeting, it’s built over time, and through consistency. Fun fact: it takes on average 8-12 touches to secure an initial meeting according to the Rain Group in 2023 and 80% of sales people quit after the first attempt according to salesforce.
That means there needs to be more attempts consistently in order to move the needle with customers. The dream of the homerun after the first at bat is just that a dream. Sometimes they happen, sometimes people actually reach out to me for events. That is not the normal though and those that sit and wait for the phone to ring are the ones that are typically looking for a new job when times get tough.
Top salespeople know: the more consistent they are, the more reliable they appear. Reliability builds trust, and trust opens doors.
Consistency doesn’t happen by accident. It happens when we commit to a process.
Below are three ways that top performers build in success:
1. They Follow a cadence – Calls, emails, and touches are scheduled, not sporadic.
2. They Deliver value each time – Not every outreach is a pitch. Sometimes it’s sharing an insight, making an introduction, or sending a relevant resource.
3. They Show up the consistently – Whether it’s the first call or the tenth, they bring the same energy, curiosity, and preparation.
Why Does This Matter?
In today’s economy, buyers are more skeptical than ever. A Gartner study showed that 77% of B2B buyers say their last purchase was “very complex or difficult.” Customers aren’t looking for a salesperson to pressure them, they’re looking for someone they can trust to guide them (more on that in a couple weeks). Customer’s being more informed also makes trust crucial especially if they are informed with incorrect information from the internet (just because it is on the internet does not make it truth).
We need to be the go-to person to help our customers if we are going to have a successful career in sales. That means building trust, and consistency is crucial for this. It’s like trying to build a house. We need to make a foundation, then build walls, then a roof. Get them out of order and the whole thing collapses.
Master the Art of Influence: Build Trust, Drive Sales, and Lead Effectively
Are you ready to become the magnetic force that attracts top performers and your best customers?
I’m Kevin Sidebottom—keynote speaker, sales trainer, and author—and I help organizations unlock the power of influence to achieve breakthrough results.
In this blog, I reveal why influence is the ultimate currency in business and leadership—and how you can use it to:
✅ Motivate customers to stay loyal and buy again
✅ Build trust and engagement with your team
✅ Transform your leadership approach to inspire stronger performance
With decades of experience studying why people buy and how leaders earn loyalty, I equip sales professionals and executives to deliver lasting value, strengthen customer relationships, and drive higher revenue.
👉 Featured Resources to Grow Your Influence:
· Email: kevin@kevinsidebottom.com
· The Sales Process Uncovered Membership
· The Sales Process Uncovered (Book on Amazon)
If you’re serious about elevating your sales process, leadership impact, and team performance, this blog will show you the path.
