Building Trust Through Tie-Backs
In sales, trust is the currency that moves prospects into customers, and customers into partnerships. Not the partnerships where the buyer says they want to be a partner as long as it benefits them.
Without trust, even the best product won’t be bought. Tie-back questions help us earn that trust by proving we are not just waiting for our turn to pitch. No, we are genuinely paying attention to the customer.
Here’s how it looks in practice:
· Customer: “We’re under pressure to reduce costs.”
· Seller: “If this solution lowered your overhead by 15%, how would that free up resources for other priorities?”
This approach shifts the spotlight back on the customer. It says: “I hear you, and I want to explore how this impacts your bigger goals.”
Now, if we are going to make a statement like 15% reduction in overhead, we better make sure we can back that up with data. Now this is a big step because we have better understood the customer’s business before offering up something like this. We better have case studies, or something of proof to show how we can in fact do this like testimonials. You get the point though that the customer will be more likely to lean in if we are asking some questions that mirror what they have stated in the past.
The same thing happens when we are in leadership. Our employees are just like customers asking themselves if the leadership is even listening to the employees. Nothing worse than an environment where there is no trust in leadership. All the top performers start leaving in droves while the employees we wish would leave stay. Want to talk about a toxic culture…
Leaders need to use tie back questions as well to make sure the employees feel like they are heard, valued, and matter as well. Without employees feeling this way, the engagement empties faster than a container of sweet tea at a southern BBQ!
When leaders are talking with their employees, they should be asking their employees questions to learn about them not just to answer task-oriented questions.
· Employee: “I am failing to see how my work is helping the organization, or customers.”
· Leader: “By you running the financial proforma of a product offering the sales team is looking to launch, we can avoid negative profit margins resulting in having to take cost out later driving the quality and sales into the ground” Does this help you see the value you are brining to the team and the organization?
When you tie back like this, you’re not guessing, you’re confirming. And when customers or employees feel understood, they begin to see you as a partner that they will want to work with for years instead of months.
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.