How to Build Trust in CPG Sales

I interviewed 150+ B2B buyers in the last 6 months. Here’s the most surprising thing I learned: AE's asking for a 30 minute demo call kills pipeline For a buyer, 30 minutes is a HUGE ask. And if you are using a scheduling link and making them wait 2 weeks for that call, you're dead on arrival.    There are over 1,000,000 sales reps in the United States. These 30 minute demo calls add up to millions of decision maker hours every month. You need to use your buyers time (and attention) more responsibly Buyers want instant answers. They do not think 30 min is fair ask just to get clarity on a few questions The problem isn’t the demo but how and when you do it. Here’s what's actually working for sellers today: 1. ChatGPT: Get the answers to your qualifying questions on ChatGPT and spare the buyer with obvious questions 2. Trust : Use the time to build trust and “really” understand the buyer needs. Ask “What value can I provide you with today to earn the right to another call?” 3. Actively Listen: Let the buyer speak. Listen between the lines. Record the call and listen to it again. 4. Reduce time: Reduce the time for discovery calls to 15 min but try to do it within 24-48 hours 5. Solve problems : 30 minutes isn’t enough to build trust. Trust develops over repeat interactions through consistent problem-solving. Get the process started. 6. Many 15 min calls: Try to do multiple 15 min calls with emails or slack. Use the cadence that works best for the buyer to get immediate value. 7. Provide Micro Value: In every call try to deliver something of value - content, free demo, insights, recommendations or introductions. Ask how you can be useful. When buyers reach out they are often looking for expertise and not a demo Sooner they get the answers, the faster they can move through the buyer’s journey Don’t try to slow them down with relentless qualifying questions or irrelevant demos. The future of sales will not be driven by 30 min demo calls It will be won by sellers that respond fast, solve real buyer problems and earn trust in every interaction.  At Zeer AI, we are building research tools that make this future possible. Until then review your content for the 30 min demo calls and keep earning the right to your buyers time.

The fastest way to build B2B buyer trust? Normalize what they are afraid to say. Buyers rarely speak their emotions directly. Instead, they say: → “We’re still exploring options.” → “We need to think internally.” → “Timing might be off right now.” But behind those words? • Fear of failure • Political risk • Burnout from past vendor mistakes 🧠 The human brain is wired to protect itself. The amygdala — our threat sensor — is constantly scanning for danger. Even in a boardroom. And when buyers don’t feel safe, they shut down. They nod politely... then disappear. Dialog Example: Buyer: “We’ve had some challenges with other platforms in the past.” Typical seller: “Totally understand — but we’re not like those other guys.” High-EQ seller: “Yeah, makes sense you’d be wary. I’ve seen how painful that can be.” That moment of 'validation' does more than build rapport. It tells the buyer: 'You’re safe to be real here.' That’s where trust starts. Tactic to Try: Practice normalizing emotions in real time: → “It’s completely fair to feel some hesitation — you’ve been down this road before.” → “Lots of people feel nervous about the internal rollout. Want to talk through what might go sideways?” → “Sounds like trust is something you’ve had to protect a few times. That’s completely valid.” Normalizing an emotion ≠ , agreeing with doubt. It means acknowledging reality. Because once a buyer feels understood… They stop defending and start exploring. Try normalizing one emotional truth in your next call. Then pause. See what opens up. --- Follow me for more sales tips and repost if this resonated.

Let's be honest: nobody wakes up excited to get on a "discovery call" to be qualified by an SDR. The moment someone introduces themselves as "Sales," my guard immediately goes up. It’s literally in the name. You are here to sell me. You are the enemy of my wallet. We learned this the hard way when launching CoinTracker Enterprise. At first, we used the standard playbook: hard-charging sales energy, automated outreach, and relentless objection handling. It felt like pushing a boulder uphill. Then we changed one variable: we started sending a CPA (shoutout Tomek Kowalski) to connect with the buyers about the problems they were facing. The dynamic flipped. Instead of "defend the budget," the conversation became "let me show you my messy spreadsheets." The skepticism vanished because Tomek wasn't there to close a deal; he was there to solve a crypto accounting nightmare. He was a peer, not a vendor. The Lesson: if you lead with a sales pitch, you hit a wall of skepticism. If you lead with subject matter expertise, you have the opportunity to build a bridge of trust. The Modern GTM Playbook: 1. Lead with the expert: put a peer in the room. Someone who understands the technical nuance, the regulatory pain, and the specific headache the buyer is facing. Don't talk product. Relate to the problem 2. Build the champion: the goal is to create an internal advocate who feels relieved that someone finally "gets it" 3. Bring in sales: once the trust is established and the solution is validated, then you bring in the sales team to handle the commercials, negotiation, and procurement Trust is the currency. Sales is the logistics. Don't confuse the two.

Trust isn't complicated. But most people get it wrong. Let me explain. I analyzed 500+ sales conversations and found something shocking: The highest-performing reps weren't using fancy trust-building techniques. They were using these 3 simple triggers that nobody talks about: 1. Real-time validation 🚫 Not customer logos 🚫 Not case studies 🚫 Not testimonials But showing prospects LIVE: → Who's viewing their content right now → Questions others are asking → Active engagement metrics Result? 73% higher meeting show rates. 2. Reverse referrals Instead of asking for referrals, document exactly: → How others found you → Their specific journey → Their exact results I tested this with 50 prospects: ✅ 41% response rate ✅ 28% meeting rate ✅ 19% close rate 3. Ambient reassurance Small, consistent actions that build trust: → Weekly performance updates → Public progress tracking → Regular capability proof My team's results: ✅ Trust scores up 47% ✅ Sales cycle shortened by 31% ✅ Close rates increased 22% Here's what nobody tells you: Trust isn't built through big gestures. It's built through small, consistent actions that prove you're reliable. I implemented these triggers last quarter: → Pipeline increased 52% → Close rate jumped 31% → Average deal size up 27% I’ve broken down this full framework above so you can study it, save it, and start applying it immediately. Remember: While others focus on complex trust-building strategies, these simple triggers consistently outperform. Ready to transform your trust-building approach? Let's connect. #SalesStrategy #TrustBuilding #B2BSales #GrowthHacking #RevenueLeadership

Trust builds businesses. Lack of it? Kills them quietly. I’ve seen it firsthand in the businesses I coach: You don’t need to shout louder. You need to build deeper trust. Because trust is what transforms: → Visibility into credibility → Content into clients → Buzz into business that lasts And it’s built on what I call the 4 Cs: 1/ Competence → Share insight that moves people, not just fills space. → Give them the how, not just pretty frameworks. → It’s not about being impressive. It’s about being impactful. → Let them feel your expertise before they ever buy. Your clients don’t want more information. They want someone who helps them act. 2/ Conviction → Say what you actually believe. → It’s not about being louder. It’s about being clearer. → People don’t trust experts who play it safe. → Speak to what matters, not just what’s trending. The more grounded I am in what I stand for, the more naturally the right people show up. 3/ Credibility → Story over spotlight. → Teach through what you’ve lived, not just learned. → Share the scars and the solutions. → Position yourself as the guide, not the hero. Your story isn’t baggage. It’s your best trust-building asset, when you own it. 4/ Consistency → Show up even when it’s quiet. → Let your presence build predictability. → Brands are built in patterns, not one-off posts. → Create a rhythm that makes people say: “I knew you’d say that and I trust it.” It’s not about going viral. It’s about becoming recognisable. Reliable. Respected. Because trust isn’t built by chance. It’s built by design and by choice. PS: What’s your focus this quarter? -More reach -Or more resonance? I’d love to hear where you’re at. ♻️Repost to help others build trust

Old school sales tactics are broken. Nobody responds to a hard sell anymore... The best pitches don't feel like sales calls, they feel like a diagnosis. When I first started Lever, I'd get on calls and try to convince people they needed what we offered. It felt forced and no one cared. But everything changed when I stopped trying to convince and started trying to understand. When you do that, the sale becomes natural. Not because you convince them, but because they can see you get their problem better than anyone else. And there are a few things that make that possible: 1. Define A Clear ICP (Ideal Customer Profile) Know exactly who you're selling to. Figure out: → Who this is built for? → What stage they're at? → What they're struggling with? → Who this isn't for? 2. Understand Their Pain Points Show you understand what they're going through. Ask: → "What's your setup now?" → "What's broken?" → "What's that costing you?" → "What changes if this gets solved?" 3. Create An Irresistible Offer Everything flows from your offer. If it's weak, nothing else matters. Make it valuable, clear, and tied to the outcome they want. 4. Build An Ecosystem That Drives Leads Build systems that generate attention, nurture it, and convert it. → Content, outbound, ads → Newsletters, lead magnets, funnels → Calls, product pages 5. Remove Risk With Proof Don't just talk. Show evidence. → Results with context → The process you followed → Predictable timelines Skip the pitch until you've earned trust with proof. 6. Make The Next Step Easy End every conversation with clarity: → "Here's what I'd do next." → "Want me to map this out for you?" No pressure. Just direction. 7. Ask for Referrals Great work leads to referrals naturally. → Deliver a clear win → Remind them who you help → Make it easy to introduce others Sales get easier when you stop trying to convince people and start helping them see what's possible. If you want more breakdowns on building trust and turning conversations into clients, subscribe to our free newsletter, Building Leverage. Each week, we'll give you quick tools to grow your influence and close more deals without feeling pushy. Subscribe here: https://lnkd.in/eqJtR_Vf

Just closing a sale is NOT enough. What truly matters is how you build a lasting relationship. You might not realize this, but: HOW you engage with your customers is more important than WHAT you sell. So, if you want to excel in customer relationships: ⦿ Focus on building trust ⦿ Provide consistent value ⦿ Foster ongoing engagement Here’s how I approach it in 9 simple steps: 1. Start by understanding your customer’s needs. 2. Personalize your interactions and communication. 3. Follow up regularly, not just when you’re selling. 4. Provide value through useful content and advice. 5. Address concerns promptly and effectively. 6. Show appreciation with personalized thank-you or rewards. 7. Listen actively and adapt to feedback. 8. Create opportunities for customers to give input and feel involved. 9. Use CRM tools to track and manage interactions. Great products or services can lose their appeal if they’re not supported by strong customer relationships. So, creating customers isn’t just important—it’s everything. Next time you engage with a customer, remember: You’re not just making a sale; you’re building a lasting relationship. Make it a meaningful one. 🤝 PS. Do you focus on customer relationships or just closing sales? Yes/No? #brandstrategist

Most buyers don’t trust salespeople. With good reason. I’ve watched over 1,000 sales conversations over the past 18 months. Most salespeople absolutely stink at cultivating trust. They: -pitch early -don’t listen -talk too much about themselves and their previous experience -ask “gotcha” questions There is no silver bullet for building trust, but I’ve observed that the best sellers follow a similar pattern. They use MATCH. Mindset - They aren’t here to win. They are here to understand first. Actively Listening - True listening burns calories. It’s an active sport. The best sellers repeat back what you heard. They clarify. They ask good follow up questions. They use labels (sounds like / feels like). Tone - Genuine interest and concern is hard to feign. The best sellers embody it (see mindset) and it comes through in HOW they say things as much as WHAT they say. Credibility - The best sellers slowly build credibility by artfully demonstrating their awarnesss of prospect problems and how they’ve helped solve them for similar customers (social proof). Honor Commitments - This should be obvious, but my gosh is it not. Do what you say. If you say I’ll follow up by the end of the day, do it. If you say you’ll have pricing over to them before the next call, do it. The bar is actually pretty low out here. Most sellers are pretty terrible at building real trust. If you’re a young seller I’d commit myself to mastering the above and you’ll stand out in the best way possible. What other ways do you intentionally build trust?

Your customers are overwhelmed, and they need your help. We are BOMBARDED with content each day. More information that we can process. This means your prospects don't have a lack of information, they actually have too much! Your job is to help them navigate the buying process and curate the information that is most relevant to them and their situation. Here's how you can become the trusted advisor they rely on: - Create Personas: Understand who your customers are, their pain points, and what they value. - Map the Buyer Journey: Identify the stages your customers go through from awareness to decision. - Review Sales Meeting Notes: Analyze past interactions to uncover recurring questions and concerns. - Be The Favorite Teacher: Share articles, videos, and resources that are genuinely helpful. - Provide Clear Recommendations: Simplify complex topics and offer actionable steps. - Be Available and Responsive: Build trust by being accessible. Answer questions promptly and follow up regularly. Help them cut through the noise. Be the advisor they can trust.

Memo To: Network 
Subject: Peeling the Onion - You’ve got it right when customers can’t afford not to buy ____________________________ Delivering value so compelling that customers can’t afford not to buy is how we win, especially during macroeconomic crises. Solve their problems with precision, share insights that resonate, and let results speak louder than pitches. Amplify impact by letting others echo your ideas, building momentum without chasing credit. In Japan, my consumer investments and distribution team faced a macroeconomic crisis—post the 911 tragedy. We strengthened our proposition, launching innovative solutions with flexible pricing, including currency choices to provide customers with more choices to suit their situation. By tackling customer pain points, they saw the value was too critical to pass up in tough times. Here’s how you do it: 1. Know your customer’s struggles inside out. 2. Design solutions that erase their biggest headaches—cost, risk, uncertainty. 3. Prove it with hard metrics, pilots, or testimonials. 4. Be sharp yet subtle, inviting buy-in without overselling. 5. Stay consistent, delivering reliable outcomes, and limit access to premium offerings to heighten demand. Encourage your team to share ideas that spark, letting others amplify them for impact. Build trust through steady execution, and you’ll craft offers no one can walk away from, crisis or not. Let’s make it happen. Stay hungry, never settle.