Home / Proven Methods for Building Trust in Sales Proven Methods for Building Trust in Sales People don’t buy from brands they don’t trust. So how can you build the trust that drives sales? David Horsager, CEO of the Trust Edge Leadership Institute, shares why trust is the ultimate driver of sales success. With insights from his book Trust Matters More Than Ever, David explains the eight pillars of trust and how to build it at every touch point. Trust isn’t just “soft skill”. It has very measurable outcomes like boosting sales performance, driving customer loyalty, and improving team collaboration. Learn how to make building trust in sales your competitive advantage. In this Mental Selling episode, you’ll hear how to avoid the common mistakes that break trust and practical tips about genuinely connecting with your team and prospects. Listen Now Amazon iHeartRadio GoodPods More Options Your Host Will Milano Chief Marketing Officer, Integrity Solutions In this Mental Selling episode, you’ll learn about: Trust as a Sales Foundation: Why trust is the core factor in successful sales, influencing everything from client relationships to team dynamics. The Power of Consistency: How small, consistent actions outperform occasional big wins and build lasting credibility with clients. Authenticity Over Perfection: Why being genuine in your sales interactions creates stronger, trust-based connections with prospects. What to listen for: (00:00) Introduction with David Horsager (02:01) Why sales is always about building trust (06:56) People trust clear messaging (11:00) Remove distractions to connect with prospects (13:10) The 8 pillars of building trust (15:36) How to demonstrate integrity and good character (19:32) How to repair trust when it’s been broken (23:48) Building trust within your sales team Additional Resources From This Episode: Follow David Horsager on LinkedIn Trust Edge Leadership Institute website Trust Matters More than Ever: 40 Proven Tools to Lead Better, Grow Faster & Build Trust Now!: https://davidhorsager.com/books/ Raise your Mental Selling acumen with us by following us on Apple Podcasts, Spotify, iHeartRadio, SoundCloud, Amazon, GoodPods or wherever you get your podcasts. Please rate our show or leave a review— we value YOUR feedback! Salesforce, Cognism, FeedSpot and others have all named us as one of the best sales podcasts for your playlist. And Training Industry, Inc. includes us on their Ultimate L&D Podcast Guide. Share This Post: Related Episodes When Compliance Meets Culture in Banking with Jack Haworth Guests: Jack Haworth In this Mental Selling episode, you’ll learn: Jump into the conversation: Additional Resources From This Episode: Raise your Mental Selling… EP. 133 May 15, 2026 23:47 Why Emotion Still Wins in Sales with Amara Hunt and Amanda Ervin Guests: Amara Hunt and Amanda Ervin In this Mental Selling episode, you’ll learn: Jump into the conversation: Additional Resources From This Episode: Raise your Mental Selling… EP. 132 May 4, 2026 32:39 Keeping Sales Human in the Age of AI with Amara Hunt and Amanda Ervin Guests: Amara Hunt and Amanda Ervin In this Mental Selling episode, you’ll learn: Jump into the conversation: Additional Resources From This Episode: Raise your Mental Selling… EP. 131 April 9, 2026 18:44 Mastering Sales Leadership and Revenue Strategy with Lindsay Rios Guest: Lindsay Rios In this Mental Selling episode, you’ll learn: Jump into the conversation: Additional Resources From This Episode: Raise your Mental Selling… EP. 130 March 12, 2026 35:36