Why Trust Is the Real Currency in Sales (Part 1)

A man In the marketplace today, people are overwhelmed with options. Have you ever wondered why people don’t buy from you? No. It’s not because your product/service is not good. In fact, I know you’re showing up every day. However, it’s not about just showing up. If that’s what you know trust to be, scrap that now because trust is the real currency in sales, not just visibility.

Read this slowly and loudly: “Trust is built by what my brand repeats to my customers.

Your audience can buy from 10 other vendors, or scroll past your content without blinking. So, if you think you’re the only one offering “quality” or “showing up” as you’ve thought, you’re sitting on a long thing and may want to think again.

What most business brands do is post tips and hacks, which are good, but, not at the detriment of something essential – most business brands do not repeat their core beliefs. Trust grows when people hear one message AGAIN and AGAIN. Whatever makes up your brand’s value is not meant for you alone, it is to help you put it in the minds of your customers, strategically.

Importance of Trust in a Business

People hate taking risks, especially when money, time, or reputation is involved. And this makes every buying decision almost uncertain. They begin to ask questions like: “Is this going to work for me? Will I regret this later? 

If customers don’t feel safe, they won’t buy or worse, they’ll ghost you completely. Do you now realise the reason I earlier said that people don’t buy because you have the best product?
So, the question is not just “How do I sell?” It’s: “How do I make people feel safe enough to say yes to my offer?”

People don’t always buy from the best, they buy from who they trust. And the brands they trust do not switch tones every week, they own one sharp message and hammer it. Repetition of your message builds reputation which results in trust.

So, the question you might want to ask yourself is: “Is my brand’s message consistent with what I say to my customers?”

Especially in today’s digital age, trust is not just a “nice to have.” It is the real currency of business. Without it, everything else falls apart no matter how polished your offer is.

The 3 Elements of Trust in Business

Let’s break down what really builds trust in your business. According to trust-building experts, three main elements build trust in your business:

1. Credibility (Do you know your stuff?)

This is about competence and expertise. Do people believe you’re qualified to deliver what you say?
Are you consistent in what you teach, share, or promote? It’s not enough to say your business is something and it’s another thing for others to affirm that your business is what you said it is. You build credibility by showing up with value, clarity, and proof. And remember, trust is the real currency in sales, so without credibility, your message won’t stick.

Ways to build credibility

1. Share relevant content that shows you understand your audience’s problems.

Don’t just post randomly on your social media pages. Be strategic about everything you say about your business. Let every tip, hack, and offer among others show you understand your audience’s pain points.

2. Talk about your results without bragging.

I know you don’t like self-promotion, and I know you don’t like talking about your business for others to see. I even know you thought it’s ‘oversabi’ people who talk about their business shamelessly and show results.

The hard truth is, in this new age, if you don’t talk about your business, you don’t show results for your customers to see, then the profits you’re making right now are just the tip of an iceberg compared to what you should have made if you were showing your results to your customers.

You are the only one who knows the worth of your business. Your customers don’t know unless you show them.

3. Be specific about how your offer works.

This is another mistake most entrepreneurs make – they don’t focus on how their offer works. Don’t just say, “I help people save money.” Say how. E.g., “I help students make better financial decisions by teaching them how to budget with a 3-step system.” Talk about how it works. But no vague promises.

4. Post consistently and avoid jumping trends that don’t fit your brand.

I see quite several business brands make these terrible mistakes. You launched your business last week and announced your social media presence as well but this week, you’ve not said anything again about it. Is that how you want to grow your business?

And talking about trends. As a business brand, you’ve jumped on all trends – suspect challenge on TikTok, No turning back challenges, and many more. It’s not all trends you jump on as a business brand. Give your brand some level of dignity.

And most importantly, ask yourself: Does this trend reflect my business’s value? And more importantly, “Would my audience trust me more because of this post?”And am I saying you shouldn’t do trends at all? No. However, as much as it brings out the fun side of your business, you may want to be careful not to abuse the purpose. 

Credibility is your business’s first handshake with trust. Without it, nothing else matters.

But it’s only one piece of the puzzle.

In Part 2 of this series, we’ll explore the two other powerful trust drivers:

• Reliability: Can people count on you?

• Intimacy: Do people feel emotionally safe with you?

If you found value in this, stay tuned.
As we go deeper, you’ll start to see why trust is the real currency in sales and how to build it practically in your business.

Conclusion

In a world where offers are everywhere, trust makes people choose you. It’s not because you’re the cheapest. It’s not even because you’re the best. But because you make them feel safe, understood, and seen.

That journey begins with credibility, showing that you know your stuff and proving it with clarity and results. Remember, trust is the real currency in sales, so let’s keep stacking it.