What’s really going on with today’s buyers
There was a time when buyers relied on salespeople to tell them what they didn’t know. That world has changed. Almost everyone now has a computer and, at the very least, a mobile phone, giving today’s buyer instant access to a huge amount of information, research, reviews, comparisons, and recommendations. They’ve already compared products, read testimonials, and either formed opinions or become even more confused and uncertain, before they have even spoken to the salesperson.
But more information hasn’t made buying easier; it has made it noisier. Buyers are surrounded by marketing messages, claims, and half-truths that all start to sound the same. That noise makes it harder for them to know who to believe and what to pay attention to.
This is why salespeople need to be able to build trust quickly and in a way that buyers immediately recognise. In today’s environment, trust comes first, and everything else follows.
Research supports this: A recent global report from Qualtrics found that consumers are **1.7 times more likely to buy more from brands they trust**. This gap makes it harder to start meaningful conversations, explore real needs, or build long-term, solutions-focused relationships.
The three trust gaps
Trust doesn’t disappear all at once, it breaks down into small pieces. When buyers feel a gap between what they need and what they experience, their confidence drops. In my work with sales teams, three trust gaps show up again and again:
1. The credibility gap
This gap arises when what you say doesn’t fully align with what the buyer sees or hears elsewhere. If your message sounds like a rinse-and-repeat cycle, is vague, or is too good to be true, it can weaken credibility.
To close it, be specific, be real, and use practical examples.
2. The reliability gap
This is the gap between what you promise and what you do. Even small misses such as a late follow-up or unclear next steps can cause doubt.
To close it: do the basics well, follow through, and keep your word.
3. The intent gap
This is the biggest gap. Buyers want to know, “Are you here to help me, or to sell to me?” If they feel your focus is on your targets, not their problem, trust drops quickly.
To close it: show that their success matters to you and make the conversation about their world, not yours.
From selling to helping people decide
The old goal was influencing and persuasion: convincing someone to say yes. Today, the goal is confidence: helping someone make the right decision for them. When buyers feel understood rather than steered, everything gets easier. Objections drop, conversations open up, and decisions happen faster.
A real story: The sale that wasn’t, and why it changed everything
A sales consultant I worked with, let’s call her Amira, was looking to secure a large project. Her company offered an excellent premium solution, but it was also the most expensive option.
During her conversations with the customer, she realised they didn’t actually need the full package. A simpler, lower-cost solution would do the job perfectly. Instead of pushing for the bigger sale, Amira recommended the smaller one and explained the reasons clearly.
The customer’s response said it all: “You’re the first salesperson who’s told me to spend less.” That single moment changed everything. Amira won the deal, built a strong relationship, and over the next two years, the customer expanded their business tenfold with her.
She won because she acted with genuine intent. She closed the Intent Gap in one honest conversation, and the trust that was created delivered far more value over time.
Making trust easy to see
Trust shows up in simple, practical ways that buyers can feel straightaway. Three habits help make trust visible:
- Be transparent: If something isn’t a good fit, say so.
- Use proof, not promises: Share short examples instead of big claims.
- Listen actively: Reflect what you hear to show accuracy and care.
Rebuilding the buyer’s belief
Today’s buyer is informed and cautious, so what should change is how we show up. When salespeople close the credibility, reliability, and intent gaps, trust grows naturally.
As you prepare for your next call or meeting, ask yourself: “What can I do in the next five minutes that will make me more believable?”
Because in a world full of noise, the salesperson who earns trust is much more likely to get a seat at the customer’s table.
Register here for Carol Kelly’s webinar on 4/12/25.
Written by Carol Kelly, L.ISP
With a career spanning over 30 years, Carol has dedicated her entire professional life to the construction industry, a field that she is deeply passionate about. Her journey began as an internal salesperson, and she had the privilege of operating at board level as the sales director of a renowned global building products manufacturer. Carol’s philosophy on professional growth stems from a profound belief in the transformative potential of exceptional leadership. Armed with extensive industry insights and coaching prowess, she serves as a valuable resource for organisations striving to elevate their leadership standards. Carol’s credentials include accreditation as a Level A and B Occupational Assessor with the British Psychological Society and Insight Discovery Licensed Practitioner since 2008.