Trust is the real currency in Sales. You can have the best product, the slickest deck, and the most polished pitch—but if your prospect doesn’t trust you, the deal is already dead.
The good news? You don’t need magic tricks or a psychology degree to build trust. Sometimes, all it takes is saying the right thing at the right time. Words matter—and some phrases create connection faster than any discount or demo ever could.
Here are 10 sales phrases that instantly build trust—and how to use them the right way.
1. “That’s a great question.”
Simple. Powerful. This phrase shows respect. It tells the buyer their concerns are valid—and that you’re not just waiting to talk. Even if you’ve heard that question 1,000 times, acknowledge it. People want to feel seen and heard.
Don’t just say it—mean it. Pause, think, then respond with intention.
2. “Let me make sure I understand you correctly.”
This one slows the conversation down in the best way. It shows you’re listening—and not just nodding while preparing your next pitch.
Use it before you answer a question, solve a problem, or jump into demo mode.
3. “If I’m being honest with you…”
Now we’re getting somewhere. This phrase adds authenticity, especially when discussing limitations, pricing, or fit. It removes the “salesy” vibe and makes you human.
Bonus: It disarms scepticism, fast.
4. “Here’s what I don’t want to do…”
Wait—what? Yep, saying what you don’t want to do builds credibility. For example:
“Here’s what I don’t want to do—I don’t want to sell you something that isn’t a fit.”
Now you sound like a trusted advisor, not a quota-chasing closer.
5. “Other clients in your space have told us…”
Instant social proof. This phrase shows you’re not guessing—you’re informed by real-world conversations. Just make sure you’re not name-dropping for the sake of it. Keep it relevant. It also reassures buyers they’re not alone in their struggles.
6. “That’s outside our scope—and here’s why.”
Admitting what you don’t offer or what you can’t do can actually increase trust. It proves you’re focused on the right solution—not just the sale.
Integrity sells more than pressure ever will.
7. “Would it be okay if I asked a few more questions?”
Asking permission to dig deeper builds rapport. It gives the buyer a sense of control in the conversation. And when people feel in control, they open up.
Translation: More trust. Better discovery. Smoother close.
8. “What does success look like for you?”
Game-changer. This shifts the focus from your product to their outcomes. It shows you care about their goals—not just your features. Ask this early and often. It keeps the conversation grounded in value.
9. “Let me follow up with a resource that explains this better.”
You don’t need to have every answer on the spot. Offering to follow up with helpful content shows that you’re thoughtful, prepared, and invested.
Plus, it gives you a natural reason to continue the conversation.
10. “No pressure—take your time deciding.”
Sounds risky, right? Actually, it’s powerful. It reduces friction and positions you as a low-pressure, high-integrity partner. And often, removing the urgency speeds up the decision-making process. Ironically, giving them space often brings them closer.
Trust Isn’t a Trick—It’s a Strategy
These phrases won’t work if you don’t mean them. But when used authentically, they can make the difference between a short conversation and a long-term client.
Trust-building in sales isn’t just about what you do—it’s about what you say and how you say it.
Want Your Team to Master the Language of Trust?
At Healthy Business Builder, we don’t just teach sales teams how to sell—we teach them how to connect. Our tailored sales training programs focus on the real skills that drive revenue in today’s market: trust, authenticity, and buyer-centric conversations.
Ready to turn your sales team into trusted advisors? Contact Healthy Business Builder today and let’s build a stronger, more confident sales force—one conversation at a time.
Call 1300 833 574 or Email info@hbbausgroup.com.au
