Why time-to-trust matters more than time-to-close

In sales, we obsess over KPIs like time-to-close, win rates, and pipeline velocity. But there’s one metric almost no one is tracking, and it might just be the most important one: time-to-trust. Time-to-trust measures how quickly a sales rep can move a prospect from skepticism to belief. From "I’m not sure about this" to "I see how this can solve my problem." Why is this so critical? Because trust accelerates everything else. When trust is established, objections shrink, decision cycles shorten, and deals become about solving problems, not defending price tags. So how do you measure and accelerate trust-building? 📊 Leverage credibility markers Start every interaction with proof. Case studies, data points, and even a concise narrative about your company’s mission create instant authority. 📊 Make testimonial-driven introductions A warm handoff from a satisfied client or a shared connection carries exponentially more trust than any cold outreach. 📊 Be radically transparent Share both the upside and potential limitations of your solution. People trust honesty, not perfection. Great sellers already know this intuitively: deals are won or lost at the trust level. But imagine what could happen if you measured, optimised, and made trust the centrepiece of your strategy. What’s your take? Are you tracking trust-building in your sales process? If so, how? Share in the comments below! 👇 #salesstrategy #trustinsales #saleskpi #buildingtrust #salesleadership #businessgrowth #salesinsights #customertrust #salesprocess #b2bsales #salestips #salesperformance #relationshipselling #salesprofessionals #salescoaching

Does your sales model resemble Match – or Tinder? The false premise of performance marketing is that transactions occur in the absence of relationships. That in-market customers are just interested in “swiping right” on whoever looks most attractive. This is only true for discretionary purchases with low financial and emotional value. There is a different dynamic at play when the transaction involves a significant level of financial, social or reputational risk. Then the transaction will not occur unless trust has been established. Trust is different from confidence. You can gain someone’s confidence by de-risking the transaction by offering a free trial or a money-back guarantee or through social endorsement (this is the basis of influencer marketing). But there is no Fast Pass to Trust Mountain. Trust requires an investment in the relationship, not just the sale. Trust takes time - and time is the dimension that is missing from the strategy of companies that are focused only on efficiency rather than engagement. Much has been written about Bain’s Day 1 research (the finding that, in more than 70% of cases, bids were won by vendors who were on the initial bid list). This is about the impact of time spent before the transaction. Less attention has been given to time after the transaction. My experience with B2B companies is that customers are less interested in the issue of “do you have the best offering in the market right now?” (Tinder) and more interested in the question “how confident can I be that you will still be among the top three vendors three years from now?” (Match) Earning trust requires that you show interest in a prospect before they are ready to buy – and show commitment to being a partner after the sales transaction has occurred. Efficiency focuses on transactions. Engagement focuses on relationships.

With first-time homebuyers now dominating 85% of the purchase market, the data reveals something industry veterans didn't expect: The relationship-driven loan officer is outperforming the digital-first processor. Here's what's happening: While fintech promised to automate everything, the numbers tell a different story. First-time buyers—who make up nearly all of today's purchase volume—have a 90-120 day journey that requires human guidance, not just speed. The old playbook assumed: • Faster closings = better results • Digital tools replace human touchpoints • Rate shopping drives all decisions • Transaction volume matters most The new reality shows: • First-time buyers need credit counseling and education • They're using down payment assistance programs • Finding affordable homes takes months, not weeks • Trust and guidance matter more than closing speed What top performers are doing differently: They're treating mortgages like comprehensive financial coaching. Instead of chasing quick closes, they're building 4-month relationships. They're helping buyers improve credit scores from 580 to 620. They're explaining down payment assistance programs. They're becoming financial coaches who happen to originate loans. The conversion numbers prove it: LOs following this relationship model see 6-7% conversion rates over 120 days. That's 4-5 additional closings per month for those providing 4 daily appointments. More importantly: these clients become referral sources. When you guide someone through their first home purchase over several months, who do you think they recommend to friends? Here's the uncomfortable truth for the industry: We've been optimizing for the wrong metrics. Volume and speed matter less when 85% of your market needs education and relationship-building. The mortgage industry must completely rethink its talent development. Are we training transaction processors or financial coaches? Because the data is clear: in a first-time buyer dominated market, relationships win. The question isn't whether this trend will continue. The question is: will your business model adapt to serve it?

You're standing in front of a microwave, hoping for a meal in seconds. When it dings, what you get is a soggy mess. That’s what happens when we try to rush TRUST in business. It’s tempting to believe that one email or post will seal the deal, but that’s rarely true. Trust isn’t a quick fix; it’s more like a slow-cooked dish that needs time to develop. And that’s what makes it valuable. Think about the brands you trust. Did they earn your loyalty overnight? Probably not. They showed up consistently, delivered on promises, and proved their worth over time. They understood that trust is the foundation of success, and it can’t be rushed. As an entrepreneur, it’s easy to want quick results, but the relationships that lead to long-term success are built slowly. It’s not about quick wins; it’s about playing the long game, where trust is everything. The next time you’re tempted to take a shortcut, remember: You can’t microwave experience or relationships. But if you invest the time, the rewards are worth it.

You don’t build trust on close day. You build it every day before that. Long before contracts are signed, deals are earned through reps: honest conversations, transparency when things shift, and the discipline to say “no” when it’s not right. This isn’t a transactional business. It’s a relationship business. Schedule a call if you’re looking to build a long-term reputation, not just short-term wins.

Always Be Building Trust, Not Just Closing Early in my career, I pushed for a candidate to take an offer (It was agency recruitment and I was still "getting it"). I thought I was helping. They stopped me mid-sentence and said: “Russell, I need you to help me make the right decision, not the fastest one.” That hit hard. Since then, I’ve learnt that recruitment is less “Always Be Closing” and more “Always Be Building Trust.” It’s about guiding, not forcing. I say this over and over again to colleagues and candidates - "it's always about timing". And when the timing’s right, the yes is worth a hundred rushed ones. 💬 What’s a moment that shifted your approach? #RecruitmentTips #SalesHiring #TrustFirst