Building Trust with End Users Before Pitching Managers

I didn’t win my first users with features. I won them with trust. Here’s how I built it. ✅ I don’t start with a pitch. I ask questions. “What’s your biggest struggle with content right now?” “What have you tried that didn’t work?” This helps me understand their world—before I even mention my product. ✅ I treat early users as collaborators, not just customers. Their feedback is gold. They tell me what’s confusing, what’s useful, and what’s missing. They help shape the product roadmap more than any spec sheet. ✅ I follow up personally. After someone uses the tool, I check in. “Was it smooth? Where did you get stuck? What would make it 10x easier?” These small touchpoints go a long way in building long-term trust. ✅ I’m transparent about what’s ready and what’s coming. I never overpromise. Instead, I say: “That feature isn’t ready yet, but we’re working on it—and I’d love your input.” In a world of automation, early-stage trust is still built one human at a time. If you’re building something new, don’t wait for perfection. Start conversations. You’ll build something better, and more importantly, you’ll build belief.

After closing dozens of deals over the years, I can confidently say that trust isn’t built through a pitch. It’s built through presence. I used to think trust came after results. Now I know: trust creates results, and it starts way before the contract is signed. Some of the best client relationships I’ve built didn’t begin with sales calls. They started with conversations about life, not business. Listening actively and showing empathy have opened more doors for me than any cold outreach strategy ever could. Sometimes, deals were closed not because of what I offered, but because someone felt understood. If you’re an early-stage founder or own a business at a scaling stage, here’s something worth building into your daily practice: ..1..  Listen Actively Let people feel heard, not just responded to. Put away assumptions and give your full attention; it changes the energy of the entire conversation. ..2.. Show Empathy Relate to their challenges as a human, not just a service provider. Shared experiences build emotional bridges that no pitch deck can match. ..3.. Offer Value Don’t just deliver, overdeliver. I’ve built trust by underpromising and then exceeding expectations with small surprises that mattered. ..4.. Personalize Communication Generic messages are forgettable. Tailoring your language and approach shows your client they’re more than just another name on your list. ..5.. Be Dependable Trust grows when you do what you say. Be reliable in your words, timelines, and tone; especially when no one’s watching. Trust is slow-earned but long-lasting, and it’s your biggest asset. What’s helped you build trust with potential clients? I’d love to hear your perspective. Remember, if your marketing isn’t building trust, it’s just noise. I help founders turn clarity, empathy, and strategy into real growth. If you’re ready to build trust and scale, let’s connect. #AskQueJay #ClientTrust #EarlyStageFounders #EcommerceGrowth #RelationshipMarketing #MarketingStrategy 

Want to sell to higher ed? Stop focusing on the pitch — start focusing on trust. If you’re trying to break into colleges and universities with your edtech solution, the first thing you need to earn is trust — not a meeting. The mistake I see too often? ➡️ Showing up in inboxes or LinkedIn with a pitch before you’ve built any credibility. Here’s what you need to know: Higher ed leaders — especially VPs of Enrollment and Directors of Admissions — are being sold to constantly. They don’t need more “we’re the best solution” messages. What they need is someone who understands their world and can help them solve real problems. 👉 So how do you start building trust? - Engage without an ask. Comment on their posts. Share relevant insights. Let them see your name without a pitch attached. - Create content that speaks to their pain points. Not product-focused. Problem-focused. Show that you get what they’re up against — enrollment pressure, limited budgets, competing priorities. - Offer value before asking for time. A thoughtful article, a case study that solves a problem they’re dealing with, a peer-led webinar. Lead with value. Trust is built before the meeting is booked. If they don’t know you, they won’t buy from you. Period. This week I am sharing tips on how edtech startups can build trust and relationships that actually lead to sales in higher ed. Follow along or share you thoughts in the comments!

I was at Starbucks in an airport. Packed. Long line. Only two baristas. After I ordered I said, “Busy day?” She shrugged. “Eh.” So I tried again. “Normal day?” She smiled. “Exactly. Every day all day.” Then I added, “There’s no way I could keep up with all these orders.” And she lit up. That’s called eliciting. I learned it from Chris Voss. You’re not making small talk. You’re not interrogating. You’re making a thoughtful guess about how someone feels. First guess? Miss. Second guess? Hit. And when you hit, they think: “Finally. Somebody gets me.” Same thing happens in sales. Prospect: “I don’t think a tool can handle our commission rules.“ Typical seller: “I understand how you feel. Many people felt the same way. But what they found was that our platform is flexible enough to manage any rules.” Prospect hears: pitch and pull away. Better elicitation: “So you’ve got layers of exceptions, different rates for roles, territories, and special spiffs stacked on top.” Now they lean in: “Exactly. That’s our mess.” Or they correct you. Either way, you’ve opened the door. Because trust doesn’t start with a pitch. It starts when someone thinks: “Finally. Somebody who gets me.” Trust before transaction.

I got another cold pitch this morning. Apparently, I’ve been specially selected for an “exclusive opportunity.” Lucky me. 🤣 Here’s the problem. No one wants to be sold to. Especially not by someone they’ve never heard of. You could write the slickest, most charming first message in history and it still won’t work if the person has no clue who you are. On average, it takes six brand touches before someone knows, likes and trusts you. That means before your “perfect first message” even lands, they need to have seen you somewhere. So before you start typing, do the legwork: • Show up on their feed. Comment. Add some value. Be a normal human. • Post something useful that aligns with what they care about. • Then, when you finally message them, you’re not a stranger with an agenda. You’re that person they’ve already seen helping others. Once you’ve done that, keep it simple: 1. Say hello like a human. 2. Reference something relevant. 3. Offer a chat or idea without a sales pitch attached. That’s it. No “exclusive offers.” No “limited-time opportunities.” People buy from people they trust. So build the trust first, then send the message. And if all else fails, please don’t open with “Hey, I saw we’re both in business.” Over and out…