Relationship Guide

Building Trust Before Closing a Deal

Master the psychology of trust-building with LinkedIn leads. Learn the proven framework that increases deal closing rates by 60% through authentic relationship building.

60% Higher Close Rates
8 min read
Psychology & Strategy
Trust BuildingClient RelationshipsCredibilityPsychology of TrustDeal Preparation

Trust Factor

#1 factor in successful deal closing

Key Insight

Trust grows when clients feel safe & understood

Trust is the most important factor in closing deals, yet it's often the most neglected. According to research by Edelman, 81% of buyers say trust is a deal-breaker or deciding factor. Without trust, even the best proposal, the lowest price, or the most impressive portfolio can fail.

The Trust Economics

Companies with high trust levels experience 2.5x higher revenue growth and 90% higher employee retention. For freelancers and agencies, high trust translates to 60% higher close rates, 40% larger deal sizes, and 75% higher client retention.

1The 4 Pillars of Professional Trust

Trust in business relationships isn't monolithic; it's built on four distinct pillars. Understanding and addressing each pillar systematically is what separates successful closers from the rest.

Competence Trust

Belief in your skills and abilities

Builds Trust:

Showcase relevant work, share insights, demonstrate expertise

Breaks Trust:

Making mistakes, lacking knowledge, poor quality

Care Trust

Belief you have their best interests at heart

Builds Trust:

Ask about their goals, show empathy, prioritize their needs

Breaks Trust:

Being pushy, ignoring concerns, prioritizing your needs

Integrity Trust

Belief in your honesty and principles

Builds Trust:

Be transparent, admit limitations, keep promises

Breaks Trust:

Lying, hiding information, changing terms

Reliability Trust

Belief you'll deliver consistently

Builds Trust:

Meet deadlines, communicate proactively, be consistent

Breaks Trust:

Missed deadlines, poor communication, inconsistency

2The Art of Strategic Transparency

Clients appreciate honesty more than perfection. Over-promising damages long-term credibility, while strategic transparency builds immediate trust. The key is knowing what to share, when to share it, and how to frame it.

Over-Promising

  • "We can do anything"
  • "100% guaranteed results"
  • "No challenges expected"
  • "We're the best at everything"

Strategic Transparency

  • "Here's what we can do well"
  • "Based on experience, expect X results"
  • "Potential challenges and solutions"
  • "Our strengths and specializations"

The Transparency Framework

Be Clear About Capabilities:

"For projects like yours, we typically see [realistic outcome] within [realistic timeframe]. Here are three similar projects we've delivered."

Acknowledge Limitations:

"While we excel at [your strength], for [specific aspect] you might want to consider [alternative/specialist]. We can help coordinate that."

Discuss Potential Challenges:

"Based on our experience with similar projects, the main challenges are usually [X and Y]. Here's how we plan to address those from the start."

3The Psychology of Relevant Experience Sharing

Talking about similar problems you've solved reassures the client without sounding boastful. The psychology is simple: people trust those who have successfully navigated similar challenges before. But there's an art to sharing experience that builds trust rather than appearing arrogant.

The 3-Level Experience Sharing Framework

1
Level 1: Basic Sharing
Low - Generic and untrustworthy
Approach:

Mentioning experience generally

Example:

"We have 10 years of experience in this industry"

2
Level 2: Contextual Sharing
Medium - Relevant but not compelling
Approach:

Connecting experience to their specific situation

Example:

"For companies facing [their specific challenge], we've found that [specific approach] works well"

3
Level 3: Story-Based Sharing
High - Memorable and trustworthy
Approach:

Sharing specific stories with lessons learned

Example:

"When [similar company] faced [similar challenge], we helped them achieve [result] by [specific action]. The key learning was [insight] which might apply to your situation."

The Trust Formula: How to Share Experience Effectively

Focus on their problem: "When we helped [client] with [their exact challenge]..."
Share specific results: "...they achieved [specific, measurable outcome]."
Reveal the process: "The key was [specific approach or insight]."
Connect to them: "This might be relevant because [connection to their situation]."

The 5-Phase Trust Building Process

Complete Trust Building Timeline (First Contact to Close)

1Initial Contact (Day 1)
Trust: 5-10% - They see you as knowledgeable
Trust Goal:Establish competence & relevance
Key Actions:

Share specific insight related to their post, ask thoughtful question, demonstrate understanding

2First Conversation (Day 1-3)
Trust: 20-30% - They feel understood and safe
Trust Goal:Build care & integrity
Key Actions:

Listen more than talk, ask about their goals and challenges, be transparent about capabilities

3Follow-Up (Day 3-7)
Trust: 40-50% - They see you as dependable
Trust Goal:Demonstrate reliability
Key Actions:

Follow up with value-added content, meet promised deadlines, be consistent in communication

4Proposal Phase (Day 7-14)
Trust: 60-70% - They're confident in your abilities
Trust Goal:Solidify all trust pillars
Key Actions:

Present clear, honest proposal, discuss potential challenges, share relevant case studies

5Pre-Close (Day 14-21)
Trust: 80-90% - They're ready to commit
Trust Goal:Final trust validation
Key Actions:

Answer all questions thoroughly, provide references if requested, be patient with decision process

The Ultimate Trust Principle

Trust grows when clients feel safe, understood, and respected. It's not built through grand gestures or perfect pitches, but through consistent, small actions that demonstrate competence, care, integrity, and reliability.

Remember: People don't buy from companies; they buy from people they trust. Your LinkedIn leads are evaluating not just your skills and prices, but whether they feel safe working with you. Focus on building that safety through transparency, relevant experience sharing, and consistent, respectful communication.

Master the Complete Conversion Journey

Next Step

How to Close Project Deals from LinkedIn

Master the art of closing deals after building trust. From proposal to signed contract.

9 min readRead Guide
Essential

Follow-Up Strategies That Actually Work

Professional follow-up techniques that build trust through consistent communication.

7 min readRead Guide
Foundation

How to Convert LinkedIn Project Leads into Clients

The complete conversion process from initial contact to trust building to closing.

8 min readRead Guide

Ready to Build Trust with Real Leads?

Apply these trust-building strategies with real LinkedIn project leads who are actively looking for services.