I've worked in technology and consulting sales for more than three decades.
I’ve watched sales trends come and go scripts, funnels, AI scoring systems methodologies.
But the one constant that has never lost power is TRUST.
Clients buy from people they trust. And if they really trust you, they buy repeatedly and consistently,
When I started my IT career at Amoco and later as a consultant with Capgemini, success wasn’t measured in flashy presentations; it was measured in whether people believed you could deliver.
That lesson has carried through every president’s club award, every client partnership, and every company I’ve built since.
Probably the best explanation of this I ever heard was at conference where a CIO gave a presentation to outsourcing companies where he said -
"Every time I select one of you for my company, I am putting my career on the line, so I had better trust you".
Well said!
Trust turns transactions into relationships.
Too often in enterprise sales, we focus on velocity instead of veracity on how fast we can move prospects through a pipeline instead of how well we understand their world. The irony?
Deals close faster when the client actually trusts you.
We have all been on the funnel call where there's pressure to close deals, and fast. It's the business we are in.
But we've also all been on with the guy that has the really large pipeline but who never seems to close anything, and eventually gets found out.
Lot's of activity, few customers and fewer deals. Nobody trusts him, and then there is nothing worse than a desperate salesman.
So, let's not be that person
At GBUS, we work with growing technology companies. for example, who may have just received funding and are under pressure to scale.
If you believe the Internet, the solution is to automate everything: outreach, nurture, demos.
But automation without authenticity erodes credibility.
People don’t buy from workflows; they buy from people who get their challenges. And yes who they trust.
So it's our approach and belief that the partnership of consulting and technology is the balanced way to accelerating and maintaining consistent, sustainable growth.
How do you build trust at scale?
Listen before you pitch. Before proposing anything, repeat what you heard in your own words. Clients will feel understood and you’ll avoid costly misfires. Old sales truism " if you are talking, they are in control, if they are talking, you are in control".
Bridge delivery and sales. Teamwork wins. Involve your technical or operations team into early sales conversations. It signals transparency and builds confidence.
Show, don’t tell. Real examples of successful client outcomes are more powerful than any deck. Clients love storytelling, and so should you.
The truth is simple: trust compounds. Every honest conversation, every fulfilled promise, every small win builds equity that no discount can buy.
If your sales approach feels like a chase rather than a partnership, step back. Ask: Have we earned their trust yet? Because until you do, everything else is just noise.
Finally, my mother could never work out what I did for a living. She would tell people I "worked in computers".
So, one day I said, "I sell trust". I was never sure if she understood that, but I hope that you do.