--- title: How to Build Trust and Credibility in Sales - Victory Lap description: How to Build Trust and Credibility in Sales In Sales Tips --- [![Victory Lap Logo](https://victorylap.io/hubfs/vlaplogo-4.png)](https://victorylap.io) - COMPANIES - [HIRING](https://victorylap.io/sales-hiring) - [SALES ONBOARDING](https://victorylap.io/managed-onboarding) - [OUTSOURCED SALES](https://victorylap.io/outsourced-sale) - [TEAM TRAINING](https://victorylap.io/sales-training-and-development) - [PLAYBOOKS](https://victorylap.io/sales-course-and-playbooks-0) - INDIVIDUALS - [SALES BOOTCAMP](https://victorylap.io/sales-course-and-playbooks) - ABOUT VICTORY LAP - [MEET OUR FOUNDER](https://victorylap.io/vl-story) - [BLOG](https://victorylap.io/blog) Sales Tips # How to Build Trust and Credibility in Sales How to Build Trust and Credibility in Sales In Sales Tips [Victory Lap](https://victorylap.io/blog/author/victory-lap) Dec 10, 2020 --- In , written by , on ![](https://victorylap.io/hs-fs/hubfs/Imported_Blog_Media/simon-moog-_IvTz18z_J8-unsplash-1024x683.jpg?width=1024&height=683&name=simon-moog-_IvTz18z_J8-unsplash-1024x683.jpg) ### **For this week’s sales tip, I’d like to dig into *how trust works*.**  As sales professionals, we’re always focusing on building trust with our customers and prospects, and often times, many people note that *trust* is a big reason as to why they’ve been so successful. In order for you to succeed, I want to expand upon how trust works from the relationship side of things. Through my own selling career, I’ve always thought and relied on trust through friendship, empathy, and emotional closeness…all allowing individuals to trust me more. By no means is that wrong. Actually, it’s a big reason as to why someone is going to trust you. It’s called *affective trust*. The other side of the coin is this thing called *cognitive trust*. Reliability, your skills, accomplishments, etc. This is the more logical, data-driven, cognitive reason why someone is going to trust you and your company. Why is this so important? During my sales career, I’ve gotten people to really like me (to the point where they wanted me to be the godfather to their children). However, they still wouldn’t sign the contract. It’s because what was missing was that cognitive side of the conversation and relationship. Even though they liked me a lot, I didn’t have enough proof in terms of *why* that should translate into a purchase (the cognitive side of the equation). So, what’s the big reveal? In order for a sale to happen, you really need that cognitive trust *as well as* that affective trust. You need the reliability, the accomplishment that says, “This is going to work because we’ve done it before,” and you also need that emotional closeness, too. You hear it all the time: people buy *you* in addition to what you *sell*. Moving forward, take a step back and look at the ways you’re building (or rebuilding) the relationship with your customers. How much of that are you relying on the affective side (likability) versus the cognitive side (playing to you/your company strengths, being reliable, having great sales skills, and the accomplishments of your customers that you’ve already sold). In the end, make sure both are there, and you’ll increase sales overnight. [Sales Tips](https://victorylap.io/blog/tag/sales-tips) ## Similar posts Sales Tips ### [Why Teamwork in Sales Is More Important Than You Think](https://victorylap.io/blog/2020/10/27/why-teamwork-in-sales-is-more-important-than-you-think) Why Teamwork in Sales Is More Important Than You Think In Sales Tips , written by Victory Lap , on October 27, 2020 Written by: Rachel Rohn, Regional... Victory Lap Oct 27, 2020 Sales Tips ### [What to Do When a Prospect Says “No”](https://victorylap.io/blog/2020/12/08/what-to-do-when-a-prospect-says-no) From College Grad to Sales Professional In Alumni Stories Victory Lap Dec 8, 2020 Sales Tips ### [Why Your VP of Engineering Should Help Train Salespeople](https://victorylap.io/blog/2020/11/19/why-your-vp-of-enginerring-should-help-train-salespeople) Why Your VP of Engineering Should Help Train Salespeople In Uncategorized Victory Lap Nov 19, 2020 ### Get notified on new marketing insights Be the first to know about new B2B SaaS Marketing insights to build or refine your marketing function with the tools and knowledge of today’s industry. ![VictoryLapLogo - White](https://victorylap.io/hubfs/VictoryLapLogo%20-%20White.png) Victory Lap 1555 Sherman Avenue #140 Evanston, IL 60201 ### What We Do - [Sales Hiring](https://victorylap.io/sales-hiring) - [Sales Training and Development](https://victorylap.io/sales-training-and-development) - [Fractional Sales Teams](https://victorylap.io/outsourced-sale) ### For Jobseekers - [Sales Course and Playbooks](https://victorylap.io/sales-course-and-playbooks) - [Sales Career and Upskilling Platform](https://app.victorylap.io/) ### About Victory Lap - [Meet Our Founder](https://victorylap.io/vl-story) - [VL Team](https://victorylap.io/vl-team-0) © 2025 All rights reserved [Privacy Policy](https://victorylap-23748019.hs-sites.com/privacy-policy) [Powered by Atlas - a B2B SaaS HubSpot theme](https://www.kalungi.com/atlas-hubspot-theme-for-b2b-saas-software) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Victory Lap", "url" : "https://victorylap.io/blog/author/victory-lap" }, "dateModified" : "2023-09-20T17:10:21.143Z", "datePublished" : "2020-12-10T15:53:20.000Z", "headline" : "How to Build Trust and Credibility in Sales - Victory Lap", "mainEntityOfPage" : { "@id" : "https://victorylap.io/blog/2020/12/10/how-to-build-trust-and-credibility-in-sales", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject" }, "name" : "Victory Lap LLC" } } ```