About This Episode
In business, having your customers trust you is one of those things that sounds nice. But in reality, it is the cornerstone of business success. Trust can be one of those concepts that is easy to talk about and hard to define, let alone implement. It can feel intangible and elusive, especially for medium-sized businesses trying to cut through the noise.
In this episode of Endless Customers, we sat down with Hannah Eisenberg, a certified “They Ask, You Answer” coach and CEO of 3P Creative Group, to demystify trust-building for modern businesses. She broke down why trust matters more than ever and how companies can implement actionable strategies to foster it.
Why Trust is the Ultimate Differentiator
Trust is not just an abstract feeling. It is the foundation of every transaction, every business relationship, and every customer decision. As Marcus Sheridan has said, “Trust is the single most important emotion someone has to feel to exchange money for a product or service.”
But trust is more complicated than it seems. Hannah explains, “It’s layered and multidimensional, and every individual interprets it differently.” For businesses, this means trust-building is not a one-size-fits-all process. It requires thoughtfulness, intention, and, most importantly, consistency.
The challenge is that today’s buyers are more skeptical than ever. With the rise of AI and the zero-click experiences of tools like ChatGPT, many buyers are completing their research independently. By the time they reach out to a business, they are well-informed, guarded, and wary of being “sold to.” For businesses, this shift requires a fresh approach.
The Three Levels of Trust
Hannah introduces a framework that simplifies the complex concept of trust into three levels. Each level builds upon the other, creating a strong foundation that evolves into deeper, long-lasting trust.
1. The Fundamentals: Cognitive Trust
This foundational level is about facts, reliability, and integrity. It answers questions like, “Does this company have the ability to deliver what they promise?”
- Competence: Can you deliver on your promises? Do you have the technical expertise, the right tools, or the capacity to meet your customer’s expectations?
- Reliability: Have you consistently delivered results in the past? Are your processes structured to ensure repeatable success?
- Integrity: Do you follow through on your commitments, even when it’s difficult? Customers want to know that you will act ethically and with their best interests at heart.
Building cognitive trust lays the groundwork for initial transactions. Without it, businesses struggle to get a foot in the door.
2. Emotional Trust: Empathy and Connection
Once the basics are in place, businesses must create an emotional connection with their customers. This involves understanding their needs, respecting their time and resources, and acting with genuine care.
- Empathy: Show customers you truly understand their problems and concerns. For example, if a business owner is worried about making a costly mistake, address their fears head-on with transparency and solutions.
- Respect: Treat customers as partners in the buying process. Respect their time, their intelligence, and their ability to make informed decisions.
- Benevolence: Demonstrate that you have their best interests at heart, even if that means walking away from a sale. As Hannah notes, “Sometimes the right answer is to say, ‘We’re not the best fit for you.’”
Empathy and respect help customers feel seen and valued, while benevolence builds goodwill and reinforces long-term loyalty.
3. Transformational Trust: Social Alignment and Shared Values
The final layer of trust is where businesses can truly differentiate themselves. Transformational trust goes beyond individual interactions and looks at the broader alignment between a company and its audience.
- Social Proof: Share customer success stories, testimonials, and case studies. Seeing that others trust you can validate a prospect’s decision to do the same.
- Shared Values: Align your brand with causes or principles your audience cares about. For example, sustainability-focused customers are more likely to trust and support brands like Patagonia that live their values.
- Social Alignment: Reinforce the idea that choosing your business is the “right” choice, not just on a practical level but also on a societal one.
When businesses reach this level, trust becomes their most valuable asset. They are no longer competing on price or features—they are the go-to name in their space.
Accelerators for Trust-Building
Hannah emphasizes that while trust cannot be rushed, it can be accelerated with the right strategies.
- Transparency: Be upfront about pricing, processes, and potential downsides. Customers appreciate honesty, even when it is uncomfortable.
- Customer Advocacy: Go the extra mile to fight for what is right for your audience, even if it disrupts the status quo.
- Disruption: Lead the charge in changing outdated practices or norms in your industry. Businesses that take risks to improve the customer experience often become market leaders.
These accelerators are not shortcuts but multipliers. When paired with a strong foundation, they help businesses build trust faster and more effectively.
Practical Steps to Get Started
So how can businesses put this into action? Hannah suggests starting with an honest assessment. Ask yourself:
- Are we consistent in delivering on our promises?
- Are we actively listening to and addressing our customers’ concerns?
- Are we being transparent, even when it’s difficult?
From there, focus on creating content, processes, and customer interactions that align with your answers. Whether it’s writing a blog post, creating a pricing page, or having a sales conversation, always ask, “Does this build trust?”
Trust is the Ultimate Competitive Advantage
Technology is reshaping every aspect of business as we know it, yet trust remains a constant. It is the emotion that drives buying decisions, the reason customers stay loyal, and the key to long-term growth.
Hannah’s framework gives businesses a clear path forward. By building trust step by step—from the fundamentals to transformation—you can not only win customers but also create advocates who will champion your brand for years to come.
Take the first step today. Start building trust, and the rest will follow.
Connect with Hannah
With 25 years of experience in marketing, Hannah naturally gravitated towards coaching and training. In 2022, she became a certified They Ask, You Answer coach, a framework she’s successfully applied for the last eight years. This approach transforms an organization’s digital sales and marketing by empowering internal teams and fostering a customer-focused culture.
Connect with Hannah on LinkedIn
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