If I asked you right now, “Do your customers trust you?”—what would you say?
Chances are, your answer would be yes. You believe in your product or service, you treat your customers well, and you work hard to deliver value. So why wouldn’t they trust you?
But here’s the problem: businesses often think they have their customers' trust, but the reality is very different.
A 2022 PwC survey asked business leaders how much they believe their customers trust them. A whopping 87% said that customers trust their company. Then, PwC asked actual customers the same question. The result? Only 30% of customers reported high trust in the companies they do business with.
That’s a 57% trust gap between perception and reality.
Now, if you’re in sales or any customer-facing role, this should concern you. Because if your customers don’t trust you, they’re more likely to switch providers, negotiate harder, hesitate to commit, or simply walk away. But here’s the good news: If trust is rare, that means it’s a massive opportunity for differentiation.
The Relative Trust Model: The First Three Components
So, how do customers decide whether to trust you? Trust isn’t built on gut feeling alone. In The Book of TRUST, I introduce the Relative Trust Model, which breaks down trust into six key components. In this article, I’ll cover the first three—these are the factors that shape trust before a customer even interacts with you.
1. Competence: Do You Know What You’re Doing?
This one seems obvious—of course, customers want to do business with someone who is competent. But the way customers evaluate competence isn’t always straightforward.
If you’re a service provider, customers judge your competence based on your expertise, experience, and ability to solve their specific problems. Do you understand their industry? Do you stay up to date on best practices? Do you bring fresh insights to the table?
If you’re a salesperson, competence isn’t just about knowing your product—it’s about knowing their business, their needs, and even your competitors. Customers don’t trust salespeople who are just reading off a script. They trust the ones who truly understand their challenges and can offer real solutions.
In my research, I found that demonstrating competence significantly increases the likelihood that a customer will choose you over a competitor. But be careful—overconfidence can backfire. Customers want you to be knowledgeable, but if you come across as arrogant or dismissive, trust can erode quickly.
2. Personality Compatibility: Do You “Click” With the Customer?
One of the most overlooked factors in trust is personality compatibility. It’s not about whether you and the customer have identical personalities—it’s about whether your personalities work well together.
Think about it this way: Some customers prefer a bold, fast-moving provider who pushes them out of their comfort zone. Others prefer a more cautious, detail-oriented provider who takes the time to analyze every option. Neither is right or wrong, but if the fit isn’t there, trust will suffer.
In my surveys, I found that shared values had an 86% correlation with trust. If a customer feels that you understand them and align with their values, they are far more likely to trust you. This doesn’t mean you need to change who you are, but it does mean that you should be aware of how your personality comes across to different customers—and be willing to adjust your approach when needed.
3. Symmetry: Does the Relationship Feel Fair?
No matter how good your product or service is, if a customer feels like the relationship is one-sided, trust will suffer.
Symmetry in business relationships isn’t about perfect equality—after all, the provider and the customer have different roles. But customers want to feel that the value exchange is fair.
If a customer believes that:
✅ They are getting a fair price for what they receive
✅ The provider is invested in a win-win outcome
✅ They are treated fairly compared to other customers
…then trust increases.
On the flip side, if a customer feels like they’re being overcharged, pressured, or treated as less important than others, their trust in you will erode.
The Trust Advantage
Here’s the bottom line: Most customers don’t automatically trust salespeople or service providers. Studies have shown that only 3% of people consider salespeople trustworthy—placing them near the bottom of the list, next to politicians!
But that presents an opportunity. If trust is low across the board, then the few who do establish trust have a massive competitive advantage.
What’s Next?
In my next article (and on The Trust Show), I’ll cover the second half of the Relative Trust Model—the components of trust that are shaped during an interaction:
✅ Positivity – Do you approach the relationship with honesty and empathy?
✅ Time – Do you invest enough time in building trust?
✅ Intimacy – How strong is your personal connection with the customer?
Understanding these elements will help you not just win customers—but keep them.
💬 What do you think? Have you ever overestimated how much trust your customers have in you? Let’s discuss in the comments! ⬇️
Want to hear the whole story? https://podcasts.apple.com/us/podcast/s16e10-do-your-customers-trust-you-the-relative-trust/id1569249060?i=1000698725016
or get the book: https://amzn.to/3FFPLyf
Dr. Yoram Solomon is an expert in trust, employee engagement, teamwork, organizational culture, and leadership. He is the author of The Trust Premium, The Book of Trust, host of The Trust Show podcast, a three-time TEDx speaker, and facilitator of the Trust Habits workshop and masterclass.
The Book of Trust®, The Innovation Culture Institute®, and Trust Habits® are registered trademarks of Yoram Solomon. Trust Premium™, the Relative Trust Inventory™, and The Trust Show™ are trademarks of Yoram Solomon.
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