The No-BS Approach to Building Trust

We live in a world flooded with sales pitches, hype, and inflated promises. Everyone claims to be the best, the fastest, the most innovative. But your customers? They’ve heard it all before—and they’ve developed a built-in BS detector that’s sharper than ever.

And when that detector goes off, trust goes out the window.

If you want to earn trust today—not just get the sale, but build real, lasting trust—you have to cut through the noise. That means taking a No-BS approach to every part of the customer relationship.

Here’s what that actually looks like.

Underpromise and Overdeliver—But Keep It Real

We’ve all heard the advice: “Underpromise and overdeliver.” And it works—when it’s done with integrity.

Setting slightly conservative expectations and then exceeding them creates a sense of reliability. But if you underpromise too much—if your timelines feel padded, or your scope seems overly cautious—customers will pick up on it. They’ll either assume you’re not confident in your own abilities or worse, that you’re manipulating expectations to make yourself look good.

The key is balance. Don’t sandbag. Set reasonable expectations you know you can meet—and then deliver just a little more. That builds trust without triggering your customer’s BS radar.

Admit What You Don’t Know

One of the most powerful trust-building moves you can make is saying, “I don’t know.”

It sounds simple, but many professionals struggle with it. They feel pressure to have all the answers. But let’s be honest: no one knows everything. And when you pretend to, your customer usually knows you’re bluffing.

Saying, “That’s not my area, but I’ll get the right answer for you,” shows humility, honesty, and a genuine commitment to helping the customer—not just protecting your image. And guess what? That kind of honesty earns more respect than trying to fake your way through.

Skip the “Partner” Talk Unless It’s Real

There’s a trend in professional services where everyone wants to call themselves a “partner” to the client. It sounds nice. It sounds collaborative. But often—it’s total BS.

If the client is paying you for a service, and there’s no shared risk, equity, or strategic decision-making, you’re not a partner. You’re a provider. And that’s not a bad thing.

Clients don’t need you to be their partner. They need you to be dependable, honest, and excellent at what you do. Let your actions build the relationship. If over time they decide to treat you like a partner, great. But don’t force it with words that don’t match the reality.

Always Tell the Truth—Especially When It’s Hard

Trust isn’t built when everything is going smoothly. It’s built when things get tough.

If a project is delayed, a mistake is made, or expectations shift—say something. Fast. The moment you try to soften the truth, delay it, or hide it, you introduce doubt. And once doubt creeps in, trust starts to crack.

Telling the truth, even when it’s uncomfortable, sends a powerful message: I care more about your success than my comfort. That’s how long-term relationships are built.

Don’t Trash the Competition

You’ve seen this before—someone trying to make themselves look good by tearing down the competition. But here’s the truth: if you need to talk about them, you’re not confident in you.

Badmouthing competitors makes you look insecure and unprofessional. Instead, focus on your strengths. If a client asks for a comparison, be factual, respectful, and clear. That shows confidence. And confidence, rooted in respect, builds trust.

(And by the way—if you’ve ever wondered why we don’t trust politicians, take a look at their campaign ads. Now apply that same logic to your sales pitch.)

Confidentiality Builds Trust

Clients want to feel safe with you. If you casually drop names, or mention specifics about other clients without permission, you break that sense of safety.

Even if the story is harmless or well-intentioned, it sends the message: I might do the same with your information.

Instead, keep stories anonymous unless you’ve been given explicit permission. A no-BS professional knows that trust is earned through discretion.

Assumptions Kill Trust—Ask Instead

One of the easiest ways to derail a client relationship is by assuming.

Assuming you know what they want. Assuming you know what they meant. Assuming that your way is their way.

Instead, ask. Clarify. Confirm. A No-BS approach doesn’t mean charging ahead—it means taking the time to make sure you fully understand the client’s needs. That shows respect. And respect is the foundation of trust.

In a world full of posturing and polished pitches, authenticity is rare—and valuable.

The No-BS approach isn’t just about being blunt. It’s about being honest, humble, consistent, and real. It’s about doing what you say you’ll do, saying what you actually mean, and treating your client’s trust as something worth protecting.

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Want to hear the whole story? Listen to the podcast episode: https://podcasts.apple.com/us/podcast/s16e14-the-no-bs-approach-to-building-trust/id1569249060?i=1000702689367

Want to read the whole story? Read the book: https://amzn.to/4j0n3GK