I'm sitting in my office, trying to refill my new fountain pen.
Ink everywhere. Fingers stained. It wasn't going well.
But it reminded me of something I see way too often in sales: We're obsessed with upgrading tools…
Yet, we overlook the thing that makes everything work in the first place.
And in sales, that thing is trust.
Trust Is Still the #1 Growth Strategy in Sales
AI won't replace you.
Automation won't grow your pipeline on its own.
Because when buyers feel overwhelmed with options, they fall back on one question:
"Who do I know that I can trust?"That's it. That's the buyer journey in one sentence.
And that transfer of trust—from someone they know to you—is still the most powerful accelerator in sales.
I've Seen It Change Everything—Fast
Last month, a founder in one of my coaching programs was stuck.
Their pipeline looked full, but nothing was closing. They were chasing cold leads with colder responses.
I asked: "Who are the clients who love you? Who would introduce you to others like them?"
They paused. Blinked. Then said: "You know what? I haven't asked. I didn't want to seem... needy."
Here's what happened next:
- They reached out to five happy customers.
- Four responded with referrals.
- Two turned into closed deals within 30 days.
- One was their biggest deal yet.
Needy? No.
Strategic? Absolutely.
Watch this video for a deeper dive into gaining your buyers' trust
Why Trust Wins—Even in the AI Era
The reality?
- A referral shortens your sales cycle.
- Increases your close rate.
- And often earns you trust you didn't even know you had.
Your fancy CRM won't do that.
Your fifth follow-up email with "just bumping this up" won't either.
But your reputation will.
And if you're not building trust deliberately—through how you sell, how you serve, and how you show up—you're leaving money and momentum on the table.
You Want Growth? Go Back to Basics.
Here's what actually builds a referral engine:
✅ Delivering outcomes your clients rave about
✅ Asking for introductions (like a pro, not a pest)
✅ Referring others because it's the right thing to do
✅ Being consistent, curious, and coachable
People notice.
And when they trust you, they bring others with them.
So, if you're searching for the next big growth strategy, don't get distracted by shiny objects.
Because trust still closes the deal.
Want to build a sales process that buyers actually trust?
DM me or check out my coaching programs—designed for founders, sales leaders, and teams who want to grow the right way.
