"Self-trust is the first secret of success."

Ralph Waldo Emerson

As we start off our time together, you're encouraged to deeply reflect upon this quote...

This quote highlights the foundational role that the belief you have in yourself plays a monumental role in you achieving your goals.

When you trust yourself, you're more likely to take initiative and pursue your goals with enthusiasm, passion and purpose.

In turn, this helps you to believe in your ability to learn, adapt, and overcome challenges, which keeps you self-motivated even when things get tough. And we know there will be tough times.

Self-trust acts as a buffer, liken this to bumpers, helping you to bounce back from failures and see them as learning opportunities rather than reasons to simply give up.

When you trust yourself, you're less likely to second-guess your choices or be swayed by the opinions of others, leading to more confident and decisive action.

Self-trust creates a safe space to explore new ideas and take risks. You're more willing to experiment and think outside the lines when you believe in your ability to handle the potential consequences of failure.

People are more likely to believe in you if you believe in yourself.

Self-trust helps quiet the inner critic and reduces the anxiety that can paralyze you. When you trust yourself, you're less likely to be held back by fear of failure or negative self-talk.

Developing Client Trust Starts with Developing Self-Trust

We all know in the world of sales and client relationships, trust is paramount.

What many in sales overlook is that before you can build trust with clients, you must first build trust yourself.

In Selling from the Heart, you're reminded that authentic selling begins from within, deeply rooted in self-awareness, integrity, and confidence.

Trust is not just a buzzword; it’s the currency of all successful sales relationships. However, many in sales attempt to build client trust without first cultivating it within themselves.

Self-trust is the foundation upon which external trust is built.

If you don’t believe in yourself, your abilities, and your value, how can you expect your clients to?

In Selling in a Post-Trust World, I stress that trust is built on authenticity, meaningful value, inspirational experiences, and disciplined habits.

These same principles apply to both self-trust and client trust.

When you trust yourself, you:

• Show up with confidence and clarity.

• Communicate with conviction.

• Stay true to your commitments and values.

• Project authenticity, making it easier for clients to connect with you.

Trust is a two-way street, but it must start with you.

If you constantly doubt yourself, second-guess your decisions, or lack integrity in your actions, clients will pick up on that energy and hesitate to trust you, undermining client confidence.

Are you sensing what I'm throwing down yet?

This is why we're going to explore how developing self-trust sets the foundation for building lasting, authentic client relationships.

If you're ready, then let's begin.

1. The Connection Between Authenticity and Self-Trust

Selling from the Heart is built on the basis that authenticity is the key to sustainable sales success. But being authentic requires self-trust. You can’t be real with clients if you don’t trust yourself well enough to show up as your true self.

Unfortunately, many salespeople fall into the trap of trying to be someone they’re not, whether it’s mimicking other salespeople, overpromising to close deals, or hiding their true personality behind a corporate mask.

This lack of self-trust leads to inauthentic relationships that ultimately fail.

You start to cultivate authenticity through self-trust by:

• Knowing your values - What do you stand for? You must define your core values and ensure your sales approach aligns with them.

• Being honest about your strengths and weaknesses - Authenticity means embracing both your strengths and areas for improvement.

• Trusting your unique selling style - Stop trying to be someone else, lean into what makes you unique as a salesperson.

Here are some reflective questions to ask of yourself:

• What are my core values?

• Do my actions consistently align with those values?

• What personal habits strengthen or weaken my confidence?

2. The Role of Vulnerability in Building Self-Trust and Client Trust

Many salespeople hesitate to show vulnerability, fearing it will make them appear weak.

Vulnerability is one of the most powerful trust-building tools, as it signals confidence, transparency, and authenticity. These are all essential for both self-trust and client trust.

When you're secure in who you are, you embrace transparency without fear.

Vulnerability strengthens trust by:

• Admitting when you don’t have the answer - Clients appreciate honesty over empty promises.

• Owning your mistakes - Taking responsibility builds credibility and self-respect.

• Being transparent about intentions - Clearly communicate your genuine desire to help clients, rather than just closing a deal.

When you trust yourself enough to be vulnerable, you create deeper, more meaningful client relationships.

Click here to start your transformational sales journey

3. Self-Trust is Built Through Consistency

Success isn’t always about greatness. It’s about consistency.

Consistent behaviors, even small ones, compound over time to build self-trust. This is particularly true for disciplined habits in sales. For instance, a consistent prospecting routine, no matter how small, reinforces your belief in your work ethic.

Consistency is the backbone of trust.

Clients don’t trust salespeople who are unpredictable, unreliable, or inconsistent in their messaging. Likewise, if you're inconsistent with yourself, breaking your own commitments, changing your values to suit the situation, you erode self-trust.

Here are some ways to build self-trust through consistency:

• Daily prospecting habits - Commit to a certain number of outreach efforts daily.

• Follow-through on promises - If you say you’ll do something, then do it, both for yourself and for clients.

• Time blocking - Honor your calendar and stay accountable to your sales activities.

When you're consistent in your actions and values, clients see you as dependable and trustworthy.

4. The Trust Formula - Aligning Self-Trust with Client Trust

Trust is not built on wishful thinking; it follows a proven formula. In Selling in a Post-Trust World you're introduced to the Trust Formula, which applies to both self-trust and client trust:

Trust = (Authentic Relationships + Meaningful Value) x Inspirational Experience x Disciplined Habits

Let’s break this down:

• Authentic Relationships - You can’t build genuine relationships with clients if you aren’t honest with yourself. Self-trust allows you to engage clients without fear or pretense.

• Meaningful Value - If you don’t believe in or struggle to clearly articulate the value you bring to the table, then your clients won’t either. Self-trust enables you to confidently communicate your value.

• Inspirational Experience - Confidence in yourself leads to a more engaging, compelling presence, making your interactions more memorable.

• Disciplined Habits - Keeping promises to yourself builds self-trust, which translates into reliability for clients.

Self-trust isn’t just a personal matter; it directly impacts your ability to earn and maintain client trust.

5. The Ripple Effect - How Self-Trust Leads to Business Growth

Self-trust is a crucial element for business growth, as it enables salespeople to make confident decisions, navigate challenges effectively, and builds resilience.

When you trust yourself, you're more likely to follow your intuition and align your sales strategies with your personal values and vision.

This alignment leads to a more authentic and sustainable sales career.

This all compounds over time by creating:

• Higher client retention - Trustworthy salespeople create long-term client relationships.

• Increased referrals - Inspired and happy clients recommend salespeople they trust.

• Faster sales cycles - Trust accelerates decision-making, reducing hesitation and roadblocks.

By investing in self-trust, you create a ripple effect that enhances every aspect of your sales performance.

6. Steps to Strengthen Self-Trust and Build Client Trust

If you want to improve your ability to build trust with clients, start by focusing on strengthening your self-trust.

Here are some actionable steps:

A. Self-Integrity Practices:

• Set and achieve small goals - Every goal you accomplish reinforces self-trust.

• Positive self-talk - Replace self-doubt with affirmations of confidence and capability.

• Reflect daily - Keep a journal to track your growth and self-trust development.

B. Skill-Building Routines:

• Invest in learning - The more knowledgeable you are, the more confident you’ll be in sales conversations.

• Role-play sales situations - Practicing tough conversations builds trust in your abilities.

• Join a mastermind - Surround yourself with people who encourage and challenge your growth.

C. Client Relationship Strategies:

• Transparent sales conversations - Say what you mean and mean what you say.

• Intentional listening - True confidence comes from true understanding, not just speaking.

• Overdeliver - Build a reputation for exceeding expectations.

The more you practice self-trust, the more natural and effortless it becomes to build trust with clients.

Self-Trust is the Key to Authentic Selling

Trust is the most valuable currency in sales, but it starts with you.

Too many salespeople look outward for success, but success starts within.

If you want stronger client relationships, higher sales, and greater career fulfillment, the journey begins with yourself. Strengthen your self-trust, and watch as your ability to build authentic, lasting client trust grows exponentially.

Building self-trust is not an overnight journey but a series of consistent, value-driven actions.

It is about showing up for yourself first, so you can show up powerfully for your clients.

By cultivating self-trust and embracing your authentic self, you create a solid foundation for sales success.

As we bring our time together to a close, here’s my challenge to you:

What steps will you take today to strengthen your self-trust?

Originally published on Larry Levine's LinkedIn.