Why Trust — Not Features — Drives Sales

Written with assistance from ChatGPT

Introduction

People don’t buy what’s best. They buy what they trust. The hardest part of selling isn’t price, logic, or even need — it’s trust.

The Trust Equation Made Practical

Trust isn’t a feel-good idea — it’s measurable:

Trust = (Credibility + Reliability + Intimacy) / (Self-Orientation)

The higher the numerator and the lower the denominator, the stronger the trust — and the easier the sale.

Why Cold Outreach Struggles

When someone hasn’t met you:

• Credibility is low — they haven’t seen you work

• Reliability is zero — no track record with them

• Intimacy is absent — no emotional safety

• Self-orientation feels high — they assume you’re selling to sell

This is why unsolicited outreach feels slow and awkward.

Why Referrals Change Everything

Referrals don’t just help your sales — they rearrange the whole trust equation:

1. Borrowed credibility:
   Someone they trust vouches for you.

2. Pre-loaded reliability:
   “They delivered great results” comes before you’ve met.

3. Built-in intimacy:
   Warm introductions ease vulnerability.

4. Lower perceived self-orientation:
   Prospects assume you’re there to help, not just to sell.

Make Referrals Systematic

Instead of hoping for referrals:

• Tell clients who you serve best

• Make introductions easy

• Thank and recognise referrers

• Deliver consistently great experiences

This doesn’t just boost referrals — it raises your trust score across the business.