Want More Than Just a Deal? Here's How to Build Trust that Lasts

Hey, it’s David!

Regardless of the industry you operate in, there’s one thing that matters more than just closing a deal: trust. Establishing long-term relationships with clients is the foundation for sustainable business growth, and trust is the currency that keeps those relationships intact. But how do you build trust in a way that goes beyond just a handshake and a contract?

Let’s break down the three stages of trust-building and how they directly impact your ability to expand deal flow, retain clients, and create long-term business partnerships.

…ever think of why we blindly trust the pilot to get us to our destination safely?

Last week, I was waiting for a flight to a client meeting when I overheard a conversation between two people sitting nearby. One of them, a private equity professional, was explaining how their firm had recently closed a significant deal but was struggling to build lasting relationships with their new partners.

They’d rushed through the process to close the deal but were now realizing that trust hadn’t fully been established.

It made me think about how often we rush through the initial steps of building trust…we get so focused on closing the deal, that we forget the foundations we need to lay for a sustainable, long-term relationship. It’s a little like rushing through the safety demonstration before takeoff.

Sure, you can get by without it, but when the turbulence hits, you’re going to wish you paid more attention.

The conversation turned into a mini-masterclass on how to build trust step by step. It wasn’t about selling a service, but about proving expertise, earning respect, and building trust gradually.

I couldn’t help but think about how this exact process mirrors what we should all be doing with our clients.

The 3 Stages To Prioritize

Stage 1: Building Rapport
The first step is proving your worth. This isn’t just about offering services… it’s about sharing relevant insights that resonate with your clients. Regardless of what you do, in business, building rapport means showing you understand their unique challenges and goals.

Stage 2: Earning Respect
Once you’ve established rapport, you need to earn respect. This comes through offering value-driven advice that pushes boundaries. Whether you're advising on regulatory changes or offering strategic insights, it’s about proving you’re more than just a vendor…you’re a strategic partner.

Stage 3: Gaining Trust
Trust is the final stage and comes from consistent action. For debt providers, executive search firms, or lawyers, trust means delivering on promises and aligning your work with their long-term strategy. Trust is earned through transparency, reliable results, and a genuine commitment to their success.

Final Thoughts…

Building trust isn’t a one-time event…it’s a process. Instead of focusing on transactions, ask yourself: How am I positioning myself as a long-term partner?

Trust is the currency that will keep clients coming back, so invest in it the same way you’d approach any high-stakes deal.

By showing up with expertise, respect, and transparency, you’ll find that your relationships aren’t just about the next deal—they’re about creating long-lasting, profitable collaborations.

Take a moment today to evaluate: Are you focused on your clients' journey or just the sale? Your next move could be the one that turns a deal into a lasting partnership.

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David