The Trust Framework: Every Touch-Point Builds Sales Trust

Dustin Hogate

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2 Simple Frameworks That Changed the Way I See Sales | Ep 006

“Do what you say you are going to do.”

Sounds simple, right? We learned that in preschool.

“Do what you say you are going to do” or “Stick to your commitments.” That’s the foundation of integrity.

But the reality?

Most businesses fail at this in ways they don’t even realize.

The good news is, you don’t need complex tactics to fix it. You just need to understand The Trust Framework.

Why Trust Is Everything in Sales

I learned this the hard way—repeatedly.

And once it finally clicked, it completely changed the way I handle sales.

It’s the simple and obvious things that we often forget to think about when it matters.

And this? This matters.

Let’s break it down in a way that’s impossible to ignore.

Your Website Is Your Salesman

Think about this in the context of your business website.

Your website has ONE job: To be a 24/7 salesman for your product or service.

It should be an extremely high-leverage way to filter prospects and convert them into clients.

A good salesman does three things:

  1. Clearly explains the offer (filters prospects).
    • Defines the features.
    • Explains the benefits.
  2. Convinces the prospect that your company is the best choice (if it is).
  3. Builds enough trust and confidence that they buy.

But here’s where most businesses completely drop the ball.

Your Website Might Be Lying to Prospects

If I asked you, “Is your top salesman lying to prospects?” you’d probably say, “Of course not!”

But I’ll challenge that with an example I see everywhere.

The Newsletter Lie

If your website has a “Sign up for our newsletter” form…

…and you don’t actually send a newsletter?

That’s the equivalent of hiring a salesman who promises to follow up… and then ghosts the client.

It seems small, but it’s massive for trust.

And trust is the foundation of sales.

The Simple Way to Build Trust

It doesn’t take advanced sales training to master this.

Winning with the basics is possible when you treat every interaction as a trust-building touch-point.

Every touch-point where you do what you say you will do builds trust.

And trust is what earns and retains customers.

Your Trust-Building Touch-Points:

  • Every email.
  • Every quote.
  • Every text.
  • Every line of sales copy.
  • Every single phone call.

If you start treating each of these as a micro-moment of trust-building, everything changes.

How to Apply This Right Now

Start with something you’re already doing.

If your website has a “Newsletter Signup” and you aren’t sending a newsletter, change the promise instead of breaking it.

Tell the truth:

  • “Give us your email, and we’ll send you three specials a year.”
  • “Join our list for exclusive deals (we only email a few times a year).”

Or, let’s say you run a seal coating company.

If every driveway you finish is taped off with caution tape and a branded sign, tell the customer ahead of time that you do that.

You were going to do it anyway.

But now, it’s a promise kept, instead of just an action taken.

The Long-Term Impact of The Trust Framework

What happens when you start designing every touch-point around trust?

You naturally see opportunities to add new promises.

And the best part?

You build those promises from the ground up with the perspective of actually delivering them.

That’s the difference between a business people tolerate and a business people trust.

And trust? That’s how you win.