As a sales leader, have you ever tried to instill a change in behaviour in your sales teams, only to find them unresponsive to your ideas? Maybe they display a negative attitude, aren’t engaged or asking questions, or nod quietly while their thoughts appear elsewhere.

I’ve heard so many stories from sales leaders about how they’re met with some form of passive resistance when they try to transform their department for the better. The root cause of these situations isn’t the leader’s ideas but is often a lack of trust in the leaders themselves. 

Why Doesn’t My Team Trust Me?

Don’t get me wrong – I’m not saying you’ve done anything to warrant a lack of trust. You might be someone who was recently promoted or a completely new hire. In both cases, the problem might be compounded if you’re replacing a leader they knew and trusted. This sort of change creates uncertainty because the sales teams don’t know what type of leader you will be. 

However, there are also managers who haven’t even tried to establish trust or have created a work environment that sows distrust. Nurturing a hostile, stressful workplace, playing favourites, or treating teams simply as “earning vessels” puts sales departments on the fast track to failure.

I’ve seen how a lack of trust in sales managers can affect team performance, and it isn’t pretty.

The truth about trust is that it’s foundational. It’s like the foundation of a house; without it, the house won’t stand as it should. The same principle applies to your sales team: you won’t get the performance and results you need without trust.  

The good news is that with some patience and a sound approach to building trust, you’ll be able to make the changes you need to increase sales. 

Try these five steps to start building trust with your sales team:

1.     Learn To Be Vulnerable

Many of us are used to seeing images of influential leaders as confident, all-knowing, and made of iron. However, no leader truly is all of those things all the time. We’re all human, and with our strengths come imperfections, weaknesses, and periods of self-doubt. In fact, the best way to build trust is to let yourself be a little vulnerable with your staff because openly sharing yourself encourages others to do the same.

This doesn’t mean sharing your deepest, darkest secrets at the next staff meeting. Instead, you can build a trusted relationship by proactively asking for help with a business task you’re having trouble with. You can also share a little about your personal life, such as your family, hobbies, or your community.  

Of course, it’s not always ideal to overshare or make everything about you, but genuine relatability can strengthen bonds and prompt people to share more about themselves. 

Read More: Enhancing Communication Skills For Sales Leaders

2.     Actively Listen To Your Team

There’s passive listening, and then there’s active listening. Active listening builds trust because it also involves observing what verbal and non-verbal messages the speaker is sending. This practice takes the focus off of the company needs and places it on the salesperson’s, allowing you to create a space where you can learn how to guide them toward excellence. 

Active listening can make someone feel seen, valued, and heard. Ask many open-ended questions. Validate their thoughts, feelings, and beliefs. Show understanding and empathy. Be genuine. 

Above all, remember that active listening doesn’t require dispensing advice without being asked for it. The goal is to lead the person along their own journey of self-discovery and problem-solving. 

3.     Show Support When They Need It

Effective leaders don’t watch over a team member’s shoulder, waiting to pounce on every mistake they see or micromanage every detail of their day-to-day duties. Few people thrive, grow, or succeed under those circumstances. 

In truth, you’re there to support your team, giving them the tools and resources they need to be successful in sales and their careers. It’s not about pushing them out of their comfort zone but rather about working with what they bring to the table to contribute to their success. 

Ensure they know you’re not there to judge but to support them. When they come to you needing something, use your active listening skills. 

4.     Celebrate Their Wins And Achievements

Celebrating wins goes a long way to building trust. You don’t have to do anything elaborate like hosting a pizza party (although those are fun, too). Just notice the accomplishment via a brief text along the lines of, “Congratulations on your big sale” or “Great job networking yesterday – you asked great questions!” 

These quick notes will reassure the person that someone is noticing their accomplishments. Even if they don’t respond, take heed that your efforts are sinking in and that they appreciate the recognition.

5.     Have A Bit Of Fun – It’s Not All About Work!

Remember the pizza party I mentioned earlier? Now’s a great time for it! Work doesn’t always have to be about work. Whether you go for a coffee with an employee for a casual chat or take the whole team out for lunch, it’s beneficial to let loose, have a bit of fun, and get to know everyone on a more personal level.

The Power Of Trust In Transformative Leadership

Once you’ve built trust with your team, they’ll start being more receptive to any changes you need them to make and may even contribute to ensuring reforms are carried out smoothly. 

Building stronger relationships with your team won’t happen overnight, but the sooner you start, the sooner your teams will perform better. Before long, you’ll have a whole team of sales superstars under your wing, all thanks to your efforts to build trust.