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TV Expert Interviews / Sales Skills / Apr 5, 2025 / Posted by Joanna Lott / 0

How to Build Trust in Sales and Coaching: Tips (video)

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In today’s world, people are more careful about who they trust. This is true in sales and coaching too. In a podcast with John Golden, coach Joanna Lott shared great advice on how to build real trust with clients.

Joanna is a certified coach. She helps other coaches find clients by being honest—not by using tricks or hype.

Why Trust Is Hard Today

John said many people don’t trust salespeople. This problem has grown with AI and the internet. People look for red flags now more than ever.

Joanna talks about two kinds of connections:

  • Shallow: Social media posts or short messages.
  • Deep: Podcasts, workshops, or long talks.

To build absolute trust, go deep. Don’t rush the sale.

How to Build Real Trust

Be Yourself

Joanna says: be real. Show your true self. People want to hear real stories, not just perfect ones.

Sales is like a staircase. The seller is at the top. The buyer is at the bottom. Help them take small steps up with helpful content.

COVID Changed Things

John notes that after the pandemic, people want real connections even more. Being your real self matters in business.

Be Honest, Not Pushy

Joanna shared a story. On one sales call, she was very honest—even saying the program might not be a fit. That honesty made the client trust her more.

Only sell something if it truly helps. That way, people will be happy to talk about their good results.

Turning Clients into Fans

Care About Their Results

Joanna truly wants her clients to win. This makes her do her best work. Clients can feel that, and it builds trust.

Take Your Time

Don’t expect trust right away. Start small—maybe a social media post or a podcast. Let people learn more over time. Then they’ll be ready to talk about buying.

Personal Touches That Matter

Make Onboarding Special

Joanna sends cards and small gifts to new clients. These nice touches show she cares.

Use Systems to Keep It Up

John says these small acts are rare today, so they stand out. Joanna uses systems to do this at scale—like regular check-ins and voice messages.

Keep Trust Going

Don’t Forget Old Clients

It’s easy to focus only on new clients. Joanna uses monthly check-ins to stay in touch with everyone. This shows she still cares after the sale.

Grow With Systems

You can stay personal while growing. Use systems to help you keep in touch without losing the human feel.

What Makes a Good Coach

Not Like a Sports Coach

Joanna says coaching is not just giving advice. It’s about asking good questions and letting the client grow.

Key Skills

Good coaches:

  • Listen closely
  • Pay attention to details
  • Truly want to help

These skills also help in sales.

Ask Better Questions

Joanna learned a method called “Quicker.” It helps coaches ask better questions based on what the client says. This makes the client feel heard.

Keep Clients for Life

Stay in Their World

Joanna uses social media to cheer on her clients. She keeps in touch, so they stay connected and may return for more help.

Treat Each Client as Special

People don’t want to be just a number. Joanna learns what matters to each client and gives personal support.

Final Thoughts

Trust is the heart of sales and coaching. Joanna Lott shows that being real, caring deeply, and taking time to connect can lead to strong and lasting relationships. Want to learn more? Visit joannalottcoaching.com or listen to her podcast, Women in the Coaching Arena.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.

About Author

Joanna Lott is a business coach who helps qualified coaches attract clients with honesty, not hype. As the host of The Women in the Coaching Arena, a top 2.5% globally ranked show, she provides practical strategies to help coaches grow thriving, sustainable businesses. With a track record of successfully selling executive and career coaching services to both organisations and individuals, Joanna has now supported hundreds of coaches in building profitable, integrity-driven businesses through strategic marketing. She is an ICF Associate Certified Coach and holds an ILM Level 7 Certificate in Executive Coaching & Mentoring, bringing a wealth of practical experience and professional expertise to her work.

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