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How to Build Trust over the Phone


In the world of telesales, building trust with prospects over the phone is essential for establishing meaningful connections and closing deals. However, without the benefit of face-to-face interaction, gaining trust can be a challenge. 


In this blog post, we will explore effective strategies backed by statistics to help telesales specialists build trust over the phone and enhance their sales success.


1. Make a Strong First Impression:

The initial moments of a phone call are critical for setting the tone and building trust. 

📊 According to research by, you have only 7 seconds to make a positive impression.

To make the most of this brief window:

  • Start with a warm and confident greeting, using the prospect’s name if possible.
  • Maintain an enthusiastic tone and convey genuine interest.
  • Clearly communicate your purpose and how you can add value.

2. Active Listening and Empathy:

Active listening is a powerful tool for building trust. 

📊 A study by the International Listening Association found that individuals who feel listened to are more likely to trust the listener. 

Practice these techniques to demonstrate your attentiveness and empathy:

  • Give your undivided attention.
  • Encourage the prospect to share their thoughts, concerns, and challenges.

3. Establish Credibility:

Prospects are more likely to trust sales professionals who demonstrate credibility. 

📊 A survey by Edelman revealed that 84% of B2B decision-makers consider thought leadership as a key factor in building trust. 

Strengthen your credibility by:

  • Sharing industry insights, relevant statistics, and success stories during conversations.
  • Providing valuable information or resources that address their pain points.
  • Positioning yourself as a knowledgeable expert in your field.

4. Be Transparent and Authentic:

Honesty and authenticity are crucial for building trust. 

📊 According to the 2021 Edelman Trust Barometer, 71% of respondents agreed that being honest and transparent is the most important attribute of a company’s CEO. 

Apply these principles to telesales:

  • Clearly communicate product or service features, benefits, and limitations.
  • Avoid making exaggerated claims or promises that cannot be delivered.

5. Provide Social Proof:

Social proof plays a significant role in building trust. 

📊 According to BrightLocal, 87% of consumers trust online reviews and testimonials as much as personal recommendations. 

Leverage social proof in your telesales conversations:

  • Share customer testimonials, case studies, or success stories that showcase how your product or service has benefited others.
  • Mention any reputable industry awards or certifications your company has received.
  • Highlight the number of satisfied customers or the duration of your company’s existence to establish credibility.


Building trust over the phone is a critical skill for telesales specialists. By making a strong first impression, practicing active listening and empathy, establishing credibility, being transparent and authentic, and leveraging social proof, you can create meaningful connections with prospects and increase your sales success. Remember, trust is the foundation of long-term business relationships, and by implementing these strategies, you can build trust and achieve your tele sales goals.

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