Trust is the foundation of all strong relationships, whether with clients, partners, or teams. Building trust means aligning words with actions, showing vulnerability, practicing empathy, being transparent, and fostering a sense of confidentiality. Read on to learn how to build trust in your small business, from these successful leaders.
Align Words with Actions
I worked with an organizational client who was initially hesitant about coaching. To establish trust, I set clear expectations and consistently followed through on my commitments, demonstrating reliability. I shared moments of vulnerability from my own leadership journey, normalizing their struggles and encouraging openness. I also created a safe and supportive environment by being transparent about the coaching process and setting a clear tone of confidentiality in our sessions. This authenticity and care allowed the client to feel secure, valued, and willing to explore challenges more deeply.
My tip for others is to lead by example—align your words with actions, show care and authenticity, and create safe spaces through transparency and confidentiality. Trust isn’t built overnight, but when practiced intentionally, it becomes the cornerstone of meaningful and lasting relationships.
Amber Waugaman, Executive Leadership Coach, External Coach & Consultant
Turn Stressful Situations into Opportunities
One example of how I built trust with a client as a small business leader involved turning a stressful situation into an opportunity for exceptional customer service. A customer was using our services to ship their items in advance of a conference to our warehouse. Unbeknownst to us and the customer, the carrier mistakenly delivered one of their shipments to the wrong address. We only discovered this on the day of the event when we delivered their other items.
Realizing the urgency, we immediately went into over-communication mode. We informed the customer of every action we were taking to resolve the issue, even though the mistake wasn’t on our end. We contacted all local offices to check if they had inadvertently received the package and reached out to the carrier’s driver for any insights. We wanted to be part of the solution because the situation impacted our customer.
Ultimately, we were unable to locate the missing packages. However, the customer was incredibly grateful for our proactive efforts and transparency. They expressed that when they’re back in town next year, they’ll ensure to send their items to us even earlier to avoid any issues. The impact of this experience reinforced the importance of over-communicating with clients, especially during challenging times.
My tip for others looking to build trust is to keep your customers informed every step of the way. By being transparent and proactive, you show that you genuinely care about their needs, which goes a long way in building strong, trust-based relationships.
Ali Mirdamadi, CEO / Founder, Juujbox
Educate Clients During Service Calls
Our pest control company prioritizes educating our clients during every service call. Instead of simply treating an issue, we explain what caused the problem, the steps we’re taking to resolve it, and how to prevent it in the future. Giving them knowledge shows you care about their well-being, not just about finishing a job, and it fosters a deeper level of trust. W
e had a homeowner who faced recurring rodent issues, and after explaining how sealing entry points and managing outdoor food sources would help, they felt empowered and trusted our process. Our clients often tell us they’ve never had a pest control provider take the time to explain the root causes of their issues. This has led to long-term relationships and repeat business.
Jason Napolski, President & CEO, A-Tex Pest Management Inc.
Lead with Integrity and Accountability
Leading with integrity and accountability has been at the forefront of how I run the firm. I made it a priority to show that I take full ownership of both the successes and the challenges we face. It’s important to recognize that in this profession, setbacks are inevitable—cases might not go the way we expect, deadlines may be missed, or unforeseen complications arise. However, how you handle these moments is what truly matters. If a client’s case doesn’t progress as anticipated, I make it a point to sit down with them, explain what happened, and lay out our next steps.
I believe this directness and openness allow clients to feel heard and supported, even in difficult times. They see that we are fully committed to their best interests, and they know we won’t shy away from tough conversations. This level of transparency not only strengthens our relationship but also allows clients to remain confident in our abilities, even when the road gets bumpy. With my team, I try to cultivate an environment where accountability is the norm. I always hold myself to the same high standards I expect of them. If something goes wrong, I take responsibility rather than placing blame on others.
This has created a work culture where everyone feels empowered to admit mistakes, learn from them, and work together to find solutions. My team knows they can count on me for support, and they, in turn, extend that same support to one another. We have been able to create an environment where mutual respect and trust are foundational.
My clients trust that I will always advocate for them with integrity, no matter the challenges we face. And my team knows that we’re all in this together, working toward the same goals and holding ourselves accountable for the outcomes. This trust is the backbone of our success.
Ross Albers, Founder & CEO, Albers & Associates
Share Challenges Openly
By being transparent, especially when things weren’t going as planned. Instead of keeping challenges to myself, I shared them openly and involved the team in finding solutions. This approach helped them feel like partners in the process, not just employees following orders. It also made them more invested in our collective success because they knew I trusted them enough to be honest and rely on their input.
As a result, we became more collaborative and effective in overcoming obstacles. Do not shy away from being real with your team. People appreciate honesty, and it creates a foundation of trust that leads to better results.
Echo Wang, CEO & Co-Founder, EpicBooks
Foster Trust Through Shared Experiences
As a leader in a small business, building trust with both my team and clients has always been a cornerstone of our success. One approach I’ve found invaluable is fostering trust through immersive, shared experiences—both internally and with clients.
For instance, when working with our Fortune 500 clients, we often design team activities that closely mimic workplace scenarios. These activities not only highlight individual and team strengths but also create an environment where honest communication and collaboration thrive.
The impact has been profound. Internally, it’s strengthened our team’s bond and morale. Externally, it’s helped us cultivate long-term client relationships built on authenticity and shared success.
One tip I’d offer to others is this: trust starts with transparency. Whether you’re designing a team experience or navigating a client relationship, be clear about your intentions and show genuine investment in the other party’s success. Trust isn’t built overnight, but with the right mix of shared effort and honest communication, it becomes the foundation of a culture where productivity, innovation, and engagement flourish.
Charles Berry, Director, Zing Events Limited
Ensure Thorough Final Inspections
One example of how we have built trust with clients is that we have a very thorough final inspection process for our quartz or granite countertop installations. On installation day, we have the installer do a final inspection, the project manager do a separate inspection, and then either myself or the operations manager does another final inspection.
By ensuring that everything is installed correctly, we ensure that the client is satisfied and that everything is done correctly before we leave the home or business. This builds trust in our clients and designers that we work with, ensuring the job is done correctly the first time. People are often in a rush in our line of business and they do shoddy work. We have built the reputation that we are reliable and will get the job done correctly the first time.
Greg Fox, Owner, Fox Granite
Listen to Clients’ and Team’s Needs
Listening to my clients’ and team’s needs has always been a core part of how I build trust. By truly understanding their challenges and goals, I can offer solutions that are tailored to their unique situations. Whether it’s a client asking for specific features or a team member needing support with their workload, listening shows that I care about their success and am committed to helping them.
One example from my experience was when a client expressed frustration with a feature that didn’t quite meet their expectations. I took the time to listen to their concerns, and our team worked quickly to make the necessary adjustments. Not only did this strengthen our relationship, but it also showed our commitment to customer satisfaction. The impact was that the client became a long-term advocate for our platform.
My tip for building trust is simple, be present, listen actively, and show that you’re genuinely invested in finding solutions that work for everyone involved.
Dhanvin Sriram, Founder, Luppa AI
Establish Trust in New Markets
One example that stands out is when we were launching our platform in a new international market. The cultural differences and unfamiliar business landscape posed some unique challenges, and it was crucial that we establish trust quickly with potential clients. To do this, I made a point to have open and honest conversations, actively listening to their needs and concerns. I also went the extra mile to demonstrate our expertise and commitment to their success, whether that meant customizing our solutions or providing hands-on support.
It had a huge effect—not only did we get a lot of high-profile partnerships, but those clients also became some of our biggest supporters. They knew we would look out for their best interests.
For people who want to build trust, my advice is to be honest and do what you say you’ll do. You should be honest about both the pros and cons, and then you should work hard to keep your promises. Small things, like responding quickly and paying attention to each person, can mean a lot. Above all, always show empathy and a real desire to help when you talk to someone.
As a product manager, I’ve also seen how trust can help bring people together and get them to work together. They are much more engaged and motivated when they know they can count on me to have their backs and make decisions that are good for the business. I make it a point to check in with them often, celebrate their wins with them, and give them helpful feedback.
I know that trust is the key to any successful partnership because I’ve done affiliate marketing before. Companies need to be sure that the affiliate they work with will honestly represent them and give their customers real value. Because we’re open about our tracking, payouts, and processes, we’ve built strong relationships with our affiliates that help us grow.
Overall, I think trust is the key to a lot of possibilities, whether you’re leading a group of people, getting more clients, or entering new markets. It’s a process that never ends, but the benefits make it well worth it.
Michelle Nguyen, Product Owner & Marketing Manager, UpPromote
Help Clients Do Simple Tasks Themselves
Part of our business deals with the closure of companies, and as you might imagine, some cases are more straightforward than others. Occasionally though, we’ll be presented with cases that are simple enough for the client to do themselves. While we could take a modest fee from them to perform the closure, we instead tell our clients how to do it themselves for a fraction of the price.
This has had the effect of building trust in two different ways. The clients we help for free obviously trust us, but the reviews they leave online are invaluable for building trust for potential customers.
Rick Smith, Founder & Managing Director, Forbes Burton
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