How to Build Trust as a Small Business Leader: Part 1

In the realm of small business leadership, trust is the cornerstone of lasting relationships. Insights from CEOs, founders, and other leaders reveal practical strategies for earning this trust. Discover how to build trust through consistent actions and understand the impact of empowering your team with responsibility. With invaluable insights from proven leaders, this article promises to equip you with the tips and techniques to foster trust effectively.

Trust Through Consistent Actions

I learned that trust is built through consistent actions, not just words. One significant moment that shaped our company culture happened when we were working with a startup that was struggling with their pitch deck and fundraising strategy. Instead of charging our usual fees, I decided to take a risk and offered to work on a partial success-fee basis, showing that we truly believed in their potential and were willing to share the risk. This approach came from my experience at BMW Startup Garage, where I saw how genuine partnerships created better outcomes than traditional client-consultant relationships.

The impact was remarkable—not only did the startup secure their funding, but they became one of our strongest advocates, referring three other companies to us. This experience taught me that transparency about both successes and failures builds stronger relationships. Now, we make it a point to share our own startup journey with clients, including our mistakes and lessons learned, which helps create a more authentic connection. The best tip I can share is to let your actions demonstrate your commitment—it’s not just about saying you’re invested in your clients’ success, but actually proving it through your decisions and behavior.

Niclas Schlopsna, Managing Consultant and CEO, spectup

Offer Skills Training Beyond Roles

Offering skills training beyond defined roles is a powerful way to build trust with your team. When I started offering learning opportunities that weren’t strictly tied to job descriptions, it helped create a culture of growth and mutual respect. For instance, we initiated workshops on public speaking and financial literacy—skills that employees can use in their personal and professional lives. This initiative made it clear that we value our team members as individuals, not just as cogs in a machine. Employees felt more motivated and included, understanding that we prioritize their long-term growth. This mutual respect translated into better collaboration and a more open work environment.

Employees who benefit personally from additional training are more likely to feel a sense of loyalty and commitment to the organization. When your team knows you’re invested in their overall well-being, they’re more willing to go the extra mile. A straightforward framework we used is the “70-20-10” rule.

This approach allocates 70% of learning through hands-on experience, 20% through social learning with peers, and 10% through formal training. Encouraging team members to spend time on skills outside their core responsibilities pays back in ways that traditional training cannot, elevating both personal satisfaction and team capabilities.

Casey Meraz, CEO, Juris Digital

Own Up to Mistakes

One way I built trust with clients early on was by owning up to mistakes—quickly and transparently. Once, we missed a minor deadline for a client campaign. Instead of brushing it off, I called them personally, explained what happened, and laid out a plan to ensure it wouldn’t happen again. Not only did the client appreciate the honesty, but it also strengthened our relationship—they knew we were accountable. My tip? Don’t dodge tough conversations. Transparency might feel awkward at the moment, but it’s the fastest way to show you’re reliable and human.

Justin Belmont, Founder & CEO, Prose

Listen to Clients’ Concerns

Caring for aging parents is deeply personal, and many of my clients come to me feeling overwhelmed and uncertain. Instead of jumping straight into solutions, I take the time to hear their concerns, validate their feelings, and ask thoughtful questions. This helps me understand their unique situation and reassures them that they are seen, heard, and supported.

This approach has had a profound impact. Clients feel safe opening up about their struggles and more confident in the guidance I provide. That level of trust leads to stronger relationships and better outcomes for families navigating the complexities of elder care. It’s not just about offering expertise—it’s about creating a partnership rooted in empathy and respect.

My tip for others? Slow down and truly listen. Trust isn’t built by knowing all the answers but by showing that you genuinely care about understanding the other person’s perspective. Patience and authenticity go a long way in earning trust and fostering meaningful connections.

Dr. Barbara Sparacino, Founder, The Aging Parent Coach

Prioritize Clients’ Actual Needs

One way I built trust with clients was by being upfront about their actual needs, even if it meant recommending a smaller solution or advising them against a service they initially wanted. For instance, a client approached us wanting a full CRM implementation, but after diving into their scenario, it was clear their current setup could be optimized without a complete overhaul. I walked them through the potential improvements and cost savings, ensuring they didn’t invest unnecessarily.

The impact was profound—this honesty strengthened our relationship, leading to referrals and long-term loyalty. My tip? Put the client’s success ahead of the sale. When people see you prioritize their best interest, trust naturally follows, and that’s worth far more than a one-time deal.

Renato Ferreira, Founder & CEO, Insight Sales

Encourage Open-Door Feedback

It was through an open-door feedback policy that I actively encouraged. Early on, I noticed that some employees were hesitant to share their ideas or concerns, especially around processes that could be improved. To address this, I implemented regular one-on-one check-ins where I made it clear that every suggestion was valued, whether it was a small tweak to a project or a major operational insight. I showed that I trusted and respected their expertise by taking their feedback seriously, discussing it openly, and implementing their ideas whenever possible.

Over time, this practice empowered the team to bring forth ideas without fear of judgment. The impact was significant. We saw increased collaboration, more creative problem-solving, and a noticeable boost in morale. When team members feel their voices matter, they become more engaged, leading to a better work environment and more satisfied clients.

For others looking to build trust, my tip is this: create structured opportunities for feedback, act on it consistently, and recognize contributions openly. This approach builds trust and fosters a culture where everyone feels they have a stake in the business’s success.

Bradford Glaser, President & CEO, HRDQ

Communicate Transparently with Clients

I’ve found that transparency is key to building trust with both my team and clients. For example, during a challenging project, I openly communicated timelines, potential hurdles, and progress updates with the client and ensured the team was involved in finding solutions. This created a sense of collaboration and mutual respect. The impact was significant—clients appreciated the honesty and felt confident in our ability to deliver, while the team felt empowered and trusted to contribute their expertise. My tip for others is to always prioritize clear and honest communication. When people feel informed and involved, it fosters stronger relationships and long-term trust.

Andre Oentoro, CEO Founder, Breadnbeyond

Empower Team with Responsibility

Empowering them with ownership and responsibility in key decision-making processes. Instead of micromanaging every aspect of our AI projects, I consciously delegated authority and allowed team members to take the lead on areas that aligned with their strengths. This demonstrated my confidence in their abilities and encouraged a sense of accountability.

For example, while developing one of our flagship AI tools, I allowed a senior developer to spearhead a critical feature, giving them the autonomy to design the solution while providing support and guidance when needed. This approach boosted their confidence and made them feel more connected to the project’s success.

The impact was clear: the team became more motivated, collaborative, and proactive in their roles. Trust was built on mutual respect, and the project was completed on schedule.

My advice to others looking to build trust is to empower your team. Allow them to take ownership of projects and make decisions, which will build their confidence, trust in your leadership, and a stronger team dynamic.

Chris LaMorte, CEO, Strictly.ai

Be Transparent About Challenges

One such example of building trust with my team was by consistently being transparent regarding the challenges and successes which the business was facing. I am a firm believer in communicating both highs and lows openly, allowing the team to feel invested in the journey. This transparency created a sense of unity and shared responsibility because everyone felt included in the decision-making process.

The impact was huge: the team became far more engaged, proactive, and loyal, and we could navigate tough times together. My tip for others wanting to build trust in their teams is to always lead with honesty and be willing to share not just successes but setbacks as well. Trust grows when people feel they are trusted with the full picture.

Josh Wiesenfeld, Sales Manager & CEO, Boxiecat