--- title: How to Care, Create Trust, and Create Greater Value | The Sales Blog description: "Caring is at the heart of consultative selling. Transactional selling models are built on not caring. This is why they often unwittingly destroy trust. Here is how you can care more, create more trust, and by doing so, create greater value. Be Client-Focused: The more focused you are on yourself, the less focused you are […]" image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/Screen-Shot-2014-02-06-at-7_15_33-PM.png --- ### [Now booking SKO meetings for 2026/27! 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Transactional selling models are built on [not caring](http://thesalesblog.com/blog/2013/07/12/the-only-two-business-strategies/). This is why they often unwittingly destroy trust. Here is how you can care more, create more trust, and by doing so, create greater value. **Be Client-Focused**: The more focused you are on yourself, the less focused you are on your client. The more you [let go](http://thesalesblog.com/blog/2012/11/06/fast-is-slow-slow-is-fast/) of what you believe you need and focus on helping your dream client get what they need, the easier it is to sell. Being client-focused means you care more about their outcome than serving yourself. This caring creates trust. And it moves you up levels as a value creator. **Be Collaborative**: If you want your dream client to really open up in discovery, ask them to share their ideas. You aren’t building a solution for people who don’t already have ideas and opinions of their own. In a lot of cases, they may have more experience than you do—especially the experience of working within the four walls of their company. The more you make anything you propose “[ours](http://thesalesblog.com/blog/2013/03/16/on-conflict-and-collaboration/),” the more you prove you care about your client’s ideas and outcomes. **Make and Keep Commitments**: When you care, you [keep the commitments](http://thesalesblog.com/blog/2013/10/04/you-made-commitments-you-didnt-know-you-made/) you make, large and small. You ask your prospective clients to make and keep commitments as you move together through the sales process. You also make lots of commitments, some so small you believe that they are meaningless. But your dream client is keeping score. When you care about the details, you create greater trust. **Have a Presence**: Nothing proves you care more than having a presence at your prospect’s or client’s location. It proves you care enough to show up and keep showing up. When your client has a major issue and you show up to help, you are building your relationship on a foundation of trust. **Ask for Commitments You’ve Earned**: You want to prove you don’t care, destroy trust, and slip down levels of value? One of the fastest ways to do so is to ask for commitments that you haven’t earned. If you haven’t created enough value or built enough trust to ask for a commitment, go back and do the work first. Equally, if you have done the work, you owe it to your client to help them move forward, and this means you have to [ask for the next commitment](http://thesalesblog.com/blog/2012/06/22/asking-for-the-commitments-you-earned/). In fact, doing less is to prove you don’t care and can’t be trusted. These five behaviors are within your control. All five prove you care, build trust, and move you up the levels of value creation. The opposite behaviors move you down levels as a value creator. #### Questions What behaviors do you sometimes engage in that make you something less than client-focused? How do you ensure you are collaborative? What are the commitments you make but sometimes overlook? Presence? You got one, bro? Do you ever ask for commitments you haven’t earned? Do you always ask for the ones you have? ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [2014](https://www.thesalesblog.com/blog/tag/2014) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on February 6, 2014 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at [iannarino@gmail.com](mailto:iannarino@gmail.com) [Follow me on my website](https://www.thesalesblog.com/anthony-iannarino) [Follow me on Facebook ](https://www.facebook.com/thesalesblog) [Follow me on LinkedIn ](https://www.linkedin.com/in/iannarino/) [Follow me on Twitter ](http://www.twitter.com/iannarino) [![AISA-square-ad-SKOs-26-27](https://www.thesalesblog.com/hs-fs/hubfs/AISA-square-ad-SKOs-26-27.jpg?width=400&height=400&name=AISA-square-ad-SKOs-26-27.jpg)](https://www.thesalesblog.com/authority) [![ai-cold-calling-video-sidebar-offer-1](https://www.thesalesblog.com/hs-fs/hubfs/ai-cold-calling-video-sidebar-offer-1.jpg?width=318&height=179&name=ai-cold-calling-video-sidebar-offer-1.jpg)](https://www.thesalesblog.com/free-cold-calling-video) ![salescall-planner-ebook-v3-1-cover (1)](https://www.thesalesblog.com/hs-fs/hubfs/salescall-planner-ebook-v3-1-cover%20(1).jpg?width=768&height=994&name=salescall-planner-ebook-v3-1-cover%20(1).jpg) ### Free Sales eBook: Sales Call Planner Planning your sales call improves the likelihood of making a successful call, and it demonstrates to your dream client your professionalism. 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What we’re doing right now **is working**, even in this challenging economy. **Would you like some help?** [![Solve for Sales](https://no-cache.hubspot.com/cta/default/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035) ### Join my Weekly Newsletter for Sales Tips Join 100,000+ sales professionals in my weekly newsletter and get my *Guide to Becoming a Sales Hustler* eBook for FREE! --- ```json { "@context" : "http://schema.org/", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anthony Iannarino" }, "dateModified" : "2021-09-17T1:27:44 PM", "datePublished" : "2014-02-06 19:00:51", "description" : "Caring is at the heart of consultative selling. Transactional selling models are built on not caring. This is why they often unwittingly destroy trust. Here is how you can care more, create more trust, and by doing so, create greater value. 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