Trust forms the foundation of every successful business relationship with customers and team members alike. But in today’s world, where skepticism is on the rise, leaders must adopt new strategies to foster trust.
During a recent expert panel moderated by Mickey Fitch-Collins, PhD, leadership experts Larry Levine, Meredith Bell, and Damon Lembi shared their insights on how leaders can build trust, both with their teams and their customers, despite the current climate of doubt.
Levine, Co-CEO of Selling From the Heart, host of the Selling From the Heart Podcast, and the two-time bestselling author of Selling in a Post-Trust World and Selling from the Heart, along with Bell, CEO of Grow Strong Leaders, co-author of Connect with Your Team, and host of the Grow Strong Leaders Podcast, and Lembi, CEO of Learnit, host of The Learn-It-All Podcast, and the bestselling author of The Learn-It-All Leader, spoke candidly about the evolving challenges of trust-building in a post-trust world with their host, Mickey Fitch-Collins, PhD, a leadership and professional development expert and top-ranked Learnit facilitator.
The panel speakers acknowledged that skepticism has become more widespread than ever before. Levine explained how the transition to remote work, which has reduced face-to-face interaction, has heightened employees’ and customers’ doubt. He noted that “people’s BS meters” are more finely tuned now, and leaders must work harder to prove their trustworthiness. “Just because you’re not face-to-face,” he explained, “doesn’t mean you can’t build trust. It’s how you show up, listen, and make others feel.”
Despite these challenges, the experts agreed that trust can still be nurtured. Bell highlighted that whether communication happens virtually or in person, leaders must focus on fostering long-term relationships over short-term results. "Focusing on the other person is key to establishing trust," she said. “Leaders who come from a place of service and curiosity make their teams feel valued—and that’s how trust is built early on.” Building trust, all agreed, requires a commitment to authenticity and reliability.
The experts discussed how trust must be intentionally cultivated. Bell explained that trust begins with leaders demonstrating that they are trustworthy by aligning their actions with their words. She stressed the importance of leaders delegating responsibilities clearly and empowering their teams, as trust is quickly undermined when leaders fail to provide clarity or follow through on their promises. Mickey Fitch-Collins reinforced this point by saying, “Clarity and follow-through are foundational for trust.”
Lembi added that trust-building strategies must evolve in today’s hybrid work environment. He warned that leaders who don’t adapt to remote work risk losing employee engagement, seeing an increase in attrition, and damaging their credibility. "In a hybrid or remote work setting, it’s crucial to be intentional about setting expectations. Consistency in messaging builds trust and prevents confusion," he said. The expert panel underscored the need for consistency and transparency, even in virtual settings, to preserve trust with both employees and customers.
Levine, a champion of authenticity in leadership and sales, advocated for leading “from the heart,” being genuinely interested in others and sharing of oneself rather than being an “empty suit,” and drew an important distinction between “servicing” and “serving” clients. While servicing is reactive and defensive, true customer service is proactive and intentional. “Without trust,” he said, “things slow down. With trust, things speed up. Whether you’re a leader, a CEO, or a salesperson, without trust, relationships crumble, and you’ll never achieve sales sustainability,”
The panel agreed that sales teams should focus on serving their clients by anticipating their needs and addressing them before issues arise and that leaders need to show vulnerability and openness to build genuine connections with their teams and customers, especially in virtual environments. By being real—vulnerable, authentic, proactive, and intentional—leaders can foster loyalty and trust with teams and customers, even when they aren't interacting face-to-face.
Bell emphasized the role of clear communication in trust-building, particularly in remote work settings. She advised leaders to regularly check with their teams to ensure they’re being clear and following through on their commitments. Lembi echoed this, saying, “One of the best ways to build trust virtually is not over-promising and under-producing. Clear expectations and follow-through go along way in a remote environment.”
The experts all touched on how frequent shifts in strategy can confuse employees and customers, weakening trust. Therefore, consistent messaging and clear expectations are essential to maintaining strong relationships.
Levine shared research revealing that leaders have only three minutes to make a lasting impression that builds trust. Though this window doesn’t mean trust can’t be built over time, it highlights how quickly leaders need to establish a connection. The panel agreed that every conversation presents an opportunity to either build or erode trust, and leaders must approach each interaction with care. MickeyFitch-Collins added, “Intentional conversations are key to establishing trust quickly, especially in environments where trust is harder to build.”
Bell discussed the dangers of “know-it-all” leadership, explaining that being open and admitting when you don’t have all the answers accelerates the trust-building process. "The more you’re willing to be open and vulnerable, the faster you build trust,” she said. “Pretending to know everything damages credibility." People can sense authenticity, and by embracing vulnerability, leaders can form deeper, more trustworthy relationships with their teams.
The expert panel concluded with a discussion about creating a culture of trust that permeates every level of the organization. Bell, Levine, and Lembi agreed that trust starts at the top, but it must be reflected in every interaction across the company.
Mickey Fitch-Collins highlighted the sustainability of trust in organizations, noting, “Focusing on maintaining trust is as critical as ecological sustainability.” Leaders must not only build trust but continuously nurture it through intentional interactions and consistent follow-through.
Bell emphasized that when leaders come from a place of service and genuine interest in others, trust grows naturally while Levine drew an important distinction between “servicing” and “serving” clients. While servicing is reactive and defensive, true customer service is proactive and intentional. Sales teams should focus on serving their clients by anticipating their needs and addressing them before issues arise.
Lembi stressed the importance of reinforcing trust in today’s hybrid work environment, advising leaders to be mindful of how they set expectations and communicate remotely. He encouraged leaders to make the most of any in-person gatherings, using those opportunities to strengthen relationships and foster deeper trust within their teams.
In today's business landscape, where skepticism runs high, trust is no longer a given—it must be earned. Leaders who prioritize transparency, authenticity, and consistency in their interactions with both teams and customers are well-positioned to build lasting loyalty. As Lembi noted,“Consistency in messaging builds trust and prevents confusion.”
The insights shared by Larry Levine, Meredith Bell, and Damon Lembi illustrate that fostering trust in a post-trust world is not only possible but essential for sustained success. By embracing vulnerability, clear communication, and a genuine commitment to serving others, leaders can transform skepticism into unwavering loyalty.
In doing so, they cultivate a trust-first culture that empowers teams, strengthens customer relationships, and ultimately drives long-term business growth. As the world continues to evolve, those who make trust the cornerstone of their leadership will stand apart as the true innovators and change-makers of tomorrow.
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