"Contrary to what most people believe, trust is not some soft, illusive quality that you either have or you don’t; rather, trust is a pragmatic, tangible, actionable asset that you can create."

Stephen Covey

Let's kick off our time together by breaking down Stephen Covey’s insight into Selling from the Heart language so it connects to trust-building in sales.

Trust isn't fluffy, it’s foundational.

There are those in sales who dismiss trust as a soft skill. In stark contrast, trust is the hard currency of business. Without it, no relationship survives, no deal closes, and no client stays loyal.

What clients really want even when they don’t say so is a heartfelt professional they can trust.

Trust is built on the Trust Formula.

Trust isn’t random or luck, it’s built intentionally. In Selling from the Heart, the Trust Formula makes it pragmatic and actionable:

• Authentic Relationships (AR) Being real, not an empty suit.

• Meaningful Value (MV) Bringing relevant insights that help clients succeed.

• Inspirational Experience (IE) Creating positive, memorable interactions.

• Disciplined Habits (DH) Showing up consistently, doing what you say.

When these four are present, trust grows.

Trust Is created by how you show up.

Trust doesn’t live in theory or on paper, it lives in daily actions. How you prepare for a meeting, the follow-up you send, the way you listen, all of it either builds or erodes trust.

Trust is the cumulative result of how you consistently show up.

Trust is your differentiator.

In a vast ocean full of sales sameness, trust is the one asset that competitors can’t copy.

Your competitor can match your price or product, but they can’t replicate the trust you’ve earned through authenticity and consistency.

Trust drives results, plain and simple.

Trust isn’t just nice to have, it’s measurable in outcomes, such as:

• Higher win rates

• Shorter sales cycles

• Greater client loyalty

• More referrals

Trust isn’t just about being liked, it’s about becoming a true business advisor whose authenticity drives business growth.

Stephen Covey referred to trust as an asset. Selling From the Heart shows you the formula to create that asset.

Are you ready for some deep thinking? I sure hope so because it's going to get deep, fast.

Have you ever stopped to really ask yourself:

• What makes me different?

• What makes me unique?

• Why should anyone trust me with their business, their money, their reputation?

I'm here to tell you this... If your answer sounds like everyone else’s, great service, competitive pricing, strong products, then you don’t stand out, you're blending in.

Blending in is the fastest route to being ignored.

The marketplace is flooded with copycat salespeople and companies wearing the same suit of empty promises. Now you know why I beat the drum around not being an empty suit.

Clients are overwhelmed, skeptical, and burned out from being sold to instead of being cared for. If you want to rise above the noise, the differentiator isn’t a shinier presentation or a cleverer pitch.

The real differentiator is you.

I'm not referring to the polished, rehearsed, LinkedIn-filtered version of you. I mean the authentic you, the version that cares, listens, serves, and shows up consistently with heart.

Standing Out Begins Inside

Too many of us look outward for success. Selling from the Heart reminds us that success starts within, not out.

Way too many spend their sales lives chasing the next deal, the next metric, the next how-to strategy. Yet, the most transformative sales professionals don’t start with how, they start with who.

Questions such as... Who am I becoming as I sell? Who am I when no one’s watching, when the deal falls through, when the client pushes back, or when the month ends short of goal?

Authentic selling begins from the inside out, where your values and actions meet. Before you can build trust with clients, you must first build it with yourself.

What this means is doing the inner work that most avoid:

• Confronting your motives

• Clarifying your purpose

• Aligning your behavior with what you truly believe

If you build your sales success around seeking approval, recognition, or status, your foundation will always shift with circumstance.

When you're willing to anchor your approach in authenticity, everything else strengthens. Your integrity increases, your relationships gain depth, and your message gains weight.

Authenticity isn’t a strategy; it’s a mirror. It reflects who you are when you show up to serve others, not to impress them.

I encourage you to take an honest look inward. Because when your heart is right, your sales will follow. When your inside world is aligned, your outside world notices.

Your True Differentiator

At the heart of all trust-building lies a simple but profound truth captured in the Trust Formula.

• Authentic Relationships (AR) – Who you know and how you show up.

• Meaningful Value (MV) – What you know and how it solves real problems.

• Inspirational Experience (IE) – How people feel when they interact with you.

• Disciplined Habits (DH) – The consistency with which you follow through.

Most salespeople focus on just one piece of the Trust Formula, relationships, being friendly.

Building trust, and therefore differentiation, doesn’t come from one pillar alone, it comes from the integration of all four.

If you want to stand out, then answer these questions:

• Are you showing up with authenticity, not a façade?

• Are you delivering meaningful value tailored to what matters most to your client?

• Are you creating an inspirational experience every time you interact?

• Are your habits consistent enough that people know they can depend on you?

The more of these you embody, the more you differentiate yourself in ways competitors can’t replicate.

What Do People Actually Experience with You?

Here’s a sobering thought... What you think makes you different may not be what your clients experience.

You might believe you’re trustworthy because you’ve been in the business 20 years.

However, if you struggle to return calls quickly, or you rush through meetings without being truly present, what your clients experience is inconsistency.

You might think you’re valuable because you share insights, but if those insights feel generic, vanilla and bland, your clients experience noise, not meaningful value.

Your difference is not what you claim, it’s what your clients consistently experience.

You must be willing to stop and ask yourself regularly:

• What's it like to be on the other side of me?

• Do I stand out as someone who truly cares? Or do I unintentionally blend into the sea of sameness?

• If my clients had to describe me in one word, would it be trustworthy?

The Biblical Blueprint for Standing Out

Long before sales methodologies, the Bible outlined the ultimate trust-building principle.

In 1 Corinthians 13:4–7,

“Love is patient, love is kind. It does not envy, it does not boast, it is not proud. It does not dishonor others, it is not self-seeking, it is not easily angered, it keeps no record of wrongs. Love does not delight in evil but rejoices with the truth. It always protects, always trusts, always hopes, always perseveres.”

Please read again but this time, replace the word love with salesperson.

• The salesperson is patient.

• The salesperson is kind.

• The salesperson does not boast.

• The salesperson rejoices with the truth.

• The salesperson always protects, always trusts, always perseveres.

Hold up a mirror, look into it and now ask yourself... Is this what clients experience when they deal with me?

Because in this sales world filled with pressure, ego, and manipulation, the one who serves with patience, kindness, humility, and truth will shine like a lighthouse in the fog.

In Matthew 5:14–16, Jesus said,

“You are the light of the world. A city on a hill cannot be hidden. Neither do people light a lamp and put it under a bowl. Instead, they put it on its stand, and it gives light to everyone in the house. In the same way, let your light shine before others, that they may see your good deeds and glorify your Father in heaven.”

This isn’t about sales performance; it’s about presence. When your light comes from within, when your motives are pure, your heart is open, and your service is grounded in genuine care, you don’t have to try to stand out. You simply do.

Authentic, heartfelt sales professionals don’t need brighter spotlights. When your inner light aligns with your outer actions, trust becomes natural, connection becomes effortless, and your impact becomes undeniable.

Standing out in sales isn’t about being louder. It’s about letting your heart lead and letting your light shine.

Practical Ways to Differentiate Yourself

Time to get real and tactical.

First, lead with authentic relationships. Stop trying to be the perfect salesperson. Be the real one, by letting your humanity show.

Second, deliver meaningful value. Invest the time to understand what matters most to each decision-maker and each influencer. Then, bring tailored insights that help them achieve their goals.

Third, create inspirational experiences. From the way you greet your clients to how you follow up after a meeting; every touchpoint communicates something. Are you inspiring confidence, or leaving indifference?

Fourth, build disciplined habits. Trust erodes fastest when you’re inconsistent. Build habits of responsiveness, preparation, and follow-through.

As Pastor Craig Groeschel says,

“It’s not what you do occasionally that matters, it’s what you do consistently”.

Fifth, anchor everything you do in integrity. When no one’s watching, do you still do the right thing? Integrity isn’t a differentiator you can market, it’s a difference people feel.

Final Word

What makes you different isn’t your product, your pricing, or your pitch.

What makes you different is your willingness to be authentic, trustworthy, and consistent in a world where most aren’t.

You don’t need to be louder; you need to be real.

You don’t need to manipulate; you need to serve.

You don’t need to blend in; you need to stand out.

The salesperson who lives out patience, kindness, truth, and perseverance will always build trust.

Be honest, be brave, and then commit to making your difference undeniable.

This is how you stand out. This is how you build trust. This is how you drive sales from the heart.

I will leave you all this, take five minutes today and ask yourself... What do people really experience when they deal with me?

Originally published on Larry Levine's LinkedIn.