How to Build Trust with Prospects Using EEAT

Posted May 27, 2025 in Sales Brew

You may have heard of the marketing principle EEAT, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s a framework Google uses to evaluate content quality, but I’ve found that it also applies really well to helping you build trust in sales conversations.

We all know that building trust in sales is crucial. If your prospects don’t trust you, they won’t buy from you, refer you, or even respond to your messages.

So, let’s review how you can apply the EEAT principles in a sales conversation to build trust early.

1. Experience

You don’t have to have 20 years in your industry to talk about experience. Simply talk about what you’ve seen. Share relevant examples, observations, or challenges your other clients have faced. It shows the prospect that you’re not just there to pitch, but you’re someone who’s been in conversations like theirs before and you know how to handle their problems.

You don’t need to lead with a resume. Just let your experience guide the way you listen, the questions you ask, and the confidence you bring to the conversation. That presence alone helps you to build trust from the start.

2. Expertise

This one can be tricky for some, because the goal isn’t to sound like a know-it-all. It’s to demonstrate that you’ve done your homework and understand the why behind what you do. This is what you specifically bring to the table — what makes you different, better, and the solution your client needs. If you do not know what that is, you should spend time in advance forming that so that you can articulate it in conversation.

Expertise can come through your questions just as much as your answers. Asking, “How are you measuring the success of your current efforts?” or “What does a successful quarter look like for you?” signals that you’re thinking beyond surface-level solutions.

In short: aim to make your expertise felt, not flaunted.

3. Authority

You build authority when people can depend on you, and when your tone, message, and delivery are consistent across everything that you do. That goes for your emails, social posts, discovery calls, and even the way that you follow up.

Building authority also means understanding industry nuances and how external factors may impact your prospect’s business or bottom line. You might share articles with notes that resonate and engage.

One thing I try to always do is set clear expectations. If I say I’ll send over ideas by Friday, I do it. Better yet, I’ll send them on Thursday. This kind of follow-through may seem small, but it’s a major trust builder and builds your authority.

4. Trust

Let’s be honest, most of us can tell when someone is faking it in a sales conversation. You don’t have to have all the answers, but you do need to be transparent.

If something’s not a good fit, say so! If you’re not sure how to solve something, say that too. Trust grows when people feel like you’re not just trying to win the deal, but trying to do what’s right.

In my own sales process, I’ve found that being upfront and honest, even when it’s uncomfortable, has led to better business in the long run.

Conclusion

EEAT isn’t just for marketing. It’s a mindset you can carry into every sales conversation with a helpful acronym!

Lead with experience, ask with expertise, show up with authority, and stay trustworthy. That’s how you build trust in sales from a marketer’s perspective!

1. Experience

2. Expertise

3. Authority

4. Trust

Conclusion

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