How do I build trust with potential customers in this AI-driven, zero-click world?
If you're asking that question, you're not alone. In a landscape dominated by AI-generated answers, shrinking attention spans, and zero-click search results, trust has become the most powerful differentiator a business can build. It’s not just a feel-good concept, it’s the currency that drives buying decisions, loyalty, and long-term growth.
Yet for many companies, especially mid-sized businesses, trust can feel frustratingly elusive. You know it's important, but how do you actually earn it in a way that resonates with modern buyers?
That’s exactly what we explore in this episode of Endless Customers. We sat down with Hannah Eisenberg, a Certified Endless Customers Coach and the CEO of 3P Creative Group, to unpack a step-by-step framework for building real trust—the kind that goes beyond surface-level branding and leads to lasting customer relationships.
Hannah doesn’t just talk about trust as a buzzword. She gives it structure. She explains why trust is built in layers, how to align your messaging and behavior to reflect your values, and what businesses can start doing immediately to become the go-to choice in their market.
Let’s dive into the three levels of trust and how your business can intentionally build each one.
Trust is not just an abstract feeling. It is the foundation of every transaction, every business relationship, and every customer decision. As Marcus Sheridan has said, “Trust is the single most important emotion someone has to feel to exchange money for a product or service.”
But trust is more complicated than it seems. Hannah explains, “It’s layered and multidimensional, and every individual interprets it differently.” For businesses, this means trust-building is not a one-size-fits-all process. It requires thoughtfulness, intention, and, most importantly, consistency.
The challenge is that today’s buyers are more skeptical than ever. With the rise of AI and the zero-click experiences of tools like ChatGPT, many buyers are completing their research independently. By the time they reach out to a business, they are well-informed, guarded, and wary of being “sold to.” For businesses, this shift requires a fresh approach.
Hannah introduces a framework that simplifies the complex concept of trust into three levels. Each level builds upon the other, creating a strong foundation that evolves into deeper, long-lasting trust.
This foundational level is about facts, reliability, and integrity. It answers questions like, “Does this company have the ability to deliver what they promise?”
Building cognitive trust lays the groundwork for initial transactions. Without it, businesses struggle to get a foot in the door.
Once the basics are in place, businesses must create an emotional connection with their customers. This involves understanding their needs, respecting their time and resources, and acting with genuine care.
Empathy and respect help customers feel seen and valued, while benevolence builds goodwill and reinforces long-term loyalty.
The final layer of trust is where businesses can truly differentiate themselves. Transformational trust goes beyond individual interactions and looks at the broader alignment between a company and its audience.
When businesses reach this level, trust becomes their most valuable asset. They are no longer competing on price or features, they are the go-to name in their space.
Hannah emphasizes that while trust cannot be rushed, it can be accelerated with the right strategies.
These accelerators are not shortcuts but multipliers. When paired with a strong foundation, they help businesses build trust faster and more effectively.
So, how can businesses put this into action? Hannah suggests starting with an honest assessment. Ask yourself:
From there, focus on creating content, processes, and customer interactions that align with your answers. Whether it’s writing a blog post, creating a pricing page, or having a sales conversation, always ask, “Does this build trust?”
Technology is reshaping every aspect of business as we know it, yet trust remains a constant. It is the emotion that drives buying decisions, the reason customers stay loyal, and the key to long-term growth.
Hannah’s framework gives businesses a clear path forward. By building trust step by step—from the fundamentals to transformation—you can not only win customers but also create advocates who will champion your brand for years to come.
Take the first step today. Start building trust, and the rest will follow.
How do I start building trust with my audience? Talk to our team about implementing the Endless Customers System™—a proven playbook for becoming the most known and trusted voice in your space. Let's make trust your biggest competitive advantage.
With 25 years of experience in marketing, Hannah naturally gravitated towards coaching and training. In 2022, she became a certified They Ask, You Answer coach, a framework she’s successfully applied for the last eight years. This approach transforms an organization's digital sales and marketing by empowering internal teams and fostering a customer-focused culture.
Connect with Hannah on LinkedIn
Why is trust more important now than ever?
Because buyers are doing more research before engaging. They arrive skeptical and informed. Trust is the new sales strategy.
How can we show empathy in our content?
Speak to real concerns. Address fears. Use language your customers use. Share honest stories.
What are examples of transparency in marketing?
Public pricing, explaining pros and cons, and publishing how-to guides that help people even if they don’t buy from you.
How do we know if we’re building trust?
Watch for higher-quality leads, shorter sales cycles, and phrases like "I felt like I already knew you."
Can AI help build trust?
Yes, if used well. Let AI help structure content, but always add your voice, values, and authenticity.