Building Trust: Patricia Wooster Challenges Conventional Sales Wisdom on LinkedIn

In a recent LinkedIn post, Patricia Wooster challenges a common instinct in sales and communication: the urge to explain more when faced with uncertainty. Wooster argues that this approach, while seemingly logical, often misses the core issue underlying doubt.

The Pitfalls of Over-Explaining

Wooster highlights the counterproductive nature of adding more information or follow-ups when a prospect or client seems hesitant. Instead of clarifying, these actions can sometimes amplify the problem. As Patricia Wooster notes:

“When someone is unsure, our instinct is to say more.
It almost never helps.
We explain more.
Add one more reason.
Send one more follow-up.”

This tendency, Wooster suggests, stems from a misunderstanding of what drives uncertainty. The post posits that doubt is rarely a simple deficit of facts.

Uncertainty Rooted in Trust, Not Information

According to Patricia Wooster, the root of uncertainty often lies not in a lack of information, but in a deficit of trust. This trust can be lacking in several key areas, as outlined by Wooster:

• Trust in the decision itself.
• Trust in the person communicating (the salesperson or advisor).
• Even trust in their own judgment.

Patricia Wooster argues that piling on more words or attempts to persuade does little to bridge these trust gaps. In fact, it can sometimes have the opposite effect, appearing as pressure or desperation rather than genuine support.

“And more words don’t build trust.”

The True Building Blocks of Trust

So, what does build trust? Wooster points to more sustainable, relationship-oriented factors. The key, as highlighted in the post, lies in consistency and time.

Consistency and Time as Trust Catalysts

Patricia Wooster emphasizes that trust is cultivated over time through reliable interactions. This means demonstrating dependability and predictability in how one conducts themselves and their business dealings. Wooster elaborates on this crucial element:

“Time does. Consistency does.
Being the same person in a conversation that you are on the page.”

This concept of being “the same person” suggests that authenticity and aligning one’s actions with their stated values and promises are paramount. It implies that a consistent, reliable presence over time is far more effective in fostering trust than any amount of additional explanation or hurried follow-up. Wooster’s insights offer a valuable perspective for professionals seeking to build stronger, more resilient relationships with their clients and partners.