"Trust Is the New Like: Why Service Sales Isn’t About Charm Anymore"
By Ron Musgraves
For decades, sales legends like Zig Ziglar taught us that the key to closing deals was being likable. And in Zig’s world — where people sold vacuum cleaners, insurance, and cookware — he was absolutely right. People bought from someone they liked because the product could speak for itself, and the relationship was often short-term.
But times have changed.
Today, especially in service-based industries, the rules are different. Whether you’re selling pressure washing, landscaping, HVAC, or janitorial services — the customer isn’t just buying a product. They’re buying you, your systems, your reliability, and your ability to deliver consistently over time.
And that means one thing:
Trust has replaced likability as the #1 factor in the buying decision.
The Problem with “Being Liked”
Too many service businesses still chase approval. They think if they smile enough, schmooze enough, or offer the cheapest price, the customer will hire them. But here’s the truth:
Being liked might get your foot in the door — but if they don’t trust you, they’ll never open the door again.
What Today’s Customers Really Want
When customers hire service providers, they’re asking:
- Can I count on you to show up?
- Will you do what you say you’re going to do?
- Are you going to fix it if something goes wrong?
- Are you honest about what I really need (and what I don’t)?
- Do I feel safe giving you access to my property or my team?
Notice something? None of those have to do with being liked.
They have everything to do with reputation, follow-through, and consistency.
The Shift: From Selling to Serving
In service industries, sales isn’t about persuading anymore — it’s about proving. Your past work, your word, your reviews, your processes — those are what build trust.
And here’s the kicker:
When customers trust you, they often end up liking you later. But it doesn’t work the other way around.
How to Build Trust Instead of Just Being Liked
- Show up when you say you will. Every time.
- Be transparent about pricing and scope.
- Communicate clearly — no surprises.
- Own your mistakes and fix them fast.
- Use real photos, testimonials, and consistent branding.
- Let your systems speak louder than your sales pitch.
Final Thought
Zig was a legend, no doubt about it. But if he were selling today in the service world, even he might agree:
And once they do?
That’s when loyalty — and real growth — begins.