🎙️ The Trust Recession: Why Building Trust is the New Competitive Advantage in Coaching 🚀

We’re in the midst of a “Trust Recession,” and it’s impacting EVERYTHING—your relationships, your business, and even your bottom line.

But here’s the kicker: In a world full of skepticism, those who can build trust will win BIG. 

In this episode of The Lifestyle Business Quest Podcast, I’m diving deep into why trust is the ultimate game-changer for coaches and entrepreneurs. You’ll learn:

🚀 Why people are more skeptical than ever and how this impacts your business.

 🚀 Real stories from clients like Drew, Jon, and Jen who transformed their businesses by embracing trust. 

🚀 5 Actionable strategies to start building trust with your audience TODAY.

If you’ve been struggling to connect with your prospects or feel like your marketing isn’t hitting the mark, this episode is for YOU. It’s time to turn trust into your secret weapon. 💥

📈 Don’t let the trust recession hold you back. Learn how to stand out, connect deeper, and grow your coaching business to new heights. Let’s get real, get authentic, and get TRUSTED! 

- Travis

To Learn more about growing a Thriving Lifestyle Coaching Business, grab your FREE Masterclass Training Today! www.LifestyleBusinessQuest.com

Transcript

Have you noticed that trust is at an all-time low? People are skeptical, guarded, and often unwilling to take that leap of faith, whether it’s in business, politics, or even personal relationships. This is what experts are calling a “trust recession.” But here’s the good news—if you can master the art of building trust, you’ll not only survive but thrive in this environment. Today, we’re diving deep into why trust is your biggest asset, and I’ll share real stories from clients like Drew, Jon, and Jen who transformed their businesses by embracing trust as their secret weapon.

Welcome to The Lifestyle Business Quest Podcast! I'm Travis Greenlee, your host and I’m thrilled you’re here because today’s topic is a game-changer: the importance of building trust in your business. We’re living in a time when trust is in short supply, but that scarcity is also an opportunity. In this episode, we’ll explore why trust is your greatest asset, how to cultivate it, and why those who do will win in a big way. We’ll also weave in quotes from thought leaders like Stephen Covey and Brené Brown to underscore just how crucial trust is to your success as a coach.

By the end of this episode, you’ll have a clear understanding of why trust is the foundation of a thriving coaching business and actionable steps you can take to build it right now. We’ll break down real client stories and show you how to use trust as a powerful tool to turn hesitant prospects into raving fans.

Let’s start with the reality we’re facing today—what experts are calling a trust recession. It’s not just a catchy phrase; it’s a real, palpable shift in how we interact with each other. Trust is at an all-time low, and it’s affecting everything—from the way people engage with brands to how they make buying decisions. According to a recent survey, only 48% of people globally say they trust businesses, and that number is declining every year.

There are many reasons for this decline in trust. First, we’ve seen a wave of misinformation spread through social media. It’s easy to feel overwhelmed by conflicting narratives, and when you can’t tell what’s true, skepticism becomes the default response. Add to this the erosion of trust in institutions—governments, corporations, and even traditional media—and it’s clear why so many people are on high alert.

This distrust isn’t just limited to big entities; it trickles down to personal relationships and, yes, to how prospects view coaches and experts. People are constantly asking themselves, “What’s the catch?” and “Can I really trust this person with my time, money, and dreams?” This hesitation is the invisible wall that coaches face every day. As Stephen M.R. Covey says in his book, The Speed of Trust, “Trust affects everything—speed, cost, relationships. When trust goes down, speed goes down, and cost goes up.”

For us as coaches, this means the sales cycle becomes longer, client relationships feel strained, and we spend more time trying to prove our worth than actually serving our clients. But here’s the flip side: when trust is high, everything moves faster and smoother. Decisions are made quickly, relationships deepen, and you spend less time convincing and more time delivering value.

In this trust recession, those who can cultivate trust will not just survive—they’ll dominate. Simon Sinek nails it when he says, “Trust is built on telling the truth, not telling people what they want to hear.” People crave authenticity now more than ever. They’re tired of being sold to; they want to connect with real, honest individuals who are transparent about their motives and genuinely care about their success.

So, how do you become that coach people trust? It’s about showing up consistently, being transparent, and putting your prospects’ needs before your sales pitch. Trust isn’t built in a day, and it certainly isn’t built with a single sales call. It’s about small, consistent actions that show you’re reliable and invested in your clients’ success. Brené Brown puts it this way: “Trust is not built in big, sweeping moments. It’s built in tiny moments every day.”

For coaches, this could mean showing up on video, sharing your real-life experiences, and being open about your journey—including your mistakes. It means offering value without expectation, helping prospects solve a problem before they even become clients. These small gestures compound over time and set you apart from the sea of noise and empty promises in the coaching world.

Let me share a story about Drew, one of our standout clients who experienced firsthand the transformative power of trust. Drew was struggling. He had the skills, the passion, and even a decent following, but his conversions were stagnant. Despite offering valuable content, he couldn’t get prospects to commit. We took a deep dive into his process and found the missing piece: trust.

Drew’s messaging was solid, but it lacked the personal touch that makes people feel seen and understood. He was giving advice, but it felt generic—there was no emotional connection. I encouraged Drew to embrace Ernest Hemingway’s advice: “The best way to find out if you can trust somebody is to trust them.” I told him to let down his guard, share his personal struggles, and be real about his journey.

Drew started opening up on social media, talking about the times he felt like an imposter, even after years in the game. He shared the story of how he almost quit when he wasn’t getting the results he wanted and how he pushed through that fear. One of his long-time followers, who had been on the fence for months, reached out and said, “Your story made me feel like I wasn’t alone.” That was the turning point. Drew’s conversions shot up because he wasn’t just a coach anymore; he was someone his prospects could relate to and trust.

Drew’s experience shows us that trust is about more than just showing expertise—it’s about showing humanity. When your prospects feel that connection, they’re not just buying your service; they’re investing in a relationship with you.

Next, let’s dive into Jon’s journey. Jon was dedicated to growing his coaching business, but he found himself constantly chasing leads who would vanish after initial calls. His sales-focused approach wasn’t working, and he was frustrated. I reminded Jon of a powerful quote from John Maxwell: “People don’t care how much you know until they know how much you care.”

This shifted Jon’s perspective. Instead of focusing on closing deals, Jon started focusing on serving first. He began offering free strategy sessions that were all about providing value without any expectation of a sale. One memorable session involved a prospect who was overwhelmed by conflicting advice from different sources. Jon simply listened, helped clarify her goals, and mapped out a clear, actionable plan for her next steps—no sales pitch, just pure service.

The prospect didn’t sign up right away, but she implemented Jon’s advice and saw results. She came back a month later, ready to invest—not because Jon had convinced her, but because he had already proven his value. This approach completely transformed Jon’s business. He went from feeling like he was constantly pushing for sales to effortlessly attracting clients who were excited to work with him.

Jon’s story is a powerful reminder that trust is built through genuine service, not aggressive selling. When you put your clients’ needs first, the sales will follow naturally. It’s about showing that you’re in it for their success, not just your own.

Finally, let’s talk about Jen. Jen is an amazing coach who was struggling to translate her authentic, vibrant personality into her online presence. In person, she connected effortlessly with her audience, but her digital content felt too polished and, frankly, too perfect. I encouraged Jen to embrace Brené Brown’s wisdom: “Authenticity is a collection of choices that we have to make every day.”

Jen decided to show up differently. She started sharing behind-the-scenes moments—her struggles, her imperfect days, and the times when she didn’t have all the answers. She posted videos of herself stumbling over words, and instead of editing out those moments, she left them in. Jen also opened up about a recent failure that had left her questioning her path.

The response was immediate. Her audience loved seeing the real Jen—the one who didn’t have it all figured out. She received messages from prospects who said, “I feel like I know you.” That sense of familiarity and authenticity built a bridge of trust that her previous polished content couldn’t achieve. Jen’s conversion rates improved, and she felt more aligned with her business than ever before.

Jen’s story teaches us that perfection isn’t relatable—authenticity is. People are drawn to those who are willing to show up as they are, flaws and all. When you’re real, your audience can’t help but trust you.

In today’s world, authenticity is your greatest asset. We live in an era where people are constantly bombarded with marketing messages, polished ads, and curated social media posts. Your audience can sense when someone is being fake or just trying to sell them something. The first step to building trust is to be unapologetically *you*.

Think about the last time you connected with someone deeply—it probably wasn’t because they were perfect, but because they were real. Authenticity doesn’t mean oversharing or airing all your personal struggles; it’s about showing up as a human, not just a business. If you want your clients to trust you, they need to see who you are behind the business. They need to know that you’re not just another coach reading off a script, but someone who’s been where they are and understands their journey.

Practical steps to show up authentically:

- Use video: Start doing more live videos or candid videos where you speak directly to your audience. Let them see your face, hear your voice, and feel your energy. The more they see you as a real person, the more they’ll trust you.

- Be vulnerable: Share stories where things didn’t go perfectly. When you open up about your mistakes or struggles, you show your prospects that you’ve learned and grown—just like they’re trying to do. Brené Brown’s research highlights that vulnerability is at the heart of meaningful human connections.

- Embrace imperfection: In a world of Instagram filters and flawless posts, showing your unpolished side can be refreshing. When something doesn’t go as planned, don’t be afraid to share it. Whether it’s stumbling over your words in a video or talking about a failed launch, this authenticity builds connection. People don’t relate to perfection—they relate to imperfection.

Everyone loves a good story, and your story is one of the most powerful tools you have to build trust. Think about it—your prospects are likely in the early stages of their own journey, facing challenges, doubts, and fears. When you share your personal story, especially the obstacles you’ve overcome, you show them that success is possible, even for them.

Stephen Covey said, “Trust is earned when actions meet words.” Sharing your story is about more than just saying you’ve been through tough times; it’s about walking your audience through the steps you took to overcome those struggles. When your prospects see that you’ve faced the same challenges and found a way to succeed, they’re much more likely to trust you.

Practical steps to share your journey:

- Get specific: Don’t just say, “I struggled when I started.” Take your audience through the specific moments where you were at a low point and what helped you break through. Maybe you were on the verge of quitting, or maybe you invested in the wrong strategy and lost money. These details make your story relatable.

- Focus on the transformation: Highlight where you were before and where you are now. Show the results you achieved because you stuck with it and made smart decisions. Your journey should inspire your prospects by showing them that they, too, can go from struggle to success.

- Use storytelling frameworks: If you’re not sure how to structure your story, use the classic “Hero’s Journey” format: 1) You were facing a challenge; 2) You hit a low point; 3) You found guidance or made a breakthrough; 4) You emerged stronger and wiser. This storytelling structure is powerful because it mirrors your prospect’s own journey.

One of the fastest ways to build trust with your prospects is to offer real value without asking for anything in return. This is about proving your expertise and generosity before they ever pay you a dime. The principle behind this is simple: when you solve a problem for someone, they remember it. They see you as an expert who genuinely cares about their success.

John Maxwell said, “People don’t care how much you know until they know how much you care.” This perfectly sums up why offering value upfront works. By helping people before they become paying clients, you’re showing that you’re invested in their journey, not just your bottom line.

Practical ways to offer value:

- Host free workshops or webinars: This gives people a chance to experience your expertise in real time. Make sure your free offering solves a specific problem your audience is facing, whether it’s mindset, strategy, or a practical skill. When they leave your free event with actionable takeaways, they’ll associate you with results, not just sales pitches.

- Provide free resources: Create downloadable guides, templates, or checklists that address common pain points for your audience. These don’t need to be elaborate—what matters is that they provide immediate, tangible value. For example, if you’re a mindset coach, you could offer a daily journaling template for clarity and focus.

- Engage on social media: Answer questions in your DMs or comments without pushing for a sale. Be the coach who is willing to help, even if it doesn’t lead to an immediate transaction. Over time, these small acts of service build immense goodwill and trust.

Consistency is one of the most underrated yet powerful ways to build trust. Why? Because it signals reliability. People need to know that you’ll show up when you say you will and that you’ll deliver what you promise. Trust takes time, and consistency is the key to making sure that trust grows with every interaction.

As Brené Brown points out, “Trust is built in small moments.” Each time you follow through on a commitment—whether it’s posting regularly on social media, sending out your newsletter, or delivering on a promised resource—you’re showing your audience that they can count on you.

Practical ways to build consistency:

- Content schedule: Develop a consistent content schedule and stick to it. Whether it’s posting on social media three times a week or sending a monthly newsletter, make sure you’re showing up regularly in your audience’s lives. Over time, they’ll come to expect—and look forward to—hearing from you.

- Follow through on commitments: If you tell someone you’ll send them a resource or follow up with them, do it. This might seem like a small thing, but it’s crucial for building trust. People remember when someone keeps their word.

- Be consistent in your message: Ensure your values, tone, and mission stay consistent across all your communication channels. Whether someone finds you on social media, your website, or a podcast, they should feel the same sense of connection to you and your brand.

Follow Through and Deliver on Promises: This is the most crucial step in building long-term trust with your clients. It’s one thing to say you’ll do something; it’s another to follow through and deliver. People remember when you keep your promises, and they *really* remember when you don’t. Broken promises damage your credibility faster than almost anything else.

Stephen M.R. Covey said, “Trust is a function of both character and competence.” Your character is shown when you make promises; your competence is proven when you deliver on them. Whether it’s a small promise, like sending a follow-up email, or a larger one, like helping a client achieve a specific goal, every promise you keep builds more trust.

Practical ways to follow through:

- Underpromise and overdeliver: A great way to ensure you build trust is to manage expectations upfront. If you think you can deliver a project in five days, tell your client it will take seven—and then deliver it in five. This simple technique not only builds trust but also delights your clients because you’re consistently exceeding their expectations.

- Create systems for accountability: Use tools like project management software or even simple reminders to ensure you’re keeping track of all your commitments. When your business grows, it can be easy to let things slip through the cracks, but staying on top of promises shows professionalism.

- Celebrate small wins: Show your clients that you’re invested in their success by celebrating their wins along the way. Whether it’s a quick “Congratulations!” email when they hit a milestone or a shout-out on social media, these small acknowledgments show that you’re paying attention and genuinely care about their journey.

Trust isn’t just a buzzword—it’s the foundation of every successful relationship, especially in coaching. By showing up authentically, sharing your journey, offering value without expectations, being consistent, and delivering on your promises, you can cultivate deep trust with your audience. And in today’s trust recession, this is the most powerful asset you can have.

Trust isn’t built overnight, but by implementing these strategies consistently, you’ll see your relationships—and your business—grow in profound ways. As Covey said, “Trust is the glue of life.” It’s the glue that holds your client relationships together and drives your business forward.

Keep these principles front and center in everything you do, and you’ll not only survive in this trust-scarce market—you’ll thrive.

If you found value in today’s episode, share it with a friend, leave a review, and don’t forget to grab our free masterclass at lifestylebusinessquest.com where I’ll share the exact steps you need to build a six-figure coaching business grounded in trust.

Thanks for listening, and I’ll see you in the next episode of The Lifestyle Business Quest Podcast. Keep trusting the process, and let’s grow together!