The Trust Ladder: How to Build Client Relationships Step by Step

Trust Isn’t a Switch You Flip...

It’s a Ladder People Climb — One Step at a Time.

Why Trust Matters in Business

We never buy from strangers.

We buy from people we know, like, and trust.

That’s why trust isn’t built in a single moment. It’s a process. A ladder people climb — one step at a time.

When I first started, most people never made it past the first rung with me.
I was a stranger. And strangers don’t get hired.

So I had to rethink how I showed up online:

The 4 Steps of the Trust Ladder

1. Stranger → Known

• Post consistently (at least once or twice a week).
• Share quick, useful wins.
• Focus on visibility over perfection.

When I started posting regularly, my name began to stick. People started recognizing me in their feeds.

2. Known → Liked

• Show your human side.
• Share behind-the-scenes stories, small wins, and honest mistakes.

Once I opened up, people began saying: “I can relate to that.”

3. Liked → Trusted

• Back up your words with proof.
• Share results, case studies, or lessons learned from real clients.
• Offer free value (like newsletters or guides) that people can share.

That’s when people didn’t just read my content — they passed it along.

4. Trusted → Client

• Deliver more than promised.
• Be consistent in communication.
• Let satisfied clients spread the word.

I learned that when I over-delivered, people naturally told their friends. That’s how trust multiplied.

The Big Lesson

Every post, every comment, every DM either moves someone up the trust ladder — or down.

If you want more sales, your job is simple:
Help people keep climbing.

Trust doesn’t come from one brilliant post or one clever pitch.
It comes from steady, human connection — built day after day.

Final Reflection

Think about your own business.

• Are you visible enough to move from stranger to known?
• Are you human enough to move from known to liked?
• Are you credible enough to move from liked to trusted?

The climb isn’t fast. But it’s worth it.

What’s one step you can take this week to help people climb your ladder?

Wishing you success,
Héctor Quintanilla