Closing deals and building lasting client trust requires more than product knowledge or persuasive pitches. The professionals who consistently win long-term clients rely on underrated soft skills—the human capabilities that make people feel heard, respected, and confident in their decisions.
This article explores 15 underrated soft skills that help you close deals and build trust with clients, backed by real insights from founders, executives, and sales leaders across industries. From intentional silence and emotional calibration to empathy, dependability, and clear communication, these skills focus on connection over persuasion. Together, they reveal why trust—not pressure—is the real driver of sustainable growth.
- Pursue Insight with Genuine Interest
- Let Silence Work and Invite Openness
- Slow the Pace to Build Comfort
- Lead with Questions Then Reflect for Clarity
- Share Expertise Freely to Earn Confidence
- Pause with Purpose to Confirm Comprehension
- Listen First Then Align on What Matters
- Make Complexity Feel Manageable
- Follow Through and Exceed Small Commitments
- Offer Help Beyond the Brief
- Read the Room for Instant Credibility
- Ask Broad Queries to Uncover Causes
- Show Empathy Before Any Solution
- Echo Their Words to Prove Care
- Use Candor and Straight Talk to Simplify
Pursue Insight with Genuine Interest
One underrated soft skill that has consistently helped me close deals and build long-term trust with clients is curiosity. Not the surface-level “ask a few questions” curiosity, but the genuine desire to understand how someone thinks, what they value, and what a successful outcome looks like in their world.
When I approach conversations with authentic curiosity, it shifts the dynamic. Clients feel heard instead of pitched to. They open up about the real challenges behind the project, not just the symptoms. That transparency allows me to tailor solutions that actually solve problems rather than simply meet stated requirements.
Curiosity also reduces assumptions. In sales, it’s easy to rush to recommendations because we think we’ve “seen this before.” Asking one or two more thoughtful questions often reveals a nuance that completely changes the direction of the solution — something the client appreciates because it shows you’re invested in getting it right, not just getting it sold.
Over time, this builds trust. Clients know I’m not showing up with a script. I’m showing up to understand, align, and help. And when people trust your intent, closing the deal becomes the natural outcome rather than the goal.
Scott D’Amico, President, Communispond
Let Silence Work and Invite Openness
One underrated soft skill that keeps showing up for me is patience that’s visible. Not passive waiting, but slowing conversations down on purpose. Deals stall when someone feels rushed or boxed in. I’ve learned to let silence sit, let clients finish half-formed thoughts, and resist jumping into pitch mode. More than once, a prospect has said, “Thanks for not pushing.” That moment usually changes the tone of the relationship.
I remember a local service business owner who came in burned by three agencies. He was guarded, short, and clearly expecting another sales script. Instead of correcting his assumptions, I let him unload. Ten minutes of venting. I took notes and didn’t defend anything. When I finally spoke, it wasn’t to sell. It was to repeat back what he’d said in plain language. His posture changed immediately. He told me no one had actually listened before.
That patience carries into how we talk about automation. People get nervous when systems replace human follow-ups. I don’t rush to reassure them. I walk through their real workflow, step by step, even when it gets messy. Pauses help here too. Clients often solve part of the problem out loud. That gives them ownership, and ownership builds trust faster than any deck.
Patience also protects deals from false yeses. I don’t want agreement that disappears a week later. If someone needs time to think, they get it. That approach has saved us from bad-fit clients and earned long-term ones. People remember how you made them feel when decisions felt heavy.
Reed Hansen, Owner and Chief Growth Officer, MarketSurge
Slow the Pace to Build Comfort
One underrated soft skill that has made the biggest impact on closing deals and building trust is active patience. I’ve learned that clients don’t just want information; they want to feel understood, unrushed, and genuinely supported in their decision-making process.
In my opinion, patience isn’t just about waiting. It’s about staying fully present, listening without interrupting, and giving clients the space to process what’s often one of the biggest financial decisions of their lives. When people sense that you’re not pushing them toward a sale, they naturally open up. They share their concerns, their long-term goals, and even the fears they didn’t want to admit at first. That honesty allows me to guide them more effectively and recommend options that truly fit what they need.
I’ve seen deals come together simply because a client told me, “You were the only one who didn’t rush me.” That level of comfort builds trust, and trust is ultimately what closes deals. In real estate, the strongest relationships are built on the moments when you choose to slow down, even if the transaction could technically move faster.
Active patience also helps during negotiations. When you’re not emotional or reactive, you read situations better and communicate more calmly. That energy reassures both sides and often leads to smoother, more successful outcomes.
The numbers, marketing, and strategy matter, but the soft skills are what carry everything across the finish line. And for me, patience has consistently been the quiet advantage that makes all the difference.
Jack Ma, Real Estate Expert, Jack Ma Real Estate Group
Lead with Questions Then Reflect for Clarity
One soft skill that’s consistently proven its value is active listening. Early in my career, I focused heavily on presenting solutions and demonstrating expertise, assuming that clients primarily wanted guidance. Over time, I realized that taking the time to truly listen, asking thoughtful follow-up questions, pausing to understand unspoken concerns, and reflecting back what I heard created a level of trust that no polished pitch could replicate.
For example, while working with a founder negotiating a strategic partnership, I spent the first half of our meeting mostly asking questions and understanding their priorities, pain points, and long-term vision. By the time I offered recommendations, they felt heard and aligned with the solutions I proposed. The deal moved forward smoothly, and the client became a repeat partner, citing the collaborative approach as a key reason they felt confident working with us.
Active listening has helped in other situations as well, identifying subtle objections, uncovering hidden needs, and navigating sensitive conversations. It makes clients feel valued and understood, which naturally builds rapport and trust. Over time, this soft skill has turned simple conversations into stronger relationships, smoother negotiations, and ultimately more successful outcomes without relying on hard-selling tactics.
The broader lesson is that being present, curious, and attentive often opens doors that technical expertise alone cannot. It’s a skill that pays dividends quietly but consistently, shaping long-term client confidence and loyalty.
Niclas Schlopsna, Managing Partner, spectup
Share Expertise Freely to Earn Confidence
One underrated soft skill that has consistently helped us close deals is generosity with our expertise. We don’t hold back strategic insights during early conversations. We walk prospects through what we see, what we’d change, and why — long before a contract is signed. We build draft strategies on a regular basis and give them away to clients.
This transparency does two things. First, it immediately builds trust; clients can feel the difference between someone trying to “pitch” them and someone genuinely trying to help. Second, it naturally filters in the right kind of partners. Brands that value strategic thinking recognize quickly that we’re not just executors — we’re collaborators who care about the long-term outcome. Those are the clients who stay, grow, and treat the relationship as a true partnership.
In an industry where many agencies gatekeep knowledge to create dependency, leading with generosity has been one of our most effective business development tools.
Erin Siemek, CEO, Forge Digital Marketing, LLC
Pause with Purpose to Confirm Comprehension
One often overlooked soft skill that has helped me close deals and establish long-term trust with clients is slowing down the conversation at key moments. In sales, many people focus on quick pitches and fast replies, but I’ve discovered that taking intentional pauses, asking clarifying questions, and practicing reflective listening build much more credibility.
When a client describes a challenge, I refrain from rushing to a solution. Instead, I summarize what I heard in simple terms and confirm that I understood correctly. This small step shows that I’m actually listening rather than just waiting for my turn to speak. It also reveals details they might not have mentioned otherwise. Many deals at Wisemonk have progressed because clients felt understood before we presented what we could offer.
This skill also helps avoid misunderstandings. By slowing down and confirming assumptions early, we steer clear of suggesting the wrong solution or making unrealistic promises. Clients value a conversation that feels thoughtful instead of transactional, and that trust becomes the basis for long-term partnerships.
In practice, this soft skill is not flashy. It involves a calm tone, thoughtful responses, and a focus on comprehension before giving advice. However, it has consistently transformed first calls into lasting relationships because people trust someone who takes the time to fully hear them.
Aditya Nagpal, Founder & CEO, Wisemonk
Listen First Then Align on What Matters
One underrated soft skill that’s helped me close deals is listening without rushing to pitch. It sounds simple, but most people in business listen just enough to respond, not enough to understand what the other side actually cares about.
I learned that insurers weren’t interested in flashy decks or big promises. They cared about one thing: profitability. Once I understood that, the whole dynamic changed. Instead of pushing for better rates or trying to “sell” them on our vision, I focused on showing them real data about our customers, their lower accident rates, higher renewals, and better payment behavior.
That shift only happened because I listened long enough to understand what winning meant for them. And once we aligned around that, deals closed faster and the relationships became much stronger.
So for me, listening is the soft skill that builds the most trust. When people feel understood instead of pitched, they open up, and real collaboration starts.
Louis Ducruet, Founder and CEO, Eprezto
Make Complexity Feel Manageable
One of the most underrated soft skills that has helped me close sales and earn the trust of my clients is remaining calm under pressure. In my line of work, there are many high-pressure, high-stakes sales and partnership negotiations that require quick conversations that involve a lot of moving pieces and partial information. Instead of trying to convince others with statements and tactics, remaining calm and simplifying complex information is much more valuable.
Being able to remain calm under pressure shifts perceptions of clients from, “I’m being sold to,” to, “I’m being advised.” When clients realize that you possess the ability to simplify complex information for them and suggest actionable steps, they gain trust quickly. From there, they start to view you as someone who knows and understands the challenges they are facing, and can make high-level and strategic recommendations on the best course of action to take, rather than someone who is just trying to sell them a solution. On many occasions, the reason we were able to close deals more quickly was that I was able to reduce the amount of internal friction and hesitation on the client’s end.
I get that this is a lot of pressure to place on one person, but this is the reality of dealing with multiple high-stakes conversations. I’ve learned that one of the most effective methods for achieving this is to leave out the overselling and instead ask a few targeted questions so that I can listen. I’ve learned that instead of explaining long feature lists, I can say, “If I were in your position, I would do this, and here’s why,” and achieve what I need to achieve. When I’m able to communicate clearly and simply, others gain confidence from my words. Confidence is what builds trust, and that is what fosters long-term relationships.
James Allsopp, Founder, AskZyro
Follow Through and Exceed Small Commitments
The most underrated soft skill is dependability; it has helped me time and time again both build rapport with clients and close revenue. How many times have you been on a call or left a meeting with defined next steps that were never revisited or completely fell off your radar simply because the other person did not follow up (or maybe you were the one to not follow up)? I know we have all been there, and more than once.
Simply delivering on what you said you will do is invaluable in business. It shows you not only care enough to have remembered someone’s priorities and goals, but that you put thought and effort into others and your relationships as well.
The top time being dependable has paid off? When I deliver on an action item that the other person forgot about but is delighted to receive, nonetheless. Nothing beats a note such as, “Wow, I forgot we even covered this, but thank you so much for sending!” Trust is built on showing up, again and again, even when you have competing priorities.
McKenzie Jerman, Senior Director, Bombora
Offer Help Beyond the Brief
The number one soft skill that’s helped me build trust with clients is trying to help them outside of the scope of our engagement. This materializes in connecting with other professionals who can help them on completely unrelated topics. For example, really listen, and when they mention that their child is interested in the XYZ industry, think through your network for anyone who may be able to help mentor or guide them in that industry. Apply the number one rule that helps you successfully network: always ask yourself how you can help the person you are speaking with.
Steven Bowles, Founder, Catalyst Advisory
Read the Room for Instant Credibility
Most deals fall apart before numbers even show up. The problem isn’t pricing. It’s perception.
I used to think persuasion was the skill that closed deals. It isn’t. It’s emotional calibration. Reading when to pause. When to let silence do the work.
Founders hear the same pitches every week. What changes the tone is how quickly they feel understood. I start slow. I ask one question that proves I listened. I drop anything that sounds rehearsed.
That’s usually enough. Once they trust the intent, the rest moves easily.
Akhilesh Chatly, Business Development Manager and Founder, Qubit Capital
Ask Broad Queries to Uncover Causes
One of the most underestimated soft skills, which works for me when closing deals, is providing an avenue for clients to state the actual problems behind their initial requests. I focus on asking simple, open-ended questions, allowing them to do most of the talking. This way, I am showing that I value their perception and often understand the pain points or priorities that they have not articulated. Where there is understanding, trust will develop, and this will make their decision to move forward so much easier.
George Fironov, Co-Founder & CEO, Talmatic
Show Empathy Before Any Solution
One of the underrated soft skills has been my ability to actively engage in listening, and I have been practicing this throughout my career to get way more good deals. Based on my experience, I see how the client is under pressure and what he requires as a solution for his business, and it could be improved in the future as well.
Before now, I had always been too quick to sell and solve, but I then understood you are able to win over clients based on how much you identify with their struggle long before it’s about solutions. As soon as you recognize some of their struggles and limitations at a budget level, in-house level … It just entirely changes the discussion.
Plus, I always ask thoughtful questions like, “What does success mean for you?” to open up meaningful conversations.
This will reframe the entire conversation from being about selling to problem analysis.
Devubha Manek, CEO & Managing Director, ManekTech
Echo Their Words to Prove Care
A lot of salespeople try to just talk well, use smooth pitches, or tell a good story. But if you can really listen without cutting someone off, and repeat what the client says, you build trust. This is something that’s tough to match in other ways. When you truly listen, the other person feels that you want to help them with their problem. It shows you care about more than just selling or pushing a product.
How it helps close deals and build trust:
Uncovers hidden needs – When you let the client talk openly, you get to pick up hints or questions. You may also notice some things they need that a usual set of questions would not show you. With this, you can match your offer to fit what they want, which makes your plan feel like it is for them and not for just anyone.
Reduces friction – People often put up walls when they feel like they are being pushed to buy something. When you listen with care, you show respect. This helps lower those walls and makes talks feel easier.
Creates credibility – When you repeat what a client says in your own way (“So you’re looking for a solution that scales without extra wait time, right?”), you show you have heard them well. This makes them feel valued and feel sure you know what their business is about. That helps them trust what you suggest.
Fosters long-term relationships – Even after you close a deal, if you keep listening, talks do not stop. Clients feel happy to come back for upgrades, to tell others about you, or renew contracts. They know you listen and you will always try to meet what they need as time goes by.
In practice, you can follow a simple routine. After each client says something, pause for a moment. Then, sum up what they said to show you understand. After that, ask a question to make things clear. This makes the sales call feel more like you are both working together to solve a problem. In the end, this helps you win more deals and build better, long-lasting partnerships.
Richard Gibson, Founder & Performance Coach, Primary Self
Use Candor and Straight Talk to Simplify
An underrated soft skill is honesty through clear, direct communication.
Being upfront about what is possible, what is not, and what will take time builds trust faster than optimism or polished language. Clients do not expect perfection, but they do expect clarity.
This approach helps close deals because it removes uncertainty. When expectations are clear from the start, relationships feel safer, decisions happen faster, and long-term trust is easier to maintain.
Raul Reyeszumeta, VP, Product & Design, MarketScale
Conclusion
What separates average deal-makers from trusted advisors isn’t louder pitches or sharper tactics—it’s mastery of the underrated soft skills that build trust before the sale ever happens. Listening deeply, slowing conversations, showing empathy, following through, and communicating with clarity all signal one powerful message: your client’s outcome matters more than your close.
These skills don’t just help you win deals; they help you win the right deals—relationships built on confidence, alignment, and long-term value. In an era where clients are more informed and more cautious than ever, trust has become the ultimate differentiator. And trust, as these experts show, is built quietly—one thoughtful interaction at a time.
