Building Trust Globally – Globig

What You’ll Learn About Building Trust Across Borders

Trust is the foundation of successful global expansion. In this article, you’ll discover practical strategies for establishing trust in new markets, backed by recent research from trusted sources like Harvard Business Review, Edelman and Forrester. We’ll explore how trust impacts your bottom line and provide actionable steps to build credibility as you grow your business internationally.

According to the 2023 Edelman Trust Barometer, trust has become the essential currency for businesses looking to grow a business, especially when expanding globally. But how exactly do you earn it in unfamiliar territories?

Why Trust Matters in Global Expansion

The Edelman Trust Barometer reveals that trust drives business growth in measurable ways. When consumers trust your company, they’re significantly more likely to make repeat purchases, recommend your brand, and defend you publicly. In fact, Forbes reports that consumer trust directly influences revenue-generating behaviors like repeat purchases.

Trust isn’t just nice to have, it’s essential for sustainable international growth:

• 95% of business executives agree organizations have a responsibility to build trust (up from 92% in 2023), according to PwC’s Trust in US Business Survey
• Forrester research finds that high consumer trust drives loyalty, advocacy, and product adoption, directly boosting business growth.

Building Trust in the People You Do Business With

When entering new markets, personal connections matter enormously. Building relationships with local stakeholders creates the foundation for long-term business success.

According to Harvard Business Review, in countries where trust in foreign entities is low, incorporating local partners is key for establishing a foothold. This approach demonstrates respect and commitment to the market.

Practical steps include:

• Hiring local talent who understand cultural nuances
• Building genuine relationships before focusing on transactions
• Demonstrating consistent reliability in all interactions
• Understanding that trust-building timelines vary by culture

Trust in Business Values

Your company values must translate across borders while respecting local customs. The Edelman Trust Barometer shows that businesses are increasingly expected to take stands on societal issues, but this must be done authentically and with cultural sensitivity.

To build trust in your business values:

1. Clearly articulate your company’s mission and values
2. Demonstrate how these values benefit the local community
3. Show consistency between stated values and actions
4. Adapt communication of values to resonate locally without compromising core principles

Trust in Fair Pricing with Strong Value for Investment

Price sensitivity varies dramatically across markets, but the perception of fair value is universal. According to Ipsos research, there’s a conclusive relationship between corporate reputation and business efficiency.

To build trust through pricing:

Focus on communicating value rather than just cost. Show how your solution addresses specific local needs in ways competitors cannot.

• Be transparent about pricing structures
• Offer localized pricing that reflects market conditions
• Provide clear ROI demonstrations relevant to local business contexts
• Consider market-appropriate trial periods or guarantees

Trust in Respecting Cultural Differences

Cultural missteps can destroy trust instantly. Harvard Business Review emphasizes that in countries where trust in foreign nations is low, demonstrating cultural understanding is essential.

The most successful global businesses adapt their approaches while maintaining their core identity. This balance shows respect while providing consistency.

Key strategies include:

• Conducting thorough cultural research before market entry
• Adapting marketing messages to resonate locally
• Recognizing and respecting local holidays and customs
• Training teams on cultural intelligence and sensitivity

Trust in Commitment to the Market

Edelman’s research shows that consumers can quickly distinguish between companies making a genuine market commitment versus those just testing waters.

To demonstrate authentic commitment:

• Make strategic long-term investments visible to the market
• Establish physical presence where culturally important
• Participate meaningfully in industry and community events
• Communicate plans for ongoing market development

Trust in Taking Good Care of Customers

Customer service expectations vary dramatically across cultures. The Greenbook research on B2B relationships reveals that despite being a top priority, trust remains the lowest-scoring competency among top priorities, showing no improvement from 2022 to 2023, it’s anticipated to be lower yet in 2025.

To build trust through customer care:

• Provide support in local languages and during local business hours
• Understand and adapt to cultural expectations around service
• Develop feedback mechanisms appropriate to the culture
• Respond to issues with solutions tailored to local needs

Trust in Having the Best Product and Ongoing Improvements

According to Forrester, of the 13 countries surveyed, employer trust outweighed colleague trust in most markets. This highlights the importance of internal trust in delivering quality products.

To build product trust:

• Adapt products to meet local requirements and preferences
• Involve local teams in product development
• Communicate your innovation roadmap to demonstrate commitment
• Regularly gather and implement local customer feedback

Trust in Transparency

The PwC Trust in Business Survey indicates transparency is increasingly vital for building credibility. Open communication about both successes and challenges builds deeper trust than presenting a perfect facade.

Effective transparency strategies include:

• Providing clear information about company operations
• Being forthcoming about challenges and how you’re addressing them
• Sharing appropriate data to support claims
• Maintaining consistent messaging across all channels

Trust as a New Market Entrant

As a new entrant, you face both challenges and opportunities in establishing trust. The Harvard Business Review notes that incorporating local partners is key for establishing a foothold in markets where trust in foreign entities is low.

To build trust as a newcomer:

1. Leverage partnerships with established local entities
2. Share success stories from similar markets
3. Demonstrate understanding of local challenges
4. Make visible investments in the community

Key Pathways for Building Trust in Global Markets

• Trust directly impacts revenue: The Edelman Trust Barometer and Forbes confirm trust drives purchasing behaviors
• Local partnerships matter: HBR research shows local partnerships are crucial in low-trust environments
• Cultural respect is non-negotiable: Adapting to local customs while maintaining core values builds credibility
• Transparency builds relationships: PwC findings confirm honest communication creates stronger connections
• Long-term commitment wins: Demonstrating ongoing market investment signals serious intentions

Taking Your Next Steps in Global Expansion

Building trust isn’t a one-time effort but an ongoing commitment. As you develop your international expansion strategy, prioritize trust-building as a core business function—not just a marketing initiative.

The global marketplace rewards businesses that invest in authentic relationships, understand local contexts, and deliver consistent value. By making trust your currency, you create sustainable growth opportunities in even the most challenging markets.

Trust Shortcuts: How to Quickly Build Credibility in Business and Branding

In business, trust, even more than money, is the most powerful currency. Whether you’re building personal relationships or positioning your company in a competitive market, the faster people trust you, the faster they’ll partner with you, buy from you, or advocate for you.

Trust doesn’t always take years to earn—when done thoughtfully, it can be built quickly. Below are powerful shortcuts to help individuals and companies establish trust authentically and efficiently, with practical examples for each.

Part 1: Building Trust in Business Relationships

Strong business relationships are grounded in mutual value, cultural respect, and small actions that speak volumes. Here’s how to accelerate connection and credibility.

1. Lead with Mutual Value

People trust you faster when they see you’re not just here to sell—you’re here to help.

• Example: After a discovery call, you send a customized list of tools that could help solve their immediate problem—even if they don’t hire you. Or you connect them with a service provider they’ve been searching for.

2. Warm Referrals & Trusted Networks

Borrowing trust from someone they already know shortens the trust curve dramatically.

• Example: A mutual LinkedIn contact introduces you to a potential client with: “You’ll like working with them—they helped us save time on a similar project.” That warm context gives you an advantage over cold outreach.

3. Work with Recognized Experts

Aligning yourself with known experts builds credibility by association.

• Example: You co-host a webinar with a well-known thought leader in your industry or include an advisor with a strong reputation on your pitch deck.

4. Professional Accreditations & Certifications

Third-party validation is a powerful trust shortcut. It signals quality and reduces perceived risk.

• Example: You highlight your team’s PMP, ISO, or DEI certifications on your website and pitch materials, and link to verifiable sources.

5. Be Culturally Aware and Respectful

Cultural missteps can break trust instantly. Showing you understand and respect local customs demonstrates global readiness.

• Example: You avoid high-pressure sales tactics with a German prospect or send a thoughtful holiday greeting to a Middle Eastern partner during Eid—even if you don’t celebrate it yourself.

6. Show Integrity in Micro-Moments

Trust is built or broken in small moments. People notice when you’re consistent and accountable.

• Example: After realizing an undercharge in your invoice, you proactively inform the client and fix it—building more trust than if you had charged correctly to begin with.

7. Build Human Connection, Authentically

People trust people who care. A little humanity goes a long way.

• Example: You remember they mentioned a family trip and ask how it went. You also share a personal anecdote when appropriate, making the relationship feel real, not transactional.

Part 2: Building Trust in a Company

While trust in people happens through interaction, trust in a company is often established before a conversation even begins. These brand-level shortcuts help position your business as credible, human, and worthy of engagement.

1. Humanize the Brand

People trust brands that feel like people, not corporate machines.

• Example: Your website features real team members with photos and bios, and your founder shares a video about why the company exists—helping visitors feel emotionally connected.

2. Leverage Testimonials, Case Studies & Social Proof

What others say about you is more powerful than anything you say about yourself.

• Example: Your homepage includes quotes from happy customers, with logos and faces. On sales calls, you share a short success story about how you helped a similar client solve a problem.

3. Professional Credibility & Accreditations

Displaying your credentials builds confidence at a glance.

• Example: A “trust bar” on your homepage includes SOC 2 compliance, GDPR badges, and logos of media outlets or enterprise clients who’ve featured or worked with you.

4. Culturally Relevant Thought Leadership

Expertise is only trustworthy if it feels relevant. Create content that speaks directly to your audience’s local needs and values.

• Example: You publish a compliance guide tailored to the German childcare market or launch a blog series on operations best practices in Latin America—in Spanish, with insights from regional partners.

5. Consistent and Respectful Communication

When your tone, design, and actions align across every touchpoint, it signals reliability.

• Example: Whether a client is browsing your website, talking to sales, or getting support, they experience the same brand voice: clear, helpful, and respectful of their time and culture.

6. Participate in Trusted Communities

Show up where your audience already pays attention, and their trust will start to transfer to you.

• Example: You sponsor a relevant industry newsletter, speak at a respected conference, or join a community Slack group where your audience asks for recommendations.

7. Transparency Builds Confidence

Clear, upfront communication makes people feel safe and respected.

• Example: Your pricing page has no hidden fees. Your privacy policy is easy to understand. You publish your product roadmap, so customers know what’s coming and where their feedback goes.

Final Thought

Trust is no longer a slow, years-long process. If you’re intentional about how you show up, both as a person and as a company, you can earn trust faster than ever before.

By combining emotional intelligence, cultural sensitivity, social proof, and professional credibility, you create a shortcut to what really matters: meaningful, lasting business relationships.

Learn more about successful international expansion strategies and join the Globig Resource Hub for free to connect with knowledge, training, experts, and a community of passionate go-getters who can guide your global growth journey.

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