I’ve been having some really interesting conversations lately that are pointing to a major shift in our industry.
It’s something I’ve been digging into more and more with the agencies I work with and it centers around what I call Trust Equity.
Let me share a story from just last week that illustrates what I’m seeing.
I was talking to an agency owner. Let’s call her Mary. Mary’s agency had just lost a pitch to a competitor who was charging 20% more.
The kicker? That competitor had less experience, fewer case studies, and a smaller team.
When I asked what happened, Mary said something that stuck with me:
“The client said they were the safer choice.”
Safer. That word says everything. Because it points to something fundamental that’s shifting in how agencies are chosen in today’s market.
This isn’t just Mary’s story. It’s a pattern I’m seeing across agencies of every size from micro shops to million-dollar teams.
The Rise of Trust Equity
So let’s talk about what’s really going on here.
Trust Equity is the accumulated trust and authority your agency builds before a prospect ever reaches out.
Think of it like a bank account: every interaction, every piece of content, every client experience is either building it up or drawing it down.
It’s why smaller or newer agencies can command premium rates… They’re the ones with Trust Equity working for them.
Let me be clear: I’m not saying quality doesn’t matter. It absolutely does.
But something bigger is happening and if you’re not aware of it, you’re likely already feeling the effects:
Sound Familiar?
Let me ask you:
- Is your impressive portfolio met with “That’s great, but…”?
- Do prospects love your work but still choose someone else?
- Are you constantly having to justify your rates despite years of results?
- Is your team delivering excellence, but it’s not translating into consistent growth?
If you’re nodding your head: You’re not alone. And more importantly, it’s not your fault.
What’s Really Changed
The market has shifted quietly but completely.
According to Forrester, B2B buyers are 57% to 70% through their decision-making process before they ever talk to an agency.
That means: Up to 70% of your value has already been judged before you even show your work.
It’s why you might hear:
- “Your capabilities are impressive, but we felt more confident with them.”
- “We went with someone else but your work is fantastic.”
- “It was close, but they seemed like the safer choice.”
And it’s not just about losing the pitch…
It’s about being seen as a vendor, spending hours on proposals that stall, and hearing “we’ll keep you in mind” with no follow-through.
The Hidden Leaks in Your Trust Bank
If you’re seeing these patterns—clients slipping away, value not landing, referrals stalling—there’s a reason.
In most agencies I work with, the trust isn’t missing completely. It’s just leaking out of one (or more) key areas:
- Positioning → When your message feels vague or interchangeable, prospects default to price.
- Product Alignment → When your offers don’t reflect what clients need right now, even great work gets passed over.
- Processes → When your systems depend on you to explain or sell everything, clients question your scalability.
- Partnerships → When you don’t have strategic collaborators sending high-trust leads, you end up stuck in cold pursuit.
- Pipeline → When your visibility is loud but not meaningful, you get ignored—even if your work is stellar.
Each of these is a signal of misalignment. And the good news is: they’re all fixable.
That’s where Trust Equity comes in. It’s not just a concept, it’s a system.
What Got You Here Won’t Get You Chosen
The truth is, being great at what you do isn’t enough anymore, not if your agency isn’t actively building Trust Equity across the board.
So what does that look like?
It means embedding trust into how you position your agency, design your offers, structure your operations, build partnerships, and create visibility.
And no that’s not about working harder. It’s about getting aligned. About building a business that makes your value obvious before the sales conversation ever happens.
If this resonates…
I’ve created a free 8-day email course to walk you through exactly how to do that.
It’s called the Trust Equity System™, and it’s built specifically for Small But Mighty agencies that are ready to grow with less friction and more traction.
Each day, you’ll get one short, focused lesson on how to:
- Clarify your positioning
- Align your offers
- Build systems that scale trust
- Leverage strategic partnerships
- Create experiences that build pipeline
All designed to help you grow with trust, not just tactics.
👉 Get the 8-day course here (It’s completely free—and built for exactly the kind of agency owner you are.)
