How to Build Instant Trust When Selling Across Borders

You know that feeling when you’re searching for a service provider and it’s one red flag after another? Maybe the “Contact Us” form is broken. Or there’s a weird overseas address that doesn’t match anything on the site. Or the last blog update was before TikTok was even a thing. 

One red flag didn’t stop you, but by the 3rd or 4th one, you already think, “There must be someone better out there.” 

By the time your brain processed that last red flag, you were already shopping elsewhere. That’s the moment trust evaporates. Poof. The money’s gone before it ever hit your pipeline.

But let’s flip this around for a second. Instead of playing whack-a-mole with red flags, what if you focused on planting more green flags your ideal customers will see? Not just removing the bad stuff, but stacking up the good signals so buyers feel safe moving forward. 

Especially if you’re selling across borders, those green flags matter even more  – and they’re a little trickier to plant.

Why Green Flags Matter More When You’re Selling Across Borders

Most founder-led companies I meet don’t realize how much harder it is to build trust with buyers in another country. You’re not just battling time zones and currency exchange rates. You’re trying to signal you’re legit, you get their market, and they can count on you,  all from a thousand miles away. 

A New York buyer is going to spot that South African address or +27 phone number and wonder, “Are they really set up to work with us?” Even the smallest signal can tip the scales.

I learned this the hard way when I once hired a web dev agency overseas. At first, I was nervous. But their website had a country-agnostic .com domain, a US phone number, and a local address (even though I knew they were remote). Their LinkedIn was spotless, and they replied to my email in under 15 minutes, answering every question. I barely hesitated. The green flags stacked up so fast, I stopped looking for reasons to say no.

Your Green Flag Checklist for Building Trust (Fast)

This is my running checklist of green flags that help buyers click “Book a Call” instead of “Back to Google.” These aren’t theories; they’re the signals I look for when I’m the buyer, and the ones I work on for my own business.

• Country-agnostic domain: If you’re serious about serving international clients, skip the .co.za or .ie or .us domains. A .com or .net feels more global. It suggests, “We play at your level, wherever you are.”
• Local phone number and address: You don’t need a 20-person office in Chicago, but a local number and mailing address go a long way. Even a virtual address or number is better than nothing. It’s a trust shortcut, and your buyers will notice.
• Active LinkedIn company page: Keep it updated. Make sure your team lists it as their employer. If your LinkedIn is a ghost town, buyers start to wonder if you’re still in business.
• Google Business Profile: When I search your company name, I want to see a legit profile, not a tumbleweed. It’s low effort, high reward. Just set it up and keep it accurate.
• Quick response to a new email enquiry from a potential customer. Nothing beats this. If I hear back within 30 minutes, you’re already ahead of 90 percent of your competitors. If I’m still waiting a day later, I’m probably gone. 
• Website updates: Sprinkle in fresh content, testimonials, and real case studies. If you’ve earned certifications or accreditations, show them off. Buyers are looking for clues that you’re current and credible.

That’s your starting six. You don’t need all of them perfect on day one, but every green flag you add makes it easier for someone to say yes.

Speed Up Email Responses Without Losing the Human Touch

That quick response piece is the easiest green flag to plant and the one most companies still miss. Maybe you get a flood of enquiries, or maybe your team is juggling too much. Either way, a slow first reply kills deals silently.

Try setting up an auto-reply that sounds like a real person, not a robot. Even a quick “Hey, thanks for reaching out. We’re reviewing your message and will reply within 2 hours – if you need us sooner, call this number,” beats radio silence. Internally, I keep it simple: every new enquiry gets a human reply within one hour, even if it’s just to say, “Got it, we’ll be in touch soon.” 

It’s not magic, but it works.

Visual Checklist: Are You Planting Enough Green Flags?

Use this quick green flag snapshot to audit your business. Steal it, tweak it for your industry, and stick it on your team’s wall or Slack channel.

Green Flag Audit

• .com or .net domain
• Local phone number and mailing address for your target market
• Active LinkedIn company page (with real team members)
• Google Business Profile fully set up
• Respond to new enquiries within 1 hour
• Website content updated in last 60 days
• At least 3 recent testimonials or case studies
• Certifications or accreditations displayed

Hitting five out of eight puts you ahead of most competitors. If you’re serving clients in other countries, these are non-negotiable.

Invite Buyers Into the Conversation (Not a Lecture)

I’m not here to preach. I’m still working on some of these green flags for my own business. The difference is, now I see them as the fastest way to build trust with buyers who don’t know me yet. 

More green flags, fewer doubts. Simple.

Need to plant more green flags and win more trust? Schedule a quick call and let’s make it easy for your buyers to say yes.

Jason Bagley Founder, Growth Experts

I'm a business builder, the founder of Growth Experts, sometimes public speaker, and a member of the Entrepreneurs’ Organization. Mostly though, I’m just a dad to Eva & Cruz and a husband to Karina.