Trust grows when you show integrity, not when you pitch promises

At eChai Ventures, our Unforgettable Lessons series captures the principles founders discover when they choose the harder path, the one that favors honesty over shortcuts, and long-term trust over quick wins.

For Dipti Parmar, Co-Founder of 99stairs, that principle came alive in the middle of a three-month sales cycle that reinforced what her team has believed from day one.

Here’s how she tells it:

“The best way to sell is to not sell anything.

It took three months to close one of our biggest clients, almost six times longer than usual. He wanted to know a few things, and we told him how it’s done. He came back with concerns, and we reassured him with examples.

What impressed him the most wasn’t a fancy pitch or aggressive tactics, it was our transparency. We walked him through the data, gave him a clear picture of his current situation, and explained everything without sugarcoating it.

Of course he was talking to at least five other agencies (and testing us while at it). What sealed the deal was, in his own words, he felt we were genuinely trying to solve his problems and share knowledge, rather than push him into a sale. That moment reinforced something we’ve believed in since the very beginning: no hiding, no withholding, and no overpromising.

We’ve always chosen to set realistic expectations, be as transparent as possible, and educate our clients instead of trying to “sell” to them. Of course, there are times when doubts creep in, wondering if we’re doing the right thing while others may choose the easier, flashier path. While our competitors ‘guarantee’ results, we plainly declare there are none. But every time, an inner voice reminds us: this is who we are.

And more often than not, the biggest and the best clients recognize and value this honesty and integrity.