A great way to help create trust with your customers is to help them see the future. This can be done very effectively without being pushy.
Many sales people try to put themselves in the picture: “If you were to work with us on that project...”. Many prospects shy away from an obvious selling tactic and stop talking.
Try using something more neutral: “If you were to use a new vendor on that project, what might that look like?” This allows the customer the opportunity to tell you what’s most important for them without having to deflect a hard sell. You still get the information you need and the customer feels less threatened.