Trust: Your Secret Weapon
Good morning,
Today we’re talking about trust. It's the difference between a closed deal and a hesitant maybe. You have a tight timeline to create trust before an opportunity is lost, but how do you build it well? Let’s dive in.
Know the levers you can pull to build trust:
[Credibility] Honesty with thoughtful candor: Don't sugarcoat or exaggerate. Be upfront about limitations and potential drawbacks. Transparency fosters trust, while hidden agendas and withheld information breed suspicion.
[Credibility] Stay authentic: Especially around your communication style. I understand this might sound fluffy. It’s not. I’ve seen sellers and friends alike stumble when trying to be someone else in hopes of driving specific outcomes. People see right through it.
[Credibility] Knowledge is power (and trust): Embody industry expertise. There’s no shortcut here. Share your knowledge freely, offer valuable insights, and demonstrate your ability to solve problems. Expertise is a cornerstone of credibility.
[Reliability] Deliver on your promises: Actions speak louder than words. Follow through on commitments, meet deadlines, and go the extra mile. Keep your word. Consistency builds trust, one fulfilled promise at a time.
[Intimacy] Embrace vulnerability: Sharing your own struggles and experiences can create a sense of connection and show your authenticity. People trust those who are open and relatable.
[Self Orientation] People connect with people, not pitch machines: Show genuine interest in your stakeholder’s needs, listen actively, and ask open-ended questions. Prove you care and aren’t acting purely in self interest. Trust is built on understanding and empathy.
Robert Galford’s Trusted Advisor equation
Trust is a journey of consistent effort, small acts of kindness, and unwavering integrity. Embody this and find yourself surrounded by people who not only believe your word but also believe in you.
Choose a specific stakeholder with whom you're trying to build trust. Identify trust levers you want to pull first based on existing gaps and get to work.
87% of executives think consumers have a high level of trust in their businesses. But only 30% of consumers say they do (source). Womp womp. There’s clearly a massive disparity between the executive perception of actions customer-facing employees take to built trust and reality. Maybe execs should be shadowing more sales calls?