There are millions of books and articles written about the value of trust and how to build it. More are produced every year. In spite of this, it seems people in roles of marketing, sales, and leadership find themselves challenged in how to build trust in their roles.
I offer four simple concepts that have been effective throughout my life and career. These concepts are as easy to do as they are to ignore. Just writing them to share today is part of me renewing my commitment to them.
Keep Your Promises:
Do what you say and say what you’ll actually be doing. It sounds simple enough, but I know from personal experience that it can be easy to say what people want to hear. Early in my sales career I thought I wanted to be known as agreeable and accommodating. In my eagerness to please potential customers, I would agree to requests (discounts, expedited delivery, rushed production, etc.) that lead me to a couple situations where I couldn’t keep my promises – making the reputation and the deal backfire on me.
One of my solutions was to reserve blocks of time where I would make sales calls/presentations. And reserve other blocks of time to make good on my promises. During calls, I would write down all the things I said I would do and schedule a deadline verbally with them – “I’ll have that information to you on Thursday by at noon.” One of my favorite ‘keep promises’ blocks was Thursday mornings.
As I got more comfortable in my system, I learned how powerful this was at establishing trust with clients and prospects. Phase two of it was to ask busy owners when and how they wanted to have certain information presented to them (email, phone call, visit/meeting, etc.) so I could schedule each one as an appointment on my calendar.
Communicate Openly, Truthfully, and Timely:
If doing things the right way were easy, they wouldn’t call it ‘the right way’. It is not easy to bring up difficult situations, especially when it makes you look bad. When we look at mistakes and errors as opportunities to learn, improve, or impress; we can begin to understand their true power.
There is an adage that tells us, “not making mistakes means you aren’t trying hard enough.” You’ll earn more trust by pushing the envelope at the right place and pace. When errors happen, own them. Communicate proactively and quickly.
Not that I liked having my orders get messed up, or I liked calling clients to report a problem; but the results were always positive when these situations were followed in this manner.
Act Consistently With Beliefs:
The phrase, action speaks louder than words remains true, but it overlooks the synergies created by actions and words supporting each other. This is more important in today’s age of social media and the variety of ways we are represented digitally because each profile offers a history of our interactions.
Potential employers, employees, customers, partners, investors, board members, and more look to social media to form opinions about a company, its products, leadership, and culture. We want to engage with businesses and people who are aligned with our beliefs. Credibility is built on ALL of our actions, not just when we are face to face.
Add something more to what you do – a bonus, something extra, an unmistakable part of YOU. It could be a smile, hand written thank you note, or a comforting story about how you made the same mistakes they made. It can be reassurance, positive thought, sharing of your passion, or something creative. These gifts strengthen the relationships because they connect us on a emotional level beyond the scope of the transaction.
These gifts are more valuable than favors, chits, or I-owe-yous because they are volunteered and therefore not tabulated and tracked. This is exactly the type of human interactions that keep us together as groups, tribes, and even society itself.
These are not limited to business relationships. They can (and should) be applied to interactions with friends, family, volunteer opportunities, and romantic relationships with the same zeal and consistency.