Gaining Trust

You have heard that business is not done between businesses but between people within those businesses. When executives shift to a different company they tend to bring along their clients, contacts, partners – another words – their relationships. The key to fostering a relationship is through trust. Gaining trust can happen in several ways. I usually say that it starts with the smallest of steps that often go overlooked. The most important thing that you can do in gaining someone’s trust is to do what you say you are going to do.

This may sound easy but can come in several forms that go overlooked. For example, meeting confirmations, thank you notes, referrals and follow through are all forms of building trust.

I always like to encourage making and keeping promises. That way it gives you ways to foster an atmosphere of trust. Then, when you build up this “trust bank account” you can tap into it down the line when you really need it.

Keeping in communication with your key contacts and building a high level of trust and credibility is so important in business. Take for example, the financial services industry. I just had breakfast this morning with two business colleagues and clients of mine that are part of a referral or business contact network. Financial services referrals are based on a high level of trust since financial information is sensitive and confidential. Other industries include attorneys and accountants, since they too are dealing with sensitive material.

All the more, gaining and building trust in critical in growing one’s business. You’ve seen attorneys who start out at a firm and then eventually start their own practice. That is because they have gained a level of trust personally – trust wasn’t necessarily built directly from the company but from the individual at the company first.

Large brands like Nike, Coca-Cola, AFLAC and Disney realize this fact. They build trust through a consistent brand image, quality products and customer service. But ultimately trust isn't bought it’s earned. Take for example the slogan: “Good to the last drop” from Maxwell House Coffee. This implies consistency of quality until the very last drop.

It is one of those things in life that’s hard to get and easy to lose.

You can find out more articles, blogs and comments at www.jaffejuice.com searching under “trust.”

I remember my first job out of college I made a mistake on a marketing letter. I addressed the person correctly but included the wrong company in the letter – not to mention that that company was a competitor! Needless to say it took me a while to build back the trust with that person.

Trust is not a commodity – it is something that is earned and slowly garnered over time – like a fine wine. Build trust and the business will come!

Please feel free to post comments on my blog at http://powernetworking.blogspot.com/

Suggested reading:

How to Win Friends and Influence People by Dale Carnegie

Dale Carnegie’s Course: Effective Communications and Human Relations

Life After the 30-Second Spot by Joseph Jaffe

blink by Malcolm Gladwell