The Trust Factor

I'm guessing that there are few things in greater need and shorter supply in life and business today than trust. A quick check of the dictionary defines trust as: reliance on the integrity, strength, ability or surety of a person or thing. In other words, trust means someone or something that can be counted on to deliver.
Whether in life or business, it takes time and consistency to build trust with customers, clients, co-workers and employees. And once breached by failure to deliver, excuses, lying or otherwise abusing the relationship, trust is hard to regain. Since I spend a lot of time networking and working to build trust as a cornerstone of my marketing efforts, I've given a lot of thought lately to what it takes to increase trust so others come to rely on YOUR integrity, strength, ability and surety.
Here is what I've discovered about trust and some ways to build it:
1) Consistency. FedX created its brand identity in the delivery business by focusing on consistency. "When it absolutely has to be there overnight," was the tagline. And they consistently delivered on the promise, so often that people came to equate overnight delivery with the name FedX. What's your FedX promise to customers, co-workers and employees? Do you consistently deliver what you promise and promise only what you can deliver? Even in seemingly small matters, like returning phone calls or emails, your consistency or lack of it sends a signal to others. Inconsistency destroys trust; consistency builds it.
2) Credibility. This is what others believe to be true about you. That "truth" is based not only on your consistency, but on many other factors as well. On a personal level, others base our credibility on factors as seemingly insignificant as how well groomed or appropriately dressed we are. Stop to think about others you meet and how their dress and appearance, ability to express themselves, and "look" of confidence affect your belief in them. Other credibility boosters include things like title, education and experience. But all things being equal, you've got to look the part for others to trust you with their business.
A company's credibility is based on such factors as whether they back the product or service with guarantees, whether employees' attitudes show genuine care and concern for the customer, the reliability of the product or service, and on whether the business presents an attractive, congruent image with its facilities and marketing materials. Bottom line: credibility happens when words are aligned with actions. And often it's the little things done consistently that either build or destroy credibility.
3) Contribution. Contribution sets you apart from the competition and gives you an opportunity to reinforce the trust factor with others. Contribution can range from volunteering in community organizations to looking for ways to go the extra mile with customers, co-workers or employees. Contribution is about finding ways to make your world a better place; it's about putting meaning behind the phrase "value-added."
Companies that place a premium on contribution are readily visible in the communities in which they exist. Their employees are encouraged to volunteer; and these companies often contribute generously with dollars as well as manpower. Although they don't necessarily look for a dollar-for-dollar return on their volunteer investments, companies are often rewarded with a higher degree of trust and success when they are visible and active contributors to their communities. A friend of mine, whose business, Blue Cube Marketing Solutions (www.bluecubemarketingsolutions.com), works with companies to develop meaningful community engagement strategies, reminds clients that they will always generate more and better publicity for what they're doing in the community than for what they're doing in their business. In short: contributors build trust by giving back to others.
4) Visibility. It's hard to create trust when you're invisible. Both individuals and organizations that want to create trust must be "out there." Yes, there's something to be said for quietly working behind the scenes to get the job done, but in today's media-driven, competitive culture, out of sight means out of mind. And if you're out of mind, it's unlikely you're building trust.
If you're a professional seeking to market your business, visibility is essential. Being seen at business functions, volunteering for worthwhile community projects, getting your name out will help build your professional profile. Consistency and credibility have to be there too, but being seen with others who are perceived as trustworthy tends to rub off on you.
For business leaders or managers, (whether established or emerging) this means getting out of your office! It means building your network, developing relationships both inside and outside the organization so when it comes time for the next promotion others are "tooting your horn" for you.
And for a small business, finding a way to create greater visibility is an absolute necessity. Sponsoring a community event or otherwise linking your name with a successful or worthwhile project can dramatically increase the trust factor and your marketability.
5) Likeability. Roger Ailes, a FOX network executive once wrote that "likeability" is the "magic bullet" in effective communication. All other factors aside, if people don't like you, they won't trust you. Period. I believe much of what is addressed under the heading of "emotional intelligence" is about creating the likeability factor. Think about high-profile figures that are likeable: Generals Norman Schwarzkofp and Colin Powell come to mind. Johnny Carson was a genius in the likeability department. Some keys to developing likeability include: enthusiasm, empathy, good listening skills, taking a sincere interest in others, and integrity.
For companies, many of the same elements can be used to develop a more likeable profile with customers, clients and employees. Does your company sincerely appreciate the customer's business? Do your policies reflect a commitment to serve customers, both internal and external? Are you training employees to practice empathy, good listening skills and problem-solving with customers? Do you honor your commitments? Do you respect employees, customers and co-workers, and does that respect show in the way you deal with problems and challenges?
Take some time to reflect on your consistency, credibility, contribution, visibility and likeability. Then pick an area to focus on, perhaps one a month over the next five months. Or pick the one you need the most work in and focus on that exclusively until you have evidence that you've increased your trust factor significantly there. At the end of the day, others choose to do business with people and companies they know, like and trust. Invest the time helping others know and like you so they'll naturally trust you, and choose to do business with you next time they need your product or service.