THE TRUST CREATION
process
Building trust isn’t just about being trustworthy—it’s about actively creating trust through interaction
The Trust Creation Process: Building Trust in Every Conversation
Trust is the cornerstone of meaningful business relationships. At Trusted Advisor Associates, we’ve discovered that trust isn’t created through grand gestures, but in everyday conversations. The Trust Creation Process is a powerful five-step process that transforms ordinary interactions into opportunities for building extraordinary trust.
ELFEC: The Five Steps to Creating Trust
Begin by opening a genuine discussion about issues that matter to your client. This initial connection sets the foundation for everything that follows.
In practice:
“I understand X may be an issue for you—is that right?”
Truly hearing what’s important and real to your client is the most powerful step in the entire process. Active listening earns you the right to offer solutions later.
In practice:
“That’s interesting; tell me more about what’s behind that concern.”
Articulate the true root issue without blame or judgment. Use caveats, problem statements, and hypotheses. Take personal risks by exploring sensitive issues and offering your perspective. Create value by freely sharing insights.
In practice:
“It sounds like what you may have here is a case of …”
Paint a picture of an alternative reality that includes specific, win-win outcomes. Address both practical results and emotional states. Make the stakes clear and be tangible about future possibilities.
In practice:
“How will things look three years from now if we address this together?”
Propose actionable next steps that demonstrate significant commitment from both parties. This final step solidifies the trust you’ve built throughout the conversation.
In practice:
“What if we were to do Z?”
The Order Matters
The sequence of these steps is as crucial as the steps themselves.
In our decades of experience, we’ve observed two common errors that derail trust creation:
- Inadequate Listening: Rushing through or superficially engaging with the second step prevents genuine understanding.
- Premature Action: Jumping too quickly to the final commitment step before thoroughly working through the earlier stages.
When you frame an issue before listening, or jump straight to solutions without adequately exploring the challenge, the trust-building process breaks down.
Creating Trust in Sales
For professionals selling intangible services, the Trust Creation Process is especially vital. Many professionals feel uncomfortable with traditional “selling,” seeing it as unprofessional or unethical. But when you understand that buying professional services is primarily an exercise in risk reduction for clients, you realize that trust is the most powerful driver of client buying behavior.
When genuine trust is present, it overwhelms other considerations. Clients don’t trust themselves to be experts—they want experts they can trust.
By mastering the Trust Creation Process, you transform selling from a transaction into a trust-building opportunity, aligning your approach with both your professional values and your clients’ deepest needs.
