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Trust Matters, The Podcast: Asking a Client for a Rate Increase (Episode 24)

A solo consultant asks , “How do I ask a long-standing client, whom I already bill a lot monthly, for a rate increase?”

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Trust Matters, The Podcast: When Clients Want to Look Under The Hood at Your Pricing (Episode 22)

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Trust Matters, The Podcast: Giving Tough Advice to a Client and Getting it Taken (Episode 21)

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The Reverse Elevator Speech: Disaster and Recovery

Trust requires that someone take a risk. Perversely, that means the avoidance of risk is tantamount to preventing trust.

One of the hardest things to do is to recognize this need in the face of mundane, everyday interactions, where it always seems that taking a risk is inappropriate.

So rather than give a mundane business example, let me do this one by metaphor.

A British account executive years ago told me the following story:

“I was going to see a potential client for what could have been an important piece of business for us. Unfortunately for me, I missed the scheduled plane by minutes, and thus was delayed by an hour. I called, and they agreed to reschedule the meeting to accommodate me.

“When I arrived, a bit flustered, the team of a half-dozen clients execs had gathered downstairs, and we all then went to the lift to go upstairs to the designated conference room.

“Unfortunately the lift was made for about four people. We all crammed into the lift, and it slowly began to climb. At that point someone – how shall I put this – well, as we English say – passed gas. The lift continued its crawling pace upward. No one, of course, said a word, nor even altered their expression. There was dead silence.

“As the doors finally opened, we all rushed to get out – all at once. And all 7 of us thereby tumbled onto each other on the floor. We all picked ourselves up, even more embarrassed, and again without saying a word to each other, made our way into the conference room.

“As I set up at the head of the room, I could feel the weight of this triple discomfort: I was late, the tumbling all over each other – and of course the ‘gas’ incident in the middle. It was all contrived to create a mutual sense of misery.

“What to do? I stood in the front of the room and said, ‘Gentlemen, little did I know this morning what a fine level of intimate relationship we should all achieve in so little time here this afternoon. I am honored indeed.”

“Well, everyone fell all over each other laughing; I had somehow managed to prick the balloon of the unspoken that hung over us like a cloud, and the rest of the day went marvelously. And oh yes, we got the sale.”

What this gentleman had done, in our nomenclature, was to Name It and Claim It; that is, to speak aloud the one thing that no one could figure out how to talk about. He did it with humor – an excellent tool – and was rewarded for the relief he caused by an appreciative relationship, and even a sale.

So What?

Charming, you think, but quite beside the point. What’s it got to do with me?

Well, as it happens, I had another conversation just last week (with, as it happens, another Englishman). He was a business development manager, tasked with what felt like an impossible burden.

“The senior partner insists on bidding a job in a sector in which we frankly have no experience. Certainly far less than anyone else. And he wants me to pretend it just doesn’t matter, or to dazzle them with bluster, or in some way to just blow through it. It’s simply not going to work, and we’ll look the fool.”

Well, yes they’ll look foolish if that’s how they go about it. They don’t recognize the relevance of the reverse elevator speech.

The solution is for the senior partner to say something like this:

“You may be wondering why a firm with so little experience in this sector is even here pitching you at all today. Certainly I wondered it! But I assure you we don’t make a habit of tilting at windmills.

“There is an angle here that I fear conventional wisdom might not point out. We’ve seen it a few times before, and it can make the difference between a run-of-the-mill project and a truly game-changing solution.

“I simply could not let the situation rest un-addressed. And that is why I am here in front of you today. Now, what we see going on here is…”

You may have picked up that there’s a ‘catch’ here.  The catch is that you actually have to have something consequential to say. If you have nothing consequential to say, then you shouldn’t be there in the first place, and you deserve what’s about to happen to you.

But if you do have something to say, the surest way to strangle it before it sees the light of day is to deny the elephant in the elevator – the lack of relevant sector experience, in this case.

Hope, they say, is not a strategy. Hoping somebody won’t notice the obvious is a strategy-killer. In such cases, not to take a risk is the biggest risk of all.

Get credit for stating the obvious, for telling the truth, and for relieving the tension that everyone feels. Put it out there. That way everyone is leaning forward on their seats, waiting to hear the idea that just might be so good as to overcome the banality of traditionalism.

Take the risk. Call out the wind in the elevator. Like a vaccination, it amounts to taking a little risk to mitigate the much larger risk staring you in the face. And you’d be surprised at how often it works.

The Antidote to Resentment

A lot of time is wasted debating the relative merits of “hard” and “soft” skills. The right response is almost always “both,” and “it depends.”  I want to focus here on the “both” part.

There is a growing belief – particularly in tech and in consultative professions (and everything is becoming both tech and consultative) – that we should approach the ‘soft’ stuff in ‘hard’ terms, i.e. through metrics, short-term goals, competency models and the like.

Treating ‘soft’ skills this way completely disintegrates them. You can’t have both if you’ve turned one into the other.

Case in point: dealing with resentments in the business world.

You Might Be Copping a Resentment If…

You may not think you’re a resentful person. And maybe, graded on a curve, you’re not.

But how often do you find yourself muttering at the driver who cut you off; re-litigating arguments in your head, where you win this time; waking up in the middle of the night pre-occupied with your checking account; and gossiping with someone about how so-and-so really isn’t all that?

All those are versions of wishing you could change reality – when you can’t. And that’s pretty much resentment.

It’s the difference between hoping and wishing. Hoping things will change is fine, particularly if you’re doing something to help the change. But wishing that things were other than they are – that’s living in an alternative universe. That’s resentment. It’s fine to hope you win the lottery—as long as you bought a ticket. But wishing you’d won last week’s lottery – that’s resentment.

By living in an alternative universe, you’re playing at being God. (Unless, worse yet, you think it’s not play, and you actually believe that all your wishing makes a dime’s worth of difference to Reality). Well, hear this: there is a God – and you’re not it.

Resentment tends to eventually manifest as resentment against other people. But personal resentment is like taking poison and waiting for the other person to die. All it does is eat you up from inside, while the Resented One is either blissfully unaware, or at least generally doesn’t give much of a damn.

Why Resentment Kills Sales and Influence

This is not afternoon TV psycho-babble. It makes a daily difference in business – a huge difference.

If you are prone to the Black Art of Resentment, then you are likely to believe in short cuts, quick fixes, fad diets, new interpersonal techniques, flashy methodologies, and come-on lines for dating bars – because all those gimmicks appeal to your desire to live in a world other than this one: one in which you can dominate, control, bend the other’s will to your desire. And when they let you down – and they do, and they will – you will once again feel your Old Friend Resentment (or its kissing cousin, self-pity).

People don’t buy from those who are trying to change them. People don’t pay attention to people who are trying to persuade them. People don’t take advice from those whose egos are tied up in having their advice taken. (Interestingly, people of both genders also don’t like to date people who are needy; they prefer people who appear independently self-contained).

We interpret all those things as attempts to manipulate, and we shun the manipulator. This is not a good thing.

It also has serious business consequences. It makes for salespeople who can’t sell; advisers whose advice isn’t taken; and relationship managers that people don’t relate to. The absence of soft skills has dramatically hard results.

 

The Best Way to Sell and Influence

The best way to sell and influence is to get rid of resentment; to get rid of living in alternative universes; to accept everything, starting with the customer in front of you.

Acceptance in this case means taking them at face value, getting to know them on their terms, giving up all attachment to your outcome (because that’s about you, not them) – and applying your focus, energy and attention to simply helping them. Let’s call that, for lack of a better term, empathetic client focus.

If you do that, and spend your time and energy seeking to understand them, you’ll do a far better job of connecting with them than all the other resentment-fueled alternate-universe salespeople and advisors.

One result of which is – you’ll end up selling more and having your advice taken more often.

Is that a paradox? Definitely. But it’s life. People buy from those who don’t try to sell them. People listen to those who listen to them, not those who talk. The best way to sell it to stop selling. The best way to influence is to shut up.

Training to Get Rid of Resentments

You do not get rid of resentments by examining best practices.  You don’t banish resentments by designing a training program based on four levels of resentment-coping skills, with behavioral metrics indicating competencies at successive levels.

Instead, you get rid of resentments by doing a Jedi mind trick; an emotional/spiritual jiu jitsu flip; a Paul-on-the-road-to-Damascus conversion. You have to come to believe that you are not God – and that all your resentments are nothing more than an attempt to claim otherwise, doomed to fail because your whole approach is selfishly based on You trying to dominate Them. It doesn’t work. They push back.

In practical terms, the solution is not the usual ‘act your way into right thinking.’ Instead, this new perspective comes about through conversations with others; through reflection; through role-playing; and through discussion with others about shared experiences. This is a different approach to corporate training – but a necessary one for certain advanced ‘soft’ skills.

Goals are Great, but An Expectation is a Pre-meditated Resentment

Goals are great. So are objectives and milestones and targets. They give you a sense of what you’re aiming for, and help you envision the to-be state.

But don’t confuse goals with their purpose. The purpose of a goal is not to achieve the goal – the purpose of a goal is to help you achieve your True Purpose. You should never confuse a quarterly sales quota with a Purpose.

It’s when goals get transmuted into expectations that we confuse goals with purpose. When we start living in that alternative universe defined by the goals, when we start obsessing over the new car, winning the contest, getting the boss’s approval, ranking in the top 20% on the bonus plan – that’s when we begin to have expectations. And an expectation is a pre-meditated resentment.

Think. Do. Accept. Rinse and repeat.

Plan, set goals, and strive. Then celebrate what you get; because to bemoan what you haven’t got is to live in resentment. A life spent wishing you were other than you are is a failed attempt at playing God, and a recipe for unhappiness – and for poor sales and unheeded advice.

 

Trusting your colleagues will make you more trustworthy to your customers

If you’re trying to sell your services, you already know the value of being trusted. Being trusted increases value, cuts time, lowers costs, and increases profitability—both for us and for our clients.

As a solo practitioner, being trustworthy is pretty straightforward (note that I didn’t say it’s easy). But when you are part of a company and have to rely on other colleagues, it can feel much more complex.

What effect does trusting your colleagues have on being trustworthy with your client?

Let’s start with the obvious: we are all human, with very human needs. In the world of professional services, these needs probably show up as some flavor of wanting to help the client succeed, wanting to provide the right solution, wanting to be good at what we do, or wanting to be respected and liked.

In organizations where there is low trust, when you have to rely on your colleagues, these human needs can become vulnerabilities – actually getting in the way of doing what’s right for the client:

  • You become territorial about your client, or concerned about your credibility, so you limit and control access to your client
  • You’re not an expert in someone else’s knowledge area, so you don’t bring it to the client as a possible solution
  • You want to be the one to solve the client’s problems, so you take on more than you can handle, or tasks for which others are better suited

And so – despite the best of intentions and because of being only human – you become a bottleneck.  You limit your client’s access to all the company has to offer, and you create (at best) unnecessary complexity and delays in providing solutions, or (at worst) a single source of failure when things aren’t going well.

It takes a village

Building trust within your organization is a powerful way to overcome these vulnerabilities. The easiest way to explore this is through the Trust Equation:

 

When you trust your colleagues, you can be more trustworthy for your client. We can see this in all four variables of the trust equation.

When you trust your colleagues:

You don’t have to be the expert on everything, so you can bring more and better solutions, and be candid when he doesn’t personally know something, which increases your credibility

You can delegate work to better meet commitments on time, and get the information you need to alert the client if a commitment can’t be met, which increases your reliability

You know your colleagues and leadership stand behind you, so you can take more personal risk with your client, which increases your intimacy

You don’t worry about your colleagues’ motives, so you are willing to introduce more people to the client, and you can focus on the client’s needs without distraction, which demonstrates low self-orientation

Building Trust Internally

Trust in the workplace starts with the organization (Charles Green wrote a great blog about organizational trust), but trust among employees still is a personal choice – and while you cannot force someone to trust you, you can be more trustworthy.

In our workshops, we ask participants how they can be better trusted advisors to their colleagues. Here are five ways they identified to increase trustworthiness among employees:

  1. Be trusting. Extending trust is a powerful Intimacy move – taking the risk to trust someone creates space and momentum for them to trust you in return. The ultimate trust paradox.
  2. Respond fast. We’re all responsive to our clients, but how responsive are we to our colleagues? If you are busy with client work or need to prioritize requests for a short time, consider an automated email response that lets people know you are unavailable and when you will
  3. Listen more, and better. Good listening is a low self-orientation skill that creates high intimacy. Try holding your questions until the end of a presentation, acknowledging what someone said before asking them a question, or asking a coworker about their weekend (and then really listening to their response)
  4. Share information freely. It’s no accident that transparency is one of the four Trust Principles. Sharing information freely increases every variable of the trust equation, especially if it’s bad news (here’s a tip for sharing bad news).
  5. Seek to know others. For biggest impact, this is both knowing more people and knowing people at a deeper level. To expand your network, introduce two coworkers who don’t know each other, eat lunch in the cafeteria, or join a virtual community. To deepen relationships, address people by name, start a meeting with personal introductions, or invite a coworker for coffee.

So if you’re working hard to build trust with your clients, take a look at how you’re doing with your colleagues.

 

Selling from Inside Your Client’s Shoes: Part 2, Execution

I recently wrote about Selling from Inside Your Client’s Shoes

The gist of it was to drill-down into the interior dialogues that we all engage in at the outset of a sales  conversation. (The subject is related to what famed sociologist Erving Goffman explored in the 20th century – we are all actors on varying stages). 

I suggested that much trust creation in sales happens precisely in the opening, small-talk interactions – “small-talk” really isn’t small.  Done right, we can break through our parallel internal rituals and make a trust connection.  Trust in sales is as much about courage and intimacy as it is about preparation and credibility.

But How Do You Do It?

One reader (thanks Rich) said he totally bought the analysis, but took me to task for leaving out the good part – namely how you do this connection thing. How do you make small-talk Big, and truly connect to the feeling of being in the other’s shoes? 

Fair enough. Here we go.

The problem is that we (both our client and ourselves) are acting out pre-rehearsed, pre-scripted dialogues. There may be some room for improvisation, but not much. 

And when we all operate on auto-pilot, everyone’s interior dialogues continue as well, even taking on greater importance (“when’s he going to be done?” “huh just as I suspected,” “gotta pick up milk on the way home” ).

Why We Destroy Real-Talk

What causes this navel-gazing in place? Ironically, it’s a direct result of planning and rehearsing.  That sales program you’ve been taking?  The one that tells you how to set objectives for the meeting, how to articulate your value proposition, and how to handle objections?  That sales program is not the solution (in this instance), it is the problem! 

If all your interactions are “successfully” scripted in advance, do not pat yourself on the back for good planning.  Instead, kick yourself for having turned a potential human interaction into a bloodless, robotic performance.  

Think about it: If a successful sales call can be programmed in advance according to if-then clauses and do-loops, then why not just send in Robo-Seller? Better yet, email it.  

Borrowing from Pogo, we have met the enemy, and it is us. Sales planning and sales training all conspire to render us impersonal, unconnected, and unable to be effective at creating trust. 

The spell needs breaking. The inner dialogue, on each side of the table, has to be exploded and exposed to the bright light of connection. And it has to start with us, the seller. 

How to Break the Spell

The enemy is planning. The cure is spontaneity. You can’t be “real” if you’re not reacting in the moment. 

And the time to ‘get real’ is right at the outset. Make the small talk real. Let the client know that you are showing up in person, right from the outset, fully present and ready to interact. 

Meaning – improvise. React. Be in the moment. Comment, observe, be curious – about something that occurred to you no earlier than 60 seconds ago. 

Yes, I’m serious. Do not script your opening lines. In fact, don’t even think about them. 

I can hear you – “Whoah, that is risky!”

Yes, it is – and that’s the whole point. Think about the message that taking a risk sends. It says:

  • I’m confident in myself, enough to be at ease and relaxed
  • I’m aware of my surroundings
  • I’m paying attention to and focused on the person I’m talking to 
  • I came to bring value by interacting, not by playing a pre-recorded tape.

And if you make a “mistake?” First of all, making a mistake proves you took a risk, which is the whole point. Secondly, the frequency of making ‘mistakes’ is vastly overrated (really, how likely are you to say, “Who’s that ugly girl in the photo? Oops, that’s your daughter?”)

Prepping for Improv

There’s a reason improv comedians are being hired more and more by consultative organizations – what they teach is what we need in this situation. Here are a few tips.

  1. Don’t over-rehearse
  2. 10 minutes before the meeting, go clear your head. Take a walk; breathe deeply; meditate if you’re into it (count to a thousand if you’re not); notice what your senses are telling you (taste? smell? touch? sound? colors?)
  3. In the waiting room – notice stuff without judgment. What magazines are there? Is it cold? How old is this building? Chat up the receptionist about the weather, or how long they’ve been there with the organization.
  4. When you meet your prospect – focus on them. Pay attention to their voice, their pace, their emotional state. Make yourself wonder what’s going on with them?
  5. Say something. Better yet, ask something. Better still, make an observation and ask something.

At the risk of appearing to give instructions, here are some examples of what you might end up saying. These are only examples: you’re not allowed to use any of them :-).

  • Do you folks get fresh flowers in here every day?  Must be nice.
  • Driving in from the City, what a nice commute that must be every day – is that how you come in?
  • Your receptionist tells me you just moved in to this location last month – do you feel settled in yet? 
  • I’m picking up a sense here that you’re really busy today – anything special going on? Do we need to revisit our time contract?
  • Is that really a Rolls Royce I saw in the front parking lot? What’s the story behind that?
  • I confess, I thought the operation here would be somewhat smaller – then I walk in and I see you’ve got four whole floors here. 

The way you get inside your client’s shoes is to get out of your own. That in turn encourages the client to be present with you. When you do that, the ‘small talk’ actually becomes real. It becomes less a mechanical ‘business-only’ interaction, and a more personal one. 

After all – if you’re really interested in a potential relationship with someone, wouldn’t you want to be real with them from the start?

When the Client Cuts Your Face Time in Half

Are you having trouble with scheduled client meetings getting blown off?

For example: your progress update meeting with the client is scheduled for an hour, starting at 11AM. You’re hopeful it might extend to a lunch invitation.

11AM comes and goes, and the client is still in a meeting. Word comes from the client’s AA that the meeting has to move to 2PM. At 1:30, it gets kicked to 5:30 – and it’s cut to half an hour, as the client really has to leave no later than 6PM.

What do you do?

This came up in a large workshop recently; the setting was such that only a 1-minute answer was appropriate.  I gave the 1-minute answer – and I’ll include the longer answer here.

Involve the Client in Problem Resolution 

The quick answer is you start the meeting by saying something like, “Listen, it’s late in the day, and it sounds like yours has been hectic. Ending up in a review session may not be your idea of a good time. Would you rather reschedule?”

And then go with the client’s answer, whatever it is. If the client prefers to push on, then do so. And you’d better be willing to trim your presentation to 30 minutes, rather than trying to double-time it, or passive-aggressively running out of time.

The principle here is to make the client part of the problem resolution.

Involve the Client in Problem Definition

The longer answer is to make the client part of the problem definition – not just problem resolution. Why is it that a previously scheduled meeting slipped so drastically?  That it got cut in half?  That’s a discussion worth having on occasion.

Is it because the client doesn’t particularly care about an update, and it’s really your need for approval that’s driving the meeting? Are you able to specify real decisions that are needed from the client? Is this a box-ticking meeting to fulfill your internal processes? Are you trying to cover your behind? Do you know what the meeting was bumped for, and are you satisfied with the decision? Is this a meeting that neither one of you really wants, resulting in joint procrastination – and if so, what’s that about?

The answers may be perfectly innocuous, or they may uncover a deeper issue – where there’s smoke, there might be fire. The point is not about the answers – it’s about having the vulnerability and courage to re-invite the client to visit the tough questions, to define the issues jointly.

 

Can Trust Replace Contracts?

Too often trust is thought of as a nice-to-have but vaguely soft, squishy, liberal sort of relationship thingy. Not often enough do we realize it also holds the key to reducing costs and time, and to fostering innovation and new value creation.  It also mitigates risk.

It’s true: trust is highly profitable. Consider how Warren Buffett acquired McLean Distribution from Walmart. By deciding to trust the management team at Walmart, Buffett reached an agreement in a matter of days and at minimal cost, saving months and many millions in cost.

You may be saying, ‘Fine—but who’s going to double-cross Warren Buffett? It’s different for him.”

I don’t think so. Let me add my own small lesson.

To Sign a Contract? Or to Trust?

In addition to speaking and writing, I run a seminar business. I’ve spent this week training a half dozen worldwide potential trainers, sharing with them all the training manuals, approaches, ideas and concepts that I have developed over the years.

Normal procedure would be for me to have them all sign a non-disclosure agreement to protect my intellectual property, which is, after all, the source of my livelihood. Such agreements can be more or less complex. If violated, they give me the legal right to pursue redress in courts in various countries should one of my licensees/coaches/contractors abscond with my materials or be found to be using them for their own purposes without properly getting my approval or compensating me appropriately.

I could have done that.

Instead, I explained to them that I would prefer to trust them to do the right thing. We went through a 60-second ceremony. All of us raised our hands and, looking at each other, pledged two things: to respect my intellectual property in the commonsense way they felt was right; and if there was any question about what that meant, to talk to me and the rest of our team about it.

No papers. No contracts. Nothing written. Not enforceable in any court of law.

Where’s the Enforceability in Trust?

I feel more protected by this oath than I do by any legal agreement I might have signed. Why? Certainly not because it’s enforceable in a court of law.

Rather, because it’s enforceable in a higher court; the one of their conscience. Conscience is triggered by conscious, collaborative relationships between human beings.

I have no doubt that this group of people, with whom I have worked closely over several days and for months preceding this gathering, will honor the pledge. I trust them. This is partly because of who I know them to be, and also partly because I trust them.

Trust is not something you work on directly; trust is a result. It is the result of two parties interacting: one who trusts, and the other who is trusted. You can practice both trusting and being trustworthy. Probably the fastest way to make people more trustworthy is to trust them first.

Is it risky? Of course.  But I think it is less risky than relying on the rather impersonal and tenuous threads of trademark law. My recourse to legal violations is courts, which are costly, time-consuming, and generally manufacture ill-will in the pursuit of their justice.

By contrast, trusting my business relationships itself increases their trustworthiness, which also lowers my risk–and at near-zero cost. My means of enforcement is pre-installed within them in the form of their consciences.

It’s a win-win. Except maybe for the lawyers.

And frankly I think there’s room for lawyers to gain from this too. But that’s another blog.

 

This post first appeared on TrustMatters. 

Are You Worthy Of Your Clients’ Trust?

Most salespeople will agree – there is no stronger sales driver than a client’s trust in the salesperson. Further, the most successful route to being trusted is to be trustworthy – worthy of trust. Faking trust is not easy – and the consequences of failing at it are large.

But is it possible to know if your client does trust you? Is there one predictor of client trust? Is there a single factor that amounts to an acid test of trust in selling?

I think there is. It’s contained in one single question. A “yes” answer will strongly suggest your clients trust you. A “no” answer will virtually guarantee they don’t.

The Acid Test Of Trust In Selling

The question to you is this:

Have you ever recommended a competitor to one of your better clients?

If the answer is “yes” – subject to the caveats below – then you have demonstrably put your client’s short-term interests ahead of your own. Assuming you sincerely did so, this indicates low self-orientation and a long-term perspective on your part, and is a good indicator of trustworthiness.

If you have never, ever, recommended a competitor to a good client, then either your service is always better than the competition for every client in every situation (puh-leeze), or, far more likely, you always shade your answers to suit your own advantage; which says you always put your interests ahead of your clients’; which says, frankly, you can’t be trusted.

Here are the caveats. Don’t count “yes” answers if:

  1. The client was trivially important to you;
  2. You were going to lose the client anyway;
  3. You don’t have a viable service offering in the category;
  4. You figured the competitor’s offering was terrible and you’d deep-six them by recommending them.

The only fair “yes” answer is one in which you honestly felt that an important client would be better served in an important case by going with a competitor’s offering.

If that describes what you did, and it is a fair reflection of how you think about client relationships in general, then I suspect your clients trust you.

This is the “acid test” of trust in selling. To understand why it’s so powerful, let’s consider the factors of trust.

Why This Is The Acid Test

My co-authors and I suggested in The Trusted Advisor that trust has four components, and we arrayed them in the “trust equation.” More precisely, it is an equation for trustworthiness, and it is written:

T = (C + R + I)
T = trustworthiness of the seller (as perceived by the buyer)
C = credibility
R = reliability
I = intimacy
S = self-orientation

Credibility is probably the most commonly thought-of trust component, but it is only one. Think of credibility and reliability as being the “rational” parts of trust. Believable, credentialed, dependable, having a track record – these are the traits we most consciously look for when screening vendors, doctors, and websites.

The third factor in the numerator – intimacy – is more emotional. It has to do with the sense of security we get in sharing information with someone. We say we “trust” someone when we open up to them, share parts of ourselves with them. We trust those to whom we entrust our secrets.

But all pale beside the power of the single factor in the denominator – self-orientation. If the seller – the one who would be trusted, who strives to be perceived as trustworthy – is perceived as being self-oriented, then we see him as someone who is in it for himself. And that’s the kiss of death for trust.

At its simplest, high self-orientation is selfishness; at its most complex, self-absorption. Neither gives the buyer a sense that the seller cares about any interests but his own.

Self-orientation speaks to motives. If one’s motives are suspect, then everything else is cast in a different light. What looked like credible credentials may be a forged resume and false testimonials. What looked like a reliable track record may be an assemblage of falsehoods. What looked like safe intimacy may be the tactics of a con man. Bad motives taint every other aspect of trust.

The acid test aims squarely at this issue of orientation. Whom are you serving? If the answer is, the client, then all is well. No client expects a professional to go out of business serving them — the need to make a good profit is easily accepted.

It’s when the need to run a profitable business is given primacy in every transaction, every quarter, and every sale, that clients call your motives into question. How can they trust someone who’s never willing to invest in the longer term, never willing to compromise, never willing to gracefully defer in the face of what is best for the client? They cannot, of course.

Passing the acid test suggests you know how to focus on relationships, not transactions; medium and long-term timeframes, not just short-term; and collaborative, not competitive, work patterns.

Flunking the acid test means clients doubt your motives. Whether you are selfish or self-obsessed makes little difference to them – the results are self-aggrandizing, not client-helpful.

The paradox is: in the long-run, self-focused behavior is less successful than is client-helpful behavior. Collaboration beats competition. Trust beats suspicion. Profits flow most not to those who crave them, but to those who accept them gracefully as an outcome of client service.

This post first appeared on RainToday.com