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Honestly Ask (and Answer) Yourself: Do My Clients Trust Me?

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Trust is complicated in many aspects of our daily lives; by comparison, trust in business seems relatively straightforward. Or is it?

While personal trust involves emotional and relational complexities, trust in business is not necessarily uncomplicated. It involves navigating ethical dilemmas, managing diverse relationships, adapting to cultural differences, and maintaining transparency—all of which require careful attention and can make trust in business equally, if not more, complex.

Here’s where things are seemingly straightforward in business. We all know it is crucial to have your clients trust you because trust forms an enduring client relationship, driving loyalty and long-term success. When clients trust you, they feel confident in your ability to deliver on promises, provide high-quality services or products, and act in their best interests.

This trust leads to greater client satisfaction, repeat business, and positive word-of-mouth referrals, which are invaluable for sustaining and growing your business. Furthermore, trust facilitates open communication, allowing clients to express their needs and concerns freely. This enables you to address issues promptly and tailor your offerings to meet their expectations more effectively. Again, the straightforward takeaway is higher client satisfaction leads to stronger business relationships.

Conversely, your relationship becomes increasingly complicated if your clients don’t trust you. How can you address the disconnect? First, you must acknowledge that distrust is a factor, which is easier said than done.

Ask Yourself Again: Do Your Clients Trust You?

Whether you call them customers, clients, stakeholders, or partners, the cornerstone of your business’s success is truthfully asking (and answering), “Do these people trust me?”

Most will say yes. Of course they do, or they wouldn’t be working with me. Right?

Not necessarily. In some cases, making a change could lead to significant disruptions in operations, production, or service delivery, which the client may want to avoid.

In others, existing contracts or agreements might legally bind the client to continue the relationship for a specified period. Alternatively, your company might supply critical components or services the client cannot quickly source elsewhere, creating a dependency despite trust issues.

The bottom line is that clients continue relationships with untrustworthy people until they find a suitable replacement or alternative solution. Are you ready to be replaced? Can you afford to be replaced?

Honestly asking and answering if your customers trust you is crucial because it provides a candid assessment of your relationship with them, revealing strengths and areas needing improvement.

Trust is the foundation of customer loyalty and satisfaction, directly impacting repeat business, referrals, and overall reputation. By reflecting on this question, you can identify whether your actions, communication, and service quality align with customer expectations and ethical standards.

Then comes the hard part: Acknowledging trust deficits.

This allows you to take proactive steps to rebuild and strengthen trust through transparency, reliability, and responsiveness. Ultimately, this self-awareness fosters a customer-centric approach, ensuring long-term success and a resilient business built on genuine trust and credibility.

But in our haste to be trustworthy, we often forget one critical variable: people don’t trust those who never take risks. If all we do is be trustworthy and never do the trusting ourselves, we will eventually be considered untrustworthy.

Because to be fully trusted, we need to do a little trusting ourselves.

Examining the Connection Between Risk, Trust & Trustworthiness

We often talk casually about “trust” as if it were a single, unitary phenomenon—like the temperature or a poll. To speak meaningfully of trust, we must declare whether we are talking about trustors or trustees.

  • The trustor is the party doing the trusting—the one taking the risk. These are, for the most part, our clients.
  • The trustee is the party being trusted—the beneficiary of the decision to trust. This is, for the most part, us.

The Trust Equation is a valuable tool for describing trustworthiness:

The Trust Equation: Trustworthiness equals the sum of credibility plus reliability plus intimacy, divided by self-orientation

But where is the risk? In the Trust Equation, the risk appears mainly in the Intimacy variable. For example, many professionals have difficulty expressing empathy because it could make them appear “soft,” unprofessional, or invasive. Of course, it’s that kind of risk that drives trust.

Often, empathy begins with reciprocal pleasantries that help build and strengthen social bonds. Simple gestures like greetings, compliments, and polite conversation create a sense of connection and community.

Pleasantries facilitate communication by opening lines of dialogue, including:

  • “I was up late with a sick kiddo and running late. Did I miss anything this morning?”
  • “Was that a TikTok reference? I’m usually behind on social media references.”
  • “You handled that difficult interaction really well. Better than I probably would have.”
  • “Best of luck with your presentation this afternoon. I’m looking forward to attending.”

They serve as a precursor to more meaningful conversations, allowing individuals to gradually gauge each other’s intentions and build trust. Taking small steps, signaling respect and goodwill, shows that we recognize and value the other person, which is fundamental in establishing trust and allows others to reciprocate.

  • “Oh, I know all about sick kids and feeling out of sorts the next day.”
  • “No idea, but I’m sure someone will show us the video later.”
  • “Thank you. I’ve had my share of challenging conversations. I’m sure you would have had a similar response.”
  • “Thanks! Hopefully, it will be worth your while!”

This increases intimacy levels, and the trust equation gains a few points. If we don’t take these small steps, the relationship stays in place: pleasant and respectful but stagnant in trust.

While the Intimacy part of the Trust Equation is the most obvious source of risk-taking, it is not the only one.

Here are some ways to take constructive risks in other parts of the Trust Equation:

  • Be open about what you don’t know.Although you may think it’s risky to admit ignorance, it increases your credibility if you’re the one putting it forward. Being open about what you don’t know fosters honesty and transparency, builds trust, and encourages collaborative problem-solving.
  • Make a stretch commitment.Most of the time, you’re better off doing exactly what you said you’ll do and ensuring you can do what you commit to. But sometimes, you must put your neck out and deliver something fast, new, or different. Never taking such a risk is to say you value your pristine track record over service to your client, and that may be a bad bet. Making a stretch commitment demonstrates ambition and confidence in your abilities, inspiring trust and motivation in yourself and others to achieve challenging goals—even at the risk of failing.
  • Have a point of view. If you’re asked for your opinion in a meeting, don’t always say, “I’ll get back to you on that.” Having a point of view rather than an immediate answer is essential because it demonstrates that you have thoughtfully considered the issue. It encourages a more in-depth discussion and collaborative decision-making, ultimately leading to better-informed and more trusted outcomes.
  • Try on their shoes. You don’t know what it’s like to be your client. Nor should you pretend to know. Genuine empathy and understanding come from actively listening to their unique experiences and needs rather than making assumptions, which fosters trust and more effective solutions.

While trust always requires a trustor and a trustee, it is not static. The players must occasionally be more elastic in their approach and trade places. If we want others to trust us, we have to trust them.

Resources to Build Your Trust Skills:

The Strengths Trap: How Overplaying Your Strengths Harms Trust (Part II)

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Part I of this blog described how over-emphasizing the trust-building factors in the Trust Equation without balancing your self-orientation can actually hurt your trustworthiness. It also identified many internal and external triggers that might increase self-orientation.

In this post, we explore specific actions you can take to avoid over-playing your strengths.

The Goldilocks Effect

Source: “Stop Overdoing Your Strengths,” Kaplan and Kaiser, HBR Magazine, February 2009

In a Harvard Business Review article, “Stop Overdoing Your Strengths” (HBR Magazine, February 2009), authors Robert E. Kaplan and Robert B. Kaiser explored the impact of the leadership trait forcefulness on leaders’ overall effectiveness.

The plotted results of their research shows that overplaying a strength can be just as dangerous as underplaying it.

When it comes to being trustworthy, optimizing the trust equation may seem akin to the story of Goldilocks and the Three Bears: what’s too little, what’s too much, and what’s just right?

Self-orientation is an important counterweight to overplaying our trust-building strengths.

The key is balance: being able to demonstrate your strengths while keeping your self-orientation low so your overall trustworthiness increases.

Managing Self-Orientation

Lowering self-orientation to combat over-playing our strengths starts with self-awareness, noticing when internal or external pressures trigger us to focus on ourselves. Internal pressures include things like ego, fear, complacency, and personal agendas. External pressures include things like deadlines, sales and performance targets, distractions, and issues at work or home.

The antidote to overplaying our strengths is lowering self-orientation, first by recognizing when your self-orientation is high, then shifting your focus to something other than yourself.

While it sounds simple, this takes ego strength.

Once you are aware of what triggers your self-orientation to go up, you can adapt your behavior. Here are some tips to avoid over-playing each trust-building strengths:

Counter arrogance with humility.

Humility is often interpreted as timidity, but a more appropriate interpretation is recognizing how you fit into something larger than yourself. Two ways to practice humility are:

  • Open-mindedness – hear others out fully and without judgment before proposing a solution. Respect their knowledge and contributions and consider their inputs. People will see your open-mindedness as increasing your credibility.
  • Curiosity – explore their point of view with them before offering a different perspective. A great opening phrase might be, “Help me understand where you’re coming from.”

Counter control with tolerance.

Tolerance means accepting something you don’t agree with; it also means enduring something that feels unpleasant. When we are fully committed to one particular way of doing something, it’s hard to accept – or even see – viable alternatives. Two ways to practice tolerance are:

  • Check your perspective – when you find yourself struggling because things aren’t happening the way you think they should, pause and ask yourself if your approach is the only valid one. If the overall goal is being met, even if it isn’t how you expect or want it to be, then consider changing your perspective instead of trying to change to situation.
  • Grace – give others (and yourself) grace to make mistakes, to change the plan, and to be able to achieve the goal in their own way. Trusting others requires relinquishing some control. If you never give up control to someone else, what might they infer about how much you trust them?

Counter appeasement and intrusiveness with sharing.

When our natural tendency is to create connection with others, we may push too hard for them to share with us, or we may feel pressure to agree with them (regardless of our point of view). Two ways to practice sharing are:

  • Go first – To avoid appeasing: if you tend to keep quiet when you disagree with what someone says, consider sharing your point of view before others share theirs so you don’t have to worry about seeming disagreeable if your point of view differs. To avoid intrusiveness: before asking someone to share something personal, share something about yourself so they feel more comfortable sharing in return.
  • Create context – it’s easy to forget that others don’t necessarily know what we are thinking. Create context by framing your perspective or questions in a positive way, focusing on the mutual benefit to you and the other person. It will feel less threatening to you and to them.

To borrow from a famous C.S. Lewis quote on humility, low self-orientation is not thinking less of ourselves; it is thinking of ourselves less.

How will you lower your self-orientation to let your trust-building strengths shine through?

Trust-Based Resources to Maximize Your Team’s Potential:

The Strengths Trap: How Overplaying Your Strengths Harms Trust (Part I)

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Playing to our strengths can be seductive. We all want to feel we are presenting our best selves, and that naturally leads us to emphasize those things at which we excel. It’s often how we define our professional roles, our careers, even ourselves.

Too Much of a Good Thing

Some modern psychometric tools are built around the idea that individuals are more successful and fulfilled when they focus on developing their strengths rather than trying to fix weaknesses. Gallup’s CliftonStrengths©, for example, claims that, by identifying and leveraging their strengths, individuals can “enhance their performance, engagement, and overall satisfaction in various aspects of their lives.”

That may be good advice in general. But is it possible to rely too much on our strengths?

When we’re talking about building trust, the answer is a clear, “Yes.”

More Is Not Always Better

Over-emphasizing or relying too heavily on a single factor to build trust can become a liability. To understand why, we need to explore the relationship of each trust-building variable with self-orientation.

In the Trust Equation (source: The Trusted Advisor by Maister, Green, and Galford, The Free Press, 2000), the factors in the numerator (Credibility, Reliability and Intimacy) build trust, while the single factor in the denominator (Self-Orientation) inhibits or diminishes trust.

The Trust Equation: Trustworthiness equals the sum of credibility plus reliability plus intimacy, divided by self-orientation

In this equation, when numerator – the sum of the factors that build trust – increases and the denominator is constant or decreases, trustworthiness goes up.

It’s when we start to separate out the factors in the numerator that we can identify the risk. Although the Trust Equation is a heuristic and not a strict mathematical formula, we could rewrite the equation as the sum of each numerator over the single denominator:

The Trust Equation: Trustworthiness equals Credibility divided by self-orientation, plus Reliability divided by self-orientation, plus intimacy divided by self-orientation.

Simple common sense tells us that relying too heavily on a trust-building strength can backfire, with consequences for our own behavior and how others may perceive us:

  • Over-playing Credibility can lead to intellectual rigidity; others may perceive you as arrogant or closed-minded.
  • Over-playing Reliability can lead to overcontrolling; others may perceive you as domineering or overly-focused on details.
  • Over-playing Intimacy can lead to emotional exhaustion or appeasement; others may perceive you as intrusive or, at the other extreme, lacking ambition.

Why It Happens

It would seem that increasing each of the elements in the numerator would increase trust. But that only works if we lower or keep constant the denominator, self-orientation. The more we focus on our strength, the more our self-orientation increases, which diminishes the trust we are working to build.

Remember that when we have something that works well for us, it’s natural to fall back on that strength. When we’re under pressure, whether internal or external, it triggers an increase in self-orientation, which heightens the instinct to flex our strength.

The table below lists some likely internal triggers for each trust-building factor; the external factors are potential triggers regardless of the trust-building strength. The internal triggers typically fall into three categories: fear- or ego-based (concern about what they think about you), complacency (over-confidence in your strength), or achieving your agenda (getting what you want from the situation).

Common Triggers of High Self-Orientation

Self-Awareness: The Antidote to Self-Orientation

The presence of any of these triggers should be a warning sign that self-orientation might be on the rise. Once you recognize that a trigger is present, you can take action to lower your self-orientation to build trust, or at least to avoid diminishing it.

In Part II, we’ll explore what actions you can take to avoid over-playing your strengths.

Resources to Build Your Trust Skills:

How to Accelerate Trust (or Not)

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You may have heard the quote, “It takes years to build up trust, and only seconds to destroy it.” That saying, like several other truisms about trust, is far from true.

In many ways, people form perceptions, trusting and non-trusting, with shocking speed.

Furthermore, the way we use that phrase – “trust takes time” – is often more as an excuse than a true explanation.

First Impressions

Think about the last time you visited a doctor you trust: the office is sanitary and organized, with medical degrees and educational diagrams displayed throughout. The doctor greets you in a clean white coat, maybe wearing a stethoscope around her neck, smiling warmly, making eye contact, and asking you how you feel, specifically about what brought you in that day. Do you trust her?

Now picture a different kind of visit: the furniture and equipment is dingy and worn-looking, the receptionist is surly, and – instead of looking you in the eye and smiling – the doctor walks in the room reading your chart and never looks up at you. How trusting do you feel now?

The point is not that you should judge a book by its cover, nor that first impressions are right (or irrevocable). Our brains are wired to instantly assess and categorize every situation, and the rational parts of our brains are usually left having to catch up.

Setting the Foundation

As the above example illustrates, trust can be created from the first instant we interact with someone. The key to accelerating trust is to lay a firm foundation. Here are three steps to help you do just that:

  1. Mind Your Mindset: Before engaging with someone you are hoping to create a trust relationship with, you need the correct mindset. If you come to the table with the belief that trust takes years to build… it will take years to build! If, on the other hand, you are confident you can create trust quickly, trust building can move forward at a rapid pace.
  2. Set Your Intention: Knowing what outcome you want is important, but be careful of jumping the gun on your own intention before trust is built. It’s apparent when someone is engaged in a conversation where they are a pawn in another’s agenda. If you detach from your outcome, you are more likely to achieve it, while you are building trust.
  3. Fully Demonstrate Your Trustworthiness: Unless you’ve never seen The Trust Equation, you probably already know that trustworthiness is more than credibility (degrees hanging on the wall, having the right answer) and reliability (being on time, following up as promised). And you probably know that the emotional aspects of trustworthiness – intimacy and low self-orientation – are the more powerful factors of trust. Be more personal, more human. It’s near impossible to connect with the “I’ve never made a mistake and I know it all” person and, quite frankly, it’s not enjoyable either.

Accelerating Trust

Once the foundation is set, trust can be built quickly, when we are aware of exactly what builds trust, and willing to take some personal risk. For specific actions to accelerate trust, check our our eBook 15 Ways to Build Trust Fast. In the meantime, here are some things to consider about accelerating each aspect of trustworthiness:

Credibility. Although credibility has a lot to do with experience and education, which take time to acquire, it’s not just about what you already bring to the table. Add to your credibility by demonstrating that you are current on topics relevant to your client or industry. Be honest and candid – admit when you don’t know something, and share your point of view when you have one (especially if you are not 100% confident). Be direct and confident (not arrogant) in what you say; use language that is familiar, and align your tone and non-verbals with your message.

Reliability. Reliability is about dependability and predictability: no surprises. Because reliability is about matching actions with promises, it is the only trust variable that takes time. People need multiple data points to see that our actions match our words. The good news is, we can immediately show we are predictable by meeting other’s expectations of timeliness, knowing and using their terminology, and presenting ourselves appropriately to the occasion. We also can create opportunities to demonstrate reliability by setting lots of small expectations and following through.

Intimacy. Many people think intimacy is the area of trustworthiness that takes the most time. Intimacy is the most powerful trust accelerator, and it takes not time, but courage. Be yourself: pretending to be anything else for the sake of building a relationship usually backfires. Take personal risks to show someone you are worthy of them taking the risk to trust you. Understand and acknowledge the other person’s perspective; they will trust you more if they are confident you get where they are coming from.

Self-orientation. High self-orientation – being focused on oneself – creeps into our everyday interactions in all manner of ways, from putting our own needs/wants/priorities (consciously or unconsciously) above those of another, to allowing our attention to wander during a conversation. Clear your mind and truly focus on the other person. Instead of trying to immediately solve their problem, try being curious about their problem. Instead of telling them how smart/nice/dependable you are, detach from your agenda and have faith that, by focusing on their agenda, they will see you for who you are.

Avoid Starting off on the Wrong Foot

Focusing on yourself instead of on the other person. We’ve all done it… someone makes a comment or asks a question, and suddenly we’re off and running, talking about our own experiences instead of listening to what the other person has to say. Once our inappropriate chiming in ends, it’s like the record skips, and we have to endure the awkward silence as we obviously refocus on their story.

People who build good trust relationships consistently focus on the other person. They listen to understand, with the intention of truly engaging, not to find the first opportunity to talk about themselves. Learn to hold back and really focus on what the other person is saying. You’ll get the chance to say what you want, and once you do, the groundwork will be laid for a valuable, trust-building conversation.

Focusing only on the rational aspects of trust. It’s important for someone you are working with, or hoping to work with, to know that you are qualified for the position in terms of education and experience. But that’s secondary to how you make the person feel on a human level. Making someone feel at ease and comfortable in your presence is more powerful than a resume can ever be.

Trust can be built in a moment, and real trust is hard to break, if you have the courage and willingness to build a strong foundation.

It takes practice to feel natural, and you will probably have some missteps along the way. As long as your mindset and intentions are in the right place, give yourself some grace and realize that trust is a journey, not a destination.

Feeling Caught in the Middle? Lead with Trust

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Countless studies and articles show that trust and high performing teams are interlinked. One such study by The Great Place to Work Institute shows that high-trust organizations beat the average annualized returns of the S&P 500 by a factor of three.

Even though it’s clear that fostering a high-trust team environment is the right strategy for improved morale, collaboration, innovation, AND financials, why do so many leaders struggle?

Leaders have many dynamics to navigate: direct reports, leadership teams, organizational metrics as well as their own personal goals. Matrix organizations can make things even more complicated. Add the stress of managing through the current pandemic, global events and world economic challenges, and it’s easy to see how leaders might feel caught in the middle.

Most leaders want to do right by their teams by creating a positive, flourishing environment. But when the stress is high, how we behave doesn’t always align with how we want to be seen as leaders.

The Trust Equation shows us how our actions and behaviours can increase (or decrease) the level of trust in our relationships. It also provides a simple framework to help leaders walk their talk and build trust with their teams.

  • Credibility is much more than the number of degrees hanging on a wall or awards sitting on a desk. As a leader, credibility becomes less about your technical capabilities and more about how you communicate. What message are you sending and to whom? Are you clear about your purpose and expectations?  Do you communicate intentionally and with full transparency so no one on the team feels “out of the loop”? Credibility is about communicating with honesty and integrity, even when the messages are hard, or you don’t have all the answers.
  • Reliability means being dependable and predictable; it’s how you show up to people day in and day out. If you’re friendly and at ease one day and a tyrant the next, your team will end up walking on eggshells, not really sure which version of you they might encounter. As a leader, your actions (and equally your lack of action) have impact.  Do your actions support and empower your team? How consistent is what you say with what you do? Your team members will take their cue from you—what messages do your actions send?
  • Intimacy is all about safety. It is created through empathy, discretion, and personal risk-taking. It must be built individually with team members and encourages among the team as a whole. How vulnerable and open are you with your team? Do you encourage others to share their thoughts and emotions, and are you open to hearing what they might say? How do you encourage discussion and healthy conflict? What happens when someone on the team makes a mistake? Your reactions as a leader will set the tone for the entire team.
  • Self-Orientation shows your team where your focus is and what motivates you. How are you showing your commitment and attention to your team and your joint goals, versus your own personal agenda?  Spotting a leader who only manages up is easy.  Less obvious is a leader who is doubtful, stressed or unsure – all triggers of high self-orientation.  When our “S” is high, we know we need to focus on the long term and think strategically, but we may find ourselves diving deep, nit-picking and second guessing team members.  Creating a high-trust environment requires trusting the team to do their work, even if they do the work differently than you. Build collaboration and trust by focusing on the big picture, seeking to understand others and elevating the contributions of the team.

Building a team with trust takes mindful practice, especially when you feel caught in the middle of competing pressures and priorities. The best leaders dedicate themselves to creating a culture where their people feel heard, respected, safe and appreciated. Frame your leadership around the Trust Equation and watch your culture flourish, even in the most stressful times.

For more on this topic, check out our eBook How To Create a Culture of Trust and watch my free webinar Caught in the Middle – Leading with Trust in Times of Stress.

The 80/20 rule for Virtual Relationships (Part IV): Double-Down and Ramp Up the Rational Trust Builders

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The initial post of this blog series introduced what we called the (new) 80/20 rule for virtual relationships, warning that focusing too much on the “virtual” part of “virtual relationships” could lead to missed opportunities and damaging long-term consequences.

In that post, we pointed out that relationship-building and selling aren’t really different these days, in spite of what people are trying to tell you, and in spite of what your own fears are whispering—or maybe shouting—in your ear.

Using the trust equation as a framework, the second and third posts addressed the more emotional trust factors, self-orientation and intimacy.

In this final post, we invite you to consider how you might double down on your relationship EQ and ramp up your virtual IQ on the rational side of building trust – Reliability and Credibility – to strengthen your bonds with clients and colleagues when you can’t be together in person.

Reliability

It does not diminish the importance of reliability to say that it is the aspect of trust at which most professionals excel. This is the factor most likely to be done well by you (and your competitors). It is also the on factor of trust that requires time.

Judgments on reliability are strongly affected, if not determined, by the number of times the client has interacted with you. We tend to trust the people we know well, and assign less trustworthiness to those with whom we have not interacted. After Intimacy, Reliability is the second most powerful trust builder.

Double down on time-tested relationship principles (80%)

  • Make small promises. You don’t have to wait for a big “thing” to be delivered to flex your strong reliability muscles. Amp up the number of small promises you make. Give others more data points to assess your consistency/predictability by creating bite-sized “deliverables,” then consistently follow through.
  • When you miss a deadline or an expectation (and you will), say something about it ASAP. Clean up any residual messes and re-promise. Do this even for things that may seem small or inconsequential.

Ramp up your virtual best practices (20%)

  • Communicate more, and more often. Absent a crisis, reliability is table stakes, and generally over-emphasized by professionals at the expense of other variables. During a crisis, its relative importance increases because of our basic human need for predictability. Consider how you might regularly communicate what you know about a situation, even if it’s little or nothing—the “regularly” is actually more important than the content of your message.

Credibility

Credibility isn’t just providing expert content. It’s expert content in conjunction with “presence,” which refers to how we look, act, and present our content.

Credibility is also about honesty and candor—saying what needs to be said, in spite of how awkward or uncomfortable it may feel.

Double down on time-tested relationship principles (80%)

  • Be bold with your point of view. Initiate conversations, post opinions, publish articles. The “advisor” part of “trusted advisor” is just as important as the “trusted” part. Have the courage to put a stake in the ground. If not now, when?
  • Express passion for your work. Show more than just professionalism; show your genuine enthusiasm for what you do, and for what your clients do. Passion is something that everyone can benefit from expressing more, but it can be especially uplifting and impactful during a challenging time.
  • Be real about your limitations and errors. For example, be willing to say, “I don’t know,” straightforwardly and with a blend of confidence and humility. You’ll build credibility through honesty. And therein lies the plot twist/paradox: when you’re OK to admit what might be perceived as weakness, people see your strength.

Ramp up your virtual best practices (20%)

  • Dial down the amount of content. The tendency to over-pack conversations and presentations is more damaging now that we’re all perpetually tired from having to engage in “constant gaze.” Think and apply “less is more” when it comes to content and give people more time to digest it and react to it.

Many professionals believe that being credible and reliable is enough to form strong trust relationships. While these two factors often provide the foundation for trust, they are only part of what forms the everlasting client bonds and deep, unshakable loyalty that come with true trusted advisorship.

Winning trust requires that you do well on all four trust dimensions (in the client’s eyes).

The 80/20 rule for Virtual Relationships (Part III): Double-Down and Ramp Up Intimacy

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In the first post of this four-part blog series, we introduced what we called the (new) 80/20 rule for virtual relationships. For anyone seeking a “silver bullet” to build virtual relationships, focusing too much on the “virtual” part of “virtual relationships” becomes an easy distraction from what really matters.

Now is the time for 80% focus on our relationship EQ and 20% focus on improving our virtual IQ—not the other way around.

We introduced the trust equation in Part II of the series as a framework to do just that, sharing our favorite low self-orientation relationship builders (the 80%) and behaviors to incorporate specifically for virtual interactions (the 20%). Today look at the most powerful trust-building factor: intimacy.

Intimacy

The most common failure in building trust is the lack of intimacy. Some professionals consider it a positive virtue to maintain an emotional distance from their clients. We believe that they do so not only at their own risk, but also to that of their clients.

Double down on time-tested relationship principles (80%)

  • Listen with earnest empathy. And then do it some more. And some more. Borrowing Charlie Green’s wise words: “Wow” is a complete sentence.” So is “Ouch,” and “Good on you!” Statements of empathy are ways of mirroring emotions, and empathy is key for connectedness and influence.
  • Create “small talk” moments. Neuroscientists teach us that something as simple as the exchange of pleasantries (like talk about the weather) produces feel-good chemicals in our brains that promote bonding. Go one step further and ask about the photo you see on the bookshelf behind them. Small talk can facilitate a big personal connection.
  • Dare to talk about feelings (yours and theirs). We all have them, and they’re a legitimate part of professional life. Steer towards first-person language when you focus on their feelings, as in, “I’m sensing hesitation” (compared to, “You’re hesitating”) or “If it were me, I think I’d probably feel …” (instead of, “You probably feel …”). Speak candidly about your own feelings, as in, “Well, I’m a little concerned about …,” or “At the risk of being the outlier, I’m not on board yet with this idea.”
  • Let others get to know you. For real. Now is not the time to err on the side of “buttoned up”; now is the time to connect meaningfully across our humanity. Fortunately, our collective context makes it both relevant and easier to reference our outside lives. Take emotional risks. Beware the temptation to make excuses or hide the truth—if you have to cut a call short to help your child with homework, be honest about it. Charlie also reminds us, “Don’t legislate cats out of the picture.”
  • Ask for feedback. Be proactive about seeking critique. Ask well crafted, open-ended questions that help with the inertia that most clients have to overcome to say something unfavorable. Be equally willing to take in their positive remarks. And don’t just ask about content and task; inquire about the quality of your relationship, too.

Ramp up your virtual best practices (20%)

  • Seek greater (emotional) bandwidth. Try a higher medium of communication than you did six months ago. Debating over text versus email? Go with the one that’s a little riskier because it’s more intimate. Also remember the forgotten application embedded in our smart phones: the phone itself.
  • Attend to nonverbals more than before. We’re all at a massive communication disadvantage, far more consistently than we once were. Practice making regular “eye contact,” for example, which means letting them look you in the (camera) eye. Tune into—and make deliberate use of—the sight and sound senses that are still available: voice modulation, gestures, movement.

The behaviors that build intimacy—discretion, empathy and personal risk-taking— create emotional safety for the other person. Intimacy was already the most important factor in the Trust Equation, and in times of stress, it’s vastly more valuable.

In our final post of this series, we’ll explore increasing credibility and reliability in virtual relationships.

Building Trust in a Low-Trust World

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Being trustworthy means you make it easier for another person to trust you. You do what you say, are authentic in your words and actions, and are an overall “solid” human that people hold in high regard. But with trust, being trustworthy is only one side of the coin. To create trust, you must be trustworthy, and you also must take the risk of trusting. The latter is where most people struggle.

In our current state of the world, trust is insanely low. Only 17% of Americans today say they can trust the government in Washington to do what is right “just about always” (Pew Research Center) and a Harvard Business Review survey revealed 58% of people say they trust strangers more than their own boss (Forbes). People are looking side to side to determine who they can trust and are coming up short. We’re in a trust standoff, and if no one steps forward first, there will be no movement.

How do you build the most satisfying personal and professional relationships possible, when no one is willing to take the risky leap to trust? The answer is that you need to take the first leap, and trust that the other person will reciprocate and trust you in return. You can make that reciprocation easier by leading with intimacy, which is the strongest factor in The Trust Equation.

Intimacy is about creating a sense of safety in the relationship, for you and for your client or colleague. It’s part discretion, part empathy, and part risk-taking. True intimacy demands that you be vulnerable and open to taking risk, just as you are asking your client to take the leap to trust you. Here are five practical ways to kick intimacy into high gear:

  • Listen really well, to both facts and emotions. Be fully present to what your client is saying and experiencing. This may mean putting aside distractions (no multi-tasking) or silencing the voice in your head that is running off to solve the problem you think you already identified. Then acknowledge what you hear, both the facts and the feelings. Giving someone the gift of listening is the fastest way to create intimacy.
  • Share something personal. You don’t have to share private details of your life, or even what you did over the weekend. Some of the most intimacy-building moments come from sharing how you personally are impacted by a situation, a decision, or an experience.
  • Tell your client something you appreciate about them. Are you impressed by their point of view? Appreciate how they navigated a tricky political situation? Grateful for the support they’ve given you? Don’t just think it, say it.
  • Comment on feelings – yours or theirs. Empathy creates emotional connection. When your client knows you really understand them, not just the situation, but how it impacts them, they will be more open to hearing your perspective. And because trust is a two-way street, be willing to share with them when you’re frustrated, excited, or upset. They’ll appreciate knowing that you’re human, too.
  • Say what needs to be said. Acknowledging uncomfortable situations and being direct with less-than-happy news lets your client know they can count on you for the good and the bad, so they aren’t left wondering if there’s something you’re holding back. Bonus – candor builds credibility at the same time.

It’s easy to say you must take the first step in creating trust, yet harder to do because it feels so risky. Here are five more practical tips to help you overcome your fear to take this important personal risk:

  • Realistically assess the risk. Ask yourself, “What’s the worst thing that can happen? What is the probability of that happening?” Then act accordingly.
  • Name it and claim it. What is making it feel risky to you? Getting these fears into the light of day can rob them of their hold on you.
  • Practice empathy. As discussed above, empathy creates connectedness. It also can help you see the situation from both sides, which creates a more objective perspective on the risk you feel.
  • Identify your assumptions. Discern the facts that you know from the assumptions you make. Having trouble discerning fact from assumption? You can always ask your client to help you see it more clearly.
  • Believe in reciprocity. You have the choice to take the first step. Believe that the other person will follow.

Trust is personal, and it occurs between two people. You can’t force someone to trust you. What you CAN do is pave a smooth path that feels less risky for both you and your client.

Trustworthiness and Teams

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This post was co-authored by Sandy Styer and Noelle Mykolenko.

Trust is paramount to collaboration. In a team setting, we are called on to build trust with multiple people at once. This adds complexity because any action we take to create trust with one person may be closely viewed (and interpreted) by others with whom we are not directly interacting.

Core to of our way of thinking about trustworthiness is the Trust Equation, which describes trustworthiness through the four components of Credibility, Reliability, Intimacy and Self-Orientation. (Take our online Trust Quotient Self-assessment to see your trustworthiness strengths and opportunities.)

Applying the Trust Equation in a Team Setting

Some actions that demonstrate trustworthiness are particularly useful for the complexities of a team setting. Here are four specific ways to build trust and further collaboration in teams:

CREDIBILITY: When the team is first assembled, go beyond the usual organization-focused introductions [“I’m Jane Smith, a SR PM in the RV Division.”] and have each team member say something about what they bring to the group and what they hope the project outcomes will be. We believe in people whom we know something about; resume headlines are a weak form of credibility.

RELIABILITY: Be predictable and dependable in context of the team’s goals and culture. When you turn in a piece of work, refer back to the master schedule and how your piece relates. Adopt team norms and use common language (jargon and acronyms). Be consistent in how you interact with all team members, staying especially alert to actions that could be perceived as special treatment – favorable or unfavorable – based on role or organizational differences.

INTIMACY: When someone starts a call with: “So, how was everyone’s weekend?” really share something: “We had so much fun; my 5 year old daughter played T-ball in the back yard, and she was hilarious whacking at the ball and running around the bases.” We trust those who are willing to take the small personal risk of revealing something about themselves; encourage it through role-modeling and asking open-ended questions that can’t be easily answered by a simple “fine” or “ok.”

This goes for bad news too.  Be open about blocks you’re running into or delays you’re facing. It builds trust to admit something like “I’m struggling to identify the target audience is for this piece, which makes it hard to write.  Could we get consensus on this call?”  Such an admission also may be the best way to get the help you want and deserve.

SELF-ORIENTATION: When you’re with the group, be relentlessly present. Avoid multi-tasking, no matter how pressing your deadlines are or how relevant you think the conversation is to your area. Be equally attuned to opportunities for you to help other team members as you are for how they can contribute to the outcomes for which you are personally responsible.

When we work in teams, it’s easy to over-focus on our own outcomes, and in so doing we sometimes forget that the people with whom we’re working are people, and not just a means to our end.

A Virtual Wrench in the (Team)works

Today, whether it’s due to globalization or a direct result of the COVID-19 pandemic, many more of us are working on virtual teams.

When we interact with others face-to-face, we send and receive all kinds of clues and indicators that help us assess trustworthiness, and by which we can show others they can trust us. Casual encounters in the hallway, tone of voice and body language, and small daily experiences all contribute to building trust. Face-to-face is high-bandwidth trust time.

With so much of the world now working in virtual teams, building trust among the members of a team who don’t look one another in the eye or share coffee every morning is an added challenge. See our recent blogpost about building trust in virtual settings.

While there are differences between working face to face in a team and working virtually, the practices in this blog post are effective for either situation. All of them revolve around remembering that we are part of a team that consists of other very real people, individuals in their own right who have contributions to make and goals to achieve.

 

Podcast Interview: The Importance of Trust in Remote Leadership

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Richard Hsu, Director of the Partner Practice Group, interviews Charles H. Green, on the HSU Untied Podcast, for a deep dive discussion into how leaders can refine their trust and communication skills in this new, virtual business world.

Learn how to connect with and read your team better, virtually. Understand how Intimacy and Self orientation are more important than ever.