Your Most Important Asset


Let’s start with one of the most untrustworthy practices in America and elsewhere: robocalls.  The principle of robocalls is that if your throw out enough lines, someone will bite.  Unfortunately, that person is likely to be scammed.  Of the 4 billion robocalls made in America in August, nearly 1.8 billion of them were deemed fraudulent by Alex Quilici of

His best advice?  Don’t answer calls from numbers that you don’t recognize.  Which brings us to trust.  Trust is the most important asset for your business.  Without it, you won’t make sales, you won’t have happy customers and clients, and your business will fail.

When prospects trust you, they will listen to you, and they will be more receptive to considering whether what you have to sell has value for them.

Where does trust come from?  It starts with character.  Your personality, past performance, knowledge, and skills may be what draws people to you, but it’s your honesty, integrity, dependability, and empathy that help people to trust you.

8 Elements That Build Trust



There are a number of traits and practices that build trust.  Let’s look at eight of them.

  1. Consistency.  Do you deliver for your prospects, customers, and clients on a consistent basis?  If not, they’ll find someone who does.
  2. Relationship.  Are you genuinely listening to those you serve through your business?  Are you showing interest in what they’re interested in?
  3. Reliability.  Can you be counted on to do what you say you will do?  If you mess up, can you admit your error to your customer or client and find a beneficial way for them to continue doing business with you?
  4. Commitment.  Do you go the extra mile for your customers and clients?  Do you keep your promises?  Give your customers clear expectations and follow through on them and you’ll demonstrate your commitment to them.
  5. Competence.  Does your competence show in everything you do?  Do you really know your stuff?  If you don’t, prospects will turn away from you in a nanosecond.  Do you have a track record that demonstrates your competence?
  6. Network.  Do you have a network of people who will vouch for you?  Testimonials are a powerful tool for building trust.  The more people who can tell their story of how you have helped them, the better.  Plus, your network is also those people whom y0u can rely on for help.
  7. Value System.  Do you exhibit strong core values in your business?  We’ve talked about some of these: consistency, reliability, and commitment.  How about reliability, honesty, and loyalty?  It all boils down in your prospect, customer, or client’s mind to whether you can be counted on to do the right thing.  What prospects want to know is whether or not you have their best interests at heart.  If they detect bad motives from you, they’ll run away from you in a heartbeat.  Customers and clients want to know that you consistently and reliably have their best interests at heart, but they’ve already extended you some trust.  Your work is to hold and build on that trust.
  8. Sincerity.  Rajat Taneja, executive vice president and CTO of Electronic Arts says,

    “If there is a single attribute that can determine job satisfaction and our contributions to our customers, it is the importance of always being sincere. Sincerity is vital to our consumers, to our company and most importantly, to one’s self and one’s values.”

    Sincerity comes from the Latin word “sincerus,” meaning whole, pure, genuine.  Sincerity in your marketing and sales is what builds trust with your prospects, customers and clients.

    One more thing:


It can take years to build trust, but every trustworthy action brings you closer.  It generally comes back to the same place for me, Zig Ziglar’s statement, ” you can have everything you in life you want, if you will just help other people get what they want.” If that’s you’re sincere desire, you can achieve your dreams.

I welcome your comments and questions, and your likes and shares.


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