Who would you rather do business with: someone you know and trust, or someone you don’t trust? Of course we always want to work with someone we know and trust. Why? A trusting relationship is more comfortable: we know what to expect, we don’t have to be "on guard" as much. Trust is where referrals come from – we like to use and give referrals because it reduces our risk, and seems to start the business relationship off on more solid footing. Who do you really trust . . . besides Mom?! What does "trust" mean to you? And where do you think that trust comes from?

According to the American Heritage dictionary, one definition of trust is "assured reliance on the character, ability, strength, or truth of someone or something." I work with a lot of business owners who think that trust comes from delivering a good product, or meeting the customer’s expectations. They implement quality control measures to ensure the product is consistent and reliable. In this definition, it’s all about them, as the business owner. This definition says they always deliver at least what they said they would. Certainly this kind of trust necessary, but if that’s all you do, you WON’T build the kind of trust you really want – the kind that encourages loyal relationships and has referrals knocking on your door.

The dictionary description of trust also includes "something committed or entrusted to one to be used or cared for in the interest of another." The key concept here is "the interest of another." As a business owner, everyone I do business with has their own interests: customers, suppliers, employees, etc. Of course I have to represent my own interests, but I also have to understand their interests to have the "win-win" relationship that creates strong trust and loyalty. In your trusting relationship I asked about earlier, did you feel that the other person demonstrated that they had your interests in mind? Every experience I’ve had with trust involved first knowing the interests of another, and then demonstrating a commitment to those interests.

Here’s an example. You buy products and services to fulfill a need you have. If I have only my interests in mind, selling you my product, I won’t be giving you any particular reason to trust me. I may have a great product, but I’m not demonstrating buy-in to YOUR interests. Now, let’s create a scenario where I am actively building trust, rather than simply selling you my product. I want to know what you are interested in buying – what the need is that you want to fulfill. This shifts our interaction from being about me, as the seller, to being about you, as the buyer. With this perspective on building trust, our entire interaction is different. I ask questions to understand what you want, I confirm what I hear you saying and how my product can meet that specific need, and I demonstrate my commitment to your interests by responding in a way that truly meets your needs. To build trust, if my product doesn’t meet your needs, I support you in exploring alternatives for your needs, or for my product. I become your partner in getting your needs and interests met. Through this interaction, you now understand that I know your interests and I am demonstrating a commitment to those interests.

I want to emphasize that it’s not only customers with whom you want to build this type of trust. Suppliers, contractors, employees, anyone with whom you have business dealings, will be more loyal and supportive of you when you apply these concepts of building trust with them. Two simple steps to building trust: know the other person’s interests, and find a way to demonstrate your commitment to their interests, at least in words, if not actions. Not sure it will work for you? Just trust me on this!