The Trust Equation

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Trust is undeniably the cornerstone of building strong, lasting relationships with customers and prospects. It’s the first rule of selling—your ultimate goal is to establish trust so that customers not only trust you, but also trust your product, service, and the organisation you represent. This is a fundamental aspect of any successful business relationship.

Interestingly, there’s an actual equation for trust, as explained by David Maister, Charles Green, and Robert Galford in their influential book The Trusted Advisor. In this work, they introduce a framework known as the “Trust Equation,” which breaks down trust into specific, actionable components. Understanding and applying these components can help businesses and salespeople model the behaviours that foster trust in their interactions with customers and prospects.

The Trust Equation is remarkably straightforward:

Trustworthiness = (Credibility + Reliability + Intimacy) / Self-Orientation

This formula identifies the key elements that contribute to a person’s trustworthiness. Let’s explore each of these elements individually.

1. Credibility

Credibility is about being believable and trustworthy in what you say and do. It reflects the degree to which others perceive you as knowledgeable and capable. Your credibility can stem from several factors, including past work, how you conduct yourself, and the calibre of customers or clients you have worked with.

This isn’t a new concept; we know by now that credibility is vital in building trust. For salespeople, it means demonstrating expertise in their field, delivering valuable insights, and being honest about their offerings’ limitations and benefits. Credibility is built over time and is reinforced by every interaction, whether through insightful communication, delivering on promises, or providing thoughtful recommendations.

2. Reliability

Reliability is another crucial element and one where many salespeople often falter. It’s about doing what you say you will do—every time. Reliability is demonstrated through consistent actions. When you set deadlines or commit to certain actions, sticking to those promises is essential to build trust.

Many customers have experienced the disappointment of being let down by a salesperson who didn’t follow through. Each missed deadline or unfulfilled promise erodes trust. Conversely, consistently meeting or exceeding expectations strengthens the perception of reliability, making the customer more likely to trust you in the future.

3. Intimacy

The third element, intimacy, might come as a surprise to some. Intimacy in this context refers to the level of emotional closeness and understanding you share with your customers. It’s about going beyond surface-level interactions and demonstrating a genuine interest in their needs, challenges, and aspirations.

When customers feel truly understood and valued on a deeper level, it enhances trust significantly. Reflect on your own experiences as a buyer—when you feel that a salesperson or service provider genuinely understands your needs, you are far more likely to trust them and, consequently, buy from them.

4. Self-Orientation

The final element, self-orientation, is unique because it’s the only factor in the Trust Equation where a lower score is better. Self-orientation measures the degree to which you focus on yourself versus your customer. High self-orientation indicates that you are more concerned about your own needs, agenda, or ego than those of the customer.

The most effective way to build trust is to minimise self-orientation. Instead of focusing on closing the deal or meeting a sales target, the focus should be on making the customer the hero of the story. This involves listening more than speaking, asking insightful questions, and genuinely caring about the customer’s success.

Applying the Trust Equation in Real-World Scenarios

By understanding and applying the Trust Equation—credibility, reliability, intimacy, and low self-orientation—you can create an environment where trust flourishes. This is not just theoretical; these principles can be observed in any strong customer relationship. Think about your most trusted advisor in your professional or personal life—chances are, they rank high in credibility, reliability, and intimacy, and low in self-orientation.

The value of the Trust Equation goes beyond merely understanding these characteristics. It provides a framework for self-reflection and improvement. By identifying which elements you excel in and which require more focus, you can model the behaviour necessary to become a trusted advisor to your clients.

As Maister, Green, and Galford suggest in The Trusted Advisor, the goal is not just to sell a product or service but to become a trusted advisor. When customers perceive you as a trusted advisor, you are no longer just a seller in their eyes; you are a partner in their success. This transformation significantly increases the chances of building deeper, more profitable, and longer-lasting relationships.

Trust is not an abstract concept but a concrete goal that can be achieved through deliberate action and behaviour. By focusing on credibility, reliability, intimacy, and reducing self-orientation, you lay the groundwork for strong, trust-based relationships with customers and prospects. In today’s competitive market, where trust is more valuable than ever, mastering this equation can be your key to becoming not just a vendor, but a trusted advisor.