As trust within an organization increases, so does output, morale, productivity and loyalty; meanwhile cost, problems, stress and skepticism decrease. For the trusted brand, customers will return again and again and tell others. Do you agree?
Think about it? How much does trust influence your buying decisions?
For me, as the price and importance of the purchase goes up… so does my need to trust the company that I am buying from.
The last car that I bought was a 2010 Buick Lacrosse. I work closely with the Bill Marsh Automotive Group in Traverse City, and it was because I totally trust everything that they stand for that I made this purchase. In fact, I trust them so much I bought this car without even test driving it. Because I am in Detroit, I talked to my sales adviser on the phone and we worked out the whole deal in a matter of a couple of days. I mailed them a check and they shipped the car to my house. Now that’s trust! I love my car and I will buy my next car the exact same way.
How do we define trust? According to David Horsager, in his new book “The Trust Edge,” the eight pillars for building and rebuilding trust are:
- Clarity: People trust what is clear, not ambiguous.
- Compassion: It’s one reason everyone loves Mom; she cares about others. Keep eye contact, empathize and hold one conversation at a time for effective listening.
- Character: Do what’s right, not easy. Think George Washington…
- Competency: Example … you don’t want just anyone to do your root canal. You want someone who will do it well.
- Contribution: People trust your contribution, your results. Someone full of compassion and character who doesn’t bring results will suffer in the trust department. Ditto for the sales guy who brings results but in a sleazy way.
- Commitment: The only way to build trust is to make and keep a commitment.
- Connection: People like to buy from and be around friends.
- Consistency: It’s why we trust McDonald’s. We get the same burger in Detroit and Atlanta.
Chime in below with your thoughts. What are some companies that have done an exceptional job of building trust with you? Some people? In what ways did they go about building this trust?