The Foundation of Trust

A large part of our success is due to our strong and trusting relationships with clients (and each other). We have lots of discussions about building trust; how important it is; how fragile it is. I came across this graphic that attempts to demystify what bricks are needed to build the foundation for trusting relationships.

Reading from the bottom up, the graphic shows what elements must be in place for trust to develop. At the most basic level, "openness," "authenticity," "experience," and "performance" are required to start on the path of trust. Or, conversely, if any of these are missing, there won’t be trust. This is the bare minimum – tell the client what you are going to do, be present, have the experience to back up your approach, and deliver what you say you will on the schedule you say you will.

The deeper relationships develop when "transparency," "fairness," "knowledge," and "credibility" are evident. Clients know they can rely on you because they have seen you in action. You have made mistakes, but have owned and corrected them with minimal impact to the project or client. You have avoided major pitfalls. You have helped your client defend their decisions in public.

Clients become friends when "caring," "honesty," "skills," and "reputation" are drawn upon and mutually reinforced. These are the moments when you help a client win an award, or gain a promotion, or simply when you listen to stories about their kids and laugh with them. This level of trust is when they text you on the holidays, simply to wish you well.

The fourth level of trust is apparent when word gets back to you that clients are speaking well of you and your company. When they talk to others about your "intent," "integrity," "capability," and "results," you know you have entered a special position. You've earned the accolades. And the more you demonstrate the attributes of the previous levels, the stronger their praise and comfort will be.

The fifth level of trust occurs when you have struck a balance between "character" and "competence" – a balance between the professional and personal; when helping the individual also helps the client as a whole. This is the realm of being of service, in whatever capacity makes sense. Within this level, you can almost anticipate what obstacles the client may face, and can offer timely and productive solutions or a sympathetic ear, before they need it.

The graphic is pretty clear that all elements must be in force. Trust literally sits on top of all of the bricks. So where can you bolster your client interactions to build a better pathway to trust? What brick needs shoring up? Or if you are particularly successful, which bricks can you teach others to make?