From Trustworthy to Trusted: Unlocking the Missing Ingredient for Success
Why aren't you trusted, even though you're trustworthy?
Building trust isn't solely dependent on your actions, but also on how your customers perceive you. This article explores the hidden biases and past experiences that shape a customer's willingness to trust. Discover practical strategies to break down psychological barriers and build trust that resonates on a deeper level.
He was sweating this one through. Sincere, without a bone of insincerity in him.
“‘Without judgement of our friends in the market, and we have the evidence, we’re the best at what we do. We’ve been around for decades, a household name elsewhere in the world. The most cost-effective, leading capabilities. We care. But - here - no one else does. We’re going nowhere.’”
Another executive, in it for the right reasons, was sharing their frustrations with me. This wasn't a failure of being trustworthy, but a failure to create trust. The determination was pouring out of him, but a fundamental insight was missing. Why, despite their best efforts, were customers not willing to put their faith in him, his team, and the organisation they loved?
Creating trust isn’t only about trustworthiness. It also involves a customer's inclination to trust you in the first place. And this may have nothing whatsoever to do with you. You could be the best at what you do, and still encounter an impenetrable wall of hesitation. Understanding the psychology behind this can help to unlock trust. Let's explore.
The Challenges: Why Customers Hesitate To Trust The Trustworthy.
Past Wounds: Negative experiences, even with unrelated brands, can leave customers wary. Broken promises, disappointments, or feeling let down create a subconscious reluctance to extend trust, even when your company appears genuine.
Pre-existing Biases: Everyone holds unconscious biases shaped by their experiences. These biases can fuel a generalised mistrust towards certain industries, products, or brand personalities, regardless of your specific track record.
Conflicting Information: In today's complex marketplace, customers are bombarded with information and misinformation. False narratives or negative rumours can sow doubt and reduce their initial inclination to trust.
Solutions for Thought: Addressing Low Inclination with Psychological Insight
Acknowledge, Don't Dismiss: Demonstrating an understanding that customers may carry baggage from prior experiences signals you're not dismissing their concerns. This openness creates space for trust to potentially grow.
Consistency is Key: Counteract negative biases and misinformation through consistent communication and actions that align with your values. Focus on building a reputation for integrity and delivering on promises over time.
Emphasise the Human Connection: Find common ground between your brand's values and the deeper needs of your customers. By showcasing your commitment to making a positive social and environmental impact, you demonstrate benevolence and build trust beyond mere transactions.
Address Mistakes and Misperceptions Openly: Familiarise yourself with and be candid about mistakes and misperceptions about your brand locally and abroad. This includes addressing past issues head-on and demonstrating a commitment to continuous improvement.
Demystify Trust: Equip yourself to demystify trust and operationalise trustworthiness. Everyone wants trust but few can describe it, let alone embed it in the world of work. Understanding the underlying principles of trust, (Integrity, Benevolence, Capability, and Inclination) provides a roadmap for embedding these principles into your brand's actions. Communications will follow - remember not to put the cart before the horse. Trust-washing is a thing!
Remember: Trust is a dynamic process. While you must strive to be trustworthy, recognising and addressing the psychological factors that influence a customer's inclination to trust is equally important. Be patient, empathetic, and consistently demonstrate your commitment to doing the right thing – this is the foundation for enabling trust-rich pathways for what matters most to you and your customer.
Eager to learn trust-building practices that transform relationships and achieve results? Explore The Trust Master Class, a self-paced course or facilitated training designed by The Global Trust Project to help professionals, teams, and organisations enhance their trust, creativity, and collaboration.
