Does trust have a place in your business?
October 27th, 2011In my travels as a consultant I enjoy soaking up the local flavor of an unfamiliar city. Sometimes to unwind after a training session I find myself meandering through book stores aimlessly flipping through the latest best seller. However my most guilty pleasure is when I find an interesting title that entices me to buy the book instead of just sneaking a peek. Such a thing happened over the summer when I came across the book, The Truth About Trust In Business.
I found myself questioning whether trust exists in business today. Given the current economic climate trust is a commodity in short supply. Author, Vanessa Hall developed a simple Trust Model that did not discover new territory but the explanation of trust was clear, concise and understandable. The Trust Model deciphers the relationship that is built on the premise of trust and divides it into three distinct parts. They are expectations, needs, and promises. If any of the three components are at odds in a relationship then trust is in jeopardy. Lack of trust can translate into loss of business. Sound familiar? A consumer has an expectation of service. The expectation comes from previous experience, word of mouth, research, or a similar situation. The consumers’ needs are human needs that are fairly standard according to Hall. Consumer needs tend to follow Maslow’s Hierarchy of Needs, namely: psychological, safety, love, esteem and self- actualization. Promises are a bit trickier because consumer perception separates the message into implicit and explicit promises. Ms. Hall explains the differences as follows:
“I refer to explicit promises as the clear- cut “I know
what I’m going to get kind of promises.” They create
certainty. They leave no room for interpretation.”
“… implicit promises can be imbedded in things like a company
name, a company’s brand, the packaging of a product, the way
a salesperson or customer service representative behaves, or a
manager looks at his or her staff, to name a few.”
Using Hall’s Trust Model I decided to look at APL S Group with a critical eye and I liked the outcome. Our customers expect value, competent consultation and expert training services. They need advice on how to improve productivity in their organizations. Our implicit promise is that we are a quality company that cares about our clients. We are willing to work with our clients to facilitate change in their organizations. That message is evident in the website photos, explanation of services and our customer service. Our explicit promise to our clients is outlined in our initial agreement and backed up by the final contract.
I challenge you to take a look at your business to evaluate the “trust factor”. How does your company measure up? If you were to poll your customers would they respond that they trust your organization? Fall is a great time to re-evaluate business strategy and plan for the new year.




