In the last two weeks, I’ve given four presentations regarding business development and building a personal brand. But these talks were different than the ones I conducted in the past in that they included something new: a portion on the topic of trust.
Why trust?
Many years ago, when I asked a partner at a firm why his clients hired him (expecting the answer to be expertise or reputation, the drivers I usually hear about), he said one word: trust.
It always stuck in the back of my mind, and over the past few months of research, I knew he was on to something.
When professionals are hired, there is often an existential career risk to the person or group doing the hiring. In some cases, those hiring are putting their career on the line. So, what creates the trust for them to make the leap to hire you?
According to most researchers, trust it comes down to three elements.
🪜 1. Competency: We often call these table stakes, but they are also more nuanced than that, particularly when it comes to more significant matters. Are you competent in the type of work that is called for? What have you done in the past? Are you recognized and have a proven track record of excellence in the area?
🪜2. Empathy: Understanding what is going on with the client, both personally and professionally, and understanding the pressure that they are under. I am always surprised when a lawyer can’t answer questions about their client, such as what impacts the client’s compensation at the end of the year, what the in-house staffing looks like, or how long the client has been in their job. We need to understand the assignment, but we also need to understand the person and the conditions surrounding them.
🪜3. Authenticity: Are you who you say you are? This is where connecting as a human being, allowing your personality to be part of the conversation, and being who you say you are vital. We can’t each be great at everything, so allowing yourself to tell a client “this is not my area of expertise, but I will find someone who excels at it,” is priceless and good business.
My advice: think about trust and where you rank on these three elements. Chances are, one might need some work.
