The Four Pillars of Trust

Trust ensues as the result of the exchange of value over time. There are four behavioral traits that must be preformed in order to build and sustain trust. They are;

1. Follow through – do what you say you’re going to do when you say you’re going to do it. One component of trust is that we impart on others the faith that the desired behaviors that have proceeded will continue on into the future. It is this faith that catalyzes the on going exchange.
2. Expectations - Set reasonable and accurate expectations – Meeting expectations are the tangible benchmarks by witch we measure effectiveness. By bending to pressure to set expectations that are unattainable we are assuring the perception of failure.
3. Be an expert - Strive to be to be an expert at what you sell so you can be an advisor. The more you know the better the advice you can give. Knowledge is not a destination but a process that unfolds. By striving to be an expert we prepare ourselves to be continual learners which enables us to remain relevant
4. Act with integrity – do the right things, for the right reasons, at the right time. This is the filter by which we assess all behaviors. The development of trust will not take place unless there is a feeling of benevolence between the parties involved

Doing these things in isolation will not necessarily lead to the development of trust and increase your business. In order to reap the benefits these behaviors must be guided by the intent of creating mutual value.

Where do i start

Don’t aim at success – the more you aim at it and make it a target, the more you are going to miss it. For success, like happiness cannot be pursued; it must ensue, and it only does so as the unintended side-effect of one’s dedication to a cause greater than oneself”

Viktor E. Frankl

This is the framework that those who sell with their soul work from. In sales terms, those that are successful do not pursue the sales for sales sake; they realize the most prudent use of the energy is to focus on the relationship. Because when one honors the relationship above else, the sales will come more consistently, efficiently and with greater ease. People do business with people when they feel understood. A healthy business relationship is one where there is an exchange of value overtime. This can only be achieved when one is dedicated to something greater than just the personal benefit one derives from the transaction. When one surrenders oneself to focus on the creation of mutual value the by product is profound, productive relationships embedded in trust.


Trust is where it starts! The ability to build trust starts with yourself and emanates outward. We need to look inward and understand our own drivers: what motivates us, what do we value, what’s our reason for being. Why do we get out of bed every morning? It is through this process of self awareness that we develop the sensitivity, confidence and meaning needed to be in rapport with others. Rapport gives us permission to ask the probative questions needed to determine what value looks like through the eyes of our prospect. In addition, the confidence and sense of purpose we build through the process of self awareness empowers us with the courage to stand up for our own needs. The end result is a relationship based on mutual respect, and sales professionals who have been able to successfully differentiate themselves as trusted advisors.