Building Customer Trust Through Credibility, Consistent Results

Jim Harris, Jr., President, Janitronics Facility Services, Albany, New York. The Speed of Trust by Stephen M.R. Covey Published by Franklin Covey.

I was fortunate enough to hear author Stephen M.R. Covey speak on his book "The Speed Of Trust" twice at BSCAI events and each time I felt a clearer understanding of how to live every day in a place of trust. To gain a greater understanding of what trust means, members of the industry should also read Covey's book.

Trust is the basis of all great relationships. The foundation we have built this industry upon — employees, customers and vendors — depends on a long-term, trusted relationship. For many years I always closed my letters to clients and/or prospects, with "Looking forward to a long and mutually beneficial relationship. Win-Win is the key to all successes."

As the "Speed of Trust" teaches, the ripple created by trust creates increased value and an ability to react quickly, but also takes time and discipline. For those short on time, I recommend using the "Trust Action Cards" that come with the book. The "Trust Action Cards" are like note cards that summarize the book into easy-to-consume pieces.

The center and the start of the ripple caused by trust is you. You must first have the confidence to set and achieve goals, keep commitments and walk the walk — leading by example. Honestly taking the credibility questionnaire that comes with the book will help you understand yourself and where you need to improve. Using the cards or template in the book, begin to position yourself to meeting the four cores of credibility: integrity and intent, (both dealing with character), capabilities and results (both dealing with competence). This is not an overnight journey, so continue to work daily toward the goal, gradually improving each day by gaining trust with those around you.

The book also takes the reader through the 13 behaviors that create deposits in the building of trust, while providing examples of withdrawals that will slow and or impact a person's trust as well. As you read the 13 behaviors, you can see common sense and doing the right thing permeates the list. Talking straight — the first behavior — makes your life and that of the other person better as it allows you both to know where you stand and what you need to improve upon.

"The Speed of Trust" is a very enjoyable read, and with the tools available from Franklin Covey, it's also a great journey to take your team on to higher levels of success.

Do you have a favorite business book? E-mail corinne.zudonyi@tradepress.com to contribute.