Trust matters

Posted 6/5/09

Trust Matters By Michael Norton The story goes something like this: Fire, Water, and Trust decided to go on a hike. As any good hikers would do, …

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Trust matters


Trust Matters

By Michael Norton

The story goes something like this:

Fire, Water, and Trust decided to go on a hike. As any good hikers would do, before they departed, they decided to make a plan in case they became separated. Fire was the first to speak and he said, “It will be easy to find me should I get lost. Just look for smoke and wherever you see smoke you will find fire.”

Water spoke up next and she said, “If I get separated from the group, just look for green grass and flowers, and where you find them you will also find me.”

“Well,” said Trust, “you better both keep an eye on me, because when Trust is lost, it is not easily found again!”

Trust is so important in every relationship — husband and wife, parent and child, friend to friend, and business and customer. As a matter of fact, research tells us that there are five primary reasons that people choose not to make a purchasing decision, or choose not to buy-in or get involved in a project.

No. 5 – No Want

No. 4 – No Need

No. 3 – No Time

No. 2 – No Money

And the No. 1 reason – No Trust

They simply do not trust the person, the product, or the company enough to make a commitment to buy or get involved. Since Trust is so important, how do we first establish Trust and how do we maintain that Trust? It’s not very complicated, folks, and actually, it is quite simple. In personal relationships and in business, the first step is just being there. Being there for a friend or family member in need and being there when a customer has a question, a return, or wants to purchase our goods or services will go a long way towards that first step. Showing up is half the battle.

You can also turn TRUST into an acronym and develop each part into a strength:

T – Think about others and what you can do to help or add value in every situation.

R – Relate to those around you, what they are going through, and establish rapport.

U – Uncover their needs by asking relevant and sincere questions.

S – Share ideas and solutions that are focused on the other person.

T – Take action and follow up on what you say you will do.

Honesty, integrity, and character also play an important role in establishing and building trust. Research also tells us that people respond better to communication, regardless of whether the information is good news or bad news. They would prefer that information is delivered and communicated honestly so that they can make an informed decision. If people know that you are a person or a business that operates with integrity and that you have the character to communicate bad or difficult news, they will be absolutely convinced that they can count on you to deliver on promises and commitments in other areas as well.

It is also a proven fact that consumers buy for their reasons not for yours. Purchasing decisions are also typically based on emotion and not based on logic. Establish trust and you will win both the emotional and logical battle.

The e-mails have been terrific so please keep them coming and let me know how you are doing with building and establishing trust in all aspects of your life at and make it a better than good week.

Michael Norton, a resident of Highlands Ranch, is the former President of the Zig Ziglar organization and CEO and founder of


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