Let’s start with the definition of trust. 

Trust is the firm belief in the reliability, truth, ability, or integrity of someone or something. It involves having confidence that a person, organisation, or system will act in a dependable, honest, and consistent manner, even in uncertain or risky situations. Trust is fundamental in relationships, as it fosters cooperation, reduces uncertainty, and creates a sense of security and predictability.

We can talk about tools, AI, technology, we can use jargon and acronyms until the rooster squawks but you know what never changes in any relationship building? Trust. 

‍What builds trust between people?

^‍The foundations of trust are built with consistency over time. Let’s look at eight key focus areas all businesses can lean into from a behaviour perspective in order to foster and build trust. 

1. Consistency and reliability: Consistently delivering on promises, it’s really that simple, whether it's product quality, meeting deadlines, or service standards, this is critical. Trust grows when businesses reliably meet or exceed expectations, do we really even have to say this? I guess we do because it does appear that a lot of us are losing track of how to really get customers and retain them. We can talk about churn, but why is it that people churn? Is it because products, services or communication lack consistency or reliability? 

What areas of your business consistently deliver on promises and what areas don’t? What can you do today to improve your reliability? 

2. Transparency and honesty: Open communication about challenges, risks, or changes in circumstances is essential. For example, as an AI business we’re honest about the ethical implications of AI and deeply aware of our responsibility from climate impacts to job creation. We’re not sure what the future holds, but we are sure that we will face it head-on with honesty. Being honest, even when things go wrong, not only helps build credibility but it brings people together, it shows people that you actually care. 
   

How does your organisation handle difficult conversations or information? Do you have a policy or outline of how to approach this, if not can you create one? 

3. Competence: Demonstrating expertise, knowledge, and the ability to execute well within the business’s domain shows customers, partners, employees, investors or any other stakeholder that the company can deliver results. It’s really the basics, do you have the knowledge, capability and capacity to deliver on the things you’re promising?
   

What are the skills gaps in your organisation that you need to fill to ensure you have a competent team that delivers? 

4. Ethical practices: I mean this is a given right? Ethical considerations like gender equality, equal pay, supply chain considerations, climate impacts, data safety, job creation or impacts and beyond. There are some great certifications available to help organisations walk the talk when it comes to ethics. Groups like BCorp are leading the way when it comes to measuring and holding businesses to account for their practices. 
   

What mechanisms do you have in place to actively practise and discuss your company ethics? 

How do you review and analyse the decision making process to ensure equality is practised across your organisation? 

5. Customers at the heart: Prioritising customer needs, responding to feedback, and offering excellent support shows that a business values its relationships and is committed to building long-term connections. Relationships in business are about people, no matter who is at the other end of a sale, it’s a person after all. We believe that even though we’re offering an AI agent that will help people do their jobs better, that ultimately, there will always be a person on the other end to help you when you need it. 
   

How do you gather and act on customer feedback? 

6. Clear communication: Dating and selling are the same in this regard, honestly. The more clearly and transparent the communication the less misunderstandings there are. And awesome communication creates more openness and that’s what we all need. Not to mention that good communication includes great listening skills too. Communication is a two way street, it’s filled with the push pull of a listening party and a talking party, make sure you’re allowing for both. 
   

How do you keep your staff and customer informed of goals, objectives, key results and changes within the business? 

7. Accountability: Doing what you say you’re going to do and taking responsibility for mistakes, whilst acknowledging them and correcting them too. 
   

Do you personally own your mistakes? How do you talk about this when it happens? 

8. Shared values: It’s like Simon Sinek says, when people believe what you believe you’re then aligned and your ‘whys’ connect. Feeling a sense of connection through shared values creates a foundation where people agree on ethics, objectives and principles. A strong alignment in mission and vision reinforces mutual trust. Your service or product should align with another person’s values, so find the common value connection, or get to a ‘no’ so that you can move onto one with someone else. 
   

How do you make sure that your values are reflected in your daily operations and decision-making processes? 

You could argue that there’s basically nothing more important in a business relationship than trust. Building trust and maintaining it is the core function of any good sales person. If there is no trust, there is no transaction. Ain’t that the truth. 

What are your thoughts on trust in business? Are we missing anything here? 

Speak to Birdie our AI agent and tell them how we could improve or add to this article with further enrichment.