Executive Summary
Big Idea: There are 4 Variables of Trust
Framework: Trustworthiness = (Credibility + Reliability + Intimacy) / Self-Orientation
Quote: “To get the sale, stop making that your objective.”
Source: Charles H. Green, founder of Trusted Advisor Associates
The 4 Variables of Trust
In the book Trust-Based Selling, Charles H. Green explains that great salespeople put the buyer's interests first. They make trust, not the sale, their goal.
To measure trustworthiness, Green outlines four variables that build (or erode) trust:
Credibility has to do with the words we speak.
— Are you truthful?
— Are you knowledgeable?
Reliability has to do with actions.
— Are you dependable?
— Are you predictable?
Intimacy refers to the safety or security that we feel when entrusting someone with something.
— Do you show empathy?
— Do you show discretion?
Self-Orientation refers to the person’s focus. In particular, whether the person’s focus is primarily on him or herself, or on the other person.
— What are your motives?
— Where is your attention?
Framework
Those 4 variables come together in The Trust Equation which can be used to quantify trustworthiness.
When I worked at Accenture, this equation was ingrained into us as leaders. It was in training courses and even used to evaluate deals in our sales pipeline. If you’re working to improve sales, consider ideating around each variable of trust.
Prompt: What actions could your team take to improve trustworthiness?
Ideation Tips:
Break each variable into more specific attributes for focused ideation (e.g., credibility breaks into truthful, knowledgeable, etc.)
Look from both the lens of the company and individual
Identify actions you could take, then consider how they might be perceived
To get the sale, stop making that your objective.
Charles H. Green is the founder of Trusted Advisor Associates. His books include:
The Trusted Advisor (2000)
Trust-Based Selling (2005)
