How to Create Trust at Scale

Hey, it's Jermaine Edwards, your customer growth guide, and we're going to speak about how to create trust at scale. Welcome to the channel. If you're new, welcome here. If you're old, welcome back to the fold. We're going to talk about trust. I know you know how important trust is to any and all relationships. It's what binds relationships together, organizations and customers. But I want to talk to you first about what I've discovered about trust. Now, what's really fascinating is that if you really study trust, you find that its origins come from an Indo-European word that's called drust, D-R-O-U-S-T, meaning solid and lasting. In Old English, they actually referred to it as confidence and dependence. As we moved into the 14th century, 18th century, we started to think about it in terms of virtual certainty and well-grounded hope. Now, we just hold that in mind for a moment. Virtual certainty and well-grounded hope. Solid and lasting. Now, if we hold these things to be true about trust in our own experience, then how do we actually apply this to our customers? How do we think about this proactively so that we can deepen trust and go through what I call a trust continuum, which is a continual refreshing and reshaping of the relationships that we have. So I'm going to talk to you about two big ideas. But before that, I need you to like and subscribe and make sure that you're getting the notifications every week, Monday and Wednesday, to grow your customer relationships. All right. So let's get started. The first principle here is trust The trust criteria comes from this whole idea from the book, The Speed of Trust. Speed of Trust? Yes, The Speed of Trust, Stephen Covey. And in that particular book, he talks about character and competence. His whole idea is this, that if you are with your customers thinking about what you do, that your confidence in that person is based around their reliability, their ability to show up consistently and do the things that they actually say. Then you have competence, which is the skill that you bring, the areas of expertise that you bring that adds value to the organization. And when you combine the two, you get what we call accelerated trust, meaning that they can now hand over things to you and they know that you have the skill and that you have the reliability, the trustworthiness to go and do the things that you say. That's around the criteria. What they're actually expecting from you that aligns to their own values and their expectations of how they want to do relationships. Then we have trust triggers, which are particular tools that we can use, ways which we communicate, things that we can use to begin to bring people into a new experience of us that helps them to trust us much more quickly. And so, so a lot of, uh, different ways that we can do that and approach that. And one of them is around social proof. I mean, telling the stories of our customers, And we all get invited into these stories as we hear other people's stories. We see ourselves, we make decisions around how we might want to do business with another organization or with another person through the stories that we hear from other people, those testimonials, those proofs that we hear. So that's a trigger that you can use to activate the speed of trust in those relationships. And if you can have that idea of criteria Knowing the expectations a customer has and then the triggers— what are the things you can use, like the stories of customers, to accelerate trust? You can do that at scale with any organization. So hold those things in mind: solid and lasting virtual certainty and well-grounded hope. Those are things that you can activate with your customers starting from today, and I'll see you in the next video.