The Trust Equation

What comes to our mind when we speak about Trust ??

How do you know when someone Trusts you ?

How do know when you can Trust someone ?

Can we build Trust and how do we do it ?

We all can clearly differentiate between people we are surrounded with whom we can place our Trust and whom we are not that confident on…

Building Trust with Customers: A Salesperson’s Perspective

In sales, trust isn’t just a nice-to-have—it’s the cornerstone of success. Customers don’t just buy products or services; they buy confidence, reliability, and assurance. At the heart of this lies a simple truth: customers buy from salespeople they trust.

But trust isn’t built overnight. It’s a journey that requires consistent effort, authenticity, and a deep understanding of the customer’s needs.

?The Trust Equation

David H. Maister a former Harvard Business School professor, Charles H. Green and Robert M. Galford wrote a book called “ The Trusted Advisor” which outlines a very interesting concept of a Trust Equation.

Trust has two parts :? One who is Trying to Build Trust and other

When a person interacts with anyone and specifically with customers they are under constant evaluation. Customers are taking the risk to be trusting and Sales person has to prove his/her Trustworthiness.

The Trust Equation is a proven framework to cultivate Trustworthiness and what it means to be Trustworthy.

The Formula:

?

?Where:

• C (Credibility): The first component of this equation Credibility is defined if the person is competent, is capable and has the relevant credentials (probably a subject matter expert). Customers and other keep evaluating if the sales persons given them confidence and a believe if the sales person is speaking the Truth.

This refers to the salesperson’s expertise, knowledge, and ability to provide accurate and reliable information. Credibility is demonstrated through product mastery, factual communication, and professional demeanor.

• R (Reliability): While Credibility had to do with words, communication and ideas, Reliability the second component of this equation has to do with Actions. Reliability means we can Trust the person to do what they say, have a good track record and are consistent. This is a behavioral element and customers or people you interact are also evaluating if you understand their frame of reference so that when you promise something, they are confident you understand what they mean.

Reliability is built through consistency, timely follow-ups, and fulfilling commitments without fail.

Both Credibility and Reliability are Rational form of Trustworthiness. They are objective in nature and we can easily measure and score them.

The next two components are different

• I (Intimacy): Intimacy means the emotional security in dealing with the person.

A high score on intimacy means we feel safe sharing information and we are confident that the person will handle that information respectfully, appropriately and in that context. Intimacy explicitly addresses the connect of emotional Riskiness on both the Truster and Trustee. Intimacy is difficult to measure.

All the above three numerators in the equation raise the Trustworthiness of a person.

The denominator is Self-Orientation.

• S (Self-Orientation): This is a factor which reduces our Trustworthiness. It’s about self-obsession and a tendency to see all things about oneself. This is the extent to which the salesperson’s focus is on the customer rather than on themselves. High self-orientation—where actions appear self-serving—can erode trust, while a customer-centric approach enhances it.

This equation highlights that building trust requires a balance of expertise, dependability, and emotional connection while keeping ego and self-interest in check.

As you reflect on your sales journey, ask yourself: Are my actions building trust or eroding it? By prioritizing trust in every interaction, you’re not just selling—you’re building partnerships that last a lifetime.

What steps are you taking to build trust with your customers? Let’s start a conversation!

Credits : "The Trusted Advisor" by Charles Greens, David Maister, Robert Galford

Our Coach :: Mohana Kotian for explaining this concept as a part of Culture Transformation Program