In a world that’s moving a warp speed and expects instant gratification in everything, the concept of ‘building trust’ sounds out of place. Yet trust is the cornerstone of most transactions we indulge in.We buy from a business or person because we trust them. We share our thoughts and opinions with people we trust and like. We willingly follow or listen to folks we trust. We act on suggestions that are made by the ones we trust.

And real trust takes time to develop. It is not instant or overnight. Trust is the end result of consistent, cohesive and correct behavior, often over a period of time.

So, how can you develop trust with your audience?

Be trustworthy.

What does this really mean? It’s easy - if you look at the kind of behavior you like to see in those you trust. If you give your audience exactly the same kind of attention, care and respect you like to receive from others, you will be trust-worthy.

Demonstrate being trustworthy.

Where everyone is clamoring for attention, the silent person is easy to ignore. And so, it is not enough to be trustworthy - you should be seen to be so. Make your actions and the motivation behind them an integral part of your marketing.

Refer to how your clients and prospects have trust in you. Share testimonials that demonstrate how you guided them to achieve goals they want. Showcase your actions in caring for your ‘herd’.

Continue being trustworthy.

Far too often, we see or hear about the sad case of a once-trusted person losing credibility in a short time. More times than not, it was because the person violated a trusting relationship in search of a short-lived advantage, financial or otherwise.

It is not always easy or convenient to do the right thing by your clients. Yet, if you are to retain trust and confidence of your audience, you must always do what is right - by them! The pay-off comes after weeks, months or even years - when your trustworthy behavior is richly rewarded in the form of influence and attention.

Trustworthy actions come from within.

Integrity is what happens when nobody is watching. It’s easy to avoid stealing when a policeman is nearby, observing you closely!

Anyone who has earned the trust of a large crowd of followers (or even a small one) knows that it doesn’t happen effortlessly. Hard decisions need to be made. Words need to be carefully chosen. Promises must be kept, even if they turn out to be costly in the short term.

In that sense, gaining trust involves more work on YOURSELF than on anything else outside you.

Why bother developing trust?

There are many advantages to having (and retaining) a position of trust and respect. Here are just a few.

* Trusted advisors always have the ear of their audience
* People buy easily from those they trust
* People buy more often from vendors they trust
* People spend more money without asking awkward questions if they trust you
* Clients remain with your business longer when you earn their trust
* Customers tell other people about you when they trust you

I could go on. But hopefully, I’ve made the point that trust is a desirable element for any business owner to strive for. Do you have your audience’s trust? How did you develop it? How long did it take? What more can you do to reinforce and strengthen it?

Please share your thoughts by leaving a comment below.