According to ChatGPT, the use of ‘trust’ in professional services marketing is more prevalent now than it was 20 years ago.

Why is it more common? A number of factors, including:

1. Digital transformation: Technology has made establishing credibility paramount;
2. Increased transparency expectations: People demand greater transparency and accountability (due to capability of technology); 
3. Increased competition: More players makes it harder to differentiate and stand out;
4. Shift in consumer expectations: They’re more skeptical and rely less on ‘big name’ firms;
5. Emergence of scandals and crises: We’re getting burned more frequently and it’s more visible (think 2008 financial collapse)
6. Focus on long-term relationships: Trust is marketed as a key driver of relationship-based services (this isn’t exactly new) 

What does this mean for you and me, providers of professional services?

I think a better question to answer first is, “What is trust?”

Trust me. Trust me not.

The concept of trust has been studied by academics in the service and relationship marketing field for decades. 

Moorman et al. characterize trust as “a willingness to rely on an exchange partner in whom one has confidence”. Some definitions, like that from the well-cited Morgan and Hunt paper from 1994, include reliability and integrity, while others include benevolence and credibility (Ganesan 1994), and competence, benevolence and problem-solving (Sireshmukh, Singh and Sabol 2002). 

What’s interesting to note is that trust is not a singular construct. It’s actually a meta-construct composed of a number of variables. 

After analyzing the trust body of work, my definition is as follows:

“Trust is the expectation or confidence that the service provider will act in a manner that is capable, reliable, and benevolent.”

Let’s explore that further.

#1. Capability

Expertise. Know-how. Specialized training. Call it what you want, but one of the core tenets of trust is the ability to do the job you say you can do.

It answers the question: are you capable of delivering on the thing you do?

Be it law, accounting, insurance broking, wealth management, marketing, potential customers look for signs that you can deliver the service. This is why they have come to you in the first place, isn’t it?

So putting your expertise on full display is critical. 

But here’s the nuance: displaying this expertise in a way that impresses your prospects and makes them believe, but not too much that you overwhelm them with insider jargon. 

When is it most important to demonstrate your expertise? 

Early and often. But particularly early in the relationship. The goal is to assuage any concerns that the prospect might have about your ability to deliver on your promise. Especially when the service you deliver has few to no ways for the customer to gauge how well you deliver. There must be little doubt that you have the chops. 

When dealing with complex or high-stakes situations. This might sound like a given, but it’s not. Be sure to communicate what you are doing, and why, during times that require you to dig deep into your bag of tricks. It’s not only a way to demonstrate your knowledge (implicitly securing you as the right choice) but helps to strengthen your relationship.

#2. Reliability

Reliability is repeatedly performing at your level of expertise. People want to know that you’re not a one-hit wonder. That time and again, clients want to know that you’ll effectively litigate a case, or deliver expected investment returns, or help your SEO ranking improve. 

As your relationship lengthens, this consistency becomes more and more important. Find ways to continually demonstrate your expertise and that you’ve been delivering the same value since day one. 

It’s the repeatedness that counts. Think of it like making deposits in a bank. The more often you deliver what is expected, the stronger your trust statement will be.

So that when you have a moment when performance slips or doesn’t live up to expectations, you’ll have already developed a solid track record.

#3. Benevolence

Character. Good-faith. Scruples. Benevolence is the act of doing what is in the best interest of the other person. In this case, the customer.

This element of trust holds so much importance in the professional services realm. Why? Because most professional service relationships, between provider and customer, are completely asymmetrical. They’re high in credence values, meaning customers have no way of knowing if a good or bad job has been performed (both before and often after delivery). 

Which puts them in a place of vulnerability. And when we feel vulnerable, well, we can get anxious. Who wants customers who feel anxious? Nobody. 

In most professional services situations, customers are forced to put their faith in the provider, and that the provider will do what is in their best interest. 

Sometimes the best way to convey this feeling is by not selling them something. Have you ever had a contractor or electrician or plumber assess a situation and then say, “You know what? You don’t need more work. This simple fix will do.”

I don’t know about you, but I instantly feel like the person is more trustworthy. 

Benevolence is powerful.

How do you use this?

All relationships are based on a foundation of trust. From the simplest products, like toothpaste, to heart surgeons. There is a promise that is being made and a promise that is being accepted.

The value of using capability (expertise), reliability and benevolence framework when thinking about trust is that it gives you tangible elements to focus on. 

Here are some questions that can help you operationalize the idea of trust:

• How do I show my knowledge and specialized expertise? 
• Will prospective customers understand it? If not, how do I reframe jargon so they do?
• Have I repeatedly demonstrated my expertise? If not, what’s the impact?
• Do my customers, and prospects, feel like I am always putting their interests first? How do I ensure that I am showing them I am?

Take comfort in this: the fact that you’re thinking about it makes a difference.

Also seen on Medium: Trust Me: Trust and the role it plays in professional services marketing