Trust is what makes real conversations different from conversations that are just polite. It’s the difference between a prospect telling you what’s truly holding them back compared to just giving you a vague answer. It works the same within your own team. When there’s trust, people speak up. When it’s missing, people stay guarded.
The good news, according to John Spence, a renowned leadership expert, is that trust can be built through everyday behavior. He says it comes down to 4 specific behaviors that he calls the 4 Cs of trust: competence, character, consistency and connection. We share Spence’s thoughts in this issue of PromoPro Daily.
- Competence: Can I rely on you to do the job? Spence says competence is the foundation. People need to believe that you know what you’re doing, you think clearly and you make sound decisions. Preparation is key when it comes to competence. Do your homework, ask thoughtful questions and come ready to make decisions. This sends a strong signal that you take your responsibilities seriously, he says.
- Character: Will you do the right thing? People watch how you treat others and how you act under pressure. They also pay attention to whether you tell the truth. If people sense that you’re withholding information or not being completely honest, trust disappears. According to Spence, character becomes clear when leaders are transparent about what they know, what they do not know and why decisions are being made. Admit if you don’t know something, and if you make a mistake, own up to it.
- Consistency: Can I predict how you will act? When people act erratically, others lose trust in them. To build trust, be consistent. It’s all about following reliable patterns. Spence says people trust leaders whose actions match their words. They trust people who follow through on commitments and apply standards fairly. You can adjust direction when needed, he says, but you must communicate those changes clearly so people do not feel blindsided.
- Connection: Do you care about me as a person? Connection is the human side of trust, Spence says, and many leaders underestimate its importance. People want to know they can speak honestly and share ideas without fear of being dismissed. When leaders listen with full attention and respond with empathy, trust grows, he says. You don’t need long conversations to build connection — you just need a willingness to listen and show genuine respect.
Trust doesn’t come from a position you hold or a specific personality trait. It comes from doing the basics well and doing them consistently. Do what you say you’ll do. Demonstrate your promo expertise. Over time, that’s what people remember.
Compiled by Audrey Sellers
Source: John Spence is recognized as one of the world’s top business thought leaders and leadership development experts. The American Management Association named him one of America’s Top 50 Leaders to Watch.
