I have to admit, sometimes I am a bit of a cynic. And, I am cynical about the semantics I see playing out on Linkedin, on other platforms and among so-called experts…new terms being used in an attempt to give new meaning to things that have been part of business for many years.
But this one really has me scratching my head – TRUST.
Recently I’ve been reading headlines such as:
- Trust is the new currency of sales
- Trust is the new marketing currency
- Trust – the new currency of the digital age
- Trust is the new currency of business
REALLY? Trust is NEW?
If trust is new to sales, marketing and business, what have we been doing in the past? If we are only now discovering trust is important, I wonder what our past business relationships have been like? On what have these relationships been built?
As Stephen M. R. Covey put it in his excellent book, The Speed of Trust, “When you trust people, you have confidence in them – in their integrity and in their abilities. When you distrust people, you are suspicious of them – of their integrity, their agenda, their capabilities, of their track record”
Trust is like paper, once it is crumpled, it can never be perfect again
From a sales perspective trust is critical. Of course, we’re seeing a change to the way buyers and sellers engage, but the need for trust in any and all levels of engagement remain as important today as ever.
Trust is not the NEW currency of business. It has always been, and always will be a foundation of success in sales, business and our personal lives.
I first published this on LinkedIn