Trust and Credibility

     Many professionals wear numerous hats; moonlighting is common in a world where the need to make ends meet is prevalent. However, if Bob claims to be a tax expert one day, and a master plumber the next, it may be safe to say that neither business he runs will last long.  A conflict of interest exists when your client list from one business leaks unto another, unrelated business. You will no longer be seen as the expert at either. You may be a "jack of all trades", but you are the "master" of none. You may wear multiple hats, but cannot and should not wear them at the same time for the same clients.

   

     In most professions it is difficult to become both the trust and the credibility simultaneously. In sales it may be  impossible. Naturally and as a result of previous experience people are already skeptical, suspicious, and distrustful of sales professionals. It is wise advice to run from anyone who claims to be able to sell ice to an Eskimo, or a person who is all things to all people. People love to buy things, but they hate to be sold anything. In fact the sales profession always gets a bad rap because people have seen too many instances where trust is not earned, and credibility is severely lacking. 

     Building trust takes time. A sales professional must spend time developing relationships and impeccable character. He/she must be likable, reliable, competent, responsible, and honest. Some key techniques that can be developed include the ability to ask good questions, listen emphatically, follow-up with concerns, keep promises, apologize quickly, and accept feedback gracefully. On the contrary, there are several habits that must be eliminated immediately. This list consists of making excuses, blaming others, condescending others, being "all knowing", creating white lies, and making decisions while leaving others in the dark.  The author Stephen Covey in his literary work The 7 Habits of Highly Effective People teaches about a Character Ethic developed from a principle-centered paradigm.

   
     Credibility may also take time to develop, but one's association with a brand name or logo that is well known and recognized can often make this issue less difficult. A professional working for a well known firm may have an easier time explaining who he/she is and what he/she does. In the humorous video above, the point being made is that a client can count on the knowledge and experience of tax professionals working behind the scenes at Turbo Tax. If a financial professional presents a business card from Merrill Lynch, then the client may assume that the agent has a certain amount of experience to work with this reputable firm. A doctor may have his/her credentials and degrees hung on the wall which may suggest the proper schooling was taken in order to examine and treat patients, and a lawyer has most likely demonstrated his/her credibility through the common knowledge that law degrees are difficult to obtain.
   
      However, brand credibility and competence are completely different things. A student who graduated from medical school with a C- average may still be called a Doctor, but obviously may not be as knowledgeable or competent as the A student who treats patients professionally.  An alphabet soup of credentials on one's business card does not make that person an expert at anything. Multiple degrees and certifications earned simply proves that the professional spent a lot of money for schooling. That person can be terrible at his/her job and leave the client frustrated and without the concern addressed. Furthermore, there are poor representatives working at every company who undoubtedly speak for the entire establishment and cause  frustration with clients who, ultimately bring their business elsewhere. One bad experience from a professional in any company may lose that client completely to the  company's competition.

    Credibility, like trust must be established, but with different tools.  For example, professionals must know their craft. The adage "fake it 'till you make it" is a false pretense. Thanks to Google, YouTube, and Facebook, even the most novice and uninformed client can do basic research on any topic from automotive repair to health/wellness issues! If you are caught giving the wrong advice or incorrect information, even though it may not be an outright lie, your reputation is instantly destroyed. Along with that your company may also suffer the consequences. However, the use of testimonials and proper citations in presenting is a sure way to build credibility. The good work you have performed in the past will build credibility. Experience is the mother of all competence and confidence!

    Every professional starts their trade at one point or another. Beginning a new career is normal and natural, and no one is an expert right out of school or training.  Trust is a matter of character and integrity, it cannot be taught.  Associations and relationships are built over time and  the trust factor in any profession will carry over from job to job; and career to career. If you are known to have been a plumber at one point in your career and then suddenly claim to be a tax professional, you must expect some skepticism and doubt until enough time has passed and the credibility in that field has been established. This is why referrals work great. A person cannot be an expert at all things, but when working for a client who trusts you and can observe your credibility, sending a referral for another unrelated job to different person will only enhance your own credibility. You may be suited to  handle both jobs, but when you use a good network of professional associations, the reciprocal is much more valuable and you will increase you profitability in every endeavor. You may only then wear multiple hats and perform different jobs for different people.

'Certainly I can'

There may be a few good reasons why President Roosevelt's face was carved on the side of a mountain in South Dakota; he was a man of wise words.  An entrepreneur's favorite quote is "Whenever you are asked if you can do a job, tell them 'certainly I can' then get busy and find out how to do it."

All too often people get wrapped up in their own abilities and neglect the things they cannot do, sometimes believing they do not have the understanding or knowledge of how to get the job done.  Fear may set in and falsely convince a person that they are 'in over their head'. When this happens, a tremendous opportunity for learning and growth is lost, and a person's confidence wanes.

In reality, of course there are times when a person may not have the resources, time, or capacity to do a job, but one must honest with himself and intelligently know when to say "no".  For example, a doctor probably would not tell his/her patient that they have the ability to prescribe medicine only, but also can fix a plumbing problem at someone's home. (unless that doctor has just recently fixed an identical leak at his /her own house.) Or, a tax attorney may not confidently suggest he/she can be their mechanic, IT professional, and hair stylist all at the same time. Although people may wear different hats, there is something to be said about being a specialist in a particular area.

The identifier "jack of all trades" usually implies that a person is really a "king of none". However, it is important to know a little about a lot of things. If you have a basic understanding it leaves you with the security of not being mislead, deceived, or ripped off by a contractor whom you hire for a specific job. It pays to question everything once and maybe research  a little before trusting the first answer received; a second opinion can be precious.

For entrepreneurs, the same holds true. There must be specialties that you can be a master at, for then you will be successful, however, sometimes just saying yes to a request can open the door to numerous possibilities.  Alexander Graham Bell said  "When one door closes another door opens, but we so often look so long and so regretfully upon the closed door, that we do not see the ones which open for us."  A contractor should not think a job is too big, he should just quote the price properly. A consultant should not tell a client that a task is impossible, he/she should just outsource the correct help to accomplish it. Even Bill Gates dropped out of college to start Microsoft, when everyone else thought he was crazy to do that; he didn't say no to an opportunity right in front of him!

Another wise man once said that there are three things to know in order to be successful, "know what you know, know someone who knows what you don't know, and that is all you need to know!" 
It is very important to welcome opportunity when it knocks, and never let fear shy you away from something you may need to learn in order to grow!

The new horizon.

Chances are if you are reading this post, or have watched the video, then you know exactly why and how Social Media is going to be the new norm in marketing. The video is self explanatory, and factual. If a business is not on social media, then that business is dying soon. 

More people are using Facebook, Twitter, You Tube,  and LinkedIn than ever before and the dinosaur ways of advertising are going extinct. There are of course a million other sources of social media, but if a company is not properly using at least one or two of these then they are ignoring a huge market potential.

Another source is Text Message Marketing. As people are purchasing smart-phones, I-phones, or Androids, the world is recognizing the impact of texting. People seem to no longer want to just call a person, they want to text. Now companies can advertise simply by sending out a mass-text message to all its customers at one time for a simple promotion. Business cards are also disappearing as electronic cards are now becoming popular.

Overall, a company must have a blog, a website, or some kind of electronic media outlet in order to compete in what can simply defined as a new horizon.