Lesson 4: The Trust Factor -Building Lasting Relationships with Clients

In our ongoing series “Lessons from Our Founder,” we explore invaluable insights that have shaped our approach and success as a firm. Today, we delve into the cornerstone of all prosperous business relationships: trust. The way I see it, trust is the magic ingredient in every successful business relationship. I saw this in action many times over the years working under Margo’s tutelage, but one meeting very early in my career with Silvester & Company illustrates how powerful trust can be.

The Moment of Truth

Years ago, during one of my first pitch meetings in the aerospace industry. Margo and I were scheduled to meet with a CEO known for his demanding and stoic demeanor. As a young professional, armed meticulously with data and strategies, I was prepared to tackle the toughest questions to demonstrate our firm’s capability in handling a critical executive search.

Picture this: One of my first consequential pitch meetings in the aerospace sector with a CEO notorious for being tough and unemotional. As a young, eager professional I was geared up, loaded with facts and figures to demonstrate our capability; ready to show we were the right choice for a crucial executive search. Yet, despite my preparations, it was the less tangible qualities that proved most crucial.

Upon arriving, I witnessed a scene that reshaped my understanding of professional interactions. Our founder, Margo, was greeted by the CEO not with rigid formality, but with warmth and hugs. This CEO had worked extensively with Margo at his previous company, and the rapport they shared was built on years of reliable and authentic interactions. It hit me then: Margo’s reputation and the trust she’d built were now my allies. This wasn’t just about continuing a legacy; it was about living up to the trust that was being handed to me. This moment was a testament to the deep trust Margo had cultivated, which now extended to me by association. It underscored a vital lesson: trust is a cumulative asset, built through countless genuine interactions.

Why Trust Counts in Business

Consistency and Reliability: The most fundamental aspect of building trust is through consistent actions and reliable results. Clients need to know they can depend on you to deliver time and again, without fail. Simply put, people like to know what to expect. When you deliver consistently, people learn to rely on you, which is a huge trust booster. According to a study by the Institute for Public Relations, reliability is one of the key components of trust in business relationships.

Authenticity and Truth-Telling: Trust also grows from authenticity. In a business world rife with curated personas, being genuine is so refreshing. We all know what this feels like on the receiving end, but are you actively practicing authenticity yourself? Authenticity is as much a value as it is a skill that requires courage and continuous practice.

CEOs especially value partners who can deliver the unvarnished truth, even when it’s not what they want to hear. Margo had a famous phrase, “the truth is shorter than fiction”. She would often use this to coach me with this simple phrase in moments when I was preparing to give a client bad news, or news that my perfectionistic, Type A personality struggled to accept myself. Our role isn’t just to affirm but to challenge when necessary, ensuring that our clients are making the best decisions based on full transparency.

A keynote here – In the era of “bring your whole self to work,” authenticity has been heralded as a crucial element in fostering meaningful connections, not just within teams but also with clients. While I agree in principle, this can be misunderstood or taken too far. The drive for authenticity requires a careful balance, especially when building client relationships.

Being authentic and honest in leadership doesn’t mean sharing every detail of your life, every thought or critique you have. Professional judgment plays a crucial role in how you communicate, particularly with bad news. It’s important to discern what’s necessary to share and how it can be conveyed constructively. Always aim to deliver honesty in a way that fosters understanding and respect, reinforcing trust even in tough conversations.

In essence, the goal is to be authentic in a way that builds trust and rapport without overstepping professional boundaries. This balance of personal engagement and professional decorum is essential in nurturing long-lasting, trustworthy client relationships. Leaders who master this approach are not just service providers; they become valued partners, integral to their client’s success.

Empathy and Relatability:

Trust truly blossoms when clients see us not just as consultants, but as partners who deeply care about their challenges and triumphs. This sentiment echoes the timeless wisdom of Theodore Roosevelt: “Nobody cares how much you know, until they know how much you care.” With over 30 years in business and 17 in executive search, I’ve learned that this philosophy is what separates the successful from the unsuccessful.

For clients new to our firm, I often explain that our work isn’t just business; it’s personal. My family name is on the door and a 30-year legacy I am representing anytime we agree to a new search. In our boutique search firm, every interaction with clients and candidates is significant. But relatability extends beyond understanding business objectives; it involves connecting on a personal level, demonstrating empathy, and sometimes showing our own vulnerabilities.

Choosing to work with us is a monumental decision for any organization, but it’s also profoundly personal for the leader making that choice. Whether it’s a Talent Acquisition leader, a CHRO or a CEO, when they advocate for our involvement, they’re not just selecting a service provider—they’re placing a bet on us, putting their professional reputation on the line. This unspoken rule, “If I choose you, it’s a reflection on me,” underscores the gravity of their decision. It’s crucial that they know we recognize the significance of their trust and are committed to honoring it by delivering excellence. This understanding fosters a deeper connection, reinforcing the trust that is vital for lasting business relationships.

Conclusion

Trust isn’t just nice to have; it’s shown to significantly influence financial success, customer retention, and employee satisfaction. According to a PwC survey, 55% of CEOs think that lack of trust is a threat to their organization’s growth. But here’s the good news: every interaction you have is a chance to build that trust.

As Margo taught us through her actions and ethos, building trust is less about any single interaction and more about the cumulative effect of being consistently reliable, authentically truthful, and empathetically connected. In business, as in life, everything is easier when you are trusted. This foundational principle has not only guided our firm to success but has also enabled us to maintain valuable, long-term relationships with our clients – some now 30 years old.

Reflect for a moment—how are you building trust with your clients, colleagues, and stakeholders? Are you consistent, real, and empathetic? Remember, it takes courage and continual practice. In my experience, I find this practice to require a lot of self-reflection and often adjustments. In seasons of life and business, relationships can get out of sync or lose focus. I can be slow to return a phone call because of “the demands of the day” or overpromise out of excitement on a new project or deliverable. These are always excellent opportunities to reflect on and ask myself the simple question, am I building relationships in a way I can be proud of? Am I making decisions in this relationship that prioritize the long-term vs. this moment in time? Am I being consistent, reliable, and empathetic?