Trust.  It’s a powerful word that means the firm belief that someone is telling the truth, that they’re reliable and have the ability to do what they say they are going to do.  Trust.

I was at the beach last week and watched small children being thrown up in the air by their parents and laughing with joy. Tiny children toddling towards the ocean tightly grasping the hands of their parent or an adult that they, yes, trusted, to keep them safe from harm.

Trust; belief and faith that all will turn out right.

And isn’t that what we all want when attending a class of any sort. Sky diving? You better darn well trust your instructor. Cooking class? Sure, you don’t want to screw up your meal when you try to do the same menu for guests.

And what about sales training? The trainees are trusting the instructor to pass along tips and techniques that will enable them to do their job more effectively with the goal of winning more new clients and retaining and growing existing clients and ultimately, generating increased revenues and earnings.

Trust that the sales trainer will be skilled enough for this knowledge transfer experience, interesting enough that they will command attention and enthusiasm and gentle enough that their mistakes and weaknesses won’t be ridiculed.

I’ve been a sales trainer for 27 years and I remain honored by the trust that my trainees put into my hands and work as hard as I can to live up to their expectations.

What about you? Do your clients trust you? What do you do to earn and retain their trust?

In today’s highly competitive business world trust might be the single most important characteristic that will enable YOU to differentiate in the marketplace and retain your clients.

Don’t overlook it; it costs little to deliver and the results can be remarkable.