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© Trusted Advisor Associates LLC, 2012 all rights reserved
Being a Trusted Advisor
© Trusted Advisor Associates LLC, 2012 all rights reserved
© Trusted Advisor Associates LLC, 2012 all rights reserved
© 2012 Trusted Advisor Associates LLC. All rights reserved.
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© Trusted Advisor Associates LLC, 2012 all rights reserved
© 2012 Trusted Advisor Associates LLC. All rights reserved.
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Being Trusted Advisors
Copies of slidesFive articles:
• 75 Ways to Build Client Trust• My Client is a Jerk• The Point of Listening
Trust Matters blog
www.trustedadvisor.com/naifa
© Trusted Advisor Associates LLC, 2012 all rights reserved
Defining Trust
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Trusted Advisor
Advising
Being Trusted
© Trusted Advisor Associates LLC, 2012 all rights reserved
DefiningTrust
TAKE-AWAYS AND Trust Top Ten
© 2012 Trusted Advisor Associates LLC. All rights reserved.
INFLUENCE AND THE ELFEC MODEL
Trust AND Influence
THE Trust Equation
Building and Leveraging Trust
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Defining Trust
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Defining Trust
© Trusted Advisor Associates LLC, 2012 all rights reserved
Defining Trust
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© Trusted Advisor Associates LLC, 2012 all rights reserved
Defining Trust
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A Simple Example
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THETrust Equation
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Which Do You Want to Focus On?
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THETrust Equation
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Being a Trusted Advisor, Part A: Trust
Being trusted
Being trustworthy
Tough to fake
Easier to maintain
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THETrust Equation
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The Trust Equation
C + R + IS
C + R + IS
T trustworthiness
C credibility
R reliability
I intimacy
S self-orientation
T =
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THETrust Equation
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Truthfulness
Credentials
I can trust what
she says about…
Dependability
Predictability
I can trust him
to…
Discretion
Empathy
I can trust her
with…
ActionsActions SecuritySecurity FocusFocusWordsWords
Credibility Reliability OrientationIntimacy
I can trust that
he cares
about…
Motives
Attention
Four Factors of Trustworthiness
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THETrust Equation
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About the TQ
• Developed by Charles Green from the Trust Equation
• Taken by over 12,000 people to date
• A trustworthy indicator of trustworthiness
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THETrust Equation
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Your Trust Quotient
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THETrust Equation
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Your Trust Quotient
N = 12,857
Median skewed left: 3 x S
All TQ Respondents
Avg. TQ Scores:World 6.3
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THETrust Equation
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Total Population: Highest Rated CRIS FactorN = 12,857
22%
38%
20%
9%C
R
I
S
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THETrust Equation
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Deloitte Federal: Highest Rated CRIS FactorN = 12,857
19%
51%
15%
15%C
R
I
S
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THETrust Equation
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Law Firm: Highest Rated CRIS FactorN = 12,857
20%
50%5%
25% C
R
I
S
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THETrust Equation
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Total Population: Lowest Rated CRIS FactorN = 12,857
25%
15%
29%
31% C
R
I
S
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THETrust Equation
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Deloitte Federal: Lowest Rated CRIS FactorN = 12,857
26%
6%42%
26% C
R
I
S
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THETrust Equation
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Law Firm: Lowest Rated CRIS FactorN = 12,857
15% 0%
70%
15%C
R
I
S
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THETrust Equation
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A Quick Quiz
Whom can you trust?
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THETrust Equation
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Trust By GenderA NON-TRIVIAL DIFFERENCE
79.680.7
70
75
80
85
90
Gender
TQ Score
Men
Women
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THETrust Equation
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Trust by Age
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THETrust Equation
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Trust by AgeSTRONG CORRELATION
70
75
80
85
90
0 20 40 60 80
Trust Quotient
Age
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THETrust Equation
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Your Trust Temperament™
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THETrust Equation
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What’s in a Temperament?
•Two strongest factors = your Trust Temperament™
•Based on your self-assessment, because it’s your innate preference when it comes to building trust
Temperament C R I S
Expert ✔ ✔
Catalyst ✔ ✔
Professor ✔ ✔
Doer ✔ ✔
Steward ✔ ✔
Connector ✔ ✔
TOP TWO SCORES
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THETrust Equation
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The Expert (CR)
“Lead, follow or get out of the way.”– An Anonymous CR
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THETrust Equation
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The Doer (RI)
“As for accomplishments, I just did what I had to do as things came along.”
– Eleanor Roosevelt
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THETrust Equation
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The Catalyst (CI)
“A genuine leader is not a searcher for consensus but a molder of consensus.”
–Martin Luther King, Jr.
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THETrust Equation
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The Professor (CS)
“The important thing is not to stop questioning. Curiosity has its own reason for existing.”
– Albert Einstein
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THETrust Equation
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The Steward (RS)
“My goal wasn’t to make a ton of money. It was to build good computers.”
– Steve Wozniak
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THETrust Equation
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The Connector (IS)
“It’s not what you know, it’s who you know.”
– An Anonymous IS
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THETrust Equation
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The Six Trust Temperaments: DistributionWORLD DISTRIBUTION
Temperament World
CR Expert 31%
RS Steward 21%
RI Doer 17%
IS Connector 13%
CI Catalyst 10%
CS Professor 8%
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THETrust Equation
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The Six Trust Temperaments: DistributionWORLD , BIG 4, LAW FIRM
Temperament World Big 4 Law Firm
CR Expert 31% 43% 59%
RS Steward 21% 25% 25%
RI Doer 17% 14% 8%
IS Connector 13% 7% 8%
CI Catalyst 10% 11% 0%
CS Professor 8% 0% 0%
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THETrust Equation
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Temperaments: Effectiveness vs. DistributionWORLD EFFECTIVENESS N=12,857
Temperament TQ Score
RI Doer 80.6
IS Connector 80.4
CI Catalyst 79.9
RS Steward 79.7
CR Expert 79.1
CS Professor 79.1
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THETrust Equation
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Temperaments: Effectiveness vs. DistributionWORLD EFFECTIVENESS, WORLD DISTRIBUTION
Temperament TQ Score
WorldDistribution
RI Doer 80.6 17%
IS Connector 80.4 13%
CI Catalyst 79.9 10%
RS Steward 79.7 21%
CR Expert 79.1 31%
CS Professor 79.1 8%
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THETrust Equation
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39
Temperaments: Effectiveness vs. DistributionWORLD EFFECTIVENESS, WORLD/BIG 4 DISTRIBUTION
Temperament TQ Score
WorldDistribution
Big 4 Distribution
RI Doer 80.6 17% 14%
IS Connector 80.4 13% 7%
CI Catalyst 79.9 10% 11%
RS Steward 79.7 21% 25%
CR Expert 79.1 31% 43%
CS Professor 79.1 8% 0%
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THETrust Equation
© 2012 Trusted Advisor Associates LLC. All rights reserved.
40
Temperaments: Effectiveness vs. DistributionWORLD EFFECTIVENESS, WORLD/LAW FIRM DISTRIBUTION
Temperament TQ Score
WorldDistribution
Law FirmDistribution
RI Doer 80.6 17% 8%
IS Connector 80.4 13% 8%
CI Catalyst 79.9 10% 0%
RS Steward 79.7 21% 25%
CR Expert 79.1 31% 59%
CS Professor 79.1 8% 0%
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© 2012 Trusted Advisor Associates LLC. All rights reserved.
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Advising
Being Trusted
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Trust AND Influence
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Trust AND Influence
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© Trusted Advisor Associates LLC, 2012 all rights reserved
Trust AND Influence
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Ah, but there’s the rub. When matters of personal health (or home appliances) are at stake, we want a lot more than expertise from our experts. The rational world suddenly loses its appeal; dull, steady scientific observation seems only dull and steady. We want some pixie dust, a little magic, an eccentric genius who can see through the usual mumbo-jumbo to the core of the problem (paging Dr. House).
But until our prince comes, we are left with the most basic, bare-bones determination: do we trust this guy or not? And this decision, rather than following along a perfectly manicured line of reasoning and evidence, relies on that least scientific of all human inclinations — the simple leap of faith.
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Trust AND Influence
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Influence and Trust
How do we get others’ attention?
How do they get ours?
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Trust AND Influence
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What We Think About How We ThinkRATIONAL, DEDUCTIVE, LOGICAL
Facts
Logic
Truth
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Trust AND Influence
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Are Ordinary People Rational?
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Trust AND Influence
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Are Judges Rational?
Does it matter what judge hears your case?
Does it matter how the judge is feeling today?
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Trust AND Influence
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Are Professionals Rational?
How much do US pharmaceutical companies spend on “medical education” ?
Doctors: “They can’t buy me with laser pointers and monogrammed pencils.”
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Trust AND Influence
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Cialdini on Influence
The number one factor of influence:
Reciprocity
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Trust AND Influence
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The Doctor’s Story
A pain in my left shoulder…
• If you listen to me, I will listen to you…
• If you don’t listen to me, I will not listen to you
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Trust AND Influence
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“The most pervasive and hardest sales problem? Premature solutions. The mistaken belief that the sooner they can begin solving the problem, the more effective they will be.”
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Trust AND Influence
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Thomas Friedman on Listening
“People often ask me how I, an American Jew, have been able to operate in the Arab/Muslim world for 20 years, and my answer to them is always the same. The secret is to be a good listener. It has never failed me…
“Indeed, the most important part of listening is that it is a sign of respect. It's not just what you hear by listening that is important. It is what you say by listening that is important...
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Trust AND Influence
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Suicide Hot Lines
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Trust AND Influence
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Gottman on MarriageTHE LOVE DOCTOR
“Understanding must precede advice.”
“You have to let your partner know that you fully understand and empathize … before you suggest a solution.”
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Trust AND Influence
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To be Clear:
1. Influence is non-rational2. It works through reciprocity 3. Reciprocity in business happens in conversations
4. Listening (yours) drives influence.
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DefiningTrust
TAKE-AWAYS AND Trust Top Ten
© 2012 Trusted Advisor Associates LLC. All rights reserved.
INFLUENCE AND THE ELFEC MODEL
Trust AND Influence
THE Trust Equation
Being Trusted Advisors
© Trusted Advisor Associates LLC, 2012 all rights reserved
Influence AND THE ELFEC Model
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58
Top Two Causes of Breakdown
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Take-Aways and Trust Top Ten
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TAKE-AWAYS AND Trust Top Ten
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The Trust Top TenTHE BIG PICTURE
1. Cultivate an attitude of curiosity
2. Think out loud
3. Make listening a gift
4. Write your next proposal with the client
5. Be yourself—everyone else is taken
6. Sell by doing, don’t sell by telling
7. “Let me be a channel”
8. When they’re angry—it’s not about you
9. Acknowledge calls unbelievably fast
10. Talk < 60 – 120 seconds
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© 2012 Trusted Advisor Associates LLC. All rights reserved.
61
Being a Trusted Advisor
Copies of slidesFive articles:
• 75 Ways to Build Client Trust• My Client is a Jerk• The Point of Listening
Trust Matters blog
www.trustedadvisor.com/naifa