Monthly Archives: May 2014

Essence of Trust

 We all seek to be trusted and are attracted to those we trust.  But it begs the question, what is the essence of trust? 

Trust is about safety.  The presence of trust, in organizations, creates the feeling of confidence – a secure knowledge that our behavior, our work and our performance will be evaluated in an objective, rational and consistent way.  It means we need not fear a subjective, arbitrary or personal attack that would threaten our reputation or stability within the organization – or worse, our self-esteem. 

Trust is the comfort of knowing we’ll be treated fairly if we simply do the right thing.  What solidifies this feeling of safety is experiencing it consistently, to the point where it is predictable.  We can count on it.  Then, and only then, are we freed up and fired up to do our best work.

How do we build a trustful place of our followers?  As Barry Posner writes in Leadership Challenge, when it comes to building trust:Team Huddle

  • Leaders must “go first” – you must model the way.
  • Leaders should always act trustworthy – this creates trust.

Don’t wait for others to demonstrate their trustworthiness for you to trust them.  Embrace your role as a leader and be the trustworthy model that leads the way!



Dianne Durkin is president and founder of Loyalty Factor, a specialized consulting and training company that enhances employee, customer and brand loyalty for some of the nation’s most prominent corporations and many smaller businesses. Durkin has over 25 years experience in finance, direct sales, international marketing and training and development.

Dianne’s proven expertise lies in helping companies quickly get to the core issues and outlining their impact on the organization’s profits, productivity and people. She authored “The Loyalty Factor: Building Employee, Customer and Brand Loyalty,” and the newly released “The Power of Magnetic Leadership: It’s Time to Get R.E.A.L.

Information Exchange – Being A Persuasive


People who try to persuade others usually think to say please and thank you, but it takes much more than that to overcome the most significant obstacle: resistance.  In his book “Being a Persuasive”, Ken O’Quinn acknowledges resistance is at the heart of persuasion; without it, there Is usually no need for persuasion.

Here are some tips to handle resistance:

1. Acknowledge the Resistance – If the audience is already resistant, be candid about it and address it up front. Say, “I realize you might be reluctant to,” or “I understand your concerns about.” By treating their opinions with respect, you are validating their feelings and opinions, and the empathy helps to create an emotional connection.

2. Change the Frame of Reference – People evaluate information differently depending on which element they are focusing on.  You can rearrange the elements of your proposal to emphasize the positive attributes.  When people eating hamburgers were told that the meat was 75 percent lean, they gave it a higher grade than did a second group (eating the same meat), which was told that the meat contained only 25 percent fat.

3. Change the Comparison – People evaluate options with a comparison point in mind, and you often can persuade them to accept an offer depending on what they are comparing it with.  For example, a group was having a difficult time selling cookies for $.75, so it puts on its sign “reduced from $1 to 75 cents,” and it sold many more.

4. Remove the Audience’s Reluctance – LL Bean outdoor clothing and sporting goods dealer built a global reputation on its satisfaction-guaranteed customer service.  Among other things, customers can return produces, even without a sales receipt.  This guarantee provides an assurance to the customer who might be hesitating to buy but decides to do it, thinking, “I can always return it.”

5. Demonstrate Your Credibility – People often decide how to respond to a persuasive appeal based not on the content of the message but on whether they view the communicator as credible.  And two factors people use to judge credibility are expertise and trustworthiness.  Communicate your expertise in your message.  This can include citing well-known experts in the field.  When you refer to credible sources, your message becomes more persuasive.

Call Loyalty Factor at 603-334-3401 today to schedule an in-house training program: Tackling Resistance and create a culture of engagement in your organization!