{"id":984,"date":"2020-07-22T12:14:20","date_gmt":"2020-07-22T12:14:20","guid":{"rendered":"https:\/\/dev.twentytwo.digital\/ukbodytalk\/why-should-i-trust-you\/"},"modified":"2024-03-22T17:11:29","modified_gmt":"2024-03-22T16:11:29","slug":"why-should-i-trust-you","status":"publish","type":"post","link":"https:\/\/dev.twentytwo.digital\/ukbodytalk\/resources\/blogs\/why-should-i-trust-you\/","title":{"rendered":"Why should I trust you?"},"content":{"rendered":"

Why Should I Trust You?<\/strong><\/p>\n

\n
\n

Why establishing your intentions through the right credibility is vital for successful business communication.<\/span><\/i><\/p>\n

\"Why<\/p>\n

\n

I bet you\u2019re wondering what Snape is doing here? I am a huge fan of the Harry Potter stories, but it\u2019s more than a bit of whimsy. Out of interest, what did you feel when you saw him? Was it a cheery \u2018there\u2019s my man\u2019, or did anyone feel a bit uneasy?\u00a0<\/span><\/p>\n

Why don\u2019t we trust him? We don\u2019t trust him because from the very outset of the stories we are unclear of his intentions. He is mysterious, but not in a good way.<\/span><\/p>\n

In business communication, many of us are unwittingly Snape \u2013 in our emails, Zoom calls, presentations\u00a0 and hosting meetings (ooh those heady days of chatting in the same room!).\u00a0 We don\u2019t make our intentions clear \u2013 we go straight to the process\/actions we want people to take and are surprised by their reluctance sometimes to come with us.\u00a0 And in a time where \u2018trust\u2019 is being sorely tested, establishing intention is vital<\/a><\/strong>.\u00a0<\/span><\/p>\n

BUT, if you get it right and you secure trust, magical things will happen to your communication and your business ideas.<\/span><\/i><\/p>\n

So how do we do that? Through establishing strong CREDIBILITY fairly up front in a communication\u2026 I can already hear a few people sigh and you are right to, because if it\u2019s done badly it can be awful .<\/span><\/p>\n

I\u2019ve worked for over 20 years as a communication skills trainer and seen the constant struggle people have with establishing credibility \u2013 I\u2019ve struggled with landing it myself at cost in a coaching room, but working on a recent intensive programme for an international pharmaceutical company with brilliant souls, a few common themes presented themselves\u2026<\/span><\/p>\n

\u2018I\u2019m not sure what to say, so I just say a bit of my CV, <\/span><\/i>or,<\/span> \u2018it feels like bragging\u2026so I don\u2019t say anything,\u2019 and the one I am seeing more regularly with the talented younger people we work with is, \u2018I\u2019m talking to my boss, what can I possibly say to sound credible when they are so much more experienced?\u2019\u00a0<\/span><\/i><\/p>\n

Let\u2019s start unpicking this a bit and find some practical things we can do to allay some of these worries\u2026<\/span><\/p>\n

FIRST and foremost, running through all communication like the writing through a stick of candy rock\u2026 AUDIENCE IS KING. And by audience, I mean anything from the colleague on the end of the phone to the Zoom presentation you are giving and you should <\/span>tailor everything to them<\/span><\/i>.\u00a0 Don\u2019t go for \u2018stock credibility\u2019 which is usually a bit of your cv and job title, which isn\u2019t credibility anyway. ALWAYS tailor for the audience. With this in mind, here are a few things that might help:<\/span><\/p>\n

1) THINK PROLOGUE \u2013 the bit that establishes the story that follows. The first principle to consider is that credibility is a mix of EMOTION and logic.\u00a0 When you are speaking we make emotional decisions which we use logic to back up.\u00a0 So your context or \u2018prologue\u2019 should include a little backstory of the reason we are here, but you need to weave through that a sense that you have value in the message and you do that using emotional language. Avoid the \u2018I\u2019m passionate about this\u2019 as you can sound like a faux candidate on \u2018The Apprentice\u2019 , but using emotive language to set up the context really helps, for example \u2018After our last meeting we came across a number of time wasting <\/span>frustrations;<\/span><\/i> it got me scratching my head and I\u2019ve spent a couple of days looking at that with two key members of the team and I\u2019m <\/span>excited<\/span><\/i> to share some of the things we found.\u2019\u00a0 It can be lightness of touch, but If you show you care, we are more likely to care too.<\/span><\/p>\n

2) BRIDGE TO THE WORLD OF YOUR AUDIENCE.\u00a0 True credibility says to an audience \u2018we have shared common ground\u2019 or \u2018I understand some aspect of your world\u2019.\u00a0 Cialdini\u2019s book \u2018Influence\u2019 draws on this with his principle of \u2018likeable\u2019. This is particularly useful if you feel lower status in a conversation. A lovely example I had of this was working with a brilliant young MSL (an MSL for anyone that doesn\u2019t know is a medical scientist working for a pharmaceutical company whose job it is to share objectively new data around disease\/therapy areas to Healthcare professionals in hospitals and clinics). She said she avoided setting up credibility as she was effectively speaking to \u2018gods\u2019 in the hospitals with years more experience. We drilled into why she did her job and she said, \u2018I worked as a researcher in the labs and I thought I was happy, but one day I had the opportunity of going into a hospital and seeing the work done with the patients and I realised instantly that was where my heart was \u2013 working with the patients and doctors and seeing what was being achieved\u2019. A little bit of that peppered into a conversation with a KOL she had never met really helped secure trust \u2013 she bridged to their world.\u00a0\u00a0<\/span><\/p>\n

3) CHUCK IN A BIT OF \u2018PERSONAL\u2019 \u2013 adding a name or a reason you are personally involved really helps. Check this out. Another MSL, this time a Team Leader talking to her team about the problems of COVID-19 for patients with a very rare disease\u2026\u2018I\u2019ve been getting phone calls from doctors at hospitals and clinics scared about the impact COVID is having when interacting with this drug, and I know all of you are also being bombarded with similar, frightening questions. I\u2019ve been up day and night the last week condensing the data and reports coming in to give you some clarity. One reason I\u2019m so worried is that I am prescribing my own grandmother these drugs.\u2019 BOOM\u2026 context, personal credibility and a link to her team\u2019s world all established. So much more effective than launching the conversation with \u2018Here\u2019s some recent data and research etc etc.\u2019<\/span><\/p>\n

4) EAT A BIT OF HUMBLE PIE\u2026 Finally if you\u2019re worrying about being so senior that establishing credibility can sound like \u2018showing off\u2019, pepper your credibility with words like \u2018so lucky\u2019, \u2018extremely fortunate\u2019 or \u2018excited\u2019 when you describe your relevant experience in our context set up \u2013 this can be the difference between sounding like a likeable \u2018authority\u2019 to sounding perhaps \u2018authoritative\u2019, which can be off-putting.<\/span><\/p>\n

So, in summary don\u2019t be Snape \u2013 his intentions turn out to be good in the end but we only find out 7 books and 8 films later \u2013 too late in business! Be Dumbledore instead \u2013 his logical credentials are established when Harry plays \u2018chocolate frogs\u2019 on the train to Hogwarts and wins Dumbledore\u2019s collection card. He finds out he\u2019s the greatest wizard of modern times and about some of his greatest achievements, but it is the emotional link to Harry\u2019s world that secures the credibility \u2013 Dumbledore knew his dead parents and cared about them. That clinches it.<\/span><\/p>\n

To learn more about how we can help you please contact our team<\/b><\/a><\/span>.<\/p>\n<\/div>\n<\/article>\n<\/section>\n\n\n\n\n\n\n\n\n\n\n\n","protected":false},"excerpt":{"rendered":"

Why establishing your intentions through the right credibility is vital for successful business communication.<\/p>\n","protected":false},"author":15,"featured_media":3457,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[16],"tags":[],"class_list":["post-984","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blogs"],"acf":[],"yoast_head":"\nHow To Gain Trust In Business | Body Talk<\/title>\n<meta name=\"description\" content=\"Why establishing your intentions through the right credibility and gaining trust is vital for successful business communication.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dev.twentytwo.digital\/ukbodytalk\/wp-json\/wp\/v2\/posts\/984\" \/>\n<meta property=\"og:locale\" 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