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Has to do with the words we speak. In a sentence we might say, “I can trust what she says about intellectual property; she’s very credible on the subject.”
Increasing the value of C, R and I in the numerator increases the value of trust.
Increasing the value of self-orientation, decreases the value of trust, making this the most important variable in the Trust Equation.
Has to do with actions. We might say, “If he says he’ll deliver the product tomorrow, I trust him, because he’s dependable.”
Refers to the safety or security that we feel when entrusting someone with something. We might say, “I can trust her with that information; she’s never violated my confidentiality before, and she would never embarrass me.”
Refers to the person’s focus and whether it is primarily on themselves, or on the other person. We might say, “I can’t trust him on this deal - I don’t think he cares enough about me, he’s focused on what he gets out of it.” Or more commonly, “I don’t trust him - I think he’s too concerned about how he’s appearing, so he’s not really paying attention.”
David Maister, Charles Green, Robert Galford
For example, a salesperson with low self-orientation is free to completely and honestly focus on the customer. The truth in selling is that you succeed more at sales when you stop trying to sell. When all you focus on is helping prospects, they trust you more and buy from you more as well.