Anyone who has ever had a sales job or sat through a customer service training has heard the old adage that "People like to buy from people they know, like, and trust." Then they may offer a blurb about ways you can get people to "like" you. Things like, smiling, offering compliments, don't sell the product sell the benefits, let the customer know you are there to help them, not sell them. While some of those strategies may work to enhance your likability, they fall painfully short of establishing trust. 

You see, establishing trust, begins long before a client, employee or prospect ever engages with your company. Trust begins behind the scenes. It starts with your LEADERSHIP!

The attitudes, beliefs, and yes..... bias' of your leaders will be front and center when it comes time to creating the culture of your organization.

People say it's just business, it's not personal. Well, guess what, whether you realize it or not everything about your business starts out personal, long before it becomes business. Think about it, everything from how your company selects markets, how you promote your business, who you market to, the policies and procedures you establish, how you make decisions, who you hire, and even how you seek out talent are all tied to THE PERSONAL BELIEFS, PREFERENCES, AND PERSONAL EXPERIENCES OF YOUR COMPANY LEADERSHIP.

What we have learned over the years is that people will actually pay more to do business with a company they trust. We've also discovered that top talent would be willing to accept a lower wage or less favorable working hours to work for a company that has shared values.

In essence, who your company is, how you show up and who you attract is up to you!

Being inclusive is a choice. Companies must become intentional about employee selection and promotion opportunities to make room for voices, experiences, and opinions that differ. These differences provide a 365-degree perspective. It opens the door for policies, procedures, and products that have a broader appeal and demonstrates equitable company values in action. And yes, THAT builds TRUST!

It begins with questioning your thoughts and long-held beliefs. It requires gathering differing opinions. Sometimes you need to borrow a lens from someone else to be able to see it from another perspective. That is impossible to do if everyone you rely on to make decisions all look and think alike. 

Ask yourself:
Have you been intentional as an organization about fostering a diverse environment?
Does your company leadership reflect values of diversity and inclusion?

If the answer to one or both of the above questions is NO. The next question to ask yourself is, What can you commit to right now that will begin to move the dial in the direction of becoming a more diverse company and foster trust in your team and your clients?

Remember the know, like, and trust factor, of a diverse employee and client base starts with the diversity of your leadership. 

Take a look at the video below to give you some additional food for thought on the importance of diversity in your leadership.