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Accellerating Trust: Open up to the Possibilities 1
(part 2 of 3)

We have been talking about the "modern alchemist's" quest for gold: how do we create priceless, precious trust from commonplace behaviors? We know that trust is what it takes to close whale-sized deals. We know that the bigger the deal, the more trust required. And we know that the trump card, fear, kills most deals with whales because fear of going wrong is much more powerful than the possible advantage that might come from doing something new.

So, when you're whale hunting, you have to create a lot of trust, FAST.

In our last issue, we introduced the three dimensions of trust:
  • Integrity (doing what you say you will do)

  • Openness (increasing familiarity on both sides)

  • Value (the 'weight' of your actions and words as they relate to another)

Specifically, we discussed the principles of integrity. If you have not had a chance to read it, we invite you to do so now to catch up.

Today we talk about openness. The issue of openness is a tricky one. It relates to authenticity. For us to be able to understand the whale's fears, address core driving issues, get valid answers to revealing questions, and develop the level of trust necessary to do a whale-sized deal, we have to create an open environment between ourselves and our counterparts in the whale. Often in our work, we find people believe there is a high level of openness because a particular person appears to be sharing information candidly about his or her situation, problems, and issues. While this is a good sign, it is not necessarily indicative of a high level of openness.

We propose that there are six levels of openness that you should pursue:

  1. Connecting. The basic level involves conversational exchange that reveals commonalities in education, backgrounds, associations, and beliefs. In whale hunting, this is the point of entry and initial acknowledgement that we have generated interest.

  2. Sharing. Level two means telling "our personal story" and hearing the "personal story" of others. In business, this may include the whale company sharing the key business issues that have prompted it to consider changing its ways and perhaps do business with you instead.

  3. Advising. At the third level, you recommend courses of actions that a person should take based upon what he or she has told you and what you think is in that person's best interest. In whale hunting, this can include the comments offered by a Polar Bear or a Raven to assist the boat in the hunting process. Likewise, it can mean providing to a member of the buyers' table your opinion of certain performance specifications or your thoughts on a particular design approach.

  4. Assisting. At level four, you take action to help someone with an issue, problem, or need. In whale hunting, this means responding to a request for action from a buyers' table member to assist him or her in the decision-making process. It could be providing a prototype, generating technical drawings, or developing the whale's RFP, for example.

  5. Accepting assistance. The fifth level marks a huge transition in building trust, during which you allow yourself to be vulnerable: you recognize that you need help, you ask for it, and finally accept it. In whale hunting, this could be someone smoothing over an issue on your behalf, writing a recommendation, arranging for an important plant tour, or advocating in the sales process. This step goes beyond providing information: this is direct action on the part of a key member of the buyers' table to do something significant on your behalf.

  6. Interdependency. When you reach this level with a prospect or customer, you are engaging with someone as a key advisor to whom you will take most serious decisions for review and discussion. Likewise, you encourage that person to consider you in a reciprocal role. This role as "trusted advisor" is very difficult to achieve in a whale hunting process. Most often this is achieved after the sale is made and the relationship continues to be positive and productive.

The DOs and DON'Ts of Openness

  • Don't skip steps. There is a natural progression to the development of a relationship with this dimension of trust. Make certain that you have achieved each level before going to the next level.

  • Don't assume. It is important to recognize the value of the interaction as seen through the eyes of the whale. What may seem to you to be an enormous act of openness, such as sharing key information, may be of little value to the whale. Asking about how to handle confidentiality is one way to understand the level of openness in the exchange.

  • Don't brag. When people are being open with you, be extremely circumspect and respectful. You can easily come into information, materials, opinions, and insights that were shared with a sense of trust. But if you misuse that knowledge, you will commit an egregious mistake. Likewise, you will share similar types of things. It is important to be careful, recognizing the "gold" that you are creating in the relationship.

  • Do be intentional. You are working intentionally through the steps of trust in this dimension. You know that the greater demonstration of openness, the greater the trust. And the greater the trust, the higher will be your potential for success. Therefore, set out as a goal and a part of your process that you will work towards the higher levels of openness in your relationships with the whale.

  • Do direct and coach your boat on this dimension. As the whale hunt progresses, more and more exchanges occur between the members of your team and the participants at the buyers' table in the whale. If it all goes well, you will experience both an individual and a collective sense of openness. Keep your finger on the pulse of your team to ensure that no one is violating the whale's increasing openness.

Inside your house, teach, train, and discuss. Be sure everyone understands the ways in which thoughtless or casual information-sharing can undermine the developing openness between your company and the whale. People on your boat who are new to whale hunting may feel very powerful to know "secrets" shared by the whale's team. Be certain that you are managing and that they understand the dual roles of integrity and openness in accelerating trust.

As your team learns to practice six levels of openness, you will not only accelerate the trust-building process but develop a culture of exceptional workplace behavior that conveys trustworthiness to your clients as well.

Coming next... Accelerating Trust: Investment. In the meantime, please feel free to forward this issue to your friends!

Do you have a trust accelerator story? Have you tried these practices with a whale? We'd love to hear from you.


— Tom Searcy and Barbara Weaver Smith








Tom Searcy, The Whale Hunters Company, Large Account Sales, Business Growth, Sales Process Development, Fast Growth Strategies, RFPs, Key Account Management, Current Account Growth, Sales Management, Breaking Business Growth Plateau's, Prospecting System, Business Acceptance Process, Sales Management Development, Big Sales, Big Deals, Deal Coaching, Transform your company, Explosive Growth, Whale Hunting

FOOTNOTE: 1 COPYRIGHT 2006-2008, THE WHALE HUNTERS, LLC, ALL RIGHTS RESERVED.