I recently heard about a survey that found 9 out of 10 people will deal with someone they trust but don’t like, over someone they like but don’t trust. Trust is the cornerstone of all relationships, personal and business.

I have written before of the importance of every company and organisation building their “trust bank”. Your stakeholders need to trust you – staff, suppliers, clients, potential clients, neighbours, industry contacts, and others. Trust is built by – 1) Putting procedures in place that protects stakeholders and benefits customers, and 2) Telling them about it.

At some stage you will face an issue that can potentially damage your reputation – it’s guaranteed. When that time comes, your ability to successfully deal with the issue is directly proportional to the amount of trust you have built. During times of crisis you need your clients, suppliers, employees and others to believe you. They will – if they trust you first.