Several years ago, I observed a department meeting where the leader of the group emphasized that to get new business was to find ways of demonstrating how good they are. He honestly believed that prospects came and stayed because of the firm’s expertise. I have to say I was disheartened because that is NOT the reason why clients come and stay with any firm. There’s only one primary reason why clients stay: they trust you.

When you’re thinking about and planning your client work, you give too little attention to how to deepen your clients’ trust in you. Instead, you focus almost exclusively on the technical aspects of the job. I’m not diminishing the importance of doing the job right, on time and on budget. But that’s expected and it won’t automatically compel your clients to trust you.

All the research for the last two decades seems to confirm what Robert B. Shaw wrote in Trust In The Balance. His research revealed that trust is a combination of three elements that you should be aware of, talk about and demonstrate on a regular basis.

The first is that you get results. It’s more than just completing your work. It’s what your clients want to achieve, having hired you to do something. Don’t confuse the success of your job with the accomplishment of their goals and results.

The second is that you demonstrate integrity. Doing the right thing because it’s the right thing to do is fundamental. Your clients don’t want to wonder if you are venturing into territory they don’t approve.

Finally, you need to show concern. Your clients and their pursuits must matter to you, not just their work. They want to know you, like you and believe in you before they will trust you.

This week, consider how you can deepen the trust relationship with your clients. You and your team should talk about, plan for and demonstrate these factors to reinforce the one reason why they stay with you.