Are you a Geek?
The Trust Edition
I am a framework nerd.
This week, I'm sharing one of mine - The Trust Model. This little beauty has helped some of the Fortune tech world to change the way they speak and sell to their clients.
It's very simple. Let me explain.
This is the Trust Model. You have two axis: the horizontal line is capability. The vertical line is engagement. This gives you four quadrants:
- The No-hoper: Can't deliver. Can't sell.
- The Celebrity: Jazz hands sales. Over promises. Doesn't deliver.
- The Geek: Brilliant at delivery. Awful at communication.
- The Trusted Partner: Solves the challenge and leads the client journey through good communication.
You then look at it through three lenses:
- How do our clients see us?
- How does our market (those we haven't sold to yet see us?)
- How do we see us?
Now this alone usually sparks a good conversation with the board. But when you bring data and proof into play, it kicks it off for real.
If you're on the left-hand side you have execution and operational issues to fix.
But the Geek to Trusted Partner journey is one of communication. They can't get to the C-level. They don't know anyone and they don't know how to tell a story. They struggle with consultative selling because they only know how to sell widgets.
"Do you want some more project management?"
No.
The Geek has to go on a journey of learning. Not only do they need to look in the mirror and see where they're leaving money on the table, but they have to develop new skills in communication, speaking and branding. They need to become authorities.
This means coaching teams to become greater a speakers and writers - and giving them the agency to write and promote their ideas. They need to get out from behind the desk to go and meet people. Their clients need to start to advocate as they find new channels to meet the C-level and challenge them.
This is a confidence and communication game with a splash of creativity.
The opportunities come when you have established trust - and they will only come when you can prove you are worthy of it.
Let me know what you think about the Trust Model. As I say, it's been a brilliant tool for more than 10 years for me and I've sold some huge programmes on the back of it.
Have a good week.
Dan
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Dan
