Good business thrives on forging and strengthening relationships with customers, suppliers and obviously amongst your own management team and staff. On the other hand, people do business with those they like, know and trust which to me boils down to one thing; all see a mutual value in the relationship. Or else why continue with it?

In the communications industry, this goes without saying. The owner of the brand cannot trust you to handle their image unless they think you add value to it. Your track record in the industry usually defines your worth. Now, probably many of you upcoming professionals feel that lack of experience lessens your chances of being hired or noticed. However, here is a comforting thought which I have come to realize plays a crucial role. The client may not like you, know you or trust you all at once, but at least you need to have two of above firmly established in order to have a starting point.

So, how do we make ourselves more valuable?

A good reputation is your grounding, based on confidence in character and capability over time. Henry Ford, an early 19th-century American captain of an industry once said, “You can’t build a reputation on what you are going to do.” It only comes after you make the investment in establishing it. Lasting influence is built and sustained by reputation. People can be influential in a given situation, or for a temporary period of time, but the lasting influence is based on a proven reputation for being exceptional. That is why it is so important to guard it, cultivate it and continue to show ever-increasing capabilities.

In other words, we need to appreciate that there is a process in life to every success. Therefore, the faster you embrace the process, the quicker you learn your lessons and become even more successful. Walk and learn under those who are trusted. Do you best and you will be surprised how quickly you become trusted. Much admired salesman and motivational speaker, Zig Ziglar once said, “If people like you, they’ll listen to you. But if they trust you, they’ll do business with you.”

Yet you cannot always afford to be pushy. Trust develops over a period of time as a result of usually several interactions and based on that, they will decide to associate with you. After they have developed the trust, they will then finally identify you as someone they know. No matter how sophisticated the technology…the products…the services…nothing earns more credibility than YOU being YOU and taking time to show a genuine interest in others. That is why communications will always remain relevant to any kind of business. Spend more time asking questions, to get to know someone (as a person) than talking about how ‘great’ you are.

They say the world belongs to those who have the courage to show up. But showing up isn’t just about being physically present. It is also about being emotionally present and bringing your A-game into play!

What am I trying to say? It’s all about people! You cannot thrive in this industry without cultivating networks, constantly developing your knowledge, skills and continually striving to get better such that the liking, knowing and trusting becomes easier.