Do you remember one of Disney's animated movies The Jungle Book? The little boy, Mogli, has been left in the forests of Africa as a child and is taken care of by a family of wolves. The movie is about the boy being returned to the "man village" by Bagheera the Panther and Baloo the Bear and the journey of experiences as he leaves his home in the wild.

Along the way he meets Kaa, a huge boa constrictor, who convinces the boy that he, the snake, is harmless only to hypnotize Mogli so that Kaa might munch on him for supper.

Kaa sings a song "Trust in me" while hypnotizing Mogli and I often think of that song when encountering a less than savory someone in business; colleague, vendor, customer, competitor.

Just how important is TRUST in the customer relationship? Customer trust sets you up over the competition. People will pay more if they trust that you'll provide the service or product they need; right the first time, on time, every time.

Entrepreneur Magazine had an article in March about the Trust Factor

The article lists five key components to building customer trust:

1. Truth
2. Reliability
3. Understanding through uncommon efforts
4. Service
5. Take your time.

I love the last one. As a veteran of the one-hour eyeglass business, I can remember customers saying "please don't make my glasses in an hour, I want them made right."

How would your customers rate you on the trust factor? How do your vendors stack up?

Is it time to hold up the mirror and take a good look?

Deborah Chaddock Brown
Writer