Why clients prioritize trust over top CVs

In the classic "Know, Like, Trust" formula of business development, many lawyers give equal weight to each element. However, trust is paramount. It's the gateway to securing new business—the element that deserves the most strategic attention. This is why building a strong referral network is so important. Through referrals trust in one person transfers to another through recommendation, creating a shortcut in the client's decision-making process. When a potential client receives a recommendation from someone they already trust (such as their outside counsel with one specialty), they essentially "borrow" that established trust and extend it to you (who has a different specialty), which accelerates the relationship-building timeline significantly. Research in cognitive psychology shows that humans rely heavily on trusted networks to make decisions under conditions of uncertainty and risk—precisely the conditions present when selecting legal counsel for important matters. When faced with this uncertainty, clients don't typically cast a wide net or conduct exhaustive research as a starting point. Instead, they reach for the most reliable heuristic available: the judgment of someone they already trust. This explains why referred clients typically require fewer touchpoints before engaging your services and are often less price-sensitive. All this is to say that building a strategic referral network should be among your highest business development priorities. Focus on deepening relationships with those who can serve as trust conduits to your ideal clients. Invest time educating your network about exactly what matters you handle best. And try to reciprocate to stay top of mind and keep your referral relationships strong. Being known and liked opens doors, but trust is what closes deals. The lawyer who understands this can build their practice through the most valuable business development currency—the trust others place in their capabilities.

In the late 90s, three business experts posed a single question: What makes people trust financial service providers? Instead of theorizing, David Maister (a former Harvard professor), Charles Green (a seasoned consultant), and Robert Galford (a business executive) studied thousands of real business relationships. What they found was surprisingly simple: There's no mystery or magic when it comes to trust. It's a formula that's completely understandable by anyone. Trustworthiness = Credibility + Reliability + Intimacy ÷ Self-Interest Most businesses focus heavily on credentials and expertise. Their research showed that the human elements, especially reducing self-interest, actually build trust faster. And organizations with the highest trust scores outperformed their peers by 286% in profitability.  Here's the real deal about trust in business: Straight-talking expertise is the #1 reason people trust professionals. No fancy words or empty promises. Know your stuff and explain it clearly. Clients actually prefer consistent, reliable service over occasional brilliance. We'd all rather have someone who's consistently good than someone who's occasionally amazing but usually disappointing. And when it comes to intimacy, when a financial partner truly 'gets' your business (your goals, challenges, and needs) they become irreplaceable. We've all met the salesperson who's clearly more interested in their commission than solving our problem. That's high self-interest in action, and it kills trust faster than anything else. Over 70% of clients said the main reason they stick with their advisors is simple: They believe their advisors are truly looking out for their best interests.

When you’re a writer and editor, satisfied clients will inevitably ask you to write something in a format that's new to you. But there’s a fine line between assigning a stretch project and giving someone more than they can handle. Why not opt for an expert instead? That’s simple: You can teach formats and platforms. You can’t teach trust. In addition to knowing that my style fits their needs, my clients know they can count on: 📖 Transparency: No one likes surprises. I’m upfront with questions, challenges, and opinions about projects to achieve the best possible outcomes. 🤝 Collaboration: I’m easy to work with, reliable, and value open communication. 🌟 Shiny outcomes: My priority is to help them shine. I deliver my best work—even if I’m learning on the job while I’m doing it. Because of this trust, over the past few years, I’ve been hired to: ✅ Write for a popular scripted podcast (even though I’d never written a podcast) ✅ Edit a high-profile newsletter (even though newsletter analytics and testing mechanisms were new to me) ✅ Create a series of digital courses (even though I’d never written an interactive digital course) These projects have been fascinating and fun while teaching me new skills. Cultivating trust is everything—and might be the best marketing and branding tool available. Plus, it sure feels great to receive that trust and have new opportunities to learn.

When a client cites "performance" as the reason they're leaving, it's rarely the whole story. More often, it's code for a loss of confidence in your ability to deliver. Performance issues are usually just the visible part; the real problem is a lack of trust. In today's world, where automation levels the playing field, the real differentiator is the strength of your relationships. Building these requires competence but also a deep understanding of the human side of business. After a first call, I'll send a brief, personal note: "I really enjoyed our conversation today. Looking forward to what we can achieve together." No performance metrics or next steps—just a simple acknowledgment of the connection. It's about reinforcing that this relationship matters beyond transactions. When clients feel valued beyond the revenue they bring, they're more likely to trust you, overlook challenges, and stick around because they know you're invested in their success. In the end, it's not just what you deliver; it's how you make clients feel about working with you. Trust isn't built on performance alone—it's built on showing that you're as committed to their goals as they are. That's something you can't automate. #ClientRelationships #Agency #Advertising

References are more powerful than resumes, portfolios, or even sales pitches. It’s worth when someone mentions your name in the right room. Just imagine , how it feels when your client suggested to anyone : “She overdelivers every time.” Or “You need to work with her once to understand the difference”. That one sentence does more than a 5-page CV, a glossy deck, or hours of self-promotion. Because people don’t buy skills first. They buy trust. And trust travels only one way → through references. In business, references decide if your pitch even gets a chance. And In life, references decide which doors open , without you even knocking. References are not built in one big moment. They are built in tiny, consistent interactions: • Replying to that email when it’s inconvenient. • Delivering before the deadline, not on it. • Owning mistakes instead of hiding them. So instead of asking: “How do I get more opportunities?” Ask: “What are people saying about me when I’m not in the room?” That’s the real currency of work and business. The loudest person rarely wins. The most trusted one always does. ~ Kamna Chauhan ♥️

Many leaders learn the hard way that hiring based on résumés alone can be costly. On paper, a candidate might check every box. But if something feels off, even slightly, that instinct often proves right. The best teams aren’t just skilled. They’re trustworthy, aligned, and built with intention. That’s why experienced operators slow down their hiring process and prioritize character over credentials. Because skills can be trained. But integrity can’t.

🌟 Client Trust Over Billings: A Lawyer’s True Value 🌟 I recently had 2 clients return to my firm Pulastya Legal Services LLP after they terminated our engagement with them a few months ago. This experience reaffirmed one of my beliefs about the legal profession: It's not just about billings - it's about building client trust and providing unwavering service. 💼🤝. In their own words, they could not trust the other lawyers that they tried and that I just "knew" what would work in their best interest. In a profession where results matter, it's easy to get caught up in the numbers. But, focusing on the client’s best interests and delivering consistent value always pays off. Here are three things I do to build trust and to offer exceptional service: 1️⃣ Listen Actively👂 - Truly understand your client’s needs, concerns, and goals. It’s not just about giving legal advice; it’s about understanding their business, showing empathy and creating long-term partnerships as well. 2️⃣ Be Transparent 📜 - Keep communication, clear and honest. Clients appreciate transparency about processes, expectations, and potential outcomes. Even if they have a weak case, we need to explain it along with our strategy to deal with it. No one likes hidden costs, surprise roadblocks and lack of notice. 3️⃣ Deliver Consistently ⏰ - Meet deadlines, follow through on promises, and be there when your clients need you the most. Consistency builds credibility., Always 'show up', don't reschedule (unless really necessary) and be available. It's moments like these that reinforce why I chose this path - to be more than just a lawyer, but a trusted advisor and partner. Here’s to all the dedicated professionals out there who prioritize client relationships over billable hours. 🙌 #PulastyaLegal #ClientService #LawyerLife #ClientFirst #LegalProfession #BuildingTrust #PulastyaDiaries #LawPractice #LawyerMindset #GrowthMindset #ClientRelationships #LegalAdvice

Trust: The Foundation of Every Client-Lawyer Relationship Recently, a potential client approached me with an unusual request: she wanted me to sign an MOU promising not to accept bribes from the other party in her case. She explained that her past experiences with unethical lawyers led her to lose trust in the profession. While I empathized with her concerns, I declined to take up her case. Here’s why: In our profession, trust is not just a luxury—it is the foundation. If a client presumes unethical behavior from the outset and believes a document can substitute for trust, it creates a challenging working environment. Taking on such work may be easy, but delivering results under a cloud of suspicion is not. Trust cannot be negotiated or enforced; it must be mutual and instinctive. I’ve built my practice on transparency, integrity, and results. People trust me because I value their faith and never take it for granted. Without that initial trust, the partnership is bound to struggle, no matter how strong the legal strategy may be. For me, saying no to work that compromises this foundation is as important as delivering success in the cases I do take up. To all professionals reading this: Always prioritize the quality of relationships over the quantity of work. True growth comes when trust is your cornerstone. What are your thoughts on navigating such situations? I'd love to hear your perspectives. 💬 #Integrity #Trust #LegalEthics #ClientRelationships

Matt and Mandy both sell the same product. But Mandy is selling way more than Matt. Here’s a question Matt asks: “What keeps you up at night?” Here’s Mandy: “I often hear Customer Success teams are juggling 2–3 tools like usage drop-off reports and NPS alerts to try and catch churn risks early. How are you handling that today?” Let’s break it down. Matt’s question is broad. It puts all the work on the prospect. They have to pause, reflect, and figure out what to share. It doesn’t show you understand their world. It could’ve come from anyone. Meanwhile, Mandy’s question builds credibility. It signals she’s talked to others like them. That she understands the landscape. That small shift creates safety. It makes it easier for someone to open up. To say, “Yeah… that sounds familiar,” or “We’ve tried that, but…” Top reps don’t just ask questions. They ask contextual questions. Rooted in patterns. Grounded in relevance. Because when people feel understood, they’re more likely to trust what you recommend. And in a world of similar products, you are the differentiator. Trust is why people choose you.