Can we always trust others to keep their word?

A couple of years ago I dropped off a suit for some alternations. The tailor greeted me with open arms. After some banter he then suggested I try on a new fabric.

The suit was sexy, but I declined, “Thanks anyway, maybe next time.” Not willing to concede he replied, “Just let me size you up, if you like it, you can pick it up next week and just pay me whenever you can, I trust you.” I resisted again, but he continued to insist until I capitulated.

Later I asked if he did this for everyone, he scoffed, “No, only for special clients.” I took that as a compliment, though suspected this was his standard process once he got to know someone.

I believe in getting business agreements signed on the dotted line. I’m not legally qualified, but I’ve been privy to many verbal agreements being manipulated after the fact, leaving one or both parties disadvantaged.

There’s an old cliché: A verbal contract isn’t worth the paper it is written on. While this can be true, contracts do effectively bind people morally to an agreement, which tends to foster consistent behaviour, irrespective of legal obligations and ramifications.

My old tailor understood and applies what Dr. Robert Cialdini refers to as the Consistency principle. By declaring his trust in me the artful tailor bound me to a moral obligation and thus encouraged my behaviour to be consistent with his statement.

The Pygmalion Effect correlates with the consistency principle by suggesting: The greater the expectation placed upon people, often children or students and employees, the better they perform. The converse also applies when your expectations are low.

If you overstate your legal position this can sometimes spook your customer or demonstrate a lack of trust, therefore encouraging them to be consistent with your position. To the same effect, a complete disregard for legal rigor is a clear sign of inexperience.

Often customers skim over or dismiss the small print in contracts. Back when I was a salivating desperado I would encourage this, however, today I’m quick to point out any areas of contention in advance. This not only builds trust, it safeguards pending issues downstream.

My web guys don’t need a signed agreement from me, because we’ve been working together for years and proposals just slow things down. Similarly, in my own business I frequently use email to present an outline for an “existing client” to approve. Email also creates a trail you can then reference if you need to.

Although asserting Pygmalion and “consistency” on others is important, when financial wellbeing is at risk, people can and often demonstrate strange and unpredictable behaviour.

Bottom line is – if the relationship is worth saving, it’s worth signing.

For more Selling Strategies advice, click here.

Trent Leyshan is the founder and CEO of BOOM Sales! a leading sales training and sales development specialist. He is also the creator of The NAKED Salesman, BOOMOLOGY! RetroService, and the Empathy Selling Process.