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You might think that claiming to be a ‘trusted partner’ is a way to demonstrate your integrity in a pitch. But using the two words, trusted partner could be doing you more harm than good. Think about it. If someone starts off a sentence with the words ‘let me tell you the truth’, in my experience, they have just implied that they usually lie to you. In fact, the only real truth when people claim to be ‘trustworthy’ is that they are lying. Trust can only be demonstrated by the actions you take, and claiming that you are trustworthy is one of the quickest ways to undermine the truth of that statement in the eyes of your client or supplier. Using the word ‘partner’ is just as problematic. A partnership can only exist when two organisations come together under the same goal. However, when one party is the vendor and the other is the buyer, it’s always a case of ‘you want something from me and I want money in exchange’. This is not a partnership, it’s a commercial relationship. Very rarely do I let teams use the word 'partner' as a value proposition and it’s even rarer for me to allow the word ‘trust’ to be in there as well. Being ‘a trusted partner’ is not a claim you want to make. That’s not to say that if a client comes to you and says “we value you as a trusted partner”, you shouldn’t see this as a huge positive. But it’s not a selling point, and it ceases to be a selling point when you make a case for it. For more top tips, subscribe to my YouTube channel or my LinkedIn Newsletter. You can find me on LinkedIn at: https://www.linkedin.com/in/nicci-take/

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