How to Use the “Trust Equation” to Strengthen Client Relationships
Clients Choose Lawyers, Not Law Firms
Legal services are built on relationships, not transactions. Unlike selling a product, securing legal clients requires time, consistency, and trust. Unless you’re offering a commodity service where price is the deciding factor, developing strong client relationships is essential.
So, how do you build these relationships?
In their book The Go-Giver, Bob Burg and John David Mann offer a helpful principle:
“All things being equal, people do business with — and refer business to — those they know, like, and trust.”
This simple framework breaks down into three parts:
- Know – Prospective clients must first become aware of you and your services.
- Like – Clients prefer to work with lawyers they enjoy interacting with.
- Trust – Clients must feel confident in your ability to deliver results.
Trust Is the Most Important Factor
Although all three elements matter, trust outweighs the rest. A client may like a lawyer personally, but without professional trust, they likely won’t hire them. On the other hand, even if a lawyer isn’t particularly warm or charismatic, clients may still work with them if they believe in the lawyer’s expertise and reliability.
Unlike tangible products, legal services are bought based on a promise — that the lawyer will deliver in high-stakes situations. This makes trust the cornerstone of the decision-making process.
A study by Dale Carnegie supports this: 73% of people say trust is extremely important when building relationships with service providers, and 71% prefer to buy from someone they trust — even if another provider offers a lower price.
Building Trust Takes Time and Consistency
Trust develops over time through consistent behavior, clear communication, and delivering on promises. It’s not built overnight but through ongoing efforts to understand client needs, provide value, and nurture the relationship.
The Trust Equation
A more structured way to think about trust comes from The Trusted Advisor by David Maister, Charles Green, and Robert Galford. Their “trust equation” offers a formula for building trust:
Trust = (Credibility + Reliability + Intimacy) / Self-Orientation
Let’s break down each component:
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Credibility – This reflects your expertise and reputation.
- How to build it: Share case studies, write thought leadership articles, and use client testimonials.
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Reliability – Consistently doing what you say you’ll do.
- How to build it: Follow through on commitments, show attention to detail, and meet deadlines — even during early stages of client interactions.
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Intimacy – The personal connection and comfort level clients feel with you.
- How to build it: Use emotional intelligence, ask thoughtful questions, and show empathy and genuine concern.
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Self-Orientation – The degree to which you focus on your own interests versus your client’s needs.
- Lower self-orientation means stronger trust.
- How to improve: Shift your mindset to “How can I help you?” rather than “What can you do for me?”
Trust Can Be Repaired and Even Strengthened
Mistakes happen — it’s how you handle them that matters. A well-managed error can actually build more trust than a flawless experience. A prompt apology and a sincere effort to make things right show clients you care and reinforce your reliability.
Put the Trust Equation into Practice
Think of astronaut John Glenn, who insisted that mathematician Katherine Johnson personally verify the orbital calculations before his mission. That’s the power of trust — it’s built on credibility, reliability, and personal confidence.
Clients may not be launching into space, but their legal issues often feel just as critical to them. Trust is the foundation of your relationship and your success as a lawyer.
By applying the trust equation consistently — boosting your credibility, reliability, and intimacy while minimizing self-focus — you’ll build stronger relationships and earn lasting client loyalty.
