The Questions Your Customer Has of You

I recently traveled to Queenstown, New Zealand where there is a winery called Amisfield. I’d heard about this winery and it lived up to its reputation. It has a beautiful restaurant with incredible food, overlooking the vineyard and sitting on a beautiful lush green lawn. You can sit in the sun and look out to the surrounding snow-capped mountains. It truly is stunning.

In the restaurant, they have a concept called “Trust the Chef”, where diners let the chef decide what to cook for them based on the fresh produce available that day and what will complement the wines.

The day I visited I was with a few friends and we went for lunch. I decided not to choose the “Trust the Chef” menu as I hadn’t been there before. I thought “I don’t know what I’ll get. What if I don’t like it?” It was a bit like a mystery flight where you don’t know the destination, so I decided to choose my own order from the menu so I knew what I was going to eat.

When working with Thought Leaders, Trusted Advisors and Industry Experts I often find they are a little light on building trust with their audience. They sometimes expect the client to “Trust the Chef”, but the client isn’t always ready – particularly if it’s the first time the client has worked with them.

When building your branding and positioning as an Influencer that your audience can trust, you really need to consider two things:


  1. Where you focus your attention.
  2. How your clients make decisions.

Swiss psychiatrist Carl Jung identified that people make decisions based on one of two things: one being rationale, results or outcomes; the other being feelings, emotions or values. When creating a connection with your audience, you need to ensure there is a balance of attention. Attention must be evenly spread between the audience and you as the Influencer.


In each of the four quadrants, there are three activities that build trust. These activities create the 12 Pillars of Trust and address the questions your potential client will have about you.



  1. Clarity: Is it clear who you help and what you help them with? Do you articulate who your ideal client is and your message? What category do I buy you in so I can engage you easily?
  2. Visibility: How easy is it for me to see you? Do you show up in the places I hang out? Do you actively reach out to people who need help?
  3. Monetary: The price you place on your services helps me understand the program and the value I’m buying. Am I buying economy, business class or first class? What is the value of your offer?

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