The Proven Path to Client Loyalty: Trust as Your Business Advantage with Natalie Oldfield

Dustin: [00:00:00] Welcome back to the Seven Figure League podcast. Uh, I'm really excited today. Uh, we were talking before we recorded, so Natalie Doyle Oldfield, uh, is my special guest today and we've actually been working together for over two years and we were joking that like feels like six months and six years at the same time, which I think is always a really, I.
Dustin: Good sign of a strong relationship and someone you're excited to talk to and learn from on a regular basis, uh, even though you have deep roots. And we've done a lot of cool stuff together, uh, through the seven figure leap and the work that she does in trust buildings, which is gonna be the topic today.
Dustin: Uh, so Natalie, I'm really grateful that you're here, that we get to kinda like. Talking to microphones instead of just talking to each other and let people hear some of the magic that you get to share about building trust and all that that does for us as entrepreneurs. So kinda hand the mic to you to get us started and start wherever you feel is appropriate.
Dustin: But I just wanna sort of unpack your journey a little bit and give some people some insights into why you care so much about trust.
Natalie: Okay. Well that's a big question why I care so much. There's so many [00:01:00] reasons. First of all, thanks for having me on your show, Dustin. Absolutely. It's very exciting to be here and um, I guess why I care so much is I've experienced what it's like to have trust and what it's like not to have trust, just like.
Natalie: Everybody has, and well, I'll take you back to when I started my company called Success Free Trust. I was working for about 25 years in the software and the, the computer. It, you know, technology industry and in a, a variety of roles, product management, marketing, um, you know, marketing activation. And for the last couple of years in that role, my.
Natalie: Manager who was the CEO of the company, asked me if I would take over the sales role. And I really didn't wanna [00:02:00] do that. And as you know, me, I, I was like, no, it's all good. I'll just keep doing what I'm doing because I loved what I did. I was responsible for marketing and had a team of. Amazing people that not only do we generate leads and activity, but we were very involved in helping create the product.
Natalie: We have product managers on the team and, um, I was always interacting with the customers because, you know, I really believe that the best marketing teams really understand what's important to the customer and what they need and what their priorities are, and what they pro want the product to do. So after about a year or so of the leader saying, take over, finally, I said, yes.
Natalie: Now, the good news for me, uh, was I said yes, and I inherited a wonderful team and this great customer base. The bad [00:03:00] news was, it was August. 20, uh, 2008, so a long time ago. Okay. But in September the market crashed. I was
Dustin: gonna say that's, that's kinda like saying March, 2020. Everyone's like, oh, I remember where I was at during that time.
Dustin: Yeah.
Natalie: Well, it actually, looking back now, Dustin, it's actually very similar to March, 2020 in that we were selling software and services to the hospitality and convention center industry. And all of those places shut down just like they did during the pandemic. And we were selling software as a service and a lot of our clients decided to either stop or put things on hold, and I had just taken over this new role, which I really didn't wanna take because I was afraid to fail.
Natalie: I was doing the role, but I didn't really wanna take that because when you're responsible for sales, you are accountable. Nothing happens. Until a sale is [00:04:00] made full stop. The other thing is I always thought everybody's in
sales, but I didn't wanna be responsible because again, like every month, where's the order?
Natalie: Blah, blah, blah. You know what's gonna close? And I just, you know, I'm get goosebumps thinking about it. Anyway, all this to say, I said yes, and then the market crashed. So I was like, oh my gosh, now we gotta figure out. How to do this. Now I have to learn how to sell. I had never taken a sales course in my life.
Natalie: Still haven't by the way. So what I did is, you can imagine is I called all the people that I knew that were really great in sales. I. People that I thought were really successful and I thought they were successful 'cause they had great client lists and they had customer retention, a lot of partnership opportunities and they were often the ones whose companies were, you know, on the front page of a magazine.
Natalie: And they all gave me very similar advice. And that [00:05:00] was just keep providing as much value as you can, doing everything you can do to help these companies. And just focus on the relationships. So that's what we did. And within two or three months, things sort of leveled out and then a couple of months later, the people started traveling again and we actually won some accounts from the competition and then our sales started going up.
Natalie: And I got so intrigued about how is it in a business to business environment that people decide to buy and, and what makes people tick and why are some companies so successful and others not? That fast forward a few months later, I actually went back to graduate school.
Dustin: Oh wow. [00:06:00]
Natalie: Because I, myself and our team, we just focused on the clients.
Natalie: So I went back to graduate school really to answer the question, why is it that some, some companies are so successful and others aren't. And I went in to do my masters in communications and wanted to answer that question. So I looked at successful companies and what I found out. Was that the number one key driver that differentiates a company from being successful and not successful comes down to one thing, and that is having the trust of your customers, your employees, and your stakeholders.
Natalie: And I get so excited about this that I dug even deeper in it and did my whole thesis on it, my entire degree on how is it [00:07:00] that we decide to trust? How is it that a customer decides to buy and. I also thought, you know, and knew all along, like, we all decide to buy or invest in, or work for a company that we trust, company that we trust, that we know that we like.
Natalie: But really I wanted to make it tangible because, you know, my whole career it was, well, Natalie, what's the return on investment?
Speakers 1: Yeah.
Natalie: Can we manage it? If we can measure it, we can management. And that became a bit of an issue. Like I had come across that trust is the most critical asset and it's, it's actually the force multiplier really, and looked around.
Natalie: There was no measurement tool, so I created one. I developed the client trust index, which measures a company's trust equity. [00:08:00] So I coined that turn to that. Term in 2009 when I started my research and built this
diagnostic tool and tested it while I was doing my graduate research. I graduated and then continued to test it for about, uh, five year period and.
Natalie: Interviewed and surveyed had a big sample size, like 80,000 people. Wow. To really show that trust is the most critical asset and, um, now we can measure trust. Like I said, I created a tool called the Client Trust Index, and I got so excited about this that I was teaching everyone at my work about it, and
everybody was.
Natalie: Applying the principles of this proprietary framework that I created. And so it was working in the company and then I [00:09:00] started teaching people and other companies how to do it. And when I saw that, okay, it's working here, I. And then it's working at other companies. People started asking me, well, can you show me too?
Natalie: Can you teach me too? And I got so excited about it that I started my company Success or Trust, and now I teach people full-time, uh, through workshops and online programs. And I've written a couple of books about it now. And I measure trust equity for companies and, uh. I just love helping companies learn how to do this because it can change an entire company's future and trajectory once they learn how to do this.
Natalie: And it can change a person's future once a person learns how to do it.
Dustin: So Cool. And you know, a lot of times the first part of a podcast interview, I'm kind of digging, I'm like asking questions, I'm like, I gotta figure out why you [00:10:00] care so much about the thing you do. Right. We don't need to do that with Natalie.
Dustin: Right? Like, it's like, it's so obvious. Like you're so jazzed about trust and you did a master's degree in it and you created a whole proprietary way to measure it. And there's two books if you're seeing the video over each of her shoulders that she's written on this topic. And so no doubt that you're like super passionate about trust and it sounds like that that passion is really deepened and deepened and deepened.
Dustin: 'cause that was 2008 when you sort of Yeah. Got put into this new role that's, I don't know, a long time ago. Like, uh. 20, was it 17 years ago? Um, at what point in this journey did you start your own company? Success Through Trust?
Natalie: 12 years ago.
Dustin: Okay.
Natalie: Yes. Yes. Wow. So it's, uh, I'm in my 12th year now, so I've just finished my 11th year and just starting my 12th year.
Natalie: Wow. And, uh, it, it has deepened because. I, I see the results, Dustin, and it's so exciting to work with, you know, a consultant or [00:11:00] a coach that has a business of one person or one person and you know, a couple of team members that might be virtual to see how. It can change the trajectory of their entire business.
Dustin: Yeah.
Natalie: Or you know, I've worked with companies that have three 5,000 employees and see how it change. The whole changes inside of the culture can really catapult that company into a different space. And it's, um. It's pretty exciting. You know, leadership teams can change the, the whole dynamic in a company and, um, you know, it, it's, uh, it's very motivating because what I've learned, it's the one thing a company can control.
Natalie: You can have, if, if, [00:12:00] if you think about a company that I don't know that manufactures, you know, remote controls, let's say. And I only say that 'cause it's on my desk.
Dustin: Yeah.
Natalie: Control for, you know, my, it's the
Dustin: market true expert by the way. You can pick up any inanimate object and I could be like, it's like this Post-it note, let me tie this to podcast guesting and then Natalie can do that for trust.
Dustin: So I love that. Well, I
Natalie: mean it's like a remote control that this is what controls my, my, uh, heat pump and you know, you can have the best heat pump. With, with all the patents, the, the technology and the processes to make everything, you know,
smooth so that it gets delivered and installed perfectly. But at the end of the day, if the people in the company are not building relationships of trust with everyone they interact with.[00:13:00]
Natalie: People are not buying the heat pump.
Dustin: Yep.
Natalie: Right. It's the people who not only install it but build it. It all comes down to that it trust real. The people are the critical success factor and it's, it's, it took me a while to realize it truly does come down to. Three basic components, how we communicate, how we behave, and how we serve, which is part of my framework.
Natalie: And for all companies. Like I said, it doesn't matter if you make Post-it notes or you know, you know, glasses, whatever, like it always comes down to the people.
Dustin: Yeah. I think that's especially true, like a lot of our listeners are, they're the direct conduit to their client, right? Like they're a coach. Sure.
Dustin: And like they do Zoom calls, but they're coaches or they meet in person or they host um, in-person workshops and things like that. And so I. [00:14:00] But I think it's really cool is the work you can, the work you do can translate into like a manufacturing where it feels sort disconnected from the customer. It's like, Hey, I make remote controls.
Dustin: What influence do I have on customer trust? And obviously we're gonna talk about some of the ways that you work with your clients, um, in that sort of environment. But also just flashed up for me when you were talking, um, this idea of trust. I find it really fascinating and I think when you and I started working together, um, over in my world and talking about podcast guesting and.
Dustin: You know, I'm kind of digging through kinda the StoryBrand frameworks and be like, man, how do we, how do we talk about trust in a way that feels very, um. Tangible like an ROI, you know what I mean? Which, yes, this has been your career, so you're really good at it. But I can say as like a layman who like I knew at trust, and it's like, it kind of feel like one of these things, you either have it or you don't.
Dustin: You know? It's like, yeah, I trust this person, or I don't, and I never really thought about, I. Influencing trust. And so that's where I want to talk a little bit more about that, which will lead us right into sort of how you work with people and some of the processes we can [00:15:00] send people through. But I had this experience literally last week, um, where I was on a stage in St.
Dustin: Augustine, Florida, and I gave what I thought was a pretty cool talk. And it was just, you know, it's pretty tactical. It's like about podcast guesting
and there's a room full of agency owners, a lot of marketing agency owners. And it was really weird to me. I, I left the stage, it was lunchtime. I had three people in a row, and I don't think anyone's ever used this word for me, but I had three people literally in a row, completely different types of people say, Dustin, I really enjoyed your talk.
Dustin: There's really something about your demeanor. And they like, they all use this word demeanor. And one of 'em even said, I almost feel like you could be like a therapist. And I'm like, this is weird. Um, and I think maybe part of it
is I brought someone on stage. I did some live coaching, like on the stage in front of everyone.
Dustin: Yes. And I, but I felt like. Very trusted in that moment, right? And when people came up to me like, I love your demeanor. And it's like, man, you're really, there's something about you, you're humble. And, and I was like, that's really cool. And it felt like kind of this squishy, soft [00:16:00] description, right? Uh, yeah.
Dustin: And so I, I'd love your reaction to that. Like if someone's a coach or they're a, they're a speaker and they have to have trust because they have a direct, it has a direct influence on their sales and the way they serve their customers, like. I don't know, like how do we put some teeth in that and be like, yeah, can you improve the trustworthiness of someone who maybe doesn't have a natural personality or who has developed a personality where someone would say, I like your demeanor.
Dustin: 'cause I, I just thought that was a funny comment to get from someone. Natalie: Well, it is, however, it's a compliment.
Dustin: Yeah,
Natalie: right.
Dustin: I took it as a compliment, but I was just like, no one's ever said that and three people said it in a row, so.
Natalie: Okay. So I guess there's a couple things that I'd like to unpack there. So the first is.
Natalie: The, the, the word squishy. Okay. We're gonna get to demeanor, but squishy so it can feel squishy, right? Yeah. In fact, a lot of folks that I work
with, consultants would say, so I worked with one consultant, um, [00:17:00] who I will share Astoria Andrew, it's his first name, and when he first asked me about. Joining one of my programs, I have a program called Trust Mastery, where I walk people through the evidence-based step-by-step process of building a relationship of trust with a customer or a partner, and I.
Natalie: He said, you know, tell, you know, it feels squishy to me too and you know, like, I just want the soft skills. Well, here's the thing, it does feel squishy. However, as you know, those that have the communication skills and these soft
skills and the ability to have three people say to them after a presentation, I really like your demeanor.
Natalie: That really what they mean is I [00:18:00] can relate to you. I feel comfortable around you, and I feel connected to you. That's what their inside voice is saying.
Dustin: Yeah. Yeah.
Natalie: And when you have these, these skills, you make people, you know, the barriers come down, they, they feel more comfortable and we buy. When we feel comfortable, when there's no risk and when we feel connected to someone.
Natalie: So that's one thing I would say. The other big thing I'd say that I think is really important for us to remember is I, this squishy stuff is a game changer.
Dustin: Yes.
Natalie: And 80% of people worldwide. Buy from companies and people that they trust. 80%. Wow. Where I live in [00:19:00] Canada, 70% of us pay more for products and services and consultants.
Natalie: When we trust worldwide, 54% pay more worldwide. 46% of people buy more, buy multiple times. When they trust, and here's another thing, I mean, and you and I are both living proof, right? When we trust someone, we recommend.
Dustin: Yes.
Natalie: 68% of people recommend products and services they trust. I'm very proud to recommend for people to take your podcasting course.
Natalie: Or to join your mastermind group because I trust you.
Dustin: Yeah.
Natalie: And so when I make that recommendation, you know, if I have a strong relationship with someone else, it's, it's tangible. Yep. And you know, so trust reduces the time for a sales [00:20:00] cycle, reduces the stress, if you will, around negotiations. Um, a lot of times when you have high trust equity, that's what I call, what I call it, when you have high trust equity, which is the amount of trust someone has in you, you don't even have to write a proposal.
Natalie: You know, you get a call as a consultant or, um, you know, as a coach you get a call from someone that says, oh, you know, Dustin said I should give you a call. I need help with a, b, C. You have a nice conversation. And then it comes up with, okay, well what's the commitment? What's the investment? You, you know, the person shares and then they say, okay, well I'd love to move forward.
Dustin: Yep.
Natalie: That all happens because of the referral and the trust equity. So there is nothing squishy about trust. [00:21:00] It's very tangible. Yes. And it, and not only does it affect your top line, but if, if, if you think about that small little example as a coach or a consultant, it affects your bottom line. Now you don't have to go away and write a.
Natalie: Proposal, which, you know, for some of us may take several hours or days.
Dustin: Yep.
Natalie: So it's really, um, it's really a force multiplier. It's, it's, it is the one thing that can move the needle for every business. It doesn't matter what business you're in.
Dustin: Yeah, I agree. And so. I would imagine there's some people listening who are like, oh, uh, it's, it's like, it's like a soft skill or it's like you got it.
Dustin: Like I said earlier, it's like you got it or you don't, you're born with it. Um, yeah. I, I used to work in the marriage industry and communication always kind of fell in this bucket. Everyone's like, it's super important and. I'm not a good communicator. I have this identity. Right. But like it's [00:22:00] totally a learnable skill and like it is, you know what I mean?
Dustin: And so you can learn how to build
Speakers 1: trust.
Dustin: Exactly. And I would love your take and whether you want to kind of take us through one of your. The framework of one of your programs, or however you wanna describe this, it sounds like it's a combination of communication skills, interpersonal skills, but you also said no risk at one point.
Dustin: And I'm like, well, that's really about the offer. And so the offer can be part of the trust equation too. Right. So I'd love to hear your take on sort of like. How does someone get better at trust, especially like, let's say a coach who does
high ticket coaching services? Like yeah, what are some things they can think about to improve how people perceive them and, and how they do trust them in their offers?
Natalie: Okay, so I'm gonna te share a story with you. Uh. One of my clients, I love to share real stories because then you can, then you can imagine going from here to here.
Dustin: Yes. I love this. So one
Natalie: of my clients, Andrew came to me. Now Andrew has a computer science degree. He's highly technical, [00:23:00] Dustin. He is very accomplished person and he is an expert in privacy.
Natalie: Hmm. So he's been working for 25, 30 years. He came to me and he said, I'm gonna start my own consulting practice. I said, okay, great. And he said, um, you know, in three or four months, you know, let's have coffee. I'd love to share with you how it's going. And he and I worked together years ago at a software company.
Natalie: He was a chief architect and I was responsible for marketing. So we've known each other for a long time, not well, but well enough that I know he's a great guy. He is a, you know, a preeminent privacy expert, I would say in North America and in his former roles. He's worked with a number of very large companies, including some of the, some of [00:24:00] not one, some of the top four consulting organizations that we all know.
Natalie: And so I said, great, well, you know, let's get together in a couple months. So. We left it. I saw him on LinkedIn every once in a while and then, then he called me, he said, can we have coffee? I said, absolutely. So we live in
the same sort of area and um, we met in person. And I was speaking at a conference, a security conference.
Natalie: So we met there and, and I was talking about, you know, cybersecurity and how you should build a mode around your customers because we're gonna have all gonna have a breach and all that stuff. And he was there. So we sit down for coffee at the conference and he said, here's the situation that started.[00:25:00]
Natalie: My former employer's Mile my client. I said, amazing. Like a lot of us get started that way. Yeah, right? Mm-hmm. I get started that way.
Dustin: I did too.
Natalie: And he said, um, but I really love to work with other companies and I really would, would love to get past the first initial meeting. I get lots of referrals and then I have the meeting and then nothing happens.
Natalie: So if you're a coach or a consultant, imagine if you get all these referrals to great prospects. You have a meeting and then nothing happens. Like they go dark, they ghost you.
Dustin: Yes,
Natalie: something's happening. Now if it happens once or twice, you might say, oh, well, maybe it wasn't the right time, but something's happened and he's, he [00:26:00] knew there was a catch.
Natalie: So he said to me, I know that I've got all the technical skills, but that's not what's gonna move the needle. And so he joined the Trust Mastery Program. And in week one, the big aha. The big aha. And if he's listening to this, I, I'm, I hope he put something in your comments. Big aha. And we had a big discussion about it because it's Live Zoom and there's, you know, it's a small group, but it's very interactive and the big, uh, highs.
Natalie: First we decide to trust. Then we look at the person's capabilities. Dustin: Hmm,
Natalie: okay. He's a computer scientist, a, a very well-known privacy expert. He has decades of experience. He's a great [00:27:00] communicator, Dustin.
Dustin: Mm-hmm.
Natalie: He really is. But he was not portraying trustworthy behavior. He wasn't connecting. So that was the first aha.
Natalie: And, and we actually talked about that a lot. 'cause technical people think, oh, we go straight to capabilities. Yes. No we don't.
Dustin: Yeah. Can't. It reminds me pass and I'll tie, I don't wanna say this out loud 'cause people probably heard this in some previous episodes. So you said. Trust and then capabilities and that, that's something I say a lot 'cause it's a StoryBrand concept is empathy and authority.
Dustin: Yeah. It's kind of the same thing, right? Like people don't care about your credibility or authority or accolades until they think you get them and you have empathy of
Speakers 1: course. And that's of course I love that.
Dustin: You like, that's a, this is another great example of that, that he can sit down and be a little renowned expert.
Dustin: That doesn't mean they trust them and they need to trust them before they're open to hear. The capability. That's right. Yeah,
Natalie: that's right. So that happened in week [00:28:00] one. In week two we worked on a script together and we, we looked at how, how do you listen carefully with empathy and compassion and question involve the other person in a conversation that affects them.
Natalie: So everyone in that call left with really mastering principle number one. So in my framework, principle number one is to listen carefully with empathy and compassion. Mm-hmm. And so he left with that and. We get together on Tuesdays, trust Tuesdays. And uh, on Thursday he sent a note to the whole group that he closed a sale.
Natalie: There you go. And, um, it was [00:29:00] fantastic. And he, you know, his business is thriving and, um, you know, trust not only drives sales, Dustin, I mean, for Andrew, it turned him around and really. Just, he just became self-aware of the significance and importance of listening carefully and being, you know, consistent, predictable, and reliable.
Natalie: And that's the part that I mentioned that reduces risk. Speakers 1: Got it.
Natalie: So. When people are saying, oh, I really liked your demeanor, it means I can connect with you, and it's not risky. You see, we buy from people who we're comfortable with. We repel against companies and people and products that are risky.
Dustin: Yeah, that makes sense.
Dustin: So
Natalie: the risk, we, we wanna do everything we can to be consistent and predictable and [00:30:00] reliable. 'cause that reduces risk. And when we do that, it makes it easier for people to partner with us, to have a conversation with us, to buy from us, to collaborate with us.
Dustin: Super, super good. Like super. I love that story with Andrew. Natalie: Yeah,
Dustin: because it's so, it's almost black and white. It happened within like a week, and it's the same guy I know with the same so exciting opportunities. Right. And it, yeah, it sounds like it actually shifted his identity, right? Like he Now I. Considers himself as a more empathetic, trustworthy person, which, you know, it's a compounding effect.
Dustin: And then the more you feel like that, the more you behave like that. And then you get the skills from Natalie to continue to feed that identity. And it becomes like how you show up, especially in a professional setting. I'm sure five effects is personal life too, in some positive ways. So.
Natalie: Maybe, um, he didn't say that,
Dustin: but
Natalie: I have had other clients who it has definitely impacted their personal [00:31:00] life.
Natalie: I have one client that I'm thinking of, Kevin, and, uh, he, uh. It was really fun actually at the, so his whole company, so I have a group program and then I do a lot of programs for companies. Yes. Where they might put, you know, a dozen people in the program at once. And so this one company was a manufacturing company.
Natalie: And I'll never forget this because at the end, so it was all on Zoom and at the end I flew out to meet them all for the first time, which was amazing. And we, uh, we just sort of had a group discussion. The whole program was over, but
everybody got their certificates and their professional development units, and we all had lunch together.
Natalie: And, um, we went around the room and everyone was sharing their key takeaways with. The owners of the company who weren't in the program, and this one guy Kevin said, he goes, it's out my whole marriage. And everybody looked at him and I was like, whoops. He goes, [00:32:00] yes. He said, now I go grocery shopping my wife on Saturday, and I don't ask, why are we going to this store?
Natalie: Why don't you drive this way? Why do we have to get this? And he said it's changed everything. So you just never know. Um, all the principals in my framework work in your personal life. They work inside teams. Yeah. And they work, you know, one-on-one with clients. So it's that,
Dustin: and a lot of my questions were more of that you're an owner and you wanna get clients because that's, you know, that's where a lot of people feel they need.
Dustin: That's why they tune in here. They need the most help with that. But I totally see what you're saying too, if you do have a team. I mean, where else is, can trust be even more important than in a team culture where you're, especially as a leader of a team? Um, yeah, that's, yeah, that's, that's like everything.
Dustin: So, um, but you kind of touched on that. I wanna make sure we Natalie: say that
Dustin: again.
Natalie: Even if you only have one person, right? True. A lot of consultants have [00:33:00] a virtual assistant. Yes. Or they might have a bookkeeper, right?
Dustin: Yes.
Natalie: I don't mean a team of 20. You could have a team of one. Dustin: Yes.
Natalie: Right. Just two of you.
Dustin: Yep. And so we got a couple minutes left.
Dustin: I definitely wanna talk about the book, which I own and, and, uh, cherish. But, um, I to round out though just to like talk sort of like a snapshot of your offers and then we'll talk about the book and you can tell us, you know, where we should go next, uh, if people want to learn more from you, Natalie. Um, but yeah, I think you, you touched on the Trust Mastery program.
Dustin: You mentioned you also have, um, uh. A version where you're working with core corporate teams or company teams where they come to you. Yes. Um, you speak obviously, but yeah. How else might people, well fill in the gaps if there's any that we left out for how you work with people?
Natalie: Well, I also work, um, with, with companies to measure their trust equity.
Dustin: Oh, okay.
Natalie: So I, um, I actually. Measure what their [00:34:00] customers and stakeholders think about them and get, you know, customer sentiment and then they get a quantifiable trust equity score. So that's, you know, a 45 to 90 day project where I do customer research. But, um, a lot of what I do with consultants and coaches that are, you know, like, you, like me listening are really this.
Natalie: Program where, you know, they come in thinking, okay, I wanna either have faster leads, turnover, or better negotiations, or I wanna be able to win the trust of someone really quickly.
Dustin: Yeah.
Natalie: You know, I mean, that's a big question people ask me, Dustin, is how do I do this quickly? And um. For coaches that are listening or consultants,
there are a couple [00:35:00] things you can do that really can build trust quickly and the, the number one thing is to smile.
Natalie: That is really an instant way to. Change the demeanor. Dustin: Yes.
Natalie: Change the mood.
Dustin: Absolutely.
Natalie: And, um, to make someone else feel comfortable. Uh, so I would say that. And then the other thing that I would say, 'cause I do not only through the programs like the Trust Mastery program, but I do some one-on-one coaching too.
Natalie: The, the other thing that I would say is, and Andrew did this, is, is spend about five times the amount of time thinking about. The other person and what's important to them as you are thinking about what you're gonna say.
Dustin: Yeah.
Natalie: Right. Yeah. And so, you know, you mentioned my book. The [00:36:00] book is set. I created it to be a guide, and at the end of each chapter, there's a section that I call Making It Happen.
Natalie: And that five times rule that's in one of the, the end of one of the chapters.
Speakers 1: Yep.
Natalie: So I mean, that's one of the things that I would say how I work with people is, you know, on a one-to-one or in one of these. Consulting and coaching programs. It's very interactive. It's tailored to what their need is, and that's one of the things that I'm very passionate about is I love working with business owners, whether they're an an, you know, solar piner, or a very large.
Natalie: Company that's, you know, has multimillion dollars in revenues, multi-billion dollars in revenues. I'm very passionate about having them build loyalty and grow their business. And you can do that in [00:37:00] these small ways. 'cause everything we do either builds trust. Or takes away from trust.
Dustin: Yes. That absolutely.
Dustin: Yeah. And that's a really important point. And so, um, I'll let you tell people where to go next, but I can definitely say the book is, it's a very approachable way to. I don't know, just, it's a very practical way to approach trust. And, you know, I started off the interview, kind of joking, but prodding a little bit.
Dustin: Hey, it's kind of a squishy topic, you know, and things like that. But, um, this makes it really, really practical and useful and, you know, in a, uh, in a demonstration of trust, the, uh, the first blurb on the backs, the first testimonials from Stephen Covey. So that's always helpful to build trust. So yeah.
Dustin: Natalie, uh, as we close out here, I'd love to hear. Um, where you think people should start. So if they're like, Hey, I'm a coach, I'm a consultant, maybe I run a team, and I know I'm not like doing my best, uh, with this, with this whole trust thing. I know there's a lot of value to be gained and I trust Natalie.
Dustin: Uh, she's done a great job here. You know, talking to Dustin, and obviously I'm endorsing your work. Um, where should people start if they, if they wanna go [00:38:00] deeper on this?
Natalie: Well, not to sound trite, but just start. That would be great. Dustin: Yeah.
Natalie: So a really easy place. You know, I have a newsletter you could sign up for tips, I share them each week.
Natalie: That's, that would be an easy start. Um, like you said, uh, I do have a new book out called Trusted the Proven Path to Customer Loyalty and Business Growth. That's another way, um, you can connect with me on LinkedIn. And I am, you can find me there, Natalie Doyle Oldfield, or you can find me on my website accessory trust.com.
Natalie: My book can be found on Amazon. And another way to start is just like I said, take some time and actually think about your client and think about what's most important to them. Like how can you really. Serve them. How can you act in [00:39:00] their best interest? Like what can you do to show that you're acting in their best interest?
Natalie: And it may not be something at all that has to do with your coaching practice,
Speakers 1: right?
Natalie: Your consulting practice. But think about your client, like what can you do to help them? That's, that would be a really good start.
Dustin: I like that. That's a really practical thing. So. All of us have a next Zoom call scheduled.
Dustin: So if you're thinking about that next Zoom call and before you get on that Zoom call, take a deep breath and really be proactive about smiling and asking questions and actually listening and starting to, starting to. Assimilate, sort of like what's important for them and reflect that back and ask 'em about it.
Dustin: And I guarantee you the temperature of the call, uh, will, will change in your favor. Um, so that, that's just a really good takeaway that I got today, Natalie. So, um, so success through trust.com is kind of the, the home base. You can obviously get the book trusted. Check, uh, check Natalie out. And all the places we get on our newsletter, I'm on the newsletter.
Dustin: Uh, and so success through Trust is a great place to do that as well. So, [00:40:00] Natalie, uh, you're a treasure to me. I'm really grateful for you. Um, I look forward to all the cool stuff we'll continue to do together. I'm really grateful that you're in our accelerator and that we've stayed in contact through the community.
Dustin: So again, just thanks so much for being here. You're awesome. Natalie: Thanks for having me. Have a great day.