Trust is the product of two judgements clients make about us - one is about our ability to make good things happen (competence), the other is about our motivation to make those things happen for them (benevolence). The latter also explains the bulk of their overall impression of us. So, we must never neglect demonstrations of benevolent intentions if we want to win and keep clients. And, while the signals that convey competence (e.g., certification, track record, experience) must be earned, those that convey benevolence (e.g., communication style and interpersonal skills) are within almost eve...