Turning Trust into Advocacy
Written by Alan Rees
Most businesses focus on building trust. Great businesses go one step further. They create advocates. Advocacy is the highest level of a relationship, where both parties invest in each other's future.
Advocates are more than loyal customers, engaged employees, or supportive partners. They actively help you succeed. They refer opportunities, share ideas, defend your reputation, provide constructive feedback, and promote your work because they want to see you win.
The relationship ladder has 3 levels: Trust → Loyalty → Advocacy. Every interaction, conversation, and commitment either strengthens or weakens that relationship. Over time, those small moments determine whether someone simply does business with you or becomes an advocate for you.
The most important behaviour of an advocate is giving feedback.
People who care enough to give honest feedback are investing in your future. They want you to improve. By contrast, no feedback often signals acceptance of the status quo.
The challenge for leaders is not just finding advocates. It's creating an environment where advocacy can thrive. That starts with listening, valuing feedback and demonstrating that you care about the success of others as much as your own.
This Month's Challenge
Identify three people who are important to your success:
A customer
A colleague
A supplier or trusted partner
Ask each one a simple question:
"What's one thing I could do better to help us succeed together?"
Then listen without defending, debating or explaining.
The quality of our relationships is often revealed by the quality of feedback we receive. Organisations that embrace feedback build trust. Trust creates loyalty. Loyalty creates advocates. And advocates create momentum.
For guidance on where to begin, reach out to Alan Rees: Vistage Chair.
Mobile: 0407 053 901
Email: alan.rees@vistage.com.au
Website: https://www.vistage.com.au/