Coaching Core: The Trust Equation - Building Trust in Coaching Relationships
- Andrew J Calvert
- May 6
- 3 min read
Trust plays a major role in coaching, from creating a space for the client to be vulnerable, to assuring confidentiality and is foundational for a strong coaching partnership with your client
The Trust Equation (by Maister, Green, and Galford) can be a useful framework for understanding and building trust with clients.
The Trust Equation – shows trust being made up of the interaction between four distinct elements. Let's look at each on in turn
Credibility is the perceived expertise and believability of the coach.
To build credibility be transparent about your qualifications and relevant experiences at the right time. Use language that reflects both confidence and humility (e.g., “In my experience…” rather than “I know exactly…”). Be aware of your "air time" in the coaching conversation
What Happens If Credibility Is Missing: Clients may feel uncertain or skeptical about your guidance, second-guessing suggestions or insights. They might question your competency or hesitate to fully trust your advice.
Reliability is your consistency in actions, showing you’re dependable.
It takes time to show reliability but moments to damage it! Stick to agreed timelines, respond promptly, and follow through on commitments. Keep sessions and actions focused; avoid over-promising.
What Happens If Reliability Is Missing: Unreliable actions can cause clients to feel insecure in the relationship, fearing you won’t honor commitments. This lack of consistency can lead to a lack of faith in the coaching process itself.
Example: If you say you'll send resources or notes post-session, ensure they’re sent as agreed. This shows reliability in honoring your word.
Intimacy is the sense of safety a client feels when sharing openly.
Intimacy is the result of many behaviors including your ability to listen deeply, reflect back what you hear, and affirm the client’s feelings without judgment. Another way I have found it to respecting the client's pace and acknowledging their discomfort if it arises.
What Happens If Intimacy Is Missing: Without intimacy, clients may hold back, concealing emotions or avoiding vulnerability. They might avoid discussing real challenges, limiting the depth and effectiveness of the coaching relationship.
Example: When a client hesitates to open up, share an observation like, “It sounds like this is challenging to discuss—take all the time you need.”
Self-Interest is the denominator in the equation and is the degree to which the coach’s agenda or ego appears to influence the session.
This requires practicing regular self-reflection to recognize any tendencies to over-direct or overly align with client success. How often do you say, "I have a suggestion to make if that's OK?"
Focus on coaching questions that emphasize the client’s agenda over providing direct solutions.
What Happens If Self-Interest Is Present: High self-interest from the coach can make clients feel sidelined or controlled. They may start to resist coaching suggestions, feeling that their personal growth has been deprioritized in favor of the coach’s ideas or recognition.
Examples:
Technique: Before a session, ask yourself, “Am I here to truly support them, or am I subconsciously seeking validation?”
Mindset Shift: Remind yourself that the client owns their success and growth; the coach is a guide, not the hero.
Practical Tips for Building Trust as a Coach
Client-Centric Language: Use phrases that put the client in the driver’s seat (e.g., “What do you think about…” rather than “I think you should…”).
Feedback and Reflection: Invite client feedback to continually refine and check the alignment of your approach with their needs. Asking for client feedback night be uncomfortable, but it is a huge source of great growth tips and insight
Develop your own reflective practice examining how each element of the trust equation is showing up in your coaching
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