During World War II, the phrase “loose lips sink ships” was used in propaganda posters to remind the American people not to divulge secrets. The same holds true in dealing with potential customers who are willing to share their confidences with you. Just make a promise to yourself that, when prospects and customers share confidences, you will not divulge that information to anyone.
ACTION ITEM
Remember the rule that the only way two people can keep a secret is if one of them is dead—don't ever share confidences.
When Bob called one of his key suppliers to discuss several internal problems he had, he opened the conversation by asking that it remain confidential. Then he revealed that he had been having some theft problems inside his business. Together, he and his supplier were able to formulate a plan to help Bob deal with the theft. More important, they cemented a relationship based on trust, which is the ultimate compliment anyone can give you. The supplier assured Bob that no one would be told about what was going on. He gave his word on that. Could a prospect or customer trust you in that same situation?