As the Thanksgiving season rolls in and the year draws to a close, agency leaders should reflect on how they’re using their most powerful asset: trust. This time of year is more than just the holidays—it’s an opportunity. A chance to refocus, connect with your team, and position yourself for a strong start to the new year. And at the heart of all this? Building a foundation of trust within your agency.
Here’s the thing: People don’t just buy insurance; they buy trust in your team and your leadership. And November is the perfect time to ask yourself, “Does my team trust me? Do they trust each other?”
In The Five Dysfunctions of a Team, Patrick Lencioni calls trust the foundation of teamwork. If your team doesn’t trust each other—or you—you’re leaving opportunity on the table. You can’t fake it. Building trust requires you to be open, transparent, and willing to lead by example.
So, how do you lead with trust, especially during a time when stress and workloads are high?
- Communicate openly. During this year-end, share everything with your team—yes, the good and the bad. Tell them how the agency is performing. Transparency builds trust. When they know the whole picture, they’re more likely to rally behind you and the agency’s goals.
- Empathy matters more than ever. Your employees are juggling work, family, and the pressure of the holidays. Show them you care. Acknowledge their challenges, and be flexible when it comes to their needs. That kind of empathy will build loyalty and trust faster than any year-end bonus.
- Celebrate team wins. This is the perfect time to recognize what your team has accomplished throughout the year. A small shout-out or celebration can go a long way toward making your team feel appreciated and motivated for the future.
- Create a culture of feedback. Ask your team for their honest thoughts on how things are going. Make them feel safe to share, especially when it comes to their mistakes or challenges. If they trust that you won’t come down hard on them, they’ll be more open and willing to help find solutions.
Building trust isn’t just about the feel-good factor. It’s your competitive edge. Trust is what takes an agency from good to great. And when your team trusts each other, they’re not just employees—they’re a cohesive unit focused on a shared goal.
So, as you wrap up the year and enter the holiday season, think about how you’re fostering trust in your agency. Are you leading with transparency? Are you showing empathy? Are you building a team that feels safe enough to take risks and be honest? Now is the time to double down on these efforts.
Because here’s the truth: Clients can sense when an agency runs on trust. And when they see that in your team, they’re buying confidence in you and your people. Reflect on this now, build it into your culture, and watch your team thrive as you head into the new year.