Some of you know we moved to a new house this summer. We’ve been doing a bunch of renovations, yielding no shortage of lessons learned from interactions with contractors and suppliers. One such lesson—a surprising take on reliability—applies equally to the kind of people who read these tips.

Last week’s post on the perils of the “assumptive close” got me thinking about a real-life example of how a financial advisor’s robotic (and safe) cold call killed my trust and lost my business. Consider this another cautionary tale that’s not meant only for more traditional salespeople. I bet if you look hard enough, you’ll find yourself in the example no matter your role, if only a little … a little too risk-averse, a little too “professional,” a little too brief.

I was shopping for a Halloween costume the other day and I was reminded of a big sales no-no in the process—that is, if you want to sell the trust-based way. And while my experience was in the realm of retail, it’s also a cautionary tale for anyone in professional services.

Last week I focused on one of the greatest opportunities for us all to improve our trustworthiness: getting off our “S” (self-orientation). I wrote about Level 1 troubleshooting, which zeros in on the fundamentals (things like being curious, generous, and truly committed to doing right by them). This week we go deeper with Level 2 to deal with the sneaky parts.

One of the greatest opportunities for us all to improve our trustworthiness lies in the self-orientation variable of the trust equation. Fortunately, there are specific things we all can do about that.