A primary goal is to instill confidence that you can deliver. Simply claiming that you have the ability to deliver may not have enough impact.
Your targets will feel confident in you if your processes logically lead to your ability to deliver a desired outcome. For example, if you want to communicate that your staff is qualified, you could describe your training processes or your hiring standards.
Processes include your rules, procedures, checklists, agendas, etc.
You should develop great clarity about how the processes in every aspect of your business lead to your delivering superior service. And you should always describe your processes as a part of building trust.
