How does a potential client know if they can trust you?
Have you ever had to find yourself a Financial Adviser? Perhaps a silly question because you are probably a Financial Adviser reading this blog post! However, think for a moment, if you weren’t an Adviser and you started looking for one, how would you know if you could trust someone else or not?
There are a few reasons why someone would think they need to seek financial advice. And, there are typically two channels that they would use to find one. Either directly through their research or, referred by someone. Whichever way they go about finding an adviser, the burning question in the back of their mind is, how do I know I can trust you?
I think that when someone meets an adviser, most do an excellent job at demonstrating their trust and helping relieve that burning question from the clients mind. However, I know through the customer research that SRSCC has undertaken, that it can take weeks, months even years before someone finally picks up the phone and makes that call to an Adviser! So, what do you have in place to demonstrate to a potential client [while they sit and procastinate] that you can be trusted, and I’m sorry to put this point down but especially given the regular negative media that the industry receives?
Below are seven points that I would like you to consider. Think how your business demonstrates on a consistent basis that you and your team can be trusted. Trusted to deliver what you say you will, trusted that you will have total duty of care, that you will not invest poorly, that you have the clients best interests at hand all the time plus all the other concerns a potential client will have.
1. Where on your website do you address those common fears that potential clients have? Don’t ignore them! They are potentially thinking it so help alleviate their concerns.
2. What information do your strategic alliances [referral parterns] have that helps answer all those concerns with clients that they wish to introduce to you?
3. How visible are your credentials? Have you listed them on all your online platforms? Where on your website have you placed them? Do you explain what they mean in the context of the client? For example, we may know what a CFP is, but do the general public? If you are part of an association, explain why and how that benefits the client.
4. As I always say, you can talk about how good you are until the cows come home but where on your digital and traditional marketing information do your clients talk about how well you can be trusted?
5. How many existing clients refer their friends and family? Interesting one to look at.
6. If you completed an audit of all your marketing activities, does it shout that you can be trusted or is that part missing?
7. How do your team articulate the trust factor when they are talking with others? I would recommend that given the current landscape that this is worked into all your client conversations. Perhaps look at running some role plays to help the team with this.
I appreciate that when you are an Adviser it can be quite tricky thinking as though you are not! However, the more you can put yourself in your potential client’s shoes, the more you will be able to understand fully what their fears are and address them.
I would suggest using the points above and creating some more unique ones to your business and developing a project called, “Trust Awareness.”
If you need any help with your marketing and client communications, feel free to get in contact. I’d be more than happy to show you how I can add value.