10 tips for winning trust

Summary    

• Building trust with your prospects is a fundamental part of your business. 

• Trust helps your prospects convert into long-term clients and secure their loyalty.   

Trust is one of your most important assets.  

However, according to a survey by the Financial Conduct Authority (FCA), trust continues to be one of the biggest barriers to seeking financial advice, with 55% of UK adults not trusting advisers to act in their best interest.  

This means advisers have their work cut out to change this perception.  

Building and keeping the trust of existing clients and prospects should be at the heart of every adviser's business. If you can earn the trust of your customers, you’ll likely secure their loyalty, too.  

Here are 10 ways you can help build trust with your prospective clients.  

1. Start off on the right foot 

Your first interactions with a prospect play a fundamental role in building trust.  

Use these interactions, whether face-to-face or online, to build rapport and highlight your professionalism, credentials, and expertise in the specific area they’re seeking advice on.  

If people feel that your approach and values align with theirs, you'll have created a firm foundation on which to build a trustworthy relationship. 

2. Deliver on your promises 

Prospects want to know they can rely on you.  

Simple things such as calling at the time you say you will or sending information by an agreed date will reassure potential clients that you follow through on your commitments.  

Never keep your prospects wondering if you'll follow through with a promise. If doubt creeps in, it can quickly take hold and undermine the trust they had in you. 

3. Build your reputation 

Potential clients trust other customers.  

Highlighting your good work through testimonials and reviews helps your prospective clients build a favourable and trustworthy impression of your business.  

4. Be honest and transparent  

To make an informed decision, customers want all the relevant information with no ambiguity.  

Being open and clear about your services, how you work, and what customers can expect is a fundamental component of creating trust with your prospects.  

If you want to gain your customers' trust, always be open and transparent about what you do, how you do it and what they can expect of you. 

5. Share best practices 

You should always be providing value to your prospects.  

Sharing tips and best practices can instil confidence in potential clients that you can be trusted.  

It won't require a huge amount of your time or resources as you already know the information, and it'll add a lot of value for your customers. 

In fact, this is another way to market your services in a low-key manner and make clients aware of what else is out there and other ways in which your advice could add value. 

Just make sure they understand the difference between formal advice and free guidance. 

6. Get to know your prospective clients 

There is no such thing as one-size-fits-all financial advice.  

Providing your prospects with a personalised experience lets them know you’re committed to finding the best solutions for their unique needs, boosting trust and providing reassurance. 

7. Prioritise security  

Consumers are protective of their information, and rightly so.  

From their contact details to sensitive financial information, ensure you’re implementing the highest level of security possible, and they know their data is secure.  

8. Ensure everything is up-to-date and functioning properly 

Would you trust a company if its website isn't working correctly? 

Review all your communication touchpoints, including your website, social media, and phone details, and ensure everything is up to date, running smoothly, and you're responding to queries in good time. 

Giving customers quick responses is essential to winning their trust. 

9. Communicate regularly 

Keeping in touch with your prospects shows you care.  

Taking a proactive approach, such as implementing a nurturing journey or reaching out by phone, can go a long way towards winning their trust and loyalty in the long term.  

For current clients, you should engage in conversation to acknowledge their loyalty and win their advocacy. Send a thank you note to show how much they mean to your business.   

10. Go the extra mile 

Staying one step ahead will help you stand out from the crowd in your prospect's eyes.  

Eliminate any potential obstacles so your customers enjoy a seamless and effortless experience when they do business with you. 

Alongside providing an efficient, professional and personable experience, if your prospects feel you've gone above and beyond, they're more likely to convert.  

Improve lead conversion with Unbiased 

Winning and keeping the trust of existing clients and prospects should be at the heart of every adviser's business.  

Unbiased provides you with the tools you need to build trust with your prospective clients successfully, convert them into paying clients, and ultimately grow your business.