“He told me he’d call me back, but I’m not going to hold my breath.” This is what I overheard someone say the other day. I’m not sure if she was talking about a business acquaintance or a potential boyfriend, but her tone was one of acceptance, not disappointment. In other words, she’d come to expect it from this guy.
One of the core components of a trusted adviser relationship is reliability: Can others count on you to do what you say you are going to do? Reliability is where actions meet intention. Planning to do something doesn’t mean that it actually gets done.
When your clients think of you, do they think of someone you communicates clear commitments and then consistently fulfills them? Or do they remember all the times you made a promise but then let it slip away?
Details matter. Your clients look to you as someone they can count on. They want you to say what you mean and mean what you say. If they can’t trust you to return a phone call or share a promised article, why should they trust you to fully implement a plan you’ve agreed on?
Here are three ways to improve your reliability in the eyes of your clients and prospective clients:
- Set clear commitments and don’t make vague promises. Be very explicit in what you will do and by when. Don’t just say that you’ll send some paperwork over; tell them you will email the account transfer paperwork by 4 p.m. today.
- Track your commitments. Whenever you commit to doing something, write it down immediately in a trusted place such as your planner or CRM. Otherwise, the “next thing” will come along, and you’ll forget (but your client likely won’t).
- Reiterate your commitments. Gently remind your clients when you are fulfilling a promise. For example, “Here’s the account transfer paperwork I promised.”
When you follow these three principles, you communicate (to yourself and others) that you are a person who says what he means and means what he says. Isn’t that what people need and want from their trusted adviser?
Editor’s note: This post originally appeared in the Pathfinder Strategic Solutions blog. See it here.
Adam Kornegay is a co-founder of Pathfinder Strategic Solutions. He has a background in marketing and business analytics. Coupled with his experience as a financial adviser, he helps a broad array of clients, from relatively new advisers to experienced planners, and consults with various financial services firms. He is a coach in the Messaging and Marketing Strategies FPA Coaches Corner.