Before someone agrees to work with you, they need confidence they can trust you. This goes beyond simply believing you’re legitimate. Prospects want a sense that you care about their interests and will be a reliable partner over time.
They form judgments based on what they experience during the early sales process. Leverage these five strategies and start earning trust on day one:
1. Recommend Something That Doesn’t Benefit You
Trust grows quickly when a prospect sees you prioritize their outcome over your own. There are moments when the best recommendation for your prospect is to wait, stay where they are, or solve another issue before making a change. When you tell them this, it sends a message that you’re not out for a quick buck.
2. Acknowledge Tradeoffs
Prospects are used to hearing the benefits of a recommendation, but rarely the limitations. Openly discuss the tradeoffs…this option is riskier…that option is more expensive. It makes your recommendations feel more credible.
3. Show Your Thinking
Prospects trust decisions more when they understand the reasoning behind them. Instead of presenting a recommendation alone, walk them through the factors you considered and the alternatives you evaluated. Seeing how you think builds confidence in your judgment.
4. Demonstrate Preparation
Most advisors prepare for a meeting, but demonstrate it! “In preparing for our meeting today I took a look at XYZ.” Preparation is one of the strongest signals of professionalism.
5. Hook Them with Video
Your time spent in meetings with prospects is short. Build trust on their time through video. Show them firsthand that you’re knowledgeable and trustworthy.
Trust builds through well-handled interactions during the sales process. When prospects consistently feel understood, informed, and respected, the decision to move forward becomes a natural choice. Coaching can help advisors sharpen the habits and communication skills that make these trust-building moments happen consistently.
