Go onto any financial firm’s website and you’ll hear rhetoric that is all too familiar – “we are trusted advisers.”

The term seems a little diluted when everyone is saying it. So, ask yourself: are you REALLY a trusted adviser? And I don’t mean are you a trustworthy person, but do your clients have complete confidence in you?

We believe that if you want to be a trusted adviser, then you should act like one. Otherwise, you’re just an adviser – perhaps an excellent one, but one that lacks that gravitas that people want when they seek financial advice – and that’s the kind of influence you want. So, what attributes does a trusted adviser have?

Authenticity

People respond to authenticity. When they engage with an adviser, they want a genuine person that is interested in them. People have a good sense when others are not being sincere and transparent with them. Remember that finances are a very personal subject for people. They want to know that you care. If you can show them that you are interested by actively listening to their concerns and goals, you’re going to make them feel heard and, better yet, valued.

They make connections with clients

Richard Nixon once said, “people are persuaded by reason, but moved by emotion; [the leader] must both persuade them and move them.” The financial goals of your clients are often entwined with their dreams and desires. That is why it’s important for an adviser to understand their emotional needs – that way, you can give advice that is best for them, not what you think is best for them.

They elicit confidence

Building a reputation as a dependable adviser – one that delivers on promises in a reasonable timeframe and within budget will help clients be more confident in your abilities. But more than that you can present yourself in a way that is more trustworthy. The language advisers use and the confidence they have when discussing a subject positions how clients view them. If you are regarded as an authoritative expert, clients are much more willing to place credence on the advice given.

How you know you’re trusted

Clients will treat you differently if they perceive you as being trustworthy. They’ll open up to you more and ask for your opinion on industry matters that don’t relate to the products or services you’re offering. You’ll also find that you’ll be referred to other people in the sector. They also may want to bring you in on important decision making relating to the financial well-being of their company.

So, ask yourself – what kind of adviser are you? After reading the above, do you think fit into the trusted category? If not, what kind of changes can you make to become one?