By John Capuano, Co-Founder of Simplicity Lone Beacon
We work with some of the most respected financial advisories and institutions in America, and there are TWO things that are more important than anything when it comes to closing and retaining business; 𝗧𝗥𝗨𝗦𝗧 and 𝗘𝗔𝗦𝗘.
It’s important to understand the seven most critical things your firm should be doing to earn and exude trust. We call these the 𝟳 𝗧𝗿𝘂𝘀𝘁 𝗖𝗼𝗺𝗺𝗮𝗻𝗱𝗺𝗲𝗻𝘁𝘀.
#1: 𝗨𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝘄𝗵𝗮𝘁’𝘀 𝗺𝗼𝘀𝘁 𝗶𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝘁 𝘁𝗼 𝘆𝗼𝘂𝗿 𝗰𝗹𝗶𝗲𝗻𝘁. While your service might be a commodity, each client is going to be motivated differently. Know which nuances are most important to them and why.
#2: 𝗞𝗻𝗼𝘄 𝗛𝗢𝗪 𝘁𝗼 𝗘𝗫𝗘𝗖𝗨𝗧𝗘 𝘆𝗼𝘂𝗿 𝘀𝗲𝗿𝘃𝗶𝗰𝗲. This is a little harder…but it’s 𝘸𝘩𝘺 you’re in business. The reality is that some people and some organizations can execute better than others. Whatever it is that you’re doing, ask yourself the simple question…𝘐𝘴 𝘵𝘩𝘪𝘴 𝘵𝘩𝘦 𝘢𝘣𝘴𝘰𝘭𝘶𝘵𝘦 𝘣𝘦𝘴𝘵 𝘐 𝘤𝘢𝘯 𝘥𝘰?
#3: 𝗗𝗼 𝘄𝗵𝗮𝘁 𝘆𝗼𝘂 𝘀𝗮𝘆 𝘆𝗼𝘂’𝗿𝗲 𝗴𝗼𝗶𝗻𝗴 𝘁𝗼 𝗱𝗼. If you say you’re going to deliver a proposal on Tuesday at 9…deliver it on Tuesday at 9. One of the largest flaws we see (at all levels) is people will too cavalierly fall short of promises. Even small ones are noticed and matter.
#4: 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗲 𝗱𝗲𝘁𝗮𝗶𝗹𝘀 𝗮𝗻𝗱 𝗲𝘅𝗽𝗲𝗰𝘁𝗮𝘁𝗶𝗼𝗻𝘀. We like to use the phrase, “Treat everyone like they’re a nervous 5th grader”. Your clients, and your staff members, are busy…between hundreds of emails a day and a lot of spinning plates, it’s hard to keep track of your process. So, the clearer you can communicate your plans and timelines the more at ease they will become.
#5: 𝗕𝗲𝗰𝗼𝗺𝗲 𝗮 𝗿𝗲𝘀𝗼𝘂𝗿𝗰𝗲 𝗼𝗳 𝘁𝗵𝗶𝗻𝗴𝘀 𝗯𝗲𝘆𝗼𝗻𝗱 𝘆𝗼𝘂𝗿 𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰 𝗲𝘅𝗽𝗲𝗰𝘁𝗮𝘁𝗶𝗼𝗻𝘀. Everyone loves when they get unexpected, thoughtful guidance. Taking the time to offer assistance with items on the periphery of what you’re getting paid to do goes a long way.
#6: 𝗕𝗲 𝗰𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁. People love consistency. You will instantly separate yourself from 90% of the competition if your clients know they can always count on you.
#7: 𝗕𝗲 𝗵𝗼𝗻𝗲𝘀𝘁. This is one of THE most powerful things in life and in business. We always say that our firm’s secret weapon is our honesty. It helps us internally, it helps us when we’re negotiating, and it helps a lot if we make a mistake.
Follow our 𝟳 𝙏𝙧𝙪𝙨𝙩 𝘾𝙤𝙢𝙢𝙖𝙣𝙙𝙢𝙚𝙣𝙩𝙨 with your firm, talk about it with staff members and clients, and I promise that you will stand out from competitors as a business…and as a staff member, you’ll stand out among your peers.
About the Author: John grew up in Schenectady, NY & received a scholarship to Norwich Academy. He began his broadcast management career at WOR, learning spoken word marketing from the best in the business with a specialty in financial and long form. John managed broadcast sales for some of the best known sports teams in the world, at the most legendary stations. However his true passion is in the world of direct response advertising to baby boomers and their parents. In this space he has worked with some of the best brands in America. John lives in Boston with his wife, Melissa who is also a broadcast executive, and French Bulldogs Lou and Sal.
