Wear Your Ethics on Your Sleeve

Have you ever checked out a person’s ethics by peering into his heart? In theory, that would be the best way to gauge someone’s integrity.  In practice, it’s a little hard to do.

You face the same challenge in building trust with prospects. They want to know whether you’re trustworthy. But they don’t have a clue how to do it. Relax. . .you don’t need open-heart surgery! Just begin using symbols to convey your good intentions to the people you serve every day.

The possible symbols are endless. For example, making your office a client-friendly place symbolizes your desire to put client concerns ahead of your own. Invest in high-quality furniture. Hire a concierge to pamper your clients and prospects with coffee and snacks. Subscribe to a lot of different publications and keep them in your waiting area. Small, but meaningful details really drive home your caring concern.

Having a book of client testimonials available in your waiting area is another powerful symbol. Yes, having satisfied clients say nice things about you never hurts. But it also symbolizes your business philosophy—that you really care about client input and are willing to share it with others. (By the say, don’t just include letters full of praise. Share letters that provide ideas for improvement.)

Putting together a comprehensive information kit about your practice is another compelling symbol. But don’t just load it with required disclosures and marketing content. Really open up and talk about your passion for client service, your commitment to objectivity and integrity, and your demonstrated track record of putting client needs first.

Many advisors will commonly join the major professional associations such as the Financial Planning Association (FPA), the National Association of Insurance and Financial Advisors (NAIFA), or the Society of Financial Services Professionals (SFSP). But don’t stop there. Join your local chamber of commerce and the Better Business Bureau. Although chambers and the BBB don’t screen applicants, they still symbolize a certain level of professionalism and integrity in business.

Perhaps the most powerful symbol is your National Ethics Bureau membership. Your NEB member plaque should be displayed proudly in your lobby area. Consider getting additional plaques for your conference rooms and personal office, as well. The NEB logo should be integrated in your business identity system (stationery, web site, newsletters, etc.), with your broker-dealer’s approval, of course. And if you haven’t starting wearing an NEB lapel pin, consider doing so soon.