Tip of the Month - Talk Ethics to Accelerate Trust

Chances are you have your firm’s “elevator talk” down cold. You know how to describe the mission of your firm, the services you provide, and the skills you bring to the table. But how do you talk about your commitment to ethical business practices? Or do you talk about it at all?

If not, consider starting soon. That’s because giving prospects an explicit statement of your ethical values works wonders to establish trust. Why? Because the major concern prospects have at this point is whether or not they can trust you. If you can allay that concern up front, you’ll quickly move your conversation to the next level.

Say something like:

"Mr./Mrs. Prospect, you probably want to learn more about my personal and professional background.  I’d be happy to provide my literature and answer any questions you might have. But first, let me just say I am 100% committed to acting ethically in my clients’ best interests. I’m telling you this so you never have to wonder where I’m coming from.”   

Obviously, the actual words you use should reflect your own ethical beliefs. The important thing is to deliver your “Ethics Talk” in your first prospect meeting. And, if you’re an NEB member, say two additional things to your prospects. Explain what it takes to qualify for membership and encourage them to call the NEB Verification Hotline.

Bottom line: Don’t let prospects wonder whether you’re a white-hat or black-hat advisor.  Tell them what you stand for and use third-party validation to drive that message home.