What Are Unique Strategies for Building Trust With New Clients?

Embrace Transparency and Accountability

One strategy to establish trust with a new client early in our relationship is to embrace transparency and accountability. We openly acknowledge that, like everyone else, we are not immune to mistakes. When we err, we don't hide or shift blame but instead, take a moment to genuinely apologize and communicate the issue. We go the extra mile by presenting a well-thought-out plan for resolution.

This approach demonstrates our unwavering commitment to the client's best interests and shows that we value honesty and integrity. Furthermore, it sets the tone for our future interactions, assuring the client that we will always be forthright and responsible in our dealings. Similarly, when the client faces challenges, we offer understanding and collaborate to find solutions, fostering a culture of mutual respect and trust from the outset.

Offer a Personalized Value Audit

One unique strategy I've employed to build trust with a new client early in the relationship is offering them a personalized, value-driven audit or assessment related to their specific marketing challenges.

Rather than immediately diving into sales pitches or proposing solutions, I take the time to understand their business, goals, pain points, and current marketing strategies. I then conduct a thorough analysis or audit focusing on areas that align with their concerns or objectives.

For instance, if the client is concerned about their social media presence, I might conduct a comprehensive audit of their social media profiles, analyzing content, engagement metrics, audience demographics, and competitor benchmarks.

The key here is to offer genuine insights and actionable advice without expecting anything in return. This approach showcases expertise, a willingness to understand their challenges, and a commitment to adding value to their business.

Be Blunt and Set Realistic Expectations

Although it should not be unique but rather the norm, I would say being blunt and honest with clients is key. I review their situation at the start of our relationship, and often (especially in litigation), it’s not worth pursuing a claim, even if it’s winnable. Explaining to the client the various steps in litigation, the legal fees and disbursements they can expect, and the best- and worst-case scenarios at the very beginning sets realistic expectations. It ensures the client knows what they are getting into.

I see many legal professionals take on cases simply because there is a claim to be made, and they want to get paid. I have had plenty of clients come to me after they had a colleague start the case, only to have me explain why they shouldn’t have commenced the claim and do what I can to negotiate a reasonable resolution. Clients tend to appreciate my honesty and bluntness. The rapport I build with most clients leads to loyal clients who return time and time again—and referrals from their family, friends, and co-workers. I simply wish it weren’t considered unique.

Remember and Reference Client Details

One unique strategy for building trust with clients early on revolves around the power of remembering details. Regardless of your industry or role, paying close attention to the information and nuances that clients share with you during conversations has proven to be a valuable trust-building tool.

For instance, I had a grant-writing client who casually mentioned a business networking event in one of our conversations. Taking note of this detail, I made it a point to bring it up in our next meeting. This simple act not only demonstrated my attentiveness but also showed genuine interest in his endeavors. When I asked about the connections he made at the event, his face lit up, and he eagerly shared the valuable connections he had established.

In another instance, I met with the owner of a handbag and accessories business. During our discussion, she expressed pride in the fact that her handbags could stand upright on a table or shelf. Recognizing the importance of this detail to her, I plan to bring it up in our upcoming meeting. This not only reinforces my commitment to understanding her business but also highlights my consideration of the unique aspects that set her products apart.

To aid in remembering these crucial details, I make it a habit to jot down memorable points from our interactions in a notebook or on my mobile device. Before each subsequent meeting, I review these notes, ensuring that I can seamlessly incorporate relevant details into our conversations. This personalized approach not only strengthens the client relationship but also sets the foundation for a collaborative and trust-filled partnership.