I was having a coaching session the other day with a client, and I said, “…because your client trusts you.”
Trust is such a powerful part of relationships.
I needed to book a dentist appointment for a filling. I also needed someone to look after Harry, so I paid for the appointment and spent the next two weeks trying to get through to the dentist. When I finally got through, I was not best pleased. The receptionist said, “I need to speak to the dentist. We’ll ring you back on Tuesday.”
Tuesday came and went. I rang the dentist again. The receptionist said, “I don’t know who you spoke to. I’ll have to speak to the dentist. We’ll ring you back on Tuesday.”
Have you ever had someone say, “I’ll do it tomorrow,” and then they don’t? So, you’re probably guessing what I’m about to say: “You said that last time and didn’t. How do I know you’re going to call me back?”
I lost trust in the receptionist because they didn’t do what they said they would do.
Trust isn’t built through what you say; it’s built through what you do.
You know I drive 25 minutes to get my hair done, and there’s a salon in my village.
I know people who drive 30 minutes to get a massage, and they could walk to one that’s closer.
Why? Because they found someone they like, trust, and therefore stay longer. Your clients don’t just pay for your service, they invest in the relationship they have with you.
They like that you remembered their holiday and asked how it went. That you know exactly how they like their nails painted, or the injuries they’ve had and which exercises they should avoid.
When they trust you and build that relationship, you can move 200 miles away and they’ll consider coming with you (or keeping their PT sessions online).
When you’re reliable and they trust you, they feel emotionally safe with you.
You know what this leads to? Clients who stick around, referrals, and people who actually value your advice.
You know what you get? A stable business and fulfillment in your work.
The other day, I completely forgot to send my client something I said I’d sent. I sent them everything else, but I missed one document.
What would you do in this situation? It may not seem like a big deal… but to me, it is. I want my clients to know they can depend on me.
I apologised, sent over the document, then asked myself: What happened that made me forget? What can I do in future to remember to send everything?
I know next time I promise to send her something, in the back of her mind she might question if I’ll actually send it. I now know that I need to regain her trust so she can depend on me.
What happens when you over-promise and under-deliver? Even if it’s unintentional, your clients pick up on it. It’s easily done when you want to gain new clients —“Yes, I can do that,” “Yes, I’ll send you that,” “Oh, I can add that in” — and then it completely slips your mind, or you don’t even register what you’ve agreed to. Then you have an upset client who has expectations that weren’t fulfilled.
Most clients won’t complain… they’ll just silently disengage, leaving you wondering, “What went wrong?”
Where can you look to create trustworthy moments?
- Be on time for your clients and complete the session on time. If you can’t, ask if the client is okay to wait and finish late.
- What have you promised to send your clients or do for them? Follow through.
- Be mentally prepared for your sessions. Your clients want the whole of you to be present. Make sure you’ve done what you need to do to empty your cup before your sessions.
- Remember what’s important to your clients. Follow up after sessions to see how they are doing. Have they been on holiday? How was it for them?
Doing these little things adds up to create a foundation of trust. It shows you respect their time, money, and energy.
In a noisy marketplace, this will make you stand out from everyone else.
The rare quality of being dependable — it’s not just how good you are at your trade; it’s also who you are as a person that attracts people.
People are more likely to share about the person they trust and recommend them to their friends and family; someone they know will create a great experience for their loved ones.
What practices can you put in place to create trustworthy relationships with your clients?
- Be present in your conversations with clients so you know what you’ve committed to, what you’ve promised, and what they expect from you.
- Create systems to keep yourself organised: calendar reminders, task lists, alarms. These will help you remember and follow through on your promises.
- If something changes, let your clients know as soon as possible. Be clear in your communication — cut out the stories, get rid of any “maybes,” and be direct and clear with what you need to say.
- Own your mistakes. Apologise and then find a way to make it right. Forgot to send something? Send it. Missed a session? Refund the client.
All these little things take effort and time on your part. They may even require building new habits; something you’re not used to doing. Trust me, it’s worth it. You’ll stand above the rest, and clients will start choosing you.
The long-term benefits are huge. I’ve been in business for more than 10 years, and do you know the best way to build a business? Referrals. Keeping clients (your best clients) long term.
You’ll be calmer about your approach, your business will run smoother, and you’ll feel at ease.
You probably know by now that the biggest pain in business is constantly finding new clients. It’s probably the biggest problem most businesses have.
Wouldn’t it be nice to wake up every day knowing you have a solid core foundation of clients who stick around because you did the hard work of building relationships with them?
You’ll wake up feeling confident, knowing what you do makes a difference. Having regular, consistent clients allows you to go deeper with them and make a bigger impact; leaving you feeling fulfilled.
Think about all your clients:
- Where have you promised something you can’t (or won’t) deliver?
- What would your business look like if you followed through 100% on your promises or communicated clearly when you couldn’t?
- What expectations are you not delivering on?
Choose one practice, which one could you start implementing today that would make a difference?
Integrity is a mountain with no top.
It’s a big game to play, but I know you’re up for it.
I know you want to make a big difference to your clients, feel fulfilled, and make more money consistently. By putting these things into practice, you’ll have an advantage over others in your field.
I want to hear how you get on. Contact me and let me know what you’re taking on. I know people say this all the time, but I really do want to know how you’re doing. I really want to hear how you’re delivering your business with integrity to create trust and long-term relationships.
0 Comments