Advisor Today - September/October 2012 - (Page 64)
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Juli McNeely, CFP, CLU, LUTCF
Stephen Covey’s cores of credibility are integrity, intent, capabilities and results.
rust is earned and never just given. One of the things we all strive for is to become a TRUSTed Advisor to our clients. There are certainly some steps that can be taken to earn trust and maintain it. In his book, Speed to Trust, Stephen M.R. Covey talks about building trust. “The ability to establish, grow, extend and restore trust with all stakeholders—customers, business partners, investors, and coworkers—is the key leadership competency of the new global economy,” he writes. He discusses four cores of credibility: ■ Integrity. Displaying honesty, humility and courage to do what is right even when it seems like a difﬁcult path. Clients count on you to tell them the truth. They want to see that you are “on their level” and have a servant attitude. Integrity grows when you are completely open with your clients and stand up for the things you believe are right. In the long run, your clients will value your straightforward style and come to expect it from you each time you interact. Your openness and honesty will encourage them to be open and honest with you. A strong client relationship is built on integrity. ■ Intent. Genuinely caring not only for ourselves, but also for anyone we come in contact with. Clients will pick up on genuine motives. Constantly seeking to ﬁnd a mutually beneﬁcial solution and putting their interest ﬁrst will foster increased trust. In order to improve intent, Covey says we should ask ourselves if we are seeking to bless or impress. It is often said that the more you give, the more you receive. I’m convinced that is true in all that we do.
What we do and how we do it can inspire conﬁdence and grow, extend or restore trust.
Capabilities. What we do and how we do it can inspire conﬁdence and grow, extend or restore trust. The more we grow our knowledge, skills and abilities, the more our clients will look to us as their TRUSTed Advisor. Even if we don’t always have an immediate answer to their questions, we should get back to them once we do. Having a can-do, approachable personality will also build their conﬁdence in our capabilities. As advisors, we must know our strengths and not pretend to be proﬁcient at something we are not. There is no shame in calling in an “expert” to assist with a client. The key is to know what you are good at and build on those strengths by continuously increasing your knowledge and skills. Lastly, try to anticipate what the future holds for your firm. Your clients will value greatly knowing that you have a plan and that they will be well served well into the future. ■ Results. Our ability to perform and show results will increase trust. If you can build a plan for a client and it comes to fruition as you
expected it would, your client will trust in your abilities to make it happen again. Some results can be out of our control, but it is our job to ﬁrst of all help the client determine the results he expects, and then take responsibility for going out and getting those results. According to Covey, “Integrity is essentially below the surface. It is the root system out of which everything else grows. Intent becomes somewhat more visible. It is the trunk that emerges from beneath the surface out into the open. Capabilities are the branches. They are the capacities that enable us to produce. Results are the fruits—the visible, tangible, measurable outcomes that are most easily seen and evaluated by others.” I wish you great success as a TRUSTed Advisor. My hope is that you produce and harvest great fruit in your career! ■
Juli McNeely, CFP, CLU, LUTCF, is vice president/treasurer of McNeely Financial Services, NAIFA trustee, past president of NAIFA Wisconsin and past president of NAIFA-Central Wisconsin. You can reach her at juli@mcneelyﬁnancial.com.
64 ADVISOR TODAY | September/October 2012
Table of Contents for the Digital Edition of Advisor Today - September/October 2012
From The Editor
Making the Transition
Will We Avoid the Fiscal Cliff at the End of 2012?
Boosting Retirement Plan Participation
Protecting Younger Workers’ Greatest Asset
From Term to Perm
Demystifying Life Insurance
Four Under Forty
My Best Sales Ideas
NAIFA Government Relations
Insuring People in the World of Sports
Advisor Today - September/October 2012