Trust Me

Working for Seniors
By Ed Pittock, CSA, President
Society of Certified Senior Advisors
Copyright 2006 Society of Certified Senior Advisors

Remember hitchhiking in the 70’s? And the days when people did business on a handshake? Would you do either of those today? Probably not. If so, you are among the millions of Americans whose trust in the goodwill and honesty of their fellow citizens has been steadily declining.

In 1960, surveys reported that 58 percent of Americans believed “most people” could be trusted. In 1993, that percentage had fallen to 37 percent and by 2000 it had sunk to 34 percent.

How did we get to this point? Since the turn of the century, our trust in people, professions and institutions has been eroding. In 1918, the news that eight Chicago White Sox players threw the World Series rocked the nation. Forty years later, Americans shook their heads when Columbia University professor, Charles Van Doren, revealed that the NBC quiz show “Twenty One” was fixed.

The situation hasn’t improved much in the past fifty years. New names in the hall of shame include Washington Post Pulitzer-prize winner, Janet Cooke, religious leader, Jim Bakker, and corporate giants such as Michael Milken and Kenneth Lay, among others.

Just this past summer, a Harris Poll telephone survey measured public perceptions of 22 professions and occupations. Sadly, the only occupations perceived to have “very great” prestige were firemen, doctors, scientists, nurses and teachers.

Worse yet, professionals who serve senior citizens such as stockbrokers, real estate brokers, accountants, bankers, business executives and lawyers, received the lowest rankings.

The most highly ranked professions in the survey were not linked to income or celebrity. What seemed to matter most was that these professions were perceived as helping people in need.

On the other hand, it could argued that stockbrokers, real estate brokers, accountants, bankers, business executives and lawyers also help those in need. Why then, didn’t the public draw the same conclusion about these professions?

One reason may be the vast amount of recent news coverage of corporate wrongdoing, lack of ethics, fiscal mismanagement and questionable deals.

Another may be the intangible nature of trust itself. When you drop your clothes off at a dry cleaner, for example, you trust your clothes will be cleaned and returned to you in a timely fashion. If that happens, your trust level increases. If your clothes come back late, lost or missing buttons, your trust level disappears completely.

Trust is hard to give in simple everyday transactions and even more difficult when bigger issues are involved. When a senior is looking for someone to provide professional services, there is infinitely more at stake, emotionally and financially. Having to make a major decision creates a great deal of insecurity and anxiety and beyond that is the pervasive fear of making a bad choice. In times like this, when the customer feels vulnerable, trust is imperative, says business expert, Leonard L. Berry.

All of which raises the question, how do you create and measure trust? Gaining trust is a process that happens over time. It doesn’t happen overnight but grows slowly after a succession of positive experiences. To lay the foundation for a trusting relationship start by following these steps.

1. Figure out why people should trust you. Take a good look at your motivation for being in business. Be open about who you are, specific and sincere about what it is you offer and why. Knowledge about your clients – individually and as a group-- is critically important. Is your approach to them age-appropriate? Does it reflect a deeper knowledge of, for example, seniors, or merely a superficial desire to have them as clients?
   
2. Keep appointments, be on time and return calls and messages. If you are too busy or tied up in meetings, leave messages saying exactly when you will get back with your client. Reassure your clients that they matter to you.
3. Communicate frequently. Listen and learn from your clients. Spend time getting to know them, their needs and concerns before you proceed with business matters. Whatever their emotional state, cautious or confident, it’s important to them that you understand what they’re trying to tell you and understand how they feel about the services you want to provide.
4. Share your expertise. A good counselor educates rather than dictates. The more you explain, and the more knowledgeable clients become, the more competent you will be perceived.
5. Prepare a plan. Actions speak louder than words. Clearly state your goals and objectives, outline responsibilities and who how you will be held accountable.
6. Review results on a regular basis. Share successes, be honest about failures and explain how you plan to improve.
7. Express genuine interest in your clients. Small acts of kindness demonstrate your concern for their well-being. Caring is a comfort that says that you will protect their interest as well as yours and is the centerpiece of a lasting relationship.

Once you’ve laid the foundation for trust, ask your clients to rate your performance. If they answer a resounding ‘yes’ to the following questions, you’re well on your way to forging a successful, long-term relationship.

1. Did they get the outcome they expected?
2. Was the process was painless?
3. Did I perform as promised?
4. Were they treated ethically?
5. Were their unique wishes, needs and concerns were acknowledged?
6. Were their best interests were placed ahead of the company’s convenience?

Earning and winning your clients' trust is an honorable and profitable way to do business.
Customer service expert, Rom Zemke, says it best: “Trust is the platinum standard of customer service. It is the glue that keeps customers coming back.”