Trust is the inner compass that measures how safe we are with another person.
We draw these safety conclusions based on the other person's energy, emotions, motivations, expertise, credentials and past experiences.
If there is no risk, there is no point for Trust.
Professional services are all about risk.
- The risk of getting scammed by your mechanic.
- The risk of getting billed more hours than were needed by my lawyer.
- The risk of leaving your kid with this babysitter.
- The risk of this solution ACTUALLY being the solution you need.
I use the term the "Trust Threshold" as the line that we, Trusted Advisors, must cross in order to close the deal.
Higher risk = Higher threshold.
We can't force trust, but we can increase our trustworthiness and reduce perceived risk.
People are naturally wired to trust, but we just need to make it easier for them by focusing on these key variables:
Increasing Trustworthiness
- Time & Shared Experiences.
Trust deepens through repeated positive interactions. Former clients keep calling because they've experienced your work firsthand. The key is staying relevant. Use a mailing list or a system that reminds you to stay in touch with people you've worked with—don't let the relationship go cold. - Peer Validation & Word of Mouth.
This is the strongest force of influence in humans. Trust passes from person to person through referrals, which is why they remain the primary source of business for most professional service firms. When someone you trust vouches for someone else, the trust threshold drops dramatically. - Social Proof.
Your website needs to demonstrate that others have trusted you and succeeded. Include media mentions, client logos, awards, testimonials from recognizable names, and authentic reviews. Social proof answers the question: "Who else has bet on this person?" - Perceived Likelihood of Achievement.
How certain is your client that you can deliver their desired transformation? Offer specific metrics, detailed case studies, and clear descriptions of the outcomes they can expect. Address common obstacles upfront to show you understand the journey. - Values & Transparency.
We trust people we can emotionally connect with. Share stories that showcase your values. Talk about your struggles and hard-learned lessons. Don't be the super-shiny, perfect expert—be transparent about who you really are. In the age of AI, this human element matters more than ever. - Credentials.
Your MBA, certifications, accreditations, and years of experience are worth mentioning—but they shouldn't be your central message. Credentials matter, but they're table stakes. If you lead with them alone, they can actually work against you by making you seem like someone without real applied experience or a solid client roster.
Navigating Risk
There's natural risk in hiring you—that's the nature of business. The higher the price, the greater the effort involved, or the more sensitive the matter, the higher the risk your prospect perceives.
But you're not powerless here. Here are risk-reduction strategies you can deploy when developing new client relationships:
- Reduce the scope.
I never discount my prices, but I do offer an entry-level option. It reduces friction and gives people a taste of working with you before they commit to a larger engagement. Think of it as a trust-building bridge. - Offer a free experience.
I once signed up for a coaching program because the coach gifted me two hours of his time for a vision exercise. It was high-value for me and relatively easy for him to deliver. In my practice, I always spend a couple of hours with new clients discussing their website structure before we begin. It builds confidence and shows them how I think. - Connect them with a former client.
Let prospects hear directly from someone who's been in their shoes. They get peer validation and see the real transformation you created… not just what you claim you can do. - Address obstacles before they arise.
Embed objection-crushers in your offers. A common obstacle in consulting is unclear timelines or scope creep, so you may introduce a solution like fixed milestones with clear deliverables at each stage. - Risk-reversals.
Consider adding terms that protect your potential client from unfair treatment. For example, cancel at any time with 30 days' notice, or pause-and-resume options if circumstances change.
The Bottom Line
Trust isn't built through clever tactics. It's earned through consistent action. Increase your trustworthiness, reduce perceived risk, and make it easier for people to say yes. The rest takes care of itself.