Beyond Finance: How an inclusive approach builds client trust

By Terri Krueger

When I first started my business, there were not many women in charge. If we were, we were often brushed aside and not taken seriously by our male peers.

These experiences sometimes made me question my abilities, and I have since worked hard to foster a welcoming environment in which everyone feels respected. In this pursuit, I found that when your office is comforting like a home, clients are more likely to open up to you and trust the financial advice you provide.

Though previous experiences led me to expect that women’s ideas would be dismissed, I was elated when MDRT asked me to present my findings at their Annual Meeting. My approach now goes beyond the initial research and has expanded into ways I make clients of all identities and backgrounds feel welcome.

Building a welcoming environment

Think of your home and what makes it feel comfortable– joy, warmth and safety. I want clients to experience that same sense of home in my office. There are scents from diffused oils , cozy carpets, soft lighting and a kitchenette with drinks and snacks.

All of these elements help clients feel more at ease when they are meeting me. Financial planning can be a vulnerable experience, laying out hopes and dreams while taking a magnifying glass to income, assets and more.

When clients feel welcome, they become more candid and open to my recommendations. I want people to tell me they love walking into my office so that they are excited for our meetings. Even in a virtual environment you can create a welcoming experience with the background you choose and the way you speak.

Acting on values

As advisors, we often begin financial planning by determining a client’s values and goals. Showing the client how you live out your own values can exemplify what this looks like in action and why they should trust you. As a parent who has served on a local school board, I am passionate about supporting students.

One year, as I was preparing holiday gifts for my clients, I saw that our local Dollars For Scholas was selling cookbooks to support their scholarship program. I took this chance to put my values in action and purchased roughly 250 cookbooks for client gifts.

I knew this meant that my business was supporting many students in earning scholarships. Not only did I support the students, I also showed my clients what mattered to me.

Serving diverse clients

To make my space welcoming to all people, I’ve added small signs to let queer people and people of color feel like they can be their authentic selves with me. As a mother of queer children, I am passionate about supporting people with marginalized identities. I have faced my own challenges as a woman in business and empathize with those who may be ostracized based on their identity.

To help clients feel comfortable, I have sprinkled queer signage throughout my office. From rainbow tydied Daisy Duck and Minnie Mouse characters holding hands, to a LEGO queer pride flag, to pictures of my own children and more, I want them to easily identify that this is a safe space to plan for their future.

There are some prospects who don’t agree with my outlook, and we find that we are not the best fit for one another. Just as I exemplify the value I place in creating a sense of home in my office with candles and snacks, I stand by my love for people of all identities and have built long-lasting client relationships throughout my career in this way.

Advisors want to be seen as a trusted resource and partner clients can count on. I’ve found that the first step in this process is to make people feel comfortable in my space and know that they are highly valued as a client and individual. This emphasis on how clients feel when they walk through your door leads to referrals and a robust client portfolio – they feel strongly in their trust of you and will likely tell their friends this.

Focusing on the environment you create both physically and mentally for clients will help you expand your work and retain clients.

About the author
Terri E. Krueger, ChFC® is an independent financial advisor and lifetime MDRT member with two Top of the Table qualifications. Krueger has been in the industry since 2007, founding Krueger Advisors, LLC in 2018. Her business is now named Orla Wealth Krueger’s expertise allows her to assist clients with estate, trust, and retirement planning, tax planning, life insurance and long-term care planning.