Page 72 - Part B

Information, Advice or Guidance

2. Always be unbiased

At times, you may be tempted to provide clients with advice that, perhaps, is not totally
unbiased. This may be because it is easier for you, or perhaps you are rewarded some
way – for example, by commission. In order for your clients to trust you, it is important
that you present your information to them in as unbiased way as possible, and allow
them to make the final decision without being pressured one way or another.

3. Never judge a client

When dealing with your clients, it may be easy to judge someone for the choices
or actions they have made in the past, particularly ones you do not approve of. It is
important that you remain professional and focus on the client’s requirements rather
than your personal thoughts on their issues.

4. Never blame or find fault

Ensure that you always remain positive when dealing with clients – this can be difficult
with customers who have had a negative experience and want someone to blame.
Don’t be tempted to criticise other organisations or individuals and make sure you
remain professional at all times. It is your job to listen to the client and help them with
their situation, rather than blaming or finding fault.

The best relationships are built on a solid foundation of trust. Trust is not something
that can be forced and, often, is quite difficult to articulate clearly. Trust develops
gradually over time, with the experience of spending time with, and working with, the
client. The experience of trusting an advisor is something that the client experiences
as a result of their interactions with an advisor over time. Trust goes in both directions
between the client and the advisor; it is important that this is understood.

Key Facts

• Client/advisor relationships are built around trust

• It is important to ensure your clients are listened to, treated as
individuals and not judged

• Regular and effective communication goes a long way to develop
a strong client/advisor relationship.

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