The power of storytelling in building client trust
By Michael Summerton
In a world dominated by data, analytics, and endless performance reports, storytelling remains one of the most underused tools in an adviser’s toolkit.
While we often focus on metrics to make our case, it’s the stories that clients remember long after the meeting ends.
Over the years, I’ve seen how a well-told story can inspire, influence, and build trust in ways that numbers alone simply cannot.
Why storytelling matters for advisers
As an adviser, you work with numbers every day.
Financial performance, market forecasts, and benchmarks are critical, but these numbers alone don’t always connect with clients on a deeper level.
What truly resonates are the stories behind those numbers – the real-life examples of how a thoughtful investment changed someone’s future or how careful planning helped a client reach their goals.
For example, when you share a client’s success story or how a financial solution changed someone’s life, it resonates far deeper than charts or graphs.
Storytelling helps bridge the gap between complex financial information and something clients can emotionally connect with.
It gives context to the data, turning numbers into something tangible and relatable.
Creating a shared narrative with your clients tie their personal goals to the broader financial strategies you’ve crafted for them.
Building Trust Through Relatable Narratives
One of the most effective ways to build trust with your clients is by being authentic.
I once worked with an economist who had a rather awkward presentation style.
He mumbled, paused in odd places, and didn’t deliver his message with the polish you might expect from a top-tier speaker.
Yet, for a full hour presentation, you could hear a pin drop as the room packed full of clients would sit, hanging on his every word.
Why? Because his authority on the subject was unparalleled. His content was rich, and his authenticity shone through.
Clients trust authenticity over showmanship – when they feel your sincerity, they are more likely to trust your advice.
This is a lesson for all advisers: polished presentations are compelling, but a genuine, authentic message achieves even more.
When you can combine authenticity with a compelling narrative, you create a deeper connection with your clients that goes beyond the numbers.
Turning tools into stories: Family Linking example
At INN8, we provide features like Family Linking, which allows families to pool their assets and benefit from reduced investment administration fees.
But beyond the numbers, there’s a story to tell. It’s the story of a family working together, collaborating across generations to secure a stronger financial future.
It’s a narrative about unity, teamwork, and building a legacy for their children and grandchildren.
By framing Family Linking as part of a family’s narrative, you connect clients emotionally to their financial decisions.
It’s about more than cutting costs; it’s about building something meaningful that can be passed down through generations, creating a lasting story of shared financial success.
Using stories to connect
Clients don’t just want numbers – they want to feel like they’re part of a journey that leads to long-term success.
By weaving storytelling into your practice, you can help them feel more connected to the financial decisions they make.
And when those decisions are framed around tools like Family Linking, you’re helping your clients write a meaningful financial story for their future.
Next time you’re sharing financial advice, try frame it as a story. You may find your clients understand your message better, and remember it longer.
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