Bryce Sanders, president of Perceptive Business Solutions, offers his tips on turning suspicious investors into new clients.

Today, people are suspicious. Whether it is the media, shaky financial institutions, con men posing as advisers or risky countries like Greece – they have their reasons.

But what they need right now is help. This difficult time in the market has lasted more than four years. Investing on their own is difficult. Bank interest rates are low. Real estate has yet to recover.

One day this suspicious person who needs help walks in or calls. How can you provide some degree of comfort?

You have been taught to “sell yourself”. Not now. They won’t believe you. In most industries references help. Not yours. You are bound by confidentiality. You’re on your own.

The firm is the product

Firstly, find common ground you can easily authenticate. Let’s assume you are affiliated with a firm. Keep a list of provable facts at hand. How long has the firm been in business? How many clients? How much money in client assets? How many retirement plans? These points speak to stability. How are you going to prove them?

Assuming your firm is a listed public company, most of this information is usually found in the annual report. Keep a copy handy. What if the prospect is a voice on the phone? Ask them to visit the firm’s website or use a search engine like Google to find the website. Walk them though and document your facts.

Next you move to information that is still provable but not in the annual report: do any major companies have pension money with the firm? University endowments? This is often an item of public record, one of the few times client confidentiality is not the absolute rule.

Many people feel at ease when outside authorities put the seal of approval on a firm. In our industry this is often done through rankings. Has your firm been recognised as best in a specific field of research or the best investment bank in the country? Stick to relevant measures. Best in class for customer service is good. But don’t go too far down the league tables. No one wants to travel on the world’s ninth safest airline.

What’s your firm’s connection to the community? How long has the firm been here? Does the firm give back by sponsoring events? Are any senior members who are local to the area involved? Many people have a commitment to the community.

Where do you fit?

You have positioned yourself as an agent of the firm. Stop there and you are interchangeable with hundreds of other advisers. It is time to differentiate.

Start with professional credentials. Even if the prospect is slightly less suspicious, they want to know you are for real. What licenses and registrations do you carry? Certificates on the wall? Can they search you out on your firm’s website? Will your description include your qualifications? Although you won’t suggest it, astute prospects will check your status re: disciplinary procedures. Mention your academic qualifications.

They are still wondering: “Are you any good?” How long have you been with the firm? Lived in the community? Been married? How old are your children? All these traits represent stability. Prospects are comfortable making the assumption you will be loyal to your clients too.