Trust isn't just a nice-to-have in the financial services world. It’s the bedrock of your relationships with clients.
You aren't just managing numbers — you're safeguarding clients’ dreams for a financially secure future, which brings a whole new level of intimacy to the mix.
Whether you're decoding complex financial products or laying out the latest market analysis, the way you dish out the data could be the difference between a nod of approval or a furrowed brow from your clients.
When you’re meeting with clients, you can build that crucial trust by demonstrating a deep understanding of your clients’ needs, as well as providing accurate, up-to-date information.
That's where professional, on-point presentations come in — they're your secret sauce in the financial services kitchen. Strong presentations offer a unique opportunity to whip up and serve communications that resonate with clients, so you can transition from just another suit to a trusted ally in their financial odyssey.
In this article, we’ll take a look at the current state of trust in the financial services industry and give you some of our best tips for creating presentations that help you become a trusted advisor for your clients.
The Current State of Trust in Financial Services
What's the current trust scorecard for financial services firms navigating the choppy seas of inflation and market volatility? The report card might not read as favorably as we'd hoped.
Forrester's Financial Services Customer Trust Index, a metric gauging the level of trust customers place in their credit card issuers, banks, insurance companies, and investment firms, painted a somewhat lackluster picture in 2022. In the U.S., only a third of customers reported high trust in their financial services providers, and just over half of respondents said they had low trust levels in their institutions.
Clearly, firms can’t operate without a solid bedrock of customer trust. Financial services companies that command strong trust enjoy financial, competitive, and reputational advantages — but when trust is lost, businesses lose these perks and face an uphill battle to attract and retain clients.
The Forrester data reveals a substantial trust gap that could lead to significant business repercussions. Many firms rely on a constant stream of customer referrals to grow their business, but low trust levels make it less likely that customers will endorse their firm to friends, family, and colleagues.
Among U.S. banking customers with high trust in their primary bank, 93% would happily recommend it to a loved one, and 90% would open another account. But when trust dips, these numbers plummet to 39% and 34%, respectively.
Top 3 Tips for Creating Presentations That Leave the Right Impression
Powerful, professional, comprehensive presentations can significantly boost your client’s perception of you and your firm.
Here are the top 3 ways to create and deliver presentations that persuade and build rapport:
1. Clarify your audience and objectives
Before you even begin to put your presentation together, get clear on your audience and your goals.
Ask yourself these questions:
- What does my audience already know about this topic?
- Are they looking for hard facts, or inspiration?
- Will you be addressing a person who is already receptive to your message, or will you need to win them over?
- What’s my goal? What change do I want to bring about? How do I want my audience to react, behave, or feel once I’ve wrapped up?
- What’s the logical next step, after the presentation?
2. Build trust with up-to-date content
Change is constant in the financial services world, and information gets old faster than you can say "compound interest." Because financial products tend to have longer lead times — and you may need to present to clients multiple times before closing a deal — keeping your information current is crucial.
Giving clients outdated brochures is a bit like offering last week's donuts — not a good look! But Showcase Workshop can rescue your firm from the perils of stale data. Every time you share a presentation, your content can be as fresh as this morning's market opening.
Showcase lets you set custom timeouts on the content you share. Think of it as a “best before” date for your data. Once that date's passed, the content goes "poof!” and your clients only have access to the most up-to-date and relevant information.
And when new information comes in, you can push updates out to your entire team with just the click of a button.
Remember, staying current in financial services is not just about avoiding the awkward "Oh, that's not right anymore" moments. It's about building trust, showing your clients you're on top of your game, and making sure they have the freshest data at their fingertips.
3. Personalize your presentations to connect with clients on a deeper level
Navigating the world of financial services can be a daunting task for many clients. Amid the jargon, graphs, and statistics, there's one thing that clients yearn for — a personal connection. That’s where personalization becomes your secret weapon.
Personalization is more than just adding a client’s name to a PowerPoint slide. It's about crafting your services and your message to resonate with your clients' unique needs, goals, and fears. When you personalize your presentations, you're telling your clients, "I see you, I understand you, and I'm here for you."
The first step in personalizing your financial services is to understand your clients on a deeper level. Do the homework from tip #1 above, and get to know your audience’s needs, dreams, and worries. Use surveys, interviews, or just good old-fashioned conversation.
Remember, you're not just dealing with numbers and data — you’re talking about people's dreams of a secure future, a new house, or a college fund for their children.
Once you have a solid understanding of your clients, you can tailor your presentations to reflect their needs and aspirations. Show clients you can turn their dreams into reality and assure them you have plans to help them navigate their fears. If your client is concerned about market volatility, demonstrate how your products or strategies can provide stability.
With Showcase Workshop, you can easily customize presentations for each client and create truly personalized experiences. You can quickly switch between products or services, depending on what your client needs to see. And you don't have to be a designer to create visually engaging presentations that speak directly to each client.
Remember, personalization isn’t a set-and-forget strategy. As your clients grow and their needs evolve, so should your approach. Review and update your presentations regularly to ensure they reflect your current understanding of each client.
A Powerful Partner for Presentations That Build Trust
Now you know the ins and outs of delivering presentations that build trust with your financial services clients. Just like a good investment, the return on getting it right is huge: trust, rapport, and successful relationships.
Think of Showcase Workshop as your secret weapon to be the most trusted advisor in the room, even if that room is a Zoom.
Eager to level up your presentations and connect more deeply with your clients? Take the first step and sign up for a free trial of Showcase Workshop to discover how powerful, personalized presentations can transform your client relationships.