Build value and trust with a code of accountability

While all the items in Stuart's code are relevant, I want to focus on the last three. No. 6 opens the door for the client to not withhold information that will help you do the best job for them. If you are managing some of their investments, you understand the importance of knowing where all their money is – even if it's not under your care. When your clients understand why this is important to them, they are usually more forthcoming with this kind of information.

Item No. 7 is great because it begins to create the climate of doing business where clients are encouraged to complain – especially about the little things. The most important ingredient in client loyalty is that the client feels comfortable telling you about something with which they are dissatisfied. If they withhold this type of information, they become candidates to move their business somewhere else (and you're certainly not referable). While this statement alone is not enough to guarantee your clients will tell you every time they are unhappy, it's a good start.

You know I like item No. 8 because it plants the seed for referrals. While I believe this item has its place in the "code," you have to be careful with this one. It's important that the client does not feel obligated to give you referrals. They have to know that you intend to earn introductions through the quality of your work, and that the relationship will still be a strong one even if they choose not to introduce anyone to you. A small point – I would replace the word "refer" with "introduce." For some, the word "referral" has a negative connotation. Besides, wouldn't you rather be introduced than just referred? Plant the seed you really want.

Here's an idea. Why not present your code to a new client and see if there's anything they want you to add – for you to do or for them to do? Now, you'll have a "code of accountability" tailored to each client. This will make sure that all expectations are clear. Of course, this is not a legally binding contract and you might want to include some words to that effect. The key point is that you've had a clear conversation around expectations.

Talking about expectations with new clients is a great trust builder. When you demonstrate in a genuine way that you care about what the relationship grows into, your clients naturally trust you more. The key word here is "genuine." This code of accountability and conversation around expectations can't just be a "technique" you're working with your clients. It must be completely sincere on your part.