Build Client Confidence Before You Need It

I’m not much of a water person. I don’t really like to swim, though I can. And I don’t really like boats. (I learned while in Turks & Caicos, however, that I do love yachts!)

Water sports are just not my thing. So being first to sign up for a level 3 run of the Salmon River in Stanley, Idaho, surprised me. ?

Any tinge of hesitance lurking on the other side of resolve bolstered during the hour drive up was so effectively soothed within the first five minutes of our checkin at The River Company, that I’ve often told the story to my clients as a model to emulate.

Our guide greeted us in the parking lot using our four first names, even though there were 20 others arriving at the same time. ?She escorted us to the row of ipads inside to complete checkin, most of which was already done; just waiver signatures, please.

We entered the equipment room to find a row of kayaks racked to the ceiling in such precise alignment as to be the boat equivalent of a state dinner table setting. Ahead hung a row of life jackets with nary a strap or clip akimbo. Organized by size, our guide helped us choose easily. And every piece of equipment was spotless, as if never-used new.

Next, a lecture about safety. Never attempt to put your feet down in a rapid stream where your foot could become stuck under a rock. Float your feet up and direct them downstream. ?I still mentally practice this counter-intuitive move.

Onto the bus to wind over to the launch spot.?Speaking of launch – I mean lunch, we had a divine picnic midday with every possible consideration of dietary preference or restriction. But I digress as food often makes me do.

I knew, in those first five minutes, that I was in such competent care that I surprised myself a second time, taking a brave front seat in the raft.

What had The River Company done to this landlubber!? ?

They showed me through every attentive detail that they know what they’re doing. They controlled all they could in order to be prepared for all they couldn’t control. I knew that were there any kind of accident, they would handle it competently. And this now-confident client would promptly follow orders at a time when it might matter most.

I had one of the top times of my life. I look forward to returning. And next time, I’m not going to hesitate as I did before when invited. I’m going to climb that mid-river tall rock and jump into the swimming hole below.

From that very first greeting, how do you help your clients feel welcome, recognized, and in sufficient good care that they trust you when the waters get choppy?

Even when you’re a solo operator, you can intentionally create an experience that reinforces your clients’ wise decision to hire you ?- right from the beginning and through every rapid run along the way to your completed contract.

Make a map of the client experience as it is now. Post-its on a plain wall are perfect for charting the course. Then think about how you can change the course to instill confidence throughout your client’s engagement, from first query to happy renewal and raving referrals.

Even after 40 years, I’m still learning ways to refine my own confidence-building process with on-boarding conversations, illustrations, pep talks, and expectation management ahead of times I know my clients will need the reinforcement of an experienced guide.