What Makes a Great Credibility Statement | American Funds



Chris Gies Senior Vice President of Advisor Education, Capital Group 33 years
professional development

What Makes a Great Credibility Statement

Building and maintaining credibility with clients is the foundation of your practice’s success and growth. But how can advisors develop and deliver trust — and know it’s working? Chris Gies, senior vice president of advisor education at Capital Group, explains a simple technique you can implement into your practice to make sure clients understand ways you’re helping them reach their financial goals.




Chris Gies: What’s even better than getting a referral? Getting the right referral. How do you assure that happens? You do an outstanding job of building credibility with your clients. But how do you know if you’ve done an outstanding job building credibility with clients and prospects? One way is to ask them how they would describe your expertise.

If you haven’t been intentional about developing and consistently delivering your credibility statement, there is a pretty good chance that their response might be something along the lines of, “My advisor is knowledgeable about investing.” If you have been focused on articulating your credentials, your competence and your character in ways that are relevant to your clients and to their goals, their response will be more like, “My advisor explained to me her commitment to staying at the leading edge of financial advice and using that insight to help me reach my most important goals in life.”

Clearly, taking a focused, deliberate approach to building credibility, and developing a credibility statement, can be among the most powerful decisions that you can make for the growth of your practice. Not only you but everyone on your team should be able to describe you and your team’s credibility to both clients and to prospects.

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Statements attributed to an individual represent the opinions of that individual as of the date published and do not necessarily reflect the opinions of Capital Group or its affiliates. This information is intended to highlight issues and not to be comprehensive or to provide advice.