I Don’t Know Her: How to Gain Trust With New Clients

“You’re not Lee!”

I get this every day. Of course, I am not Lee. Fortunately for the people looking for her, I have most of the same industry knowledge. Unfortunately for me, they don’t want me to answer their questions.

Lee is the owner of the company I worked for. As of September 2024, this company has opened a second branch, of which I am the co-owner. So, if someone is looking for a person in a leadership position, they can just as easily talk to me if Lee isn’t available. The thing is, Lee is so good at cultivating relationships with her clients that they’re not interested in talking to anyone else. Sometimes, I get really annoyed, but I try to remind myself that it’s a good thing that Lee has such a good reputation in our community.

I am lucky because Lee is still part of my organization. Nobody is replacing her, so if someone is really set on talking to her and only her, they can. This made me reflect on the communication challenges in organizations that experience leadership changes. Will your followers be loyal if they feel loyalty to someone who has left?

The Guardian reported on a study that says, “Uncertainty is more stressful than predictable negative consequences.” The human brain’s dopamine system craves reliability.

There can also be challenges within an organization, so an internal communications strategy is key.

When I looked online for answers, I found an employee engagement company called Oak Engage. Its blog says, “Strong leadership communication can get early engagement from employees, alleviate their natural fears towards change, and even get them excited about it.”

This is crucial to minimizing turnover and maximizing morale.

When it comes to client relations, it can be easy to get frustrated. I know I get exasperated when someone doesn’t want to talk to me and only wants to talk to Lee. But I need to remember that this is all about relationship-building, which means building trust. If someone trusts Lee, she’s taken the time to show them her trustworthiness. I can’t get defensive; I must also do the work to win their trust.

It’s similar to what copywriter Louise Shanahan, aka The Copy Prescription, says about the Permission Paradox: “You need your prospective customer to give you permission to demonstrate your ability to help them.”

Like so many things in life, the best thing to do is to focus on what you can control and let go of what you can’t.

I can’t control who people want to talk to when they come through the door, but I can put my best foot forward. I am knowledgeable in my industry, and I can communicate my know-how in my own way and let my experience speak for itself. The only person I compete with is myself. 

The best part about this is that it applies across industries. No matter what you studied or where your work life has taken you, know that you have the power to make your own mark. You’re your only you, and that’s enough.