Building Trust in an Instant: A Game-Changing Approach for Attorneys

In a recent March to a Million podcast episode, I had the pleasure of sitting down with Ari Galper, an expert whose new book, "Trust in a Split Second," challenges conventional wisdom about sales, particularly in the legal industry. Ari's approach focuses on a core concept that resonates deeply with our mission at Wealth Solutions Network (WSN): moving away from traditional sales tactics and instead building trust quickly and authentically.

For those of us on this journey to positively impact one million lives, understanding the transformative power of trust can be a game-changer. Let’s explore some key insights Ari shared in our conversation and why this new approach could be the most effective tool in your arsenal.

The Problem: The Trust Recession

Ari calls it the "trust recession." We’re facing a world where traditional methods of building trust and convincing clients to hire us just aren't as effective as they used to be. The "know, like, and trust" model, which has been around for decades, doesn't hold up in today's commoditized world. In the past, the scarcity of options allowed professionals to rely on expertise and education to convince clients of their value. But now, clients have a seemingly infinite pool of options. To differentiate yourself in such a competitive space, simply providing information or proving expertise is no longer enough.

So, what's the answer? Ari's solution is rooted in a shift in focus—from trying to prove your worth to creating an environment where trust is established instantly. In our discussion, Ari explained how attorneys often fall into the trap of "free education" or "free consulting" to showcase their expertise, which leads to prospects feeling overwhelmed. The real breakthrough, Ari argues, comes when we stop trying to "sell" and start trying to understand the truth of our clients' situations.

Letting Go of Sales Pressure and Unpacking the Truth

One of the most powerful concepts Ari shared was the idea of letting go of the pressure to close the deal. Instead, our focus should be on genuinely uncovering the client’s underlying problem—the real reason they need our services. Too often, attorneys make assumptions about what clients need based on their initial statements. But just like a doctor who orders tests before diagnosing, we need to take the time to fully explore our clients' concerns before offering solutions.

This process of "unpacking the truth" involves asking deeper questions that get to the root of the client’s issue, rather than jumping straight into what we think they need. By shifting away from the goal of making a sale and focusing instead on the client's true needs, we create an environment where trust can flourish naturally. This shift may sound counterintuitive, but Ari has found that the less pressure we put on making a sale, the more clients we ultimately bring on board.

I’ve seen this firsthand in my own practice. Since working with Ari and incorporating his teachings, I've experienced a significant shift in my conversations with prospective clients. By letting go of preconceived notions and focusing on understanding their deeper needs, I've been able to connect with people in a way that feels more authentic—and in turn, I've seen more of those prospects convert into long-term clients.

The Power of Trust-Based Language

One of the most practical takeaways from our discussion was the importance of using trust-based language. The words we use can either foster connection or create distance. For example, Ari recommends avoiding phrases like "follow up" or "are you interested?"—which carry a sense of sales pressure—and instead using phrases like "do you have any feedback on our last conversation?" or "would you be open to exploring this further?"

These subtle shifts in language help remove pressure from the interaction and convey a genuine desire to understand and serve. When clients feel that you’re not trying to push them into a decision, but instead are inviting them to explore their options at their own pace, they’re much more likely to open up and trust you.

This trust-based approach is particularly relevant for members of the Wealth Solutions Network. Many of us are looking to expand the range of problems we solve for our clients beyond traditional legal services. Whether it's estate planning, asset protection, or other complex issues, our ultimate goal is to understand what our clients truly need and provide solutions that offer real value. By focusing on building trust rather than pushing specific products or services, we can help our clients in a more meaningful way—and grow our practices in the process.

Ironically, the secret weapon of a WSN member is being free from the curse of expertise.  Financial advisors are trained to try to convince the prospect of their expertise, which is a commodity.  This wiring results in the advisor jumping prematurely into the selling of their solution which short circuits the trust building process (trust me, I have struggled with this tremendously). 

The WSN member can focus on the trust building process and getting to the truth of the client’s situation knowing that the WSN process can address the problem. You are not the cardiologist; you are the internal medicine doctor diagnosing the problem and coordinating the treatment plan.

 

The Freedom of Letting Go

Ari's approach also brings an unexpected benefit: freedom. By letting go of the need to "close the sale," we free ourselves from the anxiety and stress that often accompany sales conversations. Instead of feeling like we need to convince or prove something to our clients, we can simply be present with them and focus on understanding their situation. This not only leads to better client relationships, but it also makes our work more enjoyable and fulfilling.

As Ari put it, "The irony is, when you let go of the sale, you make more sales." This resonates deeply with what we’re trying to accomplish at WSN. We’re not just looking to add financial services to our practices; we’re looking to become true partners in our clients’ lives, helping them navigate complex challenges and achieve their long-term goals. And that starts with building trust—quickly, authentically, and without pressure.

Moving Forward: Embrace the Change

For those of you who have been using traditional sales methods and finding that they no longer yield the results they once did, I encourage you to take a step back and consider Ari's approach. Shifting from a transactional, sales-driven mindset to one focused on trust-building may require some unlearning and a willingness to try something new. But in my experience, the results speak for themselves.

If you’d like to dive deeper into Ari's methodology, I highly recommend checking out his book, "Trust in a Split Second." It’s packed with practical insights and techniques that can help you transform your client interactions and build the kind of trust that leads to long-lasting relationships.

At WSN, we’re committed to helping attorneys expand their role in their clients' lives and create more value through a holistic approach. By embracing this trust-based method, you’ll not only increase your case value but also experience greater professional satisfaction, knowing that you’re truly making a difference in your clients' lives.

To learn more, visit joinwsn.com and join our growing community of attorneys who are ready to embrace a new way of serving their clients. Let’s keep marching toward our goal of positively impacting one million lives—one genuine, trust-filled interaction at a time.