Nutrition: How Trust Is Good For Business

“Building a reputation of integrity takes years, but it takes only a second to lose, so never allow yourself to ever do anything that would damage your integrity.” – Forbes

Trust is nice, but is it a critical business strategy for your nutrition counselors? Absolutely! Trust is one of the most lucrative, yet underutilized, business assets out there. It has the power to not only increase sales opportunities, but also motivate your clients to be successful. A relationship of trust fuels positive actions and creates positive results.

The process of building trust begins even before your client signs up for nutrition counseling at your gym. Here are some ways you can start building trust today with your clients and prospects.

Key Ways To Build Trust:

1. Be a good listener. Everyone deserves a chance to be heard and validated, especially your paying clients. Make sure you create a comfortable atmosphere, free from distractions, where they can talk openly and honestly. Be present and don’t allow yourself to get lost in your own thoughts. Also, what is your body language communicating?

2. Give more than expected. When a client signs up for nutrition counseling, give them all the tools you think they need to be successful. Don’t hold back. Remember, their success is also your success. With meal plans, include healthy recipes, helpful tips and articles, motivational material, exercise ideas, food logs, etc

3. Be committed. Your clients need more from you than just meal planning. Changing the way you eat can be quite an ordeal for many people, as it is often emotionally and mentally challenging. You are their anchor. Show them that no matter what, you are committed to them. You are available to answer questions or to listen to their concerns even when you’re not with them. Check in regularly through phone or text making sure they have what they need to be successful.

4. Be personal and authentic. Approach each client as an individual with unique experiences, perceptions and values. When you’re talking to someone, look for similarities, things you have in common with. Finding links of commonality helps break down walls and instill trust. Don’t be afraid to let down your guard a bit and show them who you are.

Building relationships of trust is essential in creating client confidence and success. As professionals, it is your job to lead and guide your clients with integrity and honesty. Are you doing the right thing, even when no one is looking? That is having integrity. It means being the best and offering your best.

Melissa Garcia is a personal trainer and nutrition specialist at Treehouse Athletic Club in Draper, Utah. She can be reached at melissag@tacfitness.com.