Last month, I bought a 4-pack of protein shakes from a store you all know very well.

42 grams of protein per pre-mixed cardboard carton. Sign me up for that.

I finished my workout the next day and opened up one of those babies on my way out of the gym.

Took a giant swig.

Nothing came out.

I looked inside and saw that the carton was full, so I tried again.

Same result.

Decided to squeeze the container.

That worked. Unfortunately

What oozed out wasn’t the milkshakey protein concoction I was used to, but a yogurt-like substance.

Not the texture of choice after a grueling and sweaty workout.

The taste was fine, but the consistency was awful.

After practically chewing a few sips, I realized I could not get that thing down. So when I got home from the gym, I threw it in the blender with a bit of milk and ice. That thinned it out and made it more like what I had expected.

Maybe that one was bad, I thought.

So after my next workout, I tried it with the second container.

Same result. Maybe that’s the new thing in protein shakes? Like a protein yogurt with no spoon?

To make sure I wasn’t losing my marbles, I let my wife and kids try it, and they were instantly repulsed.

Okay, so it wasn’t just me.

But I’m no quitter. So I tried the third one after my next workout and got the same pudding’y “deliciousness.”

I was losing faith in the process at this point. But I’m no quitter. So by the time I got to the fourth and final shake and had the same result, I just knew something wasn’t right.

At that point, it dawned on me to look at the expiration date.

The product had expired three months earlier.

“Ohhh, that explains— Awwwww!!”

Nasty.

How did I miss that?

So here’s the epiphany: I realize this entire debacle was simply another issue of this TRUST thing I keep talking about.

I trusted the brand, whose supplements, powders, and shakes I had seen in many fitness magazines for years. And I also trusted the store I bought it from, assuming they would only have fresh products on their shelves.

There is an application here that financial advisors can grab onto.

First, trust is layered. As I said, I trusted the brand, and I trusted the store. I drank the item several times and even let my family sample it because I assumed the mistake was mine and not the brand’s. It took me several days to even consider there was something wrong with the product and check the expiration date. That triple layer of trust (fitness magazines + store + product) didn’t even allow me to consider there was a problem with the item until the fourth “mistake.”

This leads to my second point: trust provides latitude. Because the fitness magazines had their own credibility with me, the product’s credibility was instantaneous. Further, the store has provided countless positive shopping experiences for me. Because of these reasons, it never crossed my mind to stop shopping in that store, stop reading fitness magazines, or stop buying that brand of protein shake (I will be checking the expiration dates from now on, though!).

This latitude is useful for financial advisors because we are all human, and we all make mistakes. However, if trust is established with your clients, they will not bail on you at the first sign of trouble or a human error on your part. Trust gives you latitude.

For months now I have been promoting the impact of TRUST in regard to generating leads, as well as acquiring and maintaining clients.

Here is the key takeaway for you, so don’t miss this:

Like it or not, YOUR BUSINESS is a brand. YOU are a brand. People will always see your business as a brand first. Therefore, you need to make that first impression count. And then once you have established trust, you will have a client for life –one who will not only appreciate the highs but also give you grace during the lows.

Click below for training that is geared to help financial advisors establish TRUST with potential clients in order to grow and scale their businesses: