'Social proof' and the speed of trust (part 1)

Tom Brueckner in New Hampshire has put into practice “the speed of trust” in a remarkable way. Much of his success comes from the way he organizes his prospect visits. All appointments are scheduled in two and a half days. This would seem a nightmarish schedule for most advisors. Yet Brueckner is able to establish amazing social proof as a result. As one couple emerges from the waiting room, they see another leaving Brueckner’s office. This establishes the fact that he is not only very busy but also works with people just like them.

The setup of Brueckner’s office is also unique. The conference room is glassed in, yet he rarely ever uses it. As he greets the prospect in the waiting room and walks him or her down the hall, he passes the conference room and says today they will meet in his office.

This more personal space is also more inviting and again develops more rapport more quickly. Brueckner’s office space is also remarkable. There is a conference table in his office and a bookcase behind his desk with titles including “The Mutual Fund Trap” and “Investing Wisely For the Future.” It’s a virtual cheering section of books supporting his safety-focused financial planning concepts.

Part of Brueckner’s brilliance is to communicate those ideas, all the while backing them up with what the prospect or client sees in the office. During the meeting, he mentions how much he enjoys his clients and shows the many testimonials and photos on the wall that support his philosophy. Even his computer screensaver is a photo of his family, an image that reinforces the importance of family and legacy.