How to Establish Trust in Your Service Business

My parents recently vacationed with my ex-boyfriend.

Yep! You read that right.

In September, my parents toured Sicily with my high school boyfriend. He runs a boutique travel company, and they booked one of his trips after hearing about it through me.

They hadn't seen him since 1995, when he was a shy 18-year-old who found my tall, mustached dad and sharp-eyed mom just a little intimidating.

Back then, they held all the power.

But now, 30 years later, they were on his turf. And because he showed up with clarity, authority, and warmth in his marketing and initial Zoom calls, they felt comfortable trusting him with their vacation.

When my mom texted me photos from their first day, I realized it would have been easy for them to see him as "that teenager" forever. But they followed his lead. And loved every minute.

The power of expertise & process

So what shifted?

Yes, he grew up. But more importantly, he stepped fully into his role as an expert—confident, prepared, and in charge. His marketing showed it. His process proved it. Every interaction said: you’re in good hands.

Watching that shift—from uncomfortable teen to trusted expert—made me think about how trust is built in all service businesses.

(Two teens whose only expertise was finding the best pancakes after midnight)

I see a similar dynamic play out with my clients: they need to know they’re working with an expert before they can relax and trust the process.

Before someone signs a contract for a full Brand Build with me, I offer the Branding Roadmap as a standalone product.

It's a 90-minute interview where I ask questions that help my clients get clear on what they do, who they serve, and what makes them different. Then I deliver a comprehensive brief that captures everything we discussed.

My trust-building tool

Here's what makes my Branding Roadmap work:

→ My questions help them see their own business with fresh eyes. They often get clarity on things they've been struggling to articulate.

→ The brief I deliver afterward shows I really listened. I reflect back what they shared and connect the dots in a way that makes them feel seen and understood.

→ Most importantly, that brief gives them confidence that I understand their business well enough to create a brand that truly represents them.

It's an audition, in a way. But it's a paid audition that gives them something valuable whether they move forward with me or not.

If they decide to work with me after that, the cost gets applied to their Brand Build package. But the real value is that it helps us know whether we’re the right fit.

After we work together, my clients say things like:

“Her process is clear and structured, which gave me immediate confidence…”

And

“Her Branding Roadmap made me feel seen and heard and built trust immediately…”

How can you build trust?

Here are a few things that work:

1) Create a low-stakes way to experience your expertise. Whether it's a paid discovery session, a small starter project, or a diagnostic call, give prospects a taste of what it's like to work with you before they commit to the full thing.

2) Have a process you can articulate clearly. People relax when they know what to expect. If you can walk them through exactly what will happen and when, they'll trust you know what you're doing.

3) Be responsive and present. This one sounds obvious, but it’s still worth stating. Being on time for meetings and responding to messages in a timely matter are small, but significant ways to show your clients they matter and that their project is a priority.

4) Show up as the expert you are. Here's something that took me years to learn: your clients really want you to be in charge. That's why they hired you. They want you to take the lead, make thoughtful recommendations, and guide them confidently. It makes them feel more secure. Really, we're all just like puppies and children.

Showing from the start that you’re confident, organized, and well-prepared with a dialed-in process can quickly turn “Can I trust you?” into “I'm so glad I don't have to do this myself.”

Goodies Just For You

WHAT I’M THINKING ABOUT: My boyfriend and I just binged End of the F***ing World on Netflix. I think we watched the full 2 seasons in 3 days (the episodes are short). Because of the quirky, awkward teen characters and its fearlessness, it reminded me a little of Sex Education. But warning that it’s much darker and more violent. But also still sweet and poignant. The Atlantic describes it as "a heartwarming love affair between a budding psychopath and a sulky teenager." Kinda accurate.

WHAT I’M MAKING: Homemade Beef Tacos. This recipe is actually for paleo plantain nachos, but I only did the homemade plantain chips once. So much work! Definitely not worth the trouble. I just use the recipe for the homemade taco seasoning, which is delicious. And not that much more work than store-bought taco seasoning.

WHO I’M ADMIRING: Hayden Orme is the Founder of Handled. By Hayden & Co. She leads a team of top-tier Executive Assistants (EAs) who help business owners and corporate leaders reclaim their time and optimize their daily operations. Because of her two decades of experience supporting top Fortune executives, Hayden is an expert at matching leaders with the right support, whether through fractional remote EA retainer services (from a few hours per week to full-time) or direct-hire recruiting placements. Her mission is to help leaders avoid burnout, enhance efficiency, and achieve sustainable, holistic success—both in business and life. When we met, we connected easily and it was clear she knows her stuff.