How does an adviser win a female client's trust?

To win trust, presume nothing - and listen closely. “By being an exquisite listener and not having an agenda other than helping the client understand her own goals; you can't presume anything,” said Carolyn Lloyd-Cohen, founder of Carolyn Lloyd-Cohen LLC and Preferred Pensions LLC of Woodland Park, N.J. She finds this approach especially important when working with married couples. Ms. Lloyd-Cohen often will meet with the spouses separately. If there are differences in goals, she will meet with them as a couple to try to reconcile their points of view. “When I'm meeting with a couple, there needs to be compromise,” she said. Sometimes getting the clearest picture of a client's finances requires another perspective. Ms. Lloyd-Cohen once had to call in a counselor to help deal with a widow whose older brother had no ownership in the assets she inherited, but remained a domineering force in the widow's financial affairs. “Sometimes you'll understand that you may be in over your head, and bringing in an outside resource may win you more appreciation,” she said.