For the last 17 years, the Edelman Trust Barometer has been used to survey the globe to determine the level of trust that people have in government, NGOs, business and the media. Their latest survey results are out and it doesn’t look good. In fact, this year’s report indicates the largest drop in trust ever for over 33,000 respondents.

So why is this good, you ask? Because it is a perfect situation for you to demonstrate that you and your firm are exceptions to the global trend. You have the opportunity to validate that you can be relied upon for accurate input, guidance and advice, even when it may adversely affect your own interests.

To do this, you must be transparent. This means you take the initiative to reveal information in order to keep your clients fully informed. They should NEVER be surprised when working with you. Any time they learn something that you should have told them, you give the impression that you were hiding something. Of course, this leads them to wonder what else you’re holding back. While you may be reluctant to reveal certain things, always ask yourself the question of how your client would respond if they found out you knew something but didn’t tell them.

For instance, a back page, small type, detail about “what happens if” is not sufficient just because your client signed the document. When your attitude is “buyer beware” instead of “I want to be perfectly clear,” you run the risk of appearing deceptive.

Being valued as your client’s trusted advisor won’t happen just because of your profession, your license or your relationship. It comes because you demonstrate that you make every effort to keep them apprised. Then your clients will trust you—a good place to be.