Komunikační techniky finančních poradců pro budování důvěry klientů

This bachelor thesis examines the role of communication in building trust between a financial advisor and a client. The aim of the thesis is to analyze the communication strategies and techniques used by professional financial advisors to establish and maintain long-term relationships with clients. The theoretical part defines the fundamental concepts of trust and the specifics of interpersonal communication within the context of financial advisory. The practical part is based on qualitative research, specifically analyzing data from panel discussions with industry experts. The research results indicate that the key factors for building trust are active listening and asking the right questions, clearly explaining complex financial concepts through storytelling, and demonstrating absolute reliability in fulfilling agreed-upon commitments. Furthermore, the findings reveal that practical experience and the ability to tailor communication to a client's individual needs outweigh purely theoretical knowledge and formal certifications. The thesis also highlights the indispensable role of financial coaching in gradually changing clients' financial habits and managing their cash flow. The conclusions of this thesis can serve as a methodological foundation for the education and soft-skills development of both novice and advanced financial advisors.