When did financial advisors become telemarketers? Here’s a transcript of a voicemail I received a few weeks ago from a financial advisor named RW—someone I don’t know who represents a major company. It wasn’t technically a cold call, I suppose, because I had a relationship with the company about a decade ago through my former financial advisor. But it certainly wasn’t a warm call. And while RW said nothing whatsoever offensive on her voicemail, it was a perfect example of how the choice to be robotic instead of real kills trust and loses business.

I messed up a few weeks ago. I sent a not-so-nice email to a colleague I’ll call Randy. I did it after I got a fervent complaint from a new client about him. Randy was negotiating something on my behalf and, from the client’s perspective, took a firm stand in a way that did not go over well. The client said the one thing that escalates my blood pressure in a matter of seconds: “Randy could stand to learn a lesson or two from you about doing business in a trustworthy way.” For me, this cued the entrance of the high horse and I immediately climbed aboard.