From rising rates to market cycles and even shocks, equipment finance professionals know that disruption isn’t a matter of if, it’s a matter of when. But in turbulent times, the organizations that earn long-term trust are the ones that keep showing up and projecting consistency, dependability, empathy and transparency, four of Forrester’s seven trust levers. Whether you're helping a construction company secure essential assets or supporting a vendor in getting their inventory financed, your words matter more than ever. Here are seven ways to lead with communication when everything feels uncertain.

1. Communicate early and often. Silence erodes trust.

In moments of disruption, your audience doesn’t need perfection. They want communication and accessibility. A short, honest update builds more credibility than radio silence. Be ready to show up whether it’s a client awaiting funding, a vendor partner watching rates climb, or an internal team managing delays. Going quiet signals indifference or fear.

In a future-focused industry like ours, waiting to see what others say can cost you. Following competitors too closely puts you in the shadow of someone else’s story, and you may end up correcting misinformation or looking reactive rather than ahead of the curve.

2. Make your messaging personal and human.

Automated emails and passive messaging don’t cut it during crises. Clients and partners want to hear from real people—preferably your leadership—who can express both a forward strategy and empathy. A video message or signed letter from your CEO, sales leader, or credit executive humanizes your response and goes a long way in building trust.

3. Control the narrative internally first.

Don’t let mixed messages damage your credibility. Before you communicate externally, make sure your internal teams are aligned on the message, tone, and action plan. Equip this core set of people to represent your position clearly and consistently across every touchpoint and let the others know to whom they should pass questions. 

Internal consistency creates external confidence. Your message needs to be unified across your website, frontline staff, email updates, and other channels, so build a communication plan and engage the right resources to carry it forward.

4. Focus on your core values.

Avoid spin by leaning into your guiding principles. When uncertainty clouds everything, your core values provide the anchor of clarity, stability and continuity your stakeholders need. Markets will rise and fall, but referencing your mission to support essential industries or your commitment to long-term partnerships reminds people why they chose to work with you in the first place.

5. Leverage trusted channels with unambiguous messages.

Successful communication isn’t just about what you say, but how—and where—you say it. People need to hear from trusted voices through familiar, reliable channels.

6. Lead with what matters most to your audience.

Whether it’s access to capital, equipment delivery timelines, or evolving requirements, the most pressing issues should be front and center. Avoid burying the lede under cautious phrasing, jargon or unnecessary context. Be clear, be direct and be respectful of their time. Demonstrating that you understand their priorities builds lasting loyalty.

7. Make it easy to reach you.

Don’t make your audience work to connect with you. Remove barriers like “noreply” email addresses and clearly state how clients and partners can ask questions or get clarity. In stressful situations, responsiveness equals empathy. Even a simple “We’re listening. Reach out to your Relationship Manager or reply to this message” makes a difference. 

And One More Thing…

Remember, you’re not alone. In moments like these, leaning on industry groups like ELFA and the Foundation can give you perspective, industry data and even some borrowed trust. When customers and partners see that you're informed, connected, and part of something bigger, it helps them believe in your ability to navigate the chaos.