They want the benefits. They want the sexy stuff.
Clients assume you are well qualified, experienced, trustworthy, independent, unbiased. These things are not sexy. They are mere expectations. Just like when they deal with a doctor, clients expect him or her to give them the right medicine. They expect us to subscribe the right product. Remember, the right product is not a benefit – it is an expectation.
Right now, more than ever before, clients need the clarity and peace of mind that only we can deliver through inspiring financial planning. They need to see for themselves, through proper financial planning incorporating meaningful cash flow modelling, what their future looks like and just what is possible.
That is when clients really engage with you and your service. That's when they're happy to pay you well, and keep paying you well, for delivering a service that totally focuses on getting them what they want.
Interesting times lie ahead....
We're now moving to a transparent, explicit 'fee-only' world. Clients are starting to ask questions. They are starting to understand more and more just what they've been paying - and what they are now being asked to pay - for financial advice.
So, be warned. If you are not knocking clients' socks off with your service, sooner or later, somebody else will.
Paul Armson helps other financial advisors successfully deliver highly profitable Lifestyle Financial Planning. He is the author of The Financial Advisor's Survival Guide - How to Succeed and Prosper in a 'Fee Only' World
, a book that reinspires the value you bring to clients and creating a way of delivering financial advice on YOUR terms. See more from Paul Armson, including his other publications, here