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Episode Summary

Think back to the last meeting you had with a prospective client.

No matter how many times you’ve conducted this meeting, it’s always a dance of building rapport, establishing trust, and demonstrating your skills and abilities (and/or your firm’s) to let them know that you’re the answer to all of their financial issues and financial dreams.

Think back to the last time you were meeting with a long-standing client where you were revisiting the same item or the same issue that you’ve pleaded with them to resolve numerous times over the past year (and maybe even more!).

You’ve mentioned that they need to cut back their spending three times. You’ve tried illustrating three different ways the impact that saving a little bit more will have on their future. Yet, nothing has changed.

Now, imagine how much easier it would be to seamlessly convert a prospect into a life-long client and get your current client to follow through on your advice if you could get a glimpse into their mind.

You would know exactly what it is that your prospective client values and wants from you. And, if you know that, you would easily have a near 100% conversion rate.

You would also know exactly what it is that your clients need to hear in order to act or the barrier(s) that are preventing them from already taking action. And, if you know that, you’d never waste any time following up for the third time.

Fortunately for us, Morningstar and the Financial Planning Association conducted a study of investors that did just that! As we discuss in the conversation, advisors have essentially been given the answers to the test.

However, simply knowing what goes on in the mind’s of a client or prospective client is one thing. Knowing how to tailor your entire practice around it is another thing altogether.

Evan Beach joined us on the show to explain how they have improved client relationships and ignited their business development efforts by taking the results of this study and tailoring their processes, systems, and conversations around what clients and prospects actually value.

Things You’ll Learn

  • The moment Evan realized that his onboarding process was built entirely around things that clients don’t really care about and the change he made that revolutionized their new asset growth
  • Why Evan ultimately got rid of their one-page financial plan and the changes he made that removed friction from the process
  • Why most financial plans are created for the advisor and not the client
  • The reasons behind why Evan ultimately decided not to charge for financial plans based on the way that the human mind works
  • How his firm intentionally designs their prospective client process around a “test driving” experience for someone to see and feel what it’s like to work with them
  • How positioning your value around behavioral coaching can actually work against you
  • A powerful way that Evan uses mental accounting to deliver the value of behavioral coaching while also reducing the odds of a client making the same mistake twice

About Evan Beach

Evan Beach is the Director of Wealth Advisory for Campbell Wealth Management, an RIA firm in Alexandria, VA with around $800 million assets under management exclusively for people 55 years old and up. In addition to working with a handful of clients, Evan is responsible for business development and client education, specifically the implementation of systems and processes throughout the firm.

He’s also a contributing columnist for Kiplinger and the Journal of Financial Planning, having become widely renown in the industry for his expertise in retirement planning and practice management.

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