Tip: Focus on the Who for Comprehensive Client Engagement

As a financial advisor, your goal is to provide optimal support for your clients. This means discovering client needs and

client behavior, behavioral finance

achieving them by implementing a behaviorally smart plan to accomplish those dreams.
At your annual meetings, it can be difficult to be fully receptive and present to clients agendas as every individual has certain trained and natural filters. But by focusing on the who, enriching your client experience is a more intuitive and easier process.

There are three levels to understanding and ultimately, assisting the client to achieve their goals:

1)??? Focus on the what–Client wants to (insert goal)

2)??? Transition to the who–Tap into the clients self-awareness

3)??? Concentrate fully on the who–Truly understand clients:

  • behavioral strengths
  • values
  • biases
  • risk factors

Lets see how a behaviorally smart advisor would move through each of these levels in helping a client to successfully retire.

1) The What: Client wants to retire at age 62

Your focus: how much money they have currently, the investment allocation, cash flow projections.?
Your actions:
You might use a software program to do the calculations and Monte Carlo simulations making adjustments where necessary.

2) Transition to the Who

Your focus: What kind of hobbies does the client have?? Does he or she wish to travel?? How does the client feel about having a free-flowing day or is structure preferred?
Your actions
: You do all the same steps as in the What level but now you start to bring in ideas about what the client wants to experience in retirement by delving into the core of the client as an person outside of the office or work environment.

3) Full focus on the Who

Understand: How will the client acclimate to the withdraw stage? What does the client see as their new purpose? Has the client started to develop a change in mindset from work to retirement? How will the client adjust to retirement if he or she has been work-focused and has not fostered many connections or hobbies outside of work?

Considering that a recent Gallup poll shows 59% of respondents were very or moderately worried about having enough money for retirement, it is critical for advisors to understand clients on all levels.? Having an objective, client-focused system for uncovering behavior will help an advisor develop trusting relationships and be a deserving witness to enriched retirements.


Peggy Mengel ? Vice President, Human Behavior Solutions Advisor at?DNA Behavior

Specializing in financial services, Peggy uses behavioral intelligence to help businesses navigate human differences to unlock performance potential. DNA Behavior helps grow behaviorally smart businesses and financial advisors worldwide to increase competitive advantage using the most reliable behavioral discovery and performance development systems on cutting-edge technology platforms.

Visit the?Financial DNA website to learn more.?|????Try Financial DNA Free for 30 days!

Peggy Mengel

Peggy Mengel - Business Coach - The Biz Sherpa

As CEO and founder of The Biz Sherpa, I coach and consult with executives on developing deep and strong relationships with clients, staff and most importantly, themselves. When you align your talents, passions and strengths with a strategy that fits your uniqueness, you will transform yourself, your client experience and your business.

Throughout my career, one my driving principles is to understand people before numbers. It is this philosophy that ignites my desire to help financial services firms meet the challenge of driving results through a behaviorally based strategy.

How can your firm balance the demands of effectively managing people and maximizing profits? Start building business from the "inside-out" with a coach who understands your industry and your challenges.

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