Financial advisors know stuff. Knowledge has value. Yet when you open the financial section of a newspaper, read a magazine or search online, lots of ads appear talking about trading free of charge.
As capitalists, we are all in favor of "free trade." As advisors, "trading for free" seems to diminish the value we bring to the relationship. Why does the investor need you?
1. It's your job.
It's been said that being an uncle or aunt is much easier than being a parent. Why? You can enjoy time with the young child, then hand them back, returning to your regular life. You don't need to be concerned with changing diapers, feeding or crying.
You add value because: Casual investors might lose interest. When things aren't going well, it's easy to leave statements unopened. Advisors are focused on the client's goals, movements in the market and the degree of risk the client is taking.
2. Losing hurts more.
Money can be an abstract concept. When clients are making money, they are thrilled. When the market rises, it's often gradual, over time. When the market falls, it's often sudden and unexpected. Investors often buy and sell at the wrong time.
You add value because: Advisors look at the big picture. They know the market moves in cycles. They try to recommend high-quality stocks. Those companies continue to be run well, even when the stock market gets volatile. Advisors try to encourage clients not to sell during sharp drops.
3. Money is serious business.
When the stock market rises, making money looks easy. I'm amazed the market can earn more in a day than a short-term bond or bank CD might earn in a year. We forget how hard it is to save those after-tax dollars to accumulate cash to invest.
You add value because: You take the words "life savings" and "hard-earned after-tax dollars" seriously. You understand that once money is lost, it's difficult to make it back again. There are no "do-overs" in investing. You are stuck with your results.
4. Investors often hold losers too long.
They also sell winners too early. They don't realize a stock that declines 33% needs to double, just to bring you back to the starting point.
You add value because: When a stock declines, advisors reconsider the fundamentals. What has changed? They understand "Sell your losers early." If the fundamentals are good, they might suggest buying more, to lower the cost basis. If a client wants to sell a stock that's doing well, they might ask: "If you had a horse that was winning races, would you shoot it?" Advisors understand the role of stop and limit orders.
5. You're the investor's silent partner.
Suppose someone offered you the following proposition: "You invest your money. You take the risks. If you make money, I'll take a portion as your silent partner." You would say: "Why would anyone go into a deal like that?" Welcome to the world of capital gains taxes. (It's more complicated than that because losses can be balanced off against gains and losses can be carried forward.)
You add value because: Advisors keep an eye on the realized gains and losses scoreboard. They discourage in-and-out day trading because the tax bill could be enormous.
