One of the biggest misconceptions about an advisor's success is the idea that his or her services, planning and advice are what clients want most. They're not.
Clearly, your services, advice, and recommendations are important. But there's something more important.
And it's not the results of your recommendations or the benefits you offer. It's not the value you offer or your reputation or any of the things that make people trust you and have confidence in your ability to help them, although these are all important.
The most important factor in your success is something else, and it's right under your nose…
What clients want most is you. Your personality. The way you speak, the way you make people feel about their money, their situation, and their future.
And how you make them feel about themselves.
It comes down to this: When you make people feel good, they want you by their side–-advising them, protecting them, and working with them.
Before clients buy your services, they buy you.
That's why I tell advisors that they have no competition. It's because there is only one you.
