Do You Love Your Clients and Prospects?
Apr 29, 2025If this one idea makes you squeamish, you will never be great.
Did you know that LOVE is one of the Guiding Principles of the International Association of Registered Financial Consultants, the IARFC? And did you also know that insurance icon, Bruce Etherington says that the key to advisor success is to “See the People and LOVE them”? And also that Denis Walsh, CEO of Money Concepts International believes it takes LOVE to be a great advisor?
I was honored to keynote the IARFC Financial Forum recently and the idea of LOVE in financial services caught my attention as a great question. So, do you love your clients and prospects or does that kind of talk make you all squeamish and uncomfortable? It does for some advisors.
But what does “love” mean here? A professor once told me that “A state of love exists when the safety, security, and satisfaction of another person means as much to you as yours does.” Doesn’t that define the very essence of what clients expect from their advisors? That their financial safety, security, and satisfaction matters as much to them as theirs does?
Of course! Every top advisor I know cares about their clients’ financial situation just like this. So, by this definition, they love them and that’s what makes them great.
But for others, the idea of love puts them over the edge. Love them, Jim? Really? Doesn’t “love” sound a little creepy in this context for advisors? No, not at all.
In fact, wouldn’t it be great to help all your clients feel safe with their financial plans; secure in their financial future; and satisfied that they have done all they can to create their best life?
Yes, love them and you’ll take your business to the top.
