Ineffective Habits of Financial Advisors (and the Disciplines to Break Them)

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1 Ineffective Habits of Financial Advisors (and the Disciplines to Break Them) A FRAMEWORK FOR AVOIDING THE MISTAKES EVERYONE ELSE MAKES Steve Moore with Gary Brooks, CFP WILEY John Wiley & Sons, Inc.

2 Contents Foreword x Introduction: Setting the Stage xiii Business Disciplines xvii Ineffective Habits of Financial Advisors and the Disciplines to Break Them xviii The Framework of the Book xxi Insights xxi '* Decisions xxiii Actions xxiv Acknowledgments xxv Chapter 1 Stop Living Their Dream and Start Living Your Dream 1 The First Ineffective Habit: Living Their Dream 1 The First Discipline: Start Living Your Dream 3 Insights 4 Purpose: The Primary Reason for the Work You Do 4 Business Goals: Specific Objectives That Support Your Purpose 6 Guiding Principles: The Rules That Guide Daily Decision Making 23 Vivid Description: A Narrative of the Business Success You Intend to Create 29

3 vi Contents Decisions Determining Your Purpose Determining Your Business Goals Determining Your Guiding Prinicples Determining Your Vivid Description Determining How You Plan to Keep the Dream Alive Actions Chapter Summary Chapter 2 Chapter 3 Stop Focusing on Quantity of Clients and Start Focusing on Quality of Clients 41 The Second Ineffective Habit: Focusing on Quantity of Clients 41 The Second Discipline: Start Focusing on Quality of Clients 43 Insights 43 Target Market 44 Service Focus 51 Competitive Differentiation 51 Decisions 60 The Common Sense Principle 60 Actions 61 Chapter Summary 62 Stop Hoarding Unprofitable Clients and Start Disengaging Unprofitable Clients 65 The Third Ineffective Habit: Hoarding Unprofitable Clients 65 The Third Discipline: Start Disengaging Unprofitable Clients 67 Insights 68 Segment 1: The 20 to 40 Percent That Represents 1 Percent of Revenue 73 Segments 2 and 3: Others You Are Considering for Disengagement 77 Decisions 81 Actions 81 Chapter Summary 83

4 Contents vii Chapter 4 Stop Providing Only Investment Advice and Start Providing Wealth Management Advice 85 The Fourth Ineffective Habit: Providing Only Investment Advice 85 The Fourth Discipline: Start Providing Wealth Management Advice 87 Insights 87 Start Providing Your Top 20 Percent with Wealth Management Advice 89 Step 1: Determine the Clients to Reengage with Wealth Management 90 Step 2: Have a Deep Re-fact Meeting with Your Clients 91 Step 3: Financial Planning 97 Step 4: The Wealth Management Solution 98 Step 5: Present the Wealth Management Solution The Financial Vision -, Document and Client Engagement Roadmap 106 Decisions 107 Actions 108 Chapter Summary 110 Chapter 5 Stop Delivering Only Investment Reviews and Start Delivering WOW Wealth Management Reviews 113 The Fifth Ineffective Habit: Delivering Only Investment Reviews 113 The Fifth Discipline: Start Delivering WOW Wealth Management Reviews 116 Insights 117 Client Needs Analysis 118 Client Satisfaction Window 119 Building the WOW Review System 132 Decisions 136 WOW Wealth Management Review Package 136 Actions 137 Chapter Summary 139

5 viii Contents Chapter 6 Chapter 7 Stop the Rainmaker Approach and Start the Team Approach 141 The Sixth Ineffective Habit: The Rainmaker Approach 141 The Sixth Discipline: Start the Team Approach 143 Insights 143 Team Core Competency Audit 143 Team Development Evaluation 146 Team Alignment and Empowerment Evaluation 147 Internal Challenges 150 The Organizational Structure of the Team Approach 151 Role Clarity 156 Managing the Team Approach 159 Coaching the Team 168 The Acquisition of Talent 175 Team Incentive Compensation 177 Create a Best-of-Kind Team of Experts and Suppliers 179 Decisions 180 Actions 181 Chapter Summary 183 Stop Selling to Prospects and Start Selling through Clients 187 The Seventh Ineffective Habit: Selling to Prospects 187 The Seventh Discipline: Start Selling through Clients 189 Insights 189 Client Introductory Event 195 Center-of-Influence Marketing 197 Managing the Sales Pipeline 201 Qualify a Call-In Lead 201 Fact Finding, Planning, Solutions 202 Decisions 203 Actions 203 Chapter Summary 205

6 Contents ix Chapter 8 Jack's Awakening: An Elite Wealth Management Company 209 Bibliography 215 About the Authors 219 Index 221

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