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for advisers and leaders in financial advice

  • Writer's pictureJason Dunn


Making purchasing, or buying, decisions can be a gratifying, uplifting experience or it can be frustrating and painstaking.

Whatever our perception is, our responsibility is to motivate and inspire people to make informed decisions. If you do not help prospects and clients to buy from you, they will either buy from another adviser or not buy at all and thereby not make any positive progress towards achieving what is most important to them in their future.

Therefore, it is important to understand what in our prospect’s or client’s life motivates them and what inspires or motivates them to buy. It is essential that we relentlessly develop and practice our skills at uncovering the motivation of each prospect or client. In other words, an in-depth understanding of who our client really is.

We all make purchasing decisions based on several factors, which generally fit into two categories:

1. Logical reasons, and

2. Emotional reasons

Virtually every purchasing decision we make includes elements of both logic and emotion and, surprisingly to many, most purchasing decisions are influenced primarily by emotional factors.

Whilst logic is important, it is the emotional factors that very often “tip the decision-making scales”.

The key to motivating people to make the decision to “buy” from us (agree to enter into or renew an advice relationship) is to understand both the logical and emotional factors in their decision-making process.

If we don’t understand the emotional drivers of our prospects and clients we are very likely to be missing the opportunities to demonstrate value in the areas that are most important to them.

The GROW Adviser Capability program covers many aspects of client engagement and deep discovery, including the development of skills to understand what really motivates prospects and clients.

Keep an eye out for my next article:

“Do you know what's truly important to your clients?”

What do you think are the typical, frequent, emotional factors influencing your prospects and clients in their decision-making process?

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