How to Sell Yourself - 8 Points for Every Financial Advisor


Why work with a financial advisor?

Easily answering this basic question is key to creating buy-in among prospective clients. We’ve compiled a quick list of the 8 top benefits of working with a financial advisor to help you clearly communicate your value proposition.

Feel free to steal these (really, we don’t mind) to simplify your pitch.

1. Objective Insight

Investors tend to be biased when evaluating their own financial situation. By helping them realize and navigate this natural challenge, you serve as an unbiased guide that can instill clarity into every investment decision.

2. Goal Guidance

Seemingly simple, setting financial goals is hard. Investors often don’t know where to begin or what is realistic – causing a decision-making bottleneck. If their goals aren’t challenging enough, they could wind up financially unprepared for the future. If their goals are too lofty, the client can easily become discouraged – a precursor to abandoning them altogether. You serve as a valuable guide who can help bring their financial goals and needs together, creating a more stable investment experience.

3. Goal Tracking

You’re working with clients’ hard-earned money. It is important to ensure that you are equipped to keep them updated with their investment performance, and how they stack up to preset financial goals. Reporting may not be sexy, but when it is framed in a way that ensures peace-of-mind, it becomes an appealing selling point.

4. Portfolio Design

The ability to construct a portfolio is expected of a financial advisor. We’ve used “design” intentionally. Your ability to design a portfolio that is tailored to each client’s unique risk tolerance and performance expectations is the differentiator. Help the client understand your investment process.

5. Tax Management

Taxes aren’t simple. Most investors will shutter at the mere mention of taxes, let alone the idea of identifying and deploying tax efficient strategies. But that is where you come in. Discuss your process for managing taxes – such as your use of tax efficient strategies. A defined tax management plan will put your clients’ minds at ease.

6. Behavioral Management 

The ability to manage emotional decision making is a key role of the financial advisor. It is natural to make emotionally-driven decisions, especially in seasons of uncertainty – which are all too familiar in the investment world. A great first step is to help them understand market movement – why it moves, and what that means to their investment portfolio. Presenting yourself as a capable moderator between investor, their emotions, and their financial well-being is a compelling value add that is seldom used.

7. Long-Term View 

The demands of daily life – work, family, bills – consume a lot of your clients’ mental and physical strength. Who’s thinking about the future? You are, of course! Helping clients prepare for long-term financial events, such as college, retirement, or the passing on of their estate, is another value that will help them find peace of mind.

8. Holistic Problem Solving

The rise of technology and more affordable and accessible investment options means advisor value is shifting. The primary benefit of a financial advisor no longer revolves around investment management, but rather, the ability to solve broader financial problems. You serve as a holistic source of financial guidance, making clients’ lives easier through one, simplified relationship.

These 8 selling points can help clarify your value proposition to clients. Craft each into your own story, emphasizing the practical benefits you’re positioned to provide. By helping clients clearly understand their financial challenges, and how you’re prepared to solve them, you will stand apart as a trusted guide in a world of uncertainty.