One of the main pitfalls I see advisors falling in time and time again (and which – truth be told I might also have fallen into once or twice) is the tendency to present our proposal with the solution at the center.

Almost as if assuming that the client should care about the solution just for the solution’s sake, as if we’d just descended from Mount Sinai with the 10 commandments (to be fair I would think even Moses might have similar issues if all he cared about was the tablet).

The point is, that if we want to build trust, then we need to start and end with the client as the center of the conversation. This is how we build trust, build relationships and build a service that cannot be commoditized (and which in turn is very insensitive to price.

If you’re curious to understand how this works in practice, watch this video.