When it comes to financial products,
people hesitate even when the proposal is good for them. It is a reasonable sort of caution, with
reports of an uncertain market, scams, or simply bad service. In the pursuit of what is good for them,
people are wary of making a substantial commitment towards what may not
necessarily be good for them.
The most difficult client for any
financial advisor is the client who is highly educated in an unrelated field,
but imagines he or she understands finance due to that high education. Another subset is the client who has
experience in some field of the finance industry, and extrapolates that
experience into what he believes is relevant knowledge in insurance, which is
risk mitigation and management. All this
is especially so for the mass affluent, and the high-net-worth client base.
Some clients are linear
thinkers. These are the process
engineers, the IT professionals, the line managers – anybody in a profession
that requires an understanding of a process to arrive at a conclusion from
established facts, and copious data. The
problem here is that investing is not just about the apparent conclusions we
derive from data, but also the feel of the market, and taking a position to
take advantage, or mitigate it. Investing
involves dealing with the market, and the market is moved by sentiment. The market is people, and people are often
not rational.
When it comes to such people, the
financial health review is the single most important document. The FHR is the basis for a comprehensive
proposal that explains the role of the product within the portfolio, the asset
allocation process, the relationship with the client’s risk tolerance, and the
proposed investment horizon for each product and asset class. This may mean preparing one or two
alternative proposals, because clients like this want options. Just as their job requires a specific
process, they want to be part of that process before they arrive at their
decision, and they want their options to have that sense of control. However, once people like this have
committed, they see it through. It is
important, however, to give them annual updates, and when the market has
significant movement.
Some clients are creative thinkers,
the opposite. These are the people who
likely work in advertising, the entertainment industry, interior design –
anything that involves a creative process to come up with products, and
ideas. The contention here is that
investing is a science, as much as it involves understanding the psychology of
the market. When addressing such
clients, it would be best not to inundate them with data, since they would
likely switch off.
When it comes to this category of
people, it is important to sell them a story.
You have to paint a visually enriching scenario, illustrating the point
in a way they can relate to. Telling him
that the mean age of mortality is 88 years, and the age of retirement is 65
years, does not get the point across.
Giving him a scenario where his lifestyle standard is affected, and how
it impacts his quality of life, with vivid examples, is far more
effective. This means you need to focus
on his needs, his aspirations, and his dreams in the fact find, more than where
he is now. Whatever plan proposed must
address the needs in the future in a manner that is subscribable and relatable
from a sensate perspective. It is not about data-driven proposals, but one
compelling narrative to illustrate the proposal. Once they have bought into that vision, they
tend to be committed over an extended period.
Some clients are complacent due to
their preparations. This would be most
high-net-worth clients, and prospects.
They have assets in stocks, bonds, perhaps some insurance plans, and
even another property. They look at what
they have, and project a linear growth without considering that their assets
have a cost, liquidity issues, or currency exposure. Many of these people are young professionals,
such as doctors, lawyers, or owners of modest businesses. They built themselves up based on their
professional knowledge, and are convinced they know better.
It is important to perform a proper
fact find that focuses on the current quality of life, and expected quality of
life. If these people want to maintain
some semblance of the standards they are sued to, then they will often find
themselves woefully inadequate in their estate and financial planning. It is important to highlight to these people
that not making a move is itself a risk, since it is predicated on the market
maintaining itself ceteris paribus. That
is not going to happen. Medical
inflation alone is in double digits
Often, it is critical illness, and poor asset allocation, that affects
them negatively, in the long run. Once
they have committed, much of that relationship is about keeping them focused on
their own investment goals, every time there is some short-term turbulence in
the market.
The final category of high-net-worth
client is the over-cautious one. They
were likely, as is often the case, once someone with a high-risk
tolerance. They probably put significant
sums in the market, or some form of multi-level marketing scheme, and treated
investment more like speculation and gambling.
Inevitably, they got burned, and retreated into financial hermitage. They are the flip side of the self-made
professionals in the above example.
In such a case, it is important to
consider the causes of their risk aversion, and address the misconceptions that
arose. For example, not investing, and
not mitigating risk, is itself a huge risk.
They need to be appraised of dollar cost averaging, debt instruments
such as bonds, and insurance policies – low-risk approaches to mitigate their
irrational fear. With such clients, you
have begun a long process of negotiation where you present their needs, and
propose a means to address them, and then address every objection they
raise. These are long-term clients, with
needs that need to be addressed incrementally over an extended period of time. They require extensive follow-up, and you
need to be proactive in addressing their concerns.
In summary, there are no easy
clients. Once you have identified the
trope, some require extensive preparation for closing, whereas others require
more work in the follow-up, after the closing.
Ultimately, it is about excellence in service, and market knowledge.