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Financial Planning > Behavioral Finance

Building client relationships

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Building meaningful relationships with clients secures their future business, according to authors Mitch Anthony and Scott West. In their book, “Your Client’s Story,” they discuss the importance of establishing a context for clients’ financial history.

By asking personal questions about a client’s financial history and goals, an advisor can develop a lasting relationship. The authors say an advisor needs to understand his or her client’s financial history, rather than being focused solely on future goals, because goals often fall short. Understanding a client’s history will to tailor a financial plan to each client’s situation, and find out which goals are attainable.