What Would Bezos Do?

That’s what popular author Simon Sinek spoke about on stage this summer at Pershing’s INSITE conference, when he was interviewed by our columnist Mark Tibergien, head of Pershing Advisory Solutions. Advisors can build success with clients of all ages by looking at what firms like Southwest Airlines and Ritz-Carlton do — namely, treat clients well.

Sinek, for instance, says he met and chose not to work with several advisors who failed to ask him “about who I am and about my mentality [about money]. Talk to me differently and in metaphors, not a spreadsheet,” he explained. “Now I have an accountant who talks in pictures and metaphors. He listens.”

Now is the time to listen, Tibergien says, especially when it comes to young advisors and staff. “The financial services industry is struggling to be relevant to recent graduates, career changers and people returning to the workforce after raising kids. The gap is most acute among women and people of color who are seeking other professions or other types of companies,” he said in this month’s Formulas for Success column, “When People Come Last.”

“Many young advisors, operations and service people bemoan the lack of opportunity for personal and professional growth. We all know, when you stop growing you start dying — as a business and as an employee,” Tibergien explained.

As he sees it, the industry’s leaders — and advisors — should make a commitment to their employees that is “as great as [their] commitment to clients.” This approach fosters an environment of cooperation, education, inspiration and fulfillment, which are the very things many of today’s younger, diverse individuals are looking for in the workplace.

It certainly seems to have led to enthusiastic loyalty and a five-star client experience at Southwest Airlines. I’ll never forget the airline ticket agent who helped me with a luggage issue after my father had died. What made the difference? Listening.