Creating a World-Class Client Experience

In my 35 years in this incredible profession, I’ve come to learn one undeniable truth: success is rarely comfortable. Growth always comes with a degree of discomfort — and yet it’s in that discomfort that we find our most significant breakthroughs.

When I took the stage at MDRT Day Thessaloniki, I shared something I believe every advisor and business professional should take to heart: the journey to creating a world-class client experience begins with mindset, discipline, and process.

The Real Reason Many Advisors Fail

Let’s start with a bit of honesty. Most of us can name three reasons we didn’t hit our goals this year — lack of time, market conditions, unresponsive clients, and so on. But the truth? Those aren’t reasons. They’re excuses.

When we hide behind excuses, we rob ourselves of progress. The people who stand out — those who reach MDRT, Court, and Top of the Table — are not more talented; they make fewer excuses. They understand that success isn’t comfortable, and they embrace that discomfort as a necessary part of the process.

The Pain Equation: Growth Demands Change

Someone once taught me something I’ve never forgotten:

“In order to grow, you have to change. And when you change, you lose something. When you lose something, you feel pain.”

That’s the pain equation. Growth requires loss, and loss brings discomfort. So, if you feel uncomfortable right now, that’s a good thing — it means you’re growing.

We all get to choose our “hard.” Marriage is hard. Divorce is hard. Financial success is hard. Economic insecurity is hard. You choose which one you’re willing to live with.

Positioning: Taking Back Control of the Relationship

In my early years as an advisor, I made a huge mistake — I let my clients control the relationship. They dictated the terms, and I followed. That mindset cost me years of progress.

Then I learned the power of positioning. When I meet a new client today, I set clear expectations from the start:

“We’re here to decide if we like each other, if we can trust each other, and whether we can build a long-term relationship together.”

Using the word we is powerful. It communicates equality and professionalism. It says, “I’m evaluating you, just as you’re evaluating me.” That subtle shift transforms the dynamic from selling to collaborating.

Eliminating Objections Before They Arise

Every advisor deals with objections — fees, trust, time, or the infamous “I’ll think about it.” The trick is not to handle objections but to prevent them.

I explain everything upfront — how I’m paid, how I work, and what the process looks like. When clients understand my transparency and fairness, they trust me. And when trust exists, objections disappear.

The Meeting Report: Turning Conversations into Commitments

Early in my career, I used to lose momentum between the first and second meetings. Clients would “ghost” me, forget what we’d discussed, or get second opinions.

So I introduced the Meeting Report — a simple written summary of our discussion, goals, and next steps. It takes 15–20 minutes to prepare, but it dramatically improves conversion rates. Clients see professionalism, structure, and care — and they act on it.

The Magic Number: Three Choices

When presenting financial solutions, I always present three options — what I call The Magic Number.

If a client wants to retire 10 years early, I might show them:

1. The investment required to retire 10 years early.

2. The investment for 5 years early.

3. The investment for a standard retirement age.

When people see three options, they instinctively eliminate one and choose between the remaining two. In 82% of cases, clients choose the middle or higher option. It’s psychology, not sales pressure.

Downselling: The Power of Scarcity and Trust

If a client hesitates, I take a step back:

“Why don’t we start at a slightly lower investment, and in six months, if you’re comfortable, we can increase it.”

That’s called downselling — giving space to move forward later. Paradoxically, it builds more trust and results in higher long-term commitments.

The Magic Question

After establishing the relationship, I always ask:

“What does an amazing relationship with your financial advisor look like to you?”

That one question changes everything. It helps me understand how often a client wants to hear from me, what they value most, and what “great service” means to them. From there, I can build a world-class client experience — because it’s designed for them, not for me.

Process Creates Trust

Consistency breeds trust. In my business, we have a process for everything — from the first meeting to annual reviews. Every promise is documented. Every standard is written down.

That’s why our client persistence is over 99%. People trust what they can see, read, and rely on. A written standard — a service charter — means far more than a verbal assurance.

Visibility and Referrals

If people can’t see you, they can’t refer you. Visibility drives credibility. I regularly share updates, articles, and client stories online. I give referral partners a professional summary of our services — printed on a thick card so they can’t throw it away.

We don’t ask for referrals anymore. We create experiences that inspire personal introductions. A referral is a name and a number; an introduction is a relationship.

Process Over Outcome

Let me leave you with this thought:

“Focus on the process, and the outcome will take care of itself.”

When you consistently do the right things — positioning yourself correctly, maintaining your process, delivering an exceptional client experience — success becomes inevitable.

You are brilliant. You can change lives. Clients need us far more than we need them — and when you believe that, everything about the way you do business changes.

Creating a world-class client experience isn’t about fancy brochures, sales tactics, or perfect words. It’s about mindset, structure, and genuine care.

Do those three things consistently — and you’ll never need to ask for another referral again.