They do that because they like the advisor, they trust the advisor and they think the advisor is smart. This business is not about investments. This business is about getting kids through college and getting people retired with enough money to live worry free.

Your value is also measured in results. It’s a rare investor who can succeed without the help of an advisor. People who exercise and train at home don’t lose weight or get in shape. Equipment in someone’s home goes unused.

The only people who lose weight are the ones who hire trainers. Advisors are like trainers. It’s the advisors who make people do sit-ups and get on the treadmill, i.e. take the steps necessary to secure their financial futures.

Your value is also reflected in your client service model and the referrals that service generates. Wealthy people value great service and they spend their money where they get the best experience. When wealthy people go to a five-star restaurant, it’s not just for the food. They go because they want a five-star experience.

Nobody recommends a restaurant with lousy service, no matter how great the food. All investment firms serve pretty much the same food. Nobody is going to refer an advisor who is guilty of lousy service. Every trip to an advisor’s office should be a five-star experience that people look forward to.

All clients expect the investments to work and they expect the advisor to care. As Seth Godin points out, people who care more than their clients expect them to care are invaluable.

Service begins to slip when firms and/or advisors start to view client service as a cost and not as an investment. The value of anything is reflected in its scarcity. Great service is a scarce commodity in our business. Those Advisors who serve well are in demand. They bring great value to the relationship.

Next to the family doctor, you are the most important person a family will ever meet. If you do your job well, children can go to college and not borrow money. Clients can retire and not worry about money. Financial worries often cause unbearable stress and too much stress results in illness. A competent advisor relieves more stress than he or she often realizes.

Albert Einstein said it well: Strive not to be a success, but rather to be of value.

Don Connelly is a speaker, motivator and educator for financial advisors. To read more of his blog posts, visit http://donconnelly.com/bog. And if you want to ignite your performance, be sure to check http://www.donconnelly247.com - a learning center, dedicated to training and coaching Top Financial Advisors.

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