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Bridging the Client Service Gap
by David J. Wright
The traditional relationship between a financial advisor and their client is described by the client�s need for certain financial products or services and the advisor�s knowledge to deliver them. This superficiality of interactions is not perceived as a problem; since this is what consumers have been trained to expect and having no standard for comparison, take it for granted.
When I started in the financial services business in 1993 this was how I understood the business. The client had a problem and it was my job to solve it. Even what passes as continuing education is often designed around this basic concept. �Here�s the problem. Here are the people that have the problem. Now get out there and sell this product to solve their problem.� I was never comfortable as a salesperson and along the line I came to see that there�s a huge gap between what client service typically provides and what it could provide.
Some clients are beginning to recognize the relative superficiality of traditional financial services and are beginning to imagine a world of client services that go beyond the traditional transaction approach. We refer to this as the Client Service Gap.
We recognize that a certain number of clients will never come in asking for more than the traditional �transaction oriented� approach where a client�s wealth consists solely of their material assets. After all, this is what the client has been conditioned to expect. However, our objective is to find those clients who not only see the gap but are interested in joining us on the other side. We have spent a great deal of time, money and effort in transforming our business so that we may �bridge the gap� and offer our clients the Connection, Significance, Vision, Wisdom and Trust that they are looking for and quite frankly, they deserve.
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