We all have biases. We all jump to conclusions when words are said. It's a natural trait for most of the people in our industry who have been trained to read into people's words and assume that we are really hearing what others are saying. Yet, very often, after we have been in the business for some time, we end up making conclusions that are flat out incorrect. It's impossible to guess what people are thinking or read into words without the right questions being asked. There are two questions that every adviser should be able to answer:
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1. What is the 3:00 a.m. moment for your client? When they wake up in the middle of the night with sweaty palms, what is it they are afraid of? What is it they ultimately want you to protect them from?
2. Are you actually helping to tackle the biggest fear that clients have?
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