{"id":12501,"date":"2026-02-05T08:00:59","date_gmt":"2026-02-05T08:00:59","guid":{"rendered":"https:\/\/emoneyadvisor.com\/blog\/?post_type=thought_leadership&p=12501"},"modified":"2026-02-02T19:49:16","modified_gmt":"2026-02-02T19:49:16","slug":"shifting-from-a-sales-driven-to-planning-focused-mindset","status":"publish","type":"thought_leadership","link":"https:\/\/emoneyadvisor.com\/blog\/shifting-from-a-sales-driven-to-planning-focused-mindset\/","title":{"rendered":"Shifting from a Sales-driven to Planning-focused Mindset"},"content":{"rendered":"

If your institution\u2019s advisors have traditionally focused on sales rather than planning, you might be facing a common challenge: resistance to incorporating planning into their workflow. Planning can often feel like extra work that slows down sales efforts instead of the powerful tool it truly is. But this mindset overlooks the fact that effective financial planning not only deepens client relationships but also creates significant revenue opportunities.<\/p>\n

Motivating these sales-driven professionals to adopt planning requires more than mandates. By addressing their reluctance head-on, you can empower them to see planning as an essential part of their sales strategy. Here are three practical approaches you can use to share the true value of financial planning with your advisors to empower them to engage clients more effectively and plan more confidently.<\/p>\n

1. Gain and Retain More Clients<\/h2>\n

Investors today expect their advisor to provide services beyond just managing investments. In fact, research shows that the number of households seeking holistic financial advice<\/a> and a willingness to pay for it has doubled in the past five years. They are also willing to pay a premium for human advice, with almost 80 percent of affluent households stating that they would pay a premium of 50 basis points or more for human advice as opposed to a customized digital advice service priced at ten basis points.1<\/sup> Meeting this demand means offering a planning experience that combines digital convenience with personal connection, helping you strengthen relationships and boost client loyalty.<\/p>\n

In addition, the largest wealth transfer in history is underway, with an estimated $84 trillion going to heirs and charities by 2045.2<\/sup> Research shows that younger generations value holistic wealth planning that goes beyond investment management and financial planning to include achieving overall life goals and peace of mind, further emphasizing the demand for more planning.3<\/sup> To capture this next generation of clients<\/a>, you need to sharpen your value proposition\u2014especially since younger investors often have different financial priorities and engagement preferences than their parents. Offering comprehensive planning that addresses the whole client, not just their portfolio, positions you as a trusted partner who understands these new demands.<\/p>\n

2. Increase Revenue<\/h2>\n

If you’re looking to grow revenue, leveraging financial planning is one of the most effective strategies you can implement. Planning isn\u2019t just a value-add for clients\u2014it\u2019s a proven growth engine. Advisors who produce just one to two financial plans per month see a modest three percent increase in production, but when you increase that to two to four plans per month, the impact on your revenue becomes substantial. In fact, these advisors generate 132 percent higher Gross Dealer Concession (GDC) than those producing only one to two plans, and 155 percent higher GDC than those producing one or fewer plans.4<\/sup><\/p>\n

Beyond the numbers, more planning means more advisory business\u2014twice as much as advisors with lower plan production.4<\/sup> This makes sense: comprehensive plans deepen client relationships, uncover new opportunities, and increase wallet share. When you plan more, you do more<\/a>\u2014both for your clients and the bottom line.<\/p>\n

3. Boost Personal Fulfillment<\/h2>\n

Ninety-one percent of advisors said they chose this career because they enjoy helping people. Close behind, 85 percent want to help clients reach their financial goals, and 75 percent aim to provide peace of mind.5<\/sup> These motivations aren\u2019t just nice-to-haves\u2014they\u2019re the core reasons you do what you do every day. Recognizing this helps you reconnect with your purpose and reminds you why effective planning isn\u2019t just a task; it\u2019s the way you deliver real value to your clients.<\/p>\n

Now ask yourself\u2014can you truly help clients achieve those goals and provide peace of mind without a plan? Product sales have their place, but a product alone isn\u2019t a plan. It may be a piece of the puzzle, but without comprehensive financial planning, you\u2019re missing the bigger picture<\/a>.<\/p>\n

Embracing planning starts with tapping into these personal motivations. When you align the strategies you use with your \u201cwhy,\u201d you empower yourself to build deeper relationships and deliver outcomes that truly matter\u2014turning your professional purpose into measurable client success.<\/p>\n

Make Financial Planning Your Growth Engine<\/h2>\n

Encouraging your advisors to embrace financial planning is about shifting perspective\u2014helping them see planning not as extra work but as the foundation for stronger client connections, increased revenue, and greater personal fulfillment. When advisors integrate comprehensive planning into their process, they\u2019re equipped to meet evolving client expectations, capture new business opportunities, and differentiate their firm in a competitive market.<\/p>\n

Driving the adoption of planning technology is another key aspect of encouraging advisors to do more planning. Read my blog, Driving Advisor Adoption and Engagement: How to Maximize Your Technology Investment<\/em><\/a>, to learn more about how to drive successful financial planning technology adoption in your firm.<\/p>\n

Sources<\/strong><\/p>\n

1. McKinsey & Company. “The Looming Advisor Shortage in US Wealth Management.”<\/em> February 2025.<\/p>\n

2. Cerulli Associates. \u201cU.S. High-Net-Worth and Ultra-High-Net-Worth Markets.\u201d January 2022.<\/p>\n

3. Fidelity. \u201cIt\u2019s Time to Change Your Mind About Young Investors.\u201d<\/em> January 2023.<\/p>\n

4. Kehrer Bielan Research & Consulting. \u201cThe ROI of Financial Planning: The Impact of Additional Planning on Individual Advisor Production.\u201d<\/em> September 2019.<\/p>\n

5. eMoney Advisor. \u201cPlanning with a Purpose.\u201d<\/em> July 2021.<\/p>\n

DISCLAIMER: The eMoney Advisor Blog is meant as an educational and informative resource for financial professionals and individuals alike. It is not meant to be, and should not be taken as financial, legal, tax or other professional advice. Those seeking professional advice may do so by consulting with a professional advisor. eMoney Advisor will not be liable for any actions you may take based on the content of this blog.<\/p>\n","protected":false},"author":91,"featured_media":12505,"template":"","thought_leadership_cat":[91],"class_list":["post-12501","thought_leadership","type-thought_leadership","status-publish","has-post-thumbnail","hentry","thought_leadership_cat-practice-management"],"acf":{"left_sidebar_ads":false,"right_sidebar_ads":false},"yoast_head":"\nShifting to a Planning-focused Mindset<\/title>\n<meta name=\"description\" content=\"Make financial planning your growth engine. 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