Having a basic understanding of the psychology of financial planning can help you build open, trusting, and transparent relationships that have greater impact for clients.<\/p>\n
For many, simply setting up a financial planning consultation can be quite a feat. Hesitancy to share personal information, especially financial information, is a universal feeling. However, the success of a plan depends on its alignment with the client’s personal goals and values. For this reason, it’s essential to know how to create a safe space for clients to share what’s most important to them.<\/p>\n
Borrowing simple financial counseling techniques can help you empathize with clients’ lived experiences, communicate more effectively, and create plans that truly meet their needs. The\u00a0CFP Board’s Psychology of Financial Planning<\/a>, published in May 2022, offers a great overview of everything a CERTIFIED FINANCIAL PLANNERTM<\/sup>\u00a0should know about financial psychology.<\/p>\n As a co-author of a few chapters of this book, there are a few foundational counseling techniques that I believe financial planners could leverage in their practices.<\/p>\n Building a\u00a0relationship founded on transparency<\/a>\u00a0is essential for productive financial planning engagements.<\/p>\n Many times, just because a client is active in meetings or appears enthusiastic about the planning process, it is assumed they’re being completely transparent.1<\/sup>\u00a0Unfortunately, this is not always the case. Clients may intentionally or unintentionally fail to disclose important financial information.<\/p>\n When gathering a client’s financial information, doing something as simple as asking \u201cIs there anything else?” can go a long way. It prompts the client to review their circumstances again, potentially helping uncover any personal or financial detail they may have left out initially.<\/p>\n By asking the right follow-up questions and never assuming you know everything you need to know, financial planners can create a safe environment for clients to share personal details and normalize their experiences.<\/p>\n A major aspect of facilitating open, honest conversations about money is creating an atmosphere of trust where the relationship can grow.<\/p>\n Financial planners can build trust through effective communication, active listening, and cultural awareness, all of which are skills that can be borrowed from counseling. With the right encouragement and close listening, oftentimes clients are able to formulate their own solutions under the careful guidance of the financial professional.<\/p>\n This is in part because once a close, trusted relationship is established, the client’s motivation is likely to shift. They’re more likely to make behavioral changes because they\u00a0want<\/em>\u00a0to, not just because they’re\u00a0supposed<\/em>\u00a0to.<\/p>\n This kind of relationship allows the financial planner to really understand the client’s whole life circumstances, values, and beliefs. And while some resistance should be expected in nearly any financial planning relationship, it’s likely because making significant, lasting change is difficult.<\/p>\n Financial planning relationships go deeper, and encompass a wider range of topics, when clients feel heard, connected, and valued. As a helping profession, it’s useful for financial planners to take direction from another helping profession: counseling.<\/p>\n Here are three basic techniques any financial planner can use in their practice.<\/p>\n Good communication is important for a trusting, productive financial planning relationship. Generally speaking, communication of this type can include verbal, non-verbal, and spatial arrangements.<\/p>\n Two essential verbal communication tactics include pacing and questioning. Pacing refers to matching the client’s communication style to build rapport. For example, if a client is talking about an anxiety-invoking topic and talking very quickly, the planner can intentionally match their pace of talking and gradually slow the conversation down.<\/p>\n Pacing also includes restating, which involves repeating a client’s talking points to demonstrate understanding. Reflecting is another technique that takes things further. Reflecting upon what a client has said includes stating your own analysis of a client’s circumstances to demonstrate you understand the thoughts and emotions behind what they’re saying.<\/p>\n The other common verbal communication tactic\u2014questioning\u2014primarily refers to asking open- or closed-ended questions. It’s often easier to ask closed-ended questions with a \u201cyes” or \u201cno” answer, but planners can learn much more with open-ended questions. Instead of asking, \u201cAre you worried about having enough saved for retirement?” you can ask, \u201cWhat are your concerns about funding your retirement?”<\/p>\n Financial planners can also use more subtle techniques to facilitate open conversations. Non-verbal cues like a person’s body language can indicate how they’re feeling and planners can adjust the conversation accordingly. Similarly, they can promote openness, acceptance, and interest through their own body language by making eye contact and leaning forward.<\/p>\n It’s essential that client’s feel comfortable during planning conversations, so in addition to non-verbal communication, planners should take time to consider their office environment. Things like wall color and seating arrangement can encourage open conversation, or they can create barriers.<\/p>\n Once you feel comfortable facilitating open, honest communication, it’s important to be sure you’re listening with skill. Active listening helps planners demonstrate empathy and responsivity to clients, which further encourages openness and transparency.<\/p>\n Research shows that almost everyone has a persistent inner dialogue that prevents them from truly hearing what another person is saying.2<\/sup>\u00a0To understand what clients are trying to communicate, it’s essential to quiet this inner dialogue.<\/p>\n A useful acronym for doing so is \u201cWAIT” or \u201cWhy Am I Talking.” This doesn’t mean you need to be quiet the entire conversation\u2014it means you should be sure that when you do speak, it’s moving the conversation forward and encouraging the client to elaborate on what they’re saying.3<\/sup><\/p>\n To make sure you’re actively listening to clients:4<\/sup><\/p>\n Once you can quiet your inner dialogue, you’re taking what’s called a \u201cnot-knowing stance” in therapy.<\/p>\n You’re listening not only for the client’s overt message but the underlying meaning and context of their message. It’s key at this stage to refrain from judgement and use the communication skills outlined above to keep clients talking to uncover their deeper motivations<\/a>, desires, and values.<\/p>\nFirst, Ensure Transparency in Financial Planning Relationships<\/h2>\n
Then Start Building Trust with Planning Clients<\/h2>\n
3 Counseling Techniques for Financial Planners to Form Deeper Relationships<\/h2>\n
1. Effective Communication with Pacing and Questioning<\/h3>\n
2. Active Listening Through Quieting Our Inner Dialogue<\/h3>\n
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3. Cultural Humility to Improve Empathy and Connection<\/h3>\n