Volatility and The Voice of Reason

Turn Volatility into Referable Moments

Over many market cycles, one thing has remained true: a financial advisor is often at their highest level of referability during times of volatility. When markets become unstable, money becomes a more common topic of conversation. People start questioning their current advisors and financial plans.

In these moments, friends and family members will often open up to your clients with comments like:
"Are you happy with your financial advisor? I think I've just about had it with mine."

These comments signal readiness. Position yourself so your clients feel compelled to mention you during that moment of truth. Use clear messaging and client interactions to create awareness of your value before that window closes.

Get Out in Front

Call your favorite clients proactively. These touchpoints serve as timely reminders of your role and can help redirect their attention from short-term concerns like products or performance. Bring them back to your bigger-picture planning philosophy, and the methodical approach you use to guide them toward financial independence.

From MORF to FORM

It's not just about what you do, but why it matters. Move beyond the traditional MORF approach: Money, Occupation, Recreation, and Family. Instead, adopt a FORM framework that emphasizes:

• Family legacy and meaningful priorities
• Occupation as a path to a work-optional lifestyle
• Recreation that aligns with their personal goals
• Money as a tool, not the focus

By aligning your process with your client's purpose, you shift their focus from short-term noise to long-term impact. This not only strengthens your relationship but also helps de-commoditize your services.

Imprint Your Value

End your conversations with a thoughtful and actionable message:

"Just before I let you go, as you can imagine, I've been speaking with several clients recently. Many have friends or family members who are feeling unsettled and uncertain about the future. I just want to remind you that, as a value-added service, I'm happy to be a sounding board for anyone who could use a voice of reason. They don't need to become a client to take advantage of this. If they're important to you, they're important to me."

Act on Their Permission

Some clients will thank you. Others may be surprised and say, "I didn't know you did that."

This is your chance to clarify:

• Why you offer it " because you believe in your purpose
• Who it is for " someone who fits your ideal client profile
• How to make the introduction " by making the process clear and easy

Be the C3 Advisor

Don't limit yourself to being a client's Chief Investment Officer. Your role should evolve into something bigger " their personal Chief Financial Officer. Go further by adopting the mindset of a C3 Advisor:

• CFO: Guide their long-term financial vision
• CEO: Run your practice like a business with structure and leadership
• CMO: Communicate your brand clearly so clients always understand your value

Final Thought

Times of volatility create uncertainty " but they also create opportunity. Be the voice of reason, the steady guide, and the proactive partner your clients trust. When you do that, you don't just retain relationships. You grow them.

Learn more at paretosystems.com