Don't Wait Until They're Old
You must build a deep emotional bond with your clients long before they grow old. --Jason Zweig
You need to know that older clients “circle the emotional wagons” as they age. Research led by Laura Carstensen at Stanford shows that, past the age of 65 or so, the typical person lets casual acquaintances drop, strongly preferring to spend as much time as possible with favorite family members, close friends, and long-established contacts...The implications seem obvious to me: You must build a deep emotional bond with your clients long before they grow old. If you wait until they are in their 60s or beyond, they may have no interest in starting a relationship with someone they do not know well already. The time to add retirees to your client base is well before they retire. If you want to specialize in elder financial planning, market yourself to people in their 40s and 50s, not people in their 60s or beyond. Try calling it “future planning.”
-Jason Zweig, in AdvisorMax discussion "The Neuroscience of Financial Decisions."
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Posted by Jerry on September 10, 2010 at 11:52 PM EDT #