One of the pressures on advisory firms is changing consumerpreferences.
Advisors who want to call themselves a quarterback or acoordinator when they describe their services are talking inclichés and abstractions; clients will eventually begin to hear andthink, “Oh, you get paid for doing nothing.” Dig deep and spendsome time figuring out what you really do, and how thatcreates a satisfying client experience.
Here are some steps to help you get better aligned so you arebuilding the business you want and attracting the clients who willrespond to your real strengths:
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