Most people want advice, yet only a few actually seek the services of a professional advisor. Do they lack trust in advisors? Is it too expensive? Are they risk takers? While all of these may indeed be valid reasons (or at least that's what they'll say if you ask), the real answer is far more complex.
What people say and what people do are two very different things. When people decline assistance, look beyond the immediate reasons they give.
I was recently involved in a research project where we conducted blind, in-depth discussions with people about their relationship with money. Specifically, we wanted to find out what may trigger or motivate a person to take action — to save for retirement, buy insurance protection and, in the end, be more financially secure. The results were surprising.
- People can't focus on the long term when shorter term obligations, such as student debt or car payments are more real to them. They'll think about long-term planning later…but, for many, later never comes.
- People view their future as abstract and it precludes them form setting tangible goals.
- People struggle to prioritize, confusing things they may "want" with things they actually "need."
- People want to "do the right thing" but are so afraid of making the "wrong" decision that they make no decision at all.
- People relate to other "people like them" and, as such, don't want to hear what someone not like them would recommend.
The end result? People become confused, paralyzed, demotivated and indecisive. Hence, taking no action is the only smart action in their mind. This illogical conclusion is heavily grounded in a field of study known as behavioral economics. And, no, I didn't make that up. It's very real and quite compelling.
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Behavioral economics involves studying the economic decision-making process of individuals. It explores why people sometimes make irrational decisions and how their behavior doesn't follow the predictions of traditional economic models.
Let's think a bit further about this. Insurance is complex and terminology is foreign. So, people want advice but they don't want a sales job. They want specific details relevant to them, rather than generic education geared toward the mass population of consumers. People want simple.
As advisors, understanding a person's actual tendencies and behavior can lead to more effective recommendations, guidance and communications. Sure, it takes more time. But, as you gain a better understanding of who they are — their fears, goals and triggers — you can prepare a recommendation that meets them at their particular stage in life. Overall, it'll benefit your client in all the following ways:
- It will drive more confidence in their decision making;
- It will allow you to embrace "who they are" rather than who you think they should be;
- It will generate a higher chance of driving meaningful action because it will become more relevant to them;
- It will become tangible and resonate; and,
- It will reduce their fear of making bad choices.
Look up the term behavioral economics. It's a field that is about to explode in our industry and it will become the key for understanding clients. So, get ahead of the game. Learn about it now and incorporate it in your sales tactics. You'll differentiate yourself and, in doing so, become the trusted advisor who helps people become better prepared for a more secure future.
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