In the
financial services industry there are a lot of supporters for the use of
behavioral profiles as part of the client discovery process and there
are some detractors from using them. Like in any situation where
there are detractors most have not yet had a positive experience or seen the
full benefits or simply have been listening to the wrong information. This is
human nature.
Overall, I
do believe that you can never have enough information about yourself, your
clients and also your team. As Benjamin Disraeli said: "The most
successful people are those who have the most information". Of course you
also need to have the best and most accurate information.
In my past few
blogs I have made a very strong case for how by discovering the behavior of
your clients you can help them achieve better investment returns and overall
make better decisions. So accepting there are very strong benefits for
discovering the behavior of your clients, the question becomes how do you do
it? This is where there is a great divide. Although, in my view an unnecessary
division of thought and approach. At the center of great client discovery is
asking the right questions, or what I call "powerful questions". I
believe this is more effectively done when you use behavioral profiles and your
intuition, not one or the other.
For some,
client discovery is only done by asking questions and gauging the reaction of
the clients to the questions in terms of how they respond. To a large degree,
in this situation the advisor is relying on their intuition to firstly ask the
right questions and then secondly to assess the response. There is no doubt a
person's intuition can be very strong particularly with a lot of
experience and high degrees of self understanding and overall good people
skills or what we call emotional intelligence. However, no human being can be
perfect and we all have "blind spots" or things we do not see. A
person's blind spots will also be carried across into how they see others. Your
ability to understand another person can be significantly impacted by how you
are on that day let alone how the client is on that day. So, no matter how good
your intuition normally is it is not always going to be accurate. Nevertheless,
do not discard your intuition. That "gut feeling" or pulse of energy
can be telling you a lot even if you have not yet analyzed all of what it
means. A behavioral profile will help you with
that analysis.
I know that
I am a highly intuitive person and naturally learn a lot about people from
conversations and asking questions. This is particularly true now that I have
learned to get out of my own way and also because much better listening and
empathy skills have been learned. Even then I still do not see everything. I am
able to go much further and make the person I am mentoring or conversing with
feel far more understood when I use profiles.
The point
is that the "human element" is variable and we cannot by ourselves
see everything at all times. So, what can we do to make our intuitive radar
stronger? This is where well constructed and highly validated behavioral
profiling systems that objectively measure human behavior can be used to
leverage your intuition. As is illustrated by the graphic, there is a great
amount of "below the surface" information about a person you need to
find out about very quickly to help them make the right decisions. Further, the
person also needs to know it for themselves so the have personal clarity. Often
the 10% we see on the surface is the "party manners" and not the real
person.
The
specific benefits of using behavioral profiles in the discovery process to
build a financial life plan include:
- Enhanced objectivity,
consistency and measurement
- No assumptions are made about the client
- The provision of a natural starting point
for safe discussions with clients on their unique terms
- Separation of your and the client’s
emotions – avoid advisor bias
- Acceleration of trust because the same discovery
questions are asked of each person within a couple, family, team
- Clients are better equipped to better
articulate their thoughts when emotional
- The ability to more quickly gain greater
clarity of issues which you intuitively identify
- Specific identification of strengths, struggles,
aptitudes which provides a human capital development framework for
wealth mentoring and coaching
- The ability to better manage client
expectations based on greater clarity of needs and goals
- Serve the clients on their unique terms:
"one client - one plan"
- Meet the “know your client rules” because
through better documentation and discussion of client behavior
- Increases the transferability of the client
relationship because the client behavior is data based
In
using a behavioral profile the key is to firstly understand the
purpose of the instrument and what it was designed to uncover. Then secondly, understand
how to properly use it in client facilitation to get the maximum benefit for
you and the client. The great users of a behavioral profile understand it is a
tool which gets below the surface but it is not a substitute for
discussions. Further, one has to be realistic that even the most reliable
and accurate profile will not tell you 100% of who a person is. However, they
can tell you a lot. As already said the profile is supposed to
leverage your insights and ultimately improve the client experience. The key is
your "bedside manner" in using the profile.