Differentiating Your Firm with Clients and Prospects€¦ · Differentiating Your Firm with Clients...
Transcript of Differentiating Your Firm with Clients and Prospects€¦ · Differentiating Your Firm with Clients...
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a think2perform program
Behavioral Financial Advice; Differentiating Your Firm with Clients
and Prospects
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Goals
> Heighten awareness of your role in integrating
Behavioral Financial Advice with traditional
financial planning and advice.
> Develop ways to integrate Behavioral Financial
Advice into the mindset and interpersonal
relationships of your practice.
> Expand how you help clients make better
choices with their money.
Behavioral Financial Advice
© 2017 think2perform. All rights reserved.
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Q:
A:
In the 20 years ending in 2018,
the annual performance of the
S&P 500 was 7.5%.
False. 5.62%.
Behavioral Financial Advice
Source: 2019 DALBAR Study “Quantitative Analysis of Investor Behavior”
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Q:
A:
In the 20 years ending in 2018,
the average performance of an
equity fund investor was 5.6%.
False. 3.88% Investments work,
Investors don’t.
Behavioral Financial Advice
Source: 2019 DALBAR Study “Quantitative Analysis of Investor Behavior”
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Q:
A:
In the 20 years ending in 2018,
the annual performance of the
Barclays Aggregate Bond Index
was 4.55%.
True.
Behavioral Financial Advice
Source: 2019 DALBAR Study “Quantitative Analysis of Investor Behavior”
© 2017 think2perform. All rights reserved.
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Q:
A:
In the 20 years ending in 2018,
the average performance of
fixed income investors was
0.22%.
True. Investments work, Investors
don’t.
Behavioral Financial Advice
Source: 2019 DALBAR Study “Quantitative Analysis of Investor Behavior”
© 2017 think2perform. All rights reserved.
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Q:
A:
In the 20 years ending in 2018,
the rate of inflation was 1.9%.
False. 2.17%.
Behavioral Financial Advice
Source: 2019 DALBAR Study “Quantitative Analysis of Investor Behavior”
© 2017 think2perform. All rights reserved.
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Q:
A:
Emotions have little or nothing
to do with decision-making.
False.
Behavioral Financial Advice
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Q:
A:
Psychology has little influence
on the behavior of financial
practitioners.
False.
Behavioral Financial Advice
Source: The Psychology of Investing by John Noffsinger
Beyond Greed & Fear by Hersh Shefrin
© 2017 think2perform. All rights reserved.
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Q:
A:
Investment-centric advisors
(ICA) tend to get more business
than their relationship and
client-centric (CCA)
counterparts.
False.
Behavioral Financial Advice
Source: John J. Bowen, Financial Planning Magazine, “Up Close and
Persona”.l
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Q:
A:
Effective leadership/influence of
client behavior is primarily a
function of advisors managing
their own behavior effectively.
True.
Behavioral Financial Advice
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Q:
A:
Paying attention to one’s own
physiological, emotional and
cognitive experience is critically
important to Behavioral
Financial Advice.
True.
Behavioral Financial Advice
Source: Inside the Investor’s Brain, by Richard Peterson
© 2017 think2perform. All rights reserved.
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Q:
A:
Behavioral Financial Advice will
replace Financial Planning
Advice.
False.
Behavioral Financial Advice
© 2017 think2perform. All rights reserved.
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Q:
A:
Moral and emotional
competencies are as important
as cognitive and technical
competencies in managing
one’s own behaviors and in
leading client behavior.
False.
Behavioral Financial Advice
Source: Source: Consortium for Research on Emotional Intelligence in
Organizations (CREIO) www.eiconsortium.org
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Overview of
BFA
Module: what is Behavioral Financial Advice?
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BFA and
performance
Emotional
and moral
intelligence
Emotional
and moral
competence
Six
behavioral
competencies
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Why Behavioral Financial Advice is
Important?
> Consumers:• Are confused about who to trust and what to do
with their assets.
• Are becoming more aware that there is a gap
between investor and investment performance.
• Are not prepared for retirement and are scared
about the future.
> Industry has historically sold what is emotionally
easy to get the consumer to buy.
> Your clients are making irrational decisions
and it’s impacting you and your business.
Behavioral Financial Advice
© 2017 think2perform. All rights reserved.
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Behavioral Financial Advice
© 2017 think2perform. All rights reserved.
You
Your clients
Behavioral
Financial
Advice
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BFA is the integration of three disciplines
Behavioral Financial Advice
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Traditional
Finance
Neuroscience Psychology
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Behavioral Financial Advice
© 2017 think2perform. All rights reserved.
Talent
Skills
Decision-making
Performance
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Behavioral Financial Advice
© 2017 think2perform. All rights reserved.
It begins with you
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Logic chain
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Behavioral Financial Advice
Leader &relationship
effectiveness
Effective self-management
Effectivedecision-making
Self-awareness
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The Alignment Model
Ideal Self
Moral Compass
Frame 1
Principles
Values
Beliefs
Goals
Frame 2
Purpose
Goals
Wants
Real Self
Behavior
Frame 3
Thoughts
Feelings
Actions
© 2017 think2perform. All rights reserved.
Behavioral Financial Advice
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The Freeze exercise
1. Say “freeze” and pause
2. Write down
What am I thinking?
What am I feeling?
What am I doing?
3. Are my feelings, thoughts and actions aligned?
4. Is there a better choice for me right now?
Behavioral Financial Advice
© 2017 think2perform. All rights reserved.
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Emotional intelligence and emotional competence
Behavioral Financial Advice
© 2017 think2perform. All rights reserved.
KNOWING
Emotional
intelligence
Recognizing feelings and
differentiating between emotions
DOING
Emotional
competence
Managing emotions
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Moral intelligence and moral competence
Behavioral Financial Advice
© 2017 think2perform. All rights reserved.
KNOWING
Moral
intelligence
Recognizing how principles and
values apply to goals and actions
DOING
Moral
competence
Acting on moral principles and
values
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Moral principles and organizations
Moral principles Moral competencies Result
Integrity
1. Acting consistently with principles,
values and beliefs
2. Telling the truth
3. Standing up for what is right
4. Keeping promises
Trust
Responsibility
5. Taking responsibility for personal
choices
6. Admitting mistakes and failures
7. Embracing responsibility for serving
others
Inspiration
Compassion 8. Actively caring about others Retention
Forgiveness9. Letting go of one’s own mistakes
10. Letting go of others’ mistakesInnovation
© 2017 think2perform. All rights reserved.
Behavioral Financial Advice
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Six behavioral competencies that impact portfolio
performance
Behavioral Financial Advice
© 2017 think2perform. All rights reserved.
Integrity
Teamwork
Customer
service
orientation
Concern for
order /
quality
Achievement
orientation
Self-
confidence
Source: Emmerling, R., Spencer, L. et al. “Morally and Emotionally Competent Financial Advisors Deliver Superior Client Service and Portfolio Performance. Copyright 2007. think2perform and Ameriprise Financial, Inc.
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Investors value honesty in their advisors above all else
Behavioral Financial Advice
© 2017 think2perform. All rights reserved.
2011, Rebuilding Investor Trust, Insights on Affluent Investors Research Study, Overview. Sullivan and Northstar Research Partners.
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Module: stress, the mind and the brain
© 2017 think2perform. All rights reserved.
The impact of
stress
Personal
stress
assessmentMoney on
your mind
The
neuroscience
of behavior
Physiological
phenomena
Psychological
phenomena
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From Misery to Wisdom: the health-wealth connection
Behavioral Financial Advice
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Preparing clients financially for the certainty of
uncertainty reduces stress
Behavioral Financial Advice
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Perceived stress scale: assessment
1. Treat each as a separate question.
2. Select a reasonable estimate.
Behavioral Financial Advice
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Interpreting the perceived stress assessment
> Below 18 points – Below Average
> 18 – 21 points – Average
> 22 – 25 points – Slightly Elevated
> 26 – 30 points – More Elevated
> Over 30 points – Not Coping Very Well
> Over 55 – Area of Greater Concern
A certain level of stress optimizes performance!
© 2017 think2perform. All rights reserved.
Behavioral Financial Advice
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Stress affects performance and increases cost
© 2017 think2perform. All rights reserved.
STRESS
Affects our
levels of
performanceIncreases
the cost of
doing
business
STRESS
Behavioral Financial Advice
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Goal achievement triangle
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Goals
RelationshipsTasks
Behavioral Financial Advice
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Patterns of behavior
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Goals
RelationshipsTasks
Behavioral Financial Advice
Stress
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Stress and its impact on performance
© 2017 think2perform. All rights reserved.
Behavioral Financial Advice
Stress
Performance
Peak performance
Mental Physical
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How the brain works…we feel before we think
© 2014 think2perform. All rights reserved.
First response Cognitive response
Quick
Emotional
Reflexive
Measured
Logical
Reflective
Behavioral Financial Advice
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Neuroscience of the brain
.
Prefrontal cortex
Amygdala
Brain stem
Behavioral Financial Advice
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The ideal state
High
Low
Negative Positive
Anger
Fear
Anxiety
Frustration
Ecstatic
Excited
Energetic
Optimistic
Depression
Sadness
Hopelessness
Exhaustion
Burnout
Confident
Inspired
Satisfied
Challenged
Behavioral Financial Advice
© 2017 think2perform. All rights reserved.
Source: Jim Loehr and Tony Schwartz
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Hidden traps in decision making
© 2014 think2perform. All rights reserved.
Behavioral Financial Advice
Heuristics Bias
Framing effects
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Heuristics
© 2014 think2perform. All rights reserved.
Mental shortcuts
Rules of
thumb
Educated
guesses
Behavioral Financial Advice
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Biases
© 2014 think2perform. All rights reserved.
Excessive
optimism
Illusion of
control
Behavioral Financial Advice
Overconfidence
Confirmation
bias
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Framing effects
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Behavioral Financial Advice
? ?
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Module: the Alignment Model
© 2017 think2perform. All rights reserved.
Alignment
Model
Experiential
triangle
Values
exercise
EQ-i
assessment
activity
Freeze
exercise
The 4Rs
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The Alignment Model
Ideal Self
Moral Compass
Frame 1
Principles
Values
Beliefs
Goals
Frame 2
Purpose
Goals
Wants
Real Self
Behavior
Frame 3
Thoughts
Feelings
Actions
© 2017 think2perform. All rights reserved.
Behavioral Financial Advice
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Frame 1: Moral compass
© 2017 think2perform. All rights reserved.
Ideal Self
Moral Compass
Frame 1
Principles
Values
Beliefs
Goals
Frame 2
Purpose
Goals
Wants
Real Self
Behavior
Frame 3
Thoughts
Feelings
Actions
Behavioral Financial Advice
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Moral principles and organizations
Moral principles Moral competencies Result
Integrity
1. Acting consistently with principles,
values and beliefs
2. Telling the truth
3. Standing up for what is right
4. Keeping promises
Trust
Responsibility
5. Taking responsibility for personal
choices
6. Admitting mistakes and failures
7. Embracing responsibility for serving
others
Inspiration
Compassion 8. Actively caring about others Retention
Forgiveness9. Letting go of one’s own mistakes
10. Letting go of others’ mistakesInnovation
© 2017 think2perform. All rights reserved.
Behavioral Financial Advice
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Frame 3: Behavior
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Ideal Self
Moral Compass
Frame 1
Principles
Values
Beliefs
Goals
Frame 2
Purpose
Goals
Wants
Real Self
Behavior
Frame 3
Thoughts
Feelings
Actions
Behavioral Financial Advice
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Optimal performance starts with self-management
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Self-awareness
Behavioral Financial Advice
Living in alignment
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Experiential triangle: applying self-awareness
© 2017 think2perform. All rights reserved.
Source: Joe LeDoux, NYU
Thoughts(rational center)
Actions(habit center)
Feelings(emotional center)
Outside
stimulus
Behavioral Financial Advice
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The ideal state
High
Low
Negative Positive
Anger
Fear
Anxiety
Frustration
Ecstatic
Excited
Energetic
Optimistic
Depression
Sadness
Hopelessness
Exhaustion
Burnout
Confident
Inspired
Satisfied
Challenged
Behavioral Financial Advice
© 2017 think2perform. All rights reserved.
Source: Jim Loehr and Tony Schwartz
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The 4Rs of competency development
© 2017 think2perform. All rights reserved.
Behavioral Financial Advice
Recognize
Reflect
Reframe
Respond
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Recognize
© 2017 think2perform. All rights reserved.
Behavioral Financial Advice
Recognize
Reflect
Reframe
Respond
Freeze exercise
Recognize your own thoughts, emotions, physiology/action and
recognize the experience of others
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Reflect
© 2017 think2perform. All rights reserved.
Behavioral Financial Advice
Recognize
Reflect
Reframe
Respond
Freeze exercise
Recognize your own thoughts, emotions, physiology/action and
recognize the experience of others
Reflect on the big picture, the long-term, the biases that might be
in play, the moral principles and what you care about most (your
values)
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Reframe
© 2017 think2perform. All rights reserved.
Behavioral Financial Advice
Recognize
Reflect
Reframe
Respond
Freeze exercise
Recognize your own thoughts, emotions, physiology/action and
recognize the experience of others
Reflect on the big picture, the long-term, the biases that might be
in play, the moral principles and what you care about most (your
values)
Reframe your self-talk to account for possible biases and to avoid
reflexive responses to highly-charged emotions
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© 2017 think2perform. All rights reserved.
Behavioral Financial Advice
Respond
Recognize
Reflect
Reframe
Respond
Freeze exercise
Recognize your own thoughts, emotions, physiology/action and
recognize the experience of others
Reflect on the big picture, the long-term, the biases that might be
in play, the moral principles and what you care about most (your
values)
Reframe your self-talk to account for possible biases and to avoid
reflexive responses to highly-charged emotions
Respond with a decision consistent with your principles, values
and beliefs
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Triangles of Influence
Behavioral Financial Advice
© 2017 think2perform. All rights reserved.
What do I have to think?
What do I have to do?
What do I want them to think?
How do I want them to feel?
What do I want them to do?
Others
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The Smart Money
PhilosophyWhenever you need money,
there’s a smart place to get it
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Behavioral Financial Advice
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The Smart Money Philosophy prepares clients for the
certainty of uncertainty
© 2017 think2perform. All rights reserved.
Behavioral Financial Advice
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Smart Money Philosophy: a profoundly simple outline
© 2017 think2perform. All rights reserved.
Death(financial implications)
Life(financial implications)
Sickness, injury,
disability, accidentsGood health
Poor markets
& weak
economy
Strong
markets &
strong
economy
Behavioral Financial Advice
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Questions?
© 2014 think2perform. All rights reserved.
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Thank you
© 2014 think2perform. All rights reserved.
Chuck Wachendorfer
www.think2perform.com
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a think2perform program
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