Summary: Most clients prioritize emotional jobs over functional jobs at the point of sale and during the lifetime of a relationship. The most successful financial advisors distinguish between functional and emotional jobs and properly prioritize those interactions with clients. Learning to service the emotional jobs well supports higher fees, differentiation, operational efficiencies, and long-term client retention.
Well said! Functional and emotional jobs are like the different parts of the financial planning "assembly line." I always imagined that at the end of the day the value (the finished product at the end of the "assembly line") was a feeling - a sense of accomplishment, control, peace of mind...
Love how you help look through the functional into clear emotional jobs.
Thanks for this reminder Reese! I often get caught up myself as an advisor - wanting to always check off the "To-Do" list for the client. But I'm sure the most important "To-Do" is helping the client to be heard.
Thanks Reese. Given that emotional jobs are ones that clients "feel", how/when do you communicate them to a prospect, if at all? Or would you focus on functional jobs during the "sales" process and let them experience the emotional jobs for themselves.
Well said! Functional and emotional jobs are like the different parts of the financial planning "assembly line." I always imagined that at the end of the day the value (the finished product at the end of the "assembly line") was a feeling - a sense of accomplishment, control, peace of mind...
Love how you help look through the functional into clear emotional jobs.
Thanks for this reminder Reese! I often get caught up myself as an advisor - wanting to always check off the "To-Do" list for the client. But I'm sure the most important "To-Do" is helping the client to be heard.
This, and other articles from Clayton Christensen are worth digesting if you're trying to master this skill. https://hbr.org/2016/09/know-your-customers-jobs-to-be-done
Thanks Reese. Given that emotional jobs are ones that clients "feel", how/when do you communicate them to a prospect, if at all? Or would you focus on functional jobs during the "sales" process and let them experience the emotional jobs for themselves.