One of the biggest surprises for many new financial advisors is this:
Most clients who sit across from us don’t actually know what they need.
- They know they should save.
- They know they should protect their family.
- They know they should plan for the future.
But when it comes to choosing the right product, the right amount, or even the right priority…
they’re unsure.
And that uncertainty becomes the advisor’s greatest challenge and ironically, our greatest opportunity.
Because when a client doesn’t know what they need, what they are really looking for is someone they can trust.
Let’s talk about how we can honor that trust.
Clients may not know what they need, but they definitely know what they fear.
Most people don’t walk into a meeting with a clear idea of what plan fits them.
But they do walk in with these questions in their hearts:
- “Will this fit my budget?”
- “What if I choose wrong?”
- “What if I can’t sustain it?”
- “Am I being sold or guided?”
- “Is this advisor really thinking of my family?”
They may not articulate these fears, but they feel them.
Our role is to uncover the fear before uncovering the need.
Once the fear is understood, the financial need becomes much clearer.
Clients need clarity, not complexity.
Financial advisors understand riders, benefits, premiums, cash values, allocations, and all the technical details.
Clients don’t.
And when people are confused, they hesitate.
Not because they don’t want to protect their family
but because they don’t fully understand what they’re saying yes to.
So instead of diving straight into product details, try:
- simple stories
- relatable examples
- everyday comparisons
- visual explanations
- step-by-step guidance
Clarity builds confidence. Complexity pushes clients away.
The first need you must meet is emotional, not financial.
Before an advisor can recommend anything, there is an emotional gap that needs to be bridged.
Clients need to feel:
- Safe
- Respected
- Heard
- Guided
- Not judged
- Not pressured
When you meet the emotional need first, the financial conversation naturally opens.
When a client feels understood, they allow us to ask the deeper questions
and that’s when their real needs finally surface.
Asking the right questions leads clients to discover their own needs.
Instead of telling them what they need, guide them with thoughtful questions:
- “What keeps you up at night when you think about your family’s future?”
- “If something happened tomorrow, who would be financially affected first?”
- “What’s one financial goal you want to be proud of five years from now?”
- “What’s your biggest worry when it comes to money?”
These questions do something magical:
They shift the client from confusion to clarity.
And when a client discovers their own need, the decision becomes theirs
not ours.
When clients don’t know what they need, they are actually asking for leadership.
Clients don’t expect us to be magicians.
They expect us to be guides.
They want someone who can:
- simplify choices
- weigh options
- show consequences
- provide reassurance
- help them think long-term
- protect them from making mistakes
This is where the advisor becomes more than a seller.
They become a leader in someone’s financial life.
And leadership is what clients are truly paying for.
Not knowing their need doesn’t make clients irresponsible, it makes them human.
Most people were never taught financial planning in school.
Many grew up in families that avoided money conversations.
Others feel shame or embarrassment about finances.
So when clients don’t know what they need, remember:
- They’re not difficult.
- They’re not stubborn.
- They’re not unprepared.
They’re simply looking for someone who can help them make sense of everything.
When clients don’t know what they need, it opens a beautiful door for advisors
a door to influence, to guide, to serve, and to genuinely make a difference.
Because in the end:
We are not just offering products —
- we are offering clarity.
- We are offering direction.
- We are offering peace of mind.
And that is what transforms an advisor from a salesperson into a lifelong financial partner.
When a client says, “I’m not sure what I need,”
what they’re really saying is:
“Help me understand my life better.”
And that…
is the greatest opportunity of all.
All the best my friends!!
#acgadvice
