Have you ever stopped to ask yourself: What creates the highest value for my financial planning clients?
It’s easy to assume it’s the financial strategies and structures you recommend and yes, those matter.
But I’d argue the real value lies elsewhere.
It’s in their own mind shifts.
When a client has a breakthrough – when they connect with what truly matters, align their money with their deepest values, or finally let go of anxiety around finances – their whole life changes for the better.
So, what’s the single biggest factor in helping clients have these kinds of transformational shifts?
It’s how you show up in the relationship.
The 12 Client-Centred Mind Shifts
I’ve already shared the first six of the twelve client-centred mind shifts (first three here, next three here).
In this article, I’m sharing three more — each one fundamental to the impact you have, not just on your clients’ lives, but on your business too.
Mind Shift 7 – Don’t Just Be Good. Be Brilliant.
In a conversation with financial planner Andy Jervis, he made a powerful point:
If you’re not aiming to be the best financial planner for your client, you should refer them to someone who is.
Anything less is a disservice.
And let’s be honest — if we’re not striving to be the best we can be, aren’t we short-changing ourselves too?
Author Cal Newport explored this idea in his book ‘So Good They Can’t Ignore You’. The title was inspired by a quote from comedian Steve Martin.
Martin, asked for advice to aspiring performers, said:
“Nobody ever takes note of (my advice), because it’s not the answer they want to hear. They want to hear ‘Here’s how to get an agent,’ or ‘Here’s how you write a script.’
But I always say: ‘Be so good they can’t ignore you.’”
Newport adds:
“If you’re not focused on becoming so good they can’t ignore you, you’re going to get left behind.”
The same applies to financial planning. Excellence isn’t optional. It’s the baseline.
Mind Shift 8 – Become highly referable
I often hear from financial planners who do great work. Yet rarely get referrals.
Why does this happen?
Because referability isn’t just about doing a good job – it’s about creating meaningful impact.
Referrals happen when your clients talk about you – not out of obligation, but because your work genuinely made a difference. People talk about what moves them, what matters, and what’s worth sharing.
Just last week, a planner I coach told me she received a referral from a client who sat next to someone at a business lunch. They got talking. The client shared how transformational their planning work had been – and the person listening was so inspired, they wanted the same experience.
If you want more referrals, start with Mind Shift 7: Don’t just be good – be brilliant.
Mind Shift 9 – Inspirational Leadership
Financial planning is more than a profession – it’s a leadership role.
Advice on its own isn’t enough. Why? Because advice is useless unless it’s acted on – and people often resist even the best advice.
Why the resistance?
Because doing nothing feels easier, even when it’s not.
For example, committing to a long-term financial plan often means giving something else up. Even if the logic is crystal clear, change is hard.
Logic rarely drives action. Emotion does.
And that’s where your leadership comes in.
True leadership isn’t just about what you say or do. It’s about where you’re coming from – the conviction, care, and clarity you bring to your client relationships.
You’re not just guiding their finances. You’re guiding them.
PS. How can you begin to generate more referrals? Click here to read more.
