Building Trust Begins with Conversations: Insights from Dr. Preston Cherry and Shana Sissel

Johnny Sandquist

Founder & CEO, Three Crowns Copywriting & Marketing

Apr 12, 2023

Search

Listen in as we catch up with Founder & President of Concurrent Financial Planning, Dr. Preston Cherry, AFC®, CFT-I™, CFP® at the 2023 SHIFT Conference. In the second half of the episode, hear insights from Founder & Chief Executive Officer of Banríon Capital Management, Shana Sissel.

In the realm of financial planning, recognizing and understanding a person’s individuality is crucial for providing a tailored, meaningful service. Both Dr. Preston Cherry and Shana Sissel know that prioritizing the client’s unique background, values, and desires transforms financial planning from a mere transaction into a hyper-personalized experience. By viewing clients as more than just their financial assets, advisors can genuinely connect with them and gain their trust, leading to stronger and more lasting professional relationships.

In both financial planning and his work within academia, Dr. Preston Cherry emphasizes the significance of embracing a human-centered approach. To him, it is vital to understand a person’s culture, experiences, attitudes, and preferences before delving into their finances. In that way, advisors can make clients feel valued, heard, and connected, fostering trust between both parties.

Likewise, Shana Sissel knows that the future of financial advice is based on human connection. She notes that nowadays, many younger investors are turning to values-based investing, and leaning on their advisors to help them discover which investments best match their overall worldview.

In this episode, you’ll hear from Dr. Preston Cherry and Shana Sissel as they explore how advisors can:

Engage in human-first financial planning by focusing on clients’ personhood, understanding their unique stories, and connecting with them on a personal level.
Develop a strong foundation of trust with clients by showcasing your credibility, credentials, and experience while also providing a comfortable and welcoming environment.
Utilize AI tools like Chat GPT as a starting point for critical thinking and idea generation, rather than relying solely on them for answers and solutions.
Be open to adapting your approach to different life stages and situations, meeting clients where they are and tailoring your services to their specific needs.
Foster a sense of belonging and connection with clients by actively listening to their concerns, values, and preferences, and incorporating these into your financial planning strategies.

Tune in to the full episode for all these insights, plus learn Dr. Cherry and Sissel’s dream “fiestas” – one of which definitely includes a game of Monopoly!

KEY TAKEAWAYS

Advisors may find it helpful to present financial advice on a human-to-human level rather than utilizing the old-fashioned expert-to-client approach.
AI lacks personalization and likely won’t replace the relationships financial advisors provide. That being said, AI is also here to stay.
Younger generations lean more toward values-based investing than their older counterparts.

KEY TIMESTAMPS AND TOPICS

[00:04:29] – Dr. Cherry emphasizes the importance of understanding a person’s culture, experiences, attitudes, values, and preferences in financial planning.
[00:08:14] Brodrick asks Dr. Cherry about the trust factor in financial planning.
[00:11:31] Dr. Cherry talks about the role of AI in financial planning and education.
[00:16:26] By repurposing content and utilizing different social media platforms, financial advisors can stay in front of their audience and attract new clients.
[00:21:59] Our second guest, Shana Sissel, discusses the launch of her firm, Banríon Capital Management.
[00:28:05] Shana Sissel emphasizes the importance of building personal relationships with clients, especially in the next generation of investors who prioritize investing for impact.
[00:30:35] Sissel talks about the importance of personal connections in financial advice, noting the need for advisors to understand their clients on a deeper level in order to provide better service.
[00:39:03] Advisors can use AI and other technology to enhance the personal experience for clients, but human connections and trust are the foundation of successful financial advice.

RELEVANT LINKS

About Three Crowns

Three Crowns is a full-service marketing partner, providing everything from blogs, website design, branding, podcast production and more. We help financial advisors and fintech companies find their message and amplify their voice. From strategy to click-worthy content, to SEO optimization and social media promotion, our team is ready to help you feel confident in your communication. Click here to connect with a member of the Three Crowns team today.