A Human-First Approach to Financial Planning with Ross Marino

Johnny Sandquist

Founder & CEO, Three Crowns Copywriting & Marketing

Apr 5, 2023

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Series two of On the Circuit is finally here – and we’ve got tons of great interviews to share from industry experts. This round of episodes was recorded at the SHIFT conference in San Antonio, Texas in March of 2023.

There’s been one topic that seems to be on everyone’s minds in 2023: AI technology. What is it? Will it replace our jobs or impact our daily lives? Will we soon be overtaken by a sci-fi-esque horde of super-computers?

Even with questions swirling around about chatGPT and its contemporaries, guest Ross Marino keeps bringing the conversation back to human-first approaches to financial planning.

As a SHIFT organizer, Marino delves into the inspiration for the event, noting that the way advisors deliver financial planning services is heading in a new direction in recent years.

“We need community. We need connection. We have to be around people,” Marino explains.

Rather than waiting for clients to approach with questions, he recommends advisors take a more proactive approach and start off conversations with four basic questions:

What’s going on that’s prompted you to reach out?
How did you get here?
With all that going on, what are you thinking now?
How are you feeling?

“Do you know what percent of clients and prospects answer those questions?” Marino says. “It’s 100%. Everybody wants to tell me what they’re thinking and how they’re feeling. And I don’t go into a psychological diagnosis after that, I just want to let them tell me where they’re at. That shift is where people will trust you because now you hear them, they feel heard, they feel understood.”

Click play on the full episode to hear more from Ross Marino – and subscribe to On The Circuit to stay up to date on all the great guests coming your way this season.

KEY TAKEAWAYS

Rather than answering client questions, advisors should first approach clients with questions that get to the root of their obstacles and goals.
AI is going to disrupt financial advice – but it won’t necessarily replace the human connection clients need in the planning process.
The inspiration for the SHIFT conference is built on recognizing the need to change conversations surrounding financial planning.

KEY TIMESTAMPS AND TOPICS

[0:00] Welcome to series two of On the Circuit, hosted by Johnny Sandquist and Brodrick Lothringer
[18:45] Ross Marino, Founder of Advisor2x, joins the conversation
[20:22] How did SHIFT get started?
[25:27] Looking long term is often easier said than done
[32:04] Four questions Marino uses to get to know his clients
[36:35] How AI has and will continue to disrupt the industry

RELEVANT LINKS

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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.