Likeability Beats Expertise (And Here's Proof)

Podcast: Financial Advisor Marketing Podcast · James Pollard

Opublikowano: 2026-08-10

Most advisors foolishly think that the secret to winning high-quality clients is becoming more competent. I get why you believe this: The entire industry is built to make you believe this. But here's the problem: This is NOT true. It's been proven scientifically, by two Harvard researchers mind you, that likeability beats expertise. Worst part? In the financial advice industry in particular, the more competent you become, the LESS likely clients are to pick you as their advisor. Now, I'm not saying to become an incompetent fool that blows your clients' wea...