In this episode, Sten Morgan explains why revenue is the most critical resistance point for financial advisors. He shares the value-first prospecting framework, which helps advisors attract ideal clients, build efficient financial plans, and create sustainable revenue systems. The conversation includes both short—and long-term strategies for driving consistent growth.

Key Takeaways

• Revenue solves most business problems
• Know your ideal client
• Lead with value to earn trust
• Targeted prospecting beats the shotgun approach
• People will pay for real value
• Efficient planning drives revenue
• Sustainable systems win long-term

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