Jordan dives into the fourth and final component of client perceived value: price. He explores why pricing isn't usually the real problem when clients object to costs, but rather a symptom of not effectively communicating value. Through personal experiences at Elements and as a financial advisor, Jordan demonstrates how understanding and confidently solving core client problems leads to natural price justification.

This episode completes a four-part series examining the essential components of client perceived value: understanding the problem, providing the right solution, establishing trust, and justifying price.

Jordan discusses the third component of client-perceived value: people. In addition to building trust and confidence with prospects, a financial advisors objective is to generate certainty that you and your firm will apply your services to solve their problems.

Jordan also discusses the importance of positioning you and your firm in the minds of prospects compared to other financial professionals.

Jordan explores how to help prospects understand how a financial advisor’s service can solve their core job to be done, rather than just treating symptoms.

In this episode you’ll learn the importance of sequencing your service description after problem diagnosis, how to effectively position yourself in the minds of your prospects, and how to achieve service clarity through the three-ten framework.

Jordan explores the first of four components of customer perceived value: identifying and isolating the core problem⁠. Through relatable examples and personal experiences, Jordan discusses why understanding the fundamental problem, rather than just addressing symptoms, is crucial for clients to see the true value in financial services⁠.

In this episode, Jordan discusses the importance of orienting prospects to their financial situation. Specifically, he walks through the three questions he seeks to answer for prospects that help guide the conversation and address the things that prospects most commonly think about as it relates to their finances.

In this episode Jordan reorients advisors to consider data gathering as an inherently valuable process for prospects. He dives into 4 tips to make a first-time data gathering less intimidating and more approachable for clients. These tips include:

1. Encouraging prospects to be less precise in the information they add
2. Sending a short video explaining the process
3. The “trojan horse” of data gathering
4. Requiring less from people.

Jordan shares insights from his recent presentation at a dental conference where he introduced a unique approach to financial consulting inspired by Patrick Lencioni's book "Getting Naked". Rather than leading with firm credentials and services, Jordan demonstrates how starting with clarity about clients' current financial health and actively listening to their concerns creates more meaningful connections.

The episode highlights how this consultative approach, combined with practical tools for assessing financial health, helped dentists better understand their current financial situation, even those who already had financial advisors.

Jordan discusses the crucial balance between offering enough features to meet client needs while avoiding the trap of overcomplicating services, using an insightful analysis of the relationship between added features and perceived client value.

Jordan discusses key insights from the book "Demand Side Sales 101" by Bob Moesta, which challenges three common sales myths and introduces a fresh perspective on selling financial advice.

The book emphasizes that sales aren't random but rather caused by specific struggling moments in clients' lives, and that people buy for their own reasons rather than being convinced by salespeople. Jordan illustrates how understanding these principles can transform how financial advisors approach and connect with potential clients.

In this episode, Jordan interviews Brandon Galici who shares his unique approach to using Smart Asset for lead generation, focusing on clients with assets under $100,000 to maximize potential opportunities. He discusses his systematic follow-up strategy, which includes a seven-day email sequence and automated marketing campaigns, creating multiple touchpoints with potential clients before personal contact.

Through a detailed case study, Brandon demonstrates how this approach helped transform a client's initial investment inquiry into a comprehensive financial planning relationship, addressing deeper financial needs beyond the presenting problem.