Embracing Your Role

On many occasions, I had the privilege of speaking to classes of new advisors with my firm. Reflecting on those presentations, it occurred to me that I would often fail to address the importance of being in a role as an advisor. Embracing our role as financial professionals tees up most, if not all, of what follows in the business. Wearing professional attire, keeping our office attractive and inviting, using the English language well, and being comfortable with who we are all inform our understanding of role.

I learned the importance of role across 25 years as a pastor. There were many times I walked into a hospital room where someone was dying, there to offer both presence and prayers. The longer I served a congregation, the closer became the ties with my parishioners. Within a handful of years, I was not only visiting a congregant, but was there with a person and family who were close and warm friends. Those visits were and still are difficult.  

But when I walked into that hospital room, I was in the role as the minister. That family expected and needed nothing less. Candidly, to be present in role as a caring professional required some sober self-talk.  And when the visit was over and I returned to my car, I often felt deep emotion from witnessing friends measure their earthly life in millimeters. 

We must be in role when we are with clients. They expect and need nothing less. That’s why I put a coat and tie on in the morning or anytime I am with clients. That’s my uniform. Wearing a suit reminds me to stay in role. Prior to a client visit, I tell myself again who I am as their advisor and the level of professional attention and care only I can give them as we visit together. And, as we all know well, clients become friends across the years. We come to know what brings them joy, where the tough and tender places are in their lives and families, and what they most need from us.

My guess is all of this is nothing more than a reminder, a form of “preaching to the choir.” A persistent voice, however, keeps whispering in my ear that our role with clients is unlike any other professional relationship they may have. In all seasons of market fluctuation, and especially when volatility is high as it is now, we must confidently wear the advisor mantle purposefully and professionally. In role, we say with confidence, “Our opinion is . . . .”  And, “Knowing what I know about you and your family, I recommend . . . .”  And, “In our experience working with families very much like yours, this approach to _________ has been effective.”  

“Advisor” is such a powerful and important role through which we serve others. Embrace that role with purpose and even joy and notice how the work becomes even more fulfilling for you and those you serve.