The Advisors Business Hour

EP 2 |Motivating Clients and Prospects — The Psychology of Inspired Action

November 12, 2025

Full Transcript with Topic Timestamps

The Advisors Business Hour – Episode 2

00:00 – Introduction

Welcome back to The Advisors Business Hour. This show is all about the heart and hustle of building a great advisory practice. I’m Sheri Sarver Johnson, and I’m back again with the one and only Jeff Mount, the advisor to advisors. Today we are diving into the psychology of motivating clients and prospects. Welcome to the show, Jeff. Great to be here, Sheri. These are my favorite conversations because we’re not just talking about numbers and charts. Today we’re talking about that missing piece. What actually gets clients to move from, I know what to do, to I’m actually ready to move forward now.

00:40 – Knowledge vs. Motivation

Yeah, knowledge is a good start, but usually not enough to actually cause us to do what’s in our best interest. You’re right. Motivation is where the real magic happens. When we align the logic, the numbers, the plan stuff with something that really matters emotionally to the client. When those two connect, that’s when people make real changes.

01:03 – Case Study: Retiree Legacy Example

Do you have an example? Actually yeah, I had this retiree, super hesitant, just couldn’t pull the trigger on any decisions. Then it turned out the issue wasn’t the number, it was legacy. So once I mapped his plan to how he could leave something meaningful for his grandkids, total shift. He went from uncertainty to optimism, literally in one meeting. The data didn’t change, just the emotional context around it did.

01:31 – Why Clients Stall

That brings us right to why clients stall, right? That feeling of, ugh, I just can’t do this, even though the math says they should. Yeah, and you see it all the time. I think three big reasons pop up, analysis paralysis, fear of loss, and lack of emotional connection. Too much information, too many options, and they freeze. Or they just feel afraid of screwing up, and so they do nothing instead of risking a mistake.

02:02 – Tactical Empathy Introduction

Interesting, Jeff. You and I were discussing off-camera earlier about some of the stuff Chris Foss talks about. I believe you called it tactical empathy. Exactly, labeling what they’re feeling, using those calibrated questions, even mirroring their language. And honestly, I’m not always perfect with it either, but you can see the shift in the conversation when you try. Let’s take a closer look.

02:25 – How Tactical Empathy Works

How does tactical empathy actually work in an advisory setting? There are a few easy ways to apply it. One, label the emotion. If a client seems hesitant, you can say, it sounds like you’re worried about making the wrong move. Or, it seems like you’ve been burned before, and you don’t want that to happen again. According to Chris Foss, that kind of statement disarms tension instantly, because the client realizes you’re not trying to push. You’re trying to understand. Yes. And number two is, instead of yes-no questions like, do you want to move forward, ask, what would make you feel confident taking the next step? Or, how can we structure this so it feels like the right fit for you?

03:19 – Mirroring Technique

Mirror their words. When someone says, I just don’t want to lose what I built, you might softly repeat, don’t want to lose what you’ve built. That simple mirroring encourages them to expand their thought, and now you’re in a real dialogue instead of a pitch. That’s so good. It’s incredible how subtle shifts in phrasing can change the energy of the conversation.

03:39 – Creating Emotional Safety

Absolutely. And there’s a deeper principle here. People want to feel safe before they make decisions. Tactical empathy helps create that safety. That’s so true. I’ve noticed that when someone feels genuinely heard, you can almost feel the resistance drain out of the conversation. Right. And that’s when real motivation starts. Not from convincing, but from connection.

04:05 – Keeping Motivation Alive

So once you’ve created that emotional safety, what’s next? How do you keep that motivation alive through the entire client journey? That’s the foundation for everything else. Once you get past the stall, you’ve got to channel that first little spark of trust into momentum.

04:23 – The Motivation Map

Okay, this is probably where I geek out most, Sherry. My motivation map. Okay, you’ve got my attention. What’s the motivation map? It’s three steps. Step one, clarify the vision. Ask open questions. Get to the true why. Step two, connect their emotions to your strategy. So if they care most about independence, literally show them on the plan how you’re building toward that feeling. And then step three, celebrate momentum. Don’t wait for them to retire to throw confetti. Every little win matters.

04:59 – Communicating with Tone, Timing, and Storytelling

How do you communicate that in the moment, though? I mean, tone, timing, storytelling. Exactly. Those are key. Use a tone that builds possibility. You’re making progress. You’re ahead just by being proactive instead of doom. Pause sometimes. Let big ideas breathe. And always, always tell stories. Like the advisor I coached a while back. He had a dead-in-the-water prospect, but all it took was reframing, recognizing how that prospect was already making progress just by showing up. That little recognition turned a prospect into one of the most loyal clients he’s got.

05:40 – Shifting from Indecision to Feeling Seen

It seems like it’s about shifting people from indecision to feeling seen. And you can’t just fake this stuff. Clients have a radar for canned scripts.

05:50 – Building Authentic Trust

So let’s talk authenticity. How can advisors build real trust instead of just ticking the trust box? Be human. Share your own moments of doubt. Admit you don’t always know every answer. Tell those quick stories that show you’re in it together. It’s about matching what you say and what you do. Being honest. If something is going to be hard, say so rather than sugarcoating.

06:16 – Following Through

I love that. And it’s also about following through, isn’t it? Like if you say you’ll check in after two months, actually check in. That’s how you move from being just a service provider to a partner. Right. Reliability matters. Little things, sending that follow-up email on time, owning up if you’re running late, keeping promises, those create a rhythm of trust that gives clients permission to be open about their true motivations. And honestly, the more you do that, the more momentum you build together.

06:48 – The Power of Storytelling

Let’s go deeper on storytelling for a second. I know both of us have, well, we basically live by stories. But sometimes advisors think they’re supposed to be super professional all the time and not let any of that in. But the stories are what stick. Yeah, and the stories give people a template they can see themselves in. Like here’s Sally. She wasn’t sure about starting that 529 plan, but when she realized what it could mean for her daughter, she got excited, stuck with it, and now she’s proud of her progress. Clients need to hear examples of people overcoming their doubts, making a plan work in the real world.

07:27 – Guiding Clients to Craft Their Own Stories

And you can even guide clients to craft their own stories, right? Like imagine yourself a year from now. What would you be celebrating? It gets them into that mindset of ownership instead of just compliance. It changes the narrative from I have to do this to I get to do this for my future. A totally different emotional engine.

07:53 – Crystallizing Client Ownership

So how do you help clients crystallize that sense of ownership? I mean, getting them to articulate their own why, not just repeat what we think is important. I’ll ask, what’s motivating you underneath all this? Then have them reflect, what changes have you noticed since we started? It’s not about results every time. It could just be sleep or less stress. Plus, having them write down or visualize their goals, a note on the fridge, phone wallpaper, whatever, really helps keep purpose front and center. Right. And you can feel it when that shift happens. Suddenly it’s their plan, not just something you’re telling them to do.

08:36 – Ongoing Engagement

Exactly. And you got to keep feeding that fire. That’s why ongoing engagement is essential. I try to check in, not just how are your returns, but how are you feeling about things? Any new concerns? It’s an emotional pulse check. Yeah. And little celebrations matter. Even a custom progress tracker or a quick email when they hit a milestone can go a long way. Plus, encouraging them to share their progress with family or trusted friends adds new accountability. People love recognizing their own momentum and others cheering them on just multiplies it. Exactly. It’s not about nagging. It’s about genuine encouragement in the right moment and adapting to whatever life throws at them along the way.

09:22 – Keeping Motivation Fresh

Let’s talk about keeping motivation fresh, not letting it burn out after the first aha moment. Any routines or tools you love, Jeff? Honestly, regular reflection is underrated. A quick review at every meeting. Here’s where you started. Here’s what’s different now. Visual progress boards are great. Nothing fancy, just charts or photos showing steps taken. And again, inviting clients to loop in someone close, maybe a spouse or friend, keeps them both supported and accountable. Yeah, I always say progress you can see is progress you believe. Give them something tangible and the journey feels real, not imaginary.

10:04 – Personal Growth and Community

There’s another side to this. Personal growth. Build in weekly self-checks. What’s going well? What’s tough? That promotes self-awareness, which boosts motivation. Plus, celebrate the small stuff. Finished a budget review? That’s a win. Saved a bit extra? That’s a win, too. And connecting with a broader community, like a peer support group, can be huge. Advisors don’t always think about that, but people need encouragement from others who are on the same road. You’re not alone. And that matters. Yep, sharing wins, swapping ideas, even just venting, it all reinforces the journey. And small victories lead to bigger ones as confidence grows.

10:51 – Reading and Responding to Client Emotions

Let’s shift gears. Jeff, how can advisors get better at reading and responding to their clients’ emotions in real time? I think this is something a lot of us wish we’d had more training in. Yeah, it’s a skill you keep honing. Start by really watching for cues, tone of voice, body language, even pauses. Build practice into your meetings. Role play a tough conversation. Review recordings if you can. Ask a colleague for feedback. And before every meeting, use a quick checklist. Did I validate their feelings? Did I adjust my style if they seemed anxious or overexcited? Having that system makes it less about luck and more about intent. Emotional intelligence can be practiced. It’s not just something you’re born with or not. Yeah, and the more intentional advisors get with this, the deeper their connections become, and the easier motivation is to build.

11:50 – Long-Term Planning and Motivation

So how does all this work when you’re building those big multi-year plans? How do you keep motivation woven through so it doesn’t fizzle out after the first quarter? I try to anchor everything with a clear vision of their ideal future, a vivid mental picture. Visualization exercises in meetings or even simple guided imagery can set that emotional anchor. Then I’ll work with clients to write out their values and connect the plan directly to those values and bring in ongoing education. Every session, tie back new strategies to their evolving life stories so their plan always means something real to them. It’s like you’re tying every new goal to the bigger story of, why am I doing this? That way, long-term planning isn’t just a chore. It’s a living part of their identity.

12:47 – Using Values and Narrative in Planning

Let’s keep building on that. Can you dig a little deeper into using values and narrative as part of the plan? Yeah, it’s about bringing their core values front and center, not just at the start but along the way. I’ll tell a story about someone who made a big change because the plan reflected what was really important to them, not just what was supposed to matter. And encouraging clients to actually visualize that end state, future self-exercises, sometimes even storyboarding, helps it stay vivid. Each bit of progress becomes a chapter in their financial story. That way, when stuff gets tough, there’s still that deeper motivation to keep going.

13:32 – Advisors as Guides

And that means advisors become the guide, not just the architect. You’re actually helping your client become the hero in their own narrative. That’s powerful. It really is. And with regular check-ins, education sessions that relate to their real-life changes, it all feels relevant. The plan grows as their life grows and their motivation stays strong.

13:57 – Closing Remarks

Well, Jeff, I think that’s the perfect place to wrap for today. This has been fantastic, as always. Agreed. Thanks for the conversation, Sheri. I always leave these episodes more motivated than when I started. And to our listeners, remember, growth comes from purpose, not just pressure. For more strategies like this, hit up advisorsbusinesshour.com. You’ll find resources, show notes, and links to deeper dives on everything we talked about today. Thanks for hanging out with us. Keep building your advisory business with purpose and authenticity. See you next time. Thanks, Jeff. And thanks, everyone, for tuning in. Please remember to like and subscribe. You can get in contact with either Jeff or myself through our website, advisorsbusinesshour.com.

14:45 – Disclaimer

The Advisor’s Business Hour is created by Jeff Mount and Sheri Sarver-Johnson. We are experimenting with AI within our production process, and all dialogue is human-generated. The views and opinions expressed on this podcast are those of the hosts and guests and do not necessarily reflect those of any affiliated organizations or sponsors. This podcast is for informational purposes only and should not be considered financial, investment, legal, or tax advice. Always consult with a qualified professional before making financial decisions.

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The Advisors Business Hour

EP 2 |Motivating Clients and Prospects — The Psychology of Inspired Action

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