Welcome to the end of our series on the new Truth Standard in financial services. In prior columns, we discussed the importance of:
- Never misrepresenting a competing advisor, product, or company.
- Never fear mongering during the sales process, especially about government benefits.
In this column, we turn our attention to the role of authenticity in implementing the Truth Standard, a process that will make you a better, stronger advisor. The opposite, of course, is appearing to be weak to your prospects (and consequently get a lot of sand kicked in your face). Here’s why that happens: