Evan Beach (LinkedIn) is the Director of Wealth Advisory for Campbell Wealth Management, an RIA firm in Alexandria, VA that oversees around $800 million AUM almost exclusively for clients over the age of 55. He writes for Kiplinger and the Journal of Financial Planning and has become widely renown in the industry for his expertise in retirement planning and practice management. Most recently, Evan wrote an article discussing how to tailor everything in your practice or your firm around what clients want (and not what we think they want) based on what research tells us and shares the tremendous growth their firm has seen as a result. Imagine how much easier it would be to get someone from prospect to life-long client if you could look into their mind and know what they value? Or how much easier it would be to get a client to follow-through on the advice given if you knew exactly what was going on in their mind? We've been given those answers, and in this episode, Evan and I discuss how to take those answers and apply them to your practice in a way that will deliver better client outcomes and boost your new asset growth. We also discuss: The behavioral reasons why Evan decided not to charge for financial plans The moment Evan realized that his whole onboarding process was designed around what he thought was important instead of what clients wanted The importance of a "test driving experience" Why positioning your value around behavioral coaching can actually work against you   For more information and resources discussed in this episode, visit: www.wiredplanning.com/episode11 To join a community of like-minded advisors and planners around the world looking for top-notch insights and information on how to leverage behavior, psychology, communication, and emotion to master the human side of money, visit Wired Planning. Follow Brendan: Twitter LinkedIn