Evan Beach 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 the specific ways Evan and his firm have evolved their processes, systems and conversations to deliver what clients actually want. We discuss: The 5-minute exercise their firm uses that converts nearly every prospect into a client The changes Evan made to his meeting process to focus on what clients want that led to a massive boost in new assets The exact question his firm asks everyone in their first meeting that lays the groundwork for success The reason why he encourages clients to state their goals publicly as many times as possible Why Evan strives to make sure stories are an integral part of every conversation and presentation The stories he's learned to tell that resonate the most with clients and prospects   For more information and resources discussed in this episode, visit: www.wiredplanning.com/episode12 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