Chapter 10. Are You a Substance Abuser?

Stop financial substance abuse.

—Yours truly

I hear comments all the time from financial professionals that they hate practicing their presentations in front of colleagues because those colleagues can always tell if you know your stuff. That’s reasonable. You’re out of your comfort zone practicing in front of colleagues because you do it so infrequently, if at all. However, when you’re with clients—when you’re in your comfort zone—you’re not as concerned. Why? Because your clients won’t be able to tell as easily if you don’t know your stuff, and besides, substance is attributable for only 7% of the impact of your communications.

Wrong, on both counts. Clients can tell and subject matter matters. Your clients ...

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