You see it all the time. “Your satisfaction is our goal” or “We’re not satisfied until you’re satisfied.” Consumerism has, for the most part, taught us that satisfaction is the standard. In the financial advisory business, satisfaction is unacceptable. Satisfied clients are not loyal clients and loyal clients are the only good clients. Thus, the myth of the satisfied client. Satisfied clients will kill your business. The motto should be, “if you’re only satisfied, fire us!”
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