Why Selling the Process Beats Selling Products

In this episode, I got to catch up with three amazing Triad members — Gary Hansen, Jaris Hansen, and Josh Cumrine — to break down how they turned a founder-led firm, Retirement Planning Center of the Rockies, into a team-driven business that’s tripled in size over the past three years, now closing in on $40 million of new assets in 2025.

Gary started this thing back in the ’70s as a one-man insurance practice. Fast forward a few decades, and his son Jaris and son-in-law Josh are now running the next chapter. But it wasn’t always smooth sailing. For years, they were grinding — three advisors running three different playbooks, sitting in every client meeting, and doing everything themselves. The effort was there, but the structure wasn’t. They were growing busier, not bigger.

Then in 2022, everything shifted. They stopped running three different playbooks and decided to run one. They quit selling products and started leading clients through a clear, repeatable process. They put the right people in the right seats and built systems that gave clients confidence and their team freedom.

Today, RPC isn’t just a family business. It’s a growing legacy — built on values, powered by structure, and set up to keep scaling for generations to come.

3 of the biggest insights from RPC Financial…

1.) From Chaos to Clarity — How Structure Unlocked Growth

For years, each advisor ran their own show. Once they unified under one brand and clarified responsibilities, the firm took off. Structure created consistency and consistency created scale.

2.) The Mindset Shift That Led to a 95% Close Rate

When they stopped “selling products” and started leading clients through a proven process, everything changed. By the second meeting, 95% of qualified prospects were saying yes — without doing any upfront planning for free.

3.) Building a Brand That Connects and Keeps Evolving

Words matter. The language your team uses shapes how people see and trust you. By creating their Summit Retirement Guide and using simple, powerful language like “confidence in the path ahead” and “sleep well at night,” RPC built a message clients actually remember. And the best part? They’re still refining it, making sure their brand grows right alongside their business.

SHOW NOTES

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DISCLOSURE 

DBDL podcast episode conversations are intended to provide financial advisors with ideas, strategies, concepts and tools that could be incorporated into their business and their life. No statements made in the episode are offered as, and shall not constitute financial, investment, tax or legal advice. Financial professionals are responsible for ensuring implementation of anything discussed related to business is done so in accordance with any and all regulatory, compliance responsibilities and obligations. 

The Triad member statements reflect their own experience which may not be representative of all Triad Member experiences, and their appearances were not paid for. 

Triad Wealth Partners, LLC is an SEC Registered Investment Adviser. Please visit Triadwealthpartners.com for more information. Triad Wealth Partners, LLC and Triad Partners, LLC are affiliated companies. TP10254897290

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