Mark Gochnour, Head of Global Client Services at Dimensional Fund Advisors, shares insights on the art of effective communication in financial planning. He introduces the transformative 4S Framework—scripts, stories, sketches, and supplements—to foster deeper connections with clients. The discussion emphasizes the importance of avoiding jargon and shaping conversations to enhance understanding. Mark also highlights storytelling as a powerful tool to build trust and engagement, making financial concepts relatable and memorable.
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volunteer_activism ADVICE
Client Communication for Differentiation
Focus on client communication to differentiate yourself in a crowded financial planning market.
Avoid technical jargon and excessive details; ensure clients understand your message.
volunteer_activism ADVICE
Avoid Excessive Detail
Avoid diving too deep into technical details initially.
Start with high-level information and let clients guide you if they want more depth.
question_answer ANECDOTE
Jargon Confusion
Research showed that most investors don't understand common financial jargon like "fiduciary."
Use clear, simple language that resonates with clients instead of industry terms.
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In this episode, Cary Sinnet and Mark Gochnour explore how effective communication builds trust and sets financial planners apart. Mark introduces the 4S Framework—a powerful tool for connecting with clients and simplifying complex concepts.
Key Takeaways
Why Communication Matters:
Builds trust, fosters engagement, and differentiates you from competitors.
Avoid overloading clients with technical jargon or unnecessary details.
4S Framework for Communication:
Scripts: Prepare and practice concise responses to common questions.
Stories: Share personal anecdotes to build emotional connections.
Sketches: Use visual aids to explain concepts and engage clients.
Supplements: Provide tangible materials to reinforce discussions.
Actionable Insights:
Tailor your language to clients’ needs and practice regularly.
Join workshops at the AICPA PFP Summit in January to refine your storytelling and communication skills.
Access resources and events related to this podcast: Note: If you’re using a podcast app that does not hyperlink to the resources, visit Libsyn (PFP) to access show notes with direct links.
AICPA PFP Summit: January 26–29, 2025, at Dimensional’s Charlotte office.
This episode is brought to you by the AICPA’s Personal Financial Planning Section, the premier provider of information, tools, advocacy and guidance for professionals who specialize in providing tax, estate, retirement, risk management and investment planning advice. Also, by the CPA/PFS credential program, which allows CPAs to demonstrate competence and confidence in providing these services to their clients. Visit us online at www.aicpa.org/pfp to join our community, gain access to valuable member-only benefits or learn about our PFP certificate program.
Subscribe to the PFP Podcast channel at Libsyn to find all the latest episodes or search “AICPA Personal Financial Planning” on your favorite podcast app.
AICPA Personal Financial Planning (PFP)