The Efficient Advisor: Tactical Business Advice for Financial Planners

314: The Psychology of a Prospect and What to Do Better with Dr. Joshua Wilson, PhD, CMT

Oct 14, 2025

In this engaging discussion, Dr. Joshua I. Wilson, PhD, CMT, founder of NeuBeFi, delves into behavioral finance and its impact on client relationships. He reveals that a staggering 95% of client decisions are driven by emotions and subconscious factors. Dr. Wilson shares strategies on shifting from traditional persuasion to 'pre-suasion,' enhancing trust before meetings. He emphasizes the importance of embracing authenticity, identifying unique traits, and designing memorable client experiences to foster lasting connections. A fresh perspective for advisors to attract ideal clients!

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ANECDOTE

Graduation Speech That Changed Everything

Joshua tells how a prospect found his Brown graduation speech and hired him despite his early left-brain sales tactics.
That moment shifted him toward behavioral finance and neuromarketing, which grew his practice and led to selling firms.

INSIGHT

Brain Decides Before Conscious Mind

Gerald Zaltman's research shows ~95% of decisions are emotional and subconscious.
Joshua summarizes: the brain decides before the conscious mind recognizes the choice.

ADVICE

Lead With Emotional Signals First

Avoid forcing prospects into rational decision-making too early by overloading facts.
Lead with emotional signals of familiarity, safety, and tribal connection before persuasion.

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Welcome to this episode of The Efficient Advisor, where Libby Greiwe sits down with Dr. Joshua Wilson, PhD, CMT, to explore the power of behavioral finance before a client even becomes a client. While many advisors think about behavioral finance as something that happens after onboarding, Joshua takes us deeper—into the psychology, neuromarketing, and “pre-suasion” that sets the stage for meaningful connections from the very first impression. 🚀

In this episode, you’ll learn:

Why 95% of client decisions are emotional and subconscious—and what that means for your marketing.
How to shift from persuasion to pre-suasion and create trust before the first meeting.
The difference between blending in and standing out by highlighting your unique personal DNA.
Why copying others’ tactics leads to sameness, and how discovery and inner work help you truly differentiate.
How to design client experiences that build trust and reduce doubt in the critical first 100 days.

At its core, this episode is about helping advisors move from grinding to growing by using the right tools—understanding the psychology of decision-making, embracing authenticity, and creating marketing that truly resonates. 🌟

Whether you’re struggling to convert prospects, refine your client experience, or stand out in a crowded field, Dr. Wilson’s insights will give you a fresh perspective on what really moves clients to choose you.

Dr. Joshua I. Wilson, Ph.D., C.M.T. is the founder of NeuBeFi, where he helps advisory firms and WealthTechs grow through neuro-behavioral strategy—applying behavioral finance and neuroscience to transform how firms communicate, differentiate, and attract ideal clients.

NeuBeFi’s flagship program, the Magnetic Marketability Amplifier™, guides firms through a complete process to discover their emotional signal, codify their story, and turn market invisibility into magnetic growth. Joshua also provides coaching and advisory services for leadership teams and is a sought-after speaker on behavioral finance, brand differentiation, and advisor growth.

Take the free Magnetism Audit to uncover your firm’s emotional signal.
Learn more: neubefi.com
Connect on LinkedIn: linkedin.com/in/drjoshuawilson
Join the advisor waitlist, inquire about coaching, or book Joshua to speak at your next event: info@neubefi.com
Follow Joshua on YouTube for short, science-backed insights on advisor growth.

Learn more about the Group Coaching & Mastermind HERE!

Check out The First 100 Days Course: The Advisor's Blueprint for a Remarkable Client Experience HERE!

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