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.
Explore communication resources at aicpa.org/pfp.

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.

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