Likeability Beats Expertise (And Here's Proof)

Most advisors foolishly think that the secret to winning high-quality clients is becoming more competent. I get why you believe this: The entire industry is built to make you believe this. But here's the problem: This is NOT true. It's been proven scientifically, by two Harvard researchers mind you, that likeability beats expertise. Worst part? In the financial advice industry in particular, the…