Mission Critical
By Martin R. Baird

We have a challenging year ahead of us. Retaining clients will be critical for advisors who lack experience at running a business. The word "business" is the operative word. Above all, advisors must understand that their practice is a business like any other and should be operated as such. This is why an excerpt from How to Talk to Customers, by Dianne Berenbaum and Tom Larkin, caught my attention. The authors cite a study by the Rockefeller Corp. that listed six reasons why people stop doing business with a company...

To read more of Martin's column published in the April 2009 issue of Financial Planning magazine, please click on the link below and it will open the column as it appears on the magazine's Web site.

http://www.financial-planning.com/fp_issues/2009_4/mission-critical-2661397-1.html