Advisors Do Not Sell, They Guide: Changing the Narrative in Our Profession

Words Shape Perception

In the world of financial advice, words carry weight. They shape perceptions not just of what we do, but of who we are as professionals. Unfortunately, the language we have inherited does not always serve us well. Words like “selling” and “product” creep into conversations with clients and prospects.

Of course, there is nothing inherently wrong with sales. Every profession involves a measure of persuasion – teachers sell the value of learning, and doctors nudge patients to follow healthier habits. But in financial advice, leaning too heavily on sales language could diminish what we truly offer. We are not pushing a transaction. We are building trust, partnership, and long-term guidance.

Think about it: when you meet with an attorney, you do not say they are “selling” you legal advice or “pushing” documents for their own benefit. You expect them to use their expertise to protect you, advocate for you, and guide you through complex decisions. In the same way, financial professionals provide knowledge and judgment to improve someone’s financial well-being.

Why Labels Hold Us Back

I recently came across an article highlighting how many women in financial services hesitate when asked what they do. Calling themselves a “financial advisor”, the article claimed, often feels too close to “salesperson.” That hesitation matters. If the very professionals offering life-changing guidance feel boxed in by a sales-driven label, what does that say about how clients interpret it? For women especially, this framing creates an unnecessary hurdle. How can helping people, listening to their goals, organizing their lives, and easing their fears be seen as sales?

Reframing the Conversation Around Goals

Behavioral finance offers a better framework. Research shows people are far more motivated when their financial lives are framed in terms of goals, not products. Instead of saying, “I help people with investments or insurance,” consider language such as:

• “I help families create a plan so they can send their children to college without stress.”
• “I work with clients to turn retirement dreams into real, achievable plans.”
• “I help people make financial decisions that align with what matters most to them.”

Studies from behavioral finance experts such as Morningstar’s Behavioral Insights team and the Center for Advanced Hindsight at Duke University show that aligning advice with personal goals improves both client engagement and follow-through (Morningstar Behavioral Insights, Duke University’s Center for Advanced Hindsight). When we shift the conversation from products to purpose, we elevate financial advice to its proper place: guiding people toward the lives they want.

Changing the Narrative for the Profession

If we want to elevate our profession, we must start by changing the narrative, first for ourselves and then for the clients we serve. Advisors do not sell; they guide. Of course, there is always a sales element in what we do. We need to communicate the value of planning and earn a client’s trust before they agree to work with us. But that is not the heart of the profession. At its core, financial advice is about helping people clarify what matters, align money with meaning, and navigate life’s financial complexities with confidence.

Call to Action:

Here is a simple exercise. The next time someone asks you what you do, pay attention to the words you use. Do they sound like sales, or do they sound like service? Make sure your language reflects the truth of our profession: financial advice is not about products. It is about people, their goals, and the futures they envision so choose words that reflect what we truly do: guide, empower, and help people build the lives they want. 

🎵 Song of the Month
Each month, we are highlighting a song that captures the spirit of the blog’s message, part of a new tradition we started to bring a little energy, fun, and inspiration into these posts.

This Month’s Pick: “Future Days” by Pearl Jam

As I wrote this, I kept thinking about the spirit of “Future Days” by Pearl Jam. The song captures the idea that the future is built with care and intention, which is exactly what thoughtful financial guidance is all about.

Sources:

Morningstar (accessed 8/19)  https://www.morningstar.com/views/research/behavioral-finance

Duke University’s Advanced Hindsight (accessed 8/19) https://advanced-hindsight.com

 

FOR ADVISOR USE ONLY. NOT INTENDED FOR CONSUMER SOLICITATION PURPOSES.

Beacon Capital Management, Inc. is an investment adviser registered with the Securities and Exchange Commission. Additional information about Beacon Capital Management is also available on the SEC’s website at www.adviserinfo.sec.gov under CRD number 120641. Beacon Capital Management only transacts business in states where it is properly registered or excluded or exempted from registration requirements.

Information presented is for educational purposes only and does not intend to make an offer or solicitation for the sale or purchase of any specific securities, investments or investment strategies.

Sammons Financial^® is the marketing name for Sammons^® Financial Group, Inc.’s member companies, including Beacon Capital Management^SM. 

NJS – 11.12.2025