Identifying the jobs that need to be done is the first step in delivering a service that prospective clients want. Just remember, even if a job seems like it is solely about function, each job can also carry powerful emotional dimensions. So it’s important that an advisor is able to understand their client’s needs and then be able prioritize both the functional and emotional jobs that need to be done.

When purchasing products or services, consumers usually don’t identify the differences between functional and emotional jobs. But people are not just looking for a product or service that functions well, they also want to feel that they are being understood and their emotional needs are being addressed. When it comes to financial planning, that requires advisors to create a service that addresses functional needs, but also aligns with a client’s emotional needs, too. And to get to the heart of a client’s emotional needs, it is important for an advisor to understand client goals, aspirations, and financial pain points. That requires the advisor to better understand a client’s financial fears—but also what motivates them. It is only then that the advisor can create a service that not only performs well but also allows them to build emotional connections with clients.

Delivering a successful financial planning service requires meeting the emotional needs of clients in addition to providing a functional solution. Having experiences that align with their goals will determine whether clients are likely to return or recommend your service to others. And providing thoughtful and empathetic experiences are not only valued but highly sought after by prospective clients.