The five client mindsets that deepen relationships, and drive growth.

Diana Cabrices (0:02): And it looks like our numbers are evening out here. We know some people will probably join along the way. So Katie, what do you think we officially kick this off?

Katie Braden (0:11): I think let's kick it off. Everybody's got a lot to do. Let's dive in, Diana.

Diana Cabrices (0:15): Absolutely. Wonderful. All right, we got one more Olympic response. Barry says swimming.

Katie Braden (0:21): I wish I was a good swimmer.

Diana Cabrices (0:22): All right, so folks, you've come to this webinar today because you saw the marketing, which was focused on mindsets. In fact, the five core client mindsets. So this is very specific. And I've invited Katie Braden here with me today, who's the chief evangelist at C&J Innovations, because they have developed what I feel to be quite a revolutionary assessment, a diagnostic, if you will, for clients. For humans, that really helps bridge the gap between an advisor and what they're offering and consumers, clients, prospects and what they really need, what they're really demanding, but also maybe what they don't know that they need. And so it's a very much of a discovery tool. But I'm not going to do it justice because I'm not the expert here. Katie is. So I'm going to let Katie talk about it today. But first, Katie, could you share just a little bit with our group about who you are? You do so many things in this space. You're a rock star. Could you share a little bit about your background?

Katie Braden (1:26): Yeah. So those of you that might know me, maybe more from the video marketing side, I have done that for a number of years. And through that, Colleen Bowler, the C in C&J Innovation, saw my content, was like, I know you work with advisors, but is there any way you would work with us? And I was like, I don't know. Let's see what you're doing. And similar to you, Diana, like when I took the assessment and I saw what they were doing, I was like, oh, my gosh, I wish I had this when I was practicing. So quick background, I actually started one of the first completely virtual monthly subscription financial planning businesses back in 2013. And I was doing all modular planning. I never personally did a full financial plan. I believe that you had to kind of really take things slowly, right? Actually, like complete action steps before moving on to the next thing and really focusing on like the most pressing thing in the client's life. And I was like, this assessment makes that so easy, builds those really, really sticky ongoing relationships, is brilliant for that lead gen prospecting process, and then just kind of like adds value continuously in a way that creates those really sticky relationships that we always joke like 1-800-no-advice-never-can, right? As the profession is evolving and clients and prospects really need a lot more than just numbers and just like the technical side, they need everything we're going to be talking about today.

Diana Cabrices (2:51): This is exactly why you're here, right? Like you've been in it, you've helped clients before, and you've seen like what is missing here in order for me to do my job well, but also for my clients to feel like they're getting 100% and beyond of what they need. Thank you for that quick introduction. And it's just quick, right? You do so many other things you didn't even get to touch on. But I think what I'd like to do from here is I'd like to hear a little bit from the audience. Maybe you're joining us and you're a financial advisor. Maybe you're supporting a group of financial advisors. You're just learning ways or looking for ways to, again, help sort of bridge that gap and strengthen those relationships in your firm. So the first thing that we want to do here is we want to ask a question. In fact, I'm going to launch an official poll just to make it easy for you guys. And that question is what percentage of your client and prospect conversations go beyond financial topics? Like if you really had to break it down, think about your last 10 conversations. Is it that you guys are mostly sticking to financial topics? Is it that you're talking more about life and feelings and emotions and family? You can be completely honest here. This is an anonymous poll.

Katie Braden (4:05): Yeah. And Dan, like as people are doing this, I won't be surprised if a lot of them are lower because that's one of the conversations we're always having with advisors is like, hey, I understand. You know, I need to do this. I want to do this. But how? Right. Especially if you've been around for a long time and you've always done things a certain way. And you're like, you want to evolve, but change is hard. And that's one of the things that we'll see we love about this. And even if you all don't end up working with us, just again, we hope you still have a lot of actionable takeaways about how can you evolve the conversation. So, yeah, there is no right or wrong answer here. Like if everybody was doing everything perfectly, then I don't think anybody would be here today.

Diana Cabrices (4:43): Yeah. And I want to say something here, too, because this is a trend that I've noticed. If you're an advisor and you're joining us in the summertime right now, you are very dedicated. You're dedicated to growing your business. You're dedicated to evolving the business. So I'm actually not surprised to see the results I'm seeing. I'm going to share them back now with the audience. And it looks like a decent portion of the group here is kind of between a little less than half and about half of their conversations. And we want that to be even more. Right, Katie?

Katie Braden (5:12): Yeah, I mean, that's where the value is, right? And really focusing on all the things you can control, which is going to be a big theme of sort of what we'll talk about. Yeah, I love that.

Diana Cabrices (5:23): OK, thanks, everyone. By the way, if you have anything else to elaborate on this point, feel free to drop it in the chat. Again, we have the chat open. We have the Q&A box open as well. OK, we're going to move along here and let's talk about what we're actually going to talk about. So I love to do this. I love to sort of set the stage for the rest of the webinar. We probably will go to the top of the hour. We're going to try to stop at least 20 minutes before to make sure that we do an open live Q&A. So if you have questions throughout the session, feel free to write them down, put them in the chat, put them in the Q&A box. Probably easiest if you do the Q&A box for us to manage it later. But we will have a live Q&A segment. So we're going to cover a few things. First, the five core client mindsets and how to easily bucket your clients. Now, this is just five. There's actually more. There's actually eight. But we're going to focus on that four or five and then show you where things evolve depending on what stage of life your clients or your prospects are in. We're going to give you a tour of the passport package. So Katie's going to share her screen and share with you this patent pending assessment. I've taken it. She's taken it. It's something that every advisor needs to see in action. And then how to really introduce the passport package. We're going to talk about this. If you use lead generation tools like Wealthtender, for example, what's a meaningful way to take a next step with these prospects? And really, if you know much about marketing, right, somebody who raises their hand to look around your store, walks in the store, really is a lead. But the minute that they pick up an item and they start looking and you get to have that conversation with them, that is when they become more of a viable prospect. And so that's what this tool is so strong at is converting that lead into a viable prospect and then a prospect into a client. And then, of course, as I mentioned, we'll have the live Q&A as well. OK, so we have a comment in the chat box here from Andy. When clients are your friends or become friends, you cannot avoid talking about nonfinancial topics.

Katie Braden (7:24): And I assume, Andy, you wouldn't want to not talk about nonfinancial topics, right? That's where that's where all the best stuff happens.

Diana Cabrices (7:32): Absolutely. The juicy stuff. OK. All right. So that's our agenda, folks. Again, feel free to drop any questions in the chat. So let's start at the core of this content. Right. We've planned this content for at least over a month now for you guys really wanting to make sure that we hit on everything that's important. So we're going to go right into starting with the five core client mindsets. Now, Katie, this is where you shine. This is where C&J Innovations is truly innovating the space. So I'd love for you to take it away here. Let's talk about these mindsets. What do they mean? Who are they for?

Katie Braden (8:05): Yeah, absolutely. And I just want to touch on kind of the concept of mindsets. Right. And just having everybody realize, you know, they kind of say there are two mindsets. You can have like a fixed mindset where it's like, you know, this is the only career I'm meant to have and this is the amount of money I'm going to have. You know, I'm never going to have more or a growth mindset. And based on the advisors that are here today, I'm guessing you all have a growth mindset. Right. Like you want to collaborate. You want to help more people. You want to add more value. Right. So we think about just how mindsets work. It's taking all of these different topics. And this is also where advisors can really shine with clients is helping to shift their mindsets. Right. To be of clients that are like kind of stuck in things because maybe they came from a background or are in a situation where people haven't really encouraged that growth mindset. So I just want to kind of plant that seed as we go through all of these. So the first one is really around that readiness mindset. Right. So having that emergency fund, even if you work with really high income, high net worth clients, we've all been there. You know, I work with clients making six hundred thousand dollars a year that we're living paycheck to paycheck with a ton of debt. Right. So kind of even shifting advisor mindset of like emergency funds for everyone are important. The caring mindset, Diana, you and I have actually talked about this a bit in our own personal lives. Right. That is really around, you know, you as an individual, like showing how much you care about your family, that once something happens to you, whether you're, you know, it's death or incapacitated, that your family can easily access those documents, those passwords. Right. It's just so, so heartbreaking if something happens and then the family is dealing with that emotional trauma and can't find all that stuff. Right. So, again, really getting people to work through that foundation, you know, kind of big core financial plan. But having that whole foundation, do you have, you know, life insurance, disability, long term care, you know, all those really foundational pieces to make sure that you're protected so you can focus on the other areas. Wellness, one of my favorite, Diana, you and I chat about this all the time as well, that wellness mindset, and it can really encapsulate so many things. And I have to say, like some advisors are like, I don't want to, you know, talk to clients about, you know, are they overweight or do they exercise enough? And it's like, look, the thing that is also great about this is like it's meeting people where they're at and people are going to interpret this differently. Right. So for some people, they're really going to be focused on their mental wellness. Others are their physical wellness. You know, even having advisors encouraging clients to say, hey, are you getting your regular checkups? Are you being proactive with your health and catching things early so that you can take care of it before, you know, it's too late and it's irreversible? And then one of the biggest things is we're especially talking about lead gen, Diana, is this partnership mindset. And so we're going to look at a couple of examples, but this is saying like, do you want to work in partnership with an advisor? Right. We know there are a lot of DIY clients out there. And so if somebody kind of takes this and they're like, hey, like, I don't work with an advisor and I don't want to work with an advisor. Well, then it's not really anywhere to go. Right. That's that's not going to be an ideal client for you. Right. Or if it's like, hey, I work with an advisor and I don't feel really comfortable with them, but I really want to work in strong partnership with an advisor. Amazing. Like such a huge opportunity for you to go in and understand what didn't work and then set the stage and build a whole new relationship there.

Diana Cabrices (11:31): So essentially, Katie, like these mindsets are kind of shining a light on, like, where does your client or potential client fall right within these thought patterns or things that they're really wanting to focus on? Or even before they tell you, you already know, like, this is an area where we're going to hone in, which I really love. And that's when I took the assessment, I got to experience it for myself. And I don't know what that noise is. I don't know if you know what that noise is, but I keep hearing somebody say, yeah, I don't know. I checked and we don't have anyone on the webinar who's who's not muted. So we have some random robot here. That's OK. I'm in an empty house. So, yeah. OK, so the wellness mindset, I just want to tell a really quick story because I think that you made such a good point and one that might, you know, for some advisors feel, no, that's not my duty. But a friend of a friend, her name is Mrs. Lesta. She was fantastic. She was a go getter career woman who worked at Oracle for most of her career. Unfortunately, she passed away a couple of weeks ago and she was about, I think, maybe 61 and she worked like a workhorse her entire career, didn't get a whole lot of time with the kids. The husband raised the kids and, you know, she just retired a year ago and bought like a beach house and, you know, was ready to live in her retirement. Like for the first time ever, she's not focused on work. She's focused on just living and enjoying life and travel. And she had never really gotten any main checkups like she didn't really get the labs done. She didn't get her heart checked. Fortunately, she had a heart attack and she passed away in her own house. And I couldn't help but think, like, who is on who was on her team, like beyond family, because sometimes family doesn't even want to go there. But like somebody needs to be on that team. And when you think about health and wealth, like they're so interconnected, because now all of that money she worked so hard to invest, you know, multiply over her the course of her lifetime to then go into retirement and spend it the way she really wanted to. It's kind of been there for nothing. Like, obviously, it's past her family, but there really does need to be somebody in your corner when it comes to that wellness mindset to say, like, are you doing the things? Are you getting the checkup? So I love that you use that example. Again, I think there could be some advisors who feel it's really not their role, but these types of mindsets and like discoveries, if you will, through the assessment will help advisors understand, like, where do I need to shine a light? Where can we focus? And also beyond just what one thing to focus on, it's like zooming out. These are all things that you should focus on or have a conversation about at some point or another.

Katie Braden (14:21): Yeah, and I just have to share like that reminds me of my favorite quote, which I've shared so many times, but AJ Materi's quote, so many people spend their health to gain wealth, and then have to spend their wealth to regain their health. And I think about that quote, Diana, honestly, probably every single day. And it drives so many of my own decisions in life. And, you know, that's why I'm like, so it absolutely, to me, is part of an advisor's job, right? What are people even like saving for, if not to make sure that they are as healthy as they can control being, right? Some things do happen, and we really can't control it. But, right, control it to live the life that they really do want.

Diana Cabrices (14:59): Yeah, I love that quote. I need to like put it on a sticky note on my computer. It'll help me say no more to more opportunities. It does. Okay.

Katie Braden (15:08): I just want to say one last thing on this, because you've taken it, right? I've taken it. This even is really powerful for advisors to take, right? We know we're so good at like being an accountability partner and encouraging others. But it does also make you turn in. And I will tell you, there are some things on this list that my husband and I keep talking about. We're like, okay, we need to get this done, right? We need to do this. And so it's not just like taking it one time, but it is, that's, again, the value of an ongoing relationship is having that advisor, whether it's continuing to plant the seed, not everybody's going to be ready for every conversation in the beginning, right? So building on that over time, continuing to revisit these things. Absolutely.

Diana Cabrices (15:45): I couldn't agree more. And these are five, right? We talked about there's five core, but then depending on where a client is in their stage of life, how does that change? So I'm going to go to the next slide here, and I would love for you to sort of talk through what is an expansion mindset? And I know in the marketing of this, if you read it and you signed up for this webinar, you probably saw that there were the expansions and there were also the walkaways. So let's talk a little bit about this.

Katie Braden (16:14): Yeah, so this is really kind of, you know, and it's always hard, everybody's a little bit different, but you sort of have to draw a little bit of a line in the sand. So kind of those people 45 and under, right, in that expansion phase of life, in what you might call, right, the accumulator phase of life. And then those over 45, right, they're getting closer to like, okay, sort of more than midway through my career or right at midway, right, really starting to think more about retirement, think more about what am I walking away from, and more importantly, what am I walking away to?

Diana Cabrices (16:43): Absolutely. So there's three here. So I'll pop these up on the screen.

Katie Braden (16:48): Let's talk about the resource mindset. Yeah, so that's just making sure we know where that money is going, right, and that it's aligned with your values and the life you want to live. It's so easy, especially with credit cards, with our Apple Pay, with everything, you're like, I don't know, I just spend money, making sure we're really being thoughtful with that, proactively tracking. Again, that's where that accumulation mindset comes in, that second one there, right? Are you proactively, you know, saving for retirement, saving for your future, not putting it off until you're 45 or 50? Are you making sure to do that now? And then starting to think about, you know, the walkway, like, what are you walking away to? You know, what's, what's, are you participating in a plan? Are you thinking about your future? Yeah, planting those seeds. I love planting those seeds, Diana.

Diana Cabrices (17:38): Absolutely. And this is a great seed planner for prospects that we'll, we'll talk about that here in a moment. But all right, so this is focusing on the expansion. I like the term walk away. I think when people hear the word retire, oh, my goodness, there's so much there that we're not really considering because we truly are walking away from everything that we've known that we've done. Like life completely changes. There's an entire emotional side to that too. And some of the best in the space that really focus on retirement have taught me a lot in this segment. So let's talk about the walk away mindsets.

Katie Braden (18:12): Yeah. And again, I love always saying about like, what are you walking away to? You're walking away from this, but where are you going? Where are you going to on that path? So that longevity piece is huge, right? If something happens and unfortunately things happen far more often than any of us would like, you know, what do you want your care to look like? You know, is that family taking care of you? Is it long term care? Really making sure that, again, you're proactively planning for that, having those conversations and that your family and loved ones know what that is. That income mindset. One of the toughest things. You stop getting that paycheck. Well, where is that paycheck going to come from? You know, how are you managing that? How are you making sure that you've got that continuing to come in so that you're planning and that isn't sort of a shock and you don't also deplete your assets earlier than planned? And one of my favorites, that purpose mindset, we know is one of the biggest challenges, right? People retire. They don't really have a purpose. They get depressed. You know, it can lead to a lot of bad things. So what is that purpose? Really having that purpose driven vision and plan for that next chapter. Huge, huge place where advisors can add value and making sure that people are preparing for that.

Diana Cabrices (19:23): One hundred percent. So these are mindsets kind of, you know, three of them sort of swap out depending on the stage of life. Now, how are we actually getting to these mindsets? That is the assessment. And so part of the entire basis of this webinar was helping people understand the mindsets. But also, what does this assessment entail? Like, how does it help a prospect or a client go through and really almost turn inward? Right. And and for me personally, like, get really thoughtful about things that maybe I hadn't even considered before. And so I think it's time to finally talk about the passport package.

Katie Braden (20:01): It is and also kind of why it's called the passport package. I love traveling. I've been to over 50 countries. I see passports. I'm like, yes, let's go. So it's really about sort of that passport for life. Right. Where are you at now? And then where do you want to go? And so should we dive into a live demo real quick, Diana?

Diana Cabrices (20:21): Let's do it. Let's do it. By the way, not only has she been to all these countries, she's also a private pilot. So I told you there's so much you don't know about Katie. She's amazing. OK. Yes. Let's dive in.

Katie Braden (20:33): Thank you. So once you're all off this webinar, hopefully maybe we'll end a few minutes early so you can all go do this because this is quick and easy. You guys all have 101 things going on. You have all kinds of tools and processes and compliance. We want to make this as simple as possible for you to implement in your process. So head to cnjinnovations.com. We are in the process of redoing the website. Hoped it would be done. We know everything takes longer than we'd like. You'll see it just right here. Experience the passport package for yourself. And so feel free to take this. You can take both of them if you want. So you can see. Take it maybe as an ideal client or prospect would or take it yourself. Totally, totally up to you. So you're just going to click on whichever one you want. And then it's going to take you right in. And so the thing to know here is we're asking a two part question for each mindset. Right. We really want to know. So we're starting here on that readiness mindset. Where are you now? And Diana, one of the questions we always get, you're like, why is there one to 12? Right. Why isn't it like one to four? Think about it. Let's say because there are sort of four buckets here. If there were only four. Right. Do you know how much has to change to get from one to the other? Like it's a really, really big leap, which can be discouraging. And anyone that's ever done exercise and things don't ever progress as fast as you want. Right. Discouraging isn't fun. And so by having one to 12, you can slowly not only make progress, but acknowledge that progress. So that's really the idea behind the one to 12 scale. So we're going to go through this first one here together. Right. So your readiness mindset. Again, where are you now? And you're like, so let's say I'm taking it. I haven't been able to establish adequate emergency fund or, you know, one month, one to three months, three to six months. Right. So let's say, all right, I'm maybe I've only I'm like just over a month, but then it's really like, where do you want to be? And both of these can and will change. So not only is this a great lead gen, we encourage all advisors to do this as part of the annual review. And I'll touch on the wellness real quick before we change. But right. Where do you want to be? And I'm like, well, I would love to have right. I would love to have an emergency fund of three to six months. Right. Not everybody's going to want that. And that'll be part of the conversation that you have. But wellness, I just touch on this one. Right. Where are you at now? This is one of those things we see this fluctuate all the time. Maybe right now I'm like, yep, I am focusing heavily on these healthy habits. Maybe if you ask me a year from now, I'm like, oh, I'm really having trouble doing so consistently. Again, that creates that ongoing conversation with clients like, OK, you know, you were doing really well. You know, what's changed? What's happened? How can you really make sure that you're focusing on those areas that are absolutely most important to clients? I have nothing to do with what's happening in the stock market, interest rates or any of that. So you go through this super quick. Right. So it's only eight mindsets, two parts to each. Got a little progress bar at the end. It's only asking for name and email address. So not asking for a ton of like, what's your net worth? What are your investable assets? It's highlighting that this is just really, really here to add value in people's lives. So as you all take it, if you wouldn't mind putting in your name, your email address, and then as soon as you do, you are going to see. Sorry, didn't mean to make you nauseous there. You are going to see the results instantly. So for your prospects, your clients, they'll see the results instantly. And so it gets white labeled for you. Write your logo, your contact information, compliance, and then you can scroll through to all of these. But I just want to point out they intentionally cannot download it. The goal is that the report gets sent to the advisor so that that opens the conversation. So let's say you're doing it with clients as part of an annual review. You'll say, you know, hey, Diana, we're going to go over this in our annual review meeting next week. Right. Or if it's a prospect, you know, reach out to them and say, hey, here's your report. You know, I'd love to talk with you about this further. So that's when you get that report. So you get the PDF. You can send them the PDF. Again, it's white labeled for you. And then this is the great thing about that lead gen is even if they aren't the right fit, they're still getting a ton of value. So they are going through and seeing like all these action steps in every mindset. But then you might be thinking, oh, no, but isn't that my job? Absolutely. So this is where there are too many actions. Right. People are going to get overwhelmed. So this is where you as the advisor come in, have that conversation guided by this. And it's like, OK, we're really going to focus on longevity. Right. Maybe over the next six months, here are the things we need to do. We need to, you know, really be diving through this, talking about your long term care, getting that plan in place. Right. Getting those wins so that you're not trying to do too many things at once. And then come back and revisit this, you know, purpose. Really big thing. And then again, I just want to touch on the partnership mindset. Right. Because if we're talking about lead gen especially, that's where it's like, you know, let's look at, you know, this one says you're not currently working with a financial advisor. And then it's like, you know, think about what do you really want? And then, you know, think about why you haven't yet worked with a financial advisor, you know? And so, again, it's like a really gentle lead gen, kind of like just planting the seed with them. And this is also where, you know, my background is also working with 401K plans, going in and doing employee education. If any advisors, you know, watching this do that, huge, huge value add for that. Right. All those 401K plan employees, 403B plan employees, they can do this. They're getting a ton of value. And then if they're the right fit clients, brilliant. They can move forward. Right. Looking at kind of why should you work with an advisor? Maybe you don't know how to work with an advisor. And it's like once you're ready to reach out, great. Reach out to us. Right. Just a gentle, gentle little nudge there.

Diana Cabrices (26:53): This is fantastic. I mean, this is why I knew we had to do this webinar, because there's a lot to say here. First off, my fiance does 401K plans. He goes to businesses, talks to all their employees. So he needed to be on this webinar. I will definitely send him the replay. Second, just from a even like on the prospecting side. Right. Like just from that standpoint, the fact that the name and the email address are the only two things asked for. It reduces a lot of friction and it's going to get more people to actually go through this process, collect their report. I love what you had to say, like planting the seeds. This is value for someone who may not even be ready to be your client right now. But guess what? They're not going to forget about this report. It's it's thorough. It's lengthy. And in a year or two years from now, you're still going to be top of mind because they can go back to this report. The last thing I want to say here, just from the growth side, because, again, this is a fantastic client tool. Annual reviews. Absolutely. Things change every single year. But from the prospecting side, I want to make the point here that this assessment. Right. Like you can send it out in so many different ways to a prospect. Again, they may not be ready to work with you. Maybe they're going to come back later in a couple of years from now and they're going to get that inspiration that they need to actually take the steps. But it really is done in a way that draws them in because it's basically helping people find out what maybe gaps they have, what issues they might need to work through financially and beyond. Right. And then it tells them here is our recommendation, our best recommendation for those next steps with these issues, how to resolve these things, how to close these gaps. And then, hey, we're here if you need us. Right. And that's how any good business is structured. It's like tell them the problem, help them find it, tell them how you would solve it and then make yourself available to help them solve it. This is perfect.

Katie Braden (28:49): Yeah. Which reminds me of one of my other favorite quotes. Right. People don't care how much, you know, until they know how much you care. And that's one of the big things that we've seen with a lot of advisors that are using this is it's a way to write rather than just saying we are a holistic fee only fiduciary financial advisor on your Web site. Right. This is showing that you care. So like one of my many favorite sort of client case studies is we had one of the advisors that uses this was working with a client. They just rolled it out. It was an ongoing client and they've had, you know, all these action items. They're like the client just was not getting these action items done. And they rolled out the passport package to all their clients. And within like 10 minutes of the client doing the assessment, I kid you not, like completed all the action items. And the advisor called and was like, wow, like what got you to finally do that? And he honestly said, he's like, because this showed me how much you care and that you care about more than just my money. Wow. And you're just like, whoa. Right. It's showing it's through actions rather than just words.

Diana Cabrices (29:55): Absolutely. Yeah. No marketing fluff. You're actually doing the thing here. And the report is great. Is there anything else that you want to showcase just in any of these slides here, Katie?

Katie Braden (30:07): I think we have a couple other slides that I might want to make sure we get to as well as if we have any questions that are popping up yet. I lost my notes.

Diana Cabrices (30:16): OK. Not yet. But if you do have questions, feel free to drop them in the chat. I think that was really helpful that you showed us in action. I think the passport side probably makes a lot more sense to people now to do. Right. Because it's not just where you're at right now, but where you want to go. And so this is sort of that passport package. It's like, here's how we're going to get there. And it is a whole package. The report is thorough, as I mentioned.

Katie Braden (30:39): So, OK, let's just say, again, I'm encouraging all of you to do it. Right. Experience it for yourself. And again, we're hearing from people. And as we were posting this webinar, we had some well-known people in the industry. They were resharing it. They're like, hey, I did this. Right. Advisors. And like and I found things that I implemented in my own life, which is incredible. Right. So it's not just for clients. We want to make sure that as advisors, we're all practicing what we preach.

Diana Cabrices (31:05): Absolutely. I couldn't agree more. And maybe, you know, maybe somebody already works with another advisor and they're going to take this to their advisor. And that's OK. I think regardless, this is an important assessment for everyone. So I dropped the link in the chat. If you're in the chat box and you want to go and take a look at that assessment, take it for yourself. Go ahead and click the link in the chat. C&J innovations dot com. So you tell me, Katie, we want to cover anything here. Move on to the next slide. I think we can keep going. OK, let's do it. All right. So another sort of point of focus for today's session is really on the lead generation side. This is a C&J innovations and Wealthtender webinar. If you're familiar with Wealthtender, we are a lead generation platform. We help advisors by really amplifying their thought leadership. What makes you unique and putting you in a place where a lot of consumers are coming every single month. In fact, in the last 12 months, we had about half a million consumers visit our site looking for a financial advisor. But a question we get sometimes from advisors that are on the platform is how do I follow up? What's the best way? And I'll show you here in a second how you can put your calendar link on your profile. You can really market in any way the way you want to follow up. Maybe it's a phone call, an email. But from there, when you start to have that exchange, like what is a good way to go through that discovery process? And I'm sure many of you on the call already have a bit of a discovery process. But as you've just seen in this assessment, this is a great way to beef it up, to really, really take it to that next level. So I want to quickly talk through this video here. I know we're getting some questions in the chat. We're definitely going to cover those. If you have ever heard of Wealthtender before, again, this is a platform. It's a financial advisor directory where consumers are coming every single day because we have quite a content engine going on here. We've made a lot of partnerships, MSN.com, Associated Press, et cetera. And they can look for an advisor. They can ask a question that we'll put out to our advisors that you guys can answer. They can read articles. We have really good SEO and domain authority. That's what's driving people to us. Most of our advisors, once they have a profile on Wealthtender, they're popping up on the first page of Google. And we get really granular. So if I'm looking for an advisor who can help me with taxes or if I own a business and I need somebody who understands the complexities of running a business or I'm high net worth or I just focus on Social Security, I'm a woman, whatever those things are that you know you want to hone in on as a consumer and you're looking for an advisor who can do that, we'll absolutely make space for you. Who advisors serve, families, et cetera. And then we sort of put your profile, your branding on it. We actually build all this for you. You can edit it whenever you want. I'm going to quickly just show you an example profile that I think looks good here. This is Caleb Paddock. Caleb also has our reviews feature turned on. So we were the first SEC compliant testimonial marketing platform. So if you have consumers, you know, prospects out there looking for an advisor, that is a huge social validation for them. Just like we read reviews for restaurants and other trust based professionals, attorneys, lawyers. This is just the norm. It's finally becoming the norm in financial services. But they can learn a lot about you, like what's your compensation methods, what to expect in the first meeting with you, you know, about your firm. Do you offer tax prep or anything else that we should know here? You can even put a video of yourself on your profile, which I love Caleb's video here. It just looks really good. And again, at the bottom, they can start to read some reviews about what your clients have said about you. And yes, this is possible thanks to the new SEC marketing rule, the FINRA marketing rules. And we make this completely compliant. It's a very simple process. But if somebody were to click one of these buttons up here, contact me, book an intro call. Again, having this assessment is a great way to sort of build into your process how you can follow up with these people that need your help. So I'm going to go to this next slide here. And we have some information here about just move my chat. Customized dashboards that are going to give you some good insights really quick before we get to this. Katie, are you cool if I actually cover? Yeah, perfect. So let's say, again, somebody reaches out to you on Wealthtender. They book on your calendar directly because you can embed your calendar or they just send you a message on the platform. They hit the call button. This is a good follow up with them. There's also so many other areas where you can do this, whether you use Wealthtender or not, whether you decide to purchase this assessment for your clients and like really start to work with C&J. We always want to make sure you have some good takeaways here. If you did decide to use the assessment, you can send it directly within an email to any of your prospects. You can even route your Calendly booking page. So, Katie, I know this is a feature that Calendly has, and I really should have put any other calendar tools here. But if somebody is to book, there's always like a route to so you can send them to the assessment immediately.

Katie Braden (36:13): Yep, absolutely. Right. And for those of you, we just I think Calendly is just the most popular and it's fabulous. But yeah, any tool will work. But as long as you have kind of those workflows. Right. So that once they book, if they kind of book that prospect call, that discovery call. And this is a really great thing to have them do before that initial meeting. Right. Because, again, it shows how much you care. And we've got lots of great stories of advisors that are like, you know, hey, we just had a couple come into this meeting and they walked in talking about, you know, how the wife was like at a six in wellness and wanted to be a 12. And the husband was like at a five and wanted to be a seven. And she's like, what are we doing this for? Like, if you don't even want to be healthy and what's the end? The advisor was like, yep, they're going to be clients. Right. Without even like starting the conversation, it was getting that conversation going with them. So whatever your existing process is, again, we really do make this as easy as possible. Fit it in that process. You've got that email that goes out like, hey, really looking forward to meeting you. You know, in advance of that, please take five minutes to fill out this quick online assessment. Or if you can send it in a video, you know, I love sending those video messages.

Diana Cabrices (37:26): Absolutely. There's so many different ideas here. Thank you for sharing that story. And I think there's almost this like gamification component, like not really, but a little bit. I think that's really cool. Yeah. You could include it in a QR code and an email or add the QR code to your marketing materials. You said the word workflow and immediately something I didn't even put on the slide is like it should absolutely be in your CRM workflow. So if you're using a wealth box or a red tail, like that has to be a step. And what happens when you get a prospect, when you get a lead? How do you really convert that to a viable prospect for you? If you're a texter, because some advisors use texting tools, then you can send it in a text in a conversation follow up. Or if somebody, you know, again, like opts in on one of your lead forms, that is the follow up that goes out. So many ways to incorporate this. So the ideas are endless here. And it really is, again, just that way to take a more meaningful next step and really have more meaningful conversation before you even get into it with a prospect. So, Katie, I want to go back here for a second and look at the customized data dashboard. Let's talk about this.

Katie Braden (38:32): Yeah. I mean, we're talking to advisors. I figure we have to have some charts and graphs in here. So this is a super valuable element. Right. You mentioned earlier, like the password package is kind of one part of the C&J platform. And this is one of those really, really valuable things. Everybody loves data. And, Diana, you and I are always talking about marketing. Right. Advisors that are on here are probably in that growth phase thinking about, you know, what should I be putting out on social? What should I be blogging about? What should go in my newsletters and my videos? This really helps tell you exactly what that should be. So this kind of data from a client that works with 401k plans, right, works with retirement plans. So if we look at this, it's showing the same data just in multiple different ways. But like that top left one, that orange line shows us, like, where is that biggest delta between where those clients and prospects are and where they want to be? And if you look, one of the biggest things, maybe not the biggest, but, you know, partnership. Wait, sorry, I'm going to touch. I'll touch on the delta first and then I'll look at why partnership is so low. But that readiness. Right. As we're looking at, like, this is for people that are in that walk away phase. And they're they're pretty far from their goal. Right. So if you think about, like, hey, what should I be putting out there? More content on why is it important to have that buffer? Right. Regardless of your income, your net worth. How do you do that? How can you make it easy? Brilliant content is just telling you right there what to have income. Right. Again, that's another big difference. People are like, oh, no, like I write a lot of people on it. They don't think about it. You spend your entire life getting a paycheck that it is kind of hard to imagine. What is it going to be like after that? And maybe not proactively planning. Right. And then this showing us if we look at the bottom chart, look at that partnership one. Right. In terms of where do people want to be? They don't actually want to be that high. And again, we're looking at, you know, 401k plan employees. They probably actually just don't understand the value of working with an advisor or they have and they haven't had a good experience. What a tremendous opportunity. Right. To drip out content and highlight the value of working with an advisor. And again, this is where even with retirement plans, you can do this on an annual basis. So the first time people might be like, OK, I did it. You know, you're probably just trying to sell me something. But if you keep it going, continue to show that you care, it can make a huge difference. And then the I believe it's called a histogram on the right that just kind of shows us. So just everybody knows. Right. We have that scale of 12. So one to six is red. Right. Kind of like room for improvement. Seven to nine is yellow and 10 to 12 is green. And so, again, showing us now. So readiness again, we're seeing a lot of people scoring low in that readiness. Want to be a lot higher. Right. So again, just kind of whichever one works with your brain, whichever one is, you know, most sort of visually helpful to you. They're all kind of telling us the same thing. But again, this should be driving your marketing. It should be driving your communication. Great opportunity, Diana, for advisors to be doing webinars. Right. Get out there. Put this content in webinars. Invite your clients to invite some of their friends. Once you start to really see trends of what's happening here. Yeah. The data should drive the rest of it.

Diana Cabrices (41:48): I really like how you put the data in different formats. Right. Because we're we're all different people. That's this entire basis of this assessment is we all have very unique needs. And so I like how you've done that, because for me, I like personally, I follow some of this data better than other. Like this sort of graph chart here at the bottom is easiest for me. But I also think you hit the nail on the head here. And of course, this is your expertise. Wherever you're finding across the company board that there are gaps, that things can be more focused on honed in on with your clients. Yes, that is a marketing opportunity. It's a service opportunity as well. Like this is really where we need to beef up our workflows, our focus. Maybe we don't even really have much of a process around X and we really need to build one. I really appreciate this sort of company dashboard. I think this is incredibly helpful data. For advisors who are using this assessment. So essentially, I'm going to assume, Katie, that if you're using the assessment in your practice, you have the C&J platform you just log right into and you can access all this.

Katie Braden (42:55): Yep. Yes. I think these get updated quarterly right now. Once there's enough data, right. If two people take it, that's not going to be the most interesting chart. But once once, you know, they're taking it and then they keep going. Absolutely. Great. Love that.

Diana Cabrices (43:07): OK, so we're going to move ahead here. We are going to go ahead and hop into our Q&A and we've already got a question in the box. That's a very thoughtful question and definitely one I think everybody should hear. We've also got some people who've just dialed in. So hopefully some of the questions we'll cover will also answer what you were thinking as well. Before we open this up, one thing I just want to quickly do in case anyone has to hop off is where can you go to learn more about C&J Innovation? So can you share a little bit about that, Katie?

Katie Braden (43:36): Yeah. So again, head over to C&J Innovations dot com. Keep an eye out for the updated website soon. But right. Experience the assessment. And then we are more than happy to hop on a call with you. We would love to chat about, you know, your situation. Are you in that growth phase? What kind of people are you trying to attract? And just for attending this webinar again, it's summer. It's Thursday. The Olympics are on. Thank you so much for being here. We would love to say thank you with taking a thousand dollars off that setup fee. Just a nice way of giving back.

Diana Cabrices (44:06): Yeah. So mention the webinar. Don't forget. And then on the Wealthtender side, if you're interested in getting a profile, you can use coupon code 50OFF for 50 percent off of your first two months. All you have to do is head over to Wealthtender dot com forward slash grow. I'm going to also drop this in the chat for you guys. We're a very low cost solution. Our goal is to list and promote as many financial advisors as possible. So we're not like other lead gen tools that charge a lot of money. Our most popular plan is thirty nine dollars a month. And again, you can get 50 percent off your first two months as an instant SEO boost. You can also get started with the testimonial marketing kit and just the full SEC compliant testimonial marketing tool that we've built from a compliance standpoint. And this expires tomorrow. So it is just like a one day quick deal for you. If you're on this webinar, let us know. Use the code 50OFF for 50 percent off your first two months. But also here, Katie, I'm going to skip ahead of this. Just if you want the copy of the slides, we'll be sure to send it out with the recording. You can look at some of our packages at Wealthtender. You know what the media has said about us, what the industry has said about our platform, what advisors say about our platform. Most importantly, a real quick recap before we do Q&A on just what does everything the C&J platform, what all does it include?

Katie Braden (45:26): Yeah. So one of the things we have been told, which is kind of fun, is that we provide a lot more support than a lot of other companies. And so we've really tried to sort of package that up front for everyone. So we do have you see that communications guide for implementing. So we've actually got draft emails in there. We've got draft phone scripts if you're calling your clients broken down by, you know, how to start with those raving fan clients, how to kind of approach those C&D clients. You know, we've got the resource guide really walking you through what all the mindsets are, how to think about it, how to talk about it. Right. We've got those 401k plan rollout emails. We've got different drafts. One that is, you know, takes a much more fun storytelling approach to rolling this out to your retirement plan clients. You know, one that's maybe a little more serious and, you know, simple. So again, really trying to provide as much support as possible to make this as easy as possible because you all have enough going on. You know, like I said, it's customized. You get your logo, your branding, your contact information. We work with you absolutely through compliance, getting it approved through compliance. We've got fully developed workshops. So for both the expansion passport and walk away passport workshops with full speaker notes. So, again, you can do those webinars. You can go into companies. You can do it with clients and prospects. Right. All done for you. We even add your logo, add your compliance and stuff to all of that. Those customized data dashboards for you. Again, those are also broken out by the expansion and walk away. Since those are kind of, you know, two different client segments there. Right. You've got the annual strategy call. So we're really here to support advisors because we work best with the advisors that really have that growth collaboration mindset.

Diana Cabrices (47:12): That's awesome. We haven't even really touched on the presentations that you guys have built. I mean, that is fantastic. Guys, this isn't just an assessment to use and to send out. But you can also present on this topic and become an expert on it and really form some thought leadership there for your firm. So that is wonderful. And again, if you want to talk to the C&J team, please, please do. Last slide. And then we're going to open up for Q&A. I want to get to your question, Shannon. What is this partner recap here?

Katie Braden (47:42): Yeah. So I really want to just make sure to highlight this real quick. Right. We talk about all the other things and really there's the partner recap and the annual recap. These are two other things. And you know, we know with so many couples, there is always a quieter voice in the relationship. And so that's another massive value add is right. We tell partners to take this separately and then put this together. So when you sit down with them in that prospect meeting or in your ongoing meeting and looking at kind of where do they differ. Right. And this can create some really fascinating conversations. Right. Again, that wellness mindset. Jane, out of 10, wants to be a 12. Dick, out of seven, wants to be a nine. Right. That starts a conversation. If we look at that partnership mindset at the bottom. Right. Jane, like out of 10, loving the relationship, wants to be at a 12. Dick, not really feeling like he's in partnership with the advisor. Right. So this is an existing client. It can also be like, oh, is there a relationship with one and not the other? Are we at risk of losing someone? Right. It gives you so many insights into the relationship and how to add value in a really non-intrusive way that, again, just shows you care. See, I love these partner recaps, so many great conversations. And again, that annual recap, because we do encourage advisors do it initially and do it every year. And you're going to see those differences. Right. Maybe in 2024, Jane, you know, is at a 10 in wellness and in 2025, she's at a six. Right. All right, Jane, what's going on there? Let's talk about it. Absolutely.

Diana Cabrices (49:13): Yeah. The partnership aspect is very eye opening here. So I think what we'll do is we'll leave this last slide up. If folks want to kind of take a look and see what other advisors have said about the assessment, about the passport package, feel free to take a look. And let's go ahead and open it up to Q&A. And so we actually already got one question. I want to read it aloud. And Katie, I'd love your take on this. This is from Shannon. And Shannon says, what would you say when you are sending this out to current clients? How do you explain why you are using this if they are already expecting you to be helping with the info included?

Katie Braden (49:46): Yeah, love that, Shannon. So a couple of different ways. Right. And everybody, every advisor is going to be in a different stage and have different kinds of relationships with your clients. But this also triggered a memory. I was just on a memory from yesterday so long ago, but I was on a podcast yesterday and we were actually talking about how, you know, clients don't always know that you're in growth phase. Right. Especially if they've maybe been a client for a long time. So if you are actively in your growth phase and you almost like subliminally want to share that, you could even tell clients if you are nervous. Right, Shannon, if you're like clients already think we're doing this, like would they be, you know, wondering, you could position it as, you know, we are growing and this is a new tool that we are going to be rolling out, you know, to new clients and prospects. Before we do that, we would love your feedback on it. Right. In a way that like really brings the clients into the process. And people love being a part of things. Right. And then that way clients will be like, oh, wow, this is really cool. Like, I'd like to keep using this. Right. So that's sort of one angle of it. Or you can also just say, and again, we've got those emails in that communications guide. We do recommend you generally start if you're like, hey, I want to start with existing clients instead of prospects, then starting with those raving fan clients. Right. And you're going to say, hey, you've been with us the longest. You know, we really value your opinion. We're rolling this out, you know, before we do roll it out to all of our clients. We want your feedback. Right. And just kind of, again, people like being being part of things.

Diana Cabrices (51:16): Absolutely. I completely agree. It's the co-creation. Right. It's it's very powerful. There's the psychological component here to people feeling embedded within your firm and having some sense of ownership because they've been your client for so long. They probably, you know, have that kind of craving almost to help you and shape you as you've done for them as well. So I think that's super important. If you have any questions, folks, right now is the time we have this live Q&A going will go as long as you need us to. Katie, I don't know if you have a hard stop or not. I'm sure so many of you do, but we have at least officially six more minutes. So if you have any questions that you want to ask, feel free to drop it in the chat box or in the Q&A box. We still got a lot of you on the line with us. Don't be shy. Ask us anything. While I wait for any other questions to come in, also just go back to the screen here. So in case you are interested in, number one, finding a way to actually like put yourself out there to get more leads in the door and use this truly as that prospecting tool on top of client facing. Wealthtender.com forward slash grow. And then if you want to actually explore the assessment, take it for yourself. Sign up for the C&J platform, C&Jinnovations.com. And it looks like we have another question here.

Katie Braden (52:39): That one's for you, Diana. Andy asked, do you need to hold the CFP designation to use Wealthtender?

Diana Cabrices (52:46): You don't. That is what makes us different. I believe in like a Zoe financial, I think you have to be a CFP. We obviously really value the CFP designation. We actually have an entire directory specific to CFPs and a whole article around it. Like, you know, what do you need to know about the CFP? Where can you find one? So we do focus on that. But you don't have to have a CFP designation to get on Wealthtender. On Wealthtender, you will find financial advisors with some financial coaches, but we are mostly financial advisors. And you can specify that on your profile as well. Great question, though. Another thing I'll just share really quickly as we wait on other questions is something that also differentiates us from like a smart asset, for example, because I say the term lead gen and immediately people go there. Is we're not like collecting leads who contact advisors through our platform and then gatekeeping them and selling them back off to you. It's just one flat price. Again, our most popular price is $39 a month. Anyone that contacts you, that's your lead. If they contact another advisor, then that's their lead, too. But most likely, like if they're just there to contact you, that's your lead. We don't gatekeep. We're not selling it off to anyone else. And they contact you directly. You can put your calendar link directly on your Wealthtender profile.

Katie Braden (54:05): You make it easy.

Diana Cabrices (54:07): I do.

Katie Braden (54:08): But that's what I love. It's like there are so many tools out there that I think and processes that make things more complicated. And no, nobody needs more complicated.

Diana Cabrices (54:17): No, absolutely. We've all got complicated lives already, so.

Katie Braden (54:21): Yeah.

Diana Cabrices (54:23): Thanks for that question, Andy, and if you have any others, please feel free to send them in. And also, thanks, guys, for me. I feel like I sound like my nose is plugged. I will. I was telling Katie before we started this webinar that my sister was visiting and she was a 15 month old and she got sick. I think she got sick from her daycare. They live in Columbia. So they call it like the guardian. And I was telling Katie, like, man, not only do kids, you know, they're a little wild. You got to feed them all the time. You got to change the diapers. But then they also get you sick. Like it's it makes me question a lot of things. I don't have kids yet. If you have kids, you can probably resonate with this. But just this little human got me so sick. So I'm still recovering a bit. So thanks, guys, for bearing with me.

Katie Braden (55:06): Well, you sound perfectly fine. I can tell you that. And you're bringing your energy. Lots of great questions. Again, thank you so much to everyone that was here. I know how precious everybody's time is. So many other things to do. This was awesome. And just so you know, if there are questions after or you take this back to your team and you're like, hey, I'm curious or you take the assessment again. We're here to hop on a call with you, talk about your situation one on one, see if it's a right fit. If you want to talk about how your process is working now and let us know.

Diana Cabrices (55:38): Yeah, absolutely. Also to just I'm going to do one quick thing. So sometimes some of you just you prefer to send us a message on LinkedIn. Maybe it's just a little more personal for you. And I totally understand that. So I'm also on top of the links that we've already dropped in the chat. Also, just Katie, you beat me to it. Literally, I was already getting yours.

Katie Braden (56:01): Well, I use shorthand, so that's just a fun little operational thing. I use text expander. So I just typed in ZLI and it auto populates my. That's impressive. OK, another webinar on that another day.

Diana Cabrices (56:14): I also got mine in the chat. So we just want to connect with us on LinkedIn. Continue to follow along what we're both doing at WellTender at the C&J Innovations. Feel free to do so. Katie, thank you so much for coming on this webinar with me and giving the just sort of tour and overview of the passport package. I'm such a fan of the work you guys are doing and hopefully we get to do another one of these in the future. But you've been great. Really, really appreciate your time, too.

Katie Braden (56:39): Yes, Diana. Thank you. Thank you to everyone. Have a fabulous afternoon and go gymnast. Yes, absolutely. And everyone else. Everyone else, too.

Diana Cabrices (56:48): Bye, everyone.

Katie Braden (57:01): Bye.