Build the Wealth. Protect the Life. Risk the Rest with Sandro Forte

It's interesting what you said there, because as you were talking, I'm thinking that's my niche or niche, as you would call it.

Because the one thing about working with business owners, particularly those, as you say, Dustin, who are transitioning from.

That regular paycheck, I'll take you back three years to a guy who sold a very successful business in London, 45 million, a nice payday for him.

But the transition to that 45 million was emotionally really debilitating because what happened was he'd spent 30 years paying himself 100 grand a year.

He had 300 employees who he would address every Monday morning and he lived a life that was for his people.

So when he eventually sold and was no longer the CEO, was no longer addressing this amazing family of employees, he went through a very, very tough emotional period.

And 20 years ago, there was no such thing as vulnerability.

People weren't vulnerable clients.

I studied in my most recent examination, my most recent certificate.

is a qualification in working with vulnerable clients.

Because what I see is people think that if you retire, how can you be emotional about it? Circumstances in all manner of ways change very, almost completely for some people.

Divorce is a vulnerable event.

Bereavement.

English is a second language.

All manner of things do affect people.

And now I think that I'm correct in saying more than 50% of the people that we will come into contact will display at least one vulnerable characteristic.

So understanding what people go through emotionally, people make financial decisions based on both left brain and right brain thinking.

Right brain, of course, as we know, is very emotional.

They tend to see things using and make decisions using their heart instinct.

Whereas the left side of the brain, which is the logical side, helps them to validate why it is they want to do something.

So wanting to do something is right brain driven, understanding and coming up with logical reasons to do it is left brain thinking.

What people tend to do, stock market collapse, transition to retirement from running a business, we shift to right brain thinking.

That's when all kinds of things take over.

So step number one for me is understanding, talking to business owners, let me put it like this, talking to business owners like a business owner rather than as an advisor or rather than as a car salesman or whatever it is you do, Creating a relationship, building empathy, communicating on the right level is all about putting yourself into the mindset of that individual.

And if you can do that, if you understand what they're going through and it resonates with you and you articulate in the right way, you're six eighths away to building a really good relationship.