Selling the Experience: How Memorable Client Events Build Unshakable Trust

Episode Summary

In this episode, Adam Figura sits down with Michael Oana, CRC, a Certified Retirement Counselor and financial advisor with Cetera Wealth Services in Columbia, South Carolina, and owner of Michael Oana Retirement Planning Specialist. Drawing on nearly three decades in the business, Michael argues that as the investment world becomes increasingly commoditized, trust and relationships — not data or products — are an advisor’s most valuable asset. He shares the philosophy behind his book, The Financial Advisor’s Guide to Building Trust Through Memorable Client Experiences, and makes the case for client entertainment as a practical, repeatable way to deepen relationships and earn referrals. The conversation ranges from start-small tactics like inviting a chef to your table, to large-scale events like his 156-guest zoo anniversary, to the genuine moments of care — funerals, hospice visits, handwritten notes — that clients never forget. Advisors walk away with a creative, compliance-conscious playbook for standing out in a crowded marketplace by being memorable.

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⏱️ Chapters (Timestamps & Key Topics)

• 00:01 – Welcome & Guest Introduction Adam introduces Michael Oana, CRC — a Certified Retirement Counselor with nearly three decades of experience and author of a book on building trust through memorable client experiences.
• 01:37 – Why Trust Is the Most Valuable Asset Michael explains how 32 years of industry change — fee-based models and the commoditization of data via the internet — have made relationships, not information, the differentiator for advisors.
• 03:01 – A Relationship Business in a Technology Age Michael cautions younger advisors against over-relying on texting, kiosks, and AI. Used correctly, technology makes you more efficient, but discovering and solving client needs still happens face-to-face.
• 04:07 – The Secret Sauce: Entertaining Your Clients Michael describes how client entertainment accelerates trust by letting advisors get to know clients outside the office, where they open up about the things that matter most.
• 05:50 – An Unfair Advantage: Disney, the Ritz, and Starting Small Michael shares his background — the University of South Carolina, Walt Disney World, and a love of the Ritz-Carlton — and urges advisors to start small rather than attempt grandiose events.
• 06:51 – The Restaurant and Chef Example Instead of an expensive venue, Michael suggests taking a top client to an average restaurant and inviting the chef to present the dish — a small touch that creates an outsized, memorable experience.
• 08:48 – The Mistakes Advisors Make When Trying to Stand Out Michael stresses that events must be genuine. Hosting a wine tasting when you don’t drink wine falls flat; the goal is to balance what you enjoy with what your clients enjoy.
• 09:22 – The Golf Clinic for a Referral Even as a non-golfer, Michael thanked a client who sent a referral by arranging a golf clinic with a certified pro for her and six friends — one of whom became a client.
• 10:30 – Popcorn and Pinot: The Movie Theater Event Michael recounts a recent low-effort, high-impact event at a boutique movie theater: 64 guests, a short toast, and an investment documentary that produced two new prospects.
• 11:40 – Free Throws, Not Half-Court Shots Michael reframes prospecting as repeatable “free throws.” Memorable events reduce client calls and questions, and asking guests to bring a pre-vetted friend generates warm introductions.
• 13:44 – Beyond “the Club”: Tapping Your Partners’ Resources Michael contrasts the predictable country-club approach of large firms with his creative style, and encourages advisors to tap Cetera and product partners for speakers, coaching, and ready-made programs.
• 14:48 – Two Types of Clients: Socialization vs. Substance Michael explains why he blends events — a cocktail hour plus a market presentation — so both the relationship-driven and the data-driven clients leave satisfied.
• 16:49 – The Role of Memory and Emotion in Decisions Michael notes that clients rarely remember a great investment decision, but they always remember the note after a surgery, the flowers, or your presence at a funeral.
• 18:48 – Showing You Care: A Hospice Visit Michael shares an emotional story of praying with a client whose mother was in hospice, illustrating that the simplest acts of care — not elaborate events — forge the deepest loyalty.
• 20:36 – The Bowling Night Nobody Expected Michael describes a roughly $600–$700 bowling event that became a client favorite, complete with his company logo on the electronic scoreboard (compliance-approved).
• 21:29 – Ask Clients What They Love (and Keep It Personal) Michael recommends simply asking clients about their weekends and interests — eclipses, minor league baseball, restaurants — while steering clear of anything political.
• 22:31 – The Antique Roadshow Event Michael recounts pairing a Cetera market-history presentation with a hired appraiser and client-brought antiques, creating a memorable, conversation-sparking Saturday morning.
• 23:34 – Key Takeaways and Aha Moments from the Book Michael’s core message: love what you do, serve the client, be creative, and accept that not every event will work — you refine the process over time.
• 26:28 – Turning Clients into Ambassadors Michael explains how sending clients a framed photo from an event puts you on their desk or mantle, prompting conversations with their friends and neighbors.
• 26:45 – The Putt-Putt Tournament and Final Encouragement Michael shares a future event idea — an 18-hole, 18-sponsor putt-putt tournament — and encourages advisors to meet clients halfway on shared passions.
• 28:30 – Where to Find the Book and Michael Michael shares how to find his book and connect with him, including an upcoming storytelling breakout session at the peer-to-peer conference in Utah.
• 30:37 – Closing Adam thanks Michael for his enthusiasm and wraps the episode.

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✅ Key Takeaways

• Trust is your most valuable asset in a commoditized market. As data and products become commoditized, the advisor who builds the strongest relationship — not the one with the most information — wins.

• Use technology to create more face time, not less. AI and digital tools should make you efficient so you can invest more time in the face-to-face work of discovering and solving client needs.

• Client entertainment is the secret sauce for trust. Getting to know clients outside the office, where they relax and open up, deepens relationships faster than any report or service alone.

• Start small — memorable beats grandiose. You don’t need a 156-guest gala. Inviting the chef to present a dish, or hosting a simple movie night, creates outsized impact for little cost.

• Keep it genuine. Host events around what you actually enjoy and what your clients love. A wine tasting hosted by a non-drinker rings hollow; authenticity is what makes the experience land.

• Always ask guests to bring a friend. A friend brought by a trusted client is already vetted and aligned with your values — making warm, high-quality introductions almost automatic.

• Blend socialization with substance. Clients split into those who want connection and those who want data. Pair a cocktail hour with a market presentation so both groups leave satisfied.

• Memory and emotion drive loyalty, not performance numbers. Clients forget basis points but remember the funeral you attended, the flowers you sent, and the note after their surgery.

• The smallest acts of care matter most. A handwritten note, a hug, or showing up in a hard moment builds loyalty that no event or investment return ever could.

• Keep events personal — never political. Build around shared interests like baseball, restaurants, or an eclipse, and steer clear of anything divisive.

• Turn clients into ambassadors. A framed event photo on a client’s desk or mantle sparks conversations with their friends and neighbors, quietly generating referrals.

• Always run it past compliance first. Every event, scoreboard logo, and partner-led presentation should be reviewed and approved by your compliance department before you proceed.

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🎧 Quotes from the Episode

• “The data is commoditized. The key is building that solid relationship with your client.” — Michael Oana
• “We’re in a relationship business. This is a suspender, briefcase, lunch business.” — Michael Oana
• “You’re selling the experience, which the experience ties to the relationship, which strengthens what you and your team can do.” — Michael Oana
• “You could be the best financial planner in the world, but if you don’t have the ability to connect with somebody and build the relationship, it doesn’t matter how good of a financial planner you are.” — Adam Figura
• “Clients often forget that great investment decision you made. What they remember is when you go to the funeral, when you send flowers.” — Michael Oana
• “He cried, I cried. He will take that to his grave. That one little thing is just showing your client that you care.” — Michael Oana
• “You want to be memorable. It sparks the conversation.” — Michael Oana
• “Love what you do. Life is very short. Remember, we’re in financial service — serve the client.” — Michael Oana

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📇 Contact Information

Guest: Michael Oana, CRC (Certified Retirement Counselor) Owner, Michael Oana Retirement Planning Specialist Financial Advisor, Cetera Wealth Services — Columbia, South Carolina

Website: michaeloana.com

LinkedIn: Michael Oana

‍Facebook: Michael Oana

Host: Adam Figura

Horizon Financial Group Email: afigura@horizonfg.com

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Resources Mentioned

• Book: The Financial Advisor’s Guide to Building Trust Through Memorable Client Experiences by Michael Oana — available on Amazon, Barnes & Noble, and Books-A-Million (introductory pricing available; includes a list of his last 20 events)

• michaeloana.com — features the last seven years of his client events

• Cetera and product-partner resources — guest speakers, coaching programs, market analysis, and ready-made event support

• Peer-to-peer conference (Utah) — Michael’s breakout session on storytelling

⚠️ Disclosure

The views depicted in this material are for informational purposes only and are not necessarily those of Cetera Advisors, LLC. They should not be considered specific advice or recommendations for any individual. Neither Cetera Advisors, LLC nor any of its representatives may give legal or tax advice.

Pete Bush, Bill Bush, and Andy Bush are registered representatives offering securities and advisory services through Cetera Advisors, LLC, member FINRA/SIPC, a broker-dealer and registered investment adviser.

Adam Figura is a registered administrative assistant of Cetera Advisors, LLC, member FINRA/SIPC.

Today’s guest is not affiliated or registered with Cetera Advisors, LLC. Any information provided by our guest is in no way related to Cetera Advisors, LLC or its registered representatives.

Cetera is under separate ownership from any other named entity.

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