The Art of Charging For Advice

🔍 Episode Summary:

In this powerful episode, Adam Figura sits down with Erin Botsford—a 31-year career financial advisor, Barron’s Top 100 alum, and founder of the Elite Advisor Success System—to explore how financial advisors can confidently charge for their expertise. Erin shares her journey from working with mass affluent clients to serving high net worth individuals, offering actionable insights on pricing strategy, uncovering client vulnerabilities, and positioning yourself as a true expert. From “disturbing tracks” to annual fee renewals, this episode is packed with strategies for transforming how advisors deliver and price value.

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⏱️ Time-Stamped Show Notes:

• 00:00 – Introduction
• ● Adam introduces Erin and her extensive background in the advisory industry.
• 01:14 – Starting Out & Early Influences
• ● Erin's transition from wirehouse to semi-independent and her early exposure to charging planning fees.
• 02:53 – A Game-Changing Coaching Encounter
• ● How meeting a top-producing peer reshaped Erin’s perspective on scaling her practice.
• 05:13 – Learning the Needs of High Net Worth Clients
• ● Erin invested in herself, learning the legal and financial intricacies of affluent client needs.
• 07:24 – What High Net Worth Clients Want
• ● Focusing on the risk side of the balance sheet to stand out and offer true value.
• 09:40 – “Disturbing Tracks” and Emotional Triggers
• ● Using vivid, relatable stories to uncover client fears and motivate action.
• 14:12 – Overcoming Objections & One-Meeting Policy
• ● Erin’s no-chase policy: if they don’t commit in the first meeting, she moves on.
• 17:40 – Moving Upmarket Successfully
• ● Advisors must be prepared to engage high net worth clients with confidence and relevance.
• 20:07 – Confidence, Language, and Credibility
• ● How one advisor used Erin’s training to close a $44,500 planning fee with a $40M prospect.
• 23:15 – Positioning Yourself as a Trusted Professional
• ● Why charging nothing devalues your expertise—be on par with attorneys and CPAs.
• 24:29 – Establishing & Renewing Annual Fees
• ● Define your model and clients will follow; ongoing fees are part of the process when value is clear.
• 26:16 – Comprehensive Planning Extends Beyond the Client
• ● Advisors should consider generational impacts, not just the couple in front of them.
• 29:19 – Closing & Resources
• ● Erin directs listeners to www.erinbotsford.com; Adam thanks Erin for her insights

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💡 Key Takeaways:

• ● High net worth clients value expertise and will pay for peace of mind.
• ● Storytelling and risk-side planning are essential to demonstrating value.
• ● Positioning, confidence, and clearly defined fee structures are critical for success.
• ● Advisors must treat financial planning as a business with real pricing power.

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💬 Notable Quotes:

• ● "Getting paid for your expertise."
• ● "Stories sell, let's just face it."
• ● "You have to paint that picture for them."
• ● "Birds of a feather flock together."
• ● "You get to set the rules of your business."
• ● "You need to put other legs on your stool."
• ● "They don’t want to feel vulnerable—they’ll pay to avoid it."
• ● "Free planning? That kills your credibility."

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📞 Contact

Host: Adam Figura, Director of Advisor Growth

📧afigura@horizonfg.com

📞 (225) 612-3820

🌐www.horizonadvisornetwork.com

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Registered Administrative Assistant with Cetera Advisors LLC, member FINRA/SIPC. Cetera is under separate ownership from any other named entity. Located at 15015 Jamestown Blvd, Suite 100, Baton Rouge, LA 70810

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