How Financial Advisors Can Use Small Communication Tweaks to Build Stronger Client Relationships
We often think that making a big impact with clients requires dramatic changes, more complex strategies, flashier presentations, or the latest fintech tool.
But in my experience as a financial behavior specialist, the most meaningful breakthroughs don’t come from adding more. They come from small tweaks in how we communicate:
A slight reframe
A thoughtful pause
A question that invites reflection
These micro-shifts build trust, deepen connection, and pave the way for confident, value-aligned decisions.
In this post, I’ll share:
Why small communication shifts work (the psychology behind it)
Practical scripts and strategies you can start using today
How to spot opportunities for deeper conversations
And a resource to help you navigate deeper client challenges
Let’s dive in.
Why Small Shifts Matter: The Psychology Behind It
We know financial planning is emotional, but why do tiny changes in communication have such a big impact?
It comes down to how the brain processes information especially when stress or anxiety is involved.
When a client is feeling anxious (say, during market volatility or a major life change), their amygdala -the part of the brain responsible for fight, flight, or freeze - can hijack their ability to think clearly. The prefrontal cortex, which handles rational thinking and decision-making, gets pushed aside.
That’s why your perfectly reasoned explanations or charts sometimes don’t land.
Small, intentional shifts in your language or pacing help re-engage the rational brain and create a sense of safety, which is the foundation for trust and forward movement.
Check out this conversation guide to help guide your own client conversations.
Clarify Vague Statements: Unlock What’s Underneath
We’ve all heard statements like:
“I want to be conservative.”
“I don’t feel comfortable taking risks right now.”
“I just want to be smart about this.”
It’s tempting to leap straight into technical adjustments. But these statements often mask deeper emotions like past financial trauma, fears of losing security, or even outside influences (like family pressure).
Instead of assuming, try these simple clarifying questions:
“What does conservative mean to you personally?”
“Can you tell me about a time when you felt secure in your finances?”
“What’s driving that feeling right now?”
Case Example:
An advisor I worked with used this reframe with a client who kept insisting on “playing it safe.” It turned out the client’s fear came from witnessing her parents lose everything decades earlier - a wound she had never fully acknowledged. Once that surfaced, the advisor could address her real concern: trust and emotional safety.
Permission to Pause: Reducing Pressure, Building Trust
When clients feel overwhelmed, their natural instinct is to act fast or avoid the decision entirely. Both can be damaging.
You can create calm by giving permission to pause.
Try:
“We don’t have to decide this today. Let’s revisit it next week once you’ve had time to sit with it.”
“This isn’t urgent. I’d rather you feel confident than rushed. How about we give it a month and check back in?”
These pauses signal respect and patience, two qualities that increase client trust.
Even for urgent decisions, break them into micro-steps. Instead of “make the final call,” set a mini-goal: “Let’s gather a bit more info this week, then we can review together.”
Connect Decisions to Core Values
When decisions feel abstract or technical, clients may struggle to stay engaged. But when you tie choices back to their personal values and goals, everything becomes clearer.
For example:
You mentioned that being able to support your kids’ education is a top priority. If we move in this direction, that could limit your flexibility down the road. How do you feel about that tradeoff?”
This reframing brings the decision into their world - anchoring it in what matters most to them emotionally and practically.
It also helps you spot when a client’s expressed goals and their behavior aren’t fully aligned—giving you the chance to explore that gap together.
Watch for Hidden Financial Trauma
Sometimes clients struggle to make progress not because they don’t understand your advice, but because they’re carrying financial trauma - past money-related events that left deep emotional scars.
Signs might include:
Overreacting to market news
Extreme avoidance of financial discussions
Difficulty trusting professionals
Understanding this can completely change how you support them.
Want to learn more on this? Check out my podcast episode all about understanding financial trauma - and how it shows up in your client meetings:
🎙️ Understanding Clients’ Financial Trauma – Listen Here
The Power of Silence: Don’t Rush to Fill the Gap
One of the simplest shifts you can make is embracing silence. When you ask a deep question, resist the urge to jump in if the client pauses.
That quiet space? It’s where real reflection and breakthroughs often happen.
Try counting to 10 silently before you speak again. You’ll be surprised how often your client fills that gap with something meaningful.
Understand Why Clients THINK. FEEL. DO.™
You don’t need to overhaul your entire client process to create better outcomes. The biggest wins often come from the smallest tweaks:
Asking one more clarifying question
Giving permission to pause
Anchoring decisions to what truly matters
Holding space for reflection
These micro-shifts can transform your conversations, building deeper trust, clarity, and action over time.
Have you tried any small shifts like this in your client conversations? I’d love to hear what’s worked for you!
