Who do you think won my business?
Met a wealth advisor at a networking event a while back. Seemed sharp. We agreed to grab a coffee.
First coffee and the guy is pitching me to become a client. Full presentation. Products. Returns. The works.
I told him I already had a couple of advisors but I saw a way we could work together. I offered to personally do a free assessment on the businesses of his business owner clients and show them how their companies fit into their overall financial planning. No charge to him or them. A genuine value add for his existing relationships.
He had zero interest. Because it didn’t put money in his pocket that day.
He wanted a transaction. I was offering a relationship. We never spoke again.
Last Wednesday he unsubscribed from my email list.
That same Wednesday, Jaid, one of my actual advisors, called me about a life insurance policy we’d been working on. The provider had been jerks about the terms and I’d turned the policy down. Most advisors would have moved on. Commission lost. Next client.
Jaid didn’t move on. He ripped into them. Told them their terms were unreasonable. Went back and forth until they came back with something that actually made sense for me and my family. He didn’t do it because there was a big payday waiting. He did it because that’s how he operates.
He’s never tried to sell me anything. Not once. He builds the relationship, understands what I need, and then finds the right solution even when it means fighting the very companies he represents.
Jaid gets my business. All of it. And my referrals. And my loyalty.
The other guy? He gets a post written about him as an example of what not to do.
Two advisors. One wanted the transaction on day one. The other invested months into the relationship before a single dirham changed hands.
The transactional advisor will spend his career chasing new clients because none of the old ones stay. Jaid will spend his career deepening relationships with people who will never leave and who actively send him new business.
Which model does your business run on?
Module 2 of Fall in Love with Your Business Again breaks down why customer loyalty built through genuine relationships is one of the most powerful growth levers you have. Not loyalty programmes. Not discounts. The kind of trust that makes your clients stop looking at alternatives.
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George Sotiropoulos contrasts two wealth advisors — one who pitched him on the first meeting and eventually unsubscribed from his list, and another named Jaid who fought an insurance company on George’s behalf without being asked. The story illustrates how relationship-driven customer loyalty outperforms transactional selling, a core principle in Module 2 of End Burnout — Fall in Love with Your Business Again