Stop Calling Them COIs

In this clip, Duncan MacPherson delves into the significance of language in building relationships with strategic partners. He argues that advisors often use terms like "COIs" (centers of influence), but believes it's more than just semantics. These relationships should focus on adding value to clients, not merely acquiring referrals. Duncan explains why he prefers to call them "strategic partners" within a value-added support team and how this shift in mindset can enhance the client experience. Along with Rob, he also discusses the importance of adhering to one's process and resisting the temptation to deviate from the strategies that have made a business successful.

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