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被忽视的“行为引导”,其实最被客户看重?
Morningstar晨星·2025-06-12 01:02

Core Viewpoint - Behavioral coaching is essential for helping clients navigate emotional fluctuations and decision-making dilemmas during market volatility, yet many advisors and investors fail to recognize its value [1][3]. Group 1: Understanding Behavioral Biases - Investors often make irrational decisions due to a lack of understanding of the products they invest in, being overwhelmed by information from social media or "expert opinions," and difficulty in making judgments free from emotions [3]. - Behavioral coaching can help clients avoid these pitfalls, contributing approximately 1% to 2% in additional "behavioral returns," also known as "Gamma" value, annually [3][5]. Group 2: Client Perception of Behavioral Coaching - Many clients may not recognize the term "behavioral coaching," as it is a specialized concept that they might not have encountered before [10]. - Clients express their need for behavioral coaching through their expectations for advisors to help them resist impulsive buying or selling during market fluctuations, explain complex financial products, and analyze the pros and cons of investment decisions [10]. Group 3: Providing Behavioral Coaching Effectively - Advisors should communicate the concept of behavioral coaching in relatable terms, emphasizing its importance as a valued service, such as identifying common behavioral traps or acting as a second pair of eyes in investment decisions [13]. - For existing clients, advisors can enhance the effectiveness of behavioral coaching by using structured communication methods, such as decision-support tools that align product features with client preferences [14]. - Preparing clients for market volatility with pre-established action plans can help them respond more rationally during critical moments, thereby improving their behavioral outcomes [14]. Conclusion - Enhancing the ability and skills in behavioral coaching can help clients achieve their investment goals and improve "behavioral returns," while also increasing the recognition and value of advisory services [16].