The Surprising Connection Between Cortisol and AUM

Photo by Nik Shuliahin on Unsplash

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When I introduce the Solin Process℠ to new clients, I ask about their investment philosophy. The response is almost always impressive. Advisors have a firm grasp on how they invest client funds and they can justify their approach.

Then I ask them to tell me how they go about converting prospects into clients. The responses vary widely. I follow up by inquiring how they justify their conversion strategy.

That’s when I get the “deer caught in the headlights” look.

The Solin Process℠ does for the conversion process what academics have long accomplished for the business of investing. It marshals peer-reviewed evidence – mostly from studies in neuroscience and psychology – that explains why we react to interpersonal situations the way we do.

One of the most powerful areas of research is the role cortisol plays when attempting to convert a prospect into a client.

Cortisol and stress

Cortisol is a primary stress hormone in humans. Elevated cortisol levels have a number of adverse health consequences, including lowering your immune system, increasing your blood pressure and making you more susceptible to heart disease.

If you love someone – or want to convert them from a prospect to a client – the last thing you want is to increase their cortisol level.