No question is as important as, How do you feel about this? That question is more incisive than, What do you think about this? Why? Because emotion precedes logic when we hear other’s ideas. The choices we make are based on about 80 percent emotion and 20 percent logic or rationale.

If every advisor were properly trained to read the body language of their clients (eyes, facial movement, posture) they would realize that many of the ideas they present, companies they mention or stocks they recommend trigger a veiled, emotional reaction. Usually clients won’t state this reaction aloud unlesss asked about it. If advisors don’t know how to pick up on these tacit messages, they will venture onto thin ice or even sep on land mines, thus sabotaging their hopes for success.

Research has revealed that when people are questioned about their experiences, the associated emotion in the brain is triggered first, followed by the associated facts. Emotion always precedes fact in the human brain’s response. People feel first and rationalize later.

We warn of negative emotions, but clients come for positive emotional affirmation. Theave suspicions about what they might or could do but need someone to send the motion. Even well studied, do it yourself investors will come to advisors for affirmation. One advisor mentioned that one of these do it  came to him to ask how much he would charge for an hour of his time once a year to get feedback on his investment strategies. The investor knew as much as the advisor on many topics, but what he needed was to lie on the coach of a financial psychiatrist. everyone looks for emotional affirmation and are willing to pay for it, figuring it is a small price to pay for curing insomnia.

Emotions play a much greater role than logic in the average person’s investment decisions. Your ability to sense is just as important as your ability to rationalize. Empathy will, in the long run pay you richer dividends than will intelligence.