Expectation vs. Experience: How to Build a Retainer-Worthy Client Journey

When a client says yes to working with you, what are they really saying yes to?

It’s not a plan. It’s a process.
It’s not just a product. It’s a promise.

This week on From Busy to Rich, Justin Lakin and Wes Young unpack one of the most overlooked yet critical parts of an advisor’s client journey: the Expectation Phase. This is where great firms stand apart, not just in what they do, but in how they define the relationship from day one.

The First Real Test: Defining the Relationship

Too often, advisors try to impress with planning ideas or product options before establishing a clear framework for engagement. Wes compares this moment to that awkward dating phase, where you both know something is happening, but no one is saying it out loud.

This is your opportunity to make it clear.
Here’s what we expect from you.
Here’s what you can expect from us.

That kind of clarity creates immediate buy-in.

Planning vs. A Plan

One of the key shifts discussed is helping prospects understand the value of planning instead of a plan. Most clients don’t need a 40-page binder. They need someone who’s thinking ahead, creating structure, and helping them align their time, money, and energy with what matters most.

Wes and Justin walk through how they use tools like Planning Shepherd to visualize this experience, show progress over time, and introduce dynamic elements like the strategy summary. This summary becomes a living, breathing deliverable, updated weekly during onboarding and monthly thereafter.

Demonstrate ROI Early (Especially with Taxes)

The fastest way to show value? Help them keep more of what they earn.
From S-corp salary structuring to the Augusta Rule, Justin and Wes share the exact tax strategies that often recapture $15K–$30K for a client before they’ve ever paid a fee.

It’s not about flashy strategies. It’s about curating the right ones and knowing how to explain them with clarity and confidence.

When someone hears, “We’ve already identified $30K in missed tax savings,” they understand the fee is an investment, not a cost.

A Rhythm Clients Want to Stay Part Of

Finally, the episode outlines how to create rhythm in the relationship. With midyear scorecards, end-of-year tax reviews, and regular retainer check-ins, clients stay engaged because they always know what’s coming next.

It’s not a one-and-done.
It’s a journey. And it’s one they actually enjoy taking.

Visit Wes Young Live Website for more episodes and resources like this!

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