Real financial advisers should always have an opinion

I’m about to share something a little shocking. Here it comes.

I think real financial advisers should have an opinion.

I get so frustrated when I hear that an adviser-client conversation offered a rundown of all available options. Sort of like, “Oh, you don’t like the blue one? Well I have something in green you might like better.” How does that help people make better financial decisions?

Our job as experienced professionals isn’t to offer a random selection of options; it’s to assess where our clients say they want to go and where they are in that journey.

(More from Carl: How to keep clients from obsessing over the markets)

Only then can we offer a specific solution that fits their needs.

Let me flip things around a bit. Imagine going to the doctor, sharing your symptoms, and then the doctor says, “OK, now tell me what prescription you want.” We’d be furious with that outcome! The whole point of going to the doctor is getting a knowledgeable professional’s opinion.

The same logic applies when it comes to financial decisions. Yet time after time, I see advisers hesitate. Maybe it feels as if you’re inserting yourself into the decision-making process. Maybe it feels as if you’re pushing people to do things your way. Whatever the fear or concern, it ends today.

Of course, your job isn’t to force people to do things just because you say so. But like a doctor, you recognize that you have a role to play. As a real adviser, you understand that getting to know your clients, asking thoughtful questions and having meaningful conversations will help you reach the correct financial diagnosis. Then, with that diagnosis in mind, you can offer your experienced opinion about what a client needs to do next.

(Also: Tips for coaching clients through their financial blind spots)

We know the financial world offers a ton of options to investors. On the surface, all this choice seems like a great thing. But as real financial advisers, a big part of our job is serving as a filter for all those options. It’s unrealistic and unfair to expect investors to understand the pros and cons of each choice in the context of their needs and goals. That’s why they’ve come to us.

So don’t be afraid to have an opinion. The people who need it most will appreciate that you are willing to share it.

Carl Richards is a certified financial planner and director of investor education for the BAM Alliance. He’s also the author of the weekly “Sketch Guy” column at the New York Times. He published his second book, “The One-Page Financial Plan: A Simple Way to Be Smart About Your Money” (Portfolio), last year. You can email Carl here, and learn more about him and his work at BehaviorGap.com.