Just be yourself” is a pearl of wisdom that is fine for your personal life but not always great for targeting prospective clients.

“You need to cater to what the client wants to hear in order to feel like you’re accommodating their needs and helping them get excited about the investment process,” argues clinical psychologist and performance coach Alden Cass, in an interview with ThinkAdvisor.

Cass, 46, founder and president of Competitive Streak Consulting in New York City, has both a performance coaching practice and a psychology therapy practice. Half of his clients are financial advisors.

With his inventive “Subtle Sales Workshop,” he helps advisors target and work with clients based on 10 investor personality types.

Read the full ThinkAdvisor here!