Using The ACE Framework When a Client Wants to Sell Everything

A client calls in scared. You have the data. You have the history. You know exactly what to say — and it still doesn't work.

The problem isn't your answer. It's your timing.

This episode breaks down the ACE Framework — Acknowledge, Clarify, Explain — a simple but powerful tool for navigating emotionally charged client conversations. Knowing the framework is easy. Actually sitting in the discomfort of A and C before jumping to E is where most advisors struggle.

James and Eden explore why our instinct is always to go straight to the explanation, what happens when you slow down and meet clients where they are first, and how asking the right questions before giving advice changes everything — including how much clients trust what you say next.

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