Talking about fees does not have to feel heavy. Clients want to know two things. What do I get and what will it cost. This guide keeps the words simple and the steps small. Use it to explain value, compare options, and close with a choice that feels safe.
Open by naming the job your work does for them. Then share the structure of your fee in one sentence. Price lands better when it follows purpose.
You could say
“My job is to help you fund real life on time and avoid avoidable taxes and penalties. I charge a transparent fee that covers planning, coordination, and ongoing advice.”
Why this helps
You frame the conversation around outcomes, not a number.
Clients should not have to guess what they get. List the essentials like a service promise, not a menu.
You could say
“This includes a one page plan that we update together, cash and tax decisions as life changes, investment guidance, and coordination with your tax pro and attorney. You also get quick check ins any time a money question pops up.”
Why this helps
Clarity reduces pressure. You are selling certainty, not paperwork.
Give clients a clear way to think about cost. Pick one comparison and keep it honest.
Frames that work
You could say
“On your numbers the fee is [X] per year, which is about [Y] per month. We expect to make two or three decisions each year that matter. Tax timing at sixty three and sixty four is one of them.”
Two options are usually enough. Make both useful. Keep the difference clear.
Examples
You could say
“Some families want ongoing advice with us managing investments. Others prefer planning only and manage their own accounts. Both come with the one page plan and quick check ins. Which sounds closer to what you want?”
Most fee resistance falls into a few buckets. Name it and answer in short, calm language.
“This feels high.”
“I hear that. On your plan we expect to help in a few places each year. The one we talked about today is staging income before sixty five to avoid premium surprises. If we do that well, it often pays for itself. If it does not feel right, planning only is a lighter option.”
“Can we just do hourly?”
“We can do hourly for a focused project like a rollover decision or a cash map. For most families the ongoing plan is better because money questions show up across the year.”
“Why not a percentage of investments only?”
“Many advisors do that. We include planning because most value shows up in decisions that are not tied to the market. Taxes, cash, and timing life events.”
Offer two next steps. Keep them small. Make both easy to say yes to.
You could say
“We can start with planning only and review in ninety days. Or we can begin with the full ongoing plan if you want everything in one place. What feels right?”
Do not rely on memory. A short recap with the fee and what is included prevents confusion.
Recap template
Subject: Next steps and our fee in plain words
“Good to meet you. Here is what we discussed. Our job is to help you fund real life on time and avoid avoidable taxes and penalties. The fee is [X] per year, about [Y] per month. This includes a one page plan that we update, cash and tax decisions as life changes, investment guidance, and coordination with your tax pro and attorney. Quick check ins are included. We can start with planning only and review in ninety days, or start with the full ongoing plan. Tell me which works for you.”
A short, honest example helps clients understand value without a hard sell.
You could say
“Last month we helped a couple time income at sixty three and sixty four to avoid a premium surprise at sixty five. We also set a cash floor and a refill rhythm so their next twelve months are funded. That is the kind of work this fee covers.”
Collect real questions and your best short answers. It keeps you consistent and helps the whole team.
Starter list
Case 1: The vague value problem
Haley used to lead with numbers and saw eyes glaze over. She switched to the job for today, explained what is included in simple language, and closed with two options. Her fee talks got shorter and yes came sooner.
Case 2: The percentage-only expectation
Chris met families who expected a percentage only model. He framed the fee as planning plus coordination, then offered planning only as a lighter entry. Several people chose planning only and later moved to the full plan after a review.