This Father’s Day 2025, I am again reminded of my Dad.
And the greatest business lesson he taught me.
This lesson is the main reason that I have survived.
Over 42 years in the investment advice business.
Currently as an individual 401(k) investment advisor.
My Dad was a salesperson all his life. So was his father.
My Dad’s grandfather began selling cars shipped to dealerships in boxes.
People would trade in a horse to buy their first car.
I’m a proud fourth generation sales person.
My Dad’s greatest lesson to me was clear:
Tell the truth to everyone that you come into contact with.
Every prospect and customer deserves the truth.
Spending their hard earned money in search of your product or advice.
To help them do something they can’t do on their own.
When I started my investment advice career, it was the opposite.
Full disclosure to a prospect or client was discouraged.
It might cost you a potential “sale.”
My Dad never got that memo.
In his business days they only had memos.
No e-mails or text messages.
The business world is full of half-truths.
My Dad always operated in the business world of the full truth.
Companies and individuals have made fortunes.
Telling prospects and customers exactly what they want to hear.
And leave the truth to be found out after the sale.
In the 401(k) investment advice business, the truth is sometimes hard to find.
Your 401(k) sponsor (your company) bought your 401(k) options.
From your 401(k) provider (Schwab, Fidelity, Empower, etc.).
Like my Dad used to say:
“That’s like the fox guarding the hen house.”
My Dad’s greatest reminder about sales relationships.
The most important thing a person is looking for is the truth.
One human being to another.
Happy Father’s Day, Dad.
Thanks for the ultimate lesson about sales.
I want you to know how much your lesson about truth has meant to me.
And my 401(k) investment advice clients over the years.
