Financial planning isn’t all about investments. Indeed, that may be the least of it, says Millicent Hicks, a planner with TD Waterhouse Canada Inc. in St. John’s. “Be yourself. Be open. That’s as important as rate of return,” she says. “If clients feel they have someone they can communicate with, it builds trust.”

Fostering that sense of commu-nication is part of a financial planner’s job, Hicks says. “Take an interest in the [client’s] whole life,” she advises.

One other critical component: speak at the client’s level of knowledge.

“Never speak over clients’ heads. Use simple life analogies,” she says. “They will really open up because they are not intimidated. They’re not afraid to ask questions.”

Some clients don’t even know the basics — such as what exactly is a mutual fund. It’s not only the planner’s job to answer such questions but to put the client at ease. “I’ve never had anybody walk out of my office who hasn’t been happy with the conversation,” Hicks says.

Of course, she admits, “That also comes from being a good Newfoundland girl.”

— DONALEE MOULTON