Wealth On Main Street 278: Attracting Clients by Owning Your True Value with Derrick Kinney
You don’t need to shout to be seen. The most successful advisors aren’t chasing clients or begging for attention.
Instead, they’re drawing people in naturally—with confidence, clarity, and a deep conviction that their work creates real impact. When your message is meaningful and authentic, clients notice. And more importantly, they respond.
In a recent episode of Wealth On Main Street, Richard Canfield and Jayson Lowe welcomed Derrick Kinney, Wall Street Journal and USA Today best-selling author of Good Money Revolution.
Derrick is someone who cracked the code on how to consistently attract high-quality clients without pressure, gimmicks, or traditional sales tactics. He built one of the top-performing financial firms in the country, then walked away to teach others how to do the same.
His approach is refreshingly simple yet deeply effective: own your true value, speak directly to the problems your clients are already thinking about, and serve with a purpose bigger than profit.
The result? You become referable by design, not by chance.
If you’re tired of feeling overlooked or burned out by marketing that doesn’t work, this conversation offers a game-changing framework. It’s not about being the loudest voice in the room. It’s about being the most aligned, clear, and trustworthy presence your future clients have ever encountered.
Own a Problem, Not a Job Title
The truth is, most professionals default to saying their job title when asked, “What do you do?” But in reality, saying you're a financial advisor might cause more harm than good. As Derrick Kinney emphasizes, titles come with baggage.
People instantly recall negative experiences, doubts, or stereotypes they've formed from past exposure. The key to cutting through that noise is owning a problem, not a position.
By leading with a real-life scenario your ideal client can relate to, you disarm defensiveness and create instant rapport.
People don’t want credentials. They want understanding.
Derrick stresses that the words you choose matter: “Words equal wealth. The right words, said at the right time, to the right person, describing the right painful problem, lead to great profits.”
This shift also positions you as a specialist, not a generalist. People trust those who clearly understand their unique problems and have experience solving them.
When you shift your messaging to “owning the problem,” you step into a leadership role in your client's life, guiding them through the storm instead of selling them an umbrella.
Get Personal: Build Rapport That Resonates
Most advisors underestimate the power of vulnerability and depth in client conversations. While many stay on the surface, focusing on charts, strategies, and outcomes. The truth is, clients crave connection. They want someone who not only understands finance but understands them.
Try this: “Can I ask you a personal question? And by the way, you don’t have to answer if you're not comfortable.”
This approach does two important things:
- First, it prepares your client emotionally for a deeper conversation.
- Second, it shows respect for their boundaries.
When they agree, follow with a question like: “What would you say is the biggest financial mistake you’ve ever made?”
The answer opens a goldmine of emotion and context. These are the moments when people feel seen, understood, and safe. They begin to believe you’re not just another advisor with a pitch—you’re a guide who gets them.
Derrick stresses the importance of moving past small talk.
“Surface-level questions do not build deep relationships. Dive into the deep water.”
That depth is what builds trust and long-term loyalty. Instead of acting like a vendor, act like a friend who truly cares. The emotional resonance you build will set you apart in a crowded industry.
Derrick Kinney: Let the Cause Lead the Way
People want to work with others who stand for something. If your work is aligned with a greater mission or cause, you become instantly more referable and memorable.
Derrick shared how recognizing teachers and students at a local high school turned into one of the most pivotal strategies in his career. It wasn’t a slick marketing campaign. It was an act of service.
At age 26, Derrick began awarding a teacher and student of the month with small Amazon gift cards. The principal shared photos in the local newspaper, and soon after, a woman reached out. Her reason? “We want to work with you because you care about what we care about.”
That one gesture opened the door to his first million-dollar client.
The lesson here is profound: values create value. When you champion a cause that resonates with your ideal client’s heart, you stop being a salesperson and become a kindred spirit. Whatever it is, align your professional identity with your passion.
Stop Solving Too Soon | Derrick Kinney
Many advisors fall into the trap of solving problems too quickly. While this might seem helpful, it actually works against you.
According to Derrick, your role in the first conversation with a prospect is not to fix everything. It’s to understand. Most financial professionals are wired to offer solutions.
Derrick frames it this way: “Stir the problem, don’t solve the problem.”
By acknowledging a concern and asking thoughtful follow-ups, you create space for deeper dialogue. For example, when a client says, “I’m unsure which policy to choose,” instead of recommending one immediately, you might say: “So, you want help determining the right fit?”
The best advisors aren’t always the best talkers. They’re the best listeners.
Derrick emphasizes that every meeting should feel like a warm visit, not a cold pitch. When you hold back from solving too soon, you avoid overwhelming the client. Instead, you open the door to a relationship built on empathy, clarity, and trust.
Derrick Kinney: Compress Your Schedule, Expand Your Results
Success doesn’t have to mean exhaustion. Derrick believes the opposite is true.
Many advisors appear successful on the outside but are struggling with burnout behind the scenes. The solution? Boundaries.
Derrick recommends setting a hard stop each day. Whether it's 4 p.m. or 5 p.m., that limit creates urgency and focus.
He calls this “The Working Woman Principle,” inspired by a past colleague who clocked out like clockwork at 5 p.m. every day. Despite juggling family, school, and career, she managed her time with laser-sharp precision.
Why? Because she had to. Derrick argues that when you compress your day, you cut the fluff. You eliminate busywork. You start prioritizing what actually drives results.
By compressing your schedule, you create a system that respects both your time and your purpose. And that’s how real freedom—and fulfillment—starts.
Derrick Kinney: Become Referable by Design
Referrals aren’t luck. They are strategy.
Most advisors make the mistake of waiting until the end of the client meeting to ask for introductions. By then, the energy has shifted. Clients are tired, the focus is winding down, and your request can feel like an afterthought.
Derrick offers a smarter, more powerful approach: integrate it mid-meeting when the emotional connection is high.
Start by revisiting the original pain your client came in with. Ask: “Do you remember when you first came to us? What was that challenge you were facing?”
Let them recall and articulate it. Then affirm their transformation: “I remember how concerned you were. And now look at the clarity and confidence you have today.”
Now you pivot: “Could I pause here? There are so many others dealing with that same issue who don’t know who to talk to. Would you be willing to consider connecting me to someone in your life who might benefit from this kind of guidance?”
This approach is genius because it doesn’t feel transactional. It feels purposeful.
You’re not asking for a name. You’re asking them to extend the same help they received. It taps into their desire to support friends or family.
Derrick reminds us, “When they re-internalize that pain, that's when it starts to rain.”
Referrals come from reflection, not pressure.
If you want to be referable by design, make every visit a moment of genuine transformation and then invite your clients to share that transformation with someone else.
Your Words Are Your Wealth
Words are the most underutilized tool in your business. They can either open doors or keep them closed. And when it comes to attracting ideal clients, it’s not your credentials or your certifications that make the difference—it’s your clarity.
Derrick emphasizes: “The difference between a dry pipeline and a dream client roster isn’t talent. It’s the words you choose.”
How do you choose the right words?
Start by analyzing your past. Think about your last five clients.
What problem did they come to you with? What emotions were they carrying? And how did they feel once you helped them?
Then look at your five favorite clients. The ones who are all-in, enthusiastic, and energizing to work with. What problems did you solve for them?
Use these insights to craft what Kinney calls your “You know how…” statement. This statement immediately taps into emotion, context, and relatability.
It doesn’t sound like a pitch. It sounds like you understand them before they even speak. That’s how you create a connection.
Derrick also encourages keeping your language at a third-grade level. Not because your clients lack intelligence, but because simplicity is the ultimate sophistication.
The least amount of words that still convey the most power—that’s your goal.
Speak clearly. Speak emotionally. Speak like a human, not a brochure. When you own your words, you own your value. And when you own your value, clients respond.
Conclusion
It’s tempting to believe that more data, more services, or more impressive software will win clients over. But in the end, your greatest asset isn’t what you do—it’s who you are.
Derrick’s conversation on Wealth On Main Street is a powerful reminder that authenticity, empathy, and purpose are what truly differentiate you.
High-net-worth clients aren’t looking for a better spreadsheet. They’re looking for someone who understands their fears, dreams, and legacy. They want to feel heard, valued, and respected.
You have the power to give that through your questions, tone, and intentionality.
When you show up as someone who listens first, connects deeply, and speaks with clarity, you become magnetic.
Start today by asking yourself: What problem do I own? What kind of client lights me up? What do I want to stop doing? And finally, what kind of words do I want to be remembered by?
Because in the end, people won’t just remember your advice. They’ll remember how you made them feel. So lead with care. Speak with purpose. And own your true value.
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