Selling Once, Twice, Three Times

Why do some advisers sell the same thing three times? The financial plan, the plan's implementation and the on-going fees? How can advisers switch this to just selling once - the advisory relationship? Key to advisory teams offering comprehensive advice is to ensure their 'worth' in the client's mind is not aligned to a plan or it's implementation of estimated on-going fees, worth needs to be based on something far more important to each client.