How to Reset Your Discount Reflex So You Can Set Your Price with Confidence

In this episode Scott and Ken discuss how advisors unconsciously imagine a prospect becoming a client — and then instantly imagine losing that client the moment they state their fee. That internal movie triggers loss aversion, leading to unnecessary discounts with new clients and hesitation to raise fees with existing ones. The conversation explores why discretionary pricing makes advisors emotionally vulnerable and how a practice wide fee policy can act as both a discipline tool and a safeguard. By externalizing the fee — treating it as a policy standard rather than a personal decision — advisors can eliminate the emotional interference that distorts their judgment. DISCLAIMER Note to All Readers: The information contained here reflects the views of AllianceBernstein L.P. or its affiliates and sources it believes are reliable as of the date of this podcast. AllianceBernstein L.P. makes no representations or warranties concerning the accuracy of any data. There is no guarantee that any projection, forecast or opinion in this material will be realized. Past performance does not guarantee future results. The views expressed here may change at any time after the date of this podcast. This podcast is for informational purposes only and does not constitute investment advice. AllianceBernstein L.P. does not provide tax, legal or accounting advice. It does not take an investor's personal investment objectives or financial situation into account; investors should discuss their individual circumstances with appropriate professionals before making any decisions. This information should not be construed as sales or marketing material or an offer or solicitation for the purchase or sale of any financial instrument, product or service sponsored by AllianceBernstein or its affiliates.