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David Peake

Organisational Psychologist | Creative Strategy | Australian Leadership | Growth Authority and Business Coach | Cultural Change | Keynote Speaker | Wealth Mindset

David Peake is a highly experienced Organizational Psychologist with a successful 25-year track record in business transformation, enhanced growth, and profitability for clients. As the Founder and CEO of i-Adapt Business Consulting, David is renowned for his authority on Australian leadership styles and translating values into business strategies for successful culture shaping. He has post-graduate qualifications from Monash University and is a MAPS (Member of Australian Psychological Society). David is also a Keynote Presenter on Leading Change and has delivered engaging talks on "Leaders, Bosses, and Bastards."

David has worked with several high-profile organizations, including Optus, NAB, ANZ, CPA Australia, and AFA, among others. He believes that high-performing organizations are the ones that can reinvent faster and deploy better than their competitors. As a result, his consultancy focuses on benchmarking a business, determining the gaps in culture and performance, and developing and implementing a change blueprint that delivers dramatic and sustained business results. Recently, David and his team have been instrumental in helping financial advisers respond to the current wave of industry change, most notably with regards to recommendation 5.6 of the Royal Commission.

David has studied at the Peninsula School and has a BBSc in Psychology from La Trobe University. He has also participated in the Strategic Human Resources Management Program (SHRMP) at Babson College, Franklin W. Olin Graduate School of Business. Previously, he has worked as the Manager, Organisational and Business Process Change at Leighton Contractors, Organisational Psychologist at Quantum Edge Pty Ltd, and Human Resources Manager at HP.

Highlights

Jan 9 · linkedin

There is much discussion about the pricing of financial advice these days.

The crux is, how do you charge a fee that covers your time (think hourly rates for an adviser + paraplanner + support staff) plus overheads (rent, power, equipment, supplies etc) and provides a sustainable healthy margin for the viability of the business.

This is particularly important in a fee-for-service world. Getting your pricing right is therefore mission critical. And what's more, we hear that now only 1 in 8 (previously 1 in 5) people seek financial advice and one of the main barriers is affordability.

So how do you fix this conundrum? My take is that the problem is not so much a price objection but a value objection. Let me explain.

The answer lies in finding ways to add more value to your service commensurate with your fee, rather than simply increasing your fee with no apparent increase in your offer. Investment returns are one (obvious) way to demonstrate your value, but there are many more ways to do so.

One way is to reveal the work involved in providing your service. To illustrate, have you noticed that when you get your car serviced, the mechanic always produces a detailed list of every single thing completed on your car? You get back their version of 'war and peace'. Why do they do this? Because it’s a way of conveying their true value. By showing you what's involved you get a sense of the quality and care they have for your car and for you as their customer. It says, 'You are important'. Hence, you feel more comfortable when paying the bill because you have perceived 'value for money'.

Likewise, financial advisers need to articulate the steps/actions involved when making their strategy recommendations. You might show them the range of scenarios that were considered and how you arrived at your final recommendations. When recommending insurance, for example, tell your client all of the policies that you rejected and why. Many hours of work go into assessing different alternatives, all of which should be highlighted. A core cultural 'driver' in Australia is that transparency equals trust. The more transparent you are, the more a client will trust you. But beware, the reverse also applies...

Another way to convey value is by adopting a more holistic onboarding approach that tells them that you care deeply about them. This means taking more time to really understand your client. To know 'what lies beneath'. What makes them tick? What are their core values and beliefs? What drives their decision-making? How do they prefer to be communicated with? How often do they want to meet? What biases might trip them up? What do they expect of you as their adviser and of your ongoing relationship? Numbers are important, but the relationship is equally important. It's why they keep coming back. Year after year.

And finally, you can add value by providing something that no one else offers. Your 'special sauce' that sets you apart. So what makes you special?

Jan 5 · linkedin

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David Peake
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Location

Melbourne, Victoria, Australia