Let’s be real — prospecting has gotten harder.
Advisors today are reaching out to people who are more skeptical, more distracted, and more overwhelmed than ever. The traditional approach of “tell them what you do, and hope they say yes” is not just outdated — it actively turns people off.
So how are top advisors still booking meetings consistently?
They’re making one simple shift.
They’re treating the first contact as a chance to listen, not to pitch.
Instead of leading with your credentials, services, or even your offer, start with curiosity.
This shift isn’t new — it’s a classic relationship-builder — but in today’s environment, it’s more powerful than ever.
Because here’s what happens when you lead with a question:
The prospect relaxes
You lower their resistance
You get real answers instead of polite brush-offs
You create space for an actual relationship to form
You’re not calling someone in 2003 who has never heard of a financial plan. Today’s prospects have:
Googled their options
Been pitched by at least three other advisors
Seen more ads than they can count
Been burned once or twice along the way
So when you show up sounding like a script, they tune out fast.
And when you try to close the deal on the first call, you skip the one thing that actually builds trust — rapport.
Top advisors understand the first call is just step one. It’s not about proving your value. It’s about earning the right to take the next step.
Here’s what that looks like in practice:
Try something like:
“Hey, I saw you recently explored a financial planning tool. Curious — what made you look into that now?”
Or:
“Before you hang up, can I just take ten seconds to tell you why I’m calling?”
These openers are casual, respectful, and non-threatening. They invite a response instead of triggering defenses.
Ask about their goals. Ask what’s working and what’s not. Ask what’s changed recently in their life.
And then actually listen. Use their answers to guide the rest of the call. The more they talk, the better chance you have at identifying where you can truly help.
Even if they ask what you do, keep it light. Focus on helping, not selling.
Instead of:
“I help clients build retirement income strategies…”
Try:
“Honestly, it depends on the person. Everyone’s situation is a little different. That’s why I like to start with a short chat to see if there’s even something worth diving into.”
You’re setting the tone: this is a process, not a push.
Don’t end the call without a next step.
“Would it be helpful if I took a look at a few options for you and we reviewed them together? I could prep something and we’ll keep it short — maybe 15 minutes later this week?”
Give a couple of time options. Then send a calendar invite and a short email reminder that reinforces the value of what they’ll get.
Advisors who book 5, 10, even 15 meetings a month aren’t lucky. They’ve just built a consistent, repeatable process that turns curious prospects into willing participants — not by pushing harder, but by understanding better.
And yes, this works whether you’re getting leads from digital marketing, referrals, paid platforms, or networking.
Because what you do after someone expresses interest is what actually matters.
If you’re a partner, this shift gets even more powerful.
Planswell households come with basic financial data, planning goals, and contact details. That means you're not calling cold — you’re calling someone who has already thought about their finances.
Your job? Keep that momentum going. Don’t let it die with a pitch.
Lean into the questionnaire. Reference their answers. Ask what their experience was like. Use it as a door opener, not a hard sell.
Andy and Ermos broke it down beautifully in this week’s Andy and Ermos Show.
They walk through how to apply this mindset on real calls, what to say when someone pushes back, and how to turn curiosity into a committed meeting.
You don’t need a new script. You need a new intention.
When you start every prospect call with the mindset of learning, not selling, you build more trust, book more meetings, and create relationships that actually convert.
If you want to practice this shift and sharpen your approach, join us at PlanCraft. We work on this every week, with real advisors, in real conversations.
The pitch can wait. The relationship starts now.