Financial Advisor Cold Calling Script
The exact financial advisor cold calling script that converts 5% of conversations to discovery meetings. Includes opener, objection handlers, and tips from advisors who prospect daily.
1The Opener
Hi, is this {{prospect_name}}?
Great! This is {{your_name}} with {{your_company}}. I specialize in helping {{target_audience}} with their financial planning, and I'm reaching out to a few people in {{area}} to see if there's any way I can help.
Do you have just a minute? I promise I'm not trying to sell you anything today.2Discovery & Pitch
Perfect. So let me ask you—when's the last time you sat down with someone to review your overall financial picture? I'm talking about retirement planning, investments, tax strategies, that kind of thing.
[LISTEN carefully]
[If it's been a while:] I hear that a lot. Life gets busy and financial planning often takes a back seat. But here's the thing—the decisions you make (or don't make) today can have a big impact down the road. A lot of people I talk to are surprised to find they're leaving money on the table when it comes to taxes or not on track for the retirement they want.
[If they have an advisor:] That's great—having someone in your corner is important. Let me ask: do they proactively reach out to you with ideas, or do you mostly hear from them when it's time to review? [Listen] And are you confident you're getting the best advice for your specific situation?
Here's what I suggest: let's set up a 30-minute conversation where I can learn about your situation and see if there are any opportunities you might be missing. No obligation, no pressure—just a second opinion from someone who does this every day. Would {{day}} at {{time}} work?3Objection Handlers
Click an objection to see the response. Practice these until they're automatic.
Your Response
That's great—having someone is important. Let me ask: when's the last time they proactively brought you a new idea? [Listen] The reason I ask is that a lot of people work with advisors who are more reactive than proactive. A second opinion never hurts. Would a quick conversation be valuable?
4Closing Options
Would {{day}} at {{time}} work for a 30-minute introductory call?
Let's find a time to connect. Do mornings or afternoons work better for you?
I'll send you a calendar invite for {{day}} at {{time}}. We'll keep it focused and respect your time. What's your email?
How about we schedule a quick discovery call? I'll come prepared with some questions, and you can decide if it makes sense to continue. Sound fair?
Voicemail Script
Hi {{prospect_name}}, this is {{your_name}} with {{your_company}}.
I work with {{target_audience}} in {{area}}, helping them make smarter financial decisions.
I'd love to offer you a complimentary portfolio review to see if there are any opportunities you might be missing.
Give me a call back at {{your_phone}}. Again, that's {{your_phone}}. Thanks!Variables to Customize
{{prospect_name}}Prospect's name{{your_name}}Your first name{{your_company}}Your firm or RIA name{{target_audience}}Who you help (e.g., 'business owners' or 'pre-retirees'){{area}}Their city or region{{your_differentiator}}What makes you different{{day}}Suggested appointment day{{time}}Suggested appointment time{{your_phone}}Your phone numberPerfect For
- Independent financial advisors building client bases
- RIA firms prospecting new clients
- Advisors targeting specific niches (business owners, physicians, etc.)
- New advisors learning prospecting fundamentals
- Advisors following up on seminar or webinar attendees
- Wirehouse advisors building their books
Not Ideal For
- Advisors without a clear value proposition
- Those uncomfortable with consultative conversations
- Advisors looking for quick transactional sales
- Markets with very high advisor saturation
Pro Tips
Lead with questions, not pitches—the goal is to understand their situation
Have a clear niche or target audience you can articulate
Follow up within 24 hours with a personalized email
Prepare 3-4 questions to ask in the discovery meeting
Don't discuss specific products or returns on the first call
Track your metrics: Dials → Conversations → Discovery Meetings → Clients
Ask for referrals from every new client and prospect
Common Mistakes
Jumping into products before understanding their goals
Being too salesy or pushy on the first call
Not having a clear value proposition when asked what makes you different
Talking too much instead of listening
Not following up—most clients come from follow-up touches
Failing to qualify—not everyone is a good fit
Practice Exercises
Practice your 30-second intro until it sounds natural
Role-play the 'I already have an advisor' objection
Develop your differentiator statement and practice delivering it
Record your calls and listen for filler words or rushed pacing
Practice transitioning from questions to appointment setting
Tone & Delivery
Consultative, curious, and never pushy. You're a professional offering expertise, not a salesperson pushing products. Ask more questions than you answer. Show genuine interest in their situation. Avoid industry jargon. Be confident in your value without being arrogant. The goal of the first call is the meeting, not the sale.
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