How many financial advisors want to increase their appointment setting success rate? All of them; because for sales advisors, appointments, when done right, can improve the conversion rate. After all, if you can’t meet with people and discuss their finances, it will be hard to be successful in this field.
Unfortunately, this activity can be a bit of a challenge. Many people are busy and have difficulty finding time to meet with you. And even when they do have time, they may not be sure if they want to commit to an appointment.
That’s why it’s essential to be prepared when you’re making appointments. Here are a few tips to help you get the most out of your meetings:
Related Read: Financial Advisor Meeting Checklist for Impactful Client Meetings
Tip #1: Set up a Strong Lead Generation Strategy
A strong lead generation strategy ensures a steady stream of potential clients to contact. There are a few critical elements to good internet marketing.
First, you need to identify your target market, the demographics that will benefit from your services. Once you know your target market, you can start thinking about where to find them. Are they active on social media? Do they attend certain events or belong to specific organizations?
Once you’ve identified where your target market hangs out, it’s time to start making connections. Attend the same events they do, join the same organizations, or start following them on social media. Get your name and face out there so they become familiar with you, and you become familiar with them.
Read: Social Media Marketing for Financial Advisors
Aside from social media, you should create and design a website optimized for search engines. For example, if you want to target the keyword “Financial advisor Dallas,” you should create a page or content optimized for this keyphrase.
Alternatively, you can register your information in business directories. Many people nowadays use the Internet to search for products and services. Having your name and business contact on the web can make a difference.
The ultimate goal is to offer prospects an easy way to contact you or automate your scheduling process for a faster appointment setting.
TIP: With the recent developments in technology, financial advisors, planners, and finance companies simplify lead generation through applications and software. It will make managing your business more seamless by having one tailored to your niche.
Related Read: 10 Best Apps for Financial Advisors in 2022
Tip #2: Confirm Appointment with Clients
After creating a good lead generation strategy, reach out to your marketing leads quickly. The sooner you contact them, the more likely they are to remember you and agree to meet with you.
Don’t forget to confirm appointments with your prospects. This will help ensure that they are still interested in meeting with you. In a study, only 50% of financial advisors confirm appointments with the leads they generated.
Always ask about their most convenient time, or ask if a time you set is ok with them. This shows mutual respect for your time and theirs. Additionally, don’t forget to confirm the purpose of the appointment and ask what other things they want you to discuss. This will show that you are genuinely invested in helping them reach their financial goals.
Related Read: Financial Planning Questions to Ask Clients
Tip #3: Create a Script
As a financial advisor, it’s sometimes tempting to use a sales pressure line. But, this might scare or annoy your clients and prospects, especially if they’re educated consumers.
But what is it? This is the line that many people use when they are trying to sell you something, and it is very easy to get this wrong. However, if you use a simple script, you can avoid this line and still get the sale. How? During an appointment, simply explain what you do and how it can benefit your prospects. Don’t try to sell them anything yet, but rather give an overview of how your services can help ease their financial troubles or achieve their financial goals. After the meeting, you can follow up with a phone call or email to see if they are still interested in using your services.
Using this method, you can build relationships with potential clients and ensure that you provide them with the best possible service. As a result, you can increase your chances of getting new clients and keep your current clients happy.
TIP: It is always better to practice your delivery with someone from within and outside the industry. This way, you can get constructive feedback you can use to improve your line. You can also enroll in financial coaching programs to learn from the people in the industry.
Read: Financial Advisor Coaching Program: How to Pick the Best
Tip #4: Be Clear on the Meeting Objectives
As mentioned earlier, when you are scheduling an appointment with a prospective client, be clear about the objectives of the meeting. Being straightforward serves and shows respect for your prospect’s time.
Here are some questions you might want to ask yourself when identifying the objectives of the meeting.
- What is the purpose of the meeting?
- Is it to get to know each other?
- Is it to discuss specific financial goals?
Knowing the objective will help you determine the best way to approach the meeting.
If your goal is simply to get to know each other, you may want to schedule a casual coffee meeting. However, if you want to discuss specific financial goals, you should schedule a more formal meeting.
Both parties should leave the meeting feeling like they accomplished something. If not, it may be best to reschedule. Setting an appointment is an integral part of being a financial advisor. By taking the time to understand your objectives and those of your prospective clients, you can set yourself up for success.
Tip #5: Be Flexible with Your Schedule
Appointment setting requires a bit of flexibility on your schedule. You never know when a potential client will have an opening, so it’s crucial that you can accommodate him. This may mean making some last-minute changes to your schedule, but it will be worth it once you can get the client’s trust.
There are a few ways that you can be flexible with your schedule:
- Keep some open slots in your calendar for potential appointments. This way, if a potential client does have a last-minute opening, you’ll be able to accommodate him.
- Be available for phone or video calls.
- If a potential client can’t meet during your usual office hours, consider making an exception.
Tip #6: Always Be Prepared
Another important tip is to be prepared. This means having all of the information about your product or service ready to go so that you can answer any questions your potential client might have.
You should also be prepared to discuss budget and pricing so that there are no surprises down the line. If you’re well-prepared, it will show your clients that you’re serious about doing business with them.
Remember, it is always best to be overprepared than underprepared. It shows integrity, reliability, and competency, which is the message you want your brand to convey.
Related Read: How to Approach Family and Friends as a Financial Advisor
Tip #7: Know When to Persist and When to Back Down
You can have greater success setting appointments when you avoid being too pushy. It’s important to be persistent when trying to set up appointments, but there’s a fine line between being persistent and being pushy. If you start crossing that line, you’ll likely scare off potential clients. Remember, people are busy, and sometimes it takes a few tries before you can finally connect with them.
After the initial objection, you can do a few things to improve your chances of getting a “yes”. You don’t have to make a million phone calls a month. All you need is to call at a good time. The best times to call are usually early in the morning or late in the afternoon. Avoid calling during lunchtime or dinnertime, as people don’t like to be bothered during their personal time.
Another tip is to try different days of the week. Some people are more likely to be available on certain days than others. If you’re having trouble connecting with someone during the week, ask if they are okay with a weekend call or visit. You may have more luck.
Tip #8: Time Your Follow Up
Don’t be afraid to follow up. If someone doesn’t commit to an appointment, reach out and see if they’re still interested in meeting you. When asked, you may be surprised at how many people are willing to continue the conversation.
But there’s a right and wrong way to go about it. First, use the best opening line, and don’t be too pushy. You don’t want to come across as desperate or sales-y. Instead, be friendly and helpful. Offer your assistance and let them know you’re happy to answer any questions they have.
Second, don’t give up too easily. If someone doesn’t express interest in meeting right away, that doesn’t mean they never will. The best way to go about this is to check on them once in a while and ask how they are doing. When they feel your sincerity, you will be their “top-of-mind” when they need a financial advisor.
Third, timing is everything when it comes to follow-up. If you reach out too soon, you’ll seem pushy. But if you wait too long, they may have forgotten all about you. Strike a balance and reach out a week or so after your initial conversation.
What is “Top of Mind Awareness”?
Top-of-mind awareness is when customers, clients, or prospects automatically think of your name, brand, or products and services whenever they see, hear, or think about something related. An example would be “iPad” for tablets or “Tesla” for electric vehicles.
Tip #9: Remember These 3 Secrets
The appointment setting process can be daunting for financial planners and advisors. With so many financial advisors out there, it can be challenging to determine how many prospects to contact. Additionally, financial advisors insist on meeting with a qualified prospect only, which can further complicate the process.
Secret #1: Get Personal
When you take the time to get to know someone, they are more likely to trust you and want to do business with you. So, how can you get personal with potential clients? Here are a few ideas:
- Send a handwritten note after your first meeting,
- Ask about their family, hobbies, and interests, and
- Follow up after big life events (e.g., new job, birth of a child, etc.)
Secret #2: Build Rapport
Rapport is a relationship of mutual respect and trust. When you have a rapport with someone, they are more likely to do business with you. So, how can you build rapport with potential clients? Here are a few ideas:
- Become genuine and authentic,
- Be interested in them, their stories, and their life, and
- Be a good listener.
Secret #3: Offer Value
When you can show potential clients that you can help them achieve their goals, they are more likely to want to work with you. So, how can you offer value? Here are a few ideas:
- Educate them about the market and trends,
- Show them how you can help them reach their financial goals, and
- Offer a free consultation.
TIP: Read a lot of books about psychology and marketing. The classic “How to Win Friends & Influence People” is a great book to help you with making conversations and establishing relationships with clients.
Tip #10: Handle Objections Like a Pro
A prospect’s natural reluctance is part of the challenge in setting appointments. Don’t get disappointed, and always anticipate objections. Remember, objections are part of a prospect’s conversation and are logical responses to an unsolicited request.
The best way to deal with initial objections is to be prepared for them and proceed with the next qualified prospect. Here are some of the most common objections financial advisors face and how to overcome them:
“I’m not interested.”
The best way to overcome this objection is to find out why they’re not interested. Is it because they don’t have enough money? Or maybe they’re not ready yet. Once you know the reason, you can address it directly.
“I don’t have time.”
This is a common objection, and sometimes, people use this as an excuse to avoid talking to you.
Explain that you understand their busy schedule and offer to meet at a time that’s convenient for them. Chances are, they’ll be more open to meeting with you if it’s on their terms.
However, if you feel that it is just an excuse for something else, let them talk. They will become more willing to accept anything once they are able to speak their mind.
“I’m not sure.”
This is another common objection, but it’s one that can be overcome with a bit of education. Explain to the prospect what you do and how you can help them reach their financial goals. Once they understand what you have to offer, they’ll be more likely to move forward with working with you.
With a little preparation, you can overcome any objection a prospect throws your way. Remember to stay calm and always be ready with an answer. With a little practice, you’ll be setting appointments like a pro in no time.
Tip #11: Use Different Media
Financial advisors and planners have many options when it comes to setting an appointment; this means direct mail, email, social media, cold calling, or even in-person meetings to set up appointments with potential clients. But what is the best way to go about doing this?
There is no one-size-fits-all answer to this question. The best method will vary depending on your specific industry and target market. However, there are a few general tips that can help you make the most of your appointment setting efforts:
First, think about what media your target market is most likely to respond to. If you’re targeting busy professionals or high-level executives, they may appreciate the convenience of an email or social media message. If you’re targeting seniors, on the other hand, a phone call may be more effective.
Second, don’t be afraid to mix up your approach. You may find that using a combination of methods is the most effective way to reach your target market.
Finally, remember this task is all about building relationships. No matter what method you use, make sure that you are friendly and professional. If you take the time to build a rapport with potential clients, they will be more likely to do business with you in the future.
Tip #12: Hire an Appointment Setter
What if you don’t have the time or resources to make cold calls and set your appointments? That’s where hiring an appointment setter can be a game-changer for your business.
An appointment setter can free up your time so that you can focus on other aspects of your business. They can also help increase your sales by setting more appointments with potential clients.
So if you’re considering hiring an appointment setter, here are a few things to keep in mind:
First, make sure that you find someone who is experienced and knowledgeable about the financial industry. You want someone who understands your business, your goals, and who can set appointments that will be beneficial for both you and the potential client.
Second, you’ll want to find an appointment setter who is reliable and professional. This person will be representing your company, so you want to make sure that he or she is someone who represents the brand and image you are building.
Finally, make sure that you communicate your expectations clearly with the appointment setter. You should provide them with a list of potential clients that you would like them to contact and any specific information that you would like them to share with each prospect.
TIP: Instead of an appointment setter, you can also opt for software or programs that can do this automatically for you. You can use existing calendar applications like Google Calendar, subscribe to calendar-setting applications like Calendly, or customize an existing software to suit your particular needs.
The Bottom Line
To increase your success rate, you should start by mentally and emotionally preparing for the task at hand. You should also be equipped with a solid pitch that outlines the benefits of meeting with you. And finally, create a scheduling tool and a systematized process for following up with potential clients after initial contact is made. With these tips in the appointment setting for financial advisors in your arsenal, you’ll be well on your way to booking your first appointment and growing your business!