While you may have become a financial advisor because you genuinely want to help people manage their finances so they get the best return possible, you probably now know sales is a big part of your job, too. Merely putting a client’s money in a checking or savings account isn’t enough in most cases. Your job is to introduce your clients to the financial products that are appropriate for them based on their risk tolerance and other factors. Ideally, the products you mention will earn your clients a higher rate of interest while protecting their investment.

Even though that may sound simple, you have to get clients before you can start talking to them about investments and financial products. While established advisors can often rely on referrals from their existing clientele base, new advisors typically have to find clients through other means.

Cold Calling Tips for Finance Professionals

Cold calling is a common topic in sales training for financial advisors. And when it’s done right, cold calling can help advisors build a book of business. Here are some cold calling tips for financial advisors trying to expand their list of clients:

  • Have a Positive Attitude: If you’re a financial advisor looking for sales leads, it’s essential to have a positive attitude. Cold calling in any industry typically involves a lot of rejection, and finance isn’t an exception. The key is not to let being told “no” get you down. You need to look at every rejection as a necessary step toward someone who will agree to meet with you. If you don’t get through the rejections, you won’t reach the people who will say yes to your request for a meeting.
  • Use a Targeted Leads List: It’s impossible to overstate how important it is to use a highly targeted list of contacts. As you know, you can only sell financial products in states where you have the proper licenses, so it’s vital to target specific geographic areas. You should focus your list even further using particular characteristics, such as income or marital status, so you don’t waste time calling people who aren’t interested in your products or services.
  • Use a Sales Script: Using a sales script is a great way to stay focused when you call prospects. Even if you don’t follow your script word-for-word, having one can significantly increase the chances that the conversations you have with prospects will end favorably. This is because scripts allow you to control the direction of the conversation.

Best Practices for Cold Calling

While the tips provided above can certainly help you succeed with cold calling, you need to adhere to some best practices to reach the highest levels of success. The first best practice to keep in mind is to be respectful of your prospects’ time. Keep your sales script as short as possible while making sure it includes all the information necessary to convince your contacts to meet with you.

A second-best practice is to go over your sales script. While you don’t want it to sound rehearsed, you do want to sound like a polished professional who knows their stuff. By practicing your sales script, you’ll be better prepared to come across as a confident expert instead of a caller who decided to pick up the phone on a whim.

Financial Advisor Cold Calling Scripts

Because a sales script is so crucial to cold calling success, we have a few examples of financial advisor cold calling scripts for you to look over. Since your script will probably vary depending on the type of people you’re calling, our scripts provide openings that are great for different audiences. Luckily, our financial advisor cold calling scripts are highly adaptable if you plan to call another type of prospect.

Here are some cold calling scripts you may want to use:

Business Owners

Hello, [Prospect Name]. This is [Your Name] from [Employer Name]. I’m calling because I know that, as a business owner, you’re probably always looking for ways to improve your bottom line. My specialty is helping business owners like you do just that. I know your most valuable asset is your time, and my goal is to make the most of it. I’m hoping we can meet to discuss the different ways I can help you improve your bottom line. I’ll be in the area Monday and Tuesday of next week. Will you be available to meet with me just briefly on one of those days? [Pause] Great! Thank you for your time, and I look forward to seeing you next Monday at 2 p.m. at your business location.


Hello, [Prospect Name]. Thank you for taking my call. My name is [Your Name], and I represent [Employer Name]. We offer specialized financial planning services to businesses that provide their employees with deferred compensation, stock options, retirement plans and wellness benefits. Even though I’m sure your company is already working with someone, I would appreciate the opportunity to explain how your organization can maximize the benefits it provides while minimizing its tax burden. Will you have time to meet with me next week for a brief 15- to 20-minute introduction? [Pause] Tuesday at 3 p.m. in your office works just fine for me. Thank you for your time. I look forward to meeting with you next Tuesday.


Hello, Dr. [Prospect Name]. My name is [Your Name], and I’m calling from [Employer Name]. We work with highly accomplished doctors like yourself to minimize their taxes and build and preserve their wealth. I would appreciate the opportunity to meet with you to discuss a comprehensive wealth management plan that’s ideal for doctors in many specialties, including yours. Would you mind if I contacted your scheduler to set up a brief meeting with you? [Pause] Wonderful. I look forward to meeting with you when your schedule allows. Thank you for your time.

Get Started with Cold Calling Lists from Telephone Lists

Now that you have a few financial advisor cold calling scripts at your disposal, let us know which one you plan to use. Don’t forget to share your cold calling success stories, too! At TelephoneLists.Biz, we can supply you with a cold calling list specifically for financial advisors. Contact us to learn more now!