First Call Script
Good morning _____, this is Roberta
Loblaw with Loblaw and Loblaw. The
reason I’m calling you today specifically
is to set up a meeting to tell you about
how I’ve helped families plan for their
financial future with confidence.
What kind of planning are you doing now?
Not planning: I believe that families
should plan financially for the unexpected
and have a personalized approach for
addressing goals and concerns.
Planning: I think it’s great that you
have something in place. I strongly believe that every plan should also address
some of the unexpected needs that arise
as a result of getting older.
I usually like to meet over coffee
to get to know each other and go into
a little more detail; I have open time
on (Day 1) or (Day 2). Would either
of these days work for you?
Not interested: You know, a lot of
my clients had the same reaction before they had a chance to see how my
approach complements the strategy
they’re currently using. After meeting with me, though, they found my
process to be really helpful. We really
should get together.
Response: I’m busy.
You know, I really do understand.
The only reason I’m calling is to set a
time to meet with you. Is next _____
at ___ good for you?
(This is as classic an “old-school”
script as any I have seen in a long time.
I checked with the FA who wrote it.
She tried it for a week and had a really rough time with it. Scripts like this
make FAs hate cold calling. Prospects
hate it too!)
Sell the Advisor
The most difficult to write is one that
offers a service. The easiest is a prod-
uct. I threw out the service approach
and instead am helping you sell you.
In my experience, people do not
shop for financial plans. They do shop
for financial advisors.
I emailed this rewritten script to a
rookie FA at one of the national firms.
He is an excellent cold caller. I asked
him to make 100 calls using it. I have
included his complete report with this
script, which I have posted to my cold
• 102 dials
• 14 contacts
• 1 appointment
• 65 dials per hour (compared to
my usual 75)
With this script, you could call three
hours a day. Set two first appointments
a day. See 10 new people a week. Open
one or two new accounts a week. Survive!
What’s not to like? Here’s the script:
Hi _____, this is Roberta Loblaw
with Loblaw Financial Advisors. I have
some important information for families
whose financial plan does not include
provisions for the unexpected needs
that arise as a result of getting older.
I presume you do have a plan in place
but I’m guessing it does not include
provisions for financial contingencies, is
that correct? (Unlike the original script,
I am not lunging for an appointment
when they answer the phone.)
What are contingencies? These can
include anything from needing to care
for an aging parent to helping your child
or grandchild survive this increasingly
tough employment market. Let me
check this first. Do you actually have
a written plan on how you are going
to accomplish the important goals in
your life and avoid the pitfalls?
No plan: Mr./Ms. _____, one of
my favorite philosophers, I guess you
could call him, is Yogi Berra, the great
Yankees catcher. He said, “If you don’t
know where you’re going, you might
wind up someplace else.” In today’s
turbulent times, you certainly don’t
want to wind up someplace else. May
I take just a second and tell you just a
little bit more about who I am and how
I work? (If yes: Go to self intro. If no:
Thank you very much.)
Has plan: When was the last time
you sat down with your financial advisor and reviewed the unexpected needs
that can occur as you get older?
Never: OK. Good planning not only
looks at how you are going to get from
here to there but it also takes into account what happens if things go wrong.
Part of my job is what I call “financial
contingency planning.” I would like to
tell you just a little bit about myself;
if you like what you hear, perhaps you
would consider at least taking a look
at my services. May I have another
Self intro: My name again is Roberta
Loblaw. My company, Loblaw Financial Advisors, specializes in helping
investors make certain that plans are
in place for all those financial things
that can go bump in the night. Any solutions we propose are always tailored
just to you. And we review our solutions at least once a year or more often
depending on your circumstances. Is
this possibly what you might be looking for in an advisor?
Could I suggest we meet for coffee?
You can get an idea if I’m the person
who can help you navigate these troubled waters and I can get an idea if I
can help you. Where is your favorite
spot for coffee?
Bill Good is chairman of Bill Good Marketing. His Gorilla CRM System helps
advisors double their production or work
half as much; visit www.billgood.com. His
seminar program, “No More Pies,” helps
advisors manage ETF portfolios using
technical analysis; see www.nomorepies.net.
And his blog, financialadvisorsmarketing.
net, has lots of useful information for advisors who need to beef up marketing. To
preview Bill as a speaker, see his You Tube
channel here: http://bit.ly/billgoodspeaker.