When it comes to prospective client meetings, many advisors follow a well-worn path: send an agenda in advance, kick off the meeting by reviewing the agenda, and proceed through each point like a checklist. And while agendas might keep things on track, they can also make your meetings feel more like a script than a conversation.
If you want to build stronger relationships and close more opportunities, it’s time to shift your approach. Instead of leading with an agenda, lead by establishing a shared objective. Objectives beat agendas every time.
Here’s how to make that switch and transform your prospect meetings.
1. Focus on Shared Objectives, Not Agendas
Most advisors open meetings by stating their own objectives: “Here’s what we’re going to cover today.” The problem? This approach feels transactional and often puts the prospect in a passive role.
A better way: Start by aligning on a shared objective for the conversation. Instead of presenting your agenda, ask:
-
- “What’s the most important thing you want to get out of today’s meeting?”
- “What do you want to make sure we accomplish today?”
This change sets a collaborative tone. You are striving for an outcome…together.
Prospects feel heard, and you get valuable insights into what matters most to them.
2. Turn Agendas Into Tools, Not Crutches
Agendas aren’t bad—they’re a useful tool to keep meetings structured. The key is to use them to support the objective of the conversation, not dictate it.
Try this approach:
- Start with the outcome: Share the desired outcome of the meeting first.
- Invite collaboration: Ask the prospect what they’d like to add or adjust.
- Introduce the agenda as a roadmap to accomplishing the objective.
- Confirm their time expectation.
- Leave room for flexibility: Make it clear that the agenda is a guide, not a script. Allow the conversation to evolve based on the prospect’s input.
3. Prep Prospects to Eliminate Uncertainty
One of the biggest obstacles to a productive meeting objective is uncertainty and different expectations. When prospects don’t know what to expect, they’re less likely to engage openly. They’re more likely to have some “guarding” in their responses.
How to prepare them effectively:
- Send a prep email: Include practical details like parking, meeting length, a starter objective, instructions on what to bring, and key discussion points.
- Record a short video introduction: A 30-second personalized video can build trust before the meeting even starts.
Example:
“Hi Sarah, looking forward to our call on Thursday. We’ll cover your questions about retirement planning and make sure you leave with a clear plan. Talk soon!”
These small steps help reduce anxiety and ensure the conversation starts on the right foot.
4. Stop Leading with Agendas and Start Leading with Value
If you want to make your client meetings more effective:
- Lead with establishing a shared objective.
- Use the agenda as a tool, not the main event.
- Eliminate uncertainty by preparing prospects effectively.
By shifting your approach, you’ll create conversations that are not only more engaging but also more likely to lead to successful outcomes. Because when prospects feel heard and valued, they’re far more likely to say yes.
Financial Advisor sales training doesn’t have to focus on pushy tactics or high-pressure pitches. Genuine Sales teaches the fundamentals for sales success that allow you to be genuine, ethical, and successful!
