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Six ways to woo prospects

If you want to attract clients, try to see things from the client’s point of view.

Persuading potential clients to choose you as their advisor requires that you put yourself in their shoes and try to understand their expectations. You have to look at yourself from the client's perspective and ask yourself: “why would they want to do business with me?”

It is necessary to take a step back and understand what you do and what you can deliver. Relying on your supposedly unique value proposition is simply not enough to win the hearts of clients as value propositions only provide a broad statement of what you do. Instead, you must show clients how you can add value to their lives.

Here six ways you can persuade potential clients to choose you as their advisor:

• Tell them who you are

During your first meeting, you should not only get to know your clients but also tell them about yourself. Show clients that you have the knowledge and experience to help them achieve their goals. Explain your qualifications, but bear in mind that most clients care less about qualifications and designations than about the person they are dealing with.

• Pitch your process

When clients come to your office, they are looking for advice, not products or a financial plan.

With that in mind, explain, in a clear, understandable way, how you provide advice. Describe your prescribed process.

• Show your value

Explain to clients the benefits of having you as their advisor.

Present the advice you offer as a product with features, advantages and benefits. Show them how your role as their advisor can improve their financial well-being. More emphasis should be placed on the relationship and less on products and performance.

• Share your experience

Tell your clients stories about clients like themselves. This will go a long way in convincing them that you understand their situation. And it will make them more comfortable.

Using similar cases is always helpful. It shows that you have dealt with similar situations.

• Present yourself as part of a team

It's important for you to present a team. Very few advisors work in isolation; at the very least they have an assistant.

It might also be a good idea to present your extended team, including for example, estate planning, insurance and legal professionals with whom you are associated. Clients might not necessarily require any of these services now but it gives them a sense of security that they can call on you should they need them.

• Set expectations

Ensure clients understand what they should expect from you. So set expectations upfront. For instance, tell them the type and frequency of reports they will receive from you, how often you will meet and how accessible you are in the event that they need to contact you. And if you are try a client interested in a fund you are promoting, explain the benefits and risks.

For instance, if you are promoting the Excel Blue Chip Balanced Fund, explain that it is a low-to-medium risk option to get exposure to growth as well fixed income exposure to emerging markets. You may also wish to explain that it is a “three in one” fund that is unique in Canada and is suitable for investors who want broad emerging market exposure without having to invest in more than one fund.


Commissions, trailing commissions, management fees and expenses all may be associated with mutual fund investments. Please read the prospectus before investing. Mutual funds are not guaranteed, their values change frequently and past performance may not be repeated.