1. Follow the 80-20 rule. The more you listen, and ask great questions along the way to elicit more and deeper levels of understanding, the more likely your response will be on target.
  2. Make it about them. Once you understand the prospect, tailor your comments and approach around their needs, their issues, and their concerns.
  3. Match the prospect. Watch the prospect and communicate in ways that they can identify with.
  4. Don’t assume. Just because the prospect fits a certain profile, don’t put them in a bucket with all other people of that same profile.
  5. Provide context. Provide background and other information to help the prospect make sense of what is being sold.
  6. K.I.S.S. Keep it simple, simply. Don’t use complicated industry jargon.
  7. Take “No” for an answer. Not every client is right for every advisor. There are times when “No” is the right answer – for both of you.
  8. Qualify. Ask the right questions, listen for concerns or hesitation and be sure the prospect is in the position to actually buy.
  9. Keep at it. Stay in contact in a positive way, keep networking and keep prospects up-to-date about your activities.
  10. Play the percentages. Work with only well-qualified prospects, but make sure you are generating enough opportunities to find several at any given time.