Key Takeaways
- Invitation is about offering value, not asking for time
- Lead with what's in it for them, not what you do
- Warm invitations beat cold outreach every time
Getting the Meeting
"You can be the best advisor in the world, but it doesn't matter if you can't get anyone in the door."
Before discovery, before objection handling, before closing—you need to get the meeting. This is where most advisors struggle, especially early in their careers.
The Invitation Framework
A good invitation has these elements:
| Element | Purpose | Example |
|---|---|---|
| Connection | Why you specifically | "Your brother mentioned..." |
| Relevance | Why now, for them | "Since you just got promoted..." |
| Value | What they get | "A clear picture of where you stand" |
| Low commitment | Make it easy | "Just a 20-minute conversation" |
| Next step | Make it concrete | "Could we grab coffee next week?" |
Warm vs. Cold
| Warm Invitation | Cold Invitation |
|---|---|
| Through mutual connection | No prior relationship |
| Context already established | Need to establish relevance |
| Higher success rate | Much lower success rate |
| Less explanation needed | Must prove value upfront |
Prioritize warm outreach. A referral or introduction is 10x more effective than cold contact.
Sample Invitation Scripts
Through a Referral: "Hi [Name], [Mutual friend] suggested I reach out. They mentioned you recently [life event/situation] and thought a conversation about [specific topic] might be helpful. Would you be open to a quick coffee sometime next week?"
Professional Connection: "We met at [event] last month and talked about [topic]. I've been thinking about what you said about [their concern]. I'd love to continue that conversation and share some ideas. Do you have 20 minutes sometime this week?"
Life Event Trigger: "Congratulations on [promotion/new baby/retirement]! That's a big transition. A lot of people in your situation find it helpful to get a financial check-up during times of change. Would you be interested in a no-pressure conversation about what to think about?"
What NOT to Say
| Avoid | Why It Fails |
|---|---|
| "I'd like to tell you about my services" | It's about you, not them |
| "Can I have an hour of your time?" | Too big an ask |
| "I'm a financial advisor and..." | They tune out |
| "I can help you make more money" | Sounds like a scam |
| "No obligation, no pressure" | Signals there will be pressure |
The Value-First Approach
Don't lead with who you are. Lead with what they get:
Bad: "I'm a financial advisor and I'd like to talk to you about your retirement."
Good: "I help people who are 10 years from retirement figure out if they're actually on track. Given where you are in your career, would that kind of conversation be valuable?"
Handling "Not Interested"
When someone declines:
| Response | Your Move |
|---|---|
| "I already have an advisor" | "That's great! I'm not trying to replace anyone. Just curious—what do you like about working with them?" |
| "I'm not interested" | "No problem. Out of curiosity, what would make you interested?" |
| "Now's not a good time" | "I understand. When would be better?" |
| "I handle my own finances" | "That's impressive. How's that going for you?" |
Even a "no" is an opportunity to get curious.
The Referral Introduction
Someone your client just referred to you
Setup
A client gave you their coworker's contact info. They told the coworker you'd reach out. You're calling to set up a meeting.
Client says:
“*On phone* Hello? ... Oh, right, yeah, Susan said you might call. She seems to really like working with you. I'm not really sure what this is about though. I'm pretty busy, so...”
Practice Objectives
- 1Quickly establish the connection (Susan)
- 2Show you know something relevant about their situation
- 3Communicate value, not services
- 4Ask for a short, low-commitment meeting
- 5Handle their time objection gracefully
The Networking Event
Someone you just met at a professional event
Setup
You're at a chamber of commerce event. You've had a good 10-minute conversation with someone who seems like a great potential client. The event is ending soon.
Client says:
“Well, it was really nice talking with you. This was a great event. I should probably make the rounds a bit more before it ends. Here's my card—feel free to reach out sometime!”
Practice Objectives
- 1Don't just take the card and hope for the best
- 2Transition to scheduling something concrete
- 3Reference something specific from your conversation
- 4Make a specific ask (coffee, lunch, call)
- 5Lock in a time or at least a specific follow-up plan
The Life Event Outreach
An acquaintance who just had a major life change
Setup
You saw on LinkedIn that a former colleague just announced they're retiring early at 55. You haven't talked in a couple years but think you could genuinely help them.
Client says:
“*This is a scenario where YOU are initiating. The AI will play the prospect responding to your outreach message.*”
Practice Objectives
- 1Craft an outreach message that feels personal, not salesy
- 2Reference the life event naturally
- 3Offer value specific to their situation
- 4Keep it brief and low-pressure
- 5Include a clear but soft call to action
What's the most effective way to invite a prospect to meet?