Making Meetings More Meaningful

24 July 2023
27 min listen


Successful financial advisors spend much of their productive time conducting meetings with clients and prospects. A small percentage of those advisors also meet with professionals who are in a position to refer clients. These centers of influence (COIs) can represent an efficient and powerful way to get new clients.

Many advisors are reluctant to meet with COIs because of a fear of rejection, and even those who overcome their fear can struggle with managing these meetings effectively. Observations of advisor behavior have revealed that most advisors struggle with constructing an offer that the COI can respond to and with delivering that offer clearly and effectively.

Scott and Ken explore the psychology behind constructing a message that impacts COIs emotionally and motivates them to see the advisor as valuable for a specific subset of their best clients. The information presented is highly practical, provides guidance for creating more impactful messages and includes examples of offers that advisors have used to successfully generate referrals from COIs.

The information contained herein reflects the views of AllianceBernstein L.P. or its affiliates and sources it believes are reliable as of the date of this production. AllianceBernstein L.P. makes no representation or warranties concerning the accuracy of any data. There is no guarantee that any projection, forecast or opinion in this material will be realized. Past performance does not guarantee future results. The views expressed here may change at any time after the date of this publication. This video segment is for informational purposes only and does not constitute investment advice. AllianceBernstein L.P. does not provide tax, legal or accounting advice. It does not take an investor's personal investment objectives or financial situation into account; investors should discuss their individual circumstances with appropriate professionals before making any decisions. This information should not be construed as sales or marketing material or an offer or solicitation for the purchase or sale of any financial instrument, product or service sponsored by AB or its affiliates. References to specific securities are presented solely in the context of industry analysis and are not to be considered recommendations by AB. AB and its affiliates may have positions in, and may affect transactions in, the markets, industry sectors, and companies described herein.

About the Authors