Questions to Pre-Qualify a Prospect Via Phone

When you are so busy that you can’t afford to waste time with an in person prospective client meeting unless they would be a good client, then it’s time to create a script to pre-qualify prospects using a 30 minute phone conversation.



Pick one or more questions from each section below.

Adapt the questions below and create your own process for pre-qualifying prospects over the phone. Pick and choose what works for you.


Steps in the process:

  • 1.Establish Rapport
  • 2.Ask permission/get agreement
  • 3.Do they fit your Ideal Client Profile?
  • 4.Ask what they want in their financial future
  • 5.Clarify their understanding of FP
  • 6.Set up in person meeting
  • 7.If they don’t meet your minimum
  • 8.Overcome objections


1.Establish Rapport:

Ask questions to create rapport. You don’t want to jump right in to “are you a good prospect for me.” Ask how they found you. Ask where they live. What they do for a living. Do they have family nearby?


2.Ask permission/get agreement:

Asking permission is a good practice so that the prospective client knows what’s coming next and has agreed to answer your questions. It also gets them in a pattern of saying “Yes”

So, do you mind if I ask you a few questions to get to know your needs a little better?


3.Find out if they fit your Ideal Client Profile.

  • Can you tell me your purpose for finding a financial planner? What do you need help with? (charge for AUM or charge per project?)
  • I’d like to know you a bit better, please tell me a little about your background (career path, family, challenges) .
  • What types of assets have you acquired at this point in your life?
  • Do you have a pension plan?
  • Do you have a 401k plan?
  • Do you have assets outside your employer plan?
  • Do you own a home? What is the current value of your home? What is the mortgage balance on your home or do you own it outright?

If they fit your minimum, then transition to…


4.Ask what they want in the future:

  • What would you like to change about your financial situation?
  • What would you like money to do for you?
  • Well, my philosophy is that financial planning and investment management helps clients get organized and live a more confident and relaxed lifestyle without stress, knowing that the future is planned out for them.
  • Does that make sense to you? [Get them saying “yes”]


5. Clarify their understanding of Financial Planning/Investment Management:

So regarding [WHAT I OFFER], have you ever worked with a financial planner/investment manager before?

  • What have you heard about financial planning in the past?
  • Many people will tell you that financial planning is effective because it’s an ongoing relationship that covers every aspect of your financial life. (Other advisors may sell you a product and then you may never hear from them again).
  • What are you looking for in an advisor?
  • Credibility statement: “Well you’ve come to the right place. I’ve been a financial planner/investment manager for X years and have X credentials. My value is that I offer [YOUR VALUE]
  • Tell them where you custody assets and why
  • Tell them your succession plan
  • What would you like your advisor to do for you?
  • If they already have an advisor: how much is your advisor charging you?


6.Set up an in person meeting.

When would be a good time for us to meet in person in my office?


7.If they don’t meet your minimum.

Offer resources to help them help themselves. Or, if you are able to charge an hourly fee, tell them your fee.

The purpose is to get paid for your time!


8. Overcome objections before they come up

  • See section 5
  • Tell them where you custody assets and why
  • Tell them your succession plan