15 phrases that win clients and prospects over

By Bryce Sanders | November 24, 2020 at 08:55 AM

001_Thumbs-up-agreement-employees-winners_MI

1. "We're all in this together."

Clients sometimes see advisors as blackjack dealers in a casino. They are friendly and engaging, yet one is being paid to deal the cards regardless of whether the other wins or loses. They need to be reminded you invest, too. You eat your own cooking.

Message: I'm an investor, too. If the market declines, I need to put my own concerns aside and focus attention on my clients.

(Photo: Shutterstock)

003_Businesswoman_Relaxed_Casual_MI

3. "You are not doing this for yourself."

A California advisor would explain: "This isn't about just making money. You are providing for your family." You focus them on a higher, more noble goal. Hopefully both parties are present.

Message: It's a subtle shift. Not agreeing with your suggestions can be seen as not wanting to provide for their family. This can be uncomfortable for them if their spouse is seated alongside them.

(Photo: Shutterstock)

004 chart hands stocks

4. "Security blanket."

Your prospect has a portfolio. You want to change everything. That can be scary. Find something they own that fits well into the new portfolio. That's the security blanket.

Message: In reviewing your holdings, I see you own (X). That was a really great decision on your part. Not only do I think we should keep that in the new portfolio, I think we should add more.

(Photo: Shutterstock)

005_Retail_Online_Shopping_Wallet_MI

5. Pay as you go.

Investing is meant to be approached with a long-term time horizon. Prospects often wonder "what if I need money?" They can be wary of up-front fees. Do they realize asset-based pricing is a great example of pay-as-you-go pricing?

Message: You only pay for the service as long as you are using it. If you are invested for four years, three months, two weeks and one day, then leave, you've only paid fees for that period of time.

(Photo: Shutterstock)

008_Dart_Target_Money_MI

8. "You know where I work and what I do."

You bring up business with a friend without making it sound like a sales call. You can follow with, "I've never brought up business because I assume you work with someone else already. They probably take great care of you and give you excellent service."

Message: You've been respectful of their current relationship. You have also set a standard. They wonder "am I getting excellent service?"

(Photo: Shutterstock)

011_Businessmen_Happy_Excited_Good_Job_MI

11. "You made a good decision."

You've seen this in restaurants. "I'll have the steak." The server says: "Good decision." People like positive reinforcement.

Message: Prospects and clients are aware that agreeing with your suggestions costs money. You are letting them know how this investment neatly fits into the larger picture and how it helps get them toward their goals.

(Photo: Shutterstock)

013_Business_Meeting_Team_Hands_MI

13. "We're on the same side of the table."

Sales is often seen as an adversarial relationship. There's a winner and a loser. Older investors might recall getting calls from their advisor at the end of the month. They thought the advisor's motivation was getting a commission.

Message: Fee-based pricing is transparent. Your suggestions are perceived more as being in their best interest because they are paying the same percentage regardless of how many or how few trades are made.

(Photo: Shutterstock)

014 woman on phone smiling

14. "Is there room for improvement?"

It's a polite way of asking if their advisor is doing a good job. You might say: "If your advisor is there when you need them, answers your questions and returns calls promptly, that's great. If you think there's room for improvement, we should talk."

Message: You actually set a pretty low bar! It gets the other person thinking about the quality of their current relationship.

(Photo: Shutterstock)

001_Thumbs-up-agreement-employees-winners_MI

1. "We're all in this together."

Clients sometimes see advisors as blackjack dealers in a casino. They are friendly and engaging, yet one is being paid to deal the cards regardless of whether the other wins or loses. They need to be reminded you invest, too. You eat your own cooking.

Message: I'm an investor, too. If the market declines, I need to put my own concerns aside and focus attention on my clients.

(Photo: Shutterstock)

003_Businesswoman_Relaxed_Casual_MI

3. "You are not doing this for yourself."

A California advisor would explain: "This isn't about just making money. You are providing for your family." You focus them on a higher, more noble goal. Hopefully both parties are present.

Message: It's a subtle shift. Not agreeing with your suggestions can be seen as not wanting to provide for their family. This can be uncomfortable for them if their spouse is seated alongside them.

(Photo: Shutterstock)

004 chart hands stocks

4. "Security blanket."

Your prospect has a portfolio. You want to change everything. That can be scary. Find something they own that fits well into the new portfolio. That's the security blanket.

Message: In reviewing your holdings, I see you own (X). That was a really great decision on your part. Not only do I think we should keep that in the new portfolio, I think we should add more.

(Photo: Shutterstock)

005_Retail_Online_Shopping_Wallet_MI

5. Pay as you go.

Investing is meant to be approached with a long-term time horizon. Prospects often wonder "what if I need money?" They can be wary of up-front fees. Do they realize asset-based pricing is a great example of pay-as-you-go pricing?

Message: You only pay for the service as long as you are using it. If you are invested for four years, three months, two weeks and one day, then leave, you've only paid fees for that period of time.

(Photo: Shutterstock)

008_Dart_Target_Money_MI

8. "You know where I work and what I do."

You bring up business with a friend without making it sound like a sales call. You can follow with, "I've never brought up business because I assume you work with someone else already. They probably take great care of you and give you excellent service."

Message: You've been respectful of their current relationship. You have also set a standard. They wonder "am I getting excellent service?"

(Photo: Shutterstock)

011_Businessmen_Happy_Excited_Good_Job_MI

11. "You made a good decision."

You've seen this in restaurants. "I'll have the steak." The server says: "Good decision." People like positive reinforcement.

Message: Prospects and clients are aware that agreeing with your suggestions costs money. You are letting them know how this investment neatly fits into the larger picture and how it helps get them toward their goals.

(Photo: Shutterstock)

013_Business_Meeting_Team_Hands_MI

13. "We're on the same side of the table."

Sales is often seen as an adversarial relationship. There's a winner and a loser. Older investors might recall getting calls from their advisor at the end of the month. They thought the advisor's motivation was getting a commission.

Message: Fee-based pricing is transparent. Your suggestions are perceived more as being in their best interest because they are paying the same percentage regardless of how many or how few trades are made.

(Photo: Shutterstock)

014 woman on phone smiling

14. "Is there room for improvement?"

It's a polite way of asking if their advisor is doing a good job. You might say: "If your advisor is there when you need them, answers your questions and returns calls promptly, that's great. If you think there's room for improvement, we should talk."

Message: You actually set a pretty low bar! It gets the other person thinking about the quality of their current relationship.

(Photo: Shutterstock)

We want to win prospects over. Let them know we understand their concerns. Position ourselves on the same side of the table. It's good to have handy expressions to make a point or prompt more questions, getting a conversation going. Here are a few that might help. Bryce Sanders is president of Perceptive Business Solutions Inc. He provides HNW client acquisition training for the financial services industry. His book, "Captivating the Wealthy Investor" can be found on Amazon. READ MORE:

NOT FOR REPRINT

© 2025 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.

Bryce Sanders, president of Perceptive Business Solutions Inc., has provided training for the financial services industry on high-net-worth client acquisition since 2001. He trains financial professionals on how to identify prospects within the wealthiest 2%-5% of their market, where to meet and socialize with them, how to talk with wealthy people and develop personal relationships, and how to transform wealthy friends into clients. Bryce spent 14 years with a major financial services firm as a successful financial advisor, two years as a district sales manager and four years as a home office manager. He developed personal relationships within the HNW community through his past involvement as a Trustee of the James A. Michener Art Museum, Board of Associates for the Bucks County Chapter of the Fox Chase Cancer Center, Board of Trustees for Stevens Institute of Technology and as a church lector. Bryce has been published in American City Business Journals, Barrons, InsuranceNewsNet, BenefitsPro, The Register, MDRT Round the Table, MDRT Blog, accountingweb.com, Advisorpedia and Horsesmouth.com. In Canada, his articles have appeared in Wealth Professional. He is the author of the book “Captivating the Wealthy Investor.”

More from this author ⟶

1 House bill could eliminate ACA employer health coverage mandate

2 Modern Leave Management: Best Practices for Supporting Clients Through FMLA & Beyond

3 House committee proposes plan to cut back on federal employee pensions

4 Enterprise ICHRA: A Playbook for Benefits Advisors

5 Experienced employers aim to keep benefits stable through tariff storms, exec says

Insurance
BenefitsPRO Broker Expo 2025
May 06, 2025 - Boston

The premier educational and networking event for employee benefits brokers and agents.
More Information
Workers' Compensation Risk Management Award for Excellence Nominations
May 05, 2025 - Nomination Deadline

The 2025 Workers Comp Risk Management Award for Excellence honors outstanding loss control, safety and return-to-work programs.
More Information
Consulting
Consulting Top Consultants 2025
June 26, 2025 - New York

Consulting Magazine identifies consultants that have the biggest impact on their clients, firms and the profession.
More Information

Poor health insurance literacy costs billions annually, report says

By Alan Goforth | May 02, 2025

Although more than 164 million Americans receive health benefits from their employer, only 2 in 10 are confident in their health insurance knowledge.

Poor health insurance literacy costs billions annually, report says

Problems are opportunities in disguise with Ali Goodwin

By Paul Wilson and Lily Peterson | May 02, 2025

In this episode, we're joined by Ali Goodwin, the marketing director for TrueScripts. We talk about the noise surrounding PBMs and prescription drugs; discuss the importance of trying to do the right thing; and dig into how to filter out all the noise and bad actors and find people and companies that truly align with their mission.

Problems are opportunities in disguise with Ali Goodwin

Meaningful change

By Paul Wilson | May 02, 2025

At a crossroad and facing an endless list of daunting challenges, how can benefits advisors and their partners truly make a difference?

Meaningful change

Benefit Strategy Savers: A Broker's Guide to Solving 2025 Benefit Challenges link

Guide

Sponsored by ArmadaCare

Benefit Strategy Savers: A Broker's Guide to Solving 2025 Benefit Challenges

Discover how employer-paid supplemental health benefits can help close coverage gaps, reduce out-of-pocket costs, and boost retention!

Browse More Resources ›

Trends 2025: What to Watch in the Retirement Industry link

White Paper

Sponsored by TIAA

Trends 2025: What to Watch in the Retirement Industry

2025 is expected to bring increased market volatility, policy shifts, and new cybersecurity threats that could impact employee retirement savings. This white paper provides HR professionals with the insights they need to strengthen retirement benefits, support employee financial wellness, and navigate the evolving landscape with confidence.

Browse More Resources ›

Trends 2025: What to Watch in the Retirement Industry link

White Paper

Sponsored by TIAA

Trends 2025: What to Watch in the Retirement Industry

Following a year of relative market stability, 2025 is expected to bring increased market volatility, potential policy disruptions, and new cybersecurity threats that can put retirement savings at risk. This white paper equips advisory practices with crucial insights to navigate these challenges, implement effective lifetime income strategies, and guide clients toward a more secure retirement.

Browse More Resources ›