When a prospective client agrees to meet with a financial advisor, that person is doing so for a reason. A recent InvestmentNews story explores this issue, concluding that uncovering that reason should be the advisor's top priority. Brendan Frazier, chief behavioral officer at RFG Advisory, advises, "Do not bury the lead."

A Wealthtender study of 500 U.S. adults with household incomes over $100,000 found that 97 percent of prospective clients interview multiple advisors. To stand out, Frazier recommends a client-first approach inspired by Dr. Moira Somers' book Advice That Sticks, which shows the strongest predictor of client satisfaction is how much time the client spends speaking in the first meeting.

Another advisor interviewed by InvestmentNews, David Bigelow at Coldstream, emphasizes learning the "why now?" behind a prospect's timing. Too often, he notes, advisors lead with a company pitch instead of focusing on the person in front of them.

Building trust early often comes down to reflective listening. Frazier recalls a client who described retirement as "feet in the sand and a drink in my hand" — a phrase he continued to use to strengthen their connection. "When it comes to trust, people love to hear their own words repeated back," he told InvestmentNews.

Emotional connection also plays a key role. A.J. Sohn, SVP and private wealth advisor at Bridgeport Financial Solutions, notes that finding shared experiences and demonstrating relevant expertise in the first meeting can set the right tone.

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