Get real or don’t cold call me

by | Mar 20, 2012 | Client relationships

When did financial advisors become telemarketers? Here’s a transcript of a voicemail I received a few weeks ago from a financial advisor named RW—someone I don’t know who represents a major company. It wasn’t technically a cold call, I suppose, because I had a relationship with the company about a decade ago through my former financial advisor. But it certainly wasn’t a warm call. And while RW said nothing whatsoever offensive on her voicemail, it was a perfect example of how the choice to be robotic instead of real kills trust and loses business.

Here’s the script she read:

“Hello, this message is for Andrea Howe. This is RW calling from ABC Financial in Minneapolis. I hope you’re doing well.

“I’m a financial advisor here calling to introduce myself but also looking to set up some time to speak with you over the phone to review your finances and discuss any of your concerns and what you’re working towards.

“So please call me back at 555-555-5555, extension 555.

“Again, that’s RW with ABC Financial. Thank you so much and I look forward to speaking with you soon. Have a good one.”

I give her credit for having a pleasant voice and demeanor, and for being brief. And that’s about it.

Let’s Get Real

Mahan Khalsa wrote a book in 1999 called Let’s Get Real or Let’s Not Play. I bought it based on the title alone. He defines the term “getting real” as being authentic and truthful, saying what you mean and being congruent with what you value.

Putting myself in RW’s shoes, I bet she hates making these calls. If she’s honest, she probably feels as awkward leaving those voicemails as the receivers feel listening to them. And she’s probably frustrated that while she’s a good advisor with real talent to offer, she’s not getting as many new clients as she’d like.

In the spirit of getting real, here’s what I wish RW had said—for both our sakes:

“Andrea, this is RW calling from ABC Financial in Minneapolis. You have no idea who I am and, from your perspective, no reason whatsoever to give me the time of day. And I’m sure time is something you have precious little of.

“Here’s what I know: it’s been ten years since you were an active client with ABC. And every year you get a call from someone like me because our database tells us it’s time to check in with you. You probably hate these calls. I apologize on behalf of my company and my colleagues for the time we’ve wasted with you in the past.

“My guess is that it’s likely that your financial advisory needs are being met. Ten years ago you were starting your own business and poised for success. I bet you’ve come a long way in that time.

“If you’ve gotten this far in the voicemail, thank you for taking the time to hear me out.

“My personal cell number is 777-777-7777. I’ll gladly take your call any day, any time.”

Getting Real Gets Results

The second version—the one I call the Get Real version—could be a script too, as long as it is delivered with some actual human feeling behind it.

Let’s compare the probable outcomes for each version of the call script:

You tell me: which version has the better probable payoff?

My finances are personal. Trust is personal. This is my plea: Let’s get real or stop wasting each other’s time.

Originally published by Forbes
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Andrea Howe

As the founder of The Get Real Project, I am the steward of our vision and our service offerings, as well as a workshop leader and keynote speaker. Above all else, I am an entrepreneur on a mission: to kick conventional business wisdom to the curb and transform how people work together as a result. I am also the co-author, with Charles H. Green, of The Trusted Advisor Fieldbook (Wiley, 2012).

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