The complete playbook for converting digital leads. From first contact to signed agreement.
Jump to any section or start from the top and work your way through.
Set up calendar sync, optimize your profile, and save templates
Six proven conversation starters plus voicemail templates
Nine copy-paste templates for every stage of engagement
Run discovery, position yourself, and close naturally
Timing, cadence, and when to move on
Enable instant booking and boost conversion by 40%+
Address common pushback without being defensive
Diagnose what's wrong and fix your conversion rate
New to digital prospecting? Start here. These three actions set you up for success before your first prospect arrives.
40%+ of prospects book instantly when they can schedule without back-and-forth emails.
Digital prospects are comparison shopping. The advisor who makes booking easiest wins. Calendar sync removes friction and shows you're organized and tech-savvy.
Prospects compare 3-5 advisors. Your profile is your first impression.
Speed matters. Pre-written templates help you respond in under an hour.
Find all nine templates in the Email Templates section below.
You can't improve what you don't measure. Track these key metrics from day one.
Create a Google Sheet with these columns:
| Date | Prospect Name | Source | First Contact | Response Time | Meeting Booked? | Status | Notes |
|---|---|---|---|---|---|---|---|
| 1/15/25 | John D. | AdvisorFinder | 2 hours | Yes | Meeting set | Tech equity focus | |
| 1/16/25 | Sarah M. | AdvisorFinder | Phone | 45 min | Yes | Meeting set | Retirement planning |
You're set up. Now here's what to expect in your first week:
Aim to respond within 1 hour during business hours. After hours is fine next morning, but no later than 24 hours total.
Once you've completed these three actions, dive into the detailed sections below for phone scripts, email templates, meeting frameworks, and more.
Or jump to any section from the Table of Contents
Six proven conversation starters for different prospect types, plus a voicemail template that gets callbacks.
Prospect left phone number and indicated "call anytime" or marked urgency
Prospect only provided email or marked "email preferred" — always include calendar link
Email first with calendar link, then call within 2-4 hours if no response
"Hi [Name], this is [Your Name] from [Firm]. I got your message through AdvisorFinder about [their specific situation — e.g., 'navigating your company's equity compensation']. I've worked with several [similar clients] and wanted to reach out directly."
"Is now a good time for a quick conversation? Or I'm happy to send you my calendar link and you can grab a time that works better."
If they say now works:
"Great. Tell me a bit more about your situation..."
If they prefer to schedule:
"Perfect. I'll text you my calendar link right now. You'll see 30-minute intro slots — just grab whatever works."
"[Name], [Your Name] here. You reached out about financial planning through AdvisorFinder. I specialize in [their situation]. Got 30 seconds?"
If yes:
"I work with [specific niche] on [specific issues]. I'm texting you my calendar now — grab any 30-minute slot this week or next. Sound good?"
If they want to talk now:
"Even better. What prompted you to look for an advisor?"
"Hi [Name], this is [Your Name]. I saw you're [going through X transition — e.g., 'preparing for retirement,' 'dealing with a windfall,' 'starting a business']. I actually specialize in helping people navigate exactly that."
"I don't want to catch you at a bad time — are you free for a few minutes, or should I send you my calendar so you can pick a better time?"
If they want to talk:
"Great. Walk me through what's happening..."
"[Name], it's [Your Name] from [Firm]. You reached out about financial planning — did I catch you at an okay time?"
If yes:
"Great. Tell me what made you start looking for an advisor."
If no:
"No problem at all. I'll shoot you my calendar link right now. Grab any 30-minute slot that works. Does that work?"
"Hi [Name], [Your Name] here. I got your inquiry through AdvisorFinder — I'm curious what prompted you to start looking for an advisor now?"
Listen to their answer, then:
"Got it. And what's important to you in an advisor relationship?"
After they answer:
"That makes sense. I work with [relevant clients] on [relevant issues]. Want to set up a proper conversation? I can send you my calendar."
"[Name], [Your Name] again from [Firm]. I've tried to reach you a couple times about your inquiry. I don't want to be a pest, but I wanted to make sure you got my calendar link."
"If now's not the right time, totally understood. But if you're still looking for an advisor, my calendar's open this week — here's the link: [say where you're sending it]."
"If I don't hear from you, I'll assume the timing isn't right and I won't keep bugging you. Sound fair?"
Keep it under 20 seconds. The goal is a callback, not a full pitch.
"Hi [Name], this is [Your Name] from [Firm]. You reached out about financial planning through AdvisorFinder. I specialize in [their situation]. I'm texting you my calendar link right now — grab any 30-minute slot this week. Looking forward to connecting."
Remember: The goal of the first call is to book a meeting, not to close them as a client. Get the meeting scheduled, then do discovery.
Nine email templates for every stage of prospect engagement. Copy, customize, and send.
5 sentences or less. Mobile-friendly formatting. One clear call-to-action.
Make booking instant. Friction kills conversion. Link in every email.
Reference their specific situation. Templates are starting points, not scripts.
Hi [Name],
I got your message through AdvisorFinder about [their specific situation]. I've worked with several [similar clients] on exactly this.
I've got time this week for a 30-minute intro call. Here's my calendar: [calendar link]
Just grab whatever works for your schedule.
[Your Name]
[Firm]
[Phone]
[Name],
You reached out about financial planning. I specialize in [their situation or general niche].
Grab a 30-minute slot on my calendar: [calendar link]
Or reply with your availability and I'll call you.
[Your Name]
Hi [Name],
I saw you're [going through X transition]. I work exclusively with people navigating this — it's actually all I do.
Most of my clients come in with similar questions about [common concern related to their situation]. Happy to walk you through how I approach it.
Here's my calendar for this week: [calendar link]
[Your Name]
[Name],
You reached out about [their situation]. I specialize in this. Calendar link: [calendar link]
[Your Name]
[Name],
I reached out a couple days ago about your financial planning inquiry. Not sure if you saw my email.
If you're still looking for an advisor, my calendar's here: [calendar link]
If the timing's not right, no worries — just let me know and I'll stop bugging you.
[Your Name]
[Name],
I've tried to reach you a few times about your inquiry. I'm guessing the timing isn't right, which is totally fine.
I'll leave my calendar link here in case things change: [calendar link]
Otherwise, I won't reach out again. Best of luck with everything.
[Your Name]
Hi [Name],
Just tried calling about your financial planning inquiry through AdvisorFinder.
Here's my calendar if that's easier: [calendar link]
Or call me back at [your number].
[Your Name]
[Name],
We connected a couple weeks ago about financial planning. Just wanted to check — are you still looking, or did you already find someone?
If you're still searching, my calendar's here: [calendar link]
If you went with someone else, no worries at all. Just let me know so I stop bothering you.
[Your Name]
[Name],
I noticed you looked at my profile on AdvisorFinder. Any questions I can answer?
Or if you want to just hop on a quick call, here's my calendar: [calendar link]
[Your Name]
Pro Tip: Save high-performing emails to your CRM or email client templates. The faster you can respond with a personalized, on-brand email, the better your booking rate.
You booked the meeting. Now what? Here's how to run discovery, position yourself, and close without being pushy.
"Thanks for making time today. Here's how I usually run these intro calls: I'll ask you some questions about your situation and what you're looking for in an advisor. Then I'll share how I work and my fee structure. By the end, we should both have a good sense of whether this is a fit. Sound good?"
"Before we dive in — anything specific you want to make sure we cover today?"
"That's really helpful context. Let me share a bit about how I work and see if it resonates."
"I specialize in [their situation]. Most of my clients come to me with [common problem], and what I help them do is [outcome]."
"Here's typically how I work with clients: [describe your process]."
"In terms of fees, I charge [fee structure]. For someone in your situation, that would be approximately [give them a number]."
If it's a great fit:
"Based on what you've shared, I think I can really help you with [specific issues]. I'd love to work together."
If you're not sure:
"I want to think about whether I'm the right fit for your situation. Can I follow up tomorrow after I've had time to consider?"
If it's not a fit:
"I appreciate you sharing your situation with me. To be honest, I don't think I'm the best advisor for you because [reason]. I'd recommend looking for someone who specializes in [what they need]."
"Great. Here's what happens next: I'll send you an email within the hour with [engagement letter/onboarding docs/next steps]. Once you review and sign, we'll schedule our first working session for [timeframe]."
"Any questions before we wrap up?"
"Totally understand. This is a big decision. What would be helpful for you to think through?"
"When do you think you'll have a decision? I'll follow up [timeframe] to see where you're at."
"In the meantime, here's my calendar if you want to schedule a follow-up call: [link]"
"I appreciate you taking the time to talk with me. I don't think I'm the right advisor for your situation because [honest reason]."
"If it's helpful, I can point you toward [resource/other advisor type] that might be a better fit."
Speed to lead matters. Here's exactly when to follow up, how often, and when to move on.
Digital prospects are comparing advisors. The faster you respond, the better your odds of booking the meeting.
Email + phone call (if they provided number). Include calendar link in email. If voicemail, send follow-up text with calendar link.
If no response: Send brief follow-up email. "Not sure if you saw my message. Here's my calendar if you want to talk: [link]"
Final attempt. "Last note from me. I've tried to reach you a few times. Calendar link is here if timing works: [link]. Otherwise, best of luck."
Stop active follow-up. Add to long-term nurture list. Circle back in 30-60 days with value-add content or market update.
Initial contact + 2 follow-ups = 3 total touches over 7-10 days. Then stop.
After 10-15 prospects, look for patterns:
Just because someone didn't respond initially doesn't mean they're gone forever. Circle back strategically.
"Hi [Name], I reached out last month about financial planning. Wanted to see if you're still looking or if you found someone. Here's my calendar if timing's better now: [link]"
"Hi [Name], I was updating some resources for clients about [relevant topic to their situation] and thought of you. Here's the guide: [link]. Still happy to chat if you want to discuss your situation: [calendar link]"
Tax season, market volatility, year-end planning - these are natural reasons to reach out. "Hi [Name], with [event] coming up, wanted to see if you're still looking for planning help. Calendar's here if you want to talk: [link]"
The single biggest conversion booster: letting prospects book instantly. Here's how to set it up right.
No back-and-forth emails trying to find a time
Prospects book while they're actively thinking about it
Shows you're organized and tech-savvy
AdvisorFinder integrates with Outlook and Microsoft Bookings for instant calendar sync.
Navigate to Settings → Calendar Integration
Click "Connect Outlook" and authorize AdvisorFinder to access your calendar
Set which hours you're available for prospect meetings (e.g., M-F 9am-5pm)
Recommended: 30 minutes for intro calls
Edit the email prospects receive when they book a meeting
Book a test meeting from a different device to verify everything works
Set intro calls to 30 minutes. Long enough for discovery, short enough to respect their time. You can always extend if the conversation is going well.
Add 15-minute buffers between meetings. Gives you time to take notes, use the bathroom, and mentally prepare for the next call.
Offer availability at least 3-5 days out. Same-day/next-day slots can work, but give prospects flexibility. Update your availability weekly.
Keep it simple: confirm the meeting time, include video link (if virtual), and set expectations. Example: "Looking forward to learning about your situation. I'll ask some questions about your goals and share how I work."
Enable automatic reminders: 24 hours before and 1 hour before. Reduces no-shows significantly.
Initial outreach, follow-ups, post-voicemail — always include it
Make it easy for anyone you email to book time with you
Prospects can book directly from your profile page
After leaving a voicemail, send a text with your calendar link
Add it to your contact page or consultation request form
"I'm texting you my calendar link right now..."
Common pushback and how to address it without being defensive.
Important mindset shift: Objections aren't rejections. They're questions in disguise. When someone says "I need to think about it," they're really saying "I'm not sure about something specific." Your job is to figure out what that something is.
"That's smart — you should talk to a few people before making a decision. Can I ask what you're comparing? Is it fee structure, specialization, or something else?"
Then listen. They'll tell you what matters to them. Address that specific thing.
"Based on what you've told me, here's how I'm different: [specific differentiator relevant to their concern]. Does that resonate with what you're looking for?"
You're validating their process (good) while positioning yourself as different (better). You're not competing on price or pushing for a decision — you're helping them make the right choice.
"Absolutely — financial decisions should be joint decisions. What questions do you think they'll have about working with an advisor?"
Address those questions now.
"Would it make sense for the three of us to jump on a quick call so I can answer their questions directly? Or I'm happy to send you a summary email you can share with them."
You're respecting the relationship while making it easier for them to have that conversation. Offering a three-way call shows confidence and makes you memorable.
"I appreciate you being upfront about that. Let me give you specific numbers so you can decide if it makes sense."
"For someone in your situation, my fee would be approximately [specific number]. That covers [list what they get]. Most clients find that the tax savings alone cover the cost, but the real value is [specific outcome relevant to them]."
"Does that feel like something that would fit your budget?"
You're giving them real numbers (not vague percentages) and tying the cost to specific value. You're also giving them permission to say no if it's truly out of budget.
"Totally fair. Can I ask what specifically you want to think through? Is it the fee structure, my approach, timing, or something else?"
Listen to their answer, then address it directly.
"That makes sense. Here's what I'd suggest: take a few days to think it over. I'll follow up [specific day] to see where you're at. Does that timeline work for you?"
"I need to think about it" is almost never about needing more time — it's about an unresolved concern. By asking what specifically they're thinking through, you often surface the real objection.
"That's great — a lot of people are. Can I ask what made you reach out to an advisor if you're comfortable managing on your own?"
They'll usually reveal the real reason. Common answers: "I just want a second opinion," "I'm worried I'm missing something," "My situation just got more complicated."
"Got it. So it sounds like you're not looking for someone to take over — you're looking for [their actual need]. That's exactly what I help with."
You're not challenging their competence. You're acknowledging they're capable while helping them articulate why they still reached out. That reason is your opening.
"I appreciate you being direct. Can I ask what you're comparing to?"
Listen to see if they're comparing apples to apples.
"Here's what's included in that fee: [list everything]. A lot of advisors charge separately for financial planning, tax strategy, estate coordination, etc. I include all of that."
"The way I think about it: my job is to add more value than I cost. For most clients, the tax optimization alone saves them 2-3x my fee. Does that context help?"
You're reframing from cost to value. You're also making sure they understand what they're getting — many prospects compare comprehensive planning fees to investment-only management.
Remember: Not every prospect should become a client. It's okay to let some go. Focus on the ones who are the right fit.
Using these tactics but not seeing results? Here's how to diagnose what's wrong.
Ultra-brief email (3 lines) with calendar link in line 2
Warmer email (5 lines) with calendar link in line 3
Track which approach gets more responses and double down on that.
Set reminders for 24 hours and 1 hour before the meeting. This alone reduces no-shows by 30-40%.
Make sure it includes: meeting date/time in their time zone, video link (if virtual), what to expect, and how to reschedule if needed.
If people are booking 2+ weeks out, they're more likely to no-show. Consider limiting availability to 7-10 days out.
When they book, ask them to briefly describe their situation. People who take time to write are more committed.
"On a scale of 1-10, how ready are you to work with an advisor?"
If they say 7 or below, ask: "What would get you to a 9 or 10?""What would make you feel confident saying yes today?"
Listen for objections you can address immediately."Besides comparing advisors, what else needs to happen before you make a decision?"
Surfaces hidden blockers (spouse approval, budget timing, etc.).The Assumptive Close:
"Based on what you've shared, I think I can really help you with [specific issue]. Here's what I'd recommend as next steps: I'll send you my engagement agreement today. Once you review and sign, we'll schedule our first working session for next week. Does that work?"
This assumes they're moving forward and makes it easy to say yes.
Clear, recent photo makes you 2x more likely to get inquiries
"Tech employees," "business owners," "retirees" — not "all clients"
Transparency increases inquiries from qualified prospects
Instant booking dramatically increases conversion
Generic bios blend in. Show what makes you different.
Log into your AdvisorFinder dashboard and review your targeting settings:
If you've optimized your profile and still aren't getting prospects, reach out to AdvisorFinder support. They can review your profile and make recommendations specific to your market.
AdvisorFinder support can help with:
Contact AdvisorFinder Support:
Email: support@advisorfinder.com
Include: details on the specific issue you're facing and what you've tried already
Converting digital prospects is a skill. Like any skill, you get better with practice. Track your numbers, test different approaches, and refine based on what works.
The advisors who succeed with online leads are the ones who respond fast, make booking easy, and stay consistent with follow-up. You now have everything you need to do all three.
Go get some meetings booked.