For over two decades, I’ve had the privilege of coaching financial professionals—advisors who are passionate about helping their clients succeed and eager to grow their businesses. One theme I return to again and again with my clients is this: what worked in sales five or ten years ago simply doesn’t resonate the same way today.
The financial industry has evolved. So have your clients. Yet, many advisors are still using sales tactics that feel outdated, disconnected, or even uncomfortable. They tell me things like, “I’m great in a client meeting, but I struggle to move the conversation from interest to action,” or “I know how to explain what I do, but closing the deal feels awkward or unnatural.”
If that sounds familiar, you’re not alone—and you’re certainly not failing. The problem isn’t you. It’s the system you’ve been taught.
Today’s clients require a new kind of conversation. One rooted in empathy, clarity, value—and above all—authentic connection.
What’s No Longer Working (And Why)
In the past, sales training often centered around formulas: overcoming objections, using scripted language, and steering conversations in a way that subtly applied pressure. These methods were based on the idea that clients needed to be “persuaded” or “convinced.”
But that’s not what modern clients are looking for. Today’s investors are savvier. They’re doing more independent research. They’re comparing multiple advisors online. They’re wary of anything that feels pushy, salesy, or impersonal.
Most importantly, they’re not just buying your services—they’re buying into you. Your confidence. Your clarity. Your ability to articulate how you help someone like them. And if you’re not able to connect that value in a conversational, trust-based way, you’ll likely lose the prospect to someone who can—even if you’re the better advisor.
The Sales Skill Gap No One Talks About
One of the most common issues I see in advisory firms is that sales skills are assumed rather than taught. Advisors are expected to “figure it out” as they go. But this leads to a wide range of outcomes: some close deals effortlessly, while others—equally capable—struggle to move past initial conversations.
And here’s where the true cost shows up.
When your team lacks a consistent, modern approach to sales, you miss opportunities. Not because your service isn’t excellent, but because your message isn’t landing. That gap can mean tens or even hundreds of thousands in lost revenue annually, especially when compounded across your entire team.
Sales Conversations Are Trust Conversations
If there’s one shift I encourage my clients to make immediately, it’s to stop thinking of sales as a transaction and start viewing it as a relationship-building process.
Sales today isn’t about having all the right answers. It’s about asking the right questions—genuinely listening, identifying what your prospective client values, and showing how your service aligns with their goals.
When you lead with curiosity and clarity, people feel seen. They feel respected. They feel like they’re making a smart decision—not being sold to.
This kind of sales approach builds long-term loyalty. It reduces “shopping around.” It fosters referrals. And it dramatically increases the chances that a client signs on with you not just for a financial plan, but for a long-term partnership.
What Modern Sales Training for Financial Advisors Should Look Like
In my FAST™ Program and private consulting work, I offer a framework for sales training that is rooted in human connection and industry relevance. It’s a conversation that provides you the opportunity to learn a lot more about your prospect and determine ultimately if they are an ideal prospect for you to serve. It’s a strategy. One that helps financial advisors confidently navigate discovery conversations, communicate their value, and convert prospects into clients—without pressure or awkwardness.
Here are just a few of the modern skills I help advisors build:
- Value-Based Language: Being able to clearly explain the transformation you provide—not just the service you offer.
- Listening and Discovery: Asking strategic questions that uncover not just financial needs, but personal motivations and decision-making styles.
- Confidence in Pricing: Communicating fees and service structures without hesitation, so clients feel your value instead of focusing on the cost.
- Objection Reframing: Understanding concerns not as roadblocks but as opportunities to build trust and provide clarity.
- Call-to-Action Clarity: Knowing exactly how and when to invite the prospect to take the next step—with confidence, not hesitation.
Sales is a skill. And like any skill, it can be learned, practiced, and improved—with the right tools and support.
Real Growth Comes from Sales Mastery
It’s not unusual for advisors to say, “I wish I was better at selling.” And I want you to know—it’s not just about being better. It’s about being aligned. When your sales approach aligns with your values, your confidence rises. You stop trying to be someone you’re not, and instead become the guide your prospects are looking for.
Let me give you an example. I recently worked with a team of high-performing advisors who were struggling with conversion rates. They had strong leads, polished materials, and a great reputation. But prospects weren’t converting consistently.
When we dug deeper, we realized they were hesitant to speak directly about the value of their services. They didn’t have a clear, practiced way to guide a client through decision-making. They were waiting for the client to take the lead—when really, what the client needed was leadership from them.
We implemented a customized sales coaching plan, practiced new language in roleplays, and aligned their discovery process with their brand promise. Within three months, their close rate increased by over 30%. And the best part? They felt more authentic in their conversations. Less stress. More connection. More success.
Is It Time to Reboot Your Sales Approach?
If your current approach to sales feels outdated, ineffective, or misaligned with how you want to show up as a professional, you’re not alone. It’s not a sign that you’re in the wrong profession—it’s a sign that you’re ready to grow into the next level of your potential.
Ask yourself:
- Do I feel confident and natural in my sales conversations?
- Am I converting the kinds of clients I truly want to serve?
- Are my advisors aligned in how they approach sales—or is everyone winging it?
- Is our sales process consistent with our brand and values?
- Do I have a system for improving our close rates that feels human, effective, and scalable?
If the answer to any of those is “not yet,” you have a powerful opportunity ahead of you.
You Don’t Need a New Pitch—You Need a New Framework
The most effective sales training isn’t about scripts. It’s about shifting the way you think about the sales conversation altogether.
When your advisors are equipped with the confidence, language, and mindset to guide clients with clarity, everything changes. They stop fearing sales. They start embracing it. And that’s when you see real momentum—in client growth, in revenue, and in team engagement.
Through my FAST™ Program or private consulting, I help financial professionals modernize their approach to sales, align it with their brand, and build systems that create consistent, measurable growth.
You don’t need to become someone else to succeed in sales. You need to become more of who you already are—clear, confident, and connected to the value you bring.
Let’s reboot your sales approach and build the business you’ve always envisioned—one ideal client at a time.
Related: 5 Common Pain Points a Business Coach Can Solve for Financial Planners