1. What does financial security mean to the client? This is different for everyone. Does your client want to retire early and build a boat? Or, are they looking for solutions for putting their kids through college?

2. What’s their situation? What is your client’s current financial situation? What picture are they painting for the future?

3. What concerns do they have about their financial future? Are they worried about having enough set aside for retirement? Wary of an uncertain stock market? Worried about covering health-care needs as they age? Understanding this will help you suggest the right options.

4. How knowledgeable are they about potential consequences if their concerns are not resolved? Make sure you know what the client already understands, what they think they understand and what they know nothing about.

5. What obstacles do they see as roadblocks to their financial success? Once you’re aware of potential roadblocks, you can navigate around them.

6. Do they know how to avoid or overcome these obstacles, or will they need help from a knowledgeable advocate? Some clients will need or want a lot of handholding. Others want to be in control and will be turned off if you try to guide them too much.

7. What are their top financial priorities? Clients will likely have several goals in mind. Understanding how they prioritize these goals will influence the options you choose to present.

8. How do they describe the difference it will make in their life to accomplish these priorities? There are as many reasons to invest as there are investors. Where some are interested in building wealth, others simply want the security of knowing they have something set aside for the future. Are your clients looking for dramatic lifestyle changes, or are they preparing for retirement?

9. What kind of relationship do they expect with their trusted advisors? Some people want information constantly, while others will tune out too much information. Make sure you know what each client prefers.

10. What do they see as the next step toward making progress on to achieving their financial goals? You’re there to offer guidance, but if the client has a direction in mind, that may influence the route you choose to take.

Hearing words is easy. We do it all the time. But listening for meaning to truly understand what your clients are saying requires more effort. And building an effective connection with clients depends on it. Once you’ve mastered these skills, you will be well on your way to building loyalty, improving word of mouth, and attracting more prospects.