Life is getting back to normal. The mask requirement for vaccinated people is being relaxed, although states and individual businesses can make their own choices. Optimistically speaking, we will be seeing people at social events again. As an advisor, you want to tactfully bring up business in the conversation. Here’s how.

1. Establish yourself as the alternative. You’ve been in this situation dozens of times. Someone asks what you do. You explain you are a financial advisor. Before you finish speaking, they have already said, “I already have an advisor.”
Try this instead: “I’m sure you are very happy with your current advisor. Here’s my card. Please give me a call if anything changes.” You might draw them out a little first. Ask the name of the firm and how long you’ve been together.

2. Take the words out of their mouth. Here’s a different approach. Anticipate their answer. When they ask what you do, say: “I’m a financial advisor. You probably work with one already.” 
Try this instead: There should be a lull in the conversation, allowing you to ask what they like best about their advisor and where they feel there’s room for improvement in the relationship.

3. Getting their attention. Do some quick research before showing up. What’s your firm’s cheapest rate on a 30-year fixed mortgage for someone with perfect credit? As of May 17, 2020, the average was 3.06%, according to bankrate.  Friends often ask: “How’s business?” You have an answer they aren’t expecting.
Try this instead: “With all the talk about inflation and higher interest rates, I can’t believe we are still lending money at just over 3%.” Stop talking. They might say: “I’m happy for you.” Oh, well… But they might start drawing you out, allowing you to suggest a meeting later. 

4. Reach them through their passion. You are back in the mall shopping. Another couple has joined you. They have no interest in ever talking about investing, but they are home chefs, real foodies. You’re in one of those cookware stores. Must they handle every pot and pan?
Try this instead: Every hobby or interest has some public companies in the background. You mention the store name. “They are a publicly traded company, you know. It’s amazing what they are doing now and the other brands they own. We just put out a research report…”  Later conversations about the company lead into the industry and their competitors. You can see where this is going…

5. The common issue. This has probably happened to you. It’s open enrollment time for health plans at the company. You have no idea who to choose. You ask the woman at the next desk, “Who did you choose?” Why? Because you both have a common problem, choosing a health plan.
Try this instead: You have young children. So does your neighbor. You plan to send them to college. (Your children, not your neighbor.) You see them at a parents meeting at school. “You have two daughters. They are about the same age as our son. We’ve been trying to figure out how to save for higher education. We found out about college savings plans. How are you saving for your daughter’s education?” They might say they’ve set up college savings plans too, but they might be behind the curve and say, “We really need to do something…”

These are tactful approaches that introduce business into the conversation without being heavy handed.

Bryce Sanders is president of Perceptive Business Solutions Inc. He provides HNW client acquisition training for the financial services industry. His book, Captivating the Wealthy Investor is available on Amazon.