How to Reach Future Clients Before They Need an Advisor
The best time to meet a future client may be before they have a big money choice to make.
By the time they ask, “Who should help me with this?”, it helps if they already know your name and have found your advice useful.
People who own a lot of company stock can be a good group to build ties with. Some may plan to sell shares in the future. That can raise questions about cash, taxes, and what comes next.
You can earn a place in that conversation by being useful early.
1. Choose a group you want to serve
Start with people at a few companies. Choose them because you know their world and can help with their needs.
For example, you might focus on leaders who want to stop working in the next few years but still hold much of their wealth in company stock.
That is a clear group with a clear concern: “How do I turn what I have built into the life I want?”
Build your message around that question.
2. Use a future sale as a reason to prepare
Some company leaders set up a plan to sell shares over time. Companies may make that plan public. You may see the name “10b5-1” attached to it. For this purpose, think of it as a plan for future stock trades.
A plan does not promise a sale will happen. It also does not tell you that the person needs a new advisor. Treat it as a reason to learn more, not a countdown to a new client.
You do not have to explain that plan in your first note. Focus on the choice the person may face: “What do I want my company stock to help me do?”
3. Give them help they can use now
Offer a short page called “Before You Sell Company Stock: Three Things to Think About.”
- Your goal. Is this about buying a home, paying for college, or having the choice to work less?
- Your cash needs. When might you need the money, and who will help you work out the taxes?
- Your whole plan. How does the stock fit with your savings, debt, and family goals?
Keep it to one page. A busy person should be able to read it in a few minutes and leave with one good question.
4. Ask for a small next step
Your first note can offer the page without asking for a long call.
Example message:
Hi [Name], I help [the people you serve] plan around company stock. I have a one-page guide on what to think through before a sale. Would you like a copy?
Make sure the offer is ready before you send the note. Use words that match the work you actually do, and follow your firm's outreach rules.
If they want the guide, send it. Then ask: “Which of these questions is most on your mind?”
5. Follow up with a reason
“Just checking in” puts the work back on them. Give them a reason to read your next note.
You might answer a question they asked, share a short guide tied to their goal, or offer a brief call to work through one choice.
If the timing is wrong, ask when it would be useful to speak again. Respect their answer. A good follow-up should feel helpful, not relentless.
Build trust, then measure what happens
Keep a simple list: who you contacted, what you offered, who replied, and the next step you agreed to.
Each week, look at useful replies and meetings. Over time, track how many turn into clients. A long list of names is not the same as a growing practice.
Use Affluensee to help you prepare. The part that earns trust is yours: ask good questions, listen well, and follow through.