How to Turn a Stock Sale Into a New Client Conversation
It is hard to win a new client with a message that could go to anyone.
“I would love to tell you about our firm” gives a busy person work to do. They have to figure out why they should care.
A stock sale can give you a better place to start. A company leader who sells shares may have new choices to make. What should the cash do? How much company stock should they keep? Does their plan still fit their life?
Your opening is a useful question about their next step.
1. Pick the people you can help best
Start with a small group of companies you know. You might choose large local employers, firms where you already serve clients, or an industry you understand.
Ask yourself: “If someone at this company called today, what could I help them work through?”
Be specific. You might help people turn company stock into a plan for life after work. Or help parents balance a stock sale with the cost of college.
A clear focus gives you a reason to reach out. It also makes it easier for a client or CPA to think of someone to send your way.
2. Look for a change that may matter
A stock sale is one sign that something may have changed. It gives you a reason to learn more.
Check what happened before you write. Was stock sold? Were shares used to cover a tax bill? Those are different events. A sale also does not tell you how much cash the person has left.
You do not need to know their whole life to offer help. You do need to avoid guessing what they need.
3. Offer something small and useful
Make the first step easy. Offer a short checklist called “Five Questions to Ask After Selling Company Stock.”
- What do you want this money to do?
- What amount needs to stay set aside for taxes?
- Will you need any of the cash in the next year?
- How much of your wealth is still tied to your job?
- Who is helping you bring these choices into one plan?
These questions show how you think. They give someone a taste of your help before you ask for a meeting.
4. Start with a short, human message
You do not need to open with the size of their sale. That can make your first note feel like you are watching their wallet.
Example message:
Hi [Name], I help people at [Company] make a plan for their company stock. I put together five questions to ask when stock turns into cash. Would it be useful if I sent them over?
Use that line only if it is true. If you do not serve people at that company, say who you do help. Follow your firm's rules for outreach.
5. Make the first call about their goals
If they reply, ask what is on their mind. A good first question is: “What would you like this money to change for you?”
Listen before you offer a plan. They may want less stress, more time with family, or a way to leave their job. They may also have all the help they need.
The goal is to find a good fit. A reply is the start of a conversation, not a new client yet.
Try this with five people this week
Pick five people who fit your practice. Check the reason each may be worth reaching out to. Write a short note with one useful offer.
Track replies, calls, and new clients. If no one replies, review the people you chose and the help you offered before you send more messages.
Affluensee can be a starting point for that research. Use what you find to prepare a more useful conversation.