In a similar manner, some advisors may generate prospects by becoming involved in community matters, such as their local chapter of the Better Business Bureau, only to fail to convert those relationships into clients.

The problem can be frustrating as advisors typically allocate a significant amount of time and resources to networking and developing compelling communications. In some cases, advisors don’t want to risk alienating prospects by appearing to be too aggressive in pitching their services. In other instances, advisors may simply lack a thoughtful method for reaching out to prospects.

Fortunately, a few simple techniques can help make pitching financial services to prospects palatable for both the advisor and the prospect.

To start with, it’s important to note that people typically get what they want by asking to have their needs meet. That’s also true with the need for turning a prospect into a client. The challenge, of course, is to ask in a way that doesn’t come across as being too pushy.

The solution is to focus on meeting prospects’ needs. To start, advisors should call prospects and explain that they are trying to improve upon their newsletters, blogs, emails, and other communications. During the conversation, advisors should ask prospects if they find the communications helpful and what topics they would like to see addressed in future materials.

The conversation will often provide insight into prospects’ financial planning needs, which will allow the advisor to fine tune his or her sales pitch. For example, a prospect may say that he or she would like more articles on saving for college tuition.

Advisors can then ask the prospects if they have children and if they are currently saving for their college. At that point, advisors can point out that a large variety of options exist for funding college tuition. Advisors can then offer to meet with the prospect and discuss strategies that existing clients are using to save for tuition. The strategy will reinforce that the advisor has expertise in the subject matter as well as insight that comes from helping existing clients save for tuition. But, more importantly, it will result in face-to-face meetings with prospects that can produce new clients.

A similar approach can be used when prospects ask for more information on other topics, including retirement planning, risk management and estate planning.

Working with prospects that have been forged from involvement with community events is similar. To start with, advisors should ask prospects if they want to receive their email communications or subscribe to their blogs or social media websites. Once prospects begin receiving materials, advisors can then reach out to them to ask for input on their communications and then continue with the marketing strategy discussed above.

At the same time, advisors shouldn’t discount the value of using seminars to convert prospects into clients. Different strategies for marketing with seminars exist. For example, advisors can simply send emails to prospects inviting them to seminars or they can invite prospects to seminars when they are conducting interviews regarding the nature of their communications. The idea is to get face time with prospects that can help them feel comfortable with the advisor. In the process of conducting these interviews, advisors should also note which topics are generating the most amount of interest.

Armed with that information, advisors can then plan seminars that will be relevant to their pool of prospects.