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Episode Summary

The most important meeting in your process has always been and will always be the first meeting with a prospective client.

That meeting carries a disproportionate amount of weight in determining whether the prospect will ultimately become a client.

Most advisors don’t intuitively make this connection, but if you have someone that you’ve been “following up with” for months or even years, the lack of conversion almost assuredly stems from the first meeting.

Therefore, both the growth of your business AND your ability to help impact people’s financial lives hinges on your approach, your process and your mindset heading into that first meeting.

Yet, when you ask most advisors around the world to explain the research and evidence that supports their approach, process and mindset heading into a first meeting, you’ll get a look akin to the one you get from clients after running through an explanation of IRD.

A blank stare of confusion.

We can explain the research and math that would support a financial planning or investment recommendation, but ask for the evidence to support how we conduct the single most important interaction we have with a client…


Here’s an example of why this is critically important.

In his first five years as an advisor, Dan Solin brought in $55 million under management. A solid first five years by most measures.

Despite that, he decided there had to be a better way to seamlessly convert prospects into clients and spent the next year researching the psychology and neuroscience of how to do just that.

In his first full year back applying his new findings, he brought in $100 million (no, that’s not a typo).

He uncovered evidence-based methods to better understand what prospects want and need in a first meeting. And crafted his entire process out of that into what is known today as The Solin Process™.

In this episode, we explore what he learned during his time researching, and more importantly, what he implemented in his process that ignited his unprecedented growth.

Things You’ll Learn

  • Why Dan decided after 5 years in the business that there must be a better way (and what he sought to improve)
  • What Dan changed in his business to bring in $100 million in assets in one year
  • The science behind why you should always try and get people to talk about themselves
  • The power of questions to establish trust and likeability
  • The reason why you shouldn’t take notes during meetings
  • How to effectively answer the question “What do you do?” and what most advisors get wrong
  • The question to ask at the end of every prospect meeting instead of closing
  • The two types of trust, the one that matters most, and how to build it
  • How our brain is wired to avoid persuasion and a process to bypass the brain’s persuasion alarm system
  • Why the best way to prepare for a meeting is to have a bank of thoughtful questions

About Dan Solin

Dan Solin is a New York Times best-selling author, regular contributor to Advisor Perspectives, and the founder of Solin Strategic and Evidence-Based Advisor Marketing.

He’s the author of the Smartest series (The Smartest Sales Book You’ll Ever Read, The Smartest Investment Book You’ll Ever Read, The Smartest Money Book You’ll Ever Read, and many others) and Ask: How To Relate To Anyone.

He’s coached financial advisors around the world The Solin Process™, where he focuses on seamlessly converting prospects into clients. He also works alongside advisors to develop and implement a digital marketing process to do the same. All of which is based on evidence-based results.

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Whenever you’re ready, there are 3 ways I can help you master the human side of advice:

  1. HSOA Masterclass: An 8-week group program on building trust & connection, aligning money and life, and delivering frictionless advice.
  2. The Ultimate Discovery Meeting: A proven framework to seamlessly convert prospects into life-long clients in one meeting.
  3. HSOA Community (COMING SOON!): An online space to meet, collaborate, discuss, brainstorm, learn and grow with other advisors passionate about the human side of advice

If you’re interested, let me know here.