How to let new prospects know you are legitimate

Scamming people is big business, and because we’re always on the lookout for scams, we change the way we interact with day-to-day communications.  If you are fortunate enough to get a prospect on the phone, how can you let them know you are legitimate and not a scammer?

Getting them on the phone is an accomplishment! Various laws and regulations narrow the field, such as the National Do Not Call Registry in the United States. Business-to-business calling (B2B) might be OK, but financial advisor to gatekeeper is the next hurdle. Let us assume today was your lucky day and someone answered and did not hang up.

1. Lead with your name and firm. This might be a legal requirement too. This lays out the groundwork for why you are calling. At this moment, you cease being an individual and are an agent of your company. They have name recognition.
2. They can verify your credentials. In the United States, FINRA, the regulatory authority, maintains BrokerCheck, a free, public access database that can be used to verify a financial advisor’s credentials. It also indicates if you have been subject to disciplinary actions. They could do this while you are still on the phone.
3. They can check you out. This should be expected. If the caller does an internet search, the first page of the results should indicate you are a financial professional and where you work. Many firms pay for search engine optimization, so the advisor’s name and company appear on the first page of the search, directing the viewer to the firm’s website.
4. They can call your company’s local office. When you hear warnings about scammers, the advice is always, “Call your institution directly.” Suggest they call the office and verify you work there. Your office is likely used to getting these calls.
5. LinkedIn is a credential too. Most people explain LinkedIn as a business-oriented website for professionals. Your prospect can search your name. The first surprise will be how many people share the same name! LinkedIn has more than 1 billion member profiles. They will see your name in a local geographic area.
6. Invite them to visit your office. This is likely a major reason why everyone does not work from home. If they drive up to the tallest building in town, they will notice your firm’s name at the top. They go through security and meet you in your reception area. They see your office, get your business card and know you work there.
7. Have you been recognized professionally? This is handy if you have made Barron’s list of top financial advisors, won a people’s choice award from your local newspaper, were interviewed by the media, or were a speaker at an MDRT meeting or other professional event. Achieving recognition speaks to your credibility.
8. Do you run ads for public seminars? This can be another way to confirm your legitimacy. If you run ads, they may see it as well as your listed credentials. Seminar advertising also showcases you.
9. Ask around. In smaller local areas, it’s possible you know some of the same people. Without revealing client identities, you might mention the congregation or country club you belong to, suggesting they “ask around.” People who know you will likely confirm basic details, like where you work.

Establishing your legitimacy is serious business, especially at a time when every cold call, email or text you receive is considered a possible scam.

Bryce Sanders is president of Perceptive Business Solutions Inc. His book, “Captivating the Wealthy Investor,” is available on Amazon.

For additional ideas to find more clients and build trust, read

• “Building trust with your clients” (MDRT member-exclusive content)
• “5 criteria for successful prospecting strategies”