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title: Cup of Coffee and a Second Opinion (and setting the appointment) description: [AFW S.8.1] Securities Prospecting Method #1 published: true date: 2026-06-30T08:09:49.350Z tags: editor: markdown dateCreated: 2021-07-27T06:55:27.166Z

Introduction

This is the finest 3-step prospecting script I have seen in 33 years. It is based upon Nick Murray's teachings. It can be used in written form or verbally. Feel free to edit the script on the fly to fit the contextual situation. Learn it word-for-word as though you were a highly-paid actor in a blockbuster movie. Most advisors don’t have a prospecting problem, they have a setting-appointments problem. This script helps you transition from merely prospecting to setting the appointment.

Watch Coffee Script Walkthrough VIDEO

Watch Overview of Nick's Coffee Script VIDEO

Watch Nick Murray - Jackson VA SoCal (2019-06-26) VIDEO

Watch Nick Murray - Jackson VA webinar (2020-10-14) VIDEO


Listen to Nick Murray - Prospecting script 1 AUDIO

Listen to Nick Murray - Prospecting script 2 AUDIO

Listen to Nick Murray - Prospecting script 3 AUDIO


Read Nick's ATY 317 November 13 - Elevator Speech PDF

Read Nick's ATY 310 November 06 - Refilling the Pipeline PDF

Read Nick's ATY 314 November 10 - Something Priceless, For Nothing PDF


Step 1: What I Do

Read Nick's NMS 06 - An elevator speech PDF

When meeting poeple for the first time, you want them asking you what you do, and if they don't then you should ask them what they do (they will then feel obligated to ask you). It is important that at this stage you keep you answer very short, preferably just one sentence (this will prompt many people to ask for more information).

I help families convert their retirement savings into a guaranteed lifetime paycheck.

You know how you've accumulated this nest egg for retirement... I help my clients create a guaranteed income stream to ensure they don't outlive their money in retirement.

I am a Retirement Income Specialist. What that means in English is I ensure that my clients never run out of money in retirement.

I build generational investment plans based upon historically defensible returns.

I do math equations so people don't mess up big financial decisions and permanently ruin their lives.

I help people retire by getting their money right.

I don't know if I've told you, but as a 2nd career I'm a investment advisor...

This may be a shot in the dark, but I see you have a young child, and I have another business as an investment advisor specializing in children's college planning. Do you have a few mintues for me to tell you more?"

I help people enjoy their Golden Years in complete financial security.

I help people build and protect their retirement.

I make sure that my clients have enough income to maintain their dignity and independence in retirement.

I help people make smart choices about their investments.

I teach people how to become financially independent in retirement and never have to worry about money anymore.


Step 2: Summarize Problem

Read Nick's ATY 311 November 7 - Retirement's Only Two Financial Outcomes PDF

Read Nick's Around the Year, November 8 - The Other Outcome PDF

Read Nick's ATY 315 November 11 - The Script PDF


Version 1

As nearly as you can tell, when you think of your retirement, does it seem more probable that you will outlive your money or your money will outlive you? If you don't know here's what I offer...


Version 2

Do you know exactly how much money it is going to take for you to be able to retire comfortably, and to stay comfortably retired?*


Step 3: The Offer

The hope is that after the previous question, you prospect says something like, "No, I've never figured that out." or "No, I haven't calculated that." You then respond with...

Read Nick's NMS 35 - Bear market outreach - the 'cup of coffee and a second opinion' appeal PDF


Version 1

  • This is NOT the ideal version (#2 is), but it can get you started.

Would you like me to sit with you and help you figure it out? Understanding that there is no cost to you, nor any obligation?


Version 2

This is the actual Coffee Script. It is also a good response to the question, "So, how do this work?" or, "What is your process with meeting with a client?"

If you're open to it, I'd welcome the opportunity to visit with you for a while. I'll ask you to outline your financial goals and review your portfolio with you. If I think your investments and strategies continue to be well-suited to your retirement, I'll gladly tell you so, and be on my way.

If, on the other hand, I think some of your investments or strategies no longer fit with your goals, I'll explain why, in plain English. And, if you like, I'll recommend some alternatives.

Understand that there is no obligation to you, and regardless of the outcome, the coffee is on me.


Tips on Setting the Appointment


"I can't now, maybe we can do it next week..."

When you ask someone for an appointment, and they say they will let you know, that is a good sign. Though it's possible that they want to say “no” but are being nice or don't want to be confrontational, but I believe that if they don’t have the courage to explicitly say “no”, then I am going to assume they don’t mean "no" and I have permission to pursue an appointment.

When someone throws out "call me later" you should agree and "roll with the punch", not fight them. Then, you want to “one up” them, and tell them it might not be good for you, and offer an even later date. Never sound cocky, keep the tone low and friendly. This does a couple of things:

  1. It doesn’t make you look eager.
  2. Lets them know you are a busy professional. In Cialdini’s book on Persuasion the 7th key to influence is Social Proof (many other people are meeting with you, so you must have something going on).


Script

Prospect: Maybe we can do something next week....

Advisor "Of course. Actually next week I’m booked, how about the week after... let me take a look.” Pull out your phone, open Google Calendar, but don’t show it to them, then say, “It looks like I have an opening in two weeks on Tuesday and Thursday, which is better?”

Prospect: I'm not sure, I'll get back to you and let you know…

Advisor "I understand, but for my scheduling sanity, how about we at least pencil in a time, then we can adjust it later if need be, fair enough?”


Realize that it may take more effort than you think.

You must be patient, professional, but persistent. Success is not an event, it’s a process. With that being said, understand that people are busy and you must keep trying to in order to break through the noise.

Appointment setting isn’t just about cold calling, either. It can take as little as one or more than twelve touches to get someone to set an appointment with you. For appointment setting success, I recommend reaching out several times.


Always ask for their time.

I know some of you might disagree with me on this. You think it gives them an opportunity to shut you down. Maybe, but bullying past someone doesn’t exactly set you up for long-term success. If a prospect says he/she is busy, just ask for a good time. If they really aren’t interested, think of it like they’re doing you a favor – you don’t have to waste your time with them!

Being the nerd that I am, I always like to test things. This has been MY personal experience….

When I was making hundreds of cold calls per week, I decided to test these sentences against each other:

  • “Did I catch you at a bad time?”
  • “Did I catch you at an okay time?”
  • “Did I reach you at a bad time?”
  • “Did I reach you at an okay time?”
  • “Is now an okay time to talk?”
  • “Is now a bad time to talk?”

I found that out of these six, “Did I reach you at an okay time?” worked the best. “Is now a bad time to talk?” was the least effective.


Focus on just that – setting the appointment.

Being straightforward serves two major purposes: it shows that you respect your prospect’s time, and it allows you to move on to the next qualified prospect in your pipeline.

When setting appointments, those in sales have a tendency to talk about everything but the appointment. They make the mistake of selling over the phone. They talk about themselves, their company, and their services, when all they should be “selling” is the appointment! Combine this with the prospect’s natural reluctance to meet with you and you have a recipe for disaster.

Get to the point quickly, set the appointment, and move on to the next one.


Use a script.

Please don’t wing your appointment-setting process. If you do, you will never develop a systematized process that can be tested against. For example, if I constantly winged it, I never would’ve found out that “Did I reach you at an okay time?” was the best opening line for me. This tip may sound basic enough, but you’d be amazed by how many financial advisors insist on winging their appointment setting.


Confirm your appointment the right way.

I haven’t found any formal studies on the number of advisors who confirm appointments, but my experience tells that somewhere around 30-50% of advisors confirm appointments with prospects.

I used to be scared to confirm appointments, because I thought it was just giving prospects another chance to say no. I had my thinking backwards. I thought that “no” was a bad thing. It turns out that “no” is a great thing. If you get rid of the “no’s”, you save time and resources for the prospects who are likely to convert.

Likewise, the confirmation serves to again insert you, your company, and your services in the prospect’s mind, which is always a good thing. However, there’s a right and wrong way to confirm an appointment.

WRONG WAY: Are we still on for Friday?

RIGHT WAY:* Is there any additional information I should bring to our meeting this Friday?*

By confirming the appointment the right way, you eliminate the chance of a cancelled appointment and refresh yourself in the prospect’s mind. I always recommend confirming an appointment via phone two days in advance. Do not leave a voicemail on the first call – if the prospect doesn’t pick up, call again the next day. Voicemail should be your last resort when confirming, after you’ve attempted to reach the prospect twice. If you are forced to leave a voicemail, go ahead and send an email as well. It’s a nice touch, and some people (like me) aren’t very good about checking their voicemails.

Next, present the napkin presentation on determining the Retirement Number.