Why 64% of Prospects Don't Trust You (And How to Fix It)

I’ve sat across from hundreds of prospects over the years. And for a long time, I made the same mistake most advisors make. I treated discovery meetings like presentations.
 
Build a little rapport. Ask about the kids. Then launch into my process, my philosophy, my credentials. Laminated folders. Fancy slides. The whole show.
 
And I wondered why so many deals died quietly. Why people said “let me think about it” and then vanished. Here’s what I didn’t realize: I was the guy on the first date who pulls out an engagement ring before the appetizers arrive. You’d run from that person. And yet that’s what we do to prospects every day.
 
The financial advice industry has a trust problem. According to Morning Consult, only 36% of Americans say they trust investment and wealth managers. That’s less than banks. Less than insurers. Dead last among financial institutions. Two out of three people walking into your office are skeptical before you open your mouth. They’ve been pitched before. They’ve been burned before. And they’re waiting for you to prove you’re just like the last guy.
 
So what’s the answer?
 
It’s not a better pitch. It’s not more credentials on the wall. It’s better connection driven by questions.
 
The advisors I’ve seen break through that wall of skepticism aren’t the ones with the slickest presentations. They’re the ones who make prospects feel heard instead of handled. They ask questions that most advisors overlook, skip, or ask at the wrong time. Questions that surface real intent, uncover hidden fears, and—this is the key—let the prospect sell themselves on why they’re there.
 
I’ve been studying what separates good discovery from great discovery. What makes some conversations feel like transactions and others feel like breakthroughs. I put together a short video breaking down the exact questions I’ve found that make the biggest difference. You’ll get actual language you can use in your next meeting.
 
If you’ve ever lost a deal you thought was solid, or had a prospect go dark after what seemed like a great conversation, this might be worth a few minutes of your time.