Name: ‘Three Magic Words’ That Advisors Should Say to Clients
Uploaded: 2026-01-13T17:08:00Z
Duration: 3 min
Description: Bill Cates, founder of Referral Coach International, explains how advisors can learn more about their clients and build trust in the process.

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Bill Cates, founder of Referral Coach International, explains how advisors can learn more about their clients and build trust in the process.

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‘Three Magic Words’ That Advisors Should Say to Clients

You know, just going back for a moment to what you were talking about, about the importance of advisors asking questions and talking to a client or prospective client and not talking at them. You know, even for advisors who kind of get it right and do ask a potential client questions, a lot of them, I think, fall short in that they'll ask questions, but it might be perfunctory and they'll stop too soon and make a snap judgment, like, "Oh, oh, okay, I got the answers. We're gonna do ba-ba-ba-ba-ba," and the client's like, "Whoa, whoa, wait. I'm only 20% into what I wanna share, and you're already giving me marching orders, and that's a major turnoff." So it's not enough to ask, but you have to know how deep, and be really extensive, and draw out as much information as possible.

Yeah. A couple things on that. First of all, you're absolutely right. And look, I understand advisors. They're knowledgeable, they're excited, they want to help their client. It's coming from a good place.

Right.

I get that. And, you know, they believe that prospect, client is there for solutions, which they are. And you're right, you gotta be careful about jumping too far too fast. People have probably heard this. The difference between listening to hear and listening to understand, listening to respond and listening to understand. And so three magic words that I've been using and teaching forever. It's just simple as, "Tell me more," right? When you ask a client a question about something and they give you a bit of an answer, and, "Tell me more about that or can you explain that a little further?" Just keep going deeper and go to the second level, the third level. Two things happen. First of all, you learn more. And the more context you have, the better solutions you bring to the table. But you're also deepening that level of trust because it's a genuine caring. And, you know, we trust people who we feel genuinely care about us. I had a wife of an advisor call me a while ago, said, "You gotta help my husband. You know, we get all these people into meetings, but we can't convert any." And I said, "All right, well, tell me more about it." And she says, "He's so knowledgeable. He just loads them up with information. They just walk away, you know, filled to the brim with things to do and ideas." And I go, "Well, there's the problem," right, you know? Do they care about that? Yeah, eventually they care about that. They want to have a clarity on what they're doing and why you're recommending it, but they just need to be fully understood. You know, I wouldn't say this is new to the advisory world, but I've been in this for 33 years, and this is a growing trend, right? This is a growing trend of getting to know clients better, deeper. And I know not everyone feels comfortable with that, right? That it takes a different skillset, different mindset, than, you know, an analytical type person might be comfortable with.