- The first step is to commit to answering calls quickly rather than calling back much later
- Put together pre-written scripts so that you sound more polished and calls go more smoothly
- End each call with clear next steps so that your clients are reassured that you're on top of their needs
Even in an era of secure client portals and instant messaging, your phone line remains a critical touchpoint for prospective clients, partners, and investors. But too many finance firms still fumble basic phone etiquette—letting calls ring through to voicemail, mangling greetings, or failing to gather critical information. Those slip-ups don’t just look unprofessional; they translate directly into lost revenue, missed opportunities, and damage to your reputation.
Below, you’ll find the most common phone fails and straightforward scripts to sound confident, capable, and polished every time your phone rings.
1. Ignoring calls (or letting them routinely go to voicemail)
Why it costs you: Prospective clients (especially high-net-worth individuals) expect immediate attention. Studies in financial services show that callers who reach voicemail instead of a live person are 75% less likely to follow up by email. Leads contacted within 5 minutes convert 8x more often than those reached after 24 hours, highlighting the substantial revenue impact of prompt phone responses. Every missed call could be a potential multi-thousand-dollar portfolio you’ll never onboard.
How to fix it today: Make sure every call gets answered
- Set a clear call-forwarding policy: Commit to answering calls within the first three rings. If no one is available, forward to a dedicated backup line (e.g., an assistant or overflow reception service).
- Use a warm, branded voicemail script: If voicemail is unavoidable, record a concise, human-sounding message that reassures callers they’ve reached the right place and that someone will get back to them within a set timeframe.
Sample script (voicemail):
“Hello, you’ve reached Maplewood Capital. We’re sorry we missed your call. If you need immediate assistance, press 1 to leave a brief message with your name and number, and we’ll return your call within 30 minutes. You can also email us at support@maplewoodcap.com. Thank you.”
Leverage AI-powered call triage: Services like Upfirst provide AI-driven virtual receptionists that can take a detailed message and send instant alerts via SMS or email with call summaries and voicemail transcriptions. That way, even if you can’t answer live, you’ll know who called, why they called, and how to prioritize returning the call.
2. Starting with a limp greeting or fumbling your name
Why it costs you: A flat, unenthusiastic greeting or failing to clearly state your name and firm immediately erodes trust. In finance—where credibility and confidence matter—if you sound uncertain, callers will assume your advice is too.
How to fix it today: Adopt a consistent greeting formula
Be sure to use:
- Firm name
- Your name
- A brief offer to help
Example:
“Good morning, this is Sarah Lopez at Radcliffe & Trust. How can I assist you today?”*
Practice tone and pace: Aim for a friendly, even-keel tone—enunciating clearly without rushing. Record yourself reading the greeting, listen back, and adjust until it sounds warm but professional.
3. Failing to gather key information early
Why it costs you: Every second you ask a caller to repeat their details is time lost—and you risk dropping the ball on gathering essential context. Failing to capture a caller’s name, contact info, and reason for calling leads to back-and-forth emails, slow follow-up, and frustrated prospects who may walk away.
How to fix it today: adopt a three-question intake script
- “May I have your full name, please?”
- “What’s the primary reason for your call today?”
- “Can I confirm the best number or email to reach you back?”
Sample script:
“Thank you for calling NorthStar Wealth. May I get your full name? … Great, and what can I help you with today? … Perfect—that helps. And just so I can reach you if we get disconnected, what’s the best number or email?”
4. Cutting callers off or talking over them
Why it costs you: Interrupting a client (even to sound efficient) can come across as rude or dismissive. In finance, that breeds distrust. You might think you’re guiding the call faster, but callers feel unheard and undervalued.
How to fix it today: use active listening prompts
- Let the caller finish their sentence, then paraphrase:
“So, if I’m hearing you correctly, you’re interested in exploring a retirement plan review?” This shows you’re attentive and gives them a chance to clarify before you offer a solution.
Set an Internal Rule: No interruptions until the caller pauses for two seconds. If a caller is rambling, use gentle prompts like:
“Thank you for that detail—just so I’m clear, your main concern is the tax implications, correct?”
5. Leaving holds open-ended or forgetting to check back
Why it costs you: Putting a caller on hold without a clear timeframe feels like you’re too busy to care. If you forget to return to the call, you lose momentum—clients hang up, and you never know who else reached out during that time.
How to fix it today: use a scripted hold dialogue
“I need to pull up your portfolio information to answer that. I’ll place you on a brief hold—will you mind holding for about 60 seconds?” Then literally set a timer. When it rings, pick up with: “Thanks so much for holding. I’ve pulled up your account details and have a couple of options for you.”
Always promise and deliver a time: If it’ll take longer than 60 seconds, say so:
“It looks like I need a few minutes to verify your statement. Is it okay if I place you on hold for up to three minutes? I’ll call you right back if I haven’t returned by then.”
6. Ending calls abruptly or forgetting a clear next step
Why it costs you: A rushed goodbye leaves callers uncertain. Did you really solve their issue? What happens next? Without confirming the next steps, clients may sit on questions, causing decision friction, lost follow-ups, and ultimately fewer deals closed.
How to fix it today: adopt a five-second closing ritual
- “Is there anything else I can help you with?”
- “Great—here’s what we’ll do next.” (E.g., “I’ll send you that updated proposal by 3 PM.”)
- “Thank you for calling [Firm]. Have a great day.”
Example:
“Before we wrap up, is there anything else on your mind? … Perfect. I’ll email your portfolio summary by the end of the day. If any questions pop up, just reply to that email or call me at this number. Thank you for choosing Summit Financial. Enjoy the rest of your day.”
Automate follow-up reminders: As soon as the call ends, enter a quick note in your CRM or prompt your AI assistant:
“Schedule a follow-up email to Jane Doe for Friday at 10 AM about her 403(b) rollover.”
Putting it all together: a one-week action plan
- Day 1–2: Record your current greeting and voicemail system; review for tone, clarity, and brand alignment. Re-record as needed.
- Day 3: Roll out a standardized intake script and teach your team the three-question formula. Update your CRM call-log fields accordingly.
- Day 4: Host a 30-minute role-play session (with AI if possible) to practice active listening, avoiding interruptions, and managing holds—using the sample scripts above.
- Day 5: Implement an AI triage or virtual receptionist service for after-hours coverage to ensure no live call ever goes unanswered.
- Day 6–7: Audit calls: randomly select three recorded calls per advisor, score them for how well they follow the new scripts, and give quick feedback. Aim for 90% compliance by the end of the week.
Why these changes matter—beyond politeness
Every incremental improvement in phone etiquette compounds:
- Quicker response times → higher conversion: A caller who hears a friendly, professional voice within three rings is more inclined to engage.
- Clearer information gathering → less follow-up friction: By asking the right questions upfront, you reduce back-and-forth emails and speed up the decision process.
- Consistent closing scripts → stronger client relationships: Ending with a clear next step reassures clients that you’re on top of their needs, increasing trust and loyalty.
In financial services, you aren’t just fielding calls—you’re building a reputation for competence and reliability. By eliminating these common phone etiquette fails and using the scripts above, you’ll not only sound more confident and professional, you’ll also convert more callers into clients and, ultimately, boost your firm’s bottom line.
Nick Lau is a copywriter and content lead for Upfirst.ai. A self-starter at heart, he dove into marketing in 2015 by launching an e-commerce company, selling private-labeled products on Amazon and Shopify. When he’s not crafting copy, you might spot him on a winding road trip to the coasts or through forests, in search of unexplored places.
