What to Say in Response to “Let’s Talk After Things Settle Down”

Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.

When you hear, “Let’s talk after things settle down,” it is a stall. To get that $10,000 in new AUM in the middle of a market crisis you’ve got to be a clutch player, like my Boston Celtics, namely Larry Bird, Kevin McHale, and Robert Parish, who defeated the LA Lakers to win their 15th NBA championship in 1984.

I wish I could say there was some turnkey solution. I wish I could say there was some magic closing line, some cool sales tactic or some show-stopping email you could send. But in a crisis when the market is whipsawing Gangnam Style on a daily basis, the solution isn’t nearly as sleek as that. Here’s what people want.

They want you to help them feel less uncertain.


For most of you, the biggest question your clients are asking right now is, “When is this going to be over?” Of course, you don’t have the answer. But let’s think about what the question tells us about how people are feeling right now. Most people are more daunted by the fear of not knowing what tomorrow will bring than the challenges they are facing.

Knowing this, what do you have to deliver to build real trust in an environment like this? Here’s where psychology comes into play. You obviously can’t end COVID-19, but you can help people feel more in control of their lives at a time when they are desperate for it.

A lesson from Governor Cuomo

Let’s get practical. How do you do this? You have to appear over and over and over again. Consistency is the biggest thing.