Reaching Registered Investment Advisors (RIAs) and family offices by phone isn’t just about having the right list—it’s about what happens once someone picks up. The first hurdle? Getting past the gatekeeper.Whether it’s an executive assistant, office manager, or front desk operator, their job is to shield decision-makers from interruptions. Your job is to make sure you don’t sound like one.We spoke with a few top-performing BDRs who consistently book meetings in high-intent sales cycles—many targeting financial services professionals. We combined their real-world tips with proven outbound tactics to build a cold calling playbook for asset managers and wealthtech platforms looking to connect with RIAs and family offices.If you're looking for a better way to prospect RIAs or train your team on how to book meetings with RIAs, this guide is for you.

Opening & Mindset

“Act like the person you’re calling is expecting you.”That was the number one insight from one seasoned caller. Approach every cold call with the mindset that this meeting is already supposed to happen. Don’t ask for permission—project confidence.Gatekeepers aren’t obstacles—they’re people. And how you carry yourself matters. Confidence is rooted in preparation:

• Know what you sell.
• Know who you're calling.
• Know why it matters.

As one rep put it: “Every no just means you’re closer to a yes.”

Tactical Tips to Get Past the Gatekeeper

Establish Credibility Immediately

• Start with your name and company.
• Reference something specific from your pre-call research (LinkedIn, website, ADV filing).
• Deliver a tight, 1-line value prop: what you do, who you help, and the outcome you drive.

If you’re working to book meetings with RIAs, these first five seconds matter more than anything else.Timing Matters

• Best times to call: Early morning (before 9:30am) or end of day.
• Best days: Wednesday to Friday—most RIAs handle internal planning early in the week.

Outbound teams that consistently prospect RIAs by phone say timing can be the difference between voicemail and a live conversation.Handling Objections Like a ProYou’ll hear:

• “We use a competitor.”
• “I’m not the right person.”
• “We’re not looking right now.”

Here’s what works:

• Acknowledge the concern without resistance.
• Reframe your value: “Totally understand—many of our clients said the same before seeing how our [feature] helped them [specific benefit].”
• Stay persistent. One caller shared a win that came after being told to call back seven times.

Rapport Building: From Cold to Warm in Seconds

• Mention their alma mater or sports team if you find it online.
• Reference recent LinkedIn activity or mutual connections.
• One caller booked a demo just by asking for golf swing tips in an email subject line—the prospect called it the best outreach email they’d ever received.

These small touches are especially useful when prospecting RIAs, where relationships often begin with the smallest signal of personalization.

Common Mistakes to Avoid

• Hesitation: If you sound unsure, you’re toast. Speak like you belong.
• Weak intros: Don’t ask “Is this Jim?” Assume it is.
• Over-prepping but under-listening: Be ready for objections, but actually listen to what the gatekeeper says.
• Overly robotic or overly fake: Mirror their energy. Be real. Be human.

One rep said it best: “Match their energy. If they’re chill, be chill. If they’re high-energy, bring the same tone.”

Real Cold Call Moments (Yes, These Actually Happened)

• A prospect picked up the phone literally crying—the market had just crashed. Sometimes, it’s just not the day.
• One BDR had someone eat a full lunch on the call—chewing into the phone the whole time.
• Another once called on a lead who had passed away. (Yes, updating your CRM is important.)

Final Word: Persistence Beats Perfection

Getting past the gatekeeper isn’t about trickery—it’s about tone, timing, and tenacity. This cold calling playbook isn’t a script; it’s a strategy. If your goal is to prospect RIAs, book more meetings, and grow your distribution, this is your edge.Confidence sells. Research matters. Persistence wins.Want more qualified RIAs to call?AdvizorPro helps asset managers and wealthtech platforms identify and connect with the right advisors—backed by accurate data, CRM integrations, and proprietary behavioral signals.Author:

Cole CummingsGrowth Marketing Manager