Reaching RIAs and Family Offices by Phone

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 top-performing BDRs who consistently book meetings in high-intent sales cycles, many targeting financial services professionals. Combined with proven outbound strategies, this playbook is built for asset managers and wealthtech platforms using AdvizorPro’s RIA data platform to connect with qualified advisors faster.

If you’re looking for a better way to prospect RIAs or train your team on how to book meetings, 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 concise value prop: what you do, who you help, and the outcome you drive

For outbound teams that use TrafficIQ to see which RIAs are engaging with their website, those first five seconds of a call can make all the difference.

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 prospect RIAs by phone consistently say timing can mean the difference between voicemail and a live conversation.

Handling Common Objections

Expect to 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 That Converts Cold Calls into Conversations

• Mention their alma mater or sports team if you find it online
• Reference recent LinkedIn activity or mutual connections
• Personalization wins: one rep booked a demo after jokingly asking for golf swing tips in an email subject line. The prospect later said it was the best outreach email they’d ever received

These small touches matter, especially when prospecting RIAs, where relationship-driven communication defines success.

Common Mistakes to Avoid

• Hesitation: if you sound unsure, you’re done before you start
• Weak intros: don’t ask “Is this Jim?”, assume it is
• Over-prepping but under-listening: be ready for objections but truly listen
• Overly robotic or fake: mirror their tone, stay authentic

“Match their energy,” one rep said. “If they’re calm, be calm. If they’re high-energy, bring that same tone.”

Real Cold Call Moments That Actually Happened

• A prospect once answered the phone in tears, the market had just crashed
• Another ate lunch during the entire call
• One rep even called a contact who had passed away, proof that keeping your CRM clean is crucial

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 distribution, remember: confidence sells, research matters, and persistence wins.

To find more qualified RIAs to call, explore AdvizorPro’s AI-powered search platform, trusted by asset managers, recruiters, and fintech companies to connect with verified RIAs and family offices nationwide.

Turning Strategy Into Action

AdvizorPro helps asset managers and wealthtech platforms identify and connect with the right advisors, backed by accurate data, CRM integrations, and proprietary engagement signals.

Find the right firms, reach decision-makers faster, and spend less time guessing who to call next.

Request your free trial today.

‍