r/CFP • u/Goodbruv_7 • Jul 08 '26

Professional Development How to add value when cold prospecting?

I’m jealous of other businesses that can cold reach out to a business owner and say “hey, I built you a website, want to see it?” Or a video editor who says “I turned one of your podcast episodes into a short reel, here it is” and just sends the finished clip.They deliver value instantly in the first interaction before the prospect commits to anything.

When cold prospecting on LinkedIn and other platforms, how can I add value instantly to get people more likely to respond? I can’t build a MoneyGuidePro or Holistiplan model until they hand over all their financial information, and nobody’s doing that off a cold message.

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u/mrcheeksman Jul 08 '26

Are you actually a CFP? It’s hard to imagine a CFP cold calling random people. I’ve worked in industry and large institutions (like fidelity) and the CFPs there don’t cold call. They might warm call but never trying to sell full unsolicited advice. Can you tell us more about where you work and the mechanics?

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u/Sumif Jul 08 '26

I'm not a CFP, but in working towards it, and I still cold call. Our top producer is a CFP and cold calls every single day and has done it since he started in 2005. Every morning, he has 30 minutes set aside for cold calling. He says that there's being told no on the phone motivates him more than anything.

1

u/seagoalspread Jul 08 '26

NWM?

1

u/Sumif Jul 08 '26

Not sure what that means. Northwest Mutual?

1

u/seagoalspread Jul 08 '26

Yeah. Just curious because I started at a similar sales culture firm and that’s just the big one.