Client Survey Script

Before You Start

The questionnaire is a conversation guide, not a clipboard. Keep it face-down or folded on the table. The goal is to learn who you're sitting across from — their world, their people, what drives them. People don't care what you know until they know that you care.

Opening

Break the ice

"Before we jump into things, tell me a little bit about yourself…"

Then pause. Let them start wherever they want. Most people will lead with their job or their family — that tells you which section to flow into first.

O · Occupation

What you're uncovering

Their career path, satisfaction level, stability, and whether they see change on the horizon. Work is where most people spend the majority of their waking hours — it shapes their identity and their finances.

Natural flow

"So what line of work are you in?"

Let them answer. Nod. Be curious.

"How'd you get into that?"

Everyone has an origin story. This is where you learn what drives them.

"How long have you been doing it?"

"Do you see yourself retiring from [company/industry]?"

This is the quiet signal question. A quick "absolutely" tells you one thing. A pause, a sigh, a "well…" tells you something else entirely.

"What do you enjoy most about it?"

"If you could change one thing about work, what would it be?"

F · Family

What you're uncovering

Who depends on them, who matters to them, and what their roots look like. Family is the "why" behind most financial decisions.

Natural flow

"Do you have kids?"

"How many? How old are they?"

This is where people light up. Let them talk about their kids. Ask a follow-up if something interesting comes up — sports, school, whatever.

"Have you always lived in this area?"

Roots matter. Someone who's lived in the same town their whole life has a different network and different priorities than someone who relocated last year.

R · Recreation

What you're uncovering

What they do when nobody's paying them. This is where you find passion, boredom, or discontent. The gap between what they do and what they wish they did is where opportunity lives.

Natural flow

"What do you usually do when you're not working or with the family?"

If they struggle to answer, prompt gently: "Sports, hobbies, travel — anything you're into?"

"If time and money weren't an issue, what are some things you'd do differently?"

This is the dream-builder question. Pay attention. Whatever they say here is the emotional bridge to everything that comes next in your presentation.

T · Transition

Set expectations

"I don't want to take up too much of your time, and I appreciate you sitting down with me. As I mentioned earlier, my main goal today is to give you a clear understanding of what I do and leave you with a positive impression of my work."

Telegraph the outcomes

"Three things typically happen on these appointments…"

1. Client referrals

"You find value in what I do and think of some people who might benefit from meeting with me. If that's the case, I'd really appreciate an introduction to them."

Plant the seed early. The referral conversation doesn't happen now — but they should know it's coming.

2. Expanding the team

"I'm always looking for people who might want to earn extra part-time income on the side. If someone comes to mind, I'd love the chance to talk with them and see if there's a fit. I'll share more about this during the presentation so you know what I'm looking for."

You're not recruiting them — you're asking if they know someone. Low pressure, high curiosity.

3. Second opinion

"I know you probably have your finances in order, but if a particular area catches your attention and you think you could benefit from a second opinion, I'd love the opportunity to earn your business. That's completely up to you — no pressure at all."

The "no pressure" line is essential. Mean it. This is their decision.

Transition to Presentation

"Now, let me tell you more about my sponsoring company, Primerica. Have you heard of them before?"

If yes

"Great! What do you like best about what we do?"

Their answer tells you what to emphasize in your presentation.

If no

"No problem. Let me tell you more…"