Client conversations · Chapter 1 of 5
Listen first: questions that find the real goal
The goal a client says first is rarely the whole story. Good questions find the rest.
A client says, “I want to save tax.” That is a starting point, not a goal. Behind it might be a child's education, a fear of having nothing at retirement, or simply a March deadline. If you sell to the first sentence, you sell the wrong thing. If you listen past it, you build a plan the client will actually stay with.
Open questions, then the “why”
Open questions start with what, how or tell me: “What would this money do for you?” “How did you feel when markets fell in 2020?” Closed questions get a yes or no and end the conversation. After an answer, ask why it matters, gently, once or twice. “Why is that important to you right now?” often reveals the real goal.
Example: from a tax question to a plan
| First sentence | “I want to save tax this year.” |
| Asked | “What else would you like this money to do?” |
| Heard | “My daughter starts school in 12 years.” |
| Real goal | Education fund, 12-year horizon, with tax saving as a bonus |
Listen like you will be tested on it
- Write it down in their words, not yours.
- Play it back: “So the main thing is your daughter's education in twelve years, and saving tax is a bonus. Did I get that right?”
- Notice feelings. “I lost money once” or “my father never invested” tells you more about risk tolerance than any questionnaire.
- Leave silence. People fill a pause with the thing they nearly did not say.
Exam trap
Watch out. Do not lead the witness. “You are comfortable with some risk, right?” invites a yes. Ask “How would you feel if this fell 20% in a year?” and listen to the answer.Remember
- The first goal a client states is a starting point; keep asking until you hear the real one.
- Use open questions, then ask why it matters.
- Write answers in their words and play them back for confirmation.
- Avoid leading questions about risk; ask how they would feel about a fall.
Keep the streak going in the app.
Get the appDaily reminders, calculators and a home-screen widget arrive with the app this Diwali · 8 Nov 2026.