Most advisors have been taught to perfect the 30-second elevator pitch. But according to Jeff Mount, that approach may actually be killing conversations before they ever begin.
In this episode of The Advisor’s Business Hour, Jeff Mount joins Sherry Sarber-Johnson to unpack a conversational framework he calls “Verbal Tennis.” Drawing from his years as a professional tennis player and decades coaching advisors, Jeff explains why the best prospecting conversations feel less like a presentation — and more like a strategic back-and-forth exchange.
Instead of overwhelming prospects with information, Verbal Tennis is about creating curiosity, opening mental loops, and encouraging prospects to ask questions that lead naturally into a deeper conversation.
Why advisors lose momentum in conversations
Many advisors unintentionally turn networking opportunities into monologues. They launch into long explanations about services, credentials, or products, hoping to impress prospects quickly.
Jeff argues this creates what he calls “the kiss of death.”
When prospects instantly categorize the conversation as “another sales pitch,” they mentally check out.
Instead, advisors should focus on:
- Interrupting predictable patterns
- Sparking curiosity quickly
- Leaving key questions unanswered
- Creating a dialogue instead of a presentation
According to Jeff, advisors typically have only 7 to 12 seconds to truly capture attention before someone disengages.
What is “Verbal Tennis”?
Verbal Tennis is a conversational framework where advisors make short, compelling statements that invite questions or even disagreement.
The goal is not to explain everything immediately.
The goal is to:
- Trigger curiosity
- Encourage engagement
- Keep the prospect mentally involved
- Earn a private follow-up conversation
Jeff compares it to tennis:
- You serve the ball
- The other person responds
- You don’t immediately grab the ball back and keep talking
It becomes an exchange rather than a scripted pitch.
Why traditional elevator pitches fail
Jeff explains that most elevator speeches are:
- Too long
- Too predictable
- Too informational
- Too easy to ignore
When advisors summarize their business in a polished 30-second speech, prospects often mentally classify them instantly and tune out.
Instead of saying:
“I’m a financial planner.”
Jeff recommends offering a statement that creates intrigue.
For example:
“I replicate a family office experience for wealthy people who couldn’t traditionally afford one.”
That statement naturally creates questions:
- What does that mean?
- What is a family office?
- Who qualifies?
- How does that work?
And importantly — Jeff advises not answering those questions immediately.
The power of unanswered questions
One of the biggest concepts in this episode is Jeff’s belief that unanswered questions increase emotional engagement.
Rather than satisfying curiosity instantly, advisors should allow prospects to sit with questions until a later private meeting.
This creates:
- anticipation
- emotional investment
- continued mental engagement
Jeff compares this to the famous “marshmallow test,” where children who delayed gratification ultimately demonstrated stronger discipline and long-term success.
For advisors, the lesson is simple:
Don’t “eat the marshmallow” by answering everything too soon.
Understanding social dynamics and psychology
The conversation also explores the emotional realities many affluent clients experience.
Jeff discusses how some “middle-class millionaires” feel:
- uncomfortable discussing wealth publicly
- uncertain about social expectations
- protective of their privacy
This is why he repeatedly emphasizes phrases like:
“Would you like to continue this conversation in a more private setting?”
The wording matters because it respects emotional comfort and reduces pressure.
The best advisors, Jeff argues, understand:
- psychology
- emotional dynamics
- social behavior
- family relationships
—not just investments.
The Diagnostic Method: Discover, Diagnose, Design, Deliver
Once advisors move from networking into a private meeting, Jeff recommends a structured process inspired by diagnostic selling.
The four phases are:
1. Discover
Spend significant time asking questions and understanding the client’s full situation.
Jeff says most advisors rush this phase far too quickly.
2. Diagnose
Identify the deeper consequences, risks, and opportunities beneath the surface-level concerns.
3. Design
Build solutions tailored specifically to the client’s goals and emotional needs.
4. Deliver
Not simply handing over products — but continuously monitoring outcomes and adjusting as needed.
Jeff emphasizes that true delivery means ongoing accountability and refinement.
Why advisors should stop trying to force “yes”
Another major takeaway from this episode is avoiding manipulative sales tactics.
Jeff warns against:
- “yes ladders”
- pressure-based closing
- trapping prospects psychologically
Instead, advisors should:
- give prospects freedom
- reduce pressure
- make conversations feel safe
- allow easy exits
Ironically, when prospects don’t feel trapped, they’re often far more willing to continue the conversation.
Key takeaways from this episode
- Advisors have only seconds to capture attention
- Conversations should feel like dialogue, not monologue
- Curiosity is more powerful than overexplaining
- Short, challengeable statements create engagement
- Unanswered questions increase emotional investment
- Wealth conversations often involve psychology and social dynamics
- Great advisors understand people, not just products
- Discovery is the most important phase of the sales process
Memorable quotes from Jeff Mount
“Turn that presentation into a conversation.”
“You’re not trying to close the sale in seven seconds. You’re trying to get them engaged.”
“Do not bite the marshmallow and answer those questions too early.”
“It’s a dialogue, not a monologue.”
Listen to the full episode
In this conversation, Jeff Mount shares practical techniques advisors can immediately apply during networking events, prospect meetings, golf outings, and relationship-building conversations.
If you want to improve prospect engagement without sounding scripted or salesy, this episode delivers a refreshing perspective on how better conversations create better outcomes.
About the guest
Jeff Mount
Jeff Mount is the President of Caddis LLC and widely known as “The Advisor to Advisors.” He works with advisors and firms to improve communication, client relationships, growth strategies, and business development systems.
Website: Caddis.biz
Email: Jeffrey@caddis.biz
Transcript
[00:00:00]
Welcome back to the Advisor’s Business Hour, where we dive into the heart and hustle of building your ideal advisory practice.
I’m Sherry Sarber-Johnson with Beneficial Business Solutions, and I’m here with my co-host Jeff Mount, president of Caddis LLC, and also affectionately known as “The Advisor to Advisors.” Welcome to the show, Jeff.
Sherry, how are you?
I’m doing fantastic. I always look forward to talking to you and especially doing the podcast together. It seems like we always hit on topics that are not only helpful for the advisory services industry, but also applicable to just about any business.
I really appreciate that, Sherry. Thank you.
Well, I speak the truth.
So we were talking the other day about a technique you call “Verbal Tennis.” Before we dive into that, I wanted listeners to know that Jeff actually used to be a professional tennis player before injury changed his career trajectory and eventually led him into financial services.
In this episode, I’d love to talk about how lessons from the tennis court informed your techniques and experience in the financial services industry.
I appreciate it, Sherry. So Jeff, are you game?
Ah, nice one.
[00:02:00]
Yes. So I was a tennis pro, both a touring pro and a teaching pro. I made far more money teaching than I ever did touring.
Tennis, believe it or not, is probably the worst-paying professional sport in the world.
Oh, seriously?
Absolutely true.
But I had a great time. I was 18 to 21 years old, working incredibly hard just to be competitive enough to share the court with great players.
I didn’t have elite natural athletic ability, but I developed what I could and became good. Maybe not great, but definitely good.
Well, you had tenacity.
And that’s important because I know so many insurance agencies and investment firms that love hiring former athletes.
[00:03:00]
I always tell them to be careful. Some professional athletes got there through discipline and hard work. Others got there because they were naturally gifted.
The very best athletes are usually both.
But when it comes to sales positions, natural athletic talent alone often doesn’t translate into discipline or drive.
That’s really interesting.
And funny enough, I’ve had that exact conversation with people who later realized they’d hired several athletes who struggled in sales for precisely that reason.
[00:04:00]
Sometimes the best rewards come from the hardest work. There’s something about earning the win that makes it sweeter.
Without a doubt.
So let’s talk about how you turned those court lessons into a practical system.
[00:05:00]
Think about prospecting. You finally get in front of someone who’s willing to hear you out. Most people say you have 30 seconds because of the “elevator pitch.”
I’d argue you have about seven seconds to really grab their attention.
You’re not trying to close a sale in seven seconds. You’re trying to get them to respond — even challenge you.
Even if they say, “That’s bullshit,” that’s engagement.
A 30-second elevator pitch is usually too long.
[00:06:00]
The kiss of death is when someone simply says “Oh,” and walks away.
You need a brief statement that creates curiosity and invites questions.
Then — and this is important — don’t immediately answer their questions.
You want them leaving with important unanswered questions.
I’ll usually follow with a value assumption or desired outcome and ask:
“Does any of that resonate with you?”
[00:07:00]
So what you’re saying is the brain looks for shortcuts. The moment someone thinks, “I already know this,” they mentally tune out.
Exactly.
Turn the presentation into a conversation.
Their brain starts opening loops:
- “That’s interesting…”
- “What does that mean?”
- “How does that work?”
Now they’re engaged.
[00:08:00]
Jeff explained how advisory value propositions have evolved over the decades.
In the 1980s, advisors were stockbrokers focused on selling stocks.
In the 1990s, the focus shifted toward retirement plans and 401(k)s.
Later came liquid alternatives, then financial planning.
Now AI is changing everything again.
Jeff believes AI may handle 80–90% of traditional financial planning tasks, meaning advisors must create value elsewhere.
The future, he says, is about creating better outcomes.
[00:09:00]
Jeff introduced the concept of offering a “family office experience” to clients who traditionally wouldn’t qualify for one.
Technology and ETFs have democratized access to investment tools that were once only available to ultra-high-net-worth individuals.
Instead of saying, “I’m a financial planner,” Jeff suggests saying:
“I replicate a family office experience for wealthy people who couldn’t traditionally afford the model.”
That statement naturally sparks curiosity and questions.
[00:10:00]
Jeff emphasized that advisors shouldn’t answer every question immediately.
Instead, redirect with additional value assumptions.
For example:
- Business owners may not realize their fiduciary risks when accepting credit cards.
- Tax reduction strategies could improve outcomes.
- Estate planning may create long-term protection.
- Modern investments can serve multiple purposes.
Then ask:
“Does any of this resonate with you?”
[00:11:00]
Sherry noted that verbal tennis is essentially a back-and-forth conversation.
You “hit the ball over the net” and allow the other person to respond.
You don’t chase the ball yourself.
Jeff agreed and explained that the purpose is to create enough curiosity that the prospect wants another conversation.
[00:12:00]
They discussed how many people assume exclusive financial opportunities are reserved for the ultra-wealthy.
Jeff believes that perception is changing.
He sometimes uses the phrase “middle-class millionaire” to describe people who have accumulated wealth but still feel socially uncomfortable about it.
Many people with money don’t know how they’re “supposed” to behave.
Understanding those emotional dynamics matters.
[00:13:00]
Sherry asked whether verbal tennis is used only in networking situations or also during client meetings.
Jeff explained that he primarily uses it while networking.
Once he’s in a private setting with a client, he answers questions more directly and begins the discovery process.
[00:14:00]
Jeff talked about using verbal tennis in relaxed environments like golf outings and networking events.
Interestingly, he shared unwritten social rules for discussing business on the golf course:
- Do not talk business on holes 1–5.
- Do not talk business on holes 13–18.
- The middle holes are fair game.
The goal is to engage people while their guard is down.
[00:15:00]
Sherry asked what responses Jeff looks for during verbal tennis conversations.
Jeff explained that responses like:
- “Bullshit.”
- “I don’t know what you mean.”
- “Define that.”
…are all positive signs.
Even silence or furrowed eyebrows indicate that the person is thinking deeply.
[00:16:00]
If someone says, “Yeah, that makes sense,” Jeff transitions naturally into:
“Would you like to talk about this in a more private setting another time?”
He emphasized the importance of not making people feel trapped.
When prospects feel free to walk away, they are often more open to continuing the conversation.
[00:17:00]
The conversation shifted into sales psychology.
Jeff referenced Chris Voss and the danger of trying to force prospects into saying “yes” repeatedly.
People recognize when they’re being cornered.
Instead of pressure tactics, advisors should create comfort and curiosity.
[00:18:00]
Jeff recommended the book Diagnostic Selling by Jeff Thull.
He explained the four-part process:
- Discover
- Diagnose
- Design
- Deliver
Deliver doesn’t simply mean handing over a product — it means monitoring results continuously and fixing problems before clients experience pain.
[00:19:00]
Jeff said the biggest mistake advisors make is rushing through discovery.
He estimates discovery should represent nearly 45% of the entire process.
Advisors should ask deeper questions like:
“What happens if you don’t do this?”
Understanding consequences often matters more than understanding assets alone.
[00:20:00]
Sherry asked whether unrelated value assumptions can help reveal client interests.
Jeff agreed.
Sometimes introducing secondary ideas helps advisors uncover emotional motivations, fears, and long-term concerns that clients may not initially express.
[00:21:00]
Jeff joked that he doesn’t actually have an acronym for the TENNIS method.
Still, the analogy works well:
- You serve.
- The other person returns.
- The conversation continues naturally.
[00:22:00]
Jeff warned advisors to stop building long 30-second elevator speeches.
Thirty seconds feels like an eternity in conversation.
Instead, advisors should aim for 7–12 seconds that are compelling enough to trigger curiosity.
[00:23:00]
The discussion moved into the famous “Marshmallow Test.”
Jeff explained the study where children were told not to eat a marshmallow while adults left the room.
The children who resisted temptation later showed stronger long-term discipline and achievement.
[00:24:00]
Jeff connected the marshmallow test to sales conversations.
Advisors shouldn’t “eat the marshmallow” by answering every question immediately.
Leave some curiosity unresolved so prospects feel motivated to schedule the next meeting.
[00:25:00]
Sherry asked why Jeff repeatedly uses the phrase “in a more private setting.”
Jeff explained that many affluent individuals are deeply protective of their privacy.
Some family offices even design office spaces with separate entrances and exits to avoid clients crossing paths.
[00:26:00]
The conversation expanded into family dynamics.
Jeff noted that advisors often need psychology skills in addition to financial expertise.
Managing wealthy families can involve emotional conflicts, social anxieties, and complex relationships.
[00:27:00]
Jeff shared that one of the hardest professionals to find in family office environments is an attorney who can communicate naturally and navigate family dynamics without sounding overly litigious.
Those professionals are worth every penny.
[00:28:00]
Sherry revisited the diagnostic process:
- Discover
- Diagnose
- Design
- Deliver
She described verbal tennis as “the game before the game” — the conversation that happens before the formal discovery process begins.
[00:29:00]
Jeff shared where listeners can connect with him:
Website: caddis.biz
Email: jeffrey@caddis.biz
Sherry closed the episode by reminding listeners that the best sales conversations are dialogues, not monologues.
She thanked the audience for being part of the community and wrapped up the show.
Bye everyone.
