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Firm leaders often assume that when business development lags, it's a motivation issue.
"They just don’t want it enough."
"They’re not doing what it takes."
"They need to get out there more."
But in most multi-advisor firms, the core problem isn’t drive. It’s structure.
Advisors are expected to bring in new prospects for the firm but often without a clear path for how. They’re handed vague expectations, outdated scripts, and a loosely defined brand story. And they’re asked to do it in a way that “feels authentic,” without much guidance on what that actually means.
No wonder it stalls.
In reality, even the most skilled and motivated advisors struggle with business development when:
- There’s no system to identify opportunities across the client journey
- There’s no shared language or support for messaging
- They don’t know what activities actually move the needle
- There’s no structure to build accountability and momentum
What looks like inconsistency or underperformance is often a result of missing tools and a lack of coordinated support.
Structure Scales What Talent Starts
Sure, some advisors are naturally gifted at business development. But relying on lone rainmakers doesn’t scale especially in a growing firm. To turn BD into a true growth engine you need a repeatable system that works for all advisors, not just the outliers.
That means:
- Giving advisors tools and training that match their energy and strengths
- Creating consistency across the team without forcing uniformity
- Reinforcing skills and habits through shared coaching and accountability
When structure shows up, momentum follows.
Where Coaching Comes in
Many firms invest in 1:1 coaching for individual advisors and that can be helpful. But if you want to shift team culture, drive sustainable growth, and reinforce your brand in the market, you need something more scalable.
That’s where advisor team coaching comes in.
Group coaching helps your team:
- Speak the same language with clients
- Share what's working (and what's not)
- Stay accountable to real business development actions
- Build confidence in a supportive environment
And firm leaders? You stay informed, without having to carry it all.
Business development doesn't stall because your advisors are lazy or resistant.
It stalls because you haven’t given them a system that supports growth.
When you put structure, ownership, and reinforcement in place, your advisors start to gain traction working together.
Related: 4 Marketing Pitfalls Every Financial Advisor Must Avoid to Grow