How to Grow as a Business Finance Broker: Insights from the Trenches

At FinServe, we spend countless hours consulting with independent sales organizations (ISOs) and business finance brokers. Every week, we talk to people who are just starting out or struggling to gain traction with their consultancy.

Here are some of the most common questions we hear:

“What are your suggestions on marketing?”
“What’s the best way to generate leads?”
“What kind of marketing should I be doing to get started?”

These are all great questions—and they’re important. But over the years, I’ve found that the most valuable question brokers should be asking is this:

When I get on a call with a potential client, how should I approach that conversation?

The Real Learning Curve

Many brokers enter this business full of ambition, but they face a steep learning curve. Confidence takes time. Experience takes effort. And the cost of “learning the hard way” can add up fast—especially when brokers are advised to spend $10,000 on leads they aren’t ready to convert.

That’s where I come in. My goal is to help new brokers shorten that learning curve without breaking the bank. It’s not about throwing money at marketing—it’s about becoming someone who converts opportunities when they come.

The Three Keys to Growth

Let’s break down the foundational elements of success in this business:

1. Experience
How do you get it? Time and mentorship. Learn from those who’ve walked the path before you. Absorb everything.

2. Confidence
Where does it come from? Small wins. Every call, every conversation, every deal closed builds confidence. But you only gain those wins if you keep showing up.

3. Motivation
Why are you doing this? If money is your only motivator, success will likely elude you. But if you’re driven by the desire to genuinely help businesses grow through smart, strategic capital solutions—success will find you. Every time.

Have you ever heard someone say, “Everything he touches turns to gold”? That kind of success isn’t magic—it’s mindset.

How Are You Showing Up?

Ask yourself: When you get a lead, how do you approach it?

Are you sounding like every other broker out there?

“I understand you’re looking for some working capital for your business…”

Or are you sounding like a seasoned, trusted advisor?

“Hi John, I’m Steve Conner with FinServe. I’m looking forward to learning more about your business and seeing how I can help you structure the right financing to meet both your short-term and long-term goals. Can you tell me a bit about what’s happening in your business right now?”

Your tone, energy, and intention all come through in your words. Clients can tell when you’re genuine—and when you’re not. They’ll respond positively to your authenticity and confidence.

And when that happens, you’ll start seeing better conversations, better conversions, and yes—better commissions.

Tactical Tips for Marketing and Outreach

If you’re new and trying to grow your pipeline, here are a few practical outreach strategies to keep in mind:

Pick up the phone. Make the call. If there’s no answer, leave a voicemail—and reference that you’ll also be sending a text and an email.
Send a follow-up text. Keep it short and simple. For example:
“Hi John, just left you a voicemail and wanted to follow up with an email as well. Give me a call when you have a moment.”
Send a value-focused email. Clearly explain what you do, how you help small and mid-sized businesses, and your interest in learning more about their company’s financing needs.

And above all—be authentic.

No gimmicks. No bait-and-switch tactics. Don’t just act like a consultant—be one. Lead with curiosity, competence, and heart. When your goal is truly to help, your results will speak for themselves.

For more help in building your approach feel free to book a meeting with my partner Casey. We are looking forward to helping!