A guide for getting referrals

Touches can include phone calls, emails, newsletters, events, workshops, seminars, conference calls, webinars, hard-copy research reports, white papers, birthday and holiday cards, etc.

Strategy #4. Address the risks and emotions of referrals

These clients and centers of influence run huge personal and professional risks when referring people to you—from simple embarrassment to severe financial danger if you screw up. Reduce their fear by talking to them about this concern.

Strategy #5. Build your brand identity

Strategy #6. Use the event referral

Seminars are the typical venue, but you can do a host of "lifestyle events" such as cooking classes, spa days and golf outings.

Strategy #7. Use a Referral Guide

This fantastic psychological positioning tool sends all the right messages about the way you engage in the whole referral process. It also helps you to expand your client's story-telling ability beyond a two-sentence conversation.

Next month's column will explain how to create and use this guide.

Yes, you can reach more affluent prospects if you follow these seven pointers.

Margie Barrie is Vice President of the 3in4 Need More Association and a principal at Hagelman Barrie Sales Training Solutions (www.hbltci.com). Responses and questions can be sent to [email protected].