Let a client introduce you to prospects

There are two basic rules that get to the core of how to be successful in this business:

Rule #1: Always be in meetings.

Rule #2: Refer back to Rule #1.

If we're not in client meetings, we simply cannot grow our business into what we desire. And ultimately, in order to get prospective clients into the office, we have to have a system to generate prospects who are predisposed to hiring us.

I'd like to ask you a question: Who is introducing you to a prospective client? Are you introducing yourself or are you being introduced to prospective clients by someone they trust?

Let's talk about how to leverage current client relationships into more introductions. But first, notice I said "introductions" and not "referrals." Introductions are much more powerful. The last thing I want to do is call a prospect just because a client gave me a name and phone number. I have no idea if the prospect is even expecting my call.

Get with the program

Last year we developed a client introduction program. Here's how it works. Each quarter we hold a special client event as a way of saying thank you to clients who introduce us to a friend, family member or colleague. Only the clients who have introduced us to someone in the preceding three months are invited to the event. All we ask is that the prospective client either attend a two-part class I teach at a local university, or come into the office for an appointment.

This is not an event where the client brings a prospect as his or her guest. Instead, we focus on having fun with our clients who have already introduced us to their friends. When we host an event, it's first-class, something they naturally would want to attend. We also developed the program around this simple message of giving thanks. We don't talk about how we want them to help us, because that approach, in my opinion, is a little too self-focused for my brand. Instead, we place the focus on them.

Kick-off time

As an example, in our most recent event we held a private dinner cruise down the Tennessee River on the eve of the Tennessee-Georgia football game. The cruise provided a great opportunity to bond even more with these great clients. And in return, the client introductions provided a 10 to one return on our investment over the cost of the event.

Many advisors don't realize that their current clients are potentially their most valuable asset. If you treat them with the care and respect they deserve, you'll be rewarded with an ever-increasing business full of first-class client friendships.