"Go after your natural market."
How many times have we heard that? You know more people than you think. Many like you, but they don't see you in the context of offering financial advice or helping solve problems involving money. This drives you nuts when they either tell you about a financial product they just bought or want advice choosing between two providers offered by a competitor. How do I get them to come to me, or at least get into the running as a possible provider of solutions?
The six-step process
It all starts with increasing their understanding. This comes from my book "Captivating the Wealthy Investor."
Step one: Build a list
Approach this systematically. Write down the names of family, friends, relatives and in-laws (outlaws too?). This should include people who have the potential to be clients.
There's a tendency to cull the list. "She doesn't have money" or "He lives to far away." It's difficult to build a business if you focus on what you WON'T do. Ask yourself: "If they approached me, would I take them on as a client?" If you answered yes, they stay on the list!
Step two: Meet
These are spontaneous. It's not scheduled at your office. No one is presenting or showing slides on an iPad. At the other extreme, you aren't jumping out of a birthday cake either. After playing golf you see someone in the bar at the clubhouse. Ask permission to join them.
Step three: Ask about their business
You've heard the expression: "The only way to have a friend is to be one." To get the right to tell your story, let them tell their's first. Admit it, you know they are an attorney or engineer, but you really have no idea what they do. That's a good start: "We've known each other for five years. I know you work at Wibbly Wobbly Construction as an engineer. What is it you do?" Stop talking. They will go into some detail. Draw them out. Show a sincere interest.
