So many advisers are constantly looking for new leads when what they should be chasing is the holy grail of all leads, referrals! However, I know how hard it is to ask for referrals. That actually works in your favor as the best referrals are those that you don’t ask for.
How do you get referrals when you don’t ask for them? Easy (in theory), make your clients advocates. Have you ever seen a movie or gone to a restaurant that you then started to tell everybody about regardless of whether they asked for your opinion or not? Create a client that excited about you and you have created advertising that cannot be bought.
How do you go about creating a client like that? Experience. No, not your experience or expertise in the industry but by giving them an experience they cannot forget. Paddy Lund, an Australian dentist. He works 21 hours a week and earns $400000 (Aus.) per year. He does this while not spending a dime on his marketing. Instead, he puts it all into the experience his clients have with him every single time they go to see him.
What does your office look like? What kind of amenities do you have? Several types of tea and lattees or cold coffee?
I hear so often, “I’m not in the coffee business. I’m in the investment advice business.”
Sorry guys, in order to survive and prosper in the environment in which we live today, you are in the experience business. Not customer service. Not investment advice. Clients expect those things. You need to provide an experience that your prospects and clients do not expect. Only then will you get clients that are so excited about you that they recommend you unsolicited.
