Advisors are looking for new clients. You have a prospecting strategy in place. That’s why you are successful. Yet, sometimes we overlook people who have the potential to be clients.
You don’t want to be the type of person others avoid, always talking business. You may, however, want people to know who you are, what you do and why you are good. You want to learn who they are, where they work and what they do. Even if they work with other financial advisors already, the object is to get on their radar screen and establish yourself as the alternative.
Can you say these people already meet that criteria?
1. People selling you goods and services. You know the logic: “To get them as your customer, sometimes you need to become their customer.” You’re already the customer at dozens of places. You get your hair cut and your car serviced. Your grass is cut. You hire contractors. You visit the local hardware store and restaurants. Do they know what you do and how you help people?
2. Neighbors: Past and present. Maybe you live in an apartment or development. Do you know your neighbors? It’s important in case of an emergency. You knew really nice folks who moved away. New people took their place. Maybe you recognize their faces and have a nodding relationship. How about getting to know them better, starting with learning their names?
3. People asking you for money. You’re charitable. You get letters for fundraising campaigns and annual fund drives. This can be followed by a phone call or in-person visit from a friend. It’s difficult to say “No” to a friend. These organizations have insurance needs, too. Will your friend get you an introduction? Your friends have their own insurance needs. Since they asked you for money, it’s difficult for them to say: “No, I won’t listen to you.”
4. Where you watch sports. You go somewhere to cheer on your favorite team, or a team your children play on. Everyone knows each other. You cheer together. Do you know what they each do for a living? More importantly, how much do they know about you? This whole process might start with a logoed hat or jacket.
5. Commuter train. OK, maybe you take the express bus. You see the same crowd every day, sometimes twice in one day. You make small talk. Do you know what they do and vice versa? People retire. They change jobs. Others lose their jobs. Retirement assets figure in all these situations. That’s something you know about.
Sometimes prospects are under the radar. You help people. Let’s not forget about some of them. Everyone should have the opportunity to say no.
Bryce Sanders is president of Perceptive Business Solutions Inc. His book, Captivating the Wealthy Investor can be found on Amazon.
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