Distraction-Proof® Advisor Ideas

Two weeks ago, we looked at being quickly memorable. Last week we looked at following up with those people. Today we’re looking at how to maximize those contacts with centers of influence.
…

So, over the last several months you’ve slowly built a rapport with this prospect who you’d like to be doing business with. Now you want to maximize that and grow your centers of influence. Here’s how to do that.

Several weeks back we looked at language to use when you’re connecting with centers of influence for the first time. You want to do that now: you want to email, let’s say, a CPA, just introducing yourself and letting them know you’re working with people who can use their services and that you’d like to set up a 10-15-minute conversation with them by phone. Don’t press to meet them face-to-face. They’re busy people, so give yourself the opportunity just to have a phone call with them first.

On that phone call, you want to make a point of letting them know you’re going to drop off material that you give to people you’re looking to do business with. You want to do this for several reasons:

• It’s going to show them exactly how you communicate with those prospects.
• It’s going to allow them to see how simply you provide those people information – the fact that you don’t impose yourself upon them.
• [It’s going to allow them to see] the important fact that you provide helpful content that [prospects] can then come back to later when it’s more relevant to them.

You want to ask that CPA if you can send them that information or, better still, [say], “I’ll just drop it by next time I’m coming past your office.” Then do that: put it in a manilla folder with some notes, and show them exactly what your clients can expect to get from you, which translates into exactly what their clients can expect to get from you.

Maybe on the first call, or definitely on the second call, or hopefully on the first visit, ask them if they are also working with any financial advisors, whether they are referring business to them. Don’t be disappointed or frustrated if they say yes. That’s OK. Give them a chance to see how you work, but also don’t be afraid to suggest that you would hope and assume that the information and ideas you send to them would be kept just between you and them.

So,

1. After you’ve connected with that CPA, or center of influence, bundle up the content you send to prospective clients you want to work with.
2. Drop it off to their office with some brief, hand-written notes, explaining why you’ve sent them this particular information.
3. Find out if they’re using another advisor in the area. Don’t get disappointed, but show them how high you set your bar. Slowly, eventually over time, they’ll really get to see you as a trusted confidant, someone they become very comfortable with referring their clients to you, as their advisor.

I look forward to bringing you another Distraction-Proof Advisor Idea next week.