Looking back

Some things never change, and for advisors one of them is that referrals are among the best ways to draw new clients. In the July 1992 Sales & Marketing column, Jerome Schneider, then president of American National Securities, Beverly Hills, California, offered some advice on the subject:

The easiest way [to get referrals] is to simply ask. If you do an outstanding job for them, most clients are more than willing to give you the names of friends or relatives who could also benefit from your service. And if you suggest it, many will even call those people and make direct recommendations.