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Financial Planning > UHNW Client Services > Family Office News

If you don't ask, you don't get

By Joanne Black

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No More Cold Calling

Get clear on your ideal client and ask for what you want. People will be happy to refer you. (Really!)

Our clients know us, like us, respect our suggestions, and continue to invest with us. Of course they’ll refer us, right? Maybe.

People are busy with work, family, hobbies, volunteer activities, and travel. Often, referring us to new clients isn’t the first thing on their mind. We can make referrals top of mind.

Current clients are thrilled to refer us — if only we’d ask. With a little “instruction” you can empower your clients (your referral source) to refer you. Teach them how to introduce you (how do you want “what you do” to be described?). Teach them about your ideal client, and provide them with the answers to these critical questions:

  • Where does he live or do business?
  • What is his profession?
  • What are his hobbies?
  • What is his family situation?

The more specific you are, the easier it is for a client to refer you.

Think like an artist. Think with creative intention: The more color and definition you include in the picture of your ideal client, the easier it is for your referral source to think of the perfect referral. Compare a large wall painted blue that you see in a museum with a Rembrandt. Which message is clearer or open to less interpretation? Abstract in the art world is one thing, abstract in the sales and client services world is another (and it doesn’t work). So get clear, sharp and focused. And share your focus.

Be like one of my advisors who focused on his current clients and six months into the year; he is at 150 percent of his annual sales goal! All by asking his current clients for referrals.

You get the picture. Now bring it to life! Get those perfect referrals! Increase your sales!

If you don’t ask, you don’t get. So start asking.

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