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Practice Management > Building Your Business

How advisors can maximize referability, part 2

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Now that you know more about different types of client interaction, you are ready to craft your client-service model to increase your referability.

Segment your client base: To craft your client-service model, think in terms of a matrix. First, segment your client list into A, B, C and Why clients. Why clients are ones you’ve had for many years, and you wonder why you keep them on the books. The concept of segmenting is certainly not a new one. But have you done it? Have you done it lately?

If you want to keep and attract more A clients, you need to be perfectly clear who an A client is for you. Clear intentions produce clear results. Vague intentions produce vague results. Are you crystal clear on who you want to attract into your business? Have you written it down? Does everyone on your staff or team know? Can you articulate it clearly and succinctly with your clients?

Now, take that list of all you can do to add value and build business friendships and create a matrix. Your A clients get everything. They get the first-class, “wow” treatment. Your B clients get a subset of that list, and your C clients get a little less.

Does the thought of this matrix seem a bit daunting? Maybe you have a lot of clients. At least do this for your A clients. To keep your clients loyal and to stimulate more referrals, work from a client-service model. Get your A clients to see and feel the difference in how you are attending to them. Stop winging it when it comes to client service. Have a plan and follow your plan.

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Bill Cates is the author of “Get More Referrals Now!” and “Don’t Keep Me a Secret!” Go to for more information and to sign up for his newsletter. Cates can be reached at [email protected].


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