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March 06, 2012 at 12:57 PM
Q. I want to pursue getting referrals to affluent prospects. What suggestions can you provide to pursue this market?
A. Developing a process for getting high net-worth referrals is a wonderful way to increase sales. An expert in this area is Frank Maselli, author of a best-selling book on the topic. His approach is really targeted to financial planners, so I am including only those that are particularly relevant for the long-term care world.
Strategy #1. Develop a written referral plan.
Step 1. Identify 20 clients you want referrals from.
Step 2. Gather information. Build a Referral Intelligence File on each one. Use a loose-leaf notebook so you can add pages as your database grows. You’re looking for links to prospective referrals: Who in the client’s world might benefit most from your skill and advice? And who would you most likely enjoy having as a client?
Step 3. Identify 20 top prospects you would like to be referred to. This intelligence gathering process takes effort, but within a month or so you will have created a thick binder filled with critical data on your top clients.
Strategy #2. Provide excellent service.
Strategy #3. Stay top-of-mind.
Stay on the client’s personal radar screen in positive and creative ways that help them remember you exist and are worthy of referrals. I call this “The 44 Touch System,” meaning you must touch the client at least 44 times a year.
