Word of mouth. It’s often called the most valuable form of advertising—with good reason. A word-of-mouth referral from a friend, colleague or industry expert can go a long way, and provide all the impetus necessary to contact the person or firm being recommended.
After all, who better to give your name to a potential client than someone they know and trust? Moreover, what better way to start working with a new client than by leveraging the record of customer satisfaction that you’ve already established with the client who referred you?
Study after study shows how incredibly persuasive a word-of-mouth referral can be. Given this fact, you might think that RIA firms, trust companies, family offices and other financial professionals would be going all out to turn word of mouth into a key part of their new business engine. However, word of mouth has two perceived drawbacks that inhibit advisors from capitalizing as fully as they should…
Word of Mouth Is Not Predictable or Scalable—or Is It?
Suppose you got two word-of-mouth referrals that turned into new client relationships last month. Pretty good, right? Problem is, you may think there’s no way to predict that you’ll get two more in the next month. Or the month after. How are you supposed to know when a satisfied client will bring up your name at a dinner party or on the putting green?