In today’s business climate, it’s harder than ever to get the attention of top advisors. There are more companies, more people, and more messages vying for their attention than ever before.
At Sequoia, we often say that “your next level of professionalism is not less scripting, it’s more scripting.” When it comes to referrals and other extremely important aspects of your business, you don’t want to “wing it” or leave it to chance. You want to have a strategy and execute it flawlessly.
What You’re Hoping to Get
Not all contacts with a new, high potential advisor are created equal. Here is the hierarchy of referral contacts, as we see it:
● In-Person Introduction
● Phone Introduction
● Email Introduction
● Group Meeting Introduction
● Reference Client Name
● Seminars
● Cold Calls
● Direct Mail
Personal introductions are by far the most compelling method for gaining access to top advisors. These are what you want to seek when looking for referrals.
Preparing Your Approach
Here are some questions that should get you thinking along the right lines when you’re drafting your request:
1. What has been one of the more successful aspects of the working relationship with the advisor?
2. What has been one of the important solutions you have provided to the advisor?
3. What skill, process, or particular knowledge that you have has the advisor benefitted from?
4. What shared interests or personal connection do you have?
5. What do you admire about their practice and/or their team?
6. What compelling goal or objective do you have in which the advisor can assist you?