This coming November 21, I’ll be presenting a free webinar on how to multiply your best clients through referrals and introductions.

One important principle I’ll cover is the concept of becoming super referable – going beyond client satisfaction and loyalty to cultivate engaged clients and advocates.

The secret sauce to turning satisfied and loyal clients into advocates who help you reach and serve more clients is the concept of the business friendship.

Why Do Business Friendships Matter?

Unlike a visit to the mechanic or dentist, financial advising is an ongoing partnership built on trust. When clients see you as a friend, they feel more confident that you have their best interest at heart. This friendship leads to several significant advantages for both you and your clients.

3 Key Benefits of Building a Friendship with Your Clients:

1. More Transparent and Deeper Communication
   Clients who feel a personal connection with you are more likely to give deeper insight into their fears and/or aspirations related to their finances and other aspects of their lives. They are more likely to overlook minor flaws – be more forgiving with little mistakes – and see the best in your intentions. This goodwill improves their overall perception of you and leads to great word of mouth.
   
   
2. Enhanced Client Retention / More Assets / More Value
   It’s much harder for clients to leave an advisor they consider a friend. With this added emotional connection, clients feel a greater sense of loyalty, reducing the likelihood of them moving their business.
   
   
3. Increased Willingness to Create Highly Effective Introductions
   Clients who genuinely like and trust you are more likely to want to see you succeed. They want others to experience your value, AND they care about your success. Not only are they more likely to talk about you to others, but they also make better introductions. They follow up on those introductions to make sure the connection has been made.

Practical Steps to Building Business Friendships

Building meaningful relationships with clients requires intentional, consistent actions. Consider integrating some of these strategies and tactics into your practice to create stronger connections:

1. Craft Memorable Impressions

• Ensure your virtual presence (camera quality, lighting, sound) is polished and professional.
  
• Have a clear standard for response time to inquiries and appointment requests.
  
• When clients visit your office, make their welcome memorable with friendly greetings and a comfortable environment.

2. Personalize Every Interaction

• Show genuine curiosity about each client’s unique life, family, and interests.
  
• Do a bit of research before meetings; consider asking your referral source for insights or checking their social media for relevant updates.
  
• Let them know you’re invested in them beyond just financial matters. Since money intersects all aspects of one’s life, you may find more ways to serve your clients and simply increase genuine likeability and trust.

3. Meet Your Clients in Non-Business Settings

• Break bread with your best clients at least once per year.
  
• Host client-appreciation events, celebration events, and special introduction events.
  
• Establish an Ambassador’s Club consisting of your advocates and host a couple of special appreciation events per year just for them.
  
• If they come to your office, walk them to their car or to the elevator. It’s amazing what other types of conversations happen outside your office.

4. Allow Enough Time for Appointments

• Avoid overscheduling. Build in buffer time so that clients never feel rushed.
  
• This extra time not only enhances the quality of your meetings but also leaves room for meaningful conversations that deepen your connection.

5. Show Appreciation Consistently

• Make gratitude an integral part of your practice. Regularly thank clients for their trust and loyalty.
  
• Consider small gestures like handwritten notes or quick check-in calls just to see how they are doing.
  
• Create a culture of appreciation within your team to foster client relationships that feel genuine and valued.
  
• If clients come to your office, consider hanging photographs of you with clients (with their permission – of course). They can be photos from your client-appreciations events. This illustrates the business friendships you are building.

Conclusion

Establishing a personal connection with clients is one of the most effective ways to cultivate long-term loyalty that turns into advocacy. The strategies and tactics above not only improve client satisfaction but also make your work more enjoyable and rewarding. As you implement these approaches, remember that the goal is to build a relationship that feels mutually beneficial and genuine.

Don’t forget ALL of our resources – many of them free – are waiting for you at www.ReferralCoach.com/resources.

Start Multiplying Your Best Clients with The Cates Academy™

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The Cates Academy for Relationship Marketing™ is a comprehensive online video-training program that will help you generate significantly more income in less time. Work smarter, not harder!

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