Why Your Next Great Client Will Come From a Handshake, Not an Algorithm
PART II – My last blog created such a stir that I’ve decided to add a little more “meat onto the bone” so to speak (apologies to vegetarians. I used to be one many years ago).
Here’s Part I in case you missed it: Are You Wasting Resources with Digital Marketing?
Let’s cut to the chase. Most of your best clients didn’t find you because of a fancy ad, clever SEO campaign, or the latest social platform. They came to you through one undeniable fact: human-to-human connection still drives this business.
Yes, digital tools matter. Yes, scale is important. But growth-minded advisors know that relationships are the ultimate multiplier. The question is: Are you being intentional about it?
Here are five strategies (along with real-life examples) that will not only sharpen your human-to-human game but also create a steady pipeline of right-fit clients who already trust you before the first meeting.
1. Clarify Your Target Market – So People Find You
When you try to be everything to everybody, you end up being nothing special to anybody. The more clearly you define your market, the easier it becomes for your reputation to precede you.
Take Maya Lopez, a financial planner in Austin. Instead of vaguely saying she “works with professionals,” Maya zeroed in on tech executives navigating stock options and sudden liquidity events. She branded her workshops as “From Stock Options to Smart Options”. Before long, she wasn’t chasing prospects – they were seeking her out because her expertise was obvious and relevant.
Advanced tip: Your niche isn’t just a category; it’s a community. Learn their language, their pain points, and their aspirations and success stories. Once your messaging mirrors their world – meaning they can see themselves in your messaging – folks start introducing you as “the go-to person for…”
2. Network Like You Mean It – With Purpose
Let’s face it – networking can feel like speed dating in a room full of strangers. The key is to go deep, not wide.
Brian Chen, an advisor in Seattle, used to bounce around endless chamber mixers. (We can all “feel his pain”). Now he’s embedded himself in the local nonprofit arts community – a passion that aligns with many of his clients. He sponsors one annual gala, volunteers on a board, and meets people in an environment where conversations flow naturally. The result? A consistent stream of relationships that start with shared values, not business cards.
Advanced tip: Rather than chasing every event in town, pick one or two communities where you can truly belong. Familiarity breeds trust, and trust opens doors. What to attract BIG money? Network with philanthropists!
3. Host Events That People Talk About
Educational events and client appreciation events remain referral goldmines – when done with creativity. The days of “same-old steak dinner and slideshow” only attract “plate lickers.” (My neighbor is one!)
Consider Janelle Thompson, an advisor in Denver, who hosted an “Investment MythBusters” evening. She invited clients and encouraged them to bring a friend. Together, they tackled common misconceptions – like “Bonds are always safe” or “You need a million dollars to retire.” The event was fun, interactive, and positioned Janelle as approachable and wise.
Then there’s Marc Green in Chicago, who hosted a family financial literacy day at a local park. Bounce houses for kids, breakout sessions for parents. His clients loved introducing him to their friends in such a warm environment.
Advanced tip: Events are not about selling. They’re a mix of value and human connection. Give people a “remarkable story… worthy of remark.”
4. Be Proactive About Referrals – Don’t Wait for Them
Referrals don’t fall from the sky. They come from creating the right conditions (becoming referrable) and asking the right way (my V.I.P.S. Method).
Samantha Morgan, an advisor in Charlotte, NC, schedules an annual review where she not only updates the client’s plan but also runs a “value check-in.” She asks open-ended questions such as, “Where have I been most helpful to you this year? Where do you feel the most peace of mind?” After listening, she might say, “That’s exactly the kind of impact I’d like to have for others. If someone you care about ever needs this kind of help, would you feel comfortable connecting us?”
Notice – she doesn’t ask for names on the spot. Instead, she plants seeds for a future introduction. And guess what? The introductions come, often at just the right moment.
Advanced tip: Move from the outdated “Do you know anyone?” approach to a more nuanced request for specific introductions – to specific people you know in their life and/or categories of people going through life events.
5. Build COI Partnerships That Go Beyond Handshakes
Centers of Influence (COIs) are more than accountants and attorneys. They are anyone whose network overlaps with your ideal clients.
David Ross, an advisor in Minneapolis, built a relationship with a boutique real estate broker who specializes in downsizing Baby Boomers. They co-host quarterly workshops on “Rightsizing Your Retirement,” and David is introduced as the trusted financial voice.
Angela Moore in Philadelphia partnered with a divorce coach – a professional most advisors overlook. By offering joint guidance for people rebuilding their financial life, Angela positioned herself as the first call when money decisions came into play.
Advanced tip: Don’t just collect COIs – create joint value. Run events together. Write co-branded articles. Host a podcast episode. When you make your partners look good, they’ll return the favor tenfold.
Final Thoughts
Here’s the truth: algorithms don’t build trust. Relationships do.
Every introduction, every handshake, every shared laugh over coffee – it’s all part of a system that makes you more referable, more relevant, and ultimately more successful.
So, ask yourself: Are you building a business that relies on transactions – or one that thrives on true human connection?
ACTION STEP
If you’re ready to put the human touch back into your client acquisition – using a proven Relationship Marketing System – set up a complimentary strategy session. You can reach me at BillCates@ReferralCoach.com
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