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There are plenty of fish in the sea, so when we prospect, we don't get too upset if someone can't be reached. We move onto the next prospect. But what if it's a whale, that really great prospect who could make your year? What if it's an influencer who could connect you with many, many prospects? You really want to get in front of them.
|What does getting in front of them mean?
As agents and advisors, we often equate "Getting in front of them" with pitching. You want the opportunity to ask them for business. Logical as it sounds, this can backfire because this high-profile person is everyone's favorite prospect. If you meet them and pitch them, they will likely tune you out.
Even in the age of the Do Not Call list, you get solicitation calls at home all the time. When you get one, do you say: "I'm going to listen to your idea, then determine if we might do business?" No. You hang up.
That's the outcome we want to avoid.
In this case, getting in front of them means actually meeting face to face, giving a good impression and parting, knowing they will likely be open to talking with you when they see you again.
|10 ways to get onto their radar
Obviously, we need to know something about the person. There might be an organization in common, like your college. This isn't the thousand-to-one shot that this executive, new to the area went to your alma mater. You might look through the alumni magazine and read about a prominent alumnus who lives in your area.
1. Over to you, LinkedIn. Technology is the first, obvious choice. You utilize LinkedIn to determine if you know anyone in common. Remember, all connections are not equal. Call that connection. How well do they know that person? Would they introduce you over drinks? This isn't a scheduled meeting. It's the two of them going out for drinks. You show up, see your friend, walk over to say hello and meet their friend.
2. LinkedIn redux. Your friend(s) is connected but doesn't know the person that well. A face-to-face introduction isn't in the cards. Because you have a large network, you are surprised you know 5, 15 or 25 people in common. This isn't unusual if you belong to the Chamber and are an active LinkedIn user with 1,000+ connections. You send them an invitation to connect, including "Apparently we know 17 of the same people." (You got this number from their profile page.) They see the same thing when they look at your profile page. Assuming they respect those common connections, they may accept your invitation to connect.
3. Research. That profile page has many uses. You see their school. Current and previous employers. Maybe professional organizations. Once there's a commonality, there's the potential for being in the same place at the same time.
4. The common organization. You both belong to the Chamber. You were an engineer; she is an engineer. You both belong to the local chapter of your engineering society. You attend meetings, asking the officers or professional staff if they can introduce you. If you see the person and a middleman isn't around you walk over and introduce yourself.
5. The charitable connection. They attend your church or religious organization. Maybe they or their firm is a sponsor of the Christmas concert in town. Through your contacts, determine where and when they will be in a specific place. You show up. If it's a charity, start the conversation by thanking them for their support. They are giving back to the community. Who gets offended by a compliment?
6. Your circle of friends. The New York Times estimated the average American knows 600 people. A large percentage of the people you know aren't connected to you via LinkedIn. Based on what you know about your friends, you ask the ones who work at the same firm, used to work at the guy's former firm or live in the same neighborhood. Will this friend introduce you?
7. Advertising. Some realtors have their names on bus shelter benches. Others on supermarket shopping carts. Some support public television at a level where something similar to an ad runs before a program starts. If you have an "adopt a highway" program in your area, you've seen the names of people, professionals and firms that keep a mile or so of highway shoulder free of litter.
8. Asking them for money. It appears most of points 1-7 are drawing a blank. Point 5, the charity might have potential. You are connected to a local nonprofit. You contact them at their firm, in your fundraising capacity with the charity, asking them to support an upcoming event. You set up an appointment, then meet face to face. You explain you are financially supporting the event. (Because you are!) You ask for their help. You sit next to them at the event.
9. Hearing you speak. You belong to that common organization. You arrange to speak at a meeting. It might be a committee report. Maybe you have a short talk on cyber security. Maybe you just ask an intelligent question from the floor. They connect a name with your face. You come across as competent.
10. They ask around. Many people ask friends for recommendations before they buy a product or service. A California advisor explained he was contacted by someone who wanted to become a client. The advisor asked; "Why did you choose me?" Here's the answer: "I asked around. Yours is the only name that came up twice." In this situation, you clients and friends need to be able to tell your story.
|Commonalities
Look for commonalities as you review these strategies. Some used LinkedIn in the way it was intended. Other strategies have you putting yourself in the right place at the right time. Others don't involve direct contact, but hearing about you or seeing your name. At no point are you rushing up to someone or pressing a card into their hand. You are making the connection because you are tactful and respectful.
|Follow-up on that connection
Let's not forget to connect the dots. Another California advisor told a story. He became good friends with a very rich guy who fit the "Good Old Boy" stereotype. The "Good Old Boy" knew what the advisor did for a living. One day he told him: "I really like you because you never bother me about business. There's this other guy I know, really pushy. He keeps calling. I finally gave him a couple of million dollars just to get rid of him. But I really like you because you never ask me for business!" I bet the advisor asked him the next day!
Bryce Sanders is president of Perceptive Business Solutions Inc. He provides HNW client acquisition training for the financial services industry. His book, "Captivating the Wealthy Investor" can be found on Amazon.
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Bryce Sanders
Bryce Sanders, president of Perceptive Business Solutions Inc., has provided training for the financial services industry on high-net-worth client acquisition since 2001. He trains financial professionals on how to identify prospects within the wealthiest 2%-5% of their market, where to meet and socialize with them, how to talk with wealthy people and develop personal relationships, and how to transform wealthy friends into clients. Bryce spent 14 years with a major financial services firm as a successful financial advisor, two years as a district sales manager and four years as a home office manager. He developed personal relationships within the HNW community through his past involvement as a Trustee of the James A. Michener Art Museum, Board of Associates for the Bucks County Chapter of the Fox Chase Cancer Center, Board of Trustees for Stevens Institute of Technology and as a church lector. Bryce has been published in American City Business Journals, Barrons, InsuranceNewsNet, BenefitsPro, The Register, MDRT Round the Table, MDRT Blog, accountingweb.com, Advisorpedia and Horsesmouth.com. In Canada, his articles have appeared in Wealth Professional. He is the author of the book “Captivating the Wealthy Investor.”
