Click HERE to watch REFERRALS VIDEO
Most financial advisors rely on referrals for growth, but hoping for referrals isn’t a strategy. The most successful advisors have a proactive referral process that generates a steady stream of ideal clients.
I’ve seen advisors double their business in just a few years by creating a structured approach to referrals. It’s not about asking clients, “Do you know anyone who needs a financial advisor?”—that rarely works. Instead, it’s about positioning yourself as a resource people naturally want to introduce to others.
Here’s what works:
First, be ultra-clear about who you serve. If clients understand your niche, they’ll know exactly who to refer. For example, an advisor working with physicians doesn’t just say, “I help doctors.” They say, “I specialize in helping anesthesiologists and surgeons reduce their tax burden and build long-term wealth.” That specificity makes it easy for clients to think of people who need your help.
Second, create an amazing client experience. Happy clients are your best marketers, but they won’t refer if they don’t see your value. When you go above and beyond—whether through education, personal touches, or proactive financial guidance—clients will want to introduce you to others.
Third, make referrals easy and natural. Instead of directly asking for names, say something like, “Financial services is a trust based business, thus many of my best clients come from introductions. If you ever come across someone who could benefit from what we do, I’d love the opportunity to help.” No pressure, just planting the seed.
I’ve seen this approach generate consistent high-quality referrals without making clients feel uncomfortable.
If you want to build a referral process that actually works, it’s time to be intentional. The best clients come from other great clients.
Maribeth Kuzmeski, PhD, President of Red Zone Marketing, is a marketing strategist, advisor to financial services companies, bestselling author of nine books, and a professional speaker rated as a Top 25 C-Suite Speaker as seen in Meetings & Conventions Magazine. She speaks on topics including marketing, branding, sales, and customer service.
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