Leverage your referability
The key is to help leverage your referability into obtaining A-list referrals. -Bob Burg There is indeed a difference betweeen referral marketing through clients versus through other COI's that are not actual clients. One difference is that, while the COI might "know, like and trust you," they still don't come from the viewpoint of a raving fan client who has personally experienced the benefits you are bringing to their lives. None the less, both are great to have; both are important to have. And, those COI's lead to the first type. What an FA would do the same with both is continue to focus on - not only adding value to their lives but communicating that value. In the case of the referral source who is a current client, you continue to do those things that demonstrate the wonderful service you are providing.
Without actually "being referrable" one would certainly destroy their network just as fast as they are building it, so that is absolutely baseline. The key is to help leverage that referability into obtaining those A-list referrals.
With a referral source or potiential referral source who is a COI, you communicate that value in many ways, including getting information to them that you promised, following up with them as you promised, connecting them with others whom they'd find to be of value to their lives, and all the other ways you've learned. Remember, while it's ideal to constantly add value, you must also communicate that value.
Bob Burg, Burg Communications Inc., in AdvisorMax expert forum Endless Referrals
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