Referral Marketing

How to Win Younger Wealthy Clients

Thursday, December 20th, 2012

by Stephen Wershing, The Client Driven Practice A new report from Cisco indicates that wealthy investors under 55 have less trust in advisors and different expectations than older clients, and offers some ideas on how to attract them. A Wall Street Journal article that referred to this study and another highlight the importance of a […]


Is Attracting Referrals Passive?

Wednesday, December 5th, 2012

by Stephen Wershing, The Client Driven Practice Thomas Coyle, in an article in the Wall Street Journal last week, suggested that a strategy for attracting referrals, rather than asking for them, is passive. He went so far as to describe my approach as a “wallflower strategy.” I have heard similar comments before. It makes sense. […]


Referrals can Expand Your Circles of Influence

Wednesday, November 7th, 2012

by Shauna Trainor, The Covenant Group Marketing your organization has many interconnected components. The advertisements you place in print publications must carry a similar message to those you display online as well as the blog posts, newspaper columns or newsletters you write. In this marketing mix, we sometimes forget about one of the most powerful […]


Stop Asking for Referrals

Tuesday, October 30th, 2012

by Stephen Wershing, The Client Driven Practice The big day has arrived! My book on referral marketing, Stop Asking for Referrals, has now been released by McGraw Hill! After working with financial advisor for 14 years (and being one for 25), I focused two years ago on researching everything I could find on the art […]


How to Design a Referral Marketing Strategy – Results from Client Engagement Think Tank, Part Four

Wednesday, March 14th, 2012

In my first three posts on our client engagement think tank, I set the stage for a discussion of a referral marketing plan. What we found in our roundtable discussion with advisors is that many do not target prospects particularly well, don’t use the target markets they have defined in their client onboarding process, and […]


A “Wow” Experience Is Not Enough

Sunday, January 29th, 2012

We have been told that to attract referrals and clients, we have to provide a “wow” experience. But that’s just not enough on which to base a business development or referral marketing plan. Last week, I was discussing with an advisor his strategy for utilizing his client advisory board to generate referrals. During the conversation, […]


Five Things You Can Do To Attract Referrals In 2012

Wednesday, January 18th, 2012

As you put your 2012 business and marketing plans into action, what are your plans for attracting referrals this year? One of the biggest reasons we do not attracts more referrals than we do is because we do not have a formal, written plan on how we will attract them. Just like business plans and […]


For More Business, Prospect Fewer Clients

Wednesday, December 21st, 2011

It is utterly against the DNA of most advisors, but if you want to be a success at attracting referrals you must choose not to pursue good prospects. A lot has been written about target marketing and having a niche. Yet I am surprised by how many advisors I meet who cannot bring themselves to […]


The Two Times Clients Refer You

Sunday, December 4th, 2011

There are two times people will think to refer you – and, no, when you ask is not one of them. They are just after they have a positive experience with you and when a friend expresses a need for a solution you represent. Clients will talk about you after a meeting or interaction, providing […]


Referrals 2.0 – A new perspective on who to target and how to attract them

Wednesday, October 19th, 2011

Referrals 2.0 A new perspective on who to target and how to attract them by Stephen Wershing, CFP® A financial adviser` think tank convened earlier this year may have uncovered a revolutionary new perspective on who we target as prospects and how we attract them. I was asked to facilitate the think tank, organized by […]