Have you done any of the following things this past month? Emailed your introducer with a link to your newsletter, blog or latest award win. Offered to host a webinar with them. Or shared an introducer pack.
If not, read on.
Maximising your introducer relationships often results in high-quality leads. There are a few reasons for this:
Pre-qualified clients: Clients already working with professional services — whether accountants, solicitors or others — are more likely to have assets or income streams that require careful management, making them ideal for financial advice.
Share snippets on social media — now you’ve got a marketing tool to attract others
Understanding the value: These clients are already familiar with the benefits of advice. Having engaged with a professional service, they recognise the impact tailored financial guidance can have on their wellbeing.
Financial literacy: Clients who use professional services are likely to have a level of awareness. They understand the complexities of managing finances and are more open to seeking guidance from someone who can optimise their situation.
Long-term relationships: Accountants and solicitors typically work with clients over long periods. This means they’re perfectly poised to recommend you at moments when clients are most receptive — during key life or business transitions, for example. As a result, clients are more likely to follow through and engage with your services, leading to higher conversion rates and stronger, more committed relationships from the start.
When I ask advisers if they work with an introducer, the answer tends to be lackluster.
When an introducer recommends you, they’re putting their client relationships on the line
The most common scenario is that they’ve introduced themselves at a networking event, never to hear from the introducer again. Or, if they do hear back, they may get a trickle of referrals that are far from an ideal fit, making the whole idea seem more trouble than it’s worth.
To get the most out of this, you need: clarity about what you do; clarity about what’s in it for the introducer; and consistent follow-up. Let’s look at each of these in more detail.
Clarity about what you do
You’ve probably already defined what you do and who your target clients are but, when working with introducers, it’s essential to frame this from their perspective. Being specific about your services helps them understand how you can complement their own offering.
Regularly share relevant blog posts or white papers to showcase your expertise and expand both of your audiences in the process
Whether it’s estate and inheritance tax planning, trust and investment advice post-death or pension-sharing orders during divorce, mentioning these scenarios makes it easier for your introducer to identify opportunities for collaboration.
The same applies when talking about your profile — emphasise the qualifications that are more relevant to an introducer, such as estate-related accreditations.
What’s in it for them?
You need to show that partnering with you can enhance their service offering and strengthen their client relationships.
Highlighting elements they may not be familiar with, such as cashflow modelling, is a great way to show the holistic nature of your work.
Being specific about your services helps them understand how you can complement their own offering
You can also help your introducer see how your approach aligns with theirs. For instance, what will their client experience when they work with you? If you’re sending out an engaging, informative client newsletter, that will reflect positively on them.
Consistent follow-up
Once you’ve outlined your offering, get it out there! Email it to your introducer, along with testimonials and a breakdown of the referral process. Maybe combine it in a professional pack.
Share snippets on social media with a link to download the full version — now you’ve got a marketing tool to attract others.
Now you need to remain in your introducer’s orbit. Ask if you can add them to your email distribution list. This keeps your good news, success stories and updates top of mind.
Emphasise the qualifications that are more relevant to an introducer, such as estate-related accreditations
Regularly share blog posts or white papers to showcase your expertise and expand both your audiences in the process. And, when you have an update on a referred client, send the introducer a brief overview.
When an introducer recommends you, they’re putting their client relationships on the line. The more you can share about what their clients can expect — from your process and communication style to response times, security measures and perhaps even fee structure — the fewer hurdles they’ll face.
But keeping the conversation going is important too.
Faith Liversedge is a marketing consultant. You can follow her on X @FaithLiversedge
This article featured in the November 2024 edition of Money Marketing.
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