HNW clients. You want ‘em. Everyone wants them. And you’ve likely gotten a dozen emails this month alone on how easy it can be to get more. But whether you’ve been in this industry for 1 year or 30, you know the truth...
In the heart of Overland Park, Kansas, there’s a successful financial advisor who has quietly revolutionized the referral process. Bryan Sarff, CFP® is not your typical advisor. As a cherished client of ours at Bill Good Marketing, he recently graced us with his presence on a webinar that had everyone leaning in closer.
His claim to fame?
Generating over 60 referrals year after year without breaking a sweat—or even asking for them directly.
In the financial services industry, these kinds of numbers are rare. In a world where financial advisors chase tirelessly after new leads, Bryan has cultivated a garden where referrals grow organically. It’s like he’s discovered a hidden path in the dense forest of the financial services industry, one that leads straight to the fountain of sustained business growth.
So, what’s Bryan’s secret? Is it a specific tool? A magic phrase?
Today, we’re pulling back the curtain on the insights from that very webinar to share the golden nuggets of wisdom that could change the game for financial planners everywhere.
Whether you’re starting out, looking to expand your client base, or simply hoping to inspire more word-of-mouth praise, there’s something in Bryan’s approach for you. Buckle up as we take a dive into the strategies that make his advisory practice not just successful, but truly exceptional.
It’s time to redefine your approach to client relationships and plant the seeds for a flourishing future in financial planning.
The best part? You can start applying these 9 tips to your practice today.
The first thing Bryan talked about in the webinar is something that might seem obvious but is often overlooked—the client experience. It’s the cornerstone of any successful financial advisory practice, yet it’s an art that demands constant refinement. It’s not just about the numbers or the returns; it’s about how clients feel when they walk through your door, call your office, or log in to a virtual client meeting.
In Bryan’s words,
“We want to make sure that the office and the environment that we have is comfortable, that it’s something that we enjoy and that our clients enjoy being a part of.”
This statement might seem simple at first glance, but it’s loaded with meaning. He isn’t just talking about comfy chairs and a well-stocked fridge; he’s talking about creating a sanctuary where clients feel valued, respected, and at ease.
Picture this: You step into an advisor’s office, and it feels like a warm handshake—an environment that says, ‘You belong here.’ This is what Bryan has mastered. It’s a space where new clients are greeted not just by name but with a genuine smile that says, ‘We’ve been expecting you, and we’re glad you’re here.’ Current clients come back not just for the financial advice but for the experience—the kind that makes them feel like part of an exclusive club.
For example, Bryan ensures each client’s preferences are noted and catered to; from their favorite drinks to the way they like their financial reports presented, every detail is tailored to make them feel special and uniquely attended to.
The essence of prioritizing the client experience is to create a client base that isn’t just loyal, but also actively enthusiastic about you and your services. When clients feel at home, they become more than clients; they become advocates and friends. They’re the ones who don’t just passively accept your business card—they’re the ones who ask for extras for their friends and family members.
So, as you map out your strategy for growing your advisor business, ask yourself, ‘Does my office feel like a transactional space, or does it feel like a personal and inviting environment?’
If it’s the latter, you’re well on your way to unlocking the kind of organic referral growth Bryan enjoys. And if it’s not, well, consider this your first step on the exciting journey to enhancing your client experience.
As we dove deeper into the conversation, Bryan revealed a poignant truth: the power of recognizing client life events. It’s a strategy that might not make headlines, but it creates a buzz that’s more effective than any billboard or social media ad.
Bryan explained,
“We want to recognize the peaks and valleys of our clients’ lives. Clients have wonderful peaks that we celebrate, and they also have terrible valleys. And we want to know that we listen and we hear them.”
These words are a testament to the empathetic approach that should be the heartbeat of every financial advisory practice.
Incorporating life event acknowledgment into your practice does more than personalize the client experience—it humanizes it. When a client shares a milestone, whether it’s joyous or sorrowful, and their advisor not only notes it but commemorates it, it forges an unbreakable bond. Suddenly, you’re not just an advisor; you’re a confidant, a cheerleader, and a support system.
For instance, Bryan mentioned during the webinar how a simple act, like sending a personalized gift when a client’s child graduates or a thoughtful note upon the loss of a loved one, can profoundly impact the client-advisor relationship.
By ensuring that your clients feel heard in their times of family celebrations or tribulations, you cement your role as a pillar in their lives. Client referrals then become a natural extension of these strong relationships, turning clients into allies who share their positive experiences with family members and friends.
To truly leverage this approach, you must weave it into the fabric of your practice. It’s not enough to send a generic card; your gestures must be as personalized and heartfelt as your services.
In your practice, consider how you can embed this deep level of client understanding. Could you set up alerts for key life events? Or perhaps craft a personalized congratulatory or consolatory process?
Bottom line? Whatever the method, ensure it’s as detailed and considered as your financial advice. This is the new wave of financial services—a human-first approach that turns life’s rollercoaster into a shared journey, fostering loyalty and driving new business.
As Bryan steered the webinar into the world of events, he tapped into what might be called his secret sauce: creating experiences that bring people together.
“We do some events only for top clients, and we do events for everybody as well… the clients that you want to replicate, those are the ones that you need to do the most promotion to.”
This insight goes beyond the surface; it’s about crafting a community from your client base, one that’s eager to grow itself.
These events are not merely gatherings; they’re platforms where current clients’ voices are heard, where their successes are celebrated, and their concerns are addressed in a setting that feels both exclusive and inclusive.
It’s not about splurging on extravagance; it’s about the thoughtful details that say, ‘This event was created with you in mind.’ When clients attend a webinar or a seminar, they don’t just leave with knowledge; they leave with the feeling that they are a part of something special—a select client base that’s treated to ideal client experiences.
To harness the power of events in your wealth management practice, remember, it’s not the ‘what’ but the ‘how’ that matters. How do your events make your clients feel? Do they walk away feeling like a VIP in your advisory narrative? Every touchpoint, from the invitation to the follow-up, should be an extension of the exceptional service they’ve come to expect from you.
In your next event, whether it’s a webinar or a client appreciation dinner, ask yourself, “What would make my clients tell their friends, ‘You should have been there’?” And therein lies the subtle art of turning a simple event into a referral-generating engine.
It’s not just a gathering; it’s a statement—a statement that says, ‘Your financial well-being and happiness are our top priority.’ And when clients believe that, they can’t wait to give testimonials.
Moving forward in our exploration of Bryan’s legendary financial advisor referral strategy, it became clear that the unsung hero in his narrative was active listening. During the webinar, Bryan shared,
“I have a service assistant that’s in all of my calls with me and she’s on most of the zoom calls and everything and we’re both listening for cues of things that we need to pay attention to… someone in the family’s having a baby, somebody just passed away, they’re retiring, buying a new home, whatever it might be.”
For our top clients we want to recognize all those items and send things of lasting value to them that’s not going to be consumed quickly, but would stay around. The other part then is once we find those items is that we have set up some standardized processes in our business that some are recurring and some are one-offs that just happen.”
It’s a powerful reminder that in the financial services sector, hearing is good, but listening—truly listening—is priceless.
What does it really mean to listen actively?
It’s when every conversation with a client becomes a treasure hunt, where clues about how to serve them better and create a memorable client experience are waiting to be discovered. When your financial professionals become adept at detecting these subtleties, they’re not just offering financial advice—they’re delivering personalized care that resonates on a deeper level.
In a world where digital noise is relentless, it’s this kind of personal touch that stands out. It’s what prompts clients to share their experiences on social media platforms like LinkedIn and beyond. It’s what transforms satisfactory service into exceptional, “talk-about-it-to-everyone-you-know” service.
Consider the power of a timely, thoughtful gesture. A custom ‘welcome mat’ for a new home purchase, a handwritten letter in times of loss, or a well-placed phone call to celebrate a personal milestone. These are the moments that build an iron-clad client base, moments that people remember and recount.
As you refine your advisory practice, infuse active listening into your interactions.
It’s not just about finding opportunities for financial planning; it’s about becoming a consistent, reliable presence in your clients’ lives. When clients know you’re truly tuned in, they’ll turn the dial up on your referrals, sharing their positive experiences with others and expanding your client base—not because they have to, but because they truly want to.
As we progressed through the webinar, we touched upon a concept that’s like the open secret of generating referrals: creating an environment where the idea of referring feels as natural as conversation between friends. It’s about subtlety, a trait that weaves through the fabric of a referral-rich atmosphere.
It was here that Bryan shed light on a simple yet effective tool,
“It’s a referral basket… when clients give us referrals, they can pull something out of the basket. Anything they want.
…We want to make sure that we don’t ask for referrals. I never ask anybody, give me a list of names of people or whatever. I don’t like that approach, and so I don’t do it in my business…
[The basket] rotates and changes all the time… It’s right next to our drink station… it’s promoting it and letting them know.”
This isn’t a loud billboard; it’s a gentle nudge, a reminder that sits quietly in the corner of every interaction, saying, ‘If you think we’re doing a great job, we’re ready to help your friends too.’
This approach is rooted in the principle that the best advertising isn’t always the loudest. It’s the one that fits seamlessly into the environment, waiting to be noticed by those already inclined to take action. When you place a simple basket filled with incentives in your office, you’re not screaming for attention; you’re whispering, ‘We appreciate your support, and we’re here to extend our services to those you care about.’
In the dance of referral generation, subtlety is your partner. It guides the steps, sets the rhythm, and creates the flow.
“The right thing to do for clients is to have that type of an atmosphere that’s not salesy, not too businessy, but has good refined processes in it. “
It’s about nurturing an environment where the idea of sharing your financial advisory services with others doesn’t need to be broadcasted—it simply becomes part of the client’s own story.
This is the power of suggestion at play, and it’s a timeless technique to bolster your client base without saying a word.
As Bryan led us further down the path of his referral marketing strategy, a profound yet straightforward concept emerged: the art of personal touches. He captivated us with a story about the kind of thoughtful gestures that distinguish an ordinary service from an extraordinary one.
“A client came in and they brought their service dog, Barney, who was in the room and we said,
‘Hey, do you think he’d like a bone?’
And they go, ‘Well, yeah, I think he’d love it!’
So, we went out and grabbed a bone out of the referral basket, gave it to Barney and they go, ‘You just have these on, command?’
And I go, ‘Well, Emily keeps it full. It’s a referral basket. And so when clients give us referrals, you can pull something out of the basket. Anything you want.’
And then they said, well, ‘I guess we owe you a referral now or an introduction.’
And I said, ‘Yeah, at some point when it comes up, send them over. We’d love to take care of them.’”
Here lies a fundamental truth that any savvy marketer knows well—it’s the personal touches that etch a service into the hearts and minds of clients. When you remember not just the client’s name, but their dog’s name, you’re sending a powerful message: ‘You matter to us.’ It’s these details that transform transactions into relationships and clients into a devoted client base.
In a fast-paced digital world, where human connection is often relegated to the backseat, these small acts of kindness can start a ripple effect. When clients experience that level of care, they don’t just stay—they become vocal advocates for your brand. A handwritten note, a thoughtful gift, or a well-timed check-in call can turn a satisfied customer into a satisfied client who becomes the storyteller of your brand.
As you craft your strategy, think about this—what does a personal touch look like for your financial advisory? It could be as simple as remembering a client’s favorite coffee blend or as significant as celebrating a major milestone with them. Whatever it is, make sure it’s sincere and meaningful.
In doing so, you’ll not only enhance your client relationships but also fortify the very foundations of your advisory firm. It’s these moments that people remember, talk about at dinner parties, share across their social media platforms, and mention in passing to potential clients. So, ask yourself, what can you do today to add that personal touch to your client’s experience?
Next up, Bryan dives into something super important but easy to miss: keeping in touch. He says,
“We communicate so much with a weekly email, with handholding letters, blog posts, LinkedIn articles, podcasts from time to time, webinars and then client events…
We’re constantly communicating and trying to create that aura… one of the number one reasons people leave an advisor is not hearing from them. So, they hear from us a lot.”
Let’s break it down. Imagine you’ve got a friend, right? If you never hear from them, you might start feeling like they don’t really care. It’s the same with clients. They want to know you’re there, thinking about them, ready to help. That’s why Bryan makes sure to send out all sorts of updates and info, not just to say “Hey,” but to keep everyone in the loop.
Think about it like this: Every email, letter, or post is like a little hello from you.
It’s a way to say, “I’m here, and I’ve got your back.” It’s not about spamming people with content they don’t need. It’s about giving them little bits of gold they can use. Maybe it’s a tip on saving money, a heads-up about taxes, or just a fun update about the team.
Doing this might sound like a lot of work, but it’s like planting seeds.
You keep giving your clients these little nuggets of goodness, and before you know it, they’ll be sharing with their friends how awesome you are. And guess what? That’s how you get more folks knocking on your door, wanting to be part of your client family.
So, here’s a thought: What can you share this week that’ll make your clients feel special? Maybe you’ve read a cool article, got a neat idea from a podcast, or have a story from a recent event. Share it! And if you’re doing webinars or client get-togethers, make sure everyone knows. It’s all about keeping the chat going, making sure your clients know you’re always there, ready to help.
Remember, the goal isn’t just to talk at your clients; it’s to talk with them. It’s about building a community where everyone feels heard, valued, and a part of something great. And that, my friends, is how you create a world where everyone wants to stick around and even bring their pals along.
Bryan then shared a game-changer: building strong partnerships. He said,
“We’re always looking for clients that have those issues they need solved… we’re always looking for how we can shorten the amount of time they have to spend [searching for a solution], then we can also shorten the number of experiences they have to have until they can find a really good person on their network.”
Let’s unpack this.
Think of your favorite superhero team. Maybe it’s the Avengers or the Justice League. What makes them unbeatable? It’s not just their superpowers but how they team up to tackle big problems. Bryan’s approach is kind of like forming his own financial superhero squad. He’s not trying to be all things to all people. Instead, he finds the best CPAs, estate planners, and other pros to join forces with. This way, when a client needs help, Bryan knows exactly who to call.
This strategy is like building a bridge. When you connect your clients with other trusted professionals, you’re not just helping solve their problems—you’re also showing them you’re looking out for their best interests.
And guess what? Those professionals you teamed up with? They’ll remember how you brought them into the fold and will likely return the favor by introducing their clients to you.
But how do you start?
First, get to know the movers and shakers in your area or field.
Who are the CPAs that everyone respects?
Which estate planning professionals have the best reputation?
Then, reach out. Share a drink or hop on a call. Discuss how you can help each other’s prospective clients. Remember, the goal here isn’t just to add names to your contact list. It’s about creating meaningful connections that benefit everyone involved, especially your current clients.
Once you’ve got your squad, keep the lines of communication open. Maybe send updates about what you’re doing or share insights that could help them. And when one of your clients needs help in an area you’re not an expert in, you’ll know exactly who to call.
This isn’t just good business; it’s smart networking. And in the world of financial advising, your network really is your net worth.
So, take a page out of Bryan’s playbook. Start building those bridges and forming your own superhero team. Not only will your clients thank you, but you’ll also see how these partnerships can open doors to new clients and referrals you never thought possible. Remember, in the quest to provide the best service, teamwork makes the dream work.
And now, for the final piece of Bryan’s strategy puzzle: systematizing the client experience. Bryan shares,
“We have three core behaviors at our office: uncommon care, elegant simplicity, and faith in the future. We sat down and asked, what kind of client experience do we want? And then we went through and listed out all the different things we wanted to do for clients.”
Here’s the thing: random acts of kindness are great, but when you make those acts a regular part of how you do business, that’s where the magic happens. It’s like having a favorite coffee shop where they know your order by heart. You keep going back, not just for the coffee but for the feeling of being known. That’s the vibe Bryan’s aiming for in his financial advisory practice, and guess what? It works.
But how do you turn that into a system?
Start by mapping out every step of your client’s journey with you, from the first hello to the ongoing check-ins. Then, think about how you can add your special touch to each phase. Maybe it’s a welcome packet that feels like a gift, regular updates that actually tell your clients something new, or celebrations for their big life moments.
It’s not just about doing things the way they’ve always been done. It’s about asking, “How can we do this better?”
Your CRM is a great piece of technology that can help you keep track of client milestones, or perhaps there’s a more efficient way to schedule those regular check-ins. The goal is to make every interaction feel both personal and perfectly planned.
This approach does two things:
When you have a system that ensures every client gets the VIP treatment, word gets around. And before you know it, those referrals start rolling in, not by accident, but by design.
So, take a leaf out of Bryan’s book. Look at your own advisory firm and ask yourself: How can we systematize care? How can we make sure that no client feels like just a number? By answering these questions and putting those answers into action, you’ll not only elevate your practice but also create a client experience that’s truly unforgettable.
Remember, in the end, it’s not just the financial advice you give that counts. It’s how you make your clients feel every step of the way. And with a solid system in place, you can make sure that every client feels like the most important person in the room, every time.
Wrapping up our journey through Bryan’s insights, it’s clear that mastering referrals isn’t about luck; it’s about strategy, system, and a bit of heart. But maybe you’re wondering, “How do I start? How can I put all these pieces together in my practice?”
That’s where Bill Good Marketing comes into play.
Imagine having a partner who not only understands the know-how behind getting referrals but can also help you tailor a referral program that fits your unique value proposition.
A partner who knows the importance of nurturing new prospects, strategic partners, and best clients alike. Bill Good Marketing is that partner. With years of experience and a treasure trove of prospecting techniques, we’re here to ensure your current clients’ contact information is not just sitting in a CRM but is a gateway to meaningful connections.
Think of us as your guide to transforming satisfied clients into your best referral sources. With our help, your referral program can become a well-oiled machine, consistently bringing in new prospects and helping you retain your best clients. Our strategies are designed to do more than just attract prospective clients; they’re about building lasting relationships that turn clients into advocates for you and your practice.
We understand that every financial planner has a unique story, a different set of strengths, and a distinct client base. That’s why we don’t believe in one-size-fits-all solutions. Whether it’s crafting a prospecting plan, sharing your unique value proposition, or setting up systems that make getting referrals a breeze, we tailor our services to fit your needs.
And the best part? We provide the tools and strategies that free up your time so you can focus on what you do best—providing stellar financial advice. From practice management to crafting referral programs that resonate with your best clients, Bill Good Marketing is your ally in achieving referral success.
So, if you’re ready to elevate your practice, attract new prospects, and create a referral program that’s as effective as it is authentic, let’s talk. With Bill Good Marketing by your side, you’ll have the support, strategies, and know-how to make your firm not just seen but sought after.
If all this talk about Bryan Sarff and his genius way of getting over 60 referrals a year has got you curious, we’ve got a treat for you. Want to dive deeper and see the master at work? Want to learn all those juicy details straight from Bryan himself?
Well, guess what? You can. We’ve got the full webinar ready and waiting for you. It’s like the golden ticket to ramping up those referrals and making your practice the talk of the town. Just imagine soaking up all that knowledge and then putting it into action. Before you know it, you might just be the next referral superstar.
So, what are you waiting for? Click here to watch the full webinar with Bryan Sarff. Trust us, it’s a game-changer. Get ready to be inspired, to learn, and to start transforming your referral strategy today. See you there!
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