When it comes to drumming up new business as a financial adviser or planner, introducer relationships ought to be a core part of your strategy.

    But many advisers aren’t getting the most out of their introducers and are leaving opportunities on the table as a result.

    Now is a great time to update your approach and create a strategy for this. But what does an effective introducer strategy look like in 2022?

    The first rule is: let technology do the heavy lifting. 

    We all know about the potential for tech to help support more traditional forms of lead generation. Whether it’s through your website, social media, or by sending email newsletters and encouraging referrals. But how about using technology to help with introducer relationships?

    The magic introducer formula

    The formula I’m going to outline here is tried and tested – not just with my adviser clients, but it’s also to a large extent how I’ve built up and scaled my own business.

    And it can all be done from the comfort of your laptop.

    The method I’m going to propose is simple: hold virtual events and follow up religiously.

    Let me explain.

    Holding virtual events such as live webinars gives you a fantastic platform to present yourself and your firm, and in doing so, capture potential prospects’ information.

    Let’s give an example. Perhaps there’s a local accountancy firm you have a connection with. You have a list of clients, and they also have a list of clients. Bingo we now have an audience – proceed to step two.

    Next, create a co-branded, educational webinar both for their clients and yours.

    This could be something topical such as investing during inflationary times, the impact of IR35 rules or a general topic of interest to both you and your introducer’s clients.

    Creating a co-branded webinar allows both you and your introducer to provide your unique perspectives and value to the audience. Crucially, however, it puts you in front of their clients, and them yours – it’s completely mutually beneficial and (hopefully) valuable and educational for the viewer.

    Think of these webinars as an opportunity to provide genuine value to your introducer’s clients and – of course – to your own. Your clients will no doubt appreciate the time and effort you’ve given to providing them with this information. It’s also an excellent way to remind them of the extent of the services you provide.

    The call to action

    It’s key to include a clear and concise call to action towards the end of the webinar.

    A ‘free financial health check’ or 30-minute complimentary consultation via video call is a great place to start, but whatever fits the topic will work well. You have my permission to be creative, just abide by the golden rule of not being too ‘sales-y’. 

    A few days after the event, make sure you send a recording of it to everyone who registered – even those who didn’t attend – thanking them and mentioning what great feedback you’ve had from it etc.

    The all-important follow up

    If you’ve played your cards right, expect a handful of webinar attendees to take you up on your call to action at the end, and perhaps even a few of your existing clients to contact you about further advice and planning.

    However, where you’re really going to hit the big time here is in the follow-up.

    The most valuable aspect of this webinar for you are the new email addresses you now have. It’s important (and entirely legitimate) to add these to your email platform as a prospect list. 

    Every time you issue a client newsletter, you should now be sending a version to prospects. This content might need tweaking slightly, but it’s extremely important to make the most of the opportunity you have of keeping top of mind with this new audience. We know that the value of advice is hard to convey at the best of times – but by regularly sending helpful and engaging content you’ll gradually show who you are, what you do and how you can help, in an approachable and non-pushy way.

    Over time, you’ll be surprised how many past webinar registrants will reach out to you for advice or a consultation. 

    The practical tools

    There are lots of ways to hold a successful webinar, but broadly you’ll need a live webinar tool to host and manage it for you – Zoom’s webinar add-on works just fine. I like to use BigMarker for a more professional and customisable experience.

    You’ll need to create a registration page too – make sure you send this to your email list, and to your introducer’s list. Send a couple of weeks in advance as this will give enough time for you to send a reminder email a week before.

    Creating some simple banners for social media that link to the registration page is also a good idea if you or your introducer have an audience there.

    Really the trick is just to do it. By the third time it will become totally routine, and you may find it to be one of the most valuable and sustainable sources of new business you have.

    You might even enjoy it.

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