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The big question for most Sales Professionals is how do I get more clients? Is it really a numbers game? Do I have to put myself in situations where I feel yucky? 

The answer to the question begins with you having a clear picture of what you want and who you want to do business with. The people you want to do business with are usually people you like and have great chemistry, that recognize your value, and are very aware of the kind of people you want to do business with and are glad to refer their friends and acquaintances to you. I call these types of clients, advocates.

It is my objective to have all my clients be advocates and if they are not then I need to help them find and advisor or consultant that can meet their needs. We have been using a process to develop advocates over the last 6 months and have seen dramatic results. The process to make advocates is a simple process we call FORM.

Below is our call script and we document the answers in our contact management system so others in the staff can also be aware of information that maybe pertinent during their interaction with the client. Keep the tone of the call low key and professional.   

Introduction:  Hello __________. This is __________ calling from ________________. How are you? Good. I am calling to touch base.  Do you have 10 minutes? 

Family:  

• Is everyone well?  How are the kids?
• Is school just starting/ending/graduating/university, etc.
• Are you planning any holidays? (if you are calling in or near summer, Easter, Christmas, etc.)

• You will appreciate the notes you have provided yourself on the client in the past. This is also a time to collect new info.

Occupation: 

• How are things going at work/in your business/ retirement, etc.?

Recreation:  

• How is your golf game?  Have you improved you ___ handicap?
• Tell me about the Lakers (for example).  What are you expecting from them this year?

Message:  

• Do you have any questions about any of the business strategies we have implemented?
• Any industry news you are curious about?

If they do have an issues here ask them: 'I have a written piece on that. I can have it sent to you or we can discuss it during our next review meeting.  Which would you prefer?

If the issue is causing them some distress offer: 'I would be happy to have a 15-30 minute phone appointment with you. Would that help you?  Help me understand more about your concern so that I can be fully prepared for you.

  If there are questions ask what they are and give three options: book 15 min. phone appt. later in the week so you can be prepared to discuss; send out an e-mail article the next day; include the topic in your next review meeting. Let your client have the choice. What they choose will let you know how important the question really is. 

Conclusion:  

Reassure them that they can call anytime they like to discuss what ever is concerning them. The goal of the call is the see if there is anything going on in their lives that may give us an opportunity to create an anchor for us in their minds.

For example on of my clients mentioned that his son was “finally graduating from college”. I made a point to send to the client’s son a book I give to new clients “The Richest Man in Babylon”.  The client sent me a note and said that the book has made a big impact on his son. That was a moment where a good client became an advocate and he is constantly sending name of people to my office to see if they are a fit for our organization. 

So the bottom line is to know what you want and find clients you like and make them advocates. We have found that the FORM process seems to help accelerate the goal of having more advocates in our practice.

George Vieth is a 20 year veteran of the financial services industry. He is currently, OSJ Branch Manager, Investment Adviser Representative for ING Financial Partners, Inc. George is a graduate of The University of Alabama with a degree in Corporate Finance. He is married and lives on Signal Mountain in Tennessee.  He is President Elect for the Red Bank Chamber of Commerce and is on the board of STARS (Students Taking a Right Stand). He holds his series 7,6,63,26,24 registrations and also holds a life and health insurance license. 

Connect with George in the Sales Gravy Community