Why "C" clients can be great referral sources

Chris Holman, "The Prospecting Professor," writes in a recent post about centers of influence that while most advisors crave relationships with attorneys and CPAs, they often ignore the so-called "superconnectors" around them.

These are the folks who seem to know everyone. Journalists, restaurant owners, and PR professionals often fit the bill—in fact, I wrote a few years ago about one connector I happen to know who is a publicist and a networker with talent that must be seen to be believed (free registration required).  "One of the most connected persons I know is the couple (two people) who own the local coffee shop and bakery," Holman writes. "They seem to know everyone in the neighborhood." 

Uh... YEAH.  I don't know about you, but the guy who owns the local diner in my town knows pretty much everyone too.

There's more to the story, though. We should also remember that sometimes—often, in fact—those "superconnectors" are already our clients. And they may be people whom we consider to be only B- or even C-level clients based on asset levels.  We hear often from advisors whose biggest clients were referred by their smallest ones. 

So when you segment your book and look to replicate your top clients, don't ignore those "superconnector Cs."  They may not have millions in investable assets, but their referral power is worth its weight in gold.

Subscribe to our free referrals newsletter.