Most Popular ArticlesReferral Relationships
May 19, 2009
Here are five marketing ideas to touch your COIs throughout the year and build lasting relationships.
1. Host a Networking Event
Most CPAs, attorneys, bankers and insurance agents are looking to network with other professionals to build their own referral relationships. You can create a networking event and invite the COIs you are trying to nurture. Have these people invite other professionals they know and soon you will have an intimate 25 person networking event.
Make sure your event adds value to the attendees by inviting a diverse group of quality professionals. This will ensure everyone who attends meets someone who can be of value to their business. In my experience, the best networking events are happy hours held immediately after work, where you provide appetizers and one drink ticket. You can negotiate with restaurants for mid-week deals. In this economy, restaurants might even provide complimentary appetizers if you are purchasing beverages. If your budget is an issue, consider partnering with a COI with whom you already have a great relationship to split the cost. Make the event a quarterly occurrence, which will enable you to touch your COIs four times a year and will lead to the introduction of new professionals who you can then start cultivating.
2. Develop & Distribute Useful Tools
Provide your COIs with tools that they will reference and use throughout the year. For example, if you subscribe to Horsesmouth.com you can purchase two-sided 8.5″ x 11″ reference cards with Key Financial Data for 2009. The card is a quick reference for tax, social security, long term care, HSA, and IRA information. It also provides a blank area for you to include your contact information. These are the kinds of tools you can purchase or develop on your own, and then share with your COIs. A tool like this will constantly remind them of your firm and provides one more touch.
3. Take COIs out to Lunch
It’s important to have one-on-one interactions with your COIs to further develop these relationships. While inviting them to events and sending them financial tools may be an efficient way for you to touch your COIs, it doesn’t take the place of good old fashioned face-to-face interaction. Taking time to host a COI to lunch will go a long way in the development of the relationship. Use your CRM to remind you to schedule lunches with all of your COIs quarterly or semi-annually depending on your preference. This will ensure no one falls through the cracks.
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