“Why did you choose me?” It’s a question an advisor from Northern California would ask new clients who sought him out to do business. It opens up the larger question, how do you get on people’s radar? What gets you discovered by prospects?

1. Word of mouth. That same advisor approached a fellow club member. The guy said: “I was wondering when you would ask!” This led to the fellow explaining he knew the heavy hitters in the club did business with the same advisor. The fellow assumed he was too small. He wasn’t.

2. Politely persistent. The same advisor treated many prospects as friends. Why? Because they were friends. He would drip on them, even sending postcards when on vacation. When he asked a new client “Why did you choose me” they replied he stayed on the radar. When it was time to make a decision, he was the obvious choice.

3. Awards won. People want to do business with the best. It helps to be listed as a top advisor by Barrons or Forbes. If your firm enters a local competition and wins a “People’s Choice” award from the local newspaper as best financial services firm, that’s a reason to hang a banner and run advertisements.

4. Subject matter expert. Here’s where social media plays a role. You post research often. You thank people who “liked” your posts. You answered comments posted by others. You invite all these people to become connections. You build a following.

5. Community involvement. You are the “go-to” person because you attend every event, belong to every organization and serve on several committees. Everyone knows who you are. I knew a person who served on the board of a prestigious charity. He moved his retirement plan (I assume the company plan) to a fellow board member’s firm. Why? Because he felt the fellow gave back to the community.

6. Advertising. Your face or firm name is on bus shelters and shopping carts. When they need a specific service, yours is the first name that comes to mind. They might even take a picture of your outdoor ad to save the phone number!

7. Family connections. You are the “advisor to the family.” You might be a family member. You have many satisfied family clients. You are known for being discrete. This fits into: “Keep it in the family.”

8. Same faith or beliefs. You advertise in the weekly bulletin. Many people choose to do business with others sharing the same religious or social beliefs. For example, there are advisors who give socially responsible investment advice. Others advise consistent with Biblical principles.

9. Referrals. The most obvious source. One friend tells another: “I need an advisor. Who do you use?” Your clients occasionally find themselves in this situation.

You have your own strategy for getting the word out. You also want to follow the thread to learn how you were “discovered” when a new client comes to you.

Bryce Sanders is president of Perceptive Business Solutions Inc. He provides HNW client acquisition training for the financial services industry. His book, Captivating the Wealthy Investor can be found on Amazon.