One of Ronald Reagan’s many claims to fame was being known as “The Great Communicator.” The 40th president of the United States had the skill of knowing the mood of the nation and speaking directly to its citizens. This is a skill you can put into practice in your own personal and business life. It can transform you into a center of influence (COI).

My wife and I have many friends. Speaking from personal experience, I can say few people reach out to us or pick up the phone, but they are glad to hear from us or accept party invitations. My wife wonders, “Don’t these people ever entertain?” She also asks the logical question, “Couldn’t they simply get in touch and suggest we meet up for coffee?”

If this sounds familiar, sometimes you feel you are doing all the work to maintain social relationships. You wonder if it is worth the effort. The term Sherpa relates to a cultural group in Tibet who are the primary source of mountain guides, but it is also a slang business expression for someone who shows new people the ropes or is an organizer.

I’ve been called both a communicator and a sherpa, because I tend to organize communication, keeping people in touch. You can easily do it too. There is no cost except your time. It can pay great benefits.

1. Keep in touch with people you meet on vacation. We enjoy sailing with Cunard. I think we have completed 21 voyages. On every cruise we meet at least one couple with whom we would like to keep in touch. I started sending an e-mail to each on a quarterly basis, the list growing as we added new friends. During the pandemic lockdown, we moved to biweekly and afterwards dropped back to monthly. Many write back, with varying frequency.
Benefit: During the pandemic, we had an unequalled view of how the lockdown and vaccination programs were taking place on five continents!
Benefit: As you get to know people, they gradually share details about themselves. One set of friends spend a month at the family chalet in Switzerland every year. Their e-mails mention the guy with two Swiss homes and another in Saint Tropez, on the French Riviera. These are people with entry to the right circles, ones they describe as “quiet wealth.”

2. Connect with people from your different social circles. Spin class ended with the pandemic. The first clue was when our gym sold the spin bikes! Our small band knew each other quite well, so once a month I e-mail the group, seeing what they have been up to. This is when people message back. It tends not to happen unless I send out a message.
Benefit: You learn what people have moved onto next. For some, it might be competing in a triathlon. For another, it might be playing in a local band and the details on when and where we can hear them play.
Benefit: You also learn who is retiring or changing jobs.

3. Be the person who always brings new information. This is ideal with clients, but it can also work in your social circles to some extent. The stock market is down. Why? What sectors and industries are feeling the pain? Which are getting hurt less? What action do you think people should be taking?
Benefit: Clients are busy. You want them to take your calls. This can become a reality if you setup a sequence of events they always learn something useful when they talk with you.

4. Be the person who knows where to get good deals. My wife and I enjoy shopping for bargains. This applies to groceries, wine, clothing, travel and almost any category you can name. I’ve often thought it would make the basis for a great website or blog.
Benefit: You become the “go-to” person for your friends. When they need to buy a product or get a service, they come to you for advice. You can see the financial services connection here.
Benefit: They want to hear from you. They will ask: “Find any good deals lately?” As an FYI, there I was at Primark. After my head seems to have gotten too big for my Panama hat (about $35 years ago), I have chosen to buy something very similar at Primark instead. I saw one tagged at $6.00. I took it to the register and was surprised it rang up at $1.00 because it was an end-of-season sale! I was tempted to buy them out and give them as spontaneous gifts!

5. Be the person ready to help. You have heard through the grapevine a friend will be out of a job soon. You discretely let them know you are willing to help them find their next job but need to have details about exactly what they are seeking.
Benefit: They will remember you stepped up to help when they really needed it.
Benefit: They will consider your confidentiality an asset.

6. Keep reaching out to the bereaved. You have clients who have lost a parent or partner. They often drop off the radar. When asked, “If you need anything, just ask,” they often say they are fine. Invite them out for lunch or dinner on a very regular basis. Be OK with “not this time” but keep asking them. Encourage them to get out to social events by making it easy for them.
Benefit: They will appreciate the effort you are making. They will know you are on their side.
Benefit: They may need some help on the business side. By not pushing, you become a trusted insider.

You have built a network of connections. These are real world connections. They are happy to hear from you because you are doing all the work. There is business potential in both directions. Your visibility in the community significantly increases, as does your good reputation. You are a center of influence.

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 is available on Amazon.