1. You are what you wear. You wear the tee shirt with the firm’s logo at the gym. You’ve got the logoed windbreaker at the game. You’ve got either the logoed tie or lapel pin when out and about in the community. You are communicating a message.
2. Take an interest in them. People enjoy talking about themselves. You may wonder if they know what you do. You probably don’t know much about them either. When you both have time, stop for a coffee. Say “We’ve known each other five years. I know you work at (firm). I’ve always assumed it’s something to do with research. What is it you actually do?” Stop talking. They will explain. They will likely take an interest in you.
3. Third person approach. Respect the relationship. “You know where I work and what I do. I’ve never brought up business, because I assume you work with someone else. They take great care of you. It’s been a difficult time in the market. You may know some people who haven’t been as lucky as you. I thought we might spend a few minutes talking about ‘What I do.’ Then, if you run into anyone with certain problems, you will know how I might be able to help them.”
These are only three of many ways to bring up business without sounding “salesy.” Once you have raised your visibility, stay on their radar. Eventually, some of your 600+ people will need help. This should keep you top of mind.
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.