Another 40 percent of clients who made referrals said a friend specifically asked for the name of an advisor.

“Multigenerational planning is a source of referrals,” she added. “If you help your clients’ kids, they will talk about you.”

Littlechild suggested advisors use the word ‘introduction’ rather than ‘referral’ when discussing the subject because it sounds less formal.

Firms need to rework their websites to get away from the stilted language in most mission statements, she said. Instead, “tell prospects what you do,” she said. “For instance, say you help couples communicate about money or you help divorcees manage their finances. Tell people what problems you solve.

“Use the same language a client would use, so he or she thinks of you when talking to a friend,” Littlechild said.



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