Fiddler On the Roof was a Broadway classic. The song If I were a Rich Man included the lines:
The most important men in town would come to fawn on me. They would ask me to advise them. A few lines later the song continues with: And it won’t make one bit of difference if I answer right or wrong. When you’re rich they think you really know. The lyrics imply the local wealthy folks are influencers. Who else could send business in your direction?

1. People who advise others. These have always been the traditional influencers before the term was appropriated by social media. This includes lawyers and accountants. It’s why you make an effort to meet your client’s advisors and befriend other similar professionals in the Chamber.

2. Pastors and religious leaders. People come to them for advice. Their range of expertise is limited, but the people approaching them don’t know that! These community leaders need a “safe set of hands” so they can redirect the questioners to an expert. You want to be one of these safe sets of hands. Approach your religious leader and explain how you help people. Approach others you might know socially through your other connections.

3. People who select speakers for groups. Community groups, homeowners associations, college alumni associations and service clubs often feature speakers at their meetings. Don’t forget trade and professional associations. They need more programming than you might imagine. Get on their radar. Make it as easy as possible. Also position yourself as a backup speaker in case they need one at short notice.

4. People who know money in motion. Realtors are an obvious example. The money in motion is the proceeds from the sale of a house. Although you might think the money is rolled into a new purchase, sometimes people downsize. Other times they are selling assets in an estate.

5. Development staff. The people who raise money for charities know who has money. You don’t need to get names directly from them because the money they give is unusually acknowledged publicly. You want people with assets. Philanthropists have money to give away. They may be able to put you in the same room.

6. Officers of special interest clubs. Consider car clubs as an example. Owning any car by the right manufacturer might get you into the club, but certain members have the rare models worth a fortune. Club officers know who they are. They also have an idea if the car is their only major indulgence or if they are seriously wealthy.

You are used to cultivating prospects and people with the potential to be prospects. Extend your efforts to cultivating people who can identify the right people, put you in front of them and maybe talk you up a bit.

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.