Alex is a financial planner with a solo practice in Chicago. He’s been in business for about 4 years, but his income has taken a beating over the last 6 months or so, since the recession hit. He’s lost a bunch of clients, and can’t seem to find new ones to replace them.
Geoffrey’s financial planning practice is going great guns, despite the economy. He started his practice about the same time as Alex, but his income is up, his client roster keeps growing, and he continues to get new referrals in every week.
Why is Geoffrey doing so well, while Alex is having a hard time?
Geoffrey has always focused on relationship marketing. Since he first hung out his shingle, he’s been cultivating relationships with other business professionals who sell non competing services to the same market Geoffrey targets. His roster consists of an accountant, a trusts and estates attorney, a business consultant and 2 different types of insurance brokers.
Geoffrey speaks with the members of his referral base on a regular basis, as they have many clients in common, and they frequently meet for lunch or coffee, so he’s always top of mind when a client of theirs has a need.
Any relationship marketing success stories to share?
Susan Martin, Marketing Coaching
