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How to Turn Your Clients into Advocates and Receive Introductions to Grow Your Financial Planning Business

As a financial advisor, you know that word-of-mouth is one of the most powerful marketing tools available. But how do you get your current clients to sing your praises to their friends, family, and colleagues?

The answer is simple: you need to turn them into advocates.

What is an advocate?

An advocate is a person who speaks highly of you and your services to others. They are more likely to introduce you to their network because they believe in you and your ability to help them achieve their financial goals.

How do I turn clients into advocates?

There are a few things you can do to turn your clients into advocates:

  • Provide excellent service. This is the most important thing you can do to turn your clients into advocates. They need to be happy with the services you provide and feel confident that you are putting their best interests first.

  • Be responsive. When your clients have questions or concerns, they need to know that you will be there to help them. Respond to their emails,WhatsApp and phone calls promptly, and always follow up on their requests.

  • Go the extra mile. Don’t just do what is expected of you. Go the extra mile to show your clients that you care about them and their financial future. This could mean anything from making a personalised investment recommendation to helping them with their tax and estate planning.

  • Be authentic. Your clients can spot a fake from a mile away. Be yourself and let your personality shine through. They will appreciate your authenticity and be more likely to introduce you to others.

Once you have turned your clients into advocates, they will be more likely to introduce you to their network. This is a powerful way to acquire new clients and grow your business.

How can I encourage clients to make introductions?

Here are a few tips for encouraging your clients to make introductions:

  • Explain to advocates what you mean by introductions. This may seem obvious, but it’s important to ask your clients for introductions directly the first time around. Let them know that you appreciate their business and would be grateful if they would consider introducing you to their friends, family, and colleagues.

  • Make it easy for them to introduce you. Provide your clients with a list of your contact information, and nothing better than ProfileMe and a brief description of your services.

  • Recognise your Advocates. As and when you get introductions, make every effort to say thank you.

The power of an online communication strategy

Use your online communications strategy to turn your clients into advocates. By using regular Stay in touch Client email updates, using social media effectively, and very regular WhatsApp Broadcast messages, you can stay in touch with your clients and keep them informed about your business. Nothing like touch points during the year outside of your planning progress sessions.

Here are some additional wisdoms for turning your clients into advocates:

  • Keep in touch with them. Send them regular updates on your services, new ProfileMe, Domain and social media posts, or articles that you think they might find helpful.

  • Thank them for their business. Let them know how much you appreciate their trust and confidence.

  • Celebrate their successes. When your clients reach a financial goal, be sure to congratulate them. This will show them that you are invested in their success and that you care about them as individuals.

By following these pearls of wisdom, you can build strong relationships with your clients and turn them into advocates who will introduce you to their network and help you grow your business.


Turning your clients into advocates who make introductions is one of the best ways to grow your financial planning business. By providing excellent service, being responsive, going the extra mile, and being genuine, you can build strong relationships with your clients that will lead to introductions.

Please watch my interview with Francois du Toit and Propulsion on “Turning your Clients into Advocates”.

Learn more about Kobus Kleyn.


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