“Go after your natural market.”

How many times have we heard that? You know more people than youthink.

Many like you, but they don't see you in the context of offeringfinancial advice or helping solve problems involving money. Thisdrives you nuts when they either tell you about a financial productthey just bought or want advice choosing between two providersoffered by a competitor.

How do I get them to come to me, or at least get into therunning as a possible provider of solutions?

The 6 step process

It all starts with increasing their understanding. This comesfrom my book “Captivating the Wealthy Investor.”

Step 1: Build a list

Approach this systematically. Write down the names of family,friends, relatives and in-laws (outlaws too?). This shouldinclude people who have the potential to be clients.

There's a tendency to cull the list. “She doesn't have money” or“He lives to far away.” It's difficult to build a business if youfocus on what you WON'T do. Ask yourself: “If they approached me,would I take them on as a client?” If you answered yes, they stayon the list!

Step 2: Meet

These are spontaneous. It's not scheduled at your office. No oneis presenting or showing slides on an iPad. At the other extreme,you aren't jumping out of a birthday cake either. After playinggolf you see someone in the bar at the clubhouse. Ask permission tojoin them.

Step 3: Ask about theirbusiness

You've heard the expression: “The only way to have a friend is to be one.” Toget the right to tell your story, let them tell their's first.Admit it, you know they are an attorney or engineer, but you reallyhave no idea what they do. That's a good start: “We've known eachother for five years. I know you work at Wibbly Wobbly Constructionas an engineer. What is it you do?” Stop talking. They willgo into some detail. Draw them out. Show a sincere interest.

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Your friends know when they are being pitched. Don't ask fortheir business right away, but share your expertise. (Photo:iStock)

Step 4: What about you?

You are tempted to give your elevator speech or anothermarketing pitch. No. They are wondering where this is all going.Surprise them by making a major assumption, namely they talk withothers about you in a professional capacity.

FYI: This isn't my idea, it's been around for at least 10 years!“We've known each other five years. You know I work at GenesisSecurities (“We insured the pyramids”). When you tell your friendsabout me, what is it you say that I do?” Stop talking. You've putthem on the spot. Ooops! They've never mentioned youprofessionally. Five years is a long time. They can't admit that.They will use the pigeonhole description: “You are an insuranceagent.” Maybe they mention product: “You sell life insurance andannuities.”

Step 5: Explain yourbusiness

Here's the cool part. You don't need a marketing speech, justmove their words around. “Life insurance. That's part of what I do.I also do other things … ” Briefly explain the broad scope ofyour business in terms they can easily relate to and see benefits.“I work with a small group of successful business owners andfamilies. I specialize in succession planning and retirementplanning.” You are many things to many people. You've aligned youranswer to their situation.

Step 6: Suggest how they canhelp

They know when they are being pitched. Don't ask for theirbusiness right now. Get them looking for someone with a problem. Asyou sit across from your 49-year-old dry cleaner owner friend youask: “If you know anyone in the 45-55 age bracket, runs asuccessful business but hasn't saved enough for retirement andneeds to play catch up, I would be interested in talking withthem.” On the other hand, you might just say: “If you know anyonewho complains about their current insurance agent, I would beinterested in meeting them.”

It's a referral scenario, but now you've got them looking forsomeone with a problem. There are lots of them out there. You looklike a potential solution. They feel as if they are doing theircomplaining friend a favor connecting you both. Meanwhile, theyknow what you do and how you could help someone in their situation.Like them, for example.

Related: 9 ways to reach clients in a bigcity