The best way to understand social capital is by thinking about your relationships with your best clients. They trust you with their financial assets. But do they trust you enough to bring you into their circle by personally and warmly introducing you to the qualified people they know, people who are just like them? That’s social capital. It leverages your relationship with one great client into a relationship with many new great clients.
Ask yourself, do you conduct 1-4 first appointments with new warm qualified prospects every month – prospects who are friends, colleagues or family members of your best qualified clients, the clients you want to duplicate?
Over the years we’ve asked this question to Advisors of every level, including MDRT and high income Advisors. The answer we usually get is “no” or “very few”.
So, Social Capital is the outcome of the strong, permission based relationships you can have with most of your best clients. It’s where you can ask and most of these clients agree to make introductions to their qualified friends, colleagues and family. Because they want to. Social capital introductions bear no resemblance to standard referrals. These qualified introductions are given because you’ve established a unique connection. They are warm and personally introduced.
But, how do you acquire social capital?
With a marketing story that has the “Secret Sauce”. If you’re not consistently getting a lot of qualified introductions and 1st appointments from your best clients, then your story doesn’t have it.
The “Secret Sauce” in your marketing story differentiates you and makes you remarkable. It’s what moves your qualified clients to share your story with their qualified circle – talking to them about who and what you are, not what you do. With it you will create a consistent stream of warm qualified introductions and quality growth month after month, year after year.
The Bellis Method™ Stories with "The Secret Sauce"