I think it's no longer enough to settle for referredleads. We want introductions or connectionsto our new prospects. With referred leads, you may emerge from anappointment with 10 names and phone numbers, and not set a singleappointment. But, if you emerge with three or four qualityconnections, you may set all four and sell all four.

In this article I'd like to give you examples of how yourcolleagues are using Referral Events to produce great qualityintroductions that result in new clients. I'm not talking aboutClient Appreciation Events. I'm talking about Referral Events.There is a BIG difference. You host a Client Appreciation Event toshow your appreciation to your clients. That's it. Nothing else.You don't ask them to bring friends, etc. Doing that can diminishthe appreciation value.

A Referral Event, on the other hand, is a very overt way ofgetting your clients to introduce you to others who might beinterested in the work you do. While there is a client-appreciationcomponent to this event, everything is above board. Your clientknows you are hosting a fun event (ideas to follow) for the purposeof meeting potential prospects.

If you've been following my system for any time at all, you knowI teach a client-centered approach to referrals. We don't ask forreferrals based on "how I get paid" or in an effort to help usbuild our business. We ask for referrals as a way to bring ourimportant work to others. The same holds true for Referral Events.When you invite your clients to bring guests to your events, do itfrom the perspective of bringing your important work to others.

Here's a sample conversation that should make this clear:

YOU: Bob, I'm calling today because I wanted tolet you know about a fun event I'm planning for my clients andtheir guests. We've reserved a special room at Chez Fancy and we'recalling it a "Chef's Table." The chef of Chez Fancy has agreed tocome out of the kitchen and talk to us about the meals he and hisstaff will be preparing for us and then talk with us several othertimes during the meal. Those who wish to take a brief tour of thekitchen will be welcome to do so. It should be a pretty specialevent, don't you think?

BOB: My wife would love this ... and so would Ifor that matter. How do I sign up?

YOU: Well, here's the deal. What I'm trying toaccomplish with this event is two-fold. First, I want to treat someof my select clients to a very special evening. And second, I wantto get introduced to people who are not yet clients, but shouldprobably know about the work I do. It's going to be a low-keyevent. No sales pitch. It's just a way for meet some new people -and them to meet me - in a social setting. Does that makesense?

BOB: So you want me to bring a guest - a coupleI assume - who might enjoy the event and also want to meet you?

YOU: That's it. Is this something you and HelenAnn would like to do? If so, who do you think you shouldinvite?

It's as simple as that. While you can print up nice invitationsto this event, you'll have more success if you also speak to yourclients over the phone. If you're inviting your "A" clients, don'tdelegate this phone call to an assistant!

Referral Event Ideas

• The example I used above is called "The Chef's Table." It's thekind of event that clients like to attend and feel comfortableinviting a guest to.
• I know one advisor who hosts 2-3 "Golf Lessons" every summer.He hires a golf pro to teach a lesson and hang out with his guests- clients and prospects. He usually serves food and drink.
• David Vanderzee hosts a one-day "Ski Junket" at his local skiresort in New England. Clients pay for the trip by invitingguests.
• Don Zajac arranges for a 2-day theater trip via motor coach.Don arranges the bus, theater tickets, hotel, and dinner. Hisclient AND their guest pay their own way. He gets several affluentclients this way every year.
• Andre Duffie hosts a dinner twice a year. Sometimes he hires acomedian or a magician. Clients do not have to bring guests, butthey are encouraged to do so. He also holds a "referral raffle" athis dinners.
• Jeff Chaddock hosts the "Event of the Year" at his home everyyear. He gets a big tent, hires a band, a comedian, etc. Hisclients bring guests. Many of these guests turn into clients.
• I know a producer who uses his boat all summer long as a way toentertain clients and their guest. Bring a guest and you get tospend the day on his boat. Many advisors accomplish this goalthrough golf, tennis, or baseball outings.