(Photo: Shutterstock)
Let us assume you own your own agency or represent your firm in a small town or suburb. Put another way, you do not work in Midtown Manhattan. You want to become the "go to" person everyone knows, the first name that comes to mind when they have a business need. How do you do it?
This is a strategy for building credibility and visibility in the community. It costs money and takes time. The desired end result is for business to come your way and opportunities to be brought to your doorstep.
- Have a visible location for your business. This might be a storefront on Main Street or a location in a suburban office park where your firm name appears on a permanent sign on the driveway. Other firm names on the sign are fine too.
Why: People see your firm name every day when they drive by. It becomes a familiar sight.
- Join the Chamber of Commerce. Become an active member. Attend the orientation along with the luncheons and networking events. As you become comfortable, join a committee or two. Membership is a good choice, because you may be involved in meeting business owners new to the area.
Why: The established business leaders who are well connected are involved with the Chamber. They may not attend everything, but they will take notice as you work your way up the ladder.
- Get a local accountant. This might be for your business or personal taxes. Maybe both. Become friends. Ideally, they are wired into the local community and know everyone.
Why: They become a source of referrals and introductions.
- Join the best country club. This will be expensive and might take some effort. Hopefully your accountant already belongs and can help. Become an active member, attending events and playing golf.
Why: You are building visibility. You can take prospects for a round of golf and play the best course. This should be attractive to local business owners and some of your accountant's clients when introductions are made.
- Find a local coffee shop for breakfast. Sit at the counter every morning. Talk with the people around you. Freely answer questions. Let people get to know you.
Why: You are becoming part of the social fabric of the community, an ordinary person just like them.
- Get involved with your religious institution. This assumes you are a person of faith. Attend services regularly. Show up at the coffee hour and other social events. Volunteer for a ministry like doing one of the readings at services. Put a business card ad into the weekly bulletin.
Why: You would have done this anyway. It's an environment where everyone should be considered as equals. People get used to seeing you and know your face.
- Join a few nonprofit organizations. The museum or historical society are good examples. Become a dues paying member. Show up at social events. Set a goal to meet six new people every time. Buy tickets and attend the galas. Bid in the live auction.
Why: Things are starting to come together. Some of the people you see at the country club and religious services will be involved in these organizations too.
- Find a bar in the right location. If your town is the county seat, you have the courts nearby. This means law firms should be all around you. Pick a bar likely to draw this clientele. Become an after work regular. Sit at the bar. Watch the game on TV.
Why: Like your coffee shop, you will gradually become accepted as a regular.
Recommended For You
Read more: Is the deck stacked against small businesses?
- Reconnect with your high school through the alumni association. This assumes you attended the school! In small towns, "Where did you go to high school" is the litmus test defining you as a local. High school sports can be as revered as the Olympics in small towns.
Why: This builds a connection with the established families that have been around forever.
- Choose a place for lunch. Find an area with a concentration of small businesses. Ideally there is a diner or luncheonette nearby. (These still exist.) Show up often for lunch. Daily would be great.
Why: Like your coffee shop strategy, you are cultivating a different group of business owners.
This strategy takes time, money and effort, but it can open doors and help you become an insider. The people who run things behind the scenes know how to spot people who are sincere about building relationships. This should set you apart from other people seeking to make money without putting in any effort.
Bryce Sanders is president of Perceptive Business Solutions Inc. He provides HNW client acquisition training for the financial services industry.
© 2025 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.
Bryce Sanders
Bryce Sanders, president of Perceptive Business Solutions Inc., has provided training for the financial services industry on high-net-worth client acquisition since 2001. He trains financial professionals on how to identify prospects within the wealthiest 2%-5% of their market, where to meet and socialize with them, how to talk with wealthy people and develop personal relationships, and how to transform wealthy friends into clients. Bryce spent 14 years with a major financial services firm as a successful financial advisor, two years as a district sales manager and four years as a home office manager. He developed personal relationships within the HNW community through his past involvement as a Trustee of the James A. Michener Art Museum, Board of Associates for the Bucks County Chapter of the Fox Chase Cancer Center, Board of Trustees for Stevens Institute of Technology and as a church lector. Bryce has been published in American City Business Journals, Barrons, InsuranceNewsNet, BenefitsPro, The Register, MDRT Round the Table, MDRT Blog, accountingweb.com, Advisorpedia and Horsesmouth.com. In Canada, his articles have appeared in Wealth Professional. He is the author of the book “Captivating the Wealthy Investor.”
