The panel shared their different strategies for building a network, some more focused and direct, some more casual. Bowser has built relationships through involvement in the American Businesswomen's Association, her local chamber of commerce and Portland Service League--all groups that put her in touch with local business owners.

Another approach is to leverage relationships with existing clients, something Ligonde referred to as experiential marketing. “I love to create a fun event, like a wine tasting, and ask clients to come and to bring a friend,” he said. “It makes cold outreaches seem a lot warmer.

Similarly, Glorioso highlighted her involvement with the local SHRM chapters and regional conferences. “I do a dinner with former clients and ask them to bring a buddy or someone who was at a session,” she said. “They do my marketing.”

Ryles did have to ask a question about how the panel uses prospecting tools such as Judy Diamond. Brummitt warned that such tools can be a useful part of the prospecting process but isn’t a replacement for the other components.”Those tools are great but very hard if you’re not able to have a partner, someone who has crossed paths with them,” he said, noting that it’s crucial to know if the company or person you’re prospecting is actually compatible with his benefits brand, which isn’t something you can find in a database.

Glorioso works in the opposite direction. “If I start talking to somebody at a show or conference, I work backwards, looking up their organization, who they’re with already. If it’s somebody I really want to hit, I staple it to a manila folder and start filling that folder up with random information.”

The question then became, how much research should an advisor do before meeting with a prospect? Well, it depends.

For Ligonde, less is more. “I don’t like to create any type of assumption before I meet an individual for the first time,” he said. “At that point, I’m focused on trying to drive the conversation. I want it to be 80 percent them talking, 20 percent me.”

Brummitt, in contrast, described himself as a “full-on stalker.”

“I’ll drive to a parking lot, I’ll watch the employees,” he said. ”It’s about when you get inside someone’s office, trying to meet someone that you’re not actually meeting with, trying to figure out that company culture. When you’re waiting for that meeting, you learn so much about the culture.”

These contrasting but effective approaches to prospecting are reflective of the last point Ryles wanted to touch on: creating a personal brand and creating an impression that will resonate with the prospect and make them feel comfortable with your working style.

“My tagline is benefits with heart,” Bowser said. “I want people to know that I truly care about them and what’s going on with them and their employees. I also let them see my nerdy side, posting pictures of everything I’m doing.”

“Becoming a trusted advisor is very much a process,” Ligonde said. “It’s not one meeting or interaction. “I want clients to know that I’m going to own the outcome with them regardless of what happens. I want you to leave every interaction with me feeling elevated in some way shape or form. Hopefully you want other people to feel the same.”