When I’m talking to a group of producers, and it really doesn’t matter how big the agency is, I’ll ask them: “How many times in the last 90 days have you asked one of your best clients for a personal introduction to a top prospect?” Typically, only 2 out of 20 will raise their hands.

Why would so many of us intentionally overlook the most powerful prospecting asset we have to leverage – our client base? The answer is not surprising or amazing at all when you think about it; it's fear. It’s the same reason most people have never skydived, started a business or given a speech in front of a 1,000 people.

Here’s what’s more amazing – proposing to your fiancée or taking the last shot in the basketball game will raise the anxiety, but people are more likely to do either of these than ask a client for an introduction. There are two reasons; motivation and preparation.

We could give you all the malarkey about why it’s good for you, how it will help your financial situation, how your client won’t mind and how your boss will shower you with praise. But the reality is, until you deal with the motivation and preparation needed to get yourself ready, you’ll probably leave this great asset right where it is now – untouched.
The good news is that most people have the innate ability to reduce their living standards to something that is good, rather than really good, thereby reducing the financial pressure. Most producers can talk their spouse into spending less on the kids rather than more, going to public school instead of private school, driving an older car rather than a new one, postponing buying a bigger house or joining the country club. That’s how we adapt; reduce our standards or find another way to prospect.

It seems overly simple to say that it’s easier to make a cold call than it is to ask a client or a friend for an introduction. But, most producers have proven they are both capable and willing to do it.

Is there a solution that could possibly turn on the faucet to an unending flow of prospects? Yes, but it calls for some major changes. In fact, really major changes. The first big change is you have to believe you’re worth it, that you deserve it. And, for me as a sales training consultant, it’s the hardest sale I ever have to make. Think about it, I’d have to get you to convince yourself that you’ve actually done a really good job for most of your clients. And, you know that one client that has a big mouth and makes you feel inferior, I have to teach you how to block that out, but sometimes, that’s the easiest part.

Next we have to reprogram the use of the word referral. There is nothing wrong with the word referral; it just brings up negative connotations with most of your clients. Once we get over that hump, a few more practical changes and you’ve just opened the door to a virtual goldmine.

Let’s do a little math. And don’t let this get you excited or depressed, just be objective. #1 – Suppose you have two kids. And, each one wants to go to college. That’s about $100,000 if they are going to community college, maybe $250,000 if they are going to a decent school and it could be a lot more if you have a bright one that is looking to get a masters and Phd. Then you have your own retirement to save for… maybe $2 million, or if you’re being realistic, maybe $4 million. You could easily get by on less, most poor people do. Add it up and you should be saving about $65,000 a year after tax dollars. By the way, most producers can’t save anywhere near that much money annually, so if you’re not doing it don’t feel bad, you have a lot of company.

So, a little preparation and a little motivation could go a long way towards helping you make some big changes in your life and becoming great at the leverage game. And, if you decide it’s just not your thing, no one is going to beat you up for picking up the phone a making a few cold calls.

Have you asked your clients for introductions? Let me know how it went in the comment section below.