Affluent Introduction HierarchyAffluent Introduction Hierarchy

Atlanta: “If I were at a social function, I would be happy to introduce my advisor to someone if asked” said one of the participants in a recent affluent focus group.  Not a surprising statement until compared with this participant’s earlier statement of “I don’t give referrals.” 

What?  Willing to introduce socially, but doesn’t want to refer?  This wasn’t an isolated incident.  Affluent investors have many similarities, but they’re people, which makes each situation a little different.  Thus, advisors must be flexible in their marketing approaches. 

Our recent focus group is part of a series that helps us dive into topics central to the advisor-client relationship.  In this segment, we were asking about their willingness to refer or intr...