Forget COIs. Develop Key Partners.

March 21, 2017

Building a successful business isn’t just about the bottom line – it’s about establishing Key Partners that will help you be of service to your clients. Let's talk about how we can develop those crucial relationships that will not only build your business, but establish you as a valuable resource to your clients.


This blog started with a great question.


I received this email in my inbox and realized it would be a great topic!


"Good afternoon, ma’am.  I just wanted to reach out real and see if you have any ideas about systematically reaching out to or “touching” COIs.  I’d like to really start doing a good job of getting names and contact information of CPAs and attorneys that my clients use and then turning that into a database for marketing purposes.  As always, I appreciate the help.  Have a great day."


Here is my 4 step answer:


1. Refine your Value proposition and your Client Service Model. Who do you serve? What do you do for them? How do you serve your clients? Financial advisors contacting Centers of Influence are a dime a dozen. Stand out!



2. Contact your Ideal Clients. Ask them who their trusted professionals are. Who do they use as a CPA, attorney, mortgage professional, real estate agent? Ask for permission to contact them. Make sure that this step is part of your Engagement Meeting Agenda!



3. Get Together. Reach out and ask these professionals to coffee and come prepared with your Three Part Agenda:

  • Seek to understand their business, their ideal client, and their goals. What challenges do they face? What would their ideal relationship with a financial advisor look like?

  • Share what you do and how you do it differently. Do you have an ideal client? What does your initial planning process look like? Can clients hire you for advice only or for both advice and implementation?

  • Seek to serve. Be a resource for them and look for ways you can partner together. Offer to help prep clients in order to make their process run smoothly. Collaborate and share referrals.



4. Build this process into your Practice Calendar. Reach out to Key Partners on a regular basis and track this metric as part of your Goal Setting Process.



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