You can hear me explain the concept of client advocacy and how this process works at http://www.stevesaenz.com/turning-clients-into-advocates.html

1. Turning Clients
Into Advocates
The Secret to
Getting More Referrals
Stephen A. Saenz

2. HPT
TCA The secret to getting more referrals…
Referral Builder is a
SteveSaenz.com
LOYALTY PROCESS
that moves people from
clients to advocates… Raving Fans
Advocates
SALES PROCESS Clients
This is where advisors
spend most of their time…
Customers
Shoppers
Prospects LOYALTY LADDER
*Used with permission. Adapted from Up the Loyalty Ladder, By Murray
and Neil Raphel Raphel Marketing, Atlantic City, NJ | www.raphel.com
Turning & Managing High Performance Saenz
Building Clients Into Advocates by Steve Teams by Steve Saenz 2

3. HPT
TCA Your Loyalty Process feeds your business…
F I N D I N G
SteveSaenz.com
Educational Referrals from Community
Seminars Clients/COI Service
An effective marketing engine keeps your sales pipeline filled…
G R I N D I N G
Financial Portfolio Portfolio Financial Portfolio
Planning Design Mgmt Research Reviews
M I N D I N G
Client Relationship
Service Management Loyalty Process
Sales
Turning & Managing High Performance Saenz
Building Clients Into Advocates by Steve Teams by Steve Saenz 3

4. HPT
TCA
SteveSaenz.com
The Key to Turning Clients Into Advocates
Turning & Managing High Performance Saenz
Building Clients Into Advocates by Steve Teams by Steve Saenz 4

5. HPT
TCA Principles of Client Advocacy
1. Advocacy begets advocacy. When you become a stronger advocate for
SteveSaenz.com
your clients, they will become stronger advocates for you.
2. Advocacy is a function of loyalty. You create advocates by building loyalty.
3. You build loyalty by adding tangible value.
4. You add tangible value by solving problems. The more problems you solve,
the more value you add to your relationships with your clients.
5. You solve more problems by getting to know your clients at a deeper level.
When you get to know clients at this level, you uncover breakthrough
insights about them and their families.
6. You get to know your clients at a deeper level by spending more quality
time with them.
7. What you say matters little. It is what you do that counts. Actions speak
louder than words.
8. In a relationship business, those who build and maintain the best
relationships will win the war.
Turning & Managing High Performance Saenz
Building Clients Into Advocates by Steve Teams by Steve Saenz 5

6. HPT
TCA
SteveSaenz.com
Client Advocacy Process: 30,000-foot view
Client Advocacy
6. Follow up to ensure successful resolution
5. Refer clients to problem solvers as needed
4. Build a network of expert solution providers
3. Uncover more breakthrough insights
2. Get to know them (their families) better
1. Spend more quality time with your clients
Turning & Managing High Performance Saenz
Building Clients Into Advocates by Steve Teams by Steve Saenz 6

7. HPT
TCA Client Advocacy Process: 15,000-foot View
Spend more quality Get to know them and Uncover more
SteveSaenz.com
time with your clients their families better breakthrough insights
You add value just by When you spend more QT Breakthrough insights are
spending more quality time with your clients, you get to things you learn about your
with your clients. QT is know them better. You can clients that enable you to
time spent with your clients also strengthen your client add value. These could be
where the purpose of the relationships by taking an problems and challenges
meeting is something other interest in their families. they face now or in the
than discussing the clients’ You do this by asking the future. They could also be
financial affairs. right questions. aspirations and dreams.
Build network of Refer clients to problem Follow up to ensure
expert solution providers solvers as needed successful resolution
ESP include people who When your network of ESP Anytime you refer a client
can solve specific problems is broad and deep enough, to someone, you run the
or challenges for your you will be able to solve risk of them dropping the
clients. They also include any type of problem or help ball. You can avoid this
people who can help a clients achieve just about and demonstrate your role
client or one of their family any dream they might have. as a strong client advocate
members realize a dream Do that and you will add by following up to ensure
or take up a new hobby. extraordinary value. successful resolution.
Turning & Managing High Performance Saenz
Building Clients Into Advocates by Steve Teams by Steve Saenz 7

8. HPT
TCA Tapping Into Your Clients’ Circles of Influence
INNER Biz OUTER
SteveSaenz.com
CIRCLE Broker CIRCLE
Architect Builder
Accountant Attorney
AD / PR KEY
Printer
Agency CLIENT
Business Family
Partner Member
Golf Yacht
Pro Broker
Real
Estate
Turning & Managing High Performance Saenz
Building Clients Into Advocates by Steve Teams by Steve Saenz 8

9. HPT
TCA Lifetime Value of A Loyal Client
CLIENT A CLIENT B
SteveSaenz.com
$500,000 $2,000,000
2% fee 1% fee
$40,000
8% growth 8% growth
$37,500 $289,731
$35,000
Annual Annual Fee Paid by from Client
Time Required to Service Relationship
$32,500
Revenue Received Client
$30,000
Revenue B
$27,500
$25,000
$22,500
$20,000
$144,866
$17,500
Revenue A
Time
$15,000
$12,500
$10,000
1 2 3 4 5 6 7 8 9 10
Turning & Managing High Performance Saenz
Building Clients Into Advocates by Steve Teams by Steve Saenz 9