An accountant recommends a financial adviser to a client who has just sold a business. The client visits the adviser's website that evening and sends a short message. It sits in the inbox with twenty other enquiries until Wednesday. By then, the client has also spoken to an adviser their solicitor mentioned. The accountant hears about it and wonders whether to send the next client elsewhere.
Referral introductions are some of the most valuable enquiries an adviser receives. They deserve priority.
Why referrals are different
A referred prospect arrives with trust already in place. They have heard good things from someone they respect. They are more likely to become a client, often with larger needs. And the referral comes with a relationship: the introducer is watching how their client is treated. The general principle is covered in referral leads deserve a faster reply than cold ones.
Who refers clients to advisers
Accountants, solicitors, mortgage brokers, estate planners and existing clients are the most common introducers. Professional introducers can send several clients a year, so each referral is also a test of the relationship.
The cost of a slow reply
A referral that waits costs twice: the prospect may go elsewhere, and the introducer may stop recommending. The long-term value of each client is shown in the lifetime value of one missed advice client, and the importance of the first reply in speed to lead: the first reply.
Spotting referrals at first contact
Many referrals do not announce themselves. Asking "how did you hear about us?" at first contact, and flagging any mention of an introducer, lets the firm prioritise them.
SpideyChat for financial advisers asks this as part of capturing the enquiry, at any hour, and flags referrals for a same-day reply. It does not give advice.
Visitor: My accountant suggested I speak to you about planning after selling my business. Assistant: Thank you, and please thank your accountant. The business owners page explains how the firm helps after a sale. So an adviser can get in touch today, could you share your name, your accountant's firm and the best way to reach you?
Replying well
A referral deserves a personal reply from the adviser, mentioning the introducer. The free AI reply generator can help draft a starting point, which the adviser should personalise.
Thanking the introducer
Let the introducer know their client has been in touch and is being looked after, with the client's permission. Introducers who feel appreciated keep introducing.
Keeping introducers informed
Professional introducers appreciate knowing what happens to the clients they refer, within the limits of confidentiality and with the client's agreement. A short note confirming that the client has been in touch and a meeting has been arranged maintains the relationship. Firms that make introducers look good by looking after their clients receive more introductions over time.
Referrals from existing clients
Existing clients who recommend the firm to friends and family are showing great trust. Their referrals deserve the same priority as professional introductions, and a thank-you to the client who made the recommendation is always worthwhile.
Retirement and life events
Many referrals arrive at life events: a sale, an inheritance, retirement. Retirement enquiries are covered in retirement planning enquiries that arrive at night.
Setting up referral capture
Add "how did you hear about us?" to your first contact, flag referrals and agree a same-day reply rule. The guides to installing the widget and training your bot explain the setup.