For obvious reasons, a client who engages with you due to fit is far more predisposed to becoming an advocate. Why? Because of the ultimate incentive that comes with advocacy. Charlie Munger, Warren Buffet’s right-hand man, said it well: “Show me the incentive and I’ll show you the outcome.” The incentive of advocacy is that the client is an advocate of their friend, not just you. They feel they are doing that friend a disservice by not introducing them to you. They know you will appreciate the new business, but that isn’t the only incentive. The advocate knows how the introduction will reflect on them and how their friend will benefit, and let’s be honest, a consultant is far more referable than a salesperson.

This is an excerpt from the newly released book The Blue Square Method that Duncan MacPherson wrote with co-author Chris Jeppesen. Download Chapter for free now at: www.thebluesquaremethod.com