Book of Business Profiler

Conduct the following exercise using your book of business to identify where most of your new business comes from and to identify new opportunities.

  • Enter a list of your most recently acquired clients (at least 10).
  • Identify how you acquired each client.
  • If you acquired the client through a referral, write down who provided the referral and the type of referral.
  • Click on the View Results button to identify commonalities among your referral strategies.

Hint: Go to Reports Center and print off a list of your most recently acquired clients.

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Many financial advisors report that they identify specific groups of people who frequently refer new clients. For example, from a network of physicians, a center of influence or a group of widowers. What patterns and commonalities do you see? Do they share common values, have similar needs or work in the same industry?

Clients Added: 0
Client name How did you hear about this client? Referred by whom? Type of referral?  

You are good at networking!


of your new clients are from networking

Many of your new clients come from the groups and organizations you network with regularly. Consider tapping a few of your top referring clients; look into joining the groups they are involved with and ask them to introduce you to fellow attendees they know.

You have strong client advocates!


of your new clients are from referrals

Many of your new clients come from your current client base. Be sure to send these advocates a handwritten thank-you card and perhaps a small token of your appreciation whenever they introduce you to a new client. Consider holding small appreciation events or an annual recognition dinner to thank your client advocates. Consider joining the groups your top client advocates are involved with and ask them to introduce you to fellow attendees they know.

You are good at marketing and prospecting for new clients!


of your new clients are from prospecting

Many of your new clients come from leads generated by your marketing activities. You may want to consider tapping some of your more outgoing clients to see what groups and organizations they are involved with. By targeting your marketing efforts toward groups where you already have client advocates, you may be able to convert clients to prospects at a higher rate.