Look to COIs for More Than Referrals

It’s common wisdom in the industry that centers of influence (COIs)—attorneys, CPAs, etc.—can be great referral sources. But it can take years to gain the trust required for their referrals. Yet even while you are building those relationships, COIs can still be valuable in helping you get in front of prospects.

When you meet with a COI, ask them, “I’m looking to get in front of more [insert niche] clients. If you were me, how would you go about doing that?” Their answers can help you uncover possible marketing channels you’ve never considered. Some COIs will even offer to introduce you to other relationships to help you get in front of your niche. So instead of trying to mine COIs for referrals, use these relationships to expand your reach within your niche.