Why Advocate Clients Are the Secret to Growing Your Business

In any sales or advice-based business, we all know the importance of asking for referrals. But here’s the challenge: when we ask for them too early in the client relationship, before trust has been fully established, the outcome is rarely positive. More often than not, we’ll hear things like “I’ll think about it” or “Let me get back to you.” And when that happens, many advisors simply stop asking altogether.

Now, referrals are a topic for another day, but today I want to talk to you about something even more powerful: advocate clients.

What Makes a Client an Advocate?

When I segment my clients, I don’t do it based on how wealthy they are. Instead, I look at the quality of the relationship.

• My A-clients are those with whom I have a fantastic relationship and see future business opportunities.

• My B-clients are those where there may not be much new opportunity, but the relationship is still strong and positive.

Every year, usually at the start of the year, I sit down with my top 20 clients. Not because they’re necessarily the wealthiest or the most profitable, but because these are the people who love me and I love them back. There’s genuine trust and mutual respect.

How to Turn Clients Into Advocates

Take a client like Linda, who I’ve known for over 17 years. When we meet for a coffee, the conversation is simple and natural. I’ll say something like:

“Linda, as I look ahead to the next 12 months and the opportunities I’d like to create, I’d love it if you could keep your eyes and ears open for anyone who might benefit from the services I provide.”

Notice how different this is from the typical referral request. I’m not asking Linda to think of names on the spot or pressure her to make introductions. Instead, I’m inviting her to be part of my journey, to support me in the same way I’ve supported her over the years.

Why Advocate Clients Matter

Advocate clients are those who are always on the lookout for opportunities on your behalf. They recommend you not because you’ve asked them to, but because they want to. When you have 10, 15, or 20 advocate clients, your business grows almost organically. You add an entirely new dimension to your prospecting strategy—one built on trust, credibility, and long-term relationships.

So don’t overlook the importance of your advocate clients. Identify them, nurture them, and involve them in your growth. They may be the most valuable asset in your business.