Centers of Influence (COI’s) are key people within the target client segment that you need to penetrate.
Centers of Influence are typically the main advisors engaged by the end-client. Professionals such as Accountants, Financial Advisers, Lawyers are obvious COIs.
If executed correctly, COI’s introduce you to clients with whom you’d like to do business. The goal is to discuss how you work with their clients and how you bring value to their efforts to build, protect and manage the business of these clients.
Characteristics of a Trusted Advisor
Worked Example:
A Financial Adviser servicing a segment of dentists will observe that their clients have to upgrade their dentistry equipment in the clinic, on a regular basis. This typically requires the dentists to borrow from their bank.
In this scenario, developing a relationship with small business lenders at the local bank will help all three parties – the client, the banker and you. The banker who is the small business lender will be one of your COIs.
