Name: Why Advisors Should Embrace the Word ‘Introduction’
Uploaded: 2026-01-13T17:32:00Z
Duration: 2 min 33 s
Description: “When you are with a prospect, a client, or a center of influence—anyone who has the ability to connect you—use the word introduction or connection,” says Bill Cates, founder of Referral Coach International.

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“When you are with a prospect, a client, or a center of influence—anyone who has the ability to connect you—use the word introduction or connection,” says Bill Cates, founder of Referral Coach International.

https://m.wsj.net/video/20260113/61e36ad7-2500-42fb-abff-a52ca20310e8/1/hls/manifest-hd-wifi.m3u8

Why Advisors Should Embrace the Word ‘Introduction’

Let's talk a little bit about referrals, 'cause I'm kind of known for that.

That's very true.

And one of the reasons I wrote "Radical Relevance" is because I help people get more referrals, and I realized that if I'm helping them meet more people, they better have the best possible way to talk about their value. So, real quick, first of all, I would recommend that everyone stop using the word referrals, even though I'm the referral coach and I've written my last book before this was "The Language of Referrals." Okay, use the word, but when you are with a prospect, a client, or a center of influence, anyone who has the ability to connect you, use the word introduction or connection, 'cause that's what we need now, right? It's hard to reach people. They don't pick up the phone. Those days of calling people and having them answer the phone are over, and so let's use the word, and you're a word guy, you appreciate this. Let's use the word that represents what we're trying to establish or create here, and that's the word introduction. So that's one quick thing I want to talk about. The other quick thing is, gosh, you gotta find a way to be appropriately proactive. We know the research just keeps piling on. It's been this way ever since I got in this business. The people you wanna meet wanna meet you from an introduction from someone they already trust, could be a client, could be center of influence, but we know that's still king. All right, so the people that come to me for coaching, here's what they say to me. You'll get a kick outta this. They give me the three Disney characters of referrals. Are you ready?

Yep.

They say, "Bill, is there a way to be proactive without looking like cheesy, sleazy, or creepy?" Right? They don't wanna look like that. I don't want 'em to look like that either, and the good news is, there is a way to be proactive, and so you gotta find that way, 'cause you will get some unsolicited referrals. Everyone listening should be getting some unsolicited referrals. That's a barometer of referability. Hopefully they're the right kind. That's a whole other conversation, but hopefully they're the right kind. And if you are getting some of them, that's also an indicator that you're probably sitting on a gold mine of opportunity. A lot of clients will do this, but they just won't think of it on their own. You have to nudge the process a little bit and there are lots of ways to do that. So I just wanted to touch on that, you know, to help people realize, you know, build a business based on how people want to meet you. Simple as that.