Can Your Kids Get You Clients?

Some readers will say: “Absolutely not. It’s unethical.” Others might say: “Why didn’t I think of that?” Never doubt the value of a catchy title. No, this isn’t about getting your children to prospect for you. It’s about how the fact your family includes school age children can get you access into social circles you never imagined.

We’re All Connected

About a week ago, we had the neighbors over for drinks. This included a new couple who live about a mile away, attending because they bought and will be renovating the house across the street. What turned out to be the common denominator? It wasn’t a love of wine. It was their children attended the same school and shared the same classes. Amazingly, they seemed to know another neighbor, not in attendance, the owner of our local gym. Were they all gym rats? No. His daughter was in the same class too. I approached him the following Monday. Yes, he knew the people involved. When I mentioned the school connection, he smiled and responded: “Bryce, that’s the way things are done around here.”

The Parent Connection

Many people compartmentalize their business and professional lives. No one wants to be seen as the pushy salesperson. When you have children, they are involved in activities during and after the school day. There are playdates and birthday parties. Parents are always present. As often happens, the parents talk with each other. They develop friendships. People do business with people they like.

Here’s our story so far: Children play, parents watch. Where does business come into the conversation? A woman whose career was in the medical, then the corporate world explained: “What do you do’ leads to ‘What does your spouse do?” Meanwhile, chaperoning parents develop a bond. They might get together for lunch or coffee while their children are at school. Everyone is having a good time. Someone suggests “We should each bring along our spouses and get together for dinner.”

Here’s the key: No one is selling anything. Like-minded people are learning about each other. They are asking questions. The kids were the catalyst.

Related: Having That Awkward “Debt” Conversation with ClientsRelated: Friends as Clients: You’ve got the Relationship – Now What?

The School Sports Connection

You spot a flaw. You are in the office during the school day. You are a dual career household. Nobody is having coffee mornings. Time to move to Plan B. That’s school sports.

Your children are likely on teams. As a good parent, you show up on weekends in all kinds of weather to cheer them on. So do all the other parents. You see the same faces in the bleachers. As another of my gym friends remarked, “Each season, your friends are chosen for you.” Time to put that advantage to work. Here are five easy ways to do it.

Logoed outerwear. It’s the ball cap or golf jacket with the firm’s logo. Only wear one piece at a time.

Umbrellas. It rains. They still play. Some people don’t plan ahead. You shelter them.

Compliments. Their son scores! You congratulate the proud parent. No one will be offended by a compliment from the nice guy in the logoed ball cap.

Photos. Someone scores, but their parents are nowhere to be seen. You take a picture on your phone and send it to them. They might have demanding jobs, yet wish they were with their children.

Awards. There’s a year-end banquet. Trophies are handed out. You sponsor one. They’ll probably even let you present it. The kids are the stars, but your picture is in the paper too.

Today’s Lesson

The logic is obvious. To meet the right people, it’s often all about being in the right place at the right time. Our lives are organized in silos. This is the “children’s school” silo. Your kids have gotten you into it. Can you take it to the next level?