Whenever you ask a prospective client for a commitment to act - to meet, to share their statement or to transfer their account - they weigh the benefits of this action against the perceived risk.

When a prospective client hesitates, there's a temptation to keep piling on benefits until they agree. That's one way to achieve success - by increasing the benefits of the action you're proposing.

But there's another approach to getting a prospect to act that fewer advisors consider - and that's to reduce the risk of that action.

Here are some ways to do that.

Strategy one:  How you get in front of prospective clients

The first and easiest way to reduce risk is to get introduced by referrals from clients or accountants and lawyers.

That's because referrals are a transfer of trust - when clients refer you to friends or colleagues, the trust your clients feels towards you is transferred to their friends.

Another approach that reduces risk is community networking - making a conscious investment of time to engage in activities that let prospective clients get to know you in a way that's comfortable; this works especially well if you're in a leadership role.

Strategy two: Client testimonials and client surveys

A recent column talked about a low stress approach to client testimonials.

When meeting with a prospective client, you might say:

 "Quite often, people I talk to about the possibility of working together are interested in the experience that existing clients have had.

Here are comments from clients I've worked with for some time who are in situations similar to yours."

And then you offer a piece of paper with short comments from four or five clients - ideally people who are in similar situations to the prospect, retirees or business owners or corporate executives.

Some advisors have commissioned a client satisfaction survey - there are firms like Advisor Impact who are in the business of going out and systematically gathering feedback from clients.

So you could say to a prospective client:

"Happy clients are my number one priority.

Last year, I commissioned an outside firm to survey my clients. And here's a summary of the findings".<

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And then you show that prospect a summary of the results, on the letterhead of the firm that did that survey.

Strategy three:  Strategic partnerships

Another way to reduce risk is by associating yourself with high trust organizations.

So you might say to a prospect ...

I host a quarterly breakfast for clients ... I've got one coming up three weeks from Friday. If you're free to join me, I'd be delighted to have you come along as my guest.

That's good but this is better:

Every quarter I host a breakfast for clients along with one of the accounting or law firms I deal with ... I've got one coming up three weeks from Friday, along with a tax planning partner from Grant Thornton.

If you're free to join me, I'd be delighted to have you come along as my guest.

Now you've borrowed trust from your association with a credible firm - and reduced risk as a result.

Strategy Four: The Private Banker's Rule

Prospective clients pick up cues from everything they see.

So when it comes to an advisor's office, consider using The Private Banker's Rule.

Everything that prospective clients experience at an advisor's office should look and feel the way it would if they were in a private banker's office.

This relates to the reception area ... it doesn't have to be lavish or flashy but it should convey a sense of quality and professionalism.

When it comes to magazines, do you have two year old copies of Time and Readers Digest or the current issue of Fortune and Business Week?

When you offer the client coffee, does it come in a mug that says I'd rather be fishing? You don't need  bone china, but again solid quality counts.

What does your own office look like -is it neat and uncluttered or are there papers strewn all over your desk and credenza?

Do you have framed certificates on the wall with degrees on one hand or with sales awards on the other? Even if you're proud of those awards, they may not send the right message to prospective clients (or to existing clients for that matter.)

The private bankers rule applies to everything ... the clothes we wear, the car we drive ... again quality yes, flashy no. Zipping up to a prospect's office or home in a sports car may make us feel good but might not send the right message to your prospect.

So when you meet with prospects, by all means focus on the benefits of doing business together - but don't forget to consider ways to reduce the risk as well.