Calculating the true cost of fear -- fear of cold calling or asking for a referral -- can be an eye-opener for advisers, writes Daniel C. Finley, president of Advisor Solutions. Consider the cost of not asking for a referral, he writes. While you may be turned down if you ask, at least you get to practice your pitch and eventually perfect it so you do get the referrals. "Face your fears, find a realistic way to conquer them, implement those methods and evaluate the outcomes often," Finley writes.

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