1. Find a busy one. Sales training recommends that professionals make themselves less accessible since we want what we can’t easily get (scarcity mentality). They may not really be busy. Or they may be busy because they’re inefficient/incompetent, or work restricted hours.

Advertising could indicate that the professional is successful, which implies they’re good. We keep getting flyers from real estate agents. The names we see repeatedly eventually leave an impression, generally favourable.

2. Asking for referrals is a good idea. Asking for referrals from people in a similar situation is a great idea. Where do you find people like that? We are unique (different values, different requirements). Do you know the person you’re asking well enough to judge whether they made a bad choice but don’t want to admit their judgment was bad? Human beings can be weird.

Professionals aren’t necessarily good at selecting peers either. Chances are they know people like themselves — which may not be ideal. There are situations where the wrong professionals get hired but no one wants to admit the mistake. One professional is unlikely to speak badly of a peer.

6? Some professionals have more credentials. Some credentials are even meaningful (e.g., CFP and CLU for life insurance have continuing education requirements).

7? Website. Does the professional have a meaningful website? Tomorrow night, we’re taking guests to a restaurant with particular characteristics. We didn’t have anyone to ask. So we searched online to create our shortlist before phoning for more details. If our guests don’t like the restaurant, will they complain. If they do, will we side with them or defend the place we picked?

You’re tackling an important and difficult subject. Thanks.