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Gianluca Sidoti of Trade Detector and his referral marketing
In August 2021 Oscar Dalvit interviewed Gianluca Sidoti, founder of Trade Detector and one of the few in Italy enrolled in the register of independent financial advisors. The subject was visibility: the first phase, and the one almost everyone skips.
Published 10 August 2021 · revised 16 August 2026
The first phase
Being known for what you're looking for, not just for what you do
Visibility is the moment when a company or a professional lets their circle know they exist, exactly what they do and — the part almost everyone forgets — what they're looking for. It's that second half that makes the difference: people can only help you if they know who you're looking for.
When it happens, synergies emerge that go beyond the immediate benefit for whoever makes the introduction. That's why the initial phase looks unproductive and isn't.
Why independence mattered
An independent financial advisor isn't tied to a bank or an insurer, so they advise without a conflict of interest.
In the interview it was the central point, and not by chance: it's the same question you ask in front of anyone who recommends something — who's paying them?
One word at a time
"Attracting the best referrers" is the phrase that needs revisiting
That was the 2021 wording and it was consistent with the model of the time. But it describes a one-way relationship, and in the discipline there is no such thing.
Attracting
This assumes someone moves toward you because it's worth their while, usually through a payout. It works, and it produces what the payout rewards: a quantity of names.
Sharing your profile
In the Connector Network there's no entry fee and nobody is attracted: you share your own profile. The verb is chosen deliberately — sharing isn't handing over: the profile stays the person's own, and they make it available to the calculation for a purpose stated in advance.
Whoever does this is a Connector, and when they introduce someone they put their own reputation on the line (Sixth Law). That's why there's no need to attract them with a token: what they receive is people worth knowing.
The first step
Where your company stands, in one number
AIRA-SCAN© measures the Relational Capital your company already has: ten questions, three minutes, no registration required. Your browser calculates the score and it appears immediately, along with the dimensions where you're losing the most points.
The extended report then arrives by email, and within one working day someone calls you: you look at the result together and assess whether the AIRA-DX© Stoic Analysis makes sense for your company. It's free and limited to twelve a week, so it isn't owed to whoever takes the check-up: it's decided together.
Would you rather just talk it through? The number is 0549 888808.