Let’s be honest. None of us really knows how sales will evolve as artificial intelligence becomes part of everything we do.

We don’t know which algorithms will decide which advisors, consultants, or firms show up when a prospective client asks their virtual assistant for recommendations. And we don’t know how to make sure we’ll be the one chosen by someone who relies on technology to make those decisions instead of asking a trusted colleague or friend. 

What we do know is that the noise around marketing isn’t going away.

Every week, someone promises a new formula for visibility:  better SEO, more content, video storytelling, social media ads, and on and on. And yes, having a professional digital presence matters. But for most boutique firms, it’s simply not realistic to outspend or outproduce large regional or national players. Competing in that field is a race few of us can win.

So the more useful question becomes: what never changes?

What always works, no matter the technology, is human connection.

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