Why Your Next Hire Must Be a Referral Concierge
If you run a successful professional services firm and you are approaching or already past seven figures, pause for a moment and take a breath. Think about the lifetime value…
The Journey of Referrals: Transforming Leaders and Firms Through Ideal Client Acquisition
Referrals have a way of bringing us back to the same place, but with new eyes. Three decades into this work, I am right back at the beginning, only at…
From Test Drive to Turbo Boost: Why Referrals Are Even More Important for Ideal Client Acquisition in an AI World
The shift has already happened. Buyers are moving from search behavior to answer behavior. This shift will keep accelerating as AI becomes the primary way people look for information and…
The Most Human Company Wins: Why Referrals Matter More Than Ever in the Age of AI
Let’s get right to it. We’re standing on the edge of a massive shift in how business is done. Artificial intelligence is now part of every client’s daily experience, personally…
Navigating Marketing in the Age of AI: Understanding Your Two Customers
I’ve been reading Mark Schaefer’s new book, How AI Changes Your Customers: A Marketer’s Guide to Humanity’s Next Chapter. It’s a powerhouse read because, whether we like it or not,…
Hitting Singles: The Key to Effective Collaboration
When professionals collaborate, too many step up to the plate swinging for a home run. Whether you’re a high-end financial advisor, a successful M&A professional, or a CPA, the temptation…
Accelerating Client Engagement Through Owned Media and Referrals
In a recent newsletter, I promised to unpack how owned media, the PESO model, and word-of-mouth referrals fit together in today’s AI-driven landscape. Here’s the short answer: referrals are still…
Technology is Undefeated. But So Are Referrals.
Technology is undefeated. AI will change how we all do business. But referrals are undefeated too. Here’s the reality: people have always chased what’s faster, cheaper, and more convenient. AI…
Integrating Owned Media and Referral Strategy: When “Can I Borrow Your Car?” Meets the PESO Model
Over the weekend, I was listening to Mark Schaefer’s Marketing Companion podcast. His guest, Gini Dietrich (author of Spin Sucks), was unpacking the PESO model: Paid, Earned, Shared, Owned media.…
The Uncomfortable Truth About Reciprocity (or the lack thereof) in Referrals and Collaboration
Reciprocity. It’s the unspoken currency of referrals and collaboration and the single biggest reason why most financial advisors and professionals fail to build a predictable referral pipeline. Let’s stop sugarcoating…
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