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Bill Cates – Radical Relevance
Episode 820th February 2023 • Becoming Preferred • Michael Vickers
00:00:00 00:40:42

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Episode Overview:

Looking to sharpen your marketing message and cut through all the noise to win more clients? Are you winning the race for relevance? Your value proposition must be relevant to your prospects, or they won't give you the time of day. 

It's not your prospect's job to figure out your value to them. It's your job to develop and communicate your value in a way that will resonate with your ideal clients. To help us understand what we need to do to maintain our relevance is author, speaker, and coach, Bill Cates.

Guest Bio: 

Bill Cates is an internationally recognized client-acquisition expert, author, and speaker who motivates others to take action with proven strategies.

A successful entrepreneur, Bill started and sold two book publishing companies. Turning his attention to help other businesses grow, Bill has written four best-selling books: Get More Referrals Now, Don’t Keep Me a Secret, Beyond Referrals and Radical Relevance.

Bill has delivered his business-growth message to over 300,000 professionals, small business owners, and salespeople across 5 continents; helping them increase revenue without increasing their marketing budget.

Bill is the host of the widely acclaimed Top Advisor Podcast (

Bill Cates’ client-acquisition system has been featured in such publications as Success Magazine, Entrepreneur Magazine, Selling Power, the Huffington Post and The Wall Street Journal. And his own business success has been featured in Money Magazine.

Bill was inducted into the Professional Speakers Hall of Fame in 2010 (182 living members worldwide). So you can expect an engaging and interactive session with relevant, business-growth content, high energy, and a little bit of fun.

Bill is also somewhat of an adventurer. He has trekked through the Himalayas of Nepal and the Andes of Peru. He has lived on a houseboat in Kashmir India, climbed Machu Pichu, reached the summit of Mt. Kilimanjaro, camped in Arctic Circle… and Bill has toured the country as the drummer in a rock and roll band.

The most important thing for you to know is that thousands of businesses and professionals are using Bill’s system to attract a steady flow of Right-Fit Clients™.

Resource Links:

Insight Gold Timestamps:

02:44 Radical relevance begins with a total shift in mindset

03:50 The biggest mistake that so many people make 

05:26 Create movement, create action

07:56 A right-fit client

10:43 Challenge #2 is inertia

13:10 The neuroscience of relevance

15:38 Cognitive fluency

19:24 If you want clients to follow your suggestions….

20:38 One of the biggest ways to build trust, is just to be authentic and not be greedy

25:48 Human connection through the words you use

27:00 Value is in the eyes of the beholder

30:44 Tell me more….

32:30 Caryn Kopp - Biz Dev Done Right

34:31 How important is the story?

34:36 Client focused why

37:12 Your prospects/clients aren't mind readers

39:46 The Language of Referrals

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Podcast: Top Advisor Podcast



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Next Episode: Sell the Meeting with Scott Channell!