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Why Distinction Is the Key to Attracting Referrals

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Why Distinction Is the Key to Attracting Referrals

We’re thrilled to welcome Scott McKain to the Becoming Referable podcast this week.

Scott is the author of “Create Distinction: What to Do When ‘Great’ Isn’t Good Enough to Grow Your Business”, a book recognized by 30 major publications as one of the “ten best business books of the year.”

He’s a leading authority on what it takes to truly stand out in the marketplace and attract the clients that are just right for your business. Having worked with some of the world’s most distinctive companies (Apple, SAP, Merrill Lynch, BMW, Cisco, and many more), spoken at the White House, and been a commentator on syndicated television across the U.S., Scott comes to us with a wealth of knowledge and experience that leads directly to becoming more referable. You can check out more of Scott on his websiteblog, and podcast.

Related: How an Extraordinary Client Journey Benefits Your Advisory Firm

In our conversation, we take the idea of ‘distinction’ and how it translates it into creating a unique client experience. We discuss why differentiation isn’t the same as distinction, and why breaking out of your comfort zone can be the best thing you ever do for your business. Scott stresses the importance of having a clearly defined target market that is authentic to who you are as a person.

From there, we get into the kinds of small things almost anyone can be doing to enhance the client experience, though very few advisors do them. Finally, we tackle the challenges of staying ahead of client expectations over the course of a relationship, and staying ahead of the curve in the internet age.  

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