About CEG Advantage
I first heard about CEG Advantage from John Bowen at Roundtable. When I heard him describe the program, I didn’t understand it and didn’t see how everything worked together. But after a call with John, I started to understand how CEG Advantage ties in to being a thought leader and an expert. That’s when the lightbulb came on. Things started making sense to me.
I could see that with CEG Advantage I could get established as an expert in my specialty—exit planning for business owners—and be able to get in front of business owners to talk about different aspects of leaving their businesses and retiring—what they need to go through to transition out.
Results with CEG Advantage
I started meeting with attorneys and giving them the research from Excelling in Turbulent Times, the book on what attorneys should do to grow their practices. That differentiated me from other financial advisors, both with attorneys and with CPAs.
Generally, when an advisor takes an attorney or a CPA to lunch, the conversation is about getting referrals from them. I love the idea of sitting with them and not saying that. In fact, I point-blank tell them, “Let’s just address the 800-pound gorilla right upfront: I don’t want a referral from this conversation. I’m not here for that.”
Then I dive into the research and start discussing how they can make money in their businesses by getting established as thought leaders. So instead of trying to get new clients, getting more assets and revenue out of their current clients.
The attorneys have been very impressed with the research and by my not asking for referrals. One attorney became part of my professional network team. Another attorney was impressed that I wanted to help him grow his business by becoming a thought leader and that I actually told him how we would do it. Using the Advantage web portal, I prepopulated a Flash Report with all his information and his photo and set it up on my iPad. I then showed him what his cobranded report would look like. His eyes got big! I told him that this is what his clients are going to receive from him every month.
And so from that meeting I received an invitation to meet with his partner to share with her the thought leadership information. Having a follow-up invitation to meet a partner has happened on multiple occasions for me.