Index

About page, website component, 123
Achievement, impact, 162
Action‐oriented guidance, provision, 92, 98–99
Actions
- checklist, 206–207
- planning, 206
ACTION^TM. See Attract Captivate Tempt Inform Offer Nurture
Ad hoc income, 10, 213
Advanced publishing strategy, 112–113
Adverse consequence, prevention, 199
Adversity, delay, 199
Advertising
- brand advertising, impact, 142
- quality, impact, 141
Advertorials, 144, 146
Advisory status, 23, 24
Agenda (confirmation), script (usage), 192
Always Be Closing (sales adage), 192
Amazon Web Hosting, usage, 125
American Insurance Association, 171
Anti‐social media, 127
Articles
- acceptance, 110
- content type, 118, 119
- posting, 133
- provision, 111
- published articles, reprints, 189
- rethinking/reusing/repurposing, 112
- sending, 108–110
- website component, 123
- writing, 107–108
Attention, attraction, 142–144
- testimonials, impact, 147–149
Attract Captivate Tempt Inform Offer Nurture (ACTION^TM) advertising, 70, 139, 142–146, 213
- client attraction system, 68
- formulas, 143–144, 146
- impact, 146f
- natural ACTION^TM advertisements, 147–151
Attrition rate, 80
Audience, 58
- business‐to‐business audience, white papers/special reports (usage), 77
- captivation, 144–145
  - testimonials, impact, 148
- characterization, 46
- clients, presence, 96–97
- connection, 88
- decision making, temptation, 145
- education, 48, 76
- entertainment, 92, 95
- informing, 145
- members
  - emotional connection, 143
  - motivation, 76
- message, matching, 54–56
- nurturing, 145–146
- offers, 145
- temptation, testimonial (impact), 148
Audio, content type, 118, 121

Background information, expertise (offering), 107
Bedside manner, 199
Belly‐to‐belly, 17, 213
Belly‐to‐belly selling, 63
Biannual phone calls, 50
Blog, usage, 123
Book review, 48
Bots, 128–129
Brand advertising, impact, 142
Brand awareness, 142
Branding, expense, 142
Business
- cards, collection, 99
- change, qualifying script (usage), 187–189
- driving, 72
- examination, 18
- general business groups, 170, 214
- generation, RaporMax® system, usage, 43–50
- growth, 20
- leader, differentiation, 117
- life, 162
- loss, 80
- loyalty, 57
- meeting, 185, 213
- networking groups
  - productivity, process, 171–173
  - selection process, 169
- online publications, usage, 106
- opportunity, avoidance, 129
- problems, solution, 185
- relationship revenue percentage, 26, 27
Business Network International (BNI), 171
Business owner career, 17
Business‐to‐business audience, white papers/special reports (usage), 77
Business‐to‐business sale, 18

Call script, 42
Call to action, issuance, 83–84, 108
Carlin, George, 118
Character references, 149
Charitable organizations, 169, 170, 213
Church/religious publications, 111
Civic groups, 169, 170, 213
Clarity of purpose. See Purpose
Client Attraction Secrets for Lawyers (Lorenzo), 105
Clients, 71
- ambassador, 59
- anger, 60
- attraction, evangelist referral (impact), 72
- attraction system, 67–68
- behavior, seasonality, 63
- calls, 27
- characteristics, 58–59
- commonality points, identification, 58
- communication, 69
- company leaders, research, 133
- conversation, 19
- conversion, 175
- customers, contrast, 71, 214
- decision making ability, 186
- decisions, preference, 61
- delivery, 179–180
- desires, 61
- difference, ability, 29
- economy, impact, 62
- emerging leaders, 60
- evaluation, 154–155
- face‐to‐face meeting, 26, 28
- frustrations, 60
- goal, achievement (barriers), 19–20
- industry/tribe, connection, 59
- interaction, 27–28
- interest, promotion/advancement, 24, 25
- investment average, 60
- invitation, 101
- label, 66
- language, 22, 61
  - application, 185–186
- life events, attendance, 29
- media outlet preference, 62–63
- names, usage, 83
- obtaining, 53
- personal impact, 18
- perspectives, 4
- portfolio, expansion, 122
- product/service introduction, 10
- profile, 57–58
- promotions, 210
- prospective clients. See Prospective clients.
- qualifying process, 183–187
- reading material, 62
- referrals, 28, 155
- relationship
  - deepening, 68
  - possibility, 19
- revenue, 11
- sales, failure, 61
- selection, 180
  - financial advisor script, 181–182
- situation, strengthening, 199
- success story, sharing, 96
- testimonials, 24, 25
- trade associations, 169–171
- transaction size, 60
- trust, 62
- video interview, 121–122
- websites, examination, 121–122
- worry, 60
Commonality, search, 112
Communication
- continuation, 84
- frequency, 24
- levers, 44
- persuasion, 45
- RaporMax® System, usage, 71
Community
- credibility, 149
- leaders, outreach, 54
- outreach, volunteer, 172
- publications, article (sending), 108–110
Compensation
- agreements, structuring, 54
- impact, absence, 30
- threshold, minimum, 180
Confidence
- demonstration, 90
- impact, 8
Confirmation, 153
Connections, making, 161
Consultant career, initiation, 5–8
Consumer‐focused audience, honeypot usage, 77
Contacts
- addition, 50, 73, 164
- examination, 13
- information, 74
  - collection, 92, 99–100
  - example, 163
- introduction, 164
- page, website component, 123
Content
- calendar, creation, 131–132
- importance, 118
- types, 118–121
- written content, 119
Contractor, example, 32
Conversation, initiation, 17–18, 162–163
Conversion actions, 68f
Cover letter, usage, 155, 188
Cover mail, writing, 109
CPAs, interaction, 54–55
Credibility, 89, 90–91
- addition, 151
- building, primary internet presence (impact), 124f
- establishment, 90
- origin story, usage, 92–94
CRM. See Customer relationship management
Cross‐selling, revenue, 10
Curiosity (creation), social media (impact), 130f
Customer, client (contrast), 71, 214
Customer office, flooding/damage, 4
Customer relationship management (CRM), 214
- system, 34, 207

Economic state, examination, 18
Economy, impact, 62
Editors, interaction, 110
Educational events, development, 101
Educational groups, 169, 170–171, 214
Electronic books, usage, 106
Electronic newsletters, usage, 106
Elks Clubs, 170
Email
- communication, asynchronicity, 89
- examples, 38–39
- introduction, 167–168
- newsletter, usage, 46–47
- usage, 207
Emotional connection, making, 78, 96, 119
Emotional resonance, communication lever, 44, 45
Emotion (building), presentation arc (usage), 92, 96
Engagement devices, types/usage, 77
Entrepreneur's CPA, 55
Evangelists, 11, 66, 71–73, 214
- identification process, 72–73
- impact, 72
- invitation, 101
- potential, 164
- referrals, 68, 72, 84
- relationships, 84f
Experience, impact, 199
Expertise, positioning, 76
External orientation, 4–5, 56, 214

Handwritten note, sending, 163–164
Headline, impact, 107–108
Headshots, usage, 151
Hierarchy, basis, 29
High‐quality referrals, 171
Hit‐and‐run sales, 7, 214
Home page
- choices, 123–124
- website component, 123
Honeypot, 189, 214
- call to action, 83–84
- construction process, steps, 77–84
- conversion, 65
- creation, 207
- general solution, introduction, 80–82
- link, embedding, 132
- offering, 92, 98, 108, 124
- opening, 77–78
- person/product/service, qualifications, 82
- problem
  - consequences, 79–80
  - framing, 78–79
- qualifications, 82–83
- sending, 164
- services, description, 82–83
- solution/product, description, 82–83
- stand‐alone honeypot, 132
- usage, 73–84
  - goals, 76–77
Humor, usage, 95
Hypothesis, confirmation, 199

Ideal Relationship Targeting 21 (IRT 21), 58–63, 214
- interviews, 106
  - results, 131, 207
Impact areas, options, 200–201
Income
- source, 8
- types, 9–12, 10f
Industry
- credibility, 149
- topic, audience (education), 48
- trends, 59
Information
- physical packet, sending, 188
- power, delivery, 92, 94–95
- product, honeypot usage, 75–76
Initial contact
- emails, examples, 38
- letters, examples, 40–41
In‐person meeting, 168
Instagram, 135–137
- challenge, 136
- leverage, success, 136
Interaction, opportunity, 22–23
Internal Revenue Service (IRS), problems, 73
Internet
- presence, client attraction system, 68, 74
- primary internet presence, 115–121
- usage, 89
Interview, 152–153
- conducting, 58, 63
- information, usage, 64
- video interview, 121–122
Intimacy, 24, 25–26
Investigations, 167

Mailings, usage, 32
Manager, role, 211
Masthead, 108
Media opportunities, 172
Media outlet
- client preference, 62–63
- preference, 59
Meeting
- agenda, 189
- expectations, 184
- ground rules, 186
- preparation, 178
- purpose, 182
Message Audience Delivery system (MAD), 55, 215
- collection, 53
- formula, 63
Message, crafting, 58
Message recipients, responses (factors), 55–56
Messaging, creation, 58
Mind‐set shift, 7
Mission, identification, 67
Money, 180–182, 186
- collection, 53
- discussion, 198–203
- impact, 105–107
- making, opportunity (loss), 177
- requirement, 42–43
Money, management, 22–23
Monthly print newsletter, usage, 50
Movie review, 48

Names, provision, 166
Natural ACTION^TM advertisements, 147–151
Natural
network, 32–34, 84, 215
- additions, 66
- members, contact, (reinitiation), 33–34
- memory jogger, 34–37
- people, addition, 33
- RaporMax® System, priming, 74
- setup, 207
Neighbors, natural network, 34, 35
Network. See Natural network
- emails, examples, 38–39
- initial contact, email example, 38
- initial contact, letter example, 40–41
- outreach, 38–42
- phone call, example, 41–42
- usage, 32–34
- voice mail, example, 42
Networking
- business networking, group selection process, 169
- client attraction system, 67, 70
- groups, review, 207
- guide, 161–164
- impact, 165f
- opportunity, maximization, 172
- quality, 157
- speech, delivery, 165
- speed networking, 159–161
- structured networking groups, 169, 171, 215
- time commitment, 173
News
- media personalities, following, 135
- websites, usage, 106
Newspapers, content acceptance, 106
Notes of thanks, receipt, 26, 28

Paperwork, impact, 210
Payment, frequency, 36–37
Pay‐per‐click advertisements, 144, 146
Peer, treatment, 56
Pen purchase advance, 3
People database, 66–68
Performance
- problems, risk, 195
Performance improvement, measurement, 29
Personal differentiating factors, 199–200
Personal email, sending, 163
Personal meetings, 168
Personal story, 47
Personal website, creation, 100
Phone call, example, 41–42
Photos
- content type, 118, 120–121
- stories, 135–136
Physical harm, risk, 195
Physical letter, usage, 207
Pipeline, obsession, 9
Political messages, amplification, 128–129
Portfolio management, approaches, 20
Premier positioning, 103
Presentation
- arc, usage, 92, 96
- interruption, 6
- skills, development, 101–102
Pride, usefulness, 8
Primacy (communication lever), 44–45
Primary internet presence, 115–121, 215
- creation, 207
- impact, 124f
- problem, 124–125
Printed books, usage, 106
Printed newsletter
- sending, 45
- usage, 106
Print newsletter, usage/effectiveness, 50
Problems
- consequences, 79–80
- framing, 78–79
- general solution, introduction, 80–82
- realization, 194
- solving, 5, 185–186
Process management, 9
Product benefit, demonstration, 197–198
Professionals
- list, 36
- staff, friendships, 172
Profile, development, 133
Projector, usage, 6
Promotional email, usage, 49–50
Property, reflagging, 122
Proposal, creation, 200
Prospective clients, 164, 180–182
- emotional engagement, increase, 198
- expectations, setting, 184–185
- product/service benefit, demonstration, 197–198
Prospects, 71, 215
- action, 68
- attraction
  - publishing, usage, 107–112
  - speaking engagements, usage, 100f
- avoidance, risks, 194–197
- communication, 70
- conversion, 68, 68f, 175
- high‐trust prospects, delivery, 84f
- invitation, 101
- label, 66–67
- production, 109f
- requirements, focus, 193–194
  - honeypot, usage, 73–84
- WNABE^TM, usage, 193
Psychological risk, 196–197
Publications
- follow‐up, 110–111
- masthead, 108
- usage, 71
Published articles, reprints, 189
Publishing
- advanced publishing strategy, 112–113
- client attraction system, 67, 70
- power, 105
- prospects, production, 109f
- self‐publishing, ease, 112–113
- usage, 103, 107–112
- writing, contrast, 105–106
Purpose, clarity, 16–17, 213

RaporMax^® System, 31, 215
- activities, combination, 67
- calendar, 131
- contacts, addition, 50, 73, 164
- flowchart, 43f
- message, usage, 45
- natural network, additions, 66
- priming, 74
- usage, 43–50, 73, 88, 106
Recency, communication lever, 44, 45
Recreational activities, 36
Recruitment, 147
Recurring income, 215
Recurring revenue income, 11
Referability, 24
Referrals
- client referrals, 28, 155
- high‐quality referrals, 171
- receipt, 27, 165–166
- relationship, 19
  - revenue, 11
- usage, 71
Relationship‐based business development, commitment intensity (measurement), 26
Relationship‐based sales, 8–9
- Internet search, 89
Relationship‐based selling, 175
Relationship building, problem, 6
Relationship growth
- factors, 15
- focus, 24
- tracking/forecasting process, 23–26
Relationship income, 9, 12, 215
Relationship intensity, commitment, 24, 25
Relationship Report Card^TM, 15, 26, 215
- hierarchy, 29
- questions, 27–29
Relationship revenue, 11
- percentage, 26, 27
Relationships, 88–89
- building, 75
- deepening, 120–121
- destruction, social media (impact), 130
- development, 7, 12, 66, 147
  - social media, usage, 130–137
- importance, 4–5
- initiation, 16–17, 57, 101–102
  - follow‐up, 163–164
- networking, impact, 165f
- personal interest, 164
- rekindling, 33
Relatives, natural network, 34, 35
Repeat income, 215
Repeat revenue income, 10–11
Resource, reasons, 20–22
Restaurant review, 48
Return on investment (ROI), 171
- maximization, steps, 171–173
Revenue attraction, problems, 10
Risk
- reduction, 199
- types, 195–197
Rodriguez, Frank, 121–125
Rotary Clubs, 170

Sales
- change, 1, 75
- interview question, 3
- leaders, mistakes, 209
- manager, open letter, 209
- measurement/forecasting, 26–27
- meetings, avoidance, 6–7
- message, development, 57
- operating system, 67
- perspectives, 5–8
- process, 179
- professional
  - differentiation, 117
  - emailing, 179
- relationship‐based sales, 8–9
- territories, guarding, 210
- training
  - delivery, 195
  - history, 184
Sales conversation
- initiation, 17–20
- meaning, 18
- opening question, 18
School groups, 35
Script
- application, 22
- call script, 42
- creation/test, 17
- example, 20–21
- usage, 50, 192
Search engine optimization (SEO), 119
Secondary publications
- articles, provision, 111
- content, acceptance, 111
Self‐deprecation, usefulness, 95
Self‐promotion, 210
Self‐published work, content, 113
Self‐publishing, ease, 112
Selling, impact, 7
Service, 200
- benefit, demonstration, 197–198
- construction service, 201–202
- examples, 201–202
- investment, 28
- necessity, 16–17
- passion, 24, 26
- promotional email, usage, 49–50
Short‐form advertisements, 145
Show Up/Throw Up, 16
Situational authority, 91

Skills, impact, 199
Small business clients, assistance, 54
Social media
- advertisements, 144
- client attraction system, 68, 70
- experimentation, 128
- fights, avoidance, 128–130
- impact, 130f
- pay‐per‐action advertisements, 146
- stupidity, 129
- usage, 130–137
Social platforms, growth, 128
Social risks, 197
Solution
- complexity, highlighting, 92, 97–98
- provision, 92, 97
Speaking
- booking, 91
- client attraction system, 67, 70
- credibility, 89, 90–91
- differentiation, 89, 91–92
- engagements, 71, 141
  - attraction process, 100–101
  - leverage, 92
  - power, leverage, 90
  - prospect attractions, 100f
- examples, usage, 95–96
- purpose, clarity, 98, 101–102
- questions, handling, 100
- solution, provision, 92, 97
- videos, posting, 100
- visibility, 89, 91
Speaking engagements, usage, 87
Speech
- cancellation, 94
- completion, 98
- delivery, 165
- reason, 99
- structuring, 87
  - steps, 92–99
- topics, selection, 100–101
Speed networking, 159–161
- interactions, 160
- rules, 159
Spreadsheet, usage, 34
Stand‐alone honeypot, 132
Stand‐up meeting, usage, 90
Story (stories)
- borrowing, 95
- emotional connection, making, 96
- impact, 144
- opening story, usage, 108
- photo stories, 135–136
- usage, 95–96
Structured networking groups, 169, 171, 215
Subgroup
- formation, 172
- initiation, 172
Subject, coverage, 98
Success
- measurement, 23, 29, 89
- stories
  - provision, 92, 96–97
  - sharing, 96
Survey letter, usage, 155
Surveys, 153–154
Suspects, 71, 215
- collection, 69–73
- conversion, 69–73, 68f
  - honeypot, usage, 73–84
- credibility (building), evangelists (impact), 72
- invitation, 101
- label, 67
- targeting, 68

Talent, impact, 199
Team buy‐in, 195
Telephone
- connection, 168
- conversations, usage, 88, 160
Temptations, avoidance, 49
Testimonials, 147–151, 189, 215
- impact, 147–149
- obtaining, 151–154
- provision, 83, 92, 96–97
- rarity, 147–149
- receipt, 26, 28
- signature, 151
- types, 149–150
Thinking, showcasing, 119
Thought process, 17
Time
- commitment, 173
- loss, risk, 196
- waste, 179–180
Title/subject line, topic examples, 47
Tone, setting, 15
Topic calendar, usage, 120
Topic examples, 47
Topic rotation, 46
Track record, examination, 211
Trade organization, recruitment, 147
Trade periodical, publication goal, 111
Trade publications
- articles, sending, 108–110
- reporters, presence, 107
Transaction size, 60
Travel reimbursement, requirement (absence), 101
Trust, 59, 62, 73
Turnarounds, 150
Twitter
- personality, 135
- usage, 127, 128