How Top Rainmakers Win Clients | Gear Up For Growth

Doing great work is no longer enough to ensure client retention.

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In a rapidly shifting business landscape, professional services firms face increasing pressure to develop new business while maintaining client loyalty. In a recent Gear Up for Growth episode hosted by Jean Caragher of Capstone Marketing, guest Matt Dixon shares insights from his forthcoming book, "Activator Advantage: What Today’s Rainmakers Do Differently." Dixon, a founding partner of DCM Insights and a renowned sales researcher, detailed how top-performing professionals distinguish themselves through proactive engagement and strategic relationship-building.

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Dixon’s research, based on a study of nearly 3,000 partners in professional services firms—including accountants, lawyers, and consultants—identifies five distinct business development profiles:

1. The Expert – Reluctant sellers who rely on their thought leadership and expertise to attract clients.
2. The Confidant – Traditional trusted advisors who build deep, personal client relationships and expect loyalty in return.
3. The Debater – Provocative and challenging, they push clients to rethink their approach but often struggle in long-term advisory roles.
4. The Realist – Pragmatic and transparent- focuses on managing client expectations but risks being perceived as too negative.
5. The Activator – Proactive and well-connected, they anticipate client needs and introduce strategic insights before clients even realize they have a problem.