5.0 out of 5 stars Changed My Thinking!

D.A.B. · July 13, 2025

If I could give this book 10 stars, I would. Matt and his team keep raising the bar, challenging our thinking, not just in our selling strategies but in how we most impactfully engage our customers with deep meaning, creating great value.But the Activator Advantage took this even further. It got me thinking beyond just how we manage the buying/selling process differently. It helped me think very differently. The biggest thing, among many big things, is the Activator as a mindset. It's how we effectively and impactfully engage others, creating meaning and value for everyone we work with. While the focus of this book is on professional services--which desperately needs the help, this book has lessons for anyone in a leadership role. For anyone, that wants to make a difference and have an impact on their customers and colleagues. Matt and team, you hit it out of the park with this. Here's the closest I can come to 10 stars: **********

5.0 out of 5 stars How to “Teach” Rainmaking Skills

A.C. · May 31, 2025

This was an excellent read in that it demystifies rainmaker traits and breaks them down into teachable skills. No longer does personality become the defining characteristic to service sales success.

5.0 out of 5 stars The Activator Advantage: It isn’t just another book, it's a revenue growth playbook!

K.P. · September 2, 2025

This isn't just another book about sales or client development, it’s a roadmap for professionals who need to drive real, sustainable growth.I recently partnered with the authors [Ted & Matt] to speak at an industry conference, and their message, grounded in data from nearly 3,000 professionals resonated deeply because it reframed rainmaking as something learnable, not mystical.The book breaks down five distinct partner types and reveals why only one, the Activator, consistently wins. Activators don’t wait for opportunity; they create it. They carve out time each day for proactive outreach, they activate both internal and external networks, and they deliver insights that clients didn’t even know they needed.What stood out to me, and to many others in attendance, is how practical the behaviors are. The difference between stagnation and sustainable growth often comes down to simple, repeatable habits. In professional services, and especially in fields like accounting, too many firms rely on relationships or reputation alone. The Activator Advantage proves that growth comes when professionals consistently initiate value-creating conversations.For anyone leading a team, running a firm, or advising clients, this book is more than research, it’s a playbook for revenue durability. I’ve seen firsthand the impact Matt and Ted’s frameworks can have, and I believe this book will push many more firms out of survival mode and into intentional momentum.If you’re serious about growth, don’t just read it. Put it into practice.

5.0 out of 5 stars The plural of ancedote is not data

c.h. · July 29, 2025

“The plural of anecdote is not data.” This quote has become a guiding principle of my professional career in ways that I never imagined. This book, The Activator Advantage, is the epitome of that mantra. For far too long, in many areas of the business world, including sales and business development, we’ve suffered from the scourge of conventional wisdom telling us what are the best skills, behaviours, competencies, and practices for success. The same is true for professional services (law, consulting, accounting, executive search, PR, investment banking, etc.).Dixon, Channer, Freeman, & McKenna have applied a rigorous research, scientific, and data-driven analysis of what makes high-performing “doer-sellers.” There are clearly winners (called “Activators,” based on statistically defined profiles) and then there are the four other profile types, which, let’s say, have a “less winning” approach to business development. If you want to be a high-performing partner in the future, where client relationships no longer confer the same level of repeat business and client loyalty than they used to, then read this book.Am I biased because the book’s authors are my old colleagues from CEB? Yes, I am biased, but not for that reason.I’m biased because the authors are researchers, damn good ones too. This is data-driven analysis of the real world of professional services; it’s not based on one or even several “doer-seller” partners telling you what they *think* makes them successful in their business development approaches. The Activator Advantage scientifically studied what was happening in the real world and brought to light the patterns and success criteria that were always there but that no one (up to now) had ever rigorously analysed. The authors didn’t create or invent these profiles and best practices. They, like any good researcher, discovered what was really going on and then organised these insights so that everyone could learn both the what to do and the how to do it.

5.0 out of 5 stars Empowering Accountants to Build Activator Firms

J.M.C.P.C.M. · July 15, 2025

The Activator Advantage reveals insights for professional services firms looking to enhance business development and client engagement. Many CPAs and accountants fall into the “confidant” category, the trusted advisors who focus on a small number of clients, provide the highest level of client service, and rely on their reputation for referrals. A key takeaway for me was the importance for “confidants” to build a pipeline to grow their firms rather than relying on existing relationships.Matt Dixon and his team outline the traits and behaviors of Activators who drive client conversations forward, overcome inaction, and convert leads into clients. This is especially relevant in a profession where technical expertise is high, but the ability to influence change and close business can be missing.The book provides practical tools and frameworks that professional service providers can use to build an activator firm. It reframes business development as a skill that can be learned and coached, and not just a talent reserved for a few rainmakers. It’s a valuable resource for firm partners, industry and service line leaders, business developers and marketing professionals who want to empower their teams, deepen client relationships, and drive sustainable firm growth.

Most insightful book about growing sales and improving client relationships

v. · August 3, 2025

The Activator AdvantageHaving worked in the professional services industry for the past 26 years, I’ve come across many resources on business development, client management, and networking—but few have resonated as deeply and practically as The Activator Advantage. This book delivers an exceptional blend of insights, simplicity, and actionable strategies tailored specifically for those looking to strengthen their client relationships and grow their practice (and revenues) sustainably.One of the standout elements for me was the deep dive into the activator’s network—how it’s built, nurtured, and evolved over time with intentionality. The book also offers a highly useful breakdown of the three types of client stakeholders, and how best to connect with and serve each.What truly sets this book apart is its clarity on the value Activators bring to clients—moving beyond vague concepts to a practical, measurable understanding. The sections on planning which business events to attend, and how to increase the ROI of those interactions, are especially valuable for time-constrained professionals.The tips on maintaining client relationships between projects are both thoughtful and realistic. And the Activator approach to each stage of the sales cycle—supported by credible research, references, and data points—offers a roadmap many professionals can benefit from.I highly recommend The Activator Advantage to anyone working in professional services who is aiming to increase profitable revenue, deepen client engagement, expand their network, and improve team collaboration. It’s not just theory—it’s a practical guide that aligns perfectly with the realities of the industry.

Practical, insightful and comprehensive

R.W. · July 14, 2025

Based on pioneering and extensive research on what marks out some of the most effective client and business developers in the world, "The Activator Advantage" is a practical guide to how to succeed in an increasingly challenging market where outdated models based around experts and trusted advisors don't cut the mustard anymore.The book is well laid out, easy to read and full of useful data and practical insights from the team behind the Activator approach as well as those who have seen great success in putting the putting the Activator approach into practice.Rather than simply focussing on skills needed for effective business development, the book also explores mindsets and habits which make all the difference to effective and consistent business development, especially in the world of professional services.Highly recommended for anyone who wants to up their business development game individually or organisationally.