April 16, 2024
By Molly Ruland

The Consultant’s Secret Weapon: Podcast Interviews as Strategic Networking

As a consultant, you’re well aware that the war for clients is won through relationships, not just cold calls and LinkedIn connections that go nowhere faster than a teen closing their browser when mom walks in. So how do you escalate from being just another face in the business crowd to a strategic partner that’s impossible to ignore? Simple, my friend—you start a podcast. But not just any podcast. One where every episode is a masterclass in building relationships and the guests are potential clients. Let’s talk about turning airtime into deal time.

The Art of the Introduction

First impressions matter. You wouldn’t meet with a prospective client wearing pajamas, and you shouldn’t introduce your podcast guest with anything less than a show-stopping bio. This is your chance to show your guest (aka potential client) how much you value them. A stellar introduction that highlights their achievements, their company, and why they are a titan in their industry shows you’ve done your homework. It’s not flattery; it’s detailed attention—an art form that can open more doors than a master key. Way too many podcast hosts read people’s LinkedIn bios and quite frankly, Ill pass. I mean, when was the last time you ever updated your bio?

I work with a handful of clients at a huge tech company, they are in the news every day. I had to rewrite their bios to make them relevant and appealing and all of them are rockstar humans with mountains of accolades, none of which we being presented the right way. Reading their bios as a podcast intro would have been a fast way to lose listeners, and rightfully so. Do some research, put some effort into it, it makes a massive difference. Imagine you are at a networking event and you and your buddy are standing around when another buddy walks up. You are going to say, meet my friend ___\ who does ______ and why you should know them. You wouldn’t just read their LI bio, podcasts are those opportunities on steriods. Gas them up, make their intro so good that everyone wants to hear what they have to say. The gift of reciprocity is real, remember that.

Invitations that Flatter

“Would you be a guest on my podcast?” can be the modern-day equivalent of “Let me take you to dinner.” It’s an invitation that’s hard to refuse because it carries with it a stroke of prestige and a platform for the prospective client to share their story. And who doesn’t love talking about themselves? It’s a win-win: they get exposure, and you get an hour-long, one-on-one with a potential goldmine.

Podcasts as the New Golf Course

What is this Mad Men? The golf course used to be where deals were made, but let’s face it, not everyone plays golf. And even fewer have the time to while away hours hoping to get the ear of someone who can change the course of their business. Podcasts, however, can be that new sacred ground. One hour of recording can lead to a relationship that pivots from discussing industry trends into planning how your services can be the missing puzzle piece for their business. More importantly, it creates a runway for the next conversation, thats where the magic lies.

Personal Connections That Scale

Downloads don’t close deals, relationships do. Sure, building a massive audience is wonderful, but you’re not trying to be the next viral sensation. Your podcast is a targeted missile, not a scatter shot. And let’s face it, growing a podcast audience is super hard and probably has NOTHING to do with your business model. However, each guest presents a new opportunity to build a solid, personal connection and understand their business pains and gains intimately. All of this information will help you close the deal. With a branded podcast the guest is more important than the audience will ever be. Spicy I know, but isn’t that why you read this newsletter?

Leveraging High-Value Content

This isn’t just chit-chat over coffee; it’s content creation with a purpose. By showcasing your guest’s know-how and discussing industry-specific insights, you’re producing valuable content that positions you both as thought leaders. What’s more, it’s an evergreen calling card—more shareable than a business card and longer-lasting than a handshake at a networking event. It’s a 2 for 1, you get the relationship and the SEO optimized social proof. Branded podcasts are a trojan horse of business development, the deeper you go, the more you realize is hiding behind the curtain.

The Long Game of Trust Building

Each episode serves as a testament to your dedication and expertise. You’re not just another consultant; you’re the consultant who took the time to amplify their story. And long after the mics are switched off, that experience can lend itself to trust—and trust is the currency of choice in business relations. You never know when that guest will hit you up again, or maybe refer you. Having industry adjacent homies who say your name in rooms you are not in, is always a win.

A Toast to Your Guest

Finally, end each podcast by raising a metaphorical glass to your guest. Thank them for their time and insights. A little appreciation can go a long way. It’s not just polite; it’s the linchpin in a well-crafted machine designed to turn interviews into introspectives and, ultimately, into invoices. Create the runway for the next call, the interview, the introduction, etc. This relationship has only just begun. And when the podcast is actually live you get another opportunity to touch base. If you feel icky about sales, this is your secret weapon.

In Conclusion: Mic Check Before the Paycheck

It’s time to drop the generic outreach and pick up the microphone. A podcast tailored to engaging potential clients is personal, strategic, and just plain smart. It’s lead warming with an audio twist, and if done right, each episode could be the prelude to that multimillion-dollar handshake. Start a podcast, snatch the chance to show you care about your guest’s time and wisdom, and watch your network transform into a net worth while having some amazIng conversations with amazing people. Just because its a business development play, doesn’t mean it has to suck.