Are you struggling to differentiate yourself in a crowded market and wondering how to build a practice where clients seek you out instead of you chasing them?
In this episode, host AJ Riedel talks to Stefan Avivson, serial entrepreneur turned business advisor. Stefan has built a thriving advisory practice by positioning himself as "Mr. Raw" - someone who challenges clients' thinking and gets them out of their comfort zone, rather than following traditional coaching frameworks.
Why You Should Listen to This Episode
Self-employed consultants will discover how to build a practice where you can say no to clients because you have a full pipeline. Stefan shares his contrarian approach to client acquisition - filling your calendar first (even with free clients) to change your entire mindset and positioning in the market.
What You'll Learn in This Episode:
• How to position yourself to say "no" to clients and why this transforms your entire business
• The difference between living out of fear versus living out of intent as an entrepreneur
• Why 96% of founders don't understand why their customers actually buy from them
• How to use "reality checks" to uncover the real reasons customers choose your services
• The psychology behind getting clients outside their comfort zone to drive results
• Why filling your calendar with work (even unpaid) changes how prospects perceive you
• How to ask questions that make clients say "that's a great question" every time
About Stefan's Book
Stefan wrote a book on "How to Speak to Customers" - a comprehensive guide covering everything from physical presentation to communication techniques across different platforms including LinkedIn. The book addresses the biggest struggle Stefan sees among hundreds of founders and CEOs: they don't know how to effectively communicate with their customers. It includes tips, tricks, and strategies for presenting yourself and your ideas in ways that actually resonate with your audience.
Listen to These Key Moments:
[
00:01:15] - The 4-Month Employee Experience
Stefan shares why he quit his only corporate job after 4 months when he told his CEO "I have 15 years more experience than you have in this niche of operation."
[
00:02:33] - Success is a Mindset
Stefan explains his philosophy that there are only two types of people: those who live out of fear and those who live out of intent.
[
00:06:09] - The Depression That Changed Everything
How losing a billion-dollar company and his mother's death led Stefan to discover that helping others without asking for anything in return brings the greatest happiness.
[
00:08:17] - Why "I Suck at Coaching"
Stefan explains why he calls himself an advisor rather than a coach and how being "raw" and direct differentiates him from traditional coaching approaches.
[
00:13:57] - The Consultant's Revenue Rollercoaster
Stefan describes why most consultants live in a "sinus curve" of up and down revenues and how to break this cycle.
[
00:14:55] - The Key to Consultant Success
"You become successful when you start saying no to clients, because that's when you can start picking your clients."
[
00:24:08] - The Big Leap Book Recommendation
Stefan recommends "The Big Leap" by Gay Hendrix as essential reading for understanding and overcoming fear.
[
00:26:34] - Unconventional CEO Advice
Stefan shares the surprising advice he gave a stressed CEO that completely changed his life: "Go home and have sex with your woman."
[
00:32:15] - The 4% Reality Check Discovery
Stefan reveals his shocking research finding that only 4% of founders correctly understand why their customers actually buy from them.
[
00:35:21] - The One Piece of Advice
Stefan's single most important advice for new consultants: "Get yourself fully employed with clients" - even if they're not paying.
[
00:38:33] - The Million Dollar Question
Stefan demonstrates his signature question that clients always say is brilliant: "Why do your customers buy from you?"
Connect with Stefan Avivson on LinkedIn: https://www.linkedin.com/in/avivson/