What if the agencies that crush Q1 aren't working harder in January, they're making one or two critical decisions right now, in December?
In this solo episode, Dan reveals why Q1 consistently catches agencies off-guard and what separates those who stumble into the new year from those who hit the ground running. The secret isn't about working through the holidays or setting ambitious goals—it's about installing a systematic referral system during Q4's quieter moments.
What You'll Leave With:
- Why trust, not awareness, became the scarce resource after 2020 and how it changes your approach
- The four stages agencies move through and how to identify which phase you're stuck in
- The "high school gym vs. NFL stadium" test for choosing the right lead generation strategy based on market size
- How to structure connector calls to get 2-5 quality referrals from a single conversation
- The simple human emotion that makes people actually follow through on promised introductions
- A two-pronged outreach system that keeps your pipeline full even when you're buried in client work
- Why making it easier for people to help you eliminates the awkwardness of asking for referrals
- The one free data tool you need to get started without expensive SaaS platforms
Timestamps:
- [00:00] Introduction: The strange Q4 gap period and what's coming
- [02:33] The Cobbler's children phase and why most agencies get stuck there
- [05:00] The four stages of agency growth and how they're detached from revenue
- [09:15] The 2020 trust recession and why cold outreach stopped working
- [12:30] High school gym vs. NFL stadium: Choosing the right strategy for your market
- [16:45] The systematic referral framework: How to generate warm intros weekly
- [21:20] Structuring connector calls to get 2-5 referrals per conversation
- [24:10] The emotional game changer that makes introductions actually happen
- [27:17] Common objections: "This seems like too much work" and "I'm worried about asking for help"
- [29:35] How this scales beyond your initial network (sprint, jog, run phases)
- [31:54] The Referral Engine Program and Referral Network Diagnostic offer
Quotes:
"A lot of agencies end up in level two, which we call the Cobbler's children phase. They have a track record, they've produced results for clients, but new business is very reactive—it's very much catch as catch can." — Dan Englander
"After 2020, we saw a massive shift. Trust became the scarce resource, not awareness. Everyone's inbox is full, everyone's LinkedIn is saturated, and people have gotten really good at tuning out anything that feels like cold outreach." — Dan Englander
"If you're getting on a call a day—like an apple a day keeps the doctor away—or five calls a week, that is usually more than enough to hit 99% of sales goals." — Dan Englander
