Podcasting for Maximum Business Results with Scott Anthony Barlow, Chris Deferio and Kwame Christian
Podcasting is more than just sharing ideas—it's a game-changer for business growth. In this insightful episode, Scott Anthony Barlow of Happen to Your Career, Chris Deferio of Keys to the Shop, and Kwame Christian of the American Negotiation Institute reveal how their podcasts have transformed their professional landscapes.
Scott explains how his podcast has generated over $4 million in revenue, connected him with inspiring individuals worldwide, and helped attract ecstatic clients who are excited to work with his team. Chris shares how podcasting filters and qualifies leads, creating trust and credibility while positioning him as the go-to resource in his field. Kwame highlights the unmatched credibility and legitimacy a podcast builds, helping him secure major clients like Target.
From lifelong client relationships to organic marketing, these hosts demonstrate the unmatched value of podcasting. If you've considered starting your podcast, this episode is packed with inspiration and actionable advice. Don’t miss this behind-the-scenes look at how podcasts can become the foundation for long-term success.
Listen To The Full Episode Here:
What You’ll Learn:
How podcasting attracts the right clients.
Podcasting as a “filtering mechanism” and trust-building tool.
Establishing credibility and creating long-term connections through podcasting.
Ease of referral through podcast episodes.
How a podcast listener turned into a client.
Ideas Worth Sharing:
“The podcast has been the number one way to establish credibility, to show that I know what I’m talking about, and also to get clients.”
“We get to meet some of the coolest people all over the world who found us on the internet, and [listened to our] podcasts.”
“It’s so easy to refer somebody to a podcast. Once they get plugged into that, that’s the seller right there.”
Resources:
Kwame Christian: LinkedIn | American Negotiate Institute | Negotiate Anything
Scott Anthony Barlow: LinkedIn | Happen To Your Career
Chris Deferio: LinkedIn | Keys to the Shop
Dave Stachowiak: LinkedIn | Coaching for Leaders
Ready to grow your business with the power of podcasting?
Schedule a free consultation with one of our expert podcast coaches to get started!
-
Welcome to Cashflow Podcasting, where business owners reveal how their podcasts have supercharged their success. My podcast completely transformed my training business, so I've seen firsthand the magic that podcasts can work. And here's the best part. You don't need millions of downloads to boost your business's revenue and impact. Let our guests show you how.
Pete Mockaitis: No pressure. Scott, you're on.
Scott Anthony Barlow: No pressure. Yeah. So for us, with the Happen to Your Career podcast, it's created, let's see, I've got the list right here, just under 4 million dollars in revenue directly from the podcast. It's given us access to all kinds of authors and many other people who I would love to meet, but normally wouldn't pick up my call or return my emails.
And I think the most important thing for us is that the people who listen to our podcast are coming ecstatic to work with us, as opposed to us going to find them. That is the, for me, the major, major difference. I want to be able to work with people that are absolutely pumped and feel like they have to work with us, as opposed to us scratching and clawing to try and find a way to get to those people and then convince them to work with us. And so absolutely love that. That's one of my favorite things.
Pete Mockaitis: That was awesome. Thank you. Scott,
Chris Deferio: On that same note, I've always thought of podcasting as a, it's a filtering mechanism or it's a verification that somebody has–a ton of my clients come from the show.
And so I'd say over 75% of the people I've done work with are from the show and they know the way I think about things. And to the degree that they've heard me advertise about consulting, they've far more consumed the content. So it builds trust, it makes it so that I have more qualified leads for my business.
You can't beat it. And it's the same thing I tell people to do with Instagram, even if they're not open, develop a values-based constant community, a cadence of posting that when you put jobs up there, people are already subscribed to it. It's a pre-filter for all the leads.
Pete Mockaitis: Awesome. Thank you.
Kwame Christian: So for me, starting a podcast was instrumental for the business. And so I feel like we are more of a podcast as a foundation. And then the business is built on the legitimacy and credibility that we get from the podcast.
So for me, starting off in the field of negotiation, the big thing that people are asking is, can you do what you say you can do? And in this space, it's really hard for people on the outside to differentiate. And when you have a podcast, now you just have hundreds of hours of your voice on this topic. And so it helps to take down barriers because you get that know, like, and trust really organically.
And actually today I was talking to somebody who has been listening to the podcast since 2017. 2017. He's like, “I listened to this to help me in this way. It helped me to get a better deal on this car. And I have been looking for opportunities to get you into one of my companies. And this is the one. Finally, I was able to deliver.”
And I think that's a real good example because there are people who not only are looking for opportunities to work with a high-level professional, it's the next level because they're saying, “No, I want to work specifically for you.” And they are going to advocate for you. And that's a completely different level of connection that you have with potential clients.
So for me, the podcast has been the number one way to establish credibility, to show that I know what I'm talking about, and also to get clients. Everything good that has happened to the American Negotiation Institute has happened because of the podcast.
Pete Mockaitis: Bravo.
Kwame Christian: Thank you.
Scott Anthony Barlow: I'd like to read your mind. Lemme get my suit first.
Kwame Christian: Just got it all. Got 'em all here, man. All here.
Scott Anthony Barlow: Hey, one other thing though, that I don't know if this matters, if it makes the recording or not, but I think that honestly the biggest thing for me beyond what I already said is that we get to meet some of the coolest people like all over the freaking world that found us on the internet or downloaded, you know, podcasts on Spotify, listen to 50 hours.
So they're listening to us more than they talk to their mom and then have come and decided that they're going to work with us, and then those turn into lifelong relationships. That is my absolute favorite thing. And then I get to, whenever I travel to any other country, any other state, whatever, I get to go and meet those people in real life and have all these really wonderful experiences. Some of my favorite times have come from the podcast. That's hands down my favorite thing.
Chris Deferio: It's so easy also to refer somebody to a podcast. It's easier than giving them a book because you might not have an extra book or, “Yeah, go to this website.” But a podcast, man, once they get plugged into that, that's the seller right there too.
I've had a lot of people do that, where they, even outside of the industry I'm in, which is in coffee, I've got a lot of listeners who just listen to it simply for the sake of the content being so universally applicable, but it's the people in coffee that really just, I am the go-to podcast for coffee shop owners because of how consistent it is. And that's what's led to a lot of great business and referrals.
Kwame Christian: I see time is dwindling. I have one other story if you think it'll be, it could be relevant. So, I remember with the data that you get from the podcasts, when you actually start to comb through it, sometimes you will start to see patterns that don't make sense initially, but when they do start to make sense, it is just mind-blowing.
So, for example, the majority of listeners were coming from my hometown. So, we have listeners all over the world, but just the greatest, the most popular city was Columbus, Ohio, which makes sense. But then all of a sudden, Minneapolis, Minnesota started to tick up and I was like, “Why do we have more listeners in Minneapolis? That doesn't make any sense.”
And so for folks in negotiation procurement, that's one of the professions that needs negotiation the most, the people who buy things for their company. And it turns out that the director of procurement at Target was a listener of the podcast and he was sending it out to his whole team all the time.
And so after a couple of years of seeing this, he appeared on LinkedIn. And I'm like, “That's where this is coming from.” So the deal essentially closed itself. So now Target is a client and we do trainings for them, but it was because we were just passively nurturing that relationship unbeknownst to us for a couple of years. And then they were ready to pull the trigger.
Scott Anthony Barlow: As soon as you said Minneapolis, I'm like, it's Target Procurement, isn't it?
Kwame Christian: Yeah.
Scott Anthony Barlow: The only one company in Minneapolis that would have that level of impact on your product.
Kwame Christian: Yeah.
Pete Mockaitis: Best Buy, are they in Minneapolis too? No. Well, this is gold. Thank you, gentlemen. Wow. It's so funny. He's like, “Podcaster, record something amazing for me.” And then it comes out amazing. He's like, “Oh yeah, that's what we do.”
Kwame Christian: That's what we do. Yeah.
Pete Mockaitis: Nice.
Thanks for joining me today. If you're ready to start your podcasting journey to grow your thought leadership and boost your revenue, schedule a call with us at cashflowpodcasting.com/chat. Don't wait to take your business to the next level. I'm Pete Mekitas and until next time.