Credibility Beats Knocking on Doors

Here, my good friend John Richie described knocking on every door he could find, chasing names with no relationship, and even spending serious money on direct mail, only to discover that none of it really worked. What did work was credibility. Every meaningful relationship came through personal recommendations from people who already trusted him, which begs the real question most of us avoid: where does your best business actually come from today, cold outreach or referrals from people who know and trust you? Watch the rest of my conversation with John.