Bill Cates

Bestselling Author, Successful Business Owner and Relationship Marketing Expert, Known as The Referral Coach

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Bill Cates Speaker Biography

Bestselling Author, Successful Business Owner and Relationship Marketing Expert, Known as The Referral Coach

Bill Cates CSP, CPAE, is a Hall of Fame motivational keynote speaker and an expert in client attraction and client engagement. Bill challenges sales people, managers, small business owners to question their assumptions, identify their limiting beliefs, and adopt more productive behaviors. He will help them increase client loyalty and leverage that loyalty into an increase in word of mouth, referrals, and personal introductions. The net result is more sales!


Bill is the author of 5 books, including Get More Referrals Now! and Beyond Referrals. He has revolutionized the way businesses acquire more high-value clients through referrals, introductions, and champions – increasing revenues and decreasing expenses at the same time. Bill is the author of Unlimited Referrals: Secrets That Turn Business Relationships into Gold, and president of Referral Coach International. His latest book is Radical Relevance: Sharpen Your Marketing Message – Cut Through the Noise – Win More Ideal Clients.

High-Quality Referrals

Bill Cates is considered the nation’s foremost expert and speaker on increasing sales through high-quality referrals. He has revolutionized the way business professionals are using referrals and other powerful marketing strategies to attract more clients and increase sales. Individual producers and companies call on him to help them increase sales and enhance client loyalty with his proven system. Bill Cates is the creator of Unlimited Referrals Marketing System® and The Referral Coach Solution(TM).

Popular Sales Speaker

In the past 30 years, Bill has spoken on 5 continents, including keynotes for the prestigious Million Dollar Round Table in the US, Australia, Korea, and Malaysia. Bill’s content-rich keynotes and breakouts are dynamic, fun, and high energy. He will interview your most successful reps/members and incorporate their stories and best practices into his program – making them the stars! Bill’s authenticity and ability to connect with your audience will result in a highly interactive session. Your people will leave feeling good about themselves and with practical ideas to increase results.


Bill Cates delivers high-content, high-energy keynotes, seminars, and comprehensive training programs. Bill and his referral system have been featured in Success Magazine, Entrepreneur Magazine, Money Magazine, and Selling Power Magazine, and his own business success has been featured in Money Magazine.  Bill Cates writes monthly columns for On Wall Street and He is a founding expert of MentorU – a prestigious online mentoring and training company.

America’s Referral Coach

On the front line of sales for over 30 years, Bill Cates knows what it takes to win and keep a client’s business. His high-content, high-energy, interactive programs provide proven strategies, along with the motivation to put those strategies into use. Bill Cates, often called “America’s Referral Coach,” teaches his strategies to salespeople and small business owners. His clients include such companies as American Express, Bank of America, Merrill Lynch, Northwestern Mutual, United Van Lines, Principal Financial Group, and many others.


Bill Cates Speaking Topics

Radical Relevance: Sharpen Your Value Proposition | Cut Through the Noise | Win More Ideal Clients

Your prospects and clients are bombarded with messages from all directions. You must hit the bullseye in their brain with messaging that is radically relevant to grab their attention and critically compelling to move them to take meaningful action. IT’S TIME FOR YOU TO DISCOVER: • How to message your value to only attract your Right-Fit Clients™. • A way to communicate your differentiation that matters to your prospects. • 3 critical elements of a compelling value proposition that move people to take action. How you perceive, believe in, and communicate your value is fundamental to your success. Be relevant or be ignored!

Multiply Your Best Clients for Exponential Growth: Enhance Client Engagement | Leverage Your Value | Secure Solid Introductions

Client satisfaction and loyalty are critical to the stability of your business. But it’s client leverage that turns incremental growth into exponential growth. IT’S TIME FOR YOU TO DISCOVER: • How to enhance client engagement to become super referable. • 5 ways to promote introductions to receive them without asking. • How to ask for and secure introductions to ideal clients without pushing or begging. Follow the road map that Bill provides and you’ll be on your way to accelerating the growth of your business by meeting your prospects how they want to meet you – an introduction from someone they already trust. Go from Incremental Growth to Exponential Growth!

Are You Playing to Win? Close the Gap between Where You Are and Where You’d Like to Be

Successful people do what the less successful are unwilling to do. Success in every endeavor, therefore, boils down to confidence. In the absence of confidence is doubt, fear, and inaction. IT’S TIME FOR YOU TO DISCOVER: • A surefire method to discover your blind spots, limiting beliefs, and mistaken assumptions that sabotage you reaching your full potential. • How to create an action plan that you’ll actually follow. • How to enroll others in helping you achieve your goals. If you limit yourself to what’s comfortable, you deny yourself what’s possible. Remove the Limiting Beliefs that Put a Ceiling on Your Growth!

The Neuroscience of Influence: Achieve More Impact | Create More Influence | Gain More Income

Knowing the deep-seated rules by which the human brain works will give you the insight and tools to influence and persuade others – to help them make better decisions that are in their best interest. IT’S TIME FOR YOU TO DISCOVER: • The 3-step process your prospects and clients use to make every decision. • How to use the 7 rules of the brain to bring people along to your way of thinking. • The power and weakness of logic, statistics, and illustrations. Neuroscience provides us with a window into the behavior of others and ourselves. Applying the principles of neuroscience will transform your business. If You Know What They Want, You’ll Get What You Want.

No-Pressure, High-Impact Selling - A New and Dignified Approaching to Winning More High-Level Sales

What stops most people from converting prospects to clients? Fear of appearing pushy and not having a reliable process to move to a positive decision. Bill Cates’ proprietary Brainstorm Selling Process™ will eliminate these common problems! You’ll approach every new opportunity with new awareness and confidence. You will simply produce better results.

The Customer Loyalty Myth - Discover the Missing Link to Leveraging Client Satisfaction and Loyalty into Exponential Growth

The Customer Loyalty Myth is the belief that your business can grow at the pace you desire simply by creating great customer/ client experiences, total customer/ client satisfaction, and unwavering loyalty. While these are critical components for any successful business, they usually only results in incremental growth. The Missing Link is leverage. Leveraging all your hard work into specific referrals, and introductions. Turning your customers willingness to recommend you into tangible connections will create exponential growth.

Bill Cates Books

Radical Relevance: Sharpen Your Marketing Message – Cut Through the Noise – Win More Ideal Clients
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Beyond Referrals: How to Use the Perpetual Revenue System to Convert Referrals into High-Value Clients
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Unlimited Referrals: Secrets That Turn Business Relationships into Gold
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Get More Referrals Now!
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Don’t Keep Me A Secret: Proven Tactics to Get Referrals and Introductions
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Bill Cates Videos

Bill Cates Speaker Testimonials

"The feedback for your presentation to the Financial Planning Association was exceptional. The topic of Referrals is prized topic that constantly frustrates planners and firms in our industry as the industry evolves and begins to shed the image of pushy sales people. This is why your presentation was so important to our membership"

- Bryan Beatty | CFP, Director of Business Development FPANCA

"The Bill Cates' Referral Training Program is the best in the business. We're using live programs and his video-based program. For the 50 advisors who went through his first session, new clients acquired through referrals are up 30% over the same period last year."

- Patrick H. O'Connell | MBA, CFP™, ChFC, Group Vice President, Ameriprise Financial

"Bill Cates’ presentation to our Agency Force was fantastic. He was engaging, humorous, and his content really hit home for us. Even our ‘toughest veterans’ were impressed with his message and his style. The feedback has been wonderful and just a week after the program, I’m already hearing of results people are having with his techniques."

- Sandra Dorsey | Assistant Vice President & Meeting Chair, Erie Insurance

“Your referral system is ‘how we do business’ here. Why? It flat-out works. The results continue to be great. The word has gotten out and even some of our top producers have gone through the video-training program.”

- Bob Michael | Director of Training and Development

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Recent Books

Radical Relevance: Sharpen Your Marketing Message – Cut Through the Noise – Win More Ideal Clients
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Beyond Referrals: How to Use the Perpetual Revenue System to Convert Referrals into High-Value Clients
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