This book is an excellent resource for anyone that provides professional services, even if you do not think you are in sales. It clearly explains how business development and sales in these services has shifted over time and why it is harder to hold onto business and clients. Plus, why it matters, even if you like getting the work done and not working on business development.

I own a small consulting firm. As I read this book I not only thought about my own experiences and actions but those of my colleagues, clients, and competitors. The first chapter explains the "Five Types of Professionals" - the experts, confidants, debaters, realist, and the activators. Each of these types can be successful, being an activator is not required. I could clearly see aspects of these types in myself and my colleagues. Personally, I related to the expert, the confidant, and some traits of the activator.

Chapter one finishes by quantifying the "activator advantage". Then, the subsequent chapters explain activators behaviors, habits, mindsets, and pivot points. Each of these chapters compares the behaviors of activators and non-activators, using quotes, testimonials, and examples to highlight the differences. Sometimes these differences are subtle. As I read, I realized that seven years ago, I started squarely in the expert category to win work and I hoped that being a confidant would help me retain work. Last year, when I hit a slow spell, I started doing one business development thing per day. Slowly things started to pick up and I just finished the best quarter of my career. I realize now that many of the habits I adopted align with the activator type.

If you are looking for a new way to think about your professional services work and how to engage with clients and potential clients, this book offers guidance that is easy to understand and test out. I suspect most people will pick and chose what works for them.

Thank you to Netgalley for an ARC.

If you're in professional services and want to stand out, The Activator Advantage is a book you’ve got to check out. It shows you how to be an Activator, which is someone who builds strong connections, works business development into their everyday tasks, and makes clients feel like they're getting personal and professional value. The ideas in this book are based on studying thousands of professionals, so you know it’s backed by real experience.

If you liked Matthew Dixon’s The Challenger Sale or The Challenger Customer, you’re going to love this one. Just like those books changed how people think about selling, this one changes how you build great relationships and grow your business. It’s easy to read and packed with helpful examples you can start using right away. You’re going to get a ton out of it!

As someone working in the finance industry, it was very insightful. Now I need to figure out how I can best implement everything I read.

Very informative, full of pragmatic advice on how to approach business development outside the traditional pathways.

This book addresses a critical, often under-discussed challenge in the industry: declining client loyalty. While many firms struggle with outdated business development strategies, this insightful guide offers a bold, data-driven solution rooted in the practices of today’s most successful partners.

What sets this book apart is its groundbreaking research. By analyzing the behaviors of nearly 3,000 partners across diverse fields—law, accounting, consulting, and beyond—it identifies a clear distinction between traditional rainmakers and the new gold standard: Activators. These professionals integrate business development into their daily routines, prioritize both business and personal value for clients, and harness the power of networks to build lasting, meaningful relationships. The actionable insights and frameworks provided here are not only practical but transformational.