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Lead Your Team to Exponential Growth


The Cates Academy™ is a comprehensive online video-training system proven to boost your team’s confidence & productivity, enhance recruiting efforts, and reduce turnover.

“We are seeing tremendous results after implementing Bill Cates’ system. Referral sales are up 400% in just one year.

Jerry Baker, Vice President | Decatur, AL

Give your team the tools to truly work smarter, not harder by learning how to get in front of more ideal prospects!

Schedule a Call + Demo with Bill 7 Steps from Start to Success

Build a Perpetual Flow of Right-Fit Clients by
Mastering these 3 Core Strategies:


Your prospects are bombarded with marketing messages, making it nearly impossible to grab their attention.

If you’re not Radically Relevant, you’ll be ignored.

In Video Course #1, you will learn how to sharpen your value proposition to cut through the noise – to reach and convert more high-level clients.

Research actually shows a low correlation between client satisfaction/loyalty and giving referrals. It’s engaged clients who provide referrals.

Video Course #2 will show you how to get referrals without asking by maximizing engagement throughout the 3 phases of the client journey, including 1. the Prospect Experience,  2. the New Client Experience, and 3. the Client Experience.

Go from incremental growth to exponential growth. You can be proactive without pushing or begging.

Video Courses #3 and #4 will show you a proven and pressure-less process for promoting and asking clients for introductions.

No more “creepy referral guy” methods, just effective introductions to ideal clients.

Clients Rave

“When COVID hit, Bill’s referral process literally saved us. We went from 30% to 50% of our business coming from referrals, and we were still able to meet our revenue and sales numbers.”

Jason L. Smith & Bryan Bibbo
J.L. Smith Group Tax & Wealth Advisors (Avon, OH)

“When I first started in the industry, I felt like I was banging my head against the wall. Bill’s system opened the floodgates. Over the course of 3 months, I actually TRIPLED my business!”

James Mwombela
Financial Advisor (Durham, NC)

“As a result of Bill’s coaching, I have brought in $12.7 million in new assets. That’s $127,000 of recurring annual income due to using Bill’s techniques. Now that’s results!”

Erin Willis
Founder & CEO, Legacy Financial (Annapolis, MD)

Your Cates Academy™ Membership includes a
Full year of 24/7 access to:

COURSE #1: How to Communicate Your Value More Effectively

(5 Video Lessons – Approximately 6-10 mins. each)

Communicating relevant & compelling value to prospects, clients, and COI’s is critical to success. This course gives you a road map designed to help you attract more IDEAL clients.

COURSE #2: How to Become Super-Referable

(6 Video Lessons – 5-12 mins. each)

Promoting and asking for referrals will be a waste of time if you’re not referable. In this course, you will learn how to become “Super-Referable” and generate unsolicited referrals by maximizing engagement throughout 3 phases of the Client Journey: the Prospect Experience, the New Client Experience, and the Ongoing Client Experience.  

COURSE #3: How to Be Appropriately Proactive

(6 Video Lessons – Approximately 10 min. each)

There are two ways to stimulate referrals without being pushy or seeming needy: promoting and asking. In this course, you will learn ways to be proactive without running any risk of hurting the relationship.

COURSE #4: How to Secure Solid Introductions 

(5 Video Lessons – Approximately 10 min. each)

Referrals are almost worthless if you don’t get connected to your new prospect. In this course, you will learn how to turn your prospects’ and clients’ willingness to refer into effective introductions that lead to appointments.

BONUS COURSE: Social Event Marketing

(2 Video Lessons – Approximately 6 mins. each)

In this course, you will learn fun and effective strategies for meeting high-level prospects through social events.

+ Built-in Reinforcement Resources

Role Play Demonstrations: Practice Builds Skills and Confidence

(11 Video-Based Scenarios – 30 secs to 3.5 mins each)

Bill Cates demonstrates how to promote referrals, ask for referrals, deal confidently and effectively with concerns and objections, and turn willingness to refer into high-quality introductions.

Bill’s “Referral Repair Shop”: Turn Breakdowns into Breakthroughs!

(12 “Quick-Fix” Videos and Growing – 2-3 minutes each)

If you ever find yourself losing focus and getting off track, these mini-lessons will give you the “jump-start” you need. Bill starts with a bit of preventative maintenance, and then provides the repair strategy to get back on the road to more Right-Fit Clients.

“I started using Bill’s process for recruiting new reps. It worked so well that I now make sure that all of our reps learn and apply the Cates system. Bill’s Agenda and Value Discussion strategies create confidence that turns into results.”

Terri Garner, Recruiting Director
Lansing, MI

“Bill’s referral boot camp for our advisors was one of the best training experiences in my 30 years in this business. Bill had everyone engaged. The feedback was tremendous. More importantly, my advisors are using his system to produce results. The Cates system clearly works.”

Glenn Nolan, Managing Partner
Houston, TX

“Bill Cates has revolutionized the thought patterns of our reps and allowed us to become the number one agency in our company. We use a combination of bringing in Bill’s for live sessions and his brilliant online learning platform.”

Bruce Davison, CEO
(Wichita, KS)

What’s Included?

Your organization’s membership in The Cates Academy for Relationship Marketing™ includes 1-year of unlimited 24/7 access to:

    • 4 Core Video Courses with a total of 23 High-Content Lessons 
    • 1 BONUS Video Course on “Social Event Marketing”
    • Built-in Video Reinforcement (Role play demos + Bill’s Referral Repair Shop)
    • Unlimited Access to 1:1 Online Coaching from Bill Cates by using the “Talk to Bill” feature. You may be learning by yourself, but you won’t be alone! 
    • 60 Day Action Plan (Your simple roadmap through all the courses to maximize learning & results)
    • Scripts, Scripts … and More Scripts! (membership includes Bill’s popular Referral Scripts Book and more)
    • Results-Maximizing Resources (Practice templates, special reports, wordtracks, checklists & assessments)
    • Leadership Tools & Tracking to Enhance Training and Results (click here for complete details)

      *** All resources are available by logging into your library via desktop, mobile browser or the Kajabi mobile app (available in the Apple App Store & Google Play)

+ FREE BONUS: RapidFire Referrals™

As part of your group membership, each of your reps will be enrolled in the RapidFire Referrals reinforcement program, affectionately nicknamed “The Habit Maker” by past members.  (TOTAL VALUE: $297 per individual)

  • Receive a brief (but brilliant!) video lesson emailed each week for 1 year
  • Download the audio to listen anytime or anywhere
  • Print the transcript to capture the helpful word tracks
  • Establish the habits necessary to produce tangible results

PLUS – Leadership Tools to Enhance Training & Results

      • Leaders Guide and Best Practices – For Smooth Training and Reinforcement
      • 60-Day Referral Blitz Action Plan – To Guarantee Implementation and Action 
      • Roll-out Webinar Delivered by Bill Cates
      • Skills Practice / Role Play Worksheets – To Build Confidence
      • Scripts / Word Tracks / Sample Conversations – To Facilitate Understanding
      • Activity Tracking Forms – To Measure and Coach Activity for Better Results
      • Unlimited Access to Bill Cates – To Help Your Leadership Team Build Your Culture

NOTE: Larger organizations with their own intranet or LMS may be permitted to host most of these lessons on their own system. We’re happy to explore that arrangement with you.

Schedule a Call + Demo with Bill

What’s My Investment?


1-Year of access to the full training program is $3,999 for 10 participants + $99 per each additional participant. 

To find out if this program is right for your organization, click below or call us at 301.497.2200 to schedule a conversation and short demo with Bill Cates. You will also discover how other groups have maximized their investment in this state-of-the-art training program. We can even set up a demo account to allow you and your leadership team to further evaluate The Cates Academy™.

  • Additional Memberships – The price for additional memberships will never go up as long as you stay current with your membership.
  • Renewing Each Year – Your renewal fee will be $500 for processing and turning off old memberships. Plus, your set membership fee to keep adding new members.

Optional Coaching Add-On:

  • Groups with Agency:  $500 for up to 60 minutes.
  • Private One-on-One:  $300 for 45 minutes

Schedule a Call + Demo with Bill

You WILL See Results … We Guarantee It!

We are certain you will find great value in the focus, coaching, teaching, support, accountability and results delivered by The Cates Academy for Relationship Marketing. However, if at any time you are not satisfied with the program, we will refund 100% of your money.

What is the value of acquiring even just one new perfect-fit client for your business? Now, ask yourself this: What do you have to lose?

“Bill Cates makes asking for referrals as natural as breathing. Our entire firm is experiencing tremendous growth as a result of using this system.”

Michael Schmidtz, CEO
San Francisco, CA

“In my 20 years in insurance, this is the best tool I have seen in terms of getting referrals. When agents put the system into practice, they always see great results. Our managers are using the same process for recruiting.”

Keith Lang, Director of Agency
Clemson, SC

“We are very pleased with the results of the video training program. People are asking and getting more referrals than ever before. One 24-year veteran said that this is the first time she’s ever been comfortable asking for referrals. The specific language Cates provides makes all the difference.”

Lonnie Seskin, Mgr. of Agency Training
(Fort Lauderdale, FL)

Next Steps? Let’s Talk.

Ready to get started? Want a behind-the-scenes demo? Have a few questions before moving forward? The next step is to contact Bill Cates directly to get the conversation started.  

Please fill out the contact form below, and Bill will be in touch with you as soon as possible.  

You may also call (301) 497-2200 or e-mail

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Referral Coach