How Peter got in front of owners who aren’t on LinkedIn, and landed clients in a new country

Download our free ebook "B2B Podcasting Playbook" here: https://ghapodcast.com/b2b-podcasting... - it breaks down our complete process for building a brand and acquiring customers using podcasting. High-ticket professional service firms: Want clients to find you instead of the other way around? Book a call with our team: https://calendly.com/guillaume-jouv/p... In this case study interview I share the story of Peter Cooper, founder of Ascend Consulting, a business coach for one very specific market: heavy-duty truck repair shops. 27 years in the industry. Still a master tech and a certified trainer. Former shop owner. He even wrote the only business book in his industry, because he couldn’t find one to recommend to his clients. His clients are some of the hardest people to reach: blue-collar owners of $2-5M shops, who don’t trust easily, don’t answer calls, and aren’t on LinkedIn. Before GHA: He’d already launched his podcast on his own, 6 to 7 episodes in 10 to 15+ hours per episode between finding the right guest, recording and editing Even with tools like CapCut and Riverside, “the quality of the product wasn’t good” In his words, he was “treading water. I was surviving, but wasn’t thriving.” Why he hesitated: Peter is skeptical by nature. His philosophy: “trust but verify.” So he took his time checking who we were, and whether we actually knew what we were doing. What made up his mind: “You had a system to turn a podcast into a sales funnel.” About a year and ~30 episodes later: Ranked in the Top 10 business podcasts in Canada New clients in Canada, and conversations with shop owners as far as Australia About 1.5 hours per episode, pre-call included, instead of 10 to 15+ He records 4 to 5 episodes in one “studio day” and he’s good for months, even with all his travel The honest part: Peter will be the first to tell you he’s “not a salesperson.” Asking for the sale is the least enjoyable part of his job. The podcast still works for him, because it builds the trust first: “There is not a single person that’s been on my podcast that is not doing better than they were before I met them.” Some of his best advocates are guests who never even became clients. His advice to anyone on the fence: “Take what your annual sales are and divide it by 2080, and then tell me that your time is worth doing what you’re doing with it.” “You gotta stop doing things that aren’t worth your time.” *********** The firms we work with don't need thousands of leads. They need a system that gets the right senior-decision-maker on a call without ever feeling like a sales pitch. That's the whole game. If you run a high-ticket professional services firm and you're tired of outreach that gets ignored, this channel is going to feel very specific to you. That's on purpose. We believe in proof, not promises. So we let our clients talk about the results. Testimonials here: https://ghapodcast.com/testimonials/ Keep building, Guillaume DISCLOSURE Information shared here is for educational purposes only. Individuals and business owners should evaluate their own business strategies and identify any potential risks. The information shared here is not a guarantee of success. Your results may vary. Copyright © 2026.