Free Advisor Training
A free training preview for wealth managers and CEPAs who want to turn stalled owner conversations into deeper, faster, more valuable planning opportunities.
⏱ 20 Minutes · ▶ On Demand · 🎯 Built for Advisors
What You'll Learn
Why business owners delay planning even when they know the advice is important.
How the “false tradeoff” keeps owners stuck between business results now and planning later.
Why tax, legal, wealth, estate, insurance, liquidity, and exit conversations must connect to the business results the owner already cares about.
How advisors can create context before asking owners for deeper commitment.
Why a better first conversation can expand existing relationships, reactivate stalled opportunities, attract stronger referrals, and create more holistic planning conversations.
The belief shift behind the OptionBuilt™ Owner Activation System and how it helps advisors move owners from agreement to action.
The Problem
If you serve business owners, you have probably seen this pattern.
The owner nods along. They agree the planning matters. They say, “That makes sense.” They say, “We should definitely look at that.” They say, “Let’s revisit it next quarter.”
Then they go right back into the business. The next customer issue takes priority. The next employee problem takes priority. The next growth decision takes priority. The next cash flow concern takes priority.
And the planning conversation gets pushed to later.
Agreement does not expand the engagement.
Agreement does not create implementation.
Agreement does not generate planning revenue.
Agreement does not deepen your role.
Agreement does not protect your seat at the table before liquidity.
Action does.
Why Owner Planning Gets Stuck
Most owners are not ignoring your advice because it is bad. They are delaying because the advice has not yet been connected to the business results they are trying to achieve right now.
Growth
Cash flow
People
Customers
Leadership
Margin
Enterprise value
Owner dependency
Tax
Legal
Wealth
Estate
Insurance
Liquidity
Succession
Exit
When planning feels disconnected from immediate business priorities, it gets filed under “later.” And later is where good planning goes to die.
Why This Matters Now
When a liquidity event gets closer, the owner's world changes quickly.
Bankers show up. Attorneys show up. Tax strategists show up. M&A teams show up. Institutional wealth groups show up. New advisors show up.
If you have not already cemented your role before that moment, you may be fighting for relevance when the stakes are highest.
This webinar will show you a better way to become more relevant earlier — before liquidity, before the owner is surrounded by competing voices, and before the planning window narrows.
The goal is not to push harder. The goal is to help the owner see the connection between what they want, what the business needs to become, and how your planning can help accelerate the outcomes they already care about.
Become more relevant earlier, before the planning window narrows.
The advisors who win before liquidity are the ones who connect planning to business results — not just personal outcomes.
Join us for a free live training designed specifically for advisors who work with — or want to work with — business owner clients. Learn the frameworks that turn agreement into action.
⏱ 20 Minutes · ▶ On Demand · 🎯 Built for Advisors
This webinar is designed for wealth managers and CEPAs who work with business owners, want to work with more business owners, or want a better way to engage owners before liquidity.
It is especially relevant if you have owner clients or prospects who agree with planning advice but do not act.
It is for advisors who want to deepen existing relationships, reactivate stalled opportunities, create stronger referral partner conversations, and become more relevant before a transaction, succession event, or liquidity event changes the owner's world.
It is also for advisors who want to deliver a better owner experience without trying to become the owner's business coach.
The goal is to help you connect your planning to the outcomes the owner already cares about — from your lane of expertise.
WHO THIS IS NOT FOR
This webinar is built for wealth managers and CEPAs who want to become more relevant to business owners from their existing lane of expertise.
It is not designed for business coaches looking for another business coaching program.
It is not designed for value acceleration consultants who want to facilitate someone else's system.
It is not designed for life-after-exit or identity coaches who want to lead the owner-only work.
And it is not designed for advisors looking for a quick lead-generation trick with no owner experience behind it.
The goal is not to turn you into the owner's business advisor.
The goal is to help you start a better owner conversation, create more planning relevance, and guide qualified owners toward a process that makes them more prepared to act with their professional team.
This training is based on the work behind OptionBuilt™, a business-owner platform created by Greg Maddox and Cara Gray to help owners connect personal clarity, business design, financial optionality, and advisor collaboration.
Greg Maddox brings more than two decades of experience in the business owner world and currently serves as a Senior Business & Exit Advisor with Cultivate Advisors, where his private advisory work focuses on growth, value creation, transferability, owner dependency, business health, execution, and exit readiness.
Cara Gray brings deep expertise in identity, personal clarity, purpose, and life-after-transition work. Her perspective is rooted in personal experience, business ownership, and years of helping successful owners and high achievers clarify what comes next before transition forces the question.
Together, Greg and Cara built OptionBuilt™ because they kept seeing the same issue from different angles:
Owners were getting pieces of good advice, but they did not have a simple way to connect what they wanted personally, what the business needed to become, and how professional planning should support both.
That is the gap this webinar introduces.
Free Advisor Training
If you want more business owners to engage, act, and pay for the planning they already need, this webinar will show you the belief shift and method behind the OptionBuilt™ Owner Activation System.
You’ll learn how to start better owner conversations, create stronger planning relevance, and become more valuable before liquidity — without becoming the owner’s business advisor.
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⏱ 20 Minutes · ▶ On Demand · 🎯 Built for Advisors