What if your competitors could actually help grow your business?

In this episode of From Overlooked to Consistently Booked, Meaghan Chitwood sits down with Alan “Dutch” Kerr of Swipe for a Cause to talk about one of the most misunderstood ideas in business:

Collaborating with competitors.

Because the businesses that grow long-term often aren’t the ones protecting territory…

They’re the ones building relationships.

IN THIS EPISODE, WE COVER:

•  Why competition doesn’t have to create conflict 
•  How collaboration leads to stronger referrals and better customer experiences 
•  The difference between a scarcity mindset and an abundance mindset 
•  Why “doing what you do best” creates more trust 
•  How referring business to a competitor can actually strengthen your reputation 
•  Why curiosity and communication are critical in business relationships 
•  How BNI naturally creates collaboration instead of competition 
•  The long-game mindset behind sustainable business growth 

THE BIG IDEA

Most people walk into networking thinking:

“How do I get business?”

But the businesses that build the strongest referral networks ask:

“How can I help?”

Dutch shares how working with competitors instead of against them creates:

•  Better customer experiences 
•  Stronger referral relationships 
•  More trust in the marketplace 
•  And ultimately, more business for everyone involved 

Because sometimes the best thing you can do for a customer…

is refer them to someone else. 

WHY THIS WORKS

When you understand:

•  What you do well 
•  What someone else does better 
•  And where your strengths differ 

You stop operating from fear.

And you start building:

•  Collaboration 
•  Respect 
•  Long-term relationships 

That’s the abundance mindset.

THE “SHOCK MOMENT” THAT BUILDS TRUST

Customers remember unexpected honesty.

When you tell someone:
 “You know what? I think this other person may actually be a better fit for you.”

…it creates trust instantly.

Because people are so used to being sold to.

That level of honesty stands out.

And those moments become stories people tell.

WHY BNI CHANGES THE WAY PEOPLE NETWORK

Dutch shares how BNI helped shift his perspective from:

•  Nervousness 
•  Competition 
•  Self-focus 

…to:

•  Listening 
•  Curiosity 
•  Collaboration 
•  Relationship-building 

Because over time, you stop thinking only about yourself…

And start genuinely caring about the success of the people around you.

IF THIS EPISODE RESONATES

This is exactly what BNI is built around:

Relationships.
 Collaboration.
 Trust.
 Referrals.

If you want to grow your business through real connections:

Visit a chapter near you:
 https://bit.ly/4n3WFPD

COMING UP NEXT

Next week, we continue the conversation with Dutch and talk about:

How solving problems and providing real solutions creates trust that lasts.

CONNECT & FOLLOW

•  Subscribe for more episodes of From Overlooked to Consistently Booked
•  Share this with someone who sees competitors as enemies 
•  Drop a comment: What’s one collaboration that changed your business?

What if the reason your sales conversations aren’t converting…

has nothing to do with your pitch?

In this episode of From Overlooked to Consistently Booked, Meaghan Chitwood sits down with Alan “Dutch” Kerr of Swipe for a Cause to talk about a different approach—one that’s built on curiosity, connection, and genuinely helping people.

Because the truth is, people don’t respond to pressure.

They respond to care.

In This Episode, We Cover:

•  Why service-driven conversations build more trust than traditional sales 
•  The role curiosity plays in creating stronger business relationships 
•  Why asking better questions matters more than having the perfect pitch 
•  How Dutch’s journey into Swipe for a Cause started with a real, human conversation 
•  The impact of having a mission-driven business (and why it matters to customers) 
•  How consistent check-ins and genuine interest lead to long-term retention 
•  Why BNI works when you focus on relationships instead of transactions 

Key Takeaway

When you stop trying to sell…

and start trying to understand and help…

everything shifts.

Conversations go deeper.
 Trust builds faster.
 And referrals happen more naturally.

About Our Guest

Alan “Dutch” Kerr is with Swipe for a Cause, a credit card processing company built on customer service, community impact, and long-term relationships. A portion of the company’s profits supports local hospice organizations, creating a business model that blends purpose with performance.

Dutch has been part of BNI for over a decade and brings a relationship-first approach to both sales and networking.

Want to Learn More About BNI?

If you’re looking to grow your business through referrals and real relationships, visit:

https://bit.ly/4n3WFPD

Connect With Us

If you enjoyed this episode:

•  Subscribe to the podcast 
•  Share it with a fellow business owner 
•  Leave a review or comment 

Coming Up Next

Next week, we continue the conversation with Dutch and dig into something a lot of business owners struggle with:

How to collaborate with competitors—and why it works.

If your business isn’t getting referrals…

Marketing isn’t the problem.

Leadership is.

In this episode of From Overlooked to Consistently Booked, Meaghan Chitwood wraps up the conversation with Jason Sanders by breaking down a truth most business owners miss:

You don’t fix a referral problem with more marketing.

You fix it with:

•  Better leadership 
•  Better experiences 
•  Better alignment 

WHAT YOU’LL LEARN IN THIS EPISODE:

•  Why marketing can’t overcome a poor customer experience 
•  How leadership directly impacts whether people refer you or not 
•  The hidden cost of pressure-based sales environments 
•  Why honesty creates more referrals than upselling ever will 
•  How trust inside your team translates to trust with customers 
•  The difference between networking… and finding the right referral partners 
•  How one aligned relationship can drive massive business growth 
•  Why knowing your ideal customer changes your referral strategy 

THE BIG IDEA

Referrals aren’t generated.

They’re earned.

And they’re earned through:

Leadership → Culture → Experience → Referrals

Jason’s approach removes the typical pressure:

•  No forced upsells 
•  No unnecessary appointments 
•  No quotas that compromise trust 

Instead:

•  Honest conversations 
•  Clear diagnosis 
•  Doing what’s right for the customer 

And that’s what people talk about. 

WHY MARKETING FALLS SHORT

You can increase visibility with marketing.

But visibility doesn’t create trust.

And without trust…

There are no referrals.

Because referrals happen when someone says:

“I trust them enough to send you there.”

That doesn’t come from ads.

That comes from experience.

THE POWER OF THE RIGHT PEOPLE

Jason shares how one aligned referral partner led to:

•  2–3 referrals per week 
•  Then 2–3 per day 
•  And eventually the need to hire a team 

Not because he marketed better…

But because he built the right relationship.

KNOW WHO YOU SERVE

Not everyone is your ideal customer.

Jason identified his best clients as:

•  Established homeowners 
•  In connected neighborhoods 
•  People who talk to their neighbors 

Which led him to focus on where those people already are.

Because referrals don’t happen randomly.

They happen in communities.

THE LEADERSHIP SHIFT

“It’s not my fault… but it’s my problem.”

That mindset:

•  Builds trust internally 
•  Builds loyalty externally 
•  Creates a culture of ownership 

And that’s what drives referrals.

IF THIS EPISODE RESONATES…

This is exactly what BNI North Alabama is built for.

Not more marketing.

Better relationships.

If you want to grow your business through referrals and real connections:

Visit a chapter:
 https://northern.bnialabama.com/en-US/index

FINAL TAKEAWAY

If you want more referrals…

Don’t ask:

“How do I market better?”

Ask:

“How do I become more referable?”

CONNECT & FOLLOW

•  Subscribe for more episodes of From Overlooked to Consistently Booked
•  Share this with a business owner focused on marketing but missing referrals 
•  Drop a comment: What experience are you creating for your customers right now?

Most business owners know they need systems.

But what they really need…

Are systems they can trust.

In this episode of From Overlooked to Consistently Booked, Meaghan Chitwood continues the conversation with Jason Sanders to break down the systems that allowed him to finally step back — without losing control.

Because scaling isn’t about doing more.

It’s about building something that works without you.

WHAT YOU’LL LEARN IN THIS EPISODE:

•  The unconventional “all-in-one technician” model — and why it builds trust with customers 
•  Why most service businesses feel disconnected (and how to fix it) 
•  The system that creates consistent customer experience without scripts or pressure 
•  How simplifying compensation improves performance and retention 
•  Why removing sales pressure leads to better long-term results 
•  The role of culture in attracting and keeping top talent 
•  How to build a team that customers trust — even when you’re not there 
•  Why mistakes handled well can create lifelong customers 

THE BIG IDEA

You don’t scale trust by controlling everything.

You scale it by building systems that deliver the experience consistently.

Jason’s approach is simple — but powerful:

•  One person owns the customer experience from start to finish 
•  Communication is clear, honest, and tailored to the customer 
•  Pressure is removed so trust can grow naturally 

Because customers don’t just remember the outcome…

They remember how the process felt. 

A DIFFERENT WAY TO BUILD A SERVICE BUSINESS

Instead of separating roles into:

•  Sales 
•  Diagnosis 
•  Installation 

Jason built a system where one person owns the entire interaction.

Why?

Because it:

•  Builds stronger relationships 
•  Creates accountability 
•  Eliminates confusion for the customer 

And ultimately…

It feels more human.

CULTURE OVER SCRIPTS

One of the biggest differentiators in this episode:

No scripts.
 No pressure tactics.
 No “sales school” mentality.

Instead:

•  Clear expectations 
•  Honest conversations 
•  Simple processes 

Because while pressure can close a sale…

Trust builds a business.

TURNING MISTAKES INTO LOYALTY

Jason shares real examples of mistakes — including costly ones.

But instead of hiding them or deflecting blame…

They fix them.

And that creates something powerful:

Customers who stay.
 Customers who refer.
 Customers who trust.

Because how you handle problems matters more than avoiding them.

IF THIS EPISODE RESONATES…

This is exactly why environments like BNI North Alabama exist.

Because businesses built on trust, relationships, and referrals don’t grow in isolation.

If you want to surround yourself with people building that kind of business:

Visit a chapter:
 https://northern.bnialabama.com/en-US/index

COMING UP NEXT

In the next episode, we take this one step further:

How leadership creates a truly referable business — and why some businesses get talked about while others don’t.

CONNECT & FOLLOW

•  Subscribe for more episodes of From Overlooked to Consistently Booked
•  Share this with a business owner trying to build a team they can trust 
•  Drop a comment: Which system in your business needs the most clarity right now?

Most business owners don’t struggle with hiring.

They struggle with trust.

In this episode of From Overlooked to Consistently Booked, Meaghan Chitwood continues the conversation with Jason Sanders to unpack a challenge that quietly limits growth:

Why you don’t trust your team… and how to fix it.

Because the truth is:

It’s not just about finding the right people.

It’s about building the right systems.

WHAT YOU’LL LEARN IN THIS EPISODE:

•  The real reason trust breaks down between owners and teams 
•  Two different hiring philosophies — and how to decide which one fits your business 
•  Why experienced hires still need retraining (and how to break bad habits) 
•  How ride-alongs and role play create consistency in customer experience 
•  The importance of casting vision — not just giving instructions 
•  How to build accountability without creating fear-based culture 
•  Why mistakes should be used as training tools (not reasons to fire someone) 
•  How to create consistency without scripts or high-pressure sales tactics 

THE BIG IDEA

If your team doesn’t deliver the experience you want…

It’s not a people problem.

It’s a systems problem.

Jason shares how he trains his team to:

•  Show up professionally 
•  Communicate clearly 
•  Diagnose honestly 
•  Deliver consistent service 

Not by chance…

But by design. 

TRUST IS BUILT — NOT ASSUMED

One of the most powerful takeaways from this episode:

From riding along on calls…
 to reviewing decisions after the fact…
 to reinforcing expectations through repetition…

Trust is created through:

•  Clarity 
•  Coaching 
•  Consistency 

ACCOUNTABILITY WITHOUT FEAR

Many companies respond to mistakes by replacing people.

Jason takes a different approach.

When something goes wrong:

•  The team reviews it together 
•  The technician owns fixing it 
•  The focus is on learning, not punishment 

Because the goal isn’t perfection.

It’s progress.

And that creates a culture where people improve — instead of hide mistakes.

THE LONG GAME APPROACH

Instead of pushing high-pressure sales…

Jason teaches his team to:

•  Meet customers at their level 
•  Explain problems clearly 
•  Offer honest options 

Because long-term trust leads to:
 → repeat business
 → referrals
 → stronger relationships

Not just one-time transactions.

IF THIS EPISODE RESONATES…

This is exactly why environments like BNI North Alabama exist.

Because trust, referrals, and growth don’t happen in isolation.

If you want to surround yourself with professionals building businesses through relationships:

Visit a chapter:
 https://northern.bnialabama.com/en-US/index

COMING UP NEXT

In the next episode, we take this one step further:

What systems do you need to build so your business runs consistently — without you?

CONNECT & FOLLOW

•  Subscribe for more episodes of From Overlooked to Consistently Booked
•  Share this with a business owner who struggles to trust their team 
•  Drop a comment: Where do you feel the most lack of trust in your business right now?

Most business owners don’t struggle because they lack skill.

They struggle because they never make the shift.

In this episode of From Overlooked to Consistently Booked, Meaghan Chitwood sits down with Jason Sanders to unpack one of the hardest transitions in business:

Going from technician… to true business owner.

Jason shares the real story behind building Comfort Masters of North Alabama — from starting at the worst possible time in a seasonal industry… to scaling a multi-truck operation.

But this isn’t just a growth story.

It’s a leadership story.

WHAT YOU’LL LEARN IN THIS EPISODE:
* Why most business owners become the bottleneck (and don’t realize it)
* The moment that forced Jason to shift from doing everything → building a business
* How one key relationship inside BNI changed the trajectory of his first year
* The reality of hiring your first team member (and why it’s harder than expected)
* What to do when team members don’t perform the way you would
* The 3 questions every owner must ask before stepping in to “fix it”
* Why letting go of control is the key to scaling (even when it’s uncomfortable)

THE BIG IDEA

What got you here won’t get you there.
You can build a business on effort…
But you can only scale it through leadership.
And that means:
  Letting go of control
  Trusting your team
  Building systems that work without you

Because if everything depends on you…

Growth stops.

A MOMENT THAT CHANGES EVERYTHING
Jason shares a pivotal moment — a health scare that forced him to ask:

“Am I working too much… or building something that actually works?”

That question led to a decision every business owner eventually faces:

Go back to safety…
or go all in and build something bigger.

REAL TALK ON HIRING & LEADERSHIP
This episode doesn’t sugarcoat it.

From struggling to find the right hires… to dealing with employees who don’t align with the company’s values…

Jason breaks down what it actually takes to build a team that represents your brand.

Including this truth:

You don’t need people to do it your way…
You need them to do it well.

IF THIS EPISODE RESONATES…
This is exactly why environments like BNI North Alabama exist.

Because growth doesn’t happen in isolation.

If you’re building a business and want to surround yourself with other professionals focused on referrals, relationships, and real growth:

Visit a chapter:
https://northern.bnialabama.com/en-US/index

WATCH THE NEXT EPISODE
In the next episode, Jason stays with us to break down:

How to train your team for consistency — so your brand delivers the same experience every time.

CONNECT & FOLLOW
* Subscribe for more episodes of From Overlooked to Consistently Booked
* Share this with a business owner who feels stuck doing everything themselves
* Drop a comment: Where are you still the bottleneck in your business?

FINAL QUESTION
What leadership shift do you need to make next?

In this final episode with Dr. Eleanor Murray, we talk about what people remember — and the quiet pressure that comes with having a personal brand.

From launching a medical practice out of necessity to navigating reputation in a small community, this episode is honest and reflective.

It’s about trust, humanity, and protecting what you’ve built.

For the strategic side of how experience builds referral confidence, check out Meaghan’s monthly lesson on her YouTube channel.

This week, we’re talking about extreme ownership — and what it looks like inside a system that doesn’t always support you.

Dr. Eleanor Murray shares why she built Madison Gynecology & Wellness differently, the financial realities of medicine, and why she refuses to let reimbursement influence patient care decisions.

This episode is raw, honest, and deeply human.

For the strategic breakdown of how this applies to your business, check out Meaghan’s monthly lesson on her YouTube channel.

What makes someone feel safe the moment they walk into your business?

This week, Meaghan sits down with Dr. Eleanor Murray of Madison Gynecology & Wellness to talk through how she intentionally designed her patient journey — from comfortable chairs and calming music to how deeply personal questions are asked without increasing anxiety.

This conversation is about empathy, language, privacy, and listening — and why those things matter more than efficiency alone.

If you serve people in any capacity, this episode will challenge how you think about experience design.

For a deeper breakdown of how this applies to your business, check out Meaghan’s monthly YouTube lesson on her channel.

In this episode of From Overlooked to Consistently Booked, Meaghan is pulling the story out of her sister, Dr. Eleanor Murray, who shares the moment she knew she had to make a change.

Leaving obstetrics to start Madison Gynecology & Wellness wasn’t a strategic move — it was a necessary one. Sitting in her car in tears, she realized she could no longer practice medicine the way she had been.

This conversation covers:

• The emotional breaking point
• Why niche can be powerful
• The risk of doing something different
• What it takes to build a practice aligned with your values

If you’ve ever felt like you “don’t have a choice” but to build something new, this episode will resonate.

For a deeper strategic breakdown of customer journey and positioning, check out Meaghan Chitwood’s monthly lesson on her YouTube channel.