A prospective client asks ChatGPT to recommend an exit planning advisor. A customer asks Google AI about a business you are helping prepare for sale. Does AI name the right firm, tell the right story, or surface a problem nobody has addressed? Marketing and reputation now meet in the same answer. Drawing on 25+ years in corporate communications at eBay, LinkedIn and HP, Hani Durzy will show advisors how to examine that answer and identify what needs attention. This practical session covers two connected priorities: your own firm's visibility to prospective clients, and the visibility and reputation of the businesses you advise. Participants will learn how to test AI recommendations, distinguish missing visibility from inaccurate information, and prioritize reviews, credible third-party sources and website content. The session closes with an optional free AI Visibility Score and a framework for discussing next steps -- for your firm and your clients before a sale.
Learning Objectives:
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Distinguish AI recommendation visibility from factual accuracy and reputational exposure when evaluating an advisory firm or client business
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Develop a repeatable set of questions to test how AI describes and recommends a business, documenting sources and variation across answers
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Identify gaps in reviews, third-party references and website content that warrant investigation, without treating any one signal as a guaranteed fix
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Prioritize visibility and reputation work within an exit-readiness plan, separating correctable information errors from longer-term credibility building
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Use baseline findings to guide a conversation with business owners about responsibilities, next steps and when specialist help is appropriate
Event Details
Who Should Attend?
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Attorneys
You have close relationships with clients, and can benefit from being the first advisor to introduce the idea of exit planning.
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CPAs/Accountants
Owners participating in the State of Owner Readiness research continue to indicate that you are the No. 1 "Most Trusted Advisor." You are a natural fit to lead the exit planning team and deepen your relationship (and retention) of next generation owners.
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Wealth Managers
You’re a skilled relationship person. Being entangled into your clients’ professional lives matters as you build a strategy to manage their wealth upon them harvesting it from their business. Exit planning allows you to build a deeper relationship with your client, expands your COI network, while giving you an early seat at table well before the liquidity event.
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Financial Advisors
One of the critical ‘legs of the stool’ is personal financing planning. An owner must have a strong financial plan & contingency plan post-transition to enable them to thrive in the next act of the lives personally and financially. Exit planning brings this future mindset into the present. Exit is now.
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Valuation Analysts
Valuation is both a billable engagement AND an opportunity to provide owners some perspective on how to accelerate value drivers (and deal with value killers). Use exit planning to make that valuation into a longer term value acceleration engagement.
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Estate Planners
Exit planning is a natural fit for estate planners who want to operate more holistically with their owner clients.
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Investment Bankers
Only 2 of every 10 businesses that come to market actually sell. Learn how exit planning can bring attractive AND ready business to your purview.
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Strategic Consultants
One of the most critical roles in exit planning is building transferable value. Strategic consultants have the ability to expand options and drive rapid business value that affect performance today.
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Insurance Professionals
Exit planning addresses the 5 D's. So do you. Approach the risk conversation differently with exit planning.
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Commercial Lenders
One of the best relationships a business owner makes is with their banker. How can you help your corporate clients think about the future and ensure financial continuity? Answer: exit planning.
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Mergers & Acquisition Advisors
Proper exit planning causes less deals to fall through at the last minute. Connect with CEPAs to build your healthy deal flow network.
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Family Business Advisors
More than 50% of lower middle market business owners would prefer to transition to the next generation. Help them succeed with exit planning strategies.
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Private Business Owners
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Other Professional Advisors
Regardless of your unique specialty, there is seat at the exit planning table for you. Learn more at www.EarnCEPA.com.
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Professional Advisors
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Members of Family Business Boards
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Business Consultants
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Business Owners & Their Trusted Advisors
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Business Owners
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Other Business Professionals
EXIT PLANNING IS GOOD BUSINESS STRATEGY
The Exit Planning Institute, provides Financial Advisors, Accountants, Consultants, and other advisors of business owners with the critical education to differentiate themselves and add value to their existing client relationships through a credential, conference, courses, and content. Download the CEPA brochure for more information.
ABOUT THE PRESENTER
Hani Durzy is President/Founder of Red Dog Strategies LLC, helping owner-led businesses understand and improve what AI says about them. His 25+ years in corporate communications include leadership roles at eBay, HP, LinkedIn and Move/realtor.com. At LinkedIn, he led corporate communications through its IPO and $26 billion acquisition by Microsoft. He brings that experience to AI visibility, business storytelling and reputation readiness.