Why Claude and ChatGPT Are His Best Salespeople

Ethan Bull is the president and co-founder of ProAssisting, a fractional executive assistant firm he runs with his wife Stephanie, both former high-level EAs who supported CEOs at companies like J.Crew and USA Films. In this episode he explains how they built a two-sided marketplace connecting experienced assistants with clients, and why they cap each assistant at three clients so the support stays high-touch rather than spread thin. Ethan also talks about how prospective clients are increasingly finding ProAssisting by asking Claude and ChatGPT who the best firm in their space is, and how that's pushed the business into answer engine and generative engine optimization, alongside the SEO work they'd already been doing for years. He explains why paid ads never moved the needle for them in a commoditized market, and why referrals and organic search have done more of the heavy lifting. He also shares his take on where fractional work fits as AI reshapes how businesses hire, and why he thinks judgment and context are becoming more valuable, not less. If you're thinking about how AI is changing the way your ideal clients find you, this one's worth a listen. Guest: Ethan Bull, ProAssistingLinkedIn: https://www.linkedin.com/in/ethanbull/ Host: Leonard De BeerHelping fractional executive firms get more clients through strategic outreachLinkedIn: https://www.linkedin.com/in/leonard-de-beer/