From Pitch to Payroll: How Chris Fahey Uses Podcasting to Dominate Networking
For most business owners, the word “networking” conjures up images of lukewarm coffee, forced small talk, and a stack of business cards that will inevitably end up in the bin.
Chris Fahey, owner of the Glasgow-based AG Payroll, felt the same way. As a former professional footballer (playing for Celtic and Albion Rovers), Chris knew the value of a team, but the traditional "networking room" felt inefficient.
That changed when he stepped into the booth at Podcast Studio Glasgow to co-host Boots to Billing.
What started as a passion project to help retired footballers transition into the corporate world quickly became Chris’s most powerful business development tool. In a recent video testimonial, Chris revealed that the podcast has completely transformed how he does business:
"It’s gotten me recognised at networking events, served as the ultimate ice breaker, and actually helped me land new business."
The "Forget Viral, Think Tribal" Philosophy
At Podcast Studio Glasgow, we have a mantra: Forget Viral, Think Tribal.
In the B2B world, you don’t need a million disinterested listeners. You don’t need to be "internet famous." You need to be industry-relevant. Chris didn't set out to get 10 million downloads. He set out to speak to a very specific "tribe": footballers and the business owners who want to hire them. By dominating that niche, he stopped being "just another payroll guy" and became a visible leader.
When Chris walks into a room now, the "cold" part of networking is gone. People have already heard his voice, felt his personality, and understood his values. The podcast did the heavy lifting of building trust before he even shook their hand.
3 Practical Ways a Podcast Builds Your Business
If you’re a business owner in Glasgow sitting on the fence, here is the data-backed reality of what a podcast actually does for your bottom line:
1. The Ultimate Ice Breaker
Traditional sales outreach has an average conversion rate of about 1-3%. However, B2B podcasts show a guest-to-client conversion rate of roughly 10%. Why? Because instead of asking for a sale, you’re asking for an opinion. Inviting a prospect onto your show is the most sophisticated "door-opener" in modern business.
2. Authority that Closes Deals
According to Edelman’s B2B Thought Leadership Impact Report, 54% of decision-makers spend more than an hour a week consuming thought leadership. If they see you (and hear you) handling complex topics with ease, the "Trust Gap" vanishes. For Chris, being the voice of Boots to Billing proved his credibility far better than a brochure ever could.
3. Content Multiplier
One 30-minute recording session in our Glasgow studio doesn't just produce an episode. It produces:
5-10 LinkedIn video clips.
A long-form SEO-rich blog post.
High-authority social proof for your website.
A reason to email your database that isn't a "checking in" nudge.
The Data: Why B2B Podcasting is "Business Infrastructure"
It isn't just a "nice to have" anymore. The numbers for 2026 are clear:
Trust: 68% of B2B listeners trust companies featured on podcasts more than those in traditional ads.
Decision Power: 75% of B2B decision-makers listen to podcasts, with 51% listening daily to help influence strategic choices.
Conversion: Video podcasts (like the ones we film at PSG) convert at 2x to 3x the rate of audio-only content because visual cues build trust 67% faster.
Your Tribe is Waiting
Chris Fahey didn’t wait for a "viral" moment. He started a conversation with his tribe, and AG Payroll is reaping the rewards.
If you’re tired of awkward networking and want to build a profile that does the selling for you, it’s time to get behind the mic.
Ready to start? Book a consultation with us at Podcast Studio Glasgow. We’ll help you find your tribe and build your engine.
Sources & Further Reading:
Edelman & LinkedIn: 2025 B2B Thought Leadership Impact Report: Unlocking the Power of Hidden Buyers
Omniscient Digital: 30 B2B Podcasting Statistics for 2026
Fame.so: The Definitive Guide to Measuring B2B Podcast ROI and Pipeline Impact
Podcast Studio Glasgow Blog: Why Video Podcasts Convert Better Than Audio-Only
