I just now created his optimized GP listing and we are waiting for that to show, was just doing some keyword searches on the phrases we were targeting.
His main phrase has roughly 30 million competing pages and its not geo targeted.
When I performed the search tonight the results directly mentioning his name and business including his web sites occupied 5 of the 10 spots on the first page of Google.
4 were citations and the last his site. Now when his listing starts ranking he will domination 6 of the 10 first spots for his main keyword phrase!
Don't underestimate the power of Citations guys, I think they are more and more becoming the new back link for businesses with sites.