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2025 Greater Perimeter Chamber Holiday Open House

December 18, 2025 by angishields

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Greater Perimeter Business Radio
2025 Greater Perimeter Chamber Holiday Open House
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This episode of Greater Perimeter Business Radio features host Lee Kantor interviewing local business leaders and professionals at the 2025 Greater Perimeter Chamber Holiday Open House. The episode emphasizes the value of networking, collaboration, and community engagement among Greater Perimeter businesses, showcasing how these organizations support wellness, education, and professional growth in the area.

Deveney-WhitleyDeveney Whitley, Waterwalk Hotel

 

 

 

Vic-McCartyVic McCarty, Hemophilia of Georgia

 

 

 

Alex-ColemanAlex Coleman, Energy Works ATL

 

 

 

Andre-AlbrittonAndre Albritton, Networking Only ATL

 

 

 

Don-FarreyDon Farrey, Don The Money Man

 

 

 

Juliette-ColonJuliette Colón, Focal Point

 

 

 

Carlos-BarrowCarlos Barrow, Vino Venue

 

 

 

Abby-Johnson-Leslie-MackAbby Johnson & Leslie Mack, Harmony Nutrition

 

 

 

Episode Highlights

  • Community engagement and involvement in local businesses
  • Business services and development within the Greater Perimeter area
  • Health awareness and wellness initiatives
  • Networking opportunities for professionals and organizations
  • Unique offerings of local businesses, such as extended stay accommodations and holistic wellness services
  • Support for individuals with specific health conditions, including bleeding disorders
  • Financial coaching and management for small and medium-sized businesses
  • Executive coaching and personal development for entrepreneurs
  • Educational approaches to nutrition and health management
  • The role of local chambers of commerce in fostering business connections and community growth

Transcript-iconThis transcript is machine transcribed by Sonix.

 

TRANSCRIPT

Intro: Broadcasting live from the Greater Perimeter. It’s time for Greater Perimeter Business Radio. Now, here’s your host.

Lee Kantor: Lee Kantor here. So excited to be broadcasting live at the GPC Holiday Open House. Our first guest today is Deveney Whitley and he is with the Waterwalk Hotel. Welcome, Deveney.

Deveney Whitley: Thank you. Thank you for having me.

Lee Kantor: Well, I’m excited to learn what you’re up. Can you tell us about the Waterwalk Hotel?

Deveney Whitley: Waterwalk by Wyndham Atlanta is a upscale extended stay hotel here in the Greater Perimeter Chamber area. And, um, you know, we try to get a lot of corporate business in-house. We just, you know, try to do a little bit different.

Lee Kantor: So what’s your background? Have you always been in the hotel business?

Deveney Whitley: Well, you know what? It’s funny. I did, uh, my my background began in, um, in law, and, um, I decided not to pursue that, um, avenue anymore after university and I decided, hey, you know what I like? I like people I love serving, so why not?

Lee Kantor: So what was it like to transition into the hotel business?

Deveney Whitley: It was not a difficult transition because my love for people and my, um, my love for service really just supersede, you know, it’s just my personality is who I am. And, um, it just started and, you know, ten years later, here I am.

Lee Kantor: Wow. Ten years. Yes, sir. And as always with the Wyndham. Or have you worked with other hotels?

Deveney Whitley: I’ve worked across several brands and pretty much every, um, you know, position there is from a houseman to a front desk officer manager. And now, you know, we’re running our own property, so.

Lee Kantor: So you’re you’re part of the management team running the hotel.

Deveney Whitley: I am the general manager in charge of.

Lee Kantor: Oh, wow. So what are some kind of. What’s a day in the life look like for you?

Deveney Whitley: Well, you know what a day in the life is always just, um, putting a smile on every guest’s face. It’s not always perfect. Um, but just, you know, just creating that experience and leaving them with that memorable moment and, you know, always leaving them with something to come back and looking forward to with our water brand here in Atlanta.

Lee Kantor: Now, is that something that’s part of the culture where they encourage you to create that memorable moment?

Deveney Whitley: It is a part of Waterwalk’s culture, right? We try to be different. We try to stand up. We try to always, you know, find a way to say yes.

Lee Kantor: Mhm. So how do you kind of, uh, inspire and coach your team to, to have that kind of mindset in order to serve the customer.

Deveney Whitley: Well it starts from the very beginning. You know, the moment they get hired they are um introduced to our culture. And we have a yes culture here at Waterwalk. And we just always try to find a way to, you know, appease our guests and enhance the experience and, you know, continuously provide an exceptional level of service for every guest that comes through our door.

Lee Kantor: Now, do you work a lot with kind of corporations, with their HR team that maybe they have visitors, people coming in, like, how do you attract the business people to your hotel?

Deveney Whitley: 100%. Um, Waterwalk is, uh, is a very diverse module. It’s not a select. It’s an upscale extended stay. And our ideal audience and guest mix is mostly corporate, right? So that’s the traveling nurses and doctors. Um, that’s the corporate people that are relocating to the Atlanta metropolitan area. We try to provide a home away from home, right from our well furnished to our full kitchen. And not only that, smart washers and dryers in every single unit. Can you imagine that?

Lee Kantor: So they they don’t have to go to a laundromat. They don’t have to deal with anything. They can take care of their own business.

Deveney Whitley: You don’t have to put a coin in the machine. You just simply scan and tap your phone and wash your your clothes just like that.

Lee Kantor: Wow. So it sometimes it’s better than their home.

Deveney Whitley: It’s better than their home. You know, we try to be modern. We try to be, um, you know, you know, a little bit better, right? They get everything fully provided by us. Even the detergents in the room, we replenish, you know, the toilet papers, the hand towels we replenish for their entire stay.

Lee Kantor: Now, um, why was it important for you to become part of the chamber?

Deveney Whitley: It was very important to become a part of the chamber because, um, I was brought into this business with understanding the importance of community. And the chamber is just that. Right. Um, I was, you know, I became a member of the chamber of the chamber a year ago. Right? And one year forward. It has just been simply amazing. Right. Um, with Adam being the president, um, page being in charge of the, you know, marketing aspect, I was able to open a lot of doors and sit with a lot of, you know, business owners and managers alike and share ideas and business, right? We have grown so much, and it’s just been an excellent pleasure for me to literally be here and be a part of this movement.

Lee Kantor: Now, if somebody wants to learn more about the Waterwalk, what’s the website? What’s the best way to connect with you?

Deveney Whitley: Please just type in Waterwalk by Wyndham Atlanta and, you know, look us up. You know, give us a call. We’ll happily, you know, give you a tour, tell you more about our product and our property, you know, and just feel free to come on down. It’s always open to, you know, anyone looking for that upscale extended stay experience?

Lee Kantor: Well, thank you so much for sharing your story today. You’re doing such important work and we appreciate you. We appreciate.

Deveney Whitley: You too. Thank you for having me. Have a good one.

Lee Kantor: And we’re back. Next up on the show we have Vic McCarty. He is with Hemophilia of Georgia. Welcome, Vic.

Vic McCarty: Thank you. Thank you for having me.

Lee Kantor: Well, for folks who aren’t familiar, tell us a little bit about Hemophilia of Georgia. How are you serving folks?

Vic McCarty: Um, so we are an organization that serves the entire state of Georgia, border to border and what we call cradle to death. So we serve all ages, children and adults who have a bleeding disorder. So in a layman’s term, easy to understand is your blood does not clot properly. So you’re missing a protein in your blood. So we’ve been in business 53 years, were formed in 1973. Um, and so again, we serve the entire state of Georgia. We kind of have three, um, parts of our organization. We are hemophilia treatment center, which means we provide access to care to folks not only in Georgia, but in about eight states and serve 28 hemophilia treatment centers around the region. Um, in North Carolina, South Carolina, Alabama, Tennessee, Kentucky, Mississippi, Florida. I think I got everybody in Tennessee. Um, and then we also have a pharmacy program. So folks who have inherited blood clotting disorder, um, need to infuse themselves with what we call a factor concentrate product. And that basically replaces that protein in the blood that they’re missing that helps them clot. And then lastly, we are a 501 nonprofit. So we do fundraising events and corporate engagement and stuff for folks to support our programs and our services that we provide.

Lee Kantor: So how many people are afflicted with this?

Vic McCarty: So there’s about 45,000 across the country, and there’s about roughly 2000 in the state of Georgia.

Lee Kantor: So it’s not a super common or is that is that a lot compared to other ailments?

Vic McCarty: It’s actually not a lot. And it’s not very common at all. It’s a very rare genetic inherited linked disorder. Um, you don’t die from hemophilia. You might die from complications of hemophilia. So it’s what we call a manageable illness so you can treat it and care for it. But again, it’s not a terminal. Hemophilia is not an illness that you can die from.

Lee Kantor: Is it something that you get? Uh, it’s recognized that you have it early in your life, and then you’re dealing with it, managing it the rest of your life? Or does it come on at any age?

Vic McCarty: Yep. That’s correct. So, um, typically for our little guys when they are born and and part of the birthing process, um, they’re diagnosed, um, with hemophilia, um, at a very early age, just because a lot of our, our guys go through, um, the, the circumcision. I hate to get kind of graphic, but but that’s how it’s detected. Um, because they don’t stop bleeding. Um, and then, um, our girls, a lot of times we’re both sexes and both genders, um, there’s some easy bruising and prolonged bruising and that kind of stuff.

Lee Kantor: Those are clues.

Vic McCarty: Yeah, those are clues. And then our women, our little girls and our young adults when they start their cycles, of course, that’s when it can be detected. And then sometimes our, our adult women are carriers and they don’t even know it. So sometimes our women are carriers and don’t know it. And then when they start having children and childbirth, then it’s detected and then a woman becomes a carrier, right.

Lee Kantor: And then, um, so is most of your work treating the folks or is it kind of evangelizing and trying to fundraise around it or a mixture.

Vic McCarty: Yeah, it’s it’s a mixture. And a lot of our work is providing educational resources for our folks because as you can imagine, a woman who’s a carer that doesn’t realize it then has a child who has hemophilia or.

Lee Kantor: They.

Vic McCarty: Feel bad. Imagine what kind of shock that is because you’re like, what am I? What? So a lot of our programing is around providing educational resources, helping people understand what it means to live with bleeding disorder. Then we are advocates and leaders in treatment and care. And across those regions that I talked about. Um, and then we do some fundraising as a nonprofit, 501 three. We do some fundraising and help support some of the things that we do. Um, the, the things that we raise money for currently are scholarship, research and then global impact. And those are kind of our three focus areas and our buckets of what we do to raise dollars from a fundraising perspective.

Lee Kantor: So, um, what’s your role in the organization?

Vic McCarty: So I’m the chief community engagement officer. Um, so I manage all of the fundraising and corporate stakeholder engagement. Um, I manage all of the communications and, uh, website, anything, print collateral, brand integrity, all that. And then I manage the team that provides all those educational programs that we provide to families. And those may be family nights. They may be teen retreat, our family camp program, our camp 1:00 program, which is our summer camp we’ve been doing for over 30 years. That falls under my umbrella, too. So I’m community facing, right? Um, and my role is really to educate and promote and create awareness in throughout Georgia. Really. And so I’m, I’m kind of all over the place all the time.

Lee Kantor: So what is, um, your background? Have you always been involved in association leadership?

Vic McCarty: I have, um, I’ve been doing nonprofit work for 25 years and fundraising most of those most of that time. Um, I’ve always been in a mission oriented service delivery, give back kind of career. Um, and so it’s really kind of, I think it’s all I ever really know and have done.

Lee Kantor: So any advice for the other association leaders out there when it comes to this type of, uh, Proving community engagement. Are there some do’s and don’ts that you recommend other folks think about?

Vic McCarty: Yeah, I think for us, what has been successful for us is really having the heartfelt mission heart right and being able to tell your story and impact of your story. Because when you’re able to tell your story about how you affect people in your community and what you do for your community, I think that’s how people rally around you and will support you and come to come to the table.

Lee Kantor: And then, uh, what do you need more of? How can we help you?

Vic McCarty: I mean, we’re we of course, we always need funding for the things that we do. Um, and again, and some of those buckets that I talked about in some of those areas of focus areas, we are always looking for volunteers. Um, we have many programs that need volunteers, particularly our camp program in the summer. It’s the full second full week in June this summer, and we camp with we partner with Camp Twin Lakes over at the Jago site in Winder. And so we’re always needing volunteers. We need volunteers to come in and help us with some office stuff, preparing for some tasks that we do. Um, so it’s really volunteers and donations. And then, you know, we’re always looking for people that are cheerleaders, cheerleaders and stakeholders and can tell our story throughout the community and make sure people understand who we are as an organization.

Lee Kantor: Now, why was it important for you to become part of the chamber?

Vic McCarty: Um, for me, it’s just developing our again, it goes back to the promotion, awareness of who we are and making sure people understand that we have a presence in Georgia. You know, we’ve been in business for 53 years, and I run across people on a daily basis that either don’t know who we are or don’t even know that an organization like ours existed. Um, and so for me, it’s the networking and the community engagement. Part of my role is to be part of the chamber, um, particularly, you know, the Greater Perimeter Chamber where we can network with people. We can get people to understand who we are as an organization. We’re just up the road off Roswell Road. So we’re we’re part of, you know, the Sandy Springs community and perimeter community. Um, and so it’s really just an opportunity for us to tell our story and make sure people know who we are.

Lee Kantor: And if somebody wants to learn more, what’s a website? What’s the best way to connect?

Vic McCarty: So the best way to reach us is our website is Hogwarts. So hemophilia Georgia, but just abbreviate Hogwarts. Um, and then our phone number, you can call um and basically ask any questions that you need to. But it’s (770) 518-8272.

Lee Kantor: Well, well, Vic, thank you so much for sharing your story. You’re doing such important work and we appreciate you.

Vic McCarty: Absolutely. Thank you for having me.

Lee Kantor: And we’re back. Next up we have Alex Coleman who is with Energy Works ATL. Welcome, Alex.

Alex Coleman: Thank you very much Lee.

Lee Kantor: Well, I’m excited to learn, uh, what you’re up to tell us about Energy Works ATL how you serving folks.

Alex Coleman: So we are a holistic family center in Sandy Springs. And what that means is we look at the person as a whole, body, mind, spirit and community, and we create a safe space for people to come and give their wellness a different try. What that means is massage therapy is not a luxury. It’s a therapy, and it addresses everything that your body needs, not only physically but also emotionally. Um, we have a psychology on staff that manages all the mental health parts. So if someone needs to talk to someone, we have that at the same place. We do a lot of events that teach mindfulness, that teach people skills to how better deal with stress. Stress is big now and it comes from my story. I didn’t know how to process stress. I was in corporate America for 25 years and it nearly killed me. And what killed me was my inability to process stress. And that’s what we created at Energy Works Seattle, an environment where people can come and learn how to deal and process with that stress that is Every day, every hour, every minute of our lives.

Lee Kantor: So is this your company?

Alex Coleman: It is my company.

Lee Kantor: So what was it like kind of beginning and starting this from coming from a corporate background? That must have been scary. A little bit, right?

Alex Coleman: It was very scary. It was leaving everything that I knew. 25 year career for something that I loved. And I had no idea how to do it. Just the passion to do it right. And I, um, as I share with you, stress nearly killed me. Um, 2017, I was 185 pounds and my entire body hurt. Walking hurt. Sitting hurt. Moving hurt. And I did what I do. When you hurt, you go to the doctor. And they were giving me prescriptions to address the symptoms. So I was taking 13 prescriptions on a regular basis, with a handful more as needed, with multiple diagnoses and my body was shutting down. It was just yelling at me that I needed to make changes, and I didn’t know what it was. I didn’t know how to listen to my body. So what we do is that reconnection between my mind and body so that people can understand what is going on and process what is going on, and not just keep carrying it.

Lee Kantor: And is there any advice you can give our listener right now? Is there something they can do right now as they’re listening to become more mindful or to become less stressed? Is there a breathing exercise or something you could share?

Speaker6: That is what I was going to say.

Alex Coleman: Just start with a nice deep breath. We do shallow breathing day in and day out. When I say take a nice deep breath in is strengthen your back and when you breathe in, allow your abdomen to expand. Feel your lungs as much as you can. When you think you cannot get anymore, try to get a little bit more. Hold the breath for four seconds and then just let it out slowly through your mouth. When you breathe mindfully for two minutes, your brain doesn’t have any other alternative than regulate. So if you’re having a hard day, if you’re dealing with anxiety, if you’re having a panic attack, just put a timer and start breathing deeply. That’s that’s the tool that we all have handy every day of our lives.

Lee Kantor: Now, why was it important for you to become part of the chamber bringing awareness?

Alex Coleman: So it’s not just a massage place. It’s not a mental health place. We’re not a clinic. We are a safe space where we try to educate people how to take care of their lives, how to take care of their wellness, how to be able to translate this very busy life that we live on a more calm manner so that it doesn’t affect you, and you can be full and recharged for the people that matters to you. Because what we do is we give out all day long. And so there is nothing else to give. And then when there is nothing else to give, you are so depleted. The only thing you want to do is lie down in bed and go to sleep. And you’re not even giving your body what it needs. You need movement. You need. You need breathwork. You need to be able to listen to your body. So meditation is very important. When I started meditating, I couldn’t stay focused more than 2 or 3 minutes and I hated it. And I started with just YouTube meditations and got in the habit of doing guided meditations to a point that I was able to do it completely, but it took me few months, several months until I felt comfortable going through a full meditation. And it’s just like when you it’s like that room that you have in your house, that it’s where you put everything that you don’t want on site. And when you open the door, everything is still there. That’s meditation. It’s going through that room and emptying it and saying, okay, I’m opening space for new things to come and allow all that energy to flow.

Lee Kantor: So if somebody wants to learn more, is there a website? Is there a way to connect with you?

Alex Coleman: So our website is Energy Works. Com. You can follow us on social media. We are on Instagram and YouTube. And just take time for yourself. Just give yourself that treat of wellness.

Lee Kantor: Well thank you so much for sharing your story. You’re doing such important work and we appreciate you.

Alex Coleman: Thank you very much, Lee.

Lee Kantor: And we’re back at the GPC Holiday Open House. So excited to be talking to my next guest, Andre Albritton with Networking only ATL. Welcome, Andre.

Andre Albritton: Hey, Lee, thanks for having me on the show.

Lee Kantor: Well, I’m excited to learn what you’re up to. Uh, tell us about networking only ATL.

Andre Albritton: Yeah. So networking only ATL is a brand I started probably like late March. And essentially what I do is I send out a Sunday newsletter. It’s for free, it’s for business and creative professionals, and on any given week it’s about good 60 to 80 events listed for everyone. So that includes Chamber of Commerce events like the Greater Perimeter ones. It include general networking, industry focused seminars, conferences, expo summits, all the fun jazz of being a professional in the city.

Lee Kantor: So you’re the place to go to know about all the events.

Andre Albritton: I’m hoping to be. Yeah.

Lee Kantor: So how’d you get this idea?

Andre Albritton: So, in all honesty, I have a bad habit. So my other job is I’m an independent adjuster. So, like, those guys who, like, walk on roofs for claims for insurance companies. But this year, first year since 2015, we haven’t had any hurricanes. So I’ve been a little bit bored. So I kind of started because I tend to get bored. And when I get bored, I’ll start a brand, grow it because, you know, being an entrepreneur or entrepreneur, to be more specific, it’s just kind of nice to create something and see it grow, see you help people. And that’s really why I created this one. And essentially like in Atlanta, you can go to an event, it says networking, but you find out it’s a big party. It’s like I’m not sure how to networking this thing at all, hence the name networking only.

Lee Kantor: So, um, do you have any advice for folks out there on ways to network? Are there good ways, bad ways? Are there some things that you recommend people doing to get the most out of a networking event?

Andre Albritton: You know, I’ll say two major things. One, keep going to the event. I think that’s the a big misconception. People feel like if they go to the event, they will get this million dollar business deal the first night and then go walk out like a millionaire. Doesn’t work like that at all. So always keep going to the events, learn what people want, learn how to help people. So always lead with value at all times. And even if you guys don’t do business, is really okay because I always tell people when you go to these events, you probably won’t be doing business with the person you meet, but they might know someone. So at all times always still bring out your value. And then the second tip I mentioned is kind of how I research my events for the newsletter. So for example, if an event says it starts at 9 p.m., it’s probably a party. So I say, hey, research the events, see who the group is, see who’s on the board, see if there’s anyone there that you actually want to talk to, and see if that’s an event for you. So just do a little bit more prior research before you go and click the button say I’m going to go to this event.

Lee Kantor: Right. So it’s a good idea to do research before attending any event, just to kind of get the lay of the land and see if there’s anybody there that’s worth kind of meeting.

Andre Albritton: Yeah. Yeah, exactly. Because, you know, we have a lot of events and this is Atlanta is a busy city. Business is everywhere. But just because you go to an event might not be the event for you. So another one might be. So it takes a little bit of time to explore and research.

Lee Kantor: So how did you land on joining this chamber? What were they doing that attracted you to them?

Andre Albritton: I guess since I have a little bit of a cheat sheet. So I’m a little data nerd. So when I sent out the newsletter, I’m looking at the clicks. This chamber tends to get the most clicks out of all the chambers. So that stuck out to me automatically. And I’ll say with page handling the social media side. That helped a lot too. And most importantly, it’s a warm, welcoming community. So I think that’s what really did it for me because it was pretty inviting. They want to see you network. And I’ve been to a few groups. It’s like you go to the event and you might be kind of by yourself a little bit. And sometimes the board will come and see you, chat with you, introduce you to someone. Sometimes they won’t. For the Greater Perimeter side, they’ve been really great about that and making sure they put focus on their members.

Lee Kantor: Now, um, when you’re at this event. So we’re here at the holiday party. Is this an appropriate place to network, or is this a place that where you say, you know what, I’m just here to have a good time and, you know, end of the year kind of thing.

Andre Albritton: For me, it’s going to be both. But no, that’s a good point you bring up because, you know, it’s holiday party season. And I would say if I didn’t know anyone, it’d be a little bit hard for me to network because, you know, I feel like when people come to these events, it’s like the end of the year, let your hair hang down. You know, my hair’s not hanging down, but, you know, it’s like they want to have fun. So it’s like, okay, might not be the best time if I’m new. If I was brand new, I probably wouldn’t come out to it. But if I was, you know, some people. Yeah, I’m definitely coming out because I have a chance to talk to people. We have some good food with my Christmas sweater. Yeah, it’s just a good time.

Lee Kantor: So what do you need more of? How can we help you?

Andre Albritton: The best way to help me is just share the newsletter with someone. Um, so like I said, the newsletter is for free. Anyone can sign up, and it’s a good 80 to 100 events for a weekly email list at this point. And I’m also on the website. I have the conferences and summits all listed up for 2026.

Lee Kantor: And then, uh, the website. What is the coordinates? Are you on socials as well? So give us whatever kind of the best way to connect.

Andre Albritton: Uh, best way to connect is on Instagram. Um, tag handle is networking only ATL or visit the website at w-w-w only ATL.

Lee Kantor: Com good stuff. Well Andre, thank you so much for sharing your story. You’re doing such important work and we appreciate you.

Andre Albritton: I appreciate you, Lee. Thank you.

Lee Kantor: Back at the GPC Holiday Open House. So excited to be talking to my next guest Don the Money Man Farrey. Welcome, Don.

Don Farrey: Hi. Thank you for having me.

Lee Kantor: Well, I’m excited to be talking to a financial coach. That is information everybody needs. Uh, tell me a little bit about your practice.

Don Farrey: Well, I started earlier this year, and it’s a fractional chief financial officer, uh, business. And I provide, uh, you know, high level advice to small to medium sized businesses, try to help them understand where their money is going. How come they don’t have as much sales in the bank that they wish that they did? Uh, try to help them reduce expenses, uh, grow sales through sort of out of the box marketing ideas and also, uh, explain their financials in terms that they can really understand now.

Lee Kantor: So you’re a CPA though, correct. But you’re focused primarily on business owners. Correct. And then were you was that always your practice or is this kind of, uh, a an extension of what you had been doing?

Don Farrey: Well, it’s an extension of my experience working 30 plus years in real estate development, property management and construction, as well as being a controller of other businesses. And I’ve had my own companies as well, so I understand the need to market and get your name out there and think in ways that you can do things inexpensively, but still, you know, retain clients and gain clients.

Lee Kantor: So so you have kind of the been there, done that background as well as the, uh, kind of the CPA credentials so that, you know, kind of the nuts and bolts of that side as well. Yes. But you’re not interested in doing my taxes. You’re more interested in consulting with me about growing my business.

Don Farrey: Well, one of the things that happened with my clients is that they want me to do their taxes.

Lee Kantor: So is that a necessary evil or you don’t want to do or you’re stuck doing now?

Don Farrey: It’s not really. You know, there are people that are expert in taxes. You know, I can get people through taxes and certainly consult with people. If I come across a situation that’s really hard for me to, to, uh, get through.

Lee Kantor: Right. But the value you’re providing to most of your clients nowadays is kind of this financial coaching. So you can help them kind of get their act together so that the tax part, you wouldn’t mind if somebody else did that part.

Don Farrey: Correct. Yeah. In fact, I’ve got one fellow that’s, you know, just started in business, uh, knows his business really well, but doesn’t understand, you know, financials at all. And so I’m helping him with budgeting and understanding what his financials tell him and how much he can afford to do things. And then I met with a new client today that’s got four very successful businesses, but he wants those rolled up into sort of an overall view of what’s going on. What’s my cash flow, you know, how am I doing percentage wise with compared to other businesses.

Lee Kantor: Now, are you a good resource for the person that wants to exit their business and is thinking, okay, in 5 to 10 years I’d like to exit, but maybe I should get my financial house in order and work with an expert that can really, you know, make me look as attractive as possible down the road.

Don Farrey: Yes, I’ve actually done that with several businesses that I’ve been exposed to, you know, in the past. So the the best part or the most important part is to get finances in order. Very clean, very understandable, everything in the right place so that when they go to present to potential buyers, the buyers can’t find anything wrong to try to reduce the price on them.

Lee Kantor: So what’s some advice for that business owner looking to exit? Are there some do’s and don’ts that you would recommend? You know, like a year before you’re about to sell?

Don Farrey: Uh, yes. Don’t put put personal expenses in your business expenses. And make sure that.

Lee Kantor: Does that happen. More like you were laughing about it. But is that something that happens more times than you think?

Don Farrey: Yeah, it happens frequently. Sometimes people intermix, you know, their personal expenses with their business expenses, and then that makes it tough for the CPA, who’s doing their taxes at the end of the year to pull those out and get their taxes done. So it ends up costing the person in the end having mixed expenses in their in their financials. So it’s just better if they, you know, have a separate bank account for the business, keep it clean, separate credit card for the business. If they, they, uh, need a credit card for the business or a debit card. And then that way, you know, the only thing that the CPA gets to do their taxes is clean, you know, clean information. What I see a lot, though, is that many businesses, you know, hire a bookkeeper and the bookkeeper puts things where they think they should be. But, you know, I’ll often see things that are like refunds posted to income and they shouldn’t be and loan, you know, proceeds, you know, book to income when they should be a liability. So there’s just things like that that happen frequently.

Lee Kantor: Now, um, if you were starting a business from scratch, what would be the first thing you did from an accounting standpoint to make sure that you’re off in the right way?

Don Farrey: Well, get yourself set up to where you limit your liability. So an LLC of some kind is highly recommended. Uh, you don’t want to have exposure to being sued. If you’re out and about and have an accident or something, or one of your employees is involved in something where you could be sued. So you want to protect your personal assets. So you want to have the right structure for your business. And then, like I mentioned earlier, separate bank accounts, separate credit cards and then conduct business. You know, uh, bring in new sales, market yourself, network and that type of thing.

Lee Kantor: Now, why was it important for you to become part of the chamber?

Don Farrey: Uh. Well, I was looking at it as a way to, uh, grow my business, meet people, have resources. If I came across somebody who needed something, uh, I’ve sent referrals to people that, uh, I know that I don’t do business with, um, but because I think that’s just sort of part of what a good person should do. And so if I can help another person’s business, I’ll try what I can to make that happen.

Lee Kantor: Now for you, um, do you have kind of a sweet spot or an industry that is a good, uh, referral for you? Is there a type of client that you’re looking to have more of?

Don Farrey: Well, interestingly enough, real estate would be a great real estate oriented client. Would be great because that’s like.

Lee Kantor: A realtor, somebody that’s.

Don Farrey: Know more so of a property management or development company. Because I’ve got so much experience in that area. But interestingly enough, um, my one of my clients is a tire center, and I worked at a tire center in college, so I had experience. There you go. Knowing how to change tires and oil and all that.

Lee Kantor: You could relate to that.

Don Farrey: And then, uh, another client of mine already owned, uh, promotional products company said, well, what do you know about promotional products? I said, I buy them.

Lee Kantor: Yeah, I’ve used them. I have a pen.

Don Farrey: And then the fellow that I met with today, he, you know, he has an oil and gas distribution business. And my dad did that. Oh, wow. When I was a kid. So I had experience with that as well. So so it’s amazing how much your younger life.

Lee Kantor: Right.

Don Farrey: That helps you in your older life.

Lee Kantor: You never know.

Don Farrey: No you don’t.

Lee Kantor: Um, so if somebody wants to learn more and have a more substantive conversation with you, what is the website? What’s the best way to connect?

Don Farrey: Uh, my website is down the Moneyman comm. Or they can email me at Don at Moneyman comm.

Lee Kantor: Good stuff. Well, thank you so much for sharing your story, doing such important work, and we appreciate you.

Don Farrey: Thank you very much.

Lee Kantor: And we’re back at the GPC Holiday Open House. So excited to be talking to my next guest, Juliette Colón with Focal Point. Welcome.

Juliette Colón: Thank you.

Lee Kantor: Well, uh, for folks who aren’t familiar with Focal Point, tell us a little bit about how you’re serving folks.

Juliette Colón: Focal Point was started about 21 years ago, co-founded by Brian Tracy. He’s a well-known sales and management guru. He’s written over 70 books, and he has a proven methodology. And I know that because I listened to him many years ago and doubled my income by following his training.

Lee Kantor: There you go. And then so with your background always in executive coaching.

Juliette Colón: Throughout my career I have been the one training, coaching, mentoring, developing. So it looks like I have a kind of a knack for that now.

Lee Kantor: Um, when did you realize that you were good at it? Did something happen that you were able to help someone get to a new level or, somebody who are mentoring, you know, said, hey, great job. Thank you so much. Like, when did you kind of believe that you could pull this off?

Juliette Colón: Pretty early on, even before I started a career, I worked in retail. I was an assistant manager, and I was all of a sudden just telling people, you can do this. You know, what do you want from your career and helping people get promoted? So that was pretty quick. And I just have that desire to help and be of service. And I think that comes from my parents now.

Lee Kantor: Um, being part of focal point, focal points, a franchise. Was that a difficult decision to say, okay, I’m going to own my own business?

Juliette Colón: No, not at all. Um, and it’s because I worked for corporate America 21 years sales leadership, management. It’s where I really cut my teeth. Then I had my own business for ten years. I managed two, actually. I owned and managed two salon suites locations, and I mentored and coached my hairstylist beauty professional clients. Then I sold the business in January, didn’t know what I was going to do, and looked at different franchises. When I heard Brian Tracy was involved, it was a no brainer, right?

Lee Kantor: And then so when you joined Focal Point and was, is it something that when you’re part of a franchise like that, that you just can show up and say, I’m with focal Point and people hire you, or you still have to do some of the selling.

Juliette Colón: You absolutely have to let you have to find out what they who they are, what they need, and see if what you have can be of benefit to them. Because we really don’t sell. People either want coaching or don’t. It’s not something like, I’m going to go shopping for a coach.

Lee Kantor: Now, is there kind of a any symptoms or signals that a person in their own life is having, where maybe a coach is the right move for them? Like, are there some clues for an individual to know when, hey, maybe I should call a coach because some people I would imagine coaching is out there and people know it exists, but they don’t think that it exists for them. Maybe.

Juliette Colón: Personally, I think you’re completely correct. Um, for an example, a small business owner, they feel like the business owns them. They’re working 70 hour weeks. They don’t feel like they can take a day off or take a vacation. I was there, I understand that, um, so I can help them clarify their goals. We facilitate and help them with a strategic plan, help execute, and then we deliver accelerated, tangible results. Because at the end of the day, we have to deliver results. We even have a guarantee.

Lee Kantor: Oh, wow. So then is is there a kind of a niche that you work in because your career has been, uh, so broad, or do you have a sweet spot on the type of people that you like to work with?

Juliette Colón: I think because of my last ten years as a small business owner, I have a sweet spot in my heart for small business owners. Um, it’s. I was a solopreneur. You feel very alone and sometimes isolated, and I didn’t have people that I knew at my level that were business owners. So I think I can really help and impact them in a very positive way.

Lee Kantor: And is there kind of a early point of entry, like what’s the the first way people start working with you?

Juliette Colón: Um, there’s many different ways. I mean, for example, I do workshops, so they might come to a workshop and then, you know, talk to me a little bit more about what they are thinking they might need assistance with. Um, um, just meeting people. You know, we have conversations if they’re interested in further conversation. I had a great conversation this morning with a financial advisor who has a couple of other things going, and he wants to meet me and his partner because he has a new side gig. It’s a new business, and he wants me to help them.

Lee Kantor: And then are you a good, uh, as part of the service, kind of an accountability partner to help hold people accountable to maybe some of the things that they’d like to do but just never get around to.

Juliette Colón: Thank you for saying that, because that is a huge part. I’m working with a husband wife photography team and they are thanking me for the accountability. I’ve helped them. They say almost forced them to grow. So things are going well.

Lee Kantor: I’m sure things are going well. The best way to connect with Juliette is through her website, juliette.com, or by emailing her at Jay at. Juliette, thank you so much for sharing your story today.

Lee Kantor: And we’re back at the GPC Holiday Open House. So excited to be talking to my next guest Carlos Barrow with Vino Venue. Welcome.

Carlos Barrow: Thank you for having me.

Lee Kantor: Well, I’m excited to learn what you’re up to. Tell us about Vino Venue.

Carlos Barrow: So Vino Venue is just a really cool place. We do everything related to wine. We are wine retail store. We’re a wine bar, so you can come and grab a drink, get something to eat, hang out and then buy any of the many, many bottles of wine that we have in there. And then we have another bucket where we do events and classes. So we do cooking classes, wine classes, private events, kind of corporate events, corporate retreats. You know, we do cooking competitions, team building, that type of thing.

Lee Kantor: So so what’s your background? How’d you get involved in this line of work?

Carlos Barrow: So it was quite by accident, actually. I just moved to Atlanta from LA and I was looking for a wine bar. I have a wine bar in every city, and I searched one place and it didn’t quite work out. And then I found vino venue on Google, and I went and the owner, Emily Mandika, she was just so welcoming to me and my wife, and we had an amazing time. And I went back there every day for like two months. And we just kept talking. And one day she was like, you know, I need somebody to help me manage this place. And I was like, that’s great, because I need a place to manage. So the rest is history.

Lee Kantor: So you in other places you’ve lived, you’ve found kind of your place.

Carlos Barrow: I’ve always had a place. Uh, I’m in hospitality. I’ve been in hospitality for the last 16 years I worked in fine dining and resorts, mostly, um, but so the opportunity to get into a side of things I hadn’t really experienced before, meaning wine was just like, it’s too compelling to pass up.

Lee Kantor: So now when you when you take on kind of, um, an opportunity like this one here in Atlanta, how what are you looking forward to elevate kind of the experience to get it to the way you would like it to be in your mind?

Carlos Barrow: I think for us, it’s it’s about opening the community of wine to everyone. Like wine is not just for a certain type of people or certain economic status. It’s so amazing. Um, and it’s not just drinking. It’s it’s something you do with the community. And that’s what we’re really seeking to do. And that’s why we have the educational classes. Uh, we do certifications in wine. It’s really to get anybody interested, like access.

Lee Kantor: So what’s the typical kind of entry point for someone to enter into this world? Because obviously for you it made a mark, right? Like there was something happened and it clicked. And you’re like, I really like this. I want to immerse myself in this community. How do you kind of bring in a new person into the community?

Carlos Barrow: I think it starts with curiosity. Um, you just taste this. Do you like it? And let’s figure out why. And then, if you like this, how about we try something else over here? And, you know, you just discover things through experience. Um, so I think that’s the best way.

Lee Kantor: Because wine is one of those things where there is so much nuance. And it’s not like a wine isn’t a wine that’s a wine. It’s not like you buy a Coca Cola that tastes the same every time. Right there, every bottle, every region, every. There’s so much kind of subtle differences. And the more you get into it, the more you kind of appreciate that the individuality of each of the wines. How does. So curiosity is the entry point you think?

Carlos Barrow: Curiosity is the entry point. And also so we have these little machines, we call them enigmatic machines. And basically you can put a bunch of different wines in there. You give you a little card, you preload it with money and you know, you get to taste a bunch of different wines. Um, and what’s cool about that is we have these little kind of info cards above each wine, so it’ll say where it’s from, you know, the type of wine it is and the type of flavors you should smell or taste.

Carlos Barrow: And when people go around like, you know, you bring your date or you have your friends, you can just see them, like discovering they like, taste it. And I’m like, oh yeah, I kind of taste the peach or the pear. You know, they they kind of discover how wine works, like as they go. And it’s really cool to see.

Lee Kantor: So then the experience kind of unlocks different things because they can really quickly understand some of the subtlety and maybe pick up some of those subtle things that if someone was just drinking glass after glass, they wouldn’t really be able to kind of appreciate.

Carlos Barrow: And then they come to a tasting or they come to one of our wine classes and you get to learn more and more, and then your appreciation grows, and then they come and say, well, now I have a wine, Carlos. I love Gamay, that grape from France.

Lee Kantor: And then you start saying, okay, maybe I like this aspect of it. Is there another wine that has similar aspects? And then you can taste that and you’re like, okay, this type of thing is my is the one I’m looking for. And that way I can seek that out.

Carlos Barrow: Yeah. And I’ve met so many people that way. But I do want to say equally, I have met people that came in and said, I’m going to a family dinner or gathering and I need a wine, and they like reds. You know what I mean? Right.

Lee Kantor: But reds is, you know, that’s.

Carlos Barrow: So you find that entry point and then you say, well try this. And they’ve I’ve had people come back and say, everybody loved that wine, right. And again, that’s now that.

Lee Kantor: Becomes my go to. And then that’s the one I bring.

Carlos Barrow: Yeah. And it’s it’s equally cool right.

Lee Kantor: It must be so rewarding to have that light bulb go off that aha of oh I, I get it now why people are so obsessed by this.

Carlos Barrow: Yep. And I think it’s working so well because now we’re entering into catering. Mhm. So we can go offsite you know bring food. We can also bring wine. And now we can do tastings for you at your office or at your home. You know like depending on the event. Um, and that’s just like another way for us to, to reach the community where if you can’t come to us, we’ll come to you, and you can have these same experiences.

Lee Kantor: And and these are elevated experiences. These aren’t just kind of run of the mill that if you went to a liquor store, they’d give you a bottle of wine. Right.

Carlos Barrow: Well, you know, we have we have a little flair. Every person that works for us has to be level one certified, and that means they have a level of knowledge that they can answer any of the basic questions. And what that does is it makes it makes the guest comfortable. Right. Well, let me ask them. Let me ask you this. Oh, you’re just a server. But you still know this much about wine, right? It makes them feel comfortable and it elevates the experience without without having to do a lot of extra stuff around it. You know what I mean?

Lee Kantor: Now, do you work with restaurants or people that are waitstaff, um, to teach them kind of the basics or some of the kind of go to, um, you know, just basic information about wine, you know, for the people that are curious that say, you know what? This is going to help my career if I do a deep dive in this and I get level one, two, three certified. That’s good for my wallet.

Carlos Barrow: It that is so true and is something that we definitely offer to all of our staff, like, hey, because we are Emily, our owner, you know, she’s level four certified. Normally you go up to three. She went the extra mile, got certified overachiever. Exactly. Uh, and what she does is she does this wonderful thing where she offers everyone that works for her the opportunity to take each certification. Um, she’ll give them the materials for free. They come and they study, and.

Lee Kantor: That’s a huge perk. I mean, that’s I mean, that can impact your livelihood.

Carlos Barrow: Well, yeah, because they help us. And when they come to work, we want to help.

Lee Kantor: Everybody wins.

Carlos Barrow: Right, exactly. And then they can go on afterwards and do so much more of their careers. Mhm. Um I think it helps everybody. And it’s a wonderful opportunity that she’s offering to everyone.

Lee Kantor: Now why was it important for you to become part of the chamber community.

Carlos Barrow: So the chamber is so amazing because it I think it just takes all of the businesses in a community and it brings us together. Uh, so not only can people that are searching for us find us in this one place, we can also find each other and we can work together. And it just creates such a robust community and so many connections and opportunities for collaboration. Um, I think you can’t get any better than that.

Lee Kantor: So if somebody wants to learn more about vino venue, where what’s the website? What’s the best way to connect?

Carlos Barrow: Find us at com. Uh, we are just off Shamley Dunwoody. Dunwoody road, um, in the same place as the Kroger. So there’s plenty of free parking. Um, but. Yeah. Com or email me at Carlos. Com. I’ll answer any questions. Come have a glass of wine with me.

Lee Kantor: All right. Carlos. Well, thank you so much for sharing your story, doing such important work. And we appreciate you.

Carlos Barrow: Thank you. I appreciate you for having me.

Lee Kantor: And we’re back at the GPB Holiday Open House. So excited to be talking to my next guests, Abby Johnson and Leslie Mack with Harmony nutrition. Welcome.

Abby Johnson: Thank you for having us.

Lee Kantor: Well, for folks who aren’t familiar, tell us a little bit about Harmony nutrition. How you serving folks?

Abby Johnson: Yeah, absolutely. So Harmony nutrition is a nutrition practice. Um, we are a group of registered dietitians, and our tagline is A body and Harmony performs at its best. So we try to help people achieve their best optimal health through food, through the belief that food truly is medicine. And we have 12 different specialties under our roof. So everything from autoimmune conditions, weight management, pediatrics, eating disorders. So, um, whatever someone’s coming in for, we try to match them with the specialist that can help them. And um.

Leslie Mack: And I’ll add on a little bit to that. Um, we do cover all age groups. So anywhere from babies up till seniors. Um, and we are also a network with most major insurance companies. So it is an affordable and accessible option for most and fully covered in most insurance plans. Um, and we just opened our new location in Sandy Springs, and we have a new opening, grand opening coming up next week. And we also have an office location in Alpharetta and do virtual appointments as well.

Lee Kantor: So what is the, um, signal or symptom that someone is having where they’re like, you know what, maybe a nutrition expert is the one I should be contacting, not, you know, googling this.

Leslie Mack: Excellent question. That is a good question.

Abby Johnson: So I would say that there’s some obvious ones out there, but there’s also some less obvious ones. I think oftentimes when people think of a dietician, they’re like, oh, you know, you help people lose weight, which which is a thing that we do. But there are things that can also be tied to nutrition that I think a lot of times people don’t make that connection. So things like, um, migraines, eczema, um Bloating GI issues that haven’t been resolved through through medical management. So those things can all be at least helped, um, through through nutrition. So there’s not one single symptom. I would say it’s a variety of things. Anything else that comes to mind for you, Leslie?

Leslie Mack: Um, I think what makes a dietitian unique is that we are able to kind of be very individualized and, um, integrative with our approach. Um, and so we really listen to kind of all the levels or layers of, of nutrition needs and address those individually. Um, I think the other very cool thing is we have time to kind of work on more of the how to execute, right? Like, how do we put this in action? Not just here’s the recommendation. And I think that’s what’s also very helpful for our clients and patients.

Lee Kantor: Now I’m very pro nutrition. And what you’re doing I think is super important. And I don’t think people understand or appreciate it enough because I have a big bias for you and what you’re all doing.

Abby Johnson: Well thank you.

Lee Kantor: We have I have a relative and he told me he’s like, I take an antacid every day.

Abby Johnson: Mhm.

Lee Kantor: And in my head I’m like, that doesn’t sound like a good idea that something is wrong.

Abby Johnson: Yes.

Lee Kantor: And I don’t think and, and I wasn’t educated enough now that I am to think, oh you should probably. Why don’t you call a nutritionist? Like that wasn’t my go to thinking. Yeah, but somebody who has a symptom like that, or a behavior like that is somebody that maybe should contact you. Absolutely.

Abby Johnson: Yep. Yeah.

Leslie Mack: Um, I think sometimes, um, we get a lot of things to treat the symptom instead of fix the root cause. And, uh, as dietitians, I think we really work to kind of rebuild food relationship and food practices and lifestyle habits to reduce some of those symptoms, like reflux or something that presents instead of just saying, here, let’s add a medication.

Lee Kantor: Right. And especially when there are, you know, quote unquote, medications like an antacid where they can buy a barrel full like a Costco. And then that seems like normal. Like, oh, I’ll just get this. And my problem solved. Correct. But you’re never solving the problem.

Leslie Mack: Correct. And maybe making it worse over time. Yes. Yeah. Yep.

Lee Kantor: So do you spend most of your time kind of educating? Is that kind of the mode you’re in in a lot of the times, is just explaining how your relationship with food can contribute to a lot of things that maybe are not thrilled about.

Leslie Mack: Yes.

Abby Johnson: Yeah. We spend a lot of time on education, but we we also spend a lot of time, I think, making connections between symptoms or things that patients may not often pick up on. So when we do our initial appointment, it takes an hour and 15 minutes because it takes a long time to learn someone’s whole story. So you have to know, okay, you might have a symptom that resembles acid reflux, but let’s go back to the beginning of when did this start? What else was happening at the time that it started. Um, what is your diet consisting of like? So, you know, there could be a stressful event that triggered GI issues. And that’s also when our migraines started. So you have to kind.

Lee Kantor: Of be a detective.

Abby Johnson: You do a food detective is a perfect way of explaining what we do, but it’s listening to people’s story and then understanding how food may play a role in some of the things that they’re experiencing. So it’s a little bit of both storytelling, education, making connections, all of those things.

Lee Kantor: Now, do you do any testing to like kind of see if there’s any food sensitivity issues that, you know, I’ve been eating this all my life and maybe I shouldn’t be, because maybe that’s a trigger for things that are not great for me.

Abby Johnson: Yeah. So we offer a lot of different types of functional testing. So we have food sensitivity testing. We have gut testing. We do micronutrient testing. Um, so there’s a lot of different things that we offer. I think that what sets us apart from some Uh, other maybe forms of, um, you know, integrative practice is we really try to listen to the whole story first and make sure that that level of testing is actually necessary because none of that stuff is covered by insurance. So if I can easily identify, like, hey, I think this food might be triggering your problem, let’s try eliminating this first. I will do that. Um, the testing is a nice tool that we keep in our pocket, but, you know, hey, if this plan that I had didn’t work, then our plan B would be to let’s go to some additional testing and try to find out what’s triggering you, um, and whatnot. So we have all different layers of how to practice.

Lee Kantor: So now why’d you become part of the chamber community?

Leslie Mack: Great question. Um, I think, uh.

Lee Kantor: One of you made the other.

Leslie Mack: I think it was a joint decision. Um, but I think coming into a new area and kind of I think the connectivity is something that we really value, um, not just for obviously business growth, but I think learning about the community you’re in and how you can play a role in that, and how we can connect with other small business owners to us was really attractive and something that I think is, is beneficial.

Lee Kantor: So if somebody wants to connect with you, what’s the website? What’s the best way to get Ahold of you?

Leslie Mack: Yep. Um. Harmony nutrition ATL. Com. Um, and you can see kind of all of our, um, teams on their areas of specialty, you can also book appointments in there. And then we can also do it over the phone as well.

Abby Johnson: And our Facebook and Instagram is also Harmony nutrition ATL as well. Good.

Leslie Mack: Shout out to the socials.

Lee Kantor: Well thank you so much for sharing your story. You’re both doing such important work and we appreciate you.

Leslie Mack: Thank you.

Lee Kantor: And that’s a wrap for the 2025 GPC Holiday Open House. This is Lee Kantor. We will see you all next time on Greater Perimeter. Business RadioX.

 

BRX Pro Tip: Think Like a Buyer

December 18, 2025 by angishields

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BRX Pro Tip: Think Like a Buyer
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BRX Pro Tip: Think Like a Buyer

Stone Payton: And we’re back with Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, you are so much better than I am at this, but I think it’s good counsel – think like a buyer.

Lee Kantor: Yeah, a lot of salespeople approach sales as a salesperson. And a lot of times, they’d be better served to really kind of get in the shoes of the person they’re selling to, the buyer, and really empathize with what the buyer is going through and how the buyer is seeing the world, rather than through the lens of the seller, because you got to remember, buyers are focused on solving their problems, they’re focused on minimizing their risk, and they want to maximize whatever value that they can get. Sellers, sometimes, get caught up in just kind of spitting out the features and hitting their own sales targets. So, they’re not really kind of living in the shoes of their buyers. They’re focusing on what they need and what’s in it for them. And I think it’s so much more effective to really understand it through the eyes of the buyer.

Lee Kantor: So, you have to understand the buyer’s perspective. And that’s going to help you help them more because you’re going to be focusing in on addressing their fears and their objections genuinely, not in that icky sales way, but generally, genuinely and empathetically, which is going to foster trust.

Lee Kantor: So, number two, remember that buyers want outcomes. They don’t want features. Whatever the thing you think your service provides really isn’t important. What they want is the outcome that they desire. So, you have to frame your offering around how it solves their challenge or how it solves their problem. You have to become more relevant and persuasive and not just kind of shout out all the cool things your service provides.

Lee Kantor: Number three, you got to understand, buyers are a lot smarter today and more knowledgeable than they were back in the day. Buyers have done research. They’ve compared things. They’ve deliberated already. So, you have to kind of match their pace and their knowledge by providing whatever they need at whatever stage they are in order to reduce the friction that they need in order to buy whatever it is you’re selling. So, you have to kind of be more knowledgeable than them, and you have to be able to help them discern what you’re offering versus all the other choices out there.

Lee Kantor: And when you see the process through the buyer’s eyes, you’re going to prepare for objections, you’re going to prepare for any type of hesitations, and you’re not going to be caught off guard because you’ve already kind of thought a lot of this through and you’re prepared. So, thinking like a buyer is going to shift your approach from selling into serving, which is the foundation of lasting client relationships and more successful sales over time.

Lee Kantor: So, remember, you’re there to help them solve a problem. You’re not there to really sell what you have. If you’re helping them solve a problem, a lot of times, it’ll be with what you’re selling but, sometimes, it won’t be. And that’s okay too. And when that happens, you’re going to be able to get them to think of you maybe down the road or think of you when it comes to referring your service to other people they might know.

Unlocking Sales Success: Transforming Overwhelmed Entrepreneurs into Confident Leaders

December 17, 2025 by angishields

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Cherokee Business Radio
Unlocking Sales Success: Transforming Overwhelmed Entrepreneurs into Confident Leaders
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Brought to you by Diesel David and Main Street Warriors

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In this episode of Cherokee Business Radio, Joshua Kornitsky talks with Jeff Durkee, founder of Durkee Sales Solutions. Jeff shares his journey from emergency medicine to sales leadership, focusing on helping small, owner-led businesses scale intentionally. He discusses the importance of defining an ideal client, building a disciplined sales process, and overcoming growth bottlenecks. Jeff emphasizes hands-on coaching, tailored strategies, and empowering teams to succeed independently. The conversation highlights his data-driven, practical approach to sales and his passion for supporting entrepreneurs in achieving sustainable growth while staying true to their original vision.

Jeff-Durkee-bwAfter 38 years in sales and 24 in sales management/leadership positions, Jeff Durkee knew going forward that he wanted to continue to help SMB’s get out from under what was holding them back, to give back.

To allow the leaders of SMB’s to focus on what it is that they do best, their ‘why’ they got into business in the first place. Chances are, that was not to do sales and oversee sales teams. Jeff frees them up and puts repeatable, scalable processes in place to help them grow into what they envision their company can be.

Jeff has a long history of launching new products, brands and companies onto the North American market. He understands how to build GTM strategies including pricing, margins, initial factory purchases, sales forecasts, distribution, retail strategies, sales team compensation plans, training of sales teams, and training of retail sales employees insuring sell through. Sell in is easy – sell through is what matters.

Jeff listens first – he uncovers what their pain points are – what it is that is keeping them up at night. Then like a surgeon – he comes up with a plan to alleviate those pain points and work with their team to put the plans in motion.

He’s with them every step of the way. In order to ensure the plans are in place and implemented – Jeff works with them side by side.

Hiring a Fractional Sales Leader allows SMB’s to take advantage of years of experience in real world situations that they need, at a fraction of the cost of hiring a full time sales leader.

Connect with Jeff on LinkedIn and Facebook.

Episode Highlights

  • Jeff’s background and transition from emergency medicine to sales.
  • The importance of a defined sales process for small and medium-sized businesses.
  • Common challenges faced by founder-led businesses in scaling sales.
  • Strategies for helping overwhelmed business owners gain structure and clarity.
  • The significance of understanding the ideal client profile and buyer personas.
  • The role of data-driven decision-making in setting sales goals and targets.
  • The evolution of sales strategies as companies grow and their product offerings change.
  • The distinction between being a consultant and a hands-on implementer in sales.
  • The necessity of aligning sales efforts with customer needs and preferences.
  • The value of mentorship and support in fostering sustainable business growth.

Transcript-iconThis transcript is machine transcribed by Sonix.

 

TRANSCRIPT

Intro: Broadcasting live from the Business RadioX studios in Woodstock, Georgia. It’s time for Cherokee Business Radio. Now, here’s your host.

Joshua Kornitsky: Welcome back to Cherokee Business Radio. This is Joshua Kornitsky professional EOS implementer and your host here on Cherokee Business Radio. Got a great. Excuse me. Got a great guest here in the studio with me today. But before I get started, I want to make sure that everybody remembers that. Today’s episode is brought to you in part by our community partner program, the Business RadioX Main Street Warriors defending capitalism, promoting small business, and supporting our local community. For more information, please go to Mainstreet Warriors and a special note of thanks to our title sponsor for the Cherokee chapter of Main Street Warriors. Diesel, David, Inc. please go check them out at diesel. David. Well, again, I have a great guest here in the audience here in the studio with me today for the audience to hear. I want to introduce Jeff Durkee. Jeff is the founder of Durkee Sales Solutions. And, um, you know, let me tell you a little bit about him. For for almost four decades, Jeff’s been helping small owner led businesses grow with intention. His background spans senior sales leadership, hands on sales management, and working closely with entrepreneurs who built their companies from the ground up. Today, he focuses on helping business owners who are wearing simply too many hats, which we all know what that’s like, and he helps bring them structure, clarity and confidence so that their sales efforts can scale without them losing sight of why they started their business. Welcome, Jeff.

Jeff Durkee: Thank you Joshua. I’m so happy to be here. I appreciate you having me on.

Joshua Kornitsky: Uh, it’s a joy to have you here. Um. It’s really we we met kind of in an unusual circumstance through through a third party, but it doesn’t matter. And what I can tell you and what immediately struck me was kind of the the breadth and depth of your experience. So let’s let’s start with the origin story. Tell us a little bit about your background and what brought you to the level of of understanding that you have now.

Jeff Durkee: Well, ironically, Joshua, it’s not a straight path, but I guess, uh, never, never, never are. I kind of came into sales kicking and screaming, believe it or not. I used to be in emergency medicine, and I had a family member who was in the children’s products industry, and he had things changing in his career and his business, and his company was sold, and he decided he was going to start a sales repping agency up in the New England area where I was living at the time. And he came to me and said, you know, I want you to do this with me. And I said, absolutely not. I had this vision of what sales was, and I said, no, that’s not what I want. Um, and I said, you know, you’ve got your own kids, you’ve got your son has his MBA, and I’m an emergency medicine. I said, what do you want with me? And he said, you’re going to be good at this. You’re going to really like this. And obviously, over 38 years later, he was right. Um, started as an independent sales rep up in the New England territory, did that for 14 years, always working in the children’s products industry. So the things you need when you have a baby, whether it’s strollers, car seats, cribs, all that good stuff. Um, and then, uh, at one point, a company that we were helping to launch here in North America, um, said, you know, we I want you to be my, my, my executive sales leader for the company. So that’s what got us to the Atlanta area. My family moved down here about 24 years ago, and that’s what I’ve been doing since I’ve been a VP of sales level, helping small and medium sized brands that, you know, they they’ve established themselves somewhere around the world and we’ve found them to be unique and interesting. And they were ready to come to North America, and we helped build them here in the North American market.

Joshua Kornitsky: So that’s really more than a sales role.

Jeff Durkee: It is. It absolutely is. Um, there’s there’s branding aspect to it. Um, you know, and being, of course, an executive sales in a, in a company, you’ve got the, the sales management responsibilities as well, which is the unique thing about, you know, doing what I’m doing now is I don’t have all those other sort of responsibilities. It’s a it’s more a focus on being able to work with those small and medium sized businesses. But, uh, yeah, there there was definitely a lot involved with building brands, that’s for sure.

Joshua Kornitsky: Well, so it sounds like you’ve got the the front line experience. It sounds like you’ve got the sales management and even the sales leadership experience. And then you evolved into strategic experience. How did you get to where you are now? Where you’re helping other organizations?

Jeff Durkee: You know, it’s funny, we, um, unfortunately realized that we needed to close the business that I had been working for for the last 22 years. And when that came about, it’s, you know, naturally, we get reflective and and one of the reflections I had was that I really enjoyed helping these small businesses because in the children’s products industry, Joshua, it’s, you know, there are big companies, but the companies we worked with, um, they were small companies. They were moms who had invented a product. I mean, the expression we use is mompreneurs, you know. Right. Um, and and moms and dads. And so what we were able to do by helping them be successful in North America was really life changing for them. Um, it’s not like you’re a cog in a machine in a giant corporation, and, you know, you hit a sales number and you get a bonus and a pat on the back, right? This is truly life changing. And so going forward, I knew that’s what I wanted to continue doing because for me, that’s that was gratifying. I mean, it’s helping people and that’s what I really enjoyed.

Joshua Kornitsky: So you’ve mentioned working in the children’s product space, but is that the only space you work in now?

Jeff Durkee: No, I mean, you know, through your, your profession that, you know, sales is a process. Sure. Uh, obviously there’s a sweet spot there, um, in terms of understanding the wholesale distribution, retail, that whole, um, model of business. Um, that’s that’s easy for me, if you will. Um, and, and my first client is in a similar situation where it’s a Korean company that wants to come to North America in the children’s product space. So that’s, you know, that’s where I’m starting.

Joshua Kornitsky: But it’s not where you’re constrained.

Jeff Durkee: Exactly. Exactly.

Joshua Kornitsky: So. So what are the types of things? Just speaking from a general, um, sales counseling, for lack of a better word, because I imagine. Well, let me not imagine. Let me ask what what draws a company to you? What is it that they’re usually looking for when they when they want to talk to you.

Jeff Durkee: You know, with small and medium sized businesses? Joshua. It’s it’s there’s usually some kind of a bottleneck, uh, something is preventing them from growing, like, they really want to grow. Um, and, and oftentimes it’s you have a small business that is founder led and the founder, the owner is wearing way too many hats. And I know that song. Yeah. You know, and they just kind of can’t get out of their own way. But they can be very, very successful. You can go very far based on a great product or service that they’ve created and their enthusiasm and, you know, in sales that enthusiasm sells. And so they they grow to a certain point. And then sometimes those sales plateau and they go, oh my gosh. Now what? You know, because they don’t have a sales.

Joshua Kornitsky: Because momentum can only take them so far.

Jeff Durkee: Exactly, exactly. They don’t have that stable, repeatable sales process that they need to continue to grow. So those are the kinds of things I hear. And, you know, I like to approach sales the same way I approach so many things, which is trying to help people. And the only way you can help them is to find out what the problem is, is to listen to them.

Joshua Kornitsky: Is there are there specific size organizations that that you believe you’re well suited to work with? What’s the range size wise?

Jeff Durkee: I think from a revenue standpoint, I like to say anything from sort of 2 to 50 million. But the sweet spot is probably really 5 to 10.

Joshua Kornitsky: Okay, so, so successful enough that that they understand how much they don’t know. Yeah. One might say yes. Um, because below that number, it’s not that they can’t succeed. They’re on their path. They’re on their way. But I imagine, uh, are the are the problems different? Say at 2 million versus 10 million?

Jeff Durkee: Absolutely, absolutely. You know, when a business gets to 2 million. Oftentimes they’re looking to hire their first sales person. Um, the owner realizes that they can’t continue doing that, uh, which is a great realization in and of itself. Um, and again, that’s a space that I can help in. I can help with hiring a sales person, um, bringing up a sales leader. Sometimes there’s a small business of five people and someone who’s been doing a great job selling the business is ready to to promote them to a sales management or sales leadership position. And that’s also something that I can help train and coach, if that’s necessary. Um, but yes, you do typically see, you know, sort of 2 to 5 million. There’s big changes. And then once you go up above five and above ten. You know, those are those milestones where things really change.

Joshua Kornitsky: Well, so so let me ask you directly, because you touched on this and I hadn’t had a chance to ask you, Jeff, what do you do to help companies now. So, so that we understand anybody that’s listening, anybody that we share this with, they know what it is that you’re able to help them with.

Jeff Durkee: Right. And the first thing is always asking Joshua, you know, I love to sit with small businesses and say, you know, why am I here? What is keeping you up at night? What are your pain points? Right. And frequently these owners will start to really just unload on you. And I love that because in all of that, you pick out the real key things that you know. You’re making your notes and saying, okay, I’m understanding what the problem is. And from that I develop a solution. You know, there’s no cookie cutter solution. Sure. You know, you shouldn’t. I don’t feel that you should look at business that way in terms of one solution fits all. It’s kind of what are their pain points? What is their business model.

Joshua Kornitsky: As it relates to sales for clarity?

Jeff Durkee: Yes, yes.

Joshua Kornitsky: So process training? Yes. Um, are you able to. Are you able to sell for them?

Jeff Durkee: I generally don’t, you know, when people ask what I do, that’s kind of where I stop.

Joshua Kornitsky: And not a gun for.

Jeff Durkee: Hire, right? I’m not the knock on the door salesperson. Now, obviously, if you’re traveling with reps, coaching them, things like that, you’re going to be selling, or if you’re at a trade show, you’re going to be selling. But I’m not the front line of defense for, uh, for for selling for a brand. But yeah, the process.

Joshua Kornitsky: And you really shouldn’t be either, because if you’re if you’re behind the scenes helping it become efficient, creating the process, um, getting it to the place it needs to be in order to grow and succeed, you’ll have to understand the sales cycle and the sales process, but you may not necessarily need to be within it. Now, that being said, that’s that’s because you’re on the outside. Anybody that’s on the inside has to be part of that process.

Jeff Durkee: Absolutely.

Joshua Kornitsky: You know, the it always amazes me when I encounter sales leaders who don’t know how to sell. Now, at a certain level, when you get to a chief revenue officer, that’s a pretty good sized organization. That individual oftentimes is way more data analytical than than they are sales focused. But there is still that strong sales leadership somewhere in the stack. The chief revenue officer just makes sure that the numbers are in the right column.

Jeff Durkee: Often it is. It is staggering. Sometimes when you see people in high levels of position in sales and they shy away from doing product demos, from actually selling. And, you know, I understand the analytical side of it and the data driven piece. But to me, it still comes down to, you know, what is it you’re selling? What are the benefits? Because that’s what people are going to want to buy, is those benefits.

Joshua Kornitsky: Why do I need this item? Whatever it is.

Jeff Durkee: Exactly.

Joshua Kornitsky: So let me ask this question because I, I think you can see a lot or learn a lot in the negative space. What is it that that is broadly speaking. And we’re speaking in generalities. Broadly speaking, what is it that that are what are some of the 2 or 3 most common misconceptions about? Let’s just call it the universe of sales that you often encounter?

Jeff Durkee: Um, I think and that’s a really good question, Joshua. Not one I often think about, but I think it’s it’s a matter of, you know, partly my initial perceptions of sales is that it’s about pushing and, you know, there’s something you can just train somebody to do, and then all of a sudden they’re going to be a salesperson. And, you know, again, to me, I always fall back on, listen to what the customer’s needs are and then see if your solution can solve those problems. And then we put those processes in place so the sales team can successfully meet the needs of the customer.

Joshua Kornitsky: Okay. So not everybody’s cut out to be a salesperson then.

Jeff Durkee: Absolutely. Absolutely. You know, and that’s a big part of a business. And being at the level that I’ve been in, you see, and I know, you know, in your business the the old expression of making sure the right butts are in the right seats, right?

Joshua Kornitsky: I mean, right person, right seat is is everything. And and when it comes to iOS and process, other than establishing that sales needs a process, we don’t get into the weeds of it. That’s that’s what you’re for. Um, other than to acknowledge that in order to get a repeatable, uh, demonstrative result, if you’re going to do better with the defined process. Yes. So let’s talk about that process for a minute. And let’s talk about that process with right on the dovetail of right people. Right seat or right, but right chair. Um, I’m really good at selling, so I don’t need the process. Right. Isn’t that how that works? I mean.

Jeff Durkee: You know, it’s funny because sometimes, first of all, everybody does need the process, as you know. Um, and sometimes people don’t think they need a process. They’re good salespeople. They’re successful. Sometimes they don’t even know they’re utilizing a process. You know, they just don’t realize it. But there is a process. And, you know, with with small and medium sized businesses that I’m helping, it’s a matter of, you know, have you identified your ideal client? Which sounds so simple, but it’s really not. And it’s very important. You know, just identify your client. Uh, who really are they? What are your KPIs that you’re shooting for? You know, these are important steps in the process. The buyer persona. Um, who are the buyers you’re going to be selling to what? What’s important to them. So these are all the sort of building blocks of the process that I like to help these businesses put in place and measurable goals because, you know, again, you probably see it all the time where you have a business that’s grown four years in a row, 20% a year, and they just say, okay, we’re going to grow 20%.

Joshua Kornitsky: This is how this works, this exactly.

Jeff Durkee: We’re going to do it again. And I always I’m a nuts and bolts. I back into that stuff. I don’t kind of put my finger in the air and say, let’s grow 30% this year, right? It’s who are you going to do that with which customers? How many new customers do you need to hit this goal? You know, what products are you going to be selling or services?

Joshua Kornitsky: The math tells the story. It sounds like.

Jeff Durkee: Yes, I’m very much that way.

Joshua Kornitsky: So when you work with a with a client or someone that’s interested in working with you, how often do you just sticking on that theme of process? For one more question, how often do they have? I don’t want to say a formal process, but a process.

Jeff Durkee: They usually have somewhat of a process. It’s just not clearly defined and and not always in the right order either. There’s sometimes in small businesses they’re they’re a little bit scattered. And it’s, you know, a process is just that. It’s a process. There are steps you take to get from point A to point B, and that’s what I like to help the businesses sort of realize, identify and then put those steps in place. Because then if you do have that new sales person on board, they have a starting point, you know, they know where to where to start, what the process is. You know, what their client base is going to look like. You know where they should be focusing their energy, things like that.

Joshua Kornitsky: So let’s say that that you and we’ll stick with the ubiquitous widget, right? You’ve you’ve met the the the reseller of widgets and you’ve talked with them and you understand sort of what their challenges are. Do you just sit in the back and hand them a piece of paper and say, these are the things you need to do? How how does the engagement move forward beyond once you sort of understand what’s plaguing that?

Jeff Durkee: Great question. And no, I don’t um, I don’t just hand them the plan, if you will. Uh, I think that’s what a lot of people think of when they think of consultants. And I it’s hard to describe what I do sometimes to people that don’t know. You know, they in general terms, yes, I’m a consultant, but I am an implementer too, in terms of I like to I’m going to I’m going to roll up my sleeves and I’m going to be there with you step by step, and we’re going to put this thing together and we’re going to make sure it’s functioning together. So I’m not going to walk away and sort of.

Joshua Kornitsky: Get in the business.

Jeff Durkee: Absolutely. That’s what I love, is getting in the business and really understanding what’s going on.

Joshua Kornitsky: And I think that’s a real differentiator. So I am not a consultant. I’m a teacher, coach and a facilitator. I teach a system that’s very well defined, and while it is necessary for me to understand my client’s universe to a degree, I am not the expert in widgets. And while there are many widget wizards out there, that’s not why they engage me. If they want the discipline and accountability that iOS offers, I teach them that in the context of the universe within which they are experts. You have to go to a deeper level than I do, because you have to understand the dynamics of the product or the service, who, the who the customer is. And, and I imagine, uh, and again, I want to make sure I ask the question in the right way. I imagine, as you intimated sometimes, some of the process steps of our out of order. Do you ever encounter where they’re where they’re knocking on the wrong door, metaphorically that they’re talking to the wrong, either the wrong person or they’re presenting their product in the wrong way.

Jeff Durkee: Less frequently, talking to the wrong person. And a great sort of story that I’ll share, um, from my from my past career, which is, you know, children’s products. So in, in dealing with independent retailers, the mom and pop baby stores, you know, you ask them, so who is your ideal client in, in this part of the, the, the state and so forth. You know, every there’s demographic issues, things like that. So who’s your ideal client. And a lot of these businesses would just say, well, every pregnant woman that walks in the door is my ideal client. And it’s like, no, it really they really aren’t. And and you and I know as consumers, we shop in certain stores, we visit certain places because they’re what we like. We’re comfortable there. We we have a good experience there, not just because they have the service or the product or the widget or the right cup of coffee.

Joshua Kornitsky: Yeah, a lot more elements at play.

Jeff Durkee: Absolutely. So yes, you sometimes business owners think they know what their ideal client profile is and they really don’t, as that’s just a great example of, you know, no, not every pregnant woman that walks into a baby store is your ideal client.

Joshua Kornitsky: Sure. And I remember my my kids aren’t babies anymore. But just to round that thought out, I remember learning, uh, that there was, let’s call it the Cadillac of of children’s and babies, things that were so outside of our range of affordability. I mean, three and $4,000 strollers. I don’t know what a what a $4,000 stroller does that $100 stroller doesn’t do, but my kids no longer need them, so I guess I’ll have to live with the mystery. But I could see that as a perfect illustration of it. Well, you know a pregnant woman who rolls up in a limousine versus a pregnant woman who walks in the door because she walked from the bus stop. They’re probably not shopping at the same product level. Exactly. And that that’s sort of a universal truism across the board. You have to know the geographic, the demographic, and the psychographic profile of your clients or prospective clients so that you don’t represent the product in the wrong way or the service in the wrong way. Because correct me if I’m wrong, not only can it cost you the sale, it can offend.

Jeff Durkee: Absolutely. Absolutely. Yes, totally. And you know, in in a country as big as the US is, you know, you’re dealing with demographics that change from state to state, from city to city and.

Joshua Kornitsky: City to city for sure. I mean, look at Atlanta. You want to talk about a spectrum of just economic levels? No other state hundred percent.

Jeff Durkee: 100%. Yeah. So you have to know your customers.

Joshua Kornitsky: And is that something that you’re able to help your, your your clients with?

Jeff Durkee: Yes, absolutely. By, by kind of reverse engineering to use a kind of a crappy expression, I guess is in terms of, you know, what is it you’re selling? What product or service is it? Um, how is it going to benefit? Who is it going to benefit? And from that you can actually, you know, fine tune your ideal client profile, right? I mean, we sell benefits in sales. You sell the benefits of a product or service, not necessarily the feature of it, but it’s the benefit to the consumer. So from understanding what it is you’re you’re selling and what the benefits are, then you can kind of focus and hone in on who is your ideal client. So are you selling to the right person.

Joshua Kornitsky: So perfect segue to the to the next question that occurs to me. Excuse me. Do ideal client profiles evolve? Do sales processes evolve? Is it once they’ve worked with you? Jeff where I’m going with this is once they work with you, is it? We put a plan in place and and thanks very much. And we’re all done. How does it is it a one and done, or is it an ongoing understanding of how their market, their model, their product, their service changes?

Jeff Durkee: What I found, Joshua, is so many companies, part of their evolution is their product mix changes. You know, they they start with a given product or service. But then as the company is growing, they realize that they need to keep freshening things up. There’s usually your owner owner in that business. He’s got more she’s got more ideas that she wants to pump into the business and create new products and services. So there is there is an evolution for sure, but hopefully you get a good process in place so that they can eventually not need me or get to the point where I actually can help them hire their their first sales leaders or executive salespeople. Um, you know, sort of it sounds counterintuitive, but making myself, myself, you know, dispensable.

Joshua Kornitsky: Well, that’s but that, to me, betrays the honesty of your character. You’re not trying to stay there forever. You want to. You want to help them get their goals achieved and then set them up to succeed moving forward. I find that honorable.

Jeff Durkee: Yeah, exactly. It’s, you know, as the business grows, that’s hopefully where we can get them.

Joshua Kornitsky: So it’s it’s helping sell. It’s helping understand ideal client profile. It’s helping understand market. It’s helping understand process. It’s helping understand strategy. It’s even helping hire and recruit.

Jeff Durkee: Yes.

Joshua Kornitsky: Um, that’s a lot. So when someone wants to reach out to you, Jeff, what’s the best way for them to get you?

Jeff Durkee: Best way to get me is just reach out via sales Solutions.com. That’s my website. Uh, it’s just sales solutions just like it sounds.

Joshua Kornitsky: And we’ll post the link to that. Thank you. We’ll post, uh, any of the social media that you use. We’ll have all of that when the interview goes live. Um, any other thoughts or any other points that, that, that you want to touch on that we haven’t touched on?

Jeff Durkee: No, I just, uh, you know, and again, this is something I know you’ve seen before too, is the first step is kind of getting that small and medium size business to say, hmm, maybe, maybe this could help. And I really appreciate when business owners get to that point, because that initial reach out is so important and it doesn’t hurt. You know, it’s hard.

Joshua Kornitsky: But it is it’s it’s just like on the iOS side, realizing that that you’ve reached a limit, that you need additional insight. I won’t say help. I’ll just say insight. It’s hard to pick up that phone.

Jeff Durkee: Yeah. And one of the things I love, Joshua is just having the conversations. You know, I love learning about other people’s businesses and their stories. It’s so much fun. And sometimes just in conversation with people, they go, oh geez, I hadn’t thought about that. You know, those aha moments happen. So reach out. Let’s have a chat. Let’s have a coffee. I’m I’m just I love to to talk with business owners and see if I can help. And if I can’t I’m not going. I’m not going to I’m not going to pretend. But if I can, I can.

Joshua Kornitsky: And I think that’s fair. And I’m going to put you on the spot with one last sort of silly question, but but I’ll be very specific because specific is terrific, as we know, not for consultation, but to have that initial dialog. Jeff, does that cost anybody money?

Jeff Durkee: Absolutely not. Thank you for asking. Yeah. No, I’m more than happy. Um, I like to mentor people as much as I can, um, to, to kind of figure out if if there is something in the bigger picture that I can help them with, or if they they’re not ready for me yet.

Joshua Kornitsky: And I think that’s a perfect way to close this out because again, it speaks to I believe you. You bring a level of honesty and integrity that I actually know enough people to say is not as rare as people think. But it certainly is great to hear that there are people that are willing to help and willing to listen. Um, I can’t thank you enough, Jeff. We we will share all of your information that you want shared publicly so that folks know how to get Ahold of you. Uh, my guest today has been Jeff Durkee. Jeff is the founder of Durkee Sales Solutions. Um, honestly, he just helps small and owner led businesses grow with intention. And he’s got the background and chops to to prove it. So I thank you for the insight and the knowledge that you were kind enough to share with us today.

Jeff Durkee: Oh, thank you for having me, Joshua. It’s been a pleasure. It’s been great chatting with you. I you know, I just like to chat.

Joshua Kornitsky: I enjoyed it. I do want to remind everybody that today’s episode is brought to you in part by the Community Partner program, the Business RadioX Main Street Warriors defending capitalism, promoting small business and supporting our local community. For more information, please go to Mainstreet Warriors and a special note of thanks to our title sponsor for the Cherokee chapter of Main Street Warriors. Diesel. David. Ink. Please go check them out at diesel. David, we’ve come to another end of another great Cherokee business radio. I appreciate everyone listening. My name is Joshua Kornitsky. I’m a professional implementer of the entrepreneurial operating system known as EOS. And your host. We’ll see you next time.

 

BRX Pro Tip: Yes, No

December 17, 2025 by angishields

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BRX Pro Tip: Yes, No

Stone Payton: Welcome back to Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, let’s chat a little bit about yes and no.

Lee Kantor: Yeah. This is something that I picked up from a guy named Steve Chandler. You know, we’ve been digging in deep with business coaches and coaching, in general. So, I’ve really made it, kind of, a mission of mine to educate myself about who the players are in the coaching world. And Steve Chandler seems to be one of the players. He’s considered by some to be the godfather of coaching. He says that, yes lives in the land of no. So, you really can’t avoid the nose. You can’t get a yes unless you face nos. So, you have to really kind of understand that and kind of accept that as a reality.

Lee Kantor: And every rejection, every setback, every time someone says no, that’s actually putting you one step closer to the yes that you desire. And when you have that fear of hearing no, some people are so paralyzed, they don’t even attempt, they don’t do the ask. So, they’re not even trying to get a yes because they are so afraid of the no. But success really demands pushing through that fear and kind of embracing that rejection is just part of the process. It’s part of success.

Lee Kantor: So, number one, he recommends a mindset shift. And don’t look at no as failure, but it’s actually fuel, and it’s actually feedback. So, every no is refining your approach, and it’s kind of thickening your resilience. So, you have to adjust your mindset when it comes to the nos.

Lee Kantor: And you it’s really good to reframe rejection. So, instead of avoiding a no, you just use it as a learning opportunity. You use it as a way to adapt and grow stronger. So, he encourages us to become the owners of our journey, to live courageously through these challenges, rather than look at ourselves as a victim, waiting for conditions to be perfect in order for us to succeed. So, he says that nos are not stop signs, that they’re actually stepping stones.

Navigating Beach Weddings: Tips, Discounts, and Veteran Support with John McGeever

December 16, 2025 by angishields

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Navigating Beach Weddings: Tips, Discounts, and Veteran Support with John McGeever
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In this episode of Veteran Business Radio, Lee Kantor interviews John McGeever, managing partner of Beach Wedding Deals. John shares how he and his wife launched their Florida-based beach wedding business, inspired by their own wedding experience. He discusses their affordable packages, weather contingency plans, and special discounts for veterans. John highlights how his military background helps him manage wedding-day stress and serve clients effectively. The episode showcases veteran entrepreneurship and the support available to veterans through both Beach Wedding Deals and the wider Florida business community.

John-McGeeverJohn McGeever has a bachelor’s degree from Wentworth in project management, and an associate’s degree from BCC in engineering. He has several accommodations from the military.

John’s a Professional Project Manager with over 30 years’ experience. He’s a combat veteran who last served overseas in Afghanistan in 2010-2011. He received an honorable discharged in 2013 from the Army after 10 years of service.

John and his wife started Beach Wedding Deals  in 2021. Beach Wedding Deals has completed over 500 weddings successfully.

Follow Beach Wedding Deals on LinkedIn, Facebook and X. BWD-logo

Episode Highlights

  • Overview of Beach Wedding Deals and its founding story.
  • Specialization in organizing beach weddings in Florida.
  • Range of wedding packages offered, from elopements to all-inclusive ceremonies.
  • Importance of location selection based on client needs and budget.
  • Handling of permits and logistics for beach weddings.
  • Strategies for managing weather contingencies during outdoor ceremonies.
  • Benefits and discounts offered to veterans.
  • The impact of military experience on managing wedding planning stress.
  • Future goals for expanding wedding bookings, particularly for veterans.
  • Promotion of veteran-friendly discounts and partnerships with local businesses.

Transcript-iconThis transcript is machine transcribed by Sonix.

 

TRANSCRIPT

Intro: Broadcasting live from the Business RadioX studios in Atlanta, Georgia. It’s time for Veterans Business Radio, brought to you by ATL vets, providing the tools and support that help veteran owned businesses thrive. For more information, go to ATL vetsource. Now here’s your host.

Lee Kantor: Lee Kantor here another episode of Veterans Business Radio and this is going to be a good one. But before we get started, it’s important to recognize our sponsor, ATL vets, inspiring veterans to build their foundation of success and empowering them to become the backbone of society after the uniform. For more information, go to ATL vets. Today on the show we have the managing partner with Beach Wedding Deals. John McGeever. Welcome.

John McGeever: Hey. Thank you. Lee. Well I’m excited.

Lee Kantor: I’m excited to learn about your business. Tell us about Beach Wedding Deals. How are you serving, folks?

John McGeever: Well, we got me and my wife started the business in 21. And, you know, we got married on the beach on Sanibel Island, and it was such a fun time. We, you know, when we finally moved to Florida in the 19, I mean, we got I’m sorry, we got married in 2018. I got that wrong. I don’t know if I said the year, but we got married in 18 and then we moved to Florida in 19. You know, we we just got some ideas. And in 21 we started the business. And, um, it’s just been great. And ever since, you know, we’ve done over 500 weddings together and we have people working for us, uh, you know, in different parts of Florida, Saint Augustine, Jacksonville and things like that. And, uh, just been fun. You know, we’ve done a lot in a short amount of time.

Lee Kantor: So, uh, take us back to kind of the genesis of the idea. How did it come about and kind of how did you build the offering?

John McGeever: Well, my wife’s a photographer and stuff. And then, like I said, you know, originally when we moved to Florida, I wasn’t going to be doing any weddings or anything like that. That wasn’t even in my thoughts at all, but I was actually going to work with the VA and, um, with with a friend of mine and do like, you know, teach project management. But then the virus struck and that pretty much closed that whole thing down. Uh, he had to shift gears and, and I, you know, I did too. So then my wife started, uh, doing some photography, and and from there, we just got into the beach wedding business, you know.

Lee Kantor: So what are some of the elements of one of the beach wedding deals that you offer?

John McGeever: Well, I mean, we do everything from the start to the beginning, you know, and we have these packages that you can go on our website and see. I mean, starting all the way from, you know, simple elopement package all the way up to, you know, everything included, you know, including, you know, photography and ceremony and chairs and flowers and, um, and everything, you know, so we try and make it affordable for everybody, but as simple as possible too. So basically they start off by, you know, figuring out where they want to get married, and then they pick a package that they can afford. And then from there, you know, if we got the date, hopefully we have the date available and stuff and we just work with them until, you know, the day of the wedding and afterwards until they get their photos delivered to them, you know, by digital downloads. So we make it as easy as possible. Tell them how to get the license, all sorts of stuff. You know, like we kind of just walk them through it to make it as easy as possible for people from out of state. You know, it’s it’s tough. That’s what happened to us when we came from we used to live in Massachusetts and we came to Sanibel. You know, we didn’t really know what was going on. And, you know, it was kind of a mystery even getting there. And then luckily we had friends that lived here. So they they actually knew the area and we met them there and that helped a lot. So all of it helps when you have somebody that knows the area and everything. It really it helps make things less stressful.

Lee Kantor: So when someone’s, uh, out of state and they’re planning a beach. Uh, wedding. Are they? Is it are they not caring about the exact location? Because Florida obviously is a peninsula and there’s beaches around the entire state? Pretty much. Um, how do you help them or like, do they go in saying, you know, East coast, West coast side of Florida or like, how are how are they determining what’s the appropriate beach to get married at?

John McGeever: Well, that’s just it. So it depends on where they’re going to be staying. And you know, that’s one of the first questions I ask them. If they don’t tell me up front, but I’ll be, you know, I’ll ask them where they’re going to be and then I’ll we have certain spots that we do all around Florida. Uh, so I mean, places that we can save them money at and, um, other places you have to get permits and things like that. So it’s a little bit trickier most places you do, but we have places that we can do weddings without permits and stuff. So I’m doing so many weddings we have ways to save people money. And but that’s how it starts. They, you know, if they’re going to stay and say, for instance, you know, Fort Myers, you know, obviously in our area. Then we have few options. But if they’re going to be like, you know, in Orlando or somewhere in the middle. It’s all in how much they want to travel, if they want to go north, if they want to go south. It’s just how much they want to spend on it and how much time they have and things like that. But we work with them to find the best location for them.

Lee Kantor: Because the price can vary dramatically. Right? If you want to get married, uh, on South Beach, that’s going to be a lot more expensive than elsewhere on the different coast, right?

John McGeever: Not for us it isn’t. No, for us, it’s the same price. The only thing that makes it more expensive for us is if they have to. If they do it on the weekend, it costs more money because it’s more busy. It’s harder to find parking. There’s more people at the beach. You know everything. Everything on the weekend is going to cost more. But as far as as we’re concerned, it doesn’t necessarily matter the location as long as we have it available. And, you know, we have somebody that can do it. Like, you know, we don’t we can’t do all the weddings all over Florida on, you know, so we have different people working for us and but that still doesn’t change the price. The only thing that really changes the price for us is if it’s on the weekend, or if they have to get a permit, and then that really changes the price for them, because usually they have to get the permit and I’ll tell them how to, you know, some places we do it, but for the most part it’s a lot easier if the clients just get their permit, you know.

Lee Kantor: So the so the your handling the actual ceremony of the wedding not necessarily kind of where they’re staying, the hotel they’re staying at or where their family or guests are staying at. You’re you’re talking about the actual wedding ceremony.

John McGeever: Well, for the beach wedding deals, part of it. And and also we have another part that we do too. But we do we do find resorts and stuff for people to, you know, we can do that and recommend places and, um, for, for a fee, you know, obviously, but you know, so but for the beach wedding deals part, we cover all the way from, you know, the ceremony on the beach. Yes. That’s, that’s, that’s beach wedding deals.

Lee Kantor: And then does it include like photography, ceremony, photography, um, uh, if there’s like a party there or like, if they’re, you know, having the celebration that’s is that like kind of where you’re at part ends and then like the wedding party part begins. Is that a different thing?

John McGeever: Yeah. Different. Yeah. We were going to start doing start doing receptions and stuff and then we get hit with, uh, Ian and that kind of shut everything down because, you know, it’s it’s still in recovery process in my area down in Fort Myers, Bonita Springs, around in Naples and stuff. We’re still trying, you know, getting everything rebuilt back up. So we really can’t do receptions and stuff without, you know, having operating restrooms and water and all this stuff. It’s just not wouldn’t be right, you know? So we kind of just stopped doing that. We have recommendations for reception places and stuff like that for people. But, um, we just do the wedding part of it.

Lee Kantor: Right? So you’re you’re primarily about the ceremony.

John McGeever: The ceremony photography, the setup, the decorations, all that we do, All that. Yeah. Me and my wife cover this area, and we have a few other people that work with us occasionally. But yeah, I do everything all the way from setting the chairs up to the arbors, the arches, and, you know, then the ceremony, and then my wife does the photography and a lot of other things, too, you know, she’s she works real hard on it. Just as hard as just as hard as me and probably even harder, you know, now, a lot of work.

Lee Kantor: What’s the most people you’ve done a ceremony for?

John McGeever: Well, we had weddings over a hundred a few times. Our average wedding is, you know, under 50. I would think for the most part, you know, under 50 people. But we’ve had some big ones we just did recently, one not even a week ago for, uh, probably about 80 people on Fort Myers Beach. We had 70 chairs and, uh, we’d done some big ones, you know, some a lot of people. It’s hard to judge because, you know, they’ll they’ll order 50 chairs and then they’ll have 30 or 40 people standing up. So it’s, uh. Yeah, it’s we’ve done some good sized ones.

Lee Kantor: Now, what is kind of, uh, I’m sure, people get concerned about the weather. Is there kind of a plan B if weather kind of changes?

John McGeever: Yes there is, yeah, we always have. I call it a rain contingency plan. So we, um, we have a bunch of spots really all over the place where they can rent indoor places or pavilions and things like that. And, uh, for reasonable price, you know, around. And we send them that information, you know, when they reserve the wedding, uh, give them some ideas.

Lee Kantor: So how does it work logistically? If you know, everything looks good, but, you know, it’s Florida, so the weather can change on a dime. Like, if it changes, how? How quickly can you move to that contingency plan?

John McGeever: Uh, real quick, because what we do is before the wedding, we have a three day before, three days before we do a group chat with the bride and the groom. And, um, so we’re constantly tracking the weather, you know, especially like you say. I mean, it does change. They’re wrong all the time with it. You know, sometimes you don’t even know until you get to the spot how bad it could. You know it’s going to be. And, uh, but So it’s a constant thing for me to be watching the weather and falling. So I mean, I’ll give you an example. So say it’s a week away and I’m looking watching the weather and it says, you know, it’s a 90% chance it’s going to rain. Well, I’ll probably, you know, get on the phone or email or something and start recommending. If they don’t have a plan, they should definitely get one, you know, and uh, and then if it goes down, then I’ll, you know, talk to him and tell him, you know, maybe don’t worry so much. But for the most part, it’s a constant, you know, tracking it. And, and, uh, they have to like, the decision has to be made, you know, early if it’s going to be moved to another spot, it wouldn’t be like, you know, two hours before the wedding, we’re going to change locations. It would be, you know, the night before minimum or even before that, depending upon the forecast, you know.

Lee Kantor: Yeah, I, I’m from Florida and I’ve been to weddings in Florida, outdoor weddings and um, you know, I’ve had it where it sprinkles and, you know, goes away in five minutes like Florida weather is, is, you know, unpredictable.

John McGeever: It is. Yeah, like I say, I mean, I don’t know, like, it’s I, I don’t even bother sometimes I don’t watch the news or the weather that much at all because they’re wrong all the time, you know, so I, I use like 3 or 4 different apps that are fairly reliable and I follow that. And, uh, that’s all we can do. You know, it is unpredictable. And they’ll say it’s raining in one spot. You could be.

Lee Kantor: Across the street and it won’t be ready.

John McGeever: Yeah. Right. Yeah, yeah. So it’s but it just goes off the percentages, you know, and um, we’ve had really good luck with it. There’s, there’s been a few, though, that have been, uh, we’ve had to, you know, get it in there. I mean, we’ve had, I’ve actually done one where, uh, it was like a, like a big I was, I felt like I was in the eye of a hurricane. It was raining all around me. And there was, uh, you know, uh, waterspouts, like three waterspouts right offshore. And, uh, and we got the wedding right in, right in the middle of it. It was it was amazing. You know, it was pretty.

Lee Kantor: And it becomes memorable. Well, look, if you’re up for an outdoor wedding on a beach, you know, you know what you’re doing. So you know what? What could happen. So it’s great that you’re able to give them contingency plans. And and for most cases, I would imagine just powering through because you once that’s why you’re there. You want kind of to experience the weather that’s happening.

John McGeever: So exactly. That’s that’s it. You know, and I’m willing to I mean, I’ve been through a lot of things obviously, in my life. So yeah, I mean, I don’t want to get struck by lightning, but, uh, I’m out there and, uh, I’ll, I’ll do everything I got to do to get it done for them because that’s that’s it. You know, that’s the goal to give them, you know, a stress free, you know, and just they want a beach wedding for the, you know, a cheaper price. And that’s that’s our goal to do that for people, you know. And it’s worked pretty good so far.

Lee Kantor: So now, um, let’s talk a little bit about, um, kind of your experience in the military had has that helped kind of the planning of this and to, to making this work? Uh, your, your, um, your military background, did you learn anything from being in the military that contributes or helps you do this? Well.

John McGeever: I think so. You know, I mean, it’s all part of, you know, being in stressful situations, especially with the weather, you know, I mean, you get used to kind of being stressful situations. So but even still it’s, you know, it’s it’s it’s stressful just the same. But I’m able to sort of power through it, you know, and um, like I said, being in different situations. But, you know, I think it’s more or less I’ve worked outside my whole life, no matter what I’ve been doing and I’ve been managed, you know, thousands of jobs, you know, different everything you can imagine from construction to, you know, now doing weddings. So all of that helps, you know, just get through it and, um, try and stay relaxed and not put pressure on the clients and make it as least stressful as possible for them, you know? And that’s how I’ve been with everything. Yeah.

Lee Kantor: Now, you mentioned earlier that if people book a wedding for a weekday, they get a discount for that. Is there discounts for people who have, um, you know, military background?

John McGeever: Oh, definitely. Every single package. I give a 10% discount. Um, every every regular price package, I get 10% off and, um, yeah, the weekday weddings. Now we’re trying to, you know, promote that because it’s, you know, it’s it’s less busy. Uh, it’s cheaper by $250, you know, on the weekend it’s $250 extra, you know, Saturday and Sunday for us and, uh, you know, so it’s cheaper. You automatically save and, um, just it’s a much it’s much more relaxed in my opinion. You know, there’s less it’s easier to find parking and, uh, you know, and on top of that, you know, like you were saying, you know, veterans will always get that discount, no matter what, 10% off.

Lee Kantor: So what do you need more of? How can we help you?

John McGeever: Well, I mean, uh, right now we just need. It’s always good to get more weddings for, you know, right into next year and 20, 27. And, uh, we’re always looking to serve veterans and, um, so that that would be, like, really good for veterans. If they were to book a weekday wedding, they’d they’d really get a good benefit from it right now until the end of October. We only got a couple of days left of that, and then November we’re going to start another promo. Uh, I haven’t, I haven’t, you know, put that out there yet, but it’ll be in a few days. I’ll have it on social media and Facebook and different things and Google and stuff. I’ll put it on there.

Lee Kantor: So if somebody wants to learn more, is there a website? What’s the best way to connect with you all?

John McGeever: Uh, beach wedding deals. Com is the is the website. And, um, you know, we can go you can go on Google and find us on there. Uh, we’re on Twitter, on Instagram or on Pinterest. We’re all over the place. But if you just search beach wedding deals in Florida, you’ll find us on there.

Lee Kantor: Well, congratulations on all the success. 500 weddings. Man, that is not nothing. So that’s an amazing story. Uh, you came up with something that obviously resonates that, you know, over 500 folks have trusted you with their wedding, so, uh. Great job.

John McGeever: Thank you. Yeah, it’s it’s fun. It really is. And even, you know, through like, the virus there and stuff like that, I think, you know, we were we were we did 90 weddings that year. It was great, you know, because you know, Florida State Open and it’s a very veteran friendly state. You know, Florida is there’s so many reasons. I mean, you can get married here. You get a discount for months. You get a discount from a lot of other businesses too in Florida, you know. So it’s a way to save and um, yeah. 500 and going, you know, I kind of lost track. I gotta I gotta count them again. I might be over 600 before you know it.

Lee Kantor: That’s right. Well, you know, again, thank you so much for sharing your story, doing such important work. And we appreciate you.

John McGeever: Thank you. Lee, it was great talking to you.

Lee Kantor: All right. That’s beach wedding. Com to learn more. John, thank you again for sharing your story.

John McGeever: My pleasure. Yep.

Lee Kantor: All right. This is Lee Kantor. We’ll see you all next time on Veterans Business Radio.

 

BRX Pro Tip: What is Your Metric that Matters?

December 16, 2025 by angishields

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BRX Pro Tip: What is Your Metric that Matters?

Stone Payton: Welcome back to Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you this afternoon. Lee, today’s topic, what is your metric that matters?

Lee Kantor: Yeah. Today, we’re bombarded with data. And so, how do you know what data to pay attention to and what data to ignore? It’s difficult for any business person, but it’s even that much difficult for your prospective clients because they don’t know what is the important data to pay attention to a lot of times.

Lee Kantor: I know for a fact a lot of times when people want to work with us, they typically asked us, “What’s the audience size?” They think that’s the metric that matters. So we have to educate them and help them understand that a better metric that matters more to them is the outcome that they typically desire, which is, what is that outcome that they desire. It’s usually to make more money is to sell more. So they really don’t care about the audience. That’s not really what they want. They think the bigger audience, then there’s going to be more buyers, but that’s not necessarily so.

Lee Kantor: So we have to help them understand that the metric that matters really isn’t the audience size. It’s more meaningful relationships with buyers. That’s what they want more of. The size of the audience really isn’t relevant to them. The amount of relationships they can have with buyers, that’s what’s very relevant to them.

Lee Kantor: So that’s why we focus in on our business, our service helps people get into better relationships with more of the folks that matter most to them. So, we can’t guarantee a lot of listeners, necessarily, but we can pretty much guarantee lots of relationships with the people in the firms that matter most to our clients. So, it’s critically important to understand the metric that matters and help your prospective client attain that metric. And don’t let them kind of influence you to go in an area that maybe isn’t your sweet spot and isn’t really going to help them in the long run.

Lee Kantor: If we were to only answer their question about audience and focus on the bigger and bigger audience, we wouldn’t keep clients very long because that’s not going to help them get more business. And because that’s ultimately what’s going to keep them around if they’re getting more business. So, help your client focus in on the metric that matters. And sometimes that means educating them onto a metric that really, really matters, not the one they think that matters.

Nurturing All the Way to the Sale

December 16, 2025 by angishields

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Warming Up Cold Leads

December 16, 2025 by angishields

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Al Kushner: Blending AI and Authenticity for Smarter LinkedIn Success

December 15, 2025 by angishields

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Al-KushnerAl Kushner is an award-winning author and leading LinkedIn Growth Strategist known for revolutionizing digital networking.

His acclaimed book, The A.I. LinkedIn Advantage, has reshaped how professionals and businesses harness artificial intelligence to grow their presence, expand networks, and drive meaningful engagement on LinkedIn.

Combining deep platform knowledge with cutting-edge AI strategy, Al empowers individuals and organizations to achieve measurable results—transforming connections into opportunities.

His insights have positioned him as a sought-after advisor for those looking to stand out and succeed in the evolving digital landscape.

LinkedIn: https://www.linkedin.com/in/al-kushner/
Website: http://www.linkedvantage.com

Transcript-iconThis transcript is machine transcribed by Sonix

 

TRANSCRIPT

Intro: Broadcasting live from the Business RadioX studios in Houston, Texas. It’s time for Houston Business Radio. Now, here’s your host.

Trisha Stetzel: Hello, Houston. Trisha Stetzel here bringing you another episode of Houston Business Radio. It is my pleasure to introduce you to today’s guest, Al Kushner, award winning author, speaker, and LinkedIn growth strategist who’s transforming how professionals use artificial intelligence to build genuine connections and measurable success online. Al is the author of the AI LinkedIn advantage, a groundbreaking book that is redefining what’s possible for business leaders, entrepreneurs, and professionals who want to grow their influence, expand their network, and turn LinkedIn into a true business engine. He’s his innovative approach blends AI powered tools with human strategy, helping people work smarter, not harder, while keeping authenticity at the center of digital networking. Al, welcome to the show.

Al Kushner: Thank you. Trisha. Pleasure to be here.

Trisha Stetzel: So excited to have you on today. So give us a little insight into al. Tell us more about you.

Al Kushner: Well, I’ve been, um, originally from New York and, uh, transplant to Florida for the past ten years. And I’ve been on LinkedIn for the past 20 years. So I really got to learn about the insides from the beginning. And until recently, uh, I think Microsoft’s takeover, they have close to a billion users. So it’s really impressed me how they’ve grown, uh, since the time of the inception. So really excited to talk about some of the insights I’ve learned.

Trisha Stetzel: Yeah, absolutely. 20 years is a long time, al. Wow. Okay, so if it’s okay, I’d like to just dive straight into the book that you wrote. So we’ll start there and then we’ll dive into some of the details, if that’s okay with you. So what inspired you to write a LinkedIn advantage in the first place? And was there a moment when you realized professionals were missing a huge opportunity with AI on LinkedIn?

Al Kushner: Well, first thing I did was to kind of do some research to see what was out there book wise. And it really wasn’t anything out there, really delve into both AI technology and LinkedIn. So I said, well, if I don’t do it now, somebody else is going to do it. So I decided to, you know, do that. And that was a good thing too. And it’s amazing how the reception I received once the book was released. I mean, people were really impressed by the information that was available, particularly with some of the AI technologies that are currently, um, you know, in big nowadays. So I think it was good timing, and I think, I hope that people will benefit from the insights that I share with a lot of people in my book.

Trisha Stetzel: Yeah, absolutely. So al, if people are already interested in grabbing your book, they will be later. But if they are right now, where’s the best place to find it?

Al Kushner: Oh, it’s available pretty much everywhere Amazon, Barnes and Noble. You can find it both in print versions hardback, paperback. It’s also available as an audiobook. So for those who like to listen, it’s great. You can check out it on I believe it’s available on Spotify, I think audible and other places that are available for audios. Also an e-book version too. So you’ve got four different varieties to kind of select. Select your choice.

Trisha Stetzel: Okay you guys, it’s the AI LinkedIn advantage. And if you’re looking for the author’s name it’s Al Kushner k u s h e r. I’m sure you can find it that way as well. So let’s take that into you coaching business owners and professionals on building authentic engagement online. That’s what this book is about, right? Is really bringing this AI concept and humanizing it, or still having this human piece of it. Um, what’s the biggest misconception you think people still have about using LinkedIn effectively?

Al Kushner: Um, I’d say that a lot of times they really are not taking it kind of seriously for the most part, and they really just sometimes don’t even put a profile image up there or even a background image. It’s very limited. And then people will check out your LinkedIn profile more and judge you based on how it looks. Then you’d be surprised. And that can make a difference. If you’re looking for a job, you’re competing with other people, and if it’s not optimized, you’re going to find yourself at a loss. So no matter how great your resume is, it doesn’t compare to what your LinkedIn profile does in terms of making that lasting impression.

Trisha Stetzel: Yeah. So folks who are listening, if they can just do one thing to optimize their profile, what would that most important thing Be.

Al Kushner: Personally take a headshot that’s current and recent and it should be a professional headshot. Uh, that’s, you know, don’t you don’t get a second chance to make a first impression. So spend the money, you know, and, uh, there’s some good, um, you know, uh, headshot photographers available that will help you and, um, and also look for background image also. That makes a difference, too. If you are in sales, maybe you can showcase some of your talents, you know, with the images. So these are things that I tell people all the time when they work with me. You know, we need to, uh, make sure you’re current and up to date.

Trisha Stetzel: Yeah, absolutely. So from a LinkedIn perspective, can you take me? I just want to go through the history just a little bit. We don’t have to dig deep into it, but initially was a great tool to use for looking for a job or looking for candidates for a job. I’m personally seeing a lot of people who are entrepreneurs or SMEs, even leaders in business who are marketing or finding clients on LinkedIn. So can you take me through the last 20 years and what you’ve seen with LinkedIn.

Al Kushner: Well, certainly a substantial growth. Um, ever since Microsoft have taken it over, um, at least I think maybe ten years ago, it’s really grown tremendously. And it’s it is the platform for B2B and B2C, uh, for connecting. And, uh, it’s something that really is grown in terms of the I mean, you have over a billion users. I mean, it’s pretty impressive. You know, when it started, it was not that big. So I think people are really taking a second look at it’s more than just a place to post resumes. It’s more about networking and socializing. Uh, you know, it’s about making the right connections and that can make a difference if you getting the business versus the competition. So yeah, it’s really changed.

Trisha Stetzel: Yeah, absolutely. I see I see a lot of people set up their profile, kind of set it and forget it, or they may post something every once in a while trying to get some attention. What’s the importance of really engaging with other people if you want it to become useful to your business?

Al Kushner: Well, you have to really focus on optimizing your profile. This is going to make a difference, because any kind of outreach and the people are going to check out who you are, and if your profile doesn’t really look professional, it’s going to put you at a disadvantage. So you really need to do that before you do any type of outreach, any kind of posting. And then once you’ve done that, then you can look at certain strategies that will help to raise your level of awareness, because it is quite competitive out there. But there are things that could help make a difference and that we can talk about.

Trisha Stetzel: Yeah, absolutely. Um, I’m interested a little bit in the algorithm. So I’m pretty I’m pretty busy on LinkedIn. I post a lot and sometimes I have high engagement. Sometimes I have low engagement. What’s the secret? Oh.

Al Kushner: Well, uh, videos are really the what the algorithm loves, so you can post a video anywhere from 30 to 90s on the average. You’ll certainly get a lot of LinkedIn. Love that way.

Trisha Stetzel: Okay, perfect. Uh, what about commenting and liking and sharing? Do those things matter as well as a as someone who wants to be seen?

Al Kushner: Well, the key thing if you want to really make a difference is follow the influencers on LinkedIn, because that’s really where you’re going to have an opportunity to maybe get your post, uh, maybe seen by many others. And the thing to do is to follow influencers and know exactly when they post. Because the key window, of course, is as soon as they post, you should post immediately after that within the first 5 or 10 minutes, preferably even sooner, because they will have maybe hundreds of followers post after that initial post. But your post will be pretty much on the top, so as soon as anyone gets notified of the post, they’ll check out the the influencers post and most likely will see your post underneath. And that can make a difference and do a lot more than just, you know. Thanks for sharing. But give something of value that’s going to create, uh, you know. Something for the influencer that’s going to help that post, maybe even go viral if you can. And that’s where AI technology comes in. And you can use AI to analyze the post and provide commentary and maybe even pose a question or two. And uh, and then post that and you’ll find that sometimes you’ll get a lot more views that way. And even possibly a connection with the influence from themselves. Thanking you for sharing that post. So that’s uh.

Trisha Stetzel: Yeah, I love that. So before we take a deeper dive into AI, I have one more question. In that space around influencers, how do we know who who we should connect with? Who’s an influencer?

Al Kushner: Well, obviously someone with a sizable following, of course. Um, and you can do some research depending on, uh, you can actually use AI technology to find, you know, who are the top ten influencers in your field and find out if they’re on LinkedIn. And then you can simply follow those influencers. And when you do go to their profile, there’s a little bell over there and it gives you an option to kind of ring it and it tells you how often do you want to see the post. And if it’s an influencer, like see whenever they post, because whenever they post, you know they’re going to get a fairly good reception for their followers. And that’s the opportunity. And then you’ll be notified as soon as they’re posting through LinkedIn that they posted. And there’s your opportunity to strike, you know, and post immediately. So that’s a good strategy okay.

Trisha Stetzel: Those are some great ideas. So when we’re commenting on these influencers posts, is there any particular format it should be in? Is video good or should it just be text. What should that look like?

Al Kushner: Well, usually it’s text in most part. And again you can use AI technology to analyze that particular post and find opportunities to expand upon what they’re sharing. And then maybe ask a question or two. And that’s something that you can repost but make it sincere. You know in your own words if you can. That’s the best way to come across being authentic. Sometimes when you use AI automatically it can be noticed pretty easily, you know? And that’s something where it could be not a good thing. So you want to make sure that you use it for research purposes and then generate your own ideas to share with that post.

Trisha Stetzel: Yeah, I like that. Don’t be lazy. That’s what I tell people. Don’t be lazy. Don’t just use what’s coming out of the bot. Uh, all right, let’s take a deeper dive into AI. Um, how do we keep it human?

Al Kushner: Al well, we just talked about being authentic with the post, so it’s about, you know, taking the information, you know, and it could be ideas for topics that could be used that are some of your strengths that you can share. And that’s something where AI can help you do the research. And that’s really what it is, is a research tool. Don’t use it as an end all. And you’ll find that it can be a very effective tool for you to, um, you know, become a thought leader in, in the topic. So I think that’s the best strategy to be authentic.

Trisha Stetzel: Yeah, I love that. So I’m seeing a lot of bots or what I’m assuming are bots that are sending me connect messages and then sending me a follow up, and then another follow up and then another follow up. How do we I know we should avoid that in particular, but how do we keep those connection requests flowing yet still real and authentic without it being over overly too much of a nuisance to the person you’re trying to connect with?

Al Kushner: Well, um, if you’re trying to connect with someone that you are not, let’s say you don’t know them directly. They could be a second connection. Uh, for the most part, I like to do is, uh, follow the individual first, uh, particularly if they’re an influencer and then comment on a post that they have, uh, done. Uh, and that could be very easily done. When you go to the profile and you follow them, and then you can be alerted when they’re posting. And that’s where there’s an opportunity, because a lot of times people who are necessarily not an influencer may decide to post on LinkedIn and nobody really replies to them. Nobody gives them a second look. But if you do that, well, guess what? You’ll get their attention pretty easily. You know, if you, uh, provide a comment that’s sincere and authentic, uh, and at that point, there’s an opportunity to make a connection if they reply back to that. Hey, thanks for sharing your comment. Then there’s your opportunity to do that, as opposed to doing it out cold and expecting them to, you know, know who you are and they don’t. So that’s really one strategy that works.

Speaker4: Okay, I like that. I like that a lot.

Trisha Stetzel: Um, what AI tools are you using? Is it third party? Are you using an internal, um, the AI tool that’s built into LinkedIn? Tell me more.

Al Kushner: Well, a lot of great tools out there in the marketplace. I’m sure you probably heard of ChatGPT. Of course. Um, and there’s, uh, Google’s, um, own, uh, AI technology that I’ve been using, um, Gemini, which is really great. Um, perplexity is another up and coming, um, you know, AI technology and a web browser too. So I think, um, the key thing is to use multiple, uh, AI technologies for what you’re using, um, for crafting, uh, you know, content. Because sometimes when AI technology is better than the others or, you know, you may have them play off each other, that’s really what helps you to become, you know, more authentic. A lot of people using ChatGPT and pretty much people know when something is pure ChatGPT, by the way it comes across, you know, particularly m dashes, which is a pure giveaway right there. So, um.

Trisha Stetzel: Get rid of the dashes.

Al Kushner: Yeah. Well, that’s that’s one of the things that people rely on. So but um, with other technologies, um, you can use that to, um, craft it more, being more authentic that way. So use multiple.

Trisha Stetzel: Yeah. So if folks are already, um, wanting to connect with you or learn more, ask questions. What’s the best way to connect with you?

Al Kushner: Go to my profile on LinkedIn. Uh, you can certainly follow me. And, uh, I’m happy. Uh, you know, I have newsletters I send out each week to update people what’s happening with AI technology. I have even my own podcast I produced, and, uh, they can also check it out. It’s called the AI Authority Edge, and they can listen to it. It drops four times a week, and, uh, they can get all the latest information on what’s happening with AI technology.

Trisha Stetzel: Oh, perfect. Yeah. You are seasoned at this, aren’t you? For four shows, you drop four shows a week. Wow, al, I can’t wait to dig into that. I know there’s some really good information. Uh, tell us more about your book. I tell us, you know, uh, give us some little tidbits, if you will. So, uh, so we can get some folks interested in going out and grabbing it.

Al Kushner: Well, the key thing is that if you have a profile that you want to optimize and you’re looking for ways to do that. The book certainly will give you a lot of good resources available to use. I also list the latest, um, technology, AI technology out there that you can take advantage of. And I think what people will find that, um, if they really, you know, read a book or listen to it, uh, they’ll get a lot of ideas that I’ve used that worked effectively. I mean, we just talked about, you know, using influencers to connect. Uh, that’s more on the outreach side, but also talk about optimization, for example, on profiles. Um, example on your profile, how many recommendations do you have currently on your profile?

Trisha Stetzel: Not enough. Only about ten.

Al Kushner: All right. Well, that’s something that most people kind of tend to forget. And that’s crucial because that’s third party endorsements. In fact, at the end of this particular, uh, segment that we’re doing, you will get a recommendation from me, of course. So that is a good thing and hopefully we’ll do as well. But I always tell people that always do. Um, whatever. You can get recommendations because this is third party proof. And what’s great about it, you can use recommendations on your website as well. And it really helps to create, um, you know, authenticity and shows you that you’re a real person, which is important. Uh, so focus on that. There are great groups on LinkedIn to join. Uh, you should take advantage of the groups that you can be part of. And what’s also important is that you can post on these groups if the information is of value to the members. Again, you know, the post should be educational by nature. I usually post, um, on my podcast. Um, what do you call those things? Audiograms, which are very effective and, uh, you know, short clips that really work. And I find people are pretty receptive because the information is of value to the members themselves. So groups are definitely a great way to use. And I show in my book why it’s effective. It really makes a difference. A bunch of other things.

Trisha Stetzel: Yeah. Fantastic. Um, why? Why is LinkedIn important? So I see a lot of, uh, particularly SMEs or even business leaders who are not active on LinkedIn. Or if I ask them if they’re on LinkedIn, they’re like, oh, no, I, I’m not even on there. Why is it important to SMEs and even business leaders to be on LinkedIn?

Al Kushner: Very easy. Because if they’re not on it, their competition is and that’s where they’re going to lose out. So they’re wondering why they’re not getting the business. Well guess what. It’s the reason why right there. So they have to get on the bandwagon. Same thing when it comes to AI technology. You know AI is not going to go out and steal your job, but the person who knows AI will take your job from you, because that’s really what it’s all about. Knowledge is power. So they are understanding that if they don’t want to do LinkedIn, that’s fine, but they’re going to be in a position where they’re going to be losing out all the time because the competition is doing it.

Trisha Stetzel: Yeah, absolutely. So what tools are you using? Earlier you mentioned you could analyze a post or get some more data on something. Are you using these chat tools that you talked about to do that?

Al Kushner: Yeah, I mean I use a multiple tools that can analyze particular content. So I don’t get one version of it. I get multiple versions. So whether it’s ChatGPT or Gemini or Perplexity as copy AI, a whole bunch of things I list in my book. And these are again, what’s current, you know, a year from now it could be totally different. But it’s that’s how technology is. But I think it’s all for the better in the long run. So it’s really it’s a great, great time to be, you know, in business with this with these tools available.

Trisha Stetzel: So for those who are not active on LinkedIn, they already heard you say they need to go work on their profile and have a current picture, for gosh sakes, not not your high school graduation picture because people will not see that as real. Um, what advice would you give to them about getting started on LinkedIn if they don’t already have a robust profile or even activity out there?

Al Kushner: Well, I do offer a free optimization checklist for the profile that they can use, and they can have that available on my website link. Com forward slash audit. And that will give them access to a lot of the tools that I’ve used to help optimize a profile so they can find all the resources available that makes a profile stand out. And I think that’s important because there’s a lot of things we can talk about. We don’t have enough time on this program, unfortunately, but uh, check it out at Link Vantage audit for their free optimization. Uh, worksheet.

Trisha Stetzel: Okay, perfect. Um, what about activity as far as posting and engaging? Is there a particular cadence timing that works better than others?

Al Kushner: I’m hosting an activity. Would you?

Trisha Stetzel: Yeah, just using LinkedIn. So I’ve optimized my profile. I’ve connected with people, but I’m only. Maybe I write an article once a month. Should I be doing more?

Al Kushner: Oh, absolutely. In fact, you should have a newsletter. In fact, I have five newsletters that I go out every week. And what’s great about the newsletters is that it reaches the particular audience, the subscribers. It actually bypasses spam filters and goes outside, uh, you know, LinkedIn. So nobody notified just on LinkedIn and even directly in their inboxes. And that is such an effective tool that very few people know how to use. But if you use a strategically, you’ll find you get more business you can handle. All right. If the information you provide is of value and that’s what you want to do. So what I do is I share information and I have five different, you know, people that I target, like I would say accountants, financial planners, uh, uh, attorneys, uh, these are centers of influence that I work with, and they look forward to my newsletter every week. You know, and it’s something that is, um, is is important because that’s what it helps you create yourself as a thought leader is provide valuable information. So that’s the way to do that.

Trisha Stetzel: Okay. It sounds really time consuming, al.

Al Kushner: No, actually you can schedule that in advance. You know, I do a lot of my newsletters on the weekend. You know, it takes me maybe in fact, with AI technology, uh, you can do it within, uh, you know, you know, what would take you hours? Could take you maybe under ten minutes. You know, if you’re finding the right topics of information. So that’s really a great tool to use. And you’ll find that people will be very receptive to receiving your information as long as it is of value, they’ll keep subscribing. My list has grown tremendously. I’ve seen. So that’s a great thing.

Trisha Stetzel: Fantastic. So optimize profile. Definitely have a newsletter. What are the other things that I should be using or doing in LinkedIn?

Al Kushner: Well, if you have your own business, your own business should also have a business page as well. So you can create that on LinkedIn and make that separate from your actual profile. And that could make a difference in terms of raising awareness for your company, in terms of, you know, the things that your company may be doing outside of your own personal life. Okay.

Trisha Stetzel: And what about just generally posting? I see people who never post. I go to their LinkedIn profile, they haven’t posted anything. Uh, and I go to other people’s profiles and they post every day or even multiple times a day. Is there a sweet spot around the type of content we’re putting out, or how much content we should be putting out there?

Al Kushner: Well, my focus has always been in a combination of I do videos, uh, into groups and I do newsletters every week, so I find that’s more than enough to raise awareness. And and then of course, I comment on other people’s posts, you know, influencers. So I think those three combinations will be a very effective strategy for raising your level of awareness, of getting you more followers, and certainly to create something of value, as opposed to just posting something randomly and hoping that people will check it out. You know, it’s got to be strategic in this sense.

Trisha Stetzel: Yeah, absolutely. Um, talk to me about connections. Is there a good number like you should and connections and followers? Because there are two different things. So let’s start there. There’s a difference between connections and followers. So tell us about that. And then tell us if there’s an optimal number that makes sense to be targeting.

Al Kushner: Well connection. You’re allowed a maximum of 30,000 connections. Followers is unlimited. So I’d focus more on follower aspects of it because that seems to be where you can get more reach that way. In fact, you can change your profile to indicate that it is a instead of people to connect with you. Ask people to follow you. Okay. And that usually works out very well because a lot of times you can get connections from people you don’t know, but followers, it really doesn’t make a difference. And that really is great. You know, because the followers, whenever you post something, they’ll be notified as a result of it and you don’t necessarily have to connect with them. So I find people to do. That’s what I do in my profile, is just ask people to follow me. If they want to make a connection, then that’s something I can evaluate. But that’s a good strategy.

Trisha Stetzel: Okay, I like that. Is there a particular number of followers that we should be targeting?

Al Kushner: Um, well, especially as much as you want. There’s no limits on that. Before when it started, there was not an option available only was connections. But now you got followers that could be unlimited. So which is okay. And some, some influencers, over a million followers, so you’d be surprised. Okay, so it’s really quite impressive. But anyway, we’re kind of running time short.

Trisha Stetzel: Yeah we are. We’re getting to the back end of our conversation. So, al, what’s the last piece of advice you’d give the listeners today on getting started and being active on LinkedIn?

Al Kushner: Um, well, knowledge is power, so they should check out my, uh, you know, worksheet, uh, at link. Com forward slash audit. You’ll get be able to optimize your profile. Once you optimize your profile, then you can do outreach and then you can become, you know, preferably a thought leader by giving value to whoever you’re connecting with. So that’s what I would recommend. You know, don’t pitch slap people. Just give value and you’ll find people to be more receptive.

Trisha Stetzel: Okay I like that pitch slap. Thank you al. This has been great. You guys also go out and find Al’s book, the AI LinkedIn advantage. If you want to take a deeper dive there. And certainly you can connect with al on LinkedIn it’s al. Kushner k u s h n e r. Uh I’m connected to al on LinkedIn, so if you guys can’t find him, uh, you can find him connected through me. Al. This has been a fantastic conversation. Thanks for joining me today.

Al Kushner: Thank you, Trisha, and pleasure. And be in touch. Take care.

Trisha Stetzel: Appreciate it. Uh, that’s all the time we have for today, guys. So if you found value in this conversation, share it with a fellow entrepreneur, veteran or Houston leader ready to grow. Of course. Be sure to follow, rate, and review the show. It helps us reach more bold business minds just like yours and your business. Your leadership and your legacy are built one intentional step at a time. So stay inspired, stay focused, and keep building the business and the life you deserve. Al, thank you so much.

Al Kushner: Thank you.

 

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