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Angela Kim with Missing Pieces Support Group

April 11, 2025 by angishields

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Angela-KimAngela Kim is the founder of Illumines Core, a healing-centered space dedicated to mental, emotional, and self-development.

Her personal journey—from childhood trauma to overcoming suicidal ideation, abusive relationships, and the loss of a pregnancy—fueled her passion to help others heal. Through her studies in psychology and mental health at Walden University, Angela now empowers children, veterans, spouses, athletes, and professionals to move through trauma and into transformation.

In her conversation with Trisha Stetzel, Angela opened up about the emotional toll of miscarriage and the importance of processing grief and trauma. She emphasized the power of community, connection, and shared experiences in healing.

Angela also discussed the Missing Pieces Support Group, which provides trauma-informed resources and support—now including virtual panels that have expanded their impact nationwide, particularly reaching and supporting men in their healing journeys.

Connect with Angela on LinkedIn.

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. Serving the community. Series I have with me today. Someone that you might recognize Angela Kim. Only today she’s going to be representing Missing Pieces Support. She is a brand ambassador and a content creator for that organization. Angela, welcome back to the show.

Angela Kim: Thank you. Trisha.

Trisha Stetzel: I’m so. Yeah, I’m so excited to have you back now. Uh, some people may have missed the show that you and I had together. So I would love for you to tell us who Angela is. You’re going to have to give us a little bit of your story, and then we’ll take a deeper dive.

Angela Kim: Who Angela is. Oh my goodness, I. I guess we’ll just start with, um, we’ll start with the story of why and who and all that. So, um, my recent story would be more of, um, I went through a miscarriage before, um, the pandemic, a few days before the pandemic, and I was very confused. You know, it’s just didn’t really have any resources after the fact because we were on shutdown, like, everybody was closed. And so I just dealt with it myself, thinking that, okay, maybe it’s like another period. And I’m going into detail. So this may be triggering for some people. Um, and it was just the most intense, traumatic experience for me physically. You know, just seeing the amount of and I’m going to be gross is the amount of blood that came out. I was like, how is this? This doesn’t this isn’t right. There’s there’s something wrong. And I don’t think my body is is recovering. Right. Because afterwards I was just I was not myself. It took me a lot longer to complete simple tasks and I realized that I wasn’t able to work. I literally said, I, I’m having to look up things for work. It took me ten times longer. I was like, this is not right. Um, there’s something really off with me. And because we were going through the pandemic at the same time, for some people it was the worst experience for me, it was kind of a really bad experience because I was going through, you know, physical trauma. Um, yet at the same time, I was grateful because I didn’t have to work.

Angela Kim: Um, I wasn’t able to, um, and later on, come to find out, is it created or it opened up complex PTSD for me. So complex PTSD was something that it was coming to terms with. Dealing with PTSD in the first place was like, oh my gosh, there’s no way. You know, I thought I had a normal life. And I think that’s the story for most people is that they think they have a normal life, not realizing some of the things that we experience losses, um, you know, even physical trauma, even though we think that it’s a small thing, our body does not react, react or respond that way. It requires full processing for the emotions, for that trauma to process out of the body. Yeah. And that is I would say that’s like the the core of my story on understanding even more and being more compassionate when it comes to coaching individuals and recognizing the nuances. Okay. Is this somebody bullshitting me or are they really going through, you know, are they triggered because you can see a difference? There’s that nuance that it’s okay, it’s very fine line. Yet there’s when you’ve been through it, you kind of have more compassion for and grace for the the struggles that someone goes through, especially when they’re recovering from PTSD and complexes. Even more, it’s it’s going back to and it’s opening up all the traumas that you experienced from childhood until that time until that moment. And so it just it, I guess in a way, it confirmed and validated the work and the study that I had with mental health and just seeing how everything is connected, you know, how the body affects the mind, how the mind affects the body, vice versa, like how you’re feeding yourself and everything.

Angela Kim: And so, um, I started getting a little bit better, a little bit better. And I was, um, subbing at BNI, and I was introduced to BNI, and I just kept going here and there, and I that’s how I met Jamilah with Missing Pieces, the founder of Missing Pieces support Group. And she at first I was like, no, there’s no way I’m not going to talk to this lady. I don’t I’m I’m not ready. There’s this isn’t real because I didn’t really have the full term of anything. It was the appointment was for the heartbeat, and that was after that. That was when I had the miscarriage. So it everyone’s experience is very different. And actually talking to Jamilah and talking to women that I’ve connected with through Missing Pieces support group has allowed me to see that wow trauma at different stages in different parts of how the body responds to to things, memories, expectations. It’s all very different. And yet at the same time, there’s a there’s a same process of how the body is needing to process emotions like this. Um, and so that’s what I found out honestly. And through Missing Pieces support group, it’s just being able to share my experience and actually be heard by another woman who experienced a similar loss in the. The words were unnecessary. You know, when I, when I was sharing my story, um, I just needed someone to validate me.

Angela Kim: Hear me? Um, and and really know that I’m not crazy, right? Because it’s sometimes we get in our heads so much thinking. Okay, maybe we’re I’m making this up, or maybe. Maybe I’m crazy, or maybe I’m just being overly dramatic. And it’s not. It’s just the body’s reaction and response. And that’s why they call it muscle memory and the muscle. The memory just doesn’t go away until we allow and we acknowledge it. So it’s it’s really cool to be able to have an amazing nonprofit to share and provide this kind of support, because we provide support groups for women. And now opening it up to men, providing support groups for men, and then providing support for individuals who are pregnant again, you know, after going through pregnancy loss or infancy loss. So it’s it’s just we’re covering the basis of throughout any stage of your loss because there’s no time frame. Um, and it’s it’s heartwarming to see that some of the individuals, some of the women who have gone through this experience knowing that there’s no time, um, for this, because you’re your body as a woman changes, you know, your your DNA starts changing. And that’s why that connection and that bond with the child is so different and unique for each individual child that you have. And so when my body changed already, I already had that connection with this child, with this, you know, there’s already something there because my body changed. And so to say that that didn’t exist, that really hurts.

Trisha Stetzel: Yeah.

Angela Kim: And so that’s really my story about I went all the way around to.

Trisha Stetzel: Oh that’s wonderful. I appreciate your vulnerability and coming back on the show and telling that part of your story. And for those of you who, um, heard Jamila’s name. You may have recognized it because Jamila Robinson had been on the show, uh, late last year. I think we had her on. And she’s the founder of Missing Pieces support Group, and it’s so interesting, Angela, how everything comes full circle. And I continue to meet amazing women like you who know other amazing women that I’ve had conversations with. So, um, coming back on to tell your story, I really, really appreciate that. And telling us more about your experience and what you’ve been able to do and even get from and give back to, uh, Missing Pieces support group. Can we talk a little bit about just women’s health? Uh, I know there’s a specific, um, story around your health and where you came from. You do a lot of, uh, counseling and mental health, um, have mental health conversations with people around PTSD for lots of reasons. But I know this is one of those things that is near and dear to your heart, which is women’s health. Can you just give me your take on how good women are taking care of themselves, and how we find ourselves in these places where, um, we don’t feel good and we’re not sure why or what happened.

Speaker4: Yeah.

Angela Kim: For for women’s health and I, I, I’m speaking in particularly the population or individuals who have gone through a lot of various traumas in their life and they don’t recognize it as trauma, so they never really processed it. So it’s just there, right in the closet or this mountain that’s been created and it’s just there, just hovering, and they’re pulling it along wherever they’re going. Um, that whole concept is when we carry that trauma in our body for so long and we are in fight or flight. Um, our the way that we breathe is different. So if you talk to individuals who are, you know, they’ve been especially like, um, I would say refugees or people who have immigrated during during war and, you know, a lot of a lot of strife in the world or in their, their area, it becomes, um, you know, it’s the trauma, just in a sense, it’s it gets buried underneath all of the day to day. Let me survive. Let me move on. Let me keep going. So they become very great at getting things done because it’s next, next next next next next next. And then it doesn’t really show up for women’s health until emptiness. You know, they don’t have the kids anymore. They are now finally able to just relax and guess what? Their nervous system and their mind has a difficult time relaxing. So now it’s creating, you know, they’re not able to sleep. They’re not able to eat properly because the, you know, your body’s not recovering. You’re not you’re if you’re in fight or flight a lot, guess where most of the blood flows to your head, to your exterior extremities so that you can run or fight. So most of the blood is not here.

Angela Kim: So it’s it’s not allowing you to really digest nutrients and stuff. And so in realizing and seeing, based on my personal blood work and seeing other people go through this, even my aunt, my family, some people understand what I’m explaining. Some people are like, you’re crazy. You don’t know what you’re talking about. Emotions. What? What is emotions? I’m like, wow. So it’s it’s helping, you know, some of the emotions that most of us say, oh, yeah, we I’m never angry or. Yeah, they always get angry or there are certain things that we label ourselves as just being, and that’s where it becomes that manifestation of. If you say that you are those things and you get stuck in that. Um, and so that stuckness essentially gets stuck here. Either you’re saying those things or you’re pushing aside and telling your subconscious, hey, hold on to this information because I’m pushing it aside consciously. I want to be free. Um, and so most of the time, we have no idea what’s going on with our bodies because we’ve numbed out, right? The numbing out of what’s really going on or what has gone on in, in life and acknowledging that these are traumas that we’ve experiencing coming to terms with it is processing it. Tears is processing and allowing those toxins to get released from out of your body. And so it’s really helping women and men also to process emotions effectively and recognize and understand that emotions are just signals to tell us, hey, that’s danger, or that’s something that we’re used to and we’re addicted to. And what we’re used to and addicted to may be harmful for where we’re at now.

Trisha Stetzel: Yeah, absolutely. And, you know, it’s interesting that we’re having this conversation today because earlier I was having a conversation with another, um, amazing woman that and we were talking about how women tend to push themselves to the side so that they can take care of everyone else. Right? We’re amazing caregivers, and we’re not taking care of ourselves because we’re so worried about taking care of everyone else. So how do we get out of our own way when it comes to those things? And even in particular those women who may be listening today who, uh, may have lost a pregnancy or have gone through something as traumatic as you’ve been through. How do we get out of our own way and actually create space for having conversations, or reaching out to an organization like Missing Pieces support group?

Speaker4: Um.

Angela Kim: The easy way to say, um, to explain or to advise how to get out of your own way is to really be stepping out of, you know, your situation and kind of be if you can. It takes practice and it takes a lot of effort, however, is to look at yourself like as if you were visualizing yourself and seeing yourself from an observer standpoint and just, you know, be a kind person to you in that moment. Because if you’re cowering over and you’re crying and you feel lonely, guess what? If you step out of that and, you know, feel the feelings. However, if you can observe you and just comfort yourself in that way and it’s okay, and be patient with your body is just in shock. And the longer you push the feelings and the emotions and and that it’s not allowed and it shouldn’t be this way the longer you prolong it. So the more and faster you accept that this is what’s going on. That’s the way of really allowing yourself to overcome it, because you’re going to be in your own way.

Trisha Stetzel: Yeah, absolutely. We all think we’re superwomen and we can do everything for everyone, right? But we forget ourselves along the way.

Angela Kim: Yes. And when you actually have time to retire and not do things and have your hobbies, you’re too busy stuck in your head because you’re so used to worrying about everyone else.

Trisha Stetzel: Yeah, absolutely. You talked a little bit about a lot, actually, about mind and body, bond and body and mind and how they’re really interconnected. And, um, they can either care for each other or even harm each other. Uh, can you talk more about that and the work that you do, um, in getting people to understand that they really are connected to each other?

Angela Kim: Yes. Um, well, it takes some practice because the concept and how I explain it, it’s so easy. That’s why people are like, yeah, I can do this on my own. I can practice to breathe on my own. Yet when push comes to shove and things are triggering you, it’s automatic. Your muscle memory is in there. It’s taking action. It’s locking down, it’s taking care of you. So it’s actively remembering these basic things and practicing it with with a coach, um, or an individual, you know, or a therapist who can guide you on. Okay. Let’s slowly let’s, let’s practice this situation and let’s, let’s slowly learn how to, um, come back and feel, because women have an amazing ability to process things. We’ve already processed it 5 million times over. However, we’re not allowing ourselves to feel that and allowing our body to just, you know, relax and allow it to work through your body because it requires you to move. It requires you to work out. It requires you to dance like a silly person and look weird. And who cares because it’s stuck in our body. And children actually are the best teachers of this because when they have stuck stuff, guess what? They’re hitting stuff. Or they’re banging on stuff, or they’re kicking and they’re moving it out of their body, and guess what adults tell them to do? Sit still.

Trisha Stetzel: Yeah. Yeah.

Angela Kim: I used to do that to my child, and now I’m like, oh my gosh. I just told my child to trap his trauma in his body.

Trisha Stetzel: Yeah. So yeah, I love that. And, uh, you know, since we’re talking about support, uh, missing, um, missing piece of support group, can you talk about the difference that having a good support system in your life makes when you have gone through trauma, or when you do need someone to help you get out of your own way?

Angela Kim: Oh, wow. I, I I’ll share based on my experience of just. That’s why I became an ambassador, being able to meet these amazing women working on community, you know, projects or like content creation, talking to other women, um, hearing their story is that’s that’s something that it’s it helps me get out of my head and still reach out and say, hey, I’m having a hard time. However, just letting you know, can we still get stuff done? I may be off my game a little bit yet. Can we still do this? And they give me space. They provide that and they’re like, you know, if you ever need to talk. And sometimes I’m like, I don’t want to talk. And then there’s a part of me that’s like, yes, you do. That’s why you that’s why you, uh, you reached out and you said, hey, let’s talk. And then they felt something and they asked, and it’s just leaning into the, the support. Um, and that’s one of the hardest things to do, especially when it’s new and you’re still it’s still fresh because it’s it feels very isolating and you are still so unfamiliar with the feelings that you’re going through. It’s a lot of feelings and a lot of thoughts flooding all at once. So it’s overwhelming. So it’s being patient.

Trisha Stetzel: And surrounding yourself with good people, right. And people who can share their stories and make you feel like you’re not alone. Right.

Angela Kim: Yes. That’s why we volunteer. Yeah. Because it’s. You’re not alone. You don’t have to be if you. Unless you want to be.

Trisha Stetzel: Yeah, absolutely. Well, I know you’re doing such an amazing job as a brand ambassador and even helping with the content creation for Missing Pieces support group. Can you talk a little bit more about the services that they’re providing and how people can connect with them if they’re looking for that support?

Angela Kim: Yes. The services provided are the support groups. Um they are. There’s two for right now. There’s going to be more. Jameela will be the perfect person to give you more details. However, all of this should be on the website. It’s missing pieces support group org and it’s it just has all of the the resources we have the resources on which um, what is it like doctors, therapists, coaches, um, holistic practitioners? We have all of that there. And we also have grief sensitive books and stuff to provide for children who’ve lost their, you know, sibling, um, or parent or, you know, grieving. Um, and so it’s just we have all those resources and we, we do one that’s virtual for right now, the earlier part of the year when the virtual is in April, and I don’t remember the exact date right now. And then the other one is, uh, in September. And so it’s going to end right around the time that our marathon. Uh, yeah. Our five-k occurs. Um, it’s going to be an annual one. And so we do A5K, and it’s just bringing awareness to the community and just having the community come out and support and share because we’ve branched out to Dallas. And so that’s just all the different things that we’re doing. Um, and uh, also creating support groups for, for men, and it’s the support groups and, and the resources that we provide are very much more holistic based. Um, and even the, um, I believe the what is it called? I lost it right now. Oh, it’s called pals. It’s pregnancy after loss. Um, that one is also very holistic based. So everything that we do, the connections that we have through missing pieces is a lot of holistic practitioners. Um, myself is on there because my coaching is more holistic. And I look at you as a whole, not just your mind or your mental health, because everything is connected, Right. You’re what you eat. What you do, what you don’t do. And your little micro habits add up to the bigger picture.

Trisha Stetzel: Absolutely. I know Jameela has done a lot of work in collecting all of these resources and connecting with amazing people like you, who can be a great resource for anyone who may be going through trauma and wants to use the support from Missing Pieces Support group. Is there any piece of I’d like to circle back? As we kind of come to the end of our conversation today to Women’s Health, is there anything, um, maybe a tip or just a piece of advice that you would give to women today who are listening?

Angela Kim: Um, the tip, the advice I would say is, um, I mean, it’s for for men and women, right? Um, however, specifically for women is learning your biology. Learn about your biology. Learn about the cycle of how your body changes as you age. Um, as your body ages and matures, right? And what does your body need? Nutrients. You know, nutrition wise and just really looking and being a scientist to your health if you can um, is to to do that. Because sometimes when we’re first going through loss, it’s more challenging to do this. That’s why it’s the coaching guide you into this more holistic part. Or we get you to be more, you know, increase your self-care essentially. And if the self-care isn’t really good, then everything’s just going to go downhill. So recognizing what is it that we’re eating? How are we advocating for ourselves? Is the doctor making sense to what we’re saying? Um, are they are they hearing the symptoms and the issues that you’re having, because most of the time, um, men and women both, I would say even women have a difficult time advocating for themselves, especially when it comes to their health.

Angela Kim: Um, the doctors just say, oh, I hear that symptom. That must be it. Let me give you the prescription for that. Um, if something is providing or giving you internal bleeding or, you know, is why would you give your patient an ointment? Does that mean that the doctor’s right? Were they listening to you? So that’s the biggest advice I would say is learn how to explain your symptoms. Have those explanations ready because those doctors are vicious. They want to see us for five seconds so you can get out next. So it’s have it ready so you can fire away at them. You bombard them with all this stuff so they have to stop and think, um, about you, because most of the times the doctor’s doctor is just going to say, okay, this is what you’re going through. Here’s the medication. You try it out for you’re the test dummy. You get to be the you know, you learn how to test things on yourself in a healthier way because the doctor doesn’t. They’re not experiencing your experiences. You’re the one that is feeling all these things. Learn how to explain it.

Trisha Stetzel: Yeah. And if you don’t know how and you don’t, and you’re not comfortable advocating for yourself, then reach out to resources like Angela. And Angela can help you find the resources that you’re looking for, whether it’s with her or some other resource. Um, because I know you’re very embedded in that space. Angela, thank you so much for coming on with me today. Missing pieces support group is such an amazing, uh, organization. And when you told me that you were a part of it, I knew that I had to have you back on the show, so we just did it.

Angela Kim: Thank you so much.

Trisha Stetzel: You bet. I appreciate it so much. So, is there, um, one last story that you would like to share with us as we close today?

Angela Kim: Um hmm. I would say maybe it’s going to be about missing Pieces support group, and it’s going to be the good news. I would say that, um, that and I forgot to touch base on that too. It’s the, the content creation. We’ve shifted our panels to be more of, you know, this virtual platform to where we can actually have people from, you know, our other ambassador who’s in Maryland, and we can actually have conversations and they don’t have to fly all the way to the location. So we switch from in-person to virtual. And so now it’s opening it more nationwide. And so our next destination is Dallas. We’re opening Dallas next. And yet, you know, wherever we have ambassadors, it’s pretty much opening there because, hey, that’s the that’s the story I have regarding missing Pieces support group.

Trisha Stetzel: That’s amazing. So if you guys are interested either in being a part of Missing Pieces support or, um, giving back, I know that, um, the organization is always looking for monetary donations so that they can support all of the resources that are given back to these women and men who need the service. If you need the service, any of those things, you can visit the website at Missing Pieces Support group.org. I’ll put that in the show notes as well so you guys can just point and click. Angela, thank you so much for being on with me today.

Angela Kim: Thank you Trisha.

Trisha Stetzel: That’s all the time we have for today’s show. Join us next time for another exciting episode of Houston Business Radio. Until then, stay tuned, stay inspired, and keep thriving in the Houston business community.

 

Tagged With: Missing Pieces Support Group

Rhonda Parmer with The Leadership Executive Group

April 11, 2025 by angishields

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Dr. Rhonda Parmer is an executive coach and founder of The Leadership Executive Group, dedicated to helping high-potential leaders gain confidence, avoid burnout, and build high-performing teams.

After 31 successful years in public education—finishing as an associate superintendent—Rhonda now guides leaders across industries using her proven E.A.S.E. Framework. She’s a certified John Maxwell Coach, DiSC Consultant, Nationally Distinguished Principal, and author, known for turning stress into success in under 90 days.

In her conversation with Trisha Stetzel, Rhonda shared her journey from education to executive coaching, emphasizing the importance of balance, confidence, and setting healthy boundaries. She discussed how self-care, mindset shifts, and delegation are key to sustaining leadership success. LEG-Logo

Rhonda also offered personal insights, including her love of open-road auto racing and daily chats with her mom, as ways she maintains her own balance while helping others thrive.

Connect with Rhonda on LinkedIn.

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 my Texas friend. We were having so much fun before the show. Uh, Rhonda Parmer, The Leadership Executive Group CEO. Rhonda, I’m so excited to have you on the show today.

Rhonda Parmer: Thank you Trisha. I am very excited to be here and it’s such a pleasure meeting you.

Trisha Stetzel: Such a pleasure meeting you as well. So first we need to know who Ronda is. So tell us a little bit about you.

Rhonda Parmer: Okay, well, I am Houston native. I’ve been here my whole life and born and raised, of course, and started out as a teacher substitute teacher, worked my way up all the way through to associate superintendent. Had 31 years in public education. I’m so proud of that career. And the last 12 years we’re working with, um, underperforming schools. And what we found is there was a confidence issue, a confidence issue with the teachers and with the students. So we figured, hey, let’s change this mindset. Students are not limited by their zip code or their parents income, you know, let’s believe in them. Just say you believe in them. Just say it out loud. Change your mindset. These students can learn. Every student can learn. He can learn. She can learn. This is a future CEO. This is a future doctor. This is a future lawyer. And let’s change our mindset and just see if it works. And it did. And so after years of seeing schools rated as F, go to B’s and A’s and teachers who were burned out feeling rejuvenated and students feeling proud about themselves and parents unbelieving. What was going on? I said, hey, what if we apply that same system to nonprofits or small business or big organizations, corporations? And so I started a consulting firm after I retired, and that’s what we’re doing.

Trisha Stetzel: Love that. So that is how the Leadership Executive Group was born. Tell us more about the work that you’re doing in that space, Rhonda. Now.

Rhonda Parmer: Hey so what we have eight amazing coaches who thank God they believe in me and I totally believe in them. But they are amazing. And we work one on one with clients. Or we also provide training to groups, teams and our main focus what we found. We work mostly with women, but we have a few guys too. But we’re looking at people who are ready to just take that next step. Perhaps something is holding them back. As I mentioned in the schools, you know, that could be a mindset. And so it’s not about never feeling fear or never having self-doubt. We all face that. And that’s a beast that all of us, even even your most successful athletes and successful CEOs, everybody has to, um, address that. But it’s about identifying it, knowing when it’s coming up and then backing up just a tiny bit from it. Okay. What is that? What is that belief or thought that’s making me hesitate? Pause. And so we work and coach directly with one on one, um, clients to help them break through to the next level. Uh, is it a promotion? Is it leading a brand new team? Is it mentoring one person who will come after them to be the next leader? All kinds of, um, you know, positions for one on one coaching. And then we also provide group coaching. And I found this is what we’re finding is we’re getting into a niche of working with pastors. And so pastors are in a unique position. They either have a very, very small staff or they’re working with volunteers. And so how can they get the confidence in themselves and the confidence in their team to help move and strategize to meet goals? And that’s us. That’s what we do. But we work with people in all sectors. And, um, what I’ve been doing is meeting people through speaking engagements one on one, I mean through workshops. And I’ll we’ll promote that later on in the show. But that’s that’s how we roll.

Trisha Stetzel: That’s amazing. I love that. And as you were, as you were talking through the work that you’re doing and even talking about, most of them are women. Uh, which is another connection that you and I have. We talked about that, uh, before the show. I have a lot of conversations around balance, and I think that you do as well as well. Um, so when you’re. I know that you work with high achieving leaders and many of them struggle to find balance. So what’s your advice to them when they start to feel that guilt? Or they haven’t taken a vacation or they’re afraid to take their PTO? What do you tell them?

Rhonda Parmer: Oh, that is so hard. And that’s that limiting belief too. So that’s a little bit of confidence. So it all boils back down to confidence. It’s confidence. Do you have the confidence to say I need a break. Do you have the confidence to say it’s time for me to take a quick vacation, a long weekend or even a full week, God forbid. Right. So I, I tell them, look, you we the world needs more leaders, whether that’s in organizations, communities or families. We have got to have leaders. And if you burn yourself out, we all miss out on your medicine. You have what we need. And if you burn out, we all lose out. So if you want to serve and fulfill your calling, you have to take care of yourself. And so I one of the things I do, Trisha, um, I have I’m a I’m a nerd, I love reading. I read everything if it’s a if it’s a book, a magazine, a blog, a something on Facebook that links to a, a research article. And what I’ve done is taken all those research gurus for leadership and put turned those into actionable steps. So I, I have not finished this book yet, but I’ll be back when I actually get it published. Yes, please. I’m writing a book. It’s a field guide for leaders, new and aspiring leaders, and it’s called ease into leadership. And ease is an acronym that basically everything that we have to do in leadership boils down.

Rhonda Parmer: You can boil it down to four steps and that is evaluate your priorities, have some accountability set. And for example, in this particular case with boundaries. I mean, with ballots set boundaries. And so we we have these tools. There are rubrics basically implementation rubrics. And they’re not designed as worksheets or homework or something to be filled out for compliance. They’re simply conversation starters. And so I ask the leaders to work with you know, work with me. Let’s look at set boundaries. What does this look like for you? Easily one of the best things I’ve seen people model. This was in a school district and they did it district wide in Pasadena. It was a, you know, 50,000 student and 68 campuses. What they did is before every break, they sent an email saying, during this break you will receive no emails. If you set if you send emails, please set. You set the system that it won’t even send it. It’ll be a delayed send until the day we get back. And that really created a true vacation, a true break for people. Because in this, in our world of just hurry, hurry, hurry, do it, do it, do it. Answer. I need an answer. Even when you’re on break or the weekend you think, oh, I got to answer those emails. But the first time we did that in Pasadena, it was just like, oh, I finally, truly, really have a break.

Rhonda Parmer: So modeling your expectations for boundaries of no email during this break? Um, another one is have an accountability partner at work. So your secretary, your partner, your assistant, somebody to say, hey, it’s five, it’s 530 or whatever your ending time is. Let’s go. This stuff will be here tomorrow. So just two easy ways to set boundaries. And then finally, what I do ask people, um, one of the very first things I ask people in our coaching session is, what is your nighttime routine? You would be shocked how many people don’t even know what I’m talking about. Like, what is your nighttime routine? You know, do you eat at home? Do you come home from dinner? Do you wash your face? You know, do you read a little bit? Do you watch TV? What is your routine? And so many people. We’ve just gotten to where we’re so reactive, and that’s what burns people out. They. Even though a lot my husband’s the worst, he’s like, no, no, no, nobody wants a routine. Nobody wants a schedule. But even he does want a schedule. And he is one of the most free thinking free, you know, no time schedule. But we like routine and we like predictability, and we like and our bodies like that, where you get into this rhythm of being able to do things and you feel better about yourself because you can predict what’s coming next. So those are the things I ask people to do.

Trisha Stetzel: Wow. Okay. So I stop work at 5:00 every day so I can go in and cook dinner with my husband. Does that count?

Rhonda Parmer: Yes, ma’am. Two stars for you? Yes. Awesome.

Trisha Stetzel: All right. I can’t tell you the rest of my routine, but that’s. That’s the beginning, right? We’re getting there. We’re getting there. Um, so there are some people listening right now, Rhonda, that are thinking. And. And you and I probably have had these same thoughts that if I’m not on all the time, people are going to see me as a slacker. So how do we shift that mindset?

Rhonda Parmer: Okay, this is going to sound almost ridiculous, but it literally comes to it comes down to identifying that thought. So first people need to identify that that’s what they’re thinking, because sometimes they don’t even realize that’s what they’re thinking. They’re just acting because they know that’s true in their head. So they have to slow down to realize, oh, I’m doing these things because I think people will think I’m a slacker. So it’s so it’s it sounds so easy and simple, but it’s. It’s not. You you have to realize that’s what’s driving you. And then once you realize that this is this is a physiological, neurological truth, putting your hand on your head and saying the opposite. So I am not a slacker. And it’s even better if you don’t use the word not. So phrase it in a positive way. If you think about when you you know, we used to when we’re, we’re when we’re teaching children don’t run instead of saying don’t run because all they hear is run, you say walk. Thank you for walking. So in your head I am productive, I am balanced, I work to get things done and I rest for myself so I can continue to get things done. And it’s literally putting that thing, putting your hand on your head.

Rhonda Parmer: I worked with a client one day and this wasn’t too long ago. She was so ridden with anxiety about needing to get something done that she could not. I mean, she could not even put her hand on her head and say, I am safe. And I was thinking, bless you. No, come on. This is just take a take it, take a deep breath. Let’s count to five. When someone is in anxiety like that. And we do this because we have these mindsets and so many, so many of these mindsets. Let me tell you about three ways that our our our our behavior is shaped. A third of it is pure genetics. We can’t do anything about it. It’s there. It’s in us. Okay. Another third of it. We can’t do anything about it because it’s already happened. It was from the time we were born, till the time we were about 12 years old. Things that were modeled, things we heard, things that were said to us. That’s that’s there. We can’t really do anything about it, but we can choose to overcome it. Let’s say, um, let’s say someone said, um, all you do is eat. Okay, well, I know everybody told me all I did was eat, but I choose to say I eat when I’m hungry, I eat for nourishment, and I don’t eat because I’m bored.

Rhonda Parmer: I don’t eat for entertainment. I don’t eat because I’m scared. And you, you have to. You can overcome some of those things, but they’re pretty much they’re to you. But that’s part of what we call childhood trauma. No matter what your childhood is that that is there. And then the other third is from like that same age, like age ten, 11 or so till now, all your experiences. So those things shape our behavior. So we’re still experiencing things that help us shape behaviors. And if you go back to your original question of how do you help a person who thinks I’m going to be a slacker, we first have to help them realize, okay, you’re acting because of an erroneous thought that’s in your head. Now let’s reverse that thought I am productive, I am balanced. I and it sounds again, it sounds almost ridiculous, but what happens is your thoughts turn into words. Your words turn into actions and your actions lead to results. It’s not that your words turn into results immediately. There has to be action in between, but you can’t start with that action until you start with the correct words in your head. Yeah.

Trisha Stetzel: A woman after my own heart. I love this law of self control that you were just talking about, right? Because the language, the words, the things that we’re telling ourselves become our beliefs and our feelings to our actions and our results. Okay. People are already interested in reaching out to you. I know this, Rhonda, so how can they best connect with you?

Rhonda Parmer: My my website is Rhonda Palmer. Com and remember Palmer rhymes with farmer, but it starts with a P. So I’m not Palmer. I’m Palmer. Rhonda Palmer, dot com. And you can check me out on LinkedIn, too. Rhonda Freeman Palmer.

Trisha Stetzel: I love that, and it’s Rhonda. If you’re looking for her. Uh, amazing. I, I know that people are going to want to connect with you and have a bigger conversation around the things that we’ve been talking about. So here’s what I would like to know next. This is a hard one, Rhonda. How do you create balance in your own life?

Rhonda Parmer: Oh, okay. So I will tell you quick backstory. Reader’s Digest version. Back in the 70s, you know, this wasn’t diagnosed as much, especially if you had some coping skills and you weren’t failing. But I we figured out I had dyslexia. Okay. And we didn’t call it that. We just said I wasn’t paying attention. Okay. So, so so I had to pay attention. So I forced myself to pay attention and do different things to to make sure I got things right, and it slowed me down, but it made it. It unintentionally turned me into a perfectionist. And then that turned into workaholic ism and and that lasted into my adulthood. Um, so I worked on my master. I got my my bachelor’s degree, master’s degree and doctorate doctorate degree. But the wake up call happened in my 30s when I was diagnosed with a double cancer. Um, I had double cancer diagnosis and breast cancer and thyroid cancer. And this just happened to be my first year as principal. And I don’t know if many listeners understand, but I’ll just go ahead and say it because I was one of them. A lot of principals are very, um, well, I’ll just say I was very egotistical and like, oh, I am the principal now we’re going to do this and we’re going to do this, and it’s going to be this, and we’re going to be number one in the nation, and we’re going to do this, this, this, this.

Rhonda Parmer: And everyone was telling me, um, when I was assigned this job. Slow down, slow your roll. Get to know people. Watch out, learn, watch and learn. Don’t do anything. Don’t change anything at this school for at least a year. I’m looking at him like, hey, man, these kids don’t have a year to waste. You know, but God told different. So I did slow down because I had to take medicine and do treatments and have surgeries. But what I found was, um, the ability to ask for help. And that was something I was very, very uncomfortable doing. So I, I, my husband helped me practice. We modeled at home asking for help, and I got help. And that helped me maintain the balance of taking my medicine and doing some work. I didn’t miss very much work. He took me a cot up to my office, so if I needed to, I could just lie down for a little bit. But anyway, um, that was a wake up call And it was like, hey, you know, you can do all this stuff and burn yourself out and be gone and not do anything for the world.

Rhonda Parmer: Or you can slow your roll and take this in doses and give this to people in the amounts that they can consume. Yeah. And that really helped change the way I lead and the way I coach others. And, um, what I do now. I first, this is what happened. I realized. This is so sad to admit, but a year had gone by since I talked to my dad. Like I talked to him on his birthday and Christmas. He didn’t live in the state. And I’m like, wait a minute. This is my dad. And then maybe a year had gone by since I saw my mom. She lives in the same town. I’d talked to her very frequently, but maybe I hadn’t seen her in a year. Like, really? I’m only spending time on Mother’s Day and Christmas with my mom. I’m fortunate enough to still have my mom here, and I’m not taking advantage of this. So now what I do? I talk to my mom every single day, and I. I travel with my husband. My husband has a trucking company. So I said, hey, I’m going to go with you at least once a week. Let’s go out in the town. He has a heavy equipment trucking company, so any big yellow things y’all see? Watch out for those truckers.

Rhonda Parmer: It’s so heavy they can’t shut down. If you cut them off, it’s hard to slow down 80,000 pounds. And then another thing I do, I think I mentioned this right before we started on air, I race cars. So as I mentioned, I did have that double cancer diagnosis. I was in my 30s. I didn’t have a lot of good insurance. I had the bare minimum plan. So my debt stacked up, and I looked at that one day over $100,000 of debt, and I said, man, if I’m going to be in debt because I’ve never been in debt up until that point, even through college, I worked my way through college. But I said, if I’m going to be in debt, I’m at least going to have something I like. So we went out and bought a vet and now I race it in the Big Bend Open road race. I’m one of the navigation trainers and one of the rookie qualifiers, and that is how I find balance. Totally get away from everything and do a whole different world. And as my husband says, we go out there for the week. We have a big family reunion and then there’s a race at the end of the week.

Trisha Stetzel: Oh my gosh, that’s so much fun. So you have to you. We did talk about this before we started recording. You have to describe the race like how does the race go down?

Rhonda Parmer: Oh girl it is amazing. So this is highway 225. It’s from Fort Stockton all the way down to Sanderson, Texas. So it’s just the west side of Big Bend National Park. They shut the highway down. So the State Patrol are out there. They have helicopters and airplanes sending little signals to make the animals all go away. They chain off all the ranchers gates so nobody can pull out on the road. And they announce it way in advance, and everybody supports it, because to this little town, it’s almost like the Super Bowl coming to town. You know, it brings in a lot of economic value. But basically the cars line up, you sign up for which class you would like to be in, which means what average speed you want to you want to maintain. And they let you go one at a time every minute. So ideally you should not pass or be passed. And I’ll tell you, Trisha, there is nothing better than coming up on a 55 mile an hour curve at 120 miles an hour. You got the whole road to yourself. So last year, my husband and I averaged 145 miles an hour. And we can go up to 168 to be able to do that.

Trisha Stetzel: Wow.

Rhonda Parmer: 59 turn. No, it’s 59 miles. One way you go down, everybody goes down, and then you restock and come back. But 59 miles, 59 turns and 59 elevation changes.

Trisha Stetzel: Oh my goodness, that sounds like so much fun. I so I love this whole idea of balance. And we’re getting to the back end of our conversation. But I have one more thing that I want to tackle because you talked about asking for help. This actually just came up for me with somebody that I was having a conversation with just earlier today. And I think oftentimes as strong women, we don’t like to ask for help. You mentioned that you went into this practice mode with your husband and getting help at home. How do you continue to use that mindset that you had there that it’s okay to ask for help? Listen, I’m a veteran. And those of us who are in the military don’t ask for help when we get out, right? Because we know we’re just going to go get stuff done. And so we do. And it’s really, really hard to ask for help. So how do we get past that? Rhonda.

Rhonda Parmer: First of all, thank you so much for your service. And I can only imagine, I, I know in high school I thought, oh, I want to join the Air Force. I’m going to do that. And then I chickened out. You know. No. Never mind. I’ll be a teacher. You know, I like teaching. My grandmother was a teacher. But anyway. No, um, I gotta tell you. I mean, that is. It’s one of those swallow your pride, you know, swallow your pride. And and I saw this graph one time that said, you know, it had these two little lines, and it was just like, this is what happens if I don’t ask for help. Here’s my outcome, and I can get to here and here’s my outcome. If I do ask for help, I can exceed that outcome. Because there is there’s a there’s a even if you feel so alone, there are people who want to help you. Um, this is a lesson from Simon Sinek. He says learn to ask for help because people are there reaching their hand for you. Most of the time you just have to see their hand. You don’t even have to ask for help. Their hand is already there. You just take their hand. So receive the help when they offer it. And then if you don’t think they’re offering it, ask for it. And I promise you, this is something that I continually do. I have a workshop next Thursday and I practice the intro and outro with my husband last night. I mean, this is it’s just it’s, it’s if we want to be the best versions of ourselves, that’s what we do, you know? And and people want to help us.

Rhonda Parmer: This is what I tell leaders. There’s some leaders who they have this thought that, hey, I’m the leader. I’m getting paid the most. I have to do the most. I have to do it all. And that’s not true. It’s simply not true. You have an assistant. Sometimes you have a secretary. Sometimes you have other people on your team. And we’re robbing them of their purpose. If we try to do everything. I’ll give this example. Um, let’s just say I’m working with this lady from a museum who works in a museum, and she’s the she’s newly appointed. And she does have that. It’s an accidental mindset of, well, I’m in charge. I have to do everything. But no, we have someone and we have someone in charge of marketing. And she used to be in charge of marketing. So if someone in charge of marketing, someone in charge of fundraising, someone in charge of ticket sales, someone in charge of summer programs, let them do their jobs because otherwise you’re robbing them. And we’re paying you to do what only you can do to make those tough decisions and build that vision and build cohesion and collaboration the way only you can do. The leader is the one who needs to notice. Recognize what’s happening with all the other staff members and team members so they fulfill their purpose and they one day are ready to step into the next CEO role.

Trisha Stetzel: I love that, so we have to allow them to fulfill their purpose by allowing them to do the work that we’ve hired them for, right, or that we’ve brought them on board for. I love that, okay. So, Rhonda, you’re going to have to come back because I see this whole idea of delegation coming to fruition here, and we’re going to have to have a whole nother conversation about delegation. Thank you so much for coming on today. Thank you for your service as a teacher, as a principal, as an administrator, such a hard job sitting on the outside looking in, having our son is much older now, but we had one, you know, come through school. So I get it. And thank you so much for your service to our community.

Rhonda Parmer: You, Trisha, it’s been an honor. I love meeting you and I would love to see you again.

Trisha Stetzel: Okay, fantastic. I will be in touch for sure. All right. Rhonda Farmer, thank you so much for being on with me. And that’s all the time we have for today’s show. Join us next time for another exciting episode of Houston Business Radio. Until then, stay tuned, stay inspired, and keep thriving in the Houston business community.

 

Tagged With: The Leadership Executive Group

BRX Pro Tip: Stoicism in Business

April 11, 2025 by angishields

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BRX Pro Tip: Stoicism in Business

Stone Payton: And we are back with Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, I know that you are a student of stoicism. When, where and how does it apply in the business world, man?

Lee Kantor: Yeah, I found stoicism a while ago, I guess through Ryan Holiday’s book, The Obstacle is the Way. That really opened my eyes to what stoicism is and some of the basic tenets of it in living a life where you believe and the things that we believe about personal accountability and controlling what you can control and things like that. But I see it really carry over into the business world as well. And I think that some of the key tenets that carry over from your personal life to your business life are, number one, focus on what you can control. And remember, you can only control your actions, you can’t control external outcomes. So, if you can focus on what you can control, you’re going to be better off in terms of mentally better off, and less frustrated, and less stressed.

Lee Kantor: Number two is master emotional resilience. Negative emotions come from our interpretation of events, not the events themselves. So, a lot of times when you’re angry or, frustrated, it’s just how you’re reacting to the situation. It isn’t the situation because, really, the situation doesn’t care about how you’re feeling. Anything you put on it is your own kind of neurosis.

Lee Kantor: Number three is it’s important to anticipate challenges. By preparing for obstacles ahead of time, you minimize surprises and you stay adaptable. So, that’s important as well.

Lee Kantor: Number four is to serve others, not your ego. Prioritize long-term trust over quick sales. That’s an important lesson for everybody in business that your trust and your reputation, you shouldn’t be sacrificing for a quick win. You shouldn’t do whatever it takes to get a sale. You should do whatever is right.

Lee Kantor: Number five, do more, think less. Overthinking leads to inaction. Clarity comes from movement. Something we say all the time is take action, you want to get real data, and you want to kind of weave that into what you’re thinking, so that you can get the outcome you desire. And I found that by incorporating some of these principles, you can build more resilient and more impactful and a more sustainable business.

Mastering the Balance: Time, Money, and Impact in Entrepreneurship

April 10, 2025 by angishields

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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, host Joshua Kornitsky facilitates a dynamic discussion with guests Colin Devaney, Matt Koop, and Gretchen Kornutik. The conversation highlights the significance of mentorship, effective processes, and making a positive impact, offering valuable insights for aspiring and current entrepreneurs.

Colin-DevaneyColin Devaney started It’ll Buff Detailing out of a ford transit van when he graduated high school.

For the past 4 years It’ll Buff Detailing has serviced Woodstock, GA with high quality detailing packages, paint correction, and ceramic coatings.

Whether you are looking to restore your cars finish, or protect it for the long haul, experience the difference at It’ll Buff Detailing!

Connect with Colin on Instagram.

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Matt-Koop-bwMatt Koop is from the Home Service Field Trades to Business Development and Pricing Specialist, and an original founder of The New Flat Rate and Freedom Builders University.

The past 25 years has been a whirlwind of growth to say the least. Today Matt works hand in hand to help business owners understand the “Buying Psychology” of their customers, in order to help them close more deals, increase customer satisfaction and grow by as much as 400%.

Connect with Matt on LinkedIn.

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Gretchen-Kornutik-bwOriginally from New England, Gretchen Kornutik began her academic journey at Quinnipiac College and the University of Massachusetts, Boston. She then relocated to Atlanta, where she worked with Ted Turner’s Family and Foundation.

It was during this time that she and her husband, Mark, discovered their shared passion for investment properties—a spark that would ignite a remarkable career. She lived the corporate life, building a scaling real estate asset management while growing a loyal team that has been with her for the long haul.

Her path has had multiple crash and burn learning experiences that carried her into Jacksonville Florida, and back to Woodstock GA. By 2018, Gretchen began shaping the concepts that would evolve into Salt Air Stays Consulting and All Things Short Term Rentals, officially launched in 2022.

Today, as the CEO and President of ALL Things Short Term Rentals she mentors and teaches investors, property owners, and agents about ethical and effective short-term rental management. Through Stephen Toni Rentals, her boutique full-service property management company, Gretchen continues to close the gap between traditional real estate and hospitality, setting a new standard for the short-term rental industry.

Beyond that her non negotiable is taking care of her team and people. This includes Owners, Guests and Employees. Outside of her professional endeavors, Gretchen is a mom of 21 year old twins, a self-proclaimed beach enthusiast, an adventurous traveler, a passionate foodie, and someone who treasures her time with her beloved “Girl Tribe.”

Connect with Gretchen on LinkedIn and Facebook.

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: Good morning. Welcome to another exciting episode of Cherokee Business Radio. I’m your host, professional EOS implementer Joshua Kornitsky. And the guests I have with me in the studio today are really interesting. I’ve got Colin Devaney, Matt Koop, and Gretchen Kornutik that’ll be here, uh, to go through and share with us some interesting and exciting things about their business. So good morning, everybody. Colin, let’s start with you. So Colin Devaney, owner of It’ll Buff Detailing. Tell me, Colin, what do you do?

Colin Devaney: Hey, Josh, uh, my name is Colin. I own It’ll Buff Detailing here in Woodstock, Georgia. So we have a shop here. We do detailing full in and out detailing. We do paint correction, we do ceramic coating, we do a lot of restoration work and we offer detailing products and stuff for sale.

Joshua Kornitsky: Okay. So how did you get into this? Because obviously anybody can just wash a car, right. What makes it different when you’re touching it?

Colin Devaney: Absolutely. So I’ve always had a passion for cars and keeping them looking their best. So I started out in high school. I just really enjoyed, you know, washing cars, keeping them clean and everything like that. Um, so I started, you know, taking care of my neighbor’s cars, taking care of my friends cars. I started getting equipment and products so I could do a better job for them. And then when I graduated high school, it’s just what I really wanted to do. And I started pursuing it. So I got a van and went out and started doing it mobile. And it’s just kind of grown from there.

Joshua Kornitsky: So it’ll buff is a mobile service?

Colin Devaney: Uh, so when I started out, I had started with a van and I was going out to people’s driveways with a water tank and generator and things like that. But no, now we have a shop here in Woodstock. Um, but would eventually like to bring back the mobile maintenance cleanings and things like that as well, because.

Joshua Kornitsky: And where’s the shop located?

Colin Devaney: Right behind the Stars and Stripes bowling alley on highway 92.

Joshua Kornitsky: Okay. So fantastic. So let’s talk a little bit about what you do. So you, you and you had shared with me, and I think it’s important to note for everybody, the reason Colin mentioned, uh, when he was in high school is, is he’s a very young entrepreneur, but he’s already been at this for four years. And, uh, that’s something that I want to share because it’s important you guys understand that before you call somebody, you want to make sure they know what they’re doing. And in Colin’s case, he’s he’s a bit of an expert at this point because of what he’s been doing about it. So we were talking earlier about paint correction and about ceramic coating. Let’s let’s take each one of those. Can you tell me what is paint correction.

Colin Devaney: Absolutely. So paint correction would be taking your old ugly faded swirled scratched whatever’s wrong with your paint. Uh, we can buff, polish and restore that paint to, you know, looking like, brand new for you. And then we offer ceramic coatings, paint protection, films, things like that, which will help protect your finishes on your vehicle and keep them looking new for a long time so you don’t have to go through with these restoration services.

Joshua Kornitsky: Okay, so what is ceramic coating?

Colin Devaney: So ceramic coating is going to be a more durable. Yep. So we offer. Exactly. So it actually did come from appliances uh aircrafts things like that. But ceramic coating is going to be a more durable. Think of it like a sealant or a wax that’s going to really protect your paint. Like on steroids. Uh, so the coatings we offer lasts 5 to 7 years. They offer very minimal maintenance and things like that. So it’ll provide your car with a very high shine. Ease of cleaning. A lot of protection from the elements. You know, UV rays, things of that nature, uh, while just keeping it very simple and easy.

Joshua Kornitsky: All right, so let me ask you a question. If I’ve got a newer car, let’s say sake argument, let’s say I just went and bought my new car. Yes, sir. Do I wait till the paint looks old and crappy before I bring it to you? So what’s the best time to to show up?

Colin Devaney: So the best time to do it is when it’s brand new. Um, of course, that’s going to be easiest for, you know, doing the work. So it’ll save you money when it’s brand new to get it done then. Um, but it’s not that we can’t restore an older vehicle as well and then still protect that. Also, if you have one that needs a little bit more love.

Joshua Kornitsky: So you can work the magic both old and new, but is it easier if we bring it to you sooner?

Colin Devaney: It’s much easier and it saves you some money as well.

Joshua Kornitsky: All right.

Joshua Kornitsky: Good to know. Good to know. And you said that new vehicles or an older vehicle. So now let’s talk a little bit about your business itself. Every entrepreneurial journey is different right. So tell me what are some of the challenges you’re having growing your business.

Colin Devaney: So I guess right now, uh, I was just talking to Matt here about, um, it’s just hard, you know, growing from a small business to trying to start to move towards a bigger operation and bring on employees and offering more services and things like that can be hard when you’re doing it all yourself. So right now, that’s the journey I’m making is trying to expand, uh, having, you know, my part time guys become more full time guys and then expanding from there. I’ve just moved into product sales, so we’ll be offering detailing products and supplies up in the front of the shop. So trying to get a person in there to take care of that and marketing and everything like that is definitely hard when it’s all on your shoulders.

Joshua Kornitsky: But it’s all about having the people that that share your core values and understand what matters to you matters to them.

Colin Devaney: So growing a good team has definitely been one of the biggest struggles so far that I’ve had.

Joshua Kornitsky: So as it happens, you’re in the room with a bunch of folks that can help. One thing you might want to look for, if you have not already, is, is seek out either a mentor or a coach that can work with you, but we’ll talk more about that later. That’s just a suggestion for you, because they’re the good news is, is most of the challenges that you’re encountering others have encountered before. Um, but let’s go back to talking about it’ll buff. So one of the questions that occurs to me, and I had mentioned to you earlier that I sort of grew up in, in the automotive business is, is as you’re trying to grow, where do you really want to take the company? What do you think? As, as as you begin to find the right people and you’ve got the right products, what’s next?

Colin Devaney: So I guess the whole goal for my company is to make it very easy for my customers to take care of their vehicle and love their vehicles. So my idea is to provide my customers with, you know, the base point. We provide them a beautiful vehicle. It’s very easy for them to maintain and then provide the education and the products for them to keep their vehicle looking their best. And, you know, keep loving it for years to come.

Joshua Kornitsky: Well, so let’s talk about that. The importance of proper vehicle care. So let’s say I came to you and you performed detailing service at whatever level I was prepared to engage you at. Sure. What do I do after that? Just drop it by once a week and throw you the keys? Or are there things I can do.

Colin Devaney: So we can do that? We can, of course. Take care of your vehicle for you too. If you don’t have the time to do that yourself. Um, or if you don’t want to take care of it yourself. Of course we can do it too. Um, but it’s also, you know, we can set you up so that it’s very easy for you with, you know, minimal products to take care of your vehicle and keep it looking its best. Um, really, the biggest thing is just maintenance. Uh, you know, you wouldn’t think it’s too much, but just keeping your vehicle clean, you know, regularly keeping up with protecting things in your vehicle, like your plastic trims and things like that.

Joshua Kornitsky: I mean, are we talking about three hours a week? Are you talking about ten minutes?

Colin Devaney: If you do it every week, it’s super easy. It could be an hour, uh, to take care of your vehicle if you want to do it every six months or so, it might turn into a whole day. Two day job.

Joshua Kornitsky: Well, I mean, if I guess I made the investment in a new car, it does seem sort of silly to ignore it. Although, in your experience, how often does that happen?

Colin Devaney: Most of the time. Unfortunately. You’d be very surprised. Yeah. Um, we try to get people to do their very best with taking care of their cars, and a lot of people do, especially once they get it protected and looking its best. Um, but then a lot of people neglect their cars and they want the best out of it, but they don’t take care of it enough. Um, so then you got to bring it to somebody like us, and we got to do a little bit more intensive service.

Joshua Kornitsky: That just seems counterintuitive. Absolutely.

Joshua Kornitsky: Okay, well, so what are you doing with regards to it above detailing? How are you promoting your business? How are you letting people know you’re you’re existing and that you’re there?

Colin Devaney: Yeah. So I do a lot of, um, social media marketing, Instagram and Facebook is huge for me. That’s where we do a lot of content and reels and educational content and things like that. Um, we’re on Google. We do Google advertising as well. Um, as well as just trying to get out, get in the car shows things like that, meet with the community.

Joshua Kornitsky: So are you just posting pictures of people’s pretty cars?

Colin Devaney: Oh, so we do a lot of reels with, you know, the process. We do education on coatings and you know how these products can help protect your vehicle and things like that. Uh, before and after is, of course, things like that.

Joshua Kornitsky: Sure. People must love that.

Colin Devaney: Absolutely. Yeah. Those are always one of the most popular.

Joshua Kornitsky: As I mentioned, I sort of grew up in the car business, and one of the things that always stuck out to me is the the worst thing you can do is hand somebody a power buffer that doesn’t know how to use a power buffer. So do you train your folks on on the on the appropriate ways to use things, because you can take paint right off a brand new car. I’m sorry to say I’ve seen it.

Colin Devaney: Oh, and I’ve seen a lot of it. And I’ve fixed a lot of it. Um, yeah. If you don’t know what you’re doing, you got to be careful. Um, but we definitely try to take the time and slowly educate the guys that are doing work for me. I’m always there watching over them. That’s one of the hard parts about growing that I was touching on earlier was just kind of taking my hands off and letting somebody else do the things that I love to do can be very difficult. Um, but.

Joshua Kornitsky: I’ve heard that can be a challenge. It’s it’s having to be everywhere all at once. And that’s, uh, that’s always interesting and exciting to keep you from being bored. So how, uh, what are your hours of operation? If somebody wants to come by the location.

Colin Devaney: Generally, they’re Tuesday to Saturday, so we keep that weekend day open for people, which helps out a lot with people scheduling. Uh, and generally their 9 to 5 on Tuesday through Saturday. Um, but like I said, we’re a small business and we’ll always be there if you need us.

Joshua Kornitsky: Sure. Do you accept bookings, reservations, or is it just first come, first served.

Colin Devaney: So we are appointment only. If you go over to the website you can find all of our contact information there as well as we have an online portal where you can go through, you know, our services, our packages, our pricing, everything like that. And you can also schedule an appointment yourself from the website.

Joshua Kornitsky: Okay. So that’s great. And we will put up on the Cherokee Business Radio website, all of your your socials and your website. But what is the best way for people to get in touch with you?

Colin Devaney: Uh, best is to contact me, uh, all of our phone numbers, emails, everything right there is right on the website. So we can really talk to you and find out what’s best for you and your vehicle and go from there.

Joshua Kornitsky: And what is your website?

Colin Devaney: It’ll buff detailing. Com.

Joshua Kornitsky: Okay, so one of the things that I like to always ask is a little bit of a thinking question as we start to wrap things up. And my question to you is whether it’s in the detailing side of things or in the business side of things, what’s what’s a mistake that you’ve made that you learned from?

Colin Devaney: Ooh, made a lot of mistakes.

Joshua Kornitsky: That’s the only way we learned. So that’s a good thing.

Colin Devaney: Um, I guess, yeah, I guess I’ve made a lot of mistakes. Um, I’ve had mistakes on the detailing side of things. I mean, we’ve, we’ve I’ve messed up vehicles before. Of course. I think everybody has when they’ve worked on cars. Um, but, you know, going back and making that right with the customer and making sure you take care of your customer. 100%. I think that speaks volume. Um, and then, you know, just problems with employees, like I said, you know, um, just making sure employees do their job properly and staying on top of that and just making sure you provide the best service you can for your customers. Um, I always think, you know, we’ll never be perfect, but as close as you can get to that, you’re doing pretty good.

Joshua Kornitsky: Well, and and as long as you’re taking care of the, the customer, and if the customer is identifying an issue and you’re making sure that that they’re satisfied before they roll out, I guess that’s for sure.

Colin Devaney: Everybody makes mistakes, but it’s just how you take care of those mistakes and move forward with them. I’ve earned lifelong customers by fixing things and making them right for the customer.

Joshua Kornitsky: Uh, as as my dad used to say, there, there. There’s no right. There’s no wrong time to do the right thing. No, sir. So that’s good to know. Well thank you. Colin Devaney of It’ll Buff Detailing. We appreciate you sharing your story with us, and I hope you’ll be able to hang out, because I think there’s some real interesting, uh, things that we can all learn from the folks we’ll be talking with. So please stay with me. Thank you very much.

Colin Devaney: Yes, sir.

Joshua Kornitsky: Thank you.

Matt Koop: Well, can I ask him a question?

Joshua Kornitsky: By all means. Matt.

Matt Koop: So, hey, this is Matt. Uh, Colin. So just a question. You know, I bought, uh, my my daughter a new car last year, and she was pulling into the garage because, you know, she’s the lady, and I let her use the garage, keep her safe, and my son can control the garage door from his cell phone. So he decided to start closing the garage door at the same time he was pulling in, and it just scratched the shit out of the top of her car. And, um, so I’m just wondering, would that ceramic coating you’re talking about have protected that?

Colin Devaney: So ceramic coating wouldn’t have helped you there? Um, unfortunately. Probably not. Closing the garage door on the car would have helped. Um, no. So it wouldn’t have helped you there. Uh, we do offer paint protection film, which is a film that would protect from scratches and rock chips of that nature. Uh, but, you know, within reason, if you hit a wall or something like that, it really just depends on how bad the damage is, I guess.

Matt Koop: So I might just have to bring it to you to see if you can.

Colin Devaney: You might need to bring it to me or send me some pictures, and I could give you a little better answer there.

Joshua Kornitsky: But the good news is, Matt, we’ve got a guy here that can fix the ceramic coating.

Colin Devaney: Might not have protected it, but we might be able to fix it for you.

Matt Koop: We’ll have to talk later.

Joshua Kornitsky: Well, that’s a good question. Thank you for asking. All right, well, our next guest is, uh, Gretchen Kornutik, CEO and founder of All Things Short Term Rental. Welcome to Cherokee Business Radio, Gretchen.

Gretchen Kornutik: Thanks. How are you?

Joshua Kornitsky: Doing very well. Thank you so much for being here with us today. So I know, uh, all things short term rentals sounds pretty self-explanatory, but I know that that doesn’t really even begin to cover it. So tell us a little bit about what you do and how you help the folks that you help.

Gretchen Kornutik: Yeah, of course I am a serial entrepreneur. Um, I’ve had multiple businesses and continue to. I’ve got my my hand in, in many buckets. But my passion, uh, about the time that Airbnb started to become a company, they weren’t a company at the time. Uh, I got into short term rentals, and it was the wild, wild West, and, uh, and I built that property management company. Uh, it’s it’s now located in five states. Um, I’m here based in Woodstock. Okay. Um, and I’ve, I’ve grown it into multiple different platforms, but consequently finding the ideal client through all things short term rentals, uh, led me to just a passion project of teaching young entrepreneurs the right way to scale, grow, and then exit a business successfully. Um, and setting those steps up. So that’s that’s kind of the the 50,000 foot view of of my world.

Joshua Kornitsky: Okay. Well, let’s let’s drill down into that just a little bit if we may. So I know so Gretchen and I had chatted a little bit beforehand and, and one thing she hadn’t said, which is just a wonderful piece of information, is that in 2024, she was the Jacksonville, excuse me, Jacksonville Small Business Leader of the year. And that’s really quite an accomplishment. And you had said that you’re now in Woodstock. Were you previously located in Florida?

Gretchen Kornutik: I was yeah. So, uh, so, uh, the, the much larger company that I was a part of that I built, scaled and exited, uh, in 2021, um, the home office was in Jacksonville, and actually my, my current main office, if you will. The people who are working boots on the ground is based out of Jacksonville, Florida, even though I’m in Woodstock. Okay. Um, yeah. I do not need to be where it is because I’ve set up systems and processes that work.

Joshua Kornitsky: So you’ve got your feet in multiple states.

Joshua Kornitsky: As you do, and just you’re on the state line. Well, so let’s talk a little bit about the the coaching. It’s not really like traditional coaching though is it. The what you what you offer to the folks that you try to help.

Gretchen Kornutik: It’s not, you know, listen. So, uh, when I got into business right over, over 25 years ago. So, uh, I when.

Joshua Kornitsky: You were four.

Gretchen Kornutik: Years old. When I was four. That’s awesome. Lemonade stand. Um, yeah. I’m much older than you think I am. And, um, anyway, I, you know, I always looked for a mentor. You always have a mentor, and you always are a mentor. That is the most successful way to go through this. You should always be changing. You should always be growing. You should always be pivoting. And, um. And so I did that without somebody telling me right at that point there weren’t really coaches. And, um, and I have done a ton of networking in 30 years. And one of the things that I’ve noticed recently is that business coaches are everywhere, right? There’s business coaches and networking, etc. all different strategies. But most of them, I say that loosely, right? These are broad strokes statements. Most of them have not actually built, scaled and exited an $85 million company. Um, they haven’t lived through those actual steps. Uh, and so they’re going off maybe a booklet that tells them what they might could do or, or a checklist rather than, hey guys, there’s some KPI strategies here that you should be aware of. Um, and so that’s what happens with, um, with, uh, with actual experience. And so it happened kind of by accident. I, my ideal client has has been realtors and brokers. And so I became certified through the states. Uh, I’m the only short term rental certified expert in the state of Georgia.

Joshua Kornitsky: Well, and didn’t you tell me you also helped teach and certify?

Gretchen Kornutik: Yes, 100%. Um, and so because of that. Right, that was my ticket to my referral source, and I fell in love with it. It was a passion project of sitting down and saying, hey, guys, listen, you are looking at this completely wrong. Um, and and just giving them the knowledge, uh, and the vision. If if you are a business owner successfully, you understand that the vision is based on that business owner, not your vision as the coach. And so, um, it was just something that I, I fell in love with doing. And so it kind of happened by accident.

Joshua Kornitsky: Well, it seems like, uh, I’ve shared this before. My favorite quote is, I may not have gotten where I was going, but I ended up where I needed to be from the great Douglas Adams. So what are the ways that you work with some of the folks that you coach that that help them understand the that it’s not just a by the book follow, you know, follow the the dots to get to the end prize.

Gretchen Kornutik: Yeah. It’s it’s dialing in on their specific thing. Right. The most affordable way to do it is through my mastermind group. So I have an online mastermind group.

Joshua Kornitsky: Oh, really?

Gretchen Kornutik: Okay. And I also have a, uh, an in-person mastermind group that both both of which meet twice a month. Um. And we dial in they they are private, uh, closed groups where people can come in and it is it is honest. I’ve had people crying on my couch before. Um, because you’re not going to get to the crux of the matter if you can’t get transparent and honest and real. Um, and so those those are two of the ways. And then just 1 to 1 consulting, mentoring, uh, working with people online classes.

Joshua Kornitsky: Well, so for the, for the mastermind is, is that a you had said that it’s both one on one but also a group environment is.

Gretchen Kornutik: It’s two different options. Oh yeah. Yeah, yeah, there’s two different options.

Joshua Kornitsky: So there’s a peer aspect or, or 1 to 1 where you’re offering direct coaching 100%.

Gretchen Kornutik: The person who’s wearing that hat and thinks that they have to wear all the hats, or thinks that they have to do all the things right. That’s what a that’s what an introductory entrepreneur does. But for them to be successful, they move from that to the island of Misfit Toys, and then they move from the island.

Joshua Kornitsky: So hang on, let me stop you. Explain what I know what you mean by the Island of Misfit Toys. Yeah. And I recently had a young entrepreneur on who said he’s trying to do everything in every chair. So maybe we can we can accomplish two things. When you say moving to the island of Misfit Toys.

Gretchen Kornutik: Yeah. Yeah. I mean, so so they think that they have to marry, you know, get in bed and marry their cousin. Who who is the the social media marketer? Or they have to use this person because it’s, uh, it’s cheap. Advertisement. Or I’m going to use this salesperson because I only have to pay them a little bit or a commission, and I don’t have to pay them. I don’t have to get into payroll. Right. You start to build this island of misfit toys, of people who may specialize or may not specialize because you think they’re helping you.

Joshua Kornitsky: Are you saying that the path of least resistance is often not the right path?

Gretchen Kornutik: That is 100% true. Uh.

Joshua Kornitsky: So the easiest solution may not be the right one.

Gretchen Kornutik: 100%. Woo! That is a hard lesson.

Joshua Kornitsky: Um, and typically an expensive one.

Gretchen Kornutik: Yeah, very expensive one. And a more expensive one is the entrepreneur who literally thinks that what they do can’t be replaced without them. Um, if you are a true business owner, then you should not be working in your business. You should be directing and putting those people in place so that you can scale and then have passive income in multiple other areas. And uh, and that is a misstep from people who go from that single entrepreneur, uh, to the island of Misfit Toys. And then the big wall right in the glass ceiling of moving into professional kind of standing, having an actual air, having actual CEO, CFO, things of that nature. Um, and having an exit plan. Right. So people don’t go into business with an exit plan? Sure. It’s one of the worst things you could do.

Joshua Kornitsky: So it sounds to me like, based on your own experience, these are sort of steps you’ve already experienced, in many cases, more than once.

Gretchen Kornutik: Correct? Yes, that is correct.

Joshua Kornitsky: So as as you share their journey with them, they’re they’re able to seek the guidance from you in, in, uh, I guess we’d say proven strategies.

Gretchen Kornutik: Yes. 100%. Right. And they’re not mine. We we don’t need to reinvent the wheel. We need to have somebody who handholds us through the steps in the correct order. And, uh, and recognize the pivoting steps and markers as to when you should shift and change.

Joshua Kornitsky: And, and is that the same for everybody?

Gretchen Kornutik: You know what? Listen, it it is okay. Um. It is, but the timing isn’t the same. What that looks like isn’t the same, but the steps are the same. Yeah.

Joshua Kornitsky: So, okay, so what you’re saying is, is, is that if you follow sort of a proven process when it’s appropriate for you, you, you can still reach the right destination.

Gretchen Kornutik: Yeah. Those are broad strokes, right? Is that when people have these businesses and they grow from one step to the next, um, there are certain vital missing pieces that are are just not there. And it’s not. Hey, do I, uh, do I do my accounting practices this way or do I handle my CFO this way? Um, do I have X amount of employees? It’s not that. It’s. How am I tracking it? What are my what are my attainable goals on my numbers? And am I reaching those goals? Are things happening in the successful line? And why aren’t they right? There are steps that entrepreneurs just simply aren’t doing. They’re kind of throwing everything they can at a wall and hoping it’ll stick. And not understanding what did stick and why.

Joshua Kornitsky: Okay, so so if I understand sort of the organic growth path of the average entrepreneur may have some blind spots in it, and that’s where you’re shining the light.

Gretchen Kornutik: Yes, 100%. Yeah. For their vision.

Joshua Kornitsky: Well, and that I think leads to the the logical question is if somebody is considering a coach or a mentor, how do they go about finding the right person.

Gretchen Kornutik: Yeah. I mean, that’s that’s a pivotal thing. I think you sit down and talk to somebody. If you look at the most successful people in the world, you look at the Jeff Bezos and the, you know, high functioning people. Um, they don’t sit down with one person and hire them. That never happens. Uh, people who are developing software technologies sit down and talk to technology experts at a number of 120 to 200 people and ask each of those people who their best person is to get to that answer. We are lazy as entrepreneurs to not get to the right seat. And um, and and Josh because of what you do. Right. Ios which I’ve, which I’ve implemented in my previous company and was forever grateful um, is is understanding putting those the correct people in the correct seat and in the correct location. And um, and we don’t want to go through that because we’re afraid we’ll upset the apple cart or ego gets in the way, or we’re just lazy and, we don’t realize if we make those steps and we do it correctly and efficiently, that we are opening ourselves up to unlimited possibilities.

Joshua Kornitsky: Sure. And one of the things that I often encounter, and I know you’ve shared this with, uh, with me as well, is that that that quest to be the perfect solution gets in the way of any solution, right? Progress is is impeded by the quest for perfection.

Gretchen Kornutik: Yeah. I mean, not every coach is the right person for everybody. Not every realtor is the right realtor for everyone. Um, not every car person is going to be the right car person. I mean, we have got to get out of the thought process of just working with a friend and figuring out what we actually need and finding that person, uh, within our circuits. And as soon as we do that, then we’re in alignment. And, yeah, it’s amazing.

Joshua Kornitsky: Kind of a game changer.

Gretchen Kornutik: It is a game changer.

Joshua Kornitsky: Well, so as I had asked Colin, I’ll ask you. There’s I always like to ask at least one question that makes you think a little bit. So in, in the case here first, uh, before I close, I’ll make sure that we know how to get in touch with you and anyone that’s interested in exploring either the mastermind or the short term rental advice. Uh, and management knows which is which and how to engage you. Right. But if you were going to offer a piece of advice to an entrepreneur, not necessarily a young entrepreneur, because you can be 60 years old and be a brand new entrepreneur, or you can be 21 years old and added for five years, right? So if you were to speak to someone who was a newer entrepreneur, regardless of of their age, more in their experience side, what’s a what’s a solid piece of advice you could offer them that would make a difference for them as they begin to grow? Because obviously not everybody can, can afford or understand the need for a coach or mentor right out of the gate.

Gretchen Kornutik: 100%. Yeah. I mean, I think they need to have conversations with people who are smarter than them. Um, uh, I did that. Um, it doesn’t cost you money to sit down and have one to ones with people who are in different areas of industry and ask them questions, but have a plan. Write it down. It doesn’t need to be a full business plan. People get so nervous, oh, I don’t know how to write a business plan. I don’t know how to have the financials or I don’t math well. Well, great. Thank you for letting us know what you’re not great at. Um, by the way, not everybody is great at everything, and they’re not supposed to be. So, um, so recognize what your passion is as an entrepreneur. Recognize what you’re good at, and then talk to people who are smarter than you.

Joshua Kornitsky: That’s fantastic. When I was a young entrepreneur, there was no one smarter than me.

Gretchen Kornutik: I bet that’s.

Joshua Kornitsky: True. As I got older, I realized there were almost all of them. Everyone but that. That’s the curve, right? That, as they say. Well, thank you, Gretchen. So let me ask the the differentiation. It’s it’s the salt air kisses consulting is is am I getting that correct?

Gretchen Kornutik: So yeah. Right. There’s multiple companies that are under me. I touch a lot of things. Okay. I have, uh, I have a couple of, of real estate brokerages as well as the short term rental property management. Um, not to be confused with long term property management. I have some great referrals for that, but that’s not what I do. Okay. Um, I also on the side have a distributor for tiny homes that are modular and a window company and a flooring company, etc..

Joshua Kornitsky: So it sounds like you know who you’re the right person to call to find out whatever we need to find.

Gretchen Kornutik: Yeah, but but I mean, right, I don’t I don’t touch those things because it’s set up correctly. Um, but to find me and to get to the crux of all of it is just all things short term rentals. Com, perfect. Um, there’s a contact card there. There’s a scheduler, there’s a list of classes. There’s things that I attend, events, conferences that I’m at, things of that nature. So that’s just a great central location. And it feeds to my other sources.

Joshua Kornitsky: So it’s a single point.

Gretchen Kornutik: It is a single point.

Joshua Kornitsky: I’m sorry I was.

Gretchen Kornutik: In short term rentals.com.

Joshua Kornitsky: All things short term rentals.com. And obviously as as I mentioned to Colin earlier, we’ll have that on our website so that people can find you through Cherokee Business Radio. Um, amazing. I can’t thank you enough for sharing your your wisdom and your experience with us. Uh, do you have any events or anything coming up in the immediate future that you want to share?

Gretchen Kornutik: Uh, yeah. I mean, so I’m doing my my, uh, Georgia Real Estate C class this Friday online. And, um, on May 1st, we’re going to launch a new group, uh, cohort. Mastermind group.

Joshua Kornitsky: Oh, great.

Gretchen Kornutik: Um, yeah. So, so that’ll be on the website for, uh, for logging in to. And, you know, I’m I’m available. I’m transparent. Uh, people can call me and ask me questions. I’m not that untouchable or such.

Joshua Kornitsky: You don’t have seven layers of blockers.

Gretchen Kornutik: I really just don’t. Uh, if I am available, I answer the phone.

Joshua Kornitsky: That’s fantastic. Yeah, well, thank you again, Gretchen. Critic of all things short term rental. And if you’d be kind enough to hang out, we’re going to talk next with Matt Koop. So Matt, thank you so much for making the drive down here because Matt came from Matt wins the award for the for the furthest trip. But we sure appreciate it. Matt is the vice president and founder of both the new Flat Rate and Freedom Builders University. Um, you know, Matt, uh, you and I have known each other for a little while, but let me ask you, what is the new flat rate?

Matt Koop: Well, I can tell you, Josh. And first of all, thanks for having me. And I’m happy to make the drive. Um, the new flat rate, uh, just to to be transparent there. We specialize in home service, help with, uh, contracting companies, but really small businesses in general. We’re a process development company. But outside of that, it’s really more about what what our mission and focus is. Because the new flat rate, uh, we keep families together.

Joshua Kornitsky: That’s a pretty bold statement. What do you mean by that?

Matt Koop: Well, you see, when it comes to spousal and partner arguments. Uh, you know, Josh, what do you think the number one thing is that starts most arguments?

Joshua Kornitsky: Well, let’s see, I’ve been married almost 23 years.

Matt Koop: Other than that.

Joshua Kornitsky: No, it’s money.

Matt Koop: It is money, isn’t it? You know, it’s it’s pretty much always money. And so, uh, we do that by helping businesses become more profitable. Uh, and our specific niche is, uh, increasing revenue and profits in the contracting space. So, like heating and air conditioning, electric and plumbing companies.

Joshua Kornitsky: Okay.

Matt Koop: Uh, and we do that through process development to help them, uh, kind of automate their communication and discussions between their office and the consumer at the end, as well as, uh, their service technicians and the customers and even the management team to the staff that works with them, because that’s not always flow in the way that it should.

Joshua Kornitsky: Okay. So you’re you’re making it easier for the company to deal with the customer or the the front line individual to deal with the customer, or both.

Matt Koop: Ultimately both. Really?

Joshua Kornitsky: How do you do that?

Matt Koop: Well, that’s a good question. So first of all, um, we have an automated system in our app. So we developed an app that kind of bridges the communication gaps for the sales process. Uh, because ultimately I think anybody that’s ever had a plumber or an HVAC tech or anything in, uh, anybody that’s had a plumber or an HVAC technician in their home, uh, generally they would agree that they’re not always the best communicators. And so it’s like, hey, what’s wrong with my system? And then they’ll give you this roundabout, uh, message. And so what our app does is it allows the technician just to tell the app what they found, and then the app automatically kind of transcribes everything into consumer language and gives the customers their options and says, hey, here’s all your options for your sink sync, and it automatically brings in the things that most of the service technicians would have missed as well. Uh, because in the home service trades, we’ve kind of been trained that things are either broke or they’re good.

Joshua Kornitsky: Okay. And there’s like it’s binary. Either it works or it doesn’t work. And there there’s no half working faucet.

Matt Koop: Right. But but if you really think about it in the world of mechanics, that’s not true. Uh, if I have one part that failed in one spot and everything in that area is the same age, it’s pretty common to know that the part right next to it is probably on the way out the door, too.

Joshua Kornitsky: So the sink on the left dies. The sink on the right is probably not far behind it in in a plumbing.

Matt Koop: And the thing is, is we we, uh, are in all 50 states all across Canada and Australia now, too. Oh, wow. And so our systems used over 30,000 times a week. And so the data that we receive. Um, just proves that, like, I had somebody that says, well, Matt, you don’t know, you know, when that other thing’s going to fail. I’m like, that’s true, but I do know how long it’s been there and the condition of it. Sure. And so what our app does is it automatically tells the homeowner, hey, here’s what’s going on. But by the way, with all these other options, if you want us to while we’re here, we can just rebuild this whole area. And the cool thing is, is when customers take the top option, um, it triples the amount of time between breakdowns for the end customer.

Joshua Kornitsky: So that’s interesting. You’re also keeping the families of your customers together by not getting angry about the fact that something that just got fixed didn’t break, or the one next to it didn’t break.

Matt Koop: That’s exactly right.

Joshua Kornitsky: That’s a that’s an interesting perspective.

Matt Koop: So it saves the end customer money. Ultimately the average customer saves, uh, you know, usually over $500 worth of repairs in one area when they take a better option. Right. Which is really cool because we can do the work for less because we’re already there, but yet it increases the profitability for the home service company by over 300%.

Joshua Kornitsky: So, I mean, it sounds like a lot of thoughts gone into this. Are you a software developer from long back? How did you how did you come up with the the concept here that you put in place?

Matt Koop: It’s funny. You know, I like to I like to go out, you know, and uh, have fun sometimes on the weekends or whatever, like anybody and anytime I’m, I’m out with friends, somebody is inevitably Josh having a problem with the phone or something. And they’re all like, hey, give it to Matt. He’s this software guy. And, uh, just for the record, I really don’t know shit about, uh, fixing, uh, I mean, about about programing or any of that. I build the process and this is what I want it to do. And then we have lots of programmers that make that dream come to life.

Joshua Kornitsky: Okay, so. So how did you learn about the different trades then?

Matt Koop: A great question. So the reason why we kind of fell into all of this goes back in about 2001, 2001. My father came to me and and was talking about some issues he was having in his home contracting business. It was heating, air, electric and plumbing company.

Joshua Kornitsky: Oh, so it’s a it was part of your family already? It is. I see.

Matt Koop: We’re from the trades and and, um, he was talking to me and I said, well, if you can tell me what you’re trying to do, I maybe can help. And he was telling me. And so ultimately he asked me to go to trade school. And so I actually started as a home repair service technician, uh, back in 2001.

Joshua Kornitsky: Gotcha.

Matt Koop: And, um, learned very quickly that there was some major problems in the space. Uh, started having customers get upset when I did things the way the industry taught me to do them. And so I just developed a curiosity to ask the question. And the question, Josh, was Why, uh.

Joshua Kornitsky: How dare you? How dare you, sir?

Matt Koop: I pissed off a lot of people with that, too. But, uh. Why does the industries that we serve do things the way that they do?

Joshua Kornitsky: Did you get an answer?

Matt Koop: Uh, you know, the funny thing is, is I’m also a a, uh, a follower of self-made billionaires. Okay. You know, Gretchen, you were talking about, uh, how everybody has a mentor and is a mentor. And so when I look at at these self-made billionaires, most of them will agree that the leading cause of that kind of the number one business killer is that line. That’s the way we’ve always done it. Mhm.

Gretchen Kornutik: Such a true statement.

Matt Koop: And that’s what I kept hearing.

Joshua Kornitsky: Hey the way we’ve always done it isn’t good enough.

Matt Koop: Well I mean grandpa and I love grandpa but you know grandpa that started the company or Great Grandpa back in 1928. Uh, I’m not saying that he was doing anything wrong. But what we learned is that most business processes were actually supposed to be one offs, like a customer was upset about something and somebody called the boss and said, oh my gosh, we have a problem. You know, Josh, how do we fix it? And you said, oh, just do this. Just make them happy this one time. But that one thing out of your mouth as the business owner just became God in your company.

Joshua Kornitsky: And that’s it. From that day forward, it’s the marching orders.

Matt Koop: From that day forward.

Joshua Kornitsky: You had shared with me previously a story about the twice a year visits to people’s homes.

Matt Koop: Oh my goodness.

Joshua Kornitsky: Yes. And so that’s a great example to sort of, if you don’t mind sharing to illuminate. Why do why does my HVAC guy want to come twice a year?

Matt Koop: You know, it’s so funny that you say that and you’re gonna I hope people don’t hang up because of this, especially those HVAC guys. But, um, so the home service space, they always talk about annual maintenance and getting your heating and cooling system inspected twice a year. But the funny thing is, is that methodology actually came from the 60s and 70s. How so? Because back then furnaces had what’s called a standing pilot. They had a fire that had to burn all the time. And but it cost you about 12, 11 to $12 a month worth of gas to burn it. And so what you would do is you would blow it out in the summertime, so you didn’t have to pay that money when you didn’t need your heat. Sure. But then the air conditioning units outside it was customary back then also to cover those up in the wintertime. And so what was happening is these home service contractors, come summertime, they were getting hundreds and hundreds of phone calls every day from all these customers that heating and cooling systems didn’t work or the cooling systems didn’t work. And they would go out there, and it was because there was a darn tarp over.

Joshua Kornitsky: It.

Matt Koop: You know. And so it couldn’t breathe. It couldn’t run. And so it was keeping them from being able to, uh, actually, you know, get to customers that really needed them because they were going out and just uncovering units all the time. And so what they ended up doing is, is a gentleman named Ron Smith developed a process of a maintenance agreement where they would he would tell the customers, hey, sign up for this program. Let us come out when it’s convenient for us in the spring. In the fall, we’ll uncover your air conditioner to get it ready for summer. We’ll blow out your pilot to save you money in the. In the fall, we’ll do the same. We’ll cover your air conditioner. We’ll light your pilot. And that allowed them to get to the other customers in the summer. But over the years, that methodology was lost. Uh, because today they don’t make furnaces that have standing pilots anymore. And with powder coating technology and things, you don’t have to cover your air conditioners.

Joshua Kornitsky: But that’s the way we’ve always done it.

Matt Koop: But it’s just how we’ve always done it.

Joshua Kornitsky: So that’s a perfect segue and a great story. Thank you for sharing. So. So is is it that type of insight that led to Freedom Builders University?

Matt Koop: You know, it actually is. I like how you tie that together. Thank you for that. So, uh, in 2018, uh, we had a whole bunch of, uh, of our members, uh, that were using the new flat rate that started coming to me, and they were saying, Matt, we love how you solved this problem for our profitability with the options and everything that you guys do with the new flat rate. What about these other areas of business? And so they said they just wanted our thoughts on it. And so we founded a program called Freedom Builders University for small business entrepreneurs to help tie these other sides of the business together and bring some some better ideas and some good resources and kind of a let’s just call it a central point of truth. Uh, you know, I find truth all over the place. But, sure, a lot of these guys, you know, Gretchen like what you were talking about. They just, um. They just don’t know.

Gretchen Kornutik: They’re missing a step.

Matt Koop: Oh, a lot of steps. But, you know, it really comes down to the fact that they’re usually just good at fixing things. And so they started a business, but they don’t know about payroll. They don’t know about taxes. They don’t know about, uh, about any of this stuff. So we founded Freedom Builders University, uh, with the premise of helping them get their life together and experience the freedom that they wanted from business in the first place. And really, it comes down to Josh that, um, there’s this thing that as business owners, many of us fall into, uh, which is called the, um, what is it, the the life, uh, it’s the work life exchange. It’s like work life balance. Kind of. We exchange our, you know, we go to work hoping for a, you know, it’s like an exchange of life for work. But at the end of the day, Freedom Builders is about helping them experience the life worth living exchange.

Joshua Kornitsky: Okay.

Matt Koop: Um, in other words, I want them to go to work and when they leave to actually feel good. Uh, not stressed because, you know, Gretchen, with everybody you’re talking about, I know you run into it. They go home at night and they can’t turn off their brain.

Gretchen Kornutik: Well, not only that, they just, um, they’ve given themselves a job rather than a business.

Matt Koop: Well, and some of them, I think. And I was going to ask you about that. I think some of them, they wanted a job, right. You know, because that’s what they’re good at.

Gretchen Kornutik: That’s their vision. Yeah. So you have to tie into that. I love I love what you’re doing.

Joshua Kornitsky: So. So how do you help them?

Matt Koop: So we focus. We were looking at the world of freedom. And we said, well, what does it mean to feel successful, to feel free with your business. And we were looking for kind of a formula and it was difficult to find. And so we built one. And so the formula that we follow is money plus time plus impact equals freedom. And so money is the fact that as a business entrepreneur and a business owner, if you don’t have profitability and cash flow, you’re making decisions from a position of desperation. And most of those decisions will be wrong because they’re just like, just hire that person because they’re breathing. They can wipe down cars for us.

Joshua Kornitsky: Oh, wait, we talked about the path of least resistance.

Matt Koop: It is. But so so we help them get profitable. And so right away we help them get profitable. And on that note, our average Freedom builder member today is running over 17% in net profit. Wow. Which is in our in the spaces that we serve is triple the average.

Joshua Kornitsky: And and in that regard, does that impact customer satisfaction?

Matt Koop: Ironically, you know, people think like well Matt, how can you charge so much money? We find that the more money that we are able to acquire from the end user. Even though this sounds weird. The happier they are because we’re able to do more for them.

Joshua Kornitsky: Well, sure, because they feel like they’re getting value for the. The exchange. Right. Right. That that if I. Most people don’t complain if the service that they’ve engaged. Works the way that they expected it to work and that the. That the individuals performing the work have done so in, in an effective and efficient manner without walking in flipping a switch, saying that’s $1,000 and walking out the door.

Matt Koop: Well, exactly. And for all the business owners, especially that are listening, if you go and you look at your reviews and your complaints, your any any of your lower star reviews on Google or any of your complaints you’ve had over the years, uh, you can tie usually well over 90% of them to the people that paid the least.

Joshua Kornitsky: Uh, really.

Matt Koop: Just it’s just always, gosh.

Gretchen Kornutik: That’s that’s uniform for all business. Yeah.

Matt Koop: 100%.

Gretchen Kornutik: Yeah. Let’s. Yeah, that’s that’s where tracking methods I love this. I mean, you and I could probably have hours conversation on this. Well, we need to. Yeah.

Joshua Kornitsky: My dad, who’s the original source of wisdom for me, always said that if you make one customer happy, they might tell another. If you make one customer unhappy, they’re going to tell everybody.

Gretchen Kornutik: Yes. True statement.

Matt Koop: Yeah, absolutely. So that’s the first thing we do is we help them become more profitable, get their pricing in line in our space. We’re kind of considered the pricing experts, which is one of our core values as as a company as well. So we we help them do that. And side note, even away from me, I like to give plugs with great products and books. If you like reading a book, there’s a great book out there by a lady called Casey Brown, which is Fearless Pricing. And I love that book because in it she talks about how to be more profitable. And she says that if you’re already a 10% profit company, if you raise your prices only 1%, 1%, that is a 10% increase in profitability. Wow.

Joshua Kornitsky: Simple but really effective.

Matt Koop: Simple. And then also, you know, people might charge $100 for something, but they’re like, well, change it to $99. Well, that $1 drop was a 10% decrease in profitability. Sure. And so it would be better to go to 100 and $100.99 than it would be to drop back to $99.

Joshua Kornitsky: Do you find that even with the clients you’re working with, that are established businesses that they’re challenged to ask for money?

Matt Koop: Oh my goodness. You know, I don’t know what all I should say on the radio. Uh.

Joshua Kornitsky: Yes. Yes you do.

Matt Koop: I heard I heard somebody say something though. It’s it’s terrible, but it’s it’s down south. And it was talking about. Hey, he said down south here. Josh. Um, there’s two things that we don’t talk about from the time we’re really, really young. It’s sex and money.

Joshua Kornitsky: Okay.

Matt Koop: And he’s like, we have a lot of all of it. We just don’t talk about it. It was funny. But when you think about it.

Gretchen Kornutik: It’s a great statement.

Matt Koop: Oh, it’s so important, though, because we were ingrained by the time we were little kids to not talk about money. We would be like, oh my gosh, look at that car, mom, how much does that person make? And she would be like, shh, that’s rude. Don’t talk about that. And so we were brought up with this fear of asking for money because it was wrong. And but I have a different belief that I’ve, I’ve learned and cultivated, which we teach our members in freedom builders and the new flat rate, which is, um, we believe that 100% of our customers called us with the intention to buy. And once you understand that, that they wouldn’t have taken time out of their day, Colin, to bring you their car if they didn’t want it to be awesome. And so if you knew that somebody booked an appointment with you and that they 100% were going to buy from you and pay you money, would it take the pressure off of asking for the money?

Colin Devaney: Absolutely, I think so.

Matt Koop: Yeah. It would, wouldn’t it for sure. So just believe it because that’s true. Yeah. Because they didn’t take time out of their work schedule. Get a ride to your place to drop off their car if they wanted to say no. Right. And so we’ve just kind of paired that into other things that we, we, we train on that says just take the yes before you even get there and go in and show them the options and they’ll and they’ll buy and they always do well.

Gretchen Kornutik: And it sounds like you’ve also mastered the, the other piece of the equation, which is time. Right. If somebody can afford what it is they’re shopping for, um, and, and they are your client, uh, time will matter. Uh, somebody who has the money in their pocket. Um, they don’t care if it’s $300 or $100. If it’s going to save them time. They don’t have to think about it. They can check the box and they know it’s going to be done, right. I mean, I just I love that, um, you, you you go after the ideal client and, uh, and not everybody is that that check box? Yeah.

Matt Koop: We don’t always think we do, Gretchen, but we we all believe. We believe what you just said to an extent that it understands. Um. I can’t make more time. Right? You know, we have 86,400 seconds a day. Nobody has any more than that. And. But I can make more money. So, you know, I only have so many seconds in my in my life. So if I can trade a little bit of the money, which I can’t take with me to get more seconds with my children, with my family, with other things that are important to me. The answer is always yes if I can make the connections work 100%. And so I like that other statement. There’s no such thing as a lack of resources. Just resourcefulness.

Joshua Kornitsky: I like that.

Matt Koop: And it goes a long ways. So to kind of wrap that up, Josh, I know you’re you’re probably saying, hey man, this guy talks a lot. No, no.

Joshua Kornitsky: It’s all good information. So money plus time plus impact equals freedom.

Matt Koop: So the time part of it in Freedom Builders is the starts with the work life balance is we have to help them. If they’re going to experience freedom we have to help them develop a work life balance. Now sometimes according to what piece of their entrepreneurial journey journey they’re on, they might have to work more today to save time in the future. Sure. So eventually you got to get shit done whether you’re busy or not. Right. And so, um, when it comes to the work life balance, we help them do that through scalable processes. And so the big issue here is, is most of the companies we work with their owner operators. And so the owners are still working daily in the company. And they don’t know they’re always looking for that unicorn employee being like, hey, I just gotta have somebody that can do everything that I can do. Sure. And I’m like, oh, there’s lots of those. They just own their own company already, you know? And so, uh, stop looking for the unicorn and instead appreciate the people you have and build a unicorn out of multiple people. And so you do that with processes that say, hey, here’s this one thing that consumes a certain piece of my time. Just one thing like payroll we were talking about, you know. And so let’s train and write a simple process. One page. Here’s ten steps how we do payroll here in our company so that you can slide it over to somebody. And we teach how to make it so incredibly simple that it would save you time to do it, and you wouldn’t even mind keeping it, but at that point, give it away.

Joshua Kornitsky: That makes perfect sense. Delegate and elevate.

Matt Koop: That’s it. And so we get their work life balance going. Help them, uh, start setting alarms to just leave work. Because there comes a point when your productivity just absolutely goes to zero. And then we focus on impact. And impact is their legacy in life. It’s not always global. Sometimes it has to do with just their people that are in their life and their business, the other employees. I’ve got a one owner I work with who is just an incredible person. He doesn’t have he doesn’t have anything to leave his legacy to anyone. And so and he’s built not I don’t think 85 million but he he exited some 50 plus million dollar companies. And so he’s currently building this plumbing company out in California with the entire intention of just turning it over to the employees. That’s awesome. He says he’s like, I don’t want anything. I says, I just these are my people. I just want to help all of them. He says. I don’t have anybody else. And so he’s building this, this big company and his mission is just incredible. But that’s an impact. But what we have to understand about impact is impact is always something that will cost you time and or money. And so if you’re struggling financially, really hard to donate to that charity you like, if you’re struggling, if you’re struggling with not being able to leave the office, it’s really hard to go, you know, volunteer somewhere. And so at Freedom Builders, we just we just help them get their life together.

Joshua Kornitsky: That sounds like a noble cause, and one that really does help keep the families together. Well, so so let me ask you this as as sort of a closing question on that front. Right. What’s a piece of advice that you would give to someone regardless of business? Kind of like something that they should remember. I think that that the impact costs you either money or time is a great point. But what’s one single piece we could leave people with that, that that you think will be universally valuable?

Matt Koop: Can I give to you?

Joshua Kornitsky: Of course.

Matt Koop: Uh, so the first one, uh, goes with, uh, what Gretchen was talking about. Uh, step out and join some masterminds. Uh, we put on a big retreat style mastermind once a year. Uh, you’re welcome to come to that. Uh, but then all we also do a different version. We call them quarterly workshops, where we go and visit, uh, our other member locations, and we bring contractors with us, and so find a way to do that. So if you’re in our space and you want to join with one of us, then, then come on. Uh, but find a way to go visit other contractors, other other business owners in your, in your arena because you can learn so much from just seeing how they do things. And I always tell people some of the best things I’ve learned from doing that, Josh, is the things that I feel like they’re doing wrong is, is when I go and look at it and I’m like, yeah, I don’t want to do that. But that saves me millions of dollars by not making that mistake. And so you can get good ideas and things that you don’t want from from visiting those. And then the second thing that I would always say is, is really probably the most important in any business is when you’re going to deliver or ask the customer to buy your products and services.

Matt Koop: Always start with your best first. And so think about forget about even what they quote unquote need and think of, hey, what is the absolute best that I could do for this, for this situation, this job, this customer, what they have. And I always I train it this way. I say if you were going to work on something, an air conditioner or a plumbing thing, an electrical, a car, a house, and you were going to do a certain amount of work on it, but you I told you. Okay, so here’s the thing, Colin. I want you to go ahead and do a great work on this, but I’m going to mount a plaque on it when you’re done. And it’s going to say, Colin, did this work, right? All right. But now, not only that, then I’m going to take everybody else in your industry and workspace. And when you’re done, I’m going to march them past it in single file with a clipboard and let them pick what you did apart. If you knew that was going to happen, what would you what what level of work would you want to do?

Colin Devaney: Well, you’d want to sell them your absolute best.

Matt Koop: You would want to be your best.

Joshua Kornitsky: Do your.

Matt Koop: Best, and you would want everybody that looked at it to say, that is the best work I’ve ever seen. It looks incredible. And so then think about how much you would have to charge to deliver that level of service. And, uh, my dad always says and then add $800.

Gretchen Kornutik: So at least 20%.

Matt Koop: At least 20%, you can add more. And the thing is, is because this is my best. And I learned over the years that my best kept costing more and more money because I didn’t want to have to watch the clock. I learned to.

Joshua Kornitsky: Do it the right way.

Matt Koop: That was one of the worst things is if I felt like I was in a hurry and trying to do my best at the same time. And so I ended up getting to the point as a trade technician to where my best was, my day. And so I’ll just sell my whole day. And so hey, my my best option. Boom, you get me for the day. I’m your tech for the day. So that’s what I would say. Because if you offer them your best first, they can always take less. And the less will always give them a financial relief if they need it.

Joshua Kornitsky: Sure. That’s great advice, Matt. Thank you for sharing, uh, all of that with us. I think that’s universally useful. Um, do you have any events coming up, anything people should know about?

Matt Koop: Man, I have so many events. Um, first of all, we always do different things in Freedom Builders. We have a twice a month, uh, group coaching call. It’s a zoom call you can jump on. It’s the second and fourth Tuesday of the month. Uh, no. Thursday. Sorry. Second and fourth Thursday of the month. Uh, where you can just kind of interact with other other contractors and business owners and get a lot of good ideas. Plus we have different topics and stuff we go through. Okay, so that’s a great group going on, but some big events which you’re actually going to be at one Josh I’m excited about is at the end of April, it’s April 28th through May 2nd, uh, and it’s our annual retreat mastermind this year located in Nashville, Tennessee. And, uh, the cool thing about that mastermind event is it gets you away from everything. It gets you away from your business, uh, in with other entrepreneurial peers. And we’re doing something really cool. It sounds weird as a business people, but we are going to a archery range where we are going to shoot each other.

Joshua Kornitsky: Wow.

Matt Koop: Yeah. Sounds fun.

Joshua Kornitsky: I’m going to be sick that night.

Matt Koop: Yeah, I thought you would. Uh, no, we actually are. So they actually have special darts that aren’t going to hurt you. Oh, okay. But we’re going to play archery tag with all of the owners that come and all the managers that come. And the reason we do that is to let everybody’s guards down so that everybody realizes that we’re all real people. And so that they stop putting on their suits and ties and pretending that they’re successful. Sure. Because even though they have successes in their life, they wouldn’t be there if they didn’t have.

Joshua Kornitsky: And who doesn’t want to shoot? Their favorite customer.

Matt Koop: Doesn’t want to shoot them. So we’re going to go shoot each other, and then we’re going to mastermind and work with our leaders like yourself. We’ve got life coaches, business coaches, financial consultants and mentors and trainers that will be there to work with them one on one and in group settings to really help them get to that next level. And so that’s coming up. Uh, and.

Joshua Kornitsky: And so how will people if they want to learn more about that, where would they go? And yes, we’ll have all of this on the website, but I want to give you the chance to.

Matt Koop: Everything I do with both these companies is all tied under the umbrella company, which is the new flat rate. So if you just go to the new flat rate comm, you can see more information about that. But if you click on resources there you’ll see a tab that says attend to Mastermind. And so you can click on that. And whether you want to attend the mastermind or even some of the group calls. Just fill out that information and we’ll reach out and we’ll get you in whatever you want.

Joshua Kornitsky: Awesome. Well, I can’t thank you enough for sharing. And again, this is, uh, Cherokee Business Radio. I want to thank my guests, uh, Colin Devaney of It’ll buff detailing. Gretchen Korneitsik, CEO and founder of all Things Short term Rental, and Matt Coupe, vice president and founder of the new Flat Rate and Freedom Builders University.

Matt Koop: It’s cope.

Joshua Kornitsky: Josh cope.

Matt Koop: Cope.

Joshua Kornitsky: Cope. That’s embarrassing. Matt Cope. This is Joshua Konicki, professional US implementer and slightly embarrassed guy saying thank you. And please join us again next week. We’ll see you then.

 

Tagged With: All Things Short Term Rentals, It’ll Buff Detailing, The New Flat Rate

Women in Health: A CEO’s Path to Mental Health Advocacy

April 10, 2025 by angishields

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Women in Health: A CEO's Path to Mental Health Advocacy
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In this episode of Women in Motion, Lee Kantor talks with Brittany Cavicchioni, CEO of Bella Vida TMS, about her transition from a legal career to mental health advocacy. Brittany shares her personal battle with depression and how discovering Transcranial Magnetic Stimulation (TMS) transformed her life. She emphasizes the importance of non-invasive treatments for mental health conditions like depression, anxiety, and PTSD. The discussion also addresses barriers to mental health care, such as education, accessibility, and affordability, and highlights the need for community support and open conversations about mental health. Brittany encourages listeners to explore available resources and seek help.

Brittany-Cavicchioni-A.C.PBrittany Cavicchioni is the founder and CEO of Bella Vida TMS, a leading mental health clinic dedicated to transforming lives through Transcranial Magnetic Stimulation (TMS).

After experiencing firsthand the challenges of traditional mental health treatments, Brittany discovered TMS—a non-invasive, FDA-approved therapy with life-changing potential. Inspired by her own journey of overcoming depression and the profound impact of TMS, she shifted her career from law to mental health, making it her mission to expand access to innovative treatments and break down the stigma surrounding mental health care.

With an entrepreneurial spirit and a deep commitment to patient care, Brittany has spearheaded Bella Vida TMS’s expansion, ensuring that those struggling with depression, PTSD, anxiety, and other mental health conditions receive effective, compassionate treatment.

Beyond depression treatment, Brittany is a strong advocate for the lesser-known benefits of TMS, including its applications for autism, sleep regulation, memory enhancement, and more. She is on a mission to educate the public about this underutilized technology, which has been around since the 1980’s yet remains widely misunderstood. Bella-Vida-logo

Bella Vida TMS has become a hub for cutting-edge mental health solutions, ensuring that patients have access to safe, effective, and insurance-covered treatments. Brittany’s work is driven by a passion for helping others reclaim their lives, a commitment to expanding access to care, and an unwavering belief that mental health care should be innovative, effective, and stigma-free.

In addition to running Bella Vida TMS, Brittany is a social media advocate, speaker, and business strategist, always looking for new ways to empower individuals and transform mental health treatment.

Follow Bella Vida TMS on LinkedIn and Facebook.

Brittany-Cavicchioni

Music Provided by M PATH MUSIC

Transcript-iconThis transcript is machine transcribed by Sonix

 

TRANSCRIPT

Intro: Broadcasting live from the Business RadioX Studios, it’s time for Women In Notion. Brought to you by WBEC-West. Join forces. Succeed together. Now, here’s your host.

Lee Kantor: Lee Kantor here, another episode of Women In Motion and this is going to be a good one. But before we get started, it’s important to recognize our sponsor, WBEC-West. Without them, we couldn’t be sharing these important stories. And this month, we’re highlighting women in health, and so excited to be talking to my next guest, Brittany Cavicchioni. She is the CEO with Bella Vida TMS. Welcome.

Brittany Cavicchioni: Hi, Lee. Thank you so much for having me.

Lee Kantor: Well, I am excited to learn what you’re up to. Tell us about Bella Vida TMS. How are you serving folks?

Brittany Cavicchioni: Of course. So, at Bella Vida TMS, we specialize in non-invasive, non-medication approaches to the treatment of various mental health ailments, like depression, anxiety, PTSD, and things like that. One of our main treatments is TMS, also known as Transcranial Magnetic Stimulation. It’s been around since the 1980s. FDA approved since 2008. Health insurance has been paying for it since 2012. And it has about an 80 percent efficacy rate, which means it’s successful at treating the condition of depression about 80 percent of the time. But still, people don’t know about it. So, that’s what we do and that’s what we’re here for.

Lee Kantor: Can you share a little bit about your journey? How did you get involved in this line of work?

Brittany Cavicchioni: Yes, of course. So, before I got into mental health, I actually worked in the legal field for about a decade, actually changed some laws in Arizona so that non-attorneys can own law firms. A lot of fun stuff. So, my passion really always was helping people, but more so on the legal side of things.

Brittany Cavicchioni: In about around 2021, I was going through a divorce and several other major life experiences, and I found myself battling some pretty severe depression for the first time in my life. It was about as serious as a heart attack, Lee. Like when it happened to me, I wasn’t able to get out of bed in the morning sometimes or get my daughter to school. And for over a year, I was working with a team of therapists and psychiatrists to do some medication management and your typical approaches to mental health, like going to therapy, and nothing was really working.

Brittany Cavicchioni: After a year, a friend of mine actually told me about TMS and it changed my life. Within ten sessions, I was able to start, you know, getting back to work, coming off of the antidepressant medications. And after that experience, one of the things that really puzzled me was, one, why didn’t my writer team tell me about this? It’s been around since the ’80s and my health insurance covered it. And the other thing is, why don’t more people know about it? And I think it simply boils down to there’s a lot more money into big pharma. And so, I switched gears from trying to open a law firm to helping others in the mental health space.

Lee Kantor: Now, for folks who maybe are going through a tough time right now, can you just give us some basic education? Like how do you know when I’m just having a bad day or a bad week or I really might have depression? Are there some symptoms or some things that are happening that is like, okay, if you’re on one side of the ledger, this just means you’re just kind of going through the blues. But if you’re on the other side of the ledger, then you might need some help here.

Brittany Cavicchioni: Right. So, we’re talking about the difference between, you know, situational depression or chronic depression or major depressive disorder that’s treatment resistant. So, a lot of health insurances, they’ll describe depression as sadness. I’ve actually seen it in some of their documents, they say we see that you’ve been diagnosed with depression, also known as sadness.” And I guess that’s a simplified way of explaining it.

Brittany Cavicchioni: The thing is, just like the weather, you know, you have days where it’s sunshiny outside and days where it’s rainy. Your mood can change the same way, right? You can have good days, you can have bad days. But if you’re in that constant state of sadness and it starts affecting your day-to-day activities and your ability to think about other things other than, I guess, that sadness or that depression, that’s when it’s advised for you to seek appropriate medical care and look for other avenues in order to come out of that. If you stay in that state for extended periods of time, that’s whenever you end up with major depressive disorder and it escalates from moderate to severe, and so on and so forth.

Lee Kantor: So, it’s one of those things that if you don’t proactively treat it, it tends to not get better on its own. It’s going to kind of spiral.

Brittany Cavicchioni: Correct. Your brain, just like any other part of your body, if you neglect it long enough, there will be signs and you will be forced to pay attention to it at some point.

Lee Kantor: And then, a typical person going through this, I would imagine, do they have the kind of self-awareness to say, “Oh, I need help” or is this something where their support system, their family or friends says, “Hey, you might need to get help here.”

Brittany Cavicchioni: We actually find it to be a little bit of a combination of both. So, we have quite a few people who contact our offices to reach out for resources for themselves and quite a few reach out for resources for their son or their daughter or an aunt or uncle. So, it’s a little bit of a combination. Sometimes we don’t realize how badly we need help until until it’s there for you.

Lee Kantor: And for folks, I would guess the majority of people go through some sort of a medical path first, is that their inclination is, “Okay. I’m going to go and I’ll ask or I’ll get a psychiatrist or get somebody with medical background.” Is that usually the first move? Or do they kind of maybe go online and try to solve it, you know, by googling it? Like what’s the typical path?

Brittany Cavicchioni: Are you referring to depression or referring to TMS?

Lee Kantor: I’m just trying to give a person who’s listening, like if they’re struggling, how do they try to solve this. And it sounds like you said some people are proactive on their own, some people have help from family members, support system. I’m just trying to understand the path that they’re going and I want to be able to differentiate the path that you’re offering.

Brittany Cavicchioni: Absolutely. So, one of the reasons I started this company was because I felt like the mental health space is just not created for real people with real problems. And so, we do a lot of community resources and community outreach kind of provide that guideline for people. Some people don’t realize that what they’re dealing with every single day is chronic depression.

Brittany Cavicchioni: And so, things that we like to do is, I guess, explain to people or help people make it through, one, identifying, hey, I have a problem. And so, there are things, easy surveys and things like that, that we have on our website, that are generally used in the mental health space to help determine whether or not somebody has depression.

Brittany Cavicchioni: One of the really popular ones is called a PHQ-9 survey. This is used in almost every mental health facility to help support the diagnosis of depression and the degree of depression that someone will have. So, that’s one of the resources that we provide to patients and simply people who question whether or not this is true depression or just, you know, kind of a bad day type situation. So, there are those types of questionnaires.

Brittany Cavicchioni: The other resource that we provide for real people with real problems in mental health is guidance for how to apply for FMLA, and our office will assist with that and things of that nature, because, you know, sometimes it’s hard to make time to go to therapy appointments or time to go to TMS appointments. And so, we help guide people through that process as well.

Lee Kantor: What is FMLA?

Brittany Cavicchioni: FMLA is the Family Medical — or federal? I think, it’s Family Medical Leave Act. Where a lot of people know about it whenever someone gets pregnant and they go out for 12 weeks after they have their baby. You can use FMLA, which protects your job if you have to take any extended period of time off work. So, essentially, we help people a lot of times either take full FMLA where they’re taking that full 12 week leave if they need to in order to care for their mental health.

Brittany Cavicchioni: Or there’s also this thing called intermittent FMLA. So, sometimes it’s not as serious as needing to take off full 12 weeks of work. You just may need to do half days at work or ask for accommodations so that you can work remote. That also can fall under that FMLA approval and paperwork.

Brittany Cavicchioni: So, it’s just another thing that, again, real people who have real jobs, and one of the biggest, you know, issues or barriers to care is that time piece. A lot of people don’t have time. And so, we help them create that time, but also help them keep their jobs. You shouldn’t have to lose your job in order to seek out mental health resources.

Lee Kantor: Now, when they’re working with you and your team, you’re going a non-medical route. Is that your methodology?

Brittany Cavicchioni: Non-medication.

Lee Kantor: Non-medication.

Brittany Cavicchioni: Yeah. It is still very much medical. We have psychiatrists and psychiatric nurse practitioners and therapists on staff. But it’s non-medication. It’s more of a holistic approach to the treatment of depression. We do have some medication options. We provide medication management for people who need it, and that’s kind of their preferred course of treatment. It’s just we want to make sure people are making informed decisions, know all of their options, both on the medication side of things, which is really the traditional mental health treatment route, but also on the non-medication side for things like TMS, and also advanced forms of therapy like EMDR, which I could talk all day about.

Lee Kantor: But I’d like to just understand, so you mentioned kind of big pharma early on, and so it sounded like to me that traditionally the move to make is, okay, I’m going to medicate you in some form or fashion with some antidepressant based on how I see you behaving. And then, I guess we tweak your medication until we hit a point where you feel you’re functional. Is that the normal playbook in traditional treatments?

Brittany Cavicchioni: That’s correct. So me, personally, whenever I was going through my own journey during that year time frame, I had actually trialed four different antidepressant medications. So, yes, that is the typical treatment course to take in a lot of times in the mental health space.

Brittany Cavicchioni: But what I can tell you is that there are studies out there that are, you know, independent studies that you can find online. One specifically that comes to mind is called the STAR*D trials. And what they found out in the STAR*D trials is that, on your first trial of antidepressant medication, you have about, I think, it’s like a 50 percent chance or 40 percent chance that it’s going to be effective. It’s going to work out for you.

Brittany Cavicchioni: If it doesn’t work out and you go on your second trial, that rate of success goes down to, like, 36 percent. And then, on your third trial, if that second one doesn’t work, your rate of success goes down to about 18 percent. And then, on the fourth one, it goes down to less than 10 percent.

Brittany Cavicchioni: So, my question whenever my providers kept trialing me on these different antidepressants, which have very wicked side effects, my question was, you know, why do we keep doing something that’s not going to increase in efficacy or effectiveness, instead of trying something a little bit different, like TMS or Spravato or some other form of treatment.

Lee Kantor: There’s a lot of people, they say the words big pharma and they make it seem like there’s some financial incentive for the provider to be offering these drugs rather than other kinds of treatment. Can you connect the dots for me? Like what’s in it for the provider? Like, are they getting paid somehow by these big pharma? Is that how they make money is by getting a percentage of whatever that pharma bill is?

Lee Kantor: Because I don’t understand how the money goes to the provider rather than the pharmaceutical company. Like, I understand that makes sense to me that they would encourage you to do it, but I don’t understand what the provider gets by encouraging it rather than some other type of treatment.

Brittany Cavicchioni: Absolutely. So, it’s a lot less expensive for the providers to offer something like medication management, because then they’re meeting with the patient for about, you know, 15 to 30 minutes every couple of weeks. They write a prescription and then they move on to the next patient. And they bill that patient, you know, another $100 or so to do the same exact thing over and over again. So, your overhead is a lot lower and your revenue is a lot higher. You don’t really have a whole lot of equipment or anything that you need for those types of treatments.

Brittany Cavicchioni: With TMS, you have clinical staff that you have to pay to render the services. The treatment takes about 30 minutes to 45 minutes, depending on the protocol that you’re using. And then, the machine, the TMS machine itself is typically over six figures just for your initial upfront costs.

Brittany Cavicchioni: So, the pharmaceuticals are a lot more well-known. You have pharmaceutical reps. Even myself, we have pharmaceutical reps that come in every single week trying to push whatever prescription drug that they are representing, versus with TMS, you’re really looking at, I feel like a lot of times, what’s a little bit better for the patient even if it’s not what’s easier.

Lee Kantor: Okay. So, I understand clearer. So, now the pharmaceutical option is just easier on the provider because they’re just handing them a prescription and it gets filled. We see how you’re doing. I ask you a couple questions. That’s easier to manage than having a big piece of equipment in my office that I got to maintain, and I got to train people on, and then I got to hook people up to in order to do the actual treatment, so that creates more overhead for people who are going down that route, even though it might be more beneficial to their patients.

Brittany Cavicchioni: Correct.

Lee Kantor: And so, for you, once you saw the benefits of TMS for yourself, how did you kind of make that leap to, okay, I’m going to build a practice around this. You know, that step is a pretty big step. I mean, it’s one thing to feel good about yourself, like, “Wow, this made me feel better. Hey, why don’t I get one and help other people?” How did you kind of make that leap, because that seems like a pretty big change what you were previously doing and kind of the expertise needed to execute something like that?

Brittany Cavicchioni: Absolutely. So, I appreciate the question. So, prior to this, like I said, I was in the process of attempting to open a law firm. Now, that was always my passion, was opening my own law firm, doing things away. So, as far as the capital that was there, we were good to go there.

Brittany Cavicchioni: One of the main motivations I had for, okay, maybe I don’t need to be another billboard on the I-10 in Phoenix. Maybe I could move forward in some way to help others in a different way. The big motivator for that was my daughter, Bella. She’s now six years old. And when I was going through my battle with depression, like I said, I’m a real person. I don’t have this huge medical background or anything like that. I was reaching out for resources, reaching out for help, and it didn’t seem like that help was readily available to me. I couldn’t make informed decisions because my care team wasn’t telling me about all the treatments available to me.

Brittany Cavicchioni: And so, I wanted to really change the way that we approach mental health. I want to have more conversations like this so that, you know, we can talk about what those treatment options are, but also how to get there through things like FMLA or other things like that.

Brittany Cavicchioni: So, when I was looking at why didn’t I know about this sooner, I found that there were three main issues. So, one, there’s the education piece. So, I knew that we were going to have to need to do more things, like this podcast, or a lot of marketing and things of that nature. We needed to be in places where people wouldn’t necessarily expect mental health providers to be. So, we go to things like home and garden shows and stuff like that for the education piece, to educate the community about this service.

Brittany Cavicchioni: The second piece was accessibility. There weren’t very many providers offering it, and so I wanted to change that. We’re actively working towards getting to ten locations in Arizona. Right now I have two, and we just started last year. So, I want to make it more accessible. We stay as close as we can to the freeways. And we’re in all these large major cities here in Arizona. So, that’s the accessibility piece.

Brittany Cavicchioni: And then, the third issue is affordability. A lot of people struggle to find ways to afford the treatment. And whenever I was seeking out the services in 2022, the places here in Arizona, either they didn’t take health insurance, so people were paying cash pay for this service. And in terms of the cash side of it, if you were to go that route, you’re looking at spending about $20,000 for a full course of treatment.

Brittany Cavicchioni: The places that did take health insurance, they were booked out for three months. And so, I wanted to make sure that we were a provider that not only took health insurance, but took health insurances for all patient populations, so that helps fix the affordability piece.

Brittany Cavicchioni: So, at our clinics, we accept not only, you know, your typical commercial plans like Blue Cross Blue Shield, United Healthcare, things of that nature, but we also accept Medicare and State Medicaid and TRICARE. So, that’s that part as well. So, once I figured out that those were the three main barriers whenever it came to TMS and why more people don’t do it or don’t know about it, everything else, it was pretty easy from there to build that business plan.

Lee Kantor: Now, why was it important for you to get certified and become part of the WBEC-West community? What was the thinking there?

Brittany Cavicchioni: So, I go back to my daughter again. So, I want to show her that women can lead in today’s society, and that we do support each other, and that we can exist in a lot of male dominated fields. So, that was kind of my main motivation to join WBEC.

Brittany Cavicchioni: But then, as I have continued my membership through the services, I find that it’s benefits have exponentially grown. For example, right now I’m on this podcast. I also am looking forward to a few workshops that are coming up where I can connect with other women business owners and learn from them about how they are scaling and improving operational efficiency, and things of that nature.

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

Brittany Cavicchioni: So, I believe Ella at at your office actually has already helped me a ton in terms of making sure that I got connected to the right people to join those workshops. And then, also, she told me where to go to set up our business, I think, portal or page. So, so far you guys have been absolutely phenomenal. Thank you so much for your support.

Lee Kantor: Now, what do you need from a business standpoint? Do you need more patients? Do you need more kind of the people that do the treatment? Do you need more funding? Is there anything in our network that might benefit you?

Brittany Cavicchioni: We just need more exposure and we need to tell more people about these services, and that there are ways to help real people with real problems get the care that they need without having to sacrifice time with their families or their jobs in order to do it.

Lee Kantor: And then, if anybody has any type of question about TMS, if they’re unfamiliar and would just like to learn more, is there a website or is there a place they can go for more information from you and your team?

Brittany Cavicchioni: Yes, of course. So, our website is bellavidatms.com. That’s B-E-L-L-A-V as in Victor-I-D as in David-A-T as in Tom-M as in Mary-S as in Sam.com. We also post on social media, so we have a TikTok account, Instagram, and Facebook, so whatever way works best for them. They can also reach out to us by phone or text message at 602-610-1191.

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

Brittany Cavicchioni: Thank you so much, Lee. I appreciate you guys having me here.

Lee Kantor: All right. This is Lee Kantor, we’ll see you all next time on Women In Motion.

 

Tagged With: Bella Vida TMS

Jeff Salter with Caring Senior Service

April 10, 2025 by angishields

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Denver Business Radio
Jeff Salter with Caring Senior Service
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Jeff-SalterCaring Senior Service founder & CEO Jeff Salter began his career in senior care in 1991 working for a home health care agency in Odessa, Texas.

Four months later, he started his own senior care service to provide seniors with the non-medical care they need to stay at home.

In 2003, Caring Senior Service began offering franchises and today has locations in more than 50 markets nationwide.

For more information on Caring Senior Service, please visit https://www.caringseniorservice.com/.

Connect with Jeff on LinkedIn.

Transcript-iconThis transcript is machine transcribed by Sonix.

 

TRANSCRIPT

Intro: Coming to you live from the Business RadioX studio. It’s Franchise Marketing Radio. Ready to revolutionize your franchise with AI? Franchise now empowers franchises with advanced AI solutions, automatic processes, and enhanced marketing strategies. From personalized customer interactions to predictive analytics, we help you harness AI to drive growth and efficiency. Transform your franchise with the power of AI. Visit Franchise Now to learn more and take your business into the future. Now here’s your host.

Rob Gandley: Hi everybody, and welcome back to Franchise Marketing Radio, where we explore the dynamic world of franchise marketing, technology and business ownership. I’m your host, Rob Gandley, and today we have the pleasure of welcoming back to the show Jeff Salter. He’s the visionary founder and CEO of Caring Senior Service. With over three decades dedicated to enhancing senior care, Jeff has been at the forefront of integrating innovative technologies to ensure seniors can age safely and comfortably in their own homes. Since his last since our last conversation in early 2023, Caring Senior Service has made some remarkable strides, particularly in leveraging AI to revolutionize caregiving. So it’s a pleasure to have you back to the show. It’s definitely something near and dear to my heart to talk about AI and innovation, but also senior care. And how do we add those two together? That’s an interesting conversation. So welcome back to the show, Jeff. It’s good to have you.

Jeff Salter: Yeah, thanks for having me. I’m excited to talk about this. I know that, you know, it’s not something people often put together as technology and seniors. Historically, it’s been something that has been fought against quite a bit. But as combination of things are happening, information technology is making things easier for people. And just the fact that seniors, the today’s seniors are a little bit more ready for technology to be part of that ongoing care continuum.

Rob Gandley: Yeah. Yeah, exactly. You got to be have that little, little, little piece of willingness. But I think then you see this helps things. We don’t want to take away the relationship. Right. This is just enhancing it. So it’s actually pretty interesting. So before we dive into that sort of conversation, which I can’t wait to tell the audience a little bit again about the brand, about you, about where you’re headed. Uh, just so they understand where you’re coming from.

Jeff Salter: Yeah, yeah. So our company is caring Senior Service, and what we do is we provide caregivers to a senior that wants to remain independent and avoid relocation to a nursing home or assisted living. They’ve made that choice. I’d like to stay home. They’re typically dealing with some sort of an ailment. Or maybe they’ve had a recent injury of some sort, and they need to bring someone in to help serve that ensure they’re safe at home. So we provide a caregiver anywhere from 4 hours to 24 hours a day to help ensure that they’re cared for properly. They’re getting good nutrition, their physical needs are met, they’re getting good hygiene, you know, help with baths, restroom assistance where necessary, errand running, everything that you and I would think of and take for granted that we do each and every day or each and every week, we have to go in and help a senior that may not be able to do those things. So our we have today, we have 59 locations across 20 states continue to keep growing as an organization. And one of the biggest challenges in the senior care business right now is how do you find enough caregivers to care for the the needy population? A lot of people need care, but there’s not as many caregivers as there once was or people are choosing other careers.

Jeff Salter: So we’re kind of in a constant battle of finding people. So for me, it’s always been a technology solution. I knew technology would augment the work that we do and figuring out how to make that happen. So as we continue to grow and expand, bringing on more owners, providing them the support that they need, we’re really trying to pay close attention to what technology is out there, and how does that get implemented into the day to day operations. And that’s where technology sometimes really doesn’t meet the business needs. It doesn’t integrate within the ongoing business flow and the business processes we have in place. And it’s solving problems that weren’t necessarily problems sometimes for business owners. And and that’s a challenge that we really need to get right, because we have to serve so many more people and do that with as little of staff as possible.

Rob Gandley: Right. It’s a key point that you just made. And the idea, the comment you made about whether or not you actually need it. Right. Like, is it creating the the result that is actually needed? You know, and in the end, you have to keep that in mind. Why are we doing this? What is the why behind it? Um, and so let’s talk a little bit about that because I know that you’ve, you’ve definitely released some innovative tools and AI driven, um, resources for your franchisees to better serve your, your, your, clients and customers and and things. So let’s just start with, um, and again I want to make sure I get all the names and the technologies right. But I want to start a little bit with your AI driven caregiving assistant. Right. I think there’s a name. Is it Carrie? Is that the name of the assistant? Okay.

Jeff Salter: We’ve got. Yep. Carrie. Yep.

Rob Gandley: Yeah. I was going to say real fast. So just help us understand that, because again, it goes back to what we were just talking about. Like, are we implementing something that’s helping everybody be more efficient and keep the relationship intact where we want it to be better? Not not like we’re not talking to people or we’re confusing people or any of that. Talk, talk, talk to us about Carrie. And and that’s an amazing achievement. So tell me more about that and how it works.

Jeff Salter: Yeah. As we dive into this, it’s really important to think about any technology. And a lot right now with AI. But what we look at is we look at third party vendors, third party partners that might be providing some AI technology. We also look at in-house what technology we can develop on our on our own. So we we’ve approached both sides of that. One of those examples is Carey Care. Uh, we were uh, we were approached last. Last. I guess it’s almost 18 months ago now by a man named Nazar that was developing some, um, I assistant, early stages, early development. And that’s something. Right now, things are moving so quickly. You talk about something that happened last year and it’s almost outdated. Thankfully, this technology has been able to keep up with what’s happening. Um, but but it basically at its core, it’s an, it’s an AI assistant that’s really designed for families. And it’s to help families coordinate communication between each other and third parties. So you can imagine that you’ve got a senior who has four, four children. All four children are trying to figure out how am I going to help mom? How do I help one 1st May live far away. 1st May live, you know, 30 minutes away. The other two might be local, if you will. And local can be a long way sometimes. In a lot of cases, especially in the sandwich generation, we got family members that have got other things going on.

Jeff Salter: They’re raising kids trying to deal with these challenges. So Kerry is basically an AI system that kind of gets in the middle and coordinates all of the communications between family members initially. So if, uh, the son is able to make a doctor’s appointment, take take mom to the doctor’s appointment. Um, mom can can message Kerry rather than having to do a group chat where she messaged everybody, you know, and the son that lives miles away is in that group chat. He can never actually do anything. He’s always. It might be nice, he knows what’s going on, but it doesn’t really help. So Kerry steps in and Kerry is intelligent enough to know who is where and what they can help with. So if if I’m in town taking care of mom and I can do driving, but you’re in town, but you can only go by when in the evening times. Kerry is intelligent enough to know that if mom needs a doctor’s appointment, it’s going to contact me and let me know. It doesn’t let you know because you’re not in the loop necessarily. It’s not important. Doesn’t let our other sibling that’s many, many miles away know because they wouldn’t be able to help. So it’s in one way it’s real simple in that sense. But it gets, it gets and does so much more. And what we looked at is like, well, if it can do that for families, how can we leverage that same kind of concept and technology to augment our team members? So you can imagine right now, today, it’s it’s a process of scheduling.

Jeff Salter: Um, you know, any location has 30 caregivers, 40 clients. We’re trying to manage a schedule across all those people. So Kerry is able to help me as a care manager, manage my pool of caregivers, communicate with them, and also communicate with all the family members involved. So it’s just a man in the middle that’s able to be intelligent enough and has enough context, knows what’s going on to carry out a conversation with each of those people as if they’re the only ones involved in the loop and it’s really, really innovative and it’s really driving wanted for a business owner. It means my costs are driven down. So now where I normally would have to add additional staff to manage more and more caregivers. Now I can do that with fewer people, and they can do it in a way which they’re not pulling their hair out. It’s not adding stress. It’s not saying I’m not going to add staff because I want you to work harder. It’s saying, I’m going to put technology in place that’s going to help you communicate with caregivers more efficiently and more succinctly, in which the client experiences better, the caregiver experience better, and the staff experience is better. And when you get all three of those, that’s just a winning combination with technology.

Rob Gandley: Wow. So tell me just real quick to kind of picture it a little, uh, how does the tool work? Is it a, uh, interface you log into like ChatGPT where you chat with it and it coordinates things for you. How does that look and feel? How does it work?

Jeff Salter: Important thing for Carey Care was to make sure that it was using an interface that the majority of people were comfortable with. Majority of people are comfortable with SMS, texting and maybe using the the WhatsApp texting capability. It’s the same thing as really texting, just a different platform. So it’s its primary mode of communication is through text messaging back and forth. Keep them. Keep them short and succinct. But that’s something that everybody can use. So you don’t have to download an app. You don’t have to log in, create a user account, go through all that process. It’s just simply once it has your phone number, it can start communicating with you as part of the care circle. So that makes it really simple for people to use.

Rob Gandley: Wow, that is great, I love it, I love it. Sms is definitely the channel and boy we’re feeling it now in the regulatory environment with getting numbers approved, right? It’s hard to do that now, but man, it’s the perfect way to communicate with people because we all open almost 100% of our texts and are very used to using it all day, every day. So what a brilliant way to approach it. Uh, so I want to keep going here because you have more you have more of these tools, and I don’t I don’t want to I want to kind of try to flow, but I wanted to look into okay. So there’s another tool though that you’re looking at called sensei AI or working with me. Tell us a little bit of how these now how does that complement further or does it at all? Maybe it’s a separate tool, but tell us a little more how that AI tool is helping enhance care outcomes as well.

Jeff Salter: Yeah, it’s worth noting because I know that you got a lot of business owners listening to this, this broadcast, and you got a lot of people going into business. It’s worth noting that it is a challenge for companies right now, especially because we do have so many new technologies that are merging, and we’re all trying to use them so it can get you can get a little bit lost on what’s one thing to do versus another one. Everything ends in AI and it’s it’s it’s like, what is that tool specifically do? And we’re in this mode right now where everyone is developing single purpose tools, which I think is an important route to go, and making sure that those tools just work for your business. So also about we’ve been with working with sensei for almost two years now and with Cinci. What’s unique about that? That organization is what we’re able to do is provide augmented care in a client’s home. So what we’re doing is we’re able to go into a home, we install a couple of devices, and these are audio devices. And what these devices do is locally they they record sound and they process that sound and what they’re looking for. It’s looking for care related type of situations. So you can imagine if someone were to fall. That makes a very distinct type of sound. It makes a situational, um, environmental situational sound that the AI picks up on and then goes, wait a second, I think I heard a sound that, combined with other things in the home, help it understand that a fall might have just occurred.

Jeff Salter: Now, typically in a fall situation, you have someone that if they have a medical alert device like a wristwatch or a pendant. They might be able to press it, but one of the downfalls of of those devices is that it requires user intervention. User has to take an action. And too often when a fall occurs, someone could get knocked out. They simply are unconscious. They could hurt themselves in a way in which they’re no longer able to use that hand to push the device. But what they typically can do is they can make sounds, and by listening for sounds, that means if they fall and we hear some groaning, maybe, or oh my gosh, I just fell. Those are sounds that the system is able to detect. And then giving us an alert that the fall might have happened. And then we can go into action so we can call the client if they don’t pick up the phone after we’ve we’ve detected a fall. Well, now we’re a little bit more concerned. Now we can get in our car. We can drive out there to, to assess the situation in person. Um, but we’re also able to listen to what actually happened through a short audio clip. It only records a short audio clip. And so if in that audio we can tell something serious happened, then we can just call 911 on the client’s behalf and get someone out there that’s ready to help that client immediately. Um, all of this is done, though, through the AI, able to take that audio sound and determine what happened.

Jeff Salter: And it goes like so much further than that. And the good thing is, it’s not Big Brother. We’re not recording and listening to sound. I don’t have, uh, access to any sound in that house at all. Only the AI has access to it. I only am aware of something that it detected. So it’s not like a video camera. A lot of people want to put video cameras in the home, and and there’s a lot of cool things you can do with video, like we’ve all got security cameras, but the problem with video is then it always has to be monitoring and looking, and then people can tap into that and it feels a little bit invasive into my privacy. So a lot of seniors really don’t want video technology at all. Audio technology is much different. It’s not as invasive and people are much more receptive to it. What we’re finding right now. So that’s something that’s been a big, big help. And frankly, it’s saving lives. We’ve saved a number of lives just by learning that a fall happened. We had a client that fell, had a head injury, and they were actually bleeding pretty, pretty seriously. We got there. We got we got 911 dialed in and we got them to the house. We were told that had we not intervened, it was highly likely that patient would have passed away. So that’s where just it’s amazing that it can do that kind of stuff.

Rob Gandley: We had someone on the show not long ago, one of, uh, a couple, uh, your franchisees, and they were telling a story. Same thing. I wasn’t sure if it was the same tool, but I just know it was. It saved a life, and I. So you’re doing this routinely. So my question is, how innovative is this right now? I’m sure in time this would be very standard. But for companies that do what you do, I’m sure many of them aren’t doing this yet. I mean, I feel like, my goodness, it should absolutely be there, right? You know, if it was my mom or dad. But anyway, what are your thoughts on that? Is this still pretty early or are you still pretty out in front doing these things, or is this starting to catch hold to be kind of standard?

Jeff Salter: Yeah. You know I’d like to that’s a that’s a challenge for any company, any any franchisor, any franchisee, anyone in in any industry is like how do you get at the forefront of technology? Not on quite the bleeding edge necessarily, but how do you how do you get it early enough to where you can be a first mover? Um, a lot of us can’t develop technology ourselves though, caring. We’re doing a lot of development of these technologies. But with sensei, they’re the only ones using audio to do this kind of detection. Everyone else is focused on the video side of things or user input side of things. Motion sensor is also something people are using. There’s some interesting things happening there, but what sensei is very innovative in the fact that their their processing of that data, All the data points that come in, they’re able to really do some amazing things with alerting us to what might be happening with that client so we can intervene. But it’s a third party technology that all companies can work with. But the key thing is as an investment, there’s a cost involved in these technologies.

Jeff Salter: It’s an additional cost that you have to figure out how to earn money on. And that’s where most of this technology today is having is having resistance is people aren’t sure. It’s really cool. It does amazing stuff. But how does it return an investment in such a way that it makes sense for me to do? For us, it was really easy. If I avoid a client passing, I keep them on service and that’s important. So for for me and it’s saving lives, so it makes it a no brainer. Why would I not use this type of technology? But it doesn’t necessarily mean that we’re the only ones that have it. There are other companies that are using it, trying to use it. I just think it’s like anything, we all have the same access to everything. It’s how you implement the tool to make it more to your advantage than somebody else. And that’s the same with anything we’ve got today. And that’s the same with AI. How do you use it in your workflows and your business processes that give you a competitive advantage?

Rob Gandley: Exactly. Yeah. You have to look at both. I mean, you have to do the business side, especially in a business model where you are helping others in such a profound way. But you still have to look at the dollars and cents, right. The basic blocking and tackling. Is it paying off? Can I sustain it? Can I afford it? How would I monetize it? That sort of thing. But that’s all for the betterment of making your clients experience better, right? And in your world, you’re helping people in a very direct way, which is a good feeling. But you’re right. You got to think about it. It’s like, yeah, we’re help a lot of people, but we’ll lose a lot of money and maybe that can’t work right away. You know, you do what you can, right? So let’s keep going because I think you have you have some other tools. But I also want to just ask the first tool we talked about Carrie. Uh, now, if that fall occurred and was detected with sense he would carry come into for helping with some streamline of communication, deploying people, notifying people. Is that sort of or would that not necessarily be helpful? Or is that now a helpful way now to further the communication after something like that, or do they work together in other words? Yeah.

Jeff Salter: Yeah, absolutely. Absolutely. If you think about the process and that’s what that’s what you really I think um, and again, I encourage people, business owners to think about the process and what has to happen for everything that you do, and then think about where, where these eyes can augment things or where this technology can augment. So you can imagine I’ve just gotten an alert that a client has potentially had a fall. I’m in scramble mode to figure out what I need to do next, and in that process, I probably want to let some people know I might need to let some other team members know what’s going on. I might need to let the family know what’s going on. Imagine if if I’m doing that process right now without any advanced technology, because, you know, my phone is a technology, but if I would have to stop what I was doing, I’d have to get the client’s phone number, get her family’s phone number, and then I’d have to call that family member. And then I have to relate the situation to them. I’ve got to start taking time, right? It’s going to take time to do that. I then got a call, and am I the one going to go out there or am I a team member? Go out there and if I’m going out there, what about the other things that I had to do? I know there’s an emergency situation. I can drop everything, but do I do I drop all the work that was done that puts me behind now.

Jeff Salter: And what if this was turns out to be a false alert? I might still need to go out there to verify if it’s a false alert. And that again, means that the work that I was supposed to do falls behind. Well, what Carrie does is I’m able to text Carrie and say, Carrie, I just found out with from from a client, and I could tell Carrie what client it is. Mrs. Jones has fallen. Can you let the family know and contact my other care manager to have them come back into the office and Carrie will take care of all the communications. I don’t have to look up a number. She doesn’t have to look up a number. She calls those people. She can do voice calling pretty soon, but right now it’s text based. But that’s the other feature that’s coming is voice calling. So it’s actually communicating in real time using some of the tools that are available now. Um, and so I can just go get what, get what I need to do. And I can just tell I can communicate with one person and it will then communicate to all the people that it needs to communicate to. So that’s where it’s a it’s kind of they are linked together in that sense. One tool is augmenting something that’s part of that business process.

Rob Gandley: Yeah, I love it, I love it, I love this because eventually it’s a bunch of AI agents throughout your business, augmenting many things, becoming you become something different while you’re still the same brand, but you’re capable of doing more. And that’s the beauty.

Jeff Salter: Because because I need to be there to be able to assess the situation. I need to be there to maybe help that client get off the ground. If it’s not a serious fall, I need to be there to to assure them that they’re okay. That’s where I can’t handle that. You know you need a human. But if now all my other tasks that would have burdened me or stressed me out can be offloaded to augmented technologies, then that’s a boon for everybody.

Rob Gandley: I’m just laughing because I think of myself throughout my life and and just most of the stresses in life had to do with like communication, trying to get through all the tech, like I started in the 90s when tech started to emerge as a as a useful tool and a way to live. And no matter which way you sliced it, it was challenging over the years, but now I feels like I can go back to just talking. I can just delegate. I could just communicate and things will get ripple and get done. And it’s not so much button clicking and figuring out right of tools. Absolutely. Yeah, yeah, very cool stuff. So let’s keep going on this AI tool because you’ve been busy with innovation. So I think I have one more question here. Um, and I want you to kind of fill in any gaps I missed. But there’s another tool called Key Scribe. Is that correct? And I believe this if I said it right. But it’s another tool I think that kind of analyzes calls. So tell me a little bit of what that’s doing and how that’s fitting into this ecosystem here that you’ve built.

Jeff Salter: Yeah. Inky scribe is designed to to to help business small business owners. What we it’s important I describe the problem to describe what the technology does. So what we have is a small business is we have people that answer the phone. I hire 3 to 4 staff members in each location. A franchisee might have 3 to 4 people in their location. And the nature of the way that our businesses work, they’re small businesses. So the phone rings. Whoever’s in the office, whoever’s on call, picks the phone up and answers the phone call. They just that’s the way it works. All hands on deck. It’s a small business. We’re scrappy. Got to make things happen. We don’t have receptionists. We don’t have a call center. We don’t have a team of people waiting for that new client call to happen. What we found was that oftentimes people in that mode pick the phone up and they don’t properly handle a new client call as well as we’d like them to. And to get people better. We do tons of training. We teach everyone how to properly handle a new client call, how to walk them through a problem statement, understand what their situation is, make sure that they, um, uh, detail how we can help their situation. Give them pricing everything that that that you would typically want to see in a perfect customer service call, especially for a new client. But inevitably, the end staff member doesn’t do as good as we would hope they would do with the training that we put into them.

Jeff Salter: And that’s okay, because they’re busy. They’re they’re they’re dealing with a scheduling issue in our business. And the phone rings and they’re frustrated with scheduling, and they pick the phone up hastily and say, yeah, thanks for calling my business. What can I do for you? And that person starts going, and then they don’t properly stop what they’re doing and engage in that call. And to find out first who’s not doing it well is a massive process. Like you could record phone calls. Well, if you record phone calls now, you got to listen to every phone call to find the ones that you want to. Then grade, if you will. And grading a phone call is a miserable experience. You got to listen to it all the way through, rewind it, listen to it again, rewind it, listen to it again. And then you got a grade A paper, and then you got to have a meeting with that person and you got to say, hey, uh, Joe, uh, I just got to listen. I just listened to one of your calls, and I got to tell you, we’re we’re not too happy with what happened here. Here’s the areas I need to see improvement on. Then you got to train that person. Let me tell you what you should have done on the call. And now you got to start all over, because now you got to wait for the next call.

Jeff Salter: In our business, we get 3 to 10 calls a week about new service. So it’s not a lot of at bats. You don’t get a lot of opportunities even to improve. So it’s a high risk, high reward type of business process that we said there’s got to be a better way to do this. We’ve got to be a way we can coach people up, that we can help them identify where their where their blind spots are. And we developed this technology called Inky Scribe, in which we record every single call that comes into the business. We transcribe every single call. That’s common technology. Every phone system probably has something like that. But what we specialize in is we take that call and really look for some very specific things, what type of caller it was. We look for what the general issue was that they were calling about, and we provide a summary. Now, again, that’s not super special in its own right, except for the way that we display the information is really intuitive, easy to follow. But where things get really magical is what we provide. If it’s a new client call, we identify that as a new potential client. And then we have a little a little feature in which you can grade yourself. And when you click that grade yourself button, what you get is an email that says, here’s how you did on that call. Here’s where you here’s what you were supposed to do. Here’s the ten things our business.

Jeff Salter: It’s customized for every business type. Here’s what we were supposed to do. And here’s how you did on each one of those segments. Along with that, not just a grade, but keys to improve. So we’re training on every single call they get. They see where they could have asked some different questions. They could have dived a little deeper. They could have explained our services a little better. But at the end, no manager had to spend time doing any work. The AI is augmenting the the the process by giving that person the immediate feedback. And this happens in under a minute after the hang the phone call up. They get that the ability to run that report and know exactly how they did on top of that. Advantage of the business owner is right now, I’ll tell you, is every person on this call that’s a business owner today in the service business, they only know about inquiry calls or new service calls to their business. Probably about 50% of the time. Our data shows that only about 50% of all calls actually get recorded, because what’s happening is people are self determining if this is a hot lead or a cold lead. And unfortunately, they’re not equipped with how to turn a cold lead into a hot lead. So they don’t even record in whatever system businesses are using. That call would never even got recorded. So basically it never happened. And it’s, it’s it’s a huge, huge miss.

Rob Gandley: Right. Yeah. And I, I know what you mean by that. So like some conversations are sort of turn the corner like they’re, they’re saying things that you could maybe ask a follow up question and bring them back to, you know. Hey, wait a minute. They might need your help. You shouldn’t dismiss that too quick. Gotcha. No. It’s a very powerful tool. And you’re right. It kind of overcomes all the barriers, the the difficulty of with the time investment. But also, I think people would learn much more openly. They wouldn’t be so feel so judged by it or critiqued right by their by their supervisor. Just real quick, I can I can tweak it and I get better at it. You feel.

Jeff Salter: Better. It’s huge. It’s huge. Yeah. And and I like to tell people when I’m talking about scribe that it’s a technology we developed for in-house, but then we turned it into its own company. And today I am the only CEO of any decently sized home care franchise that can tell you every single day how many actual calls for service happened across the entire organization. No one else has that kind of insight that I’ve got, because 100% of our locations are using this technology, and I know I’m not. I’m not Big brother. I’m not reading about every one of them. But I can tell you exactly how many potential service calls we had every single day. Nobody else knows that anybody else would have to guess only on stuff that got recorded. So how do you know if your marketing campaigns are working? Well, I can tell you how many actual calls we got for service based upon our marketing campaigns, in a way that no one else can do.

Rob Gandley: I think I’m interested. We might have to talk. Yeah, that is a that is a thing that is. Well, it’s just always kind of been there as a acceptable reality. Like, you know, you record calls, but you got to listen to them and you’re not going to know much unless you listen to them. And that’s a lot of work and no one listens to them like you, you’d have to hire someone to do that and then do the work of segmenting everything and say, well, that was a call. That wasn’t that, man.

Jeff Salter: It’s almost it all for you.

Rob Gandley: Yeah, right. But now you got you take it. I, you put it into a use case, something that’s game changing. And you’re right that for home services, brands of all kinds, uh, that get those inbound calls. You don’t, you know, you just don’t know what they’re about. They could be about a lot of things. Be able to identify that quickly and adjust and improve. Woo! All right. We’ll talk more. But that’s really powerful. So that was something that you guys you you you built internally 100%. Or you use a third party tool and then customized it. Or how did that what was that.

Jeff Salter: On this one is I developed it 100% on my own on on nights and weekends. I decided this was a problem I was going to solve. I wanted to learn a lot about AI during the process, and so I just dove in deep. I taught myself programing at a level I hadn’t, I didn’t know, um, I learned everything I could about AI, technology, how it works, how prompting works, how processes work, back end. I had to learn a lot to do it, but in the end it was like it was it was well worth it. You know, we’ve we’re we’re started up a whole new company helping other companies achieve the same thing. And I’m at the point in my career to where I kind of I want to give back. I want my brand to to grow. Caring is going to continue to grow. We want to see more franchise owners come on board. We want to serve more seniors across America. But I also know that I need everyone to be as good as they can. And if I can help develop some technology that can be used by others in that process, then I want to make sure that’s something that I can give back to people.

Rob Gandley: That’s beautiful, I love it. And from what you described, I think you landed on something very important. Uh. So cool. Uh, so let’s talk a little bit about, uh, you know, so we kind of went through the, the I before I leave, I, um, I wanted to kind of ask you. So you’ve done these things, you’ve the custom, uh, and then working with some third parties and, and then and then getting it to a place where you can implement it, and then you’ve got to get the franchisees on board to understand and implement properly. So you’ve done this probably for give or take. Let’s say it’s two years I’ve talked to you. It’s been a little over two years since we talked. So so you’ve been at it and and so tell me, looking back now, was there anything you didn’t anticipate any challenges in getting things done or rolling them out. Yes, these things work. Amazing. They do amazing things. But what were some of the hidden challenges you. Found trying to roll this out as a franchise leader?

Jeff Salter: Well, I think that it’s it’s still people, right? And the end of the day, I mean, I can create information all day long for people that are to consume, but still the people have to be able to, to use it, and it has to be really easy for them to use. And as much as I think it might be easy on my side, we have to learn, okay, that wasn’t the outcome we expected. So we need to we need to modify things. But what’s been I say that caring senior service is a little bit more set up than other organizations, because I myself am a change freak, if you will. I don’t mind change one bit. I know that things are going to change. I know my business needs to change. We have no sacred cows so everything is is up for change as far as we’re concerned. And I’ve tried to lead with that, which can be tough for other people around me because they’re like, wait, I just learned the last process and now we have a new process. I’m like, yeah, unfortunately, you know, things are moving fast, and with AI it’s even moving faster. So we’ve set our company up, though, to be prepared for change.

Jeff Salter: So we’ve trained our people say, hey, this is the way we do things now, but it may change tomorrow and be ready for that. So the change mindset I think is is ingrained, but not everyone’s always on board with the change mindset. So it’s still something that is is tough for some folks, especially our newest team members that come on board. They’re used to working with a company that things were always done like this. Nothing ever changed. And to be for us, they’re like, wait, wait a second. I just went through training last week and you taught me to do it like this. And now there’s this new thing we’re doing and it’s going to be completely different. Like, yeah, that’s the pace it works at here. We want to stay ahead of the game. We try to be mindful of, you know, too much change can be too disruptive and no one can keep up with that. So we try and balance that out. I would rather error on the disruptive side than I would on the static and stay the same side though. So that’s what I try and keep that into our culture.

Rob Gandley: Yeah. And that’s very important. It’s the way you frame that into your culture, because I think it’s just reality of what we’re living with right now. I think the, um, you know, and you probably know this too, uh, this the speed of change is, is not only faster but will continue to accelerate. So if that can even make sense, I don’t I mean, whether everything makes it to us, like right now, I believe the capabilities are way past what we see, like in the labs and things at these big providers that are building out the technology. But it’s still we all, as business owners, have to have a plan for rapid change and innovation. That has to be a process. And and you just have to expect it and not be too intimidated by it. And sometimes in those evolutionary steps, you’re not looking for perfection. But I think the the point is what you can get in that is so transformative that you can’t not do it right. So you almost have to. The old way might have been to go a little slower. Don’t constantly disrupt and be careful. The new way has to be what you’re saying.

Rob Gandley: I mean, if it’s not, if you’re not seeing it now, you will see it this year. By the end of this year into next year, the speed again will leap up and you’ll start to feel it. Then you’re starting to say, wait, this guy, you know, hearing this podcast, they’re probably thinking, oh my goodness, we haven’t even thought about these things, right? And then that’ll be more like in a year. Like everybody you’ll feel that way. So anyway yeah good good advice on that. Um, wanted to circle back then something sort of that encompasses you and your brand. And, uh, it’s a lot about awareness, right? About about around senior care and and the way people communicate about it. And, uh, it is still something that a lot of people keep to themselves. And so you’ve done a lot to create awareness. And I think you have something called the Close the Gap senior care movement. And I just wanted to kind of circle back to that and get some updates from you and kind of see where that’s at and what that’s about.

Jeff Salter: Yeah. So, uh, in, uh, I think we maybe talked about it last time. Um, you know, in 2021, I went on this journey, uh, visited every single one of our locations, rode a bicycle across the country for months on the road 9500 miles. And it was to launch our movement to close the gap in senior care. So our goal was to raise awareness to the needs of seniors in local communities, um, to help bring other people involved in senior care, either becoming business owners in senior care, um, becoming actual care deliverers, you know, uh, home health aides, nurses, doctors, anyone involved. I really want to see more people get involved. But focusing attention on the senior population and then on technology, I wanted to really try to inspire people that technology can really be a powerful mover in the senior care space. If we have enough people thinking about the problems and coming up with innovative solutions. So the bike ride let us raise some money and some funds. We started a nonprofit to close the gap in senior care, and right now our main initiative still is installing grab bars for seniors. So we’re doing free installations for seniors that are that have needs in the communities we serve today. And we’re putting two grab bars in their bathroom area because that’s the number one place seniors fall and have an injury. And it’s the leading cause of injury related death among seniors is a fall in bathroom is like 80% of all falls happen in the bathroom. So we’re just trying to really focus on that one.

Jeff Salter: We’ve had to cobble together partners across the country for doing the installation work. So we’re right now we’re working on the creating the premier place that people can go that need a grab bar installed, which it seems like pretty basic, right? You think a grab bar in a bathroom? How hard can that be? It seems like a pretty good, easy handyman job. Well, Turns out to get it done right. It’s really, really hard. Uh, for one, finding someone that will actually show up to your house to do it, finding someone to do it with at an affordable price, and finding someone that will do it in the right way is is actually more difficult than than I would have thought it was myself. Uh, and so we’re working to build a list and to put together a network that covers the entire nation so that any senior that needs to get a grab bar installed and they want to pay for it, they can find, um, on our website, they’ll be able to go to our website hopefully by the end of this year and find a provider that that says, I’ll, I’ll prioritize the grab bar installation if you end up using their service. So that’s part of what we’re trying to do that through the through the close the gap in senior care nonprofit and really elevate that that responsibility to those to those, uh, you know, people that are that are doing home modifications and work for seniors.

Rob Gandley: Yeah. And there’s, there’s quite a few franchise brands that probably fit that description. Right. Yeah.

Jeff Salter: We’re working with a number of them right now. Yep. Yeah. That’s the problem is, is it’s a patchwork right now. There’s no one covers everywhere. So we’re having to and this is a it’s been unique because I’m a franchise or I’m speaking to other franchisors in a in a semi related business. But their home modification franchise and they don’t always they’re competitive with some of the other people. I’m trying to get them to come together for a common cause and say, look guys, I, I don’t I know you’re competitive, but let’s try to solve this problem as a group because it only helps us all. Every franchisee wants to serve their community, no matter what the business is that they do. Close gap and senior care is a good way for them to serve their local community, no matter what brand they are.

Rob Gandley: Yeah, exactly. Exactly. That’s that’s beautiful. Well, I, I hope that that continues to evolve and and be, uh, very, very easy for folks in the future to take advantage of. And that’s a it’s a great it’s a great it’s a great gift to to offer the community. And I think everybody involved should look at it that way. And I think if you give more, you’ll get more. Don’t worry. It’ll work out.

Jeff Salter: So it should it should be that way for all of us.

Rob Gandley: It should be that way. Right? Anyway. Okay. So so I love your technology brain. So I wanted to kind of just say, you know, before we wrap things up, I wanted to ask you, looking ahead a little bit. So I know you’re probably got a lot going on here and it’s working well. And I know that takes your focus, but I know the other part of you is like, okay, what’s coming, what’s coming, what’s coming and what can I do? What can I do? Is there some things you would want to share with where you see some things evolving for senior care technologically, that you really hope that you can do more with here in the coming year or two?

Jeff Salter: You know, right now, I think a lot of my focus is more on how do we make the delivery of senior care from the people that own and operate senior related businesses. How do we make their job easier? How do we make them more effective? For me, it’s like, um, I’m just coming off of a long weekend of actually doing a ton of new, innovative programing. I’ll tell you about a product, but it’s related to where I’m going. And, and that’s we’re going to see this rise of agents continue to, to accelerate. I think, um, where that ends up, I’m not entirely sure because it does start to seem a little fragmented because there’s an agents or there there’s new technology that’s allowing allowing what’s called a single agent to use multiple agents, and the ability to get those agents to be smart and do what you want them to do is becoming simpler, actually. Um, so you’re going to see this kind of rise happening. Like this weekend. I spent my time building out one of our our business processes to get new business is we go out to we go out to marketing, we do referral based marketing. Maybe I’m going to go to a home health company and let them know about my service, and want them to send any clients that need senior care in my direction. Well, that business process is fraught with all kinds of management problems. How do I manage a salesperson? And if you can make it easier for the salesperson, then that’s a win.

Jeff Salter: But if you need to make it easier on the manager, then that’s a win. So we’re working right now. I spent the weekend working on agents that help that salesperson get really good. When they’re about to go in to visit somebody about what they should talk about. Things like summarizing all my past visits, being able to pull in my marketing playbook, be able to pull in any information that that the that I was trained on. You know, we’ve all seen the perfect sales rep, right? The guy that knows everything, you say something, he can quickly rattle off the exactly how the product solves that problem or does this well. You know, those people are rare and far between. And so what we’re trying to do is how can I augment anyone to have as much knowledge when they’re about to go in to that, that sales call as possible? And we’ve got some really cool stuff I just developed over the weekend. It’s not yet a product for us internally yet, but it’s real close and but it’s just an example of an agent that’s helping that one job with kind of a it’s it’s with multiple tasks of that job. You know, if I got to send an email, I want to make sure that email is not just a just from my memory, but it can also incorporate other aspects of that relationship building that I’ve done.

Jeff Salter: And if I’ve got 500 relationships in San Antonio that I’m working on, how do I remember everything? I can’t remember what I did last week personally, so I need something to augment that. And this kind of technology helps write an email to a referral source that pulling the data from our database, because that’s where everything’s kind of keyed on. How do I use my data effectively, not analyze the data? I’m not I think that’s important, but I’m not focused on analyzing data because that’s what I think a lot of people talk about. But I’m like, how do I use that data in something that makes me look better, sound better, be better? You know, and so that’s the kind of things I’m working on. So this is stuff that I was doing over the weekend was exciting because I got to play with these agents and really give them some superpowers. And, and early stage is like, wow, this is where things are going. And I think you’re going to see a lot more of that for, for businesses. But it’s right now a highly specific to an individual business. It’s tough to do at scale across multiple businesses, even though there’s some great products out there in the franchising world, there’s some fantastic businesses doing similar stuff, but it’s still kind of pricey right now for people to do.

Rob Gandley: Yeah, that’s what I’m finding. I think it’s yeah, it’s a little bit everywhere right now. It’s definitely the wild west of the of the phase we’re in. Um, and I don’t know when we’ll settle, but it’s going to be an interesting journey the next couple, two, three years. But you’re right about the the idea of agents and teams and, well, this is the transformation that that is being talked about at a at 100,000 foot view of. Yeah. Well, if everything gets replaced someday, whatever that might be. Like what we used to do, uh, it is in the form of these agents that slowly take over. But again, we always say is it’s here to augment what we do, to give us the ability to do it better, to give us more time back, to reinvest it in different ways. That’s good for our friends, family, customers, everything that’s I. But it’s all sort of the tip of the spear of these agents that are going to slowly make this transition for us, uh, so we can hopefully spend more time with each other in relationship.

Jeff Salter: Absolutely. Yeah. I was I was just, um, playing with something, uh, this last week also that was like, you know, I want to do some research. And not only did it do all the research for me, but it spun up its own website that that delivered to me in a way, like, like, wait a minute. It just gave me a full website with all the research. It just did and all the research was correct, and now I can easily navigate through it all as if I had gone to a website that was custom built just for my research. That was just amazing stuff. I mean, like, wow, that’s nuts.

Rob Gandley: I know, and it’s, uh, you and I are in the same path here. We’re amazing. Amazing ourselves wondering, okay, when is this going to be in the mainstream? But it’s like, you see it, you’re like, oh my goodness. Once everybody else starts to see the same thing, then it starts to transform. But you’re right. I think of that all the time. I have those moments where I’m like, oh my goodness, I could do. But there’s not enough time in the day to kind of contain all these ideas right now because of because it’s so new. But it is amazing what what I is accomplishing and moving very quickly. As they said early on, this is the the dumbest it will ever be. I remember in 2022 talking about that or 2023 or yeah, early on like after ChatGPT got released. But it is it is true to form. It has gotten far better in the short time and again that speed will pick up. So looking forward to what that will mean. But love the way you’re thinking about it, because it has to be about our business, our vision, our customer. What is it? How can we help them right now? And then it will evolve.

Rob Gandley: But so so before we we close the conversation. It’s been great having you here. Amazing insights. I think anyone should listen to this more than once if you’re wondering about AI and how to implement it. Um, but but any any final tips or advice for anyone that might be navigating? I guess from a couple perspectives. One is if they’re searching for a business opportunity or franchise opportunity at this point, how does AI play into that? Like, that’s probably an important consideration to think about. Well, how is this brand handling that? What’s their vision? And then and then so how what would be a tip for someone looking for a business to kind of look for. And then if you are a leader in a franchise brand, anything you want to leave for them and how you’ve been navigating through this, which really this past conversation has been a clinic on that. But maybe this leaves someone with, uh, if they just didn’t get started yet, they. Where do they start? Uh, but anyway, what would you like to leave with the audience?

Jeff Salter: Yeah, I think the, the end of the day, when you’re evaluating different businesses that you’re considering is not just don’t just listen to the hype of what they say technology is doing or going to do, but really investigate how are they actually implementing that technology? What’s the end result of those implementations? Are they just doing beta testing or is it baked into the way that they operate right now? That’ll give you some insight into how innovative they really are. And I think it’s very important right now. Any brand you’re looking at that they are being innovative. And if they’re not, how are they going to keep up with the this this rapid pace of things that are happening. And it’s not going to be always forward facing. It’s going to be back of house stuff oftentimes. And that’s what you got to dig into deeper, because that’s not always on the surface. So you got to really understand what is happening. And as I, as I talk about like how from a leadership standpoint, you know, and an ownership standpoint is how are you building that culture in your own teams to make sure that they are prepared to not just be adopting the newest technologies, but we need we need as business owners, we need our own people to be those those foragers.

Jeff Salter: And they’re out there looking for the new technologies and thinking, how can I make this better? But we have to support them and ensure them that as they I’m finding that people are eliminating the job I hired them to do today. They’re eliminating the work that they were hired for, and I’ve got to make sure they all feel safe in that process. I’m you’re not going to work yourself out of a job here. You’re going to be potentially repurposed, if you will, or you’re going to we’re going to find some other work you can do that’s more valuable to the organization. But by all means, I don’t want anyone doing a mundane job that is able to be done by some augmentation through some some artificial intelligence, or just streamlining the process. You know, so many different things that can be done. So, you know, encourage your team to be very innovative, look for new, new things that can change the way they work. But then be sure you’re supportive of them to to let them know that anything that they eliminate in their job, you’re not going to start talking about their job getting eliminated.

Rob Gandley: Yeah, that is a very, very interesting and a perfect perspective of every leader needs to hear like you’re you’re you’re right where leaders need to be. Because this is a big question that will come about in the coming years, because opportunities will be right in front of us where we can make these adjustments. It should never be that we’re just replacing people because this should be serving humanity. It’s it’s about making humanity better. It’s about all of a sudden we have cars to use instead of horse and buggy. How will that change our business? But we have a thousand of those instead of just one thing. We gotta, you know. But it needs to make everybody better. Not. Not make them afraid of. Hey, I’m going to work hard and then get rid of me, you know, or whatever that.

Jeff Salter: Exactly.

Rob Gandley: But that. But they’re also holding back. I guess that’s the real message is don’t hold back because of this fear that I should just sit and wait. Right. It’s almost like you sit and wait because you don’t you don’t want to give people that impression, but at the same time, you’ve got to take a proactive stance and say it’s not about replacement, it’s about augmentation and evolving the brand. We’re still the same brand. We just want to continue to raise the level of service.

Jeff Salter: Yeah, anything I do to put people more time with clients, more time with caregivers at the business operational level, more times the clients, more times with caregivers. If I can do more of that, then that’s. That’s only because, look, we all like spending time with people. Um, yeah, a majority of us do. I mean, there’s some people that like the hermits out there in the world, but for most of us, we like to spend around time with people. Let’s let the technology help give us more of that time. And that’s what we stay focused on.

Rob Gandley: Exactly. And I think that’s a simple way to look at it. I think you got to ask yourself, I mean, we could all work a little less and spend more time on family and other pursuits. But, you know, if 100% of our less time was focused on each other, that’d be okay. In other words, we’re just we’ll have 100% more time to hang out with each other and let I do all the things we struggle with the last 50 years as this world evolved and we had to serve each other through, you know what I mean? We created this world to serve each other.

Jeff Salter: Yeah, yeah.

Rob Gandley: But it’s beautiful. All right, well, listen, I again, I love your insights. You really made me think today. Um, I love I love your balancing of passion for technology with empathy and serving seniors the right way. And this could be done with any brand. It’s the right thought process, though. You could have applied it to any brand and said, we’re going to keep the integrity. But I think it’s particularly challenging in relationship driven brands like this one. So I think it’s probably a little scary for some of the leaders in the senior care space to say, well, how would we use all this? But all of it just came back to you’re serving your franchisees and they’re serving their clients better and employees better. So beautiful. Absolutely. I appreciate your insights today. It’s great having you on the show, and I absolutely hope to have you back soon.

Jeff Salter: Yeah, thanks for having me. I really enjoyed it, and I look forward to our next conversation to see where things are going to be when that when that time comes.

Rob Gandley: Absolutely. I’m glad you said that. Well, definitely. We might have to check in pretty regularly, maybe once a quarter or something. I don’t know if two years or three years. It’s definitely too long. We’ll definitely do a little more, but good stuff.

Jeff Salter: Thanks.

Rob Gandley: Yeah, yeah, I love.

Jeff Salter: It, I love.

Rob Gandley: It, I love what you’re doing. And, uh, and so I just want to thank the guests, uh, or the, um, thank the audience for tuning in. And if you get value, please, uh, go ahead and share, uh, the story and the episode. And before before we shut things down, please share the website and any other ways they can get in touch with your brand and any questions they might have. Yeah.

Jeff Salter: It’s caring. Senior Service Comm is our website and that’s the easiest way to find out about about our company. Um, I can be found on LinkedIn. Geoffrey salter. Um, I think there’s a number that goes behind that. Uh, forgive me for not remembering my exact handle there. Uh, but, Jeff, at caring.com, if anyone wants to email me, I’m happy to hear from them. That’s beautiful.

Rob Gandley: Thank you so much. Thanks again and bye for now.

 

Tagged With: Caring Senior Service

Rick Grossmann with Franchise Bible Coach

April 10, 2025 by angishields

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Denver Business Radio
Rick Grossmann with Franchise Bible Coach
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coaching-franchise-rick-grossmannRick Grossmann has been involved in the franchise industry since 1994. He franchised his first company and grew it to 49 locations in 19 states during the mid to late 1990s.

He served as the Chief Executive Officer and primary trainer focusing on franchise owner relations and creating tools and technologies to increase franchisee success.

Rick developed and launched his second franchise organization in 2003. He led this company as the CEO and CMO growing to over 150 locations in less than three years. He developed the high-tech/high-touch franchise recruiting and sales system.

Connect with Rick on LinkedIn.

Transcript-iconThis transcript is machine transcribed by Sonix.

 

TRANSCRIPT

Intro: Coming to you live from the Business RadioX studio. It’s Franchise Marketing Radio. Ready to revolutionize your franchise with AI? Franchise now empowers franchises with advanced AI solutions, automatic processes, and enhanced marketing strategies. From personalized customer interactions to predictive analytics, we help you harness AI to drive growth and efficiency. Transform your franchise with the power of AI. Visit Franchise Now to learn more and take your business into the future. Now here’s your host.

Rob Gandley: Welcome back, everybody to Franchise Marketing Radio. This is Rob Gandley. I’m your host and we’re going to talk today. I have a very special guest with me a little bit about mastering franchise growth in 2025 and what are some of the timeless principles? And we’re going to learn that from the Franchise Bible Coach himself, author of the Franchise Bible, CEO and founder of multiple franchises. I don’t want to steer all this thunder, but I want to introduce Rick Grossmann to the show. Welcome. Welcome to the show, Rick.

Rick Grossmann: Hi. Doing well Rob, hope you’re doing well. I’m excited to be on the show today.

Rob Gandley: Very cool. Very cool. So I’d like to dive in for the guests and really give them a framing of who you are. And, and then we’re going to dive in and see if we can break down some, some important considerations for growing franchises nowadays. We got a lot to unpack. But tell us a little bit about your background, how you came to be, how Franchise Bible, the book and also Franchise Bible Coach the business came to be.

Rick Grossmann: Okay, great. Thanks, Rob. Yeah. I started out really, uh, kind of young and and didn’t know much. And that’s kind of the way I do things, is dive in with both feet and I figure it out, or jump out of the airplane and make the parachute on the way down, right. So I was in my 20s, early 20s, and I had a business. A small business in California was in the entertainment field, um, doing, you know, event planning and entertainment and music and things like that for multiple types of events. And, um, started out as in the DJ business, believe it or not, in high school and kind of built that into a really great business. And I realized that people in other areas wanted to learn how to do that. So we had a speaker at school and he was in the franchise industry. And as soon as I heard him talking about it, it just the light bulb went off and it hasn’t gone out since. So we franchised that business while I was in college and grew that to about 50 locations across the country over several years, and learned how to do franchising from the inside out, and it was really exciting back then. We were up against the I call them the big boys.

Rick Grossmann: We were up against big franchises that had big names. I’ll never forget when we did our first franchise expo down in Los Angeles. We were set up next to, you know, subway and all of these different big brands. And we were this little old company and just starting out and kind of felt like David and Goliath a little bit. But we were blessed to meet Irv Coif, who is the original author of Franchise Bible and kind of see it over my shoulder there. And he was our franchise attorney and was really impressed with our ambition and was able to help us get started in the franchise business. And we grew that, grew that to about, like I said, almost 50 locations over the years. And we we had a great success, but we also experienced the challenges. And so we grew that. And then I left that to my partner and started another franchise in the travel business and grew that one, and then up to about 150 locations in a short period of time under three years. Back then, that was a lot. That was back before we had a whole lot of help. We did have the internet and email and things like that and websites, but it was still pretty new.

Rick Grossmann: And so I just really loved the startup. You know, some people say I’m either a pioneer and ahead of my time, or I’m a glutton for punishment because we now started many years ago. I started Franchise Bible Coach, and I was invited, of course, from the original author, who was my mentor, to take over the book when he got became ill with cancer. And then I’ve had that that series ever since, and now we’re up to our ninth edition. So it’s been a real journey. Uh, franchise Bible coach. Now we help franchise companies do the same. We help create and build them, and then we help our franchise, uh, franchise or clients build through those early stages. And then I say we’re kind of like the franchise or franchisor. We my team supports them like they support their franchisees. We implement the upside down pyramid from the book and all of the great things that makes it work well and have had some marvelous experiences with clients. And we’re, uh, we’re really excited to to grow more and help other people, you know, realize the dream of, uh, business ownership. So that’s what we’re all about.

Rob Gandley: Yeah. Well, I love having these conversations, and I think I say most of them that I love franchising at least once because it’s a great idea. And so many people been been their lives have been blessed and transformed by the idea of starting a local business and being a part of their community and all the different kinds of industries that represent. So you and I both got hooked with that idea, and then, uh, and then figuring out how we can help different brands, uh, realize that better for the folks that get involved. But with that being said, you know, 2025 is an interesting year. And I kind of before we dive into sort of what’s evolving, what’s what’s going on and how best to to sort of tackle that and take advantage of all that. Well, I wanted to start with sort of the fundamentals. Like if you could break it down into a short answer, I know you could probably spend an hour, but what are the what kind of has to be there in place? What are the fundamentals of a of a of a good brand. What do you look for? What do you try to build into an emerging brand?

Rick Grossmann: Yeah. Well, I’ll give you a one word answer to that big question. And it’s leadership. Or sometimes I say leadership, leadership, leadership. You know, the only thing, uh, that we’ve seen that’s been kind of a common thread with the brands that do really well is their leadership. And, and we look for clients that have the, you know, the attributes of a of a true leader or group of leaders. And they you know, we work with clients that have that commitment to their not only their customers but their staff, and that can be kind of guided into that same, uh, that same servant leader model that can be a great leader for franchise owners and the owner community as well. Uh, I always say that you can have a great business model and have mediocre leadership, and it won’t grow and it won’t do well. Or you can have a mediocre model and have, uh, have great leadership and it’ll do phenomenal. And you know what we look for and we only work with a handful of clients at a time. What we look for is a brand that has a great business model and great leadership potential. Uh, we spend we go in stages and phases and we don’t rush it. We don’t just rush in and get an FD done franchise disclosure document and just start selling franchises. Our system is molding and coaching and teaching the franchisors and their staff how to take that great leadership attribute and guide it into becoming a really great franchise leader. So we look for both. Great model, great leadership potential. And then we we can help them get there. We spend many months in that early stage just teaching and coaching and developing. And as we’re building out the different pieces so that by the time we launch, we have a franchisor and their team that are ready, willing and able to have a strong foundation to start adding franchises and then growing the proper way.

Rob Gandley: Exactly. So what a what a perfect answer. Anyone who’s listening, right, write some notes down because, uh, it is everything. Like you said, you can have a mediocre business model, uh, with good leadership and still and still do. Okay. So, yeah. Very important, very good. One word, three word. Answer whatever one you want.

Rick Grossmann: I teased you and started with the one word, and then it got got to be exactly.

Rob Gandley: So. So with that thought in mind, what do you think are the what would be those early pitfalls or common mistakes you see with a lot of those early emerging brands?

Rick Grossmann: Yeah. Well, I always say that you don’t know what you don’t know. Uh, as a franchisor, you might have a thriving business. You might even be a great leader. Um, but the franchise business is a very, uh, different business. And if you don’t have a coach or a consultant or somebody that’s with you that has, I would say, like climbing Mount Everest, you would never just go and climb Mount Everest by yourself. That would be suicide, right? But it’s surprising how many franchisors venture into the franchise waters by themselves. Um, if you’re trying to save money or trying to cut corners, don’t do it because you’re going to get into, uh, a highly competitive business. And if you don’t build the right foundation and get those those, uh, those early adopters on board properly and get them, uh, successful as soon as you can, you’re going to end up stuck. And there’s I call it the dirty little secret. Secret? I disappeared there for a minute. Um, the doldrums I talk about in Franchise Bible are getting stuck in that between 11 and 24 units. And that’s when usually, uh, if you don’t have strong validation from your franchisees, meaning they’re telling others and validating with potential franchisees that this is a great model, I’m doing well, then you’re you’re not going to sell more. And that’s 11, 12, 13 units isn’t really enough to, Uh, you know, keep the momentum going. And it certainly isn’t enough to live on and support your staff and become profitable.

Rick Grossmann: So I always say, be sure that you, uh, are getting help. If it’s not a company like mine, just make sure you get somebody with a strong track record that can help you along the way. Uh, because you’re getting into a brand new business. And even though it’s similar, you’re going to use your, your, your, uh, core business that you’re going to use as the franchise model. Uh, it’s totally different than than franchising and making sure all the elements are there for success. So that’s number one. And then I would also say, just make sure you have, uh, you and your team are committed to growing a business. I always say you can’t try franchising. You can’t dabble. Uh, it’s an expensive process. By the time you get through all the steps, uh, you can make your money back and more, which is great. Um, and you can actually, if you know what you’re doing, you can build budgets and, and get in, you know, kind of enter the franchise world and compete favorably. Um, which is one of the things we specialize in is helping people do that. But, uh, you need to make sure you have that, that core, um, belief system, uh, as a servant leader, too. You need to have that. And so those are my quick tips. Like, I, like you said, I could talk about that one element all day long. So.

Rob Gandley: Yeah. What are the common pitfalls? Exactly. There’s a lot of them, but there’s really one common one. And it just to kind of summarize it, you know, I know um, there was a little a little interruption there. You were talking about the dirty little secret and, um, just want to kind of have you fill that gap again. You were saying something. There was an interruption. I want to make sure the audience sees that or hears that. But you were you were getting into, you know, getting those first validators in place and doing it the right way. And and then you were talking about the dirty little secret. What was that? Just summarize that real quick again. And, uh, so the audience catches that.

Rick Grossmann: Sure. So you were talking about pitfalls. And, you know, one of those is. Selling to the wrong people and getting stuck in the doldrums, like I said. So you’re excited. Um, you have people that are interested and they have money in their hand, and you’ve just invested money to become a franchisor, and you want to start making money back, right? Yeah. Um, so people, one of the most common pitfalls I see when I’m trying to help a franchisor that’s already franchised is they’re struggling probably with the franchisees they awarded, uh, early in the process. And so you’ve got to make sure that those people are a good fit, a good match. They’re committed, they’re financially stable, all of those things. Uh, we help our clients with all of that. But the dirty little secret is that I think everybody that enters the franchise business thinks that people are going to line up, and they’re just going to be taking, uh, a whole, a whole, uh. List of people. And and there’s a reason for that. There’s a lot of reasons. But one is, as they’re starting to franchise people around them, their employees, their friends, their neighbors, family, everybody tells them that, oh, my gosh, that’s such a great thing. I’m going to I want one when I when you get franchise, I want one right. And then when they get their franchise disclosure document done and they go back to talk to those people, they all change their mind or their something’s up, or they don’t want to be the first ones or they don’t have money. And so here they stand with this, this great FTE that the attorney made, but they don’t have any buyers.

Rick Grossmann: And so then they get potentially desperate and they start looking for buyers and they start selling to the wrong people and then they get stuck and so. Right, um, that, that, that, that process is what gets them into the, into the doldrums where they, where they sit and then they start spending their money on ineffective marketing campaigns. Uh, or or methods that don’t work. Uh, and then they run out of money, unfortunately. So, um, you have to build it right from the very beginning, much like a system that’s franchised. Right? You’re going to create a system to be, uh, to onboard franchisees, to run that business, a mobile business, like a pet grooming or, uh, brick and mortar business, like a restaurant or something. And you’re going to teach them how to be a franchisee. And if you don’t know how to be a franchisee, you’re going to make you’re going to make probable mistakes. And so, um, the most important way to avoid pitfalls is to make sure you have somebody like a Sherpa. You know, we’re like a Sherpa that helps you up and down the mountain. If it’s not us, please get somebody else that knows what they’re doing. Yeah. Um, but, uh, that’s really the, the framework, making sure that they get off to a good start and they’re, they’re making good, you know, good choices along the way. Once you build that awesome franchise, or once you create that awesome foundation, you can grow. One of our clients we’ve worked with recently is game Day Men’s Health.

Rick Grossmann: And you can look them up online. They are growing and like gangbusters. Probably one of the most fast or I would say one of the fastest growing franchises in the history of franchising. And he follows the founder and CEO of that company. Evan just followed the system, and he’s a great leader. He had all the attributes, had a great model. And they they’re growing like crazy. So you have to commit to that process. And then you can you can enter the this is what I learned and this is what I teach our clients. You don’t have to have $1 million or $5 million in the bank. If you’ve got a good model and you have a commitment and good leadership and you know how to get there, you have the game plan. You can get there. You can enter the franchise world as a small company and grow to be a massive company and make, uh, you know, make a great living and hand it down to your legacy, down to your children, or sell it in the future. Whatever your goals are. But you don’t have to go out and raise venture capital and and try to try to enter the marketplace to become a franchisor. And that’s what’s exciting about it is a small business can turn into a great business, uh, through franchising, if you have the right game plan and you know where the on ramp is and you know how to grow the right way. But once you get on that freeway, it’s going fast and you have to do the right things. So that’s the exciting part.

Rob Gandley: Cool. Well, you know, that was extremely well said. And thank you for kind of recapping it and even going further. Uh, but just some key points to get you started really doing it right. So you can stay and grow and get, you know, to the, to the thresholds is like 100 units, right? Then it’s another, another game. But, um. All right. So in terms of your you’ve been in franchising quite a while and you’ve seen a lot. What do you think some of the biggest shifts are that we’re now seeing in 2025? What do you think some of the key shifts are now that you see, uh, that are affecting the success of, of the growth of a franchise or, uh.

Rick Grossmann: Yeah, the difference is that in the last, you know, three or 4 or 5 years have been technology. Um, we’ve, you know, the a potential franchisee is, you know, a husband and wife sitting at their kitchen table and they have an entrepreneurial bug, and they want to have their own business and have a little bit more control over their destiny. They’re the relatively the same, you know, motivators and inspiration that the buyer had 20 years ago. Right? And that people haven’t changed much. But and the reasons people want to buy a franchise haven’t changed much. The difference is the how we approach those folks. Um, you know, back when we didn’t have all of the, you know, call blockers and spam filters and things like that. So we were able to, uh, you know, get to people and present things to them in a different way. Uh, franchise expos were big back then, and there was a lot of them across the country. Um, and so that was a way that we could meet people face to face. We didn’t have zoom and things like that. So it was very personal. And as technology has, has entered the marketplace, uh, starting with websites and emails and things like that, online presentations and those things have changed the business. But the buyers are relatively the same. More tech savvy, obviously, but the if you can figure out how to keep your process personal.

Rick Grossmann: Um, and new technology implementation like, um, I of course is the buzzword these days. And, um, you know, things are speeding up with the advent and application of supercomputers and, and things like that. So we’re really seeing technology get, get to be kind of important to everybody. And that has changed the process. But we still want to make sure that we’re keeping the personal element there. This is a huge decision for a franchise buyer. Uh, imagine and put yourself in their shoes. You have a, like I said, a a young couple that’s sitting at their kitchen table where all the, all the, all the big decisions are made at the kitchen table, and they’re talking about starting a business, and they want the fast track. They don’t want to just start from scratch. They need, you know, they want entrepreneur, um, motivation. But they still have they still need some help. And that’s what franchise buyers look for. They look for the fast. The fast lane to get on and and build that business up quicker and more efficiently. And so imagine that they’re going to go out and get funding to buy a franchise. They’re going to put their life savings on the line. Maybe they’re getting a loan against their home. It’s a big decision and we can’t really shortcut it too much.

Rick Grossmann: Right. So we want to make sure that we’re using technology to make the humans more efficient. But we’re not eliminating the personal touch from the process because we need to make sure we’re building a relationship. And that’s one of the ways we work with our clients. We have a seven step process that we work with candidates with. And, um, and we know the brand inside and out because we built it with the franchise or we know the staff, we know the team, we know the motivators, we know all the different things that make that franchise special. And by doing that, we’re able to take a very personal approach with the candidates. And by learning about them, I call it it’s a mutual discovery process. So we’re learning about them and they’re learning about us, and we’re making sure that everybody’s agreeing with the onboarding of that franchisee on on our side. But we’re also making sure that the franchisee is made a very clear decision. And that way we’re that we have a much higher success rate overall. So it’s a big deal. Use technology, but don’t try to shortcut it. You know, don’t expect technology to do everything. And people are just going to show up, you know, with a signed franchise agreement and a check.

Rob Gandley: Right. Yeah. And just to dive a little deeper because this is where, you know, my background too, is, is really this idea again I and and where can it fit right now and exactly how should you look at it? Um, I think, you know, obviously, being an innovative franchisor is important to have a process for innovation. So you understand that you are leveraging the best. But but again, keeping in mind and looking through the framework of we got to keep it personal. It’s a personal business big decision for folks. And when they become part of the brand, it’s almost like a family, a network right, of business owners. So it’s a really big decision and it’s all about relationships. So but at the top of the funnel, I want to get your input on this. You know, one of the big problems that plague most businesses, even outside of franchising, but certainly inside of the idea of marketing a franchise opportunity, is the idea of managing the inbound, you know, response from your advertising. So there’s inbound lead flow, the inbound phone calls. And that is always been a problem for business owners, right.

Rob Gandley: Whether whoever they’re working with to do that. Then on the other side, how do you manage that lead flow. And this is where ICA being dropped in. Where it’s a nice balance, right? It can still add value. It can still communicate, um, and all of that. But then how do you see that? Like, you know, we both know that that can solve the response problem. But how do you continue to make sure there’s a personalization. Right. And do you agree like that’s uh, you know, again, a big problem is if I get 100 leads a month and I only respond to 70 within a day, and maybe I only connect with 30, that’s just not enough to get a result from the investment in the first place. So you need to almost talk to everybody if you could. Right? Get a yes or no from everybody. That’s one thing AI is good at because it can just work 24 over seven and beyond. But how do we balance that capability with that personalization. Like what are your thoughts on that.

Rick Grossmann: Yeah. Well and you know for the audience, you know, I’ve known you Rob for a long time and I can kind of, uh, validate for you a little bit. You know, you’ve been an innovator and a pioneer in the franchise space. Um, I asked you to write a section of the franchise Bible last time around for AI and Marketing and Technology. So you’ve been a pioneer in that. So anybody that’s really interested in that should definitely contact you and kind of help figure that out.

Rob Gandley: So I didn’t pay him for that folks. It’s a free. Yeah. Thanks, man.

Rick Grossmann: Yeah. Find somebody that knows what they’re doing. Um, yeah. So I, they did a study a number of years ago and I won’t quote, you know, exact numbers or even the the people that did the study because I don’t remember the details exactly. But the shocker was, is they they shopped a bunch of franchisors of all sizes, and they found that there was a very low follow up rate with leads. I mean, my goodness, the franchisor spends a lot of time and resources and money to become to get to that level where people are interested, and then they weren’t following up with people that were interested, which kind of makes you wonder what’s going on there. Um, so yes, you should be able to, uh, contact and touch every single lead. Uh, and it’s hard when you have hundreds or a hundred or or so leads. We with my, uh, travel franchise. We. That was in the early days of things like internet leads and portals and things like that. And we were getting three, 400 leads a month, and it was kind of mind boggling because me and my assistant, um, sales, uh, director were kind of going, you know, crazy trying to keep up with it. You know, some days we’d get 30 leads in a day, and it was just crazy. We didn’t know the difference between good ones and bad ones. Um, and so we had to create some, some technologies and some things to kind of manage the funnel.

Rick Grossmann: But we did touch every single lead. Uh, and it was it resulted in, you know, consistent growth over years. Uh, and that was really important. So, uh, the idea now is using AI, and I’m not speaking as an AI expert, but we do, uh, working with you and, and working through some different some things, but and it makes you more efficient. So every single lead should get some kind of contact and I can help with that. And then it helps you, you know, develop a funnel that can bring the serious interested people, uh, through a process of your present, your online presentation and follow up meetings and things like that. So it can be, uh, still a personal touch. Um, but definitely it can help you build those, you know, those steps and things. But if you’re getting so many leads that you can’t communicate with them, get less leads. Uh, this is important. You have to be able to make sure that you’re interviewing them as much as they’re interviewing you. We’re not just selling a commodity. You know, they’re not going to sign up and buy something and go away. They’re going to be I hate to use the word partner, because that kind of brings up different things in your mind, but it’s not a partnership. They’re a franchisee is 100% owner of their own business, but you are connected through that franchise agreement for a period of time. Um, preferably a long period of time if they’re doing well and you need to be able to work with these people and inspire them and make sure they’re on the growth track and meeting their goals and KPIs because they’re putting their life on the line for you as a franchisee, and you need to make sure that they’re happy.

Rick Grossmann: I always say happy franchisees make more money and that they’re being successful. They’re they’re, uh, living the life they want. It’s not about you. Uh, if you really investigate. And in my book, we talk about the upside down pyramid as a servant leader model, you’re at the bottom. You’re not at the top, You know, as a franchisor, you’re not the boss. What I’ve learned in business is the people that pay you are your customers, and you work for them. And so you’re the franchisees are paying you as a franchisor, which means you work for them and your team works for them. And every morning you should wake up and try to figure out how you’re going to help them and help help them make more money. Take obstacles out of their way and grow. Um, if you’re in it just to make money off a bunch of people, don’t do it. But be very creative. Be very creative and very focused on your your lead flow, and make sure you’re giving them the personal touch they need, but also that you’re learning about who they are and what they’re doing.

Rob Gandley: You know, I have a long list of questions and you’ve answered, like almost all of them, I love it. I love your answers are very detailed.

Rick Grossmann: I’m glad my kids don’t like it because they they get tired of my answers.

Rob Gandley: Yeah, yeah, they’re they’re very detailed. And you’re always right, dad. Um, but anyway, so, so coaching and mentorship though I wanted to kind of just jump into that idea because it’s a big part of, as you say, being a Sherpa, uh, franchise Bible coach. And, um, what in this tech forward world that we now have and of course, AI is part of that. But long before I was talked about, we had social media and we have, you know, search engines and we have this we have that, right. So there’s a lot to kind of understand. Uh, but how does coaching and mentorship play a role in understanding technologies and where they play and how they can help the brand scale and things like that? How do you try to approach that?

Rick Grossmann: Um, sure. So, you know, the important thing is, uh, like I said at the beginning, and this is not an insult because it’s just the fact. I mean, if I was learning how to fly an airplane, I would start knowing very little, right? And so the point of going to flight school is learning how to do it well. Um, because it’s it’s dangerous if you don’t. And same thing with the franchise system. Um, make sure you’re getting some help in that area, because it’s important that you try to limit your mistakes and, and see where the opportunities are and walk through the right doors, just like a franchisee. The reason they’re buying a franchise is so they don’t have to go out and figure out everything. And with with technology and it and it it changes by the day now. Um, you know, I think there was a study years ago that said that every their technology doubled every 18 months or something like that. And now it’s down to probably six months or three months. There’s so much innovation. Um, and we can get lost in it, believe me. And remember what you do. You operate a franchise company. Don’t go spend, you know, $1 million. I, we sometimes we jump in and help existing franchises that are already franchised and try to help them fix things that that they didn’t maybe do the right way in the first place. And we do help. Um, and one one of our clients had spent, uh, almost $1 million. Uh, over the years on trying to create this massive, uh, great technology platform for their franchisees and for what? When we did the evaluation at 65 franchisees, we did the evaluation.

Rick Grossmann: We found out that, uh, their franchisees didn’t even use the technology for the most part. And and they ended up and we had to say to them, are you in the technology business or are you in the franchise business? So don’t get, uh, you know, chase a wild goose chase. Stay on the on your focus. I sell franchises to people to help them build successful businesses. And I going I’m going to support them in that process. And that’s what you do every day. And there’s going to be a lot of, you know, shiny objects that come with technology, get somebody that knows well what to do in that tech space like you Rob. And then make sure that you’re building the proper way and you don’t start chasing things that are expensive and unnecessary. Um, and then you’re you’re on, you’re on good, you know, good footing at that point. So, um, make sure you’re, you’re getting some help because it’s, uh, and what I mean, and by the way, that doesn’t mean that, you know, the five emails you get every day that offer some new shiny thing. That’s not what I’m talking about. Do your research. Um, you know, search on ChatGPT can’t say it. Chatgpt or or the internet. And most important, talk to people that you trust, uh, your franchise attorney. Or if you’re not there yet, um, you know, somebody in the business that knows what they’re doing but just don’t get, you know, don’t go crazy with it. Just focus on on getting help. And of course, you can always call us and we’ll help as well.

Rob Gandley: That’s beautiful. That’s beautiful. So as we you’ve really unpacked a lot of amazing advice. I really anyone who’s thinking about getting into franchising or in the early anywhere really, but certainly in the emerging stages. Uh, listen very carefully. Uh, these are really critical things. But to that end, I was wondering if we could maybe summarize the top three growth principles right, if we could, you know, give give the audience something to work with there. Uh, maybe a summary of what you’ve already said a little bit, I’m sure. But what if you could boil it down, what would be like three things that, uh, you would zero in on for for growth principles to really think about?

Rick Grossmann: Yeah. Um, sure. So if you have a good, great business and you want to. And by the way, I say good to great because you can have a really good business. And what we do in our process is we help bring out the greatness in that model, um, as if it has the potential And we can help identify if somebody comes to us and they don’t know if they should franchise, we’ll help them. And if it’s a no or if it’s like, well, you need to work with one of our coaches for a while to kind of, you know, fine tune it, make it stronger and get ready for franchising. We’re not, you know, like you’re selective with your franchisees. We’re we’re very selective with our franchise or clients. Um, that’s why we only work with a small group at a time. But, uh, you can contact us, and we’re not going to pressure you into anything. We don’t want to push somebody into franchising because it’s a you have to have the right stuff. Um, but as far as three things, I would say servant leadership is number one. Do you have a model and a track record for for giving and not taking as much in your business model? Um, and you really care. That’s that’s probably the number one thing. Secondly, I would say, you know, you’ve got to have a model that really does work. It doesn’t. You know, some people think, well, I can’t sell ice cream in the winter in the north, and that’s not true.

Rick Grossmann: We’ve worked with several, you know, frozen dessert franchises over the years. And people do buy ice cream as long as they make kids that are that are, you know, want to be treated to something, they’re going to sell ice cream. Uh, one of our past clients opened their franchise in Colorado in, uh, I think it was February, January or February, and they were out there spinning their sign. And, you know, you know, it was probably 18 degrees and snowing sideways. So, um, you know, don’t worry about stuff like that. We can help you with that. Uh, or a coach or consultant can help you with that. Uh, just think about is your business, uh, a good business that somebody can learn in a relatively short time? You know, you can’t have a franchisee sign up and be in training full time for six months. Uh, they have to be able to fit it into their life. Make the transition and implement it in such a way that they can learn it, and you’re going to support them along the way. But if you need a doctorate degree, you’re going to narrow it down to. People that have doctorates. Nobody’s going to sign up and get their doctorate. Right. Um, so that’s the second thing. And I would say probably the third thing is. Um, being able to budget and and really commit to it because like I said at the beginning, you can’t try franchising.

Rick Grossmann: Um, and that’s something that we can help you with in the early stages. And it doesn’t cost anything to help you figure that out. Yeah. We want to make sure we’re doing our due diligence and helping as well. But, um, make sure that you’re really willing to start a new business. And I say that in the book. You’re you’re starting a whole new business. It’ll have the familiarity of your brand the way it is today, because that’s the product, um, and your service and your support is the product. If you’ve been thinking, you know, I’ve been running this, this business locally here for years and years and years, and I’ve been growing a little bit every year. And I’m making good money today. But where is it going to go in the next five years? Ten years? Are you just going to work all the way to the end and then what? Right. What’s your retirement plan? Small business owners are and myself included, just work, work, work. And you don’t think about the future, right? Retirement plan is is kind of a foreign thing. You don’t have a 401 K that your company provides and all that good stuff. But what’s your think about what’s your exit plan and where do you go at the end. And some people think, well, I’m going to sell my business for $5 million and go buy a bungalow on the beach. This and we’ve been a part of selling existing businesses, and it’s not as easy as you might think.

Rick Grossmann: Finding a qualified buyer that’s willing to pay you. What? What you think it’s worth, uh, and and looking at that, the process of that and paying a commission to somebody that helps you sell it. It’s really not as fruitful as most people think. Um, but you can invest, uh, now to build a model that will, you know, people, people in other markets will pay you a franchise fee and royalties in perpetuity, and then you really have something that grows in the if you decide to sell the franchise company down the road, it’ll be worth a lot more. The the multiple on the sale of a franchise company is much higher, much higher than a small business. And so you can build in a golden parachute retirement plan into your, uh, your life. If you have a great business that people will will be interested in in other markets, both customers and operators. So, uh, you know, think of those things, uh, as a kind of a checklist. Oh, by the way, on our website at franchise.com, we have a franchise readiness assessment. It’s free and it only takes you about five minutes. And we’re looking for some key things. And we’re learning about you as well. And then what we do is we offer a free consultation that shows the findings of that assessment. And then we kind of go over the features, advantages and benefits to our system and how it works. And again, we never have to pressure people if it’s something that people are thinking about.

Rick Grossmann: That’s a really easy way to kind of test it out a little bit. Uh, as well. And we use the principles of Franchise Bible as some of our foundational programs. And so I would say make sure you’re ready. And, uh, the good news is, is it’s very fruitful. I was a franchisor of two of my own brands. And when you’re on stage looking out at your franchisees and, uh, seeing them smile and realize their dreams, uh, I remember a grown man standing up and crying at one of our conventions because he was realizing his dreams through a business model he loved and making his dreams come true. And I can tell you a hundred stories like that. Yeah. Amazing. And that was my favorite thing. Uh, the annual convention is just, you know, it’s kind of like the big celebration for the year, and it’s just, uh, everybody gets together. Uh, you’re enfranchising you’re all on the same team, but you’re rarely on the playing field together, right? Because you’re out running your businesses. And so it’s really fun to get everybody together. So, um, you know, it’s it’s a great I think, of course, I’m a little bit, uh, partial, but it’s the greatest franchise expansion. I’m sorry. It’s the greatest business expansion model in history. Uh, and it’s really, uh, created some incredible opportunities for people to have an on ramp into business ownership without doing it by themselves.

Rob Gandley: Totally agree. And that’s why we do these shows because of that, those types of things. Right. The really is fun to watch people transform their lives. Brands expand doing good work, doing the work they do, but also contributing to the communities around them. It’s just a great a great thing to see. It’s, it’s it’s a really giving mine. I love that you led with servant leadership. And that’s a big part of my belief too, and learned a lot of that from you. And so but it’s definitely it’s so key and such a good thing to look for. So I just want to wrap us up, I know we’re coming to the top of the hour. Um, I wanted to give you one last, uh, close out if there’s anything else you wanted to share. And this maybe again, the website, you mentioned it just briefly there, but maybe the website. Share anything else you wanted to share with the audience?

Rick Grossmann: Yeah. Yes. Thank you. Uh, as I said, franchise Bible coach comm, uh, we have some a lot of good resources there. Uh, I write for entrepreneur magazine, uh, as well, and our book is published by Entrepreneur Press. And get it on Amazon. You can get it at entrepreneur.com. Um, and you know, one thing that I’m extremely proud of as our team. If you go to our our team page, you’ll see, um, some, some of the most incredible people in franchising. And we all believe in servant leadership. And, um, we’ve been really blessed to be able to bring this team together. And most importantly, we’re all here to help you build a successful franchise company. Uh, or if you’re a franchise candidate, we’re there to help you choose the right franchise and then get the financing and get the site selection help and get the help you need to grow. So, uh, that would be something worthwhile looking at. And, uh, we’re here and, you know, one last plug for for Rob, if you’re interested in anything, technology wise or marketing wise, you got to call and do a consultation with Rob.

Rob Gandley: I appreciate it, man. I gotta have you on more often. Yeah. So no, no, we will do more. We’ve done more in the past. I know we have. So but I love I love these conversations. I always learn from them. I learned a tremendous amount working with you over the years and the book is amazing. Franchise Bible or franchise? The franchise Bible? Um, it really is. I mean, if you read it and understood it all, then you would definitely be on a better path. Uh, so, so good start. That would be a good place to start. But thank you again, Rick, for your insights.

Rick Grossmann: Your I’m sorry to interrupt you, but before we close. My co author is Michael Katz and he’s one of the, uh, I think the best franchise attorney in the world. Um, but, uh, he might he might differ because he’s a very humble guy, but he, um, he works with our clients, and, uh, the the legal side is also unpacked in franchise Bible. And so Michael gives, you know, the fundamentals of every single section of the franchise documents and everything else. So we use it as a textbook. Actually, there’s a couple of colleges that are using it as a textbook and started franchise classes. So we’re excited about that. But Michael is wonderful as well. So, um. Definitely keep him in mind.

Rob Gandley: Absolutely. Yeah. And that part of the business is very important. It’s one of the things that protects the industry and makes gives it the integrity it has. And, uh, but it’s also a very important part of the offer. Right. And understanding how to, how to share the opportunity. And it’s there’s a lot of ins and outs to that. So it’s not as straightforward as you might think. And he is he’s a brilliant guy. So I can vouch for that I appreciate it. Thanks again Rick I appreciate your time today. Thanks. Thank, thank the audience for tuning in. And and we’ll, uh, please share the show if you enjoyed it. And we look forward to you on the next episode of Franchise Marketing Radio. Bye for now.

Rick Grossmann: Bye, everybody.

 

Tagged With: Franchise Bible Coach

BRX Pro Tip: Your Customers Are More Important Than Your Business

April 10, 2025 by angishields

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BRX Pro Tip: Your Customers Are More Important Than Your Business

Stone Payton: Welcome back to Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, I never have really subscribed to the “customer is always right,” but boy, the customers really are, they’re the thing, they’re the most important part of the equation, aren’t they?

Lee Kantor: Yeah, I think this is an area where people tend to forget that without your customers, you don’t have a business. And people who elevate their business ahead of their customers don’t usually kind of succeed over any length of time. But it’s easy to think of your business as the most important thing, because that’s what you’re pouring your heart into, your time, your energy into building. So, that’s all you’re thinking about is my business, my business, my business.

Lee Kantor: But the truth of the matter is that your business only exists because of your customers. It’s not the other way around. Every product you create, every service you offer, it’s all about solving the problems of your clients, meeting their needs, adding more value to them and their lives. So, when you prioritize your customers, it forces you to stay agile, and nimble, and adaptable, and to kind of keep staying ahead of them, and being ahead of the curve because you’re always kind of locked into what would make them better, what do they need next, so you can figure out ways to deliver it. So, yeah, your business is important, but your customers are more important. So, just think about more and more ways to serve them, to help them get the outcome they desire. And if you do that well, then they will become customers for life.

BRX Pro Tip: 3 Steps for an Effective Sales Story

April 9, 2025 by angishields

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Stone Payton: Welcome back to Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you. You know, Lee, story is at the heart of our business. We give so many people an opportunity to share their story and promote their work. How do you capture build an effective sales story?

Lee Kantor: Yeah, I think every salesperson, every professional service provider, every business coach should have sales stories at the ready for pretty much any scenario, or objection, or any type of outcome a potential client has. So, how do you create and craft a sales story that not only is easy for you to remember but also is going to resonate and help that client choose you?

Lee Kantor: So, a powerful sales story has certain kind of structure and elements. And the best stories, think about it just from your own childhood, the stories that pull you in, they create some sort of urgency. And in business, it’s going to make working with you feel like the obvious next step. So, here’s how I recommend structuring a sales story.

Lee Kantor: Number one, start with some sort of a bold statement, a question, an unexpected fact that gets your prospect’s attention. Then, from there, the goal is to make them be curious. Make them want to hear how it ends. What’s the next step? What happens next? So, then, it has to be engaging and compelling enough to ask them, you know, tell me more kind of thing.

Lee Kantor: Number two is you want to take your prospect into that struggle, and the challenge, and the pain points that they have to really feel the pain and understand the stakes. If they don’t feel that there was stakes or that the challenge was too hard, then they’re kind of going to lose interest. So, you got to make them feel it. The more relatable, and vivid, and the more powerful the emotional pull is, that’s when people buy something because they feel something, and they don’t want to feel that pain, and they want to get that win. So, it’s important to make the story kind of vivid in that manner because if they see themselves in this kind of struggle, they’ll also want that same kind of transformation you were able to make with the person in the story.

Lee Kantor: And then, finally, you want to kind of bring it home. You want to have an outcome that really change somebody. Like, it made a difference. The work mattered. You were able to help someone get solve a problem or alleviate a pain. So, you want to finish the story with that, “Oh, that makes perfect sense. That’s how it all came together. Wow.” And make them feel that kind of sense of awe. Like, “Wow, that was great that they were able to get that transformation. I want that same transformation.” And you want them to have some natural call to action that makes them go, “Wow, this is exactly what I need. How do I get some of that?” So, remember, people buy results. They don’t buy services. So, you got to be able to take whatever your service is and transform it into an actionable result that they can see come alive in your story.

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