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Search Results for: marketing matters

Spark Stories Episode 14

April 27, 2022 by Jacob Lapera

Spark Stories
Spark Stories
Spark Stories Episode 14
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Carla Moultrie is Author, and Autism Advocate.  She is a parent advocate for children with Autism and connects other parents to resources, education, and support. Ausome Girl shares the amazing world of a little girl named Camille who has Autism Spectrum Disorder and Sensory Processing Disorder.

This children’s story illustrates how Autism affects her and how her family, teachers, and friends support her. Ausome Girl shines a light on the characteristics of Autism while bringing awareness to the strengths that children with Autism have.

Carla’s hope is that the Ausome Girl series will aid children and adults with becoming more empathetic and understanding to their peers that may be different from them.

Carla is a proud alumnus of Florida Agricultural & Mechanical University, the University of Phoenix and is pursuing her Master of Business Administration degree at the prestigious Terry School of Business at the University of Georgia

This transcript is machine transcribed by Sonix

TRANSCRIPT

Intro: [00:00:02] Welcome to Spark Stories, where entrepreneurs and experts share their brand story and how they found their spark, the spark that started it all.

Dr. Clarissa J. Sparks: [00:00:13] Welcome to Spark Stories Live Business Radio brought to you by the Atlanta Business Radio Network. Every week, entrepreneurs and experts share the stories behind the brand who they are, what they do, and why their brands matter. I’m your host, Clarissa Jae Sparks. In our own series, we dove into the everyday operations of inspiring small business owners in our community. You can listen live on Saturdays or the rebroadcast at WW dot Business RadioX dot com. Today we’re going to talk about building a brand around causes you’re passionate about and why it’s important to build community that fosters a safe environment. Please allow me to introduce one of our amazing community leaders who owns it, Carla a Moultrie. She is a sister, wife, mother, professional encourager, author and autism advocate. She is a proud alumnus of Florida Agricultural and Mechanical University, the University of Phenix, and is pursuing her master of business administration at the prestigious Teri School of Business at the University of Georgia. She is a parent advocate for children with autism and connects other parents to resources, education and support. Through the many experiences she and her husband they thank, you have compiled navigating as parents with a special needs child. Her hope is that the Awesome Girl series will aid children and adults with becoming more empathetic and understanding their peers that may be different from them and how they can support them. Additionally, her hope is that those that live with autism and other differences will be embraced and will have more spaces created that would include them. Let’s welcome Carla Moultrie. Welcome, Carla.

Carla Moultrie: [00:01:59] Thank you. Thank you so much.

Dr. Clarissa J. Sparks: [00:02:02] You know, I’m so excited to have you here today to talk about your experience as an entrepreneur, as an author, as we read in your bio. You wear a lot of hats and the hat that you’re wearing today is this author. Yes. And we’re here to talk about autism and raise awareness around your awesome girl. So just tell our listeners who you are.

Carla Moultrie: [00:02:26] Okay. Well, I am Carla Moultrie. I am a native Floridian. I’m an alumnus of Florida A&M University, the University of Phenix. As I mentioned, I am pursuing an MBA at the University of Georgia. But mostly importantly, I am a wife and a mother to an amazing, awesome little girl, Camille.

Dr. Clarissa J. Sparks: [00:02:46] Oh, Camille, tell us a little bit about your journey with starting to author the book about Camille.

Carla Moultrie: [00:02:54] Camille now is eight years old. When Camille was two years old, she started displaying symptoms of autism. My husband and I had literally just moved here from New Jersey here to the metro Atlanta area from New Jersey. And we thought, you know, her her behaviors were just behaviors with being in a new environment. She was having some withdrawal symptoms, just pulling away, not really wanting to be around other kids. So we just we really initially thought it was about just the new environment. And shortly, maybe two or three weeks after being here, my husband started noticing that she wasn’t using her words as before. And he just mentioned she’s not using her words as much. And we found a pediatrician. We spoke to the pediatrician, and the pediatrician just said, oh, this is typical. She’s a little girl. She’ll probably just speak later. Don’t worry. Don’t worry. Waited another month or so. We just kept seeing, you know, very little communication, the no eye contact, just the withdrawal from people in general. And I started doing my own research, start Googling, and I kept seeing autism. Autism. And we got we got her into a developmental pediatrician. And they told us initially that she didn’t have enough symptoms to be diagnosed as autistic. And one thing that we found out in this process is that autism typically manifests differently in girls than it does little boys. One thing that we noticed is that we have found out is that girls typically are like shyer and quiet, where boys typically have a lot of the behavioral issues.

Carla Moultrie: [00:04:37] So girls get misdiagnosed or diagnosed a lot later than boys. So after about a year of constantly trying to, you know, getting first and second and third opinions, we finally got an autism diagnosis right before she turned three. We got the diagnosis. You know, they told us all these things that she would probably never do. We would they told us to prepare to. Ever hear her say mom or dad to prepare to potentially institutionalize her one day? Just prepare to just have a different life. Because children a lot of children with autism have challenges. And, you know, they don’t know. They don’t live typical lives. So obviously, I was devastated. I remember just just breaking down and crying in the doctor’s office. And my husband, being a minister, just said she’ll be okay. He just patted me on my shoulder. He’s like, she’ll be okay. He was extremely confident. He’s been confident since day one that she would be okay. And after about a month, I was really just devastated. I swung into action and started looking for different types of therapies. And for about the first year, we were just doing therapies. And she wasn’t really responding. She just was you know, we were just going through the motions. So when she turned about four, it just it was like a light just flipped.

Dr. Clarissa J. Sparks: [00:05:56] And she became her own timing.

Carla Moultrie: [00:05:58] And her own timing, she became this ball of energy. And just she’s she began to just really thrive. Her words begin to come back and just her attention, her eye contact, just the a lot of the things that we were told she wouldn’t do. She started doing wow. And it’s just been amazing to watch the last four, four and a half years of her just just thrive and just really, really go on. So that inspired me just to do a children’s book or a book that teach children and adults about autism. Because as I said earlier, a lot of times we’re told most times we’re told when we get the autism diagnosis is that our children will not be able to do a lot of the typical things. And I am here to say that she is defying the odds. She’s doing everything that she was said.

Dr. Clarissa J. Sparks: [00:06:53] That’s awesome.

Carla Moultrie: [00:06:54] That’s awesome. You know.

Dr. Clarissa J. Sparks: [00:06:55] Exactly. That is awesome. And, you know, it’s very interesting, like you said, to hear the diagnosis in the in the doctor’s office. And then you have to spring into action and you have to take first. You have to process. Yes. And then you have to come up with an action plan. And that’s part of the entrepreneurial journey as well, is knowing that even when you have a thought in mind, it’s something is, you know, raising a child. You have to learn how to pivot. Exactly. You have to learn to make adjustments. You have to learn to adapt. And as a woman of many hats, you are able to do that and you are able to find the resources and the education that you needed to help. Guide you and your husband through the process of raising an awesome girl.

Carla Moultrie: [00:07:43] Exactly.

Dr. Clarissa J. Sparks: [00:07:44] And what advice or words of encouragement would you give to someone who’s starting a business or they receive a bad diagnosis from their physician?

Carla Moultrie: [00:07:56] One one piece of advice I would give a person who has received a diagnosis, a bad diagnosis. Is that ta to to to look, to see, look, to see how that diagnosis can help others. Because that’s the one thing that I’ve learned in my life, is that everything that happens to us is not necessarily a bad thing. It’s really to help other people. And I thought about a way that I could help other people. And that’s why I said, you know, in particular the African American community. I found out that a lot of times we don’t talk about autism a lot and we are afraid to talk about it or we’re made to feel bad about it. And I wanted to show a little black girl who is brave, who is smart, who is intelligent, how she can be awesome, and how she can do just what anybody else can do. So I would encourage other persons who are who receive a bad diagnosis to think about the diagnosis is how they can help other people. I don’t think things happen to us just to happen to us. I believe things happen that maybe that may look like it’s a negative to always help somebody else. And that’s what this this book has done. I mean, literally all across the world, people have reached out to me wanting to share Awesome Girl this book. And it’s been, you know, a motivation to little girls. I mean, parents have emailed me saying, my little girl wants to be awesome girl. They want beads in their hair. So I’m looking at it from that vantage point and I’m seeing that it’s doing just exactly what I what I had purposed in my heart to do, and it’s to help other people.

Dr. Clarissa J. Sparks: [00:09:40] And that’s really good, too. So from that moment at two years old to around four, after you found she started becoming into her own and being even more awesome, you decided, I want to be able to impact others by sharing Camille’s story. Mm hmm. What was that process like? How did you say, you know what? Because there are a lot of ways that you can share your story. But what made you want to actually put pen to paper or come up with the book when you could have chose maybe something else?

Carla Moultrie: [00:10:13] You know, initially I had to get past the grieving process. I had to get past the process of potentially not doing typical things with my daughter. Like I remember I wanted we saw we noticed that she could tumble really well and do do tricks that look like gymnastics really well. So I wanted to get her in an adaptive gymnastic class. Well, we took her to the first class and she couldn’t follow directions. And I was just I had a meltdown, and my husband was like, she’s going to be okay. That’s that’s what he always says. And what what what what encouraged me was when I saw another friend of mine who who has a daughter with special needs, she has hearing loss. And we were talking about just, you know, how to journal our, you know, just journal to start writing. So I started journaling, you know, in my own private time, you know, about my experience with autism. And then I started looking, you know, just started wanting. My mother in law is a retired educator. She would always send me little books for little girls, you know, about the hair or any different little things. So I’m starting to look through all these little books that I’m receiving from my daughter, and I didn’t see anything that really looked like her or told her story. So I said, Well, let’s do a children’s book about a little girl who has autism. And my inspiration really was Superman. You know, Clark Kent is Superman. He turns into Superman. What kamille Moultrie turns into Awesome Girl. And and that’s that was my inspiration. And that’s what caused me to turn the table from being a little disappointed from grief to just joy.

Carla Moultrie: [00:11:53] You know, I know that my daughter is intelligent. She’s really smart. I remember the first time we had our IQ test that I was very shocked that on certain levels of the test, she was the first time she was five years old. We saw that she was always test. She tested three years ahead of herself. At five she was testing with eight year olds. We just had her tested about a month ago. She’s eight now. She’s testing on certain areas with an 11 year old. So that’s that’s so comforting to know that she’s still well able to do a lot of things just may look a little different for her in some cases. But she’s able and I would just encourage any other parent who is or a caregiver who is caring for a child with autism or any differences just to not lose hope. Expose, expose, expose, expose. Expose your child to different things. Like this morning my daughter started swim lessons. Oh, that’s great. And my husband was sending me pictures and just really excited. Just he’s like. She’s like a natural already out there in the pool, just just doing it. So I think that’s key to parents, you know, and caregivers of children with differences and autism just to expose, you know, find time for yourself, you know, reflect on how and be honest about how you feel. And from then on, just just expose your child, you know, find out what’s the what are their strengths and and help to strengthen those different things. And that’s what we’re doing with Camille.

Dr. Clarissa J. Sparks: [00:13:21] That’s good. One of the things that you mentioned, too, is that you start journaling, but that was a record through a recommendation from someone else who has a child with special needs. And I think what resonates with me is that that’s all about building community and having a support system so that when you’re starting something new or you are experiencing a new life circumstance, that you have community. So what is how important is community to you with this phase in your life?

Carla Moultrie: [00:13:53] Oh, community is absolutely essential. One of my friends who is also a Florida A&M alum, she she also has a daughter who’s autistic. And we’ve shared different different conversations about our experiences. We have another friend who also has a son who’s autistic. And, you know, they have both both of their children are older than my my daughter. And, you know, they’ve always given me tips, things to look for, you know, to remind me you are her advocate to help making sure I knew my rights and understood my rights as a parent of a special needs child. And matter of fact, one of the greatest communities that I found was a recommendation to a group on just social media. It was called Black Autism Moms. And I could not believe that when I joined this group about two years ago, I would be in a group of about 8000 women who share the same thing that I’m sharing. And we all have very similar stories. And it’s we share our triumphs. We share our disappointments. I mean, when one has a child that graduated and goes to college. Or does something great. We’re all excited together. If someone is having a challenge where we’re just there as a community to share resources, to tell them how they can get through this or some recommendations. So community is essential. And and I will say this, as a parent of an autistic child, we can you cannot do this alone. You absolutely cannot do this alone.

Dr. Clarissa J. Sparks: [00:15:21] Absolutely. And you know, during this process and use sharing and telling Camille’s story, what challenges did you face?

Carla Moultrie: [00:15:31] You know, initially, after I, you know, journaling, I knew that I was I wanted to write, but there was a part of me that wanted to protect her and didn’t know if it was necessarily even okay to share her story, since she couldn’t say yes, it’s okay, mom, to write a book about me. There was a part of me that was nervous about Do I want to share my child, her, her world with everybody? And I wrote the manuscript and I shared it with the publisher and she said, This is absolutely amazing. She shared that her and my illustrator had never they’ve done tons of children’s book books, but they’ve never done one with a special needs character. And as they began to tell me how they learned so much just by reading the manuscript, it’s a short 30 page book. They learn so much just about autism, things that they did not know, and it helped them just to see autism differently. And I knew then when they shared that to me, I knew that if it was a blessing to me and it was a blessing to them, I knew it would be a blessing to others. And in just the last two weeks that the book has been out, I mean, literally across the world, people have reached out and, you know, they purchased it on Kindle and they’ve gotten copies and their overwhelming response. Overwhelming. Yeah. It’s been it’s been a tremendous blessing. Yes, absolutely.

Dr. Clarissa J. Sparks: [00:16:52] And that you know, and that’s the blessing. And the blessing when you can create something that is going to impact the world and it’s bigger than you. And when you have that that brand or that brand promise and that is what are you going to commit to deliver time and time again to your readers, to the people who are impacted by autism? It’s bigger than you. Carla Yeah, and I think that it’s awesome that you have created a platform to share the story of a your child that can impact others, not only children with autism, but African American girls with autism. And how because representation matters. And to be able to go into a retail store or online and see someone who is as awesome as Camille is going to help them on their journey. So again, that’s a part of that brand promise and the community that you’re building with these other 8000 women, you’re sharing your story. And again, that just, just is a reminder to me that it is bigger than us. And when something is bigger and it gains the traction that you’ve gained, I mean, aren’t you the number one seller? Tell us about that.

Carla Moultrie: [00:18:22] Yes, I was the number one seller in my category the first week that the book has been out for two weeks. So I was the number one seller for the first week on Amazon and the categories for children’s books about disabilities. And and I’m just very I haven’t checked the ratings and the rankings this week, but I’m really excited about just being in two weeks, having that reaching that level of success. We’re already on book number two. This is this is going to be a series. I mean, our goal is to journal Camille’s life until she’s 18 years old. So she’s eight now, at least another ten books. Well, you will see another ten books talking about and sharing about her challenges, her development over the next 18 years. So I’m excited about this. I’m really, really excited about being able to share her growth and her development with everyone and just the world, because, as you said, representation does matter, just like other like African American women. A lot of times, you know, there’s their health disparities. A lot of times we don’t get the treatment that we are supposed to get. We’re often not taken seriously when we go into doctor’s offices. That happens also with little black girls. Right. And we saw that firsthand. It took almost a year to get a diagnosis. Three different opinions. And our daughter is clearly autistic. So, you know, we’re trying to bring awareness, not only just awareness about autism, but acceptance so that parents and people who engage other persons with autism and differences, they’re accepted. You know, I. I love the idea of the Special Olympics, but I also would like to see more spaces where we don’t have to exclude them if they’re if they are capable of engaging in other spaces. I would like to see more inclusivity in other spaces for our children.

Dr. Clarissa J. Sparks: [00:20:16] That’s a great point too. So that kind of takes me to vision. Having as the visionary of Awesome Girl. And you said you want to grow this over the next ten years and beyond. How can you help? What is going to be your greatest learning from your vision?

Carla Moultrie: [00:20:39] My greatest learning. I hadn’t thought about that.

Dr. Clarissa J. Sparks: [00:20:44] What have you learned so far through this process?

Carla Moultrie: [00:20:47] Well, one thing that I have learned is that you can never be prepared for the level of support that you can receive. I’ve literally had support come in from everywhere. I’m learning to manage it. Obviously, that that’s my my greatest learning is learning to manage it, trying to make sure that I take in the moment, you know, enjoy everything that’s happening. Enjoying the experience but also managing it, you know, interest, even vetting different opportunities because, you know, as every everyone wants to be associated with something great and something moving. That’s true. So, you know, just vetting those different opportunities as well. That’s probably my greatest learning experience right now.

Dr. Clarissa J. Sparks: [00:21:37] That’s really good, Carla. Like I said, you do have to be self aware. And, you know, like from your introduction to now, listening to your story, you do wear a lot of hats and you are in different communities. How do you manage? What is your self-care?

Carla Moultrie: [00:21:58] Oh, well, prior to launching the book, I had I had, you know, I had my typical massages once a month to my Mandy pedicures and going to the salon. But my husband literally told me two weeks ago, he’s like, Honey, we’re going to have to take probably every other weekend a Saturday, and just just pull back from everything. Just really just pull back because everyone is pulling I mean, everyone you’re having requests literally every day, right? All throughout the day. So we’ve decided that we’re going to take two Saturdays out of the month and we’re just going to just just pull back and just spend time with family. No social media.

Dr. Clarissa J. Sparks: [00:22:37] No social media, just, you know, just for that day. And I understand because it’s hard to pull away from the know social media, especially when you’re in the beginning phases of, you know, producing something great. You feel like you always have to show up. However, it is so important to be able to pull back and recognize what is important at the time. And so I think that is a great strategy that you and your husband have developed this saying, you know what, two days or two weekends out of the month, we owe that to ourselves so that we can continue to deliver on our brand promise. And if, you know, if we’re not recharged and re-energize, we cannot serve our community. So I think that it’s important to make sure that when you’re developing a plan of action, that you do incorporate self-care and managing and healing time to recharge so that you can continue on your life’s purpose.

Carla Moultrie: [00:23:36] And additionally, we are we’re looking to even just bring on some other additional support. You know, I’m looking to hire a virtual assistant, someone to assist me with some of these tasks that, you know, that I’m being pulled.

Dr. Clarissa J. Sparks: [00:23:48] Into and.

Carla Moultrie: [00:23:49] You know, even, you know, hiring more help with my daughter, you know, you know, currently I’m working remotely. So, you know, being at home has been been a blessing. But we we realize that even being at home, working remotely, picking her from school, we probably need some extra help now. Right? So looking into hiring a sitter, you know, to come a few days out of the week, you know, to be with her and to help support her as well, you know, while I while I can.

Dr. Clarissa J. Sparks: [00:24:17] While I live. Right, I’m curious to know. So what has been Camille’s response to all of the new gain attention?

Carla Moultrie: [00:24:24] You know, it’s so funny because when we first did the did the book and we were showing it to her and we were telling her that this was her, she just kept looking at it, just kept looking at it. And her teacher actually purchased a copy of it, and she didn’t say anything initially. And her teacher told me that when he showed her the copy of the book, she said, That’s me.

Dr. Clarissa J. Sparks: [00:24:46] That’s that’s me, that’s sweet.

Carla Moultrie: [00:24:48] So I was just like, wow. And every time she, you know, I have a copy of it on our kitchen table, on my dining room table, and she walks by every day. That’s me. That’s me. So she’s excited. I think she knows that she’s a little local celebrity.

Dr. Clarissa J. Sparks: [00:25:03] So she’s.

Carla Moultrie: [00:25:04] She’s excited. She a little girl at church came up to us last Sunday and said, I’m awesome girl, I’m awesome girl. And I have my book. So and Camille hugged the little girl and, you know, she’s that’s me. That’s me. So I’m excited. So I think she’s aware that she’s she’s getting some newfound attention.

Dr. Clarissa J. Sparks: [00:25:23] I know, you know, I look forward to logging in to social media and seeing the updates of her. I say Camille’s adventures. So now we’re going to look at the awesome girl adventures. I know that she has a a passion for Oreos. Oh, yes. So you’re in your series. You’re going to have to tell the Oreo stories.

Carla Moultrie: [00:25:45] Oh, yes. It’s so funny because we went to Publix last night on the way home from a little birthday party and, you know, Publix. I love you all. I really do. But when the Oreos are on sale, can we put them in the back of the store? Because every time we walk in when they’re on sale, like every other week, right. We walk in and she she sprints out and she looks back at me and she goes and grab her pack of Oreos. Oreos. I’m like, okay, let’s get a pack. And we probably have seven or eight packs of Oreos throughout the house hidden because she’ll eat a whole pack.

Dr. Clarissa J. Sparks: [00:26:18] Now, tell me it’s her favorite, the chocolate or the golden?

Carla Moultrie: [00:26:22] You know, the chocolate is her favorite, but she has. My mother in law just knew she would love the golden. So for a while she wouldn’t touch the golden. And then when she couldn’t find the chocolate, she, she just went to the golden. So she likes them both. But the chocolate is the favorite.

Dr. Clarissa J. Sparks: [00:26:37] Oh, that is awesome. I think. Like I said, I always look forward to see where the new hiding spots are for the Oreos. And then I think the other day the funny story was that you hit them in the oven, but then you preheated the oven. So now you have warm Oreos.

Carla Moultrie: [00:26:52] Yes. I completely forgot. My husband had hit him in the. And then I said, Why didn’t you tell me they were in the oven? You’re supposed to check the oven. You know, that’s a hot spot.

Dr. Clarissa J. Sparks: [00:27:01] So, yes, the the awesome stories of Camille. And I just think that it’s just such a blessing that you’re able to put a spotlight on. Ace a diagnoses or a subject that is, you know, sometimes often taboo and particularly in the African American community. And we we have our own perceptions around what special needs are. And for you to able to write a book that helps. Shine a light on how you can be awesome and how you can have. A diagnoses or disability, but still live. And you can still be the hero and you can still tell your story. So a lot of great things are going to come out of the Awesome Girl series and, you know, as entrepreneurs and future authors, as they hear the podcast and the rebroadcast of it, Just to be encouraged. And what advice would you give to someone who is probably they have a vision they don’t necessarily know how to implement because you’ve produced the book, you’ve become the number one best seller. But if they’re not as far as along on the journey as you are, how would you advise them?

Carla Moultrie: [00:28:25] I would advise them to do the research that one of the things that I did when I knew that I wanted to to write a children’s book and seeing with my mother in law sending me books, I was I started ordering books as well. I started learning how children read and understand. You know, that was my biggest thing. I said, I want it to be I want it to be very easy reading. I didn’t want it to be clinical because I did find some books about autism, some children’s book about books about autism. But to me, I thought they were either not representative of my daughter or they were a little bit too clinical for a seven or eight year old. I wanted it to be very easy reading. I wanted kids to be able to understand when they read the book, so they’ll say, Oh, that’s why Jane does this, or That’s why Tommy does that, so that they would understand. And doing doing your research, you will you won’t be able you won’t go wrong because you you will learn how to do what is whatever it is that you’re trying to do. And that’s why that’s one of the reasons I think that Awesome Girl has been such a success in this these last two weeks is that it’s easy reading.

Carla Moultrie: [00:29:40] You know, I’ve had medical professionals, clinicians, autism experts, ABA therapists, specialists, you know, ordered the book and said, this is absolutely amazing. This is absolutely amazing. And matter of fact, her nurse practitioner at the Marcus Autism Center has a copy of it and she says, we’re going to have to get multiple copies of this. This is amazing. You did an amazing job, you know, penning this you know, this is this is this is easy. This is easy. It helps people understand. And that’s what I wanted to do. And I think that’s what piece of advice I would give others who are in particular authors, you know, who are wanting to write a children’s book or any other book, you know, do your research that that will be key to your success. And and if you’re an entrepreneur, pace yourself. Don’t you know you’re not in a race against everybody else? You know, you don’t have to be number one tomorrow. You don’t have to feel like you’re you know, you’re competing with everybody else. Just race yourself. Yeah. And pace.

Dr. Clarissa J. Sparks: [00:30:40] Yourself. I always tell entrepreneurs, no matter how long you’ve been on the journey, you have to trust the process. And no matter what it looks like, be mentally prepared to pivot and to go with the flow and trust the process. And you know, here with she sparks and sparks stories, we are all about community as well. And Carl, I would like to know, how can we support you as a community?

Carla Moultrie: [00:31:10] Honestly, I think just educating yourself first on autism and what it is and what it is not. One of the things that I’ve learned about autism in particular is that years ago, autism was considered mental mental retardation. That’s that’s essentially what it was. We heard it growing up. I mean, I didn’t know many people that were considered mentally retarded when I was growing up, but I knew a couple of people, but I didn’t understand it. I just thought they were different. And one thing that I have learned in that we’ve learned as is is a world is that autism is not one dimensional. It really is a spectrum. It really is a spectrum. You can have a very, very low functioning person who will really need care and support their entire life. And then you have people who are very, very high functioning. Albert Einstein was autistic, you know, so and we’ll do great and wonderful things as we know. We’ve we’ve seen that there have been people who’ve gone to college who’ve earned law degrees, medical degrees, who are who indeed are autistic. And and that autism is definitely a spectrum. As I said, you can be very low functioning to very high functioning to somewhere in the middle. But at the end of the day, those people still are people. They deserve respect, they deserve empathy, they deserve dignity and find a way to support and encourage them and. Find a way to support and encourage their families as well. Right. Because it’s not it’s not an easy journey. We make a lot of adjustments to our our lives every day. Caring for children and adults with autism.

Dr. Clarissa J. Sparks: [00:32:57] Thank you. How can we find out more about Camille as an awesome girl?

Carla Moultrie: [00:33:03] Oc Well, you can follow her on social media. She’s on Facebook as awesome girl. She’s on Instagram as awesome girl books. And you can just follow me. Carla Moultrie. I’m. I’m Carla Moultrie. On Facebook, Instagram and Twitter. So you can follow me in all places on LinkedIn, you can follow me. And I’m sharing our journey on all of my platforms. So please follow the page. Awesome girl books on Instagram and Awesome Girl on Facebook or Carla Moultrie on all social media platforms.

Dr. Clarissa J. Sparks: [00:33:38] Well, Carla, thank you for sharing who you are, what you do, and why your brand matters. Again, here on Spark Stories, we celebrate business owners. And today and every day, listeners, please remember to support local businesses and express your support on their social media platforms. And again, thank you for tuning in.

Intro: [00:34:01] Thank you for listening to Spark Stories. If you’re looking for more help in gaining focus, come check out our website where you can find episode show notes, browse our archives and access free resources like worksheets, trainings, events and more. It’s all at WW she.

 

About Your Host

sparkstories2022

Dr. Clarissa J. Sparks is a personal brand strategist, trainer, mentor, and investor for women entrepreneurs. She is the founder of She Sparks, a brand strategy design consultancy.

Using her ten-plus years of branding & marketing experience, Dr. Sparks has supported over 4,000 women entrepreneurs in gaining clarity on who they are, what they do, and how they can brand, market, and grow their businesses. Using her Brand Thinking™ Blueprint & Action Plan she gives entrepreneurs the resources and support they need to become the go-to expert in their industry.

Follow Dr. Clarissa Sparks on LinkedIn, Twitter, Instagram and Facebook.

Tagged With: Carla Moultrie

Jennifer Andersen Smith With GROWTH Community, Yin Johnson With COUNTRY Financial, and Jessica Light With JJ Social Light

April 27, 2022 by Jacob Lapera

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Women In Business
Jennifer Andersen Smith With GROWTH Community, Yin Johnson With COUNTRY Financial, and Jessica Light With JJ Social Light
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This Episode is brought to you byAlpha and Omega

1JenniferAndersenSmithJennifer Andersen Smith is a daughter, wife, mother, and grandmother. She has built herself a life full of joy and love. As someone who deals with depression but works hard to stay positive, Jen has done her best, with God’s help, to stay strong in the face of the lowest lows. Through her speaking and writing, Jen shares her own experiences of being emotionally well.

Jennifer and her husband Craig have a blended family of 9 children and 15 grandchildren. She loves interacting with each of them and enjoys watching them excel in achieving their individual goals. Jennifer believes that being part of a community of family and friends that celebrates people collectively and as a whole is the most important legacy. For relaxation, Jen loves to read, garden, and watch her favorite baseball team, the Chicago Cubs.

Connect with Jennifer on LinkedIn.

 

2YinJohnsonYin Johnson is an insurance agent at COUNTRY Financial, serving all of the state of Georgia by bettering people’s education about insurance.

She will help you cover the things that are important to you in home, auto, commercial, and life insurance by advising and walking you through the difficulties of insurance in a simple way to assure that your life is enriched in the COUNTRY Financial way!

Connect with Yin on LinkedIn.

 

3JessicaLightJessica Light began the business (along with her husband, Ryan) in much the same way that most business owners begin – with passion and interest. Then she did what all entrepreneurs do and turned her passion into expertise.

She refers to herself as a “project management aficionado” of the company. For you, that means that Jessica is your main point person for your website and social media project. She coordinates between designers, writers, and the SEM team on your behalf in order to make the process as simple and stress-free as possible.

Jessica lives with her family in the Atlanta suburbs and is a proud “Military Mom.”

Connect with Jessica on LinkedIn.

 

This transcript is machine transcribed by Sonix

TRANSCRIPT

Intro: [00:00:07] Broadcasting live from the Business RadioX studios in Woodstock, Georgia. Welcome to Women in Business, where we celebrate influential women making a difference in our community. Now here’s your host.

Lori Kennedy: [00:00:29] Hello. This is Lori Kennedy and I’m your host today for Women in Business Powered by Business RadioX Stone Payton. Our producer is also in the studio with us. And today we are grateful to have you tuned in with us. Today, we have three amazing women and we are going to get to meet them and hear more about them. First, we have Jennifer Anderson Smith and she will tell us about herself. She has an organization called Growth Community and Yin Johnson will tell us about her new endeavors with with the insurance world. And then we have Jessica Lyte, who is with J.J. socialite, and we will hear more about that as well. And Jessica, I am going to actually start with you. Why don’t you tell us your business name, what you do, how long you’ve been in business, and just what you what your business does?

Jessica Light: [00:01:20] Yeah. So I own founder of J.J. Socialite Marketing Company, and we’re out of Alpharetta. We serve mostly Fulton County, also Cherokee County. And then I have customers all throughout the US. We do web design, social media, graphic design ads, all the things. I love working with the small to midsize client and really just helping them grow and then kind of plug into the local community and figure out what we can do with them that will help them not only grow business wise, but also relationally like how they can help connect to their customer base.

Lori Kennedy: [00:02:02] That’s great. Didn’t you do something in Cherokee County that with a like a Facebook page or something? That became quite the thing.

Jessica Light: [00:02:12] Yeah. So I, I didn’t start a Josh Bagby started this Facebook group called Cherokee Connect, and I had known him a little bit and we kind of really started connecting and then COVID hit. And he I had this idea that he should create a website that would go with the Facebook group. Well, he also had the very same idea. So we were chatting and he was kind of nervous to pull the plug. But during COVID, we were really working with a lot of the restaurants, trying to do lots of posts about helping them get, you know, word out that they’re doing takeout all all the things. I said, Josh, let’s just do this. So I said, I’ll do it for free. And so I built a website and there was about 5000 people in the group, maybe 88,000. He’s broken the 50,000. It’s crazy group. And and I think there’s well over 800 businesses or close to it listed on the directory. So it’s a great piece tool for the local business owner as well as the community. So they can go on the group and find out, hey, you know, who do you know that does a really good insurance or I’m looking to to learn more about networking or whatever. And the community can collaborate. Business owners for $100 a year can put a listing on there. I mean, I’ve known so many people, their business has literally taken off just because of Cherokee connects. So yeah, I built the website for that and it’s just of course, Josh is great and he does amazing work with the community anyway, so it makes my work very, very easy. So, but it’s been neat. It’s been great for me and my business as well, and it’s neat to just be able to help because as a marketer, I really can’t help people, you know, I mean, AdWords charges so much, you know, you know, so not everybody has $5,000 a month to spend on marketing, but for 100 bucks, I mean, yeah, I can’t, I can’t get those kind of results at all. So for 100 bucks, it really helps, you know, people get out there.

Lori Kennedy: [00:04:15] Yeah, for sure. So in reference to the Facebook page, just just to just a curious question with that many people on there, I would think that there could be some negative talk.

Jessica Light: [00:04:30] About a lot of.

Lori Kennedy: [00:04:31] Manage that because I haven’t seen a lot of it at all on there. Most everything is amazingly positive. But how do you like keep an eye on that much that many people in that much happening.

Jessica Light: [00:04:43] Yeah it’s a lot. I mean Josh does a lot. I mean, he teases that he’s a part time babysitter for adults, you know? All right. Yeah. So you know there is that he actually even just posted you know we’re going to be starting to not ban people, but mute them if they can’t be nice and act like adults, you know.

Lori Kennedy: [00:05:04] So there is some of it.

Jessica Light: [00:05:05] It just is just doesn’t.

Lori Kennedy: [00:05:06] Come in my inbox because he’s on top of it.

Jessica Light: [00:05:08] Yeah, we try to be on top of it. But, you know, he’s a big advocate of free speech. You know, we’re not going to, you know, so, you know, it’s always the line you don’t want to like control the situation that we live in. This like nirvana, happy little community and there’s nothing negative going on that’s not the case. But it is this balance you’re always trying to. In a marketing in general, you’re always trying to balance. You know, not every customer is happy, you know, not you know, your husband owns an auto mechanic shop. I’m sure not everybody comes out of their super happy, you know, all the time things happen. So it really is indicative of life in business, that Facebook page and community and the diversity and, you know, all all of the things.

Lori Kennedy: [00:05:52] Yeah, for sure. Well, let’s talk to Jennifer. Okay. Tell us about who you are, what you do, your business, your company, whatever you want to tell us so that we can know who Jennifer is.

Jennifer Andersen Smith: [00:06:05] Well, I am the founder of Growth Community, which is really a safe space for you to be able to kind of come back to the person that you always wanted to be or you once were. But life has kind of gotten the way and you lost track of that, kind of lost your way and trying to figure out how to get back. So I am a speaker and an author and a mentor. I have published a book called So that for Relationships a couple of years ago, and that’s really a personal transformation memoir about my own life, starting with my childhood, some adverse experiences that I had there going into teenage pregnancy, and then a very early marriage that lasted 23 years and turned toxic. And then how I pulled myself out of all of that, and then the healing processes that I went through that I felt were the most beneficial for me to become the person that I am today, which I am a very happy, very blessed, very positive person. And I would say to you that ten years ago I would have never said any of those words to describe myself. But just by being aware of, you know, the things that happened in life and then the lessons that we can learn from them and then how we can take those lessons and share them with other people so very much at Pay It Forward concept, but it’s based on the so that principle which is actually found in the Bible in Corinthians. So but I just that’s how I’ve lived my life and I didn’t do it on purpose knowing this principle, it just kind of all fell together. And I thought, Well, I’m going to put a book together, and if that helps one other person out there have a better life, then I’ve done my job. So yeah, that’s awesome.

Lori Kennedy: [00:07:59] Do you have the scripture address memorized?

Jennifer Andersen Smith: [00:08:02] Yes. It’s second Corinthians one, three and four. I don’t have the whole verse memorized, but essentially to paraphrase, it says that God gives us comfort and mercy in our time of need so that we can share that with others in their time of need.

Lori Kennedy: [00:08:19] Oc oc i I’m familiar with that one.

Jennifer Andersen Smith: [00:08:22] There you go.

Lori Kennedy: [00:08:23] Awesome. All right. You can tell us about you, baby girl.

Yin Johnson: [00:08:28] All right. So Ian Johnson here, and I’ve been in the insurance world for like two years, going on two years now, past two years. Now, at this point, I started my own business, so I opened up Johnson Insurance Agency. So that’s what we’re looking at now. It’s still powered by country financial. So rock and roll in there. It’s been very interesting as a starting out business owner. I’m thankful though, having the networking groups, meeting all these people that are willing to support having the community inside of Cherokee Connect. And it’s just phenomenal, phenomenal having all the support and people that you can call and go to and ask questions because that’s what it is at the end of the day, is just laying down the ego, ego and just being humble and being able to ask people questions and figure out like, you’re not on your own on this. Everyone’s gone through this before, so learn, you know.

Lori Kennedy: [00:09:26] So, so when we started this process talking about coming on the show, you were with Country Financial, now you’re with Johnson Insurance Agency, powered by Country Financial. Can you help us understand what the difference is?

Yin Johnson: [00:09:42] So it’s a I’m an agency owner through country, so I own my own office. So everything is ran under me and. I’m rocking and rolling under myself.

Lori Kennedy: [00:09:56] So you were an agent before. Now you’re an agency and you will have agents.

Yin Johnson: [00:10:01] Yes.

Lori Kennedy: [00:10:02] Yes. Got it. That’s awesome. Yes. Congratulations.

Yin Johnson: [00:10:05] It’s exciting, but scary.

Lori Kennedy: [00:10:07] Yeah. Well, so where is your do you have to have a brick and mortar for that? And where is.

Yin Johnson: [00:10:12] That? Yes, I do have a brick and mortar. I am on Sixes Road. So where Shane’s rib shack and Verizon Wireless is right in front of one life fitness and stuff. So that’s where my office is.

Lori Kennedy: [00:10:24] Great. That’s awesome. Okay. I’m going to ask you the next question and we’re going to go around the room the other way. What motivates or inspires you in?

Yin Johnson: [00:10:35] Honestly, it’s the community. That’s really what’s inspiring and motivating. For me, just seeing people support each other, it makes you want to be supportive as well and being able to give back to the community that helped you. So like through Cherokee Connect, you know, you have all these shout outs, all these people that you’ve met, you definitely once you build a relationship, you know that you could trust them. And so it’s being able to shout them out, being able to support them and help their business grow as well, and then them doing the same.

Lori Kennedy: [00:11:08] And do you feel like we met in Woodstock Business Club? So you feel like that’s the same kind of concept that occurs in that location?

Yin Johnson: [00:11:15] Yes, absolutely.

Lori Kennedy: [00:11:17] Yeah. I think it’s an amazing group of people. Oh yes. Oc What motivates or inspires you?

Jessica Light: [00:11:23] Jessica Well, I mean, I originally started the business nine plus years ago. We moved to Atlanta. I had four kids at home and I’m just not really the PTA mom type. I mean, I’d probably get beer and pretzels for the party, you know, the school party watch movie.

Lori Kennedy: [00:11:42] I’m coming to that one.

Jessica Light: [00:11:43] Yeah. I mean, the parents would come, but, you know, anyway, so, you know, I had been a stay at home mom for pretty much most of my kids. And I started kind of just doing a little bit part time and I just really, really loved it and I kind of grew and grew my business. So really at first it was motivating, just something that I could do that was for me because as a mom, you know, everything’s always for your kids and your husband, everybody else. And I just really love it. And my business grew and grew and my husband has been amazingly supportive at first, you know, I mean, I was a stay at home mom and now I’m, you know, you know, I’m buying Costco dinners pre-made, you know, heated up. Heated up. Yeah. So that’s what initially got me going, you know, just kind of doing something for me. But now it’s been the community in the businesses I love, like getting to know everybody and getting to know the people. I am a boutique agency. I don’t take everybody that comes through my door has to be a good fit. I have to know that I can help them. I have to see that they’re willing to do their side of the work as well. And it has to be a business that I believe in also. So so there is some kind of vetting process, but now seeing them grow and just having those relationships with people in the community is just great. I love doing that. I just I could never really quit because I just did that. Just what feels me.

Lori Kennedy: [00:13:05] Yeah, you did a website for some of our really good friends. The blacks.

Jessica Light: [00:13:10] Yes. I love. I do t black hardscape. Yeah. By the way, they have done some work for me, they do hard scapes and they, they do just wonderful, wonderful work. Actually I just chatted with her the other day. She said they’re getting like 3 to 4 leads a week from their their website alone.

Lori Kennedy: [00:13:26] That is.

Jessica Light: [00:13:27] Awesome. I mean, it helps that they do fantastic work and Troy Justin.

Lori Kennedy: [00:13:31] Is.

Jessica Light: [00:13:31] Awesome. Yeah. He’s out there, you know, haul in the bricks with them, you know, he did. He did our thing. He’s out there with the guys. He just doesn’t show up, give you the invoice and leave. You know, he’s out there and making sure the work’s done right. Yeah. So I love seeing that, you know, that they had this website that was well in the top ten worst website I have seen. I could tell them that. So it’s not news to them, she said. It was like, you know, it was like inviting people over to your home. And it’s just such a mess. You’re just so embarrassed when people see it. And so anyway, I love seeing that. Like she just told me, I’m working so busy like 3 to 4 leads from the website alone. So if I can do that for someone. Yeah, you know that. I love.

Lori Kennedy: [00:14:14] That. Yeah. She’s definitely shouting your praises. Yeah, for.

Jessica Light: [00:14:17] Sure. Yeah.

Lori Kennedy: [00:14:18] Awesome. Okay, Jennifer, tell us what motivates or inspires you?

Jennifer Andersen Smith: [00:14:23] I love hearing people’s stories. So just like that, your story, you know, the different things about the different people in the community and hearing the stories of how people have transformed their lives. And I figured out a few years ago that what really gets me going every day is being able to help somebody, whether that’s through growth community or I also do mortgages for residential. So if it’s helping someone get a mortgage and buy a house and change their life that way, it’s. Really something that that is what gets me up every morning is knowing I can help somebody.

Lori Kennedy: [00:14:58] Now, this mortgage thing is a new job for you. Yes. And are you aren’t you serving a specific people group?

Jennifer Andersen Smith: [00:15:06] So a couple of things about that. I’ve actually been in the mortgage business for over 30 years. So, yes, this position is new. I work with Regions Bank and specifically I work with community mortgages. And while I can do a mortgage for anyone up or down the spectrum of mortgage world we do in the community section, we really try to find people who are low to moderate income borrowers who need maybe a little bit of help with their credit, or they need help with a specialized program and also a down payment assistance. And so we actually have an internal program at regions with a down payment assistance that we are able to help people. You know, you have to fall into certain criteria, but we able able to give them $5,000 to help with that down payment.

Lori Kennedy: [00:15:55] Oh, that’s so awesome.

Jennifer Andersen Smith: [00:15:56] Very, very rewarding.

Lori Kennedy: [00:15:58] Wow. I love that. So how does a person how does sorry, how does who you are as a person reflect in what you do?

Jennifer Andersen Smith: [00:16:07] Jennifer Well, that’s super easy because I mean, I wrote the book about myself, so there you go. But, you know, I butterflies are a big part of my symbolism in what I do. And as we I think all of us can say that a butterfly we know that that symbolizes new life. Right. And a new chance and a new experience. And that’s definitely what the transformation is about when you go from, you know, understanding, realizing that, hey, I’m in this dark pit where I can’t even see my hand in front of my face. I’m so lost. And then you start to hear someone at the top of that pit that you know, Oh, hey, maybe there is someone up there who can help me. And and that’s where I come in, is I’m that person that, you know, when you think about what do I need to do? How do I need to get there? You know, we don’t all have the answers. And that’s why I love, like, groups like this, like just this four ladies right here and shown you, too. But I just I love it because women need to be there for one another. You know, if you look back in biblical times, that is exactly what they did, you know? I mean, and if you we have gotten so far away from that in our world that we’re all competing and competing and striving against one another, when, you know, if we could just figure out how to lift each other up, it would actually lift all of us up. Yes and yes. That’s that’s definitely a theme in my life. Absolutely.

Lori Kennedy: [00:17:43] I’d love a couple of things you said, first of all, about the darkness, because I feel like when you when you compare that to the life of a butterfly, which of course, starts as a caterpillar, the darkness could signify some people look at darkness as difficult times, obviously. But could you be creating something new during that time? Could that be a cocooning period, so to speak? Because this is an interesting fact that I didn’t know for. I haven’t known for very long. But the DNA of a caterpillar is different than the DNA of a butterfly. It is a new created like it is a new creation. It’s a different creature. It’s a different type of creature. So who you are before you began, this process of darkness changes you into this new, beautiful thing at the end. I just think it’s so cool when you look at some of that, how that plays out in our lives.

Jennifer Andersen Smith: [00:18:35] Well, you know, that’s where transformation comes from. But quite honestly, even a stronger word that that fits that even better is transfiguration.

Jessica Light: [00:18:44] Hmm.

Lori Kennedy: [00:18:45] Wow. That’s awesome. Jessica, tell us how who you are as a person reflects in what you do.

Jessica Light: [00:18:53] Well, I mean, I. I like to get things done right. I don’t like to do things halfway. So I feel one of the biggest frustrations as a marketer in my business, I’ll get people that will call me. Actually, I just had someone call me that said I paid $15,000 for this website and I didn’t know that I was only renting it. So as soon as we didn’t, you know, and I was just I could not believe it. Or I’ll get, you know, I’ll see a website when we get in the back end. I won’t bore anybody with that. But it’s just such a mess that people took shortcuts. They didn’t think about that business known that they’re not going to be able to do these things going forward. They just did what they their little job that they get paid for. They didn’t take the time to inform the client of different options they have. That may not include you and that’s okay. Yeah. What’s the best for them? So that really kind of drives me to do it correctly and do. Do things right. What’s the best fit for the other person I just don’t like? And, of course, my kids. I mean, you’ve met my eldest son. He’s a marine. I was teased that it was easier for him to join the Marines and continue staying at home. I just don’t you know, I don’t like halfway. So, you know, I think that helps me be good at what I do.

Lori Kennedy: [00:20:15] Yeah. Yeah, that’s awesome. All right, Ian, what about you? What? How does who you are as a person reflect in what you do?

Yin Johnson: [00:20:22] I definitely agree with what Jessica said on doing things right. So in the insurance world, if you’re not covered correctly and something happens. It’s danger. So when if when an if a claim happens and their policy is not written correctly or if like they’re cutting corners on coverages just because it made the premium cheaper, you are not protected, you know? And so I like to take time with my clients or even prospects are just people that have questions. I like to educate and go over what they have currently, because if I could change your policy and what you have currently and you could stay, that’s great, because I could help you realize, like, okay, this is what you’re paying for, this is what you’re covered for. And I’m going to show you how to do it correctly. And I’ll like walk them through, like, okay, this is what this means. This is what that means. And just taking the time to do it correctly the first time and make sure that that person is protected, their family’s protected, because at the end of the day, I’ve, you know, seen houses like get burned down and they’re like, yeah, you’re not covered correctly or that house is not written as a house, you know, it’s just different things that, if not written correctly, your claim will get denied. And so definitely taking the time to go over all of that.

Lori Kennedy: [00:21:50] That feels scary.

Jessica Light: [00:21:51] Yes.

Lori Kennedy: [00:21:54] So tell us, how do you use your influence in the community? Let’s see.

Yin Johnson: [00:22:03] I’m still a newbie in Cherokee County, so. Being in the networking group, though, has definitely brought like a whole new light for me. Definitely in meeting all these people, getting to know them, building that relationship helps influence me and my character because then people realize, okay, she’s not just trying to sell, like sell someone on getting a policy. She’s trying to educate people and highlight their coverages and being like, okay, like this is what you need because insurance changes throughout your life. So I use that influence to educate and help people realize, okay, this is how you’re going to protect yourself correctly.

Lori Kennedy: [00:22:50] I was I had something else in mind for your answer, and that was, aren’t you doing trivia now?

Jessica Light: [00:22:56] Yes.

Yin Johnson: [00:22:59] So so do.

Lori Kennedy: [00:23:00] You have like trivia where you only ask insurance questions?

Yin Johnson: [00:23:03] No, unfortunately not. I think that would be scary for people. So, yeah, I actually do like I partner up with Mesmerize Media and so I help Tim and Jared out with running trivia over at the Woodstock beer market. So I do trivia and bingo night there and it’s is awesome getting to meet a whole bunch of people there as well and building relationships.

Lori Kennedy: [00:23:27] Yeah, that sounds fun.

Yin Johnson: [00:23:29] It is so fun.

Lori Kennedy: [00:23:31] Okay, Jessica, tell us, how do you use your influence in the community?

Jessica Light: [00:23:36] I think I just I just want to be helpful and inform people, even if it’s something I can tell them to do that’s free, you know, or help them learn to not pay $15,000 for a website that you’re going to rent, that you’re not going to own. You know, so I really just try to educate people and let them know what to look for. Even if you don’t go with me, these are the things you need to know and be aware of.

Lori Kennedy: [00:24:00] Yeah, I feel like as well, when you said yes to the Cherokee Connect thing for free, you had no idea how much influence that was going to have later on.

Jessica Light: [00:24:09] Yeah, no, it really was just spur of the moment. There’s another reason also I won’t go into that, but it was mostly because like, we’ve got to do something and I know I can help. You know, I can only order so much food to go. Yeah, you know, and, and then also I almost exclusively use only Cherokee connect people for services. So I always try since I am a moderator in a group, I always try to, you know, take a picture of what I’ve done and give them a shout what I’ve had done. Give them a shout out, hey, look what I just had tile done today. So I know the guy that’s done. He’s done a ton of work in my house. I’m always like, I tried to paint the tile. I thought I could just paint the tile. And they laughed at me. I’m like, Mike, you know? Oh, I gotcha, gotcha. So, you know, I mean, I’ll post that picture. Like, they came and helped me because I stupidly thought I could paint tile and do it very, very cheap. And it was.

Lori Kennedy: [00:25:09] Worth a.

Jessica Light: [00:25:09] Try. It was worth a try. My, my, my cheap and quick project came out very expensive and very long, so. Yeah. So anyway, what you planned. Yeah. It’s not what I had planned on too, but so and of course I’ve gotten plenty of work through Cherokee Connect, which I’m extremely grateful. That’s not why I did it. But you know, sometimes when you do things not expecting anything in return, it comes back. So that’s been great. But if I can turn around and then also help other people’s businesses. Hey, you know Jennifer Jennifer Jennifer hair. Yeah you know did help me with with my LinkedIn or help me you know you know some coaching and I can give that I can leverage my position in the group and help other people’s businesses.

Lori Kennedy: [00:25:52] Yeah, that’s awesome. All right, Jennifer, the same question for you. How do you use your influence in the community?

Jennifer Andersen Smith: [00:25:58] So first of all, I want to say for Cherokee Connect, technically I live in Cobb, although I’m closer to Woodstock than Marietta. But and I follow that group and we are actually hiring a guy to come and do some work in our yard because he was recommended when someone else asked a similar question. So it’s absolutely powerful and I know my daughter does custom cookies and she has gotten so much work off of that website. So, yes, very, very powerful.

Jessica Light: [00:26:28] I have a niece of cookies soon, I’m sure.

Jennifer Andersen Smith: [00:26:33] But for me, I mean, I built my own community also. So, you know, growth community is about having a safe space and very much the same way with Cherokee Connect. Right. You have the moderators and you have the website built the way you do so that people can feel comfortable talking about what they need to talk about and not get slammed for it like we are so quick to do in so many places. And so that’s I like to think that, you know, by just putting out a social post that says, you know, chin up today, you know, not every day has got to be a. I killed it today. Maybe some days. It’s just I got through it day, you know, just putting that out there for somebody who is having one of those days where it’s like, this sucks, you know, maybe maybe hearing that seeing that social post will help them feel like, you know what, it’s okay. I can have a day like that. Or, you know, the mom that’s just exhausted and tired because, you know, I think we’ve all been there or will be there maybe some day that you are just exhausted, you’re tired, you’re done. And giving yourself that permission to be exhausted and tired and done. And that’s okay. And even if my community just reaches into one person’s life at a time, it’s still a community and that’s what matters.

Lori Kennedy: [00:27:54] Well, one of the things that you mentioned is on my list to ask anyway, and that’s about mentorship. So are you being mentored and are you mentoring others and what does that look like?

Jennifer Andersen Smith: [00:28:04] I am currently searching for a mentor. This is something that, you know, I’m going to say my age, I’m 50.

Jessica Light: [00:28:11] And I.

Jennifer Andersen Smith: [00:28:13] Know I’m good with it now. But, you know, last year was rough, but I’m good now. But I realized a couple of years ago, actually about a year ago, as I’m approaching my 50th birthday, that that is something I missed out on. I never really got on the boat there with the mentoring or with coaching in my career. And I really do encourage people to do that because I think it can make a huge impact in in being able to figure out your career and your trajectory that way, but also in figuring out what your personal passion is. Because my life got so kind of skewed sideways that I didn’t even know what my own desires and passions were, what my dreams. I remember specifically being asked, What are your goals? And I said, I don’t know, I don’t have any goals. What are you talking about? And I was like 30 years old. I mean, what 30 year old doesn’t have goals? You should have goals, right? But so right now I’m searching for a mentor. So if you know anyone who’s looking for a mentee. But yes, I mean, actually, part of what I do, I don’t call it coaching, I call it mentoring. And the reason is because I think a mentor just kind of walks alongside you. You make all your own decisions. You choose to take the action steps or not. The mentor is just there to kind of be a sounding board more than anything. And if you’re going a little bit sideways, maybe help kind of get you back in that lane.

Jessica Light: [00:29:40] So yeah, yeah.

Lori Kennedy: [00:29:42] Understood. Jessica, who is mentoring you and how are you mentoring others?

Jessica Light: [00:29:46] Yeah, I would I would love to do both. I I’m originally from Seattle, so my husband and I, we lived in Seattle most of our while. I lived most of my life. My husband will not admit to any of that. Anyway, there’s a story. Yeah, there’s a story there. He says he lived in Seattle 19 years and it took him 20 years to get out. But in our church life and actually in business, we both had mentors, all our early marriage and we and if it wasn’t for them, we would not still be married. I know for a fact it was so vitally important. Personally, especially my husband actually is a coach now, so he is a coach for anxiety and depression and all that. Everything that was poured into him and us, he’s able to give back now. And I mean, I’m a huge advocate of it. I tried to even start a mentorship group in our church and it didn’t are old church here and it didn’t pan out. I find that sometimes people are just apprehensive to kind of get down and dirty, you know? So I think some people are just scared to do that. But I think it’s so, so important to have that.

Lori Kennedy: [00:31:00] Yeah, for sure. What about you again?

Yin Johnson: [00:31:03] I consider everyone in my networking group. So like Woodstock, Canton Ball Ground, everyone there are all my mentors. Like I love being able to sit down with someone and just ask them questions and just like try to figure my way around things, especially being a first time business owner. It’s just awesome having that that support. I also like I would love to mentor, I would love to mentor first time business owners as well and help them kind of figure out the steps and just kind of help guide them through as well because it’s terrifying. It’s absolutely terrifying. I am 27, so trying to figure out all of this is has been really interesting, but the mentorship that I’ve gotten from just the community and the people I’ve met and just even in my own industry, in the insurance industry, everyone that I’ve met insurance wise, like Josh Bagby and like Derrick Goode and everyone like that, they’ve just been able to support like I can just call them up and just be like, Hey. Quick question for you. Have you ever dealt with this, you know, or something like that? And they’ll help me out. They’ll meet with me, we’ll grab lunch and just talk it over. It’s phenomenal.

Lori Kennedy: [00:32:26] That’s awesome. Well, who is in your household? Tell us about your family.

Yin Johnson: [00:32:30] So my little household is just my husband and I. And we have two dogs.

Lori Kennedy: [00:32:36] Dogs? Yes. Tell me more.

Yin Johnson: [00:32:38] We’re a dog family, so I have a husky mix. So before Lock and I were dating, I adopted Ripley from the Blue Ridge Humane Society. And she’s a wonderful, wonderful dog. She is melted butter in dog form is what she is. She’s she’s amazing. She is like the most lovable creature. She just wants to cuddle with you. And that’s all she wants to do. Which is so interesting because Huskies are normally not like that. But she’s if she could get on the couch with you or have you have treats, she’s all about you. And then our youngest dog that we have is a blue heeler, full blood, and she’s a little psychotic. Like, I adore her. Like, she’s very intelligent, very intelligent. But she’s so intelligent that she knows that she could break your rules if you’re not watching her. She’s like, Och, och, you’re not watching me anymore. And then she’ll go do the things that she knows that she was not supposed to do.

Jessica Light: [00:33:47] So. Yeah.

Lori Kennedy: [00:33:48] All right, Jessica, who is in your household?

Jessica Light: [00:33:51] So my husband. So we’ve been married 23 years.

Lori Kennedy: [00:33:56] Congratulations.

Jessica Light: [00:33:57] Yeah. And I’ve got four kids, three older ones, and a little bonus one. So I have a 22 year old. This is how I remember how long I’ve been married. It’s one year after. So if he’s 22, we’ve been married 23 years. We just figured this out. This is how we. So this is how smart we are. So I’ve got a 22 year old that’s Marine. He just came home and I hadn’t seen him in almost three years, which was great. He was in Japan during COVID and stuff, so I didn’t get to visit him or do any of the things, which is very disappointing. I have a 20 year old and he is in the army and he’s stationed in El Paso. And then I have an 18 year old daughter who should be graduating this year and then a 12 year old little guy that pretty much runs a house and he does whatever he wants and he’s pretty much an adult already and you know, and he’s great. So and we have two dogs that are both psychotic and crazy. And I wish that yeah, I wish they were, like, better and they are not. I grew up in a dog family and these are not great dogs. And, you know. So anyway, I shall digress.

Lori Kennedy: [00:35:07] Well, thank you for keeping them and not kicking them out to the road.

Jessica Light: [00:35:11] Right? Oh, I won’t do that. And my kids would hate me for it, but. And I could never do that, honestly.

Lori Kennedy: [00:35:17] But. Who’s in your home?

Jennifer Andersen Smith: [00:35:19] So in my home, we are pretty quiet. It’s my husband and I for the most part. We have been married just under five years. So but we have a blended family that we have nine children and one of the youngest one of those does live with us kind of part time. He’s in the guard right now. So he’s 20. He’s trying to figure out what he’s doing all the time, which is great. I’m glad he’s trying to figure it out. And then we have 15 grandchildren, so.

Jessica Light: [00:35:50] Yeah. Oh, my.

Jennifer Andersen Smith: [00:35:51] So all but one of the children and two of the grandchildren live here in Georgia and are within easy driving distance. And and we have a couple that are out in the state of Washington. But yeah, so that was my Easter was I think we had just shy of 30 people in my house. Oh, so thank God it did not rain.

Lori Kennedy: [00:36:10] Oh, wow. Right. That way you could be outside some. Well, tell me about a mistake that you’ve made in your business and then how what you learned from it.

Jennifer Andersen Smith: [00:36:19] Oh, that’s easy. So, first of all, there’s a million of them. Right? But the. Biggest thing that jumps out immediately is not following my gut, you know, compromising on especially when you’re a writer or an artist, which all of us are creative beings. So, you know, I know that Jessica was what you do. You use your creativity every day. And then even though you’re in insurance, there’s still ways that you can use your creativity every day. And obviously being in this art form, Lori You can definitely users, but all of us are creative beings and so we have this desire to have things the way that we see them and perceive them and putting our best foot forward on that stuff. And the very first time that I published my book, I was kind of pushed by my author coach to publish it immediately. And so I did because I didn’t know better. And this time around, with the re formatting and adding 10,000 words and republishing, it should have been out like a couple of months ago. And I’m just making sure we do it right because I’m not going to do this one again. I’m ready to write the next book. So yeah, definitely. Go with your gut. Do not compromise.

Lori Kennedy: [00:37:34] Jessica, what about you?

Jessica Light: [00:37:36] Yeah, I would piggyback on that. Go with your gut. Just because I feel like I’ve done things that people pushed me to do or clients have pushed me to do, or maybe I’ve taken clients and they pushed boundaries. Maybe I can only get on that call at 9 p.m. at night, you know, because I’m busy during the day and I would do it, you know, and then and then I’m mad that they’re calling me on the weekend, so not setting proper boundaries and then I’m working all the time and then I love what I do. I found myself hating like Friday. I was just, like, dreading, you know, my what I was doing. So now I have boundaries and a schedule and, you know, I rarely go outside of that boundary just because I know what I can do and I want to be the most effective. But I think as women, we tend to feel guilty, like, you know, like maybe I should do this or we just let people push our boundaries. And we, I don’t know, we always kind of second guess ourselves. And, and I’ve just done things that I felt like I’m supposed to do. Yeah. And not just said no and yeah, I can say no. Very easy. And, you know, asking, you know, my family for whatever in business I had a hard time saying no and somebody wanted me to do a website, but they only had $500. And I would, you know, and it should have been 4000 and I would do it, you know. Okay, well, you know, maybe we’ll just do this and this and I would just do it. And then I’m resentful because I did all of this work and then they only paid me $500 and then they expected $5,000 worth of work. And, you know, the expectations were you paid. And I’m like, you paid 500 and they expected $5,000 worth of work and then no one’s happy. So now I just set those little like I like fences, lots of fences and proper expectations. And not everybody’s a good fit. And that’s okay. Yeah. Yeah.

Lori Kennedy: [00:39:31] And what about you? Mistakes and what you’ve learned?

Yin Johnson: [00:39:36] You can’t please everyone. That’s. That’s what I’ve come to realize pretty quickly. When I started in insurance, especially in the insurance field, you cannot make everyone happy. Premium changes are bound to happen. We all know this. We’ve all had insurance throughout our whole lives. That is probably the biggest thing, is just you can’t please everyone and don’t be sad if you’re told no. Yeah, yeah. Because you get told no a lot in the business world. But just taking that with stride and just keep going, it’s going to be fine. And just, just realize that with every no, there’s going to be a yes somewhere. And then the other part is yes, the boundaries. Yeah, laying out the boundaries where yeah, I’m not on work right now, I’m not on shift right now because I need me time realizing that also. And the last part is probably realizing that I cannot do everything by myself 24/7. I need to bring on a good like counterpart that’s able to support and also build the business.

Lori Kennedy: [00:40:58] That’s great. All right. We have just a couple more questions. This one I’m going to ask all of you, and then we’re going to talk about how to get in touch with your businesses. Do you have a message that is for women specifically? Jessica, I’ll start with you.

Jessica Light: [00:41:14] I always say go for. Don’t use competition. Always, always collaborate. So I’m big collaborator, not competition. I have many friends in the marketing industry and some. And we’re maybe direct competitors and we’re still friends. I still because sometimes, you know, maybe I can help them and maybe they can help me and we’ve shared clients or maybe I can do this. So I’m a big, you know, women sometimes negatively we see each other’s competition. And there’s no reason for that because I’m not for everybody. You’re not for everybody. And if we can help each other out so, you know, don’t look as everybody is competition, even if they’re direct competitors to you, you can still be friendly. And I think you can learn from each other. You know, there’s plenty of business out there. There’s no reason that you have to, you know, claw people to death and be not nice about it. So, yeah, you know, look, as people as not as competition, but potential collaborators.

Lori Kennedy: [00:42:17] Jennifer, what about you?

Jennifer Andersen Smith: [00:42:19] I just like to tell women you’re not alone. You know, you might feel like your story, the stuff you’re going through, no one else has ever gone through it or felt it or dealt with it. And if I’ve learned nothing else since I published a book, I have learned that that’s not true, and which is actually why I published it was because I wanted women to know that, you know, there’s parts of my story that probably resonate with every single person in this room. And quite honestly, every single person listening to this, there may not be the whole story, but there’s parts of it and just a little bit of kindness and compassion of thinking about that. You know, I don’t know what’s going on in Jen’s life after she leaves here today or what happened to Jessica this morning before she came in. But if I can, you know, if I can be a little bit kinder to her, then maybe she’ll turn around and be a little bit kinder the next person she deals with, you know. So it’s the same thing. It’s a collaboration as opposed to competition. You know, you’re not alone. None of us is an island and you definitely need to just extend a little bit more kindness. It’s nothing off of your nose to do that. So.

Lori Kennedy: [00:43:32] And what is your message for women today?

Yin Johnson: [00:43:34] Those are both really good ones that Jessica and Jennifer just gave. I mean, for me, it’s just. Realizing that, like, you can put your foot down if you feel uncomfortable in a situation business wise or personal life. If you feel uncomfortable, put your foot down. Say no. Like it’s if you don’t want to do it, don’t do it. Feel comfortable in that. You are not alone. There are some people that are going through the same thing and if you don’t feel comfortable, leave like leave the situation. It could be work life if you know you have a whole lot of stress and you’re not happy. Their mental health is really, really serious topic. Get out of it. Find something that fulfills you.

Lori Kennedy: [00:44:23] That’s great. All right. This is last one and that is tell us how to get in touch with your business.

Yin Johnson: [00:44:30] Well, for me, it’s very easy to get a hold of me. So I have a Facebook business page that a lot of people like to just go through, and it’s the easiest part because then it’ll pop up like a chat page and you could chat me and it’ll instantly pop up on my phone, my cell phone numbers on the page. So you could text me as well, call me with questions or anything. And I have a website like a business website landing page that some people go through that as well.

Lori Kennedy: [00:45:03] Okay. And what are those addresses?

Yin Johnson: [00:45:08] Oh, geez.

Lori Kennedy: [00:45:09] Look at this. What is your Facebook called?

Yin Johnson: [00:45:11] So the Facebook page is in Johnson Johnson Insurance Agency, LLC.

Lori Kennedy: [00:45:18] Okay. And you had said the other thing was a website.

Yin Johnson: [00:45:23] Yes, the website. The website will be Country Financial Companion.

Lori Kennedy: [00:45:30] And that’s spelled.

Yin Johnson: [00:45:32] Y i n dot q you oh CS and cat.

Lori Kennedy: [00:45:37] Awesome. Thanks, Ian. All right, Jessica, how can people get in touch with your business?

Jessica Light: [00:45:42] Just you can find me. I’m on Facebook, Instagram, all the things. Of course, you know, I do social media, so you’re supposed to do those things. And I have a website, so it’s JJ Social Lite and my last name is Light Like a Light Bulb. So it’s a little bit of play on words, so it’s social and then light lag. Hd So. Jj Socialite, if you want to book a free consult, I have a button right at the top. Right. That’s your highest converting section on the website, by the way. Top right? Yes.

Lori Kennedy: [00:46:12] Good to know.

Jessica Light: [00:46:12] Yeah. Take notes. Yeah. So take notes. Whatever you want the user to do, put it in the top. Right. So I have a book now you can book as a free zoom call right from there.

Lori Kennedy: [00:46:25] I’m writing that down along with the Corinthians scripture.

Jessica Light: [00:46:28] Yeah.

Lori Kennedy: [00:46:30] All right, Jennifer, tell us how to get in touch with you in your business. Sure.

Jennifer Andersen Smith: [00:46:34] So my website is my name, Jennifer Anderson Smith. Just FYI, it is Anderson with an E n because we are Danish. And so it’s Jennifer Anderson Smith. You can see my book on there. The book title is so that for relationships do not order the book right now, but definitely go to the website and get part B part of the community. Just jump in and do the little contact us form and then you can actually be on the list of people who hear about it first. So that’s the best way to get me. I am on Facebook and Instagram and all those places as well, but Jennifer Anderson Smith And that way you can click on all the links to go to all the places.

Lori Kennedy: [00:47:18] Awesome. Well, thank you, ladies, for being here today. And remember, if you already know everything you are sure to.

Tagged With: Country Financial, GROWTH Community, Jennifer Andersen Smith, Jessica Light, JJ Social Light, Yin Johnson

Spark Stories Episode 13

April 18, 2022 by Jacob Lapera

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Spark Stories
Spark Stories Episode 13
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Codyparks2

CodyparksGraduating from Georgia State University in 2014 with a degree in Exercise Science, Cody Parks continued progressing his knowledge by surrounding himself with the world’s top trainers.

With over 10,000 hours of coaching and hands-on experience guiding everyday people in their fitness journeys, Cody has a wide variety of knowledge in all aspects of exercise and nutrition.

Visit Formwell on Facebook and website.

This transcript is machine transcribed by Sonix

TRANSCRIPT

Intro: [00:00:02] Welcome to Spark Stories, where entrepreneurs and experts share their brand story and how they found their spark, the spark that started it all.

Dr. Clarissa Sparks: [00:00:13] Welcome to Spark Stories Live Business Radio brought to you by the Atlanta Business Radio Network. Every week, entrepreneurs and experts share the stories behind the brand who they are, what they do, and why their brands matter. I’m your host, Clarissa Jaye Sparks. In our own series, we dove into the everyday operations of inspiring small business owners in our community. You can listen live on Saturdays at 10 a.m. or the rebroadcast at WW dot Business RadioX dot com. Today we’re going to talk about the core of your business and why it’s important to have a clear vision, mission and values. Please allow me to introduce one of our amazing community leaders who owns it, Cody Parks. He’s a graduate of Georgia State University with a degree in exercise science. Cody continued progressing his knowledge by surrounding himself with the world’s top trainers, with over 10000 hours of coaching and hands on experience guiding everyday people in their fitness journeys. Cody has a wide variety of knowledge in all aspects of exercise and nutrition. Cody You’ve taken the step to launch your company and you’re braving the world of entrepreneurship. I have three questions for you. Please tell our listeners who you are, what you do, and why your brand matters.

Cody Parks: [00:01:31] Well, my name is Cody Parks. I own a company called Formal Personal Training, and we personal train individuals, adults over the age of 40 years old here in the Atlanta area. So Dunwoody, Sandy Springs, Roswell, East, Cobb, even the deep Atlanta area, that’s who we serve. We’ve been voted number one in personal training two years in a row. And it really matters because we truly are making a huge impact with the adults in this community that are rock stars in their space of of influence. And we believe by you being healthier, you looking and feeling your best, you are going to be able to do what you love to do. At the highest capacity.

Dr. Clarissa Sparks: [00:02:15] That’s really good. So we are definitely benefiting from your services here in the community. What there are so many coaching, not coaching, but fitness gyms out here. What sets form well apart.

Cody Parks: [00:02:30] Really that we’re personal trainers. So in the market right now it’s 2022. What is offered to the marketplace? Majority of the time is a cardio based style of training when you go to the facility. And what I mean by cardio is hit training cardio. Think of anything that’s on a time clock. We’re going one minute as fast and as hard as you can go and you’re going to take off a minute. We offer personal training, so we’re individualizing the training session to you and what your capabilities are. We’re meeting you with where you’re at. We’re using weights, so we put our flag in the same. We do more strength and conditioning and you are tapping into so much more of the human body by doing a good high level strength conditioning session session for 60 minutes compared to just doing a cardio session. So think of brands that are running on treadmills, they’re hopping on rowers. They’re in a class based format with 30 to 40 people in them all doing the same thing and watching a time clock. Think of that as one product and then think of our product as a personal training service with adults.

Cody Parks: [00:03:40] And there’s 2 to 6 people in the building at one time with a coach, and we are progressing and regressing, making easier, making harder each exercise around your physical capability level. So if you have a tight hip or a tight back or a bad knee, bad ankle, we can change the exercise around. You still hit the muscle groups were one to hit. You still have a high quality workout, if you will, without getting hurt and in pain. And in today’s society, we’re sitting so much more, especially with the age bracket that we work with adults, professional adults. These are areas of concern for them, and that’s we offer them the product that will be a solution so they can exercise without getting hurt. They can have the accountability they need, the individual attention they need. It’s professional, it’s fun. And you really get a personal trainer when you go to us, not a class per se. That may be, I don’t know, think of a 20 or 30 year old or someone single that just wants to kind of go to a.

Dr. Clarissa Sparks: [00:04:41] Hang out.

Cody Parks: [00:04:42] At a party. They’re just hanging out. You’re meeting people and you know, it’s totally fun and I’m not knocking it. I in fact, I recommend sometimes if you’re not going to go play tennis, golf, if you’re not going to go for a run and you’re not going to do cardio on your own, you need to go to one of these places, you know, once or twice a week and get your cardio on because you still need to work it. Sure. We just offer something that will provide the body with so many other deeper levels of fitness your mobility, your flexibility, your strength, your muscle tone, your bone density. And then to further that in a personal training atmosphere, it’s very personal. So we really get to the deeper issues like your eating habits. Oh.

Dr. Clarissa Sparks: [00:05:20] That’s something we all need help with, right?

Cody Parks: [00:05:22] Absolutely. You look around us, we’re in an environment that has set us up for failure. Right. And so we can coach you through those eating habits and we can coach you mentally, physically, so that you have success. And it’s not a one size fits all. So that’s what really makes us different.

Dr. Clarissa Sparks: [00:05:40] That’s good. You listed a lot of different characteristics of the people, the type of persona or the type of person that is coming into your gym. If you had to make a comparison to the characteristics of an entrepreneur, how would you tie that together.

Cody Parks: [00:05:56] Of an entrepreneur in terms of our facility?

Dr. Clarissa Sparks: [00:05:58] No, in the terms of like relating it to business owners, like what was your passion? What made you want? What was your vision for form? Well.

Cody Parks: [00:06:07] Finish that goes back to 18 years old. So I’m 33, about to be 34 now.

Dr. Clarissa Sparks: [00:06:13] Happy birthday.

Cody Parks: [00:06:14] So it was 15 years ago is where I started and that that’s going to be another rabbit hole. But I’ll sum it up real quick for the listeners. So I grew up overweight, you know, as a as a teenager I was overweight. And then I basically just stopped eating and did a lot of cardio and I lost a ton of weight. I was very skinny, but I had no muscle. I didn’t feel good. That wasn’t healthy either. Right. And then in college, I became a bodybuilder to where I would spend 3 hours in the gym and only eat the cleanest foods ever. And it’s totally not realistic, right, as an adult in this world as well. So here I am, 26 years old and I’m married. I’ve got kids, I now own a business. And so I had to learn how to truly find freedom through fitness. And so that is our mission today, is helping people find freedom through fitness. And what started as a passion, you know, over 15 years. The way that we’ve trained people has gotten has always gotten better and better because of research and technology and just where we were as an industry, but as a business that. Our mission has always been to help people find freedom through fitness.

Cody Parks: [00:07:30] But even down to. All right, we’re going to offer personal training for adults over 40. That was more of a byproduct of where the industry is and where the marketplace was, which would be very entrepreneur’s ship related and have nothing to do with health and fitness and passion. And that’s why, again, going back to those cardio brands. I’m not knocking it at all because, holy smokes, like there’s a lot of people that get healthy through those products and I want to see the world become healthier place. And if so, if someone feels comfortable and fit there and they’re seeing results there, then that’s where they need to go. But as far as our offer and business in the marketplace, that has changed just from years of being in the industry, looking at where the market is looking, what is being offered to the marketplace now in 2022, and that entrepreneurship has just changed. And we have just niched, niched, niched tighter and tighter and tighter and become more refined of the product that we’ve offered. And the outcome of that has just been a more consistent service and a consistent experience for our customers.

Dr. Clarissa Sparks: [00:08:34] So you’ve mentioned quite a few words here, kind of loaded, which I like. So even when you started out as an 18 year old said you were overweight. So that was a problem, right?

Cody Parks: [00:08:44] That’s a problem.

Dr. Clarissa Sparks: [00:08:45] So that’s when I started out.

Cody Parks: [00:08:46] I got a.

Dr. Clarissa Sparks: [00:08:47] Problem. I got a problem. So that is one key entity for starting a business. You have to have a problem and then you find a solution and your solution became being active. And then you said, you know what, I can turn this into a business. There you go. And then form was created through your passion and through necessity. So again, that’s a great encouragement for our listeners as startup businesses and entrepreneurs, just saying, Hey, what is the problem that I can actually solve coming up with a solution and offering that to your market and then coming up with the perfect offer? So formal has definitely nailed that.

Cody Parks: [00:09:26] There you go.

Dr. Clarissa Sparks: [00:09:27] Thank you. Definitely nailed that. So your vision base and your mission is how you’re carrying it out and that is your offering. Tell us a little bit more. How can we work with you as a personal trainer?

Cody Parks: [00:09:40] So as a personal trainer, first you can go to form MLB.com and we do a complimentary what we call Discovery Day, and we’ll spend 45 to 60 minutes with you and we’re going to discover all about you, your goals, where you are at specifically. You’re going to meet the team, you’re going to see the facility, and we’re going to make sure that we’re a good fit. And if anything, we’re going to lay out a game plan for you to start getting healthier. We’re going to meet you right where you’re at and lay out some exercise techniques, some nutrition techniques and some accountability techniques based on who you are and which time you have all these different factors. So even if you don’t stay with us, you have a game plan moving forward.

Dr. Clarissa Sparks: [00:10:18] It’s all about action, right?

Cody Parks: [00:10:20] It’s all about action. All about we say it all the time. Hey, this first month, actually, like the first 90 days, your goal is to just show up.

Dr. Clarissa Sparks: [00:10:28] Just show because.

Cody Parks: [00:10:29] That is a hard goal in itself, showing up and actually doing a 60 minute workout 2 to 3 times a week. Consistently for 90 days. I think that majority of the listeners would say, Wow, yeah, I haven’t done that in years. And there’s some people that would and we would find that pretty quickly and we would give you a bigger goal.

Dr. Clarissa Sparks: [00:10:48] A bigger goal.

Cody Parks: [00:10:49] Or a bigger techniques that you need to do in order to go from where you’re at now to where you want to go.

Dr. Clarissa Sparks: [00:10:55] Well, goal setting is part of the plan anyway, especially in entrepreneurship, like you said, constantly setting those benchmarks so that you can see results in your offering. Now, when you first started out, can you share with us some of the challenges that you possibly experienced with starting? Sure.

Cody Parks: [00:11:14] So when I started 18 years old. I didn’t have any business systems around anything, and so I just had to look at what was available to me at the time. So I was one on one personal training out of a big box gym and the I was also meeting people, friends and family at my apartment gym and training them there as well. And so one of the first things that I experienced was there was no consistent experience for these individuals. Some days it was at the gym, some days it was the apartment gym and it was only one on one. So I was just trading time for dollars. And when you’re meeting just one person at a time, you know it needs to be 2 to 3 times a week consistently, not just one time a week, and that person’s just on their own, doing their own thing. It can be successful. But that’s just that’s just a roadblock that I hit as a trainer, as a coach, which is not being able to communicate enough with these people and not have one home base where they were coming to me. And I was only one person at the time. So I’d say that was it was just so inconsistent with even the location of where we were, where we were meeting.

Dr. Clarissa Sparks: [00:12:37] I didn’t have a team. That’s part of it too. Location, location, location, location. So where were you in your mind, your mindset when you said, I need to transition from one on one to actually take the plunge and go into your own facility?

Cody Parks: [00:12:52] Well, tell more about this. I’m 18, so I’m in college at the time. I’m in college, I’m literally working at medieval times on the weekend to pay rent and I’m training people during like in the morning, early morning. I’m waking up at 4 a.m., I’m training one person at 5 a.m., one person at 6 a.m.. I take a break at seven and work out one person at 8 a.m. and then I would go to school from 9:00 until four, and then I would go back and train at like six and seven, go home, study from like eight until 11, wake up and do it all again. And then every weekend I’m at medieval times just trying to make like 100 bucks a night to pay my bills. I’m 18.

Dr. Clarissa Sparks: [00:13:28] Now. You can’t mention medieval times without telling us a back story. How did you end up? What did you do at Medieval Times?

Cody Parks: [00:13:37] Good evening, my Lords and ladies and welcome to Medieval Times. My name is Cody. I will be most loyal and hardworking self this eve. Hey, if you would like sweet tea as sweet as me, please turn your mug handles to the right. If you would like coke, turn them to the left. Get ready for a tournament, something along the lines of that.

Dr. Clarissa Sparks: [00:13:58] So, oh, my goodness. So that’s another characteristic of entrepreneurs. They are multi-talented.

Cody Parks: [00:14:02] Oh, man.

Dr. Clarissa Sparks: [00:14:04] So thanks for sharing that.

Cody Parks: [00:14:06] Oh, well, I hope that woke up your listeners.

Dr. Clarissa Sparks: [00:14:08] Maybe they woke them up.

Cody Parks: [00:14:10] That just sets the stage as well as where I was. So in an entrepreneur’s journey, if you will, you have to take inventory of what resources you have around you and where you are at individually. Don’t stick your head in the sand and think that you’re going to compete at an Amazon level and you’re one person. So I was one person. I was really trying to get my college degree. That was a huge time constraint. So I’m not saying don’t ever go and train the way I did it. I feel like everybody should start there. I’m just saying that I couldn’t make it a career. I couldn’t make it a consistent business, and I couldn’t make it a brand that was going to grow in the community and be known for something just by myself doing it in my apartment gym or in a big box gym. Does that make sense?

Dr. Clarissa Sparks: [00:14:51] Yeah. So you took the plunge. You took the leap?

Cody Parks: [00:14:53] Yeah, after that. So I graduate college and I still knew that I wanted to be in the personal training industry. I honestly had no idea what vehicle that needed to look like if that vehicle was going to still be one person just giving the services to 25, 20, 25 people max. Because when you’re one person, you can’t have a book of business that’s a ton of people. You have 20 to 25 people that you’re working with on any given point of time because you’re just one person, you know? So long story short, I was seeking out some internships and I did an internship at a training facility that I felt like was doing a super awesome job with personal training. And it was a whole team. It wasn’t just one person. You had an owner, you had a director of training, you had three or four coaches. You had a front desk admin that welcomed everyone with a smile. You had a facility that was built out for personal training, and they’re working with hundreds of personal training clients instead of just like my toe. So literally, I just I went and found who was doing it the best, right? And repeated it. And that you can say like, Hey, I hate that term. Like, Oh, I’m self-made. I’m like, No, nobody’s self-made.

Dr. Clarissa Sparks: [00:16:05] No one’s self-made. It takes partnership. It takes collaboration.

Cody Parks: [00:16:08] From people way better than you. Yeah. So that’s what I did. I found who was doing it the best, and I spent, like. Ten weeks there, something like that. Hundreds of hours there and just shadowed. And so after that, that’s when I decided to really take a plunge. And I don’t want to draw the story out too long, but I took a job as a general manager in a facility like that facility. And at the time, it was what we would call failing business from a profit and loss standpoint, from a leadership of vision, core value standpoint. It had been a business a long time, but the industry had changed. So formal has been in business since 1999. So 1999, personal training, the equipment available, the modalities, the science, it is very different than the science and the modalities that we use today. It’s still a very new industry, if you will. It may not seem new to people today in 2022, like, oh yeah, it’s been around forever, but it’s really it’s really not. I mean, it started in it just it’s just not. So back then, to give you kind of a picture, you’re talking about going to a facility with nothing but machines and everybody is doing one on one training and everybody’s wanting to like just be these big muscle bodybuilders or bikini models kind of thing. Whereas now in 2022, we’re sitting for our job so much that, holy smokes, we just want to feel good. And so those modalities of mobility, flexibility, how the body moves, we just as professionals in the industry have gotten a lot smarter. The science has really come a long ways as to the technology, the modalities, the equipments, the service has come a long ways. So anyways, I took a failing business as general manager, turned it around and I ended up buying the business 100%. So that’s my story, how I got into form. Well, okay. And so, so.

Dr. Clarissa Sparks: [00:18:01] You’ve taken several big leaps in your entrepreneurial journey to get to where you are now. So I like to often tell people to trust the process and be able to recognize an opportunity. So as a general manager, you saw an opportunity and you took advantage of it. And I’m sure you maybe you question your decision or had some type of doubt. So how did you or or maybe you did and maybe we can just share that experience. And if you did experience those things, what words of encouragement would you give to someone who’s starting out and they’re facing challenges in starting?

Cody Parks: [00:18:45] So again, paint the picture for your listeners. I was 26 years old at the time when I took the management position, so I just had graduated college. I did that internship where I saw from the best, the best what it should look like. So I knew what. You know, not good. Looked like. But I also knew exactly what to do. I always knew that I wanted to be an owner. I had no idea that I wanted to own form. Well. So I just saw the opportunity to. Basically implement everything I had learned and I had the opportunity to lead this and basically wanted to see if it worked. So my plan was to make like prove that this system proved that my leadership business plan, if you will, business model would work and then go get investors. To start with me in my home town was my plan. So what I would say to the listeners that are starting out is. Take it one day at a time and do the absolute best with where you are right now. That’s it right now. Have visions of the future. But don’t be afraid to take the opportunity that’s in front of you right now. You may. I, you and I both want people of this town to go on and do build these businesses like Amazon. You know, Elon Musk, all these huge stories. Holy cow. Like these are people that have ten, 20, 30 years of experience in industry. It doesn’t happen overnight. And if you’re sitting around waiting for that to happen and just want to become social media famous, it’s not going to work like that. You got to get out there and take every little bit of the opportunity and crush it. You, as an individual need to learn what it feels like to win, to.

Dr. Clarissa Sparks: [00:20:30] Win.

Cody Parks: [00:20:31] And a win is going to look different. And every single season of your life. Yes, a win in your business is going to look different in every single season of your business life.

Dr. Clarissa Sparks: [00:20:41] And I think sometimes you mentioned something about the social media and how that plays a big part in how entrepreneurs think great their success and how they look at their wins. What has been your experience with social media and possibly comparison?

Cody Parks: [00:21:02] Sure. I think you just need to know your product. So if your product is being sold a lot online, then yes, you need to determine your success by your social media followers because that’s where you’re getting your attention and then that’s where they’ll learn about your product. They’re buying it online. I get it. My product is a very it’s a brick and mortar business, so mine is more personal relationships. So that’s how I had to justify with myself. Like, it’s okay, I’d rather have 5500 followers, but I don’t even have 1500 followers. I just don’t because my business model is built to have 150 clients paying a certain rate. And this brick and mortar, you’ve got you got revenues, you’ve got expenses, and that number needs to be a certain revenue. It’s just different compared to someone that has an online business. You do need to have all those followers. So I’d say just know who your target market is.

Dr. Clarissa Sparks: [00:21:50] That’s that’s very important because the target market determines sales. And even just because you have the 1500, the 15,000 500,000 followers don’t mean that they’re your customers.

Cody Parks: [00:22:03] Yeah, man, if you’re like a holy smokes, if you’re a CPA, you’re an engineer, you offer a service based business, your local, you’re really working with individuals that you know are only traveling 10 minutes away from you to use your service. Social media. While it is great. Yes, you must need it. You do need it. But it’s you don’t have to have 50,000 followers compared to if you have an online program only and you’re selling it for a very low, very low cost, and you need thousands and thousands and thousands of people to buy it for you to make money, then, yes, you need to have this huge social media following because the more followers you have, the more people are going to buy your product. And for your business to be successful, you need to have 10,000 sales a month.

Dr. Clarissa Sparks: [00:22:46] Right.

Cody Parks: [00:22:47] It just depends on what that that dollar is. And speaking of money, I want to go back to one thing that’s on my heart. When you asked, what would you tell the young, the younger people or people just starting out is finances. I see that so much. You have to be willing to not make anything for some time. All right. Why do you think that is working at mealtimes? I think I want to work at mealtimes. You think I.

Dr. Clarissa Sparks: [00:23:08] Wanted to wear that, right?

Cody Parks: [00:23:09] I was wearing like straight up. I’m kind of like a manly man. I’m a southern boy. I like to do all these Southern hobbies and like I’m in a tunic, like a short skirt, chest hair coming out. Like my friends would come and just laugh at me and, like, make fun of me. I think I want it. No, I needed money to pay my rent and it was providing me money so I could live my life and pay the bills while I was still working on my craft and figuring out what I was going to do in the personal training industry. So it’s okay if you’re a food server right now, it’s okay if you’re driving Uber and you’re still but you need to be diving deep into these internships and mentorships and learning and still mastering your craft. And at some point you will have to take the leap.

Dr. Clarissa Sparks: [00:23:49] Yep, you have to take this.

Cody Parks: [00:23:50] I just see more and more people wanting that. I’m going to graduate and I’m going to make 100,000 a year and I’m going to work 8 to 5. And that’s just not how it works for the entrepreneurs. You have to be able to wake up, work your absolute butt off, and at the end of the month you made zero. That happened to me all the time.

Dr. Clarissa Sparks: [00:24:07] All the time that.

Cody Parks: [00:24:08] Happened to me all the time. For years.

Dr. Clarissa Sparks: [00:24:11] Yeah. You know, and people didn’t understand that. I mean, you work countless hours and you make sometimes absolutely nothing.

Cody Parks: [00:24:21] Yeah, that’s how it works. And mind you, so now, like, ten years later, like banks, banks will determine your success financially by how much revenue you do per square foot. So we have one of like we’re in the top 10% of training gyms revenues per square foot. So I’m not sitting here just saying this from the guy full of passion. And he’s he has a broken system that doesn’t make any profit. You know, we have a very successful business model. But I’m here to tell you, it was ten years of constantly beating on our craft. It wasn’t that long and more like five years to be in our craft and work our absolute tails off for nothing. And you just have to believe in the process and believe in what you’re doing. And it really does help if you’re super passionate about it and you believe in your product.

Dr. Clarissa Sparks: [00:25:03] Yeah, I think passion definitely drives and something that’s really important is that drives it as well. Are the core values.

Cody Parks: [00:25:12] Yes.

Dr. Clarissa Sparks: [00:25:13] And how they have to align with your business model. And I think that helps. With success that helps create more wins. What are some of your values?

Cody Parks: [00:25:24] So our mission is helping people find freedom through fitness. That’s our mission. Our core values. We have six of them. And, you know, I wrote these five, six years ago, and I’m still open to changing them. And I’ll list them. And I’ll tell you real life how we’re doing these right now.

Dr. Clarissa Sparks: [00:25:42] Let’s hear it.

Cody Parks: [00:25:43] So our core values, number one, is community. We rely on our community so much so we have a book of business of 150 of these rock star adults. In our community, we’re just trainers or coaches. We are nothing without our community being with us. So we believe in our community and absolutely making this a fun environment. We do community socials once a month. We go to the park and do a park workout. We go have Super Bowl parties. We have parties at our facility because we want everyone to have community listen.

Dr. Clarissa Sparks: [00:26:18] Let’s talk about the word community, because I think people sometimes interpreted it a little bit differently. Are we talking about the city that you live in or the community that you’re creating within your.

Cody Parks: [00:26:30] Gym community we’re creating in our gym? So I’ll give you an example. We had six people training in our facility this morning. You’ve trained at my facility.

Dr. Clarissa Sparks: [00:26:38] So trained. I know.

Cody Parks: [00:26:39] You know, we had six people. Four of them were all different ethnicities, races. One was 51, was 61 was 45. One was 40. Some were overweight. Some were healthy and been with us for six years. My point is all different.

Dr. Clarissa Sparks: [00:27:02] Walks of.

Cody Parks: [00:27:02] Life. Walks of life. When those people come in because our core values community, you come in and it’s your first day. Hey, Clarissa, I want you to meet Tom. Tom, this is Chris. It’s our first day. Oh, hey. How are you, Clarissa? How are you?

Dr. Clarissa Sparks: [00:27:18] Sounds like relationships.

Cody Parks: [00:27:19] That’s that.

Dr. Clarissa Sparks: [00:27:20] That’s community.

Cody Parks: [00:27:21] That’s community.

Dr. Clarissa Sparks: [00:27:21] That’s community.

Cody Parks: [00:27:23] And you would have never maybe talked with Tom had that introduction not happened. Sure. So because that’s one of our core values, we constantly are training up our team to make sure that that community is number one. Sure. That’s a good example of it. Yeah. We’re constantly doing the community events to provide an atmosphere where people can connect and get to know each other. Sure, that makes sense.

Dr. Clarissa Sparks: [00:27:45] Makes a lot of sense, makes.

Cody Parks: [00:27:46] It a lot stickier as an organization and people are just valued more and they want to see us more, which because we’re personal trainers and we need to see you, the more we see you, we get to give you this vehicle to get healthy.

Dr. Clarissa Sparks: [00:27:58] So it all works personal. It does. Okay.

Cody Parks: [00:28:02] Number two, drive change.

Dr. Clarissa Sparks: [00:28:04] All right. How are you driving?

Cody Parks: [00:28:05] Change. Oh, man. We even over the course of the last. So I’ve been a part of formula for I want to say seven or eight years. I’ve owned it 100% for three years. We have changed our model three different times and we constantly are driving change based on results and based on where the marketplace is so that our business can can continue to be successful. So how I’m driving change right now is we recently because of COVID in 2020, we have absolutely we’ve changed our facility. We have changed our facility and change the products that we offered on our show on our shelf. So we used to offer the boot camp cardio training like we talked about in the very beginning this episode, we offered personal training. We often offered open access to our gym. We had all these different layers of product. We were offering all different price points. And quite frankly, how we serviced each of those products was different because it was a different product on the shelf. Sure, think of a boot camp where it’s loud music and you’re cheering them on and that’s all that matters. People want to sweat and have loud music and lights and just be entertained compared to a personal training session, which someone wants a personal attention, right? And they need help with their form. Two different products on the shelf. They’re service totally different. We wore that to three years ago. We’re driving change by we found personal training to be the product that our team the formal team did the best we were the best in town at personal training and then holy smokes, our average age is 55 and then holy smokes, nobody want COVID hits. Nobody wants 40 people in a gym anymore. Sure. We used to have we’ve had up to 100 people in our facility at one point. At one time.

Dr. Clarissa Sparks: [00:29:49] At one time, at one.

Cody Parks: [00:29:50] Time and.

Dr. Clarissa Sparks: [00:29:50] Covid hit. Okay.

Cody Parks: [00:29:52] People wanted like, dude, no more intent in here, right? Like, we need to be 600 feet apart, you know, just a few people, whatever. And luckily, a year before, I already had that vision of just going personal training only because we saw such great results. People stayed with us for so much longer. The product was a little bit more costly, so think of it as $40 per hour. Instead of a boot camp class with 30 people, that was $20 an hour. And the boot camp, they stayed with us for ten months. We’re the personal trainers. They stay with us for three or four years. Wow. So you had a product on the shelf that was more money, better results, better lifetime value. I already naturally liked it better. I thought that our team was the best in town at it. I thought that our market was going all boot camp training through all these other boot camp brands, if you will. And I’d already seen it. Covid was the perfect time to say can’t do it because people don’t want to be around each other. Sure. So we’ve had an excuse to finally change it and people were so open to change. If we as a community, if if like our formal team didn’t have the core value of drive change, we would have never made the change. So we drove that change.

Cody Parks: [00:30:58] We knocked all those products off our shelves. I love it. It made us even more successful. And guess what? We have taken our facility down from like a 7500 square foot facility. It was like this huge facility because we had 100 people in it once down to a 3500 square foot facility. So and the experience was just as good, if not better, because now you have six people in a facility, whereas when you have six people in this huge facility, it’s kind of weird, like you’re on one side of the room. Sure, it was fine for like the, you know, six months there when COVID was at its height and we didn’t know what was going to happen and we didn’t know where it was, what was going to happen to the people. But now we’re after those six months to a year, it just kind of got weird that community feel what we going back to went away because you never talk to that person for an entire hour. So now we’re building a facility that matches that product on the shelf. We will open we will grand open that brand new facility in six weeks, by the way. Oh, six weeks. And we have about 30 spots left available until form. Well, we’re at its peak, so we’re maxing out at about 170, 280 people.

Dr. Clarissa Sparks: [00:31:59] So, gosh, Cody Parks is leaping all over the place over the course of three years or, you know, overall ten, you have made a lot of transitional and pivotal points in your business and that just kind of that adds to your success into your wins. So this is this is good.

Cody Parks: [00:32:17] Well, back to the core values. How do they not been in place? These are like your.

Dr. Clarissa Sparks: [00:32:21] Yeah, it drives who.

Cody Parks: [00:32:22] You are, drives who you.

Dr. Clarissa Sparks: [00:32:23] Are, it drives your.

Cody Parks: [00:32:25] Business. It’s like a compass. Where the heck am I going? Yeah, it happens all the time. At least once a month. I’m like, Wait, what? What am I doing? Where am I going? Go back to the drawing board. What were your core values? You have a lot of decisions to make. As long as they are around the core values, it’s going to put you in a better position. It’s going to put you in a position of who you know you are and where you want to go.

Dr. Clarissa Sparks: [00:32:43] Yeah, that’s a that’s going to continue to set your part. That’s your differentiator. And earlier you mentioned my next favorite word is niche. And you learn to niche down based off of your core values and it always takes you back to the core. And just drive. And it drives. It drives. It drives. It drives. This is some good stuff. Let me ask how as a how can my community how can we support you?

Cody Parks: [00:33:10] Well, we do have 30 spots left.

Dr. Clarissa Sparks: [00:33:12] Just 30. All right. I’ll hear that.

Cody Parks: [00:33:15] Well, in all honesty, we have 30 spots left, but on a typical month, well, there’s always some sort of churn. So we have one or two people drop off each month. So there’s always going to be once we get the 30. My goal is in the next six weeks when we open the next spot that we’re at max capacity. But every month we’ll have one or two spots available for people in the community. So if you are an adult over 40 and you know you need help with your health and fitness and you want to look good and you want to feel good, but you also want a professional personal trainer and you want an atmosphere that would value community. Then please check us out for and welcome. Come do that complimentary free discovery day and let us change your life. I’m telling you, it will absolutely change your life. So that’s number one. How you can help me as a business owner?

Dr. Clarissa Sparks: [00:33:55] As a.

Cody Parks: [00:33:56] Business. That’s how you can help.

Dr. Clarissa Sparks: [00:33:57] All right. We are some people there.

Cody Parks: [00:33:58] All right. You know, you your listeners, how you can help me is figure out what your God given talent is. And I want you to go out there and I want you to do it. Yeah. I don’t want you to just be a personal trainer because I’m personal trainer. I what I love about our business is that we have like all these rock stars in their own industry. I can see somebody working out literally. I’ve seen people working out at 7 a.m. and at 9 a.m. they’re on TV like they’re like the biggest rock star lawyer in Atlanta and they’re on TV and they’re doing an interview. And I’m like, just makes my heart sing. Like, I get to see him do what he loves doing, what he’s called to do at the highest capacity possible. So how you can help me is by helping yourself and helping the community and absolutely knowing who who you are as an individual, what your God given talents are. And go out there and do it and do it with excellence and do it the best that you can do. And that’s really how you’re going to help me ultimately is just providing a better community for the Atlanta area in all areas.

Dr. Clarissa Sparks: [00:34:54] All areas like we’re we’re we’re worldwide. We hear you all over. There you go. There you go. But that’s also what what type of books are you reading? Are you listening to any books, any podcasts that keep you motivated, keep that energy going? Anything that you recommend for the listeners to read?

Cody Parks: [00:35:13] Yeah, currently I’m reading a lot of business books now because again, that season of life, I’m 33. I’ve owned the business for three years now, 100%. So I still have a lot of learning to do in terms of like that CEO role, you know, like financial role. We always have to be learning and growing. And if my organization is going to grow, I have to grow. It’s back to the law, the lid. If the leader is not growing, it’s just from the top down. So I’m leading a lot of business books. If you want to be an entrepreneur, I would recommend my favorite personal favorite was Dave Ramsay’s entree leadership. Again, that’s entree leadership by Dave Ramsey. Holy smokes. And I know Dave Ramsey is a big financial guy, but this book has nothing to do with financials. It’s all about how to run a company, so how to be an entree leader, entrepreneur plus a leader. And it is absolutely amazing book and that I read for the first time when I was 20. It really struck a vision and I have read it at least a dozen times since then and every single like 20, 22, 25, 26, 30, 33, every time I read it, I get something different out of it. So that book, if you want to be an entrepreneur and you want to be some sort of leader in your community, I would start with that book. All right. There’s tons out there. I see the one good grade on your shelf right now. I loved that book. There was a lot of really good nuggets out of that book. Yeah, that was that was great. But, you know, figure out who you are. There’s so many podcast. We’re in the information age. You can Google it, you can go to a podcast. You know, if anything, spend 30 minutes a day listening to podcasts or reading books.

Dr. Clarissa Sparks: [00:36:47] Yeah, listening to a spark story.

Cody Parks: [00:36:49] Something, spark stories. Something Holy smokes.

Dr. Clarissa Sparks: [00:36:52] Just shameless plug that shameless.

Cody Parks: [00:36:54] Plug. If it’s if you take one thing, if you listen to a podcast or you listen heck, if you listen to this podcast and it’s a 30 minute podcast and you got one thing out of it that helped you and you actually implement it, it’s worth it. It’s and you do that every day and you start stacking these things. You start stacking them before, you know, it’s been two years and every day you’ve implemented this new positive thing that you’ve just learned. And holy smokes, now look at where you’re at.

Dr. Clarissa Sparks: [00:37:18] Yep. Well, you know what? How can we find you? Are you on Facebook? Twitter? Where are you hanging out on social media?

Cody Parks: [00:37:27] So it’s this like crazy tagline named Cody Ray Parks.

Dr. Clarissa Sparks: [00:37:32] Cody Ray.

Cody Parks: [00:37:34] No, I again, I’m not a huge social media mogul with thousands of followers, but you can find me Cody Ray Parks on Instagram, you can type in Cody Parks on Facebook and you’ll see myself and I do I do do a lot of fitness related things. So I always post one recipe every single week that you can actually cook. That’s going to be a healthy recipe. I try and do a different exercise. The Week to Teach You New. Exercise. Inspiring quotes. Healthy living principles. Exercise principles and nutrition principles that will help you become a healthier individual. And if you’re looking for anything that’s going to help you become healthier than it would be a good page to follow. If you’re interested in our company, which again is not just me and our team, is actually even better than me. Go to form. Welcome, form, welcome. Super simple and book that free discovery day. That way we can come in. You’ll meet with the team. You’ll. I’ll meet you there. I’ll be there. And we can sit down, talk about your goals. You can meet the team, see the facility for yourself that we’re talking about, especially if you’re in this area. It is a huge, huge fit.

Dr. Clarissa Sparks: [00:38:39] Shout out to James.

Cody Parks: [00:38:41] Shout out to James. Shout the Holston. Yeah. And we’ve had so many great people that have come through the organization and I am happy to say that, you know, when people leave, it’s usually like they made an awesome connection inside of our facility with our community and they’ve just it’s like sprung them into something else that they were more passionate about. And and so it’s just an awesome culture all around.

Dr. Clarissa Sparks: [00:39:04] All right. Well, Cody, thanks for sharing who you are, what you do, and why your brand really matters. Here at Spark, we do like to just celebrate our local business owners, and we want to celebrate you today and every day. So again, listeners, please support Cody. Go out to his Facebook page or at Cody Ray Parks or from well to find out and sign up for those sessions again. Thank you. I want everyone to create a great day. That’s a wrap, folks.

Intro: [00:39:37] Thank you for listening to Spark Stories. If you’re looking for more help in gaining focus, come check out our website where you can find episode show notes, browse our archives and access free resources like worksheets, trainings, events and more. It’s all at WW. She Sparks.

 

About Your Host

sparkstories2022

Dr. Clarissa J. Sparks is a personal brand strategist, trainer, mentor, and investor for women entrepreneurs. She is the founder of She Sparks, a brand strategy design consultancy.

Using her ten-plus years of branding & marketing experience, Dr. Sparks has supported over 4,000 women entrepreneurs in gaining clarity on who they are, what they do, and how they can brand, market, and grow their businesses. Using her Brand Thinking™ Blueprint & Action Plan she gives entrepreneurs the resources and support they need to become the go-to expert in their industry.

Follow Dr. Clarissa Sparks on LinkedIn, Twitter, Instagram and Facebook.

 

Tagged With: Cody Parks, Formwell

Brian Johnson With Main and Johnson, Inc.

April 15, 2022 by Jacob Lapera

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High Velocity Radio
Brian Johnson With Main and Johnson, Inc.
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MainandJohnson

BrianJohnsonBrian Johnson is the Founder and Owner of Main & Johnson, a Charlotte, North Carolina, based Business Consulting & Coaching company, aimed at seeing small to medium-sized businesses thrive, not just survive. Main & Johnson partners with business owners to bridge the gap between what success they have had and the success they seek.

Brian and his team specialize in driving accountability, long-term growth, and accelerated results with an outside perspective to blend with business owners’ knowledge and experience.

Connect with Brian on LinkedIn.

What You’ll Learn In This Episode

  • Airline Analogy for Business
  • Growing Through the Scale Hurdles
  • Exit Strategy Planning in Business
  • Price Now More than Ever

This transcript is machine transcribed by Sonix

TRANSCRIPT

Intro: [00:00:04] Broadcasting live from the Business RadioX studios in Atlanta, Georgia. It’s time for high velocity radio.

Lee Kantor: [00:00:13] Lee Kantor here, another episode of High Velocity Radio, and this is going to be a fun one. Today on the show, we have Brian Johnson with Main and Johnson. Welcome, Brian.

Brian Johnson: [00:00:23] Hey, thank you, Lee. Well, I appreciate being here. Thank you for the welcome.

Lee Kantor: [00:00:27] Well, I’m excited to learn what you’re up to. Tell us a little bit about Mayne and Johnson. How are you serving folks?

Brian Johnson: [00:00:32] Yes. So we’re a Charlotte based business. So a little bit up the road from you there. But we focus on helping and connecting local small businesses to where they’re going and at an accelerated pace. So we like to kind of tell our business partners that we’re not going to tell you how to run your business, but we’ll be there to partner with you and just accelerate where you are going to get to on your own. So we try to plug a few holes here and there, but help you get your momentum in the business. And then and that’s kind of the main street focus. So if you thinking Main and Johnson, do I have a partner with a last name? Main that’s not the case. We were just thinking about if you saw our logo, kind of like the intersection of Main Street and myself for businesses, and then we’ve branched out into a little bit more of a national consulting approach on business strategy and commercial strategy. So but that’s what we’re up to.

Lee Kantor: [00:01:23] So how did you get started in this line of work? Were you always involved in coaching and consulting?

Brian Johnson: [00:01:29] I wasn’t, at least not formally or being compensated for it. I kind of came out of the corporate world like a lot of consultants out there, but spent 20 years in the Fortune 500 space. And then as I kind of got a little bit further into my career and you start kind of assessing what you like to do, what not to do, the coaching option and kind of having your own business became a lot more attractive. So I kind of traded in a suitcase and a plane ticket for sitting a little bit in the car and meeting for coffee until COVID decided to change the rules a little. But we’re kind of getting back into, I guess, kind of a little bit more of an open environment, at least somewhat right now. So it’s kind of how I got here. But, you know, just grew up with my father owning small businesses and just always knew that we wanted to kind of find a way to be a little bit more progressive, to take stuff that I got to experience and bring it into the the small business space.

Lee Kantor: [00:02:26] Now, you mentioned having kind of worked in the Fortune 500 space. Is any of that really transferable to the folks on Main Street?

Brian Johnson: [00:02:36] It is. And you sometimes the scale may be not. So, I mean, a lot of the like breaking it down into like executive coaching. I mean, a lot of the smaller businesses aren’t really looking for their teams to necessarily be coached per se. But, you know, you do get into things like how do you retain clients or sorry, not not just clients. You definitely want to know that. But how do you retain employees? I mean, these are all things bigger companies struggle with as as do small. And you just try to take some of the strategies that you learned in the ways that you applied them on an enterprise wide scale. And boil it down to like, hey, here’s your business, here’s what’s important to you, and how do we set the path forward to make sure you’re capitalizing on the opportunities that you’ve got in front of you? I think there’s a lot of macro analysis that you spend a great deal of time in the corporate world on that maybe is a little bit much on the smaller end. But, you know, certainly being able to pay attention to trends like here in Charlotte, it’s probably similar to Atlanta. You can’t drive down the street without seeing either road construction houses being built or a big crane, you know, building a thing downtown Charlotte. So that kind of stuff is good to know if you’re in the type of business that the demographics matter and being able to kind of bring that skill set into the conversation, I think can open some eyes sometimes.

Lee Kantor: [00:03:51] So walk me through what an engagement looks like. One, when people are coming to you, what is their situation? Are they’re in a crisis? Is something bad just happened? Is this something that they’re frustrated, they’re not growing fast enough? What is typically that point of entry for you?

Brian Johnson: [00:04:06] Yeah, and I you know, we’re always able to try to help people and we’re always engaged in it. If there’s something wrong, that’s not our sweet spot and that’s not where most of our customers come from. I mean, if you’ve already hit the iceberg and you’re taking on water, there’s not a whole lot we can do at that point. But what we do is we see a lot of our our client base coming directly from, hey, I started out this way and this worked for quite a while and I’ve kind of plateaued. And it’s not that I’m trying to be a, you know, the next millionaire out there or multi millionaire. But I had visions of my business being in a different level, and I’m starting to kind of hit my head against the wall here. And we come in and we work with them, partner with them, understand where they’re at and what they’ve done successfully and where they failed. And then we start applying some new strategies to that. So we bring a fresh set of eyes. In a lot of cases, we’re especially on the coaching and we’re a little bit business agnostic. So we have a wide variety of of customers and markets that we work with. But the reason is we don’t tend to know more than they do about their industry. We complement it with business practices, processes, systems and strategies that really kind of reinvigorate where they’re at. I’d say the COVID pandemic was not great for business in the sense that all of a sudden we had a lot of people that needed help. But as much as I think it reminded business owners that you can’t keep plugging away the same way that has worked and expect it to continue to work longer term. So that opened a lot of opportunity to sit in with business owners and really help them kind of either pivot or refocus where they’re headed in a in a maybe different way than they’ve done before.

Lee Kantor: [00:05:49] Now, you mentioned systems and processes. Is that something that, you know, intellectually people understand, but practically they don’t really executed at the level that maybe the best run companies do?

Brian Johnson: [00:06:04] Yep. The thing that we see with that, you know, it’s a very interesting one because most people think like, okay, now I’ve got to go get like an SAP system or something. This is what you’re talking about. And it’s really not. I mean, if you think of just the general business owner that maybe is a is somewhat of an employee in their own company. You know, I mean, take myself, for example, I do the coaching for my business. Well, if I were coaching 40 hours a week, there’d be nothing more I could do. So what kind of systems would I put in my business that I could take those same 40 hours and I’d be able to reach more people without really totally changing the dynamics? So some of the systems are really geared towards expanding the capacity that a business can run with its current resources. And I think a lot of times people think it’s this massive investment, like some big I.T. system, and it can be. But in a lot of cases, it’s really applying just, you know, what is it that I could invest in that does the work for me? So I’m not the one doing it all. And I think that’s where some of that value kicks in. People are like scratching their head like, oh, wow, that just made whatever I’ve been doing during the week a whole lot easier. Fantastic. You know, I mean, perfect example is like people that do their own schedule and then there’s this thing like calendar and there’s a million others that are out there that do it for you. And if all of a sudden you’re not searching your schedule, trying to figure out where to put people in and let them pick it, you just got a lot of time back in your day. So it’s things like that, too, that tend to move the needle. We we see the most in the quickest with a lot of the smaller businesses.

Lee Kantor: [00:07:34] Now, when you’re working with a client, are they typically at that growth stage of their lifecycle or are they at the kind of this is the end of the party and I’m going to exit stage of the process.

Brian Johnson: [00:07:46] It’s an interesting question. And I li we we use an analogy that we kind of call the airplane analogy for business. And coming from a lifestyle at 30,000 feet was what I came from and trying to figure out how do I articulate things to business owners that make sense to everyone? And so we came up with this analogy and it’s basically four parts to a flight, four parts to the business cycle, and your first one is your takeoff phase. So just like when you’re starting out of business, you know, do you have any in number, do you have funding? Do you have a vision and a path forward? Do you have your business plan written? It’s a lot of box checking, kind of like Seatbacks and their upright locked position tray table stowed bags under the seat in front of you, everything in the overhead compartment. None of those things the plane can’t move forward into. All those boxes are checked and in a lot like that is business. And then you move into the next phase, which is ascension. And so your question on where do we see a lot of people we see a lot of them coming in here. And the reason is this is like on a flight, you know, you go to take off and nobody’s moving around the cabin. When you’re rocketing up to 30,000 feet, you know, everybody has to stay put.

Brian Johnson: [00:08:50] You can’t use the bathroom unless it’s probably an absolute emergency. But even the flight attendants aren’t moving around. And that’s because just like in business, you’re really focused on the one thing that matters, and that’s getting to that altitude where you know, you’re in good shape. And for a business that’s a lot more like, Hey, what do I got to do to get to that point where I put my head on the pillow at night and I know in the morning I’m going to wake up and still have a business. And so there we work with a lot of business owners to, you know, it’s great that you know where you want to be in five years, but you don’t get to five years if we don’t accomplish this year. So what do we need to focus on that allows you to maximize your time and get to that that level the quickest? Whenever you turn that corner and you’re on the cruising altitude, it won’t doesn’t mean you won’t adjust altitude, but it does mean it’s not about survival anymore. And this is where things tend to relax a little bit and you can focus on efficiency and effectiveness. So we see businesses here. This is on a plane. This is where the drink cart comes out. This is where your your mileage loyalty programs really kick in and people can relax, get up and walk about the cabin.

Brian Johnson: [00:09:49] Same thing in business. You can start your employee retention strategies, your customer engagement. Retention strategies work on profitability and things that maybe aren’t so much topline based, but they do matter in the long run because they’re going to fuel what? Allows you to sustain what you’re doing and reinvest in the business. Then obviously the last phase is the one you kind of alluded to on checking out, which is dissention. And we look at it as, you know, it’s crazy that it takes you 10 minutes to get to 30,000 feet. But they announce your your starting your initial descent. You land an hour later. Well, we hope it’s like that for businesses as well, where I can see the ending and it’s a nice soft dissention into that that landing spot. And so we’ll work with businesses to kind of tag into what they need to get done before they put it up for sale, if that’s what they want to do to maximize valuation. If they’ve got somebody they feel could take it on internally, we’ll work with them to make the transition and help bring that person into the the new CEO level type capacity or whatever they have in mind. But you’re right, there’s there’s kind of two aspects where people tend to pay attention the most, and that’s when they’re rocketing up and that’s when they’re kind of coming back down.

Lee Kantor: [00:10:59] Now, is there any advice you can give an entrepreneur that is maybe closer to the end than the beginning? I wouldn’t think that if you’re thinking of exiting your business, that you do that, you know, the week before. Like this is something in order to have a good exit, you better be planning for years in advance.

Brian Johnson: [00:11:18] Yeah. And even in your right and even those that maybe kind of come to the game a little bit later than you’d like. I think the biggest thing is there can be a bridge step between where you are and when you sell. And a lot of owners want to get out because they just don’t really want to put forth the effort anymore to to run the business. And there’s there’s many ways to do this. And I’ve seen people that will hire a general manager that literally is just part of the transition plan from where they were to then when they sell. And that person kind of oversees that valuation creation process that allows this business to sell for more. And quite honestly, when they’re a proven GM, they’re a really good marketing tool for the potential buyer to say, you’re going to inherit the person that already knows how to run this thing. You know, it’s not like you’re buying it from me and then all my contacts and relationships now leave with me, you know? So that’s probably the thing is most people kind of panic. And when they just don’t want to do it anymore, they’ll sell and they wind up selling at a discount.

Lee Kantor: [00:12:19] So by putting that manager in place that is trained up and skillful, you can really get a higher multiple. At the end of the day you can.

Brian Johnson: [00:12:29] And if your tolerance is, it doesn’t have to be a point in time that it’s sold. And it’s just I want to change my lifestyle into more of, like I say, retirement phase. But, you know, hey, I’m on the golf course, but I’m still collecting paychecks. There is an inter between an in-between step that you can do that could allow you to still sell it for the max value but not have to lose the lifestyle that you’d kind of rather rush into at that point in time.

Lee Kantor: [00:12:52] So is that something you help your clients with?

Brian Johnson: [00:12:54] We do. We can help them identify who who might be a good person to step in if they don’t have that person already, kind of in their in their business if they do. And they just need trained up. Of course, that’s part of the thing we do, but we can give them kind of the right plan and walk them through the execution of it over that span of time.

Lee Kantor: [00:13:13] Now, in your business, what has been the most rewarding example of working with somebody that might have been frustrated with the state they were in? And then you inject yourself and your team and all of a sudden now they’ve hit a new level.

Brian Johnson: [00:13:27] Yeah, I think it’s when they connect business success and their lifestyle goals, you know, you get a business owner that they’re working hard. So it’s never amount about the effort put into it. But you know, you can waste a lot of energy on some of the wrong things and not realize they’re wrong until it’s too late. And so being able to come in and partner with them and they have another set of eyes looking at their business that just kind of helps give them an approach that they have confidence in. Then watch them go out and succeed and build up their their ownership confidence. And then eventually, I mean, the icing on the cake is the person that had no time to take a vacation is now taking three vacations with their family. So you see that happen. And then you’re like, okay, I’ve if I’ve done anything, I’ve helped them connect to the lifestyle that they set out to have when they bought the business in the first place or when they started it in the first place. I mean, most of us don’t start a business to work more hours.

Lee Kantor: [00:14:18] Right? And unfortunately, some people trade a bad boss with lots of bosses and they’re not ready for what it means to be an entrepreneur 100%.

Brian Johnson: [00:14:29] I mean, it’s being skilled at something in a business owner, two totally different things. And not not that that doesn’t mean you can’t develop into being good at both. But yeah, sometimes you become the worst boss that you’ve ever had.

Lee Kantor: [00:14:42] So if somebody wants to learn more about your practice, what is the website or what’s the best way to get a hold of you or somebody on your team?

Brian Johnson: [00:14:50] Yeah, our website is W WW DOT Business Consulting Charlotte. And then the best way to reach I say I love conversations with business owners so you can reach out to me directly. It’s B Johnson. At Mane and Johnson and would love I mean, even if it’s just a zoom link in a chat or a phone call. Love to connect with business owners. We learn every single time we talk to someone.

Lee Kantor: [00:15:15] Good stuff. Well, thank you so much for sharing your story today. You’re doing important work and we appreciate you.

Brian Johnson: [00:15:20] All right. Thank you, Lee. I appreciate being on the show.

Lee Kantor: [00:15:22] All right. This is Lee Kantor. We’ll see you next time on High Velocity Radio.

Tagged With: Brian Johnson, Main and Johnson

Effortless Essentialism E100

April 14, 2022 by Karen

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Phoenix Business Radio
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Effortless Essentialism E100

This episode celebrates the Tycoons of Small Biz’s 100th episode with special guest, Greg McKeown. Greg opens up about his personal journey in the Disciplined Pursuit of Less and what we can all do to create space to explore what is essential to grow. Greg describes himself as “an entrepreneur with a pen in his hand” and has made it his professional mission to help other entrepreneurs be successful at being successful by practicing essentialism.

This was a great episode for Tycoons of Small Business as Greg pays tribute to the American culture of entrepreneurship and small businesses as the backbone to the American economy. Through his work, he identified a cycle of “undisciplined pursuit of more” that businesses often find themselves in which is a recipe for failure. Greg stresses the importance of being both entrepreneurial and built to last, which includes the pursuit of learning and innovating and course correction as a daily practice.

You don’t want to miss out on the guidelines that Greg outlines to identify what is important or not and how that space we create helps to break through a plateau. Lastly, remember to be thankful because if you focus on what you have, you’ll gain what you lack.

Greg-McKeown-Tycoons-of-Small-BizGreg McKeown is a New York Times bestselling author.

Greg wrote the book Essentialism: The Disciplined Pursuit of Less to teach the way of the Essentialist, an approach to life that prioritizes the few truly important things over the trivial many. Essentialism was also a Wall Street Journal bestseller and regularly appears as the #1 Time Management book on Amazon. It has sold over one million copies and was voted the #1 Leadership and Success Book to Read in a Lifetime by Goodreads.

We have been taught that anything worth doing must require relentless effort, but I don’t think that’s true. I wrote Effortless: Make It Easier to Do What Matters Most to show you how you can make your highest point of contribution without burning out.

He collaborated in the research and writing of Multipliers: How the Best Leaders Make Everyone Smarter and worked for Heidrick & Struggles’ Global Leadership Practice assessing senior executives.

He is the host of the What’s Essential Podcast…

You are your most valuable asset and must be protected. On the What’s Essential podcast, Greg discusses creative and practical ways to do that with thought leaders, entrepreneurs, celebrities, and people just like you.

Some of his guests have included people like Matthew McConaughey, Jay Shetty, Maria Shriver, John Hope Bryant, and Ariana Huffington.

He is the CEO of McKeown Inc…

Greg has had the privilege of working with companies to help make them more successful in everything they do. Clients of McKeown Inc. include organizations like the NFL, Adobe, Apple, Google, Facebook, Pixar, the United States Army, Salesforce.com, Symantec, Twitter, VMware, and Yahoo!.

He is a regular contributor to major publications and news outlets…

You can find his thoughts and research at places like The New York Times, Fast Company, Fortune, HuffPost, Politico, and Inc. Magazine. I contribute most often with the Harvard Business Review and LinkedIn Influencer’s group which average a million views a month.

If you’d rather watch or listen, you can find interviews on numerous television and radio shows including NPR, NBC, FOX, and as a regular guest on The Steve Harvey Show. Greg’s interview at Stanford University was voted the #1 Must-See Video on Business, Creativity, and Success by Entrepreneur.

Connect with Greg on LinkedIn, Facebook, Twitter and Instagram.

About the Show

Tycoons of Small Biz spotlights the true backbone of the American economy, the true tycoons of business in America… the owners, founders and CEO’s of small businesses. Join hosts,  Austin L Peterson, Landon Mance and the featured tycoons LIVE every Tuesday at 1 pm, right here on Business RadioX and your favorite podcast platform.

About Your Hosts

Autsin-Peterson-on-Phoenix-Business-RadioX

Austin Peterson is a Comprehensive Financial Planner and co-founder of Backbone Planning Partners in Scottsdale, AZ. Austin is a registered rep and investment advisor representative with Lincoln Financial Advisors. Prior to joining Lincoln Financial Advisors, Austin worked in a variety of roles in the financial services industry.

He began his career in financial services in the year 2000 as a personal financial advisor with Independent Capital Management in Santa Ana, CA. Austin then joined Pacific Life Insurance Company as an internal wholesaler for their variable annuity and mutual fund products. After Pacific Life, Austin formed his own financial planning company in Southern California that he built and ran for 6 years and eventually sold when he moved his family to Salt Lake City to pursue his MBA.

After he completed his MBA, Austin joined Crump Life Insurance where he filled a couple of different sales roles and eventually a management role throughout the five years he was with Crump. Most recently before joining Lincoln Financial Advisors in February 2015, Austin spent 2 years as a life insurance field wholesaler with Symetra Life Insurance Company. Austin is a Certified Financial Planner Professional and Chartered Life Underwriter. In 2021, Austin became a Certified Business Exit Consultant® (CBEC®) to help entrepreneurs plan to exit their businesses.

Austin and his wife of 23 years, Robin, have two children, AJ (21) and Ella (18) and they reside in Gilbert, Arizona. He is a graduate of California State University, Fullerton with a Bachelor of Arts in French and of Brigham Young University’s Marriott School of Management with a Master of Business Administration with an emphasis in sales and entrepreneurship.backbone-New-Logo

Connect with Austin on LinkedIn, Facebook, Twitter, and Instagram.

LandonHeadshot01

Landon Mance is a Financial Planner and co-founder of Backbone Planning Partners out of Las Vegas, Nevada. He rebranded his practice in 2020 to focus on serving small business owners after operating as Mance Wealth Management since 2015 when Landon broke off from a major bank and started his own “shop.”

Landon comes from a family of successful entrepreneurs and has a passion and excitement for serving the business community. This passion is what brought about the growth of Backbone Planning Partners to help business owners and their families. At Backbone Planning, we believe small business owners’ personal and business goals are intertwined, so we work with our clients to design a financial plan to support all aspects of their lives.

In 2019, Landon obtained the Certified Exit Planning Advisor (CEPA) designation through the Exit Planning Institute. With this certification, Backbone Planning Partners assists business owners through an ownership transition while focusing on a positive outcome for their employees and meeting the business owner’s goals. Landon is also a member of the Business Intelligence Institute (BII) which is a collaborative group that shares tools, resources and personnel, and offers advanced level training and technical support to specifically serve business owners. In 2021, Landon became a Certified Business Exit Consultant® (CBEC®) to help entrepreneurs plan to exit their businesses by counseling owners about exit options, estimating the value of the business, preparing the business for exit and tax considerations.

Landon enjoys spending time with his beautiful wife, stepson, and new baby twins. He grew up in sunny San Diego and loves visiting his family, playing a round of golf with friends, and many other outdoor activities. Landon tries to make a difference in the lives of children in Las Vegas as a part of the leadership team for a local non-profit. He regularly visits the children that we work with to remind himself of why it’s so important to, “be the change that you wish to see in the world.”

Landon received his B.S. from California State University Long Beach in business marketing and gets the rest of his education through the school of hard knocks via his business owner clients.

Connect with Landon on LinkedIn.

Austin Peterson and Landon Mance are registered representatives of Lincoln Financial Advisors Corp. Securities and investment advisory services offered through Lincoln Financial Advisors Corp., a broker/dealer (member SIPC) and registered investment advisor. Insurance offered through Lincoln affiliates and other fine companies. Backbone Planning Partners is a marketing name for registered representatives of Lincoln Financial Advisors. CRN-4543249-031522

Lincoln Financial Advisors Corp. and its representatives do not provide legal or tax advice. You may want to consult a legal or tax advisor regarding any legal or tax information as it relates to your personal circumstances.

The content presented is for informational and educational purposes. The information covered and posted are views and opinions of the guests and not necessarily those of Lincoln Financial Advisors Corp.

Business RadioX® is a separate entity not affiliated with Lincoln Financial Advisors Corp.

Tagged With: Essentialism: The Disciplined Pursuit of Less, Greg McKeown, What’s Essential Podcast

Jennifer Glass With Business Growth Strategies International

April 14, 2022 by Jacob Lapera

High Velocity Radio
High Velocity Radio
Jennifer Glass With Business Growth Strategies International
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Jennifer R Glass is the CEO of Business Growth Strategies International, the only company to offer business growth coaching along with smart payment processing solutions, marketing plus web hosting, and design solutions designed to increase a company’s bottom line.

Jennifer is a business growth expert who works with small to medium-sized businesses to help them find the money they are leaving on the table. She is also the author of multiple works including her “It’s the Bottom Line that Matters” series.

Connect with Jennifer on LinkedIn and follow her on Facebook and Twitter.

What You’ll Learn In This Episode

  • How businesses can add more leads and opportunities without spending money on marketing that doesn’t work
  • How to use LinkedIn to drive business
  • Success equates to happiness

This transcript is machine transcribed by Sonix

TRANSCRIPT

Intro: [00:00:04] Broadcasting live from the Business RadioX studios in Atlanta, Georgia. It’s time for high velocity radio.

Lee Kantor: [00:00:13] Lee Kantor here, another episode of High Velocity Radio, and this is going to be a good one. Today on the show, we have Jennifer Glass with Business Growth Strategies International. Welcome, Jennifer.

Jennifer Glass: [00:00:24] Thank you so much for having me. We thank you.

Lee Kantor: [00:00:27] Well, I’m excited to learn what you’re up to. Tell us a little bit about your practice. How are you serving folks?

Jennifer Glass: [00:00:32] I am all about serving people. I am a profit acceleration specialist in terms of what I do. And I work with my clients, helping them increase their leads, increase their opportunities, increase their revenues, and ultimately have more in their business that they can hire people, give back to their communities and make our communities and our nation stronger, which is really why I do what I do. It’s all about helping people continue to grow and do more for our community.

Lee Kantor: [00:01:04] Now, how prevalent is of a problem is lack of leads.

Jennifer Glass: [00:01:10] It is one of the biggest problems that small business owners have. If you talk to 100 small business owners, 99 are probably going to say they need more leads. They are relying on word of mouth solutions. They’re relying on listening to some of those gurus out there that say buy Facebook ads, buy Google ads. Now, don’t get me wrong, Facebook and Google ads and those kinds of things have their place in an individual marketing plan, as does word of mouth and referrals. But the problem is, is that if you don’t really know what you’re doing, it’s the fastest way to lose a fortune. And a lot of business owners are missing some of the basics in marketing fundamentals. And that’s one of the areas that I really work with my clients on in terms of helping them figure out what they can do to really generate more value without having to spend money on marketing. That really does not work for what they’re trying to do right now.

Lee Kantor: [00:02:12] Well, let’s dig in a little bit on that. Let’s start at what a lead is. How do you define a lead? Because, like you said, a lot of those platforms might define a lead as somebody who saw their ad or an impression or a click. Like where do you kind of draw the lines around what a lead is for one of your clients.

Jennifer Glass: [00:02:34] And that’s a great question, Lee, because so many people, like you said, have different definitions of what a lead is. A lot of people think anybody is my lead because I can talk to anybody in terms of doing business. There’s the universe as a whole in terms of, well, everybody who’s on Facebook, everybody who’s on Google is seeing my ad. That’s great. And they may be a prospective client at some point, but a lead is really somebody who is going to be moving through that buyer’s journey and is going to be somebody that may want to be doing business with you. So when you are trying to generate leads, you don’t just want to be doing branding. As some of my mentors have said, when you are a small business, we don’t do branding, branding as a happy byproduct of what we do, but it is not the core function of what we’re doing. And so when we need to get people in the door, those are the leads, the people that are realistically qualified and ready to do business with us, whether it’s today, tomorrow, three months, six months, a year down the road, that is what a lead is. A prospect is somebody that we simply speak with at a networking event maybe, or somebody that sees information about us. But it’s part of the buyer’s journey that gets people from completely uneducated about what we offer, uneducated about the problem, even that they may or may not have, and how that moves the process forward to them ultimately becoming a lead. And how do they become somebody that’s now equipped to be doing business with us?

Lee Kantor: [00:04:12] So how do you move a person through that journey from uneducated to educated, to interested, to raising their hand for creating some action that interacting with your clients.

Jennifer Glass: [00:04:28] And that’s really another great question because it’s all part of in my world anyway, we use something called a conversion equation. And the problem is that there was a UC San Diego study back a couple of years ago that said that we as a human species are bombarded with 34 gigabit of data on a daily basis. If you think about that for a second, a lot of people have smartphones that are 64 gig in terms of the storage that’s on their phone. If we’re being bombarded by 34 gigabit of data on a daily basis, that is more than half of the storage on your phone. Think about it from this morning. You woke up, maybe the school bus across the street was going off your alarm clock, kids going to school, whatever it was that woke you, that was the first piece of information that your brain absorbed. And throughout the day we have so much bombardment coming at us. So what we have done as a human species to evolve and keep our brains from losing it is we built the wall and that wall is there to prevent all of these messages from hitting us. And so we need to do is we need to enter the conversation taking place in the prospect or the lead tide in terms of there’s a problem they have and they don’t want or a result they want and don’t have.

Jennifer Glass: [00:05:46] So when we use our conversion equation, which is interrupts, engage, educate and offer the headline, subheadline what you do and ultimately the offer and I can get into more of that later. It’s really how are you going to make that messaging stand out that you can go from 20 to more than 100 touch points to get somebody to hear you? And when I was talking earlier about branding, if you think about the airlines, the sneaker companies, the restaurants, the fast food businesses, all of these are constantly needing to be doing branding because they need you to recognize their name because you may not be ready to buy right now and you need to think about them down the road. However, when you have somebody that uses that conversion equation that we talk about, it brings the touch points down to 5 to 12 touchpoints on average, which is really where about 80% of the business takes place. And so when you can bring people from, well, I’ve got something going on, I’m not really sure what it is. So typically speaking, they go online to their favorite search engine. They type in what is it that they’re dealing with? Maybe it’s their accounting system is getting too slow or they have a toothache, whatever it may be that’s going on. If somebody is a now buyer and there’s only one, two, 3% of buyers are now buyers, they’re going to be the ones that are say, I want to use you and I want to be in a position to really get what it is that you are offering me so that I can move forward.

Jennifer Glass: [00:07:13] Everybody else, we have to set up different campaigns and there’s something called the Drip campaign that sends out messages on a predetermined and automated basis that is really helping us reach that 5 to 12 touchpoint mark to really help move people along the process. What kind of information are they looking for? What is it going to help them figure out why they should buy and answer those objections to the Why shouldn’t I buy from you? And then as they move through the process, they will then eventually become those 1 to 3% and now buyers where they will want to buy from you. But it’s part of our job as business owners and marketers. And by the way, everybody is a marketer. They’re not just a business owner. You’re a dentist, you’re not a dentist, you’re a marketer of dental services. And so the more that you think about it in that regard, you see how you need to be moving people along the path and helping people get into your business, whether it’s online or physical, and how are you going to bring them there in that process?

Lee Kantor: [00:08:18] Now, do you work primarily with online clients or kind of brick and mortar in real life clients?

Jennifer Glass: [00:08:26] I have a mix of clients in those industries. So I work with service businesses like doctors, attorneys, accountants, electricians, plumbers, etc. I work with retail businesses. I do a lot with E commerce and nonprofit businesses in terms of the clients that I primarily work with.

Lee Kantor: [00:08:47] And when you’re working with an online client versus a, you know, a brick and mortar client, is the strategy foundationally similar but the execution is slightly different, or is it similar across the board?

Jennifer Glass: [00:09:03] It’s really similar in the sense that business is business fundamentals are still fundamentals. When you look at what somebody is doing, whether they’re an online business or they’re a brick and mortar business, they still need people coming into their business, whether it’s I’m creating a strategic relationship or a joint venture partnership. And that’s one of the strategies that I quickly work on with my clients, showing them how you really can make a big difference in bringing somebody into your business, whether it’s online or in the real world, where somebody is going to be coming there as an online business, you can still be having joint ventures and strategic partnerships, driving links instead of people to your business. So I may partner with a couple of affiliate partners to drive traffic to my online site. I may partner with certain organizations that are going to be sharing a link about my organization. Think about the £800 gorilla that started as a bookstore and turned into basically you go there for everything that you possibly can want when you’re looking at that business. There’s a lot of affiliates that are driving traffic there in terms of what they’re looking at. Sometimes somebody is going to think about going there. Other times it may be an affiliate link that is driving me to go to that online business in a retail environment.

Jennifer Glass: [00:10:27] I’m going to have people saying, Here’s the place that you want to go for this particular solution. I have an instance where just last night my lamp decided to fall down. I don’t know what happened, but the glass shade that was on the light broke. So I went on my favorite search engine and I typed in glass lampshade for a floor lamp and there’s a whole bunch of different links that popped up where I can possibly get that replacement for what I’m looking for, for that light. Same idea. I can go to a physical business. I ask somebody that I was on the phone with when it actually happened, where can I possibly go? And then I was also looking online to see where else might I be able to see. And so I’m in that buyer’s journey in that regard, like we talked about before. What am I doing? I’m looking for a problem. It’s a solution I want and don’t have right now. And so that’s all part of the process. Online retail really doesn’t matter. The fundamentals are still fundamentals. It’s just which strategies you want to start working with and then you change the order in terms of the implementation of online versus retail. But it’s still going to pretty much be the same idea in terms of driving business to that particular merchant.

Lee Kantor: [00:11:48] Now let’s talk about that lampshade, the lampshade brakes. And your first move was to go online to type in that there could be a lampshade business down the street from where you live that you may not have you might have seen a thousand times, but it didn’t click in your head to be the solution for this kind of urgent problem that needed to be triaged. What could that lampshade company that’s down the road from you in in real life have done to have you not go online to have thought of them?

Jennifer Glass: [00:12:24] So again, everything comes that top of mind awareness that we need to be thinking about. So if a company is local, being more community focused to a lot of people is going to help with name recognition and with the idea that you are part of the community. For me, in addition to everything else that I do, I also am the Vice President of my local Chamber of Commerce. So my name, my business name is out there all of the time. If you look at all of the companies that sponsor the Little Leagues and different organizations, there’s a reason they’re putting their name out there because it’s keeping people aware of what they’re doing. Very often I see posts on an online community board. As an example, I’m looking for a personal injury attorney. Oh, there happens to be a very large personal injury attorney office, a firm here in my town. And they do advertise. You do see. As for them on television, you do hear ads for them on the radio. And a lot of people simply forget about it because they’re not paying much attention. But they also are right on the main street in town. The thing that they need to do to connect more with the people is really where are they going to be at that moment when somebody comes in? But it’s also not just necessarily am I connecting with you individually at that moment, it’s when you have that problem.

Jennifer Glass: [00:13:59] Am I showing up online? Also, one of the very first things that we’ve been conditioned over the last 20 or so years is to go online when we have a problem and there are certain search things that you can be taking advantage of, such as geo targeting. You put in a. Personal injury firm near me or glass lampshade business near me. There’s a lot of things you can be doing on that that are going to allow you to still come up and then have people come directly to your business and shop in your store. And the best way to do that is you drive people, even if they’re looking online, you have some inventory that may not be available online, only available in the store. And that makes people want to come into your store where you’re saving whatever may be going on online, what you have there. Alternatively, you may really want people going online because you can have even more inventory when you have dropshipping services and you want to drive people to the website because you have even greater margins without having to worry about holding inventory and things along those lines. There’s a lot of options that are there, again, depending retail versus online, where whatever the business is.

Lee Kantor: [00:15:16] So now let’s shift gears a little and talk about LinkedIn. How do you what are some do’s and don’ts for LinkedIn when it comes to using LinkedIn as a channel to drive business?

Jennifer Glass: [00:15:29] Oh, and this is a really big one. And when you think about LinkedIn and there’s a couple of things you want to be thinking about, the biggest one is, remember, it’s relationships. Nobody is going. As one of my other mentors said, nobody is going to go over to a woman in a coffee shop very first time they meet and say, Marry me. So look at you like you’re growing two heads. Maybe even slap you across the face, say you’re nuts and walk away. It’s the same thing in business if you’re trying to sell someone right away on LinkedIn or Facebook, even without having a relationship first, you’re going to lose that entire value. So never, ever try and come out of the gate and try selling. What you want to do is always offer value first. See where people are going to see. You really are the expert in this particular area and this is why I should be working with you. You want to be having your profile, talk directly to your avatar or the representation of your ideal prospect? That’s what Avatar means when you look at having your profile. A lot of people design it as a resume, and unless you’re really in a job market, your LinkedIn profile is not meant to be doing that. And even if you are in the job market, it’s not meant to be doing that. If you’re in the job market, you want your LinkedIn profile to be talking to the kinds of benefits that you provided at a particular position and how you are going to be in a position to really offer that to a new provider or a new company employer.

Jennifer Glass: [00:17:13] If you are selling B to B or B to C, even a lot of people need to have what it is that you do as it relates to your avatar. So if you are helping your avatar with. Getting the right pricing for a particular widget. You need to talk all about how do you work with that avatar and securing the right pricing on those individual widgets. If that’s your avatar, if your avatar is somebody in need or if your business is a dental practice, your LinkedIn profile should be all about how do I alleviate the pain in your mouth and make all of those processes better? So there’s a lot of different things you can be doing, but you really want to target your profile to areas where you are going to be making a difference and making that process come true. And it really comes down to the systems that you have in place to really make sure also that all of these different pieces like we spoke about on the marketing side and on the LinkedIn side, how are you really controlling what you’re doing and having the right processes, the right systems is really going to allow you to ultimately have that success that you are looking for.

Lee Kantor: [00:18:27] Now, you talk a lot about systems and processes. A lot of small to midsize businesses, though, tend to be more scattershot, though. Somebody will say, Hey, try this. And they’re like, Oh, what’s that? Okay, I’ll try this. And they do that for 30 days, 60 days. Then they get frustrated. It’s not working and they jump to something else, and then they’re doing direct mail and then they’re doing whatever the flavor of the day is. They’re doing TikTok videos, whatever it is that’s hot or they read about is now that’s their, you know, marketing plan. How do you help folks kind of lean into this concept of systems and processes rather than just throw things against a wall and hope?

Jennifer Glass: [00:19:08] And it’s so funny that you say it that way because it’s the S.O.S., the shiny object syndrome, or, ooh, look, squirrel kind of idea with the idea that we have less of an attention span than a goldfish. Our the human species has an average attention span of 8 seconds, and that’s what it takes to really connect with people. If you are trying to figure out, all right, what am I doing? So like you said this month, the flavor of the month may be tick tock videos next month might be insta reels and all of these other things that are out there that we’re looking at. How do you start figuring out what you need to do? So the first thing that you really need to remember is you can’t measure when you’ve got so much going on. If you are throwing things against the wall to see what’s going to stick, that’s going to be the result that you’re having also. So when you have the right system and you need to be looking at what that system really is, there’s a couple of examples that I use. Robert Kiyosaki talks about a cashflow quadrant in his book Rich Dad, Poor Dad. And when you look at the left side of that quadrant and it’s the employed person or the self-employed person, the only thing they have is they have a job, they have a job or they own a job.

Jennifer Glass: [00:20:24] But on the right side of that quadrant is the business owner and the investor. And the reason the right side is where it’s all at is because their systems, if you think about those fast food restaurants that we all know, there’s so many of them, but we never see the owner in those fast food burger places. And the reason why is because there’s systems. We know that when people have a system in place, they are going to be following a particular recipe, if you will, of how to do A to Z with what they are doing. You don’t mess with that success when you have that nailed down, but what you really need to be doing is you need to develop those systems and you need to have processes in place that allow you to step out of your business. Also, to many people like you are saying, they’re running around trying to manage the entire business, trying to do everything. And very often they cannot even leave their business to go see a client. Because what happens is somebody comes into the business when they’re not there, then they’re losing that.

Jennifer Glass: [00:21:27] And so systems are going to allow them to have what happens when we need certain things to happen. So it means having the right kind of onboarding process, you know, exactly the kind of person that’s coming in, the training that’s going to happen, the policies that have to be in place, all of that is there to make sure how you’re hiring people. Then it’s how do you build that individual widget that you are selling or provide the service that you’re offering, whatever it is that’s fair. We need to be looking at those systems to make sure what you’re doing is going to be ultimately working for you. And when I work with my clients, the system that we develop ultimately is providing the joint ventures and strategic partnerships, sending business to them. The Upsells Cross sells and down sells, always having more transactions coming to the business owner. It’s having the people coming in because of the drip campaigns set. Your funnel is always going to be full of people coming into your business and things along those lines that people see the leads, opportunities and revenues constantly coming in the door.

Lee Kantor: [00:22:41] So now if somebody is listening and says, You know what, I am interested in Jennifer and her team, what is that first conversation you have with people like what are some of the questions you’re asking them? Or What is some of the homework they should have done before even reaching out and having the conversation with you?

Jennifer Glass: [00:23:00] The first things that I try and understand about the business is what is their most burning problem in the business? Very often it’s centered around a couple of key areas. It’s centered around leads, it’s centered around revenue generation, which again goes back to leads. It’s centered around people, especially in the world that we are living in today with the great resignation and supply chain shortages causing even more conflict in terms of where we are. So there are certain things that we need to cover from that perspective. And then we also look at numbers. One of the things that any business owner absolutely, absolutely needs to understand is their numbers. You need to understand how much your customer acquisition is. You need to understand what the lifetime value of a customer is. If you don’t know those two numbers, how do you know when you’re spending money to get a lead whether or not it’s going to be profitable? You need to understand what your profit margin is, your gross and your net profit. And there’s a very big difference between those two numbers and a difference also between how the markup is different than the profit margin, because a lot of people say, well, it cost me $50, I want to make 20%. So they sell it for 60. But that’s not the same number if you want to be making 20%.

Jennifer Glass: [00:24:25] So you need to be looking at what is it that you’re looking at with those numbers. And there’s a lot of other factors that are going into that conversation in terms of saying, well, do I really understand what it is that I am doing and where I am in my market? And the other question is also, is there a clear reason why somebody should work with you as opposed to everybody else that’s offering the same thing? At the end of the day, most business owners compete on price. It’s that £800 behemoth based out of Bentonville that right now is pretty much the leader in the lowest cost. But you can’t be that £800 gorilla and expect your margins to be where you want it to be. And so when you’re looking at what is it that you’re trying to do, you need to really understand how those factors are all playing in and set. You understand this is the reason people are coming to me. It’s not just the price, it’s the value that I’m offering. And I’m constantly innovating and putting my own product or service out of business and creating new products that the market is going to want to work with. And so it’s really important to get away from the price competition and focus on the value.

Lee Kantor: [00:25:51] Now, are your clients $100 Million Companies, $10 Million Companies, million dollar companies, $100,000 companies. Like who’s your ideal partner to work with?

Jennifer Glass: [00:26:02] So I work with a lot of startup businesses and established businesses. I would say that I primarily am working with businesses that are under the $1 million in revenue mark. However, I can work with higher businesses, but I tend to draw the line when you have about 10 million and up in revenue or about 20 to 25 people in the firm, simply because at that point you pretty much have a series of experts internally that may be in a position to help. However, that does not mean that I cannot come in and do trainings for those larger entities where that can still make a difference. And there’s also my different speaking opportunities that I do go out and I’m constantly speaking along with my keynote of the success Equate to Happiness, which is really all about finding at what point success and happiness overlap based on, of course, the generational period where you are in your life. But moving back though, to the size of a firm is really dependent on the business and the kinds of solutions that they’re looking for with what they’re doing.

Lee Kantor: [00:27:17] Now, can you share a story, maybe the most rewarding success story you have where you took a firm that was struggling or frustrated and you were able to take them to a new level?

Jennifer Glass: [00:27:27] Oh, absolutely. I mean, there’s so many of those businesses, but I’ll share with you one that you utilize primarily my joint venture strategy. And this is a really interesting one because if you look at the bridal market and the event chain that’s involved in that and a florist is involved in that being the florist at the wedding, but also possibly the florist that’s going to be providing the roses when the guy wants to propose to his girlfriend to become his fiancee. So the joint venture that we created was between this flower shop and the jeweler that be a couple of stores down. And what we did was we tie the two of them so closely in that when people came into either one of them and the florist knew that the guy was coming in because he was going to the jeweler to get the ring or vice versa, the two of them were immediately referring to each other. So that way it would be a package, right? The jeweler was actually buying the flowers and the florist was saying, look, if you’ve got the ring, the guy couple stores down is going to give you a great deal on the diamond ring and everything so that you can propose. During that process. We also then looked at the entire event chain. So we looked at the officiant, the wedding hall, the caterer, the photographer, the deejay, the wedding planner, the printer, the the cake, the dress, all of those different pieces. And then we also created a trusted vendor list. And what that did was for any of the bridezillas that are listening, or if you were Bridezilla, you know how hard it was when you were trying to figure out all of those different pieces, trying to do all of them, figure out who the right person is, and do they play nicely with the others.

Jennifer Glass: [00:29:23] But when you have that trusted vendor list, it all of a sudden started making a huge difference because now everybody on that list was getting the referrals up and down in terms of where they were. And so everybody is getting more more business, more value. You can have the referrals going both ways. You can also have financial arrangements going both ways. So if one person specifically referred someone else in that event chain, you can have them get that. But the other thing also that we threw in was the guide to avoid all of the issues that can happen on the wedding day, things like what do you do if you’ve got a stain on your dress? What do you do if you tear or pop a button? What do you do if and there’s a little guide that we came up with that shortly before the wedding, we give it to the bride and she’s got it there along with her whole party. In the event anything happens, they know how to handle it. And so all of those different ideas, we were able to take that and now everybody in that event chain was getting significantly more business and having dramatically more revenues as a result from that.

Lee Kantor: [00:30:43] When you do that or those exclusive relationships. So there’s only one florist, one jeweler, one, you know, officiant.

Jennifer Glass: [00:30:52] Typically speaking, it is one if we’re doing the vendor list. However, the vendor list is not. A requirement in that regard. It just allowed us to really make the process that much easier because if I know I got this one, this one and this one, that’s great. But if it’s not in a written format, I can have three officiant, I can have three caterers, three DJs, ten photographers, and it’s really not going to make a difference. But again, understanding that people get booked pretty quickly and things along those lines. But if you’re having that trusted vendor list, if I’ve got 20 officiant as an example or 20 caterers, those caterers may not work nicely with an individual facility because there may be certain issues with that facility. And the caterer is an example. If you have a dietary restricted caterer, as an example, a kosher caterer, but they can’t go in or non kosher caterer going to a kosher venue, you would have that problem. So that’s why on that paper, we don’t have multiple people in that regard, but we do. If you’re not looking at having that paper, you can certainly have multiple providers. So that way you can be recommending different people. And then again, it would be based on who’s above and below you that you can be either getting referrals from or giving referrals to. And how that would look in terms of the overall process and the kinds of revenue increases that you can be making in that. Event chain. And if you think about it, you didn’t have to spend marketing dollars to even do either one of those solutions. So you didn’t need the Facebook ads and the Google ads to be driving that business with what you’re trying to do.

Lee Kantor: [00:32:43] Good stuff. Well, Jennifer, thank you so much for sharing your story. Today, if somebody wants to learn more. Have a more substantive conversation with you or somebody on your team. What’s the website?

Jennifer Glass: [00:32:53] It’s going to be BGC coaching. Again, that’s beers in business G as and growth as in strategies I as International Coaching Bcom BGC Coaching AECOM.

Lee Kantor: [00:33:08] Well, thank you again for sharing your story. You’re doing important work and we appreciate you.

Jennifer Glass: [00:33:13] Thank you so much, Lee, for having me.

Lee Kantor: [00:33:15] All right. This is Lee Kantor. We’ll see you all next time on High Velocity Radio.

 

Tagged With: Business Growth Strategies International, Jennifer Glass

Decision Vision Episode 162: Should I Replace My Salespeople with Customer Service Representatives? – An Interview with Kristin Zhivago, Zhivago Partners

March 31, 2022 by John Ray

Zhivago Partners
Decision Vision
Decision Vision Episode 162: Should I Replace My Salespeople with Customer Service Representatives? - An Interview with Kristin Zhivago, Zhivago Partners
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Zhivago Partners

Decision Vision Episode 162: Should I Replace My Salespeople with Customer Service Representatives? – An Interview with Kristin Zhivago, Zhivago Partners

In an age where customers can do extensive research on their own before they buy, does a business still need a traditional sales force? Kristin Zhivago, President of Zhivago Partners, and host Mike Blake explored the shifting nature of sales from a traditional salesperson to a role of customer service. They discussed the evolving needs of the customer or client, how companies meet those needs while still being able to track results, the implications for compensation and corporate culture, and much more.  Decision Vision is presented by Brady Ware & Company and produced by the North Fulton studio of Business RadioX®.

Zhivago Partners

Kristin Zhivago is the president of Zhivago Partners, a digital marketing management company that serves both B2B and B2C clients in a variety of industries. Her digital agency is comprised of a core infrastructure team and a variety of specialists in various digital methods and media.

If any of your performance “arrows” aren’t going up, we work on them until they do. That’s what Zhivago Partners think of as the whole point of marketing and sales efforts.

Today’s successful marketing demands best-practice approaches and constant attention to the success of those approaches. We all move quickly when something isn’t working as it should, improving and experimenting until the arrows start moving in the right direction.

So many clients come to Zhivago Partners after “spending so much and not getting anything for it.” You won’t have that problem with them, because they keep working on the issue—whatever it is—until your arrows start moving in the right direction.

Company website | LinkedIn | Twitter | Facebook

Kristin Zhivago, President, Zhivago Partners

Kristin Zhivago, President, Zhivago Partners

Kristin Zhivago’s career began in the high-tech industry; she and her husband, through their high-tech agency, helped introduce and market all of the technologies we take for granted today. When the web emerged as a commercial medium, she branched out into other industries and re-invented herself to become a revenue coach, helping CEOs and entrepreneurs sell the way the customers want to buy. Her 5-star book, Roadmap to Revenue: How to Sell the Way Your Customers Want to Buy was chosen by Forbes as one of the top sales and marketing books. Zhivago speaks frequently on the subject of the customer’s buying process, which she was one of the first to identify as being key to selling to today’s customers, and about building your business to compete effectively in our fast-changing, hyper-competitive markets.

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Mike Blake, Brady Ware & Company

Mike Blake, Host of the “Decision Vision” podcast series

Michael Blake is the host of the Decision Vision podcast series and a Director of Brady Ware & Company. Mike specializes in the valuation of intellectual property-driven firms, such as software firms, aerospace firms, and professional services firms, most frequently in the capacity as a transaction advisor, helping clients obtain great outcomes from complex transaction opportunities. He is also a specialist in the appraisal of intellectual properties as stand-alone assets, such as software, trade secrets, and patents.

Mike has been a full-time business appraiser for 13 years with public accounting firms, boutique business appraisal firms, and an owner of his own firm. Prior to that, he spent 8 years in venture capital and investment banking, including transactions in the U.S., Israel, Russia, Ukraine, and Belarus.

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Brady Ware & Company

Brady Ware & Company is a regional full-service accounting and advisory firm which helps businesses and entrepreneurs make visions a reality. Brady Ware services clients nationally from its offices in Alpharetta, GA; Columbus and Dayton, OH; and Richmond, IN. The firm is growth-minded, committed to the regions in which they operate, and most importantly, they make significant investments in their people and service offerings to meet the changing financial needs of those they are privileged to serve. The firm is dedicated to providing results that make a difference for its clients.

Decision Vision Podcast Series

Decision Vision is a podcast covering topics and issues facing small business owners and connecting them with solutions from leading experts. This series is presented by Brady Ware & Company. If you are a decision-maker for a small business, we’d love to hear from you. Contact us at decisionvision@bradyware.com and make sure to listen to every Thursday to the Decision Vision podcast.

Past episodes of Decision Vision can be found at decisionvisionpodcast.com. Decision Vision is produced by John Ray and the North Fulton studio of Business RadioX®.

Connect with Brady Ware & Company:

Website | LinkedIn | Facebook | Twitter | Instagram

TRANSCRIPT

Intro: [00:00:02] Welcome to Decision Vision, a podcast series focusing on critical business decisions. Brought to you by Brady Ware & Company. Brady Ware is a regional, full-service accounting and advisory firm that helps businesses and entrepreneurs make visions a reality.

Mike Blake: [00:00:21] Welcome to Decision Vision, a podcast giving you, the listener, clear vision to make great decisions. In each episode, we discuss the process of decision-making on a different topic from the business owners’ or executives’ perspective. We aren’t necessarily telling you what to do, but we can put you in a position to make an informed decision on your own and understand when you might need help along the way.

Mike Blake: [00:00:44] My name is Mike Blake, and I’m your host for today’s program. I’m a director at Brady Ware & Company, a full-service accounting firm based in Dayton, Ohio, with offices in Dayton; Columbus, Ohio; Richmond, Indiana; and Alpharetta, Georgia. My practice specializes in providing fact-based, strategic, and risk management advice to clients that are buying, selling, or growing the value of companies and their intellectual property. Brady Ware is sponsoring this podcast, which is being recorded in Atlanta for social distancing protocols.

Mike Blake: [00:01:12] If you would like to engage with me on social media with my Chart of the Day and other content, I’m on LinkedIn as myself and @unblakeable on Facebook, Twitter, clubhouse, and Instagram. I also recently launched a new LinkedIn group called Unblakeable’s Group That Doesn’t Suck. So please join that as well if you would like to engage. If you like this podcast, please subscribe on your favorite podcast aggregator, and please consider leaving a review of the podcast as well.

Mike Blake: [00:01:39] Today’s topic is, should I replace my salespeople with customer service or customer care representatives? According to the State of the Connected Customer Report, 2nd Edition, produced by salesforce.com, 84% of customers say that the key to winning their business is being treated like a person and not a number.

Mike Blake: [00:01:57] And, you know, like so many things in the last two years, I think we’ve changed our relationship with sales. It’s been very difficult, I think, for a conventional sales approach to survive in a coronavirus, trans coronavirus pandemic. Hopefully, we’re getting to the other side of this thing, but who the heck knows? And for a long time, some of the traditional sales approaches and techniques simply are not available to us.

Mike Blake: [00:02:38] You couldn’t take someone out to a ball game because they weren’t playing. You couldn’t meet people in bars and restaurants. Conferences were effectively shut down for a year. Flying out to see people was difficult at best, and the list goes on and on. And meanwhile, we’ve undergone a massive digital transformation, and traditional sales methods are being replaced. At a minimum, they’re being supplemented, but they’re largely being replaced by digital relationships, real conversations, freely providing information with no expectation of something in return, an approach to business that is about alignment with core beliefs of customers, employees, and even shareholders. You know, it’s all changing and has all changed and some of it will change back. But I don’t think that all of it will. I don’t think anybody thinks that all of it will. And sales have changed. And if we want to continue to being as successful as we have been in the past, this is simply one more of the areas in which we need to change.

Mike Blake: [00:03:59] I was having a conversation with our guest about a week and a half ago. And she brought to me this idea and this concept that she’s been advising her clients on in terms of changing a posture of sales from the traditional sales representative to a customer, a customer care representative, if you will. And I thought that was really interesting.

Mike Blake: [00:04:28] And as we continued that conversation, it got my wheels turning and thinking, you know, there’s a lot here. And I think a lot of companies may be starting to do this or they’re at least sniffing around the concept if they haven’t pulled the trigger. And that tells me it’s an opportune time to address this topic on the podcast.

Mike Blake: [00:04:48] So, joining us today is Kristin Zhivago. Kristin is the president of Zhivago Partners, a digital marketing management company that serves both business-to-business and business-to-customer clients, consumer clients in a variety of industries. Her digital agency is comprised of a core infrastructure team and a variety of specialists in the various digital methods and media.

Mike Blake: [00:05:11] Kristin’s career began in the high-tech industry. She and her husband, through their high-tech agency, helped introduce and market all the technologies we take for granted today. When the web emerged as a commercial medium, she branched out into other industries and reinvented herself to become a revenue coach, helping CEOs and entrepreneurs sell the way her customers want to buy. Her five-star book, Roadmap to Revenue: How to Sell the Way Your Customers Want to Buy, was chosen by Forbes as one of the top sales and marketing books. Kristin Zhivago, welcome to the program.

Kristin Zhivago: [00:05:43] Thank you so much. Good to be here.

Mike Blake: [00:05:46] So, I want to start off with a very basic question that may not be so basic, but it sounds basic, but the answer may not be. In your mind, what is the difference between a sales representative and a customer service or customer care representative?

Kristin Zhivago: [00:06:03] There’s a big answer, several big answers to that question. I’ll try to keep it succinct. One is the way salespeople are compensated. So, they are compensated to close sales, get to the end, make the money come in. So, there’s commission, there’s quota, there’s usual push, push, push kinds of things. The other is the type of person who enjoys working in that environment and thrives in that environment, as we used to call them hunters. And then, there are other types of people who are farmers or nurturers, and those people tended to stay out of sales because they didn’t want to work on a quota and they didn’t want to do that push, push, push stuff.

Kristin Zhivago: [00:06:49] Now, the real problem is that, and I used to call myself a recovering salesperson, but I think I’m so far beyond it now. I don’t need to worry about that anymore. But there’s a tendency among salespeople to want to be the ones in the conversation who know the most about that particular thing. It’s a point of pride where they know the product and they know the answers and so on, and they’re educating the customer.

Kristin Zhivago: [00:07:18] The problem is customers are no longer dependent on salespeople anymore for their information. And even ten years ago, when I was giving speeches in Holland to sales groups about customers, even then I was saying that the customers are getting 60 to 80% of their questions answered on the web before they ever talk to a salesperson. And they had access. And they definitely do now, even more than before, to other customers who had bought that product or service. And so, they not only knew the good, wonderful stuff that the salespeople would say but the stuff that the salesperson wouldn’t say. They find out that sort of the ugly underlying truth, if there is one.

Kristin Zhivago: [00:08:06] So, that’s changed. And the customer, by the time they get to a salesperson, they have one or two very specific questions. And, the salesperson has to be able to answer those questions. And, another problem with salespeople is that they’re often trained more for the general top-of-the-funnel types of questions. And they always have to say, oh, I have to get my technical expert in on that one or something or a subject matter expert for the bottom of the funnel.

Kristin Zhivago: [00:08:38] So, there’s a lot of disconnects going on right now in all industries. And if you ask a normal person, you know, do you like being sold to? The answer is no. So, we’ve just got a real problem with people hiring people to do things that other people that they’re selling to don’t want.

Mike Blake: [00:09:00] Yeah. And, you know, I think we even have less of a tolerance for it now, for whatever reason, whether it’s lack of patience or we just find our time to be more valuable or – it’s just a rewiring of how we as human beings approach things. I think we’re even less tolerant of being sold to now than we were, say, 2 to 3 years ago. Do you agree with that?

Kristin Zhivago: [00:09:24] Oh, yeah. I definitely agree with that. And especially because, you know, Google still owns about 95% of the search market and they’ve continued to get better and better at giving you what you want when you go to look. You might have to revise your search term a little bit, but there’s a new quality among customers now, characteristic, which, and I just wrote a blog article about this recently where they assume if they just keep trying, they’re going to find exactly what they want. So, they’re just – they have no patience.

Mike Blake: [00:10:05] Now, I’m curious. I was kind of thinking about this conversation. Can customer service representatives be confused or conflated with an inside sales position? Some inside sales being defined as somebody with whom you already have a relationship as opposed to a brand new relationship that you’re trying to convert. Is there a comparison or contrast that can be made there?

Kristin Zhivago: [00:10:34] Well, it’s an interesting question. I have a client who is the shining star example of this whole approach because I’ve been talking for years to people about making this shift because I saw it coming because I interview customers for my clients all the time. And I just – there’s no question that we’ve made this shift. But this particular client is a very good manager and he’s also an operations guy. He’s a logistics person. So, he tends to think in terms of logistics and he could see that that wholesales thing wasn’t working. He made the shift and brought his customer service people into this role of making it easy for customers to buy, which is another aspect of this. By the time they come to you, they have the money in their hand, burning a hole in their pocket, their virtual pocket, and they are ready to buy.

Kristin Zhivago: [00:11:31] So, you really have to just get out of the way, give them exactly what they need, and let them make the purchase. They’re on a quest to spend the money. So, you’re really helping them buy. You’re not selling them. You’re not trying to convince them of anything. You’re just giving them the facts. You understand – you know the product really well. And you understand how to give them what they want, maybe by doing things a little differently. If they need something right away and you’re stuck with the supply chain issue, maybe you help them rent something for a month before they get the product. This particular client makes data center equipment and they found that to work.

Kristin Zhivago: [00:12:16] These same people also go back to existing customers, people they’ve had, bought the product maybe two years ago or a year ago or whatever. And they have, as part of their job, to discuss those issues with those folks and check back with them and say, how are you doing? You bought this, how is it going? And people actually appreciate that and they’ve gotten a lot of sales out of that as well.

Kristin Zhivago: [00:12:42] I do have to say that since he did this, their sales have done that wonderful hockey stick thing that we love to see, that – I live for the hockey stick, where it just was going along, going along. And then, it zooms up. And this is a company that’s been around for a long time. And even with COVID, even with supply chain issues, they’re just – they’re going gangbusters. They can’t make them fast enough.

Mike Blake: [00:13:08] You know, that brings an interesting question, at least to me in mind, is that I think what you’re saying is that the role of the salesperson as gatekeeper to information has been made obsolete.

Kristin Zhivago: [00:13:24] Oh, absolutely.

Mike Blake: [00:13:25] By that.

Kristin Zhivago: [00:13:27] Yep.

Mike Blake: [00:13:27] Now, also, I might argue that a little knowledge can go a long way to be dangerous as well.

Kristin Zhivago: [00:13:36] Yeah.

Mike Blake: [00:13:37] A customer having done their research, but, and they may be informed, but they’re not experienced and may have in mind something, one thing, but there’s something completely different or just different, perhaps even more expensive, but is a much better fit with their actual need. And, is that something that the customer service representative is equipped to address?

Kristin Zhivago: [00:14:09] They should be. And, the trick here is they need to be humble enough and honest enough to say, “I don’t know. I’ll help you find out,” or, “let me check with my boss. Let’s get him on the phone,” or whatever they need to do to keep the conversation going, but to help the customer make the decision. And, a good customer service person if something else is better for the client will say that. And, again, because they’re not on a quota, they don’t have a commission, they’re not going to be personally penalized. Sometimes you can put them on a company-wide, if our revenue goes up a certain percentage, you get a bonus. That kind of thing is good because it’s for everybody. Everybody shares and if they help each other, they all benefit. So, I think that’s a better way to handle that kind of incentive.

Kristin Zhivago: [00:15:01] But in the individual conversation, they should be able and willing to just say, “You know what? I need to find out more.” Or, “You know what? I think this other solution might be better for you.” And what’s interesting about that is that the trust factor goes up like 1000% because now the person knows that they’re willing to help you to help them make a decision without being all biased and pushing them into something they don’t want. And they will remember that later when they’re in a position where they might want that, or if they want to recommend someone to someone else. If somebody says, do you know anybody good? And they’ll say, well, you know, I didn’t actually buy from these people, but they were so helpful and this might be what you want but they’ll tell you the truth. So if you go to them, you’ll get the straight scoop.

Mike Blake: [00:15:55] And I wonder in that context too, there’s just something about the dynamic where if the representative of the company, whatever form that takes, is willing to kind of let you go, if you will, that if they’re not the right – they’re not the right solution, you don’t have the right solution for them. But you’re not trying to hammer that square peg into a round hole. And I can tell you that some of my best and most loyal clients, for me anyway, are people that I initially said, you know what, we’re not the right people to help you.

Kristin Zhivago: [00:16:30] Yes. Happens all the time. Much more than anybody likes to admit, but that is correct. I’ve even had clients where when I first started talking to them, I kept thinking, I don’t know, I don’t know if we’re right for you. And I was saying it and they kind of had to talk me into it because we started realizing maybe I could help them. But you have to be agendaless.

Kristin Zhivago: [00:16:55] The problem with the classic salesperson is they have an agenda and that’s to close the sale. And that agenda is not the same as the customer’s. The customer wants to make the correct decision. Those are two very different agendas. So, if all you’re doing is trying to help them make the right decision and think it through, they’re actually going to be appreciative of the time you spend with them and the knowledge that you do bring to that process.

Mike Blake: [00:17:23] So, I think when most of us think of a customer service representative, myself included, I think of somebody that I’m calling when there’s an issue to be addressed or a problem that has to be solved or a failure that needs to be fixed. And, in making this switch, what we’re doing is that we’re expanding the role of existing customer service representatives to then add this responsibility to take care of potential new buyers, if you will, or new purchases. Or is there a redefining kind of both roles that creates more alignment with the descriptive vocabulary?

Kristin Zhivago: [00:18:11] I think it’s more of a realignment. I was just talking to one of the wonderful people. She’s very helpful. She’s done a fantastic job in this role. And she said something interesting. She said, you know, if her manager, the guy I’ve been talking about, had set it up just like the normal sales thing, she wasn’t interested at all. You know, she wasn’t interested in the extra money. She wasn’t interested in the whole push, push, push. But she loves helping people make these decisions.

Kristin Zhivago: [00:18:43] Now, you do still have to have customer service people and they have, in this particular company, it’s a mid-size company, they have two people handling these types of conversations and then other, a couple of other people who handle the normal customer service kinds of stuff. Because that’s more of after you buy, now you’ve got an issue you need to deal with. It’s a very different thing.

Mike Blake: [00:19:11] Yep. So, you know, making this transition – let’s talk about the mechanics of making the transition because if somebody is interested in this topic, they’re probably wondering, okay, how do I go about this? And the first question is, can an existing sales force be retrained, reconfigured, reoriented realistically to adopt a customer service posture? Or, is it more likely that you’re going to have to make some wholesale changes?

Kristin Zhivago: [00:19:50] The latter. I mean, I always laugh. I mean, I would love to say you could teach. And we tried, actually, you know, because this wonderful manager had already bought into the whole concept. And so, they had me do some coaching of their current salespeople. It didn’t work, and I’m a pretty good sales coach, but it was just – it was so contrary to what got them up in the morning. They liked being the guy who knew it all. They liked being the guy who was reaching out, talking to people. And as it turns out, they actually left the company for other reasons, but which turned out to be a good thing. So, we were able to work that out. Excuse me.

Kristin Zhivago: [00:20:34] But, when we looked back at their activity, most of what they were doing was talking to existing big customers and doing that hi, how you doing, Bob? How’s the wife and kids? And going out for golf back in the day when people did that. And they weren’t really selling anyway. They were just riding on the coattails of some large deals. So that was – but that was a separate thing, I mean, that particular group of folks.

Kristin Zhivago: [00:21:08] But they really don’t have the same kind of mindset. Now, you’re going to think, well, what are salespeople going to do if the role of the salesperson is gone? And the answer is, I don’t know. I have a lot of friends who are salespeople. I love salespeople. They are great, you know. But in a way, this is like cats and dogs. Salespeople are dogs. They jump up and greet you and they’re all happy and outgoing. And the customer service people, I don’t know, if they’re exactly cats because cats kind of turn you into a slave instead of the other way around.

Kristin Zhivago: [00:21:41] But it’s a different – it’s a nurturing thing. It’s a comforting thing. It’s a caring thing. It’s a helpful thing. It’s the only thing that matters is that you end up happy when you hang up the phone. And that’s all they care about. It’s a different kind of thing. So, at the moment, I haven’t seen that work. So, yes, you probably have to hire, at least hire somebody to start working on this even if it’s part-time from their home, which is good because you can do a virtual thing and try it out.

Mike Blake: [00:22:13] I wonder if a future role for traditional salespeople – first of all, I wonder if there are industries where that’s still going to work, for example, something that’s heavily commodity-driven, where it’s really not about information at that point because everything’s homogeneous. But also I wonder if there’s still a role for that kind of salesperson making outbound calls because it seems to me, and correct me if I’m wrong, the customer service role that you’re describing seems awkward to me in an outbound role.

Kristin Zhivago: [00:22:54] Yeah. I agree.

Mike Blake: [00:22:55] And that, it’s like calling up random people and saying, “Hey, do you need help?”

Kristin Zhivago: [00:23:00] Yeah. I’m glad you brought that up.

Mike Blake: [00:23:00] And, maybe well-intentioned but [inaudible].

Kristin Zhivago: [00:23:01] Yeah. I’m really glad you brought that up because there’s another aspect of this, another part of this, which is one of the reasons that this is working so well for this particular client, is that we happen – our company, our agency lives to bring in leads, good leads for people. And, we just keep figuring out what digital channels or what other things we need to do to make that happen. And so, they have a good flow of incoming leads. They don’t need anybody to make outgoing cold calls. So, that’s number one.

Kristin Zhivago: [00:23:36] Number two, the whole idea of cold calling doesn’t really work anymore. There’s a lot of companies that claim they can do it. I’m honestly, I keep trying to see if I can make it work somehow, and I’m just not convinced. When somebody is ready to buy, nothing will stop them from going out to Google or their friends or whatever and finding the people they should talk to and then reaching out. They’re just – they know you’re accessible. The websites are all there for them. They can go and go and find you in a nanosecond.

Kristin Zhivago: [00:24:12] So, the whole idea of calling someone who might have a need maybe because of their title or their role or whatever or the company that they’re in, it’s just – the only you can do with those folks is to nurture them over time with really good information that you keep sending to them and do kind of a cold email outreach, maybe combine it with LinkedIn or something. But until they’re ready, they’re not interested. And they’re just – it’s just going to be a very discouraging exercise for someone.

Mike Blake: [00:24:46] Yeah. And to that point, I mean, I’m not even sure. In many cases, I’m not even sure how you effectively cold call, although companies still do it right. We all still receive phone calls for extended warranties and somebody wants to buy our house. So, it’s still going on. Although, again, it’s weird that this focused on those two things.

Kristin Zhivago: [00:25:08] Yeah.

Mike Blake: [00:25:09] Presumably, it works so they wouldn’t do it.

Kristin Zhivago: [00:25:11] Well, I think the extended warranty people are playing a game of numbers. They make millions of automated calls and –

Mike Blake: [00:25:19] Yeah. That’s right.

Kristin Zhivago: [00:25:20] And then, they get enough to pay for it so they keep it up.

Mike Blake: [00:25:24] And, you know, I think that I think that’s exactly right. And that because the calls themselves are automated, the economics can kind of work. But the notion of sort of dialing for dollars, how do you get through to anybody anymore?

Kristin Zhivago: [00:25:41] Well, that’s the other thing. Everyone has caller ID.

Mike Blake: [00:25:44] Yep.

Kristin Zhivago: [00:25:44] And whether it’s on their office system or their phone, mostly their phone. And they just aren’t going to answer the phone and even says, you know, possible spam.

Mike Blake: [00:25:54] Yep.

Kristin Zhivago: [00:25:55] Or I live in Rhode Island and there’s a little island off the coast of where I live, and it’s called Block Island. And I know for sure that there is no corporation on Block Island that’s going to be calling me about anything. So, when it says it’s Block Island, I just laugh. I just – you know, so the screening aspect is, oh, golly, 100 times more effective than it used to be. And so, you just don’t get through. And if they don’t want to answer you, they just don’t – they’re not interested. People don’t return every call anymore. They’re just not going to do it.

Kristin Zhivago: [00:26:31] So, yeah, I think it is broken. You said it was totally obsolete and it really is. And to me, it’s a real shame. And this is one of the biggest problems with sales and marketing, in general, is that people will go on for decades doing the wrong thing, hoping it’s going to work because somebody sold them on the idea. And it’s very different from manufacturing or finance or any of the other areas of business where you can tell pretty soon that something’s not working, especially manufacturing, and you stop doing it. But they’re not doing that with sales and marketing. They keep beating their heads against the same wall and hoping it’s going to work. It’s very sad.

Mike Blake: [00:27:13] Yeah. And, it’s interesting because I think it speaks to how hard sales and marketing is.

Kristin Zhivago: [00:27:24] Yeah.

Mike Blake: [00:27:24] That I think to some extent, you’re almost – it’s a placebo effect, right? You’re almost happy just hiring somebody that even says that they’re capable of doing it and that they want to do it.

Kristin Zhivago: [00:27:37] Yeah.

Mike Blake: [00:27:37] Even when –

Kristin Zhivago: [00:27:39] And six months later, you spent all the money. This is the situation our clients are in when they come to us is I’ve tried this and this and this and I spent all this money and the needle didn’t move. And, that’s sad. That’s really sad.

Mike Blake: [00:27:55] I’m really glad you brought that up because that segues in another question I wanted to ask, which is, it seems to me that a key difference between traditional sales and, I’m going to call this, this new approach, if you will, or the customer service approach to sales is that that traditional sales are very easy to measure, right? Number of calls, number of conversions, etc., etc. You just go down the line. Customer service seems, to me, harder to kind of define and measure and manage KPIs over time. But you tell me, is that true?

Kristin Zhivago: [00:28:32] No, it’s not true. This manager is very logistically driven, as I mentioned. And we have KPIs. We have advertising that we do. We do content marketing for them. In fact, we started advertising some of their most popular blog articles, which is bringing in wonderful leads for us. Something we just started. And, we can track. If you have a good CRM system and you’re tying the activities of the marketing campaign, the machinery of the marketing campaign, the infrastructure, to the client’s system, you can absolutely track the outgoing or the marketing effort all the way through to a closed sale. And in fact, each month we get on with the CEO of the company and we show them the actual ROI numbers. Here’s what has come from marketing and here’s your ROI. And, it’s a really big number and it’s a wonderful thing. So, yes, you can do that. There’s really no difference, I mean. And in fact, salespeople were never that good at entering data into CRM systems anyway.

Mike Blake: [00:29:46] That’s true.

Kristin Zhivago: [00:29:46] Yeah. Yeah. So, you can’t depend on them for that anyway. You really couldn’t, ever. So, now it’s a matter of automating that process going through and having little trigger points that say, okay, this was speed it came in. The only tricky thing is when they came into an ad and then they came back three months later looking at a blog article, and then maybe they had some kind of we had an email go out to them or something, and then they buy. So, which one of those things do you then attribute that to? And, we tend to there’s this is not a perfect science that you get as close as you can get. And in that case, we would attribute it to the first touch, the ad.

Mike Blake: [00:30:33] So, I wonder, do you ever encounter that maybe there’s a little bit of a stigma here that needs to be addressed and that being that there’s a distinction in sales between the originator and the order taker? And, much of what you’re describing candidly doesn’t exactly fit. But I think you can see where I’m going. And if you look through the lens of a traditional sales role, it sounds an awful lot like an order taker. And, an order taker is sort of a dirty word because the feeling is that anybody can answer the phone, take an order and not screw it up. I think I know how you’re going to respond to that, but I’d like you to react to that. Is that stigma going away and what’s sort of happening with that belief system?

Kristin Zhivago: [00:31:26] Well, first of all, they’re not order takers. They are people who are helping the customer with their buying process. And, one of the big things I’ve been pushing for years in my book and all my speeches is that our job is not to sell the customer. Our job is to make it easy for them to buy. They want to buy. We need to make it easy for them. So, how do we do that?

Kristin Zhivago: [00:31:50] Now, I need to segue into something else for a second. In the book, I talk about the four types of products and services in the world based on the amount of scrutiny that the customer applies to the purchase. So, you’ve got light scrutiny, medium scrutiny, heavy scrutiny, and intense scrutiny. The light scrutiny products are commodities, really cheap. See it, buy it. Don’t have many questions; you know, the candy bar at the checkout counter kind of thing.

Kristin Zhivago: [00:32:16] Medium scrutiny is things like clothing on the B2C side and maybe some simple software on the B2B side. You have a few questions. It costs a little bit more than hardly anything. And there might be a few other people involved maybe. Then, there’s heavy scrutiny where you have lots of questions and there’s many people involved and there’s a salesperson who has to get involved to help you figure out how to structure the deal and all that. You have a lot of questions. On the B2C side, obviously, those are houses and cars and those kinds of big purchases. And then, intense scrutiny is all of that but you get married. It’s a long-term process or it’s a big, big deal like a Boeing airplane or something that somebody’s having Boeing make.

Kristin Zhivago: [00:33:05] So, obviously, this type of thing that I’m talking about is more in the heavy to intense scrutiny products and services that cost thousands to millions of dollars. And there needs to be somebody to answer those specific questions. Is this going to fit in my physical or virtual environment? How big is it? And honestly, even on Amazon, people don’t answer that question properly.

Kristin Zhivago: [00:33:35] And, now I need to talk about one other concept, which is something came up with a few years ago, which is the mindset of the customer when they set out to buy is more important than all the other characteristics of a customer. And, the mindset consists of their desires, their concerns, and their questions. And if you address all of those in your website and every place else, if you know what they actually are because you’ve interviewed your customers, then you’re going to make sales.

Mike Blake: [00:34:10] So, in making this change and I know you’ve shepherded at least a couple of companies in making this transition, does the change have to go beyond simply swapping out traditional salespeople for customer service representatives? Or, has it changed just sort of localized to what previously had been called the sales department and sales function?

Kristin Zhivago: [00:34:35] Well, you definitely have to get the CEO on board. CEOs love sales because, to them, it’s a very logical thing. You send people out into the world and beat the bushes and knock on doors and you get money. That’s how they see it. And, as we’ve talked about extensively in this segment here, those days are done. And so, it’s kind of sad, but they don’t have that anymore.

Kristin Zhivago: [00:35:04] So, now, you have to convince them that there’s another way, a better way. And, telling a CEO that you’re going to replace the salespeople with customer service people who are going to make it easy for the customer to buy will scare him to death, especially if you don’t have the right number of leads coming in. Because if you don’t have anybody calling out, even if it wasn’t working very well, it still felt like activity, your marketing better be working, bringing in qualified clients with content marketing and social marketing and all the stuff that we do to bring to bring customers in. So, that’s the part that is difficult. He has to be – he or she has to be on board with it or you’re going to be fighting and fighting and fighting all the way.

Mike Blake: [00:35:50] And, you know, to me, it also seems there needs to be a mindset change, even a cultural change in some respects. You know, when you – I’m, as I’ve said many times on this program, I’m a big, big fan of Simon Sinek’s Start With Why.

Kristin Zhivago: [00:36:08] Yeah.

Mike Blake: [00:36:09] Just re-read the book.

Kristin Zhivago: [00:36:10] Yeah. Good old Simon.

Mike Blake: [00:36:12] You know, one of the things, one of the lessons he teaches in that book is how so much of sales is outright manipulation.

Kristin Zhivago: [00:36:21] Yeah.

Mike Blake: [00:36:22] Right? Especially when you change price, when you lower price, for example, to land a sale, that’s just outright manipulation, which is, to me, was a brilliant observation.

Kristin Zhivago: [00:36:32] It’s true.

Mike Blake: [00:36:34] When you rely on outbound sales in a traditional sense, whether you realize it or not, whether you like it or not, you’ve basically put your chips in the middle of the table saying that we rely on manipulation to sell, right, and if you’re honest about it.

Kristin Zhivago: [00:36:54] Yeah.

Mike Blake: [00:36:54] Whereas –

Kristin Zhivago: [00:36:55] And the people at the receiving end would definitely say that for sure.

Mike Blake: [00:36:59] Yeah. I mean, the people on the offering end probably would not say that and that would be a very painful revelation to many of them. But from where I sit, that’s what’s happening. That would be my analysis. I think Simon would say the same thing.

Mike Blake: [00:37:13] So, the deeper organizational change, the deeper kind of soul shift, if you will, if I can get a little bit metaphysical here, is you have to embrace the fact that you’re going to do a lot of things for people that you don’t know, who may very well never buy from you and buy from your competitors instead and get nothing for it. But that’s now table stakes.

Kristin Zhivago: [00:37:46] Yeah.

Mike Blake: [00:37:47] Because otherwise, there’s no reason for somebody to kind of come to you.

Kristin Zhivago: [00:37:52] Yeah. That is correct. You’ve said it very well.

Mike Blake: [00:37:55] And that’s easy to say. I don’t think that that’s very easy to do.

Kristin Zhivago: [00:38:02] Yeah. And, you know, the guy who headed up Zappos had a very unfortunate end. Sorry about that. Because I did read his book and I was very impressed with what he was doing there at Zappos. But he built a whole business selling shoes and those people were instructed to do whatever they could to help a customer. And there’s a famous story in there about a woman who was on with another one, a customer, a female customer. It took them 8 hours to find the right shoe for her. And, you know, usually, a CEO would be horrified that somebody would spend eight full hours for one pair of $200 shoes or whatever.

Mike Blake: [00:38:46] Right.

Kristin Zhivago: [00:38:47] But the absolute delight. You know, that was their whole thing. We’re out to delight people. And it worked. And he became a billionaire. You know, Amazon bought the company. It wasn’t a bad result. But you really have to be willing. This takes some bravery and courage.

Kristin Zhivago: [00:39:06] You have to trust the fact that your buyers really do want to buy from you and that you really do have a good product or service and you’ve trained your people to be able to help the customer when they set out to buy and have that good, meaningful, consultative conversation, which is why I don’t like the word order taker because that’s not it. They’re not just sitting there taking orders.

Mike Blake: [00:39:30] Yep.

Kristin Zhivago: [00:39:31] They’re talking about, oh, you need this buy. Okay, we’ll have to figure that out. We can’t do it by that date. What if we do this? And what’s the basic setup of your data center, for example, and what kind of floors do you have and how high are the racks up from the floor? And, you know, so you have a lot of very specific requirements that people have.

Kristin Zhivago: [00:39:57] And by the way, this whole scrutiny model has been interesting to me in a sense where you can spend four hours on Amazon trying to find the proper $10 item. I mean, it’s gotten kind of skewed because, again, people think they’re going to be able to find exactly what they need. And, their needs are very specific. And so, your customer service people have to be able to address those needs and solve – and given the power and the knowledge to solve problems for the customer. They’re problem solvers.

Mike Blake: [00:40:35] And because they’re problem solvers, I think that the process of implementing this goes as deep as to even how you recruit.

Kristin Zhivago: [00:40:46] Oh, absolutely.

Mike Blake: [00:40:47] And onboard and compensate such people.

Kristin Zhivago: [00:40:49] Yes, of course. Absolutely. As I mentioned, you stay away from commissions and quotas and you make them very aware of the sales and where it’s going overall for the company. And you also give them bonuses, maybe quarter by quarter or at the end of the year. Let’s say the whole company went up this much and you were a big part of that so you get this percentage of that.

Mike Blake: [00:41:18] So, let me throw out kind of a radical idea. I’d like you to react to it. And if you just think that I’m crazy, please feel free to say that. You will not be the first person on the show to [inaudible]. I promise you.

Kristin Zhivago: [00:41:30] That’s fine. I’m not afraid.

Mike Blake: [00:41:31] But what about – can you even go so far as to reward somebody that make sure that you don’t get a – that you don’t acquire a bad customer? Because in a traditional sales function, you bring in the sale, you get your commission, and then it’s no longer your problem, generally. Right?

Kristin Zhivago: [00:41:55] Right. Right.

Mike Blake: [00:41:56] But it could be somebody else’s big problem, big headache. And, I’ll go back to start with why and there was an anecdote about a woman who constantly sent letters to the CEO of Southwest Airlines about how she was unhappy with the service because she expected full service on a discount service airline. And, finally, they basically responded to this person, the CEO responded to this person saying, you know, “Dear Mrs. Smith,” whatever her name was, “we’re sure going to miss you.” Because they spent so much time trying to satisfy a customer that can never be satisfied.

Kristin Zhivago: [00:42:35] Right.

Mike Blake: [00:42:36] And I don’t know about you, but I mean, I’ve had customers, clients I deeply regretted taking on. I can remember every single one of them. They can be so damaging to an organization. And, I wonder if a role also of a customer service representative is to identify a customer that in the long run, and maybe even the short run, is going to wind up costing the company money and filtering them out.

Kristin Zhivago: [00:43:08] Yeah. It’s an interesting question. For service businesses – and I am one and have been for years. I have a jerk test because I refused to work with jerks. I don’t have any jerk employees and I don’t have any jerk clients. So, we’re living in this bubble, this jerk-free bubble, which is a wonderful thing. I mean, honestly, nobody’s hurting anybody. Everybody’s helping anybody. And, I define a jerk as a person who makes life harder on other people. The good people don’t do that. They try to make life easier on everybody else. So, you live in an environment if you’re jerk-free where everybody is trying to help everybody do a good job and be happy.

Kristin Zhivago: [00:43:51] As much as you can do that in a service company, in particular, it’s a really good idea, or if you have long-term relationships with people. And just like the CEO of Southwest, you have to be willing to walk away if they are making life hard on the other people in the company.

Kristin Zhivago: [00:44:10] One of my clients right now is a big company that does benefit programs for H.R. companies. They manage the benefit programs. And so, I’ve been interviewing H.R. people lately and I’ve been asking – one of my questions when I do these interviews is, what’s your biggest problem right now? And, of course, the biggest problem is finding qualified talent.

Kristin Zhivago: [00:44:31] And, what really keeps people in companies in my experience working with hundreds of companies and thousands of customers and thousands and thousands of workers inside companies, large and small, is that management and the customers make it easier for them to do their job. They come to work. Nobody’s stopping them from doing the right thing. They have permission and full support to do a good job.

Kristin Zhivago: [00:45:01] So, that’s really what we’re talking about here and it has to be a culture in the company. And if the CEO or somebody on top is a jerk and they’re just jerking people around all day and making life hard, it poisons the well, and the good people leave. They don’t need to take it. They’ll find a job somewhere else in the blink of an eye, especially these days.

Kristin Zhivago: [00:45:24] So, I think in a way, this whole thing is about caring. That’s really what this is. It’s not about manipulating. It’s not about pushing people to get what you want. It’s caring enough about the people who are interested in what you have and the people working for you so that you make it easy for them to accomplish their goals. And then, that pays off. In my experience, it pays off big time.

Mike Blake: [00:45:52] So, what are some signs of – somebody listening to this may be thinking, oh, boy, you know, this is interesting. I got to think about it. I think very carefully about maybe moving in this direction. What are some signs that somebody listening to this show could use or try to identify in order to diagnose whether or not this is a scenario that’s hurting their own organization and this may be a change they should consider making? What are the symptoms of the disease?

Kristin Zhivago: [00:46:31] Unfortunately, they are very hidden from general management. And, I used to do sales and marketing department turnarounds, and I made sure that my office was right next to – I was, you know, at the side office with the windows. But in all the cubicles, there were salespeople. And, I could hear their conversations with customers. That’s absolutely essential if you’re managing a sales department because you want to know how they’re – what they’re doing with customers.

Kristin Zhivago: [00:47:02] Now, these days, you also usually record all the conversations and you start listening. This is where you’re going to find out if they’re pushing, if they’re trying to sell the whole presentation to the customer. You know, they want to tell the history of the company and all that.

Kristin Zhivago: [00:47:21] I was just talking to somebody recently. They said they went into a dealership to buy a car. They knew just what they wanted. They thought, okay, I could go in there and 15 minutes later, walk out with a car because I know they’ll have it and I know what I want. And, instead, the salesman tried to take them through the history of the company, and then his history working with the company and then the history of the brand that he was going to sell them. The guy was like, just give me the car. You know, just give me –

Mike Blake: [00:47:50] Right. Do you want to sell me a car or not?

Kristin Zhivago: [00:47:51] Yeah. So, top management has to listen to at least ten or 20 of the calls that a salesperson is making in a given week or whatever, and just start to realize, oh, man, if I was a customer on the other end, he didn’t hear – he or she didn’t hear what I just said. They’re pushing. They’re not answering the customers’ questions.

Kristin Zhivago: [00:48:17] And, you know, with all of this in mind, are we making it easier for them to buy? Or even not just the people, but our policies. We can’t sell it this way. We can only sell it this way. And what if the majority of your customers are saying, “Well, I want it this way.” So, this is what you find out when you get into the weeds, into those conversations because the conversation is where the sale is going to be made or lost.

Mike Blake: [00:48:49] I’m talking with Kristin Zhivago, and the topic is, should I replace my salespeople with customer service representatives?

Kristin Zhivago: [00:48:57] We don’t have much time left and I want to try to squeeze every bit of information we can out of you before you take off. Are there any industries in which this kind of transformation tends to be more effective than others? Is this shift tailor-made for specific, for some industries more than others?

Kristin Zhivago: [00:49:18] Well, I’d go back to the heavy and intense scrutiny industry. So, if your sales depend on someone being on the phone, you know, it’s not an e-commerce purchase where they can figure it all out and buy it online or clothing, the medium and light scrutiny things, this isn’t – you don’t need this kind of people, although there are some companies who use this method and are selling clothing and they do really well because customers know they can get answers. Again, we go back to Zappos as an example. But I think most of what I’m talking about here applies to B2C and B2B heavy or intense scrutiny products and services.

Mike Blake: [00:50:10] Kristin, this has been a great conversation. I’ve learned a lot, and I’m sure there are questions that somebody in the audience thought of that I didn’t or wished that we would have spent more time on one question more than we did. If somebody wants to follow up with you on this conversation, ask you questions, can they do so? And if so, what’s the best way to do that?

Kristin Zhivago: [00:50:31] Yeah. You can just Google me. I dominate the top pages, so just my name, and Google is fine. Our website is zhivagopartners.com. And in addition to the digital, the whole scale of digital marketing, the whole spectrum of digital marketing services that we provide, I also do revenue coaching. I continue to do that. I did that for decades before I opened this company. And I opened this company because I saw a lot of mid-sized companies who needed to understand digital marketing, and they had digital savvy competitors who were beating them in the marketplace. So, anyway, that’s how they can find me. And the book is on Amazon. It’s Roadmap to Revenue: How to Sell the Way Your Customers Want to Buy.

Mike Blake: [00:51:24] That’s going to wrap it up for today’s program. I’d like to thank Kristin Zhivago so much for sharing her expertise with us.

Mike Blake: [00:51:31] We’ll be exploring a new topic each week. So, Please tune in so that when you’re faced with your next business decision, you have clear vision when making it. If you enjoy these podcasts, please consider leaving a review with your favorite podcast aggregator. It helps people find us that we can help them.

Mike Blake: [00:51:48] If you would like to engage with me on social media with my Chart of the Day and other content, I’m on LinkedIn as myself and @unblakeable on Facebook, Twitter, Clubhouse, and Instagram. Also, check out my new LinkedIn group called Unblakeable’s Group That Doesn’t Suck. Once again, this is Mike Blake. Our sponsor is Brady Ware & Company. And this has been the Decision Vision podcast.

 

Tagged With: Brady Ware & Company, customer service, Decision Vision, Kristin Zhivago, Mike Blake, revenue coach, Sales, Zhivago Partners

Spark Stories Episode 12

March 30, 2022 by Jacob Lapera

Leslie Marie Moseley
Spark Stories
Spark Stories Episode 12
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Leslie Marie Moseley2

Leslie Marie Moseley is a Real Estate professional serving the Metro Atlanta area, who has fifteen years of Sales and Marketing experience. She is excited about being with eXp Realty, one of the largest independent real estate brokerage firms in the nation. Leslie is Licensed in Georgia and Virginia and specializes in working with First Time Home Buyers, New Construction, and Relocation.

Leslie has been featured as a real estate expert on the HGTV series House Hunters. Her vast professional knowledge has given her the skills to work with a variety of clients. She has a huge referral base including investors across the globe. Leslie is a dependable hard-working agent ready to go that extra mile for you.

This transcript is machine transcribed by Sonix

TRANSCRIPT

Intro: [00:00:02] Welcome to Spark Stories, where entrepreneurs and experts share their brand story and how they found their spark, the spark that started it all.

Dr. Clarissa J. Sparks: [00:00:13] Welcome to Spark Story Live Business Radio brought to you by the Atlanta Business Radio Network. Every week, entrepreneurs and experts share the stories behind the brand who they are, what they do, and why their brands matter. I’m your host, Clarissa Jae Sparks. March is Women’s History Month and we are celebrating celebrating women who own it. In our own series, we dove into the everyday operations of inspiring small business owners in our community. You can listen live on Saturdays or play the rebroadcast at WW dot Business RadioX dot com. Today we’re going to talk about clarifying your message and why it’s so important to be memorable. How to build relationships with customers. Please allow me to introduce one amazing woman entrepreneur who owns it, Lesley Marie Moseley, real estate professionals serving the metro Atlanta area who has 15 years of sales and marketing experience. She’s excited about being with Exp Realty, one of the largest independent real estate brokerage firms in the nation. Lesley is a licensed Georgia and Virginia agent and specializes in working with first time homebuyers, new construction and relocation. Lesley has been featured as a real estate expert on the HGTV series House Hunters. Her professional knowledge has given her the skills to work with a variety of clients. She has a huge referral base, including investors across the globe. Lesley is dependable, hard working agent. Ready to go the extra mile just for you. Lesley. Welcome.

Leslie Marie Moseley: [00:01:56] Thank you. Thank you so much for having me. Clarissa, this is amazing.

Dr. Clarissa J. Sparks: [00:02:01] Yes. We’re excited to have you here today. And we are again celebrating Women’s History Month. Excited to have you on the show to hear about your expertize as a realtor. And I know that you have stepped out and you’ve launched and you’ve taken that leap of faith into entrepreneurship. Why don’t you introduce yourself to the list to our listeners today?

Leslie Marie Moseley: [00:02:25] Hi, everyone. I am Lesley Marie Mosley. I am a licensed realtor and now certified mentor with XP Realty and I am originally from Richmond, Virginia. And I got to Atlanta in 2016 and absolutely love this place.

Dr. Clarissa J. Sparks: [00:02:45] Welcome to.

Leslie Marie Moseley: [00:02:45] Atlanta. Thank you. Absolutely love this place.

Dr. Clarissa J. Sparks: [00:02:52] Very good. So when did you actually start? You said you came here to Atlanta in 2016. And did you start your business then, or how did you start off as a real estate agent?

Leslie Marie Moseley: [00:03:07] Great question. So in 2009, I went to real estate school when I got laid off from my job, and then they called me back and so I went back to work. So I finished the course, went back to work, and then it was pulling on me ever since then, you know, to go back and finish out my real estate. So in 2016 I got licensed and then I had an opportunity to move to Atlanta and I couldn’t take I couldn’t like pass that up. So I got to Atlanta with a job and got my license here because there’s something called reciprocity. So I was able to move my license here to Georgia, and I’ve been here ever since.

Dr. Clarissa J. Sparks: [00:03:53] Very good. Now, I know a lot of. Business owners, they do make that major transition from corporate over into entrepreneurship other than the layoff. How did you. What made you want to take that leap?

Leslie Marie Moseley: [00:04:13] I was always entrepreneurial. Like even as a little girl, I remember my family had, like a church and like this it was the usher building. I don’t remember what the business was, but it was called Usher. And when the business went out of business, we took over the building and they had left all their business stuff. So it was like they had this huge conference room. That’s where we would have church and then it had like these breakout office spaces and I would make all the kids play business with me, all of.

Dr. Clarissa J. Sparks: [00:04:43] Them, my business. So I used to play school, so I was a schoolteacher. Then I moved up into administration and I was the principal and so I totally get it. So you are always playing the CEO?

Leslie Marie Moseley: [00:04:54] I was playing the CEO. I had my business cards. I had all this like they left everything. So I was like in heaven and all the kids worked for me while church was going on. And that was my start into knowing that one day.

Dr. Clarissa J. Sparks: [00:05:07] See, it always starts when we’re really young. So that is that is funny. Again, so you started off as the young CEO CEO.

Leslie Marie Moseley: [00:05:16] And so like most people, a lot of people with real estate. I didn’t start going straight in. I kept my job and I tried to hold on to it and it was just this pulling on me and I’m like, This is not who I am. This is not my purpose. This is not fulfill me. I’m not waking up fulfilled. And during the pandemic, I said, You know what? I can’t do this anymore. We don’t know what’s going to come. We don’t know what’s going to happen. And I cannot imagine being the person who just sits back and lets life happen to me. So I sent an email of resignation and that was it. And I just went straight into real estate and I have not one regret. It’s been amazing. I’ve been to Cabo, I’ve been to Dallas, I’ve been to Puerto Rico, all these different places with my organization in real estate and just learning and growing and just expanding myself. And I can’t see myself looking back.

Dr. Clarissa J. Sparks: [00:06:14] One of the things you just mentioned, and I think that it’s very important when starting out, is knowing your vision and knowing your purpose. Can you expand a little bit on your why?

Leslie Marie Moseley: [00:06:27] Sure. So my why and anything that I do, because they always say you have to have this big Y. And I know we always say because we want to show our children or or whatever the case may be, that’s like the safe answer. But my why is because I honestly cannot imagine being the person in the nursing home living with a life of regret, because I know that my father owns this entire universe, and for me to only penetrate just a little piece of it would be just so almost disrespectful to my Heavenly Father that I don’t take advantage of every single opportunity that He’s given me in this short period of time that I have here.

Dr. Clarissa J. Sparks: [00:07:12] I think, you know, that’s very good statement and that is recognizing opportunity. So as a realtor, what opportunities or what signs do you look for when it is a great opportunity?

Leslie Marie Moseley: [00:07:26] When it comes to real estate signs, I look at when it’s a great opportunity. Is that more so with the client or just the industry as a whole?

Dr. Clarissa J. Sparks: [00:07:38] I guess the industry as a whole. And then we can kind of go into how you build those relationships with clients through opportunity.

Leslie Marie Moseley: [00:07:45] Okay, great. So in the industry, I would say the best opportunities is now in real estate. There’s never a bad time to invest in real estate. I know a lot of people get afraid because of things that happen like in 2009 and things like that. But you’ll also know that that’s where a lot of people gain their wealth when the market crashed. So I feel like when it comes to owning land and when it comes to owning space, you always have to have somewhere to live. 100% of rental payments goes to a landlord. Like, there’s no no questioning that. So we could worry about interest rates going up or it’s one day, 3%, it’s four and a half percent or whatever the case may be. Yeah, but we know what the landlord, it’s always 100% interest rate. It’s never.

Dr. Clarissa J. Sparks: [00:08:37] Yours. So their benefit, right?

Leslie Marie Moseley: [00:08:38] So there’s a benefit to placing your money in the real estate market. So there’s always a good opportunity, in my opinion, to invest in real estate.

Dr. Clarissa J. Sparks: [00:08:47] Now, when I was reading your bio, it said that you help first time homeowners.

Leslie Marie Moseley: [00:08:51] Yes.

Dr. Clarissa J. Sparks: [00:08:52] And what is some advice that would you give? A non homeowner who’s interested but may be a little have some reservation about going into the market.

Leslie Marie Moseley: [00:09:05] Love your family and friends, but trust the professionals. I would definitely say that I have a strong heart for first time homebuyers because when I initially bought, I did not have the best experience. And from that, in my lack of knowledge, it got me to the place where when I work with a first time homebuyer, the educational piece is so important to me. I would definitely say love your family and friends, but they’re going to advise you on when they purchased, which was more than likely over five years ago, over ten years ago, over 15 years ago. And so much has changed. And every single time I’ve had a conversation about first time homebuyers since the start of this pandemic, I think about a client that came to me. He was a young man, new baby on the way, fiancee. I had taken him shopping all over the place. We had gotten at least three homes under contract during the pandemic. And you all know this market has just been bananas. And he turned down each of them and ultimately didn’t buy because he listened to his future mother in law who told him the houses were too high. Don’t buy right now. Just wait. And now he’s come back to me like a year later, once things, he’s like, okay, things are just going up and he no longer qualifies.

Dr. Clarissa J. Sparks: [00:10:24] Oh, no.

Leslie Marie Moseley: [00:10:25] He no longer qualifies. And it breaks my heart because I’m like this young man, you know, he has a child, he has a fiance. He wants to do the right thing, the right thing. Right. And now he can’t, because he listened to the advice of someone who did not know the market.

Dr. Clarissa J. Sparks: [00:10:40] So listeners, you hear that you have to trust the.

Leslie Marie Moseley: [00:10:43] Trust the.

Dr. Clarissa J. Sparks: [00:10:44] Expert. Please, the expert, because you’ll miss out on an opportunity.

Leslie Marie Moseley: [00:10:49] Missed out because guess what? He’d have equity today because housing market has it’s gone up like we’re in a time where it’s just unreal. People are buying a house like two years ago and getting like $50,000, $70,000 from something they.

Dr. Clarissa J. Sparks: [00:11:05] Bought two years ago. Wow.

Leslie Marie Moseley: [00:11:07] So had he bought just that year ago, he’d easily he could have sold it today and made money.

Dr. Clarissa J. Sparks: [00:11:13] All right. So now that he doesn’t qualify, how can he how can you turn that around for him?

Leslie Marie Moseley: [00:11:20] Well, we’re working to turn that around, of course, because I like to be results driven. I’m the resourceful realtor, so I always believe no is not right now it’s not a no. So we’re working on some things on the back end to get him repositioned so he can get back in the game.

Dr. Clarissa J. Sparks: [00:11:37] All right. Help him, Leslie.

Leslie Marie Moseley: [00:11:38] Yeah, definitely. No, is it not right now?

Dr. Clarissa J. Sparks: [00:11:41] All right. And I think you can use that same philosophy just in life. So as you’re looking at other opportunities and as you’re continuing to grow and to help your clients grow. The know or trust the process.

Leslie Marie Moseley: [00:11:58] Trust the process.

Dr. Clarissa J. Sparks: [00:11:59] Trust in perfect timing.

Leslie Marie Moseley: [00:12:01] Absolutely.

Dr. Clarissa J. Sparks: [00:12:02] And those same skills in that mindset can be applied to entrepreneurship. So I’m sure you have to use that a lot in your daily walk. So can you talk about some of maybe the challenges that you’ve had to overcome and say, you know what? I had to trust the process.

Leslie Marie Moseley: [00:12:20] Oh, gosh, that’s probably like a daily part of life because entrepreneurship isn’t easy in real estate. Definitely as a realtor is not easy, like most realtors will fail in their first three years. So every single day I’m having to make sure that I’m training my brain and training myself to know that I have to trust the process. I’m not going to see the road ahead. Like, in that moment, I just have to trust step by step so they can get to that next step.

Dr. Clarissa J. Sparks: [00:12:52] Okay, that’s good. So in trusting the process, you have to have clarity.

Leslie Marie Moseley: [00:12:57] You have to have clarity.

Dr. Clarissa J. Sparks: [00:12:58] You have to have clarity in your messaging. So how do you differentiate yourself from the other realtors within the market?

Leslie Marie Moseley: [00:13:06] The way that I differentiate myself is I stay true to who I am. We are in a time where you almost have to keep up with every single trend you have to keep up with with what’s happening next. You know, it’s one minute you should be on Instagram, next minute you should be on tick tock. One minute you should be gone. Are the days of door knocking or gone are the days of cold call. You should be an influencer. You should be this or that. So I differentiate myself by staying in my lane, doing what’s true to who I am. So that way I’m not compromising and I’m not doing anything that I’m going to regret later.

Dr. Clarissa J. Sparks: [00:13:48] How long did it take you to find your lane?

Leslie Marie Moseley: [00:13:51] Finding your lane is a lifelong job. It’s like you’re constantly trying to say, Oh, I can’t do that. The way that I’m finding my lane, honestly, is I have a branding coach that I recently took on she and I met years ago. We talked about timing, right? About perfect timing. She and I met, I want to say, in 2017 or so. Do I have time to tell? Like a funny story about.

Dr. Clarissa J. Sparks: [00:14:20] We’re listening. We’re ready to laugh.

Leslie Marie Moseley: [00:14:21] Okay. So when I met her, I met her in a mastermind. And I promise you, I’m always in rooms that I feel like I probably don’t even belong. I think I talked to you about that earlier. And I’m in here with business owners of all various fields who are hyper successful. And I remember gravitating towards her, not knowing what she did or who she was, whatever the case may be. And when I broke off her lunch, it was here in Atlanta, of all places. This mastermind just happened to be here in Atlanta. Business owners came from all over. And I had a car and it was like a breakout to go to lunch. And she didn’t have a way. So I said, You can ride with me. So we get to lunch and I learn that she wasn’t necessarily a business owner herself. She was pretty much the brain behind one of the business owners there who had gotten him to this like eight figure business status, but it wasn’t necessarily her. And so fast forward to today. We remain like Instagram friends and things like that. She reached out to me and she told me how she never forgot that day because I was the only person who did not treat her like she was. Help.

Dr. Clarissa J. Sparks: [00:15:35] Oh, Barry. So building relationships is important.

Leslie Marie Moseley: [00:15:38] Building relationships is so important.

Dr. Clarissa J. Sparks: [00:15:40] It’s treating everyone with respect.

Leslie Marie Moseley: [00:15:43] Treating everyone with respect is important. And she said she never forgot that. And from that moment forward, she wanted to help me.

Dr. Clarissa J. Sparks: [00:15:52] So yeah, I get it. So building relationships again that we talked about this a little bit earlier, you are one step away.

Leslie Marie Moseley: [00:16:01] One step away.

Dr. Clarissa J. Sparks: [00:16:02] One introduction away from your next opportunity and or expanding your network. And again, this comes from building relationships. So it is important to speak to everyone in the room, acknowledge everyone you.

Leslie Marie Moseley: [00:16:15] Never.

Dr. Clarissa J. Sparks: [00:16:15] Know because you never know.

Leslie Marie Moseley: [00:16:17] Who’s what you know. And as I mentioned to these people, she may not have been, whatever the case may be. But what’s funny is at that event after lunch, this guy was on stage and he couldn’t talk to certain things, so he had to call her up. Wow. And when he called her up after that, everyone wanted to be friends with her because they realized what she possessed. And I never knew any of this until today. Like, fast forward now a few months ago when she and I started working together and she was like. I never forgot that you talked to me before that moment. And I knew that an opportunity would come where we could work together.

Dr. Clarissa J. Sparks: [00:16:55] Yeah, that’s really good, Leslie. Where, again? Being in rooms that you do deserve to be in. Yeah, and every person that has the expertize or the knowledge is not always the keynote speaker.

Leslie Marie Moseley: [00:17:07] It’s not always the keynote speaker.

Dr. Clarissa J. Sparks: [00:17:09] So you have to be able to recognize that as you continue to go on your journey, entrepreneurial journey, because again, it’s the people who sit to your left, the people who are sitting to your right. Yeah, but sometimes we lose focus because we’re looking to who’s on stage.

Leslie Marie Moseley: [00:17:25] We’re looking to who’s on stage.

Dr. Clarissa J. Sparks: [00:17:27] Yeah. So sometimes you just have to appreciate the space that you’re in and again, embrace every moment.

Leslie Marie Moseley: [00:17:35] Absolutely.

Dr. Clarissa J. Sparks: [00:17:36] And be able to build those relationships as you should always go into any networking situation with the expectation of meeting someone.

Leslie Marie Moseley: [00:17:44] Absolutely.

Dr. Clarissa J. Sparks: [00:17:45] Who can give you your next opportunity.

Leslie Marie Moseley: [00:17:47] And all it takes is one, just one. You don’t have to try to work every single person in the room. Just make it a goal to make 2 to 3 key, you know, relationships when you go places and develop from there. Right.

Dr. Clarissa J. Sparks: [00:18:00] And because of your energy, you make yourself memorable.

Leslie Marie Moseley: [00:18:03] Memorable. And and that was just being myself. Right. You have to be authentic to who you are.

Dr. Clarissa J. Sparks: [00:18:09] Yeah. And I think that is a key takeaway in this conversation is of course, being memorable and building relationships. And that’s what it’s all about. And I know that, gosh, if I had to put it on a priority list, building a relationship as a realtor has to be number one. It has to be because you use referrals. To its business model or referral business model to get your next opportunity or your next.

Leslie Marie Moseley: [00:18:35] Base business, you absolutely have to be memorable. And something that realtors have to remember is we do a lot of focusing on marketing to new clients, but really it’s those existing relationships that are really going to be the key to getting ahead, investing in the people that already, you know, did the sale with you. Most recently, I had a client that we closed on a home, and before we even closed, she was referring a friend of hers out in California to me who I was able to assist her with over there because I am with an international brokerage, so I’m able to help anywhere in the US. I like to be recognized as a global realtor because I have partners everywhere. So from that one client, I’ve now had two sales in a matter of what, a month just with that one person. So focus on relationships with your clients and not making it transactional.

Dr. Clarissa J. Sparks: [00:19:33] Absolutely. So what has worked best for gaining traction?

Leslie Marie Moseley: [00:19:38] What’s worked best for me with gaining traction is consistency, being consistently present, constantly touching those people that are like my key people. Like, for instance, the story I just told with the client that I recently connected with staying top of mind and. I have a way with my clients of making them feel like I’m their homegirl. Like I’m their friend. You know what I mean? And I think from them feeling like we’re friends and there’s that connection. It creates this loyalty to where I have to stick with her. You know, and they’ll text me, like, random things that don’t even have anything to do with real estate, because we’ve built that level of a rapport.

Dr. Clarissa J. Sparks: [00:20:28] Very good. Very good. So in building rapport and gaining traction, what has been your biggest aha moment?

Leslie Marie Moseley: [00:20:38] My biggest Aha moment is honestly that real estate is ministry for me.

Dr. Clarissa J. Sparks: [00:20:45] Wow.

Leslie Marie Moseley: [00:20:46] Yeah. It’s not about the houses. It’s really about the people. Because I’m touching them beyond the house. Like, I’m having, like, intimate moments where it’s something that I say or something that I bring to them that’s sparking something else in their lives.

Dr. Clarissa J. Sparks: [00:21:10] I like that. You see how she sparked?

Leslie Marie Moseley: [00:21:13] I didn’t even try to do that. It worked.

Dr. Clarissa J. Sparks: [00:21:17] And it worked really well. Yes, it did. You know, I think you talked about earlier being a lifelong learner.

Leslie Marie Moseley: [00:21:25] Mm hmm.

Dr. Clarissa J. Sparks: [00:21:26] Are there any books or podcasts that you read or that you would recommend to someone who’s just starting out or need an extra push?

Leslie Marie Moseley: [00:21:38] Oh, gosh, I love books. I can never remember the names of them, but I love books when I tell you I have so many books. I would say definitely the miracle morning, the four hour work week. Oh, gosh, there’s so many good ones. Anything by John Maxwell is a John C Maxwell thought leadership.

Dr. Clarissa J. Sparks: [00:22:02] Yeah.

Leslie Marie Moseley: [00:22:03] Anything from him. Oh, gosh. There’s so many.

Dr. Clarissa J. Sparks: [00:22:07] Yeah. I think, like I said, being that lifelong learner and just constantly placing your self in a position to gain more knowledge, it will always help you to be a stronger expert within your industry. It’s going to help you. It’s going to keep you abreast of what’s going on out there. It’s going to keep you fresh. It’s going to help you to build stronger relationships.

Leslie Marie Moseley: [00:22:30] Thinking, grow rich, thinking. Oh, my absolute favorite. If you read absolutely nothing else in this world, the four agreements.

Dr. Clarissa J. Sparks: [00:22:39] The four agreement, the.

Leslie Marie Moseley: [00:22:40] Four, if you read nothing else, read the four agreements.

Dr. Clarissa J. Sparks: [00:22:43] Okay. I have to check it out. You’re going to have to probably use Google now to figure who’s the author of that short one.

Leslie Marie Moseley: [00:22:49] I can’t remember the author, but the four agreements, it’s it’s a practical living book. And when you read that, it pretty much teaches you how to take absolutely nothing personal and to really understand why people do the things they do.

Dr. Clarissa J. Sparks: [00:23:06] Let’s talk about that. Not taking things personal. And when you don’t take it personal, how does that impact your relationships?

Leslie Marie Moseley: [00:23:16] When you don’t take anything personal, it it only strengthens the relationship because you understand a lot when people speak, it’s usually out of a place of their experience, their hurt, their trauma or their happiness or however they’re feeling it more so than it has anything to do with you. It’s just sort of like a mirror, a reflection of whatever they’re feeling about themselves. And that’s what that book, you know, kind of teaches you. But when you operate from that place, it only deepens the relationship because walls can come down because your response is it’s not going to be based on it’s not going to be based on how they feel because, you know, that has nothing to do with you. Your responses are going to be genuine to what you know.

Dr. Clarissa J. Sparks: [00:23:59] Absolutely. Yeah. The Four Agreements. It is a practical guide to personal freedom and on your entrepreneurial journey, I think that freedom and finding that path really directs your steps. Do would you find that to be true?

Leslie Marie Moseley: [00:24:17] I do. And I feel like freedom is a mindset. I feel like right now we’re in such a world where entrepreneurship is pushed heavily and almost an unrealistic way. You know, everyone sold. You could do this and you’ll become a millionaire tomorrow. No, that’s that’s not how life works. That’s not how entrepreneurship work. There’s a lot of sacrifices, however. It’s it’s possible. But you always have to have hope. You always have to have hope. And you always have to know that your journey is yours.

Dr. Clarissa J. Sparks: [00:24:51] If you care to share. What has been your biggest sacrifice?

Leslie Marie Moseley: [00:24:56] My biggest sacrifice. So, gosh, which one? My. Biggest sacrifice. Hmm. Is having to relocate me and my me and my daughter like our lives. We relocated. I feel like that was a sacrifice because she doesn’t get to necessarily be raised around family every day. Like we get to go back a lot, which is nice, but she doesn’t get that every day. You know how you could just go to grandma’s house on the weekends or you could just, you know, go and hang out with cousins and things like that. She doesn’t have that. So that’s a big level of sacrifice. However, I know in my heart of hearts the sacrifice is going to be worth it for where our lives are headed. All right.

Dr. Clarissa J. Sparks: [00:25:54] And that’s that that we talked about that a little earlier about. Taking the next steps, those leaps of faith, because you know that the picture or the vision is.

Leslie Marie Moseley: [00:26:05] Bigger, it’s bigger.

Dr. Clarissa J. Sparks: [00:26:07] It’s bigger.

Leslie Marie Moseley: [00:26:07] Like the vision is for her kids, kids, you know. So those are the sacrifices we’re making today. It’s only to make sure that our legacy lives on.

Dr. Clarissa J. Sparks: [00:26:20] Legacy is so important. I think that’s probably a part of the entrepreneurial mix. Knowing that you’re going to leave something behind for the next generation to come. Yes. So I think that’s a value that differentiates you in the market as well as. Having that common interest with your customers to build that strong relationship. So just really that that freedom that we talked about, the freedom and the sacrifice, the freedom and legacy building the the freedom of generational wealth, the freedom in personal development, the freedom and leadership development, the freedom and just knowing who you are, what you do, and why it matters. I think that it’s so important for us to really to learn that mindset and so that you can, again, have a clarify, a clarifying message so that you can. I guess overall just build. For the next generation.

Leslie Marie Moseley: [00:27:34] Absolutely.

Dr. Clarissa J. Sparks: [00:27:34] It’s so important. You know, here at within my organization, she sparks, like I said, we try to do everything to support women entrepreneurs. So my question to you is, how can we support you?

Leslie Marie Moseley: [00:27:47] Oh, wow. Support me by sending all of your referrals. If you know anyone who’s in the market to buy, sell, invest in real estate, please be sure to contact me. I’m on social media. I’m here in Georgia at Leslie, at my realtor, Leslie Marie, on all of the social platforms, you can reach me and please support me in that way and drop a message. Say hello.

Dr. Clarissa J. Sparks: [00:28:18] Say hello to Miss Leslie. Like I said, we can find her on Facebook, Instagram, LinkedIn, all of the social media outlets and channels. And like you said, we can support by tagging. Yes, we can support by referrals. All of the ways, again, that we can help her to thrive. And we’re going to do our best and we need your support in doing so. So, Leslie, I really want to thank you for sharing who you are, what you do, and why it matters and being such a pillar in our community as a businesswoman. And we just love we love your story.

Leslie Marie Moseley: [00:28:56] Thank you. Love your.

Dr. Clarissa J. Sparks: [00:28:57] Story. And we just want to thank our listeners. And again, just please for support women entrepreneurs and any women small business and express your support, join their local or like share or whatever you need to do to help push their vision forward. All right. So I want everyone to create a great day again. Leslie, thank you for your expertize and we’ll talk to you soon.

Leslie Marie Moseley: [00:29:24] Thank you so much for having me. I appreciate this opportunity.

Dr. Clarissa J. Sparks: [00:29:27] No problem.

Speaker1: [00:29:30] Thank you for listening to Spark Stories. If you’re looking for more help in gaining focus, come check out our website where you can find episode show notes, browse our archives and access free resources like worksheets, trainings, events and more. It’s all at WW she.

About Your Host

sparkstories2022

Dr. Clarissa J. Sparks is a personal brand strategist, trainer, mentor, and investor for women entrepreneurs. She is the founder of She Sparks, a brand strategy design consultancy.

Using her ten-plus years of branding & marketing experience, Dr. Sparks has supported over 4,000 women entrepreneurs in gaining clarity on who they are, what they do, and how they can brand, market, and grow their businesses. Using her Brand Thinking™ Blueprint & Action Plan she gives entrepreneurs the resources and support they need to become the go-to expert in their industry.

Follow Dr. Clarissa Sparks on LinkedIn, Twitter, Instagram and Facebook.

Tagged With: Leslie Marie Moseley

Michael Eastwood (Cowboy Mike) With Pony 4 Precious

March 30, 2022 by Jacob Lapera

Pony4Precious
High Velocity Radio
Michael Eastwood (Cowboy Mike) With Pony 4 Precious
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MichaelEastwoodMichael Eastwood is an Author, Professional Speaker, Companies Board of Directors, and a C Level Executive poised to apply vast business ceo-storiesacumen, drive revenue & brand advancement domestically & internationally in Multi-State Equipment Dealerships, Manufacturing Companies, Retail Day – Med Spas, Non-Profits I Executive Sales & Marketing Coach, Real Estate Company, CEO of a Chamber of Commerce.

He is a trusted, long-term leader to drive and support your organization for consistent, continued future growth and success. His passion is to help a business grow and change all employees’ lives. Michael became a published author in 2020. He is passionate about guest speaking and helping leaders become more successful. Michael’s Goal is to visit hospitals and donate books to children in the hospitals.

Michael’s first book was developed based on businesses that failed over time when the children become the CEO of the family business. Michael’s second book is about a pony named Winston and the education of owning a pony in The Day in the Life of Cowboy Mike and Winston. Michale’s third book is A Day at Blue Mountain Ranch with Cowboy Mike and Winston. Michael developed a 501 C 3 charity to help children receive free scholarships. For these books that are sold on Amazon, 100% of All proceeds are donated to the charity Pony 4 Precious.

Michael Eastwood is a seasoned executive with 25 years of experience, his key area of expertise is turn around a business where he will design new, more powerful, and profitable strategies for large or small business, organizations & Non Profits (annual revenues of $2 Million – Quarter Billion) his passion is to increase sales, expand market share, and grow revenues, refine the process and develop the manager and staff to achieve the company goals.

Michael has worked with companies, signed contracts or has developed purchasing contracts over his management career partnering with John Deere, LinkedIn, Facebook, Kaiser Hospital, Google, Cisco, EA Sports, Apple, ESPN, Arnold Palmer Golf Management, Gary Player Management, Marriott- Hilton Hotels, LA Angels, LA Dodgers, Oakland A’s, Oakland Raiders, American Golf, SF 49ers, City of San Francisco, City of LA, City of Anaheim, and many others cities across the country. Michael over the years has supported over 50 PGA events, including Pebble Beach golf courses and Augusta National, TPC, and many more.

Connect with LinkedIn and follow Pony 4 Precious on Facebook and Twitter.

What You’ll Learn In This Episode

  • Why was Pony 4 Precious charity developed
  • How can people look into your Pony 4 Precious charity
  • Who is Michael Eastwood (Cowboy Mike)
  • Pony 4 Precious’s mission
  • The charities teen Ranch idea in Prescott
  • How can people support this charity

This transcript is machine transcribed by Sonix

TRANSCRIPT

Intro: [00:00:04] Broadcasting live from the Business RadioX studios in Atlanta, Georgia. It’s time for high velocity radio.

Lee Kantor: [00:00:13] Lee Kantor here, another episode of High Velocity Radio, and this is going to be a good one. Today on the show, we have Michael Eastwood, that’s Cowboy Mike, and he is with Pony 4 Precious. Welcome, Cowboy Mike.

Michael Eastwood: [00:00:28] Hey, how are you doing? Thank you very much for having me on the show.

Lee Kantor: [00:00:31] Well, I’m excited to learn what you’re up to. Tell us a little bit about Pony for Precious. How are you serving folks?

Michael Eastwood: [00:00:36] Sure. So Pony for Precious was developed. Really? So I was doing a consulting job in San Francisco for a company that was supporting the Super Bowl. And I brought up I did a marketing meeting with some Google and Salesforce executives and things like this, and they said, hey, this idea, you know, they always talk about, oh, hey, purchase a star or whatever. And I said, I got this pony I rescued. And I’m thinking about developing a program of, hey, you could purchase a share of the pony, and I’d give all this money to charity. And so that we can kind of came by was on a Friday and my marketing VP was Monday morning, says, Mike, I got to talk to you. You got to develop this program. And I said, Why is that? And he says, Why is that my daughter’s soccer game? And she’s not real very good and she doesn’t play a lot. And they had a tie. So I’m not a big soccer guy, so they actually do a kickoff and they came down where she’s the last one and he’s sitting in the sidelines. Of course, he lives in San Francisco on a high rise and he yells out his daughter’s name. He says, If you make this, daddy will buy you a pony. And she kicks the goal and she comes running off the field and says, Dad, when do I get my pony? So he looked at me Monday morning, says, We got to come up with something for you. So that’s kind of how it started. And then we opened it up as a 501 C three charity in 2017. And again, that’s where it’s kind of come it started from on the whole deal is I had a pony that I had rescued and we originally we were going to just sell these adoption shares on the website.

Lee Kantor: [00:02:04] And then the pony would just go about its life. And then a bunch of folks would be, you know, part owner of this pony, right?

Michael Eastwood: [00:02:11] It was it was one of those ones where the money, you know, they donate the money and they could say, hey, daddy, please buy me a pony. And the dad says, Yeah, I bought.

Lee Kantor: [00:02:18] It right here. Here’s a picture.

Michael Eastwood: [00:02:20] Yeah. So they get a picture and a certificate and a letter from Cowboy Mike and Winston. And of course we have a full blown website and everything, but that’s where it started at. But then from there, we’ve really involved the charity into being a true charity to have giving back to children and students.

Lee Kantor: [00:02:39] So then how how did you make that pivot? It’s one thing to have a clever idea that sounds like it would get some traction and be, you know, be a good tool to raise money. But then how did you kind of vet the different partners and then find the right charity that was the right fit for this.

Michael Eastwood: [00:02:56] Right. Well, and that’s where Pony for Precious. So we opened it up instead of ever open it as a business, we opened it as a charity and we got certified as a 501 C three. And one of the things that people want to find out about us is there’s a company called GuideStar that watches all the charities. And, you know, and if you want to, you have to put your information in to get ranked. And for five years in a row, we’ve been ranked a platinum level. So it’s the highest rating you can get. So this is a very legit charity. There’s only 1% of the charities in the United States that ever hits this level. And and it’s about putting in from your strategic plan to your board members to work your panels. The whole information is all based, and it probably takes four or 5 hours to load all this stuff up in there to hit that level every year. So so they closely watch us and modernize, but that’s kind of where it started was, hey, we want to be a charity. That’s that’s true. That’s out there were 100% volunteer board and nobody takes a paycheck. Every dollar that goes in, the money goes back out.

Lee Kantor: [00:03:56] And then how do you choose who to give the money to and the resources?

Michael Eastwood: [00:04:01] Right. So on our website, we actually have a scholarship page and students can go in and they can click on the scholarship page and then they can fill out the form. Takes about 30 seconds. Read the details in there and they can push the button and that’s on HONY for precious dot org and four is the number four for atoning for precious. And and then our board looks at the scholarships, how much we raise that year and how much we’ll give away. We’ve already awarded a scholarship this year to a student going to Yavapai College out in Prescott, Arizona, doing nursing school. We have another one that we have probably a few more that we’ll do in April because April 4th are cut off for the high schools and then anybody can apply. And one of the things that we have out there is Google actually gives us free AdWords that we can push this thing out. So we get a lot of emails. Really, the funny part is, is getting the person to fill out the form because we won’t take your application without filling out the form.

Lee Kantor: [00:05:00] And then there’s books also as part of the charity.

Michael Eastwood: [00:05:03] Yeah. So then one of the things that Cowboy Mike did is he came up with his first book and it was called A Day in the Life of Cowboy Mike and Winston. And it’s really how much work it is, say, to take care of a pony. And that’s what the first book was published it on Amazon. People loved it. We had some great success. So I’ve published two more and the second book is A Day at Blue Mountain Ranch with Cowboy Mike and Winston. And then the third one is Dr. Julie is it’s Cowboy Mike and Winston. And we actually have a fourth one in the design stage that’ll be Cowboy Mike and Winston attending Cowboy Church. And these books are really for probably 1 to 4 year olds, you know, type of deal. It’s more about the drawings and the words, but we try to keep it educational, fun, learning everything, learning about a pony and things that cowboy Mike and Winston do on a daily basis.

Lee Kantor: [00:05:57] So is there just one horse? There’s just one pony, or is this something that now you’ve got a whole bunch of ponies because people are adopting a whole bunch of ponies? Or is everybody adopting Winston over and over again?

Michael Eastwood: [00:06:09] Yeah, it’s it’s Winston’s the one. Like I said, we don’t keep any money. The money goes towards the scholarships and things like that. So Winston’s the pony. We do have two other horses, Blue and Mr. Bones, and then they all live at Blue Mountain Ranch. That’s truly a ranch in Prescott, Arizona. And in our long term goal, eventually would maybe be in a full blown horse rescue. But again, that takes more money, more land fencing, corrals, everything else. So right now we really spend our time on, like I said, awarding scholarships. And then the other thing Cowboy Mike does is he will tend events and give free books to children. So one of the events that’s on the schedule this year is July 9th at the Arizona Wranglers is arena football, and we’ll bring probably 150 books, autograph them and we donate them, like I said. And then they’re all donated by the charity and we just give them to the children to show up to the games.

Lee Kantor: [00:07:04] And then can people come and actually see Winston and the other horses?

Michael Eastwood: [00:07:10] Well, there is a program in there if you want to sponsor and come. I mean it. Guess if somebody wanted to contact us. Yeah. We would let them come out to the ranch and see us, but they would have to contact to do that, not just show up.

Lee Kantor: [00:07:22] Now on the website, there’s you got some testimonials from a couple of the Harry Potter folks. How did you pull that off?

Michael Eastwood: [00:07:30] So I, I got a website guy that it’s a marketing people that push stuff. So I don’t remember off that one how they got that one. So I apologize.

Lee Kantor: [00:07:41] Now talk about your back story. You know, obviously this is something you do, but you have a day job. Can you talk a little bit about that?

Michael Eastwood: [00:07:49] Yes. So I own a company called West USA Realty at Prescott. We’re a brokerage out in Prescott, Arizona, the tri valley, what we call it up here. And we have 85 agents that work for us. And so that’s kind of my you know, is what I do. I mean, I’m actually a seasoned veteran and I ran companies for over 30 years. I actually have a book published called CEO Stories and it’s children employed by Owners. That was my first book and it was a business book. But we take a percentage of our profits and we donate it to the charity every year. And then we have some local companies that work with us that’s starting to sponsor. We’re not heavily out knocking on doors and asking for money or a lot of the charities. We’ve more been organic and if people hear and they say, Hey, we want to help, and then we let them know about the program and everything we do. I mean, our ultimate goal is we’d love to raise $100,000 a year and give $100,000 a year scholarships out and free books. And I mean, just that’s our process of what we do.

Lee Kantor: [00:08:51] Now, any advice for other entrepreneurs that are listening that may be on the back of their mind? They’ve thought, you know, that would be nice to, you know, start a charity or some philanthropy in this manner. Can you talk about how hard or easy it is to get, you know, a charity going and how it can really help you as a person grow and maybe even your business?

Michael Eastwood: [00:09:12] Sure. So, I mean, that’s one of my passions is to give back on. And I was actually fortunate enough to work for a company in Indiana years ago called Wood Mizer. And that was one of the things that the owners was a big Christian company and they would give back and they would support missions and we’d do about $1,000,000 a year. So they’re the ones that kind of drove me into saying, Yeah, you’re right, you make a good income. How do you give back? How do you how do you change lives? I mean, one of our companies is called Below Soul Link. And where we change business, we grow, we change lives. And it’s about if we can help the owners learn to make more money, their employees make more money and everybody’s lives change. So it’s that willingness now to open one was one task, but then it’s just really getting involved. So I’ll give you an example. I used to be a CEO of a Chamber of Commerce for a while, and I had 192 charities just in this one chamber in Arizona, and there’s probably 100 chambers out there. So, you know, you always you know, how much money are you battling for and everything else and where it come.

Michael Eastwood: [00:10:14] And that’s why, like for us, you know, I took my business and said, hey, it’s this is what it’s about and what we can do and drive our own sales and then give the profits to give some back to the people. So it’s a challenge, but it’s worthwhile and it gets what gets me up every day. I mean, I carry books with me in my truck and I’ll be at the grocery store and I’ll see a little kid walking down the, you know, back to the car with their parents. And I’ll grab a book and I’ll say, Hey, my name is Cowboy Mike. I’m a local author. Would it be okay if I gave you an autograph book? I said, I don’t want to step on toes 99%. They’re going, Oh yeah. Once in a while the mom will say, Can I look at it first? And then they thank me. And it’s just that smile of that children’s face is what drives me to the next day and, you know, making everything better.

Lee Kantor: [00:10:59] And it’s so important for business owners to, I think, have that same mindset of giving back and paying it forward and and doing work that matters, you know, because a lot of the times people get in a rut, sometimes they get burnt out and they kind of lose focus of the why they got in the business to begin with. But to always have this type of an entity around you and always be looking for opportunities to help others, I think that keeps you energized and keeps you moving forward.

Michael Eastwood: [00:11:28] Right. And one of the things for us up here is we have a big teen population up here. When I say big of of that, live with their grandparents right there in and they’re looking for mentoring and everything else. And my daughter is actually the president and has like 20 teens that she works with on a weekly basis of what it is and things like that of helping them and to cope and and how to change. And that’s where our charity comes in, where we will put on an event for them to at the same time because they’re too old for the books. But we want to help teens and help them grow. And then we get them into the Port of Hay file for the scholarships and go from there. And how do we change their lives and get them directions? You know, we always say, can you imagine if you could just take one teen and change your life? What if we can take ten? What’s our what are we going to be like? What about if we can do 100 or 1000? So that’s what we focus on. Our board is, is really just trying to change people’s lives and make them for the better.

Lee Kantor: [00:12:26] That was a difficult to put a board together.

Michael Eastwood: [00:12:30] No. When I started this, it was actually I called some of my friends and we were all horse people and everyone said, Hey, I’ll do it. It’s the hard part is keeping some because we’re all in different cities, you know. It’s keeping them motivated. I mean, with Zoom and everything now, it makes it a lot easier that you can have meetings. But the challenge of when you get that board is one thing, but you have to have then the board wanting to willing to help because one person, it makes it tough if that you’re the only one ever doing everything every day.

Lee Kantor: [00:12:59] Yeah, but the impact is real. I mean, it must be very rewarding to see those books in the hands of happy children and seeing those scholarships really make an impact in that individual and their family and their community.

Michael Eastwood: [00:13:12] Right. And and it is exciting. We just, like I said, award one last month and she came to actually to our real estate office because the junior college is maybe a mile away, half a mile away. So we ordered with the check. I mean, it was a single mother made a big difference in their lives, you know, because she was, you know, just to help her pay for books and everything else. So that’s the stuff where then you go, I want to give more. I want to do more. We’ve got to go raise more. We got to donate more to, you know, to get more out. So that’s what excites me, right? It’s just like I say, seeing the smiles on their faces. I don’t even care for a thank you. It’s just knowing you’ve done something.

Lee Kantor: [00:13:50] Right, the impact is real. I mean, that is that’s going to leave a mark and that’s that’s a good thing.

Michael Eastwood: [00:13:57] Yes. It’s real exciting. And one of the projects that we’re we kind of you know, everybody I’ve kind of come from on those ones you have your day to day business and what’s a big picture project. And our goal is to build a teen horse ranch up here where we would have cabins. There’s a lot of places up. It’s called Young Life, and I think they’re all over the country, but they have little camps in in children or teens can go up and, you know, and do it. And that’s kind of what our deal is. Maybe a ten acre ranch, have some horses. They can come on on the weekends, they can spend the night. They can learn about them. They get some chores, get some skills. Maybe we put an event or two and they work a snack shop to help raise money for the charities to keep it going. But but that’s kind of our big passion is, like I said, is this horse ranch and getting these books that the children’s words coming from in our big pictures and our focuses. I mean, our goal this year is to do 2500 books.

Lee Kantor: [00:14:52] Well, congratulations on all the success. If somebody wants to support the charity, what’s the website?

Michael Eastwood: [00:14:59] So the website is WW W dot, of course, Pony Pony, the number for precious p r e c ious dot org. So it’s pony for precious dot org.

Lee Kantor: [00:15:13] Good stuff. Well, Cowboy Mike, thank you so much for sharing your story today. You’re doing such important work and we appreciate you.

Michael Eastwood: [00:15:19] Thank you very much for having me on the show. And this was exciting when you contact me. And again, we appreciate everybody out there and hope you look at our Lisa, our website and learn more about us.

Lee Kantor: [00:15:31] We’ll do well. Thank you again. This is Lee Kantor will show next time on High Velocity Radio.

Tagged With: Michael Eastwood, Pony 4 Precious

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