Business RadioX ®

  • Home
  • Business RadioX ® Communities
    • Southeast
      • Alabama
        • Birmingham
      • Florida
        • Orlando
        • Pensacola
        • South Florida
        • Tampa
        • Tallahassee
      • Georgia
        • Atlanta
        • Cherokee
        • Forsyth
        • Greater Perimeter
        • Gwinnett
        • North Fulton
        • North Georgia
        • Northeast Georgia
        • Rome
        • Savannah
      • Louisiana
        • New Orleans
      • North Carolina
        • Charlotte
        • Raleigh
      • Tennessee
        • Chattanooga
        • Nashville
      • Virginia
        • Richmond
    • South Central
      • Arkansas
        • Northwest Arkansas
    • Midwest
      • Illinois
        • Chicago
      • Michigan
        • Detroit
      • Minnesota
        • Minneapolis St. Paul
      • Missouri
        • St. Louis
      • Ohio
        • Cleveland
        • Columbus
        • Dayton
    • Southwest
      • Arizona
        • Phoenix
        • Tucson
        • Valley
      • Texas
        • Austin
        • Dallas
        • Houston
    • West
      • California
        • Bay Area
        • LA
        • Pasadena
      • Colorado
        • Denver
      • Hawaii
        • Oahu
  • FAQs
  • About Us
    • Our Mission
    • Our Audience
    • Why It Works
    • What People Are Saying
    • BRX in the News
  • Resources
    • BRX Pro Tips
    • B2B Marketing: The 4Rs
    • High Velocity Selling Habits
    • Why Most B2B Media Strategies Fail
    • 9 Reasons To Sponsor A Business RadioX ® Show
  • Partner With Us
  • Veteran Business RadioX ®

Changing Your Pricing Mindset

July 21, 2023 by John Ray

Changing Your Pricing Mindset
North Fulton Studio
Changing Your Pricing Mindset
Loading
00:00 /
RSS Feed
Share
Link
Embed

Download file

Changing Your Pricing MindsetChanging Your Pricing Mindset

On this episode The Price and Value Journey, host John Ray presents “Changing Your Pricing Mindset” to a group of business owners. John lays out mindsets that create problems for professional services providers, such as the mindset of comparison and the mindset of inadequacy. John defines and discusses what he calls “the generosity mindset” as an antidote. He also shares how clients decide to buy based on intangibles, having value conversations with prospects and clients, constructing proposals with a three-option model, and closes by answering questions from roundtable members.

The Price and Value Journey is presented by John Ray and produced by the North Fulton studio of Business RadioX®.

TRANSCRIPT

John Ray: Hello, I’m John Ray on the Price and Value Journey. Recently I was honored to be invited to present to a private round table, organized and run by Terry Dockery, better known as Doc Dockery. He has a business consulting firm called The Resolve Firm and as part of his work he runs this private round table for business leaders and business owners, and occasionally he’ll have guest speakers in to come in and talk about various areas of

[00:00:33] expertise and topics of interest. He invited me to speak on pricing and value and other issues like that, and I gave a presentation called Changing Your Pricing Mindset. And in that presentation I covered issues like mindset and the mindsets which inhibit our growth and the generosity mindset to get over those

[00:01:01] inhibiting mindsets that hold us back. I also talked about the value conversation, how to construct better proposals and more.

[00:01:16] With Doc’s permission, I’m releasing the recording of that round table as an episode of the Price and Value Journey.

John Ray: [00:00:00] Okay. I’m going to talk about pricing mindset. And pricing mindset has a lot to do with you as a services provider, me as a services provider. If you’re a product provider, not so much, but we’ll talk about the difference here in a second.

John Ray: [00:00:21] So, here’s the obvious statement, in professional services, you’re not selling a product. So, you’re not selling a bicycle, you’re not selling apples, you’re not selling doggy treats, you’re not selling cans of green beans or craft beer, let’s say. What you’re selling and what your factory for amounts to is what’s between your ears. It’s the sum total of your experience, your expertise, what you bring to the table for your clients. And what that means is that you are the product. You individually are the product.

John Ray: [00:01:04] And that creates a big problem because, essentially, you’re pricing yourself. Now, you’re not pricing a third inanimate object. That bag of doggy treats or that can of green beans or that bicycle, you’re not pricing that. What you’re pricing is, essentially, yourself because everything that you’re offering that client is you, who you are, and what comes out of your head. And that’s a problem. It’s a problem because what gets in the way as a services provider, you being able to most effectively position yourself and price your services are mindsets, it gets into what’s in our head.

John Ray: [00:01:56] And here are a few of those mindsets that inhibit our growth that hold us back as services providers. One is the mindset of inadequacy. Another way to say that is the imposter syndrome, “I’m not quite good enough to be sitting in front of this client” or “I need to discount my services in order to measure up and to get this client to take a chance on me.”

John Ray: [00:02:24] That’s particularly a problem mindset with somebody that’s new in their business. I get the question all the time about should I discount my services when I’m first starting out. The answer to that is no, and we can get into that if you want to know more about that. But the mindset of inadequacy can even affect you as you grow and you start to take on larger clients. And you get to a point where maybe sometimes you come across a client, you wonder if you’re adequate to be able to handle that client.

John Ray: [00:03:01] The mindset of comparison. So, the mindset of comparison is really pretty simple, particularly in a social media soaked world. It’s, “Hey, I see someone else out there that doesn’t seem to have any warts, any problems. They’ve got slick social media images. They write well, blah, blah, blah. I can’t measure up to that.”

John Ray: [00:03:28] The mindset of binary thinking. Everything is black and white. There’s no gray. That kind of thinking inhibits our growth. The mindset of helping. So, the best example of this I’ve heard in the last few years is, I got invited to speak to a group of leadership coaches, and one of those coaches came up and told me that they are just on a mission to help everyone and they just do not believe in overcharging for the help that they want to be. Another way to say that is that’s the Mother Teresa syndrome. That’s nice and cute, but it’s not going to sustain a business longer term.

John Ray: [00:04:15] The mindset of scarcity. So, the feeling that the world is a fixed pie, that there are only so many clients to go around, and, therefore, whatever someone “takes from me” is something that I’ll never be able to replace. It’s seeing the world as I’ve got to get what I can get today and whatever client is in front of me, I have to sign up.

John Ray: [00:04:45] So, it’s mindsets like this that inhibit our growth. So, to get past this, I think what we have to do is we have to understand there are two distinct perspectives that exist for our clients, our prospects, the community, our network, and us as a service provider. We’re the business owner and we’re looking at ourselves and our expertise. We look at our certifications and, of course, we’re swimming in some combination. Each of us have some combination of some mindset issues that affect how we look at our business.

John Ray: [00:05:27] Clients, however, have an entirely different perspective. They don’t see those mindset issues that we have. And a lot of them really don’t care about our expertise and certifications. What they care about is solutions to their problems. And they are sitting in front of us for a reason that goes beyond the things that we like to talk about, which is our expertise, our qualifications, degree, certifications, past clients, et cetera. Those aren’t the same perspectives.

John Ray: [00:06:11] Here’s my solution to this, if you will, or the way I think about it and my philosophy about it in terms of what I see as work for me and many others. And it’s really making it about others in terms of the mindset you bring to the table. So, those clients, prospects, referral partners, community is creating a generosity mindset around that entire ecosystem, if you will. And not leaning into those mindsets you carry in your head but the needs, hopes, desires, wants, dreams of that person sitting in front of you, whether they’re a client, a prospect, a referral partner, or a member of your community.

John Ray: [00:07:05] And the generosity mindset has a number of different characteristics, but here are just a few. It’s empathetic. Generosity is something where you’re standing in the shoes of someone else and thinking about their needs and wants first. You’re thinking in terms of how you empower others to improve their lives and their businesses and create transformative outcomes for them, both professionally and personally. It’s not transactional.

John Ray: [00:07:42] So, sometimes when you hear some people say I want to help, the way they frame that sometimes can be transactional and it feels that way and people smell that, “when you want to help” but there’s a catch. And I think the companies that did particularly well during the pandemic were those that helped without a catch to it, if you will. Those that had a catch to it, consumers, the rest of us, we all smelled that out. And people are very smart and they see through that.

John Ray: [00:08:30] So, generosity mindset is not transactional. And, again, it’s about empowering others. I feel so strongly about that, I have said that on here twice. But maybe it’s all summed up in one of my favorite books, The Go-Giver by Bob Burg. And he says, your influence is determined by how abundantly you place other people’s interests first.

John Ray: [00:08:55] And you can put income, you can put your value, you can put a lot of different nouns in there in place of influence, and they all come out the same is that the extent to which you place other people’s interests first is the extent to which your business ultimately will grow.

John Ray: [00:09:16] Now, here’s the beautiful irony of this. We as business owners, we see ourselves in a certain way and the clients view us as outcome deliverers. And what they’re looking for is value received, and their perception of value received is really how they’re looking at us. And they’re looking for transformational outcomes. And the value of those outcomes are always more, worth more to them than what we see. They see more value in us as services providers than we see in ourselves.

John Ray: [00:10:02] Now, why is that? Let’s talk about the lottery. This is a good way to explain intangible value. So, we’ve had several billion dollar lotteries, and the odds of winning $1 billion lottery are about one in 300,000,000. So, one piece of paper that you receive after standing in line for however long you have to stand in line to get one of those pieces of paper, that’s a statistically worthless piece of paper. That’s what the odds of one in 300,000,000 amount to.

John Ray: [00:10:42] Well, people are obviously buying those tickets for some reason. So, what are they getting if the chances are overwhelming that they’re buying something that they’re not going to receive any money back from? What they’re receiving are hopes. Hope springs eternal, as it will. They’re dreaming of what they’re going to do if they win.

John Ray: [00:11:07] Identification. Identification is, “Hey. I’m standing in line with all the people in my community.” Fear of missing out, “There’s my wife right there who texts me and says, ‘Hey, did you buy a ticket for the billion dollar lottery?'” So, there’s the fear of missing out. We can’t win if we don’t play. So, all of those benefits are intangible benefits, and that’s the reason people buy. They get something out of buying that ticket that goes well beyond the value of the ticket or they wouldn’t buy.

John Ray: [00:11:42] So, the point of that is that clients buy based on intangibles, not just tangible value. They buy based on intangibles. And if you want to characterize what those look like, it could be things like fulfillment, you feel more educated, for example, because I have engaged in the service, or identity. Identity may be a plain baseball cap is worth a whole lot less than one that’s got a Georgia Bulldogs logo on it. There’s identity.

John Ray: [00:12:21] Nostalgia, that may be an old soft drink that people have nostalgia for or an old type of food or a place or what have you. Enhancement, something that enhances my life in some way, whether that’s through knowledge or pleasure or what have you. Rituals, the place I drive by every day or the same coffee place I go to every day for my coffee or what have you. And indulgence is how I reward myself. So, whether that’s my favorite restaurant, my wife has her favorite place to go get a facial, what have you.

John Ray: [00:12:58] These are intangibles that have nothing to do with your service per se. So, let me explain how this works in real life. So, this is my friend Gloria Mattei. Gloria is the owner of Nothing Bundt Cakes, which she’s got now two locations, one here in Alpharetta and one in Sandy Springs. And Gloria came on my show and the first question I always ask on my show is the elevator pitch question, let’s tell folks about how you serve everyone.

John Ray: [00:13:32] And the first thing that she said on my show was we deliver joy. See, she’s positioned herself in an entirely different place than the sheet cake makers at Walmart and Kroger that are right around the corner from her locations. And when you see her product – you can get a sense of it here in one of these photos – you can see why people light up when someone walks in the room with one of her cakes. So, yes, she does deliver joy.

John Ray: [00:14:05] And the other intangibles that she has as well that she likes to talk about is that she’s a locally owned business. So, she’s not a unit of some corporate entity that’s located out of town. And she’s very active in the community in terms of supporting local charitable causes. So, when you support her business and you buy joy from her, if you will, you’re supporting local, charitable causes.

John Ray: [00:14:35] Here’s another example closer to home in professional services. Roger Lusby and Frazier & Deeter – they do a show with us, they’re a client of mine – he had one of his clients on, a fellow named Chuck Walker. And during the show, I asked Chuck, I said, “Tell me about Frazier & Deeter and how they’ve helped you build your business, and what it’s like working with Roger Lusby?”

John Ray: [00:14:58] And he didn’t say anything about the quality of his tax return, or the quality of business advice, or anything like that. Although, Roger has been a long time provider to him and so he must be doing a great job. The first thing he said was, “Roger has a calming effect on me.”

John Ray: [00:15:19] He says, “Sometimes when you talk to Roger, I don’t really come away with anything, maybe necessarily, although I usually do. But he helps calm me down because I’m an excitable guy and I get mad when I get a notice from the IRS or I’ve got a business problem or something like that. He just talks me through and calms me down.” That’s a complete intangible that has nothing to do with the quality of the tax return preparation or the business advice itself.

John Ray: [00:15:53] So, this – what I call – generosity mindset, how does it play in terms of how we have real conversations with real clients? It starts out by having a value conversation with a prospect that talks in terms of looking at that conversation from their perspective. We’re not pitching. We’re not selling anything. We’re just having a conversation to see if I’m the best fit because I may not be. And if I’m not, we’ll find someone else who is. Oh, and by the way, we will only enter into this relationship if the value that I provide is more than the price you pay. Everyone will say yes to that because that’s what people are looking for. Always.

John Ray: [00:16:47] And when you have a value conversation with a prospect, you want to get strategic so that you can ask a whole lot of questions that may or may not necessarily apply to your service. But what they do for you is allow you to get to what the real underlying dreams, hopes, needs, concerns of that client really are. And you allow clients to brain dump with the reasons that they called you, but also the things that are going on in the back of their head that they may not think are germane but actually truly might be.

John Ray: [00:17:33] Some of these questions I like to ask are questions like What’s keeping you up at night? What are you procrastinating about? That’s always a great question. My favorite is, How does your spouse or your significant other feel about your business? And I wrote a LinkedIn piece about this, so if you’re already following me on LinkedIn, you can find it there. It’s a newsletter I released last week. My newsletter is called The Price and Value Journey, and you can find it there.

John Ray: [00:18:06] But it was about a client meeting I had with a fellow that called me to come in and advise him on his business. And he was going on and on about how this and that was going well, and he had these multiple locations, and what great things he had done. And it was getting to the point where I was wondering why I was there.

John Ray: [00:18:27] And then, his spouse came in. And we introduced and she asked who I was, and I told her. And she said, “Oh, my gosh. Thank you so much for being here. We’ve got all sorts of problems and our books are terrible. We don’t know exactly what we’re making. We don’t know what the business is worth. Our retirement is sunk into this business and we don’t know what all that’s going to end up being worth.”

John Ray: [00:18:53] Guess what? Truth blew in the room when she came in. And, suddenly, I had a clear picture of what the needs, hopes, and desires of that client were that her husband really didn’t want to get into voluntarily.

John Ray: [00:19:10] I love to ask why questions, because why questions are catalytic. They cause people to think. So, when you’re in front of somebody talking about your business, Why are we doing this? What’s the end game? What do you think you’re going to accomplish out of this? What would happen if you just left things like they are? Why now? Is it really urgent that you do it now? You made this call to me or you’ve been referred in to me for a reason, why are we doing it now? And why did you wait so long to address the problem? Why me because I’m not the cheapest?

John Ray: [00:19:49] You see what I did there? I’ve positioned myself for a later conversation around price. Why not just handle that internally or do it yourself or hire someone else? So, why me? This is a very powerful question to ask.

John Ray: [00:20:09] Now, one thing about a value conversation is I think it’s not just a conversation you have with prospective clients. It’s a continuing dialogue, if you will, that you have with your clients. “Hey, how are things going? What are we doing right lately? Hey, we’ve cleaned this up or that up in your business, how has that transformed things that are going on in the rest of your business? Those kind of questions that you ask on an ongoing basis are really valued dialogue. And that value dialogue helps you later when it comes to having a conversation around raising prices.

John Ray: [00:20:54] Let’s talk briefly about proposals. The biggest mistake professional services folks make in offering a proposal is there’s one option and one price. And basically what you’re saying to a client is take it or leave it. It’s basically yes or no. It’s an ultimatum. That’s not a great message to leave.

John Ray: [00:21:15] What you really want to do is offer choices. And it’s really a recognition that different clients have different values. And clients like choices to an extent they can get confused with way too many choices. They’re relying on you as the expert to craft options that they can choose from.

John Ray: [00:21:38] Three is the magic number. So, it’s kind of a good, better, best model. Three is not overwhelming. And there’s a tendency to gravitate to the middle option. So, I advocate a good, better, best model. Good is your basic version of what’s requested by the client. Better includes a little bit more, so everything that’s in your good category plus additional benefits. Those benefits, by the way, may be, if you’re in the services business, things like your accessibility, how quickly you deliver the service, that kind of thing. So, it doesn’t all have to be additional things that you do. It’s how you deliver your service. And, of course, best is your velvet rope option, if you will.

John Ray: [00:22:34] Now, the biggest mistake that a lot of services folks make is they have one option, and that option is basically best. There’s no differentiation here.

John Ray: [00:22:47] Constructing a proposal, so I believe there’s just a few basic things that a proposal needs to have. Please do not put your qualifications, your picture, your degrees, anything about yourself in a proposal. That’s already settled. You wouldn’t have gotten that far if the client had any concern about that. So, please don’t put your team pictures, don’t put any of that stuff in there.

John Ray: [00:23:18] You simply reiterate the customer request, what did they originally talk about and what came out of that value conversation that you had. So, what you’re doing is you’re demonstrating that you were listening and you’re demonstrating an understanding of the client.

John Ray: [00:23:36] You provide options, recommendations. I call my proposals engagement recommendations or engagement options. I don’t like the term proposal because I’m an expert just like you are. And experts don’t propose, they give recommendations. So, when you go to the doctor, it does not propose to do something for you and you should be the same way.

John Ray: [00:24:03] And then, terms and conditions, that’s how you’re going to get paid. And that’s a pretty important piece of any document that you put in front of a client.

John Ray: [00:24:14] So, here’s just an example of a client that I worked with and what happens, the power of offering options. And this particular client, I can’t really get into the detail of exactly what they do, but essentially what they offered was an online coaching experience, we’ll call it, that lasted for a couple of hours and it was $800. Now, they didn’t price it by the hour – thank goodness. And by the way, you will notice that none of this really works that well if you’re pricing by the hour. That’s an entirely different discussion I’m happy to have.

John Ray: [00:24:59] But this particular client was thinking of it that way, if you will, and he was looking at the service that he offered in this experience and looking at it and saying I’m making $400 or $500 an hour, that’s pretty good money. And as we went into it and started thinking about it, what we talked about was what’s the perceived client value that’s coming out of that experience that you’re giving that client? And what we came up with were good, better, and best options.

John Ray: [00:25:40] And what was clear is what he had previously been pricing at $800 really had perceived value that was much, much higher such that he could justify a $1,500 price. We went through a whole exercise about what would be in his better option, what would be in his best option. I tried to get his best option a lot higher than 5,000, but he wouldn’t do that, so that’s as high as we went. But what we did was we came up with options that would allow him to put those in front of a client and let them choose what was the best fit for them.

John Ray: [00:26:21] So, right out of the chute, the first client he put this in front of chose the better option for $3,300. So, you don’t need me to do the math on this. That’s over four times the revenue you would received otherwise. Here’s the deal, the first bullet point is the most important to me, that client received much more value than they thought possible. They’re the ones that selected that. He didn’t. They selected that.

John Ray: [00:26:58] So, what he was doing by simply offering one option at a much lower price, he was not offering clients the value that they wanted to choose. So, it was really was all about them. And when he made it about them and gave them choices, those choices inevitably end up working out better for him as well. So, it’s happier client, happier consultant.

John Ray: [00:27:30] So, I’m going to take questions at this point because I’ve hit a lot of this at a real high level. And what I find is it starts generating questions and I want to get to that. But just real quick, you can find out more about me at pricevaluejourney.com. That includes my podcast. And I also have a book coming out later this year, it’s called – ironically enough – The Price and Value Journey: How to Improve Your Confidence, Your Value, and Your Prices Using the Generosity Mindset Method. So, that’s the name of the book, and here are some of the topics, whatnot, that you’ll find that I’ve addressed in my podcast and I’ll be addressing in my book as well.

Speaker 1: [00:28:18] John, how did you know that you could drop that last bit about the sky’s the limit on pricing your professional services? Right at the time when Terry had stepped out of the room, we really appreciate your ability to deliver that message when he couldn’t hear it.

John Ray: [00:28:34] Timing is everything, right?

Speaker 1: [00:28:35] Yeah, yeah, yeah.

Speaker 2: [00:28:36] John, I’ve been thinking of engaging in myself because I feel like I’m not charging these guys merely —

Speaker 1: [00:28:42] No. No. I already cut that off because you were out of the room. There was a whole bunch of caveats on there that you didn’t hear.

John Ray: [00:28:55] Well, I’m interested in your question. So, what questions can I answer?

Speaker 2: [00:29:00] I have a question for you.

John Ray: [00:29:02] Please.

Speaker 2: [00:29:02] But it’s very [inaudible]. So, I used to cut my teeth doing Fortune 500 consulting. I was traveling a lot, and my kids were growing up without me, and I was making a lot of money, but I was miserable. So, I decided to move downstream to the small business market and focus on the Atlanta region, basically to get out of hotels and off airplanes.

Speaker 2: [00:29:23] And it has been a pricing dilemma. What people used to pay me just to have access to be able to call me was a whole lot more. And it’s funny because it’s a different market of people in the smaller companies, they’re not as comfortable asking for help. The corporate guys get used to bringing in experts. And small business people – we’re talking about that earlier – they want to do everything themselves, they have a hard time asking for help, et cetera.

Speaker 2: [00:29:54] So, finding a pricing model that works in that market has always been an ongoing debate with myself about, “Damn. I’m worth more than that.” But then, what can a small business person realistically spend that makes sense for their budget where their kid doesn’t have to do without braces or that sort of thing? Anyhow, I’m sure you deal with small businesses and entrepreneurs that are scaling up their businesses. And I don’t know if that’s a question, but it certainly is an ongoing concern just for these guys and for myself as well.

John Ray: [00:30:29] Yeah, I mean – go ahead. Someone else had —

Speaker 1: [00:30:33] No. I’d like to hear your response.

John Ray: [00:30:35] Okay. Yeah. So, there’s several things there. So, one is that the caché and the authority value of the business card that you used to have is not with you anymore, so that’s one thing. And, yes, that can be a negative because people by McKinsey, let’s say – I’ll use that term – they buy the security of McKinsey not the consultant. In the small to medium-sized business market, they’re buying the consultant.

John Ray: [00:31:13] So, here’s a couple of things. One is that, when you come in with an hourly price to someone like that, the problem with an hourly price to a small to medium-sized business owner is they’ll tell you, “Hey. I’m not making $500 or 750 or 1,000 an hour.” Whatever you’re charging, they immediately look at that and say that makes no sense. And, of course, quoting an hourly rate is not the final price anyway, because they don’t know how long anything’s going to take. And, frankly, it really doesn’t matter how long it takes. It should not matter to them. What they care about are transformational outcomes, not how long it takes you to do it.

John Ray: [00:31:55] And increasingly, with the way services are changing with AI and a lot of other tools, we can come up with diagnostic solutions faster than ever. So, it’s really incumbent upon us to get away from hourly pricing. But part of what I think you have to do is have that value conversation with clients.

John Ray: [00:32:20] And let’s talk about what this project is going to do, not just for you professionally and in your business, but what is it going to do for you personally. So, what I tell people in my pricing consulting is I’m the difference between somebody being able to vacation in Rome, Georgia versus Rome, Italy. That puts it in an entirely different frame of mind. That gets into where the spouse wants to go for vacation, or whatever, and doesn’t want to get stuck on vacation. I call it a confidence crutch. That’s what you lean on. You don’t lean on the service itself. You lean on the value of the transformation.

John Ray: [00:33:11] So, that’s why value conversation is so important and that you continue to dig on, let’s say, we get this project done and it’s going to cost your business to make X more in revenue. What’s that going to do for you? It allows us to hire more employees so we can expand, maybe expand our sales force. What is that going to do for you? And you keep digging into that. And there’s value that comes out of that, that is not just tangible but intangible. And it’s a multiple, a big multiple of whatever it is you’re charging.

John Ray: [00:33:53] So, what that does is it makes your fee, whatever you decide to charge, an investment in an outcome. And it also creates room for you to improve your price. Now, there’s a lot more to it than that, but that’s the best answer I can give in just a couple of minutes. Does that make sense?

Speaker 1: [00:34:22] Yeah. Yeah. What’s got me thinking and marveling at this is how you took a concept that we were talking about pricing and pack so much more into it. This idea of the generosity mindset, which requires an attitude and behavior of empathy, I’ve written out a formula that you got me thinking about. And the formula is nothing but equals, so it’s not a real formula. Empathy equals respect. Respect equals trust. And trust equals next. Meaning next problem, next opportunity, next whatever.

Speaker 1: [00:35:10] Because I’m already thinking past what we’re talking about right now. I know that we’re going to address what we’re talking about right now, but I’ve now blown past all of the, like you say, statement of work, proposal, et cetera, et cetera. I’m just thinking about where do we start on the next item?

Speaker 1: [00:35:32] And pricing isn’t even in the conversation at that point because they’re already trusting you to essentially price your services appropriately for them because you do everything else appropriately with them in mind. And like I say, you’ve just packed so much into a pricing parameter that is really helpful to think through what we perhaps stumble through as to what we think and how we deliver our services and how we engage with our customers.

Speaker 2: [00:36:08] John, I hope you heard that compliment.

John Ray: [00:36:10] Thank you. Thank you for that. Thank you very much.

Speaker 2: [00:36:13] We got about ten minutes left, but before you get away, I have decided to double the price of this group, and I want to thank you for giving me the confidence to do so.

Speaker 1: [00:36:22] That joke is already an old joke. I’m worried that long.

John Ray: [00:36:26] It’s an old joke, but I didn’t hear much of a value conversation that came out of it. That was a real truncated value conversation, Doc, so you’re going to have to do better than that, bud.

Speaker 2: [00:36:34] I skipped a few steps, I guess.

Speaker 5: [00:36:38] I got a question. You had talked about kind of the Goldilocks price and a good, better, best, and how someone who doesn’t have that today just has a best option. And I’ve seen it for myself and I’ve seen it for other people, where, when you take just that and then you start to build out the good, better, best very quickly, it comes back to wanting to just be nice to people. And if someone chooses the good, they continue to get the best treatment.

Speaker 5: [00:37:11] So, where someone struggles when they created this stratification into three levels, now a client comes in and chooses the lowest level, but the service provider still gives them the same level of attention and support as someone who chose the top. How do you help someone work through dialing down their service for scope creep?

Speaker 2: [00:37:35] Scope creep.

John Ray: [00:37:36] Yeah. There’s horror movies with that name, scope creep. Yeah. So, this is where you have to, first of all, document. So, this is why the engagement recommendations are so important because you’re documenting the scope. And if someone comes back to you and says can you do X, that’s in your better or best options and they’ve got your good option, then what you say is, “You know what? Here’s the thing, I’ve got folks that are paying for that and it’s not fair to them for me to give that away, because, essentially, it would be giving it away because you didn’t select that to begin with. And I understand why you want that now, so let’s talk about that. Okay? Let’s talk about what a different kind of relationship looks like.” That’s one way to address it is that, because what you’re getting at with that client is what’s fair. What’s fair?

Speaker 2: [00:38:43] Reciprocal empathy.

John Ray: [00:38:45] Yes. Essentially, that’s a good way to put it. And people want themselves to be treated fairly, so they understand, most of them do. The vast majority of people are going to understand that response. But the key is having the guts, frankly, to have that conversation. And a lot of times it’s just easier to do that because you want to please. We’re all pleasers, right? We want to please our clients. And there’s nothing wrong with that, but we don’t please by giving things away ultimately, because what we’re doing is, of course, we’re really changing the value perception that they have of our service and ourselves.

Speaker 3: [00:39:35] Related to what you just said, value and perception, on the last slide, I think the first bullet point was where you were saying when the client did the better option and you said that was a win-win for the service provider and the client. The first bullet point you said there is that something like the client perceives a much higher value.

Speaker 3: [00:39:58] Can you elaborate on that, why you say that? Is that because they picked the middle one, is it because it’s their decision, it’s a psychological thing that they’re saying, “Okay. Because this is my choice, and I had three choices, I picked what I perceived to be the greatest value.” How do you make that statement with confidence that because they picked it, they perceive it to be a higher value or the highest value?

John Ray: [00:40:23] Yeah. That’s a really important question. So, let me give an example here. And I know we’re running up on time, but this is going to be a quick example. So, let’s talk about coffee. I’m a cheapskate when it comes to coffee. Even the dollar cup at racetrack, I’m perfectly fine with the racetrack coffee, but I’d rather come to Doc’s office and let him buy my coffee. So, I’m a cheapskate when it comes to coffee.

John Ray: [00:40:51] My daughter wears out Starbucks every day for 5 or 6 bucks. The most expensive cup of coffee in the United States is a $75 cup of coffee from some farm in Panama. And it’s a one night only tasting blah, blah, blah. Who knew coffee is like wine? I had no idea. I’m not criticizing it. People see value in that.

John Ray: [00:41:14] There’s an example right there since we’re talking about the middle option, if you’re offering my daughter who wants to pay more than racetrack cup of coffee, then that doesn’t match. And she’s willing to pay more for what she perceives as more value. And that’s really what we’re talking about.

John Ray: [00:41:38] So, each of us have our own laundry list of services or things that we do for clients that people have different perceptions of value of. And what we’re trying to do is better match client perception of value with the particular mix of service that we offer. Does that make sense?

Speaker 3: [00:42:01] That’s a great explanation. The daughter wanting to buy the more expensive cup of coffee. But [inaudible] makes good sense.

Speaker 2: [00:42:09] So, what [inaudible] wants.

Speaker 3: [00:42:12] It’s the perception of what you’re getting because you’re spending more enhances – I think psychologically, part of what you’re saying is I’m getting a better value because I’m paying more for it.

Speaker 1: [00:42:20] Or I’ve figured out that this is —

Speaker 2: [00:42:24] Can the value be tied to whether the solution I’m looking for is a pain point or it’s nice to have?

John Ray: [00:42:37] Yeah. It makes perfect sense. And, yeah, thank you for that. Because, hey, pain, particularly with small and medium-sized businesses, that may be one of the hardest things we have to do when we talk to our business clients, is, they’ve been dealing with pain so long they’ve forgotten what it’s like to be well. And so, they don’t even know what that feels like. And you have to draw a picture of that.

John Ray: [00:43:08] But psychologically, pain avoidance is the biggest thing that makes us react to something. Only half the people in this country go to the dentist regularly. Think about that. They would rather avoid potential pain than deal with dental hygiene. That’s a powerful emotion. And if you can tap into that emotion with your service offering, it has powerful perceived value.

Speaker 4: [00:43:42] Yeah. Because usually when I deal with clients, I haven’t looked at it, unfortunately, from a value standpoint. It’s always been I have a Tylenol or a vitamin analogy, and I try to put them in one of those buckets to know if this will be a potential client or not. So, from hearing you talk today, I’m definitely looking at things a little differently.

John Ray: [00:44:07] And see, here’s the thing, our clients that we’ve had successful engagements with will tell us some of these things. And this is where you go talk to them. What did this engagement do for you that goes beyond just the engagement itself, and have that conversation. You’ll be amazed at what you find out. And you’ll also be amazed at what you find out, how people see value in you. They will come back with things like you had a calming effect or you had these other intangibles that are reasons why they did business with you or doing business with you, and it’s important for you to know what those are.

Speaker 4: [00:44:57] Very helpful.

Speaker 1: [00:44:58] That phrase that you used is something I haven’t heard before that is especially powerful, why questions are catalytic. There’s so much there in those few words. That’s wonderful. Keep using it.

John Ray: [00:45:14] Yeah. Thank you. I mean, see, we’re sitting here talking about this intellectually, and, hey, I’m on a journey. We’re all on a journey. That’s why I call my podcast The Price and Value Journey. We’re all on a journey doing better about this, and I am too.

John Ray: [00:45:35] I’ll just throw this in, by the way, one change I’ve made recently and it worked quite well, when I went to raise the price for a client, I presented them a whole new set of engagement options. I didn’t come back to raise the price on the existing set of service deliverables. I gave them a whole new set of options.

John Ray: [00:45:57] And the basic option was what they had today where I had a higher price. And I went through that and explained the value that they had gotten out of. And so, I had a value conversation along the way and they had told me about all the things that had happened because of their consumption of that basic service option, if you will.

John Ray: [00:46:23] But then, I gave them a better and a best, “Hey, if you want more, here’s how you can get that and here’s the value that comes out of that, I think.” And guess what? They picked the middle option. So, I got a much more engaged client a much higher fee. So, think about using options just to be able to raise your price.

John Ray: And that’s it. And I want to thank again my friend, Doc Dockery for allowing me to repurpose the recording of that presentation as an episode of the Price and Value Journey. Doc does great work, and if you’d like to know more about him you can go to the resolve firm.com. That’s The resolve. R E S O L V E firm dot com. That’s the name of his consulting practice. Doc is also the author of “Leadership, Happiness and Profit :12 Steps to a High-Performance Business.” You can find that book on Amazon and it’s terrific. I can’t recommend it highly enough if you’re looking to be happy and scale your business at the same time, that’s Doc’s specialty.

[00:00:49] Check him out at your convenience. And folks, just a quick reminder that more information on The Price and Value Journey can be found at pricevaluejourney.com. You can find a link to our show archive there at pricevaluejourney.com. And of course, you can find the show on all the major podcast apps.

[00:01:11] You can also sign up to receive updates on my book that’s coming out later this year in 2023. It’s called “The Price and Value Journey: Raising Your Confidence, Your Value, and Your Prices Using the Generosity Mindset Method.” We cover a lot of the topics in that book that you’ve heard on this episode. So if you like updates on when that book will be released check that out.

[00:01:38] And if you’d like to connect with me directly, you can email me, john at john ray.co. Thank you for joining me.

 

About The Price and Value Journey

The title of this show describes the journey all professional services providers are on:  building a services practice by seeking to convince the world of the value we offer, helping clients achieve the outcomes they desire, and trying to do all that at pricing which reflects the value we deliver.

If you feel like you’re working too hard for too little money in your solo or small firm practice, this show is for you. Even if you’re reasonably happy with your practice, you’ll hear ways to improve both your bottom line as well as the mindset you bring to your business.

The show is produced by the North Fulton studio of Business RadioX® and can be found on all the major podcast apps. The complete show archive is here.

John Ray, Host of The Price and Value Journey

John Ray The Price and Value Journey
John Ray, Host of “The Price and Value Journey”

John Ray is the host of The Price and Value Journey.

John owns Ray Business Advisors, a business advisory practice. John’s services include advising solopreneur and small professional services firms on their pricing. John is passionate about the power of pricing for business owners, as changing pricing is the fastest way to change the profitability of a business. His clients are professionals who are selling their “grey matter,” such as attorneys, CPAs, accountants and bookkeepers, consultants, marketing professionals, and other professional services practitioners.

In his other business, John is a Studio Owner, Producer, and Show Host with Business RadioX®, and works with business owners who want to do their own podcast. As a veteran B2B services provider, John’s special sauce is coaching B2B professionals to use a podcast to build relationships in a non-salesy way which translates into revenue.

John is the host of North Fulton Business Radio, Minneapolis-St. Paul Business Radio, Alpharetta Tech Talk, and Business Leaders Radio. house shows which feature a wide range of business leaders and companies. John has hosted and/or produced over 1,700 podcast episodes.

Coming in 2023:  A New Book!

John’s working on a book that will be released in 2023:  The Price and Value Journey: Raise Your Confidence, Your Value, and Your Prices Using The Generosity Mindset Method. The book covers topics like value and adopting a mindset of value, pricing your services more effectively, proposals, and essential elements of growing your business. For more information or to sign up to receive updates on the book release, go to pricevaluejourney.com.

Connect with John Ray:

Website | LinkedIn | Twitter

Business RadioX®:  LinkedIn | Twitter | Facebook | Instagram

Tagged With: changing your pricing mindset, generosity mindset, John Ray, mindset, Price and Value Journey, pricing, professional services, professional services providers, solopreneurs, Terry Doc Dockery, value, value pricing

Burnout in Professional Services, with Dr. George Vergolias, R3 Continuum

June 8, 2023 by John Ray

Burnout
North Fulton Studio
Burnout in Professional Services, with Dr. George Vergolias, R3 Continuum
Loading
00:00 /
RSS Feed
Share
Link
Embed

Download file

Burnout

Burnout in Professional Services, with Dr. George Vergolias, R3 Continuum

Dr. George Vergolias, Chief Clinical Officer at R3 Continuum, joined host John Ray to discuss burnout in solo and small firm professional services providers. Dr. Vergolias described the stages of burnout, differentiated between stress and burnout, and offered tips and strategies to mitigate its effects, particularly when your firm is small without a lot of big firm resources. He also discussed building resilience in recovery from burnout, broaching the topic with someone you think might be suffering, and much more.

The Price and Value Journey is presented by John Ray and produced by the North Fulton studio of Business RadioX®.

R3 Continuum

Behavioral health is fundamental to workplace wellbeing, culture, and performance. It is also the key to resilient and thriving employees, organizations, and communities. For over thirty years, R3 has been a workplace behavioral health pioneer and innovator, providing rapid response and ongoing behavioral health solutions that help people and organizations recover, perform, and thrive in the wake of disruption and stress.

Company website | LinkedIn | Facebook

Dr. George Vergolias, Chief Clinical Officer, R3 Continuum

Dr. George Vergolias, Chief Clinical Officer, R3 Continuum

George Vergolias, PsyD, LP is a forensic psychologist and threat management expert. As part of his role of Chief Clinical Officer of R3 Continuum, he leads their Threat of violence and workplace violence programs.

Dr. Vergolias is also the founder and President of TelePsych Supports, a tele-mental health company providing involuntary commitment and crisis risk evaluations for hospitals and emergency departments. He has over 20 years of forensic experience with expertise in the following areas: violence risk and threat management, psychological dynamics of stalking, sexual offending, emotional trauma, civil and involuntary commitment, suicide and self-harm, occupational disability, law enforcement consultation, expert witness testimony, and tele-mental health.

Dr. Vergolias has directly assessed or managed over one thousand cases related to elevated risk for violence or self-harm, sexual assault, stalking, and communicated threats. He has consulted with regional, state, and federal law enforcement agencies, including the FBI, Secret Service, and Bureau of Prisons.

He has worked for and consulted with Fortune 500 companies, major insurance carriers, government agencies, and large healthcare systems on issues related to work absence management, workplace violence, medical necessity reviews, and expert witness consultation.

LinkedIn

TRANSCRIPT

John Ray : [00:00:00] Hello, I’m John Ray on the Price and Value Journey. As we pour our passion and energy into serving our clients and growing our respective businesses, we often find ourselves walking a tightrope, you might say, balancing multiple responsibilities in our firms and with our families, of course, and pushing ourselves to meet the ever-increasing demands of entrepreneurship. Those never stop. The risk of burnout is ever present in that kind of situation and understanding its causes, its consequences, and most importantly, prevention strategies is essential for our well-being and our long-term success.

John Ray : [00:00:44] So, to address the issue of burnout, I’m privileged to have Dr. George Vergolias join us today. George is a doctor of psychology. He’s a workplace resilience consultant. He’s an expert in workplace well-being. He’s got quite a CV, you might say, in this area. And he is the chief clinical officer at R3 Continuum, and R3 Continuum is a worldwide leader in providing tailored behavioral health solutions for organizations that help people manage through workplace disruption and stress. George, thank you for joining us.

George Vergolias: [00:01:23] Pleasure to be here, John. Thanks for having me.

John Ray : [00:01:25] Yeah, thank you so much. So before we get going on burnout, let’s talk a little bit about you and R3 Continuum and the work you’re doing.

George Vergolias: [00:01:34] Certainly. Let me start with talking about R3 Continuum. We’ve been in business for about 35 years, and as you said in the intro, we really offer tailored behavioral health solutions to workplaces to help promote well-being, help mitigate disruptive events. Those could be anywhere from a natural disaster like a fire or tornado, as well as manmade tragedies like an active shooter situation, an accidental death, a suicide at the workplace. We respond to almost 3000 individual events every month. We have an international network of providers that we leverage to do that. And our goal is in that front to really help people recover and bounce back from those events in a way that kind of maximizes their resilience and allows them to get back on their feet.

George Vergolias: [00:02:21] We also offer a range of psychological evaluations that might be required in the workplace, fitness for duty evaluations, pre-employment screens that help reduce risk and help, again, get people back on track that may be struggling with some issues. And then, we do workplace violence solutions as well because unfortunately, we see a rise in those across the workplace, across all sectors.

George Vergolias: [00:02:46] And then, we have a leadership program and executive optimization, leadership wellness program, where we work with high-level leaders and a number of organizations, both small and large, around helping promote their well-being and their leadership skills. And part of that is leadership wellness, support as well as performance coaching. So, it’s a wide range of activities that we engage in, but all of it is geared towards offering those tailored behavioral health solutions to the workplace.

George Vergolias: [00:03:14] As far as my background, I’ve been a psychologist, initially a clinical psychologist, and I did my post-doc in forensic psychology at Notre Dame many years ago, longer than I care to admit. But I’ve been doing this for almost 30 years. And early career, I actually did a lot of traditional forensic work. I did a lot of work with the courts. I did a lot of assessments for people not guilty by reason of insanity and so on.

George Vergolias: [00:03:39] And then, at one point I started moving into doing school violence assessments and school shooting assessments right around the time that Columbine hit and when that occurred, because there were so few specialists doing that, you were thrust into being an expert. A few years later, I transitioned that expertise into the corporate setting, working with workplace violence, and I’ve been doing that now for 20-plus years.

George Vergolias: [00:04:01] It was about 10 or 12 years ago that I really felt like when I joined R3 about 12 years ago, it was right around that time that I began to realize that dealing with individual threats, I still do that, by the way. It’s an important activity. There’s a lot we can do to mitigate threats if we’re aware of them. But I felt like it was whack-a-mole, like you would deal with one threat and mitigate it and then another would pop up somewhere else and another would pop up somewhere else.

George Vergolias: [00:04:28] And I began to ask the question, “What can we do at scale? What can we do larger? And I was watching a documentary on the Dalai Lama, ironically, and it struck me, John, that the Dalai Lama is probably close to 0% risk of engaging in a mass shooting because the Dalai Lama it’s because he’s living his life, maximizing a sense of emotional and psychological well-being. He’s living a really sharp, well-honed life of resilience and compassion. And that got me thinking. If we could build workplace cultures, and let’s be honest, we spend about a third of our life at work, if we could build workplace cultures that foster well-being and resilience, we at scale can really start moving the needle towards more people being somewhat inoculated from engaging in heinous, violent acts. That’s what got me into understanding psychological resilience and well-being. I approach it from a kind of a tougher edge. I don’t approach it from the let’s-go-to-a-mountain-top-and-do-yoga approach. I find it’s really useful. And then, of course, the pandemic hit and the awareness of employee well-being skyrocketed. It had to.

John Ray : [00:05:40] Yeah.

George Vergolias: [00:05:40] And that finds us here today. So that’s my trajectory with a lot of details left out. But that’s a larger part of my story that brings me here today.

John Ray : [00:05:48] Yeah, that’s really helpful. And that could take me on a bunny trail we don’t have time to go down, so I’m going to the Dalai Lama piece of that particularly, but we’ll let that go for the moment. But maybe that’s another episode. But let’s talk about burnout. And maybe what we can do is start by defining burnout, because everyone’s got their own idea of what that means.

George Vergolias: [00:06:10] Yeah. And there are many definitions of this, by the way. When I think of burnout, I think of feeling overwhelmed, right? And by the way, I’m stealing some of these ideas from Brene Brown. She does wonderful work. Many of your audience may know her. She does wonderful work on resilience and vulnerability.

George Vergolias: [00:06:25] So when we speak of overwhelm, it really means an extreme level of stress and emotional or cognitive intensity that really evolves to a point where we’re feeling unable to function. We’re immobile. Even if we’re somewhat functional, we’re just clearly not near the top of our game. What’s interesting is we can function with stress. We all have stress. We have stress every day at various levels. And some of that stress is good. When we think of negative stress we don’t want in our life, the word stress captures that.

George Vergolias: [00:06:25] There’s actually a psychological concept that’s not often used. It’s called eustress, E-U-S-T-R-E-S-S. And this stands for stress that we actually embrace or choose. Think of planning a wedding. Think of planning a large family reunion, of preparing for the birth of a first child or a second child, and the nesting that comes with that. These are very stressful events. Building a new home, which I’m doing right now. These are very stressful things, but they’re exciting stress. So there is a difference there. The key is we all experience that.

George Vergolias: [00:07:26] But when we get to burnout, really what we’re talking about is there are three stages we tend to think about. And the first is normative. We’re not even necessarily – I call it pre-burnout, right? It’s stage one. It’s stress. We feel increased arousal, increased demands on us, both personal and professional. We have some irritability and we might have some anxiety. We might wake up in the night and we can’t get back to bed.

George Vergolias: [00:07:50] Stage two, we actually go into almost an evolutionary defense of starting to conserve energy. We might be showing up to work late. Even if we’re working remotely from home as I do, we might be waking up later. It’s harder to get out of bed. It’s harder to be excited in the morning. We procrastinate a little more than we normally would, and that eventually could lead to presenteeism or quiet quitting.

George Vergolias: [00:08:16] Stage three, we get to a place we are psychologically and physically exhausted. In addition to that, there’s a disengagement from the work. The passion just is no longer there anymore. And that could also then lead to or spill into clinical levels of sadness, depression, and anxiety, among other things, which can lead to increased substance abuse if someone’s trying to cope or combat those.

George Vergolias: [00:08:40] That is my definition. But the stages I think are helpful because it helps people understand where they might be in that process of evolving or – I don’t like evolving – progressing into more and more burnout.

John Ray : [00:08:54] Yeah, that’s very helpful. But let’s dive into that a little further. These are signs or symptoms. But how do I self-identify? Particularly, our audience is particularly solo and small professional services providers. You know, the question of self-identification of where you are in those stages can be hard, right?

George Vergolias: [00:09:18] Absolutely. It absolutely can be. And what’s tough is when you are a solopreneur, right, a solo entrepreneur or whether even just a small group, most people that are running or leading those companies, they’re in it at some level because they feel some passion for it. Not always necessarily. It might be, I just got connected to a job, but often there is some degree of feeling some ownership, especially owners of these groups and solo folks.

George Vergolias: [00:09:46] And so, what’s interesting is, what I like to ask, is there a passion that has been lost? I remember a quote I heard a while back that said this, the reason that you feel burned out is not that you’re doing too much. The reason that you feel burned out is that you’re not doing enough of what really gets you excited. And what happens often with solo entrepreneurs or really small companies, especially leaders in those companies, is they go into the business because they love being an architect.

George Vergolias: [00:10:22] I love being a psychologist, but then once I start a group practice and I got four or five people under me and I’m running it, now I’m a business person, now I’m an H.R. director. Now I’m navigating malpractice insurance premiums. I’m navigating marketing and sales if I want to grow. And most small companies don’t have separate divisions for all of these functions. And it takes a while for that person to realize that I’m no longer doing the thing I love doing at the beginning, which is being a psychologist. Being aware of that, being aware of where has that passion gone and how has it been lost is the first step.

George Vergolias: [00:10:52] I think it’s also important to just be aware of how we feel emotionally and physically. And I know that sounds so easy, but for most people, and there are some gender differences, especially for men, we’re not very good at that. And entrepreneurs that maybe are a little type-A personality, maybe high motivation that goes, it’s really hard to slow down and take inventory around how we’re feeling. So, things like meditation, journaling, doing gratitude practices, they are helpful in their own right by slowing us down, but they’re helpful because they allow us to self-reflect and get an idea of where we stand. So that helps with that identification of that first stage of burnout even going into that second stage. It comes with awareness.

John Ray : [00:11:43] So, I would think a lot of professionals have the feeling, look, it’s supposed to be stressful. I’ve been in a stressful profession my whole life. I think of accountants, the tax deadlines and having to deal with that. Just, for example, attorneys with court filings and deadlines they have to meet and so forth, they are – stress is part of the deal. Right? And so – and how do I incorporate some sense of awareness when my default has always been stress?

George Vergolias: [00:12:19] Yeah, that’s a great point. So what I like to do to break that down, because it is hard, right? Because again, when you’re high performing, when the whole company lays on your shoulders or you feel like it does, it’s hard to turn that off. And the reality is you may not be able to, right? You just may not be able to. There’s people that depend on you, not only your family, but other workers that depend on you.

George Vergolias: [00:12:40] What I like to do is I like to look at barriers and goals. And what’s interesting is when people start out any kind of new business, even a new job, they tend to be focused on goals, right? How do I improve? How do I get these sales? How do I build this new production line? How do I grow this practice? Whatever it may be. And there’s excitement with that often. At some point, for many of us, what happens is we transition and we have to deal with the barriers that get in the way.

George Vergolias: [00:13:08] When we are focused, when we are waking up every day, or for me at times in my life, waking up at three in the morning and just focused and obsessing over the barriers and not focusing on the goals as well, I start asking for me at least, am I now entering some realm of burnout? Because the goal is what sustains us. We could be stressed and as long as we’re still focused on that ultimate goal, getting through law school, getting through med school, whatever it may be, even more benign issues like planning a wedding, that’s stressful, but there’s that ultimate goal that kind of sustains us.

George Vergolias: [00:13:45] When we start focusing just on the barriers, and I don’t mean just our attention emotionally, we’re just emphasizing and obsessing over the barriers in a way that we feel like we’re stuck in a sandbag or in a mud pit, the inertia, then I start asking the question the people I consult with, “Are we now in a burnout stage? And let’s reassess where we’re at.”

John Ray : [00:14:07] Right.

George Vergolias: [00:14:07] The question is, what can you do to reignite the spark? And that’s where – I don’t want to go down a rabbit hole because we might get to it, but just at a high level right now, that might mean time management. It might mean we have to give up some control and delegate so that we can get back to doing some of what we really love. And that doesn’t mean we’re doing it 50% of the time.

George Vergolias: [00:14:28] I remember when I was at the height of growing my hospital practice, I got to a point that 10% of my time was what I love doing, 90% I just felt like a daily slog. I just offloaded maybe an additional 20% to some key people and I paid them well to do it, and I still do. So, I didn’t go from 10% of what I love to do to 70%. I literally went from 10 to 30%. That made all the difference in the world. That sustained me. So, it’s finding that balance and then reigniting what it is that brought you to this work and what used to get you excited in it.

John Ray : [00:15:04] This is a really important point here because I think a lot of professionals, service providers, think of outsourcing as something that’s purely economic, that, hey, my time is worth more when I’m working on a case or I’m working on a client issue than it is when I’m doing the social media, or I’m doing the bookkeeping, or I’m doing administrative tasks in the business. And so, they think of it in economic terms purely as opposed to self-care terms, which is what you’re getting at.

George Vergolias: [00:15:36] Yeah. And I would even push back a little. I absolutely am getting at that about the self-care because, again, as leaders, we are not optimizing our performance. We are no different than a track star or a hockey player or an NBA player that is coming off an injury and trains or forces them to play the next night. We know that doesn’t happen, right? It doesn’t happen, right? Now, they have huge resources. They have massive budgets. Right? They have cold plunge baths and all kinds of technology to help recover from injury. But it’s the same logic from an emotional well-being perspective. You can’t lead, you can’t grow if you’re not working close or trying to push towards your optimal performance. And so, there is a cost from that angle: innovation, creativity, flexibility, just good management of people, all suffers, when we feel we don’t have the time to do those things or focus on those things. So, I think it is important to be aware of that from the self-support or emotional support angle to ourselves.

George Vergolias: [00:16:38] But I would say one other thing that I want to push back on only, John, is that from a purely economic stance, my time certainly is better spent seeing a client at a couple of hundred dollars an hour or whatever the rate would be than social media. But the question is, if I want to scale, if I want to grow, if I want to expand, I got to figure out how to do that. And maybe for me, it makes sense for me to do it. If maybe I’m good at it, maybe I enjoy it. I actually enjoy social media a bit myself, so maybe it actually fuels me so then I’ll just keep it. But if it is just another task that continues, I wake up every day loathing, there’s a value in offloading that in some cases. And that’s where each individual has to decide what makes sense.

John Ray : [00:17:30] Yeah. I like the way you frame that because I guess what you’re saying is there are hidden economics in there that you need to recognize and maybe they’re not – maybe they’re hidden, maybe they’re long-term versus short-term. But they have an economic impact on the business one way or the other.

George Vergolias: [00:17:50] Yes.

John Ray : [00:17:50] Ultimately.

George Vergolias: [00:17:51] The most common variation of this that I see, John, and I see it in Fortune 500 companies down to companies that have four employees, I don’t have time to really manage my people and grow them. Like, I can manage them in terms of problems. You made a mistake, let me bring out the stick and admonish you for – but don’t have time to grow them. And my rebuttal constantly is you don’t have time not to, because the cost of replacing them, the cost of building talent in your organization, whether you have two people or 2000 people, is extremely costly in terms of time, lost opportunity, lost sales and lost customer satisfaction. And so, we have to make time for these things. We have to carve out time.

John Ray : [00:18:37] Yeah, for sure. Those costs are only going up, right?

George Vergolias: [00:18:40] Especially since the pandemic hit. Because workers now are really saying, you know, the old model that I grew up in, and perhaps you and I both grew up in and certainly our parents did, you work at a place for 10 or 12 years, you work like a dog, and hopefully there’s some payout at the end. We have Gen X and Gen Z workers that want a lot out of their – they want to feel valued, they want to feel supported, they want to feel like they have a growth trajectory, they want to be compensated well, and they are not afraid to move around every two or three years. They don’t care if their resume has a new job on it for every two years. Whereas I remember coming up early on, all of my advisors were saying, “Oh, you can’t leave a job under five years because it looks terrible.” So as leaders, we have to be mindful of those new dynamics in the workforce because otherwise, we’re just going to lose talent.

John Ray : [00:19:27] Yeah, for sure. George, you mentioned a little earlier and I want to get to this before we get too far away from it. You mentioned the term stepping outside yourself. It strikes me that phrase is a vital one for people that hear the phrase mindless – mindfulness and think, I’m not that person. I’m not the Dalai Lama. You’re pointing toward something I think that may be helpful to people like that.

George Vergolias: [00:19:57] Yeah. Exactly.

John Ray : [00:19:59] Say more about that.

George Vergolias: [00:20:00] Yeah. Yeah. I have a saying and I’ve heard it around. It’s not mine. I didn’t coin it. But we are at a place, I think, in business understanding well-being where yoga does wonderful things. But the saying is you can’t yoga your way out of this. And that’s what we learned from the pandemic, right? All the stressors hitting us and even now, economic stressors, high-interest rates, tremendous difficulty getting reasonable rates on loans and lending, all of that. We’re just not going to be able to sit on a mountaintop and yoga our way out of this as leaders.

George Vergolias: [00:20:30] And so, the mindfulness isn’t necessarily just about meditation or gratitude practices. It’s about really understanding what are you good at as a leader and what are you not good at. And related to that, overlapping that, is what charges you, refuels you, and what burns you out, and then architecting, structuring your workplace, your leadership, whether again three people or a thousand people, in a way that builds on your strengths and builds on what refuels you, and then finding people to do those other things that fuel them, that they’re good at it. And that’s going to take some time to restructure that. That’s how I think about mindfulness. But it begins with really taking a deep inventory, right, of what works for you and then what doesn’t work for you.

George Vergolias: [00:21:19] And that, I think is at the core of resilience as well, is understanding where am I, what do I need to do in this situation and what’s my best plan forward, and having that approach. It can be difficult to figure that out. For many people, they’re like, “Listen, I’m not a meditation person.” That’s fine. By the way, I cannot sit and just meditate. I actually do walking meditation. I’m way too active. I have ADHD. I manage it. Sometimes it’s a superpower, sometimes it’s a liability. You know, my mindfulness is I fly fish. I go out in the river and there’s a meditative thing to that fly fishing unless I get caught in the tree and then it’s frustrating. But I don’t think of work. I come back after two hours on the river.

John Ray : [00:22:03] Yeah.

George Vergolias: [00:22:04] My family will ask, “So what’d you do? What’d you think about?” Nothing. I didn’t think about anything. But I am now ready to attack the day either later or tomorrow.

George Vergolias: [00:22:13] So, mindfulness isn’t just meditating or putting Tibetan bowls in front of you, right? It can be any activity that allows you to recharge and allows the dust to settle so you can re-approach the barriers and issues in front of you with a fresh eye.

John Ray : [00:22:28] Yeah, that’s really liberating, I think, for a lot of people because it’s not -you’re talking about practices now.

George Vergolias: [00:22:35] Yes.

George Vergolias: [00:22:35] And so, those practices can be as varied as there are human beings, right? It just – it depends on your own mindset, your own DNA when it comes to that kind of thing.

George Vergolias: [00:22:46] Yeah, absolutely. The other thing I would add, I encourage, is seek input from other people. Get an inventory around, whether it’s your workers, whether you have a business coach, whether there’s just somebody you respect in the community that is a colleague of sorts. Maybe you’re part of a business group, maybe you’re part of a church-based group and someone understands you. What kind of leader do you think I am? How do I engage with people? If you could give me feedback on improving my leadership approach or helping grow people, what would that be like?

George Vergolias: [00:23:21] You know what I did early career and I still do it from time to time, I will ask this of coaches of soccer or baseball, not necessarily super young, but grade school to high school coaches that have done it for 15 plus years, ten, 15 years, because these people that stick with that, they know how to develop kids. They know how to develop youngsters. And what I love about when I ask people that do that regularly, they’ll tell me, “I know you, George, and I think you’re too harsh on yourself and as a result, you’re too harsh on your people.” That’s interesting. And then I’ll take that back and I’ll think about that. So you have to seek that input. One of the difficulties of being a solopreneur or just even a small business is you don’t have the feedback loop.

John Ray : [00:24:05] Exactly.

George Vergolias: [00:24:06] Yeah. And so you have to seek that where else you can from people that know you reasonably well. That’s part of the mindfulness as well.

John Ray : [00:24:14] Yeah, for sure. Let’s talk about workload management, and to your point about solo and small professional services firms, there’s a heavy workload, and I’m sure a lot of folks hear tips about time management or what have you and think, “Oh, that’s great for them. I’m not sure it works for me.” So, let’s talk about how you see that for these particular professionals.

George Vergolias: [00:24:40] Yeah. It’s a great question and it’s something that really strikes a lot of people. You know what’s interesting? I consult with a number of firms. I’m not going to mention them but they are in the financial or tax arena, and they have seasons in which half the year they’re working 12, 14 plus hours a day.

John Ray : [00:24:59] Sure.

George Vergolias: [00:24:59] Sometimes six days a week. And we apply these concepts. The first thing we talk about is you have to make it feasible. And so, I’m going to start with what not to do, right? If you go on Instagram or TikTok these days, you’re going to find some productivity guru that’s going to say, you should wake up at 6 a.m., go out – and by the way, I love all of these techniques. I do. But they’re saying do this every day. Go get ten, 15 minutes of sun, then do a cold plunge, and then, or a cold shower, then do like 10 or 15 minutes of mindfulness meditation. Then maybe do 5 to 10 minutes of breath work, then go work out, then come back and have a nice breakfast and fuel yourself. Then do a gratitude. Who has time for that? I got kids. I got to get up and get to work. Right? Chronic, not chronically, but often, I’m up at two in the morning and I can’t get back to bed. I have mental insomnia occasionally, so I need that extra hour of sleep to compensate for what I missed.

George Vergolias: [00:25:53] So what I say is, you can’t do all of that. The question is what can your morning ritual be even if it’s really minimized down that allows you to at least get something in. Just because you can’t do a ten-minute meditation, do a two minute. Just do it. Just get it going, right? Get it started. If you can’t do a 15 or 20-minute walk, do a five-minute walk. Whatever it may be, try to find those places in your day where you can carve out the things that you feel you need to sustain yourself. There will be days that are just not feasible.

George Vergolias: [00:26:28] But what I think one of the hardest things that many solopreneurs and small business leaders do, but I also see this at higher leadership levels with big companies, is they will say, I just don’t have time for that. And I will often say, you know, you have 40 hours a week to get done your work. The question isn’t you don’t have the time. The question is how are you allocating it. A little bit about different ways to think about that and try to do that, it becomes very individualistic. Now that takes time. It takes time to architect that.

George Vergolias: [00:27:02] So one thing that I do, John, usually the first weekend of the new year, I will purposely not plan anything for the weekend. Obviously, there might be some family activities within reason, but I try to have nothing planned and I take that weekend and I do it on the weekend because during the week it’s hard. Business stuff comes up. And I really try to architect what worked for me last year, what do I need to change in my schedule this year, and let me lay that out.

George Vergolias: [00:27:31] I also go into my goals, writing my objectives, but I really try to architect my day of what habits do I want to instill and how do I do that, and then how do I set a goal for 21 days because we know that 21 days is typically your window of really solidifying a habit, and then I build on that. That takes time to do that. It takes time to build that out. I know that’s pretty high level, so we could get into some detail if you want, depending on –

John Ray : [00:27:57] I think everyone’s mileage may vary. Right? And I think to some degree, we’re not going to be able to hit all the possibilities there. But certainly, you’ve given folks, I think, a lot to think about. So, maybe we can just leave it at that because I want to get to recovery. So, building resilience as you recover from burnout, for those of our listeners that may have had an episode, a time in their life when they experienced burnout, how do they recover?

George Vergolias: [00:28:30] Yeah. So, it does begin with awareness of just being aware that I need to recover and I need – where I am today is not where I want to be. There’s a quote I heard not long ago, which I absolutely love, and it is, the reason that you’re burned out is not – no, sorry, I already said that one. Sorry. It’s – bear with me. I’ve got some notes here.

John Ray : [00:28:51] Sure.

George Vergolias: [00:28:54] And actually, I know this by heart. I don’t even need to say it. The single most important factor in determining your success in life is the degree into which you can keep a promise to yourself. And what I love about that is because think about it, how many times on January 1st we said, I’m going to lose weight, I’m going to learn Spanish, I’m going to do something else. February is completely riddled with the broken promises that we made in January for all of us.

George Vergolias: [00:29:19] But when you frame it as I am making a promise to myself, one, there’s total accountability there now. And you’re really framing it in a way that you could choose to go back on that promise. And I do. There’s things I promised, and I said, this isn’t the year for that or this isn’t the month for that. I need to reassess my goals. Nothing wrong with that. But that’s a different dynamic than I let myself down. So I think it starts with awareness and knowing what do you want to improve on. From there, I think what comes with the resilience piece, and this is pretty critical, is understanding the different components of resilience.

George Vergolias: [00:29:58] So for me, I go back to the old Jim Collins analogy from Good to Great, the mirror, the window and the interaction between. So what I like to say when I think of resilience, it’s the ability to absorb adversity and to bounce back from difficult situations. So it really has two forms. One is when I’m resilient emotionally and psychologically, I can take the blow better. I can take a punch better without completely falling down. But there are times in life that I’m going to fall down and resilience also helps me get back on my feet more quickly, right, emotionally and psychologically.

George Vergolias: [00:30:35] And so, from the mirror perspective, I ask the question, “Am I responding to this situation the best way I know how? Am I maximizing my response?” So, I’m looking in the mirror at what can I do, what can I control. It’s a very stoic kind of way of looking at the world.

George Vergolias: [00:30:50] I’m also looking out the window, which is not I’m blaming John because he was mean to me or he didn’t give me the promotion. I’m looking out the window and saying, how has this dilemma or situation been broken down into actionable steps that I can act on? Because again, now I have locus of control. I’m not blaming the world. I’m I now have some ability to control the situation, even if it’s seemingly not in control. And what I mean by that, John, is sometimes there are things we simply cannot control.

George Vergolias: [00:31:21] A great example of resilience, and this was not easy, many local, very small family-owned restaurants or bars when the pandemic hit were just completely limited when everything shut down.

John Ray : [00:31:34] Sure.

George Vergolias: [00:31:36] Bars were – in North Carolina, bars could not open. They were just stuck. But those that had food, they were starting to pivot to doing DoorDash, takeout, delivery. And for a number of them, that allowed them to barely get by. That’s an example where they looked at the situation, said this isn’t ideal, what can we do in the moment?

George Vergolias: [00:31:54] And then, the third aspect there is exploring what are the options. So what resources in me and what resources externally based on the situation and the actionable steps I’ve identified need to come together to maximize the outcome I want to drive towards, right? It’s a very analytical way of looking at it. But the problem when we get beat down or when we get knocked down in life is we tend to get stuck in the emotionality of it. And so, breaking it down that way at least gets us back on track.

George Vergolias: [00:32:25] The other thing that we have to be mindful of or just aware of is there’s a tendency when we feel broken down, beat down, to sink into a state of inertia and hopelessness. That can be very difficult and it could even elevate to clinical levels of depression or anxiety. It’s important that we try to break through and push through those, and there are a number of things we can do to do that, and we could talk about that depending on what direction you want to go in the conversation.

John Ray : [00:32:51] Yeah.

George Vergolias: [00:32:53] You want to do that?

John Ray : [00:32:54] Yeah, let’s briefly do that because I’ve got another little particular piece of this puzzle I want to get to as well.

George Vergolias: [00:32:59] So, I will say that what we saw even pre-pandemic, exacerbated in the pandemic and still lingering on, is four big areas related to burnout that affect people. One is stress and anxiety, two is depression, three is general sleep problems, and four is difficulty with focus.

George Vergolias: [00:33:17] So under anxiety, stress and depression, I’m not going to go into all of these, but it’s important to, one, deep breathing exercises can help with stress and anxiety. Doing easy stuff. Start the day if you feel like I can’t get the motor going in the morning, start with easy stuff. Wash the dishes. In some cases, if you’re simply procrastinating or emotionally avoiding a task, “I don’t want to do my taxes,” right, then start with the harder task. Do something unrelated that’s even more difficult. And what happens is in both of those scenarios, you’re actually priming your dopamine circuit. And not only is it psychologically beneficial because you say to yourself, “I just did that harder thing that was even more annoying, now I’m more open to doing the taxes. The taxes are actually a relief compared to having cleaned out the garage this morning.” But there’s a dopamine effect, a circuit of the dopamine circuit that kicks in, based on achieving those tasks. That’s why when we check off a to do, we often feel good. It’s a little win for the day. There’s actually both a psychological and a biological basis for that.

George Vergolias: [00:34:21] The other is with depression especially or withdrawal, trying to prioritize FaceTime with people. And now that we’re back to engaging, it’s important to try to get out, push past inertia and keep it simple. The KISS technique, Keep It Simple, Stupid. Right? Often people will say, “I need to paint the bedroom. I can’t get motivated.” I’ll tell you what, just paint one wall. Get started.

George Vergolias: [00:34:48] Years ago, I was quite young, but years ago, I just – I procrastinated and I didn’t floss much. Right? A lot of people. Some people floss regularly, others don’t. I had a dentist that said something amazing to me. “I don’t want you to floss your whole mouth. All I want you to do in the morning and when you go to bed is floss one tooth. You floss one tooth. Just do it for a while.” And I did. But what happened is once I got the floss on my fingers and I started doing one tooth, my mind said, “You’re already there, man, finish it. Just finish it.”

George Vergolias: [00:35:16] So when you start with small steps, it creates “All right, now, I’ll take the second. Now, I’ll take the third.” And before you know it, you’ve taken 100 or 200 steps. So that helps in terms of dealing with that bouncing-back inertia that often hits people.

John Ray : [00:35:31] Yeah, that’s very helpful. So, let’s talk about a different aspect of this burnout issue, and that’s what we see in others that we care about. So, maybe it’s a colleague, maybe it’s a strategic partner that has their own firm that we spend a lot of time with, that we refer business back and forth to each other, whatever. What are those warning signs that we need to be watching out for with them? And how do you broach that topic with a colleague that you may think is suffering from burnout?

George Vergolias: [00:36:06] Yeah. That’s a really great question and something that I think affects all of us, not perhaps just on the being burnout side, but certainly on knowing or interacting with others. So, I’ll start with the signs and they can be different, certainly, but some of what I mentioned earlier. So, people that are either more aroused, more vigilant, more emotionally volatile than they used to be, especially if they were subdued and now they’re just acting or their arousal is more, they get more upset, they get more irritable. But the flip side can happen. If you have somebody that’s normally – I’m Greek and Irish, I tend to be a little more dynamic.

John Ray : [00:36:44] You don’t have a chance, George.

George Vergolias: [00:36:45] I don’t. I don’t. Here’s what’s funny, though. I was out a week ago, got some bad news about a friend going through health issues. And ironically, I was at a bar with some friends for a Thursday night trivia thing, and a buddy came up and he goes, “Hey, George, you seem really subdued and quiet today. Everything okay?” I wasn’t, like, sad. I wasn’t crying in my beer, but I was just subdued and he noticed. So, a change in someone’s demeanor is important to notice. That’s one of the first steps. Irritability, more anxiety. And at some point, especially for smaller organizations or companies, because we interact so much with each other when it’s four or five or six of us or less, we can tell when people are off for a period of time. Now, people might be off for a few days or a week or two weeks. Typically what I like to look at is if you’re off for a week or two, I now want to start checking in with you. That’s not just a blip on the map once you get past two or three weeks.

George Vergolias: [00:37:45] What’s interesting, a lot of the diagnostic categories in the Diagnostic and Statistical Manual of Mental Disorders use two to three weeks as a window by which you go from simply having symptoms of depression to now you are in a depression. So I often look at that too. And then, what I will – so, again, irritability, increased anger, just a change in mood, is there a sense that they’re phoning in work where before they weren’t? Are they more scattered with their focus? Are they more short or curt in their emails or a little more hostile? And you’re like, “God, that’s not like John. What’s going on with him?” And I noticed that for a week or one to two weeks for a while.

George Vergolias: [00:38:26] What I will do is, one, I’m pretty direct but in a supportive way. So what I’d like to do is I don’t do it in an audience. I don’t do it in a group format. Let’s say to you, John, I’ll pull you aside and say, “Hey, John, we’ve been working together for five, what, five, six years now?” And if it’s a small business, it might be something like, “You come over to the pool, I’ve come and seen your kids play basketball. We know each other pretty well. I’m a little concerned. I just noticed a change in you, and I just want to check in. How are you doing? Is there anything I can help or support with?” And I open that up not in an accusatory way, “John, you look depressed. John, what the hell is wrong with you?”

John Ray : [00:39:03] Sure.

George Vergolias: [00:39:04] Especially men, especially men. And so really, it’s “I care about you. I’m noticing a change. I just want to check in and see how you’re doing and how can I help.” Hopefully, that leads to a little more dialogue around how things are going. This gets back to what we said earlier, John, around we don’t have time to not manage and engage with our employees. It’s part of that process. The more that we do that as a baseline and we know what their baseline is, the easier it will be for us to spot that they’re sliding a bit into burnout or they’re struggling with their mental health.

John Ray : [00:39:42] Do you find that individuals like this are they’re really just waiting for someone to break that ice for them, to broach this and that by us just knowing that, if that’s the case, that might give us the courage to have that conversation when it’s needed?

George Vergolias: [00:39:59] Yeah, I think it’s one of two things, but both should embolden our courage. One is just they may not be aware, they may not be aware. They may be – their MO in life and in business might be just I am that knight on the white horse and I’m going to ride this white horse until I fall off and die. That’s just – that’s been successful for me for ten years. And damn it, I’m going to keep doing it.

George Vergolias: [00:40:22] And if your ankle was just – imagine a running analogy. If your ankle is a little sore or your Achilles tendon is just tight, maybe pushing through that and doing a marathon works. If you have a broken leg, that’s not going to work. It’s just not going to work. You have to take time away. So that’s the first bucket is they’re just not aware.

George Vergolias: [00:40:41] The other bucket is exactly like you said, they are aware and they feel I cannot slow down. Everyone is depending on me and I can’t let myself down. I can’t let my family down. I can’t let my employees down. When someone comes to you and opens up in the way I said, checks in, they still might be a little bit defensive, but it softens. It makes it more open for them to engage.

George Vergolias: [00:41:08] I heard something ironically from a cartoon. There’s a great cartoon called The Horse, the Fox, I think, the Hare and the Boy. And the fox and horse are walking along and the horse says to the fox, “What’s the bravest word you ever said?” And the fox said, “Help. That’s the bravest thing I’ve ever said is help.” What’s funny is when you ask for help or if we were to go, if I saw you struggling and I came to you and checked in and you admitted, “Yeah, I am struggling and this is what I’m dealing with,” in a way, you’re saying help. If it’s nothing more than just hear me out, just listen to me, that is decidedly not giving up because you’re still in the fight. You’re still wanting to engage. Right?

George Vergolias: [00:41:53] So I think it’s important that we try to have those conversations earlier, then better. There is a point when people get so burned out that they are now just checked out. They are just disengaged. It doesn’t mean it isn’t worth having. It’s just harder to get them back. But I think those are really important discussions that we don’t have enough at work.

John Ray : [00:42:14] Yeah, absolutely. So, we were talking before we came on here about just the plethora of resources that are out there that have come about here over the last few years, even really before the pandemic as you pointed out, and some innovative approaches to address burnout and workplace well-being. Talk about the ones – help people sort through those, if you will, and the ones that our listeners ought to pay attention to in your view.

George Vergolias: [00:42:47] So, I want to open this by just anchoring a critical concept and that is I do a lot of training internationally and I always ask around this topic. If I were to write a blog, let’s say, or an article on physical health, what do you think I would talk about? And typically people say nutrition, weight lifting, cardio, working out, yoga, Pilates, whatever. And if I was going to talk about physical illness, what would I be writing about? Cancer, diabetes, heart issues. Okay.

George Vergolias: [00:43:17] What’s funny is when I ask the same question about mental health, people mention anxiety, depression, bipolar disorder, suicidality, substance abuse. We automatically attribute mental health to mental illness. We equate them in the zeitgeist, in the general culture. It’s important to know that mental health is like physical health. We are all invested in that. Some of us do better than others in managing that. Some of us do well for a while and we fall away. But every day we are invested in our mental health the way we are invested in our physical health. We all don’t have physical illness and we all don’t have mental illness.

George Vergolias: [00:43:53] So, it’s important for us to understand there’s a difference. As a leader, you have to be engaged and invested in your people’s mental health, even if they don’t have mental illness. Those are not always the same. So, it’s important for us to realize that.

George Vergolias: [00:44:04] In terms of resources, larger companies have employee assistance programs or they have internal wellness or well-being programs that are built in. Solo entrepreneurs don’t have that. Smaller companies often don’t have that. So what you can do, in some ways, maybe you could bring in training to help build on these concepts of resilience and well-being even that can be expensive. But there’s a benefit to being a small company with only a few employees, and that is if you or maybe you designate your office manager because he or she is really into well-being issues, right, you designate them to learn about some of these techniques and then you have them educate or train maybe the rest of the company or just check in with people, or you have certain incentives.

George Vergolias: [00:44:51] You can have – at a local company in Raleigh here, literally, I think they had six people. And what they did is they did a really simple thing. They said, for people that want to do hot yoga or Pilates or even CrossFit, we are going to supplement 25 or 50% of the cost of your training for two months. So it didn’t break the budget. It wasn’t like exactly, totally cheap, but it didn’t break the budget. And what they found, why two months? If you do these things for two months, people either drop out after two weeks, but those that go for two months, they tend to stick with it and they tend to find, hey, this is now is worth it to me and I’m going to pay for it on my own and it’s going to help with my well-being.

George Vergolias: [00:45:35] So, there are creative ways to think about how to connect people to resources without necessarily paying for them for the next two years. The other thing that we will do or we recommend with small companies is have occasional check-ins, right, where it might be once a week, it might be once every other week where you’re checking in with your employees in a morning huddle, and you’re decidedly, for those days, not talking about the business. You’re checking in with how are you doing, how are things at home? Not pushing for that but you’re creating a space in which people feel open to raise their hand and say, “You know what? I’m struggling. My kid’s struggling in school and there’s a lot of tension in the marriage right now and it’s adding to my overall burnout.” Sometimes just sharing that or having coworkers know what that understanding is helps a lot. And then, from there, it’s amazing that other coworkers might say, “You know what? I dealt with that three years ago, and I went and talked to this counselor,” or, “I joined this group,” or My church has a group that deals with this issue.” It’s amazing what those resources are organically if we can tap into those.

John Ray : [00:46:43] Yeah, for sure. And I want to follow up on that, just to be specific. Are you suggesting that as leaders of our teams that we should bring that up in a small group or just in our one-on-one sessions with our team members, or both?

George Vergolias: [00:47:00] No, that’s a great distinction. And I’m glad you made that because I don’t want to, I don’t want to – I was not totally clear on that. What I would recommend is if you have a concern in particular about one employee, back to your previous question, I would do that on a one-to-one basis. Again, let’s say, John, I thought you maybe were struggling. You’ve had a change in behavior. I wouldn’t call you out in front of a group for confidentiality reasons, for stigma. Sometimes people feel a little bit shamed or shameful. They shouldn’t, but they do. It’s a natural reaction. I would do that on a one-to-one basis to keep the confidentiality and the privacy intact.

George Vergolias: [00:47:34] But what I’m talking about in the group format is, let’s say I did this for a while when I was working in the hospital, we would have a Wednesday morning huddle and it was always patient care and what do we need to work on and what do we need to change in our documentation. But what I did at least once a month is I would say the first 15 minutes, no business. I’m just checking in. And how are you guys doing? Let’s just take a temperature. On a scale of 1 to 10, how are you coping? And then, if someone said – ten being bad, they might say – I’m at an eight, do you want to say anything more about that? And invariably, the first few times, no. But as soon as one person starts opening up and engaging, the other group starts feeling more comfortable. So what you’re doing is you’re creating just a safe environment for people to open up and talk and share ideas about how they’re dealing with it.

George Vergolias: [00:48:22] Often you know what one of these is, I’m working with a certain client who’s extremely demanding, maybe even hostile. And someone says, “I had that client last year and this is what I found works with him.” It can be something just really tactical like that that really can help take the edge off and give somebody some insight on how to face a certain problem.

George Vergolias: [00:48:44] So, that’s what I would do in the group format is keep it more general and then allow people to explore whatever or discuss what they feel they need to.

John Ray : [00:48:53] Yeah. Wow. That’s extremely valuable advice there, George. We’re coming up on time for sure. And you’ve been so generous with your time and thank you again for that. But before we let you go, any other success stories of individuals that have overcome burnout or lessons that can be learned that maybe we haven’t touched on?

George Vergolias: [00:49:18] I think there are a lot of success stories. None immediately come to mind. But what I would say is what’s really interesting about burnout is it’s not about – people – we keep thinking it’s about stress. It’s about our reaction to the stress. It’s fascinating how much the human individual, the human being can take in terms of managing stress if we’re managing it in a way that’s palatable. It isn’t about volume. It’s about the quality of how we’re managing that and prioritizing things. And so often what leads to burnout is we are prioritizing things in a way that doesn’t necessarily have to be put at the front of the line.

George Vergolias: [00:50:03] So a classic example for me, and I guess maybe I’m the story, is being a bit ADHD and being a bit driven, I chronically for years, I’m 54, up until literally about 50 years of age I did this, I would make a list of 25 things every day I wanted to get done, and if I didn’t get them done, I really felt like I’m a loser. What am I doing? What did I accomplish? I finally just had to make – I have three key things I want to get done. Everything beyond that is gravy. And if I only get two of those, I feel like it’s a major success. If I get one, I still feel positive about the one. I just had to reorient my sense of priority and my sense of accomplishment. It didn’t take away my drive or my motivation.

George Vergolias: [00:50:47] So, those things that I think are important to realize is that the burnout is yes, we have a lot going on outside of us, but it’s really about our reaction to that and how we’re managing that.

John Ray : [00:50:58] Yeah. Wow, George, this has been terrific. And I can’t imagine there aren’t some folks that having heard some of the advice, tips, guidance that you’ve shared would like to know more. Can they be in touch, and if so, how?

George Vergolias: [00:51:13] Certainly. One is our website, of course, r3c.com, is a great place to find more about the topics I’m talking about. You can reach me directly. It’s george.vergolias – I’ll spell that, V-E-R-G-O-L-I-A-S – @r3c.com. And I’m also, if you use that same name I just linked to you, I’m on LinkedIn, which is another wonderful way to reach out to me.

John Ray : [00:51:41] Terrific. Dr. George Vergolias, R3 Continuum, thank you so much for joining us here on the Price and Value Journey.

George Vergolias: [00:51:48] My pleasure, John. Thanks so much for having me.

John Ray : [00:51:51] Thank you. And, folks, just a quick reminder as we wrap up here, if you want to be in touch with me directly, feel free to email me at john@johnray.co. I’m happy to respond there. Or also on LinkedIn, John Ray, on LinkedIn. You can find me there.

John Ray : [00:52:09] If you would like to receive an update or updates on my upcoming book due to be released later this year, 2023, you can go to pricevaluejourney.com. The name of the book is The Price and Value Journey. Imagine that. The Price and Value Journey: Raising Your Confidence, Your Value and Your Prices Using The Generosity Mindset Method. So if those are issues for you, this book may be right up your alley. Feel free to be in touch to learn more on that.

John Ray : [00:52:39] So for my guests, Dr. George Vergolias, I’m John Ray on the Price and Value Journey. Thank you again for joining us.

 

About The Price and Value Journey

The title of this show describes the journey all professional services providers are on:  building a services practice by seeking to convince the world of the value we offer, helping clients achieve the outcomes they desire, and trying to do all that at pricing which reflects the value we deliver.

If you feel like you’re working too hard for too little money in your solo or small firm practice, this show is for you. Even if you’re reasonably happy with your practice, you’ll hear ways to improve both your bottom line as well as the mindset you bring to your business.

The show is produced by the North Fulton studio of Business RadioX® and can be found on all the major podcast apps. The complete show archive is here.

John Ray, Host of The Price and Value Journey

John Ray The Price and Value Journey
John Ray, Host of “The Price and Value Journey”

John Ray is the host of The Price and Value Journey.

John owns Ray Business Advisors, a business advisory practice. John’s services include advising solopreneur and small professional services firms on their pricing. John is passionate about the power of pricing for business owners, as changing pricing is the fastest way to change the profitability of a business. His clients are professionals who are selling their “grey matter,” such as attorneys, CPAs, accountants and bookkeepers, consultants, marketing professionals, and other professional services practitioners.

In his other business, John is a Studio Owner, Producer, and Show Host with Business RadioX®, and works with business owners who want to do their own podcast. As a veteran B2B services provider, John’s special sauce is coaching B2B professionals to use a podcast to build relationships in a non-salesy way which translate into revenue.

John is the host of North Fulton Business Radio, Minneapolis-St. Paul Business Radio, Alpharetta Tech Talk, and Business Leaders Radio. house shows which feature a wide range of business leaders and companies. John has hosted and/or produced over 2,000 podcast episodes.

Coming in 2023:  A New Book!

John’s working on a book that will be released in 2023:  The Price and Value Journey: Raise Your Confidence, Your Value, and Your Prices Using The Generosity Mindset Method. The book covers topics like value and adopting a mindset of value, pricing your services more effectively, proposals, and essential elements of growing your business. For more information or to sign up to receive updates on the book release, go to pricevaluejourney.com.

Connect with John Ray:

Website | LinkedIn | Twitter

Business RadioX®:  LinkedIn | Twitter | Facebook | Instagram

Tagged With: behavioral health, burnout, Dr. George Vergolias, John Ray, Price and Value Journey, pricing, professional services, professional services providers, R3 Continuum, solopreneurs, stress, value, value pricing

Why You Should Do a LinkedIn Newsletter, with Adam Houlahan, Prominence Global

June 1, 2023 by John Ray

Adam Houlahan
North Fulton Studio
Why You Should Do a LinkedIn Newsletter, with Adam Houlahan, Prominence Global
Loading
00:00 /
RSS Feed
Share
Link
Embed

Download file

Why You Should Do a LinkedIn Newsletter

Why You Should Do a LinkedIn Newsletter, with Adam Houlahan, Prominence Global

Adam Houlahan, CEO of Prominence Global and best-selling author, was the guest on this edition of The Price and Value Journey, discussing why you should do a LinkedIn newsletter. He and host John Ray covered how to make them impactful, what makes a LinkedIn newsletter unique, how often to post a newsletter, repurposing content, aligning with LinkedIn’s current algorithm, and much more.

The Price and Value Journey is presented by John Ray and produced by the North Fulton studio of Business RadioX®.

Prominence Global

Prominence Global is, you’ll find, very different. They help their clients position themselves as industry leaders who are the envy of their peers.

Their mantra is authenticity They create intelligent strategies that cut through the noise that is social media. They do that by being authentic, courageous, and committed to make a difference in their world too. They value transparency More is learned from their mistakes than successes, sharing both is their commitment to honesty and truth. They operate with Integrity Ethics in marketing is in their DNA, they are not afraid to say ‘no’.

Prominence Global seeks continuous improvement through innovation They’re constantly curious in growing themselves, their team and the service they provide. They’re personal. They understand there is no cookie-cutter program that suits every business. They develop solutions that are as individual as their clients are.

They make a positive difference. They believe real and meaningful change comes through the world’s entrepreneurs. They create a powerful on-line presence for each client that grows & accelerates their global footprint, so that together they really can make a huge impact.

Through their Premium Partnership with the global giving movement www.B1G1.com they impact the lives of millions of people in need just by doing what they do every day.

They developed a range of support services to cater to every need. ☞ Free web events ☞ Free Community you can join ☞ Free Profile Optimisation Course ☞ Inner Circle Solo ☞ Inner Circle Academy ☞ Inner Circle Legends.

Their programs are an intensive ‘deep dive’ — a superb, results-producing methodology that creates a cutting-edge, lead generation sales funnel for almost any industry.

The difference is simply how much support you need from their team of dedicated professionals.

Company website | LinkedIn

Adam Houlahan, CEO, Prominence Global

Adam Houlahan, CEO, Prominence Global

Adam Houlahan is an International Keynote Speaker specializing in LinkedIn strategies for entrepreneurs, and CEO of the highly successful LinkedIn agency, Prominence Global.

He hosts arguably the world’s largest free on-line LinkedIn training event with thousands of people registering every 10-weeks and is considered to be one of Australia’s leading experts in harnessing the power of LinkedIn for business.

Adam is also the author of three Amazon best-selling books Social Media Secret Sauce, The LinkedIn Playbook, and Influencer. Adam co-authored a fourth international best-seller Better Business, Better Life, Better World. His purpose is to positively impact 12 million people in need and has surpassed 10 million on the way to that target.

LinkedIn

TRANSCRIPT

John Ray: [00:00:05] And hello again, everyone. I’m John Ray on the Price and Value Journey. Today, we’re going to talk about whether and why you should have a LinkedIn newsletter. It’s a rather narrow topic, but one that I got interested in, thanks to Adam Houlahan.

Adam is an international keynote speaker who specializes in LinkedIn strategies for entrepreneurs, and he’s the CEO of the highly successful LinkedIn agency Prominence Global. He hosts arguably the world’s largest free online training event, with thousands of people registering every ten weeks. And he’s considered to be one of Australia’s leading experts in harnessing the power of LinkedIn for business. I think it’s beyond Australia, but that’s just my opinion.

Adam is also the author of three Amazon bestselling books, Social Media Secret Sauce, which I have not read, but I have read the LinkedIn Playbook and Influencer, both of which I recommend. Adam co-authored a fourth international bestseller called Better Business, Better Life, Better World. And that comes from his belief that real and meaningful change comes through the world’s entrepreneurs. His purpose is to positively impact 12 million people in need, and he has surpassed 10 million on the way to that target. Wow. Adam, thank you for coming on the show.

Adam Houlahan: [00:01:36] John, it’s an absolute pleasure and really looking forward to today.

John Ray: [00:01:40] Yeah. Thank you so much. And thank you again for your work. And before we get into LinkedIn, though, I want to just give you a shout out for your work here on the positive impact you’re trying to make on a worldwide basis. So describe that for everyone so they know exactly what we’re talking about.

Adam Houlahan: [00:01:59] Yeah, sure. I think it’s one of those things, John, that all of us, small to medium sized business owners understand. Our governments aren’t really going to make a significant change in the world, and it’s up to us to do what we can to effect that change. And right from day one, when we started Prominence Global, we had an alignment with an organization called B1G1.

And through those guys, we make sure that everything we do, so every, like you mentioned, the events that we host, every time someone comes to one of those events, we make sure a child gets access to a day’s education. When people join some of our programs, we build wells for families, so they’ve got access to drinking water. All those types of things, lots of great things, environmental things, all aligned with the Sustainable Development Goals for 2030.

So we feel like we’re just doing our little bit to make a bit of an impact in achieving that Sustainable Development Goals on time in 2030.

John Ray: [00:02:57] Thank you for that. And I would encourage those of you listeners who are interested, go to the Prominence Global website. You can see it all detailed there and see it all counting almost live. So it’s pretty cool. So thank you for that work, Adam. Yeah.

So let’s get into talking about Prominence Global, specifically in terms of your LinkedIn expertise and how you’re serving entrepreneurs and executives that want to amp up their LinkedIn presence.

Adam Houlahan: [00:03:30] Sure. And like you mentioned at the start, John, yeah, today we’re mostly talking about a very niche topic of newsletters for LinkedIn, as LinkedIn is a multi-faceted platform, serves lots of different needs. Again, as far as us as an agency, we’re very niche. We don’t work with sales teams or people looking for new jobs or people recruiting for jobs, that type of thing.

We very much focus on how business owners or leaders can use LinkedIn to create a really highly engaged personal brand and how they use that personal brand to then generate new business and revenue for their businesses. Very, very niche within the big sphere of what LinkedIn can do.

John Ray: [00:04:13] Yeah. And you’re pretty tied in to LinkedIn in terms of the features that are coming and knowing a lot about kind of what the architecture of LinkedIn and what their overall business strategy is, which gives you an advantage, right?

Adam Houlahan: [00:04:32] It’s something we choose to make sure we keep on top of. Within our team, we have a team that that’s all they do. They just continually monitor all the changes. LinkedIn, you might be surprised, John, we’re like, what, halfway through 2023 and there’s been almost 90 updates to the platform already. The only thing is LinkedIn doesn’t come out and tell us all about them. They create these new tools and things and then leave us all to work it out for ourselves.

So yeah, we see it as a great, great way to just keep the LinkedIn community updated on those changes. And that’s what those events are about, is there’s enough changes every ten weeks to host an event that lots of people choose to come along to.

John Ray: [00:05:14] Yeah, for sure. So as you mentioned, this is a pretty niche topic. And here’s the irony of the topic. I got — I’m a subscriber to your newsletter. I got interested in the topic in part because of your newsletter. One of which was should I have a LinkedIn newsletter? So let’s talk.

And there were some interesting points in that made me think this would make a really good topic for this audience of solo and small professional services providers to hear about LinkedIn newsletters. but let’s do some definitions before we dive in further detail. So what’s the difference between a regular post and a LinkedIn newsletter?

Adam Houlahan: [00:06:02] Yeah. It’s a great question. Good place to start. So think of it like your normal status post, which is probably if you’re checking through your feed, that’s what you’re going to see the most of. And that will consist of might be a short bit of text-based content with maybe an image attached. It might be like a video, a bit of copy attached. It’s all fairly short form content.

A newsletter is different in two important ways. One, it’s actually long form content. So as far as your audience, there’s some of them that like just that short, punchy bite size content and then when they really buy into what you or your business is about, they will definitely be interested in a longer form of article and just you have a blog on your website. They’re going to be somewhere in that 800 to 1200 words, and your newsletter on LinkedIn can be exactly the same. It can be longer, John, but I wouldn’t go longer than that. That’s probably about the sweet spot for them.

Second really important part, as you just mentioned, you subscribe to my newsletter. So people can actually, apart from just being connected with you on LinkedIn, they can actually subscribe to that newsletter. And that means that whenever you upload a new article, they’re going to get notified in their notifications on LinkedIn, but also by email that you’ve released something new. And of course, the visibility of people engaging on that as a general rule is always higher.

John Ray: [00:07:34] Yeah. And so are there any particular individuals, professions that should have a LinkedIn newsletter? Are there some that shouldn’t even worry about it? Let’s qualify those that really ought to have one.

Adam Houlahan: [00:07:50] Yeah. Basically, if you’re going to share content on LinkedIn, and I should preface that by saying high value, highly niched content. So there’s a lot of people that — just to maybe give you some rough numbers, John. Current, we’re coming close to 950 million members on LinkedIn right now. Of that 950 million, only one percent share content on a regular basis. By regular, say, once a week.

But only one percent of that one percent create content that’s niched within a very narrow field of expertise and that’s the content LinkedIn really likes. They want you to create content that just stays in the narrow lane because it makes it really easy for them to know who in the link of those 950 million people likely to be interested in it.

And that’s what they’re trying to do. They’re trying to get our newsfeeds filled with the type of content we really like. Newsletters give a lot of signals to LinkedIn as to how engaged you are on that content, and that allows them to organically show that content under the right circumstances to a much wider audience than maybe just your first-degree connections or the subscribers to your newsletter.

John Ray: [00:09:07] Yeah. And before I started, in part because of the newsletter you wrote about LinkedIn newsletters before, I’ve had a newsletter now for, I guess, five or six editions. I went and looked at a lot of them and they vary widely in terms of quality, like anything else. So let’s talk about that. What makes for a high quality LinkedIn newsletter?

Adam Houlahan: [00:09:36] Yeah, it’s a good question. So the first part is it’s just copywriting 101. Good headline, good imagery, things that capture people’s attention. And then, as I said, probably something in that 800 to 1200 word count. If you make it too short, then of course, you’re not providing the value that a newsletter is able to provide, which is that deeper insight onto a topic. Go too long and, of course, people get a little turned off. Staying somewhere in that 800-to-1200-word character count, word count I should say, a few visual, exactly the same as you do on your own personal blog. You’re going to have a few images that highlight the points.

And the most important thing always, John, is a call to action at the end of it, give people a next step that they should take. And as on the end of those, we will say, look, here’s a few other ways we can help you and links off to other resources that just like these events that we run and other free resources that people can go and consume.

And of course people, if they’ve enjoyed or found value in the content that you’ve shared, then they’re very likely to want to know more and go deeper into what it is that you offer. And I’m sure we’ve all heard the old 711 principle of seven people need to have at least seven touch points and probably 11 hours of content sort of thing before they’re really invested in you and who you are. So the more you can get people engaging off one piece of content into another, the more you deepen that know like trust factor that people tend to have in you.

John Ray: [00:11:12] For sure. Now, Adam when you — the term high quality, I guess, is a term that everybody’s got their own opinion of what high quality is, right? So I think what — and this is a question. I think what you’re getting at is it’s not the place to put a press release. It’s not the place to put something that’s something less than generously helpful content, right? It’s not the promotional piece of it, if you want to call a call to action, promotional is at the very end where if people want to engage with that, they can, but you lead with what’s helpful.

Adam Houlahan: [00:11:54] Oh, exactly. And further to that, John, is probably more high value, probably a way we could, a better way we could say that is highly niched. And if I use my letter as an example and as I mentioned earlier, we don’t have solutions for people using LinkedIn for job search or recruitment or all those other things that the platform can do.

So none of our content is ever talking about those things. We serve the smallest small to medium business owners who use that platform for personal branding and lead generation. And so our content just always stays in that lane. So that’s probably a better way of saying high value is highly niched.

John Ray: [00:12:38] Yeah. It’s like in your case too, it’s not confusing. I mean, if you did a post on or a newsletter on Instagram influencers, that would throw everybody off, right? What’s Adam doing here?

Adam Houlahan: [00:12:50] Exactly. And we all probably are on multiple platforms, but I never profess to be an expert or know a lot about Instagram or Facebook or TikTok or any other platforms. I know how to leverage LinkedIn really well, and that’s why I just stay in that lane. And I never, newsletters or any other content for that matter, ever talk about anything other than how you can get as a small to medium business owner, how you can get value out of the LinkedIn platform.

John Ray: [00:13:18] So I’m sure there are a lot of folks that listen to this conversation and wonder, hey, I’ve got an existing newsletter. It seems like people are reading it. Why should I start a LinkedIn newsletter?

Adam Houlahan: [00:13:35] Yeah. So you most likely should and should have a newsletter or blog or whatever on your website. But your — and you can definitely have like one newsletter on your personal profile on LinkedIn and you can also have one on your company profile. If there’s a reason for you to ever need to talk about more than one thing, that’s how you can split that into two different topics.

But the reality is there’s a certain market that knows how to find and interact on your personal newsletter or your blog, and you’ve got a whole another LinkedIn community who most likely there will be some crossover, of course, but the high majority of them probably never go to your website or your blog for that matter. So you’re just exposing information, good information to a whole new audience.

John Ray: [00:14:25] And let’s say I decide I want to get started. Do I need a certain number of followers to make it work or a certain amount of reach? When should I start?

Adam Houlahan: [00:14:39] John, it’s a wonderful old saying is when was the best time to start? It’s probably like three years ago. When’s the next best time to start? Today. If we wait until all the ducks are aligned, we’ll never get started. So the point being, yes, obviously, if you had more followers or whatever, then it’s going to get more immediate impact. But it doesn’t mean to say if you don’t have a lot of followers, you shouldn’t start one today.

One little thing you should know, or your audience should know is that when the very first time you create your newsletter on LinkedIn, LinkedIn will send a notification to everybody you’re connected to on LinkedIn and say, “Hey, Adam. John’s just started a new newsletter about this. Would you like to subscribe to it?” So they give you this one off nice little boost of visibility. So you’ll pretty much guarantee that you’re going to get a few followers right out of the gate.

The second thing is, now, this wasn’t the case when they first started, but all new people that follow or connect with you from now on also get that, not a mass one like the very first one, but individual by individual. You get an invitation from LinkedIn to follow your newsletter if they’re following you or following you. So you will build a following.

Now, of course, what that really should be a red flag to everyone is make sure that very first newsletter that you put out is your best stuff because that’s the first one people are going to see and where you’ll get this influx of new people.

We’ve had some of our clients, John, and in fairness they probably have 10,000 connections or whatever on LinkedIn or maybe more. And when we help them first launch their new newsletter, got 1500 to 3000 followers to that newsletter within seven days. And that’s because of LinkedIn doing that initial big push for you.

John Ray: [00:16:34] Yeah, that’s fantastic. And by definition, they opt in, so everyone opts in. Unlike folks, your email newsletter, which may or may not have opt ins. Let’s be honest about this. You may be emailing folks that really didn’t ask to be put on your email list, but LinkedIn does not allow that.

Adam Houlahan: [00:17:01] No, they don’t. And so that’s the thing that people that opt in for your newsletter, they’ve made a willing decision to do that. As the author of your newsletter, you kind of have an obligation to serve those followers in a powerful way. I see it personally. I see it as an absolute privilege to be able to have people want to follow my newsletter and engage on that content. I’ll be honest, John, it just inspires me to give them my best stuff and that’s where they’ll always find it.

John Ray: [00:17:30] Yeah. And how often do you do your newsletters? Biweekly, is that correct?

Adam Houlahan: [00:17:35] Yeah, biweekly. Look, there’s no right or wrong. There is a wrong, it’s never. And I think to be honest, John, I feel once a week is actually too much for a long content. I think biweek — look, this is just my personal opinion. I think biweekly is the best cadence.

However, I’ll be fair, I’d say that’s one of those questions you could ask 10 different experts and get 11 different responses. But in my opinion about biweekly is a good cadence for that good long. And keep in mind that there’s a bit of work in putting together a good quality piece of information like that. So don’t put a noose around your neck of having to create that every single week.

John Ray: [00:18:12] Yeah, for sure. Now, in making that decision, does it make a difference in terms of how often you post? Would that play into how often you do a newsletter? In other words, you’re posting every day, right? Or every weekday? What’s your cadence on posting generally?

Adam Houlahan: [00:18:32] Yep. So again, our sort of recommendation and what all of our clients work to and we do as well is three times per week. So Monday, Wednesday, Friday. And on a calendar month, John, that’s 13 pieces of content. And so two of those are going to be newsletters. So we don’t add more. We just have that as part of our overall 13 pieces of content that we share every month.

John Ray: [00:18:57] Gotcha. Gotcha. And but the most important thing I take it is not the number, it’s the consistency.

Adam Houlahan: [00:19:07] A hundred percent. That’s it. Consistency wins every single time. I would rather see people start with once per month and then build that up to biweekly when it suits. Equally with the rest of their content. So when we say three times per week, we don’t necessarily say start, try and start there. Start at once per week. And then when you’ve got a bit of a rhythm around that, then you can move to twice a week and then eventually three.

But the key thing is, what a big mistake I often see made is people come out of the gate really hard, find it’s really hard to maintain that and then become inconsistent. And it’s very interesting. I wanna share a very quick story with you, John. I was in a meeting on the weekend just gone down in Melbourne, which is a couple of hours flight from where I live.

And one of the people that was there said, oh, by the way, I got a message from someone the other day because I normally post a video on a Friday and I was getting ready for this meeting and I forgot to post it and I got a message saying, oh, I was looking out for your video because I know you post every Friday.

So if you start creating really good content, people will know the cadence of where you post it. Now, some people will love your newsletter, some people will love your videos, some people will love your other content. Rarely will they love all of it. Sometimes they do, but they will know the cadence of your newsletter. And if you start getting inconsistent, then their desire to keep interacting on it will drop away.

John Ray: [00:20:39] Let’s talk about the interplay between if you have an email newsletter now, your blog, and your LinkedIn newsletter. So should you repurpose the content that you are already developing for your blog? Or even more importantly, your email newsletter? Can you put that both places?

Adam Houlahan: [00:21:01] Yeah, 100 percent. Again, remember, you probably have different audiences that consume that content in different places, so not all of your LinkedIn audience are going to see your newsletter. Not all of your email database are going to see all of your email newsletters or your blog. So a good way — you’re going to take a bit of effort to create a good quality newsletter. So by all means, repurpose it across a couple of channels.

Now the key thing there, John, is you probably say, for example, what we do is we’ll post it onto our company blog first. And then a month or so later, we will repurpose it onto our LinkedIn newsletters. So don’t post them at the same time. There’s a bit of a SEO play there as well, so it’s okay to repurpose it. Just give it a good four to six weeks in between different platforms.

John Ray: [00:21:53] Got it. And are LinkedIn newsletters indexed, speaking of SEO, indexed by Google? And are there any preferences that Google has toward LinkedIn newsletters versus post?

Adam Houlahan: [00:22:07] Yeah, 100 percent. They will index on Google and every piece of content that you create on LinkedIn now has its own unique URL. So part of that is the reason for indexation. So yeah, look, definitely because your newsletter is long form, it is going to index better than your standard posts because as hopefully your audience knows, Google has a preference for longer form content than really short punchy stuff.

So yeah, one, yes, it will index. And two, it will index better than your other content because of its longer form, which is again one of those reasons why you don’t want to go short. Don’t short your newsletter, so to speak. Give it enough algorithmic juice so that Google wants to index it.

John Ray: [00:22:56] Yeah. So how do I know that my newsletter is resonating with my target audience, this niche that I’ve put a flag in, if you will, for myself?

Adam Houlahan: [00:23:07] Yeah, it’s pretty reasonably easy. One, you’ll see that, month after month, your people subscribing to the newsletter will grow. And of course, part of that growth comes to promotion as well. So one, when you put out your newsletter, it is getting seen by not only your subscribers, but people will come across it in your feed. And you might want to, if you’re doing some email marketing, you certainly want to at times share about a link to your newsletter, that type of thing. But growth in subscribers is one way to tell that.

The second is, of course, LinkedIn will give you some analytics on that. It’ll show you how many impressions, how many people have liked it or comment on it or shared it. So just, you would gauge that by the growth in those things. To be honest, I don’t get too concerned about likes and shares. LinkedIn is not a big lover of shared content because it’s already on the platform.

Now, having said that, it’s no downside to us if people share our content, it’s great, but the real metrics you want to follow is the subscriber rate that that’s growing. And what I really follow is the number of people that are interacting on the newsletter and like commenting on it and leaving their opinions.

To me, that’s the biggest indicator of anything, is if people are starting to interact on your content by going out of their way to leave their views or thanking you for sharing it or whatever. That’s one of the best indicators for sure.

John Ray: [00:24:35] One of the things — I think I’m hearing a lot of things here, which is very helpful. Thank you. But one of the things that strikes me, Adam, is I think a lot of people have the notion because they get an invitation to a newsletter pretty frequently right now. Is that, hey, there are so many newsletters around, right, why should I start one? And the stats that you quoted right at the top of this episode would indicate there’s still a lot of folks that may never do a newsletter a lot more than or doing one.

Adam Houlahan: [00:25:12] Oh, 100 percent. That’s definitely right. LinkedIn’s own goals are to have about 3 billion members on the platform, so they’re only about A one-third of the way there themselves. So it’s like I said, when was the best time? A little while ago. When’s the next best time? Today. Yeah, just start.

John Ray: [00:25:29] Yeah, for sure. I would be remiss if I didn’t ask you to just talk in general about what you’re seeing on LinkedIn today, what some of the things that people need to pay particular attention to. I noticed you were talking about some enhancements to Sales Navigator that were pretty interesting. But talk about what’s on your mind these days and what you’re sharing with your clients about LinkedIn.

Adam Houlahan: [00:25:57] Yeah, look, it’s a never ending learning curve. There’s no doubt about that. Though, having said that, obviously those changes transcend all parts of LinkedIn. So you don’t need to be staying across all of those 90 changes that have happened in the last six months. But the things to really focus on is I think the most important thing is to start with an end goal.

Why are you on the platform? What is it you want to do? Who is it you want to be interacting with? And do you want to be seen as a marketer or as a, the term we like to use, John, is a sage. The term most people use is thought leader. I think that term is a little overdone these days. And but the reality is, I think the real value is to be seen as that real authority within your field of expertise.

You don’t have to dominate the whole LinkedIn platform. You don’t have to be Gary Vaynerchuk or Elon Musk or those people who transcend all audiences. You just need to be known and liked and trusted within your area of expertise. And if you can do that job done and LinkedIn wants to help you do that and how they help you, that is still LinkedIn probably gives better organic traction on content than any other platform as long as you understand the rules, so to speak. And if you stick by them.

In simple terms, what that rule is stay very, very niche. Don’t be trying to talk about all things to all people, and that helps LinkedIn to understand who’s your audience. Remember, they know a lot of information about all of us, so they know what you’re interested in. They want to give you content in your feed that is really interesting to you, where what might be in my feed would be completely different to yours.

And that’s okay, because if we’re all getting fed the information that we like and enjoy, we’re more likely to stay on the platform. So the end goal, in my opinion, is to align with LinkedIn’s goals. If you can align your goals with theirs, then it’s a win-win. And LinkedIn is very good at supporting those who support them, if that makes sense.

John Ray: [00:28:10] No, it makes perfect sense. And just to encourage those folks out there that really have not participated on LinkedIn, it occurs to me back to the newsletters that starting a newsletter may be a great way to put your toe in the water. If you’re already developing content for an email newsletter, why not get your toe in the water and start a newsletter on LinkedIn and see where it goes?

Adam Houlahan: [00:28:35] Absolutely, John. The other thing is that, and this is a reasonably new release from LinkedIn, is that you can actually schedule your newsletter. So around consistency, you don’t have to — there’s a little bit of work in formatting your email newsletter or your blog, and it’s the same on LinkedIn. But you can do that in advance, and you can schedule it so that — let’s say you’re doing it biweekly.

You can say, I want this to go out on exactly this time and this day in the future. And so that’s how you can keep that consistency and your audience knows, gets to know when you’re going to post. I think it literally has only been available — by the way, you can do that for all your other content types on LinkedIn as well, but only very new in the last month or so where you’ve been able to do it for newsletters.

John Ray: [00:29:22] We’re getting to the end of this interview, and I want to give you a chance for a call to action. So talk about what you’ve got going right now that our listeners might want to know about and might want to dive into and learn more about you and your work, how you can help them.

Adam Houlahan: [00:29:38] Sure. There’s two things, really easy. Either go to our website, which is prominence.global or just follow me on LinkedIn. That’s where we’re always going to let you know when we’ve put out, we have lots of free events and things where we just love to help the LinkedIn community. There’s literally probably almost one every month of different formats, but we’ll always let you know if you’re following us on there. And that’s the easiest way to make sure that you stay up to date with every, not every single change that’s happening on LinkedIn, but the important ones relative to small to medium business owners.

John Ray: [00:30:15] Terrific. Adam Houlahan from Prominence Global. Adam, thank you so much for taking the time to come on and share your expertise. We appreciate you. And again, I encourage everyone out there to follow you.

Adam Houlahan: [00:30:28] Thank you, John. As I said, it’s an absolute pleasure to be with you again today. And I look forward to doing it again sometime very soon.

John Ray: [00:30:36] Something tells me we’ll have a reason to — LinkedIn will give us a reason to, right?

Adam Houlahan: [00:30:41] For sure.

John Ray: [00:30:41] Yeah, for sure. Thank you again. And folks, just a quick reminder as we wrap up here, that if you want to know more information on this podcast, this series, go to pricevaluejourney.com. You can find our show archive there. You can also, of course, find it on your favorite podcast app.

And you can also sign up to receive updates on a book I have coming out this year. I’m trying to catch up with Adam, 2023, later in 2023. It’s called The Price and Value Journey, Raising Your Confidence, Your Value and Your Prices Using the Generosity Mindset Method. If you want to know more about that book that’s coming and I’m featuring some little pieces on that in my email newsletter, by the way, go check it out.

So for my guest, Adam Houlahan, I’m John Ray. Join us next time on the Price and Value Journey.

 

About The Price and Value Journey

The title of this show describes the journey all professional services providers are on:  building a services practice by seeking to convince the world of the value we offer, helping clients achieve the outcomes they desire, and trying to do all that at pricing which reflects the value we deliver.

If you feel like you’re working too hard for too little money in your solo or small firm practice, this show is for you. Even if you’re reasonably happy with your practice, you’ll hear ways to improve both your bottom line as well as the mindset you bring to your business.

The show is produced by the North Fulton studio of Business RadioX® and can be found on all the major podcast apps. The complete show archive is here.

John Ray, Host of The Price and Value Journey

John Ray The Price and Value Journey
John Ray, Host of “The Price and Value Journey”

John Ray is the host of The Price and Value Journey.

John owns Ray Business Advisors, a business advisory practice. John’s services include advising solopreneur and small professional services firms on their pricing. John is passionate about the power of pricing for business owners, as changing pricing is the fastest way to change the profitability of a business. His clients are professionals who are selling their “grey matter,” such as attorneys, CPAs, accountants and bookkeepers, consultants, marketing professionals, and other professional services practitioners.

In his other business, John is a Studio Owner, Producer, and Show Host with Business RadioX®, and works with business owners who want to do their own podcast. As a veteran B2B services provider, John’s special sauce is coaching B2B professionals to use a podcast to build relationships in a non-salesy way which translate into revenue.

John is the host of North Fulton Business Radio, Minneapolis-St. Paul Business Radio, Alpharetta Tech Talk, and Business Leaders Radio. house shows which feature a wide range of business leaders and companies. John has hosted and/or produced over 2,000 podcast episodes.

Coming in 2023:  A New Book!

John’s working on a book that will be released in 2023:  The Price and Value Journey: Raise Your Confidence, Your Value, and Your Prices Using The Generosity Mindset Method. The book covers topics like value and adopting a mindset of value, pricing your services more effectively, proposals, and essential elements of growing your business. For more information or to sign up to receive updates on the book release, go to pricevaluejourney.com.

Connect with John Ray:

Website | LinkedIn | Twitter

Business RadioX®:  LinkedIn | Twitter | Facebook | Instagram

Tagged With: Adam Houlahan, John Ray, LinkedIn, LinkedIn Newsletters, Price and Value Journey, pricing, professional services, professional services providers, Prominence Global, Social Media, solopreneurs, The Price and Value Journey, value, value pricing

Relationship Building as a Business Banker: An Interview with Samantha McElhaney, Pinnacle Financial Partners

May 8, 2023 by John Ray

Samantha McElhaney
North Fulton Studio
Relationship Building as a Business Banker: An Interview with Samantha McElhaney, Pinnacle Financial Partners
Loading
00:00 /
RSS Feed
Share
Link
Embed

Download file

Samantha McElhaney

Relationship Building as a Business Banker: An Interview with Samantha McElhaney, Pinnacle Financial Partners

How do you build your brand and your book of business as a business banker when you don’t control your pricing, your reputation is tied up with your employer (which might or might not be helpful), and you work for a publicly traded company with quarter-to-quarter earnings pressure? On this episode of The Price and Value Journey, host John Ray spoke with Samantha McElhaney of Pinnacle Financial Partners. Sam discussed why she’s remained in banking her entire career, how she operates with an abundance mindset and a “relationship first” philosophy, how she handles mistakes and errors, developing trusted strategic referral partners and other referral sources, her philosophy of networking, success stories, and much more.

The Price and Value Journey is presented by John Ray and produced by the North Fulton studio of Business RadioX®.

Note from Host John Ray:

We’ve recently expanded our guest focus to professional services providers who do not have their own solo or small professional services firms. They have something to teach those of us who operate independently, because they work with handicaps those of us who own our own businesses don’t have.

In this vein, we recently chatted with Steve Aleksandrowicz, a Medicare insurance broker who built a book of business in an extremely competitive space without a website, no advertising, in an industry dominated by major companies.

I wanted to feature a business and/or personal banker who had built their client base and reputation by a focus on relationships. Business bankers are not in control of their pricing, they are somewhat captive to the reputation of their institution, which may or may not be as good as their own reputation, and they work for publicly traded companies who have quarter to quarter earnings pressure.

I knew who I thought was the ideal professional to invite, but I decided to ask around among a few trusted members of my network. Everyone I asked confirmed my choice, the guest for this episode, Samantha McElhaney.

It’s a great conversation….enjoy!

Samantha McElhaney, Commercial Financial Advisor/Senior Vice President, Pinnacle Financial Partners

Samantha McElhaney, Commercial Financial Advisor/Senior Vice President, Pinnacle Financial Partners

Samantha McElhaney is a Commercial Financial Advisor and Senior Vice President with Pinnacle Financial Partners.

She is a single mom of twins at the University of Alabama and the University of South Carolina, respectively. She has been in financial services for 28 years, starting as a teller while in college.

Sam loves lighthouses because they provide hope in the darkness/storms of life and admits she is extremely hard on herself. She leads and participates in small groups at North Point Community Church and Woodstock City Church because her faith is extremely important to her personally and professionally.

Sam’s favorite time of the year is college football season. She’s always ready for fall, food, and “fandemonium.”

LinkedIn

Pinnacle Financial Partners

The Pinnacle approach is a very people-centric one. It takes an unwavering focus and commitment of leadership to make it work.

The same five key business strategies Pinnacle has employed since its inception shape our focus today: Focus on businesses, real estate professionals, and consumers that desire a deep relationship with their financial partner. Provide distinctive service and effective advice. Hire and retain highly experienced and qualified financial services professionals. Offer a full line of financial services including banking, investments, mortgage, trust, insurance, and financial planning. Offer extraordinary convenience.

Pinnacle is much more than a bank. It’s a place for people to find true partners for their business. It’s a place where seasoned professionals give clients unmatched service and advice that improves their financial well-being. And it’s a place where people love coming to work every day.

Company website | LinkedIn | Facebook

TRANSCRIPT

John Ray: [00:00:00] And hello again, I’m John Ray on The Price and Value Journey. We’ve recently shifted our guest focus to professional services providers who do not have their own solo or small professional services firms, but they have something to teach us who do. Those of us who operate independently because these professionals work with issues and concerns that those of us who have our own businesses, we don’t have.

We recently chatted with Steve Aleksandrowicz. He’s a Medicare insurance broker who’s built a book of business over 12 years in a very competitive space without a website, no advertising, and in an industry dominated by major companies. Check out the show archive for that episode if you missed it.

I wanted to feature a business and or personal banker who had built their client base and reputation by focusing on relationships. And here’s why I wanted to talk to a business banker. They are not in control of their pricing, which makes chills run up my spine, as you might imagine. And they are somewhat captive to the reputation of their institution, which may or may not be as good as their own. And they work for publicly traded companies who have quarter to quarter earnings pressure.

I knew who I thought was the ideal professional to invite, but I decided to ask around among a few trusted members of my network, and everyone agreed with the first thought that came to my mind. The guest that I have here with me today, Samantha McElhaney.

Sam is a commercial financial advisor, senior vice president with Pinnacle Financial Partners. She’s been in the banking industry for 28 years and almost all of that time as a business banker.

Maybe the best way to introduce Sam is what she says about herself on LinkedIn in her profile. She says that for 28 years in the financial services industry, my number one priority has been to connect the right people together in order to pay it forward. By placing my clients’ needs first, I am gaining their trust and becoming a more important part of their overall team.

Quite well said. Sam McElhaney, thank you so much for coming on Price and Value Journey.

Samantha McElhaney: [00:02:29] Thank you, John.

John Ray: [00:02:30] Yeah, thank you so much. So give everyone a brief overview of you and your banking career and maybe explain why banking for you.

Samantha McElhaney: [00:02:41] I actually started in banking as a teller in college. It was the perfect job while going to school in Memphis, Tennessee Rhodes College. A lot of people assume, I went to the University of Alabama.

John Ray: [00:02:56] A great school by the way, Rhodes College.

Samantha McElhaney: [00:02:58] Yes, it is. Go Lynx. But I did receive a scholarship to Alabama, but chose academics over athletics.

John Ray: [00:03:07] Were you an athlete?

Samantha McElhaney: [00:03:08] I was. I played softball.

John Ray: [00:03:09] Really?

Samantha McElhaney: [00:03:10] Yeah.

John Ray: [00:03:10] Okay. See, I just learned something about you. Wow. Cool.

Samantha McElhaney: [00:03:14] But chose academics and went to Rhodes. And actually, majored in history. And I’m supposed to be a teacher, high school history teacher. But you probably don’t want me in your classroom with my OCD behavior.

But after doing my student teaching while also working my full-time job at Union Planters Bank in Memphis, I went into the management training program. And upon graduation, chose to stay with Union Planters and become a branch manager at the naive age of 21 instead of teaching in Memphis, Tennessee.

So my career in banking started that way. And also influenced very heavily by my manager at the time who is still in banking. He’s in the mortgage industry in Nashville, Tennessee. As well as my assistant manager at the time, who is also my best friend of almost 30 years, and she’s in Illinois and the banking industry as well. So pretty well connected there.

John Ray: [00:04:18] What are their names? Let’s shout them out.

Samantha McElhaney: [00:04:19] Yeah. Jeff Devereaux with Studio Bank up in Nashville, and Kara Ferguson who’s in a bank up in Illinois that has changed names several times because she’s in community banking.

John Ray: [00:04:30] Got it. Got it. So, Jeff and Kara.

Samantha McElhaney: [00:04:33] They’re the bomb.

John Ray: [00:04:34] Yeah. Yeah. Shout out to the two of you.

Samantha McElhaney: [00:04:36] Yes.

John Ray: [00:04:37] But you’re a little bit unusual, though, as are apparently Jeff and Kara, too.

Samantha McElhaney: [00:04:45] Yes.

John Ray: [00:04:45] In that you’ve stayed in banking because banking has, let’s say, spit out a whole lot of people over the last two and a half decades with all the merger activity in 2008 fun that everyone had in that time. Why have you stayed? And what’s made you successful?

Samantha McElhaney: [00:05:07] I probably have stayed because I became a mom, number one, in 2003. And every day, blessings, goes to make sure my kids get through college. They’re both in school right now. Number one, so I’ve got to get them through school.

But number two, I just love meeting business owners on a daily basis and hearing their dreams and what they want to accomplish. And I hope to be a part and become a part of their team and making those dreams happen.

One of my favorite shows on television is Shark Tank. And those entrepreneurs are those people on Shark Tank, and they are doing something that I wish I could have done or I could do, come up with that great idea. And so when I go visit them and hear their stories, I’m basically getting to live out Shark Tank and hopefully provide them with the funds that they need to fulfill their dreams. And when they do, and they tell me that I help them do that, it’s just an amazing feeling inside.

John Ray: [00:06:06] Yeah. Yeah. I want to come back to that but part of what’s happened in the banking industry over the last three or four decades, really, I mean it’s been going on for a while is, although it’s slowed down recently, it seems is just the constant formation of community banks. And some of them are built for sale, right?

Samantha McElhaney: [00:06:33] Yes.

John Ray: [00:06:34] But you’ve never, if I’ve got your resume right, you’ve never been enticed by that. And community banks sell themselves as being relationship oriented. You talk about being relationship oriented, but you’ve stayed at larger banks. Why is that?

Samantha McElhaney: [00:06:53] Well, I actually had technically a one day stint at a community bank. I left Fifth Third in 2018 and joined a small community bank here in town that was formerly Midtown Bank and became first Landmark. So it was technically considered a community bank. And then it started the whole merger process. And so over a period of four years, went through five different mergers.

John Ray: [00:07:23] Oh, dear.

Samantha McElhaney: [00:07:23] Which is the definition of community banking, because in order to fulfill the needs of its clients, over time, the only way to do so is to get larger and have capacity. And so merger after merger after merger happened. So that was a new experience for me in that world.

John Ray: [00:07:43] Okay. Okay. So you did do that.

Samantha McElhaney: [00:07:45] Just briefly.

John Ray: [00:07:46] Briefly. Yeah.

Samantha McElhaney: [00:07:47] Because it became, went from a community bank to what is now a large regional bank.

John Ray: [00:07:52] Right. Right. So what was that — how did that experience — how does that contrast between your time at larger banks in terms of your ability to deal with your customers in a relationship format? Was it better? Was it worse? About the same? Or was it what you made of it yourself? Talk about that.

Samantha McElhaney: [00:08:18] I honestly, having experienced both sides of the coin because I made great relationships and great friends in both scenarios. One of the reasons why I’m where I am today at Pinnacle with the large bank scenario, but I still am in contact with those smaller community bank, friends and partners. I just had lunch with a couple of them a few weeks ago and they do pride themselves on relationship style banking.

But it’s really not the name of the bank for customers, or at least it shouldn’t be. It should be the person that you’re banking with. And if you’re banking with a person and you know that person and that person knows what they’re doing within their institution, they should be able to navigate the waters within their institution and get to the people that they need to make decisions to get things and make things happen for you when it comes to products, when it comes to service, when it comes to getting answers, when it comes to getting requests through, when it comes to changing products, updating products.

For instance, if your online banking product doesn’t have a tool that you need, then that banker who’s representing you within that institution should be able to run that idea up the chain. And those changes should be able to be made within that online banking platform, because I’m sure you’re not the only person, John, who wants that change to be made. I’m sure others. You’re just the one voicing it.

John Ray: [00:09:48] What you’re describing is the role of you’re the facilitator.

Samantha McElhaney: [00:09:53] I like to say advocate.

John Ray: [00:09:54] Yeah, yeah, I like that better. Yeah.

Samantha McElhaney: [00:09:56] Yeah. That’s what — we call them advisors at Pinnacle. I like to say advocate. It’s the same initial, but I like to say I’m a daily financial advocate for my clients.

John Ray: [00:10:08] Yeah, I mean, it’s not — this is a dangerous analogy because it’s not that people are guilty of anything, but like you’re advocating for someone in court, right? I mean, you’re arguing on their behalf.

Samantha McElhaney: [00:10:24] I need to be able to tell their story and their why. Yeah. So that means I have to ask some critical questions. I need everybody to be honest on both sides. It goes both ways. That’s one of my biggest pet peeves is when a banker won’t honestly tell somebody why or why not they can do something. And don’t blame the bank. You know, I am the bank.

From day one since I was hired as a teller, I’m not going to sit there and go, well, someone upstairs told me, I can’t do this. No, we just can’t do it. I can’t do it. It’s my responsibility. I am the bank no matter where I am, whether it’s Monday through Friday during business hours or it’s a Saturday when I’m inside of a grocery store, if they recognize me as the banker. Yeah, I represent the bank 24/7.

John Ray: [00:11:10] Now, that’s interesting because as we talked, as I led this off, there are policies. You have no control over prices. You have no control over marketing that you have no control over. So how do you absorb the idea that you are the bank, and you may be advocating for things that or representing things that you don’t even actually agree with?

Samantha McElhaney: [00:11:39] That’s a great question because I’m definitely a why person. I need to understand the why we’re doing it the way that we’re doing it. And I’ve always been the person, especially in a meeting, to ask the question. But if you can give me some answers to the question when I ask it, don’t dance around it.

And I’ve luckily worked for companies who or individuals in the company from a management perspective who’ve always been open and willing to give me that answer so that I can be their biggest cheerleader or biggest representative out in the community.

And they know that I will voice that answer out in the most professional way possible. They’ll give me that to arm myself and be that advocate for the company and to help the clients. So to calm down anything or to lift up anything and be a positive voice.

So even though I might not have had any authority per se to influence a price or to change a product, they have always given me what I’ve needed so that I could let people know this is how we’re going to do it and this is how we’re going to be your best advocate and this is how we’re going to create a portfolio for you so that you can do your day to day business. And I can take care of your financials. And you won’t have to worry about those things on a regular basis.

And it’s been pretty successful. I have been called on the carpet, but when I’ve been called on the carpet, I have no problem saying, you’re absolutely right, let me fix this.

John Ray: [00:13:14] Well, give an example of that. I mean, you don’t have to mention the details of individuals or whatever but talk about just giving an example of that being called on the carpet.

Samantha McElhaney: [00:13:25] Well, I mean, for instance, when we set something up from an implementation standpoint, when a customer gets onboarded at any institution I’ve ever worked at, you tell people that it’s going to take a certain amount of time to get things implemented, set up, and we ask them to keep their old accounts open and new accounts, and cash is going to come in, cash is going to go out. And there shouldn’t be flaws or there shouldn’t be any issues.

But things do happen, unfortunately, out there. We’ve got scammers and we’ve got people taking things out of mailboxes and items of that nature. And so fraud, for instance, does occur. When that situation happens, we try our best in the banking world to prevent it from happening or to catch it before it happens to the client.

When it does happen, customers, you know, they get fearful. They get scared. They get emotional. And so you have to listen to the customers. You have to acknowledge their fear. You have to help them understand, yes, we are going to protect you and that we’re sorry it happened. We thought we had all the instruments in place to prevent it from happening.

Unfortunately, it didn’t stop it. We are going to fix this. We’re going to give you your money back. We’re going to do all the investigation. Just give us the time to do it. But first and foremost, let us give you your money back. Okay. We’ll do this right here, right there for you. So we can’t always catch it, but we try to do our best job possible. And we are truly sorry that it happened.

John Ray: [00:15:06] Yeah, yeah, sure. And you don’t control a lot of the aspects of the quality of your product.

Samantha McElhaney: [00:15:15] I wish but no.

John Ray: [00:15:18] I mean, again, unlike those of our listeners who are solo, small professional services firms, they control the quality of their product. You have a problem with that?

Samantha McElhaney: [00:15:32] We have vendors, of course. We buy products from other people and they promise us things as well. Yeah. But when you work with good vendor partners who will listen to us and gather feedback. For instance in online banking, it’s imperative that you not only are compatible with HP computers, but you’re compatible with Mac computers. And not all online banking products were necessarily compatible for a while with Mac computers. So it was frustrating.

John Ray: [00:16:01] Really.

Samantha McElhaney: [00:16:02] It was frustrating for some customers. And they wouldn’t go to technology because a lot of people converted to Macs early on.

John Ray: [00:16:08] Right. And they’re not leaving.

Samantha McElhaney: [00:16:11] They’re not going to leave it. Once you’re a Mac customer, you won’t go back to an HP. So it was very imperative early on to find out who would and who would not work with Mac computers for customers.

And when vendors said they would and it didn’t work, you had to find out the why and explain it and get it fixed. So that’s just one example that always sticks out in my head. And when I’ve worked for an institution, it’s one of the first questions I ask because a lot of your savvy business entrepreneurs all have the Apple products now.

John Ray: [00:16:47] Yes. Yeah, for sure. Let’s talk about relationships. Now, one of the things I find interesting is that banks may be large, they may be small, they may be mega banks, but every one of them, I think they must have the same marketing people because they all talk about their importance of relationships, right?

Samantha McElhaney: [00:17:12] Yes.

John Ray: [00:17:13] So there’s no difference in the marketing piece of it when you get to know the bank and you get to know their people. Like you, then only then do you know the difference, right?

Samantha McElhaney: [00:17:27] Right.

John Ray: [00:17:27] Right. So talk about, I guess the reality versus the marketing, if you will, of building relationships and how you do it, because it’s a one-on-one thing. And you said that well, if I can just add. You talked about how it’s about people and it’s not about the institution which the executive suite, probably, they’re running in circles hearing that maybe sometimes, depending on the bank. A great bank knows that, right? But talk about that, just the difference between how you operate on the ground in building relationships versus the marketing speak.

Samantha McElhaney: [00:18:19] Yeah. I get leery when someone claims they’re all things to all of their customers. I can do everything. And then they hand out A 1-800 number to their clients. That’s one of the reasons why I am where I am today because we don’t give out a 1-800 number and we also strive to pick up the phone.

In fact, our motto is we will pick up the phone in three rings. So if I’m unavailable because I’m on the phone, let’s say with you, John, my phone rolls to the next person in line, human being, in line to pick up the phone, who is my colleague and teammate. And that’s not a marketing thing or a marketing department. That’s us as a team. That’s different.

John Ray: [00:19:09] Yeah. That’s a process thing, right?

Samantha McElhaney: [00:19:12] Yeah.

John Ray: [00:19:12] Yeah.

Samantha McElhaney: [00:19:13] Yeah, exactly.

John Ray: [00:19:13] It has nothing to do with marketing.

Samantha McElhaney: [00:19:14] No.

John Ray: [00:19:14] Right.

Samantha McElhaney: [00:19:15] And it’s something that we all almost like sign an oath or an agreement with previous and it’s just not in banks, it’s in other companies.

John Ray: [00:19:28] Oh, sure. Yeah.

Samantha McElhaney: [00:19:29] Yeah. Not to be named, but companies, they’ll sit there and switch you over six different times just to talk to someone to get something answered. I’m experiencing this right now in customer service with a vendor that I’ve used for years trying to get it resolved, and it’s resulted in me having to tweet to get an answer.

John Ray: [00:19:52] Oh, lovely.

Samantha McElhaney: [00:19:53] Yeah. And it’s really sad that you have to go to those extremes to get somebody to reply after you’ve called and after you’ve sent emails. And it takes social media now to get somebody to respond to something that could have been resolved really quickly with the first phone call that you made. And the promise that the person said, okay, this will be resolved before the end of the business day.

Lip service is not cheap. If people will just say what they say and do what they say and mean what they say and follow through with what they say, the world would probably be a different place and people would probably feel a lot better about what they’re hearing and about what they’re being promised. And would probably have a higher customer service scores and higher follow through and have happier shopping experiences for that matter.

You can spend a gazillion dollars on your marketing and on your appearance and on your brand and on your logo. But at the end of the day, it’s all about the people who are providing it. And if those people don’t believe in the marketing and the promos and everything, it doesn’t matter. So I’d rather you invest in the people who are providing the service than the color and the brand and everything else that doesn’t matter.

John Ray: [00:21:19] Right. Right.

Samantha McElhaney: [00:21:21] I hope that answered your question.

John Ray: [00:21:22] No, no, it did. But I want to dig a little deeper into your current institution, Pinnacle Financial Partners. So first of all, you hear the name and you think that sounds like an investment bank or something.

Samantha McElhaney: [00:21:40] Yeah, it does. I have been asked, you got your license.

John Ray: [00:21:43] Right. Right. Where’s the bank in there? So what does the name signify and why is it that you’re — what is it about Pinnacle that helps you do what you do?

Samantha McElhaney: [00:21:56] Okay. When I lived in Nashville, because that’s where my children were born, Pinnacle started in 2000. And it was born out of mergers of banks that got to be pretty large. That bank, which is now the largest bank in Nashville and the second largest bank in Tennessee, just started out differently. It focuses on its employees being happy. The employees own stock in the bank. And the employees, if they’re happy, they will provide amazing customer service. So employees come first. Therefore, clients get treated extremely well.

In 2020, the announcement was made that they were here in Atlanta, and I read it in the newspaper, and I was like, whoa, this is a big news, because Pinnacle believes in raving fans. Pinnacle believes in taking care of clients, taking care of employees.

And Pinnacle doesn’t spend a lot of money on marketing. So you didn’t see the big billboards and commercials about them coming to town like you have with other institutions in the past. They also don’t post on LinkedIn. They don’t post on Indeed. They don’t have job postings or career fairs or anything of that nature.

You have to, at minimum, have at least 15 years of experience in your position. So our tellers, down to our tellers, they all have been in those positions or have banking experience of at least 15 years or more. So it’s just a different type of institution. We also call ourselves a firm. So you’ll hear us talk about ourselves as we are a firm.

John Ray: [00:23:40] Why?

Samantha McElhaney: [00:23:41] Because we’re about relationships. And we believe firms build relationships and banks do transactions. And so we’re advisors, not bankers. And so we advise clients on everything when it comes to their business and their personal financial matters and build those relationships.

We’re not going to do a transaction for you. We look at everything and we help introduce you to people that can help you with every idea and every situation. And it may not be something that we do financially for you. That may come later. So that’s what makes it different.

John Ray: [00:24:20] Yeah. Hence your title, Commercial Financial Advisor.

Samantha McElhaney: [00:24:24] Yes. And I don’t have a license.

John Ray: [00:24:25] Right, Right. That doesn’t mean you do stocks or something like that. Yeah, right. Yeah. You advise on all aspects of a business.

Samantha McElhaney: [00:24:34] Yes.

John Ray: [00:24:35] Got it. And so let’s — with Pinnacle as your backdrop, which you seem extraordinarily happy with.

Samantha McElhaney: [00:24:45] It’s my dream.

John Ray: [00:24:46] Yeah. Wow. So let’s talk about your approach to relationship building. So how does that work for you? You’re connected with someone. It’s a loose connection. How do you make that connection tighter so that whenever there’s an opportunity, an impetus for that individual to change banks, that they’re thinking of you?

Samantha McElhaney: [00:25:15] I mean, I never look at any introduction as being a waste or as unnecessary or as what’s the purpose of this introduction or what’s in it for me? I want to meet anybody and everybody. My mom said that when I was little that I would walk up to anybody and just introduce myself. That’s not necessarily the best thing on the planet when it comes to strangers. But she said, I had no problem meeting people.

And so I like to know people’s stories. I like to know what gets them up and gets them going in the morning. And so I want to hear about their business. I want to hear about their families. I want to hear what motivates them, what their passion is. And then I want to hear what keeps them up at night.

And again, that may not be banking. It may not be financially related. I laugh and tell the story about early on in the 2000 when I was in my career, moving here to Atlanta, one of the first companies I met here in Atlanta, the customer spent probably our first 10, if not 15 minutes, talking about and apologizing for the taste of his coffee in the meeting.

John Ray: [00:26:33] Oh, really?

Samantha McElhaney: [00:26:34] Because the coffee, he said, it’s just awful and I just — I’ve tried so many different coffee vendors. I don’t know what to do, but the coffee’s just horrible. And I’m sorry. I’m sorry. Well, come to find out, it was the water filtration system.

And so we ended up introducing him to a water filtration vendor system to put in his office. And the taste of the coffee changed, and he never talked about it again after we solved that solution and problem. So we could talk about other things like his actual business down the road.

So I like the fact that we got down to the heart of it and figured it out and introduced him to a solution. Now you say, that’s kind of weird, Sam. But no, that was something that obviously bothered him because he spent 10 to 15 minutes talking about it during our initial meeting.

So those are the kind of things I want to do is help somebody with what’s preventing them from doing what they do best, which is obviously their business.

John Ray: [00:27:36] Right. So it sounds like what I’m hearing is that you’re trying to figure out what their problems are, what is keeping them up at night, whether that has anything to do with their banking issues or not and trying to proactively bring them solutions to that.

Samantha McElhaney: [00:27:54] Yeah. And that may not in the past with all of my banks that I’ve ever worked with that may not meet my goals right now in the immediate present. But I think long term, it has helped me with not only who I work for, but who I work with, whether that’s my employer or my clients or future prospects, because I think I’m doing the right thing for everybody involved. Because that’s what they need, not necessarily what Sam needs at that particular time.

John Ray: [00:28:29] Yeah. So you work for — as good as your firm is for you, you’re still in a big public company. I mean, and public companies by definition, I mean they have quarter to quarter earnings pressures —

Samantha McElhaney: [00:28:45] For profit.

John Ray: [00:28:46] Right? They’re for profit. They’re for profit. That’s always important. But there are goals, there are budgets, there are, again, the quarter-to-quarter pressures. So what you’re talking about helping someone with their water filtration system, that doesn’t actually add to earnings per share.

Samantha McElhaney: [00:29:07] No, it helps.

John Ray: [00:29:08] For the quarter.

Samantha McElhaney: [00:29:08] It helped that company, I’m sure, but it didn’t help my company at that time.

John Ray: [00:29:12] Right. So, I mean, how do you balance these things, right? Because you’ve got to hit your targets, whatever those targets are and over whatever time frame you’re talking about, how do you balance that?

Samantha McElhaney: [00:29:30] That’s very important. I really honestly believe in a combination of if I’m out there doing the right things every single day, which is out meeting people, talking to people, asking people to do the same thing, keep their ears open, feet on the street, making the right introductions, if I’m asking them who they need to be introduced to, if that’s ongoing 365 days of the year, no matter where I am, I mean, even I take vacations.

I mean, I go to football games because my kids are at two of the best SEC schools on the planet. No offense, Georgia, but they are — you know, I’ll talk to people when I’m at those institutions. I’m always talking about businesses and opportunities and trying to make connections.

And if I’m doing that 365 days, then it always creates what I think is a pipeline. And I’m a big believer and a lady of faith. And I just truly believe that if I continue to do the right things then and I stick to my faith, then it will be provided for me because I’m walking and talking and doing what I’m supposed to do for the right people and for the people who need it. And so I just have to believe I can’t have fear. It’s going to happen and it’s going to be produced so.

John Ray: [00:31:00] Well, so what you’re describing is you’re living from a philosophy of the world is an abundant place, right?

Samantha McElhaney: [00:31:09] It should be.

John Ray: [00:31:10] That’s one way to describe it. As opposed to that the world is a fixed pie. It’s a place of scarcity. And you have to grab whatever you can grab at that moment. That’s what you’re describing. That’s the dichotomy you’re describing, right?

Samantha McElhaney: [00:31:25] I like the way you just put that because I don’t want to see people with one set amount and everybody’s beating each other up to try to get, like you said, their piece. I think there is plenty of business out there for everybody and the right amount is going to go to the right person and to the right fit.

It’s like, for instance, we’ve discussed before when someone comes up to you and says that I can make anybody and everybody, I don’t believe that. I know a lot of bankers here in Atlanta, a lot of people who are really my good friends.

And so I’m not the bank for everybody and I’m not the banker for everybody. That’s why if it’s not a right fit, I have no problem introducing you to a great banker at another institution who’s probably the right fit.

And people are like, why would you do that? Don’t you have goals? I’m like, no, it’s better to put you in the right place so that you’re with the right banker and you’re not being moved around all the time. You’re with who you need to be, the right institution, the right person so that your business can prosper. And I hope it would be paid forward in the long run.

John Ray: [00:32:31] Right. So the analogy here for, again, those of our listeners that are solo small professional services firms, they have their own firm, they’re not subject to quarter-to-quarter earnings, but if they’re trying to maintain this a philosophy like yours, you’re going to go through dips.

Samantha McElhaney: [00:32:48] Always.

John Ray: [00:32:49] Right?

Samantha McElhaney: [00:32:49] Yes.

John Ray: [00:32:50] Where that philosophy of abundance seems like it’s not working, right? So how do you sustain yourself through that?

Samantha McElhaney: [00:32:59] I mean, you’ll sit there and you’ll say, oh my gosh, there’s nothing in the books, there’s nothing in the pipeline. But if you will do the right steps every single day, get up, not mope or play martyr, if you will get out and show the activities and show that you’re actually doing the right things and continue over and over again, kind of like what Adam Grant talks about in give and take and give and give and make the introductions and do the things that you’re supposed to do, even with your coworkers and teammates, then it will eventually open up again and just flood. And you’ll be like, whoa, wait a minute, it was there all along? Why did I doubt it? It will happen and occur.

If you’re not doing the right things in the right steps. Then no, the abundance won’t happen, or the opportunities won’t happen, but you have to be consistent. I love the word consistent. My kids used to say, you all aren’t being fair. And I’m like, babies, I never claim to be fair, but I’m definitely consistent in my practices.

John Ray: [00:34:05] Yeah. We could talk a lot about fair, right?

Samantha McElhaney: [00:34:12] Yes.

John Ray: [00:34:12] Yeah, fair is something that happens in the early fall.

Samantha McElhaney: [00:34:15] In Cumming, for sure. In October, the best one.

John Ray: [00:34:18] That’s right. Yeah. Yeah. You’re mixed up on what fair is all about.

Samantha McElhaney: [00:34:22] Exactly.

John Ray: [00:34:23] Yeah. So you mentioned your personality, you’re an outgoing personality. You love to meet people. There are a lot of our listeners that wouldn’t describe themselves that way. They’re introverts.

Samantha McElhaney: [00:34:39] Yes.

John Ray: [00:34:39] And they don’t see themselves as wanting to put themselves out there the way it’s so easy for you. So give counsel to folks like that, that they want a network, and they want to develop strategic referral partner network like you have. How do they do that in a way that’s non-threatening?

Samantha McElhaney: [00:35:04] Oh, wow. Because I mean, initially when I first moved to Atlanta, where I knew nobody in 2005, I mean I was that person who would go to any and every event and splash my name all over the place because again, had no fear of doing so.

But someone who would move here in 2005 and not know anyone, you don’t know where to start, especially if you’re inside of a shell. Personally, because I do know a lot of introverts. I do, in fact, in my small group from church, our group is half extroverts and half introverts.

John Ray: [00:35:43] Oh, you all have a lot of fun.

Samantha McElhaney: [00:35:45] Oh, yeah. Because you’ve got the people who will dominate the conversation and then you’ve got the people who are just sitting there and not saying a word. And you have to get them to to come out and participate.

John Ray: [00:35:56] And they’re running silent, running deep right there. They’re the ones that come out with the really deep thoughts.

Samantha McElhaney: [00:36:00] When they finally say something, you’re like, oh my gosh, why hadn’t you talked the whole time?

John Ray: [00:36:05] Exactly.

Samantha McElhaney: [00:36:06] You’ve got to take baby steps. And it’s really both of them, extroverts and introverts. You have to take baby steps when it comes to networking and pick something that interests you, especially introverts. You have to find an organization or a group that you’re passionate about to go join and go participate in.

Because if not, networking is not going to be fun. It is going to seem boring. It’s going to seem like a checkbox. It’s going to seem like something that you’re going to want to give up on really, really quick. Like you’ll register, you’ll show up, you’ll enter the room, you’ll pick up your badge and you’ll walk out the door type scenario.

If you go to something that you enjoy or that you have a passion for, let’s say it’s a women’s organization or it’s an event that is sponsoring animal’s rights or the Humane Society or something, you’re more likely to attend that event and find maybe one person in that entire room that you could walk up to and connect with and just have a conversation with that night about the dogs or the cats in the room that you connect with or something.

And that’s one success story right there, because you met one person. And that’s one baby step. Getting there, baby step. Staying there, baby step. Meeting one person, baby step. So that’s what I would encourage the introvert to do is to find one event, one chance, go, stay, find one person, and make the connection. And then try it again.

And then once you get your feet wet and you find out it’s not really that scary, you might actually find out you might be an introvert, extrovert. And then that’s a whole other topic for another day. And those are professional trainers. They can talk to you about that term so.

John Ray: [00:38:01] Right, right. Yeah. Because we tend to put ourselves in these binary silos, right? We’re either this or that, and that’s rarely the case, right?

Samantha McElhaney: [00:38:14] Like, I’m an extrovert during working hours. But, John, when I get home, yeah, I won’t answer our phone, or I’ll go into like a rabbit hole. I need my downtime to recharge my battery.

John Ray: [00:38:28] Right. Right. Yeah, that makes perfect sense. So let’s talk about Strategic Referral Partners because as professional services providers, we all live off our network, right, and referrals. So how did you develop that? You’re known for having quite a deep network, so extensive network. So talk about how that happened for you beyond what you’ve already mentioned.

Samantha McElhaney: [00:39:04] Again, getting out and meeting a lot of people when I first moved to Atlanta. But one of the best networking groups and sets of partners I have had, and I can admit to, and we’re a really neat group. We just met yesterday for lunch, and we have since 2012.

There was a group of us that were part of an organization that paid a lot of money to be a part of that group. We went our separate ways and formed our own networking group back in 2012 because we found some commonalities with each other, and we meet over in the Cumberland area and have the first and third Tuesday of every month around lunch time.

And we protect each other. And when I say protect each other, we don’t overlap when we meet with one another. So if there’s one CPA in the group, it’s the only CPA in the group. I’m the only banker in the group, but our organization is up to 22 members. And we regularly meet with each other. We discuss opportunities with each other, customer clients with their permission, and we look out for each other.

As far as business, we all try to do business with one another. But again, we try to make introductions with one another. And this group has probably been one of the most important parts of my business since, again, we formed in 2012. And the biggest part of it is, I could say we’re honestly family.

That group of individuals, if something ever happened to any one of us, like one individual is celebrating a wedding this weekend. There’s been babies born in that group. There’s been graduations. There’s been deaths. There’s been illness. We treat each other as family. So how we treat each other is how we want to treat our clients. It’s how we want to treat anybody. So it’s a unique organization.

And so from that baseline, that’s how we treat all of our networking partners. And so anyone we meet out in the community, we try to introduce each other to those networking partners and other referral sources. And so it’s just grown and connect each other on LinkedIn and it continues to multiply. So we’ve been very blessed with one another.

John Ray: [00:41:30] We could go down a bunny trail on this. But I mean, how does someone that does not enjoy a group like that, how do they find that kind of group, right?

Samantha McElhaney: [00:41:41] Okay, it’s a great question.

John Ray: [00:41:42] Yeah. How did they judge that group, right, for its personality of giving?

Samantha McElhaney: [00:41:48] Yeah.

John Ray: [00:41:49] You know, how does that happen for them?

Samantha McElhaney: [00:41:51] No. When I worked at Fifth Third, I had employees who would ask me about that group and how did that group even form or what would you do, what would you recommend on how we start a group similar to that? And I have told individuals in the past, start with people that you like to do business with, like to have lunch with, like to break bread with and go have breakfast or lunch with those people.

That’s maybe three, four people and put together. And you all come up with a baseline. What do you all require from a set of guidelines? Are you just going to require that you all meet once a month? Are you going to require that you all make one introduction to each other once a month? And put those baselines down and hold each other accountable.

And then set it on the calendar. Are you going to meet once a month, twice a month, whatever it is? And you come together and is it just going to be the same group of people? Or are you each going to require each other bring another person the next month and see if it stays the same in size?

And if that’s comfortable, keep it that size. If you want to grow it, then do the visitation and grow it to the next size, grow it to the next size. And then if it keeps growing, decide do you want to charge fees for that or are you cool with everybody paying for their own meals, whatever you decide from a meeting standpoint.

But you can create your own group. It doesn’t have to be a national organization and nothing against the national organizations because they’re fantastic. I’m a part of one. I only do two networking groups and one of them happens to be a national organization.

But you can create your own group. You just have to make sure the people that you’re in and working with and that kind of group all have the same ideas and philosophies in play. And the people that you invite clearly understand what those philosophies are.

So if I’m bringing you as a visitor and we introduce our clients to each other, make sure the person you’re bringing, hey, John, when you come and meet my friends, we’re going to — you know, I’m introducing you to my friends that I do business with, they’re going to ask you, who do you want to meet, who are my clients, and who are you willing to, down the road, introduce me to if my services are needed by your clients?

You know, you’ve got to be very clear about those expectations. And if you can’t be and you’re not comfortable with that, then this might not be the right group for you.

John Ray: [00:44:23] Sure. Sure. Well, let’s talk about a success story or two. You know, obviously we’re not going to mention names or affiliations, but where this relationship first approach, let me hear your problems and see if I can solve them approach has worked out for you over the longer haul.

Samantha McElhaney: [00:44:54] It’s always varied in size. I’ve had individuals come to me and they’ve been start-up companies.So I can think of one right now. Three individuals were working for a very large corporation in a field of staffing. And they wanted to leave their larger corporation and start their own smaller company.

They did not want to do SBA lending. And we basically had to sit down and look at their business plan. Everything that an SBA lender would look at and see if the plan made sense from us on a conventional standpoint to take care of them and give them the lending that they needed to get the project off the ground, which would include not only funding to start the organization, working capital for payroll for fixed needs to hire individuals, but also for the lease that they needed because they wanted to have a retail outlet. They wanted to have furniture fixtures and equipment, desks, everything of that nature. They wanted to appear like, in my opinion, like a mini little Rognstad.

Everything financially looked great, but it was going to be really dependent upon those three individuals and the strength of those three individuals. Again, they did not want to lock up their homes. They did not want to lock up 401Ks. They basically wanted an unsecured loan. And it took —

John Ray: [00:46:33] Yeah, because this business does not have any assets.

Samantha McElhaney: [00:46:35] Nothing.

John Ray: [00:46:36] Other than the furniture.

Samantha McElhaney: [00:46:37] That they were going to buy.

John Ray: [00:46:39] Right. At your financing, right?

Samantha McElhaney: [00:46:41] That they were going to purchase. And that would not really be something that a bank would want to take back in the event that it didn’t work out. So we really had to look at the deal, the projections of the deal, the history of the individuals, how they handled their personal finances, resumes, letters of recommendation. I mean, we really had to look outside the box to figure out if this was something that we wanted to do and take a chance on.

And with senior management, I mean higher levels of credit authority, everything, interviews of the three potential owners, again, the letters of people who believed in them, faith in them, things of that nature. I mean, we really went outside what’s normal parameters, especially for a large bank and made this deal happen.

And we did it on a very short term basis. So they had rather large payments in the very beginning. So they were going to have to really work and get contracts, get clients on board, make accelerated payments for this to happen. And the company did a really nice job to the point where even by year two, they were acquired.

John Ray: [00:47:58] Oh, wow.

Samantha McElhaney: [00:47:59] Yeah. Someone acquired them really quick so they could pay us back which was nice. And they’ve all gone their separate ways. And one individual right now is back in corporate America and is doing a fantastic job. Never thought they would go back into corporate America, but they are.

But it’s just a nice little story how we kind of made the exception and went outside the box, and didn’t go down the traditional path because, yes, it probably could have been done SBA, but it would have locked everything up. And a lot of customers don’t necessarily want to do that. Yeah.

Well, that was that one sticks in my head because it was just the idea of, yes, we don’t always have to put every customer inside a square box. We can kind of make it wavy, curvy, triangular, whatever shape you want to come up with.

John Ray: [00:48:53] Yeah. That’s great. Sam McElhaney, folks with Pinnacle Financial Partners. Sam, just one more question and then we’ll kind of bring it down to a close. But just offer a takeaway, just one takeaway that our listeners that are out there with their own firms can take away too, as they think about success for their practice, for their lives. What advice would you give?

Samantha McElhaney: [00:49:31] You have to — it’s going to probably sound like two pieces, so I apologize upfront for that. But first and foremost, John, really stick to your morals, stick to your values, who you are, and don’t let social media or anybody, anyone else change who you are. Because at the end of the day, people will see through that. They’ll see through anything that’s not genuine.

And I hope I’ve done that over the years. I hope people who have met me since, for instance, moving to Atlanta or even those who have known me since I first started as a teller, they will say this is the same person who started banking when she was 18, and now I’m 48. So they will be like, wow, she’s not changed. She can sometimes be a handful, but she also is very passionate, and she will fight and she will be loyal, and she will represent me and take care of me and will be honest with me.

But also, for business owners, be transparent. That’s my word for 2023. I always pick a word and I get it imprinted on a necklace. And I try to wear it on Fridays. And this year’s word is transparent.

And that’s, again, a word that I think people need to know is not a negative. It’s a very positive word. If you’re transparent, I think people will appreciate what you have to give them because there’s no smoke in mirrors. It’s you just being your most authentic and vulnerable self and it goes along with sticking to your values. So that’s why I picked 2023 and I think it’s coming in very relevant right now, especially with the banking industry and what we’re going through.

John Ray: [00:51:28] Yeah, for sure. For sure. That’s an entirely different conversation.

Samantha McElhaney: [00:51:34] Sorry, I didn’t want to open up that worm.

John Ray: [00:51:36] No, we won’t go down that trail, but maybe another time. Well, Sam McElhaney, this has been fantastic. Thank you so much for taking the time to have this conversation. I’m sure there are folks that might want to be in touch, so let’s tell them how they can contact you.

Samantha McElhaney: [00:51:54] Yeah. I am Sam McElhaney. Again, with Pinnacle Financial Partners. My office is over in the Riverwood area, but we have two other locations. One in Avalon and one in Buckhead. You can reach me at 678-524-7133. The same cell number I’ve had since I moved here to Atlanta. And my email address is Sam.McElhaney, that’s M-C-E-L-H-A-N-E-Y@P as in Paul, N as in Nancy, P as in Paul.com.

John Ray: [00:52:30] And they can find you on LinkedIn because you’re very active there.

Samantha McElhaney: [00:52:33] Yes, I try to be. Every morning, one of the first things I do.

John Ray: [00:52:36] And I think you’re the only Samantha McElhaney on LinkedIn. I think you are, right?

Samantha McElhaney: [00:52:40] Some people confuse me with another McElhaney or they ask if we’re sisters and we’re not related, but she’s one of my favorite individuals on the planet, so I like her a lot.

John Ray: [00:52:52] Okay. So connect with both of them.

Samantha McElhaney: [00:52:54] Yes. And you’ll get one of us. I’m sure she knows who I’m talking about.

John Ray: [00:52:58] There you go. Okay. Terrific. Sam McElhaney, Pinnacle Financial Partners. Thanks again so much for our talk.

Samantha McElhaney: [00:53:05] Thanks, John for having me.

John Ray: [00:53:06] Yeah, it’s been a lot of fun. Hey, folks, just a quick reminder is as we look ahead to the rest of 2023, if you are a current listener, subscriber to this podcast, thank you. Thank you for your support. We’re grateful for you.

And if you’re not, you can go to pricevaluejourney.com to find our show archive and check that out and see if you like the series enough to want to subscribe. And if you do, you can do that on your favorite podcast app. So we thank you in advance if you decide to do that.

If you go to pricevaluejourney.com, you can also get a link to receive updates on my upcoming book that will be released later this year. It’s called The Price and Value Journey, Raising Your Confidence, Your Value and Your Prices Using the Generosity Mindset Method. If you want to know more about that book, you can sign up for updates there and you can also email me directly too, if you’d like, John@JohnRay.co. Thank you again for joining me on The Price and Value Journey.

 

About The Price and Value Journey

The title of this show describes the journey all professional services providers are on:  building a services practice by seeking to convince the world of the value we offer, helping clients achieve the outcomes they desire, and trying to do all that at pricing which reflects the value we deliver.

If you feel like you’re working too hard for too little money in your solo or small firm practice, this show is for you. Even if you’re reasonably happy with your practice, you’ll hear ways to improve both your bottom line as well as the mindset you bring to your business.

The show is produced by the North Fulton studio of Business RadioX® and can be found on all the major podcast apps. The complete show archive is here.

John Ray, Host of The Price and Value Journey

John Ray The Price and Value Journey
John Ray, Host of “The Price and Value Journey”

John Ray is the host of The Price and Value Journey.

John owns Ray Business Advisors, a business advisory practice. John’s services include advising solopreneur and small professional services firms on their pricing. John is passionate about the power of pricing for business owners, as changing pricing is the fastest way to change the profitability of a business. His clients are professionals who are selling their “grey matter,” such as attorneys, CPAs, accountants and bookkeepers, consultants, marketing professionals, and other professional services practitioners.

In his other business, John is a Studio Owner, Producer, and Show Host with Business RadioX®, and works with business owners who want to do their own podcast. As a veteran B2B services provider, John’s special sauce is coaching B2B professionals to use a podcast to build relationships in a non-salesy way which translate into revenue.

John is the host of North Fulton Business Radio, Minneapolis-St. Paul Business Radio, Alpharetta Tech Talk, and Business Leaders Radio. house shows which feature a wide range of business leaders and companies. John has hosted and/or produced over 2,000 podcast episodes.

Coming in 2023:  A New Book!

John’s working on a book that will be released in 2023:  The Price and Value Journey: Raise Your Confidence, Your Value, and Your Prices Using The Generosity Mindset Method. The book covers topics like value and adopting a mindset of value, pricing your services more effectively, proposals, and essential elements of growing your business. For more information or to sign up to receive updates on the book release, go to pricevaluejourney.com.

Connect with John Ray:

Website | LinkedIn | Twitter

Business RadioX®:  LinkedIn | Twitter | Facebook | Instagram

Tagged With: banker, banking, business building, financial services industry, John Ray, networking, Pinnacle Financial Partners, Price and Value Journey, pricing, professional services, professional services providers, relationship banking, Sam McElhaney, solopreneurs, value, value pricing

Generous Leadership

April 28, 2023 by John Ray

Generous Leadership
North Fulton Studio
Generous Leadership
Loading
00:00 /
RSS Feed
Share
Link
Embed

Download file

Generous LeadershipGenerous Leadership

Price and Value Journey host John Ray recently presented on generous leadership to a group of business owners and leaders, organized and led by Julie Keyes of KeyeStrategies. In his presentation, John discussed a generous mindset vs. a mindset of scarcity, focusing on assets vs. deficits, characteristics of generous leadership, including laughter, listening, and stability, and how generous leadership shows up with employees and team members, clients, and in marketing to prospects.

The Price and Value Journey is presented by John Ray and produced by the North Fulton studio of Business RadioX®.

KeyeStrategies, LLC

KeyeStrategies is an advisory firm for entrepreneurs looking to grow and improve their business, while also providing Exit Planning and Transition services for companies between $5-30M in annual revenue. The firm’s mission is to help business owners increase enterprise value and prepare the owner and the business for a future exit. Our tagline says it all… “Build enterprise value today, so you can exit on your own terms tomorrow”.

Website | LinkedIn | Facebook | Twitter

Julie Keyes, Founder/President, KeyeStrategies, LLC

Julie Keyes
Julie Keyes, KeyeStrategies, LLC and Host of the “Poised for Exit” Podcast

Julie Keyes is a Certified Exit Planning Advisor (CEPA) the founder of KeyeStrategies, LLC in Minneapolis, MN specializing in exit and transition consulting for owners of lower and middle market companies. Julie has been an entrepreneur most of her life. As the founder and operator of several companies, she understands what keeps owners up at night.

She works with business owners who seek to understand and maximize their exit and critical transition options. She is actively involved with the Exit Planning Institute, as a faculty member and regular content contributor, and winner of EPI’s “Thought Leader of Year” in 2017 and 2022.

She is also on faculty for Hoopis Performance Network and a Speaker Network member. Her speaking engagements for the financial services and entrepreneurial organizations have included NAIFA, WIFS, FPA, NAWBO, Merrill, UBS, LIMRA, Lincoln Financial Services, Principal Financial Group and Frost Bank.

Julie recently released the 2nd Edition of “Poised for Exit” a book which helps owners of privately held companies navigate the process of business exit. Her weekly podcast, also called “Poised for Exit”, provides content relevant to business owners and advisors alike, and can be found on all major podcast platforms.

She also produced an online course specifically to help advisers educate their clients and prospects on the process of Exit Planning called “Business Transition Readiness: An Owner’s Guide to the Process”.

On a personal note, Julie and her husband Shaun have 8 children and 10 grandchildren, so when she’s not working, she’s spending time with them doing something fun, active, and outdoors.

LinkedIn

TRANSCRIPT

John Ray: [00:00:00] Hello. I’m John Ray on The Price and Value Journey. Recently, I was honored to be invited by Julie Keyes to present to her group that meets once a month to learn about various issues around leadership and other important issues in team management, personal development, professional development and so forth.

And I was fortunate enough to be invited by Julie to present to her group about the power of a generous approach in team management and leadership. With her permission, I’ve been able to repurpose that presentation in this podcast. I hope you enjoy it.

Julie Keyes: [00:00:45] So, welcome everybody to another Keyes Strategies Learning session. This is something that we just started this year in 2023 on a quarterly basis to present on topics that we have been told and are hearing that are super important to business leaders all over the country.

And today, we have the honor of John Ray presenting for us, talking about leading with a generosity mindset. We know that we have a lot of businesses out there, privately held businesses, with leadership that’s going to be changing hands and has been changing hands. I have clients who are in the throes of doing that right now, and I have many who will be, right.

And so, what does that take? What does it take to be a really good leader? And what is having a generosity mindset? What does that got to do with it? So, John is a radio host and a podcast producer. We were just talking about podcasts. And he is also a partner with Studio, or I’m sorry, with North Fulton Studio of Business RadioX.

And he helps business to business professionals with pricing. That’s a huge topic. It’s a hot topic. It’s kind of a touchy topic sometimes with professional advisors, right, on pricing and he’s an expert on it. But today he’s going to be talking about grooming those leaders. And so, I’m just going to mute myself and take it away, John. And then when you’re finished, we will jump into some questions.

John Ray: [00:02:15] Thank you, Julie. And again, I’m so grateful that you had asked me to present to your group. That’s an honor and I appreciate the work you do. You and I have known each other a while now, and you do terrific work. And I appreciate following your work. So, thank you.

Julie Keyes: [00:02:32] Thanks for being here. It’s an honor to have you, too. You’ve got great expertise, and I’m anxious to hear what you have to say.

John Ray: [00:02:38] Yeah. Well, thank you. Well, just jumping off. So just to set this up for everyone and thank you for taking the time to come on, because your time is valuable, and I appreciate that.

As Julie said, I have a business advisory practice, and it’s aimed mostly at professional services firms. And I do some outside CFO work that I don’t really advertise that much. But most of that practice is oriented toward, as Julie said, helping professional services providers with their pricing. And then my fun job is I’m a podcast host and do that work and I’ll allude to that in a second.

But I’m working on a book, and the book is called The Price and Value Journey, Raising Your Confidence, Your Value and Your Prices using the Generosity Mindset Method. Now, this seems contradictory to people when I talk to them about this. It’s like, how do I be generous? How is being generous and raising my prices, how does that all fit together Well?

Well, that’s a great question, and I’m going to answer it in that book. But as I’ve written that book, what has occurred to me, and this may be my second book. Julie, we’ll see, you can challenge me on this later. But is that there’s a mindset of generosity that we can bring to our leadership roles, that is really important and valuable.

And so that’s really what I want to talk about, is what is the generous leadership and where does that show up and how do we think about that. Now, one way to define this for me is that generous leadership is leading through giving without the certainty of how that giving will come back to you.

Now, this flies in the face of a lot of things we learn in business school. It flies in the face of a lot of things that we have grown up believing. And I’m not saying that return on investment is suddenly a bad thing. So don’t get me wrong. But it is a belief in some principles that I think we know intuitively. I mean, one of those principles is the law of reciprocity.

So, a lot of you may have heard of the law of reciprocity where, you know, for example, if Julie does something nice for me, then I feel an obligation to Julie or I feel drawn to Julie, even better said, right, in some way, because she’s done something for me that’s thoughtful and generous and I’m drawn to her, right. And I want to reciprocate that in some way.

So when you’ve ever been in a business meeting and you’ve done something for someone as part of that meeting and they say, well, what can I do for you? Well, see, this is the law of reciprocity at work. But here’s the big but, I think generosity is the law of reciprocity without a giving to get mentality.

So, you’re not giving to get out of a particular relationship or out of a particular membership in an organization or out of a particular initiative that you’re doing. But your belief is that if I give to, and I’m going to say the universe, but you fill in the blank, if I give to my employees, if I give to my company, if I give to my community, I’m going to say the universe, if I give to the universe, that the universe will give back to me in multiple and unexpected ways.

And for me, that’s part of the fun. And the satisfaction of life is that when you do that, you get those gifts come back to you in unexpected ways. This avoids giving, which is transactional. And I’m not criticizing, I’m just observing, okay, here. But, you know, people give all the time to get their name on a building or, you know, what have you. And that’s good. It performs great work, but there’s something transactional in that, right.

And that doesn’t make, again, does not make it bad, but what it says, I think there’s something more here that we’re, I think as human beings, called to do. And that we don’t want to get ourselves in a situation where the only time we give is when it’s transactional. And I guess that’s the tension that we always have in our heads, to me, about this topic, right.

The reason I bring this up is because people’s radar is very acute. People can sniff transactional a mile away. This is whether it’s true from employees, our customers, our colleagues in our respective industries, they can sniff out when the transactional a mile away.

So, with that said, let me talk a little bit about, I guess, kind of what the characteristics or I guess the dichotomy is here. I mean, because what you’re talking about at its extremes or a generosity mindset versus a mindset of scarcity. Okay. And by the way, one point, any mindsets that we have, whether it’s about generosity or scarcity or anything else, they are not binary. And they’re not fixed.

We have a tendency, all of us, to be somewhere in the middle of these things. And none of us in most cases are at one extreme or the other. And we drift between these two extremes based on our predilections, how we were raised, the self-talk we have in our heads, our influences in life and our circumstances.

So, it’s kind of important for us to interrogate where we are and to be honest with where we are, right. So, let’s talk about some of what the characteristics of a generosity mindset versus a mindset of scarcity. For example, abundance. Abundance is present, always, and can be shared. Versus a mindset of scarcity which says resources are limited and must be hoarded.

So the world is a generous place. It gives to us if we give to it. It sometimes gives to us when we don’t give to it versus an idea that the pie is fixed. Enjoyment in giving and sharing and helping others versus seeing giving as a loss that must be avoided in some way or made up later.

And by the way, this outline that I’m working off of, I’m happy to send out later. So if that takes pressure off writing it down, I’m happy to give it to Julie and let her send it out to everyone. Being grateful for what’s given and seeking opportunities to give back in that gratefulness, in that gratitude versus the fear of not having enough. A collaborative approach seeking win-win solutions versus a competitive approach that everyone’s our competitor that, you know, it’s a tooth and claw world, right?

Encouraging personal growth and development versus hindering personal growth and development. I’ll talk about this with employees later. That life is full of abundance and possibilities versus limitations and obstacles. Again, just to reiterate, this is not — most people are not on either pole here. And we drift between these poles and sometimes we score higher on one of these elements than another.

So we’re not consistent all the way down the line here, but — oh, here’s another one I missed. Money and capital. Money and capital as a tool for creating opportunities and enriching lives versus money and capital as a scarce resource to be protected at all cost.

One example of that is I’m reading Bernie Marcus’ book right now. Bernie Marcus, co-founder of Home Depot. And one of the lines in that book that struck me was that they operated the company off this philosophy. They grew a little bit, you might say, over the years. Right. But they operated out of a philosophy of payroll is an investment. That’s what we’re talking about. Payroll creates opportunities and enriches lives versus being a scarce resource.

One place that this shows up here in the nonprofit world is a concept called asset-based community development. And this is a really important trend that we have seen in the way a lot of nonprofits and charitable organizations have looked at their role. And a lot of them have been real frank with themselves in saying the problem we’re trying to solve is not getting better. And so, we need to look at why that is.

And part of that has to do with looking at the community they serve. I’ll put it in that context. Instead of focusing on deficits, focusing on the assets in a community and building from there versus focusing on the deficits and needs. So, for example, looking at what is there versus what’s missing. Looking at possibilities versus problems, strengths, capacities and assets versus needs.

What are our strengths that we have? What are our assets that we have? Let’s go deep on that question. Doing with and enabling to do with whatever you have versus doing to. So working inside out in a community or in an organization versus a top-down command and control kind of philosophy.

There’s a lot more to say about ABCD, but I encourage you to maybe dip into it and think about it and I can answer more questions about it. But putting it into practice involves several things that I think all of us can take and use in our teams and our organizations. One is collecting stories. That’s one of the places ABCD starts is collecting stories.

And the idea of collecting stories is, number one, the stories are powerful. It’s almost built into our DNA in terms of how we respond to stories. Collecting stories in this case helps reinforce strengths. It helps discover strengths and discover assets. Sometimes when we ask people to share, we learn things about them that we never knew before.

One of the things I do when I facilitate a group is I go around as a — because I’m like the guy that knows nothing about anybody, right? So I go in and I say, tell me the one thing that you wish people would ask you about that they don’t know. Right. Tell me the one thing that people would be surprised about if they knew about you.

And it’s amazing what comes out of that. Just that one question. Right. And you discover assets that people have that they have been shy to talk about or have never shared before. And sometimes those assets are those capabilities you can use in some way in the organization.

Then mapping assets, gifts, and capabilities of group members. So, you collect these stories. And basically, you’re doing a census of the assets, the gifts, the capabilities of this group, of this community, of this organization, whatever you’re talking about here and you’re mapping those or compiling those, another way to say it.

And what that does is create a balance sheet of soft assets that you did not know maybe that you fully had, right, that you can utilize to the good of your organization. And then asking the group, because the group is already participating here, asking the group to contribute to a shared vision and plan that is based on those assets.

So that might be something very specific. That might be something wider, but you’ve done the work to help bring the group along toward being able to see the assets that maybe they didn’t recognize that can be used to fulfill that shared vision.

Let’s talk a little bit about characteristics of generous leadership. And this is not an all-inclusive list. But there are things that occur to me as I have done some of the work I’ve done and observed the people that I think are successful at putting this leadership of generosity mindset into place.

I’m going to — number one I’ve got on my list is laughter. That’s not the one that people would expect to be number one, but I put it number one for a simple reason is that the world sorely needs it right now. And if the world sorely needs it right now, then you can bet the people in your organization need it right now. Unless you’re doing a fantastic job keeping people in a good frame of mind all the time, and it’s hard.

Even if you’re trying, it’s hard, right, because unfortunately, they’re consuming a whole lot of stuff out there that you can’t control. But if you’re not thinking about that, I would encourage it.

And here’s the thing. Just the ability for us as leaders to laugh at ourselves is so important. It’s a trust builder. I mean, think about it. If I’m able to the people — well, let me put it this way. The people that I think about in my life, one of their consistent themes that stand out for the most successful ones are the ones that they have a great sense of humor about their mistakes. Right. I screwed that up. You know, I screwed that up bigger than Dallas. You know what I mean. I can hear some of them in my head, you know.

And that creates an openness. It relieves tension, and it relieves stress that people have. And it builds trust. And trust is the biggest currency I think we have in business, particularly today with the lack of trust that’s going on in the world, whether it — well, really across the board when it comes to institutions. And we know all those statistics and we see it played out in the world all the time.

I actually know of a company that for their awards dinner every year, they bring in a comedian and that comedian does the homework to make his emceeing work around that awards. He does his homework to figure out like where he needs to poke a little fun and have fun.

I know another company that they’re an accounting search firm. So they do executive search for accountants and CPAs. And their big thing is every year they raise, they have a big event where they raise money for junior achievement, but then the whole theme of it is they give an award to the world’s funniest accountant.

So they recruit accountants or CPAs from their network to enter this competition. And they rent out a whole comedy club. They close the place down and rent it out and they do a big fundraiser for junior achievement. And it’s a big deal, you know. And I love that because it’s not only laughter, but it goes against type, right? And so, it creates a different mindset around their whole business. And I love that.

So, another characteristic of generous leadership, you would expect me to say gratitude. And yes, I’m going to say gratitude. And gratitude is — let me just say this. Yes, gratitude is about being thankful. It’s about building relationships that get created and deepened because of gratitude. It’s creating a positive feedback loop because you’re encouraging gratitude in others. Right?

But I would say just one thing about gratitude is let’s think about using gratitude in a way beyond just, hey, great job on this thing I assigned you to. Here’s an idea. Thank you for having the courage to try something different. See, that really opens people up to innovation and ideas. And innovation and ideas are what drive our organizations in ways that we might not go otherwise.

Listening. So, you know, this is one of these things where I’ll just say we all think we listen better than we do. And that’s just not my opinion. That’s what the stats say. And we all think people have a perception of us that it’s not quite right because we don’t listen effectively enough. And everybody knows that two ears and one mouth thing. But it’s something we — it’s a lifetime amount of work to be an effective listener.

And so I’m constantly — well, I did another show on this. I’m posting it tomorrow on LinkedIn about an expert on listening. I’m doing that not because I think the world needs it as much as I need it. Okay. So, I do it for myself. And if somebody else wants to come along and benefit from that, great. But it reminds me of sharpening that skill because we can never sharpen that skill enough.

A subset of listing is asking questions and learning how to ask effective questions because you cannot ask effective questions if you’re not listening effectively. Catalytic questions are really important. Catalytic questions, this is a term, if you will, by a fellow named Hal Gregerson who talked about questions that break open and get the truth in the room.

One of the things he encourages, and we don’t have time to go into it right now, but he encourages a practice called Question Burst, where you attack a problem only with a group, small group, simply by asking questions about it. You’re limited to asking questions. Not providing solutions, asking questions. What if we did this? What about that?

And I know that sounds weird, but I’ve been through this exercise and it’s very powerful what comes out of it. So I’ll have that in the outline for you and you can look at that later. But so vulnerability, now, this is one where I know some people like want to hit like leave the meeting because we’ve heard so much about vulnerability. Right.

Here’s my thought about vulnerability. It’s not dramatically oversharing who you are. It’s just being human. Right. Because we have to examine our motivations for sharing what we share. Because sometimes it can be a little transactional, right?

I mean, you’ve seen that where people share in order to get a response and that’s not what vulnerability at its best is. It’s just being human and saying, hey, I’ve got these same problems you do, right. In the middle of the pandemic. I’m feeling the same things you’re feeling. That’s it.

And you don’t have to say, hey, my spouse has depression right now and it’s really dragging me down. You can say I’ve got things going on at home right now, and I just need your grace. That’s all you have to say. So I get the concern about what vulnerability is. That’s one way I think about it.

And then there’s stability. So stability in a very chaotic world is really, really important. I think calm is part of that as well. One of the most popular things I ever put up is a post was something I put up right at the beginning of the pandemic, was about calm.

Is that like as professional services providers, which is my tribe, our biggest value that we can give to people we could have given to people at that moment And frankly, right now, because it’s a crazy time right now, too, is calm. It just being the non-anxious presence that people can rely on. That we don’t bring a can of gasoline to the conversation.

Sometimes how we react to a negative event is much more important because it’s more memorable than the implications of the event itself. Now, think about that. Think about the people that you’ve run into in the past. Like think about the pandemic. Maybe that’s an example where we have come through that. Right. But you still remember those who reacted in certain ways, right. That really, again, brought gasoline to the problem instead of calm, instead of stability.

And then when we are calm and when we offer stability to our team, we’re modeling healthy coping mechanisms. And people need that today. That’s one thing people are lacking is healthy coping mechanisms. So I’m going to give a few examples of where generous leadership shows up. And I’ve got a few examples that involve customers, employees, and sales and marketing. So prospective clients.

Okay. So let’s talk about employees first. Encouraging personal growth and development. You know, I get really dismayed when I see corporate — major corporations are generally guilty of this. I will invite someone on a show. And they’ll tell me, well, I’m not allowed to speak for the organization or that has to go up through, you know, media approval or whatever. And I’m like, well, you know, or such and such speaks for the organization. I’m like, what, the invite’s not to such and such, I want to talk to you. Right.

And it’s odd to me that big corporations, as smart as they claim to be, can’t figure out a way to highlight their people any better than that. And that has a lot to do with encouraging personal growth and development. Right. Encouraging people to — figuring out a way to let people expand their horizons. Right. And that might not have anything to do with employee’s current role. And isn’t that kind of part of the point, right? We’re supposed to be developing people.

Speaking of Julie’s comment about, you know, developing leadership through the generations. How are you going to do that if you’re not actively trying to encourage bigger thinking and more capability in your employees in some way? And that’s a generous act. And sometimes you don’t get anything out back out of that that’s immediate at all.

But the practice itself comes back. A willingness to tolerate mistakes even when you know what the outcome will be. Boy, there’s a big one right there. When, you know, as the leader of the organization or the leader of the team, you know that everybody’s going down the wrong way, right — sorry, I’ve got Bernie Marcus on my mind because I’m finishing up his book right now.

But he talks about a meeting he had with Arthur Blank and a couple of other people and where he was on one side, and they were on the other side on a particular issue. And he said, you know, by George, I’m the CFO. I think the language was more colorful, but by George, I’m the CEO here and this is my decision. This is my company. And, you know, I’m making this decision. And so because he was tired of the arguing.

He slept on it and came back the next morning and he realized that was not the way to conclude that meeting. And he said., you all come back in here and we want to talk about this. And of course, everybody comes back in with heads down, you know, right, because they’re discouraged about that.

And he said to them, he says, I think I may have cut off that discussion in a way that was terrible. In fact, I didn’t — it wasn’t a situation where it was possible that I might have done that. I did it. Okay, so that’s the deal. I did it. So let’s talk it through.

I want to start at the beginning and let’s talk it through. And what I want to hear from everybody on why do you think this is the right way to go. And it turns out that they went ahead and they did that. And whatever decision was made on, I can’t remember what the topic was turned out to be the right decision and he was wrong.

That’s not always the case, we know this, but people cannot learn without making mistakes. And we know this in our lives, right? What we learn from are the mistakes that we’ve made. And we’ve got to tolerate mistakes, not the ones that take the organization off a cliff. I get that. But the ones that we know are simply tuition that we’re paying for people to learn.

I’m not pushing anything here because I don’t own one, but there are employee assistance programs that some of you may have in your organization. But they provide counseling and support services for employees, stress management services, financial counseling. Boy, that’s an important one for a lot of younger people that cannot afford a home, where home affordability is a problem across the United States in a lot of communities. Legal advice where younger employees cannot afford that.

These programs create much higher job satisfaction, lower levels of stress and anxiety, improved relations with coworkers. Statistically, that’s the case. So this is a work life balance question. That is a way to address work life balance without that having to be a big deal, right? So I just put that out there for you to think about real quickly, because I want to get to the end of this. And I’d rather hear your questions and thoughts as opposed to me talking much longer.

Let’s talk about customers. So empowering employees to fix problems. Ever been in an environment where somebody could fix a problem that you had without having to like go up eight levels to get that done? And how you felt about that organization when that happened? You felt a lot better about doing business with them, right? I mean, because we all know problems are going to occur. But when the employees are empowered to fix those problems, that really improves customer retention.

Listening and empathy. Just like we were talking about earlier about where the world is in terms of where people are in terms of the negatives that they see in the world. I think sometimes people are walking around with a chip on their shoulder just looking for a reason to unload.

And their problem is really not with your company. It’s really the fact that they can’t find anybody that will listen to them. And it’s not just the little old lady or the little old guy that is alone in the assisted living place and doesn’t have anybody to talk to and is calling customer service. It’s not just those folks, although they exist, but it’s people that don’t have any place to listen and they’re frustrated. They think the world’s a pretty negative place and they unload because that’s the way they see the world.

And sometimes just listening and being able to give employees tools with which to like diagnose that, and deal with that, and give them the grace to have a conversation. As opposed to — and we’re not giving people therapy, of course, but what we are doing is giving people a chance just to be human. Right.

And instead of doing the — I won’t mention any names, but, you know, the big mail order company that we all know and love and we’re all customers of that times their employee interactions and phone calls and make sure that their customer service number cannot be found, so, you know, that’s the difference, right?

Rooting customer complaint calls to the highest-ranking senior executive. Again, Home Depot did this for years until they got successor management and that got all screwed up, but they referred to it as calling Ben Hill. Ben Hill is actually the name of a road here in Atlanta.

And when a customer complaint would come in that was pretty serious, the operators were instructed to route that to Ben Hill. And Ben Hill happened to be whoever the highest-ranking senior executive that could be found. And that sometimes was Bernie Marcus. It sometimes was Arthur Blank.

But what they found was they learned a whole lot about the organization and its shortcomings by doing that. And, you know, there’s the old Bill Gates quote that people repeat, but maybe we all don’t put it into practice as much as we could, is our biggest source of learning is a disgruntled customer. So that’s what you’re really doing by creating a process around dealing with disgruntled customers.

Then sales and marketing. So let’s talk about that real briefly. And I see your question or your comment there, Julie, so I’ll come to that in a second. Sales as helping others find solutions to their problems. So sales defined that way. This means that their problem may not be one you have a solution for. So let’s just be frank about that, right? We don’t have a solution for everybody’s problem.

And so sometimes our solution may be simply to help them find answer to their problem elsewhere. And by the way, that’s better for us because if we’re taking on customers that we can’t really solve their problems, then we’re creating a monster.

So that’s getting comfortable with the idea that a successful sale might not result in immediate revenue. And I put “sale” in quotes there. That if we say that a sale is a solution, and sometimes the solution comes from outside our organization, then by definition we might not get revenue from that, but that act of generosity will come back. It always comes back. That’s what I have found in my work.

One of the little tactics this involves is getting rid of all the pre-made decks and presentations, okay, so on what my thing is. For example, I can help you with your pricing and having a pre-done deck that I dutifully march every prospect through. Wow, what a way to say that everybody’s going to fit in my box, not I’m going to try to understand them first. Right? Because that’s really what that involves.

This is why one reason talking about podcasting, just to bring that in for a second, this is one thing that really why I ended up getting involved in this as another business. Because, and actually Julie’s a great example of this, so. I’m just going to highlight you, Julie.

You can create a podcast that has — there are variations on this, of course, but you can do a podcast that is you as the guru talking about your thing, whatever that is, and sharing your expertise with the world. Some of that I can’t imagine anybody wants to listen to. I can’t imagine, I mean as much as I love my CPA, I can’t imagine listening to him go drone on and on about the latest tax act versus the idea that I’m going to highlight others.

I’m going to highlight others, interview others and showcase them. And I’m comfortable with that. Right. I don’t have the ego need of having to, like, talk about myself. I can highlight others. And here’s the interesting thing about that. When you have that kind of philosophy, that philosophy of generosity in a podcast, what happens is I’ve got a friend of mine who used to be an anchor here in Atlanta, one of the big television stations.

And he said, John, he says, when I was anchor, he said people thought I knew a lot just because I had a mic. Right. And he said, I get all these invites all over the place to speak and to be an emcee and, you know, be the master of ceremonies for this dinner and that dinner. You know, that was a lot of fun and profitable.

And it’s interesting that when you highlight others, and you do that in an organized way, and that’s really what Julie does in her podcast, you create that tribe. Really, you’re the mic at the center of that tribe, and that tribe wants to help you. And that’s what always happens in that environment.

And that’s what I advocate for my clients that do a podcast is to do it that way and quit talking about yourself. And you will get something out of it. And I actually had a — I’ve got an attorney right now, and if you know anything about the business of law, it’s extremely hard to recruit attorneys if you’re trying to build a firm.

And this guy has figured out I love this idea is the way he’s recruiting is to go out and interview other attorneys. Now, if you know anything about attorneys, you know that they like to talk. So they always are happy to get that invitation, right.

And so he’s building relationships out there among attorneys and hiring some of them for his firm through a podcast. And now that is pretty — that’s the best recruiting story I’ve got for you today. That’s a pretty good one. So those are some ideas about generosity in sales and marketing.

Yeah. So I think we’re getting kind of down to the end here, aren’t we, Julie?

Julie Keyes: [00:47:56] Sure. Yeah. There were a couple of questions that had come in from some folks previously that I popped into the chat.

John Ray: [00:48:04] Okay.

Julie Keyes: [00:48:05] And so, and I don’t see that there are any other questions right now, but if anyone out there has a question for John, we have a few minutes, so please feel free to pop one in while he’s addressing what we have here.

John Ray: [00:48:20] Yeah. So my background in the military. So I can’t claim to have that. The only background I’ve got is a proud father of a young man that’s in the Air Force and walking the line in Germany right now. So.

Julie Keyes: [00:48:40] Oh, wow.

John Ray: [00:48:40] Yeah.

Julie Keyes: [00:48:41] My apologies. I thought it was you that was in the military. That’s your son?

John Ray: [00:48:43] Yeah, it’s my son. So he –.

Julie Keyes: [00:48:46] That’s great.

John Ray: [00:48:46] Yeah, he’s —

Julie Keyes: [00:48:48] Congratulations.

John Ray: [00:48:48] Yeah. Thank you. Well, he’s doing good work, and he’s a combat arms instructor in Germany. So that’s what he does. So employee program. So you mean the employee assistance programs?

Julie Keyes: [00:49:04] Yeah. You briefly mentioned that. And I’ve got a client that actually is using the Dave Ramsey program under — it’s an employee like finance mentoring or advice or whatever. I’m not exactly sure how it runs, but it’s meant to help the employees with managing their finances, saving money, understanding how money works, that kind of thing, which we think we’d all know.

But they don’t teach you that in school. And if you didn’t get it at home, then you need to go find it, right. And they have a lot of young employees that work in the field. And so they’re using that program right now to help them out as an employee benefit, but you mentioned other ones that I had not heard of before.

John Ray: [00:49:50] Yeah. So if you — and I’m not going to like mention any names, because it’s like I’m endorsing them and I don’t know what, necessarily who is the best and whatnot. But if you do a search on employee assistance programs, you’ll find a whole series of organizations that will do that. And they do that for both larger and smaller organizations.

So the way they kind of bundle up their services, they give the benefit of what they do to smaller organizations as well. So they will have — I think I mentioned therapists on call.

Julie Keyes: [00:50:37] Yes.

John Ray: [00:50:39] Financial counselors, legal advice. And this is just some — one of these real basic things that employees run into that they don’t really necessarily want to share with the boss, us, right, but they need help and you’re acknowledging that fact.

Julie Keyes: [00:50:58] Yes.

John Ray: [00:50:58] Right. So that’s what I’m referring to there.

Julie Keyes: [00:51:04] For sure. I actually was in another meeting before we started this today And there were two people that were in the group. It’s like a women entrepreneurial roundtable who were both specifically mental health specialists. So, one actually goes into companies and helps them create programs to foster mental health because the suicide rate is so high everywhere in the country, not just with lower-level employees or mid-level employees, but like executives, too.

And so that’s what they were both actually just talking about that. So thanks for bringing that up because that’s a huge topic. We have a question here from Tara. What are other specific examples for a generous leadership with your employees? That’s a good question.

John Ray: [00:51:50] Yeah. That’s a great question. You know, I think trusting in poise with where they see their development. Sometimes we’ve got — or maybe we don’t, maybe we don’t think about this enough. Is giving people a clear path as to where they can go in the organization.

Julie Keyes: [00:52:29] Right.

John Ray: [00:52:29] Right. And having conversations around that. And sometimes it’s also saying you know what, we’ve done all we can do for you here and you need to go someplace else. And I had that circumstance happen to me. If I can just share that. I had a lady in a company that I ran, smaller company, 15 employees. And she was the person at the front desk. And given what we did, there was no place for her to go. And she had been there, I don’t know, three years or something like that.

And I called her in. And I gave this some thought. I called her in, and I said I’m doing you a favor and I’m letting You go because you need to do something better for yourself than what you’re doing right now. And you’re going along in this role, but you’ve done all you can do and you’re not growing anymore.

Well, she is now at Emory University running some sort of prevention program that Emory has. It’s a big job. And she called me several years later and said, I want to have lunch with you. And I was a little trepidatious for this, right, because I’d essentially let her go, fired her, right, with love, but I had fired her.

And she said to me, she says that was the best thing that anybody’s ever done for me, the biggest gift. And so, if we’re just looking out for people’s own individual development in whatever direction that takes, it will come back to us.

Julie Keyes: [00:54:22] For sure. Well, maybe we could summarize really quick here because we got to wrap up. So some of the key takeaways that you talked about that I think all of us could spend more time pondering. One that you said was learning how to be a better listener. You said that you’ve got an event tomorrow. You also are working on a new book that you’re going to be publishing soon. So we’re going to definitely have that in as a link in our recording. So you’ll have to send me a link on how to go about ordering that book.

But you said listening. You said letting employees make mistakes. What else did you say, John? Assistance programs.

John Ray: [00:55:09] Yes.

Julie Keyes: [00:55:10] Let’s put in the chat here so that we have a good summary. Just like you said before, trusting the employees with understanding and knowing their own development or wanting what they really — like there’s a question that I have my clients ask a lot, and that is of their employees, where do you see yourself in the future within the company?

John Ray: [00:55:31] Right.

Julie Keyes: [00:55:32] They don’t always ask that question. And I think it’s important for them to ask that question.

John Ray: [00:55:37] Yeah.

Julie Keyes: [00:55:38] Because we might get surprised by the answer.

John Ray: [00:55:39] Well, and to be comfortable with the answer, right. So how do we react to the answer is sometimes just as important as the answer. Maybe more important.

Julie Keyes: [00:55:50] Well, great. Well, thank you, everyone, for joining us today. Thank you, John, for your generosity and for being a part of this program. We really appreciate it.

John Ray: [00:56:01] And that’s it. And I would like to thank again Julie Keys of Keye Strategies so much for inviting me to present to her group. If you’d like to know more about Julie, go to keyestrategies.com, K-E-Y-E-strategies.com. You can learn more about her and her work.

And I particularly endorse her Poised for Exit podcast. It’s a show for and by business owners about a range of issues in planning your business exit strategy. So check that out. It’s on your favorite podcast app. Again, Poised for Exit podcast.

And if you would like to know more about this series, go to pricevaluejourney.com. You can find the show archive series there. You can also find the series on your favorite podcast app. And I’d be honored if you’re not already subscriber to subscribe. Thank you in advance for that.

If you’d like to know more about my upcoming book that will be released later in 2023. You can also find out more information at pricevaluejourney.com. The name of the book is The Price and Value Journey, Raising Your Confidence, Your Value, and Your Prices Using the Generosity Mindset Method. If you’d like to connect with me directly, feel free to send me an email, John@JohnRay.co. Thank you for joining me.

 

About The Price and Value Journey

The title of this show describes the journey all professional services providers are on:  building a services practice by seeking to convince the world of the value we offer, helping clients achieve the outcomes they desire, and trying to do all that at pricing which reflects the value we deliver.

If you feel like you’re working too hard for too little money in your solo or small firm practice, this show is for you. Even if you’re reasonably happy with your practice, you’ll hear ways to improve both your bottom line as well as the mindset you bring to your business.

The show is produced by the North Fulton studio of Business RadioX® and can be found on all the major podcast apps. The complete show archive is here.

John Ray, Host of The Price and Value Journey

John Ray The Price and Value Journey
John Ray, Host of “The Price and Value Journey”

John Ray is the host of The Price and Value Journey.

John owns Ray Business Advisors, a business advisory practice. John’s services include advising solopreneur and small professional services firms on their pricing. John is passionate about the power of pricing for business owners, as changing pricing is the fastest way to change the profitability of a business. His clients are professionals who are selling their “grey matter,” such as attorneys, CPAs, accountants and bookkeepers, consultants, marketing professionals, and other professional services practitioners.

In his other business, John is a Studio Owner, Producer, and Show Host with Business RadioX®, and works with business owners who want to do their own podcast. As a veteran B2B services provider, John’s special sauce is coaching B2B professionals to use a podcast to build relationships in a non-salesy way which translates into revenue.

John is the host of North Fulton Business Radio, Minneapolis-St. Paul Business Radio, Alpharetta Tech Talk, and Business Leaders Radio. house shows which feature a wide range of business leaders and companies. John has hosted and/or produced over 2,000 podcast episodes.

Coming in 2023:  A New Book!

John’s working on a book that will be released in 2023:  The Price and Value Journey: Raise Your Confidence, Your Value, and Your Prices Using The Generosity Mindset. The book covers topics like value and adopting a mindset of value, pricing your services more effectively, proposals, and essential elements of growing your business. For more information or to sign up to receive updates on the book release, go to pricevaluejourney.com.

Connect with John Ray:

Website | LinkedIn | Twitter

Business RadioX®:  LinkedIn | Twitter | Facebook | Instagram

Tagged With: generosity, generous leadership, generous mindset, gratitude, John Ray, Leadership, listening, Price and Value Journey, pricing, professional services, professional services providers, reciprocity, solopreneurs, value, value pricing, vulnerability

Building an Insurance Brokerage Business from Scratch, with Steve Aleksandrowicz, Medicare and Other Red Tape

April 20, 2023 by John Ray

Steve Aleksandrowicz
North Fulton Studio
Building an Insurance Brokerage Business from Scratch, with Steve Aleksandrowicz, Medicare and Other Red Tape
Loading
00:00 /
RSS Feed
Share
Link
Embed

Download file

Insurance brokerage

Building an Insurance Brokerage Business from Scratch, with Steve Aleksandrowicz, Medicare and Other Red Tape

How do you build your independent insurance brokerage when you operate in a hugely competitive industry, dominated by major players, and you don’t control your pricing? That’s the focus of host John Ray’s interview with Steve Aleksandrowicz, Medicare insurance broker with Medicare and Other Red Tape.  Steve described the importance of relationship building, adaptations required during the pandemic, building trust with his target market, and much more.

The Price and Value Journey is presented by John Ray and produced by the North Fulton studio of Business RadioX®.

Note from Host John Ray:

The genesis of this interview began with a conversation I had with Steve about his business. He told me it was going quite well, and he offered an anecdote to explain. A prospect called him and said that “such and such told me you were the person I needed to call about Medicare insurance.”

“John,” Steve told me, “I didn’t know the prospect and I didn’t even know who ‘such and such’ was.”

That statement immediately grabbed me. What it revealed was a professional who, by building such an exceptional reputation grounded in trust, has built an extraordinarily successful practice despite operating in a hugely competitive industry, dominated by major players.

He has no website of his own and he’s not even on LinkedIn. (The marketers are now gasping.)

Finally, he has no control whatsoever over his pricing; it’s predetermined and fixed. (Now I’m gasping, too!)

I needed to hear more, and I thought listeners of The Price and Value Journey would benefit from hearing the story of Steve’s journey as well.

Steve described how he started from scratch twelve years ago, the importance of relationship building, adaptations required during the pandemic, building trust with his target market, and much more.

His story is one all of us can draw inspiration and ideas from.

Steve Aleksandrowicz, Insurance Broker, Medicare and Other Red Tape

Steve Aleksandrowicz, Insurance Broker, Medicare and Other Red Tape, LLC

Steve Aleksandrowicz is an insurance broker for the Bonnie Dobbs Agency. They specialize in Medicare health insurance products. Steve is celebrating his twelfth year in the business.

He resides in Cumming Georgia with his wife Julie, son Stephen, and daughter Heather.

Website | Email Steve

 

 

TRANSCRIPT

John Ray: [00:00:00] And hello, everyone. I’m John Ray on the Price and Value Journey. I’m joined today by Steve Aleksandrowicz. Steve is an insurance broker with Medicare and Other Red Tape. This show is going to be a little different today because it’s not really the kind of guest maybe you would expect on this series that we’re doing here.

But here’s the origins of why I thought Steve would be a great guest. I was sitting next to him one time and he was telling me he’d received a call from someone who said, hey, so-and-so told me to call you, that you were the Medicare expert. And he said, John, I didn’t even know who so-and-so was, much less the guy that was calling.

And so it immediately occurred to me when he said that that here’s someone that’s built a brand around his business, his expertise of Medicare, which is an extraordinarily hard thing to do given the kind of competition that exists in that business. So I thought it would be great.

And, you know, Steve and I talked a little bit more about his practice and how he built it, and I thought it would be great to share some of those thoughts and conversation with you. So I turned to Steve Aleksandrowicz, AKA, also known to his clients and those that know him as the Medicare man. Steve, welcome.

Steve Aleksandrowicz: [00:01:37] Good morning, John. Welcome and thank you for welcoming me here today. It’s privilege.

John Ray: [00:01:41] Yeah. Thank you so much. And thank you for letting us kind of look under the hood of how you’ve built your practice over the years. Let’s give a better introduction than I did to what you do for folks. Medicare and Other Red Tape is the name of your company. Say more.

Steve Aleksandrowicz: [00:01:59] So, John, Medicare and Other Red Tape is actually part of a greater entity than I. I’m part of Bonnie Dobbs Agency. She branded it, Medicare and Other Red Tape because Medicare has a lot of red tape. And I’m one of her 14 agents, been her number one agent for three years running. And I proudly serve under her because of all the great things that we do in our industry.

John Ray: [00:02:34] Got it. So talk about your journey and what led you to the Medicare field?

Steve Aleksandrowicz: [00:02:44] Well, by accident, John. Starting in a life insurance job back over a decade ago, I was having a really good time doing it. It was actually a fraternal order. It was kind of unique, captive audience and so forth. But I was serving my brother knights and their families, and I really felt strongly about what I did in taking care of families, but it wasn’t going to pay the bills.

So I decided to regroup and just happened to be talking to a relative who was selling Medicare health insurance and the new Medicare Advantage products were just come about on the market. That was the new hot thing. And I was like, well, how about me? But I really didn’t like Medicare. Very complex. They don’t pay big commission, so it’s not a big moneymaker. No gold. No gold. So but I said, you know what, I’m going to take my experience. I’m not going to throw it away from life insurance. I’m going to journey on in and give it give a try over to Medicare.

And what I found was, I found I had the passion that was always there to help people. And being our seniors are more vulnerable population, they seem to be preyed upon. You know, when it comes to Medicare, these marketers are out there. They’ve got their information. They’re constantly mailing out material. Sometimes they’re getting — people were getting unsolicited phone calls, emails, even knocks on the door from somebody, hey, I heard you just turned 65. Welcome to Medicare. Can I sell you a product? So I feel very passionate that I’m trying to be the good guy. And that’s what I do.

John Ray: [00:04:42] That’s tremendous. So you had a — and for those that don’t completely get how this works, maybe they haven’t gotten to that age or stage or what have you. Your commission is inside the premium that someone pays so they don’t pay extra if they go direct to a government website. They’ll pay the same premium as they would if you help them get that same coverage, correct?

Steve Aleksandrowicz: [00:05:22] Correct. The government body centers on Medicare, Medicaid, CMS. They regulate how much commission is paid out on a particular Medicare product. And whether an individual buys it online, direct to the carrier, or through a person like myself, they’re going to pay the same amount of money, but they can get a whole lot more for their money if they’re utilizing a local guy that brings a lot of knowledge and experience to the table because that is the added value service I bring to the table for my clients each and every day.

John Ray: [00:06:01] Got it. And so you — therefore, and this is another reason why folks may be surprised I would have you on the show, is that you don’t control your pricing. I mean, the pricing is what it is. You don’t have any control over it. You’re not able to raise it or even lower it or whatever but it is what it is. And you have no influence over that at all?

Steve Aleksandrowicz: [00:06:23] That is correct, yeah.

John Ray: [00:06:24] So you’re really in a situation where you’re in a highly competitive industry, no ability to control your price, in an industry where there’s a lot of not just a lot bigger companies, a lot of competition, but a lot of shady characters that are out there really hoodwinking people in a lot of ways, or at least misleading them.

So the question is like, how do you build a brand of trust in that kind of environment, right? And so did you see your industry that way when you got into it that that’s really what you were up against?

Steve Aleksandrowicz: [00:07:09] No, not at all. I thought that the insurance brokers were held to a higher level. We were like the upper echelon, and I found out differently.

John Ray: [00:07:20] Right, right. That not everybody plays by the rules.

Steve Aleksandrowicz: [00:07:24] That’s correct.

John Ray: [00:07:25] Okay. so what was the — So as you went along, you really figured out that you had to work a lot harder on engendering trust among your potential clients than you thought might be the case otherwise, right? I mean, because really, what I would — this is a question. I would think when you got into it, you’re thinking, well, people have to get Medicare at some point, right? And generally, when they turn 65 and or take Social Security, whenever that is, and so that’s a natural client for me. Right. And as it turns out, that’s not always the case because of the circumstances out there in the industry, right?

Steve Aleksandrowicz: [00:08:11] Well, over 10,000 people a day in the United States turn Medicare eligible. And I want to be one of those people to serve those folks. And there’s a lot of us out there. And then there’s a lot of big marketing companies and brokerages and so forth. And then the insurance carriers themselves, they have in-house telesales. People could call in. People can go in on the web.

So Medicare beneficiaries have a lot of access. It’s just going through the sea of finding what’s going to work for them as far as figuring all this out. And on a local level, I’m bringing the solutions to the table and trying to make it easy for my clients and really trying to share all and then some that they need to know so that their journey going forward, they’re going to have proper coverage. And they’re also going to know they have a guide they can trust and know when they have a question or have a concern, they got somebody to lean on, not just an 800 number.

John Ray: [00:09:21] So, Steve, as you figured out the industry, you learned the reality of this industry. And you figured out, hey, I’m going to have to work harder to develop that trust among people because people are jaded. What did you do?

Steve Aleksandrowicz: [00:09:38] Well, you work harder and you work smarter. And first off, surround yourself with good people. Stay compliant. Stick to the rules. And don’t worry about what the other guy is doing right or wrong, but focus on taking care of each and every one of the people you serve. If you do them right and you take care of them right, then what’s going to happen is you’re going to have free advertising.

And it doesn’t happen overnight. You have to build it. You have to work it. But if you continue to work it and do really what should be done right to begin with, you’re going to naturally grow your business.

John Ray: [00:10:24] Okay. That said, you have — you’re part of a bigger agency. It’s not just you. You’re part of a bigger agency. You are not — we talked about this before we came on. You don’t have a big social media presence. You don’t have your own website. And with all the SEO bells and whistles, you don’t have billboards. You don’t have, you know, all the things that other people spend a lot of money on. You have built your practice basically one at a time.

Steve Aleksandrowicz: [00:11:07] Exactly.

John Ray: [00:11:08] So talk about how that happened and how you — number one. And number two is how you were able to maintain the patience to do that.

Steve Aleksandrowicz: [00:11:18] Yeah. Patience for sure. One person at a time, because it requires a lot of patience when you’re working with seniors. You have to have that compassion. But building the business, which doesn’t happen overnight, I’ve actually been in the recruiting end of people looking to do what I do. And they all think it’s easy because they just look at Steve and say, Oh, hey, he has a large clientele. Must be easy to do. He can do it, I can do it.

Well, yes, if I can do it, you can do it, but you have to you have to put in your time. And that starts with going out and marketing yourself. Since we’re limited in the industry and we really can’t, we could, it just wouldn’t be cost effective to advertise in the newspaper or run billboards or mass mailers. And by the way, they do sell mailing lists for people turning 65. And I tried that a couple of times and I found out that there were 1000 people that were buying the same list I was buying. So that was pretty much as good as toilet paper.

John Ray: [00:12:31] Sure.

Steve Aleksandrowicz: [00:12:32] So at the end of the day, I had to work on me, and I had to work around the people around me. So whether it was networking at the Greater North Fulton Chamber Pro Alliance or going to, you know, talking to people at church, at social events, family members, friends, neighbors, you know, when you’re having a conversation, you better have the word of what you do.

In my case, I sell Medicare health insurance products. And if it’s a subliminal message, but I put that in everybody’s head and let them know. I also let them know about how passionate I am about it. I think if you can bring the power of the message that you’re passionate about taking care of people, then the rest of it will happen naturally, but you’ve got to give it time to build and you’ve got to utilize your resources. And that’s really all the people around you, any which way you can. So you can’t go just down, somebody’s walking down the street and tackle them and say, hey, you know what? I do?

John Ray: [00:13:39] But oh, come on, that doesn’t work?

Steve Aleksandrowicz: [00:13:43] Oh, it’s actually prohibited by law. And again –.

John Ray: [00:13:46] Really? Okay.

Steve Aleksandrowicz: [00:13:47] Yeah. Although you wouldn’t know it sometimes.

John Ray: [00:13:49] All right.

Steve Aleksandrowicz: [00:13:50] So I always — I feel if you stay on the right side of the rules that were set forth, you’re not going to have a problem.

John Ray: [00:14:00] Yeah. Well, but let’s set the context here. So you started in 2011. You started with how many clients?

Steve Aleksandrowicz: [00:14:13] Twelve.

John Ray: [00:14:14] You have how many clients today?

Steve Aleksandrowicz: [00:14:16] Approximately 500.

John Ray: [00:14:18] So that’s over. Congratulations on that success, by the way. So we’re about 12 years into it, right? And you’ve gone from 12 clients to over 500. So I’m sure that was not a straight line, though, that it took a lot of time and shoe leather and relationship building in the early years to get some momentum going in your practice, right?

Steve Aleksandrowicz: [00:14:48] Oh, absolutely.

John Ray: [00:14:49] Yeah, talk about that.

Steve Aleksandrowicz: [00:14:50] So, yeah, it’s an investment of time. You know, I always tell new agents coming on, you know, you’re in a business that doesn’t take a lot of working capital. You’re not a brick and mortar. You’re not financing $2 million. But what you have to do is you have to go out there and utilize your time and effectively reach out to people, let them know what you’re doing.

And like my situation, what we do at the Bonnie Dobbs Medicare and Other Red Tape organizations, we get involved in the community. So Bonnie is a proud sponsor of North Fulton Senior Services, and we’ll go around to do Medicare presentations at their various locations. We get involved in the community and it might be a church, might be the Pearl Alliance or Greater North Fulton. Wherever it may be, we like to go out and teach Medicare.

And if you can show that you have knowledge about what you do, then people will gravitate to you because, oh, obviously, if they can teach it, they must know a thing or two. And of course, we have to be careful when we are out doing Medicare presentations, we have to be compliant. There are certain rules in place. There’s no advertising. There’s no brand recognition other than Medicare and Other Red Tape and Steve Aleksandrowicz. That’s the brand I’m pushing.

John Ray: [00:16:17] Right. Gotcha. And one of the things that we’ve talked about in another context is, unlike what people may think, there’s a real local aspect to Medicare, right? Explain that.

Steve Aleksandrowicz: [00:16:32] So, you know, great question, because Medicare is a federal government program, but its insurance offerings are unique, not just state to state, but from county to county. And it has a lot of variations. And when people are Medicare eligible, they’re talking to their friends and their relatives. And one person will say how great their plan is and they call me up and say, hey, I want to be on what they’re on. I say, it’s not available in your area. You know, what’s your zip code? Yeah, but you know what, here is what’s available and is probably just as good, in some cases better.

But it’s all about doing the research for each and every one of these people and finding out what option is going to be best for them. And it’s doing your homework, doing your research, knowing your products and knowing Medicare rules and regulations. There’s so much to Medicare. That’s why we call the business Medicare and Other Red Tape, because there is an awful lot of red tape involved and you have to know what you’re doing and what you’re talking about.

John Ray: [00:17:40] Yeah. Yeah. So, Steve, you — I mean I led this episode off with relating that story of hearing you say, you know, I got a call from someone who said so-and-so said to call you and you didn’t even know who so-and-so was, the original person who was referring that individual. That says something about the brand that you have established in your market. So talk about what has gone into that. And why do you think that person, and the people that make those calls, why do they make those calls? What it is that that they know about Steve that makes them want to make that call?

Steve Aleksandrowicz: [00:18:34] John, first off, when you get a call from somebody you don’t know and the person they referred to you or referred me, I don’t know, I call that priceless. You can’t put a price on that. That’s just huge. And it doesn’t happen, obviously, just overnight. You have to build on that.

And that’s why you have to do your homework and work with your clients and everybody around you. Let them know what you do. Let them know you are passionate about taking care of them and doing it right. Let them know that you’re the guy in town locally that’s going to be there for them. And I think when you emphasize on that, you’re putting out a message and you’re letting people know that you’re really serious about what you do and that’s taking care of people. And they’ll relay that message to others who are seeking.

Because when you have 10,000 plus people a day turning Medicare eligible, there are a lot of fish in the sea. And they’re they’re lost. They’re lost. They’re not in the school. They’re lost. Nemo is out there trying to, you know, go home. And my job is to find Nemo, bring him in and give them first off.

There’s such a huge anxiety level when these people are new to Medicare because it’s a completely new way to receive their health insurance. They have been told, you know, their employer said, here’s your choice for next year or here’s the only option for next year, and this is how much it’s going to cost. And this is the plan you have. All of a sudden now you’re turning Medicare eligible.

Many people, they’re forced to have to go to Medicare. What do they do and what options are they going to get? How do they do it? And Steve’s job is to, you know, bring that all to the table, educate them and find the solutions to their situation. And, you know, when you can get people to refer your name, you know you’re doing something right. So I feel I’ve been doing it right by trying to go ahead and just, you know, work in the streets and working with my clients and working with my contacts and building a rapport.

It’s kind of a formula that takes time to develop. But once you find that people are paying attention, you make sure you work hard to, number one, take care of the people that have been referring. You give them a big thanks, number one.

And number two, turn around and make sure you take good care of the person that they sent, because that referral shines not just on me, but on my referral source. That person, I need to make them look good. I always take great value out of a referral as somebody has sent me somebody and they put a great deal of trust in me. And I never take that lightly. So it’s all about just doing a good job every day.

John Ray: [00:21:52] Yeah. We were again talking offline and you talked about developing, I guess the mousetrap. You call it the mousetrap.

Steve Aleksandrowicz: [00:22:05] Yeah.

John Ray: [00:22:05] Yeah. So, I mean, dig a little deeper on what that mousetrap looks like.

Steve Aleksandrowicz: [00:22:11] So, you know, I had to find out how my mousetrap was going to be built because I was like, okay, here I am. I have all the knowledge about Medicare and I have the array of products to sell. Now, what do I do? I got to find people. And you can’t just tackle them off on the street. So you have to work it.

And, you know, everybody has their place. Our agency, for instance, we not only do a lot of educational events, which there is no cost for, but that’s one of them. People just, you know, learning about Medicare and learning that you’re a credible source. But, you know, we might have a table at an event. There’s a lot of health events, health expos. Matter of fact, I’m going to be, April 20th, I’ll be in Forsyth County at the Lanier Tech. They’ll have over 100 vendors. I’ll be one of them.

And when I’m at that networking event, I always have a partner at the table because it’s not just standing and manning the table and greeting people going by. That’s all good. But you also have to walk the room, go talk to the other vendors, go meet the other people out there, because a lot of those can be your referral sources or maybe somebody they know will be your referral source.

You always have to remember when you’re in the world of building a business and networking, it’s not the immediate person that you’re talking to. It’s probably going to be somebody they know. So you have to look at the fact that, okay, okay, if I’m looking for people 65 and older, why would I talk to a 45-year-old? Because that 45-year-old might have a parent and they might have a relative, a friend, a neighbor who is. And if they know about me, that’s how it all works. It’s kind of like spreading the word.

John Ray: [00:24:14] Right. Right. So, Steve, you mentioned too, again we were talking about this offline. You mentioned that as you develop this mousetrap, which it sounds like involves you’re talking to a lot of people every day. You said you doubled down when COVID came. The pandemic changed how you’re able to do what you do. So talk about what you doubled down on.

Steve Aleksandrowicz: [00:24:42] Yeah, great question, because I thought the world was going to end. I had a lot riding on me because at the time of the pandemic, I went from part time to full time just 18 months prior. And now how am I going to be reaching out to people when there’s all these restrictions? So I had to kind of rethink the mousetrap and figure out what needed to be done.

Well, Zoom was a big thing coming on board. And immediately anybody that was doing a network event via Zoom, I was there. Also, working with my clients 90 percent. Prior to COVID, 90 percent of my client meetings were one-on-one in person. And now, that completely flipped around to 90 percent had to be done virtual on the phone, over Zoom. And I was even teaching some of my clients, you know, technology.

And so you had to have some patience and compassion for these people because they were thrown into it, too, and they didn’t have any choices.

John Ray: [00:26:02] Absolutely.

Steve Aleksandrowicz: [00:26:02] But we made it work. And it just — so I had to get tech savvy and, you know, an old dog learning new tricks while I had to do it. And so what happened post-COVID is a lot of that technology that I learned with Zoom and all these different ways of working with technology kept going. And so now in our new post-COVID world, now I’m kind of about probably 70 percent virtual and 30 percent one-on-one.

What I have to say is if you can work with your clients via Zoom, not just for convenience, but in fact, I’m licensed in four states. I’m not down in Florida every week, but I am any day of the week, they want to talk to me on Zoom. And I’m in Alabama. I’m in South Carolina. As well as the state of Georgia.

And all of that that I learned during COVID and kind of reconstructing the mouse trap worked. It paid off. And those are challenges that we get, all of us in business, get thrown at situations because, you know, if there’s an ice storm and you got a brick and mortar, you’re not going to have clients coming in. How are you going to reach out and serve those people? That’s kind of the analogy I look at. You know, how do you put out a fire? So I try to play fire man as the best way I could, and I utilized every tool I can learn about.

John Ray: [00:27:41] All right. Yeah. And it strikes me that the senior population, I’m making a broad generalization and broad generalizations are dangerous. I understand that. But the senior population has traditionally been a pretty trusting generation, right?

Steve Aleksandrowicz: [00:28:05] Very much so.

John Ray: [00:28:05] Yeah. And also, a very loyal generation. So once most seniors figure out the provider, they work with, whether it’s Medicare or anything else, they’re pretty loyal. Right. And so talk about how you’ve kind of leaned into that, those characteristics to build your business.

Steve Aleksandrowicz: [00:28:34] John, first off, when I meet with a client, it’s not a quick 45 minutes. I’m going to go ahead and go over a plan, take an application, be done, drive away or zoom away. I take time out to learn about my clients, develop a relationship and a rapport. I have a great capability of memorizing a lot of my clients and right down to the names of their dogs and cats. But you know what? If you don’t have that ability, get a notepad, write it down, put together an Excel sheet, put a little note place there.

I can’t tell you how much value that brings to the conversation. I’ve had people call me up two years after I’ve last spoken with them and asked them about whatever, maybe their cat, their dog, their grandchild that was living with them. And I’ll tell you what, you can see them smile on the other end of the phone.

It’s really huge. But it’s getting to know your clients and being a little human. Take the salesperson away, set your salesperson aside for a few minutes. Sit down. Just have a nice conversation. You don’t have to spend an hour talking to people about things outside the scope of business, but just take 5 or 10 minutes out and become human.

John Ray: [00:30:05] Great advice from Steve Aleksandrowicz, Medicare and Other Red tape. He’s an insurance broker at that firm, also known as the Bonnie Dobbs Agency. So, Steve, this has been great. And you’ve, I think, given a lot of advice that’s helpful to all professional services providers.

But let’s kind of tie a bow on it here and and talk about two things. One is how your business — you see your business continuing to grow and how you will maintain that personal touch as you grow, because 500 clients, that’s a lot to work with. So talk about how you intend to keep that personal touch as you grow.

Steve Aleksandrowicz: [00:30:59] So that is definitely a challenge as you’re growing. So you don’t want to lose. You don’t want to lose the relationship with your clients. And you just got to turn around and look at tools, for instance, because the type of business I have, my limitations, things like maybe send out cards is a good opportunity. You could send out a card for somebody’s birthday, anniversary, or whatever it may be. Sometimes a phone call, even for five minutes or just, you know, an email, even.

We have so many different ways that we can utilize technology and other businesses that do kind of off sales marketing, like send out cards, for instance. I think that’s a great option for a lot of people. But you have to, as you grow, you have to have resources like right down to an Excel spreadsheet that you can look back and see who your clients, where they are, and anything you wrote down, any notes you made about them.

And try and make a daily or a weekly habit to take ten minutes out a day or half an hour or an hour a week and just reach out. Just reach out because you always want to grow. If you want to move forward, and you want to grow, you also have to look back and make sure you’re reaching out to the people that have helped build you on your path to success.

John Ray: [00:32:41] Yeah, great advice. Great advice. So any other pieces of wisdom as we wrap up here that you can offer our listeners?

Steve Aleksandrowicz: [00:32:52] Well, I just always tell people that in business and trying to grow, don’t give yourself, you know, expectations that you can’t fulfill because business has its ups and downs and roller coaster rides. And part of success is sometimes failure. And I’ve never had a failure, but I’ve had some down times and you just got turned around, regroup, reevaluate for those down times and figure out how you’re going to make it better.

And COVID was one of those. I had to figure out how I was going to work those obstacles. So you’ve just got to have a positive in mind and think about how you can take on those situations, because regardless, they’re going to happen. So you’ve just got to figure out how to keep the mousetrap going.

John Ray: [00:33:47] Yeah. Great words from Steve Aleksandrowicz, Medicare and Other Red Tape. He’s an insurance broker there. Steve, this has been great. And I would love if you could share your contact information for those that would like to be in touch with you and learn more about how you do what you do and maybe they’re interested in Medicare somewhere along the way. Let’s tell them how they can find you.

Steve Aleksandrowicz: [00:34:17] Absolutely, John. So I can be reached by telephone or text. My direct line is 404-642-5188. And then if somebody wishes to email me, they can go to Steve, S-T-E-V-E-A-Zinsurance@gmail.com. And I made the email Steve AZ because Aleksandrowicz is a lot of letters to fill in. So my last name starts with A, ends with Z. So Steveazinsurance@gmail.com. Feel free to reach out to me anytime. I love to talk and work and help people pay it forward.

John Ray: [00:35:01] That’s terrific. Steve Aleksandrowicz, thank you so much for stopping by and letting us peer under the hood of your practice. We appreciate you.

Steve Aleksandrowicz: [00:35:10] Thank you, John.

John Ray: [00:35:12] Hey, just a reminder of folks as we close, go to pricevaluejourney.com to find a link to the show archive of this series. You can also, of course, find it on your favorite podcast app. Just search the term Price Value Journey and you’ll find the show. We’d be honored if you’d subscribe if you’re not already a subscriber.

When you go to pricevaluejourney.com, you can also sign up to receive updates on my book that’s coming out later this year called The Price and Value Journey Raising Your Confidence, Your Value and Your Prices Using the Generosity Mindset Method. If you want more information on that, would like to get updates, you can sign up there and we promise you we won’t spam you or sell your email address to anyone else. So there’s that.

If you’d like to contact me directly, please feel free. John@johnray.co is my email address. I’d love to hear from you. Thank you so much again to Steve Aleksandrowicz for joining us and thank you listeners for stopping by on the Price and Value Journey.

 

 

About The Price and Value Journey

The title of this show describes the journey all professional services providers are on:  building a services practice by seeking to convince the world of the value we offer, helping clients achieve the outcomes they desire, and trying to do all that at pricing which reflects the value we deliver.

If you feel like you’re working too hard for too little money in your solo or small firm practice, this show is for you. Even if you’re reasonably happy with your practice, you’ll hear ways to improve both your bottom line as well as the mindset you bring to your business.

The show is produced by the North Fulton studio of Business RadioX® and can be found on all the major podcast apps. The complete show archive is here.

John Ray, Host of The Price and Value Journey

John Ray The Price and Value Journey
John Ray, Host of “The Price and Value Journey”

John Ray is the host of The Price and Value Journey.

John owns Ray Business Advisors, a business advisory practice. John’s services include advising solopreneur and small professional services firms on their pricing. John is passionate about the power of pricing for business owners, as changing pricing is the fastest way to change the profitability of a business. His clients are professionals who are selling their “grey matter,” such as attorneys, CPAs, accountants and bookkeepers, consultants, marketing professionals, and other professional services practitioners.

In his other business, John is a Studio Owner, Producer, and Show Host with Business RadioX®, and works with business owners who want to do their own podcast. As a veteran B2B services provider, John’s special sauce is coaching B2B professionals to use a podcast to build relationships in a non-salesy way which translate into revenue.

John is the host of North Fulton Business Radio, Minneapolis-St. Paul Business Radio, Alpharetta Tech Talk, and Business Leaders Radio. house shows which feature a wide range of business leaders and companies. John has hosted and/or produced over 1,700 podcast episodes.

Coming in 2023:  A New Book!

John’s working on a book that will be released in 2023:  The Price and Value Journey: Raise Your Confidence, Your Value, and Your Prices Using The Generosity Mindset. The book covers topics like value and adopting a mindset of value, pricing your services more effectively, proposals, and essential elements of growing your business. For more information or to sign up to receive updates on the book release, go to pricevaluejourney.com.

Connect with John Ray:

Website | LinkedIn | Twitter

Business RadioX®:  LinkedIn | Twitter | Facebook | Instagram

Tagged With: building trust, Insurance brokerage business, John Ray, Medicare and Other Red Tape, Price and Value Journey, pricing, professional services, professional services providers, solopreneurs, Steve Aleksandrowicz, trust, value, value pricing

The Costs of Not Listening: An Interview with Christine Miles, EQuipt

April 12, 2023 by John Ray

Christine Miles
North Fulton Studio
The Costs of Not Listening: An Interview with Christine Miles, EQuipt
Loading
00:00 /
RSS Feed
Share
Link
Embed

Download file

Christine Miles

The Costs of Not Listening: An Interview with Christine Miles, EQuipt

Christine Miles, author of What Is It Costing You Not to Listen?  joined host John Ray to discuss the art and skill of listening. Christine described why she’s so passionate about listening, why listening must be learned, why professional services providers don’t actually listen, and the role of curiosity. Christine and John also discussed the six most powerful questions that get results, the steps on what she calls The Listening Path™, how to effectively use silence, and much more.

The Price and Value Journey is presented by John Ray and produced by the North Fulton studio of Business RadioX®.

EQuipt

EQuipt is a training and consulting company that helps organizations grow sales, develop people, and create cultures of understanding. The Listening Path™ is a transformational system on listening to understand, that has been taught at various Fortune 100 corporations, universities, law firms, and privately-held companies nationwide.

The Listening Path™ will help you Strengthen customer relationships, Increase in-person and virtual communication effectiveness, Reduce costs, Gain trust, Increase collaboration, Fuel productivity, Optimize client solutions, Develop a culture of empathy, Promote psychological safety, Shorten sales cycles, and Improve prospecting and sales efforts.

Website |LinkedIn | Facebook | Instagram | Twitter

Christine Miles, Founder and CEO, EQuipt

Christine Miles, Founder and CEO, EQuipt

Christine Miles is an author, professional keynote speaker, consultant, executive coach, thought leader, and entrepreneur. She is the Founder and CEO of EQuipt, a training and consulting company that helps leadership teams grow sales, develop people, and create cultures of understanding. She developed The Listening Path™, a transformational workshop on listening to understand, which has been taught at various Fortune 100 corporations, universities, law firms, and privately held companies.

She is the author of What Is It Costing You Not to Listen?

What Is It Costing You Not to Listen? will encourage you to examine how you are listening. You’ll discover that not only are many of the problems in your life due to not listening effectively, but listening helps to solve most problems. Christine Miles is a longtime expert in educating individuals and organizations on how to listen in ways that transform how they lead, sell, influence, and succeed in every aspect of life. Following the steps of her breakthrough Listening Path™ will provide you with a critical key to your success – understanding.

Through Christine’s game-changing approach to listening, you will learn to:

• Hear what is said and not said
• Identify your listening persona and realize when it is unhelpful
• Soothe your subconscious so you can listen differently
• Listen with intent to gather others’ stories
• Replace interfering direct questions with just six questions
• Mini-reflect to speed up the listening process without getting lost
• Affirm to create alignment, break down walls, and solve problems

In business, listening is good for the bottom line. It creates trust between coworkers so they can solve problems better, get things done, manage conflict, stay engaged, and empower one another. In personal relationships, listening is an act of love that communicates to people they are important to you.

LinkedIn

TRANSCRIPT

John Ray: [00:00:00] And hello again, I’m John Ray on the Price and Value Journey. And I’m delighted to welcome Christine Miles. Christine is an expert on the thing that us, professional services providers, probably have the biggest problem with, it’s listening.

John Ray: [00:00:20] Christine is an author. She’s a professional keynote speaker, consultant, executive coach, thought leader, entrepreneur. She’s done it all. She’s the founder and CEO of EQuipt. And through her company, she helps leadership teams, individuals – we’ll get into her precise work – gross sales, develop their people, all through helping improve their listening skills.

John Ray: [00:00:49] And, Christine, you’re already amazing. I’m just putting that out there because I’ve already, you know, gotten familiar with your work, which is why I wanted you to be on the Price and Value Journey. So, thank you for joining us.

Christine Miles: [00:01:04] Well, it’s my absolute pleasure. I’ll try to meet those very kind words.

John Ray: [00:01:10] Well, for way of introduction, what did I miss that people need to know about you and your work?

Christine Miles: [00:01:19] Yes. So, the work we do, the foundation of the house is really how to listen in – what we call – a transformational way. So, really listen to understand and to discover the meaning of the message, the insight in the conversation. And that is the foundation of the house. There’s a lot of aspects of communication we touch.

Christine Miles: [00:01:40] Listening really teaches you more than you think. It tells you a lot about how to tell versus how to understand. And it also builds what we call your emotional skills. So, when you learn to listen in a different way, you learn to listen to yourself, you learn to listen to others. And that’s the foundation of emotional intelligence, which is, you know, self-awareness and other awareness. And we know that that’s really what makes great companies great. That’s what makes good people really great at what they do or that is that EQ difference.

Christine Miles: [00:02:12] I always say, we’re throwing a ball and you’re chasing it to get in shape rather than just telling you to go for a run. So, there’s a lot of things that it elevates when you learn to listen differently.

John Ray: [00:02:23] One of the things that I find interesting about this topic, and every time I post about it like on LinkedIn or wherever, I get all these comments about, “Yeah. You’re so right, John. And, yeah, we’ve got to listen and so forth.” And we all agree that we’ve got to listen better. And then, here comes the person that’s got the cliche about two ears and one mouth and blah, blah, blah. So, talk about why. I mean, to me, this is lip service in a way, right?

Christine Miles: [00:02:57] It’s frustrating to me as well. But I try to remind myself it’s nobody’s fault and here’s why. Because we’re told to listen from a young age and we are very rarely taught. So, we do equate hearing with listening rather than listening, as you said in your intro, is a skill. It is in fact a skill. So, it’s not like walking where you just have your legs and then, without any problems, you learn to walk. You don’t learn to listen just because you have two ears. It is something that needs to be developed.

Christine Miles: [00:03:31] And so, the problem is nobody knows how really. The majority of us don’t know how. We don’t know what good looks like. We don’t know how to do it. Because we’ve been winging it and we think we’re better than we are sometimes. Or if we’re not as good as we think we should be, we don’t really know how to fix it.

John Ray: [00:03:48] Yeah. No, that makes sense. And it seems to me – and you’re the expert, so this is a question – we’re taught to have the answers, right? The kid in class, it’s like, “Oh. I’ve got the answer,” you know, with their hands raised. So, we’re taught to project, we’re taught to speak up, we’re castigated for not speaking up. And we’re never really taught listening.

Christine Miles: [00:04:21] And then, take that into business life, what do we tell employees? “Don’t come to their manager with problems. Come to them with solutions.” And I say, “No. Come to me with the root cause of the problem so that we can figure out the best solution.” But we’re expecting people to just have the right answers. And then, we’re solving a lot of problems that aren’t really the problem and wasting a lot of time and resources. And it does start very young.

Christine Miles: [00:04:47] It’s funny, we were at a school a few weeks ago piloting something, and I asked the teachers do they teach listening. And this is a private school in the Philadelphia area. They’re very well known and recognized. And the teachers try to teach it. And they said what happens is the kids, when the teacher asks a question, everybody raises their hand. And let’s just say little Johnny is the one that’s answering, all the other kids their hands are still up. And they go, “No, put your hands down while Johnny’s talking.” And I’m thinking, This is just 40 years later in a meeting where everybody wants to just talk, just waiting their turn.

Christine Miles: [00:05:22] So, while it’s the right idea, again, it’s behaviorally-based rather than brain-based. Because listening is really happening or not happening in our brains. And the brain is the greatest enemy of listening. So, unless we learn how to manage our subconscious brain that is in overdrive and telling us to do everything but listen, we’re just white knuckling our way through it. We’re waiting our turn, but we’re not really certain how to change it. And that leads us to wanting to provide answers to solve problems, because that’s what we’re trained to do. And then, it interferes with the most important part, which is let me understand before I try to solve.

John Ray: [00:06:03] I want to dig into that a little more, but before we do, I don’t want to get too far away from your work without asking you why you’re so passionate about this particular topic. You know, I’ve heard some of this story before, but I think it’s important for our listeners to hear it in full.

Christine Miles: [00:06:24] Well, I appreciate that. So, we all have a reason why we do what we do. We don’t always know what that reason is. My reason came to me pretty early in life because I learned to listen differently. I can remember as early as five when I had moments of, like, paying attention to things that were different. A big part of that was my mother. She had mental health issues that she came by very honestly. She had lost her mother from childbirth. Her mother died from childbirth. So, she was set up for a lot of pain.

Christine Miles: [00:06:58] And what I saw was a woman who was very warm and loving and charismatic. She lit up the room. But underneath the surface was this real dark pain that most people didn’t see. So, I learned to see that what’s happening on the surface isn’t happening below the surface. And that was part of my role in the family, is to understand that, attend to that. I mean, while there was burden in that, trust me, the therapist and I still talk about it. There was also a great gift, which was I learned to listen differently and understand things that most people didn’t understand at a very young age.

Christine Miles: [00:07:33] And that was obvious to me. It became more and more obvious over the years, but as early as high school. And anything I was succeeding in, it wasn’t because of my natural talents and abilities, whether that was on the athletic field or academically or anything I did in my career, it was because, fundamentally, I was able to listen in a different and more compelling way.

Christine Miles: [00:07:54] And then, as I studied psychology and I went into my career, I also saw that not listening was why families were failing, relationships were failing, businesses were failing, teams were failing, projects were failing. The very thing that made me succeed is often the threat to why things weren’t working.

Christine Miles: [00:08:12] And so, what I’ve done over the course of my career is try to help others learn to understand, and listen, and solve problems through understanding versus throwing resources at it or throwing more telling at it. And that’s evolved to really creating a common language and provide people the tools that calm that brain down – what I was taught as a kid, basically – and deconstruct it so that it could be replicated more simply and easily.

John Ray: [00:08:43] So, let’s get back to that. You mentioned the subconscious and how just the way we’re wired really holds us back when it comes to listening.

Christine Miles: [00:08:57] The subconscious brain is a super power. It’s emotional. We know now from the neuroscience that that’s how people buy. They buy emotionally. We know this as service consultants. We go in and they buy us before they buy what we do. That’s an emotional decision, which is also why listening is so, so very important when you go in as a professional services company.

Christine Miles: [00:09:24] But it’s also that, you know, our own brains are emotional, and so we want to make the sale. So, we go into a prospect, and what are we thinking about? We’re thinking about what do I need to say. How do I need to convince them. What do I have to offer them. And our emotional brains are in overdrive. We’re thinking about what we’re going to say, how we’re going to respond, how we’re going to advise them, all of the things that are the opposite of listening. And so, that’s one of the problems.

Christine Miles: [00:09:51] The second is, the more knowledge and experience you have, the more likely you are to not listen. Because you’ve seen the problem so many times, you know what the solution is and you build a solution to solve that problem. So, we tend to go in and start selling way too soon and problem solving way too soon.

John Ray: [00:10:09] Yeah. And we think we’re being helpful because we’re bringing our experience and knowledge to the table. That’s what clients want after all, right? And that’s not all they want, though. They want to be heard.

Christine Miles: [00:10:22] Well, sometimes the person rushing to the solve is the prospect. I told a story about this in my book. In 2007, I started my own executive coaching practice and I was in denial that I’d been in sales my entire career at this point. So, I’m out on my first sales call. It’s a pretty big meeting. And I’m sitting with the CEO and he says, “I want training for my executive team.” Well, I was in the training business for many years at this point, and I’m thinking, “Training for what?” Like, I had no idea what he wanted.

Christine Miles: [00:10:54] And so, I kept going, “Take me back. Tell me more.” And trying to lasso him back. And he’s like, “Well, can you just put a proposal together for me? And here’s a marketing packet that somebody else gave me.” And I was thinking, “Oh, crap. I don’t have this marketing packet. This is my first sales call.” And I just was like, “I don’t have that. Is that helpful to you?” He goes, “Well, not particularly.” And I go, “Okay.” But I had to keep lassoing him back because he wanted the solution, he wanted the answer.

Christine Miles: [00:11:23] So, sometimes it’s us and sometimes it’s them. And it’s a sales trap. I made a very big sale that day. And I still work with that CEO now at a second company that he started. And so, part of it was because I didn’t know what he needed. And my naivety even more so slowed me down to slow him down. And I really uncovered what the real need was rather than just throwing what he wanted me to throw at it, which is was right in my wheelhouse, but it wasn’t going to be helpful. So, it’s a big trap both what we do and what the prospect does. So, we have to be really careful and slow down to listen differently.

John Ray: [00:12:02] So, let’s talk about how we do that. You talk about the listening path. It’s on the wall behind you. I could see it. And what you mean by that are tools. You have to have tools in the tool kit, as it were. Right?

Christine Miles: [00:12:18] That’s right. So, the problem and the name of my book is called, What Is It Costing You Not To Listen? Because you can’t solve a problem you don’t know you have. And so, as we talked about, we’re set up not to know how to listen and know what good listening looks like. So, sometimes we have to first analyze what’s it costing us? How did we lost the sales? What’s happening to our relationship?

Christine Miles: [00:12:41] The solution is the listening path, and that’s the path to understanding. And the metaphor is you wouldn’t go hiking in the woods for three weeks backpacking without any tools or supplies in your backpack. And yet that’s exactly how we go into conversations. We go in unprepared to really know how to understand. And so, we provide those tools to keep you on the main path. Because when you’re listening, you’re always listening to a story. When you’re going in to talk to a client or a prospect, they’re telling you a story.

Christine Miles: [00:13:12] Here’s the problem. People are terrible storytellers. We are wired to listen to stories, to learn from stories. But we’re not wired to be great storytellers. There’s a few that have stood out in history that have made their mark, Lincoln being an example of that. But most of us really are terrible at it. So, because of being bad storytellers, we disorient the listener right off the bat. And if the listener doesn’t know where they are in the story, they’re going to struggle to figure out where to take the client, the prospect, or partner.

Christine Miles: [00:13:46] So, that’s part of what the tools do. They help you understand where you are in the story, how to stay on the main path, and how to be the guide to get the person to where you need them to go.

John Ray: [00:13:58] Now, you talk a lot about identifying your listening persona. Is that part of the listening path and part of success on that path?

Christine Miles: [00:14:10] It is. And so, one of the things – and I think this will resonate with you – is that we’re taught about listening is it’s really important to be curious and to ask really good questions. So, I have a team of executive coaches that are certified, and one of the things they go through is they go through how to ask really good questions when they’re trained. And the problem is, when you have to think of really good questions, what are you doing? You’re thinking rather than listening. And when you’re asking questions, that shapes the story because my questions are going to shape the story you tell.

Christine Miles: [00:14:46] So, there’s two listening personas when you’re on this listening path. One is The Curious Detective and one is The Defense Attorney. And think about it. Defense attorneys put people on the witness stand. They ask questions to shape the story that they need the person to tell to make their case.

Christine Miles: [00:15:03] Now, let’s take that into sales. You go in with your prospects or clients, you have an idea about how to help them. You go in and ask them very specific questions. And what are you doing? You’re shaping the story that they might tell you rather than getting the story, curiously letting it unfold so that you can drive value and uncover the real problems so that you can answer things that nobody else is answering. So, questions can force you into that defense attorney rather than the curious detective.

Christine Miles: [00:15:36] And one of the tools on the listening path is what we call the compass, which are the six most powerful questions. And, initially, when we teach people how to listen transformationally, these are the only questions you’re allowed to ask. Take all other questions off the table. And these six alone get you further than any specific diagnostic questions on the path.

John Ray: [00:16:00] Okay, So, you set it up here. Let’s talk about the six questions. I’m just going to say my personal favorite on there that I use is Tell me more.

Christine Miles: [00:16:11] You use that already? Yeah. So, tell me more.

John Ray: [00:16:15] Tell me more. Yeah.

Christine Miles: [00:16:16] Why does that work for you? Tell me more.

John Ray: [00:16:20] It works particularly when I don’t know what’s been said. And I don’t know, like, where that’s coming from, how to define what we’re talking about. I don’t want to say I don’t understand because I don’t want to crush somebody across the table from me. But that’s one that I use quite frequently.

Christine Miles: [00:16:46] And do they tell you more?

John Ray: [00:16:47] Oh, absolutely. Absolutely.

Christine Miles: [00:16:49] Isn’t that amazing. Tell me more begets they tell you more.

John Ray: [00:16:52] It always works. Yeah.

Christine Miles: [00:16:54] It always works. And so, I’ll run through the list so we can talk about any one of them if you like. So, I’m glad you’re already using that. And I’m not surprised you’re also doing a radio show. So, these are the most powerful questions journalists, interviewers, and therapists use, by the way, hostage negotiators.

Christine Miles: [00:17:13] So, it’s take me back to the beginning, tell me more, how does that make you feel, then what happened or what happened next, hm – which is the non-verbal prompt of tell me more, or it sounds like you feel. So, there’s two feeling questions and four situational questions all open-ended. You can use them as often as you like and in anywhere you like. And if you only use those questions when you’re talking with someone, you will not shape the story and more of the story will come out than you’ve ever gotten before.

Christine Miles: [00:17:47] Because you just said it, when I say tell me more, I don’t even have to admit that I don’t understand. They just tell me more and then more opens up and I get more of the story. See, ignorance is bliss. Whenever I’m confused or whenever I’m not clear, then I know I’m in the right space because that means they’re not being a good storyteller. And I better lens back to figure out what’s going on.

John Ray: [00:18:13] Yeah. And that takes some humility to get in that posture, right? I mean, because you can write these six questions down, you can memorize them, so forth – six responses, I mean. You can memorize them, what have you, but then you get in the heat of the moment and it goes out the window unless you’ve got the right mindset.

Christine Miles: [00:18:48] So, a couple things. It’s counter to all the training we’ve had because what we’re trained to do from a young age, not just in business, we are trained to show up and be smart, show that we’re smart, and questions are a way to show that we’re smart and that we know what we’re talking about and what we’re doing. So, it’s counterintuitive. So, it’s a bad habit, if you will.

Christine Miles: [00:19:14] And so, we have to unwind that. And the way you unwind that is first you have to have the right tool and then you have to have the right practice. So, several years ago now, we were doing a sales kickoff and the head of the organization got up to introduce us.

Christine Miles: [00:19:30] And he said he just heard a Navy SEAL speaking – because it was at a large company offsite. And the Navy SEAL said, “Look, most people think they’re going to rise to the level that they need to in a crisis based on adrenaline and all the things that are going off. You know, we’re going to lift the car off of somebody. We’re going to be the hero. When, in fact, what we rise to is the level of competence and training that we have in crisis.”

Christine Miles: [00:19:55] That’s why we practice as athletes. That’s why we practice whatever we’re doing, because you need to be able to do it under pressure. So, that’s why when you use these questions in real life all the time, then when you’re in that sales meeting or that client meeting, it’s more natural. You’ve already unwound kind of what you’ve been doing all these years.

Christine Miles: [00:20:17] We have people that take those questions, plop them down, we have mouse pads. They just set them down at the meeting to remind them. It also helps relax the brain. You don’t need to think about how you’re going to respond. You don’t need to worry about what you’re going to say next because the questions are a sedative for your subconscious so that that tool does the work for you.

John Ray: [00:20:39] I love that point. And I love the metaphor you use with it, that it’s a sedative. Because your subconscious is in overdrive and you don’t even necessarily know it. And you need to go ahead and inject that overdriven subconscious with a sedative, and you’ve given us the tools to do that.

Christine Miles: [00:21:05] Yeah. And the other thing is, if we take it back to the path metaphor, so you’re on the Appalachian Trail and you’re hiking and there’s a main path, but there’s also a lot of little side routes. And conversations are exactly that. There’s the main path and then there’s all these little side trails. What happens with very specific questions is we go off into the woods and we get lost often because we’re deep into an area we don’t need to be.

Christine Miles: [00:21:33] What those six questions do is they get you back to the main path, to the story. Because people, when you give them the room become a storyteller. This is how you become the guide as the listener. When you guide them on the main path, they’ll stay on the main path. If you take them down a side trail near a ravine, they’re going to fall off if they follow you.

Christine Miles: [00:21:57] So, the questions calm the brain and keep you on the main path to getting that story. And, really, once you get that, you know how to help them in a more compelling way than just giving them a solution. You drive value for your customers.

John Ray: [00:22:14] That’s a magic word for me, is value. My ears perk up when I hear that word, as it does for our listeners. But talk a little bit, if you will, about the reflecting. You talk about many reflections to speed up the listening process, and that concept is a little confusing to me, so talk about that.

Christine Miles: [00:22:50] Well, first of all, let me take a step back. So, great listening is about proficiency, how well you do it, and efficiency. So, I believe in both. People think I’m very patient. Don’t mistake my understanding for patience. I want to get things done really quickly. I want you to feel good about getting things done quickly. And I know how to help get that story out of you faster so we can get there more quickly.

Christine Miles: [00:23:20] It is a slow down to speed up, though. So, I learned this in sports. I chased any ball that would let me chase it. But field hockey was my sport of choice. And one of the things I learned is that if you could run down the field of speed – I was a defender and everybody was faster than me, everybody – I knew how to cut off the angle. Based on your pace, I could figure it out. If you took a pullback, if you took a little hitch step and then sped up again, I was done. I was done because I couldn’t change pace that way. Part of being in a conversation is you need to know how to change pace. When do I need to pull the ball back a little bit so then I could speed up again.

Christine Miles: [00:24:02] And when you do that, again, it changes the dynamics of the conversation. So, you’re getting into this reflecting tool. So, there’s six main tools on the listing path. And the first five are kind of the science and the sixth one is the art.

Christine Miles: [00:24:19] So, we talked about the compass as one of the tools. And really the map to the story is the main tool. Where am I in the woods? Where am I in the conversation? What’s the path to the story? That’s one of the tools.

Christine Miles: [00:24:33] And then, there’s something called the flashlight. And the flashlight is really when you’re hearing the story, once you think you’ve gotten it, how are you shining a light on what was said and highlighting what you heard. That’s what we call the flashlight. That’s a powerful thing. Tell me the story you just told me. I’m going to tell you the story you just told me, that’s the flashlight. Does that make sense?

John Ray: [00:24:56] Yeah. Yeah.

Christine Miles: [00:24:57] So, I’ll say the most powerful story you can tell someone is their own. There is nothing like a client or prospect talking to you for 30 minutes and you go, “Hold on. Before we go any further, let me make sure I understand.” And then, I tell you the story you just told me at a high level in 30 to 90 seconds. You’re going to feel like I really was paying attention. And you’re going to go, “Well, that’s right but that’s not quite right. Nope, you got me here but not here.” And there’s a different dialogue that opens up as a result of taking out that flashlight.

John Ray: [00:25:32] And this gets at where you talk about affirming to create alignment, break down walls, et cetera.

Christine Miles: [00:25:43] That’s right. So, the flashlight highlights the story. To affirm it, you have to make sure you didn’t contaminate the story. So, these two tools work hand in hand all the time. And by the way, these are the most underutilized tools. We tend to listen and say, “Yeah. I understand.” And when somebody says I understand to me, I never feel less understood.

John Ray: [00:26:10] In a way sometimes that can be insulting, too, right?

Christine Miles: [00:26:15] I don’t know what you understand. My question is really, “Tell me more. What do you understand? I want to hear this.” Because the words I understand do not convey understanding. Understanding is, “You know, John, what I hear is important to you and your listeners is how do you drive value in the sale? How do you make sure that your customers really feel listened to, understood, so that your solutions or your listener solutions can really be the game changing and you can make a big difference for your clients. Do I get you? Do I understand?” Probably closer, right?

Christine Miles: [00:26:50] So, we call that the water filter where affirming means let me make sure I didn’t contaminate your story by what’s going off in my brain. So, once I use that flashlight, shine a light on the story, I’m going to ask you and I’ll use these very specific words. I’m going to say, “Do I get you?” That’s a prompt to say do I get you and your story, not just the story, not just your situation, but do I get you as well as your situation.

John Ray: [00:27:25] Wow. I love that. That is powerful. And that’s a good segue, I’ve got a few specific situations maybe we can talk about that services providers run into. And one of those is when you’re trying to have a value conversation, how do you know when it’s time to pivot? You’re doing the best you can in trying to understand where that client sees value, both tangible and intangible value, how do you know when it’s time to pivot?

Christine Miles: [00:28:10] So, this is when you know it’s time to pivot. We call that earning the right. Have I earned the right to start to tell you what I think to sell you my solution? What happens is we tend to go forward right away. We come in offering the solution. Maybe our prospect or client says, “Tell me the solution.”

Christine Miles: [00:28:30] Here’s what always happened to me, I started my career, I have a background in psychology as a therapist. I was a home-based family therapist at 22. So, I went into people’s houses at 22, knocking on their doors saying, “I’m Christine. I’ll be your family therapist.” They pretty much had that look on their face, so it was terrifying. Fortunately, I was mentored and trained through a world renowned facility. I ultimately got certified.

John Ray: [00:28:58] But you were also brave, though. I mean, so you had courage to do that.

Christine Miles: [00:29:05] I did. I did. It’s really how I wanted to make a difference at the time. Here’s what’s fascinating, is that, I was the youngest person on my team. Most people were in their 30s – which seemed old at the time – and they had social work and experience. But I stood out more because I didn’t know anything and I went in and listened. And they said I had this uncanny ability to join – they called it joining – with the families. And all I did was go in and do the very things that I’m talking to you about.

Christine Miles: [00:29:40] That’s how I built credibility. I wasn’t going in and saying I know your situation. I was going in and saying tell me about your situation, tell me about your kids, tell me what’s going on, let me understand you. The therapist taught me how to do exactly what you’re talking about, which is how do you shift it then from understanding to telling? And that’s about earning the right. Most people go in and just start telling versus earning that right first.

Christine Miles: [00:30:08] So, the pivot happens after you use the flashlight in the water filter. So, you highlight. You shine a light on the story. You say, “Do I get you?” And one of three things is going to happen in that conversation. Your client is going to say, “Yeah. You get me.” Or they’re going to say, “You get me,” and they’re going to start telling you more.” Or they’re going to say, “Yes. You absolutely get me.”

Christine Miles: [00:30:34] So, the first one is what we call in the sales world an urban dictionary, where the client says yes but they really mean no. That happens all the time. Your spouses do that to you. Your friends do that to you. Your colleagues do that to you. You’re walking down the hall and you say, “Hey, how are you doing today, John?” And you’re like, “I’m great.” You just got the urban dictionary often because people aren’t always doing great. They’re going, “I’m not so great. I just had a fight with my wife or something’s going on.” But we don’t share that.

Christine Miles: [00:31:07] In our sales conversations, that happens all the time. We ask somebody, “Did I get you?” And they don’t tell you the truth. So, you got to watch for that. “You know what? I don’t know. That doesn’t sound like I really got you. Tell me more.” And once we’re certain and people will then go, “Well, as a matter of fact, what you missed was blah, blah, blah, blah, blah.” So, we have to challenge that moment where we hear the, “Yeah. I get you.”

Christine Miles: [00:31:38] Once we’ve affirmed and really solidly confirmed that we’ve affirmed right, then we can start to tell. Then, we can start to say, “You know what? Now that I really understand, let me tell you what I think. Is that okay?” And then, they’re ready to listen in a different way because you’ve already understood them.

John Ray: [00:32:00] Got it. Yeah. That’s very helpful. But you mentioned a live situation that fits this particular question, which is the client that wants to rush to what your solution is, and you’re trying to slow them down, you’re trying to use the tools that you teach. How do you slow down that freight train?

Christine Miles: [00:32:33] Well, you have to have an awareness, first of all. This is also what the tools do, when you know where you are in the story, you know where you need to go. So, there’s four milestones on the map, the path to understanding, there’s the beginning. It’s just like a movie. So, picture a movie now. There’s the beginning of the movie, there’s the struggle, there’s the tipping point, and there’s the new beginning or the ending.

Christine Miles: [00:33:01] So, as salespeople, as providers who want to be helpful, by the way, I believe most people go in because they want to be helpful. Yeah, we need to make money, but we want to help and make a difference. I might start at the tipping point, “I already know what your solution is. Let me tell you how to get you to the end or new beginning of your story.” Or our customer or prospect can do that, “I need help. I’m at a tipping point. Tell me what you would do if you were me. And take me to the new beginning.”

Christine Miles: [00:33:29] The way to do that is one of those compass questions is it’s click bait. I have help. I need a problem. If you don’t understand what the problem is and you haven’t spent some time, it is click bait.

Christine Miles: [00:33:40] You just went into a rabbit hole on your phone of all the things you shouldn’t be looking at because you clicked where the customer is, rather than saying, “Hold on a second. Let’s slow down. Take me back to where this started.” That’s where the compass gets you back to the beginning of the story, take me back.

Christine Miles: [00:33:58] And I’ll tell you again where I really profoundly learned this. So, being a therapist so young, by the time I was 28, I had a pretty decent amount of experience. Even though I was doing organizational work at the time, I always saw clients. And so, I say, “How do you want me to help?” And they go, “Well, I want you to help me solve this,” or my marriage, or this or that. And I go, “Okay, how would you like me to help? Well, just tell me what I should do. Tell me this.”

Christine Miles: [00:34:22] And debris on the wall, lots of experience and go, “Okay. Well, this is what I think you should do.” You know what they would do?

John Ray: [00:34:30] Tell me.

Christine Miles: [00:34:32] They’d argue. “I can’t do that. I can’t leave my husband. I can’t do that. I can’t this.” People don’t like to be told what to do even if they’re the ones telling you to tell them. It’s a sales trap. It’s a sales trap. So, even if you think you understand them at that moment, even if you think you know the answer, don’t fall for it. Don’t click bait.

Christine Miles: [00:34:57] Take a step back. Slow them down. Because getting giving them a no is how you also get them to yes. And if you force them to slow down, you’re forcing them to take a hitch step so that they can get down the field faster. We need to be the guide. When they say we need to control the conversation, kind of control it by talking rather than insisting that others talk so that we can listen and understand before we move forward to the new beginning.

John Ray: [00:35:27] So, let’s say we’ve got a situation where we’ve allowed a prospective client to become a client and we think there’s something hidden. This happens, like, all the time, right? Because just like you said, people don’t want to fess up. But those things that they don’t want to talk about may be the most important part of the engagement because you’ve got to understand those to be able to really solve their problems. So, how do you have that conversation after the fact?

Christine Miles: [00:36:11] So, there’s two things here. So, the first is – and I believe this is a big part of this problem – is that most times when we’re selling, we don’t ask people about their feelings. We do not ask, “How does that make you feel?” Because in business, we think that’s an intrusive question. When, in fact, it’s one of the most powerful things we can find out is how people are feeling. I’m undaunted by asking somebody how they feel because I started to do it when I was five. So, I’ve never not asked a CEO, a chairman of the board in any situation how they feel. It’s just part of my nomenclature. It needs to become part of ours. If you do that earlier, you won’t be in that situation as often. I can promise you that.

Christine Miles: [00:37:02] And there’s two questions on the compass, How does that make you feel and It sounds like you felt. So, we have to get over ourselves and realize we need to ask about the feelings. That will unlock a lot of what you’re talking about so you don’t find as many surprises.

Christine Miles: [00:37:16] The second thing is, let’s just say it happens anyway because there’s shame and there’s embarrassment sometimes with what’s going on. And we have to feel comfortable to talk about that. So, it’s never too late to go back. And I’ll give you another therapy story from back in the day that makes the sales point.

Christine Miles: [00:37:36] So, when I stopped working as a therapist fulltime, I went into the world of employee assistance programming and I was running the organizational development side of the business. As I said, I was always seeing clients, more the high profile ones. And I had a buyer from a home shopping network that we worked with that was in a pretty big job. We had eight sessions. So, they put her with me, you know, eight sessions to try to help her.

Christine Miles: [00:38:02] So, she came in and said, “I’m having marital problems. My husband’s laying on the couch. He doesn’t want to come in. I’m frustrated. I’m not happy.” And I said, “Well, your husband doesn’t come in. We can still work on the marriage even if you’re here.” And, boom, we went off. So, now, I’m already engaged with her as a client.

Christine Miles: [00:38:17] Guess what she told me on session four? On session four, she says to me, “I have something to tell you, Christine, that I didn’t tell you yet.” “Oh, okay. Well, have at it.” She said, “Well, I’m having an affair with our neighbor who’s our best friend. Like, we do everything together. My husband’s best friend and my best friend. And the husband and I are having an affair.”

Christine Miles: [00:38:42] I got four sessions in on eight sessions and went, “Oh, no.” [Inaudible]. No judgment. But that would have really been helpful for me to know in session one, right? Whose fault was that? It was mine because I didn’t dig enough what else is happening, take me back, tell me more. I went forward too much. I started solving too much.

Christine Miles: [00:39:03] But at that moment I just said, “All right. Take me back. Let’s go back. How did that start? Where did that begin? How is that impacting your marriage?” And then, we started over on the path because I missed a big part of the beginning of the movie. So, I had to go back to the beginning to understand how that was impacting, why that happened. So, it’s never too late to go back, but it’s important that we go back once we hear that.

John Ray: [00:39:30] Yeah. I love that. One final thing, just something that’s really tactical. How do you feel about the use of silence? So, for example, someone says, “That’s too expensive.” And you’re silent. And silence abhors a vacuum, or whatever that saying is. So, is that the way to respond? Or should we say tell me more? How do you feel about silence, I guess?

Christine Miles: [00:40:10] Well, again, my sales training was [inaudible] based on how I was trained as a therapist at 22. Because eventually I worked in-patient and we worked via one way mirrors. So, sometimes I had 20 people behind a mirror and a lead therapist calling in and saying, “You have to say this to the family.” Or in a very compelling story, one time they made me sit on my hands for an entire session because the family wasn’t talking. And I had to sit there and learn how to be silent until they started talking. And it’s powerful. There’s a quote that the CIA says, “Silence sucks the truth out.”

John Ray: [00:40:44] Oh, I like that.

Christine Miles: [00:40:46] Silence is a very powerful tool. It’s also a listening inhibitor. Because people are afraid of it. It’s uncomfortable. We tend to fill the space. So, it takes some practice to get good at knowing how and when to be silent. So, it takes a comfort level. So, it won’t be the most natural thing for those who aren’t comfortable with it. But if you can practice your way to success, that’s a very powerful tool as far as listening. Even when you’re not asking a bomb question like that, sometimes it’s just you stop talking and I don’t feel the need to ask you another. I just wait and then you’ll start talking more.

Christine Miles: [00:41:24] So, I feel it’s a very important tool. I also feel interrupting is a very important tool. It’s very important to be able to interrupt people. Most people don’t think that means you’re being a good listener, but it is one of the most powerful things you can do as a listener. The only way and only reason you’re allowed to understand is – pardon me – interrupt is to understand and not to tell.

Christine Miles: [00:41:49] So, John, I could interrupt you and say, “Hold on. Hold on. Let me make sure I get you.” And then, slow you down and interrupt for that because I think you’re getting lost deep in the woods. But if I interrupt to just start talking, totally different matter. Silence and interrupting are very, very important. If you’re not comfortable with silence, the tell me more, take me back, how does that make you feel are going to get you there as well.

John Ray: [00:42:19] Wow. This has been powerful. Christine Miles, you’re terrific. And thank you so much for the work you do and how you’re sharing it with the world. I want to make sure that we shoutout properly where folks can find you. Certainly, your book – which is one of my favorite book titles in a long time – What Is It Costing You Not To Listen? If that’s not a compelling title, I don’t know what is. But give everyone directions on how they can learn more about you and your work.

Christine Miles: [00:43:00] Sure. I appreciate the comment on the book title because I went against a lot of advice to title it that. Because, again, most people want to title it The Solution. And I’m like, “You can’t solve a problem you don’t know you have.” So, the book can be found on all the major outlets, Amazon. And in any form that you want it because I’ve learned people want their book the way they want it, audio, Kindle, hardback, softback.

Christine Miles: [00:43:27] They can find me @cmileslistens. My contact information is also in the book, by the way, and that includes my cell phone. And they can find us on EQuipt, that’s E-Q-U-I-P as in Paul-T as in Tom, -people.com.

John Ray: [00:43:43] Terrific. Christine Miles, thank you again for coming on. I appreciate you. And I know our listeners are going to just love this. So, thank you.

Christine Miles: [00:43:52] My pleasure. Thank you.

John Ray: [00:43:54] Absolutely. Hey, folks, just as we wrap it up, if you want to know more about this podcast series, you want to see the show archive, of course, you can go to your favorite podcast app, Price Value Journey would be the search term to be able to find this series on your favorite app. You can also go to pricevaluejourney.com and find the show archive there, a link to the show archive there.

John Ray: [00:44:20] You can also find information on my book that’s going to be released later this year called The Price and Value Journey – imagine that – The Price and Value –

Christine Miles: [00:44:30] Congratulations.

John Ray: [00:44:30] Yeah. The Price And Value Journey: Raising Your Confidence, Your Value, and Your Prices Using the Generosity Mindset Method. If you want to know more and get updates as they happen on that book and when it’s coming, you can sign up there.

John Ray: [00:44:48] So, for my guest, Christine Miles, I’m John Ray. Thank you again for joining us on The Price and Value Journey.

 

 

About The Price and Value Journey

The title of this show describes the journey all professional services providers are on:  building a services practice by seeking to convince the world of the value we offer, helping clients achieve the outcomes they desire, and trying to do all that at pricing which reflects the value we deliver.

If you feel like you’re working too hard for too little money in your solo or small firm practice, this show is for you. Even if you’re reasonably happy with your practice, you’ll hear ways to improve both your bottom line as well as the mindset you bring to your business.

The show is produced by the North Fulton studio of Business RadioX® and can be found on all the major podcast apps. The complete show archive is here.

John Ray, Host of The Price and Value Journey

John Ray The Price and Value Journey
John Ray, Host of “The Price and Value Journey”

John Ray is the host of The Price and Value Journey.

John owns Ray Business Advisors, a business advisory practice. John’s services include advising solopreneur and small professional services firms on their pricing. John is passionate about the power of pricing for business owners, as changing pricing is the fastest way to change the profitability of a business. His clients are professionals who are selling their “grey matter,” such as attorneys, CPAs, accountants and bookkeepers, consultants, marketing professionals, and other professional services practitioners.

In his other business, John is a Studio Owner, Producer, and Show Host with Business RadioX®, and works with business owners who want to do their own podcast. As a veteran B2B services provider, John’s special sauce is coaching B2B professionals to use a podcast to build relationships in a non-salesy way which translate into revenue.

John is the host of North Fulton Business Radio, Minneapolis-St. Paul Business Radio, Alpharetta Tech Talk, and Business Leaders Radio. house shows which feature a wide range of business leaders and companies. John has hosted and/or produced over 1,700 podcast episodes.

Coming in 2023:  A New Book!

John’s working on a book that will be released in 2023:  The Price and Value Journey: Raise Your Confidence, Your Value, and Your Prices Using The Generosity Mindset. The book covers topics like value and adopting a mindset of value, pricing your services more effectively, proposals, and essential elements of growing your business. For more information or to sign up to receive updates on the book release, go to pricevaluejourney.com.

Connect with John Ray:

Website | LinkedIn | Twitter

Business RadioX®:  LinkedIn | Twitter | Facebook | Instagram

Tagged With: Christine Miles, connect, emotional intelligence, EQquipt, influence, John Ray, listening, listening skills, Price and Value Journey, pricing, professional services, professional services providers, Sell, solopreneurs, Solve, The Listening Path, value, value pricing

ChatGPT for Professional Services Providers: An Interview with Isabella Bedoya, Fame Hackers

April 5, 2023 by John Ray

Fame Hackers
North Fulton Studio
ChatGPT for Professional Services Providers: An Interview with Isabella Bedoya, Fame Hackers
Loading
00:00 /
RSS Feed
Share
Link
Embed

Download file

Fame Hackers

ChatGPT for Professional Services Providers: An Interview with Isabella Bedoya, Fame Hackers

Fame Hackers Founder Isabella Bedoya joined host John Ray on The Price and Value Journey for an overview of ChatGPT and other AI Tools. Isabella shared the insights she had as she learned ChatGPT, results she has experienced on behalf of clients, making the best use of this tool in a professional services business, how it serves marketing and content creation needs, and much more.

Find Isabella’s AI Tools and ChatGPT prompts database mentioned in the interview here. Also mentioned in the interview:  a live workshop, “Master AI and ChatGPT For Your Business,” on April 12, 2023. More information and registration here.

The Price and Value Journey is presented by John Ray and produced by the North Fulton studio of Business RadioX®.

Fame Hackers

Fame Hackers is an AI-powered marketing agency which helps grow and monetize personal brands leveraging LinkedIn and YouTube. In addition, they assist in AI deployment for organizations who want to integrate AI into their operational workflows in order to make their teams more efficient, while saving on labor costs.

Find Isabella’s AI Tools and ChatGPT prompts database mentioned in the interview here. Also mentioned in the interview:  a live workshop, “Master AI and ChatGPT For Your Business,” on April 12, 2023. More information and registration here.

Company website | LinkedIn

Isabella Bedoya, Founder, Fame Hackers

Isabella Bedoya, Founder, Fame Hackers

Isabella Bedoya is founder of Fame Hackers, an AI-powered marketing agency. She has generated over 98M views on TikTok, Youtube, and Instagram leveraging short-form videos, UGC, and influencer marketing for Fortune 500 including Fortune Top 10 – Google & United HealthCare. Now she is building in public exploring the AI space and its advanced use cases to make our lives easier in business.

Fame Hackers is an artist accelerator that helps independent artists establish profitable and sustainable music careers so they can get paid doing what they love.

After working as an A&R for a label under Sony Music, Isabella now uses industry experience coupled with cutting-edge strategies to help musicians monetize their music careers, attract their loyal fan base, and reach the levels of success they desire.

During her time as an A&R she discovered that as long as an artist knows social media marketing and e-commerce strategies, they can create wildly profitable careers without signing record deals.

Shortly after, Isabella set off to learn digital marketing and invested close to six-figures in coaches and consultants to accelerate her knowledge and her growth.

In the meantime, she worked for an award-winning influencer marketing agency where she had the opportunity to work with multiple Fortune 500 brands including but not limited to Snap, Google, Bud Light, United Healthcare, and more. She also managed two TikTok accounts for Sony Music LATAM, and so much more!

Isabella has worked with many celebrities, influencers, and award-winning industry professionals over the past 6+ years, and has also helped independent artists become viral sensations.

Isabella has been invited to speak at the Musicians Institute, BoldTV, Ticker News, iHeartRadio, NBC, KCAA Radio, Beat The Clock Podcast, and published on Medium, Thrive Global, and many more.

LinkedIn

TRANSCRIPT

John Ray: [00:00:00] And hello again, everyone. I’m John Ray on the Price and Value Journey. Welcome. I’m delighted to welcome Isabella Bedoya. She is the founder of Fame Hackers. And Fame Hackers is an AI powered marketing agency that helps grow and monetize personal brands, leveraging both LinkedIn and YouTube. They assist in AI deployment for organizations who want to integrate AI into their operational workflows in order to make their teams more efficient and saving on labor costs. And I think part of that involves getting some clients along the way too, because I see that in your work as well. Isabella, thank you so much for joining us on the Price and Value Journey.

Isabella Bedoya: [00:00:47] Thank you so much for having me, John.

John Ray: [00:00:49] Yeah, It’s a pleasure. So let’s talk a little bit about you and your background first and how you got your journey and what’s taken your work in this direction.

Isabella Bedoya: [00:01:01] Sure. So I started in the marketing realm. I used to do influencer marketing campaigns, digital marketing. And in the process, you know, I started a coaching business, and I was helping other people do this for themselves. And earlier this year, even like towards the end of last year, I came across ChatGPT as the whole world, right, I think got released in November.

And that kind of made the big shift because at first, I kind of like dismissed it. I had used tools like, you know, Jasper and whatever. And so at first, I was like, okay, that’s cool. But then when I actually tested it to work on a client project, that just changed my life completely. Ever since then, I’ve been like obsessed with ChatGPT, with AI. It’s just one of those things I can’t stop talking about.

John Ray: [00:01:53] Well, I love that. I love that that’s the case because we need to talk to you. And folks need to hear from you about that work. So I’m curious about that project. You don’t have to mention names, of course, but just the nature of that project, the insights that came out of that for you and that gave you a sense of the power of ChatGPT and AI generally.

Isabella Bedoya: [00:02:21] Yes. I think for everyone, from what I’ve been understanding as I talk to people, everybody has that kind of like aha moment that it just clicks and all of a sudden, they become obsessed with it. And in my case, I was working on a digital marketing campaign for one of our clients who’s doing like a Taylor Swift giveaway. He’s giving like tickets away for a Taylor Swift concert.

So I had to come up with like the whole entire marketing plan. You know, how are we going to do this? How are we going to target what the videos are going to be about? Like all of the things that normally would have taken us about a week and like at least three people involved, I did the whole thing in like two hours from start to finish, sent in an email. Here’s what we’re going to do.

John Ray: [00:03:10] Wow. And so, but how did that happen, though? I mean, because you — I mean, you developed the insights along the way while you were working on this to be able to do all that?

Isabella Bedoya: [00:03:27] Yeah. So it’s basically like what it comes down to with ChatGPT, it’s about how good of a prompt you can write, the more precise. So prior to this, you know, using it for this client application in particular, I had already been playing around with it for like single use cases, like, you know, write that line of a book. Or every time I thought of like a possible use case, I would run to ChatGPT and try it and see what came out.

So when I did this whole marketing strategy for this particular project, like it was just basically a lot of just tweaking the prompt until I got the output that I wanted. And once I got that output, I was like, okay, I need to replicate that. I probably also Googled a little bit like, you know, what kind of, how to type the prompt. That’s very important. Also, like what to include in the prompt. But yeah, just kind of, you know, in the beginning I was just kind of like everything that was in my head, I was just putting it as a prompt. No real strategy and just seeing what came out.

John Ray: [00:04:33] Yeah. Yeah, that makes sense. So what’s been the — or maybe it’s too early to know, but what’s been the outcome of this marketing strategy outline that you put together?

Isabella Bedoya: [00:04:45] Yeah. So far, we’re just in the midst of it. Just started actually putting this maybe about two or three weeks ago, like actually putting the videos out. From what I saw, we still have to put the month one campaign report together still. But from what I did see, some of the videos did get some traction. I think there was one video that got like over 11,000 views.

And it was really interesting because it was the headlines generated from maybe little tweaks to make sure it’s not like super robotic, but the headlines that were generated from ChatGPT that we turned into TikTok videos.

John Ray: [00:05:23] Wow, that’s impressive. So you talked about the prompt being the key. That really knowing the instructions to give and how to give those are the key. This sounds a lot like the garbage in, garbage out thing. Right?

Isabella Bedoya: [00:05:46] Exactly.

John Ray: [00:05:46] Yeah. Yeah. So say more on that.

Isabella Bedoya: [00:05:50] Sure. So when you write a prompt, normally, like the first thing that you should start your prompt with is what do you actually want it to act as? So when you want like better outputs, for example instead of saying like write 10 hooks for a TikTok video, you would start by saying like, act as a social media strategist. We’re going to create a TikTok marketing plan, right? And then you just give it like direct, very precise, what you want it to come up with. And you could even tell the format, the output of how you want the information presented. Bullet points, in a table format, you can get really precise.

John Ray: [00:06:36] So the key is learning the prompts.

Isabella Bedoya: [00:06:41] Yeah. Well, not necessarily having to memorize them, but more so like at least being familiar with the structure, right? So it’s like, what role does it take or it has to like act into? What is the question? Or like, what is it that you actually want it to do for you? Creating some sort of format, giving it context, giving it guidelines of specifically what you want the AI to do.

And you could even add in like things like tone of voice or how many words you wanted to put out. You could give it like examples to say like, you know, this is an example, I want you to create something like this. So you can definitely like train it and guide it in your direction. But it should always be a little bit more of a, I want to say like more of a bulky prompt, because that way you can include a lot of information for the AI to be more specific.

John Ray: [00:07:44] So all this goes into that one search bar. I don’t know if that’s the term we’re talking, using here for ChatGPT, but that that bar, right, that you put it all in there and cut and paste it, whatever you want to do, you put it right in there.

Isabella Bedoya: [00:08:01] Yep.

John Ray: [00:08:01] And yeah. So what — a lot of the criticism, and I think it comes from a lot of people that have probably never been on it. But they read what other people criticize and they want to glom on to that, right, is they talk about AI being artificial. That’s an original thought. That it’s plain vanilla. And it has no tone of voice. So address those criticisms.

Isabella Bedoya: [00:08:40] Sure. Yes. I think what’s important, especially when you’re dealing with AI for content in this case, like as an example, it’s too generic. It’s very shallow. It lacks the human emotion, perspective, insights, all of that. So I think the first step is that people have to understand that just because they gave you a content idea, doesn’t mean that you have to copy and paste it into LinkedIn or whatever the case is.

You should still do your due diligence and like make sure that you’re optimizing the content to still sound like you. If anything, for content use case specifically, it’s more so just using it as an inspiration or a guideline of what’s something that you could talk about. But what would make your perspective refreshing for people to read is your unique experiences tied to that subject? So in content sense, I would use it more of a inspirational rather than just copy pasting.

John Ray: [00:09:41] Yeah. And that seems like pretty elementary to me. But I mean, you actually have to say that, you know, it’s just like plagiarism, right? I mean maybe it’s not the same kind of plagiarism, but copying and pasting never works, turns out real well, right? So are there some use cases that are better than others in your experience?

Isabella Bedoya: [00:10:14] So I mean it’s really mind blowing because even, for example, I had just last year, I did a sales training where I actually invested in coaching for sales training. And it was interesting because I tried it with ChatGPT and I was like let me see if ChaGPT can act as my sales coach. So I gave it a prompt, I told her to act as a sales coach, that we’re going to role play, we’re going to go through a discovery call, and then at the end provide me feedback. And I thought this was really interesting because I gave it like all the context, like, you’re the buyer, this is what you do.

So from a training perspective for companies, it’s mind blowing because if you can give specific instructions on how you want to be trained, this is saving so much time for companies of having to train their staff on whatever task they need to do because they can just be trained to AI. ChatGPT can pick up on the prompt and run through the exercise with you, and I thought that was very powerful. But I’m sorry, go ahead.

John Ray: [00:11:26] No. No, I didn’t say anything. But since you stopped, let me ask you a question about that specifically. Give an example out of that sales training where you had that live individual, I guess it was, that helped you. Give an example of maybe a specific part of that training that you got out of ChatGPT that you felt was just as robust as what you got from the human being.

Isabella Bedoya: [00:11:57] Sure. Well, what it was, was the one-on-one roleplay. Even though in the live course, there was a group thing and there was a lot of roleplay calls, and it was very efficient and effective. The cool thing about ChatGPT is that I didn’t have to wait for that call. I didn’t have to wait in line to raise my hand in the Zoom and say, can I go next? Right. It was in that sense, it was very effective.

In addition to that, it was like instant. It was like on my own time, and I got the feedback. I also was very precise with the prompts, so I told it like what style of sales conversation I wanted to have. And but now this is where it’s kind of like with a grain of salt because I knew what the correct process, I knew that the flow that was happening with ChatGPT was correct. Had I not known, I was just kind of leaving that to chance.

So I still think like this is where it’s important where AI is still very new to the whole world, that we’re still in that stage where it still relies on humans. And eventually, it’s going to be even more powerful. But as of right now, it still requires a human interaction with it.

John Ray: [00:13:12] Yeah. And that’s where I was going. I was going to ask you, like what — you obviously had the live sales training, and you must have found value in tha at that time, right? So but you knew, because of that training, you knew exactly kind of how, how to craft the prompt that you used in ChatGPT or the prompts that you used in ChaGPT.

Isabella Bedoya: [00:13:40] Yes.

John Ray: [00:13:40] Okay. So that’s really where the magic is, I suppose, in terms is really knowing what instructions to give. So what you put in doesn’t result in garbage out.

Isabella Bedoya: [00:13:56] Yeah. And it’s crazy because I saw an article on Bloomberg earlier this week that some companies are paying up to over 300,000 a year to be able to put in the right prompts into AI.

John Ray: [00:14:09] I saw that. And it suddenly made me think, Isabella may cancel my interview because she desn’t need to talk to me. But that was my first thought. Isabella. But let’s talk about you have developed an entire library of tools and use cases for ChatGPT. So let’s give everyone a sense of the breadth of that.

Isabella Bedoya: [00:14:46] Sure. Yeah. So this is something that just for like my own, it became like, for my own sake. And then it was like, wait, this is very helpful for everyone else because I had been using ChatGPT and all these like different creative ways. I started keeping track of the prompts that I was using, how I was getting like certain things. And then I said, you know what, let me actually compile a database. Let me just give it away to, initially it was to the LinkedIn community and it just kind of took off. So I was like, all right, well, everyone can have it. That’s not a problem.

It has a ton of prompts and I’m continuously adding. Every time I go in and create new prompts, I add them into the library so that you don’t have to memorize. You can just copy and paste it into ChatGPT. And in addition to that, there’s a lot of AI tools because it’s not just ChatGPT. There’s also, Google has Bard.

So in terms of like the ChatGPT sense, those are like the prompts. But there’s over I think in there we’ve compiled I think over 120 AI tools already, depending on, it’s crazy. You can even use it for like DEI, you can use it for HR, you can use it for sending emails. Like it’s really wild how fast the AI space is moving, and the products are coming out to make everyone’s lives easier.

John Ray: [00:16:12] Yeah, that’s what’s struck me about your library. That’s what it is, because it’s that robust. I mean, you’ve got all this library of all these prompts in all these different categories. Let’s talk about, well, let’s talk about HR. I mean, since you brought that up. So like you’ve got, for example, and I’m sitting here looking at it, folks, so you’ve got leadership and employee development, communication and collaboration, recognition and rewards, just to name three of them.

So and one of them talks about — let’s take recognition and rewards. So one of them talks about what steps you would take to provide employees with meaningful incentives and rewards. So how did you come up with that? Why did you come up with that? And how did you assess the quality of the results you got out of that particular prompt?

Isabella Bedoya: [00:17:19] Sure. So a lot of the building as of lately has been talking to professionals and asking them like what are the things that you normally think about or what are things that you normally have to like type up when you’re working or things like that. So it was a mixture of that. It was also a mixture of Googling what kind of questions HR professionals in this case would be asking themselves.

And that prompt in particular, that one is to just get the conversation flowing. But then as the conversation starts evolving with ChatGPT, you can then give it more commands. Like my company does this or we have this in place. What about, you know, so those prompts and in that case are more for like to interact back with ChatGPT until you get the customized answer for your organization.

John Ray: [00:18:14] It’s really a conversational funnel, it sounds like. I mean, you continue to funnel down the results until you get what you’re looking for.

Isabella Bedoya: [00:18:25] Yeah, exactly.

John Ray: [00:18:26] Yeah. Yeah. So one of the — well, again, I mean, and we’ll put the link in the show notes, but you’ve got Facebook related like ads and posts and whatnot. Same for LinkedIn graphic design. That one stood out to me because a lot of people don’t think, haven’t gotten turned on to that quite yet. In terms of, well, the Canva, for example. Why don’t you describe what’s going on there?

Isabella Bedoya: [00:19:13] Yes. When it comes to the graphic design side of things, it’s more of image to text. I mean, text to image. So crafting a prompt to get the image that you like. In addition to that, though, there’s also one thing that I use just for like for own purposes. And I was like, that’s actually very helpful. I asked it to help me with color psychology for branding and to provide the hex codes because obviously it’s a text, right? You’re going to get a text, you’re not going to get an image from ChatGPT.

And yeah, and it provided me the hex codes. And then I went on Canva and I put in all that information and I was just like that’s pretty cool. It also tells you kind of like how your branding should look like the elements, and all of that. So in that use case, it was really interesting. And again, it just speeds up the process that you would normally have to go in and do that research of the color psychology in that case, for example.

John Ray: [00:20:14] What about infographics? And this is another one, or your section is infographics or visuals. So that’s a situation where you’re putting in text and creating some sort of image out of that, right?

Isabella Bedoya: [00:20:32] Sure. You can ask for the text in that case. Like it’s just the — what ChatGPT will provide is the context, the content. So same with like Instagram, LinkedIn, Carousels, it will provide the content for you, but then you still have to do that manual piece of fitting it into the infographic.

John Ray: [00:20:49] Right, right. And it sounds like though that that step may not be far away from being eliminated at some point. All this is going to get stitched together, right? That —

Isabella Bedoya: [00:21:07] That will be amazing.

John Ray: [00:21:07] Yeah, that will be.

Isabella Bedoya: [00:21:09] Infographics in particular.

John Ray: [00:21:10] Yeah. That will move the cheese for a lot of people, that’s for sure. So let’s — I want to talk about how you’ve developed, how this works for you. I mean, you talked about how you’ve developed all these prompts. You’re pretty jazzed up about it, obviously, and really been going after it with intention. I love the way you describe how you’ve talked to various people in various industries to do that. Yeah, that’s, I would think an essential part of this. But talk about how you’re monetizing this work on your behalf. And at the end, folks, I want to give some shout outs to some opportunities that Isabella has for you to learn, but go ahead, Isabella.

Isabella Bedoya: [00:22:04] For sure. So it’s really interesting because it kind of in a sense, the idea behind it was we’re going to create this whole community around AI, ChatGPT, specifically for like business use cases. Just because I was so excited about how much impact it had on my own marketing agency. And it’s interesting because it’s kind of like a dual thing. The more attention that we get on LinkedIn, the more people want to learn more about the marketing agency. But there’s also a new side of things that people are asking more about specific prompt engineering for their companies, SOP developments and stuff like that.

So it’s really interesting. If anything, it’s just continuing to help us grow our business and adding this new leg. And also, in terms of like the monetization, it’s also brands. We’re starting to have some AI brands approach us and say like, hey, can we, you know, pay you to put this on the database?

And that’s kind of how I pictured — that was kind of like the strategy behind why I was giving the database for free to help the community as a whole, but then monetize it through brand partnerships and UGC. And just because I come from that background, I thought that was like the most beneficial. So that way it can be super valuable to the community as well.

John Ray: [00:23:33] Yeah. So let’s let’s talk directly to services providers. So our consultants, our attorneys, our accountants, what have you out there that they’ve got a practice to run, they’ve got their own discipline, whatever that is. And of course they’ve got all that goes into that, whether it’s marketing or running their back office or whatever. So where do you suggest someone that fits that category start with the capabilities of ChatGPT because it’s so overwhelming. It’s like a fire hose.

Isabella Bedoya: [00:24:15] Yes, the best suggestion is to start with one department at a time. So if you have like your marketing team. Or just the other day, I was helping one of my cousins who does work with like a finance company and they’re starting this whole like in-house underwriting department. So we were just creating like underwriting SOPs for the underwriters.

So it really just depends on like what your, I would say like the most, maybe like the most challenging in terms of time. Start there because if you can optimize that to be easier with AI, not just ChatGPT but any AI tool, if you can make that deployment easier for the flow of things, then that’s going to be like, first of all, a huge pain point that’s been lifted in your company and then start working towards the other departments.

John Ray: [00:25:13] And so you’re talking about what part of your company you’re spending way too much time on in terms of a process flow? Is that what you’re saying?

Isabella Bedoya: [00:25:26] Yeah. Like, for example, like for us, a lot of the time that we were spending on was on the actual research of like market research, SEO, audience persona. That was like the biggest thing that took us forever to do all the research and create ideal audiences. And not just from our point of view, but also from like our clients. That’s always like such a challenging question Who’s your target audience? What are the pain points?

And with ChatGPT, just asking it like I want to create an audience persona for someone that would buy something like this. Include pain points, include desires, include buying behaviors, include specific brand names that they buy from you. Get all of that in like a minute.

Speaker3: [00:26:16] All I can do is laugh at that. I mean, that’s amazing to me. But again, see, what happens is people hear that and immediately their trust factor goes like way down. Right? I mean, they think, how can you trust results that you get in a minute.

Isabella Bedoya: [00:26:35] Yeah. And not just the trust factor, but also like I’ve seen people kind of go through like an existential crisis of like, why am I even here? Like everything I’ve worked for, I no longer –I’m being replaced by a machine. But this is one of those things that I really believe that humans are still very essential in the process. I think it’s just going to be a matter of — I kind of have this perspective on it where, sorry about that.

John Ray: [00:27:07] That’s okay.

Isabella Bedoya: [00:27:08] I have this perspective of how, when we used to do, you know, Microsoft Word, we had to learn Microsoft Word. Especially I was in school, so I didn’t really have to like go through that. But I remember like my grandparents, my parents, they all had to learn this new technology if they wanted to be either more effective at their job or get a raise or stuff like that. And I think that’s kind of what’s happening with AI, where if you don’t adapt, it’s going to be one of those things that you’re going to be replaced by someone that has adapted.

It’s just a skill. It’s an added skill to add to your resume and it makes you super powerful and super, you know, it gives you a lot of leverage within your company. The way that I see it is if you alone as a marketing, let’s say as a marketer, right? You alone as a marketer, you have to then hire a copywriter, a funnel builder, a web designer, a graphic designer. But with AI, you have your own team of experts. So now the company can have, like you become a powerhouse for the company, and that allows you to also ask for raises and be way more valuable.

And the same for like the actual owners of these organizations, the owners of service firms. If you have AI in your processes, you get results for clients a lot faster or you get client service delivery faster, which means that your clients are going to be super happy and they’re going to see results faster, they’re going to stick with you versus the person that’s still doing market research for three weeks. It’s just one of those things that it makes you more competitive.

John Ray: [00:28:44] Yeah, that makes sense. Do you worry about or have you confronted this, the fact that you can get results so quickly that the client across the table looks at you and says, well, I don’t know that I ought to pay a tremendous price for this because it’s so “easy”, right?

Isabella Bedoya: [00:29:09] So that’s where you price in the value. Right. In the positioning.

John Ray: [00:29:13] Thank you for that.

Isabella Bedoya: [00:29:13] It’s the same thing as like, do you remember that graphic of a carpenter that there’s like a nail on the wall and then the carpenter’s like, yeah, I’ll charge you like $100 for that. And the other person’s like, I’ll charge you hourly. And the person is just like, why would I pay you $100 for that? And it’s because I have the specialized skill to be able to know where to put the nail on the wall to not cause any issues.

And that’s exactly the positioning and the branding that service firms, attorneys, that’s kind of like what you need to align yourself with. I’ve had some people on LinkedIn comment on my post saying specifically for attorneys that they’re doing like cross-examination questions within minutes. And it’s really wild. It’s really wild.

John Ray: [00:30:09] Well, yeah. And again, it gets back to prompts, right? So I mean, you can get very specific about the prompts. And I mean, in that case, you can put some sort of like profile of that individual. You may, if that individual is a public figure, you may actually put their name in there, right?

Isabella Bedoya: [00:30:32] Yeah, yeah. If they’re celebrities, I know that you can do like write it in the tone of voice of Kevin Hart, for example. It will be a humorous output. So yeah, you can definitely insert celebrities. And if they’re not that well known, ChatGPT will just say, like, you know as a language model, I don’t really know who that is. And it’s okay. You just can keep trying and it’s not going to explode or anything that.

John Ray: [00:31:03] Yeah. And again, it’s, I guess the visual that comes to my mind is the funnel. I mean, you keep funneling down until you get through prompts, until you get the results that you’re looking for.

Isabella Bedoya: [00:31:19] Yeah, even for funnel. Like speaking of funnels. Even for funnels, we had a client that we helped do a virtual event like a boot camp. And the same thing, normally the boot camp set up would have taken me about two or three weeks to put the emails together, to put the funnel together, the promotion materials, everything. And in like two or three days, we had the whole thing up and running, launched.

It’s really, speed is what it does. Of course, I still have to go through the answers and like modify it to actually make sense and sound like a human. But that’s why it’s not 100 percent replacing you, it’s just making your life a whole lot easier. And then you just have to go in and do the tweaks.

John Ray: [00:32:03] So let’s talk about the results that I think some have commented on, where there’s inherent bias, where there’s ethical issues, that kind of thing. Talk about filtering the results to filter that kind of stuff out.

Isabella Bedoya: [00:32:23] Yeah. So that’s one of those things that we kind of have to like keep in mind that it’s all learning from somewhere. So it will naturally tend to sway one way or the other. But for like things in particular, like business use cases, it’s not necessarily — I mean, maybe if you’re in like legal where it can get a little political. But for like traditional use cases like customer service, marketing, sales, that kind of thing, it’s not really like that impactful in that sense. If you do want it to be a little bit more inclusive, you can say like act as a DEI, act as a head of DEI and make this paragraph more inclusive or whatever the case is.

But I think for like the typical business case, at least so far, I haven’t encountered too much of how it could be biased. But again, it depends on the prompts. It depends on the prompts. Like if you’re coming from like a certain angle, you just have to say that. You could also tell it to be like a devil’s advocate. Like using that word, that’s a command. Be a devil’s advocate about this. You can say, what was the other one? Analogous. Like to give you an analogous response. So you can kind of like get it to — when you get a response, you can kind of tweak it so that it actually shows you both sides. But it just comes down to the prompts not taking the first, you know, the word for it.

John Ray: [00:34:08] So let’s talk about ChatGPT versus Google and Google’s Bard. Talk about if you’ve dived in to both and what kind of conclusions do you have about both?

Isabella Bedoya: [00:34:28] Sure. Yes. I did start using Bard. I think you still have to be on a wait list. But yeah, I did start using Bard and it’s just very new that so far I think ChatGPT has been giving better answers. From what I understand, though, Bard has access to the internet like it actually has access to like, real time data, whereas ChatGPT 3.5 is all the way through the end of 2021 and ChatGPT 4 which just released, that, from my understanding it was as a random number, but just kind of paint the picture.

I think it’s like 100 billion data points, whereas in ChatGPT 4, it’s like this massive, like in the trillions of the amount of data that it actually is pulling from. So ChatGPT 4 is massive. The prompts and the output that you can get from ChatGPT 4 is also a lot better than ChatGPT 3.

But Bard, when I tried it, it was still too generic. Like I asked it to do the same market audience prompt and it was just very generic, like pick a target audience, pick your social channels. And it’s like, that’s not what I was asking, you know?

John Ray: [00:35:50] Right. Yeah, it was very high level results.

Isabella Bedoya: [00:35:56] Yeah.

John Ray: [00:35:56] Got it.

Isabella Bedoya: [00:35:57] Yeah, exactly.

John Ray: [00:35:58] And do you recommend at this point, and I mean, look, we’re in March 31st as we do this interview and who knows what’s going to happen just two months from now. But you’ve got to be a paid subscriber to ChatGPT to get version four, right?

Isabella Bedoya: [00:36:18] Yes.

John Ray: [00:36:19] So do you recommend that the average person out there be a paid subscriber or the results that they get from version 4 that much better than 3.5?

Isabella Bedoya: [00:36:31] Yeah, this is a really good question. I have the paid version, but I have the paid version because I started just using it every day in my daily activities that around noon, it would just start crashing because everybody — it would just be an influx of people. So it would be really slow and start crashing. So when you upgrade, it’s like $20 a month, it’s not anything crazy. And that meant that I didn’t have that lag time.

In the process, of course, then I got access to ChatGPT 4. For the average person though, I think ChatGPT 3.5 is fine. It’s something that the downside right now with ChatGPT 4 is that you can only use 25 prompts in three hours. So they have a limit because it’s new. They’re rolling it out. It’s probably a lot more technology on the back end.

So whereas on ChatGPT 3, you don’t have that limit. And also ChatGPT 4 is slower, so you can just see it like type and it takes forever. Whereas version 3.5, it’s very fast. Like you just see it like sip through. So if you do decide to upgrade, I would upgrade based more on like the speed of the usage and not having that limit. But it doesn’t hurt to try ChatGPT 4. It’s way more powerful.

John Ray: [00:38:01] Yeah. Yeah, that makes sense to me. Well, I mean, I’m a paid subscriber, just for that very reason. So for $20 a month, why not? So let’s — I want to, as we kind of wrap up here, I want to make sure we talk about you and kind of the services that you offer, Isabella. And you’ve got a workshop coming up that I noticed. So you’ve given us a lot of great information. Let’s give you a chance to talk about how folks can connect with you and learn more from you.

Isabella Bedoya: [00:38:47] Thank you. Yes. Best way to connect right now is on LinkedIn. Like my name on there is Isabella Bedoya. And other ways to connect with me, I also have the AI database library and a Slack channel inside of that database, which we’ll probably link it at the end of the video, right, in the show notes. And yes, I do have the workshop coming up. It’s on April 12th at noon Eastern. So 12 to 2 p.m. it’s a two-hour workshop.

And the purpose of that workshop is to actually go through business use cases, you know, how to actually monetize it, discover a little bit more on like the different roles and the different operational workflows that you could create with it. So it will be very interactive. And also since it’s live, it’s not necessarily like this it’ll be live in the sense also of we get to interact with it. So if anyone has any like prompts that they want to see or any things that they actually want to talk through, we can, there’s time for that.

John Ray: [00:39:56] That’s terrific. Isabella Bedoya. Folks, she is with Fame Hackers. That’s her firm. And just in general, ChatGPT aside, talk about your work at Fame Hackers. Let’s get that out there as well, Isabella.

Isabella Bedoya: [00:40:17] Sure. Yes. Our Fame Hackers, we help with building personal brands. And a lot of the things that we do is short film video marketing, creating monetization strategies like virtual events or whatever the case is. And in addition, excuse me, in addition, this is where AI is amazing because we have figured out ways to integrate AI into like the video editing. So the videos are super fast and super high quality too, and very engaging following all the engagement tactics that short film video creators use.

So that’s essentially what we help with. I have worked with organizations as well with like just their marketing strategies. But right now, like I mentioned, we’re having this whole influx of people asking us to help them with their AI SOPs internally. So that’s in a nutshell essentially like what we do.

John Ray: [00:41:15] Yeah. I am sure you have been busy. And congratulations on that. I love stories like this where someone with your ingenuity is taking advantage of an opportunity in the market, which you obviously have done. So congratulations on that and your success.

Isabella Bedoya: [00:41:34] Thank you.

John Ray: [00:41:35] Yeah. And thanks for sharing your time with us. But one more time just to make sure people have the information on how they can connect with you.

Isabella Bedoya: [00:41:46] Yeah. On LinkedIn. My name is Isabella Bedoya. And I think the handle is Izzword, I-Z-Z-W-O-R-D.

Speaker3: [00:41:57] Terrific. Isabella Bedoya with Fame Hackers. Isabella, this has been enlightening, fun, and I’m sure for some scary. But I think it all adds up to something good. And I really appreciate you taking the time to come on.

Isabella Bedoya: [00:42:15] Of course. No, thank you. And if anyone has any questions or want to chat further, feel free to reach out. And thank you so much, John, for having me here.

John Ray: [00:42:24] Absolutely. Thank you. I appreciate you. And folks, just a quick reminder, if you want more information on this series, this podcast series, go to PriceValueJourney.com. You can find the show page or the show archive there. And of course, you can also find that on your favorite podcast app pretty easily. If you want to find it there, you can also sign up to receive updates on my book that’s coming out later this year called The Price and Value Journey Raising Your Confidence, Your value, and Your Prices using the Generosity Mindset method. And if you’d like to send me a note directly, please do so. John@John+Ray.ceo, thank you again for joining us. Thanks again to Isabella Bedoya for joining us on this episode of The Price and Value Journey.

 

 

About The Price and Value Journey

The title of this show describes the journey all professional services providers are on:  building a services practice by seeking to convince the world of the value we offer, helping clients achieve the outcomes they desire, and trying to do all that at pricing which reflects the value we deliver.

If you feel like you’re working too hard for too little money in your solo or small firm practice, this show is for you. Even if you’re reasonably happy with your practice, you’ll hear ways to improve both your bottom line as well as the mindset you bring to your business.

The show is produced by the North Fulton studio of Business RadioX® and can be found on all the major podcast apps. The complete show archive is here.

John Ray, Host of The Price and Value Journey

John Ray The Price and Value Journey
John Ray, Host of “The Price and Value Journey”

John Ray is the host of The Price and Value Journey.

John owns Ray Business Advisors, a business advisory practice. John’s services include advising solopreneur and small professional services firms on their pricing. John is passionate about the power of pricing for business owners, as changing pricing is the fastest way to change the profitability of a business. His clients are professionals who are selling their “grey matter,” such as attorneys, CPAs, accountants and bookkeepers, consultants, marketing professionals, and other professional services practitioners.

In his other business, John is a Studio Owner, Producer, and Show Host with Business RadioX®, and works with business owners who want to do their own podcast. As a veteran B2B services provider, John’s special sauce is coaching B2B professionals to use a podcast to build relationships in a non-salesy way which translate into revenue.

John is the host of North Fulton Business Radio, Minneapolis-St. Paul Business Radio, Alpharetta Tech Talk, and Business Leaders Radio. house shows which feature a wide range of business leaders and companies. John has hosted and/or produced over 1,700 podcast episodes.

Coming in 2023:  A New Book!

John’s working on a book that will be released in 2023:  The Price and Value Journey: Raise Your Confidence, Your Value, and Your Prices Using The Generosity Mindset. The book covers topics like value and adopting a mindset of value, pricing your services more effectively, proposals, and essential elements of growing your business. For more information or to sign up to receive updates on the book release, go to pricevaluejourney.com.

Connect with John Ray:

Website | LinkedIn | Twitter

Business RadioX®:  LinkedIn | Twitter | Facebook | Instagram

Tagged With: AI, artificial intelligence, ChatGPT, Fame Hackers, Human Resources, Isabella Bedoya, John Ray, Price and Value Journey, pricing, professional services, professional services providers, solopreneurs, value, value pricing

Effective Copywriting for Professional Services: An Interview with Gloria Russell, Russell Resources, LLC

March 29, 2023 by John Ray

Effective Copywriting
North Fulton Studio
Effective Copywriting for Professional Services: An Interview with Gloria Russell, Russell Resources, LLC
Loading
00:00 /
RSS Feed
Share
Link
Embed

Download file

Effective Copywriting

Effective Copywriting for Professional Services: An Interview with Gloria Russell, Russell Resources, LLC

Copywriter Gloria Russell joined host John Ray to discuss the elements of effective copywriting for professional services providers. Gloria talked about the problem of services providers talking too much about themselves, uncovering their unique brilliance, the rise of AI and what it means for copywriting, why reading makes for better copywriting, and much more.

The Price and Value Journey is presented by John Ray and produced by the North Fulton studio of Business RadioX®.

Russell Resources

How you show up and serve your clients is more important now than ever.

At Russell Resources and writer.mn, they help U.S. business owners who are bogged down with ineffective website content and unclear marketing messages.

They know that you would like to finally feel confident that you are sending the right message to the right audience. They understand that successful messaging must authentically resonate with your ideal clients. With their marketing and writing expertise, they would love to talk with you about helping you attract more of your ideal clients to increase revenue and profit.

Russell Resources can help you extend your reach, so it delivers value to you and your clients. They provide the strategic, client-focused, written content that sends your unique message to those you most love to serve.

Website | LinkedIn | Instagram

Gloria Russell, Founder and Lead Copywriter, Russell Resources LLC

Gloria Russell, Founder and Lead Copywriter, Russell Resources LLC

Nine years ago, Gloria Russell launched Russell Resources LLC to help entrepreneurs upgrade their marketing strategy and copywriting. She works with service-based businesses to gain clarity on their preferred markets, ideal clients, and services that provide in-demand solutions. Her compelling content enhances visibility, credibility, and marketability by reaching the right audience through engaging topics on websites, blogs, and LinkedIn posts.

After a lengthy corporate career, Gloria now enjoys working with clients across the country from her office in west central Minnesota. She treasures all the special times with her children and grandchildren who live out of state. Her son, Ryan, and family live in Virginia, and Michigan is home to her daughter, Odessa, and family.

Gloria enjoys travel, music, adventure or mystery books and movies, home improvement projects, and the cheery sound of birds chirping.

LinkedIn

TRANSCRIPT

John Ray: [00:00:00] And hello again, folks. I’m John Ray on The Price and Value Journey. And I’m delighted to welcome my friend Gloria Russell. Gloria is based in Minnesota, but she works all over the country and she works with a number of different verticals, you might say, performing copywriting services, giving them copywriting that they need for their website. It might be for brochures or social media posts or maybe LinkedIn or what have you.

But I’ve known Gloria for a while now and I really love her work. I love her perspective. And I thought she would be a great person to talk to about effective copywriting for professional services firms. Gloria, thank you so much for joining me.

Gloria Russell: [00:00:50] Thank you so much. It’s a pleasure. Thank you for the invitation.

John Ray: [00:00:54] Absolutely. So I didn’t do your background justice because you’ve done so much great work. But I’m going to turn it over to you and tell the listeners a little bit more about your background and how you became a copywriter.

Gloria Russell: [00:01:15] Well, I think, John, it actually started kind of a young age, at least for the writing part of it. When I was a young girl, I used to actually rip pictures out of a magazine and then I’d write my own story. I had quite the imagination. And I’m a reader and I think readers make good writers a lot of time. And it’s probably just because you have that exposure to the written word and the spelling and word usage, just all of that. And of course, you love the impact and the adventure. But I do feel like readers oftentimes make good writers.

And so that’s kind of how I began. I used to like to write. I always been a reader. But if you fast forward to my corporate career, there I had a variety of responsibilities. But part of it was I wrote internal and external communications. And for some of them I was the author, but for others I was writing for other people. It might have been the owner of the company, the VPs, the CEO, the C-suite, whomever.

And so I learned, and I feel like some of it might have been a little bit of a natural tendency. But I learned through years of practice how to write in the voice of many different people. And it was really fun for me. So I enjoyed that a lot.

John Ray: [00:02:49] You said something there I want to follow up on. You talk about the connection between reading and writing. Talk about how important it is to read in order to develop your writing skills.

Gloria Russell: [00:03:06] I think it is, most definitely, because and I think that’s one of those things that really helps. When you read, and I’ve got the whole bookshelf, when you read, you really see how stories develop. You see different styles of writing, but you can also recognize the good patterns and even just the words and the spelling and all of that. I’m one that finds the mistakes in books. And I’m always thrilled when I read a book and there are no mistakes, but I think it is important.

It’s kind of funny, John, because in my corporate days when I did a lot of writing, I didn’t call myself a copywriter. Even though I certainly was, but that was just one of my many duties. And I didn’t call myself a copywriter. It wasn’t until I decided to leave the corporate campus and start my own business that I realized, oh, now I’m a copywriter.

Because what I was trying to do, I wanted to help business owners with their copywriting, with their content, with how they projected themselves. And that’s what they told me they needed the most. So the things I love to do, that’s what I decided. And I do love it because it offers me a lot of freedom and flexibility at this stage of my career. But now I indeed do call myself a copywriter because that’s what I do all the time. So I’ve owned up to it now.

John Ray: [00:04:45] Okay. Well, I want to talk about that term for just a second, because the term itself, I understand why you use it because that’s what people are looking for. So you have to call yourself that, right? But the writing itself is the task, and you do so much more than that. And really, and this is true for any good copywriter, right? I mean, it does not start with the writing. It starts with something bigger than that. Talk more about that.

Gloria Russell: [00:05:20] Yeah, absolutely. Well, so there is the writing thing, and that’s the part where I say I kind of came by that early and came by that honestly. But when I talk about the content, really, it’s the marketing. And sometimes people don’t know that’s what they need and they’re asking for the writing, which is definitely the product. But a lot of times, it’s the marketing and they don’t quite understand that.

So when clients come to me, typically what they’ll say is they need the content, they need the writing, but they don’t have time, they don’t know how to write, they can’t write. Some of them just say it would be torture. So they want something professional, something that’s really going to serve them well, represent them well, but they’re not sure how to provide that for themselves.

So a lot of times, even I do use the word copywriting because you need to, but a lot of times I use the term marketing content. So I’ll say I write marketing content, or I create marketing content. And I think sometimes people understand that a little bit better.

John Ray: [00:06:33] You know, I think I’m qualified to judge a bad copywriter from a good one because I’ve had bad ones and I’ve had good ones, and that means you. And I think the difference is the copywriters that play into people’s point of view, right? I mean, and I think your talent, it seems to me, is giving professional services providers and other companies you work with a point of view makeover that it’s not about them and what they do per se.

Gloria Russell: [00:07:14] This is so true. I think what you need to do and what people want, sometimes they’re just not really able to express it. But really, we need to uncover their unique brilliance and how they’re different and how they relate to the client. Because in the writing and in the copy that people are going to read, it needs to be all about the client.

There are many different types of copywriters. There are some and they are professionals as well. But there are some that will write for a particular industry, and they will maybe create companies that will create a website and the copy that goes with it, and they sell that same thing to everyone in that niche or all the same.

So there’s really no way to differentiate when you see that. And if that’s something that works for you and that’s what you need, that’s great. You have to know what your objectives are and what your goals are. For me, I like to provide original content. And so that means I really need to get to know the business and who their ideal clients are.

John Ray: [00:08:22] Yeah. And I guess this also comes around to a lot of professional services providers have, they’ve gotten trained too. Right? I mean, they’ve done a lot of writing along the way, particularly attorney’s verticals like that. Right? They’ve done a lot of that. So. If you’re a good writer, why do you need to hire a copywriter?

Gloria Russell: [00:08:55] Well, there’s usually two reasons. People will come to me, and they’ll say, I am a good writer. And they are, but they don’t have time. They absolutely do not have the time. And that’s not where they want to focus their energy. But most of them are good, they’re good writers, but they don’t really understand the marketing side of it. And you need to really love the outcome.

So once you have new content, say for your website, your blogs, your LinkedIn profile, bios, whatever it is, you want to feel really good about that and proud of it because I feel really bad when people say, yeah, I wrote it but it doesn’t really do the company justice. It doesn’t really help me. People aren’t attracted to it.

And the whole thing is you need to speak to the clients. You need to show what’s in it for them and you need to do it pretty quickly. So I think a lot of times the real reason is it’s just a matter of the marketing side of it. People have trouble talking about their own, talking about themselves or their own business a lot of times.

John Ray: [00:10:06] Well, my sense of it is they talk too much about themselves. So maybe they’re too good at talking about themselves as opposed to talking about what’s going on in the heads of the potential client that they have, right?

Gloria Russell: [00:10:20] Right. Well, that’s absolutely true. And that’s one of the things that I see as probably the biggest, well, I would say undoubtedly the biggest mistake that people make when they write their own content. And a lot of people will do that, especially when they’re starting out. But they talk too much about themselves and too much about the company and we do this and we do that.

But the truth is, when someone comes to your website or looks at some marketing materials, whatever it is, they want to know what’s in it for them. And people don’t have a very long attention span anymore. I don’t either. So they want to see it and they want to see it quickly. So you really need to talk about the client and what’s in it for them. That’s what gains you the outcome that you’re really looking for.

John Ray: [00:11:11] Well, let’s talk about the, I guess, the piece of this that involves how you work with a client and how you get to that point. So dig into that for us. Take us through what that looks like for you as you unpack all that with a client.

Gloria Russell: [00:11:33] Well, when there’s a new client, the first thing always is to get to know them. So I will spend time with them to really understand what drives them their why, why are they in it? I’d like to know about their business, the mission, the vision, what they’re hoping to achieve. And so we have some discussions on that. Some of them will go pretty deep to see what’s it all about. I want to know what’s important to them.

But the second thing we’ll talk about is who is their ideal client? Who are they really looking for? Who do they want to serve? And those are the people that we want to attract because we want them to fall in love with you so that you can serve more of those type of people. So we discuss all of that with an understanding of what their goals are and who they’re really going to be basically a hero to. And then we decide what needs attention and where we can show the client some love. So it might be their website, it might be their LinkedIn, it might be blogs. Sometimes it’s video, video scripting, case studies, whatever they need. But you need to start with those elements first.

John Ray: [00:12:49] Do you find that you discover more about the clients of a service provider than maybe they knew themselves?

Gloria Russell: [00:12:59] It happens sometimes. Yeah. The interesting thing is when I talk with business owners, most of them know a lot about their business and what their goals are and what they’re trying to achieve, who they want to serve. Some of them are very clear on who their preferred clients are and who they can really make a difference for. But some of them are not so clear, especially if they’re a little earlier on in their business.

Or during the pandemic, a lot of people change their focus or do a little bit of a switch and they might have added services or just they’re doing their work differently. They might even be looking for a different set of clients. So we would talk about that. And sometimes we need to have a little bit more discussion on that to really understand who it is they’re looking for. Because until I know who those clients are that they really want to serve, I can’t write for them. I need to know who they are so that I can write directly to them, and it will speak to them and resonate with them.

John Ray: [00:14:11] Yeah, that makes sense, Gloria. Now, so you go through — and I know this from working with you. You go through a pretty extensive interview process, right? And you record that interview, so you have access to that later, right?

So I guess what are the big — are there surprises that come out of that? I’m just curious if your clients sometimes have epiphanies about their own business that maybe they didn’t fully appreciate? And just because you’re an independent third party and looking for their special sauce that you find things they didn’t know they had.

Gloria Russell: [00:15:01] This is true. It does happen sometimes. And it turns out to be a delightful journey for the business owner, I feel. And they’ll say, oh my gosh. And sometimes I think they’re a little bit worried about it, like, well, it will be too overwhelming, depending on where they are at. It depends really on how deep we go into that and how much we have to do.

But typically, at the end, they’ll just say, oh my gosh, I learned so much and I’ve narrowed things down and I have much more clarity now. And they realize that actually the exercise was fun. And so, I really love that because I don’t want anybody feeling nervous about it or like it’s going to be too much work. But you do have to ask the right questions so that you can uncover the essence of their business goals and what they’re really trying to accomplish.

John Ray: [00:15:57] Yeah, that makes sense. So what are the services businesses that you find maybe the most challenging to write for and why?

Gloria Russell: [00:16:13] That one’s pretty easy for me. And every copywriter might have a different answer. But for me, the most challenging are legal and financial. And it doesn’t mean that I don’t write for them. I do. I will write things like ads. I’ll do their LinkedIn profiles to make sure it really represents them well. I will do some website content, or it could be blogs or posts.

What I won’t do is I won’t do white papers or something that really gets deep into the topic. And the reason is I’m not the expert on the legal and the financial. That’s not my main focus. And there are a lot of things in those industries that you can’t say or certain ways you can’t say it. There are certain words you can’t use. And so, I just avoid that. And if there is someone who needs that type and that depth of copy for legal or financial, I refer them to someone who only works with that group.

John Ray: [00:17:23] Okay, cool. So let’s say we’ve got some someone listening to this, and they’ve decided, okay, I give up, I’m going to hire my own copywriter. So one question that I get a lot from people is I don’t know how to judge. I don’t know how to judge who’s a good fit for me and who’s not, because it all kind of sounds the same to me when I go to their website or what have you. So how do you counsel someone on how to make a good selection of a copywriter for their business?

Gloria Russell: [00:18:03] Well, I think there are ways that you can go about that. And first thing I would do is you have to have an idea of what you need. But you can go to the copywriters, look for their LinkedIn. And when you look at their LinkedIn profile, you can gain a little bit of an idea of who they are, what they do, what it might be like to work with them. And you can see a little bit about their style.

The other thing you can do is you can look at their recommendations and that will tell you something I think that’s valuable. And the LinkedIn recommendations are awesome. You can see who said what. You can even see the date that it was posted. So I think that’s really good. You can also go to their website and just see how they wrote their own website and who they seem to be speaking to, that kind of thing.

So I think those two. And then if it seems like something that speaks to you, you can ask for a conversation. I’m sure that any copywriter would be very happy to have a chat and you can decide if it’s a good fit.

John Ray: [00:19:22] Yeah. Okay. So I want to get to the topic of the day, which is AI and ChatGPT and Google has Bard coming out. Well, it’s already out right now, but talk about just how you view AI and copywriting and your ability to do what you do.

Gloria Russell: [00:19:52] Yes. It certainly is the topic of the day, isn’t it?

John Ray: [00:19:55] Oh, yeah.

Gloria Russell: [00:19:57] For me, I love technology, so I don’t think of AI or any kind of techno innovative happenings as any kind of a threat. If you think about over the years, all the technology changes we’ve had, it’s exciting and we have capabilities now that we never had before. And this is another thing. I mean, it’s ever-evolving and it will continue to evolve.

I know there are people who aren’t as fond of technology. Probably they think, oh, now we have to learn another thing. Or some people just don’t like change. And so that impacts how people feel about things. I’m one of those that really embraces change and technology. I mean, as long as it can do something for me that might be productive, it’s great. So change doesn’t bother me.

I mean, even in my personal life, John, I, like a lot of people don’t like to move and I have moved many times. For me, that’s just an adventure. I don’t have to clean my closets. I can just move. And I kind of take that same perspective with technology. And I think AI can really help a lot of business owners and it can help a lot of career professionals in many ways that might not have been available to them before. And it will keep getting better.

I’ve seen a lot of my clients use AI effectively for writing emails. Some of them, especially if they’re a little concerned about how to structure the sentence or which words to use, they find it very valuable. I’ve seen others use AI as they start projects, maybe to outline something or to gain some other ideas. That is another benefit.

And then of course, there are some people who are using AI to write their posts in their blogs and their eBooks and all of that. And it’s amazing if you just watch it unfold, it’s just like, oh my gosh, look at this, it’s amazing to just see it happen so quickly.

But here’s the caution. And this is my view, but here’s the caution. This is like anything, I believe the output is only as good as the input. And so to use it well, you really need to spend some time with it and improve the questions you ask, and you need to know when to use it and basically create a strategy.

John Ray: [00:22:35] Yeah. There’s something beguiling about getting the results as quickly as you get them. And what I mean by that is it’s kind of like if you, well, I’m dating myself. Probably not you, but I’m dating me. So, I mean, when, I guess it was VisiCalc, came out and the old spreadsheet software and because everything was so well organized and so forth, I mean, you maybe took a little bit of a, had more confidence in the results than you should. Right. Just because of the way the output looked. Right. And it strikes me that something like ChatGPT is very similar.

Gloria Russell: [00:23:28] Yes. Yes, I think so. I don’t believe for a minute that it would replace humans for exceptional copywriting, but it can help speed up the process a little bit if really learn how to use it to your benefit. And on the other hand, I’ve had clients come to me in the last weeks saying they don’t want to use AI for their content because they don’t feel that it gives the personality, or it doesn’t add to their branding, and it just doesn’t pull it all together. So that’s why they would like for me to do it so that they know that that’s they’ll get the outcome that they want.

But the whole thing is fascinating. And I think the other caution that I would have is it’s like anything else, it’s not perfect. And so when you use ChatGPT or the others, it will create content that can sometimes be inaccurate and there can be mistakes. It’s like any software actually even if — well, it’s because I know I guess. But if I use the grammar software, I can see it make mistakes or I can see it use a word that changes the meaning basically of what I want to say. And it’s not going to be a good thing for me.

So you have to be aware that all the information might not necessarily be accurate and some of it might be a little bit biased. So you have to, when you’re using it, I feel like you need to, in the end, really make it your own and edit it. Make sure that it has the proper content, grammar, tone and flow that you’re looking for. In other words, what you really want is something original, not strictly machine generated.

John Ray: [00:25:21] Right. Yeah. And so do you use ChatGPT or its equivalents? Do you use AI yourself?

Gloria Russell: [00:25:33] I do to a point. I do to a point. But I certainly don’t write my clients content with ChatGPT. No.

John Ray: [00:25:45] Okay.

Gloria Russell: [00:25:46] N-O.

John Ray: [00:25:47] So I got it. So are you using it for like research, outlining, prompts, or that kind of thing? Is that the extent of your usage?

Gloria Russell: [00:25:57] Pretty much. I would say, honestly, I’m using it just to see what it can do.

John Ray: [00:26:02] Okay. Okay.

Gloria Russell: [00:26:03] Really, I feel like we’re really at the beginning stages of this. And so I use it to see what it can do, but it does not replace the original content for me at all. So, but it’s very interesting. It’s fascinating.

John Ray: [00:26:20] Yeah, for sure. So let’s talk about tone and getting someone’s voice because I can hear someone saying it’s a valid point. That may be a problem with ChatGPT, but how do I get a copywriter that gets my tone and my voice, right, that makes it sound like me? So how do you accomplish that?

Gloria Russell: [00:26:50] Well, I don’t know that there’s really a class I could teach on that one. But again, I feel a little bit like I had maybe a little bit of a natural tendency there, but also probably just because I’ve done it for so long. That was part of my corporate work. And again, you need to really know your client and you need to know who you’re speaking to. So that’s the key to it right there, I think.

And it’s very important to have those conversations with the client, to understand their personality and their brand, what they’re trying to accomplish, their focus. And in working with them over time, if that changes, then you have those discussions again. But if you’re working with someone for the first time, like I will look at what has been created before and I’ll ask them how they feel about it. Sometimes they’re really happy with it, sometimes they’re not. They understand that that did not represent them the way they wanted. And so we talk about those kinds of things. But I think if you ask the right questions, you can really understand better who they are and how they would speak to their client.

The other part is knowing the client and how would they speak to those marvelous clients that they love to serve, and how do those clients want to be spoken to, what do they want to know? And again, you don’t want to use too much technical jargon or acronyms. You don’t want to get too technical. So there’s a lot to it, but it’s really fun. And I just am thrilled when I hear the comments that people say, oh, I don’t know how you can write so that it sounds like I wrote it, but you do a great job. And that really makes me feel good.

John Ray: [00:28:46] Yeah. And that really gets over the objection I think a lot of people have toward hiring a copywriter in general, right. And they put this in a category. They kick the can down the road because that’s what they’re afraid of and they’re waiting for a time they’ll be able to do it themselves. And they never get to that point, right?

Gloria Russell: [00:29:07] Yeah, it’s true. I have had a few, not many, but a few say, well, I don’t know that you could write my content because you don’t totally understand my business. Well, we have conversations so that I can understand enough. And I think what helps me too is that I have that corporate background and I was involved always from the strategy all the way through to the implementation.

So I do understand business and that probably helps me too. But sometimes it’s maybe better not to know all the details because you can write then in a way that more people will understand rather than when you’re really in the thick of it and you’re getting a little bit too detailed or too technical. It’s interesting.

John Ray: [00:29:54] Yeah. Sometimes knowing too much makes you a captive of all that, right?

Gloria Russell: [00:29:58] Yeah.

John Ray: [00:29:59] Yeah, yeah. Yeah, that makes perfect sense to me. Gloria, this has been great. And I can’t imagine that there aren’t some folks that would like to know more about you and your services. So can we give them your contact information and allow them to get in touch with you?

Gloria Russell: [00:30:18] Absolutely. Thank you so much. So they could Google Gloria Russell copywriter and they would find my LinkedIn and my website for Russell Resources. That’s one way. But I have a shortcut. The shortcut is you can just Google writer.mn. I’m based in Minnesota, so the MN is easy to remember. So writer.mn goes directly to my Russell Resources website.

John Ray: [00:30:44] Terrific. And you were again, work with clients really all over the place. You may be in Minnesota, but in terms of your clients, you’re all over the place.

Gloria Russell: [00:30:54] All over the country. I don’t do international anymore, but all over the country.

John Ray: [00:30:59] There you go. Gloria Russell. Gloria, this has been great. Thank you so much for joining me and our listeners and talking about your work and the copywriting profession. Thank you so much.

Gloria Russell: [00:31:14] Thank you so much. I appreciate it. It’s a pleasure.

John Ray: [00:31:18] Hey, folks, just a quick reminder that you can find the show archive for this series at pricevaluejourney.com, as well as your favorite podcast app. So whichever makes the most sense to you, just search pricevalujourney.com or go to pricevaluejourney.com or search Price Value Journey and you’ll find it.

Also, if you go to pricevaluejourney.com, you can find updates on my upcoming book. It’s called The Price and Value Journey, Raising Your Confidence, Your Value and Your Prices Using the Generosity Mindset Method. Be out later this year in 2023. So for my guest, Gloria Russell, I’m John Ray. Join me next time on The Price and Value Journey.

 

About The Price and Value Journey

The title of this show describes the journey all professional services providers are on:  building a services practice by seeking to convince the world of the value we offer, helping clients achieve the outcomes they desire, and trying to do all that at pricing which reflects the value we deliver.

If you feel like you’re working too hard for too little money in your solo or small firm practice, this show is for you. Even if you’re reasonably happy with your practice, you’ll hear ways to improve both your bottom line as well as the mindset you bring to your business.

The show is produced by the North Fulton studio of Business RadioX® and can be found on all the major podcast apps. The complete show archive is here.

John Ray, Host of The Price and Value Journey

John Ray The Price and Value Journey
John Ray, Host of “The Price and Value Journey”

John Ray is the host of The Price and Value Journey.

John owns Ray Business Advisors, a business advisory practice. John’s services include advising solopreneur and small professional services firms on their pricing. John is passionate about the power of pricing for business owners, as changing pricing is the fastest way to change the profitability of a business. His clients are professionals who are selling their “grey matter,” such as attorneys, CPAs, accountants and bookkeepers, consultants, marketing professionals, and other professional services practitioners.

In his other business, John is a Studio Owner, Producer, and Show Host with Business RadioX®, and works with business owners who want to do their own podcast. As a veteran B2B services provider, John’s special sauce is coaching B2B professionals to use a podcast to build relationships in a non-salesy way which translate into revenue.

John is the host of North Fulton Business Radio, Minneapolis-St. Paul Business Radio, Alpharetta Tech Talk, and Business Leaders Radio. house shows which feature a wide range of business leaders and companies. John has hosted and/or produced over 1,700 podcast episodes.

Coming in 2023:  A New Book!

John’s working on a book that will be released in 2023:  The Price and Value Journey: Raise Your Confidence, Your Value, and Your Prices Using The Generosity Mindset. The book covers topics like value and adopting a mindset of value, pricing your services more effectively, proposals, and essential elements of growing your business. For more information or to sign up to receive updates on the book release, go to pricevaluejourney.com.

Connect with John Ray:

Website | LinkedIn | Twitter

Business RadioX®:  LinkedIn | Twitter | Facebook | Instagram

Tagged With: AI, artificial intelligence, business writing, ChatGPT, copywriting, Entrepreneurs, Gloria Russell, John Ray, Price and Value Journey, Price Value Journey, pricing, professional services, professional services providers, Russell Resources, solopreneurs, value, value pricing, Write.mn

  • « Previous Page
  • 1
  • 2
  • 3
  • 4
  • 5
  • …
  • 14
  • Next Page »

Business RadioX ® Network


 

Our Most Recent Episode

CONNECT WITH US

  • Email
  • Facebook
  • LinkedIn
  • Twitter
  • YouTube

Our Mission

We help local business leaders get the word out about the important work they’re doing to serve their market, their community, and their profession.

We support and celebrate business by sharing positive business stories that traditional media ignores. Some media leans left. Some media leans right. We lean business.

Sponsor a Show

Build Relationships and Grow Your Business. Click here for more details.

Partner With Us

Discover More Here

Terms and Conditions
Privacy Policy

Connect with us

Want to keep up with the latest in pro-business news across the network? Follow us on social media for the latest stories!
  • Email
  • Facebook
  • Google+
  • LinkedIn
  • Twitter
  • YouTube

Business RadioX® Headquarters
1000 Abernathy Rd. NE
Building 400, Suite L-10
Sandy Springs, GA 30328

© 2025 Business RadioX ® · Rainmaker Platform

BRXStudioCoversLA

Wait! Don’t Miss an Episode of LA Business Radio

BRXStudioCoversDENVER

Wait! Don’t Miss an Episode of Denver Business Radio

BRXStudioCoversPENSACOLA

Wait! Don’t Miss an Episode of Pensacola Business Radio

BRXStudioCoversBIRMINGHAM

Wait! Don’t Miss an Episode of Birmingham Business Radio

BRXStudioCoversTALLAHASSEE

Wait! Don’t Miss an Episode of Tallahassee Business Radio

BRXStudioCoversRALEIGH

Wait! Don’t Miss an Episode of Raleigh Business Radio

BRXStudioCoversRICHMONDNoWhite

Wait! Don’t Miss an Episode of Richmond Business Radio

BRXStudioCoversNASHVILLENoWhite

Wait! Don’t Miss an Episode of Nashville Business Radio

BRXStudioCoversDETROIT

Wait! Don’t Miss an Episode of Detroit Business Radio

BRXStudioCoversSTLOUIS

Wait! Don’t Miss an Episode of St. Louis Business Radio

BRXStudioCoversCOLUMBUS-small

Wait! Don’t Miss an Episode of Columbus Business Radio

Coachthecoach-08-08

Wait! Don’t Miss an Episode of Coach the Coach

BRXStudioCoversBAYAREA

Wait! Don’t Miss an Episode of Bay Area Business Radio

BRXStudioCoversCHICAGO

Wait! Don’t Miss an Episode of Chicago Business Radio

Wait! Don’t Miss an Episode of Atlanta Business Radio