In this episode of the Everybody Brands Podcast, Brian Sooy and guest Zach Hoskins discuss Zach's perspective on this idea: "Don’t just sell a product—sell a process. Help clients build a strategy that converts leads, nurtures relationships, and retains customers for life."

This episode is brought to you by Aespire, the branding and marketing agency for service companies.

What is your professional background?

• Military: 10 years in Missouri Air National Guard, worked on B2 stealth bomber
• Leadership: 10 years on leadership teams of entrepreneurial organizations (C-suite roles)
• Consulting: Implemented coaching strategies and business systems for 5+ years
• Current: Owns The Efficiency Conductor, runs online communities for tech professionals and leaders

What communities do you run?

• Harmony Growth Lab: Helps cybersecurity professionals build personal brands and strategic visions

What is your approach to client relationships?

• Focus on selling a process, not just a product
• Help clients build strategies to convert leads, nurture relationships, and retain customers
• Prioritize investing in team members, who then take better care of clients
• View relationships as the foundation of business success

Get your copy of the book, "Trade Secrets: Four Core Strategies to Maximize Value for Service Companies" in print, ebook, and audio formats. Tailored for a wide range of professionals, from home services to wealth management, this book breaks down complex branding concepts into accessible, actionable strategies that any small business owner can implement.

How do you balance team and client priorities?

• Shifted focus from "clients first" to "team members first, then clients"
• Pouring into team members empowers them to better serve clients
• This approach helps remove the owner from day-to-day operations

How do you approach strategic planning for businesses?

• Map out the entire client journey from awareness to advocacy
• Use whiteboards to visualize processes and identify priorities
• Focus on one area (e.g., sales process) for a sustained period (90 days to a year)
• Emphasize working on the business vs. in the business

What's your view on long-term planning?

• While specifics may change, focus on desired feelings and outcomes
• Use reverse engineering to determine steps needed today

How do you manage time and productivity?

• Focus on four key elements: Time, Energy, Attention, and Effort (T.E.A.E.)
• Create an "ideal week" to manage time effectively
• Analyze energy levels throughout the week
• Direct attention intentionally and adjust effort accordingly

How do you approach relationship building in business?

• Create communication cadences (weekly, monthly, quarterly, yearly)
• Use methods like podcasting to generate leads and build relationships
• View relationships as the foundation of all business success
• Balance emotional and logical communication based on audience (e.g., more logic-focused for accountants)

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