Standing On Service Podcast

Attracting new clients doesn’t have to be complicated. In this episode, Strategic Business Coach Henriette Danel from the UK shares four foundational strategies for simplifying client attraction. Learn how to boost your visibility through organic growth, attract people through engaging content, build relationships with workshops and discovery calls, and transform clients’ needs with clear service packages. Henriette shares practical tips for growing your service business through consistent yet simple strategies.

Key Takeaways:

• Your service is not for everybody, and that’s okay!

• The four strategies for attracting clients are visibility, attraction, relationships, and transformation.

• Examples of visibility include website, social media, public speaking, and awards. You can choose which ones work best for you and your business directly.

• The importance of creating content to build attraction and tell the story of who you are.

• Content creation is a skill you can learn, but you have to be consistent.

• How to establish long-term and meaningful relationships.

• The transformation strategy is about what it is that you are doing and what it is that you are offering as a service to take your clients from where they are to where they want to be.

External Links:

Henriette Danel: Website

That Marketing Team — Schedule Discovery Call HERE

This week features guest Jevon Wooden from BrightMind Consulting Group. Jevon explains each step of their “5Y Framework” in detail, including setting clear goals and metrics with the “yardstick.” He shares insights on building quality control, developing standard operating procedures, and creating a culture where employees feel safe to report issues. Jevon talks about the importance of leaders taking ownership, embracing transparency, and effectively communicating their vision and mission.

Key Takeaways:

• The 5Y Framework provides a structured approach to goal setting with clear stages: Yardstick (goals), Yield (resources), Yare (ease), Yogi (sustainability), and Yearn (advocacy).

• Regular check-ins help ensure goals and processes are still effective.

• Feedback from employees and customers is critical for identifying areas for improvement.

• The importance of anticipating potential issues and problems through scenario planning.

• Remember, the price of something does not always equal what you’ll get.

• Companies like Costco have seen long-term success by prioritizing employee investment, even during economic downturns, recognizing that people are the foundation for growth.

External Links:

Jevon Wooden: LinkedIn | Website 

That Marketing Team — Schedule Discovery Call HERE

Troy welcomes Tai Goodwin, CEO of That Marketing Team, to discuss all things marketing including how we can use quizzes to generate more leads, and creating the right strategy to find your audience. Tai talks about how having your audience identify personally with your brand goes so much further than just trying to be everywhere, and she explains what she means when she says she’s “chasing excellence.” If you’re looking for some great marketing tips that you can implement today, tune in.

Key Takeaways:

• What happens when you promise too much and don’t deliver on your promises?
• How Tai and her team at That Marketing Team help people determine what they should pour their investments towards in order to get a good return.
• The importance of creating the strategy to find the right audience.
• Tai talks about what she calls being “Facebook rich and profit poor” and how she turned that around.
• How to get people to write testimonials.
• People are paying for your skills that you’ve already mastered over the years.
• Tai shares how you can work with her even further and continue your marketing growth.

 In this episode of the podcast, Jeremy Streten joins Troy from Australia to discuss the importance of being proactive rather than reactive to legal problems. His bestselling book, The Business Legal Cycle, is a guide to understanding, planning for, and implementing legal protection for your business. Jeremy also discusses the key elements he sees with successful businesses, which legal aspects business owners need to educate themselves on, and how to consult with the right professional.

Key Takeaways:

• Jeremy explains how he’s seen time and time again how costly it is for businesses that are reactive when it comes to legal problems.
• His book, The Business Legal Lifecycle, is a guide to the system that Jeremey created for businesses to be proactive when it comes to legal risk.
• There are 13 universal phases that all businesses go through in Western countries; recognizing each phase begins with education.
• With every business being unique, it’s important to find the right insurance specific to your industry.
• Business owners should know and understand the laws and legal system.
• Not all lawyers are created equal; find someone who is up to date on their education and understands your industry.
• Sites like LegalZoom fulfill a need, but they should not replace having proactive legal protection.
• If you’re listening and thinking, “I don’t have legal problems and don’t need this”; you never know! It’s better to be prepared and not need it than need it and not be prepared.

External Links:

Maintenance-one.com

The Business Legal Lifecycle

The Business Legal Lifecycle Book

Jeremy Streten

Jeremy Streten on LinkedIn

In this episode of the podcast, Megan joins Troy to talk about the importance of great onboarding, and how you build trust even before the initial contact with your client. Megan runs One Stone Creative, a podcast production company, which helps businesses launch a podcast and establish themselves as an industry leader while sharing their brand story. Megan also talks about what a podcast production company does, and how it can help with an overall digital marketing plan.

Key Takeaways:

• Megan shares what a podcast production agency does and why a business would want to work with one.
• Her company, One Stone Creative, focuses on B2B podcasts and can help provide a one-stop-shop for people looking to start, launch, and maintain their podcasts.
• As business owners, we want to make sure our clients aren’t constantly wondering what’s next, so having a solid onboarding process is extremely important.
• It’s less important that you follow a specific formula than that you communicate what the formula is.
• You can test out your onboarding process for free by asking a trusted friend or family member to go through the process and send you their honest feedback.
• Businesses can stand out by instilling trust in their customer through timely and personal communication. You can also hire customer service workers for a few hours on the weekend to make sure it doesn’t take longer than 24 hours.
• Podcasts can help you get more customers and establish yourself as a leader in the market.
• If you are thinking of launching a podcast, a great way to start is by going on other people’s shows.

External Links:

Maintenance-one.com

KnowYourNumbersWorkshop.com/standingonservice

One Stone Creative

Digital Content for Business Growth

Pod.link

In this episode of the podcast, Tim Francis joins Troy to talk about the true progress metrics for any business. Tim Francis is an expert in finance who helps businesses create and collect the cash they need to deliver great service by focusing on the four true progress metrics: free cash, market value equity, internal fulfillment, and external contribution. Tim explains why vanity metrics like revenue and number of customers cannot predict if a business will stay in business, and how to use the true progress metrics to gauge how your business is doing. Tune in to find out more.

Key Takeaways:

• Creating a great client experience is important, but every business needs to have the cash and funds to do that.
• As an entrepreneur, Tim made some business decisions that led him to have a negative net worth. His business seemed like it was thriving from the outside, but in reality, he was broke.
• Entrepreneur culture celebrates all the vanity metrics like revenue, clients, locations, etc. but that’s not true progress. In fact, those are some of the worst ways possible to determine true success and true progress.
• To master entrepreneurship, you need to realize that it’s a journey, not a destination.
• There are four true progress metrics: free cash, market value equity, internal fulfillment, and external contribution. Tim explains these four metrics and how he uses them to gauge progress in a business.
• Internal fulfillment doesn’t mean that every day is going to be happy.
• External contribution is about investing in your staff, in your team, in your customers, and even in your community.
• Revenue is an important metric to get started, but it’s not true progress. No business went out of business because of a lack of revenue. What actually allows a business to stay alive is cash, not revenue.
• Tim shares an example of how a business could have money but not actually have cash. It’s possible to have the right intentions but poor execution.
• What is Tim’s advice for people who think they need to have more customers to make more money and generate more free cash? There is a false belief that sales cures all but that is not true.
• You can’t play hard with cash. It’s important to take into consideration free cash before making any big decision. A cash flow forecast can help with that.
• Connect with Tim and learn from him through his three-day workshop Know Your Numbers.

External Links:

Maintenance-one.com

Tim Francis, Profit Factory

KnowYourNumbersWorkshop.com/standingonservice

 In this episode of the podcast, Yigal Adato joins Troy to talk about how business owners can unlock the leader within them. Many business owners work hard, but not smart and they don’t tap into their leadership potential. Yigal outlines the three steps business owners need to take to become better leaders as well as the four profit pillars that will help them create a thriving and successful business. He also shares more about how to create an epic experience for customers that will keep them happy and coming back for more in years to come.

Key Takeaways:

• Yigal Adato shares his background working with his brother to start a chain of pawnshops, and how he made the transition to becoming a coach and consultant helping other business owners grow their businesses.
• Many business owners work very hard without unlocking their leadership. They may be making money, but they aren’t working intelligently or smart.
• There’s no room for growth in an organization if the leader is not committed to learning and doesn’t have focus. Part of that comes from being truthful with yourself and seeing what needs to be fixed or improved.
• Step 1 is waking up to the truth. There are four elements to consider: connection, condition, currency, and conviction.
• Most business owners don’t look at their numbers and don’t know where they stand in terms of profit and loss. Sometimes, it’s because they don’t know how and they’re afraid to admit that.
• Step 2 is doing the work and improving on the four elements. The most important part when taking action is being consistent, because consistency creates security.
• Step 3 is lead up — creating leaders in your team and bringing them up with you. As a leader, you have the responsibility to inspire passion in your team.
• Being a leader isn’t about being nice, but people want to feel like you care about them.
• Yigal talks about the four profit pillars: leadership, marketing, strategy, and the epic experience.
• The epic experience element is especially important because of the pandemic. Everything has moved online and people are talking about their epic customer experiences online, whether they’re amazing or horrible.
• Creating an epic experience doesn’t take much, and it isn’t about spending money. It’s playing the long game, not the short game. The worst thing is when companies go “dark” and stop communicating or connecting with their customers.
• An epic experience starts way before the customer walks in the shop, and continues past the sale.
• Ask your customers and your team for feedback and to grade you on your customer service, and as a leader.
• There will always be bad apples in an organization but with consistency, you can make sure your team has clarity on what they need to do and how they need to show up.
• Learn more from Yigal by downloading his free PDF and connecting with him on social media.

External Links:

Maintenance-one.com

Yigal Adato

Yigal Adato on LinkedIn, Instagram, Twitter, Facebook

Unlock the Leader

 In this episode of the podcast, Victoria Lee joins Troy to talk about her business, 100 Pound Social. Victoria Lee co-founded 100 Pound Social in 2017 to offer B2B companies low-cost social media marketing and lead generation services, as well as blogging services that complement their marketing and SEO strategy. Victoria shares more about using LinkedIn as a lead generation tool, why small business owners would benefit from using her services, and how she has managed to create a successful business by focusing on a very small suite of services.

Key Takeaways:

• Victoria named her business based on her main offer — social media content plans that start from just £100 a month. At 100 Pound Social, Victoria and her team offer B2B companies low-cost social media marketing and lead generation services, as well as blogging services that complement their marketing and SEO strategy.
• Victoria explains how her company has pre-packaged services they offer small B2B business owners, and how this allows them to keep costs low.
• Instead of offering services across all platforms, Victoria has chosen to focus exclusively on certain platforms and services. Adopting a more focused approach has allowed her team to hone their skills in this area, and become excellent at their work.
• B2B companies get the highest return on investment when they invest in marketing through LinkedIn, especially when it's done through their personal profile.
• Victoria explains more about the LinkedIn marketing and lead generation strategy she offers clients and how that helps them grow their business.
• It can be tricky to target the right person with the decision-making abilities in the company via LinkedIn. Victoria explains how she ensures that her clients always connect with the right people for their business needs.
• Victoria talks about paid ads. Why do they work for some people and not others? What does it take for paid ads to start seeing a return on investment? It can require a high investment and a lot of time for paid ads to have a return, and most small business owners cannot afford that.
• Victoria addresses some of the common misconceptions about using LinkedIn for lead generation. What she offers clients is not rocket science, but it does require time and effort to do it, which most small business owners do not have.
• With paid ads and ranking on Google, it can take time to see results. Victoria’s clients often see results within two weeks of starting their plan.
• Victoria offers all new clients a 20-day money-back guarantee. Having worked with over 200 customers, Victoria is confident in what she offers clients and stands behind her service.

External Links:

Maintenance-one.com

Victoria Lee, 100 Pound Social

Book a 30-minute Demonstration

In this episode of the podcast, Phil Fraser joins Troy to talk about what business owners need to do to prepare their businesses. As an expert who helps business owners grow their companies, Phil shares some of the things business owners need to prepare as a matter of good business practice, even if they don’t plan to sell their businesses. He explains the PITA Patter system to solve problems and the two-week vacation test to see if the business is sellable.

Key Takeaways:

• Phil shares his journey from launching a start-up to selling his company. He tapped into his business background from his employed career in selling advertising to start his business and eventually sold it 18 years later.
• A lot of business owners get attached to their businesses and their clients. When big companies buy out smaller businesses, these business owners have to deal with how to tell their dearest clients and deal with the aftermath. That’s part of being a business owner.
• Business owners need to ask themselves why they are running their business. One of the benefits is hopefully getting a big payday.
• Business owners need to have their businesses ready to sell or hand off to someone else, even if they don’t plan to sell anytime soon. Phil explains the vacation test that business owners can use to gauge if their business is sellable.
• Another aspect business owners need to consider is if they have all their paperwork for the business in order. This includes client contracts, supplier contracts, and staff contracts, as well as rental agreements and financial plans.
• The third thing business owners need to do to prepare their business is to have their systems and processes documented, and this is also a good business practice in general.
• When it’s time to sell a business, it needs to be valued first. The value of the business depends on various factors, such as the sector and industry.
• As a business owner selling your business, you won’t be able to determine if the offer you have from a purchaser is a good one or not unless you’re watching the market.
• Every business owner should aim to get their business to the point where it runs correctly. Phil explains the PITA patter system of solving problems that can help business owners get their business in shape.
• The key to good management is always delegation.
• People do what’s important to them. Getting people in your company to do what you need them to involves explaining to them why the task is important.

External Links:

Maintenance-one.com

Phil Fraser

Phil Fraser on LinkedIn, Instagram, Twitter

The E-Myth Library, by Michael Gerber

The 7 Habits of Highly Effective People, by Stephen Covey

Zig Ziglar

 In this episode of the podcast, Dr. Kelly Henry joins Troy to talk about creating exceptional customer service. Customer service needs to be a priority in any organization in order for it to improve. In reaching ever-changing customer expectations, a critical piece is the employees of the organization. Dr. Kelly shared some of his strategies and tips on how to create that culture of excellent service in your organization through your employees.

Key Takeaways:

• Dr. Kelly Henry shares how he made the switch from being a chiropractor to consulting. It may seem like a major shift, but customer service is something that he has been working on for decades.
• When first starting, your customer service may not be the best, but it definitely needs to be a priority in the business. That’s where the learning can begin, and that’s how the company’s customer service can improve.
• Employees were the biggest roadblock to Dr. Kelly improving his service level. He shares more about how his own attitude influenced that, and how changing his perception of his employees and how he treated them helped create the basis for stellar customer service.
• Dr. Kelly doesn’t think of his team as a family. He explains why.
• Some business owners don’t hand out bonuses or praise their employees for the work that they do. Dr. Kelly doesn’t agree with this approach because praise and recognition are often more to employees than monetary benefits.
• A great way to create a positive impact on new employees is to have someone from upper management levels touch base with them and welcome them to the organization.
• It’s the small things that add up when we think about companies with poor customer service.
• When companies have poor service, it’s often because they believe their service level is okay. However, this may not be accurate from the customer’s point of view.
• When one company ups the bar for the level of service, other companies have to follow suit. Over time, companies have to provide higher and higher levels of service to meet customer expectations.
• Creating a culture of excellent customer service starts with a systemic approach. Simple actions, simple ideas, the simple principles, done consistently create major results.
• Ultimately a customer just wants to feel important and valued and special when they do business with you.
• Customer expectations are ever-changing. Businesses need to adapt and evolve to keep up.
• It's okay to fire customers!

External Links:

Maintenance-one.com

Dr. Kelly Henry

Define and Deliver Exceptional Customer Service: Proven Strategies to Maximize Your Profits, by Dr. Kelly Henry