Start Build and Grow

In this podcast episode, host Rob Lawrence interviews branding expert, Kat Dancey on how branding extends beyond the visuals of an organisation to the values, culture, and customer experience.

We discuss the multifaceted nature of branding in business: Kat emphasises the importance of branding from the beginning and aligning it with business operations, processes and customer service. Kat highlights the effectiveness of case studies and testimonials in demonstrating value and building brand credibility. Kat also shares her journey from construction sales to business mentoring, advocating for "action-driven" success.

In this episode you'll learn:

Branding Definition and The Importance of Branding (00:00:48) Kat explains the generic understanding of branding and its impact on business culture and processes.

Branding Beyond Logos (00:02:44) Discussion on how branding extends beyond just a logo, affecting internal culture, employee recruitment, and business values.

Branding and Company Culture (00:03:19) Kat explains how a company's values and culture personify its brand, influencing both internal and external aspects.

Branding and Impact (00:07:31) The discussion explores how branding affects internal processes, employee training, and customer service quality.

Early Branding (00:11:32) The importance of considering branding from the early stages of a business and aligning it with the company's vision and values.

Branding Evolution (00:15:33) The idea of branding evolution, the impact of communication on branding, and the need for adaptation based on customer feedback.

Customer feedback and branding measurement (00:17:55) Importance of customer feedback in evaluating logo designs and internal branding alignment.

Challenges and mistakes in branding (00:19:18) Discussion on mismatches, challenges, and mistakes in branding, including the integration of marketing with the business.

Marketing and branding alignment (00:21:05) The impact of marketing and sales alignment on branding, and the importance of reflecting the business's values.

Customer testimonials and trust-building (00:28:04) The significance of capturing and using customer testimonials for trust-building and brand humanization.

Case studies in branding (00:34:40) The importance and value of case studies in showcasing the customer journey and the benefits of the product or service.

Case Studies as Marketing Assets (00:36:16) Using case studies to showcase value and customer experiences from day one.

Capturing Project Progress (00:38:24) The importance of capturing project progress for before-and-after demonstrations and marketing purposes.

Tips for Branding (00:42:48) The importance of believing in your brand's message and the value of customer feedback.

Asking the Right Questions (00:44:03) The significance of asking open-ended questions to understand the customer journey from an emotional point-of-view.

Kat's background (00:45:24) Kat's background in construction sales and marketing, and her contact information.

About Kat:

Kat is an experienced Business Coach and Mentor who specialises in performance improvement: to help people to be the best version of themselves and ensure a successful and sustainable business future.

Kat helps businesses unite their sales and marketing strategies to ensure maximum effectiveness and see strategy plans delivered.

Listeners can connect with Kat through BGCN, LinkedIn, or Facebook for further insights.

To learn more head on over to:

www.startbuildgrow.co.uk

In this podcast episode, host Rob Lawrence interviews sales expert and author, Matt Sykes, who shares practical tips for small business owners and insights from his extensive experience in sales coaching and training.

Matt shares his views on the distinctions between sales and marketing, the importance of understanding customer needs, and the value of empathy and curiosity in sales. We also explore how selling, and the sales process are about guiding the right people to make the right decisions. Matt provides some excellent tips on effective communication and confidence-building whilst managing a sales process. Matt also talks about his books "Sales Glue" and "Converted" and introduces the ideas of pipeline management and mastering the art of pitching.

In this episode you'll learn:

Matt Sykes Background (00:00:00) Matt's introduction, background in sales, and his two books, "Sales Glue" and "Converted."

Early Sales Experience (00:01:42) Matt's first sales job at a shoe shop and transitioned to a corporate selling job in the print industry.

Challenges and Passion for Sales (00:03:27) Matt's initial challenges in sales, his passion for helping people, and the satisfaction he derives from it.

Understanding Selling (00:05:55) Matt's perspective on selling, emphasising the importance of helping people solve problems and the role of empathy.

Difference Between Selling and Marketing (00:08:26) Matt's explanation of the differences between selling and marketing, using analogies to clarify their distinct roles.

People-Centered Approach in Sales (00:10:06) Discussion on the people-focused nature of sales and the importance of developing people skills and attributes for successful selling.

Skills and Attributes for Salespeople (00:10:52) Matt's insights on the skills and attributes that make a good salesperson, emphasising the importance of curiosity, empathy, and inspiration.

Introverts in Sales (00:14:25) Matt's perspective on introverts in sales, discussing coaching and the potential for success in sales roles.

Building Confidence (00:16:55) Matt discusses the importance of building confidence in sales and compares it to a pilot's calming demeanor.

Mitigating Risks (00:18:03) Matt emphasises the need to accept the risks in sales and discusses the high likelihood of encountering "no's" in the sales process.

Being Authentic (00:21:01) Matt advises against being an imposter in sales and encourages salespeople to be themselves to build trust.

Common Mistakes (00:21:42) Matt shares common mistakes small business owners make in sales, including underestimating the need to focus on building a sales machine.

Closing the Sale (00:26:48) Matt explains that the close happens at the start of a conversation and discusses the importance of setting clear expectations.

Return and Follow-Up (00:31:39) Matt discusses the importance of setting clear on next steps and calls to action to avoid deals going cold and the need for effective follow-up strategies.

Owning the Sales Process (00:33:32) Matt discusses the importance of having a sales process and owning the sales process from the beginning.

Reframing the Sales Process (00:34:08) Matt emphasises the importance of reframing the sales process as a commitment to helping the customer make the right decision.

Six-Step Sales Process (00:36:11) Matt mentions his six-step sales process discussed in his book, "Converted: How to Help More People Buy What You Sell."

Extending the Sales Process (00:36:15) Matt explains how the sales process can extend beyond a sales call, including lead generation and customer fulfillment.

Tracking Sales Performance (00:37:06) Matt discusses the importance of tracking and measuring sales performance, advising on what to track.

Pipeline and Conversion Rate (00:38:04) Matt emphasises the significance of pipeline management and understanding conversion rates for sales success.

Expectations vs. Reality (00:43:27) Matt shares insights on managing expectations versus reality for entrepreneurs and small business owners.

Ideal Customer Profile and Pitching (00:46:45) Matt advises on identifying the ideal customer profile and mastering the art of pitching to address their specific challenges.

Learning More about Matt Sykes (00:49:52) Rob inquires about where listeners can learn more about Matt Sykes and his work in teaching, coaching, and mentoring sales and selling.

Sales Cadence website and audit (00:50:07) Matt shares links to his LinkedIn, SalesCadence website, and his sales audit, inviting listeners to learn more about sales processes.

About Matt Sykes:

Matt Sykes founded his sales training business, Salescadence, in 2017 following a twenty-year sales career in the global packaging industry. 

His work at Salescadence centres on helping salespeople and the organisations they represent avoid doing the easy things that make selling difficult. 

He has delivered sales training and coaching to hundreds of salespeople across a variety of product and service sectors including Broadcast Media, Recruitment, Finance, Packaging, and SaaS in the UK and Western Europe. 

Matt is the author of two books, Converted and Sales Glue, and is the host of The Salescadence Podcast.

To learn more head on over to:

www.startbuildgrow.co.uk

In this podcast episode, Tony Lawlor shares his expertise on financial management for business owners with your host, Rob Lawrence.

Tony emphasises the importance of understanding finances, managing cash flow, and keeping personal and business accounts separate. Hear why it is important to create a business plan with a cash forecast and regularly review it. And how to make a business attractive to investors, including having a strong management team and a clear exit strategy.

Tony also talks about the art of business valuation and the importance of setting financial and non-financial milestones. He stresses the need to be frugal and to differentiate between wants and needs. Additionally, Tony highlights the significance of building a support network and using resources like accounting software and the Chamber of Commerce for guidance.

Finally, Tony touches on risk management, creating a risk register, and the importance of timely communication with HMRC.

In this episode you'll learn:

Understanding the Importance of Finances (00:00:00) Importance of finances for business success and the impact of cash flow on business failure.

Common Mistakes in Financial Management (00:00:46) Mistakes in overcommitting, mixing personal and business accounts, and trying to do everything.

Setting Up a Business Bank Account (00:02:15) Guidance on getting a business bank account, separating personal and business finances, and utilizing free banking services.

Importance of Business Planning (00:05:15) The significance of having a business plan and an exit strategy for long-term business success.

Creating a Simple Business Plan (00:07:06) Guidance on creating a simple business plan, including mission statement, competition, marketplace, and investment needs.

Financial Planning in Early Business Stages (00:09:12) The importance of cash forecasting and managing cash flow in the early stages of business.

Understanding Cash Flow and Operating Costs (00:11:02) Differentiating between cost of sales and operating costs in the context of cash flow management.

Investor Perspective on Business Evaluation (00:13:21) Key factors investors look for in evaluating a business, including recurring sales, financial tidiness, strong forecasts, and potential for growth.

Hints and tips for reducing business integration (00:14:28) Discussion on how to move away from being too integrated in a business.

Understanding the value of a business (00:16:11) Explanation of the factors determining the value of a business.

Impact of industry on business valuation (00:17:43) Discussion on how different industries influence the valuation of a business.

Preparing the business for sale (00:18:44) Recommendations for making the business attractive before an exit.

Importance of cash flow and KPIs (00:20:25) Explanation of cash flow management and the use of Key Performance Indicators (KPIs).

Managing profit and loss (00:23:02) Guidance on managing the profit and loss of a business.

Financial milestones and targets (00:24:40) Discussion on important milestones and targets for small business owners.

Researching gross margin and competitors (00:27:38) Guidance on finding out the gross margin and understanding competitors.

Balancing business vision and reality (00:28:34) Guidance on managing the business vision and plan in line with reality and expectations.

Who you surround yourself with (00:29:49) Importance of having the right people around in a lonely entrepreneurial journey.

Networking and financial support (00:30:20) Utilizing networking events and the need for financial guidance in early business stages.

Responsibility for finances (00:31:19) The business owner's responsibility for financial controls and potential consequences of neglecting them.

Cost-effective financial support (00:33:16) Utilizing free accounting software and managing finances without an accountant initially.

Managing business risks (00:35:05) Emphasizing the need to manage, not reduce, business risks and the importance of risk registers.

Structure of risk register (00:37:11) Explanation of a simple five by five matrix for assessing and managing business risks.

HMRC and financial management tips (00:38:34) Dealing with HMRC, financial prudence, and the importance of timely payments.

Entrepreneurial advice (00:40:51) Encouragement to be brave, confident, and mindful of financial defense in the entrepreneurial journey.

About Tony Lawlor:

From an early age, Dublin born and bred, Tony Lawlor has always been excited by numbers.

Tony was top of the class in maths at primary school and when he finished sixth form, Tony studied Business Studies at College. However, Tony is now a Fractional FD without a calculator and much more comfortable partnering with people to help solve their problems.

With over 25 years of experience in finance and operations, Tony has built a reputation for enhancing the performance of organisations as a skilled and expert leader believing that businesses that can adapt will survive and succeed.

During 2021, Tony decided to change direction, set up his company Saoi Ltd. Saoi is an old Irish word for a wiseman but has young grandchildren to keep him very much grounded.

In his current role as a Fractional FD, he works with a variety of clients managing a range of finance and non-finance-related tasks.

To learn more head on over to:

www.startbuildgrow.co.uk

In this podcast episode, host, Rob Lawrence, and guest, Dr. Ruth Flaherty, explore the crucial steps for entrepreneurs in the early stages of business. They discuss the importance of protecting intellectual property, choosing the right business structure, and understanding the legalities of trademarks and patents. Dr. Flaherty highlights the need for compliance with GDPR and cybersecurity in handling customer data, and the benefits of incorporating a business. You'll also hear the importance of maintaining good documentation practices, meeting legislative requirements, and utilising support networks. Hear why staying passionate and seeking professional guidance to overcome administrative challenges is important in starting and growing a business.

In this episode you'll learn:

The value of protecting your ideas (00:02:20) Early considerations for protecting intellectual property, including patents, trademarks, and copyright.

Choosing the appropriate business structure (00:08:46) Overview of different business structures, such as sole trader, partnership, and incorporation, and their implications.

Protecting your brand and web address (00:05:18) The importance of registering trademarks and web addresses to protect brand integrity and prevent others from trading under the same name.

Considering professional services business structure (00:14:07) The suitability of different business structures for different types of businesses including limited liability partnerships for professional services.

Mistakes to avoid in the early days (00:15:49) Guidance on researching and understanding the costs and implications of protecting intellectual property and the importance of seeking professional advice early on.

Protecting Assets and Ideas (00:20:42) The importance of protecting business assets and intellectual property, including registering trademarks and patents.

Global Trademark Registration (00:21:40) Things to think about when registering trademarks globally, with a cautionary example.

Data Protection and GDPR (00:25:37) The importance of complying with GDPR, handling customer data, and securing sensitive information.

Employment and Payment Structure (00:24:03) Considerations for structuring company payment plans and incorporating businesses for easier employee payments.

Additional Legal Considerations (00:31:06) Why you need to develop good filing habits and the importance of compliance with legislative requirements, and seeking funding sources.

Business Support and Resources (00:36:11) Ideas on seeking support from trade associations, business coaches, and maintaining enthusiasm for the business idea.

Connecting with the Expert (00:38:57) Contact information for Dr. Ruth Flaherty, including email, LinkedIn, and Twitter.

Ruth's recommended resources:

• Dr. Ruth Flaherty - Find Ruth at The University of Suffolk
• Small Business - Advice and ideas for UK small businesses and SMEs
• London Business Matters – Published by Crosby Associates Media Limited
• Growth Business - For Entrepreneurs and Fast-growth Businesses
• Viv Groskop's book Happy High Status - Viv Groskop’s work on both How to Own the Room, and Happy High Status (again, read the

About Dr. Ruth Flaherty:

Dr Ruth Flaherty is an expert in innovation, creativity and ownership in both online and offline spaces. She has published and presented internationally on copyright, trademarks, and technology such as 3D printing, and is a member of many international networks in the field. She is a nationally recognised teaching expert, as a finalist for the Oxford University Press Law Teacher of the Year 2024 Award. In her role as Senior Lecturer at the University of Suffolk she uses her research into protection of intellectual property assets to support SME and local innovators through her work with the Innovation Lab, where she provides advice on a 121 or group basis. She has been heavily involved in the Start Build and Grow programme since it started in Ipswich, providing advice on company structure, initial liability concerns, and IP rights. She is very involved with social media, and can be found on LinkedIn, Mastodon, Bluesky, and X(Twitter).

To learn more head on over to:

www.startbuildgrow.co.uk