Learn a simple, repeatable framework for crafting an effective sales pitch that connects, communicates value, and inspires action.

Show Notes Page: https://www.thehowofbusiness.com/585-crafting-your-sales-pitch/

Crafting an effective sales pitch isn’t about being slick or persuasive - it’s about clarity, empathy, and storytelling. In this episode, host Henry Lopez breaks down how small business owners can build a compelling sales pitch using a customer-centered approach inspired in part by Donald Miller’s book Building a StoryBrand.

Henry explains that every great sales pitch starts with understanding your audience (your ideal client or avatar), defining their problem, and showing how your solution helps them win.

You will learn six core elements of every great pitch: Audience, Problem, Solution, Differentiator, Proof, and Call to Action.  Then, Henry walks through a five-step process that will help you craft and use an effective sales pitch for your small business.

Drawing insights from past guests like Andy Paul, Carole Mahoney, and Ryan Dohrn, Henry shows that clarity and empathy consistently outperform clever slogans and aggressive selling.

Whether you’re refining your elevator pitch, rewriting your website copy, or preparing for a formal sales presentation, this episode gives you the structure to tell your business story with confidence and authenticity.”

This episode is hosted by Henry Lopez. The How of Business podcast focuses on helping you start, run, grow and exit your small business. The How of Business is a top-rated podcast for small business owners and entrepreneurs. Find the best podcast, small business coaching, resources and trusted service partners for small business owners and entrepreneurs at our website https://TheHowOfBusiness.com

Attorney and entrepreneur Wesley Henderson shares practical legal insights every small business owner needs to protect their business and operate with confidence.

Show Notes Page:  https://www.thehowofbusiness.com/584-wesley-henderson-legal-tips/

Disclaimer: The information in this episode is for general educational purposes only and does not constitute legal advice; listeners should consult their own attorney for guidance specific to their situation.

From forming an LLC to crafting airtight contracts, this episode is packed with essential legal guidance for small business owners. Henry Lopez welcomes Wesley Henderson, a business attorney, entrepreneur, and founder of multiple ventures including Drafted Legal and Henderson & Henderson Law Firm.

Wesley shares how his early career in corporate law led him to focus on helping entrepreneurs avoid costly mistakes and proactively protect their businesses. Together, Henry and Wesley explore critical legal fundamentals including when to form an LLC, how insurance differs from legal protection, and why clear contracts can prevent disputes before they start.

Listeners will learn how to navigate partnerships, set up operating agreements, avoid “scope creep” with service contracts, and safeguard intellectual property. Wesley also explains the real difference between LLCs, corporations, and S-Corp elections and clarifying common misconceptions that confuse many first-time business owners.

They also discuss trademarks, non-compete and non-solicit clauses, and how to use ChatGPT safely when drafting or reviewing legal documents. Wesley emphasizes the importance of doing the right things early, not just staying busy because the right legal foundation can save you from future financial and emotional headaches.

“Contracts aren’t just for protection,” Wesley explains. “They show professionalism and set expectations — they protect you and your clients.”

This episode is hosted by Henry Lopez. The How of Business podcast focuses on helping you start, run, grow and exit your small business. The How of Business is a top-rated podcast for small business owners and entrepreneurs. Find the best podcast, small business coaching, resources and trusted service partners for small business owners and entrepreneurs at our website https://TheHowOfBusiness.com

Engineer-turned-entrepreneur Joshua Talbert shares his journey from defense contractor to tech startup founder and CEO of MySherpas.ai.

Show Notes Page: https://www.thehowofbusiness.com/583-josh-talbert-software-startup/

In this episode, Henry Lopez interviews Joshua Talbert, co-founder and CEO of MySherpas.ai, about his entrepreneurial journey and lessons learned in building and scaling startups.

Joshua shares how his engineering background provided the problem-solving skills that have guided his ventures, including the successful growth and sale of his first med tech company.

Joshua highlights the critical importance of strong partnerships, adaptability, and customer feedback, as well as the realities of startup life, where motivation and persistence are essential for the long run.

Reflecting on MySherpas.ai, he explains how their platform transforms commercial lending by streamlining collaboration and communication between lending and borrowing teams, enabling faster go-lives and better borrower experiences.

“It’s about breaking down complex challenges into manageable parts,” Joshua explains, “and listening to market feedback so you can adapt and keep moving forward.”

Joshua shares insights on raising funding, developing MVPs, shifting go-to-market strategies, and building a strong company culture rooted in radical candor and continuous improvement.

Joshua Talbert is the co-founder and CEO of MySherpas.ai, an AI-powered platform improving efficiency in commercial lending. With a background in electrical engineering and a track record of launching and growing successful startups, Joshua brings a unique blend of technical expertise and entrepreneurial vision.

This episode is hosted by Henry Lopez. The How of Business podcast focuses on helping you start, run, grow and exit your small business. The How of Business is a top-rated podcast for small business owners and entrepreneurs. Find the best podcast, small business coaching, resources and trusted service partners for small business owners and entrepreneurs at our website https://TheHowOfBusiness.com

How small signs of disorder in your workplace can erode culture, safety, and customer trust, and how fixing them builds pride and small business success.

Show Notes Page: https://www.thehowofbusiness.com/582-broken-windows-theory/

In this episode Henry Lopez explores the Broken Windows Theory and its direct application to small business environments. Originating from research by Philip Zimbardo and popularized in The Tipping Point by Malcolm Gladwell, this theory shows how minor neglect - like graffiti, cluttered offices, or dirty restrooms - signals lowered standards and invites further disorder.

Henry shares examples from New York City’s subway transformation, the car wash industry, and restaurants to highlight how seemingly small details shape both customer perception and employee culture. A tidy and well-maintained workplace not only signals professionalism but also enhances safety, efficiency, and morale.

“Little things matter. When we ignore small signs of disorder in our business, we send the message that standards don’t count here.” – Henry Lopez

This episode challenges you to find and fix the “broken windows” in your small business, setting the tone for excellence.

This episode is hosted by Henry Lopez. The How of Business podcast focuses on helping you start, run, grow and exit your small business. The How of Business is a top-rated podcast for small business owners and entrepreneurs. Find the best podcast, small business coaching, resources and trusted service partners for small business owners and entrepreneurs at our website https://TheHowOfBusiness.com

Entrepreneur Sasha Millstein shares her journey launching Aunt Ethel’s Pot Pies and scaling this frozen comfort food brand from idea to shelves.

Show Notes Page: https://www.thehowofbusiness.com/581-sasha-millstein-aunt-ethels-pot-pies/

Sasha Millstein, founder and CEO of Aunt Ethel’s Pot Pies, joins Henry Lopez to share her inspiring entrepreneurial journey from concept to scaling a consumer packaged goods (CPG) business.

Launched in 2020 during the pandemic, Aunt Ethel’s has sold over 75,000 units, secured placement in 100+ Wegmans stores, sold out on QVC in under six minutes, and earned features in The New York Times and How I Built This.

In this conversation, Sasha reveals the origin story of Aunt Ethel’s, including her family’s entrepreneurial influence, the pivotal pop-up that validated the concept, and her innovation of the first-ever two-part pot pie that solves soggy crusts and long cook times.

Sasha also discusses the challenges of packaging, co-packers, funding, navigating consultants, and ultimately landing major distribution.

“In the first three years, I think I cried every single day. But ultimately what keeps me focused is having that North star - you have to know why you started this company.” – Sasha Millstein

Listeners will gain valuable insights into perseverance, the realities of the CPG space, fundraising challenges, and why doing your research and knowing your numbers is non-negotiable for entrepreneurs.

Sasha Millstein is the founder and CEO of Aunt Ethel’s Pot Pies, a Brooklyn-based frozen food company reinventing comfort food with innovation and hustle. Since launching in 2020, Sasha has scaled the brand into national retail and online channels, earning acclaim for her patented two-part pot pie design.

This episode is hosted by Henry Lopez. The How of Business podcast focuses on helping you start, run, grow and exit your small business. The How of Business is a top-rated podcast for small business owners and entrepreneurs. Find the best podcast, small business coaching, resources and trusted service partners for small business owners and entrepreneurs at our website https://TheHowOfBusiness.com

Four compelling reasons why mastering delegation is essential for every small business owner.

Show Notes Page: https://www.thehowofbusiness.com/r355-4-reasons-to-delegate/

Henry Lopez shares why effective delegation is one of the most critical skills entrepreneurs must develop to grow and eventually step away from their business.

In this solo episode, Henry outlines four key reasons to delegate: to save time, leverage others’ skills, develop your team, and build a business you can sell. He highlights common challenges entrepreneurs face when letting go, including perfectionism and the belief that no one else can do it better.

“If you want to do great things and make a big impact, learn to delegate,” quotes John C. Maxwell, emphasizing the theme of the episode. With additional insights from past guests David Begin, Dan Sullivan, and Barbara Turley, Henry explains how to create systems and processes that make delegation successful.

He also introduces free resources, including the Delegation Worksheet and Four Reasons to Delegate summary download.

Listeners will walk away with practical tools and inspiration to start delegating tasks today, freeing themselves to focus on strategy, growth, and enjoying more balance in their entrepreneurial journey..

This episode is hosted by Henry Lopez. The How of Business podcast focuses on helping you start, run, grow and exit your small business. The How of Business is a top-rated podcast for small business owners and entrepreneurs. Find the best podcast, small business coaching, resources and trusted service partners for small business owners and entrepreneurs at our website https://TheHowOfBusiness.com

How small business owners can unlock hidden profits by optimizing financial levers and making smarter money decisions.

Show Notes Page: https://www.thehowofbusiness.com/580-jamie-trull-unlocking-hidden-profits/

Small business owners often focus on chasing revenue, but revenue does not always equal profit. In this episode, Henry Lopez is joined by Jamie Trull, CPA, financial literacy coach, and profit strategist, to discuss the essential profit levers that can transform a struggling business into a thriving one.

Jamie shares her journey from corporate auditor at Ernst & Young and finance leader at Coca-Cola Enterprises to becoming a champion for women-owned small businesses. After leaving corporate life, she pivoted from one-on-one client work to scalable education programs and group coaching.

Her mission is clear: help entrepreneurs understand their numbers and build profitable, sustainable businesses.

Throughout the discussion, Jamie emphasizes that profit is simply the result of revenue minus expenses, but too many entrepreneurs focus on volume instead of fixing underlying financial inefficiencies. She breaks down profit levers such as price, average transaction value, and volume, showing why a simple 2% price increase can be more powerful than chasing dozens of new clients.

Henry and Jamie also explore strategies for managing unprofitable products, such as re-pricing, reducing costs, and communicating value to customers when raising prices. They highlight how differentiation and branding help small businesses avoid competing on price alone.

Debt strategy is another key theme. Jamie stresses that debt can be an effective tool when used wisely for investments and expansion, but warns against using it as a crutch to cover poor financial management. She compares debt to a snowball that can roll out of control if entrepreneurs aren’t intentional about their borrowing.

“Revenue is vanity, profit is sanity. Don’t confuse the two.” – Jamie Trull

Jamie also previews her upcoming book, Hidden Profit, releasing in October 2025, which offers actionable financial strategies for businesses scaling from $50,000 to $500,000 in revenue.

This episode is a must-listen for aspiring and existing micro-business owners who want to improve profitability, strengthen financial foundations, and make smarter decisions about growth and debt.

Jamie Trull is a CPA, financial literacy coach, and profit strategist who left a successful corporate finance career at Coca-Cola to help women-owned businesses take control of their money. Through online courses, group coaching, and now her new book Hidden Profit, Jamie empowers small business owners with the tools and confidence to improve profitability and achieve financial freedom.

This episode is hosted by Henry Lopez. The How of Business podcast focuses on helping you start, run, grow and exit your small business. The How of Business is a top-rated podcast for small business owners and entrepreneurs. Find the best podcast, small business coaching, resources and trusted service partners for small business owners and entrepreneurs at our website https://TheHowOfBusiness.com

Business poll results reveal the biggest challenges small business owners face, from marketing struggles to sales fears, debt concerns, AI adoption, and growth barriers.

Show Notes Page: https://www.thehowofbusiness.com/579-business-poll-results/

In this episode of The How of Business, Henry Lopez reviews recent poll results from listeners, highlighting the top challenges and concerns facing small business owners today. From avoiding common mistakes to embracing AI tools, these insights provide a clear picture of what entrepreneurs are struggling with most.

According to poll responses, the leading concerns include poor marketing and the tendency to “do it all yourself.” As Henry explains, many owners fall into the trap of unfocused marketing or refusing to delegate, both of which limit growth. “If we try to be everything to everybody, we will likely fail,” Henry notes, emphasizing the need for a clear plan and target customer.

Sales challenges also emerged strongly, with listeners citing not knowing what to say and fear of rejection as the hardest hurdles. Henry shares tips for crafting an elevator pitch and reframing rejection as feedback rather than failure, pointing listeners to related episodes on sales fundamentals and elevator pitches.

Borrowing money was another hot-button topic. Many respondents admitted to fearing debt altogether or being unsure how much to borrow. Henry stresses that while personal finance often teaches us to avoid debt, smart leverage is essential for growth. He offers his free Small Business Borrowing Checklist to guide owners through best practices.

AI usage continues to gain traction, with most listeners experimenting with platforms like ChatGPT or features embedded in existing tools such as QuickBooks. Henry encourages pushing beyond simple content creation to using AI as a true assistant in research, planning, and decision-making.

When asked about the most important skills for success, self-discipline and resilience topped the list. Henry highlights how discipline and the ability to make tough decisions are critical traits for entrepreneurs transitioning from corporate roles.

Finally, growth challenges tied to lack of strategy and weak marketing or sales reveal the importance of clear, focused planning. Henry reminds listeners that even a one-page strategic plan can create the clarity and consistency needed to scale.

This episode is hosted by Henry Lopez. The How of Business podcast focuses on helping you start, run, grow and exit your small business. The How of Business is a top-rated podcast for small business owners and entrepreneurs. Find the best podcast, small business coaching, resources and trusted service partners for small business owners and entrepreneurs at our website https://TheHowOfBusiness.com

The loyalty, referrals, and pricing power a small business gains by consistently delivering remarkable customer experiences, even when the ROI isn’t directly measurable in dollars.

Show Notes Page: https://www.thehowofbusiness.com/578-vance-morris-return-on-experience/

Vance Morris shares how small businesses can create Disney-inspired customer experiences to drive loyalty, stop competing on price, and generate long-term profitability.

Customer experience isn’t just for theme parks, it’s a competitive edge for every small business. In this episode of The How of Business, Henry Lopez welcomes back Vance Morris, a customer experience expert, keynote speaker, and bestselling author, to explore how entrepreneurs can apply Disney-inspired strategies to delight customers and grow profits.

Vance’s journey is as unique as his message: from working security at a birth control factory, to a decade leading operations at Disney, to running a premium carpet cleaning business, and now helping small business owners systematize exceptional service. Along the way, he discovered that systems equal freedom and that creating unforgettable experiences doesn’t require massive budgets—just consistency, creativity, and attention to detail.

One of the key lessons is what Morris calls Return on Experience: while you may not be able to track every dollar of ROI like you would with a marketing campaign, great customer experiences yield loyalty, referrals, and pricing power. “You won’t profit unless you implement,” he reminds us, underscoring the importance of turning insights into action.

From setting up daily team stand-ups (borrowed from Ritz-Carlton) to scripting customer interactions and reinforcing emotional connections, Vance illustrates how even trades-based businesses can elevate service. He highlights examples from Disney’s “line entertainment” practices to simple home service details like wearing booties or protecting corners, proving that small touches build big loyalty.

Henry and Vance also dive into the Loyalty Profit Engine - a retention system designed to keep your business top of mind. With acquisition costs soaring, Vance explains why it’s far cheaper (and more profitable) to nurture existing clients. His approach includes monthly print newsletters, follow-up offers, and creative “wow” moments that ensure customers feel valued long after the transaction.

Vance now leads immersive Disney boot camps, taking business owners behind the scenes to study customer experience in action. Participants leave with a blueprint to “Disneyfy” their business on Monday morning. As Henry points out, translating world-class service lessons into everyday businesses is challenging for many owners, and Morris’ work bridges that gap.

Whether you’re in home services, retail, or professional consulting, this conversation will help you shift from competing on price to commanding loyalty through unforgettable experiences. As Vance puts it: “At the end of any interaction, you want your customers to say, ‘Oh my God, you’ll never guess what happened…’”—for all the right reasons.

This episode is hosted by Henry Lopez. The How of Business podcast focuses on helping you start, run, grow and exit your small business. The How of Business is a top-rated podcast for small business owners and entrepreneurs. Find the best podcast, small business coaching, resources and trusted service partners for small business owners and entrepreneurs at our website https://TheHowOfBusiness.com

How small business owners can overcome fear, embrace Artificial Intelligence literacy, and start using generative AI tools to improve efficiency and competitiveness.

Show Notes Page: https://www.thehowofbusiness.com/577-susan-gonzales-ai-literacy/

Artificial intelligence isn’t coming - it’s already here, and small business owners can’t afford to be left behind. In this episode of The How of Business, Henry Lopez speaks with Susan Gonzales, founder and CEO of AI and You, a nonprofit dedicated to making AI literacy accessible for everyday people.

Susan explains why fear, skepticism, and lack of awareness are slowing AI adoption (especially among women and minority business owners) and how these barriers can be overcome. She breaks down the difference between predictive and generative AI, offers practical advice on where to start.

Susan's five-step framework for crafting effective AI prompts:

1) Help me with… (Be specific)

2) You are a… (Define the role)

3) The output should be… (State the desired format)

4) You should know… (Provide context)

5) Here are some… (Include references or examples)

From creating business plans and marketing strategies to streamlining repetitive tasks, Susan shares real-world examples of how AI can save time, reduce costs, and open new opportunities. She also warns about “hallucinations” in AI-generated output and emphasizes the importance of verifying results before relying on them.

The conversation covers emerging trends like AI agents (the next generation of chatbots with reasoning capabilities) and how existing business tools, like CRMs, accounting platforms, and Microsoft Copilot, are embedding AI features business owners should explore.

Susan’s core message is clear: AI literacy is now an essential basic business skill. Owners who start learning and experimenting today will have a significant advantage over those who wait.

“The more specific the prompt, the more specific the answer,” Susan advises, encouraging listeners to explore AI tools with curiosity rather than fear.

Listen to gain the confidence, knowledge, and practical steps you need to start leveraging AI in your small business today.

Susan Gonzales is the founder and CEO of AI and You, a nonprofit dedicated to making artificial intelligence literacy accessible to everyday people and small business owners. A former policy executive at Facebook, Susan has worked at the intersection of technology, policy, and community engagement, and now focuses on educating diverse communities about AI opportunities and challenges. This episode is hosted by Henry Lopez. The How of Business podcast focuses on helping you start, run, grow and exit your small business. The How of Business is a top-rated podcast for small business owners and entrepreneurs. Find the best podcast, small business coaching, resources and trusted service partners for small business owners and entrepreneurs at our website https://TheHowOfBusiness.com