The following is an edited transcript

{Greg}
Today I would like to welcome back Dennis Geelen the author of the Zero In Formula. Dennis was a previous guest on SBM #92 titled – The 2 Biggest Mistakes. If you haven’t listened to it, I encourage you to check it out.

The reason for having Dennis join us today, is that he’s launching his new book – The Accidental Solopreneur.
So, welcome back to the Small Business Minute.

{Dennis}
Hey, Greg. Thanks so much for having me back on the podcast. So happy to be here.

{Greg}
So, I thought a good place to is by getting Dennis to share his background as we really didn’t touch on any this the last time he was on.

So my first question is, what prompted you to leave the corporate world and start your journey as a solopreneur consultant?

{Dennis}
So, your question, what prompted me to leave the corporate world and start my journey as a solopreneur consultant?

Well, short answer is I was laid off, at the age of 43, for the first time ever. I was laid off from a corporate job and I decided, hey, why not bet on myself and start my own solopreneur practice?

The longer answer would be I had great encouragement and support from my wife. I had a nice severance package, so I knew that I could give it some time.

I decided to give it a full year. Really try and give it my all and start my own consulting business. And at the end of the year, if things were working great, awesome, I would have no regrets. I would have learned, and I’d be on to something. Just the feeling of betting on myself and making it, would be awesome.

If it didn’t work again, no regrets. I would know that I tried, gave it my all and I would never have that – “What if?” feeling. And I would still be young enough to jump back into the corporate world and probably be a better person because of it.

So that’s really what prompted me. If I hadn’t had been laid off, I never probably would have taken the step. So, I guess it was a blessing in disguise.

Dennis Geelen

{Greg}
We all know there are many ways to become an entrepreneur and to co-opt some words from Shakespeare- “Some are born entrepreneurs, some become entrepreneurs, and some have entrepreneurship thrust upon them”

Being laid-off has always been a common theme for people transitioning to entrepreneurship. This is especially true if one has a decent severance package. As I like to say, it let’s you take your idea for test ride, and judging by the success your enjoying, it certainly seems to have paid off for you.

So, can you share what were some of the biggest mistakes you made early in your journey?

{Dennis}
Yeah, lots, lots of mistakes made early on. Where do I start?
So, when I first started zero in my consulting business, I was very naive.

I just thought, hey, I’ve got 20 plus years of corporate experience. I’ll just announce to the world that I’m a business consultant and I’ll give myself a catchy name, Zero IN.
I’ll create a logo, I’ll create a website, and then I’ll just sit back and watch the clients roll in. Of course, that’s not what happened at all.

I did those things, but the clients didn’t roll in. What I found was I really had to niche down. I really had to be the expert at something. Just calling myself a business consultant really didn’t appeal to anybody. That’s a generalist.

I had to get really specific. What specific business challenges am I helping you solve and for who?
What business is in what industry. So, I really had to go through the process of learning how to be the expert and then building credibility as a consultant.

In in my corporate life people didn’t know me as a consultant. They knew me as a director of professional services or a director of Project Management.

You know, I was not a consultant, so I had to brand myself. I had to build credibility and I had to become the expert. Then I had to learn how to package my services, and sell my services. So, all kinds of mistakes in the beginning. Just assuming that announcing to the world you are a consultant, and you know people will be lining up at your door. I had a lot to learn and luckily had enough runway to be able to make those mistakes and learn from those mistakes.

 “who makes more money the heart surgeon or the family physician?”

{Greg}
Focusing (SBM #53) or becoming expert in a given area is one of the hardest lessons for entrepreneurs to learn. That applies equally to companies and not just consultants. It’s a lesson I learned many years ago and it paid off handsomely.

When I sit with struggling entrepreneurs, most can’t identify their target market or ideal customer. That’s because they’ve never really looked at what they do differently or can do better than anyone else.

To drive home the point on focusing, I usually ask the question “who makes more money the heart surgeon or the family physician?” I think we all know the answer.

But to become the expert, it requires discipline and commitment. Discipline, as you point out in the Accidental Solopreneur, to know when to say no to an opportunity if it doesn’t fit. And commitment, to learn everything there is on the subject matter. It’s tough to do, but so worth it!

So let me ask, were you impacted by the pandemic, and if so, how did you pivot? 

 “I helped companies solve indifference.”

{Dennis}
Yeah, the pandemic. Boy, that really messed up a lot of businesses. So, for me, I was finally rolling, I had figured out my niche.

I helped medium sized businesses with their customer experience and creating a culture of innovation. Or as I like to say it, I helped companies solve indifference. Indifferent customers or indifferent employees. And here’s how you do it.

I had got my package down, my services down. I was doing all kinds of engagements. I was doing all kinds of speaking.
I was doing all kinds of workshops and then boom, the pandemic hits.

So, what I did was OK, now I had runway again. I had just made a bunch of money in the early part of 2020, in late 2019, from having figured things, so I had some time
I was given by the pandemic.

I had some money that I was given by my success. I decided to sit down and write the book the Zero in formula. It’s where I took everything that I was doing with my clients. I put it into a book released in September of 2020, and that’s right when things were starting to open back up again.

And boom, that got me all kinds of exposure and more, you know, companies understanding what I do and who I do it for and how I do it. And because I was on so many podcasts and, you know, there was articles about the book and the book hit bestseller. That really was a blessing in disguise. For me, the pandemic is what allowed me to do that.

{Greg}
So many business owners felt the wrath of Covid. They just weren’t prepared. As much as Covid was a health issue, it was also an economic one as the lockdowns came into play.

Long before Covid, I had always told my clients that you need to have a rainy day fund to survive any form of business slow down or interruption. I was usually thinking along the lines of short term illness or a fire, etc.

Like most people, I never in my wildest dreams would have contemplated a pandemic. However, those that heeded my advice, made it through. It wasn’t pleasant, but they made it.

By having cash reserved, it allows you to continue doing the things that need to be done or as in your case, gave you the opportunity to write Zero In.

I noticed that you now also help other solopreneurs start their own practice, what prompted that new initiative for you?

{Dennis}
Yeah, so a funny thing happened. After a few years in at zero in, things were rolling. I now have a book. I now had online courses.

I was doing all kinds of workshops and consulting engagements and I was just starting to write another business book. I thought, ok, I should have a follow up to the zero in formula. Similar niche, similar type of stuff I’m talking about, but a different spin on things just to keep things fresh.

What I noticed was a lot of people were reaching out to me at this point now saying, hey, I want to do what you did.
Hey, can I pick your brain for a little bit? Hey, I’m starting my own consulting practice. Can you give me a few pointers? Can you give me a few tips?

This was happening through e-mail, through DM’s, the zoom calls, people were wanting to spend time with me and pick my brain. I thought maybe there’s another niche here for me as well while I’ve got zero in going and I can help these medium sized businesses.

I could also start working with other solopreneurs to help them get started, so I pivoted and wrote a very different book.

Instead of the business book I was planning to write, I decided to write a book for solopreneurs and this one, The Accidental Solopreneur, which it ended up being called, is told in a fictional parable format.

I always love those types of books where it’s told in the form of a story with interesting characters. But tips and strategies come out through the book, so that’s what I did there. I started up a whole other side business as well, where now I’m also coaching solopreneurs where they can book calls with me.

I’ve created an online course called the Solopreneur Playbook where I take people through the six steps that I went through, to eventually build a successful solopreneur consulting business.

That’s really been a great new initiative for me, and it was really just prompted by all those people reaching out to ask and I thought there’s a market there. I’ve got expertise, I can help these people.

picture of playbook course
The Solopreneur Playbook: 6 Steps to FREEDOM

{Greg}
That certainly sounds like an interesting opportunity. Going into business is never an easy decision and most underestimate what is required.

By the time they do realize that they’re unprepared, they’ve used up their whole runway and have to throw in the towel. Fortunately, for those that get a reality check early in the process, they’ll now have a new resource available in The Accidental Solopreneur and the accompanying playbook.

So that a great segue to my final question. The Solopreneur Playbook that you have developed is based on your new book The Accidental Solopreneur. Can you give a high level overview of the playbook?

{Dennis}
So, like I said, the book came out of that and an online course as well. Really what I show in the book and in the course itself is a 6 step playbook. I call it the Solopreneur Playbook and it’s basically this.

Step 1 Be the expert. Like I said off the top, that was the first mistake I made, I didn’t niche down enough, but it’s easy to say that. How do you do that? What does that look like? So, in the book you get to see how the guy does it in the story.

In the course, there’s all kinds of resources to help you niche down and be the expert.

Step 2 is to build credibility. It’s great that you’ve niched down now, but you’re still probably one of several options in that niche. Why you? How do you build credibility so that people want to choose you instead of your competitors?

So, in the book, again, it shows how the guy does that in the course, all kinds of resources and examples on how to build your credibility.

Step #3 How do you refine? Which is extremely important is how do you refine and offer your services? How do you package them so that you’re not just selling your time for money so you’re not just saying, hey, it’s 100 bucks an hour to work with me?

What’s your proprietary process? How do you package what you do into a certain number of steps or a certain process and then sell it at a fixed price so people feel like they’re buying a proven methodology or a proven product?
I’ve been telling people in the course sell it like it’s a product, package it that way and price It that way.
So how do you do that?

Step #4 How do you sell it? Learning to sell and getting good at sales is so critical because if you don’t have any customers, you don’t have a business.

So, learn to sell is step #4. Now, I tell people in the course, those first four steps are probably going to be iterative.
You’re not going to get it perfect right off the bat. You’re probably have to go through several iterations before you get that, and then you might stop there.

You might have an offering that’s so good and is priced so well that you’re making all kinds of money and you’re helping all kinds of people or businesses and you’re good with that. But if you want to go further, that’s where steps five and six come in.

Step #5 is build an audience. Now, can you have a podcast? Can you have a newsletter? Can, you know, generate a large following on LinkedIn or Twitter so that you can really cash in on Step 6.

Step #6 is to build assets that generate recurring revenue instead of just offering your time and your services.
Can you write books? Can you do online courses?
Can you have people sponsor your podcast or your newsletter?

Can you create Cheat Sheets that people pay for? You know, what can you do now that you’ve built an audience? Build something once and sell it 1000 times.

So that’s the playbook. That’s the six steps. But it’s very important that you do them intentionally and in order, and you do them properly and that’s really what I go through in the book and the course.

“No Sales, No Business!”

{Greg}
Thanks Dennis for that overview. Those 6 steps make a lot of sense and that’s coming from someone who has been there. Step 4 Learn to Sell is the one that stood out for me the most.

Too often entrepreneurs are technically competent, but they lack the ability to properly present their expertise. I have a saying that I use frequently and that is “No sales, no business!” You can have the best mouse trap but if you don’t have any sales skills you’ll never get any customers.

That’s pretty much all the time we have, and I want to thank you for your time today as well as I want to wish great success with the book and the playbook. I’m sure it will help those many solopreneurs who want to grow their practices.

Also, I lied. I have more question for you. How can people contact you?

{Dennis}
Thanks again for having me on, Greg. So great to be here.
Yeah, if people want to get in touch with me, you can reach out through LinkedIn.

Always happy to connect with people there.
Or you can visit my website, www.dennisgeelen.me .
There you can see all about the book. You can see all about the courses or book coaching calls with me. Love to connect with people and help them through their journey.

{Greg}
Dennis has graciously offered a 25% discount for his online course to my listeners. So just head over to my site at gregweatherdon.com and you’ll find a link for the course, the discount code and his new book in the transcript of this interview.

Here is the link to the course – https://dgeelen.gumroad.com/l/solopreneur_playbook Use this promo code for 25% off – tvzvajc

Here’s the link to his book The Accidental Solopreneur

Get More LIFE Out of Your Business

You shouldn’t be the hardest working person in your company.

Many small business owners find that even after the struggling start-up years, they’re working too many hours and still managing every aspect of their businesses.

Greg Weatherdon has been there, done that. As an entrepreneur, he learned not only how to get a business to the point of running smoothly, but also how to reduce the number of hours he worked, delegate more responsibility to his employees, and take longer vacations while his business chugged along like a well-oiled machine. And now he is providing the secret to success.

Do you suffer from any of the following?

1. Business ownership isn’t living up to the dream.
2. Endless workdays.
3. You can’t find good people.
4. Profits are less than expected.
5. You can never take a vacation.

You’re not alone. But there is a solution. As Greg demonstrates, with some time and effort, you really can Get More Life Out Of Your Business.

“Five percent of the people think; ten percent of the people think they think; and the other eighty-five percent would rather die than think”. This often repeated quote is regularly but wrongly attributed to Thomas Edison, Henry Ford and philosopher Bertrand Russell, all big thinkers in their own right. The reason for this is that they all had similar thoughts on the on the capacity or desire of humans to think, because thinking is hard work and most shy away from it. By the way, the actual author is Woods Hutchinson, an American physician who published “Balanced Work” in an edition of The Saturday Evening Post.

As entrepreneurs we are faced with a myriad of decisions we must make on any given day and quite frankly it can be exhausting. Couple that with all our other responsibilities, it leaves little time or more precisely, the energy to think. By think I mean intentionally focusing on a problem, opportunity, or challenge without distraction for an extended period of time as we search for the best solution. This is often referred to critical thinking.

Think not worry!

This is one of the reasons I repeatedly tell my audiences that as entrepreneurs, they need to make time to think. They need to find a way or a place to mentally retreat from all the day to day noise of our businesses and concentrate on the issue. For years I have used my daily walk or bike ride to ponder an issue. This 30 to 60 minute escape effectively disconnects me from all the other noise or distractions and provides focus time needed. I do not always resolve the issue, but this diversion usually provides a fertile field for ideas from which to germinate.

think

Too often people confuse worry with thinking and that is a mistake because there is a big difference between the two. Worry usually has too much emotional baggage attached to it and often has negative connotations that cloud our judgement. Whereas critical thinking on the other hand, is starting with a clean sheet and an opportunity mindset. This sets the stage to evaluate the issue or issues from a 360 degree perspective. The other upside to pondering our own solutions, is that it enhances our decision making process. To seriously think requires you to draw on all your knowledge and to determine any gaps you may have. Researching these gaps then adds to your knowledge and the more knowledge we gain, the more information we have to apply against future decisions.

Another way to look at it, is thinking is like exercise for the brain. As with all exercise it builds strength, resilience, and endurance to specific parts of our bodies. The same principle applies to thinking. The more we do it, the better we become, which in turn allows you to perform at a higher level.

The impact of Social Media

Although based purely on my observations, I see a disturbing trend evolving with many entrepreneurs and, for that matter, many individuals. They turn to various forums on social media platforms to solve their every problem. To my way of thinking this is doing the individual a disservice. Relying on others to help you make a decision does nothing to enhance your skill in this all important area.

To be sure two heads can be better than one, but hundreds of opinions, not so much. The problem is the audience lacks the context of your specific situation and are better used when dealing technical issues rather than directional ones. Relying on others does absolutely nothing to enhance this much needed entrepreneurial skill set. Just remember old saying that “practice makes perfect”.

IBM – Think

Thinking was so important that for years IBM had the word THINK strategically placed above every doorway as a reminder. They expected their employees to solve problems both internally and externally for their customers. Apparently, the origin stems from an uninspiring sales meeting. Thomas Watson, the founder interrupted the meeting, saying “The trouble with every one of us is that we don’t think enough. We don’t get paid for working with our feet — we get paid for working with our heads”. Watson then wrote THINK on the easel. (Wikipedia). The word THINK has since long been an IBM trademark and they even named their laptops ThinkPads, that are now owned by Lenovo.

The ability to think critically opens our minds to our own possibilities and if done well it allows you to solve problems or envision what your future could be. By thinking through the pros and cons and all the what ifs, allows you to distill a course of action that is home grown and is tailored to your specific needs. But it cannot happen unless you make the time to think.

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Get More LIFE Out of Your Business

You shouldn’t be the hardest working person in your company.

Many small business owners find that even after the struggling start-up years, they’re working too many hours and still managing every aspect of their businesses.

Greg Weatherdon has been there, done that. As an entrepreneur, he learned not only how to get a business to the point of running smoothly, but also how to reduce the number of hours he worked, delegate more responsibility to his employees, and take longer vacations while his business chugged along like a well-oiled machine. And now he is providing the secret to success.

Do you suffer from any of the following?

1. Business ownership isn’t living up to the dream.
2. Endless workdays.
3. You can’t find good people.
4. Profits are less than expected.
5. You can never take a vacation.

You’re not alone. But there is a solution. As Greg demonstrates, with some time and effort, you really can Get More Life Out Of Your Business.

Money, it’s one of those personal topics that many people are uncomfortable discussing. Why that is, varies from person to person.

Even inside a business that uncomfortableness exist, but that needs to change. Generally speaking, the only time the subject of money seems to ever comes up is in the heat of the moment in comments such as “Do you know how much that costs?”. Even then the word money is not used.

When I ask owners what business they are in, I usually get the expected answer such as “I’m in retail or I own a restaurant or I’m in a service business of some sorts.” These are all technically correct answers and serve to explain your enterprise to your external customers and strangers alike.

However, I would like you to consider an alternative definition that should be used internally within the organization and be at the forefront of your decision making process. What is that internal definition? Simply, “We are in the money business!”

dollars, pounds, yen

And it matters not one bit what industry you are in. At the end of the day, you are in the money getting business. Pure and simple. You exchange your services in return for money.

The service you offer is nothing more than the vehicle you use to get that money.

This may sound a little crass to some because they don’t want to think of their business in such impersonal terms. Others are so emotionally committed to their desire to be an entrepreneur that they have fallen in love with their idea and not the business of the business itself.

Let’s be honest, the reason 99% of us went into business in the first place, is the allure of potentially making more money. To be sure, we had other reasons such as being our own boss, validating our idea or just finding a better way to do something. But at the end of the day, the majority of us were seeking higher incomes.

Focusing on money is not to say that you have to become Scrooge like. Nor does it mean caring less about your customers or how you do things. To the contrary, having higher profitability and more money gives you the ability to actually increase your service levels. The alternative means that you’re on the proverbial treadmill generating additional low margin business just to keep the doors open, which results in customer service taking a back seat to everything else.

No, it means being selective in where you commit this precious resource. It also means getting your staff to understand that their actions can impact, good or bad, the profitability and financial health of the company. But you need to reinforce that position with them. You need to make them understand that their actions have a cost associated with it.

Loving what you do is one thing, but it’s got to be profitable and the more money or profit you make allows you to build a safety net under your company. Consider for a moment, how unprepared so many small businesses were in the face of the Covid-19 lockdowns. Sadly, many have locked their doors forever.

Changing the mindset

 

There’s really only two things you need to know about money, where you get it and where you spend it. So, the logical place to start is to understand where you get your money.

It’s been my experience that just about every business has revenue categories. Unfortunately, many entrepreneurs don’t bother to segregate their services into any formal groupings. As a result, they have no idea what percentage each product or service groupings contribute to their revenue.

 

But revenue grouping is only half the equation. We often hear that we should be focusing most of our time on revenue generating activities. I absolutely agree that this should be every entrepreneurs priority, with one added caveat. These revenue generating activities need to be profitable and we should be focusing on the most profitable of these activities.

Therefore, in order to determine which revenue generating activities are the most profitable, we need to be able to attribute what it costs to generate those revenue. You do so by allocating all the expenses incurred to each of the revenue groups. In doing so, you can now determine the most profitable areas of your business. In other words, what’s making you money, where you’re losing money and everything in between.

By having the ability to analyse your revenue categories, you can begin to make educated decisions. When you consider how much labour, overheads, and other expenses go into generating revenue and then to find out you lost money or only break even, it’s heartbreaking. Granted getting a nice big cheque for a project you just completed is a wonderful feeling. However, if it has a low profit margin, you are effectively just trading dollars.

So first and foremost, you need to prioritize your activities on the most profitable products or services you offer. Then you need to determine how you can increase your activity on these most profitable items.

At the end of the day your objective is to narrow your focus to those items or activities that are the most profitable and quit wasting time on marginal ones. There are only so many hours in a day available to you and your staff. If you subscribe even just a little bit to the 80/20 rule you’ll quickly determine that a lot of your energy and your staffs is wasted on low value products and activities.

I know many will say that they have to keep their prices low in order to compete. This is where you need to get your head around the fact that you are in the money business. If that’s truly the case, get the heck out of that line of business or quit offering that product. If you need to stay in that line of business, then find a way to increase the value of your offer without increasing your costs. That way you’ll you can demand a higher price, thereby increasing your profits. These decisions are well within your control.

A True Story

Many years ago, I undertook this exercise to determine where we were making our money. Although it was a tedious process, it was an eye opener. The net result of that undertaking was that I cut over $300,000 of revenue from the company by identifying low margin activities and clients in industries where, due to competition, we were unable to manage any form of price increase to make them more profitable.

This was at a time when my company had just achieved breakeven and this decision was going to be a major setback. However, as expected or maybe I should say hoped, our profitability grew significantly, and we were profitable in less than a year.

In hindsight, it made perfect sense and the risk was more imagined than real. When you consider that we focused on fewer but more profitable services and clients or labour and other expense inputs dropped dramatically, which resulted in more profits for the company.

In addition, this exercise helped us to identify and target those clients and industries where there was very little competition. Doing so allowed us to regain the lost revenue within 18 months and our profitability continued to grow. 

Just to reinforce this point, Covid-19 forced many global foods companies to reduce their product offerings in order to focus on their core products. Lays, Procter & Gamble, Kraft and the Campbell Soup Company, stop producing, not just cut back many of their slower moving products because demand on their core products exceed their ability to supply. Some of these companies reduced their offering by upwards of 18%. Many of these cut products may never return to our grocery shelves because the companies realized that their profits came from their core products.

Spending money is easy, making money is hard

Another thing to keep in mind is, that spending money is easy, making money it is hard. Because of how hard it is to make money, every spending decision, whether that be on equipment or staff needs to be paid for somehow. For example, if you’re netting 10% profit on the bottom line, a $10,000 expense requires you to generate extra revenue by a factor of 10. In other words, you need to generate $100,000 in additional revenue just to cover the cost of that expense.

So before you or your staff clicks the “Add to Cart” button or slap down your credit card on supplies or that new piece of equipment, you better make sure it’s necessary. Because at the end of the day, that’s less money you’ll be able to take out of the company personally.

Money is such a precious commodity in any business. Some of the benefits of having money in the bank, is that it’s a great stress reliever knowing we have the capabilities to meet our obligations. Taking that stress off the table, then allows us to concentrate our time on more productive duties.

It’s in times of crisis that the importance of money is reaffirmed. Crisis come in all shapes and sizes. From key customers that quit buying to pandemics, each can seriously mess with your business. So by adopting the attitude that you’re in the money business, will go a long way significantly increasing your profitability and your income.

I’d like to know your thoughts if you were faced with a similar situation. So, leave your comments below.

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If you found this of value, please pass this along to any business owner that you fell could benefit by understanding that they’re in The Money Business

Get More LIFE Out of Your Business

You shouldn’t be the hardest working person in your company.

Many small business owners find that even after the struggling start-up years, they’re working too many hours and still managing every aspect of their businesses.

Greg Weatherdon has been there, done that. As an entrepreneur, he learned not only how to get a business to the point of running smoothly, but also how to reduce the number of hours he worked, delegate more responsibility to his employees, and take longer vacations while his business chugged along like a well-oiled machine. And now he is providing the secret to success.

Do you suffer from any of the following?

1. Business ownership isn’t living up to the dream.
2. Endless workdays.
3. You can’t find good people.
4. Profits are less than expected.
5. You can never take a vacation.

You’re not alone. But there is a solution. As Greg demonstrates, with some time and effort, you really can Get More Life Out Of Your Business.

I’ve been wanting to golf at a rural course for a number of years now. The reason is that this golf course now sits upon farmland that was once owned by two of my uncles. I had spent a lot of time of these farms as a kid growing up and I had only played the course once many years before and my memory suggested it wasn’t a bad little course.

So when a neighbour suggested that we get out for a round of golf, I recommended we go to this course and told him about my family heritage. He agreed and a tee time was booked.

Google Reviews

For the sake of brevity, let’s just say the course condition was less than stellar. The fairways and greens looked like they hadn’t seen water the whole season and were harder than concrete. Needless to say I was a little embarrassed that I had recommended the course.

“…playing on what was the equivalent of a parking lot didn’t help.”

Aside from the terrible course condition, the signage was askew, and you were left to your own devices to find your way between holes. All in all, not a great experience and my score reflected my frustration. Heck, golf is hard enough at times and playing on what was the equivalent of a parking lot didn’t help.

My Google review

So, having wasted good money playing a bad course, I felt compelled to leave a Google review. Needless to say they only received a one-star and my write-up stated that the course was unkept and appeared to be unloved as well. I further stated that they clearly couldn’t maintain 36 holes, so maybe they should try to focus on 18 and do it better.

About a week or so later, I noticed a message alert in my Facebook feed. To my surprise, it was from the course operation manager asking if we could chat, to which I agreed.

This individual went on to tell me that my review pained him because they are family owned and they work hard. He further explained that their water pump had been down for three weeks and that they’d been hauling water day and night during the hottest time of the year. He then proceeded to ask me to remove my review now that he had explained his position.

My initial response to his request was that he should have let us know at the time that the course was unplayable and let us make the decision to play, or they should have offered some form of discount when we showed up. This is a common theme with many small businesses, when they are unable to provide an acceptable level of service for whatever reason. They just keep quiet and continue to charge their regular fees, instead of coming clean and being honest.

Responding to Google reviews helps

It’s been my experience, that the main driver for this type of behaviour is that they are so in need of the revenue, that they place customer service or experience a distant second. But what they don’t realize is that this attitude costs them far more in the long run and just compounds an already bad situation.

I further suggested to the individual that they should reply to my comment on Google because people want to see how businesses react to bad reviews. I also told him that responding to bad reviews with a legitimate reason actually has a positive impact. He responded that they would just prefer that I remove the original comment because they don’t think they should have to air their disputes in public.

Shortly after this, the conversation started going off the rails. I explained to him that I wasn’t prepared to remove my comments, because I experienced a subpar course regardless of the reasons. In addition, I also wanted him respond to my review as I knew it was in his best interest, but he wanted none of that.

The point of this story is that far too many businesses fail to pay attention to the impact of good or bad reviews can have on your business. But even more importantly, is the impact you can have in responding to any and all reviews. Just think of how you go about searching for goods or services on Google. Once you’ve narrowed down the search results, do you read the Google reviews? How do you react when you see reviews that have no response from the business owner? How do you feel when there is honest commentary from the business owner to each comment?

When asked, most people agree that they value Google reviews when researching businesses and the research overwhelmingly support this position. Unfortunately, too many businesses do not pay any attention to this free resource and it’s costing them a lot of business.

Google provides every business the ability to be listed in their search results. It’s always of interest to me when I do a search within an industry to see businesses that haven’t claimed their listing. To find out if your business is listed, simply go to Google my Business. If your business is not listed, they make it quite easy to get a listing included in their search results by logging in and completing your business profile. That way you’ll be able to get the benefits of having Google reviews

In a recent survey by BrightLocal, an online agency that helps marketers working with a local business do their job better, found the following key statistics:

Key Statistics

  • 90% of consumers used the internet to find a local business in the last year, with 33% looking every day
  • 82% of consumers read online reviews for local businesses, with 52% of 18-54-year-olds saying they ‘always’ read reviews
  • The average consumer reads 10 reviews before feeling able to trust a business
  • Only 53% of people would consider using a business with less than 4 stars
  • The average consumer spends 13 minutes and 45 seconds reading reviews before making a decision
  • Among consumers that read reviews, 97% read businesses’ responses to reviews

A link to the complete survey results can be found here:

https://www.brightlocal.com/research/local-consumer-review-survey/#influence-of-reviews

Additionally, research has also found that consumer give more credibility to businesses that respond to reviews, good or bad. That’s because it shows that the business actually cares about their customer service. For proof, just think about how you react to reviews with and without responses from the business. I know how I feel, but to qualify this, I asked approximately 10 people what their thoughts were regarding businesses that respond to reviews. 100% agreed that they look favourably upon those businesses that take the time to respond.

Make them personal

If you’re going to respond to review, avoid the standard cut and paste responses, such as “Thank you” and make them a little personal. Whatever you do, do not offer any discounts or bribes to people in order to get them to write a Google review. It’s highly frowned upon by Google should they find out and will seriously impact your search ranking. However, asking people for reviews is quite acceptable and worthwhile.

As for my little story, in order to end my conversation with the individual, I stated that I will consider updating my comments to reflect that the owner did reach out to me. However, after further ruminating on the subject, I decided not to update my comments. My rationale was that it’s not my responsibility to do his job.

I’d like to know your thoughts if you were faced with a similar situation. So, leave your comments below.

You may also enjoy Want More Sales-Follow up

If you found this of value, please pass this along to any business owner that you fell could benefit by understanding the upside to Google reviews.

Get More LIFE Out of Your Business

You shouldn’t be the hardest working person in your company.

Many small business owners find that even after the struggling start-up years, they’re working too many hours and still managing every aspect of their businesses.

Greg Weatherdon has been there, done that. As an entrepreneur, he learned not only how to get a business to the point of running smoothly, but also how to reduce the number of hours he worked, delegate more responsibility to his employees, and take longer vacations while his business chugged along like a well-oiled machine. And now he is providing the secret to success.

Do you suffer from any of the following?

1. Business ownership isn’t living up to the dream.
2. Endless workdays.
3. You can’t find good people.
4. Profits are less than expected.
5. You can never take a vacation.

You’re not alone. But there is a solution. As Greg demonstrates, with some time and effort, you really can Get More Life Out Of Your Business.

Work from home is not a new concept. People have been looking for any excuse to do so since the turn of the century. Initially, Friday’s was the defacto work from home day. It’s popularity was driven mostly to get a jump on the weekend, more so than trying to get distraction free time in order to get caught up. For evidence, just check the highway traffic on Friday’s afternoons during the summer, as people are fleeing the city.

Over time as work from home became more and more accepted, Wednesday also became popular. Wednesday is a natural work from home day as it not only breaks up your week, but for many was a legitimate opportunity to work uninterrupted. The mid week isolation gave individuals the chance to focus on major assignments or priorities. Of course, people raved about how productive they are working from home and most were.

So what changed?

For centuries people have been making their way into the office. Initially most could walk to their place of employment. But over time, as cities grew, public transit became the norm for those who had to travel greater distance than walking. Finally, as the downtown core in many cities became the commercial hub and with people moving to the suburbs for affordable housing, the car began to dominate as the preferred method to commute in many cities.

As this cycle of commercial intensification in the downtown cores and suburb getting farther away, going to work went from a simple task to a stressed induced war pitting driver against driver to see who can gain the best lane advantage. Depending on where you lived, this daily ritual could easily last from 30 minutes to over an hour, twice daily. So needless to say, people started looking for any opportunity to get the occasional reprieve from this daily grind.

But that’s not all!

Another major catalyst for what has become the Work from Home (WFH) movement, is the growth of the open office concept. Long before Covid-19 changed our world, companies of all sizes were jumping on the open office concept. Gone were the cubicles, the open office concept, embraced by the major tech companies, was the model to follow.

Contrary to what is expounded by management of the team building benefits of an open office, the real motivation is cost saving. Open office concepts save a lot of money because they pretty much eliminate the need for all but minimal leasehold improvements. Plus they offer a ton of savings on office furnishings.

What I find genuinely interesting with the open office concept, is that most senior managers all end up with offices. If it’s good for the goose, shouldn’t it be good for the gander? Of course, they justify it based on their need for privacy. Shouldn’t these managers be subjected to the same restrictions and annoyances they place on their employees?

To be sure the open office concept is not new. Just check on those black and white photos of the clerical pools of 1950’s, where there were rows upon rows of desks in large rooms. But those were days before computers and automation. Most of those jobs were repetitive task driven activities and although these individuals were knowledgeable, they weren’t considered knowledge workers. Most of those tasks of yesteryear have been replaced by automated solutions with little human interaction.

open office 1950's

So many of today’s workers are considered knowledge workers and are required to think and make decisions. They need to be creative and require time to focus. The reality is that as individuals, we are creative at different times of the day. Some individuals are at their best creatively in the morning, some at midday and other late afternoon and not necessarily everyday. Let’s be honest, creativity can very spontaneous and generally can’t be scheduled. So reserving one of the “quiet rooms” located on the perimeter of the open office concept, at a moments notice, is not always possible.

At the end of the day, the reason why people want to work from home is that there are too many distraction in the open office concept. Whether those distractions are in the form of visual, auditory, or human interruptions they abound everywhere and everyday.  There’s just no privacy. Interruptions by fellow employees appears to be the most frustrating issue reported, because there’s no place to hide or call your own. An attitude that, you’re at your desk, therefore it’s okay to talk to you, is the norm. You’re living in a fishbowl.

As a result, individuals are going to great lengths now to develop the virtual version of “do not disturb” signals and it is stressing them out. Wearing headphones and not looking up when someone goes by, is essentially an indicator that “I’m busy”, but even then many teammates are oblivious to these indicators.

As a curious individual, I’m hard wired to be constantly scanning my environment. Maybe it’s a hold over from the prehistoric days when you really had to be aware of your surroundings, otherwise you became somebody’s lunch. So keeping my head down all day, is as big of a distraction as being interrupted.

Is work from home any better?

For people around the world, this wasn’t a conscious decision. Covid-19 just forced everybody’s hand to work from home because there wasn’t much of an alternative. After three months, many are liking it, but many aren’t and as time moves on, there appear to be cracks forming in their new love affair with the work from home concept.

For those fortunate to have a spare room, the transition was acceptable. However, if a couple are both relegated to work from home, then someone is going to get stuck at the kitchen or dining room table. This is okay for a day or two, but for three plus months, I don’t think so.

So, if this work from home movement is to become permanent, how are individuals going to manage this? You can’t expect most couples to share that spare bedroom and work side by side, that’s just a recipe for disaster. Most individuals can’t afford a bigger house, so what’s the option. What about condo and apartment dwellers? No, work from home is not sustainable under many individuals current lifestyle.

Taken a step further and assuming an individual has the physical space to work from home, who’s going to pay for all the necessary upgrades to make it workable and at what cost? What about security and liability? What if someone gets injured? What if someone trip or falls going to their home office, where does the liability begin or end? Is that a workers compensation issue or a safety issue? Believe me, I don’t have the answers and I’m not sure anybody does at this point.

Let’s talk about team unity

In order to maintain communication and team unity, everybody jumped on the available collaboration tools available such as Zoom, Microsoft Teams and albeit a little late to the party, Google’s Meet, just to name a few. For all the praise for the ease of use and quick implementation of these tools, it’s just not the same as an in person meeting.

Having participated in a few of these digital meetings, I’ve come up with some observations that I have no idea how they are to be solved. Granted people are getting far more comfortable on the platforms, but they are draining. Gone are all the physical queues we become accustomed to. When to speak, avoiding talking over someone paying attention are just a couple of the myriad of challenges individuals face on video platforms.

Because we’ve done it so long, most people are comfortable in live meetings, albeit bored on occasion. Being on a video conference requires 100% attention to the screen because you have 6, 10 or 20 people staring back at you for the duration, so you need to be on your best behaviour. Reports from individuals that are on video calls or meetings a good portion of their day, are reporting that they are exhausted, where they weren’t in in-person meetings.

Leaders checking in

Now I will profess that I subscribe to the Management by Walking Around style of management. I wasn’t aware that my style actually had a name until such time as I read In Search of Excellence by Tom Peters and Robert Wateman many years ago.

Essentially, it’s what the name infers. As opposed to a formal meeting, a manager wanders around checking in with their staff in an impromptu manner. It’s not about catching people slacking off, it’s about creating informal teaching moments. But at a deeper level, it’s about connecting with your staff by having more face time. The concept apparently originated at Hewlett Packer or HP as it is known today.

There was a study done by Leadership IQ on the Importance of Leadership. The report states that 50% of employees spend less than 3 hours a week with their leader. However, those that spend 6 or more hours per week with their leaders are

  • 29% more inspired
  • 30% more engaged
  • 15% more motivated
  • 10% more innovative

This level of engagement, although possible, will be difficult to achieve using video conferencing. Managers of all types will need to reinvent themselves if work from home is the new normal. I’m just not sure it’ll be as effective as face-to-face.

If this is ever going to work, managers will need to up their game and reinvent themselves. Team members will worry that because they are out of site, they’re out of mind and fear they won’t get the recognition they want or more importantly need.

Personal boundaries

The curse of the smartphone has stretched many peoples day, as emails or text messages come in at all hours of the day. As a result, many have defaulted into responding to them no matter when they come in. The justification is that it’s only one email and, what the heck, if I answer it now, it’ll be one less thing to do tomorrow. In addition, email and messaging has created a false sense of urgency and therefore an answer is expected immediately. This was bad enough before Covid-19 and I can only imagine what the new normal will look like.

Where all this really falls apart is if people are permanently anchored at home, they naturally loose their work boundaries. They’ll take advantage of doing errands that were traditionally relegated to nights and weekends. And they’ll justify it by they can catch up on their work later that night or weekends. Boundaries are going to get blurred by managers and employees alike.

Humans are social

Let’s remember, that for the most part humans are social and need interaction. That can’t be replicated on video or conference calls. There’s a potential risk that people will start to feel disconnected from the rest of your team as all those informal interaction become a thing of the past.

What companies need to be on the lookout for will be the potential reduction in innovation and creativity, much of which just happens when colleagues pump into each other at the water cooler or in the hallway. This can’t be replicated digitally.

Work from home has been tried in the past by some very large corporations and their experiments failed miserably. Granted the advance in technology will certainly improve the odds, but I don’t believe by much. IBM for all it’s technological know how, recalled about 11,000 of their employees back into the office 18 months ago after realizing they were missing out on the innovation that just happened through interacting in person.

What’s the solution?

When Covid-19 is in our rear view mirrors, I think most people will be back in their workplaces and rumours of the death of the office are premature. What might be interesting is a hybrid solution, whereby people will able to split their week or rotate days that they’re in the office. But for those companies, that are going fully remote, you’ll need to create some very unique skills in order to keep your teams organized, motivated and loyal. It won’t be easy

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Get More LIFE Out of Your Business

You shouldn’t be the hardest working person in your company.

Many small business owners find that even after the struggling start-up years, they’re working too many hours and still managing every aspect of their businesses.

Greg Weatherdon has been there, done that. As an entrepreneur, he learned not only how to get a business to the point of running smoothly, but also how to reduce the number of hours he worked, delegate more responsibility to his employees, and take longer vacations while his business chugged along like a well-oiled machine. And now he is providing the secret to success.

Do you suffer from any of the following?

1. Business ownership isn’t living up to the dream.
2. Endless workdays.
3. You can’t find good people.
4. Profits are less than expected.
5. You can never take a vacation.

You’re not alone. But there is a solution. As Greg demonstrates, with some time and effort, you really can Get More Life Out Of Your Business.

Many entrepreneurs’ struggles can be traced to their inability to bring focus to their business. It is said that if you try to be great at everything, you’ll end up being good at nothing. I like to use the example of sunlight to explain the power of focus.

The Power of Focus

Most day our world is full of sunlight and even on the hottest of days there’s little risk of it setting anything on fire. But take that same sunlight and let it pass through a magnifying glass held at just the right angle and within seconds you can create a flame. Then, if properly stoked, it can become a raging inferno. That’s the power of focus and by applying the principles of focus to your business can take a mediocre enterprise and turn it into one that is highly profitable and sustainable.

Not That Popular

Bringing focus is easier than most realize and can applied to many areas of your business but none are more important than sales and marketing. The first step is to identify your most profitable products and services and then rank them. You’ll most likely discover that upwards of 80% of your revenue is coming from approximately 20% of your services or products. This is key. Far too often we waste time and energy on our slow moving products. One of the reasons we do this is that they offer higher margins but also because we hate admitting we made a mistake. However, in many instances these more profitable products are just not that popular.

Now, do the same with your customers. You need to determine, their purchase frequency and order size. Chances are that you’ll find an interesting overlap of your most profitable products and type of customers.

Now here comes the hard part. Ideally you should look to lose or reduce your activity opposite these low volume or unprofitable products. Next, stop chasing those non-profitable customers and focus all your attention on those products, services and customers that are making you money.

For example, if you discover that the most profitable customers are those with 10-20 employees, then that size of company becomes your focus. Clearly, you have something they want, otherwise they wouldn’t be your biggest market. Can you have a secondary target market? Of course, but in most cases, you’ll never exhaust the primary list.

Outliers

Meanwhile, if non-targeted customers want to avail themselves of your business, that’s okay and you should gladly accept their business. But point is you shouldn’t be chasing them, let them come to you, they are outliers. Focus on those individuals or companies where you’ve already experienced a higher level of success and spend all your sales and marketing efforts accordingly.

Narrowing your focus helps you to become an industry specialist or even an expert. The deeper you go in your target market the higher your reputation will soar and the more in demand you become.

Light a fire under your business by narrowing your focus.

You may also enjoy The 80/20 Rule

Copyright © Greg Weatherdon 2017

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Get More LIFE Out of Your Business

You shouldn’t be the hardest working person in your company.

Many small business owners find that even after the struggling start-up years, they’re working too many hours and still managing every aspect of their businesses.

Greg Weatherdon has been there, done that. As an entrepreneur, he learned not only how to get a business to the point of running smoothly, but also how to reduce the number of hours he worked, delegate more responsibility to his employees, and take longer vacations while his business chugged along like a well-oiled machine. And now he is providing the secret to success.

Do you suffer from any of the following?

1. Business ownership isn’t living up to the dream.
2. Endless workdays.
3. You can’t find good people.
4. Profits are less than expected.
5. You can never take a vacation.

You’re not alone. But there is a solution. As Greg demonstrates, with some time and effort, you really can Get More Life Out Of Your Business.

There’s a lot of time and energy wasted by small businesses on the whole concept of brand building and little on reputation. So much of this noise can be traced back to the explosion of Social Media and if the truth be told, that’s all most of it is, noise.

To be honest branding any kind of service business has always been a challenge and is best suited to products. The exception to this is when a service business reaches a size and scope that no longer qualifies it as a small business. The primary factor is that most small businesses have difficulty defining what business they’re actually in and any attempt to develop a brand is a lesson in futility.

Personal Relationships

Think about how you react to certain businesses. There are many large organizations whereby you don’t have a personal relationship with anyone, yet you have come to trust their products or services. That’s because they have consistently lived up to or exceeded your expectation and you’re more likely to try a new offering from them. 

Contrast that now with a small business. Typically, you’ve met the owner and/or received a referral from someone who has. The distance from the top of the organization to you, is very short. It’s a personal relationship, their reputation.

What most successful entrepreneurs focus on is not creating a brand but of creating a great experience for their customers. Doing so, has built a reputation that is far more powerful than any manufactured brand.

Delivering a consistent service that customer are willing to tell their friends about is something that can’t be created. It has to be earned and is far more enduring and profitable as people will be willing to be put on a waiting list in order to deal with a company with a good reputation. For those who aren’t willing, they are probably not our target anyways.

The Smaller The Company, The Less Your Brand Matters-It’s About Your Reputation

Focusing on your reputation is a far better use of your time and effort than trying to create a brand. By simply making sure you treat the customer fairly, do what you say you’re going to do and fix any problems immediately. Doing so, goes a long way to building a great reputation. 

I don’t know about you but I would much prefer to deal with a small business that has a great reputation over a great brand.

Copyright © Greg Weatherdon 2017

Sign up above to receive email notification of the latest update to this blog

Get More LIFE Out of Your Business

You shouldn’t be the hardest working person in your company.

Many small business owners find that even after the struggling start-up years, they’re working too many hours and still managing every aspect of their businesses.

Greg Weatherdon has been there, done that. As an entrepreneur, he learned not only how to get a business to the point of running smoothly, but also how to reduce the number of hours he worked, delegate more responsibility to his employees, and take longer vacations while his business chugged along like a well-oiled machine. And now he is providing the secret to success.

Do you suffer from any of the following?

1. Business ownership isn’t living up to the dream.
2. Endless workdays.
3. You can’t find good people.
4. Profits are less than expected.
5. You can never take a vacation.

You’re not alone. But there is a solution. As Greg demonstrates, with some time and effort, you really can Get More Life Out Of Your Business.

As a business owner, do you even know what you’re trying to achieve? Waking up and hoping that today will be better than yesterday is not much of a strategic initiative and will do nothing to advance your dream. Alternatively, simple statements like I want to be wealthy or sell the company someday and retire just don’t cut it, they are just too vague.

Being successful in business is a combination of hard work, focused attention, and luck. Unfortunately, all three elements must work in harmony to ensure a fruitful outcome.

Hard work is not enough

Hard work on its own is not enough. Heck if it only took hard work, most entrepreneurs would be multi-millionaires. Similarly, focused attention by itself won’t do anything if you don’t put things into action. 

It’s like spending the day watching an aquarium full of fish, entertaining but not very productive. And lastly, there’s luck. They say that luck is nothing more than preparedness meeting opportunity and preparedness is equal parts hard work and focused attention on your desired outcome.

Stephen Covey stated that you must begin with the end in sight and in my opinion the best way to do that is to take the time and define why you went into business in the first place. 

Once that is completed, sit down and write a one pager describing what your business will look like when in five years. This exercise will force you to crystallize all those thoughts running through your head and give you a target to hit.  In other words your end game.

For examples and worksheets go to my website at www.gregweatherdon.com/download

Copyright © Greg Weatherdon 2015

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Get More LIFE Out of Your Business

You shouldn’t be the hardest working person in your company.

Many small business owners find that even after the struggling start-up years, they’re working too many hours and still managing every aspect of their businesses.

Greg Weatherdon has been there, done that. As an entrepreneur, he learned not only how to get a business to the point of running smoothly, but also how to reduce the number of hours he worked, delegate more responsibility to his employees, and take longer vacations while his business chugged along like a well-oiled machine. And now he is providing the secret to success.

Do you suffer from any of the following?

1. Business ownership isn’t living up to the dream.
2. Endless workdays.
3. You can’t find good people.
4. Profits are less than expected.
5. You can never take a vacation.

You’re not alone. But there is a solution. As Greg demonstrates, with some time and effort, you really can Get More Life Out Of Your Business.