Have you ever wondered what “scaling a business” really means? In today’s episode we will pull back the curtain and show you what it is and what it is NOT!

Special Guest: Jerry Essary

The 4 Most Important Priorities For Owners To Focus On Every Day:

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3 Fast Ways to Help More People and Avoid Losing It All

Have you ever wondered what “scaling a business” really means? In today’s episode we will pull back the curtain and show you what it is and what it is NOT!

Special Guest: Jerry Essary

Jerry (00:00):
When it came to making, uh, contact with potential clients. I didn’t have any kind of a plan I tried to, but I just didn’t know what to do. And like most people I admit, I really stunk at branding, myself and marketing and those kinds of

Amy (00:18):
Jerry’s cash flow was dying, a slow death, and he had no idea what to do about it. He says that when he read how I helped others get predictable profits, he quickly scheduled a call. But I want us to hear about Jerry’s story together. I want you to listen for the impact that he was making and ultimately how he finally set his money free and walked into his dreams, dreams that he and his wife had decided would never have.

Amy (00:50):
Hi everyone. It’s Amy. And today on don’t be fooled Shane and I are going to pull back the curtain and show you exactly what scaling a business requires and what actions will cause a business to close its doors. You see owners who are scaling leaders and not growing leaders or owners who are obsessed with solving one problem that is shared by a group of people somewhere, anywhere in the world. And they have a commitment to say no more than they say yes, and they’re not willing to compromise the value they offer. Now, Shane and I have watched hundreds of owners and business leaders. And one question has always remained front and center. And Shane would agree. We have heard this over and over. What causes some leaders to always get what they want from business and others are always falling behind or struggling to get minimum results?

Amy (01:46):
You see the difference in the two, we have found are priority principles. Now these principles are first and guided by the market that these owners serve. And second by their own desires. Now today’s entire podcast is devoted to offering evidence that it really pays to render one or two really good services that your market wants. And that you are then deeply convicted about rather than have lots of offers that make some money, but are empty and require useless effort on the part of the owner. Now what hypocrites Shane and I would be if we ourselves had not been practicing this rule. For me, almost a quarter of a century has passed. And I’ve been engaging in a labor of love that the principles we will discuss today have been developed. Now I have been paid well for my labors. However, at times I’ve not been paid and I still had tremendous pleasure and satisfaction.

Amy (02:49):
Now this confidence came as a result of a time when the front end of my business was booming, but Shane, you know, the back end, the glue that held everything together was missing. Nothing worked unless I was there all the time. So I quickly went to work, to sort everything out. I hired a team, I put them in place and they were talented. Small, but talented, but rather than delegate to this very talented team and actually free myself up to focus on the bigger picture I was stuck in the day-to-day nonsense. So my team and I were simply left to manage one crisis after another. Now my wake-up call when I got up one morning and my car was gone. I thought it had been stolen. Nope. It had been repossessed.

Shane (03:40):
Whoa, hold the phones. Chuck, what? You woke up in the, how do you get to a place where you wake up and unexpectedly your car has been repossessed?

Amy (03:48):
Yeah. Great question. I was so busy, juggling all the balls and running from one crisis to the other. Shane I’d completely forgotten to pay my car bill for months. I forgot to pay my bills. I had fallen for the lie that more offers created multiple streams of income.

Shane (04:11):
Oh yeah. Amy shiny object syndrome. Yes. Yes. Now you, you probably have a vague idea what shiny object syndrome is, but we want to clarify. The best definition that we’ve heard of the shiny object syndrome came from a guy named Ted Bauer. He said, this it’s a work culture where it’s always about the next thing and priority walks out the door 744 times a day.

Amy (04:37):
Yeah. Basically, Shane, anything that makes us forget all this stuff that we should be doing that we don’t want to do. Now, I like to call this SOS or Ted Bauer calls it shiny object syndrome. SOS is truly rooted in distraction and entrepreneurs are haunted the most by SOS because of their rare qualities. The very thing that makes them so good at what they do also makes them the greatest victims for this deadly bacteria. And I believe it’s truly the reason that the SBA is reporting now that 30% of businesses are closed in year one. Ultimately because they overextend their resources and ultimately kill their cash flow. Now, Shane, you and I both know Jerry. And when I met Jerry, his impact was being felt far and wide, but Jerry’s cashflow was dying a slow death and he had no idea what to do about it. He says that when he read how I helped others get predictable profits, he quickly scheduled a call. But I want us to hear about Jerry’s story together. I want you to listen for the impact that he was making and ultimately how he finally set his money free and walked into his dreams, dreams that he and his wife had decided would never happen.

Jerry (06:06):
I’ve gotta be honest. Coaching is how I’m wired. It’s a calling. It’s a passion for me. And I’ve been coaching for over 17 years now. Number of years ago, I was selected by a place that a company I was working for in Nashville to start a new job role and build that out for them. And one of the team members told the rest of us, Hey, you guys ought to go through this training. I just went through. I think it really helped us all do our job. It’s called coaching they said. After two days of intense training, I left with verbiage and new skills for what I’d been trying to do for years. I’ve kept up with the process and coaching and the profession of coaching. And I hope to in a few months have my master’s level certification with International Coach Federation. When I started trying to find clients and I struggled to find my niche, it seemed like the perfect client just kind of alluded me.

Jerry (07:04):
I didn’t really have any measurements in place when it came to making contact with potential clients. I didn’t have any kind of a plan. I tried to, but I just didn’t know what to do. And like most people I admit, I really stunk at branding myself and marketing and those kinds of things. The way I tried to make up for those struggles was to offer more and more things, hoping to attract more clients. At one point, believe it or not, I was literally trained or certified to do 23 different things. I spent so much time trying to convince clients to use one of those 23 things. And it just wore me out. I would connect with 20 potential clients and maybe I would land two. One of the first things that I learned with working with Amy’s system is that more is not more. That changed my way of thinking. I learned about discovering my chief aim and what I really wanted to do for people with my coaching and who those people were.
As I learned how to articulate that to people, I began to find that people would find me as they Googled their need. I then moved from connecting to 10 potential clients and landing six. It revolutionized my business. In three years, I’ve gone from $60,000 annually to just over $250,000. It’s made all the difference for me.

Amy (08:40):
Shane and I live in the Carolinas. Now I’m in the North Carolina and he’s in South Carolina. And the big thing here is hiking. But Shane, this is one conversation that I don’t think we’ve ever actually had. You’ve heard my craziness, but I have never taken the time to actually ask you, are you a hiker?

Shane (09:00):
You’d have to define hiker, right? Like a person who goes into the woods for miles? That’s that is not me, right? No, no, no, no, no. I’m more of the, uh, go down to the local park, find the nature trail and kind of wander rail. That’s about all that I can do.

Amy (09:16):
I was determined I was going to be a hiker. So I have no idea how I even found out about this excursion. But I showed up with a friend with a backpack full of stuff. Now I really thought that someone else would be carrying the food and the water and the supplies. So I had no room for food or water or supplies, but guess what? I had my blender.

Shane (09:44):
If I ever did decide to go hiking and you showed up with a blender, I’m getting back in the car and going home and I am not kidding.

Amy (09:50):
Listen, go fast and please take me with you. Okay. Just don’t leave me there. Just don’t do that. Literally Shane the leader turned to me and said, um, do you really need all that stuff? Uh, your pack can not go over 15 pounds, but Shane, my pack was almost double that weight and I still had no food, water or supplies. But I’m telling you just like that pack was heavy and not scalable so are businesses whose owners are only obsessed with growing their dollars and cents. Agile owners are different. They understand that the heavier the businesses is operationally financially, or on the product side, the less growth opportunities they can take. So rather than obsessing about how much money they’ll make scaling owners or these leaders of agile businesses are obsessed with being really good at only three things. Number one, defining and articulating the most desired outcome of their ideal client.

Amy (11:00):
Number two, defining and articulating the biggest obstacle that is standing between the ideal client and what they want most. And third, last but not least, they’re obsessed, they are absolutely obsessed with telling that ideal client, Hey, I know what your problem is. I know how to crush it and get you your most desired outcome. Oh, and by the way, I’m kind of like the best in the world at doing it. You see the result of this obsession is unwavering confidence. Now that confidence breeds trust in prospects and clients alike because in the words of John Maxwell, a confident leader gives people confidence. You see an indirect result of trust comes the first essential in an agile business model. And that is sustainability. Now we often think of entrepreneurs. I know that Shane and I have had these conversations a lot as people like Jeff Bezos or Tony Robbins or Warren buffet.

Amy (12:05):
And we associate scale with these large stadium events or millions of followers or the largest retailer on the planet. I mean, some people simply associate scaling are like, you know, quote unquote, scaling our business with millionaires and billionaires. And yet others associate the word scale with a number of leads or a specific lead generator like Google ads or SEO. Listen to me carefully because I want to help some of you at the core of quote unquote, scaling your business is servant hood. When you see a person that is always acquiring their ideal client and helping those people get what they want, then they are scaling. And upon further analysis of these people, you will find someone who is always putting others first, as a result, this owner, this leader, they are free. They are enjoying their life and they are happy. The key to sustainability in business is conviction. Thomas Carlisle said that conviction is worthless unless it is converted into conduct. So here is one tip to a sustainable business model that will predict your profits: identify, and then define your ideal target market. Then, defend that decision to the death,

Shane (13:39):
To be the person that has the confidence to say no to anything other than the ideal, you have to give up the belief that any opportunity that comes your way might actually help your business. Part of what makes entrepreneurs unique is our optimism. I’ve heard my coaching clients say things like, Hey, I’m not afraid to take a risk here. They are incredibly optimistic people. And the old way of building a business said that you have to, you have to turn over enough rocks to find gold, and that’s just not true anymore. In fact, if you keep turning over more and more rocks looking for that golden ticket, then you’re going to end up overextended over committed and eventually overburdened in all areas of your life. Optimistic thinking, when we take it to an extreme, it really does stop becoming an asset and it becomes a liability. So to have the confidence to say no to anything other than the ideal means that you and I have to change our perspective on this word no. No has to be seen as saying yes to our greatest impact rather than believing that no is a limiter to our growth. We have to embrace it as a way to defend what we value the most.

Amy (14:52):
Shane, stop! Hold the phone. You just said, we have to defend what we value. Most honest to goodness, if you are anywhere driving, just pull over and put that in your note pad, or I don’t know what they have on Android, but you know, if you’ve got something there, but write that down. We have to defend what we value most. You see, only after we have done that, that’s when we will achieve a sustainable model and sustained cashflow. Then we can move on to the second essential of an agile business system. And that is duplication. The truth is success without duplication is simply future failure because in the words of Susan Sontag, the problems of this world are truly solved in two ways, extinction or duplication. Now as a young executive and leader at the ripe old age of 23, I watched businesses in every industry, either die or duplicate.

Amy (15:58):
And I really believed that with enough hard work, you could succeed at anything. And then one day you will have enough success that you can actually relax and slow down and enjoy the fruit of my labors. Well, my favorite book on the planet says in Proverbs 23, four and five, do not weary yourself to gain wealth cease from your consideration of it. And when you set your eyes on it, it is gone for wealth, certainly makes itself wings like an eagle that flies towards the heavens. Well, I didn’t know then what I know now that even the way we retired would be changing in my lifetime. And as I reflect back, Shane, I’ve viewed every job in business as a container. And that container was to collect one thing money. Then I had my friend container and my marriage container and my faith container and so on and so forth. Right?

Shane (17:00):
Yes, silos Amy. We create these silos in our life. When we, when we fail to see how everything is interconnected, even these different roles, business owner, friend, spouse, parent, all of them are interrelated. And when we compartmentalize them, set them apart in these containers, we’re acting as if we’re a totally different person. When we jump out of one category and then into another. And the reality is who we are anywhere is who we are everywhere. And what I value as a business owner is a direct reflection of what I value as a husband. So it’s from those values that I start to make decisions on the actions that I’m going to take, or the actions that I’m not going to take, regardless of what role it is that I’m operating from. But first I have to understand that it’s my responsibility to coordinate my activity across all of the different roles in life. See, I have to determine what success looks like for each area. Now that’s the easy part. The more difficult part is then to manage to that success by aligning all of my actions towards that higher end. And when this happens, when this happens, life becomes much more of a symphony than a disconnected set of instruments that are playing off key.

Amy (18:13):
Oh, and how I love a good symphony. Now, here is a quick tip to start the process of duplication, such as automation or hiring more people. Or if you’ve already implemented a team and have started with some automation, you too should listen to this because when it comes to duplication, we have to first decide what to duplicate. So if you’ve turned on automation or started to hire people, and you’re not even sure what department to start with or what role or what system, then you’re already behind the eight ball. So we first have to decide what to duplicate. First. You see the 80 20 rule stems from a popular marketing book by Richard Kotch called the 80 20 principle. Now his book is actually the secret to achieving more with less. And in this book, Kotch mentions a theory that States 80% of your profits come from the top 20% of your clients.

Amy (19:12):
Now, as a result, you can expect to get 80% of your marketing results from 20% of your efforts. Now, in order to make this determination, you have to have a North star. Your North star in your business is the most valuable KPIs or metrics of your business. Now I can, I can sit here. We could park here and we could really go deeper on this one thing, but instead I’ve actually prerecorded what these KPIs and metrics look like in a free class that you can access at the end of this podcast. So let’s quickly review the first essential of an agile business system. Sustainability. The second is duplication. So now for the final essential, which is Ascension or scaling with value based advertising. And it’s necessary, do not stop this. Now you cannot scale value impact and actually help more people and make a really sustainable income without advertising.

Amy (20:16):
My biggest obstacle to scale or Ascension quite frankly, is me. Now, wherever you are, I want you to do something with me. So if you’re in the car, you can do this. If you are in line at your favorite coffee shop, you can do this maybe, but it is going to be awkward if you’re in line for the bathroom or you’re sitting in an empty waiting room. So if you’re not brave enough to do this exercise with me wherever you are, just imagine it in your mind’s eye. Just imagine yourself, like raising your arm into the air. You know, kind of like straight up at the stars. Now, a great mentor of mine and Shane’s John Maxwell while holding his arm up, said everything worthwhile is uphill. Everything. Here, me, there is nothing in your business that is valuable that is quick or easy. The most valuable things are all uphill. You have to fight for them every day. You have to get up and climb like your life depends upon it because it does. And so to the lives of your family. There is nothing that will give you overnight success. As a matter of fact, someone was quoted as saying my whole life I’ve worked to be an overnight success. So when I say my biggest obstacle to scale is me it’s because I had uphill dreams, but downhill habits

Shane (21:41):
Ditto, Amy. I mean, this phrase describes my experience in working to achieve anything that’s worthwhile. I got to tell you, I have been very guilty of saying that I want more, but not actually being willing to do what more requires of me. Like I found that these downhill habits, listen, it is easy to build downhill habits. They take no effort at all. I do not have to work hard to procrastinate, right? It is not hard for me to go out and avoid what I don’t want to do. And what I’ve also found is that the longer I wait to do what I know needs to be done, well, the more painful it is to get started. And the less likely I am to actually get what I say I want the most. And there is a big difference between wishing something would happen and doing things that will make it happen.

Shane (22:29):
And if, if I’m not careful, I can wish away myself into complacency. And so can you. We can wish we made more money. We can wish we had more influence. We can, we can wish things were different than they are, but that doesn’t change anything. Anybody can be motivated for just a minute, but the people who achieve great things know that motivation is just, what gets you going! It’s self-discipline that keeps you going, Amy, you said, you said there is nothing in business that is of value that is fast, easy or quick. Boy. No true words have been spoken. Excellence demands discipline. I have yet to meet anyone who just let their hands off the wheel and miraculously drifted towards self-discipline. Everyone that, people that I’ve met, who are high achievers, they have been incredibly intentional because that’s what uphill dreams demand. They demand discipline, thoughts, disciplined actions, and ultimately a disciplined life. So if you want to become more disciplined, the first step is to get out of wishing and get into action. Build the habit of doing it now, instead of putting it off. Do that hard thing now. Do that difficult thing now. Do it and do it now, instead of waiting until you feel motivated.

Amy (23:49):
I have to just say to the listeners, what somebody told me, a very powerful mentor in my life told me when I was lamenting about paid advertising. Amy, if you don’t have money to pay for client acquisition, then you do not have a business. You have a startup. Now I care too much about each of you listening to let this point slide. If you do not have liquid cash, meaning your business is not sustainable to pay for what it takes to keep it going and also pay you. Then you do not have a business. My friend, you have a startup, no matter how long you’ve been an owner or how long you’ve been helping people. So if you want to help more people and also make more money without compromising the quality of your life or your business model, then you must commit and always be advertising. Now, there are some advertising options that have a much higher ROI and require a lot less time and effort. And again, I’ll show all of this to you in that free masterclass that you can access simply from the link in the show notes here.

Shane (25:05):
Well, Amy, as we wrap up today, I’d like you to imagine a bridge and all of you who are listening, imagine a bridge and on one side is good intentions. And on the other side is good action that John Maxwell explains that self-discipline is that bridge that takes our good intentions and turns them into good actions. Self-discipline is truly the difference between an owner who has limited success and an agile owner who success is sustainable and scalable. John goes on to challenge us with this question is my attitude about self-discipline more of a bridge or a tunnel? You see an attitude that is like a tunnel is heavy and laborious because it’s always about what am I going through, what I’m going through! And there’s a difference between going through something and going to something. You see, going to something is a bridge going through something puts us in a tunnel where we’re just hoping there is light at the end somewhere. And I had to decide that self-disciplined would be a journey instead of something that I was carrying on my back that was hard. And I can tell you the journey is much, much easier.

Amy (26:22):
And I agree with you completely. So as we’re closing today, let’s just quickly review those three essentials of a scaling owner. Number one, sustainability, number two, duplication, and finally scaling through value based advertising. Thank you so much for joining us today and please subscribe, follow and share Don’t be fooled podcast. And while you’re at it, please leave us some comments and let us know just one thing that you took away from today’s podcast that you’re actually using. And don’t forget for a deeper dive on today’s episode, you have free access to my masterclass and my personal calendar so that I can help you course correct quickly and execute with precision. And you’ll find that link just below this episode or in the show notes.

Shane and Amy (27:10):
Bye everyone. Bye.

The don’t be fooled podcast is copyright by a Ascend1, LLC.

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