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Steve Werner: Welcome back to grow your impact income and influence the number one show helping you reach millions on the Internet.

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Steve Werner: My name is Steve Warner and today we are going to be talking about that income part of it, how do you grow your business I am joined with somebody.

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Steve Werner: who likes beer or at least they should because they’re from Canada.

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Steve Werner: they’re joining us from the land away up North she is a business coach who has been helping businesses for over 20 years she helps grow their revenue she helps grow their impact she helps grow their income tammy welcome to the show how are you doing today.

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Tammy Johnston KSABusiness.ca: I am doing great and, yes, I am Canadian but, believe it or not, I don’t drink fair.

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Steve Werner: ever.

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ever.

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Steve Werner: wow all right, I like it, I don’t like beer either to be real honest, it just makes me real bloated and not feel good but that’s not why we’re here we can talk about beer later, maybe we’ll talk about hockey too I don’t know I mean you have all your teeth.

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Tammy Johnston KSABusiness.ca: Yes, I do so, I don’t play hockey either.

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Steve Werner: Do you like hockey.

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Tammy Johnston KSABusiness.ca: not really.

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Tammy Johnston KSABusiness.ca: Losing my Canadian crab.

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Tammy Johnston KSABusiness.ca: I also that’s okay important so they’re gonna like they’re gonna deport me.

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Steve Werner: that’s all right i’m sure you are friendly that’s the thing I, like most about Canadians, they are super friendly.

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Steve Werner: So okay you’re a business coach you’ve been doing this for 20 years I imagine you have seen some crazy things.

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Steve Werner: you’ve helped some people out of some really tight situations we’ll get to that a little bit later take us back to where all of this started, because when you got started, I mean the Internet was in its infancy social media wasn’t even a thing.

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Tammy Johnston KSABusiness.ca: yeah it didn’t it didn’t exist.

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Steve Werner: I mean, where did this start for you.

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Tammy Johnston KSABusiness.ca: Well, it started, for me, where it’s actually kind of interesting I got fired I was in a job that I absolutely hated working for creepy and competent old man.

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Tammy Johnston KSABusiness.ca: And it was all I could do to drag myself into the Office every day and I was already looking for another job I was interviewing and doing all that stuff.

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Tammy Johnston KSABusiness.ca: And if it had been one more week I would have been putting in my notice and going to another job because i’d already been in the industry for almost 10 years.

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Tammy Johnston KSABusiness.ca: I had a great reputation knew my stuff but I got called into my boss’s office and I got fired and I just started to smile and laugh, which is totally not the response he was expecting.

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Tammy Johnston KSABusiness.ca: And I decided in that moment to start my job, my my business and going, I never have to work for another creepy incompetent old man again, so I decided to start my business.

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Tammy Johnston KSABusiness.ca: And i’m a massive introvert and the idea of doing sales or any of that stuff was just like the scariest thing on the planet, but when you are in business, you have to make the cash register ring, that is the number one job.

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Tammy Johnston KSABusiness.ca: And so I made that decision and I started my business and went through the painful learning and so many ups and downs, especially my first two years.

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Tammy Johnston KSABusiness.ca: And I went into my business much better prepared than most people do, but it was still hard and challenging.

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Tammy Johnston KSABusiness.ca: And I decided right off the BAT that I wanted to focus on helping self employed small business owners, because nobody wants to help the baby businesses, they like employees with Nice steady jobs and regular incomes.

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Tammy Johnston KSABusiness.ca: And been growing and learning from there and helping hundreds of different businesses across product service and industry and learning myself along the way.

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Steve Werner: So okay take me back a second because first off getting fired from your job that strangely enough, is how I got here as well, way back when we’ll probably talk about that a little bit, but once you started.

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Steve Werner: You said you were better prepared than most people what made you better prepared, because I don’t think anyone is really knows what they’re getting into and when they start a business.

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Tammy Johnston KSABusiness.ca: No, well, I was, I was better prepared, because I was still in my same industry.

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Tammy Johnston KSABusiness.ca: i’ve been getting the training, so my background is financial services i’ve been in financial services we’re coming up on 29 years and my job was to hire and train the agents solve their problems do all of this stuff.

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Tammy Johnston KSABusiness.ca: Help them with their commissions like absolutely everything and i’ve had people pushing me for almost a decade to go tell me you’re really good at this why don’t you go into sales and i’m going.

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Tammy Johnston KSABusiness.ca: Are you kidding me i’m a 20 something blonde woman, this is not going to be easy and the idea of make of like doing sales, especially something like I sell life insurance Steve No one.

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Tammy Johnston KSABusiness.ca: No one wants to buy life insurance like they will buy almost anything else, like you take i’m a life insurance salesman and they think her turlock from wk rp and Cincinnati it’s not somebody they want to have over for dinner.

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Tammy Johnston KSABusiness.ca: Well, I had to learn how to do sales and I didn’t want to be hitting on my friends and family, which is what most people do when they.

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Tammy Johnston KSABusiness.ca: go into sales and financial services, so I had to figure out ways of doing it, and I just I didn’t want to just go out and do sales, so I actually created a personal financial course.

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Tammy Johnston KSABusiness.ca: to teach people all the things that they need to know about money, think they do and I guarantee they don’t so creating all of this stuff, but there is still so much stuff to learn and i’ve also been studying money business and success, since I was seven years old, I am a dork.

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Steve Werner: Nice so Okay, you were somewhat better prepared, what do you think was the number one lesson you learned in the first two or three years in business.

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Steve Werner: That allowed you to be successful we’ve all heard the Stat that one out of.

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Steve Werner: You know 50 businesses make it past year one and then out of those one out of 100 make it past year five So what do you think the lesson was in those first couple years that really allowed you to be successful and be in the game for as long as you have it.

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Tammy Johnston KSABusiness.ca: there’s there’s basically two so number one, and this was the biggest challenge for me, because he said i’m very much an introvert and was raised with the employee mentality and all that.

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Tammy Johnston KSABusiness.ca: Is you have to be constantly making the sales, you have to be filling up your pipeline it doesn’t matter.

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Tammy Johnston KSABusiness.ca: If it’s dead and there’s nothing on the books, you have to be working on filling your pipeline it doesn’t mean if you’re booked solid with appointments for the next two months, you still have to be doing your marketing and filling your pipeline because.

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Tammy Johnston KSABusiness.ca: If you’re not it’s going to be feast famine feast famine, and that is stressful on every level.

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Tammy Johnston KSABusiness.ca: And then, in order to support that and to make it go, you have to learn how to set up your your habits and your mindset.

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Tammy Johnston KSABusiness.ca: To support the actions that you need to do in order to do that when you’re an employee, you have your boss, and all these external factors that are forcing you to do the things that you need to do when you’re the boss.

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Tammy Johnston KSABusiness.ca: The only thing that’s forcing you is you or absolute terror, because I have to make the mortgage payment and there’s no money in the account and then it’s so much harder to make the sales.

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Tammy Johnston KSABusiness.ca: So you have to set yourself up with the habits and the and the systems and the support that you need to be doing day in, day out the little things that add up to big things to get the job done.

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Steve Werner: that’s okay too great thing, so I want to start off with keeping the pipeline full one thing that i’ve heard from numerous people over the years is.

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Steve Werner: i’m great at X right i’m a great chiropractor i’m a great diet doctor i’m I have a great MED spa I absolutely love, I heard this, the other day.

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Steve Werner: From an energy healer I love doing energy work on people, but I hate the marketing i’m like well, you have two options, you can either learn to love the marketing.

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Steve Werner: Because, really, that is, the business, because if you don’t have leads coming in and you don’t have calls booked and you don’t have business you don’t have a business right.

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Steve Werner: It doesn’t matter how great you are at thing So what did you do, being an introvert to prime the pump to bring people in to make sure that your pipeline was full, because this is something I see.

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Steve Werner: Across the board all over the place, with people who are struggling, just like you said they could be riding high for two or three months because they got an influx of business and then suddenly it’s famine again.

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Steve Werner: What did you do to help yourself keep that full, because if you are an introvert you’re fighting an uphill battle for sure.

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Tammy Johnston KSABusiness.ca: Oh huge and and that’s that’s a huge problem with a lot of us introverts that go in to business for ourselves because.

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Tammy Johnston KSABusiness.ca: The the myth of build it and they will come, is one of the most harmful things that there is if people don’t don’t know and there’s so much out there, how are they even going to know you exist in amongst all the noise.

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Tammy Johnston KSABusiness.ca: And so, one of the things that I did this, you tell you, so I started doing a lot of small Community trade shows.

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Tammy Johnston KSABusiness.ca: And I did them geographically so for number one because I didn’t want to be driving all over the place.

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Tammy Johnston KSABusiness.ca: Number two I wanted people to get used to seeing me and.

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Tammy Johnston KSABusiness.ca: i’d see a lot of the same vendors at the different shows and stuff like that, and the vendors were great clients, for me, and you get to build up that report and then people will have come up to your booth and and be asking well.

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Tammy Johnston KSABusiness.ca: yeah you see you’re great, but what are your clients as well, if you want to know what some of my clients say go talk to that booth because they’ve been a client of mine and have them over there, their clients of mine and them over there, their clients of mine.

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Tammy Johnston KSABusiness.ca: I also started connecting with a lot of the adult education and different things like that, so I would be teaching like family budgeting courses, or how to set up and understand your credit for the adult ED.

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Tammy Johnston KSABusiness.ca: Because when you’re a teacher you’re an expert and i’m been told that i’m very, very good at the teaching.

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Tammy Johnston KSABusiness.ca: That would also be a wonderful way to be bringing in people to the world because they get to they get to know you and you’re providing valuable information and then well, if you want a private appointment with me.

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Tammy Johnston KSABusiness.ca: We can book it here’s my card and i’m still picking up clients that I met years ago my personal record is I did a lunch and learn for the city of Calgary.

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Tammy Johnston KSABusiness.ca: And then 14 years later, one of the people.

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Tammy Johnston KSABusiness.ca: took two days to find me because she said, I remember you I remember your first name and a teeny bit about you, she had moved out of the country.

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Tammy Johnston KSABusiness.ca: She was working for the World Food program so she’s all over the Middle East, she got married now she moved back and she’s telling her husband.

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Tammy Johnston KSABusiness.ca: We absolutely need to find this woman he’s going why like, why are you going to all this effort she’s when you meet her you’ll understand, so it took 14 years and her and her husband have been clients of mine.

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Steve Werner: So that’s that’s an awesome story and you’re preaching to the choir.

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Steve Werner: i’ve built my business through live events and public speaking so if you’re and you’re an introvert so a lot of people tell me like oh you’re a natural, I was not a natural.

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Steve Werner: But I want to hear your side of it, because so many people, the the the energy worker that I was talking about actually I told her I said.

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Steve Werner: Go do like right now, you can speak everywhere, because it’s all virtual I said go find some people and just go speak to her face, you would have thought that I told her, she needed to like jump out a window.

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Steve Werner: So, how did you find to talk to me a little bit about the public speaking and about finding the courage to actually go do that because it’s a lot of times it’s free or it’s a low cost and.

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Steve Werner: almost always leads to high quality.

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Steve Werner: People clients.

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Tammy Johnston KSABusiness.ca: Well it’s huge because when when when you put yourself up on the stage and everybody goes, you have to be perfect no you don’t you just have to be knowledgeable you have to care.

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Tammy Johnston KSABusiness.ca: And you have you have to put some personality into it and everybody has their personality like i’m pretty in your face and flamboyant as you might pick up.

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Tammy Johnston KSABusiness.ca: That works for me, but i’ve also seen so many amazing speakers over the years, with all sorts of different styles and personality and they can be totally and completely captivating and.

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Tammy Johnston KSABusiness.ca: polar opposites, but one of the things that I did is I started going to toastmasters.

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Tammy Johnston KSABusiness.ca: And that was a great thing because it’s a nice safe place where you can work on building up your skills and they’ll help you.

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Tammy Johnston KSABusiness.ca: realize the things that you’re amazing and you’re offering or different facial tics you got on where nobody else will tell you that, because they’re being polite.

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Tammy Johnston KSABusiness.ca: And they help you and they give you the support and the confidence to go out and do more, I was already teaching and doing a little bit, but i’m going.

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Tammy Johnston KSABusiness.ca: A huge part of what I am doing is public speaking and I always tell my clients.

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Tammy Johnston KSABusiness.ca: If you’re speaking to anyone other than just you, you are public speaking there isn’t that much difference between you and I, having a conversation, and you being up on the stage and presenting to 50 or 500 or 5000 people it’s just a conversation.

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Steve Werner: that’s I mean there’s a little bit of difference, but that’s it’s not nearly what people think also toastmasters is one of the greatest free resources.

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Steve Werner: Out there like I haven’t gone since 2015 but I went in the beginning, I wanted to hold live events, I wanted to speak on stage so that’s where I went even though I had given some free talks.

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Steve Werner: it’s free training and I will tell you I also got clients from toastmasters because I gave speeches on things that I was teaching and things that I was doing.

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Steve Werner: And it led to conversations, which led to clients I don’t know if you had the same experience almost everyone i’ve talked to that is a business that is in the business world, if they do toastmasters they get at least one client from going so yeah nothing else I.

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Tammy Johnston KSABusiness.ca: picked up and then other one another big one that I did, for me, and this was also a really hard one because I love conversations and I like talking about things that matter small talk makes me want to slit my wrists like it’s horrible.

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Tammy Johnston KSABusiness.ca: But I went and it took me a little while to find a couple of groups, but I found a few really good networking groups and like I said it took a little while to find the ones that resonated with me for personality and scheduling and things like that.

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Tammy Johnston KSABusiness.ca: there’s networking groups that don’t work for me, but i’ve recommended them for my clients and they’ve worked out great because for different things and.

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Tammy Johnston KSABusiness.ca: You become a regular and you’re helping out and you’re volunteering your knowledge and your expertise and I always say.

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Tammy Johnston KSABusiness.ca: let’s book a call and i’ll open up my rolodex and all that tells you how old I am i’ll open up my rolodex and introduce you to some people that can really help you out.

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Tammy Johnston KSABusiness.ca: And you don’t pick up clients like instantly it takes a little while because they need to get to know you like you and trust you.

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Tammy Johnston KSABusiness.ca: But then you start picking them up as clients and they start referring people to you.

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Tammy Johnston KSABusiness.ca: And it just grows in this beautiful way there’s 29 different ways to market your business and cold calling is only one of them, and only for people who are insane as far as i’m concerned, but I know a few of them in there.

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Steve Werner: Well that’s I mean the.

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Steve Werner: The number one answer I hear is all i’ll just run ads.

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Steve Werner: Well, first off you got to have a huge budget to run ads to you’re avoiding it’s it’s pain of avoidance right you’re like oh it’s just way easier to spend 2000 3000 $5,000 a month on ads then to go talk to somebody.

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Steve Werner: But going and talking to somebody hands down will pay you the most so I wanted to go back to kind of your journey so.

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Steve Werner: we’re talking 1520 years ago you joined toastmasters you start speaking between then and between now what has your journey been like and how much has your business changed.

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Tammy Johnston KSABusiness.ca: Oh that’s that’s a that’s a that’s a big one, one of the biggest things that started changing after I survived the two year mark.

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Tammy Johnston KSABusiness.ca: And and started getting enough people regularly coming in and doing a really good job of doing my job is more and more of my new business started to come in via referral.

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Tammy Johnston KSABusiness.ca: And a referral means they phone or email me and ask for an appointment I wouldn’t contact anybody and i’d always ask them So what did so, and so tell you about me.

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Tammy Johnston KSABusiness.ca: And these are the three things they typically tell me they say, nobody can tell me exactly what it is that you do, because I do like a whole pile of stuff but you’re the absolute best, and I am to do exactly what I am told, and and going great we’ve got it all set up.

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Tammy Johnston KSABusiness.ca: So that was one of the one of the biggest.

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Tammy Johnston KSABusiness.ca: changes and I, and I I love it, so I haven’t done anything other than the occasional speaking engagement like literally in years for my personal financial planning business because i’ve got.

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Tammy Johnston KSABusiness.ca: more than enough business coming in from those types of referrals and looking after my existing clients they don’t have to worry about it.

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Tammy Johnston KSABusiness.ca: One of the great things about my main business is there’s a lot of residual income so as long as you’re looking after your clients and you’re doing a good job you keep building that up so wonderful things there.

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Tammy Johnston KSABusiness.ca: But in 2019 I split my business into two so i’ve always done, the business coaching consulting and training in that.

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Tammy Johnston KSABusiness.ca: But in 2019 I separated my business into the financial guides, which is the personal financial planning and chaos, a, which is the business because with the financial planning, I can only work in Alberta NBC i’ve got my licenses there’s so much bureaucratic garbage and stuff.

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Tammy Johnston KSABusiness.ca: i’m tied there but business is business is business it doesn’t matter product industry country anything the foundational pieces are always the same, and as long as you can speak English I can help you because.

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Tammy Johnston KSABusiness.ca: I only speak English sarcasm innuendo and learning a teeny tiny bit of Spanish.

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Tammy Johnston KSABusiness.ca: So now i’m having to move fully into the online world and I haven’t run any ads like I do post on social media and stuff.

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Tammy Johnston KSABusiness.ca: But mostly it’s Okay, how do I take the things that worked for me 20 years ago before social media on how I met and connected with people and built those relationships and how do I do that now.

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Tammy Johnston KSABusiness.ca: Online and I can’t go and be speaking to all these little groups, because a lot of them still aren’t up and running again so now i’m doing.

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Tammy Johnston KSABusiness.ca: podcasts and having great conversation with people like literally all over the world you’re just taking the same stuff that worked before and tweaking it.

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Tammy Johnston KSABusiness.ca: And having to learn the frustrating ever changing technical algorithmic changes that drive you insane and still just keep going forward.

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Steve Werner: that’s I mean that’s a good good answer, and you are, I mean one of the things that I learned from one of my mentors was there’s nothing new under the sun.

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Steve Werner: The ad stuff that was around in the 20s got remained in the 15th got remained in the 70s got remade the 90s, and is now remade.

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Steve Werner: it’s just moving where it is right, so now it’s on Facebook or now it’s on instagram which I don’t use either of them I do strictly live events and speaking.

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Steve Werner: That works just fine now we’ll do sometimes i’ll present it in a Facebook group.

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Steve Werner: But there’s it’s the same thing, how do you talk about what you know how do you tell a good story, how do you engage people, how do you give value.

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Steve Werner: it’s the same lessons, so one of the things I want to go back to with business coaching specifically being in business for 20 years what is one thing that you see over and over and over a mistake.

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Steve Werner: or something that gets ignored that they need to pay attention to what’s one thing that you just if you could tell anyone what would you tell them fix this first.

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Tammy Johnston KSABusiness.ca: Well, one of the biggest things that I have, I have found and I probably see it more than most, because, like I said, my background is financial services, so a lot of the time I would get called in.

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Tammy Johnston KSABusiness.ca: For a business going okay it’s Tuesday payday for all my staff is on Friday there’s no money in the account, what do I do.

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Tammy Johnston KSABusiness.ca: And so I started asking a couple of questions and I go tell me about how do you do your invoicing.

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Tammy Johnston KSABusiness.ca: How do you do billing and they go is pink is my shirt and they put their head down there going well we’ve been so busy working and on the tools are in the shop or whatever.

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Tammy Johnston KSABusiness.ca: I haven’t sent an invoice out in three months and i’m going well, no wonder there’s no money in your account do you pay a bill you haven’t received me goes no well then nobody nobody else does either.

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Tammy Johnston KSABusiness.ca: The biggest thing that I have found is that business owners, unless the phone is ringing off the hook, because the the the suppliers and the collection agencies are calling them.

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Tammy Johnston KSABusiness.ca: They don’t even want to look or if there’s not millions of dollars hitting their bank accounts what’s a super positive number they avoid their financials and i’m going.

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Tammy Johnston KSABusiness.ca: That is one of the worst things that you can do I want all of my clients to do their own bookkeeping all of their own stuff for six months to a year, so that they can get into it and familiar with the numbers.

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Tammy Johnston KSABusiness.ca: And like when i’m working with my retail clients I make them track their cash flow.

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Tammy Johnston KSABusiness.ca: On an hourly basis, and then we go, because your numbers can tell you so many beautiful wonderful stories that can help you better serve your clients help you with scheduling help you with marketing ideas, because, like if you’ve got like a CAFE.

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Tammy Johnston KSABusiness.ca: And you’re opening the CAFE from 9am to 9pm but we’re tracking your cash flow and your cash flow your cash register doesn’t ring until 1130 why in the world, do you open at nine.

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Tammy Johnston KSABusiness.ca: And what’s causing it to run ring at 1130 and different things, and are you finding that there’s certain days that are busier and certain days you’re quieter than ask the question of why Oh well.

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Tammy Johnston KSABusiness.ca: The massage therapy class that’s that’s being taught in the building across the way well they’re always in class on Tuesday and Thursday and the class walks by the shop.

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Tammy Johnston KSABusiness.ca: On the way back to the perfect age, so they stop in and get things well great Okay, so how can you market to them better, what are the different things that you do.

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Tammy Johnston KSABusiness.ca: If you look at the big stories like I tell people my husband and I, we did a full renovation of our House a few years ago, and one of the things we did like we got in the kitchen did all of it.

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Tammy Johnston KSABusiness.ca: We bought our kitchen from Ikea we took advantage of their kitchen sale Ikea has kitchen sales two times a year all the time they have them in the spring, you know they have them in winter and they have them in summer, why do they have their kitchen sales in winter in summer Steve.

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Steve Werner: Because that’s when people have time to do their kitchen probably.

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Steve Werner: Know enter I would guess for the holiday season, because they want to have a nice kitchen entertain.

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Steve Werner: I don’t know you tell me.

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Tammy Johnston KSABusiness.ca: Well you’ve kind of got it right there naturally busy in fall and spring they’re busy and fall because people want to get their kitchen done for Christmas.

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Tammy Johnston KSABusiness.ca: So they’re already coming in and doing the buying and stuff.

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Tammy Johnston KSABusiness.ca: And they’re busy in spring, because people want it done before the summer, because they’re going to go on vacation or they’re getting the House ready for sale because that’s when things happen.

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Tammy Johnston KSABusiness.ca: So they don’t have to have their sales in fall and spring because they’re already naturally busy but they’re going Okay, how do we get more people in buying the kitchen stuff.

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Tammy Johnston KSABusiness.ca: And leveling out more of our business and making our revenue more steady that’s why they have their kitchen sales in winter and summer, because they know what their numbers are you can take that same logic.

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Tammy Johnston KSABusiness.ca: and apply it to your business, no matter how small, even if it’s just you, but you have to be taking a look at your numbers and go.

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Tammy Johnston KSABusiness.ca: What is going on, I work with so many trades people and these guys are going i’m like i’m just.

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Tammy Johnston KSABusiness.ca: Going crazy I am so busy on the tools and i’m doing all of that stuff and they’ll get all their jobs done, and then they go into panic mode they’re going.

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Tammy Johnston KSABusiness.ca: I don’t have any jobs book that i’m going well, what marketing did you do.

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Tammy Johnston KSABusiness.ca: For the last three four months, well, I couldn’t do any marketing I didn’t have the time because i’m on the tools.

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Tammy Johnston KSABusiness.ca: Well that’s your problem, you need to have your system set up so that you are consistently marketing if it’s going to your regular networking event.

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Tammy Johnston KSABusiness.ca: If it’s doing some posting on social media, whatever it is, you have to be doing consistent marketing, because if it’s just feast and famine feast and famine.

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Tammy Johnston KSABusiness.ca: Your customers will forget that you’re there they’ll think that you’ve gone out of business they’ll think that you’re flaky and that doesn’t help you.

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Steve Werner: that’s I mean that is a very, very good lesson and kind of goes back to what we were talking about about just priming the pump making sure that you have stuff.

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Steve Werner: In the pipeline well tell me tell us a little bit um you have a entrepreneur quiz that you are giving to anyone who listens to the show talk to us a little bit about what that is and where they can find it.

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Tammy Johnston KSABusiness.ca: So one of the things I put together to help people figure out where they’re strong because everybody has strengths, where they’re weak and, most importantly, whether they don’t even have a clue that they need to know.

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Tammy Johnston KSABusiness.ca: So I put together what I call my solo printer self assessment it’s just a quick little questionnaire that you can do.

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Tammy Johnston KSABusiness.ca: On your own and figure out like said Where are you great where do you need help.

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Tammy Johnston KSABusiness.ca: And you can go to my website and get that and it’s K s a business.ca slash gift and if you don’t know what the chaos, a stands for it’s kick some ass.

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Tammy Johnston KSABusiness.ca: And you can get it for free, and if you want to book a free 15 minute consultation with me and see if there’s a way that I can help you, you can do that as well, I am on a mission to fix the dismal disappointing and completely unnecessary failure rate of new businesses.

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Steve Werner: I love it and that will all be linked in the show notes, so if you want to book some time on her calendar, if you want to take that quiz go check it out tammy I want to say thank you so much for coming on and sharing your journey, this has been a super fun conversation Thank you so much.

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Tammy Johnston KSABusiness.ca: Thank you very much Steve.

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Steve Werner: No problem has been my pleasure to everyone else out there until next time take action change lives and make money we’ll see you soon.