Bruce La Fetra - The Client Whisperer - Eastwood Strategy Advisors

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W FOURCY Radio. Churchill said,
those who failed to learn from history are

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condemned to repeat it. Kevin Helen
m believes that certainly applies to business.

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Welcome to Winning Business Radio here at
W four CY Radio. That's W fourcy

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dot com and now your host,
Kevin Helenair. Thanks everybody for joining in

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today. This is the first show
of twenty twenty four. I'm particularly excited.

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I am Kevin Hellenan and welcome back
to another episode of Winning Business TV

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and Radio on W four cy dot
com. We're streaming live on talkfor tv

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dot com in addition to Facebook and
that's at Winning Business Radio. We're also

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available in podcasts after the live show
on many platforms. You've heard them a

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lot of times. It's YouTube,
iHeartRadio, Spotify, Apple, pretty much

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wherever you listen to your favorite podcasts. The mission of this show, winning

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business radio and TV, as regular
listeners and viewers know, is to offer

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insights and advice to help people avoid
the mistakes of others, to learn best

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practices, the how tos, the
what too's, the what not tos,

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to be challenged, and certainly to
be inspired by the successes of others.

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But you know, virtually every successful
person I've ever talked to has had some

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form of failure in their lives and
careers. So while we all have to

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get our knees skinned once in a
while, I'm driven to keep those scrapes

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from needing major surgery. Let's endeavor
to learn from history so we don't repeat

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it today. My guest is Bruce
Lafatra, the client Whisperer, founder and

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owner of owner of eat Wood Strategies. Yeah, I can talk, We'll

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get there, Bruce Eastwood Strategy Advisors. Bruce's clients call him the client whisper,

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Using a product marketing approach that generates
bigger and faster returns for most small

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to mid size B to B firms. Bruce shows those owners how to fish

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for clients with a spear instead of
casting a wider net. Bruce's clients accelerate

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their sales cycle, get paid for
more of their value, and are more

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referrable. Reverse Engineering the firm's best
client relationships results in insights that banish random

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acts of marketing. He equips his
clients to clone their best profitable clients.

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Bruce earned his BA and Economics from
Claremont McKenna College in Claremont, California,

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and his MBA from the Tuck School
at Dartmouth. He's a trained facilitator and

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currently lives in Knoxville, Tennessee.
His husband to Debbie, who's an attorney,

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dad to Brian who's twenty five,
and Sarah who's twenty two. He's

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currently a He's not currently a pet
owner, but loves dogs and is definitely

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a pie over cake guy. Me
too. Thanks Bruce Bruce, Welcome to

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Winning Business TV and Radio. Appreciate
you being here. It's great to be

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on and it's great. It's always
great to talk to you. Kevin.

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It's always good to talk to another
pie guy. Good. I threw that

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in because I h it's a good
test for sure, for sure. And

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dogs over cats, sorry cat people. So let's let's start with some background.

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I always liked our listeners and viewers
to kind of get a sense as

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to where you came from and a
little bit of your background. Where'd you

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grow up? I actually grew up
in the San Francisco Bay area in Menlo

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Park, back when middle class people
could live there before Facebook and Google and

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all that. Man. Wow,
I was a recruiter back in right when

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the Internet bubble was at its highest, and even then it was crazy we

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try to relocate people into there.
It was insane, insane. So what

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was it like in Menlo Park at
the time, And what is Menlo Park

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well known for? Well, Menlo
Park is now is a you know,

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it's a suburb of on the San
Francisco Peninsula. It was big home to

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big employer. When I was there
was a Raycam Corporation which has now been

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bought by Tycho many years ago,
and was in the material science. It

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was a place I worked coming out
of college where I learned product management and

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learned to actually sell stuff that people
made. And now I'm a consultant,

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so you know, kind of maybe
I went over to the dark side.

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What I won't do it. I
was going to say, there are a

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couple of good consulting jokes, but
self deprecating, I might add, but

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what were your early interests? High
school? And you know, maybe early

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college. Oh, he's been a
baseball fan, but I always liked I

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grew up in a family of all
engineers, so I'm the only one in

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my family that doesn't have a BS
have a BA. But I also I

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grew up where something and they were
tinker engineers, not these software engineers.

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Now they don't know how to use
a screwdriver. And so whenever anything broke,

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we took it apart, and the
worst it could be is it was

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still broken. Otherwise we learned about
it, and sometimes we fix things that

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other people said were broken. And
so for me, I wasn't quite the

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mechanical aptitude of my siblings, but
that I learned that to apply it to

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people. And I always love to
understand why people do things, not you

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know, the psychobabble, but but
in terms of how do you create value

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that people appreciate, that's excellent.
I love hearing that. Why did did

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you choose Claremont and why economics.
I liked small schools, so I both

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my undergrad and graduate are our top
schools, but they're very small programs.

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And I became a big fan that
there's three parts to education. One is

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the classroom bit, one is your
classmates, and the other is kind of

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the atmosphere around there. And my
high school classmates that went to someplace and

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had nine hundred people in their intro
to whatever class missed out on two of

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those pieces. I would see my
professors, you know, in the supermarket

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and in town, get invited over
to their houses, and I think that

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really enhanced the h experience. And
so when I went to grad school,

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I was looking for the same thing. And amongst the top NBA programs,

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there's only one that fits that category, and that's the Tux School at Dartmouth.

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Economics general business interest. I wasn't
I didn't know exactly what I wanted

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to do. I knew I wanted
to, you know, be business of

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some sort, uh, And so
that provided a really broad base for me.

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Were you there long enough to get
into any winter sports, I assume

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you mean that Dartmouth, not at
Clermont, the Dartmouth well surfing would be

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the winner sport in southern California.
Well, if you in the Bay Area,

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you don't have to go that far
for for a mountain or two,

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right, But no, I met
Dartmouth for sure. Well, actually,

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the the the program at tuck In
until in my second year that talking to

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professors, I understood this, but
they the program was really intense. And

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what it was is it was forced
you to work with other people that you

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could not you could not do it
alone, and so the peak of one

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class would hit the valley of the
other one. And I thought, oh

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my god, we are so lucky
that these things, these peaks didn't line

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up. And it wasn't until I
was talking to professors a second year that

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oh no, they carefully script it
so that you're not killed, but that

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you can't. You can't. You
have to depend on your steady group mates.

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And I thought that was a great
learning experience because the other thing from

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the is we came in we were
all really smart. I mean, to

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get accepted to a place like that, you have to be pretty smart.

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We were successful, but then we
found out that we had solved some of

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the same problems different ways. So
it wasn't that there was a solution.

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There are solutions, and that to
me was really eye open and a great

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lesson for life. Why so two
things, Why did you choose to pursue

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an MBA? And where were you
after college? After undergrad? Where were

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you in your career at the time. So I worked for over three years,

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actually graduated in three and a half
years from undergrad and worked so at

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the top class. In one hundred
and sixty eight people in my class,

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there were two that didn't have work
experience. Now we weren't. I wasn't

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so far in that had this huge
opportunity costs. I laughed at the married

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students at first because they smoked all
of us academically. It's like, how

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can they do that? Their opportunity
cost was way higher than ours. Yeah,

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yeah, so true, No,
I did well. So I'm not

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saying like, you know, slout
string anything like that, but yeah too.

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It was early enough in my career
that I could do that. I

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could take two years and go do
that, and I learned a lot lot,

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But it wasn't you know, I
didn't have family and kids and all

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those things that make it really hard
and trying to locate a spouse with a

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job and those kinds of things.
Yeah. Uh, to that point,

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tell us about Debbie and of course
Brian and Sarah. So so, my

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wife's attorney. She does a pellet
level constitutional laws. So we have very

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interesting dinner table conversations. The kids
grew up knowing a lot about the Constitution.

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Uh. So that's so that's good. Son's a he works, he's

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a civilian analyst for the Air Force. And I can't tell you anything more

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than that. And because I don't
know anything more than that, because he

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wouldn't tell me. Uh. And
my my daughter is a senior in college

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trying to figure out what what she's
going to do next. And you know,

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she has a variety of interests,
very very interesting. I wonder if

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Debbie would be willing to get on
the radio. She likes radio, but

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not TV. She's actually on the
radio tomorrow and she she she doesn't like

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TV. Uh, we'll see if
I can, I can have a chat.

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I'd love to talk Constitution a lot. As crazy as that sounds,

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no, it's not crazy in our
house. Yeah, good good. So

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all right, you've had you've had
a number of jobs. You were at

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Raycam. I saw that and for
some reason, I know the name of

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that company, or knew the name
of that company. I don't know why.

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But then you got your program manager, programs manager, developer relations,

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product marketing manager, various company companies. You could see the progression into marketing.

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I want you to just pick out
this is pre self employment. Now,

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I want you to pick out a
couple of those more impactful positions and

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tell us what you took away.
What were some of those key lessons,

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maybe earlier or later, but pick
out a couple and tell us the key

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lessons you learned. Well, there's
there's a there's a couple of those,

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and one is a really big lesson
about channels. So a lot of people

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that are in marketing or you know, executives that haven't worked in a channel,

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think, oh, well, we're
under price pressure. We'll just shave

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the channel margin. And then they
want why the business goes away? All

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right? Described for the for the
audiences. Oh so so if you're if

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you're selling through distributions or or resellers, and if they're not making money,

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then they don't sell your product.
There you go. And and that seems

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like such a simple lesson, but
it's one that i've encountered over and over

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again where you know, I've been
the voice of Sandy is like, no,

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if the reseller is not making money, it doesn't matter what our margins

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are because they're not going to sell
anything. So you need to make you

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know, the customer in that case
is really the reseller, not the end

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user. And and that's so that's
that's the And then the other lesson I

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got was and maybe it was just
the quirk of the of the companies I

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worked with, but I grew up
in a role where product management and product

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marketing were combined. It wasn't until
you know, ten years into my career

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where I where I had that role
split and it's like, what you mean,

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that's like only half a job,
not for most. So again for

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the audience, describe the difference between
the two. So, product management is

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managing the product. So what is
it? What goes into it? It's

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life cycle, it's features, it's
life cycle the features. And when I,

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you know, ray Km's starting out, we did a lot of we

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had a lot of standardized products,
but we also did a lot of custom

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products and uh, and it was
entering new markets, so it was technology

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was actually as old as I was
out of patent, but we were.

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It'd been primarily military and high end
commercial technology, and we were going into

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commercial, lower end commercial appliances and
automotive and things like that that nobody in

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the company had ever done. So
I knew as much as they did,

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and so it was really fun.
It was a great, great timing to

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be there. Product marketing is which
you think you know a lot of classic

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marketing. You know, what's the
how do you you know, how do

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you go to market, what's the
uh, the copy, the advertising,

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those kinds of things. And obviously
it's a little bit different for a consumer

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product versus which I know nothing about, versus a business to business product,

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which I know a lot about.
All Right, we have time for one

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or two more questions before our first
break, but I want to know here's

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the big question for me. You
have two instances of self employment Lafetra Consulting

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twenty eighteen, twenty ten to eighteen. Sorry that was a big shock of

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time, and then your current Eastward
Strategy Advisors. But back up from that,

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why did you decide to become self
employed? Well, I had I'd

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actually fallen into consulting and just threw
a Fluke, and the woman I was

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working with, small boutique consulting firm, decided that she didn't like selling,

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which is really bad if you're in
a small professional services business. You appreciated

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the choir, and I loved what
we were doing. We'd worked with a

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lot of large software companies, Adobe, Smantic. They always paid, but

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you had to harass them to get
them to pay you. And we had

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an office manager that spent probably half
her time chasing down these big companies,

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and I didn't want to do that. I want to and so I kind

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of gravitated towards smaller professional firms because
it was fun, they paid, uh,

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and they're fun to work with.
In terms of the fature consulting Eastwood,

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it's really a continuum. I was
on my own. People can't spell

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the fat and I had a partner
briefly and because I thought it was when

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I first met you, Yeah,
probably everybody. And then I had a

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partner, you know, briefly,
and so we changed it the Eastwood,

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and then he decided he really liked
the certainty and the benefits and things of

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you know, being in a corporate
job, and so it just I kept

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the kept the east the Eastwood.
So I don't know if you do.

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You probably do. I have a
different perspective. I like the certainty of

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being self employed. Yeah, control
your own destiny, right, You control

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your own destiny. You control who
you work with, and certainly with what

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I preach. As we talk about
later in terms of working with your best

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clients once you in Clone, you
can't do that if someone tells you you

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know who you work with, right, All right, let's pause right there.

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We will be back Bruce in just
about a minute. Everybody else will

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be back with Bruce Laftra the Client
Whisper in just a minute. You're listening

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00:15:22.799 --> 00:15:28.519
to Winning Business Radio with Kevin Helenet
on W four CY Radio. That's W

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00:15:28.720 --> 00:15:31.879
four cy dot com. Don't go
away. More helpful information is coming right

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00:15:31.960 --> 00:15:39.559
up right here on Winning Business Radio. Have you ever dreamt of being on

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Yes you heard it, free business
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dot com. Call five six one
five zero six four zero three one now

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00:15:58.200 --> 00:16:03.360
to get booked on one of our
shows. That's five six one five zero

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00:16:03.440 --> 00:16:11.559
six four zero three to one GEG. You're free advertising now and now back

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to Winning Business Radio with Kevin helenan
presenting exciting topics and expert guests with one

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goal in mind to help you succeed
in business. Here once again is Kevin

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Helena. We are back with Bruce
Lafecher or the client Whisper. I love

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that tagline? Where'd you come up
with that? I didn't. It was

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a client of mine and I asked
the story is. I resisted it for

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a long time. I thought it
was kind of maybe cheesy or whatever,

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and he kept pounding on me,
and finally I tried it and people really

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liked it. So that's how it
came about. So I'm smart enough to

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use it, but not smart enough
to come up with it. There you

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go, There you go. Quick
sides that pier. You've had several articles

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published. I want to know two
things. Well, First, tell us

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about one or two of those articles, and then we'll ask I'll ask you

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about the process of writing and getting
published. I've been published in a variety

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of different sorts of publications, everything
from a the trade magazine for the construction

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UH and architecture Engineering sorts of world
to marketing type publications and other places.

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And the experience in every case is
in some sense, you know a little

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bit similar. You probably know that, but in other cases it's it's specific

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to their market and people want to
have their market addressed as opposed to generalized

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knowledge. So it's applied knowledge is
what I find, you know works with

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people. So it's stories. You
know, I'd love to tell stories,

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and I, you know, use
the right stories for the right the right

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marketplace. And that's usually the gist
of the way I approach it. So

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tell us about one or two of
those specific articles. What's psych my So

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one that I have done is that's
actually in process. I don't know where

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it's going to get published exactly because
I'm speaking on it is. I call

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it the client the expert trap,
and what that is is that there's a

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lot of professionals who label themselves as
experts and actually actually hurts them. It

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slows down the business development cycle,
it costs them money, they get paid

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less, and they become less referrable. And the reason is is that there's

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nothing wrong with being an expert.
The problem is selling like an expert.

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So come back to your world,
whereas how do experts sell? Let me

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tell you all the reasons why you
should buy from me, and if you

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show any interest at all, then
I'm going to bombard you with more reasons

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and more reasons and more reasons,
and pretty soon our brains can't handle that.

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So we step back and we start
to look around. And now we

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look at other options and that can
either make us price sensitive, that can

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you know, lead us to another
provider, or we just end up doing

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nothing because we're overwhelmed. Because that's
the biggest competitor for almost everyone out there

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is do nothing that's right status quote. And so I discussed I discussed you

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know that situation, and people say
start nodding their heads, Oh yeah,

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And then you know how you get
out of it, which isn't that hard,

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But it's not by pushing the expertise. Think about it as as experts

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answer questions, that's what they do, right, there's an advisor that helps

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shape the questions. So yes,
there's a role for both those. One

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isn't better than the other, but
but one is is dependent upon works at

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the behest of the client. The
other one works with the client. The

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value is very different and their role
is very different. So if you have

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a lot of knowledge and I know
a lot of experts that do very well,

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but they get called in for a
specific thing. Think about an expert

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witness or something. They get called
in for a specific task that they don't

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control. And if you have a
great referral network, that goes fairly easy.

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If you're out there hustling the business, it can be really hard.

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Good points right there. All right, tell us about Eastwood Strategy Advisors.

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I'll read what your LinkedIn profile says
for the audience of a growth catalyst helping

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lawyers, consultants and advisors do what
every business strives to do, earn more

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without working harder. Evidence from a
firm's own clients make my recommendations credible and

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actionable. Understanding there or excuse me
why their best clients select their firm is

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a game changer. So just generally
tell us about the firm. Sure.

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So the one thing you need to
understand is the concept the best clients.

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So people talk about ideal clients.
Ideal clients are what you want read magris

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is who are you the ideal provider
for? Who wants to work with you?

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If you can work from that perspective, life is a lot clearer,

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it's a lot easier, and things
happen a lot faster. So I call

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your best clients are the ones that
you would clone if you could, because

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people can do all the math as
to who are their most profitable clients.

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And I worked with one attorney and
his farm. They'd hired a consultant and

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he spent like an entire day going
through their entire book of business. You're

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rating them, who's you know?
And then nothing had happened for like a

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year. They didn't make much progress, and I was talking to him and

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I asked him, so, who
would you clone if you could? And

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he thought that there's a great question. Stupid question. He goes, oh

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my god, that is we spent
an entire day trying to answer that.

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And you did one question. And
so when you start to think about who

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your best clients are, not all
your clients your best clients. Now,

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all of a sudden, the world
looks really, really different. And you've

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probably heard, and our viewers,
i'm sure have heard that the top twenty

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percent of your clients generate eighty percent
of your profits. What people don't talk

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about is the bottom twenty percent cause
eighty percent of your headaches. So if

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you could, if you could focus
on just one or the other, actually

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getting rid of those bottom twenty percent
will cause more upside. Now, if

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you can do that by focusing on
the top twenty percent, now of a

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sudden, the world looks really different. You don't have as much variation.

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You know what your clients want,
so it's not well some like this,

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some like that. There's magic,
that chemistry, whatever you want to call

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it, the magic mojo. You're
working with clients that appreciate you, understand

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your value you. They're the ones
that say, oh my god, Keven,

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you get me. That's magic.
And now of a sudden, and

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there's no headaches, so your capacity
actually goes up, so you can work

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with more highly profitable clients than you
could if you cast away. Yeah,

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they value what we do. There's
mutual respect. So not only is there

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more revenue and higher profits, but
all those other softer things come into play.

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Right, as you said, fewer
headaches. Oh and you mentioned yeah,

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you're referring more business. Talk about
that too. Yeah, So when

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you start to focus on your best
clients, there's some I call it your

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secret sauce. And I call it
your secret sauces because if I were to

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ask you, Kevin, why do
your best clients work with you? Is

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there something real or is it just
kind of lucky? You say, oh

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no, no, there's something real. Well what is it? You can't

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articulate it. You can talk about
value or something that isn't really it,

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but you know there's something real.
If I ask your clients the same question,

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they'll answer the same way. Yeah, there's something real about working with

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Kevin, but I'm not quite sure
what it is. So my process is

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to reverse engineer those relationships. I
go deep with the client that figure out

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what peel the onion back to and
say, oh my god, Okay,

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there's this thing Kevin does. I
never really thought about it, but if

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he stopped doing it, it'd be
a totally different relationship. That's your secret

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sauce. And it's not necessarily for
every one of your clients, but for

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your best clients it is common.
Now you start talking about that, not

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only do you attract business, you
attract those best clients and say, oh

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my god, Kevin, you get
me. But now your existing clients have

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the words to articulate why you're so
great because clients will almost always once we

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get to this point, they say, okay, that seems like almost too

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00:24:34.240 --> 00:24:37.680
simple. Let me go test it
out with some of my best clients.

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And the clients just go wide and
they say, oh my god, Kevin,

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you have worked together for how many
years? You know how valuable you

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are. We wouldn't be here without
you, all that kind of stuff,

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But I've never been able to really
articulate why you're so great. You just

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put words on it. Now they
become really powerful referral engines as well.

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00:25:00.319 --> 00:25:03.599
That's why it all fits together.
I mean, it all comes together.

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00:25:03.599 --> 00:25:07.000
It's not. It's not three different
things in terms of accelerating business development,

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getting paid more, be more referrable. It's one thing, really, and

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you are you're saying that's often organic, those referrals, those those referrals,

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well yeah, they become organic.
But then you also now you know,

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because let's face it, referrals come
in three parts. I mean, people

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think referral is you introduce me,
you know, well that's that's an introduction.

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That's not really a referral or recommendation. A real referral starts with you

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know, if I have someone I
want to send to you who I think

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you'll be a great match for I
have to I tell them why Kevin will

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be a great match for them.
If I don't know that, then I

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can't really get to, you know, step one. But all the value

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comes after Kevin be a great you
know match for you. Because so now

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what do they do? Do they
call you right away? Unfortunately not,

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00:25:55.920 --> 00:25:59.319
No, they go check you out. You're the digital you on LinkedIn or

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00:25:59.359 --> 00:26:03.000
your website, those kinds of things. And if they see all your accolades

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00:26:04.079 --> 00:26:11.039
but not what I said about you, it's you're still on the running because

359
00:26:11.079 --> 00:26:12.839
you're just like everyone else. Because
everyone else. But if there's if it

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00:26:12.920 --> 00:26:18.279
lines up, it's like that's exactly
what Bruce said about Kevin. Now they

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can't wait to talk to you.
And so the third step comes into play

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00:26:21.599 --> 00:26:25.599
because it's still not you know,
close business. But the third step is

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00:26:25.680 --> 00:26:29.039
now when you actually meet them,
you can go in with all your accolades

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00:26:29.079 --> 00:26:33.200
and you'll do the expert thing overwhelm
them. Or you can say, hey,

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I know what my referral partners say
about me. I know what they

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00:26:37.319 --> 00:26:41.880
read when they you know, check
me out. I'm going to understand why

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they're here, and yes, maybe
there's other things I do and I will

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00:26:45.559 --> 00:26:48.599
over deliver for them down the road. But if they don't become a client,

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they never have a chance to have
that extra experience. And so you

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00:26:52.880 --> 00:26:57.319
remember why they're there. You line
those three steps up, the referral process

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00:26:57.359 --> 00:27:04.039
can become very productive and very quick. That's really good, all right,

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00:27:04.079 --> 00:27:11.880
tell us so, but it starts
with you have to tell me where your

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sweet spot is. And if your
sweet spot is, you know, small

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businesses between you know, ten and
twenty million dollars. It's like, well,

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00:27:18.480 --> 00:27:22.799
that's not it. But if you
know what that secret sauce is,

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and you can tell me what that
secret sauce is, now I'm primed to

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00:27:26.039 --> 00:27:30.599
go talk a little bit more about
that process. How long does it take

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00:27:30.640 --> 00:27:33.799
for you to help facilitate the understanding
of that so they can replicate it?

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00:27:34.559 --> 00:27:38.519
So it's really it's it's not instantaneous, but it's not very long. So

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00:27:38.680 --> 00:27:42.000
it's a lot of its scheduling.
So I'm trying to talk to the CEO,

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00:27:42.240 --> 00:27:47.559
the CFO, the EVP of my
clients, their best clients, and

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00:27:47.599 --> 00:27:52.440
so those are people would never talk
to a consultant. They've never heard of

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00:27:52.519 --> 00:27:55.799
for I want an hour of their
time. These are busy people. That's

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00:27:55.839 --> 00:28:00.240
significant. Yeah, that's a big
ask. So I have to work through

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00:28:00.279 --> 00:28:03.160
my client to get introduced in the
right way, and so I help them.

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00:28:03.200 --> 00:28:03.839
You know, I've done this a
lot, so I know how to

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how to set that up for them. So they make the introduction because these

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00:28:08.839 --> 00:28:12.440
they know they have a great relationship
and you Bruce is here to help build

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00:28:12.440 --> 00:28:17.759
that relationship. And they still think
it's going to be a survey or the

390
00:28:18.240 --> 00:28:23.039
classic your client's satisfaction call, which
is all about how does how do you

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00:28:23.039 --> 00:28:26.400
fit into my Kevin, how do
you fit in my client's you know,

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00:28:26.480 --> 00:28:30.799
business, which is not interesting at
all. So right off the bat,

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00:28:30.880 --> 00:28:33.000
my entire conversation is one hundred and
eighty degrees. It's all, how does

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00:28:33.039 --> 00:28:40.400
my client improve your business? Mister
Halenan. That's interesting even to a CEO,

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00:28:41.799 --> 00:28:44.200
and they've never had a conversation like
that. So it's like, well,

396
00:28:44.200 --> 00:28:47.400
this guy seems like kind of smart, he's it's a good conversation and

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00:28:47.440 --> 00:28:49.319
that's how I'm able to peel the
onion back to get to that point where

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00:28:49.319 --> 00:28:55.759
we find the secret sauce. Because
they don't I can't ask them what it

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00:28:55.839 --> 00:28:59.319
is because they don't know, and
so we have to peel it back and

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00:28:59.359 --> 00:29:02.759
I have to age them in the
conversation so we can get deep enough to

401
00:29:03.119 --> 00:29:07.720
where we have that conversation and you
know, they end up loving the conversation.

402
00:29:07.799 --> 00:29:10.160
They go in thinking oh, they're
doing a favor and they go away

403
00:29:10.160 --> 00:29:12.359
wow wow, and they feel great
about my clients, like, wow,

404
00:29:12.440 --> 00:29:19.519
okay, that was He's like,
they really really value our relationship. I

405
00:29:19.519 --> 00:29:26.680
can imagine you might end up doing
business with a few of those people occasionally.

406
00:29:26.720 --> 00:29:30.640
I mean, I'm really in a
position where i'm I'm I want to

407
00:29:30.640 --> 00:29:33.880
make sure there's no selling involved,
because that's the other thing any time.

408
00:29:33.960 --> 00:29:36.880
Yet No, I heard that for
sure, but it would strike It strikes

409
00:29:36.880 --> 00:29:38.720
me that if they're finding that kind
of value, they may ask, hey,

410
00:29:38.720 --> 00:29:42.240
can you help us? Yeah no, and I'm open to that,

411
00:29:42.319 --> 00:29:47.599
but we have to have a conversation
well after after the conversation. So it's

412
00:29:47.680 --> 00:29:51.119
it's overall, it's you know,
anywhere from a three to a five month

413
00:29:51.480 --> 00:29:53.920
process. It's not all, you
know, eighty hour week because there's a

414
00:29:53.920 --> 00:30:00.359
lot of scheduling in there. But
part of my job is to banish confirmation

415
00:30:00.440 --> 00:30:04.039
bias. I could talk to people
and come back and tell you whatever you

416
00:30:04.079 --> 00:30:08.000
want to hear, and that's what
a lot of consultants do. But my

417
00:30:08.200 --> 00:30:11.880
job is not to do that.
My job is to come back with what

418
00:30:11.960 --> 00:30:18.000
is the secret sauce? How can
you goot finish that thought? We're gonna

419
00:30:18.000 --> 00:30:22.960
go to break? Oh okay?
How can you see your business through the

420
00:30:22.000 --> 00:30:27.559
eyes of your best clients? That's
outstanding? All right, we will pause

421
00:30:27.640 --> 00:30:30.319
right there. We'll come right back
to that thought. We'll be back in

422
00:30:30.519 --> 00:30:40.000
just about a minute with Bruce leafitra
the client Whisper. You're listening to Winning

423
00:30:40.079 --> 00:30:45.000
Business Radio with Kevin Helenet on W
four CY Radio. That's W four cy

424
00:30:45.119 --> 00:30:49.079
dot com. Don't go away.
More helpful information is coming right up right

425
00:30:49.119 --> 00:30:56.000
here on Winning Business Radio. The
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426
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engine. If you're looking for a
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428
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432
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Search can help you find it.
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the app to search local, find
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434
00:31:27.839 --> 00:31:33.160
back to Winning Business Radio with Kevin
Helene, presenting exciting topics and expert guests

435
00:31:33.200 --> 00:31:37.920
with one goal in mind to help
you succeed in business. Here once again

436
00:31:38.240 --> 00:31:51.160
is Kevin Helene. We're back with
Bruce La. Bruce, you raised a

437
00:31:51.200 --> 00:31:56.400
couple questions for me. One is
give me a give us examples of I

438
00:31:56.440 --> 00:32:00.240
know it's a broad term, but
I think you can do it. Of

439
00:32:00.240 --> 00:32:06.559
what you mean by secret sauce.
Sure, So there's a lot of variations

440
00:32:06.240 --> 00:32:10.640
on this one, but it's the
expert versus the advisor. So I'm thinking

441
00:32:10.640 --> 00:32:15.960
of a particular law firm, the
boutique law firm in this case, but

442
00:32:15.039 --> 00:32:19.119
it could be lots of different kinds
of businesses. I could give you other

443
00:32:19.160 --> 00:32:23.480
examples as well. And they had
it had little rough patch, really good

444
00:32:23.480 --> 00:32:29.279
at what they do, so no
operational issues, but they found that it

445
00:32:29.319 --> 00:32:32.200
was getting harder to win the kinds
of growth that they wanted to do.

446
00:32:34.440 --> 00:32:36.759
And a lot of times they go
out and they get rebranded, and they

447
00:32:36.759 --> 00:32:40.440
spend a crapload of money getting new
website, new colors. It's very expensive,

448
00:32:40.960 --> 00:32:45.079
and initially they're giddy with because it's
oh man, it's great. They

449
00:32:45.160 --> 00:32:47.880
tell everyone how great it is.
Any year later, cli its so quickly.

450
00:32:49.599 --> 00:32:52.279
Sorry, well no, no,
it's because it's more it's it's about

451
00:32:52.319 --> 00:32:57.119
them. Yeah, it's they're the
colors. They like, it's the it's

452
00:32:57.160 --> 00:33:00.319
the wording. They like, it's
all about them. But they don't write

453
00:33:00.400 --> 00:33:04.119
checks to themselves. And so a
year later, you know, they get

454
00:33:04.119 --> 00:33:07.119
frustrated because nothing's really changed. And
I often get introduced at that point.

455
00:33:07.160 --> 00:33:09.960
I'd love to get introduced earlier and
save them, you know, they'll split

456
00:33:10.000 --> 00:33:15.680
that money with them. But what
happens is I can quickly look at them.

457
00:33:15.720 --> 00:33:16.400
I can't tell them what the solution
is, but I can tell them

458
00:33:16.440 --> 00:33:19.960
what the problem is. It's like, it's all about you. So I

459
00:33:20.000 --> 00:33:22.799
talked to a CPA a while back, and they were telling me, oh,

460
00:33:22.880 --> 00:33:28.279
in great depth about how they're really
customer focused and they care about their

461
00:33:28.279 --> 00:33:30.680
customer, and I believe that they're
absolutely honest. But when I looked at

462
00:33:30.680 --> 00:33:36.880
their website, the first six paragraphs
all started with us we are our as

463
00:33:36.920 --> 00:33:43.559
a client. It doesn't come through. So so in order in talking to

464
00:33:43.759 --> 00:33:47.079
their clients, now the secret sauce
comes out as it's the expertise is how

465
00:33:47.119 --> 00:33:52.119
they deliver, that's how they get
results. But that's not why they get

466
00:33:52.160 --> 00:33:57.440
hired. They get hired to have
an impact on the client's business. And

467
00:33:57.559 --> 00:34:02.079
so nationals tend to think. Lots
of people do is, but proficial the

468
00:34:02.079 --> 00:34:05.839
professionals I work, they think in
terms of tasks. What do we do?

469
00:34:06.079 --> 00:34:07.639
You know, the attorney, the
CPA, the consultant. We take

470
00:34:07.679 --> 00:34:12.440
these steps. Some avoids malpractice and
they have a smooth process and it's really

471
00:34:12.480 --> 00:34:15.800
important internally, But the client doesn't
buy that. They're buying how do you

472
00:34:15.840 --> 00:34:22.400
improve their business? You know,
on a piece of paper report a contract

473
00:34:22.480 --> 00:34:27.719
doesn't do that. It's the impact, the effect of that. I say,

474
00:34:27.760 --> 00:34:30.000
nobody cares what you do. They
care what they can do because of

475
00:34:30.039 --> 00:34:34.599
what you do, and that's what
comes out. In some sense, I

476
00:34:34.639 --> 00:34:37.719
could tell them eighty percent of the
answer because I've done this for a long

477
00:34:37.760 --> 00:34:40.480
time, but I'm just a stupid
consultant. They won't believe me. They

478
00:34:43.239 --> 00:34:46.800
have to believe or you talk to
their best clients not just because oh I

479
00:34:46.800 --> 00:34:51.039
put a name on everything. So
it's really really credible. It's not some

480
00:34:51.079 --> 00:34:53.079
of your clients say this, some
of them this. It's like Kevin said

481
00:34:53.119 --> 00:34:57.079
this, Bruce said that, Mary
said that, Mark, Mark said that,

482
00:34:57.920 --> 00:35:00.599
and it's all good things because it's
their best client. It's like that

483
00:35:00.639 --> 00:35:06.760
really matters to Mark. Yeah,
that is so significant, not just a

484
00:35:07.199 --> 00:35:13.679
you know, a collection or conglomerate
of answers, but very specific. I

485
00:35:13.719 --> 00:35:17.920
love that too. It's super credible
because it's their very best clients, people

486
00:35:17.960 --> 00:35:22.079
they know, and it's super actionable
because, let's face it, these are

487
00:35:22.119 --> 00:35:27.159
people that love doing business with them. It's not all the things you could

488
00:35:27.159 --> 00:35:30.159
do better. I mean, occasionally
there's something it's like Heaven's great, but

489
00:35:30.199 --> 00:35:32.519
you know he could do this.
But almost all the time, it's about

490
00:35:32.559 --> 00:35:37.400
what you do, but how you
can do it, how you can focus

491
00:35:37.440 --> 00:35:40.800
and do better, be surface what
really matters, as opposed to and a

492
00:35:40.800 --> 00:35:45.320
lot of times I end up with
clients they have things that they think are

493
00:35:45.360 --> 00:35:49.079
important and they've invested a lot of
time and effort, and it turns out

494
00:35:49.159 --> 00:35:52.599
those are either don't matter or their
checkof items. You know you have to

495
00:35:52.599 --> 00:35:54.159
do it, but doing it better
doesn't make it any better. And then

496
00:35:54.199 --> 00:36:00.599
there's things that they do because it's
the right thing to do or whatever reason,

497
00:36:00.440 --> 00:36:04.840
and they think nobody really notices or
matters. It turns out that matters

498
00:36:04.880 --> 00:36:07.599
a lot, and so they can
they can, you know, in some

499
00:36:07.719 --> 00:36:12.000
sense, turn to dial up on
what they're already doing, which is easy

500
00:36:12.119 --> 00:36:15.679
to do, is actionable, and
they can they can cut or trim back

501
00:36:15.719 --> 00:36:19.599
on the things that don't don't matter
as much, or check off items,

502
00:36:19.880 --> 00:36:22.599
and so they actually gain resources while
being more effective. Well, tell us

503
00:36:22.599 --> 00:36:24.679
more about that, because that was
my next question. What do you do

504
00:36:24.800 --> 00:36:30.199
with the information that you bring back
to the client? So, in the

505
00:36:30.320 --> 00:36:37.280
really simple sense, it's positioning and
messaging. It's in you second in the

506
00:36:37.320 --> 00:36:43.679
introduction, it's product marketing for services
and people. You know, that's what

507
00:36:43.800 --> 00:36:45.679
is your offer? What is your
value proposition? Who is your audience?

508
00:36:45.719 --> 00:36:50.320
Are you talking to the right people
with the right value proposition? Is eighty

509
00:36:50.360 --> 00:36:54.119
percent of success. The twenty percent
is the content and the copy and those

510
00:36:54.119 --> 00:36:57.920
things, and that's where a lot
of people spend eighty or ninety percent of

511
00:36:57.920 --> 00:37:02.280
their effort. That's why they get
frustrated because they have generic you know offer,

512
00:37:02.800 --> 00:37:06.800
and then they try to, you
know, spice it up with clever

513
00:37:06.920 --> 00:37:10.159
marketing, and you can't be clear, clear clarity, it's clever every time.

514
00:37:10.760 --> 00:37:15.800
Are you strategy only and not execution
to somebody else executed, you do

515
00:37:15.840 --> 00:37:17.800
that as well. I'm strategy.
So what we end up with is I

516
00:37:17.840 --> 00:37:22.480
call a roadmap, a more clients, more best clients from roadmap. And

517
00:37:22.519 --> 00:37:31.239
what that is is for marketing people, it's like a high level description of

518
00:37:31.280 --> 00:37:35.679
what the intent, what's the purpose, what success and what needs to happen.

519
00:37:35.760 --> 00:37:37.360
So the website, what's the purpose
of the website. I'm not going

520
00:37:37.360 --> 00:37:40.079
to tell people the colors or the
technology. I'm colorblind. I'm not going

521
00:37:40.159 --> 00:37:44.920
to I'm not going to mess with
your colors and marketing marketing professionals colorblind love

522
00:37:44.920 --> 00:37:47.639
that too. But from a standpoint
of what's the purpose. So a lot

523
00:37:47.679 --> 00:37:51.199
of times people think, oh,
well, our purpose of our website is

524
00:37:51.239 --> 00:37:53.840
to generate leads. Well, for
a lot of high end B to B

525
00:37:53.840 --> 00:38:00.400
businesses, it's not. It's to
reinforce that right, It's it's it's to

526
00:38:00.480 --> 00:38:05.599
reinforce referrals. It goes back to
our three step referral process. Instead of

527
00:38:05.880 --> 00:38:09.440
trying to blast out your leachen.
You know that the people that are coming

528
00:38:09.760 --> 00:38:15.000
are high value. They've already been
introduced to you. Now how do you

529
00:38:15.199 --> 00:38:19.400
how do you align with what they've
been told so they will then be really

530
00:38:19.440 --> 00:38:23.599
excited to talk to you and ultimately
get to the point whereas wow, Kevin,

531
00:38:23.880 --> 00:38:27.800
you're like you get me. I
was. Everyone told me I'm supposed

532
00:38:27.840 --> 00:38:31.480
to talk to three providers, but
I can't imagine anyone's going to be a

533
00:38:31.519 --> 00:38:35.920
better fit than you. So when
I save myself some time, that's how

534
00:38:35.960 --> 00:38:43.960
it gets faster. How many clients
can you work with at any one time?

535
00:38:44.639 --> 00:38:47.079
And tell us a little bit about
the sort of the thumbnail of those

536
00:38:47.079 --> 00:38:52.679
clients? Does geography matter matters less
to most? But what's the size et

537
00:38:52.760 --> 00:38:57.000
cetera? And professional services? I
assume law, accounting, et cetera,

538
00:38:57.440 --> 00:39:01.079
consulting? Who else? Yeah,
so the first part of the question,

539
00:39:01.159 --> 00:39:05.119
what was the first part? Again? Sorry I did load that up.

540
00:39:05.199 --> 00:39:07.320
How many clients can you work with
it any one time? I can.

541
00:39:07.480 --> 00:39:10.400
I can only work with a couple
at a time because my head would explode

542
00:39:10.400 --> 00:39:14.360
and then my life wouldn't be very
good because part of my job, as

543
00:39:14.400 --> 00:39:21.000
I said, is too is to
uh prevent confirmation bias. So I actually

544
00:39:21.000 --> 00:39:24.320
go about halfway through the whole interview
process without any structure. Now when I

545
00:39:24.360 --> 00:39:28.639
give it to the client, there's
a lot of structure because I take you

546
00:39:28.679 --> 00:39:32.760
know, our conversation into a page
or two bullet points that are then parallel

547
00:39:32.800 --> 00:39:37.800
across all their clients so that you
know, they can see that and so

548
00:39:37.880 --> 00:39:42.639
that I've got to figure that out
in my head. So that's that's that's

549
00:39:42.639 --> 00:39:44.760
the fun part to me. I
mean, if I were in the scale,

550
00:39:44.800 --> 00:39:46.079
that's what I'd have to get rid
of. But I love that part

551
00:39:46.800 --> 00:39:51.840
in terms in terms of type of
client. I love intangibles, you know,

552
00:39:51.920 --> 00:39:52.880
I have. I come out of
a world you know, as we

553
00:39:52.920 --> 00:40:00.239
talked earlier, manufacturing and real real
things. This works there too. It's

554
00:40:00.079 --> 00:40:02.639
just that those tend to be larger
companies or people think it's the product,

555
00:40:02.960 --> 00:40:07.559
you know, the founder thinks it's
the product. So that that boutique size

556
00:40:07.960 --> 00:40:14.280
professional services firm is my sweet spot
because there's a lot at stake. If

557
00:40:14.320 --> 00:40:16.800
you can dial up those best clients, that's money. It drops right to

558
00:40:16.840 --> 00:40:22.280
the bottom line. You know,
a lot of times without organizational changes,

559
00:40:22.360 --> 00:40:25.079
it just drops a lot more profit
to the bottom line, more fun as

560
00:40:25.119 --> 00:40:30.599
well, and the owner or the
managing partner can make decisions so we can

561
00:40:30.639 --> 00:40:37.440
get there very very quickly. These
tend to be smaller, more boutique.

562
00:40:37.880 --> 00:40:44.719
I love boutique because boutique in my
in my experience, boutique firms think more

563
00:40:44.840 --> 00:40:47.960
like business. So think of your
typical pick on lawyers, because that's pick

564
00:40:49.000 --> 00:40:53.719
on lawyers is that most lawyers do
legal work and get paid for it.

565
00:40:54.000 --> 00:40:58.159
Now maybe them get paid very well, so I'm not knocking that business model,

566
00:40:58.440 --> 00:41:01.679
but their idea of growth is more
more billable hours. You know,

567
00:41:01.760 --> 00:41:05.719
it's it's a it's a linear progression. You work harder, you get more,

568
00:41:05.760 --> 00:41:07.719
and if you want to earn more, you got to work harder,

569
00:41:07.800 --> 00:41:12.920
more hours. Uh, there's no
real way around that that those aren't good

570
00:41:12.960 --> 00:41:15.880
clients for me. My great clients
are the smaller set. That are business

571
00:41:15.920 --> 00:41:22.320
people whose business happens to be the
law or a camp, financial services,

572
00:41:22.400 --> 00:41:27.320
or construction or or that you know
that bent because they're thinking about how do

573
00:41:27.400 --> 00:41:30.679
I scale, how do I make
my how do I earn more without working

574
00:41:30.679 --> 00:41:36.320
harder? Isn't that the ultimate you
know business ninja move? That's it that's

575
00:41:36.360 --> 00:41:37.880
it, you bet, And that
doesn't mean you don't work hard. But

576
00:41:38.079 --> 00:41:44.079
if if you're growing your profits by
working harder, and you're working harder faster

577
00:41:44.199 --> 00:41:47.679
than the profits are growing, that's
a really that's a terrible life. You

578
00:41:47.679 --> 00:41:52.480
should be earning more as you grow, not less. I mean more in

579
00:41:52.559 --> 00:42:00.960
terms of profitability, not just dollars. Uh thises geography matter, No,

580
00:42:00.039 --> 00:42:05.039
not at all and not at all? Why so I know the why?

581
00:42:05.119 --> 00:42:08.079
Sorry? How do they come to
you? Are they referred by the advisors?

582
00:42:08.920 --> 00:42:13.159
Uh? Et cetera. Help help
me understand, help us understand how

583
00:42:13.199 --> 00:42:16.639
your clients come to you. Occasionally
I will run into someone, but it

584
00:42:16.719 --> 00:42:22.159
almost always comes from a referral.
Often, and as we said earlier,

585
00:42:22.199 --> 00:42:24.880
it's often after downe a big rebrand
and they had some time. It's like,

586
00:42:25.440 --> 00:42:29.480
crap. I love it when I
can get to them. Before that,

587
00:42:29.960 --> 00:42:36.440
I had a a firm in Atlanta
that we met in a networking event

588
00:42:37.039 --> 00:42:40.199
and he was starting down that process
and he goes, oh, crap,

589
00:42:40.519 --> 00:42:44.519
we should probably talk with you first, And I said, you'll save yourself

590
00:42:44.559 --> 00:42:47.320
a lot of money if you do
that. And it's viewers plug for plug

591
00:42:47.360 --> 00:42:50.519
for you, Bruce, viewers and
listeners. If you're at that point,

592
00:42:50.880 --> 00:42:52.800
stop, get a hold of Bruce. Well, well you see the info

593
00:42:52.840 --> 00:42:55.639
and the craw but we'll get back
to that too as well. So yeah,

594
00:42:55.679 --> 00:43:00.800
that's outstanding. Let's see, so
you provide this is a list on

595
00:43:01.559 --> 00:43:05.280
either on your website or I forget
where I got this might be LinkedIn,

596
00:43:05.320 --> 00:43:09.519
but doesn't matter. Marketing consulting,
pricing, strategy, brand consulting, management

597
00:43:09.559 --> 00:43:15.119
consulting, marketing strategy, content strategy. Take one or two and just break

598
00:43:15.119 --> 00:43:21.800
them down. So what I do
is is really that strategy piece. So

599
00:43:22.039 --> 00:43:24.360
the branding and the content, I
don't do that. What I do is

600
00:43:24.360 --> 00:43:28.480
I informed that. So you're old
enough to maybe some of our viewers are

601
00:43:28.480 --> 00:43:31.000
old enough to remember the old bas
F commercials from the eighties. Oh yeah,

602
00:43:31.440 --> 00:43:35.360
I remember the voice we don't make
Yeah, we don't make the products

603
00:43:35.440 --> 00:43:37.320
you use. We make the products
you use better. And that's what I

604
00:43:37.400 --> 00:43:43.280
do. One one client described me
as step zero. She goes your step

605
00:43:43.360 --> 00:43:47.039
zero. Everyone starts with step one. You start with step zero, and

606
00:43:47.119 --> 00:43:51.960
so step zero is really understanding that
secret sauce. It's not why do we

607
00:43:52.000 --> 00:43:54.400
want people to buy from us?
But why do they actually buy from us?

608
00:43:54.800 --> 00:43:59.960
And why do those very very best
clients buy from us. That's outstanding.

609
00:44:00.559 --> 00:44:02.360
And so when you start with that, all of a sudden, it

610
00:44:04.199 --> 00:44:07.360
flows into everything else you do.
And that's where I can do a roadmap,

611
00:44:07.400 --> 00:44:09.920
which is, you know, yes, the website has a purpose.

612
00:44:09.960 --> 00:44:13.320
I'm not going to tell you what's
in it. We'll go get someone who's

613
00:44:13.360 --> 00:44:15.639
an expert at that, but we're
going to tell them instead of the fourteen

614
00:44:15.679 --> 00:44:20.400
things that everyone in your industry has
to do, these are the one or

615
00:44:20.440 --> 00:44:23.199
two things that we know moved the
needle for us. And if they don't

616
00:44:23.239 --> 00:44:27.360
like that, we'll go find someone
else. But in the end, what

617
00:44:27.480 --> 00:44:30.280
happens is they think, wow,
you like really simple, and they go,

618
00:44:30.360 --> 00:44:32.320
oh my god, we have a
much more successful client. I had

619
00:44:32.320 --> 00:44:36.559
a law firm I worked with that
was very old school and you've got to

620
00:44:36.559 --> 00:44:42.159
do the handshake to develop business,
and they were regional, and by the

621
00:44:42.199 --> 00:44:45.239
time we finished with them, you
know, a couple of years later,

622
00:44:45.400 --> 00:44:51.280
they're now a huge HubSpot user because
once they got really dialed in on clarity

623
00:44:51.320 --> 00:44:55.760
about how they improve people's business,
they said, we don't have to actually

624
00:44:55.800 --> 00:45:00.559
meet with people in person. Initially, we can start to do that through

625
00:45:00.679 --> 00:45:07.239
other means. Now they're a national
firm. Now, if I had told

626
00:45:07.280 --> 00:45:08.880
them that, you know, they
would use HubSpot you know down the road,

627
00:45:08.880 --> 00:45:13.199
they would have thrown me out.
We've never had the plant relationship exactly,

628
00:45:13.239 --> 00:45:15.239
and I didn't know it was going
to go that way. But their

629
00:45:15.320 --> 00:45:17.599
agency ended up, you know,
had a little bit of questions like,

630
00:45:17.599 --> 00:45:21.639
Okay, you're like telling them,
we think we do strategy, but they

631
00:45:21.679 --> 00:45:24.119
don't. Actually you get paid for
that. They get paid for building things.

632
00:45:24.280 --> 00:45:27.519
I get paid for strategy. I
don't get paid for building things.

633
00:45:27.519 --> 00:45:30.719
You look at the business model.
And once they said they you know,

634
00:45:30.840 --> 00:45:35.440
the client was very you know,
assertive in this case and move forward.

635
00:45:35.679 --> 00:45:37.719
Now they've done so much more business
with that client than they ever will have

636
00:45:37.800 --> 00:45:43.760
done. Well, it's been great
for their bottom line too. Uh.

637
00:45:43.800 --> 00:45:47.840
You mentioned referred to as or excuse
me, you refer to the love model

638
00:45:47.880 --> 00:45:52.320
lifetime opportunity value equation. Can you
break that down for us? Oh,

639
00:45:52.400 --> 00:45:57.280
that goes way way back. If
it's not as relevant, we can skip

640
00:45:57.280 --> 00:46:00.320
it. Yeah, it's it's it's
not as relevant. I mean the gist

641
00:46:00.360 --> 00:46:06.679
of it is that that there's relationships
aren't client relationships aren't linear? Yeah,

642
00:46:07.159 --> 00:46:09.320
you can go forward, you can
go backwards, and they're built on on

643
00:46:09.360 --> 00:46:14.480
really the relationship as opposed to the
classic you know, awareness, you know,

644
00:46:14.559 --> 00:46:22.960
consideration by uh let's see, Yeah, some interesting things we're closing in

645
00:46:22.000 --> 00:46:27.079
on. Time to wrap up.
You're an e Speakers Certified Visual Presenter.

646
00:46:27.159 --> 00:46:30.039
You're also a member of the National
Speakers Association. Uh. You're clearly very

647
00:46:30.039 --> 00:46:35.119
good at what you do. Tell
me what motivated those two affiliations. So

648
00:46:35.559 --> 00:46:39.039
I love to talk about what I
do, and you know, I like

649
00:46:39.119 --> 00:46:45.119
to share my experiences. It gives
me an opportunity to you know, go

650
00:46:45.239 --> 00:46:50.199
beyond just the people I know in
terms of referrals and to have a broader,

651
00:46:50.440 --> 00:46:55.440
a broader impact. So that's why
I've spoken for for years and and

652
00:46:55.599 --> 00:47:00.440
the last you know year or so
really started to get serious about doing that

653
00:47:00.679 --> 00:47:06.440
explicitly as opposed to when it comes
along right, And then of course you

654
00:47:06.480 --> 00:47:12.440
know COVID and you know virtual there's
you know, we do a lot of

655
00:47:12.480 --> 00:47:15.280
that now. I mean, we're
doing this now to come up to Boston

656
00:47:15.519 --> 00:47:17.599
to talk to you and and we
can have a great conversation and you have

657
00:47:17.639 --> 00:47:23.320
a much broader reach as do I, without a doubt I'm a current rotarian.

658
00:47:23.440 --> 00:47:27.559
I'm the current president of our second
year. By the way, you're

659
00:47:27.599 --> 00:47:31.440
a former rotarian, Tell you I'm
a current current Okay, yeah, sorry.

660
00:47:31.840 --> 00:47:35.400
You've also looks like done things at
the district level as well, But

661
00:47:36.440 --> 00:47:40.559
volunteering looks important to you. There
are several instances of volunteering. Just whenever

662
00:47:40.639 --> 00:47:45.159
this happens, I always ask the
guest give a thirty second pitch for why

663
00:47:45.199 --> 00:47:49.760
others should volunteer, because that's how
you make it. If you want to

664
00:47:49.800 --> 00:47:54.480
live, create the neighborhood or community
you want to live in. Yeah,

665
00:47:54.880 --> 00:47:59.199
and there's lots of ways to do
that. There's more need than there is.

666
00:47:59.360 --> 00:48:02.079
You know, there there is people, So pick one that's good for

667
00:48:02.159 --> 00:48:06.719
you. Don't worry about what is
most important, Find the one that's that's

668
00:48:06.800 --> 00:48:08.599
valuable to you, and dive in
love that. All right, A couple

669
00:48:08.639 --> 00:48:14.719
of quick questions to wrap up.
Who in the listening and viewing audiences should

670
00:48:14.760 --> 00:48:16.719
reach out to you and why we
mentioned you know, if they're about to

671
00:48:16.760 --> 00:48:21.000
do a big branding campaign, they
should pause and talk to you. Who

672
00:48:21.079 --> 00:48:27.039
else? Firm owners, mid sized
firms and from that standpoint, it's it's

673
00:48:27.199 --> 00:48:30.519
firms they don't have to be particularly
big, but there has to be if

674
00:48:30.559 --> 00:48:32.480
we can dial up your profitability,
it makes a big difference. So if

675
00:48:32.519 --> 00:48:37.639
you have really tight margins and growing
that, you know you've got to do

676
00:48:37.679 --> 00:48:39.960
a lot of a lot of change
to move the needle. But if you're

677
00:48:40.199 --> 00:48:44.239
a high end professional where there's a
lot of profit, and if you can

678
00:48:44.320 --> 00:48:47.840
dial up the profit and get run
of those headache clients, there's a huge

679
00:48:47.880 --> 00:48:52.480
impact. And so you don't have
to be particularly large firm. At some

680
00:48:52.480 --> 00:48:55.840
point you get big enough that that
people think that they you know, there's

681
00:48:55.880 --> 00:48:59.360
a lot of bureaucracy, and I'm
on my own because I don't want to

682
00:48:59.360 --> 00:49:02.159
do deal withocracy. Can it your
own bureaucracy? But that's a that's a

683
00:49:02.159 --> 00:49:07.159
pretty pretty nice and so it's really
more organizational than it is size of organization.

684
00:49:07.239 --> 00:49:08.960
I worked with a construction company that
was two hundred million dollars, but

685
00:49:09.000 --> 00:49:13.559
they ran five owners. They ran
like a firm that was much smaller.

686
00:49:13.920 --> 00:49:16.440
Nice. And so I want to
have a big impact. I want to

687
00:49:16.480 --> 00:49:22.000
have a where I can have an
impact fairly quickly and have a success.

688
00:49:22.000 --> 00:49:27.079
I always tell people I'm too small
in operation to have unsuccessful clients. So

689
00:49:27.159 --> 00:49:29.800
everyone. I want everyone to be
a big success. I am with you

690
00:49:29.840 --> 00:49:34.039
there, Bruce, Thank you so
much for being here. He is Bruce

691
00:49:34.360 --> 00:49:37.679
at Eastwood Strategy dot com. That's
the website as well, Eastwood Strategy dot

692
00:49:37.719 --> 00:49:42.400
com. If you've got questions,
reach out Bruce. Thank you so much

693
00:49:42.400 --> 00:49:45.679
for being here. Thank you for
having me. This is a fun conversation

694
00:49:45.679 --> 00:49:49.559
and for me as well. And
thanks everybody for watching and listening. This

695
00:49:49.679 --> 00:49:53.039
is a show about business and business
challenges. If you've got concerns about the

696
00:49:53.079 --> 00:49:55.719
sales growth of your company, feel
free to reach out to me. You

697
00:49:55.760 --> 00:50:00.519
can find me on Facebook or LinkedIn
at Winning Business Radio and drop me a

698
00:50:00.519 --> 00:50:04.480
note. One of my many email
addresses is Kevin at Winning Business Radio dot

699
00:50:04.480 --> 00:50:07.880
com. Our company is Winning in
Corporated. We're part of Sandler Training.

700
00:50:07.960 --> 00:50:13.400
We develop sales teams into high achievers
and sales leaders into true coaches and mentors.

701
00:50:13.639 --> 00:50:15.719
We're not a fit for everyone,
but hey, maybe we should have

702
00:50:15.719 --> 00:50:19.199
a conversation. Thank you to our
producer and engineer one for another job well

703
00:50:19.199 --> 00:50:22.360
done. Be sure to join us
next week. That's Monday, January fifteenth.

704
00:50:22.679 --> 00:50:27.679
My guest will be Stevenstrom, author
of success and self discovery, until

705
00:50:27.719 --> 00:50:32.119
then, this is Kevin Hallanan.
You've been listening to Winning Business Radio with

706
00:50:32.159 --> 00:50:36.800
your host, Kevin Helena. If
you missed any part of this episode,

707
00:50:36.880 --> 00:50:42.719
the podcast is available on Talk for
Podcasting and iHeartRadio. For more information and

708
00:50:42.960 --> 00:50:46.440
questions, go to Winning Business Radio
dot com or check us out on social

709
00:50:46.480 --> 00:50:51.079
media. Tune in again next week
and every Monday at four pm Eastern Time

710
00:50:51.239 --> 00:50:57.400
to listen live to Winning Business Radio
on W four CY Radio w fourcy dot

711
00:50:57.440 --> 00:51:01.519
com. Until then, let's succeed
where others have failed and win in business

712
00:51:01.800 --> 00:51:05.599
with Kevin Helenan and Winning Business Radio