Business RadioX ®

  • Home
  • Business RadioX ® Communities
    • Southeast
      • Alabama
        • Birmingham
      • Florida
        • Orlando
        • Pensacola
        • South Florida
        • Tampa
        • Tallahassee
      • Georgia
        • Atlanta
        • Cherokee
        • Forsyth
        • Greater Perimeter
        • Gwinnett
        • North Fulton
        • North Georgia
        • Northeast Georgia
        • Rome
        • Savannah
      • Louisiana
        • New Orleans
      • North Carolina
        • Charlotte
        • Raleigh
      • Tennessee
        • Chattanooga
        • Nashville
      • Virginia
        • Richmond
    • South Central
      • Arkansas
        • Northwest Arkansas
    • Midwest
      • Illinois
        • Chicago
      • Michigan
        • Detroit
      • Minnesota
        • Minneapolis St. Paul
      • Missouri
        • St. Louis
      • Ohio
        • Cleveland
        • Columbus
        • Dayton
    • Southwest
      • Arizona
        • Phoenix
        • Tucson
        • Valley
      • Texas
        • Austin
        • Dallas
        • Houston
    • West
      • California
        • Bay Area
        • LA
        • Pasadena
      • Colorado
        • Denver
      • Hawaii
        • Oahu
  • FAQs
  • About Us
    • Our Mission
    • Our Audience
    • Why It Works
    • What People Are Saying
    • BRX in the News
  • Resources
    • BRX Pro Tips
    • B2B Marketing: The 4Rs
    • High Velocity Selling Habits
    • Why Most B2B Media Strategies Fail
    • 9 Reasons To Sponsor A Business RadioX ® Show
  • Partner With Us
  • Veteran Business RadioX ®

Bruce McFadden, Carr, Riggs & Ingram

February 18, 2022 by John Ray

Bruce McFadden
North Fulton Studio
Bruce McFadden, Carr, Riggs & Ingram
Loading
00:00 /
RSS Feed
Share
Link
Embed

Download file

Bruce McFadden

Bruce McFadden, Carr, Riggs & Ingram (The Exit Exchange, Episode 11)

As a CPA and Partner at Carr, Riggs & Ingram, Bruce McFadden has seen many missteps in how businesses handle an exit. He shares common mistakes, including not bringing the CPA into the process early enough. Bruce discussed ways to get the CPA on board early, questions to ask, quality of earnings statements, and much more. This episode of The Exit Exchange is co-hosted by Maria Forbes and Bob Tankesley and is produced virtually from the North Fulton studio of Business RadioX® in Alpharetta.

Carr, Riggs & Ingram

CRI is one of the fastest-growing CPA firms in the U.S., now a top 25 firm in the U.S. and a superregional firm in the S.E. they’ve been present and involved in the Atlanta market for over 40 years.

Providing traditional audit, accounting & tax services, and additionally consulting transaction advisory services in the M&A and exit planning space along with our portfolio companies. A very advisory approach.

Along with a number of professionals from their advisory teams at CRI, they are joined at the XPX Atlanta table by their portfolio companies: CRI Capital Advisory and Level Four.

Carr, Riggs & Ingram is pleased to be a gold sponsor of XPX Atlanta.

Company website | LinkedIn

Bruce McFadden, Partner, Carr, Riggs & Ingram

Bruce McFadden, Partner, Carr, Riggs & Ingram

Bruce has 40+ years of experience in public accounting, including audit and attest services for clients in the manufacturing, distribution, technology, retail, construction, and hospitality industries, as well as audits of employee benefit plans. Bruce is one of the CRI-Atlanta partners responsible for overseeing the office’s quality control, a member of the firm’s SEC Practice Committee, and serves or has served as engagement partner on some firm’s public registrant clients.

He has in-depth knowledge and experience with mergers and acquisitions, systems consulting, cash flow modeling, benchmark analyses, business consulting, and exit planning.

LinkedIn

 

The Exit Planning Exchange Atlanta

The Exit Planning Exchange Atlanta (XPX) is a diverse group of professionals with a common goal: working collaboratively to assist business owners with a sale or business transition. XPX Atlanta is an association of advisors who provide professionalism, principles and education to the heart of the middle market. Our members work with business owners through all stages of the private company life cycle: business value growth, business value transfer, and owner life and legacy. Our Vision: To fundamentally changing the trajectory of exit planning services in the Southeast United States. XPX Atlanta delivers a collaborative-based networking exchange with broad representation of exit planning competencies. Learn more about XPX Atlanta and why you should consider joining our community: https://exitplanningexchange.com/atlanta.

The Exit Exchange is produced by John Ray in the North Fulton studio of Business RadioX® in Alpharetta. The show archive can be found at xpxatlantaradio.com.

John Ray and Business RadioX are Platinum Sponsors of XPX Atlanta.

 

Tagged With: Bob Tankesley, Bruce McFadden, Carr Riggs and Ingram, CPa, CRI, exit planning, exit planning advisors, Maria Forbes, quality of earnings, The Exit Exchange, XPX Atlanta

Choices Are Powerful

February 18, 2022 by John Ray

Choices are Powerful
North Fulton Studio
Choices Are Powerful
Loading
00:00 /
RSS Feed
Share
Link
Embed

Download file

Choices are Powerful

Choices Are Powerful

Human beings prefer choices, and therefore choices are powerful. When you offer choices in proposals to clients, you’re not only harnessing that power to your advantage, but it’s better for the client, too. The Price and Value Journey is presented by John Ray and produced by the North Fulton studio of Business RadioX®.

TRANSCRIPT

John Ray: [00:00:00] And hello, I’m John Ray on the Price and Value Journey.

John Ray: [00:00:04] Choices are powerful. Human beings prefer choices which offer a sense of control versus receiving an ultimatum. If you’ve ever had teenagers, you know that’s true. It’s just the way we’re wired. It’s really true for all of us.

John Ray: [00:00:25] Here’s one area that this fundamental aspect of human behavior is playing out right now. That’s getting employees back to work or back to the office or whatever you want to call it. I suspect that a big explanation of why some companies are challenged by getting their employees back into the office has to do with a take it or leave it mandate that’s delivered from on high, the old command and control way of managing a firm. Conversely, it looks like those companies who are successfully dealing with those return-to-office issues are those that are offering options to their employees.

John Ray: [00:01:10] Options are powerful because they invite engagement. They invite a dialogue that’s focused on problem-solving between two parties. If command and control CEOs, instead of issuing edicts, asked questions and fostered communication, they might find workable solutions which engage their workforce. It’s one example for you as a professional services provider of why offering options is so powerful. Your proposal, now I prefer the term engagement options, but I’ll call it a proposal. Your proposal should have different options, three ideally, which provide varying levels of engagement. When you offer engagement options, you invite a dialogue which leads to better outcomes for both the client and for you.

John Ray: [00:02:10] Choices are powerful. Offering options is essential to maximizing the value you offer to clients.

John Ray: [00:02:21] I’m John Ray on the Price and Value Journey. If you’d like to connect with me directly, you can go to my website, johnray.co. You can also send me an email, john@johnray.co. If you’d like to subscribe to this podcast, you can find it on your favorite podcast app, and you can also find a complete show archive at pricevaluejourney.com. Thank you for joining me.

  

About The Price and Value Journey

The title of this show describes the journey all professional services providers are on:  building a services practice by seeking to convince the world of the value we offer, helping clients achieve the outcomes they desire, and trying to do all that at pricing which reflects the value we deliver.

If you feel like you’re working too hard for too little money in your solo or small firm practice, this show is for you. Even if you’re reasonably happy with your practice, you’ll hear ways to improve both your bottom line as well as the mindset you bring to your business.

The show is produced by the North Fulton studio of Business RadioX® and can be found on all the major podcast apps. The complete show archive is here.

John Ray, Host of The Price and Value Journey

John Ray The Price and Value Journey
John Ray, Host of “The Price and Value Journey”

John Ray is the host of The Price and Value Journey.

John owns Ray Business Advisors, a business advisory practice. John’s services include advising solopreneur and small professional services firms on their pricing. John is passionate about the power of pricing for business owners, as changing pricing is the fastest way to change the profitability of a business. His clients are professionals who are selling their “grey matter,” such as attorneys, CPAs, accountants and bookkeepers, consultants, marketing professionals, and other professional services practitioners.

In his other business, John a Studio Owner, Producer, and Show Host with Business RadioX®, and works with business owners who want to do their own podcast. As a veteran B2B services provider, John’s special sauce is coaching B2B professionals to use a podcast to build relationships in a non-salesy way which translate into revenue.

John is the host of North Fulton Business Radio, Minneapolis-St. Paul Business Radio, Nashville Business Radio, Alpharetta Tech Talk, and Business Leaders Radio. house shows which feature a wide range of business leaders and companies. John has hosted and/or produced over 1,100 podcast episodes.

Connect with John Ray:

Website | LinkedIn | Twitter

Business RadioX®:  LinkedIn | Twitter | Facebook | Instagram

Tagged With: engagement, John Ray, options, Price and Value Journey, pricing, professional services, professional services providers, proposals, solopreneurs, value

Supply Chain Obstacles in 2022, with Jason Haith, OEC Group Louisville

February 18, 2022 by John Ray

Jason Haith
Business Leaders Radio
Supply Chain Obstacles in 2022, with Jason Haith, OEC Group Louisville
Loading
00:00 /
RSS Feed
Share
Link
Embed

Download file

Jason Haith

Supply Chain Obstacles in 2022, with Jason Haith, OEC Group, Louisville

Jason Haith, Manager of the Louisville branch for OEC Group, joined host John Ray to discuss the myriad of issues creating supply chain obstacles in 2022. Jason discussed the increasing difficulty in the ports on the west coast of the US, the complications added by the Chinese New Year, the contract negotiations with the ILWU, how OEC is addressing their own issues moving cargo, and much more. Business Leaders Radio is produced virtually from the Business RadioX® studios in Atlanta.

OEC Group

Founded in 1981, OEC Group had a vision to provide comprehensive logistics services to clients.

Today OEC Group serves destinations throughout the world and has grown into one of the leading logistics providers from Asia to North America.

Their annual cargo volume has consistently put us in the top position for Transpacific Trade.

With offices in over fifty countries, they take pride in being close to your cargo at all times.

Proximity of their OEC logistics professionals to your cargo enables them to stay on top of relevant market trade intelligence. Their Asia offices bridge the connection between you and your supplier, bringing additional insight to the entirety of your supply chain.

Company website | LinkedIn | Twitter

Jason Haith, Manager, OEC Group, Louisville

Jason Haith, Manager, OEC Group Louisville

OEC Group is an incredibly dynamic International Logistics company specializing in the Asia and West Asia trade. OEC offers Full container, LCL, Airfreight, warehousing and Customs Compliance services.

Jason is the manager of the office in Louisville, Kentucky and has been with OEC since 2011.

Jason has a degree from The University of Kansas. He lives in Louisville.

LinkedIn

Questions and Topics

  • The impact of the pandemic and where we are now
  • The Chinese Lunar New Year and its effect on the supply chain
  • The negotiation with ILWU (Longshoreman and dock workers union)
  • What can importers do to face some of these issues?
  • Address the issues ahead for business owners and consumers
  • What services does OEC Group provide?

Business Leaders Radio is hosted by John Ray and produced virtually from the North Fulton studio of Business RadioX® in Alpharetta.  The show can be found on all the major podcast apps and a full archive can be found here.

RenasantBank

 

Renasant Bank has humble roots, starting in 1904 as a $100,000 bank in a Lee County, Mississippi, bakery. Since then, Renasant has grown to become one of the Southeast’s strongest financial institutions with over $13 billion in assets and more than 190 banking, lending, wealth management and financial services offices in Mississippi, Alabama, Tennessee, Georgia and Florida. All of Renasant’s success stems from each of their banker’s commitment to investing in their communities as a way of better understanding the people they serve. At Renasant Bank, they understand you because they work and live alongside you every day.

Tagged With: airfreight, Business Leaders Radio, cargo, dock workers, global supply chain, ILWU, importers, international shipping, Jason Haith, John Ray, longshoreman, OEC Group, Port of Savannah, renasant bank, Supply Chain, warehousing

John Brown, Ric Grove, and Richard Grove of Wall Control

February 17, 2022 by John Ray

Richard Grove
North Fulton Studio
John Brown, Ric Grove, and Richard Grove of Wall Control
Loading
00:00 /
RSS Feed
Share
Link
Embed

Download file

Richard Grove

John Brown, Ric Grove, and Richard Grove of Wall Control (Organization Conversation, Episode 1)

On the first episode of Organization Conversation, host Richard Grove is joined by his father and grandfather to share the story of Wall Control. They recall the history of their work in a tool and die company, developing the product that would become the Wall Control system, the struggles they experienced, when things began to turn around, the benefits of the products, the need for skilled labor, and much more. Organization Conversation is broadcast from the North Fulton studio of Business RadioX® inside Renasant Bank in Alpharetta.

Organization Conversation is hosted by Richard Grove, and broadcast and produced from the North Fulton studio of Business RadioX® inside Renasant Bank in Alpharetta. You can find the full archive of shows by following this link. The show is available on all the major podcast apps, including Apple Podcasts, Spotify, Google, Amazon, iHeart Radio, Stitcher, TuneIn, and others.

About Richard Grove

Richard Grove, Host, “Organization Conversation”

Richard Grove‘s background is in engineering but what he enjoys most is brand building through relationships and creative marketing. Richard began his career with the Department of Defense as an engineer on the C-5 Galaxy Engineering Team based out of Warner Robins. While Richard found this experience both rewarding and fulfilling, he always knew deep down that he wanted to return to the small family business that originally triggered his interest in engineering.

Richard came to work for the family business, Dekalb Tool & Die, in 2008 as a Mechanical Engineer. At the time Wall Control was little more than a small ‘side hustle’ for Dekalb Tool & Die to try to produce some incremental income. There were no “Wall Control” employees, just a small warehouse with a single tool and die maker that would double as an “order fulfillment associate” on the occasion that the original WallControl.com website, which Richard’s grandmother built, pulled in an order.

In 2008, it became apparent that for the family business to survive they were going to have to produce their own branded product at scale to ensure jobs remained in-house and for the business to continue to move forward. Richard then turned his attention from tool and die to Wall Control to attempt this necessary pivot and his story with Wall Control began. Since that time, Richard has led Wall Control to significant growth while navigating two recessions.

Outside of Richard’s work at Wall Control he enjoys helping other business owners, operators, and entrepreneurs along their own paths to success by offering personal business coaching and advising through his website ConsultantSmallBusiness.com. Richard has developed an expansive and unique skillset growing and scaling Wall Control through a multitude of challenges to the successful brand and company it is today. Richard is happy to share his knowledge and experience with others who are looking to do the same within their own businesses.

Connect with Richard:

Instagram | Twitter | LinkedIn | Richard’s Website

About Wall Control

The Wall Control story began in 1968 in a small tool & die shop just outside Atlanta, Georgia. The first of three generations began their work in building a family-based US manufacturer with little more than hard work and the American Dream.

Over the past 50+ years, this family business has continued to grow and expand from what was once a small tool & die shop into an award-winning US manufacturer of products ranging from automobile components to satellite panels and now, the best wall-mounted tool storage system available today, Wall Control.

The Wall Control brand launched in 2003 and is a family-owned and operated business that not only produces a high-quality American Made product but sees the entire design, production, and distribution process happen under their own roof in Tucker, Georgia. Under that same roof, three generations of American Manufacturing are still hard at work creating the best tool storage products available today.

Connect with Wall Control:

Company website | Facebook | Instagram

Tagged With: Family Business, Organization Conversation, Richard Grove, steel pegboard, Wall Control, wall systems

Susan Bonds-McCulloch, Dress For Success Atlanta

February 17, 2022 by John Ray

Dress For Success
North Fulton Business Radio
Susan Bonds-McCulloch, Dress For Success Atlanta
Loading
00:00 /
RSS Feed
Share
Link
Embed

Download file

Dress For Success

Susan Bonds-McCulloch, Dress For Success Atlanta (North Fulton Business Radio, Episode 434)

Much more than a clothes closet, Dress For Success Atlanta works to meet the deeper needs of the women they serve. Executive Director Susan Bonds-McCulloch joined host John Ray to detail the various programs they have and offer some of their success stories. Susan discussed Dressed For Success’s professional training, encouragement, Career Center, the annual Gala that helps keep the work going, and much more. North Fulton Business Radio is broadcast from the North Fulton studio of Business RadioX® inside Renasant Bank in Alpharetta.

Dress For Success Atlanta

The mission of Dress for Success Atlanta is to empower women to achieve economic independence by providing a network of support, career development tools, and professional attire to help women thrive in work and in life.

DFSA is not just a clothing closet, but also boasts a Career Center that is staffed with volunteer companies within our community. These professionals work with Dress for Success-Atlanta’s clients reviewing resumes, conducting mock interviews, helping with LinkedIn and other social media. The goal was for the business community to connect with the clients that Dress for Success serves in a meaningful way. There has been an overwhelming response to this corporate volunteer opportunity and the clients that Dress for Success serves continue to say how unexpected it is to work directly with a volunteer who has taken time out of their workday to help them achieve their goals!

Some of the companies that now work with Dress for Success-Atlanta include Delta Airlines, UPS, Masco, State Farm, Capital One, and many others. Dress for Success and its clients are truly overwhelmed by the desire of others in our community to help them succeed.

DFSA hosts several networking and educational programs such as Career KickStart, Inspire Success, Tools for Success, and Professional Workshops that are invaluable to the women they serve and the Atlanta Community as a whole.

The long-term goals for DFSA include a mobile unit and another Dress for Success location. DFSA’s desire is to help stem the cycle of poverty and to have a generational impact!

Company website | LinkedIn | Facebook | Instagram

Susan Bonds-McCulloch, President/Executive Director, Dress For Success Atlanta

Susan Bonds-McCulloch, President/Executive Director, Dress For Success Atlanta

Because of her passion to give back and help women, Susan Bonds-McCulloch joined Dress for Success-Atlanta (DFSA) as their Executive Director in October 2018. Prior to this Susan had a 20+ year career in the insurance industry as an Employee Benefit Broker working with companies to help them plan, design, and implement their benefit programs. Susan found that her passion was helping others when they needed it most…when they or a loved one needed care.

Since joining Dress for Success-Atlanta, Susan has implemented many changes with the goal to empower more women in our community. DFSA relocated and now boasts a bright welcoming location for the women they serve. DFSA held their very first Gala in November of 2019 and pivoted during 2020 to hold a virtual gala!! The 3rd annual event will be held on September 17th at the InterContinental Hotel in Buckhead. Without these signature events, DFSA could not continue to serve its community.

Susan loves to meet others who wish to be a part of and help with the mission of helping women in our community. This includes businesses that may wish to partner with DFSA along with individuals who may wish to work with DFSA on committees, through volunteerism, or by giving back monetarily.

In addition, Susan is a founding member of a women’s group the Women’s Introduction Group (WIG). WIG is a group designed by women for women to help them navigate their careers, network, and give back to our community. The goal is to always help another woman grow their career path.

LinkedIn 

Questions and Topics in this Interview:

  • Tell me about Dress for Success Atlanta? Who you are and the population you serve?
  • Have you always worked in a non-profit? What led you to Dress for Success?
  • It sounds like you do more than just dress women, can you tell me a bit more about the programs that you offer?
  • Can you tell me how the annual Gala event helps the women that Dress for Success Atlanta serves?
  • What is your 3 – 5 year plan for Dress for Success Atlanta?
  • What are some of your most urgent needs?

North Fulton Business Radio is hosted by John Ray and broadcast and produced from the North Fulton studio of Business RadioX® inside Renasant Bank in Alpharetta. You can find the full archive of shows by following this link. The show is available on all the major podcast apps, including Apple Podcasts, Spotify, Google, Amazon, iHeart Radio, Stitcher, TuneIn, and others.

RenasantBank

 

Renasant Bank has humble roots, starting in 1904 as a $100,000 bank in a Lee County, Mississippi, bakery. Since then, Renasant has grown to become one of the Southeast’s strongest financial institutions with over $13 billion in assets and more than 190 banking, lending, wealth management and financial services offices in Mississippi, Alabama, Tennessee, Georgia and Florida. All of Renasant’s success stems from each of their banker’s commitment to investing in their communities as a way of better understanding the people they serve. At Renasant Bank, they understand you because they work and live alongside you every day.

 

Special thanks to A&S Culinary Concepts for their support of this edition of North Fulton Business Radio. A&S Culinary Concepts, based in Johns Creek, is an award-winning culinary studio, celebrated for corporate catering, corporate team building, Big Green Egg Boot Camps, and private group events. They also provide oven-ready, cooked from scratch meals to go they call “Let Us Cook for You.” To see their menus and events, go to their website or call 678-336-9196.

 

Tagged With: A&S Culinary Concepts, Career counseling, Career KickStart, Clothes closet, Dress For Success Atlanta, empowering women, Inspire Success, North Fulton Business Radio, renasant bank, Susan Bonds-McCullouch, Tools for Success

Workplace MVP: Sally Spencer-Thomas and Dr. Jodi Frey

February 17, 2022 by John Ray

Workplace Suicide Prevention
Minneapolis St. Paul Studio
Workplace MVP: Sally Spencer-Thomas and Dr. Jodi Frey
Loading
00:00 /
RSS Feed
Share
Link
Embed

Download file

Workplace Suicide Prevention

Workplace MVP: Sally Spencer-Thomas and Dr. Jodi Frey

Sally Spencer-Thomas and Dr. Jodi Frey joined host Jamie Gassmann to discuss their work in raising awareness of the need for workplace suicide prevention programs. Both Sally and Jodi are tireless advocates and noted speakers on suicide prevention, and they were instrumental in creating the National Guidelines for Workplace Suicide Prevention. Each of them shared the work they do, their experiences in developing these programs, the challenging work of getting businesses on board, the National Guidelines and Workplace Suicide Prevention Pledge, and much more.

For more information, visit the website to find resources and the Workplace Suicide Prevention Pledge.

Workplace MVP is underwritten and presented by R3 Continuum and produced by the Minneapolis-St.Paul Studio of Business RadioX®.

Sally Spencer-Thomas, Owner, Sally Spencer-Thomas LLC

Sally Spencer-Thomas, Owner, Sally Spencer-Thomas LLC

Clinical psychologist, inspirational speaker, podcaster, and impact entrepreneur, Dr. Sally Spencer-Thomas sees the world of mental health from many perspectives. She began her innovative work in suicide prevention after her brother Carson died of suicide in 2004. After his difficult battle with a bipolar condition ended in tragedy, she searched for bold, gap-filling strategies to prevent what happened to Carson from happening to other people. Now known nationally and internationally as an innovator in social change, Spencer-Thomas has helped start multiple large-scale, gap-filling efforts to remove bias around mental health and ensure more people have access to the tools and assistance they need to thrive and stay alive.

In 2016, Spencer-Thomas was honored to accept an invitation to speak about men’s mental health at the White House. In her TEDX talk, Stopping Suicide with Story, she shares her goal of elevating the conversation to make mental health promotion and suicide prevention a health and safety priority in our schools, workplaces, and communities.

Her degrees include: • Doctorate in Clinical Psychology from the University of Denver • Masters in Non-profit Management from Regis University • Bachelors in Psychology and Studio Art with a Minor in Economics from Bowdoin College.

LinkedIn

Sally Spencer-Thomas LLC

Sally Spencer-Thomas LLC is a small, woman-owned company with a mission to empower people and systems to make resilience, mental health promotion, and suicide prevention a core priority. They do this through awareness building, influence, compassion, strategy development and collaboration.

Their aim is to implement bold, gap-filling actions that help prevent mental health emergencies and build vibrant communities by promoting the science, stories, and strategies that make our world a better place to live.

They envision a world that aspires to a zero suicide mindset where we live, learn and work and where leaders and communities are dedicated to sustaining compassionate societies and a passion for living — in short, a world where people help one another and get to live their best lives. They’ve worked internationally in Australia, South America, Asia, Europe and Canada. They’ve partnered with large multi-national tech companies, large industry professional associations, and labor unions, while also making space to support our most cherished non-profit partners.

Clients include Southwest Airlines, Google, the FBI, the National Hockey League’s Player Association, and several large construction companies. Their company offers keynote speeches for industry events, trainings for organizations and teams, and consulting on how to build effective strategies.

Company website |LinkedIn | Twitter

Dr. Jodi Jacobson Frey, PhD, LCSW-C, CEAP, University of Maryland

Dr. Jodi Jacobson Frey, PhD, LCSW-C, CEAP, University of Maryland

Dr. Jodi Jacobson Frey, PhD, LCSW-C, CEAP is a Professor at The University of Maryland, School of Social Work. Dr. Frey chairs the Social Work in the Workplace & Employee Assistance Sub-specialization (formerly EAP Sub-specialization) and the Financial Social Work Initiative. She is the Founder and Faculty Executive Director of the newly launched Behavioral Health and Well-Being Lab (BHWell Lab). She is also co-Chair of the University of Maryland Mental Health and Addiction Health Disparities Think Tank. Her MSW and PhD degrees were earned from the University of Maryland.

Dr. Frey’s research focuses on workplace behavioral health, including the impact of employee health and well-being on productivity and safety. She studies the effectiveness of employee assistance, work/life, and related programs for working-age adults and families. She has dedicated a significant portion of her research and advocacy to suicide prevention and crisis response in the workplace.

Recent refereed articles have been published in JAMA, American Journal of Addictions, Social Work, Journal of Career Development, Journal of Occupational and Environmental Medicine, Journal of Social Work Education, Journal of Workplace Behavioral Health, Research on Social Work Practice, and Suicide and Life-Threatening Behavior. Dr. Jacobson Frey has presented research findings at international conferences. She is the Co-Editor-in-Chief for the Journal of Workplace Behavioral Health. She is also the Co-Founder of the International Employee Assistance Digital Archive, housed at the University of Maryland, and which was awarded the Best Use of Technology in the Employee Assistance Field by the Employee Assistance Professionals Association (EAPA) in 2019.

Dr. Frey co-chairs the Workplace Suicide Prevention and Postvention Committee of the American Association of Suicidology where she leads the development and dissemination of the National Guidelines for Workplace Suicide Prevention. She is also a past chair of EAPA’s Subcommittee on Workplace Disaster Preparedness and Response. In 2006, she was the recipient of the EAPA President’s Award for Excellence, recognizing her work on this committee.

Prior to teaching, Dr. Frey provided employee assistance and work/life services to NASA, Goddard Space Flight Center, where she was recognized with several awards for her service to employees and family members. As an employee of COPE, Inc., and later as an EA professional in private practice, she worked for several years providing direct EAP, outpatient mental health, and crisis intervention services.

LinkedIn | Twitter

About Workplace MVP

Every day, around the world, organizations of all sizes face disruptive events and situations. Within those workplaces are everyday heroes in human resources, risk management, security, business continuity, and the C-suite. They don’t call themselves heroes though. On the contrary, they simply show up every day, laboring for the well-being of employees in their care, readying the workplace for and planning responses to disruption. This show, Workplace MVP, confers on these heroes the designation they deserve, Workplace MVP (Most Valuable Professionals), and gives them the forum to tell their story. As you hear their experiences, you will learn first-hand, real-life approaches to readying the workplace, responses to crisis situations, and overcoming challenges of disruption. Visit our show archive here.

Workplace MVP Host Jamie Gassmann

Jamie Gassmann, Host, “Workplace MVP”

In addition to serving as the host to the Workplace MVP podcast, Jamie Gassmann is the Director of Marketing at R3 Continuum (R3c). Collectively, she has more than fourteen years of marketing experience. Across her tenure, she has experience working in and with various industries including banking, real estate, retail, crisis management, insurance, business continuity, and more. She holds a Bachelor of Science Degree in Mass Communications with special interest in Advertising and Public Relations and a Master of Business Administration from Paseka School of Business, Minnesota State University.

TRANSCRIPT

Intro: [00:00:05] Broadcasting from the Business RadioX Studios, it’s time for Workplace MVP. Workplace MVP is brought to you by R3 Continuum, a global leader in workplace behavioral health and security solutions. Now, here’s your host, Jamie Gassmann.

Jamie Gassmann: [00:00:27] Hi, everyone. Your host, Jamie Gassmann, here, and welcome to this episode of Workplace MVP.

Jamie Gassmann: [00:00:33] Suicide is the 10th leading cause of death in the United States according to the National Institute of Mental Health. In 2019 alone, there were an estimated 3.5 million people who plan to suicide, 1.4 million who attempted suicide, and 47,511 who died by suicide, which averages out to approximately 130 suicides per day. The societal cost associated with suicide and suicide attempts are estimated at 93.5 billion dollars, which includes lifetime medical fees and the cost of lost work. But what you can’t put a price tag on is the emotional cost of grief, loss, guilt, and confusion that the families, friends, coworkers, and others will have in the aftermath of a loved one completing suicide.

Jamie Gassmann: [00:01:26] As business leaders, our employees are spending a good majority of their day at work. Work has become for some a home away from home and their coworkers become a work family. With that much time spent in the work environment, are there ways we can proactively look to help those that may be struggling or contemplating suicide? As a leader, are there programs or conversations that can be had to create an environment an employee would be comfortable discussing the struggles they’re having? And ultimately, is there more that can be done to help reduce the number of individuals who feel completing suicide is their only option out?

Jamie Gassmann: [00:02:05] Well, joining us today to share how business leaders can create a comprehensive approach to suicide prevention within their work environments is Workplace MVP’s Dr. Sally Spencer-Thomas, President of United Suicide Survivors International, and Dr. Jody Frey, Professor at University of Maryland, School of Social Work. Welcome to the show, Sally and Jody.

Sally Spencer-Thomas: [00:02:27] Yeah, thanks so much, Jamie. We’re really grateful to be here.

Jody Frey: [00:02:30] Yeah. Thank you.

Jamie Gassmann: [00:02:32] So, let’s start out with our first workplace MVP, Dr. Sally Spencer-Thomas, President of United Suicide Survivors International. So Sally, you personally have experienced the loss of a loved one to suicide. Can you share with us your story?

Sally Spencer-Thomas: [00:02:47] Sure. So, I’m a psychologist by training and I have been in the field of mental health approximately 16 years when my brother died by suicide on December 7th, 2004. And a lot of people have these before and after moments in their life where they say, like, this was my life before this happened and then this is my life afterwards. It’s something completely different. And, his death had that impact on me. We were incredibly close, and he happened to live with bipolar condition, which he managed very well throughout his young adult life. But for whatever reason, the summer of 2004, he had a full-blown episode of mania that totally destroyed everything that he held dear, his family, his work life, everything. And ultimately, it proved to be fatal.

Sally Spencer-Thomas: [00:03:36] So in the aftermath of his death, we were, our family, his friends, we were all in such shock and grief, and I learned things in those months that followed that no one ever taught me in graduate school. And, again, this was a while ago. But you know, no one ever told me that the majority of people who died by suicide were working-aged men. The majority of them had one attempt and it was fatal. And, the majority of them also never stepped foot in any kind of mental health resource.

Sally Spencer-Thomas: [00:04:05] So, that seemed like a pretty important gap to fill, and that’s gotten me on the trajectory to meet amazing people like Jody Frey and many others who are doing incredible work in this space to try to really empower workplaces to make this, make suicide prevention and mental health promotion a health and safety priority in their community and in their workplace.

Jamie Gassmann: [00:04:28] Yeah, yeah. This had to have been just a really hard experience to have gone through. And you’ve used that, you know, as you kind of mentioned, to help to inform and educate businesses and others about suicide and then the mental health aspect that, you know, with your brother and not getting support for it and, maybe he was getting support, but other men that maybe aren’t getting support for that so that other families don’t have to go through that again. Can you talk through about the work that you’ve done in spreading education and understanding around suicide prevention? Because I know you’re a well-known public speaker and you’re involved in a lot of various different organizations and foundations. Can you talk a little bit about some of that work?

Sally Spencer-Thomas: [00:05:08] Yeah. So, that was also like a really hard part of the journey because we got this clarity in 2005, 2006, it’s the workplace. Workplace is the most cross-cutting system we have. Everybody died by suicide or attempted was working or they were just working or they had an immediate family member who’s working, and the workplace doesn’t know what they don’t know and they’re not doing anything.

Sally Spencer-Thomas: [00:05:28] So, myself and another psychologist, Rick Ginsberg, we set out to make or do something in this space. And so, we created a program called Working Minds. And we were, like, when we finished it, it was a training and a strategy, and we were like, “Ta-dah!” We’re like, “Here we go. We’re going to save a bunch of lives. It’s going to be amazing,” and lead balloon. Like, no one, I say no one cared. It felt like no one cared. Because we were so passionate, we would be like, you know, knocking on all these employers’ doors like, “Hey, how about some suicide prevention in the workplace?” And they’d be like, “Oh, suicide? Mm-hmm. That’s a medical issue, right? People need to take that stuff up with their doctors. That’s nothing we can touch here. It’s like way beyond our thing. It’s not our lane.” Blah blah blah blah. And I’m like, “Yeah, but they’re not. They’re not reaching out to their doctors and they’re here. I promise you, they’re here. So, wouldn’t that be an important thing to tackle head-on?” No. We really had a hard time getting any traction in the early days.

Sally Spencer-Thomas: [00:06:24] But then things started to change because when – people never think it’s going to happen to him until it happens to them. When there’s a suicide death in a workplace community, people a lot of times have this oh my gosh moment, where why didn’t we see this coming? You know, people are in turmoil. It’s a crisis. And, you know, the really caring leaders say what could we have done differently? And so, we started to see people reaching out, you know, many years later, where they had had a high profile death that had really impacted their community. And, they said we don’t want this to ever happen again. How do we get in front of this? And that was the game-changer where some larger companies, some larger professional associations, larger unions started to reach out and say help us.

Sally Spencer-Thomas: [00:07:11] We have a story that I always like to share of this construction company whose COO and I were part of leadership Denver together. You’re part of these leadership groups. You go up for coffee. So, we were out for coffee one day. And, you know, he says, “You know, Sally, when you talk about who’s at risk for suicide, you’re talking about my folks.” And I said, “I know,” and he said, “Well, let’s do it. Give me all the tools.” And we’re about three months in, and he’s like the only one that we know of in the United States, anyway, that’s really kind of taking this at a deep level. And he comes back in three months and he says, “I had no idea. I had no idea how much my people were suffering. I had no idea how worried they were about their kids and their parents. I had no idea that our employee assistance program was so broken that people can’t access it and it doesn’t really work for them.” Like, this has got to go national.

Sally Spencer-Thomas: [00:07:57] And so, it was around that coffee meeting that kind of spun the whole things out. His foundation underwrote the development of a construction industry blueprint for suicide prevention. We got another partner involved and they got into all the trade publications. All of a sudden it was a conversation that the construction industry was having because of just a couple of people’s passion and influence.

Sally Spencer-Thomas: [00:08:20] And, today, you know, hundreds, hundreds of companies are really doing strategic work, you know, largely based on some of the strategy things that Jody and myself and our committee have been evolving over the last decade so that it’s gone from just a conversation to like a full strategy implementation, which is really exciting.

Jamie Gassmann: [00:08:41] Yeah. That sounds really great work. I mean, that’s, you know, you’re helping people. And especially I know in the construction industry, I’ve heard, is one of the higher known industries for having more common, you know, incidents of suicide that I’ve heard in some of the work that we’ve done at R3 Continuum.

Jamie Gassmann: [00:09:04] Quick question because, you know, it’s interesting. You say about the EAP system being broken and that’s how your contact in that construction industry felt. You know, I heard from someone in a different industry where they said when people are stressed out or burned out, they don’t reach out. Is that common from what you’ve seen in some of these others where, you know, they may have that resource but they may be just too fatigued or just, you know, too kind of worn down or whatever they might be feeling, where they just don’t have that energy to make that call? Have you seen that in any of the work that you’ve done?

Sally Spencer-Thomas: [00:09:42] Oh, yeah, 100%. Yeah. You think to any of our most overwhelmed days. Like, all we want to do is stay under the covers and not tackle this day head-on. And so, yeah, it certainly makes sense when people are shut down, whether it’s burnout or depression or, you know, the consequences of addiction. Like, there’s a whole bunch of reasons why it feels like the 500-pound phone is what we call it, like to make that call seems so hard. And I think, you know, especially in companies where mental health well-being, whatever you want to call it, was never part of the mission or vision or game plan. There’s just not a readiness or an awareness of how anything works. It’s just like this foreign thing.

Sally Spencer-Thomas: [00:10:24] And so even when, you know, company executives have an employee assistance program, they’ve kind of just checked the box. They don’t know what it entails. They don’t really know if anybody’s using it. They don’t know if it’s any good. They’re just like, “Well, I provided the benefit for my employees, but what do you want?” And I’m like, “Oh, a heck of a lot more.” Because especially in those areas, there’s just a million barriers that people have. Energy being one, the complication of a system that’s kind of hard to navigate even when you’re well. I mean, I try to access employee assistance work frequently and sometimes it’s, you know, three calls and then they call you back and it’s hard. You know, you have to have a certain level of energy and awareness to kind of get yourself through it.

Sally Spencer-Thomas: [00:11:06] And then, you know, when we have a top-tier program, there’s all kinds of support that can happen. But a lot of times people went to the lowest bidder, and so then they’re not getting quality service. And that’s very demoralizing for people. And then, the word gets out. Like, don’t even bother. It’s going to be too hard and then it’s not going to work out.

Sally Spencer-Thomas: [00:11:23] So, the EAP part of the overall strategy is one very important part that we like employers to understand because if the whole message is going to be a bridge to resources, you better be confident that those resources are going to support people in the way that they deserve. And you better know them more than just a 1800 number or a website. Like, call them, get to know how they work, and so forth. So, we do what we call a mental health resource audit with our partners to do a deep dive so that they can create a what to expect sheet for their workers and it’s a little easier road to travel down.

Jamie Gassmann: [00:12:03] Yeah, very – that’s great. And, you know, in looking at like, obviously, over the last couple of years and I know a lot of my episodes have brought this up, but the pandemic is still there and we’re still navigating it and, you know, the various challenges and complexities that have come from that. And, I know from looking at the different, you know, metrics that have been put out either by the CDC or some of the other groups that, you know, it’s had a huge impact on the mental health of our country. I mean, I think we all have felt it in some way. In your opinion, for workplaces, how has this impacted suicide and what do they need to be looking for and watching for, particularly in their employees and particularly employers that might tell people who are working remote and they don’t have as much of a connection point with them?

Sally Spencer-Thomas: [00:12:49] So, you hit it head on the fact that none of us on the entire planet escaped the emotional impact of the pandemic. You know, it was in one way or another impacting our well-being and for some people very intensely and for many people very long haul. The question about how it impacted suicide is a complex one. So when people started to predict that suicide rates would skyrocket, you know, very early on, you know, lots of anxiety, lots of disruption, you know, as we all experienced, people anticipated, “Oh, my gosh. The suicide rates are going to go through the roof.” And those of us in public health around suicide were like, “Hold on.” Just, like, wait and follow the data because human behavior surprises us a lot of times. And in large-scale disasters after 911, for example, historically around wartime, suicide rates actually dropped, which is surprising to the general public but not surprising to those of us in this work.

Sally Spencer-Thomas: [00:13:46] Because one of the things that happen in large-scale disasters, and you can probably remember this between like mid-March and mid-May, is that we tend to pull together. In our anxiety, we pull together and we just lean on each other. And so, if you remember back to those times, at least here in Colorado, we were like leaning our heads out the window at 8 p.m. at night, howling in support of all the essential workers. People were making masks and delivering food. Like, you had this sense of like, we’re scared, we’re overwhelmed many of us, and yet we’re going to pull together the best we can to live through this.

Sally Spencer-Thomas: [00:14:22] But then, what often happens again in large-scale disasters is there’s this tipping point where we’re past the honeymoon phase of her heroism and pulling together, and we’re exhausted and we are at each other. And you can remember, right, end of May, George Floyd’s murder was nothing but a freefall of discontent and conflict and so on that is still going on today, but really hard in those next several months, I would say, until, you know, the news of the vaccine started coming out. And then, we thought, there’s something hopeful here. But, you know, still up and down throughout the way.

Sally Spencer-Thomas: [00:14:58] So, isolation has been part of it and certainly, the divisiveness around all of the regulations has been a big part of people’s well-being. Suicide rates actually went down in 2020, which is surprising to people, but it’s not a clear-cut story. It went down about 3% as far as we can, you know, tell. There’s a lot of gray area in suicide data. That dip in suicide rates was largely offset by an increase in overdose and an increase in accidental death, which gray areas as far as many of us are concerned. So, there’s all of that to take in.

Sally Spencer-Thomas: [00:15:37] But the interesting part about suicide, in addition to it being offset by accidental death and overdose, is it didn’t go down for everybody. It largely went down for the highest risk group, which are mostly white men in the middle ages, but it did not go down for people of color. And again, if you can think about some of the particular things that were happening in 2020, a lot of communities of color were very, very much suffering. So, the story of the pandemic remains to be told.

Sally Spencer-Thomas: [00:16:04] The other piece that I’ll point out is that, you know, having this massive, massive long-term disruption to most all of our lives gave people pause to reflect on what’s important to them. And so, that’s where you have, you know, the mass resignation. Like, people are upending their lives because they realize life is short. And my family, my sense of, you know, going in and looking at the world or doing this important thing impact that I’ve always – like, I got to do it now because I might not have tomorrow.

Sally Spencer-Thomas: [00:16:34] And that’s not a bad thing, you know, for people to have that shakeup in their priorities. And I know for me, before the pandemic, I was on a plane two, three times a week, waking up in hotels. I didn’t know where I was. My family was having all these experiences without me. I felt very disconnected. The pandemic has let me be home and reconnect, and it’s been much better for my mental health. So, it didn’t – it wasn’t, while stressful for many, wasn’t necessarily something that was increasing risk for suicide per se.

Jamie Gassmann: [00:17:05] Yeah. Interesting. And looking out, you know, obviously, we shared that some of the ways, you know, if anybody is struggling with it, that there’s the 500-pound phone that you talked about. You know, they’re too tired to pick that phone up. Are there other reasons that, let’s say, somebody has something that’s been, you know, they’ve been dealing with through the pandemic or other things that they’re navigating and they’re really struggling internally? What are some of the other barriers that prevent them from getting some of the support and help that they do have accessible to them?

Sally Spencer-Thomas: [00:17:41] Yeah. There’s so many. I mean, a lot of people have been conditioned from birth to be problem solvers, to be the ones that people lean on. They don’t lean on other people or maybe they don’t want to take a resource away from someone they feel like might have a bigger problem than them. There’s all kinds of bias, too, and fears that are based in reality. Discrimination and prejudice is a real thing. And, people don’t always feel that their workplace is psychologically safe to disclose. They are concerned about the confidentiality. They are often rightly worried that their company will use this information against them and prevent them from getting promotions, getting certain types of security clearances, all these other things that are super important to their career, to their identity.

Sally Spencer-Thomas: [00:18:29] So, we have lots of cultural issues that are the bigger part of the iceberg underneath the systemic challenges of just trying to navigate resources that are probably even more powerful than, you know, I don’t know what number to call, is the fact that if I start this, maybe I lose all control over everything that’s important to me here and then I can’t get it back. And those are real fears.

Sally Spencer-Thomas: [00:18:56] So, again, working around shifting culture in an organization is an essential part of this. We have got to establish psychological safety so that people do feel like if they disclose something vulnerable about themselves that their organization is going to have their back, their organization is going to come forward with support. Because the truth of the matter is nobody gets out of this life without being brought to your knees by something. And, we all want to know that when that happens to us that somebody is going to be there for us.

Sally Spencer-Thomas: [00:19:27] And if the culture is no, then people are going to leave. They’re going to shut down, and that just doesn’t impact the well-being of the workforce. We know from data from Gallup, it also impacts errors, job site safety, turnover. Like, it has major cost impact on an organization. So, if you’re not going to do it because it’s the right thing to do, do it because it’s the right business thing to do as well. Shifting culture is really an important piece, and it really often starts with the leadership being able to talk about this in a matter-of-fact way and share some of their stories of things that they’ve gone through and how they’ve been helped.

Jamie Gassmann: [00:20:05] Oh, that’s really great advice, and I know we’re going to dive into that a little bit deeper a little bit later in the episode. So, quick question, in terms of – you do a lot of educating, speaking, and programming around suicide prevention. Is there something within the work that you’ve done that you are absolutely most proud of that has really just continued to resonate with you that what you’re doing is working and you’re getting the results that you’re looking for?

Sally Spencer-Thomas: [00:20:34] Well, I think, you know, when our committee established the national guidelines for workplace suicide prevention after like over a decade of trying to figure out what to do, that was a very pivotal moment I think for all of us because it was a call to action nationally and just watching again the construction industry move through the movement of this. At first, nobody knows it’s an issue or it’s not my problem, right? So then, first we got to get the awareness out there. Yes, this is an issue. And, yes, it is your problem. It’s everybody’s problem, right?

Sally Spencer-Thomas: [00:21:08] Then, we move to how do I help a person? Like, I have a person in my heart that I’m worried about or I’m worried about myself. So then we moved into that space and we saw a lot of programs coming up or, you know, resources, that kind of thing. And now, because of the national guidelines and because a lot of companies and other professional associations and organizations have set a precedent, people are moving to strategy, and strategy is really where the things are going to shift for good in a positive way. So, the national guidelines help with that, having large reputable companies say we get it, we can’t just do a one-off training or one-off awareness day and call it good. We’ve got to figure out how this is embedded in our entire health and safety culture. So, it’s just part of the fabric of what we do around here.

Sally Spencer-Thomas: [00:21:52] Having those stories to tell now, one of the things that I’m super excited about for the upcoming months is we’re having a summit in Colorado, where all of the early adopters in the construction space who’ve been working and trying things on and measuring impact, they’re all going to come together and they’re going to learn from each other. Like, here’s what’s working, here’s what’s not working, here’s what we need for the next three to five years. That’s where change becomes sticky, and that’s where we’re at, which is very, very exciting.

Jamie Gassmann: [00:22:20] Wonderful. Great. So, we’re going to shift over to our next workplace MVP for today’s episode, Dr. Jody Frey, Professor at University of Maryland, School of Social Work. Welcome, Jody.

Sally Spencer-Thomas: [00:22:33] Thank you, Jamie. Thanks for having me.

Jamie Gassmann: [00:22:35] Yeah. Absolutely. So, share with us your career journey and kind of your path that got you into kind of moving into working in the suicide prevention area.

Jody Frey: [00:22:45] Sure. And, it’s always just such a pleasure to hear Sally and her story. It’s just such an amazing professional in this space. Honored to be here with her. So, my journey is a little bit different. I entered the field as a clinical social worker, and to be honest, I had very little formal training in suicide assessment and response in my MSW program, which has gotten better over time. As Sally mentioned, both of us in our counseling programs weren’t, I would say, fully prepared. And, that’s probably being generous.

Jody Frey: [00:23:24] I really learned more of the work about suicide prevention, asking questions, providing support, access to resources in my fieldwork and ultimately in some of my first jobs. And I always thought, you know, this is not necessarily the way that we should be preparing folks. And, when we talk about the workplace and thinking about how to prepare leaders and coworkers to talk to employees that they’re concerned about, we can’t just let people go out there and expect that they know the right things to say and the right things to ask. And the lack of knowledge, I think actually is one of the biggest problems in our field because we don’t know so we don’t ask and we stay silent.

Jody Frey: [00:24:11] And so, when I started working in employee assistance, in the workplace, you know, similar to the trends that Sally was seeing in construction, I was in federal government, so, again, with an aging population, a lot of increased risk, suicide attempts, and deaths among working-aged men. And, we didn’t have anything about suicide in our workplace. Violence policy, we weren’t addressing this in our safety initiatives.

Jamie Gassmann: [00:24:40] And in fact, when I tried to bring this up to senior leadership in workplaces that I was engaged with as an EAP clinical social worker was very quick to be told, “Jody, that’s a personal problem. We’re very sad that that happened, but it really had nothing to do with the workplace. In fact, we heard, you know, that that person was going through a nasty divorce or had recently experienced some pretty significant financial problems.” And, it just was very quick to try to move on and not understand at all how a workplace could have a role in helping to prevent but also on the other side could be contributing and exacerbating the risk that we see.

Jody Frey: [00:25:27] So, as a social worker, I didn’t give up, you know. As I continue to try to bring these issues to light and see the potential actually, the opportunity for this untapped environment of a workplace to not only do education and awareness but intervention and more recently in my work, thinking about changing the systems that calls some of the increased risks and some of them are involved with work.

Jody Frey: [00:25:58] So, I kept going and I found folks like Sally that had similar ideas of how can we take what we’re seeing in our communities and in our workspaces, increasing the awareness and the training for folks that we refer to, but also building that bridge of how do we connect people with care, and how do we start the conversations so that we could think about employees asking, “Are you okay?” And, not asking it in a way like, “You’re okay, right?” But opening the door to conversation both from the workplace perspective and also from counselors.

Jody Frey: [00:26:42] And that’s another piece that I’ve been doing quite a bit of work on as well is how do I bring this into the training and the education of social workers and helping professionals so that they are also equipped to ask questions and when they ask the questions to sit and listen and be present with someone.

Jamie Gassmann: [00:26:59] Yeah, which leads me into my next question of how have you incorporated that into the curriculum that you’re teaching in your social work program?

Sally Spencer-Thomas: [00:27:08] A lot of different ways. And I think, you know, there’s still quite a bit of work to do. But one of the ways that we’re bringing this into social work and counseling and helping professions is to actually have classes on suicide and suicide prevention.

Jody Frey: [00:27:23] I actually created at the University of Maryland an interprofessional course, where I work with our School of Nursing, and we prepare clinicians, nurses, and social workers to think about how they can work as a team in different settings, community, hospital, health care, et cetera, to identify risk and to respond appropriately to risk. And, you know, when I first started doing this work, Jamie, I thought, well, everybody knows to ask a direct question, and I brought – I think the first time I entered this in social work because I brought a QPR, question persuade and refer, training into social work, and I thought, this is going to be too novice. Like, everybody, they’re all going to know this. And we did a randomized controlled trial, actually, and found that yes some people knew this and felt it was a great refresher and some people did not know. And, I think that is just so important to think about both in education but also the workplace, that people are still very concerned that if I ask, “Are you thinking about suicide? Are you thinking about death?” That I will somehow implant that idea in the person’s head and therefore we don’t ask.

Jody Frey: [00:28:37] And so being able to have basic trainings, both at counseling programs in the workplace and the community, is so critically important to reduce the stigma or the discrimination against suicide and to help people feel confident in the ability that by asking the question doesn’t actually implant some idea, but it opens a door to say, “You’re an ally. You’re a safe person that I can talk with because, yes, I am maybe having these thoughts and no one’s really asked me about them or will listen.” And then, being prepared to think about where do we refer to.

Jody Frey: [00:29:19] So, both in our master’s program and the research I do, we’re always bringing students into that capacity to think about broader spaces and places where we can provide bridges to care. Like, some of the work that I’m doing in Michigan and Washington County, Rhode Island, with man therapy, like getting social workers and researchers and practitioners to think about different interventions that they might not be evidence-based interventions and mindfulness and cognitive behavioral therapy but, like, how do we get out into the community which includes the workplace and maybe we need to communicate differently to try to connect particularly with men, with frontline workers, with working parents, folks that are not maybe accessing our traditional mental health resources as much as we would like.

Jamie Gassmann: [00:30:10] Yeah. And I think in the workplace, sometimes there’s that fear of litigation that if I bring up mental health or something to that degree, I’ve now set myself up, you know, as a leader for that employee to, you know, sue me or something to that effect. So, how – I think that educational point is important. How can workplaces figure out that balance between, you know, regulatory requirements around an employee’s health and creating kind of that, you know, ability to be able to have those conversations safely, you know, and show that you’re that ally for that employee?

Sally Spencer-Thomas: [00:30:47] Yeah. I think it’s very important that workplaces consider the culture of their organization. And, I think right now we’re seeing a lot of increased attention from employers when mental health and what can they be doing. But there’s still this notion, as Sally mentioned when talking about EAP, to check the box. Like, “Well, what training can I do? And, that will solve the problem.” Or, “What vendor can I use for a particular benefit? And that will solve the problem.”

Jody Frey: [00:31:17] And I think what is really needed, which then allows those conversations that you’re talking about to happen, is to take a broader view and approach of the culture of the workplace. Because some places, it is not safe to disclose vulnerabilities. And that is the reality that many workers are facing day in and day out.

[00:31:39] And so, in order to to have conversations, I think leaders need to do some work first and foremost and thinking about what do they want their workplace to look like. What does psychological safety look like and how does it work here? And do we have the resources to refer folks to should they express concerns? Because it is not the role of managers and supervisors to diagnose any kind of psychological problems, but it is their role to look at patterns of behavior and to show empathy when they have concerns to have the ability to ask “Are you okay?” and “I’m concerned about you because this is what I’m seeing,” and, “we also have the resources to take care of you.” We have to have a package deal. We cannot just offer, you know, someone to be vulnerable, and then we have nothing to offer them.

Jody Frey: [00:32:40] And, that goes beyond EAP. You know, one of the areas that I chat with employers quite a bit when they ask me, because I am an EPA expert, like, what program should we use? And, I say I will give you an answer. But first, you need to tell me what are you doing as a leader to change the culture of your workplace? And, what are you really willing to invest? Because you could have a wonderful mental health package, but if there’s no paid time off, you know if there’s no support for employees who are being harassed or discriminated in the workplace, we are continuing to put all the blame on the individual and say care for your mental health and your well-being, your self-care, when potentially this workplace is toxic or there’s aspects of it that really need some considerable change.

Jody Frey: [00:33:31] And so, I think if we start to address some of the culture, situations, and environments, then the conversations that an employer or a coworker could have are much more safe, both for the employee and for the employer. Because we’re really creating a culture of caring as compared to one that’s blaming and shaming and sending someone to a program that may or may not be connected to the resources and the overall culture of the workplace.

Jamie Gassmann: [00:34:00] Sure. You know, and I think that kind of brings up an interesting part about some of the challenges that, you know, overall might be being faced in helping to kind of slow suicide rates. From your perspective, where are some of the other challenges? I know, obviously, in the workplace, there are some things that need to be corrected. But what are some of the other challenges that individuals might be experiencing either getting help or just in general with society? You know, what does that look like in your perspective?

Jody Frey: [00:34:33] So, you know, a lot of attention, and even in some of my early work, has been training clinicians to assess and respond to suicide risk. And, that’s critically important. Sally and others, you know, have talked about, like, when you are sitting with someone who has serious suicide ideation and intensity, you need to bring your best as the crisis response. And, I know R3 does this very often in that position. We have to bring our best professional self forward and be there for that person.

Jody Frey: [00:35:05] But if we are able to get through that intense moment and step back, I think some of the bigger issues of why we’re really struggling to reduce suicide rates in a significant manner has much more to do with some of our basic needs. And so, in social work and other persons, we’re taught about Maslow’s hierarchy of needs, you know, which starts with safety and security at the bottom of that pyramid. And if we’re not feeling safe, if we’re not feeling secure, if we’re not feeling like we contribute to society, then all the mindfulness in the world is not going to help us. So, I often find that we have to step back.

Jody Frey: [00:35:48] I also teach psychological first aid, and sometimes my social workers are like, “Well, we want to jump into therapy,” and I’m like, “No, we need to hand out water right now.” That’s what’s needed. People are thirsty. People are tired. Counseling maybe can come later. Maybe, it’s not needed even.

Jody Frey: [00:36:04] But I think for suicide prevention, when we look at societal issues, social connection and isolation are critically important, but so are social determinants of health. And I really see issues of poverty, racism, financial security, housing stability, food insecurity, and couple that with feeling not connected or that or withdrawn and not having access to good quality health care. This is, you know, I think, where we see suicide risk really coming to ahead and why it’s so challenging to figure out. Like, what screening should we do or what programs should we offer or what training should we do? Those are all very important pieces of the puzzle. But the bigger table that the puzzle is sitting on has to do with our societal issues.

Jody Frey: [00:36:56] And I think that’s where the guidelines that Sally and I are involved with, the National Workplace Guidelines for Suicide Prevention. We’re always trying to think, how do we go more upstream? And that’s, you know, where we’re seeing a number of employers think about which has not happened when Sally and I first entered this field and there’s still quite a bit of work to go. But the idea is to think about preventing someone from getting to the point of crisis because these other situational factors are supported and taken care of. And, as our research demonstrates the disparities in health, mental health, social determinants, I think we need to think about not just identifying the disparities but changing the systems that cause and exacerbate those disparities. And, the workplace has a great opportunity to be part of the solution for suicide prevention in that way.

Jamie Gassmann: [00:37:59] Great. And I’m excited to dive into that here in a little bit on the workplace. But real quick, just like Sally, you too have done a lot of educating and speaking and programming around suicide prevention. What would you say is your most proud kind of moment in the work that you’ve done?

Sally Spencer-Thomas: [00:38:17] Well, definitely, ditto with the national guidelines. Sally and I used to see each other at conferences and we were just like, it was very hard to get traction. I remember trying to do my first grant on Workplace Suicide Prevention, and it got to like a week before being submitted and the workplace shut it down at a very high level saying if we do this program, more people are going to kill themselves and we’ll be held liable. And, the grant was never submitted and I couldn’t understand. I was so excited to have this comprehensive model that we were going to do and you would be the first workplace to lead the effort. And, I realized they don’t want to be the first. They don’t want to be recognized as having a problem with suicide. And, that was really hard for me during that time to just have that kind of thrown in my face with that recognition that the workplace didn’t want to lead.

Jody Frey: [00:39:16] So, I think being able to build back and look at what other countries are doing and learn from them and bring this to the U.S. has been a huge accomplishment on a more micro level I think teaching the class with social work and nurses. When I run into a student in the elevator and they said, “You know what, Dr. Frey, that class not only helped me be able to talk to my client last week, but actually my significant other or my sister express suicide ideation, and none of us knew what to do. And from the class that I took, I knew how to ask questions and I knew about resources that were going to be important not only for my family member but our whole family for healing.” And so there’s, you know, big examples of making change in workplace. And then there’s the small individual examples knowing that we just have to keep doing this work and we’re reaching more and more people, and more and more people are receiving the help they need. And, that’s very rewarding to me.

Jamie Gassmann: [00:40:21] Oh, absolutely. How powerful that is to be able to get that feedback from one of your students. That’s amazing.

Jamie Gassmann: [00:40:27] So, real quick, we’re going to hear a word from our sponsor. Workplace MVP is sponsored by R3 Continuum. R3 Continuum is a global leader in providing tailored behavioral health disruption, response and recovery, violence mitigation, and leadership support solutions. R3 Continuum is proud to have taken the Workplace Suicide Prevention Pledge to make suicide prevention a health and safety priority in their workplace.

Jamie Gassmann: [00:40:53] To learn more about the Workplace Suicide Prevention and take your pledge, visit workplacesuicideprevention.com. To learn more about R3 Continuum and their ability to create a tailored solution for the unique challenges of your workplace, visit r3c.com today.

Jamie Gassmann: [00:41:10] So moving in, I know you guys have touched on it a little bit in terms of leaders and creating this open environment, creating a culture that creates that psychological safety where employees feel like they can have those open dialogues and conversations or come to a leader for support. Let’s talk through about what are some of the ways that they can go about creating that environment and creating the, you know, creating programs or kind of that cultural feeling where it is okay to be open because I know a couple of you mentioned, you know, that there are some work environments where it’s just not. And so, how can we start kind of turning that? And, what can leaders learn today on this episode about ways that they can kind of start that process? So, we’ll go ahead and start with you, Sally, if you can share with us your thoughts on that.

Sally Spencer-Thomas: [00:41:59] Sure. I have two thoughts. One is going to back to what you were raising earlier. We really have to address the leader’s fears. Because if the leader is afraid, it’s really not going to go in the way that we need it to be. And a lot of times, you know, I do an anonymous and confidential survey with large groups that I train and I ask, “What are your top fears?” And, you know, the top ones are usually I’m afraid I’m going to make things worse. I’m afraid I don’t know what I’m doing. You know, that kind of stuff.

Sally Spencer-Thomas: [00:42:25] But pretty high up there, especially with what the top leadership is, this liability issue. And if that’s really at the heart of the fear blockade, they’re not going to be bold and they’re not going to fully embrace this. They’re going to kind of hold back. So, Jody and I have been working with a group of nationally known H.R. and employment lawyer folks to say how do we get, how do we get through this so that their legal counsel, their HR department, is saying, we understand this. And, one of the – we understand it and support it. And here’s why we should not be afraid. We need them on the team to help message that this is the right thing to do.

Sally Spencer-Thomas: [00:43:01] And, usually one of the ways that we bridge that is around talking about CPR. You know, most companies, especially in our safety-critical industries, CPR all the time, everybody gets it. We train everybody, you know, just to make it fresh and keep the skills sharp and all of this. We don’t expect people to be heart surgeons. We don’t expect them to be EMTs even. But we do expect them to be aware, be confident and confident moving in, supporting a life, and connecting to resources. So, it’s the same idea here. If you were afraid that somebody’s going to crack a rib and get sued, you would never train your people in CPR and a whole bunch of people would die. So, kind of making those arguments is a really important thing. And, soon we’re going to be publishing a white paper co-written by this task force to help decrease some of those fears so that we can go ahead and do the things that we know can be lifesaving.

Sally Spencer-Thomas: [00:43:50] The other piece that really addresses the culture issue is usually when we partner with companies, we do both the grasstops and the grassroots about the same time. So, we walk in with a small group of leaders and we say we need you to lead here. You can’t just bounce it off to your wellness department or your benefits team or your safety team. We need you out in front saying here’s why this is important for our mission, what we’re trying to do here as an organization, and very critically, here’s why it’s important to me. And, they have to have a very compelling reason why this needs to be a priority in the organization.

Sally Spencer-Thomas: [00:44:27] And so, we coach them on, you know, if you do have a story to tell about your own distress, we can help you share that story so you look strong. If that’s your fear that you’re going to be looking weak and people are going to second guess your mental well-being, don’t have that fear. Because what actually happens, Brene Brown’s research, right, you show vulnerability, people see you as even more authentic, more trustworthy, and stronger than people who only, you know, only share the strongest sides of themselves. So, helping our leaders be strong storytellers and model, “It’s okay to talk about it, Watch me. Here I go. I’m going to talk about it,” does more to shift culture than just about anything we do.

Sally Spencer-Thomas: [00:45:07] The other piece is for us to have listening sessions with the grassroots. This is something that, again, they’re very afraid of. They don’t want dirty secrets being aired, or I don’t even know all the fears that they have or they think they know what the problems are. And I said, even if you’re right, we should be listening. Because when we listen to people, they feel like they’re part of the process and they feel like this whole work is by them, about them, and for them. And, they’re going to be far more likely to engage than if you just took an off-the-shelf thing and jammed it into your training program. So, the leaders are very critical in this whole space.

Jody Frey: [00:45:41] And then one more thing, I just want to make sure that I don’t forget to say is that I talk a lot about construction. Most of the early-adopting communities have been the male-dominated communities, construction, extraction, manufacturing, transportation. And the reason why is because death data is clear and they’ve been hit hard. But I can tell you, there’s not a workplace here that hasn’t been impacted. It’s just sometimes the attempt data or the thought-related data is not as clear for a workplace, but it’s coming. Like, I can see other types of industries are trying to get up to speed because they know that many of their workers are suffering. So, I just want to make sure of that. It’s not just the male-dominated industries. Everybody is impacted.

Jamie Gassmann: [00:46:21] Yeah. Great, great information. How about you, Jody? What are your thoughts on this question?

Jody Frey: [00:46:27] Yeah. I think the leaders doing some looking in the mirror and really working with coaches and folks that are out there to help them, whether within their workplace or outside, to think about a strategy, to share a story perhaps, or to become a champion. I’ve seen – as a social worker, I’ve done grassroots efforts in the workplace, but they only get so far without buy-in from top leadership.

Jody Frey: [00:46:59] So, I think being able to create allies in the leaders is very important, and if they can share a story that demonstrates that they’re willing to share their own vulnerability and they’re willing to start the process to make the workplace safer, or perhaps change the culture of a workplace that hasn’t been safe for so many people. I think, you know, coaches could be in H.R. They could be in EAP. A lot of times folks need to rehearse and play and practice and be able to make mistakes in what they’re saying or they’re communicating.

Jody Frey: [00:47:40] So, not feeling alone, which, you know, I think a lot of leaders do feel like they’re on this island and it’s like all up to them to do this work but to make sure they’re using their team effectively and that they’re creating a team, a team that they’re able to be vulnerable and get feedback and continue to improve. Because turning a switch on to say, okay, we’re a psychologically safe workplace or, you know, a lot of people now are throwing equity into their language, like that doesn’t change the culture of workplace. You haven’t made it more equitable. You haven’t made it more safe. It starts the conversation and it’s critically important, but really then maximizing the resources and the assets that you have to start making real change.

Jody Frey: [00:48:23] And, one of the pieces that I would add to what Sally mentioned that I’m really encouraged to see is the intersection and the interweaving of mental health and DEI in the workplace. Now, I mean, another podcast could be why we’re seeing them interwoven. I’ve always thought that my work in mental health is DEI work. I don’t differentiate them. But what we’ve seen in workplaces is some folks have, you know, jumped in to communicate. We think about in 2020 kind of performative statements about DEI and it’s really coming back to be detrimental for workplaces that haven’t fully vested in worker well-being and changing the culture.

Jody Frey: [00:49:08] So, now I’m actually really optimistic about the workplace seeing the intersection and that if we’re going to be working on workplace suicide prevention, we need to be thinking about inclusion of our employees. We need to be thinking about equity in terms of access, in terms of opportunity, and we need to continue to value diversity and not as lip service. So, I think bringing those messages together is a great way that leaders can start to think about changing the culture of their workplace and to bring their teams together to help them to support the communication and to build more allies in this work.

Jamie Gassmann: [00:49:52] I know we’re running a little bit out of time, but there is one thing that I wanted to make sure I got mentioned on the show, and I know it was mentioned in the commercial for R3 Continuum in terms of taking the pledge. And, you both are volunteer co-chairs of the Workplace Suicide Prevention Committee that created and is working on disseminating the national guidelines for workplace suicide prevention and you both have mentioned those in some of your responses today.

Jamie Gassmann: [00:50:18] So, can you tell us a little bit about the program and the pledge that our sponsor, R3 Continuum, has taken in making suicide prevention a health and safety priority in the workplace? Because that could be really a good first step for some of these workplaces in terms of accessing tools and resources that they can use to kind of start having the dialogue or even building a program. So, Jody, do you want to start out with that? And then, Sally, we’ll have you kind of share your thoughts there as well.

Jody Frey: [00:50:49] Sure. The guidelines which, you know, R3 is a great example. So, the guidelines are online. They’re at workplacesuicideprevention.com. They’re freely available. We ask employers and professional organizations to take a pledge to make suicide prevention a health and safety priority. Now, sometimes that’s “Oh, my gosh. What does that mean?” And, some workplaces feel overwhelmed.

Jody Frey: [00:51:16] But what the beauty of the guidelines is that it provides a roadmap, you know, a toolkit with practices. Some, you’re already doing as R3 found out as an early adopter. And, you can start wherever you want. You know, maybe we start with a peer program and looking at our employee resource groups that are doing really active, great work and we build up there. Or, maybe we start because we’ve got a great champion in our leadership and we want to start with our communication and maybe doing an audit of what’s happening. You don’t have to take this all on. We’re not going to switch a light and tomorrow be a suicide-informed workplace. It’s a process, and it’s okay to take our time because changing culture takes a lot of time.

Jody Frey: [00:52:01] So, I think with the guidelines and the website itself has a ton of resources, from communication templates to where should I get training for my managers, to examples of other workplaces that are sharing best practices through videos. It’s just a wealth of information for someone to take the first step, to go online, and to probably be very pleased to say, “Hey, we’re already doing some of this work.” And as R3 recognized, they were willing to jump in and say, “I think we’re doing some of this. We are. And here’s some places where we can keep improving, keep this on our radar, and keep it moving forward.”

Jody Frey: [00:52:41] So, I definitely encourage every workplace and professional organization to take a look at the website and think about what is the right spot for you to start with and know that we’re here to support you as you’re thinking about what your next steps are.

Jamie Gassmann: [00:53:00] Great. How about you, Sally?

Sally Spencer-Thomas: [00:53:01] Yeah. Well, I will echo the shout-out to R3. Not only were they one of our very first pledge partners, but, you know, Jeff Gardere was instrumental in helping us develop the guidelines. You know, he’s been a part of their committee for four years, and so we’re just very, very grateful for the sponsorship and opportunities like this and other times where we had a chance to talk about the guidelines and their impact.

Sally Spencer-Thomas: [00:53:22] If you go to the website, workplacesuicideprevention.com, and you’re looking for a PDF where the guidelines are, you’re not going to find it. We also decided from the very beginning that this was not going to be a static thing that you would just – that would become outdated in five years. This is going to be an evolving thing because we’re going to learn a lot as people try practices and find out what else is missing and communities learn from each other and so forth.

Sally Spencer-Thomas: [00:53:46] So, what we have once you become a pledged partner, you become a registered pledge partner. Then, this world opens up to you where you can dive deeply into nine practices, nine buckets of areas to grow in your company that are guided by eight guiding principles. So, you can look at the principles and decide, does this – is this the true north of where we want to head? Is this direction better than the other? That kind of thing.

Sally Spencer-Thomas: [00:54:11] And, we have a badge process where after a certain number of practices are completed, you get a badge that starts to show your company’s investment in this effort in a public way. So, we try to make, you know, again recognizing reward, people who are taking action steps, give people some breadcrumbs to follow so they don’t feel like they’re lost in the woods, and then evolve together as we learn more and more.

Jamie Gassmann: [00:54:36] Great. And just real quick, you both shared some wonderful information, great tips. I know workplacesuicideprevention.com has been mentioned a couple of times on the show as a resource site. But if listeners wanted to get a hold of either of you, how can they go about doing that? Sally, do you have an email or LinkedIn or something that you’d like to share with the audience?

Sally Spencer-Thomas: [00:54:57] Yeah. I’m on all the social media platforms if you search my name. It’s easy to find me. My website is my name also, sallyspencerthomas.com.

Jamie Gassmann: [00:55:04] Okay. How about you, Jody?

Jody Frey: [00:55:06] And, yeah, I can be reached easily through the University of Maryland, jfrey@ssw.umaryland.edu. And like Sally, I’m also on all the social media. I think I’m @jodyfrey on Twitter and probably on there more than I should be. But I think it’s a great way for all of us to stay connected and share these resources and best practices. So, we hope everybody listening will take a look at the website and communicate with us, maybe even consider joining the committee. We’re always looking for new industry leaders to think about the challenges and also the opportunities to share our success story as well.

Jamie Gassmann: [00:55:47] Well, thank you both so much for being on our show. It’s such a pleasure and an honor to be able to have you both on and share the great work that you’re doing and to celebrate you for all that great work as well. So, I truly appreciate you being guests on our show.

Sally Spencer-Thomas: [00:56:01] Thank you, Jamie.

Jody Frey: [00:56:02] Thank you, Jamie. Thank you.

Jamie Gassmann: [00:56:04] We also want to thank our show sponsor, R3 Continuum, for supporting the workplace MVP podcast. And to our listeners, thank you for tuning in. If you’ve not already done so, make sure to subscribe so you get our most recent episodes and other resources. You can also follow our show on LinkedIn, Facebook, and Twitter, @WorkplaceMVP. If you are a workplace MVP or know someone who is, we want to hear from you. Email us at info@workplace-mvp.com. Thank you all for joining us and have a great rest of your day.

 

 

Tagged With: Dr. Jodi Frey, Jamie Gassmann, National Guidelines for Workplace Suicide, R3 Continuum, Sally Spencer-Thomas, Suicide prevention, suicide prevention programs, University of Maryland, Workplace MVP, workplace suicide prevention

Decision Vision Episode 156: Should I Interview My Customers? – An Interview with Carolyn Kopf, C.E.K. & Partners

February 17, 2022 by John Ray

Carolyn Kopf
Decision Vision
Decision Vision Episode 156: Should I Interview My Customers? - An Interview with Carolyn Kopf, C.E.K. & Partners
Loading
00:00 /
RSS Feed
Share
Link
Embed

Download file

Carolyn Kopf

Decision Vision Episode 156: Should I Interview My Customers? – An Interview with Carolyn Kopf, C.E.K. & Partners

Carolyn Kopf, Founder and Managing Partner at C.E.K. & Partners, joined host Mike Blake in a conversation on how to interview customers, whether they be individuals or businesses. She covered how her firm’s studies are designed, the role of statistical significance, compensation, when a company would hire a firm like C.E.K, unexpected results, how the pandemic affected their work, and much more. Decision Vision is presented by Brady Ware & Company.

Carolyn Kopf, Founder and Managing Partner, C.E.K. & Partners

Carolyn Kopf, Founder and Managing Partner, C.E.K. & Partners

Carolyn Kopf started her career on Madison Ave in NYC and has worked at top global agencies in Europe and APAC. Today, she is the founder and managing partner of C.E.K. & Partners, a firm that provides expertise across market research, branding and digital marketing communications.

As a woman-owned firm, C.E.K. delivers work that enables companies to make more informed decisions, build awareness, establish thought leadership and generate demand to drive business growth.

Industry Focus:
–Financial services, fintech and payments
–Manufacturing (e.g., flooring, cosmetics, furniture, lighting)
–Sustainability and socially responsible/purpose-driven brands
–Healthcare, hospital systems, health plans and employee benefits
–Emerging technology and cybersecurity solutions
–Placemaking
–Retail

Their clients have included some of the most recognizable brands, and their innovation workshops have generated new product concepts for Fortune 50 companies. Each concept is expected to generate a minimum of $300 million in annual revenue. Carolyn’s curiosity and love of research led to her being awarded a patent (#7,333,635) by the USTPO for a next-generation identity authentication method to be used by financial institutions.

Company website | LinkedIn | Facebook

Mike Blake, Brady Ware & Company

Mike Blake, Host of the “Decision Vision” podcast series

Michael Blake is the host of the Decision Vision podcast series and a Director of Brady Ware & Company. Mike specializes in the valuation of intellectual property-driven firms, such as software firms, aerospace firms, and professional services firms, most frequently in the capacity as a transaction advisor, helping clients obtain great outcomes from complex transaction opportunities. He is also a specialist in the appraisal of intellectual properties as stand-alone assets, such as software, trade secrets, and patents.

Mike has been a full-time business appraiser for 13 years with public accounting firms, boutique business appraisal firms, and an owner of his own firm. Prior to that, he spent 8 years in venture capital and investment banking, including transactions in the U.S., Israel, Russia, Ukraine, and Belarus.

LinkedIn | Facebook | Twitter | Instagram

Brady Ware & Company

Brady Ware & Company is a regional full-service accounting and advisory firm which helps businesses and entrepreneurs make visions a reality. Brady Ware services clients nationally from its offices in Alpharetta, GA; Columbus and Dayton, OH; and Richmond, IN. The firm is growth-minded, committed to the regions in which they operate, and most importantly, they make significant investments in their people and service offerings to meet the changing financial needs of those they are privileged to serve. The firm is dedicated to providing results that make a difference for its clients.

Decision Vision Podcast Series

Decision Vision is a podcast covering topics and issues facing small business owners and connecting them with solutions from leading experts. This series is presented by Brady Ware & Company. If you are a decision-maker for a small business, we’d love to hear from you. Contact us at decisionvision@bradyware.com and make sure to listen to every Thursday to the Decision Vision podcast.

Past episodes of Decision Vision can be found at decisionvisionpodcast.com. Decision Vision is produced and broadcast by the North Fulton studio of Business RadioX®.

Connect with Brady Ware & Company:

Website | LinkedIn | Facebook | Twitter | Instagram

TRANSCRIPT

Intro: [00:00:01] Welcome to Decision Vision, a podcast series focusing on critical business decisions. Brought to you by Brady Ware & Company. Brady Ware is a regional, full-service, accounting and advisory firm that helps businesses and entrepreneurs make visions a reality.

Mike Blake: [00:00:22] Welcome to Decision Vision, a podcast giving you, the listener, clear vision to make great decisions. In each episode, we discuss the process of decision-making on a different topic from the business owners’ or executives’ perspective. We aren’t necessarily telling you what to do, but we can put you in a position to make an informed decision on your own and understand when you might need help along the way.

Mike Blake: [00:00:43] My name is Mike Blake, and I’m your host for today’s program. I’m the managing partner of the Strategic Valuation and Advisory Services practice for Brady Ware & Company, a full-service accounting firm based in Dayton, Ohio, with offices in Dayton; Columbus, Ohio; Richmond, Indiana; and Alpharetta, Georgia. The SAVAS practice specializes in providing fact-based strategic and risk management advice to clients that are buying, selling, or growing the value of companies and intellectual property. Brady Ware is sponsoring this podcast, which is being recorded in Atlanta for social distancing protocols.

Mike Blake: [00:01:16] If you’d like to engage with me on social media with my Chart of the day and other content, I’m on LinkedIn as myself and @Unblakeable on Facebook, Twitter, Clubhouse, and Instagram. I also recently launched a new LinkedIn group called Unblakeable’s Group That Doesn’t Suck, so please join that as well if you’d like to engage. If you like this podcast, please subscribe on your favorite podcast aggregator, and please consider leaving a review of the podcast as well.

Mike Blake: [00:01:43] Today’s topic is, should I interview my customers? And according to data from Price Intel, most software as a service companies do fewer than 10 customer interviews per month, which is surprising given that most SaaS companies have thousands, if not millions of customers. And, you know, as data becomes increasingly important, and it’s been this way for a while, you know, data has been gold for the last 20 years now. But as we develop greater analytic capability, as we develop greater AI and as we move kind of philosophically to a more evidence-based management approach, society-wide, I think this notion of interviewing customers becomes more acute.

Mike Blake: [00:02:31] And, of course, one of the more, I guess maybe it’s not important, it’s not the right word, but certainly better-known tools for understanding customer satisfaction is something called the net promoter score. And generally, that’s best achieved or understood through customer interviews, although I suppose you could do those two online surveys and so forth. But clearly, you get more – you get richer data when you actually talk to people as opposed to asking them to click on buttons on a website.

Mike Blake: [00:03:05] And so, I hope you’ll agree. I’m a data junkie as it is, and I have someone coming on today that’s a fellow data junkie. So, this is going to be data junkie to data junkie action here. And for the other data junkies out there, I think you’re going to like the show and certainly hope that you will.

Mike Blake: [00:03:20] And, joining us today is Carolyn Kopf, who is founder and managing partner of CEK & Partners, a market research, branding, and digital communications firm. Carolyn is passionate about delivering strategic insights that transform brands. Clients benefit from her team’s ability to mine data and extract gems to find insights that truly differentiate their brands. She guides and positions them to reach the next level. She holds an MBA in international business – sorry, international business.

Mike Blake: [00:03:50] Carolyn Kopf started her career on Madison Avenue in New York and has worked at top 10 global agencies in Europe and the Asia Pacific markets. Carolyn is the founder and leader of CEK & Partners, a 20-person firm of experts across market research, branding, and digital marketing communications fields.

Mike Blake: [00:04:08] As a woman-owned firm, CEK delivers work that enables brands to build awareness, establish thought leadership, and generate demand to drive business growth. CEK & Partners innovation workshops have generated new product concepts for Fortune 50 companies. Each concept is expected to generate a minimum of $300 million in annual revenue. CEK has generated $600 million in annual in aggregate revenue for its clients over the 13 years of its operation and has completed over 1200 engagements and counting.

Carolyn Kopf: [00:04:39] Thank you for that introduction. I appreciate it. I’m really honored and excited to be here with another data junkie.

Mike Blake: [00:04:47] Yes. Well, thank you for coming. So, welcome to the program. So, why are people excited, or why are people saying the best practices now includes interviewing customers?

Carolyn Kopf: [00:05:03] Well, I think really best practices, if we take it higher to what you’ve said, it’s really gathering insights, you know, and there’s so many great wonderful techniques that are effective. And, speaking with customers is just one of those techniques. But certainly, whether it’s surveys, whether it’s online bulletin boards, whether it’s focus groups, or whether it’s in-depth interviews, there are so many great ways to capture insights about what customers are thinking, how they’re behaving, and how that has changed over the past couple of years.

Mike Blake: [00:05:42] So, when is the right time to interview customers?

Carolyn Kopf: [00:05:47] You know, there’s usually critical junctures where you want to understand the latest attitudes, beliefs, and behaviors. Those critical junctures could be anything from you’re getting ready to launch and develop a new product, and you want to understand market viability for a product concept. Well, in that case, you might want to speak with, not only customers but prospective customers who haven’t purchased from you before or even lost customers to understand where that fits in with their needs. So, there’s, you know, doing – you have a new marketing campaign, you want to understand customer sentiment and be prepared. Any time you’re making an investment and you’re going out into the market, you want to make sure that you’re informed.

Mike Blake: [00:06:43] So, I want to ask you about talking about prospective customers because one of the big buzzwords around Atlanta with startups, and I know you don’t do a ton of work with startups, but you’re certainly familiar with what they do. One of the buzzwords around startups is a notion called customer discovery, right? Investors want to know what conversations have you had with prospective customers and, you know, you do interviews with people for a living, so I’m curious. I think you have unique insight to this.

Mike Blake: [00:07:14] I think when prospective customers are involved, I think there’s a predisposition psychologically to want to tell the interviewer what you think they want to hear. Right? You want to be – people want to be positive. There’s a natural predisposition, maybe to not be entirely honest but rather be encouraging. Right? Because there’s no cost to that, the interviewee of doing so.

Mike Blake: [00:07:39] As an interviewer, how do you cut through that? Is it interviewing technique? Is it structuring the questions correctly? Is it something that has to do with the post-interview data analytics? Or, is this something that’s just sort of have to live with in terms of whether or not prospective customers are willing to be truthful to you and tell you, “Nah, I don’t want to buy it. Your baby’s ugly. Get out of here.” Because I don’t think that happens as often as it does when the actual purchase decision is put in front of them.

Carolyn Kopf: [00:08:09] Yeah. I think that’s a really great question and a really strategic one. Thank you for asking that. I think what’s really important is stepping back from the actual conversations and thinking through the design of the research. All of our studies are custom-designed. So, we think through, does a study have to – we call it blind – should it be blind where the participant does not know who’s sponsoring the study? And that way, they’re not going to try to please anyone. And, that becomes especially important again with the design of the study. They’ve chosen a third-party partner again to help be that objective voice. They’re not going to, you know, lead the conversation. So, there’s really those three pieces of an experienced moderator, having a blind study and then having a third-party moderator.

Mike Blake: [00:09:08] So, do you – is best practice is that you simply try to interview as many customers as you possibly can? Or, is there a way to – do you work out sample sizes using the math, the math that’s out there that tells you how many customers you interview to get to achieve a certain confidence level? See, I told you, analytics people, you’d be happy with the geekiness here. Do you go that deep? Do you get – do you go – do you go that deep with something like this or?

Carolyn Kopf: [00:09:36] You might not be too happy with this answer. But when we do what’s called qualitative research and we’re having discussions with customers, it’s not going to be statistically significant. It will be directional. But certainly, we want to understand and think through the sample.

Carolyn Kopf: [00:09:54] So if a customer, if a client wants to speak to customers, it’s important to understand what is the lens that they want to. Is it a certain position, a certain title within a department of a company? Is it a certain size of the company? Is it a certain industry segment? What if it’s all three of those things? Then, all of a sudden it’s “Okay. Well, we want to speak only with manufacturers and a director level or above, and we want to hear from companies across three revenue ranges, you know, less than a billion, 1 to 2 billion and 2 billion plus.” I’m just, you know, shooting from the hip here. All of a sudden that determines how many people you need to recruit, right? If there’s quotas for a company size, you want to – at a minimum, we recommend five and always an odd number. So, it’s kind of that tiebreaker, if you will.

Mike Blake: [00:11:00] Yep. So, let me ask this, and you have had this conversation before, but I think our listeners will benefit. Why wouldn’t you strive for some sort of statistical significance? Is it – I don’t want to lead the witness here, so I’m going to leave that open-ended. Why would you not try for a statistically significant sample?

Carolyn Kopf: [00:11:21] Well, I think part of it is you have to remember that when you have discussions, if it’s in-depth interviews or focus groups, you’re not having someone answer every question. You’re not forcing them. You must answer this question. It’s a discussion, and there might be some questions that you skipped because someone’s not comfortable or they don’t have the expertise to answer the questions. So, you’re really from one conversation to another. You might serve up, you know, 10 out of 15 of the questions, and not to mention just the sheer number of people you would have to speak to.

Carolyn Kopf: [00:12:00] Today, we find that we really want to deliver insights faster to meet the demands of our clients and to move through hundreds of interviews. It would be very doable, but it’s just not necessary. Not to mention you start to identify themes after you’ve spoken with three to five people. So, you’ll just start to see those same themes, even if you spoke to 20 people. So, let’s just call it at five per segment, if you will, but you could have, you know, 10 segments in that case. You might be speaking to 50 people.

Mike Blake: [00:12:37] And, I had a thought of a point that you just brought up is that, you know, just because you’re talking to somebody doesn’t mean that they’ll answer all the questions, which means that if you wanted to have a statistically significant sample, you have to factor in the fact that not all the questions will be answered, which means your sample size is even greater, which means more expense, more time and like – and as you said at the end of the day, you may not gain that much more insight from a statistically significant sample.

Carolyn Kopf: [00:13:05] Well, we find a lot of – absolutely. I agree with you. We find that the best – you know, you can complement these discussions with doing quantitative studies. So, you might have, you know, 15, 20, 30 in-depth conversations, get some very good directional insights and findings. And depending on how much rigor and how much you’re investing in a product launch or a marketing campaign or a rebranding, it might warrant saying, “Okay. We’ve got some great directional insights. Let’s take those and craft an online survey and get those statistically significant insights with a larger population.” So, certainly, they work hand-in-hand, depending on the rigor that’s needed.

Mike Blake: [00:13:51] So, you spoke about a magic number five, which I find fascinating. I don’t do what you do for a living. That’s lower than I would have imagined. How do you select the five? Who are the lucky five?

Carolyn Kopf: [00:14:04] Well, keep in mind that, you know, we could have eight segments that we want to speak to. Right? So, and five within each of those segments. So, all of a sudden you’ve got 40 people that you’re speaking with but the characteristics of the five. So, it could be, you know, much of it is making sure that the people match and get through that filter and qualify to speak with you. So, certainly consumer interviews, you’re going to find those people faster. But when you start talking about B2B studies, you’re working from a much smaller universe. So at that point, really, it’s just a matter of who meets the qualifications and the specs of the participant and are they available within the window of the study.

Mike Blake: [00:15:02] So, when you make that selection, I’m curious about something, I’m kind of going off-script here, but I know that it’s common to compensate survey participants generally to participate in the survey. Do you find that’s also the case with customers? Do you have to budget for customers being willing to talk to you, to being compensated for their time, to talk to you about their own experience with you?

Carolyn Kopf: [00:15:33] You know, that’s interesting because there are different types of customers. We really bucket it into three types of customers. One is the lost customers. They’re no longer – they’re no longer your customer. There’s your current customer who should be willing to speak with you without being paid. And, of course, there’s your prospective customer who is you’re going to need to incent them to speak with you. So, that’s really the rule of thumb.

Mike Blake: [00:15:59] Interesting. We hadn’t even talked about customers who have left. And, how – do you do that a lot? And if so, how do you find that? Because there’s a saying, I’m sure you’re familiar with, that, you know, a happy customer will tell nobody, but an unhappy customer will tell 9000 people. So, I wonder, are people who are unhappy actually more willing to participate because they just can’t wait to unload on the company that pissed them off basically?

Carolyn Kopf: [00:16:29] Well, keep in mind if past customers, especially when we talk about B2B, they may not be unhappy. It could be that the project sponsor changed companies and say they went with another vendor or another relationship. It could be that their budgets were cut and they had to eliminate a partnership and consolidate. So, a lost customer in the B2B world may not be unhappy, but rather, you know, when we do speak with lost customers, it’s really valuable when you’re positioning the brand. Because remember when you position a brand, you want it to be any positioning that you articulate. You want it to be defendable, ownable, and true.

Carolyn Kopf: [00:17:17] So, if you get that 360 of your current customers, your lost customers, and your prospective customers, all of a sudden you know if it’s dependable or true. Because if you’re thinking one thing, but people have left because that’s not the case, it really helps to ground work in the defendable and true piece, at least in the B2B world.

Carolyn Kopf: [00:17:42] Absolutely, I agree. In the consumer world, a lost customer is probably someone who’s grumpy and didn’t love something, whether it was, I’m thinking about things that happened today with, you know, return policies, with everything being online or not being able to get a hold of someone on the phone. All of a sudden, there are different reasons why someone might not be happy.

Carolyn Kopf: [00:18:10] But I think absolutely it’s important to understand when you talk about that net promoter score. What are – what is the percentage of detractors, neutrals, and promoters? Because certainly if someone’s neutral to negative, there’s a chance you can recover that relationship with, I don’t know, a free trial or, you know, a 10% discount, something to get them to come back. But if it’s a true detractor that’s on the scale of NPS, down at the one or two’s, that’s just – just let them go and focus on your happy customers who are promoting and those who are neutral that you can recover and really bring them along.

Mike Blake: [00:18:59] So, who should perform the interview? Should it – leaving aside an outside firm for a second, we’ll get to that. But many firms, I’m sure, in-house this process, and if they do, who should do that? Should it be somebody in the marketing department? Should it be somebody on the direct service or provider team in the case of professional services, maybe a dedicated group entirely whose job it is to interview customers? If it’s an internal agent that’s going to be doing that, who should that be?

Carolyn Kopf: [00:19:33] You know, it really depends on the context. So, for example, if you’re talking net promoter score and you’re speaking with lost customers, you want someone from the customer insights team or someone even from customer service who’s trained in having conversations with lost customers and helping to bring them back to sign up for free month trial or whatever the business model might be. But certainly, many customers have those insight teams. They’re going to have the experienced moderators that know how to navigate conversations, know how to navigate tricky situations in a customer-friendly manner. So, certainly, we recommend someone with experience handling them.

Mike Blake: [00:20:21] So, when is it a good idea to have an outside firm as opposed to the firm, the company itself, interview the customers?

Carolyn Kopf: [00:20:30] Well, I think there’s a couple of reasons. One could be a company or a corporation. Their customer insights team is small and they need to expand capacity and expertise with an outside party. That’s one scenario. Another scenario is a company doesn’t have insights in-house, and they could lean on marketing or product marketing but maybe there’s not the expertise, so it’s really a risk and it would make sense to bring in a third party to either design the study, you know, do the comprehensive. And then, I guess the last point would just be making sure that no one’s leading the answers because certainly you want the insights to be helpful and true in the sense of making decisions versus what someone wants them to be.

Mike Blake: [00:21:32] Right. Don’t – you know, I think Brady Ware is great, don’t you agree? Right? Not exactly an honest interview question.

Carolyn Kopf: [00:21:40] I know you had a great experience with it. So, how would you rate it on a scale from 1 to 10?

Mike Blake: [00:21:45] How much do you love us?

Carolyn Kopf: [00:21:47] Exactly. And so all of a sudden, you know, people might not realize they do that. It’s just their natural, optimistic, bubbly selves. And, it may not be intentional. So, it takes out that, you know, to have that experience and that fresh, neutral perspective.

Mike Blake: [00:22:05] And, you know, you mentioned the word training. And, I want to bring something up because I don’t think this is always appreciated, but conducting interviews is a skill. It’s not easy to conduct a useful interview, is it? You don’t just walk up and just do that for the most part, do you?

Carolyn Kopf: [00:22:26] No, you don’t. I mean, experienced moderators. I mean, it starts with the design of the questions. You know, what is the order of the questions? Certainly, you want to make sure that you start out not revealing anything if you’re looking to get awareness of a particular topic or a particular brand, and then potentially reveal the sponsor if it’s relevant later in the conversation. So, it’s really that design, not only of the flow but the actual design of the questions themselves so that they don’t lead.

Mike Blake: [00:23:06] Now, what is the benefit of conducting customer interviews versus sending out a survey? Someone might say, “Could not that accomplish the same thing faster, more cheaply, more efficient.” Why go the extra mile, the extra hassle, the expense for doing the interview?

Carolyn Kopf: [00:23:24] Well, certainly I think that there’s different reasons to do in-depth interviews over a survey. One, the in-depth interviews, you’re going to get more rich context. You’re having a discussion. You can listen for certain things and you don’t hear what you’re expecting to hear. You can probe on topic areas and go deeper into the conversation so you really can guide the discussion and each one will be a little bit unique.

Carolyn Kopf: [00:23:52] With a survey, for the most part, you’re going to have closed-loop questions or, you know, they’re not going to be open-ended, and someone has to choose from six answers. And one of those answers could be, I don’t want to answer it, or, you know, I don’t know or not applicable. So, you’re really limiting. You’re getting very great information, but you’re not getting deep context.

Mike Blake: [00:24:24] So, is there an ideal length for how long an interview should take? And, I got to imagine at some point there’s got to be a limit to how much time you can get from somebody. So, in your mind, is there an ideal time limit on an interview?

Carolyn Kopf: [00:24:41] Absolutely. I think there’s really three types of interviews. There are interviews that feel like a survey where you might ask someone, I don’t know, 15 questions in 15 minutes. It’s like, “Are you aware of this?” Yes, no. Right? It’s not a conversation. You can do that in 15 minutes.

Carolyn Kopf: [00:25:00] If you want to have a conversation and really go deeper, I would suggest 30 minutes. Potentially, you could do 45. It’s just going to be harder and more expensive. The 60-minute interviews are really going to be around usability. Right? So, you want to share something on the screen and get feedback.

Carolyn Kopf: [00:25:23] So, there’s certainly different techniques that are going to be appropriate for the different amount of time. We find that really a 30-minute in-depth interview, that’s a conversation, is a tried and true. If you’re doing usability., you’re going to want a minimum of 60 minutes.

Mike Blake: [00:25:41] What are the – this may be an unfair question, but I’m going to ask it anyway, and that is, what are the most important questions to ask customers, and for the purposes of this question, let’s say current customers versus prospects or lost customers. What are the kinds of the most important questions? Or, if you want to replace important with common, that’s fine too.

Carolyn Kopf: [00:26:05] You know, it really comes back to the learning objective because, remember, each study is going to be custom-designed to fulfill the needs and objectives of the client. So, if a client is seeking to understand awareness of their organization, you’d start with asking questions around, how familiar are you with a company? Tell me, what are they known for? And you might end the survey with how are they different, better or special, compared to the competitors? Those are very common questions with awareness and trying to understand how to position or reposition a company within the world.

Mike Blake: [00:26:48] So let’s – to me, I think a common application of a customer interview is to gauge customer satisfaction and maybe detect likeliness to become an ex-customer related to net promoter, I guess. Do you think that interviews that are more structured in nature, the yes-no, or rate this one to five versus unstructured, open-ended, which format of questions do you think works better for that kind of purpose, or is a mix of the two ideal?

Carolyn Kopf: [00:27:24] It’s really a mix of the two. So, you ask, you know, on a scale from, you know, typically net promoter, we do that through a quantitative study. It’s an online that comes through a text message on the phone and email. But you could ask in a conversation for someone to rate a product attribute on a scale from zero to five, zero to 10, whatever it is, and then ask them, “Why did you rate that a 10?” And then, they explain their ratings. So, that’s how I would use a mix of questions. And that’s, you know, both regardless of the type of study you’re doing.

Mike Blake: [00:28:08] And I think the advanced class in terms of data analytics, which I candidly can’t, I don’t know how to do, is analyzing the results of those unstructured answers. So, I’m curious, how do you do it? Are there tools that you put together that are like language analysis tools that help you do that? Or, how do you approach those free-range answers to try to aggregate them and pull a cohesive story out of them?

Carolyn Kopf: [00:28:39] Yeah. That’s a really great question. I have never been asked that. I love that because unstructured data is hard for some people, right? You know, data ana – you know, people work with their Excel sheet, Tableau, these different platforms. But really with unstructured data, we’re looking for themes. Right? So, it’s not, you know, you certainly want to compare conversation to conversation to identify theme. Once you identify those themes, you’ll pull some verbatim ones to bring color to the findings document. So, a verbatim would be a direct quote from a customer, prospective customer, lost customer that represents the overall story that’s been heard, for sure.

Mike Blake: [00:29:31] So, I’d love it – Give me an example of when a client of yours, maybe, you know, that hired you to find out something from – it could be current customers, prospects, lost customers, doesn’t matter. And, maybe the client thought that I already know what the answer is going to come back but maybe you came back and surprise them where the data sort of – you didn’t surprise them, the data surprised them, and the responses surprised them. Can you think of a time when that happened?

Carolyn Kopf: [00:30:00] Yeah. I mean, I think there’s a couple of instances. I mean, especially when you talk about doing an AAU study, attitudes, awareness and usage. Right? A customer does that to establish a baseline and monitor their brand’s performance and how it’s perceived in the marketplace with its customers as well as against its competitors. And so, you’ll know you’ll rate brand attributes as far as how the brand behaves, you know. Do people think that it’s fun to interact with the brand? Do they think that the brand customer service or communication is friendly or welcoming whatever the situation may be?

Carolyn Kopf: [00:30:42] And so, a lot of times there might be things that aren’t even a hypothesis that comes back of, “Oh, wow. We didn’t realize that we weren’t considered a friendly brand. We thought everyone was really warm and welcoming. Gosh. You know, but compared to our competitors, they might be doing a better job.” So, things that weren’t maybe on the radar, especially when you compare it against the competitors.

Carolyn Kopf: [00:31:11] Another example would be in message testing that you find out that, you know, you think you’re messaging is resonating or you have some new messaging that you want to launch, whether it’s for a TV or radio campaign or, and you test it and you hear from people that, “Wow. I can’t believe the brand’s talking to me in that manner. It’s rude. It’s making me feel bad. It’s fear-based.” And so, things that, again, weren’t even on the radar to expect to come back surprise – you know, the data surprises all of us, and the importance of that is the value of the data. Right?

Carolyn Kopf: [00:32:03] It’s a small investment compared to, you know, the marketing and advertising campaign creative, the production, the media buys. I mean, when you look at it and compared it to those budgets, it’s probably a rounding error. So, it makes sense to certainly get that pulse of, “Oh, yeah. This is resonating,” or, “Oh, wow. We should really talk to our team and train against this because it’s not coming through right to our customers.”

Mike Blake: [00:32:36] And, you know, those surprises can, as you said, you know, they can be so instructive and the business you’re in, to me, from my perspective I should say, the business that you’re in from my perspective is really the insurance business. Because for a small amount of a relatively small investment compared to the overall investment of introducing a new product service company launch, whatever, right, you can find out if you need to course correct or even bail out before you make the really big investment.

Carolyn Kopf: [00:33:09] Absolutely. Especially when you’re talking about proof of concept, you’re trying to figure out what price point, what products and features should be the top three that are communicated in the marketing that are going to be most, you know, interesting and compelling to the customer in a software solution, for example. I mean, you don’t want to put 15 product features when really there’s three that are going to compel and motivate the buyer to sign up.

Mike Blake: [00:33:41] I remember when at the outset of COVID, Apple had a very short-lived campaign where they were doing these TV and video advertisements, basically showing people having lots of fun and smiling while they’re all in quarantine and using their Apple devices and so forth. And, I sensed it and there was tremendous backlash because basically, while millions of people who can’t be sequestered were forced to put their lives on the line in service to the rest of the economy, and also just sort of completely missing the point that the pandemic was serious and it wasn’t just a vacation to go home and play on your iPad. You know, I think that was a place where Apple really missed the mark, and I suspect they thought that for sure. They really understood what everybody was going for.

Mike Blake: [00:34:29] But that to me, that was a classic case where they would have done very well to have stepped outside of their office and hired somebody like you to kind of test that message and give them sort of a reality check because it truly was disastrous. Your Apple can withstand that, but nevertheless, it was a disastrous campaign that the kind of study that you’re talking about, you know, talking to customers would have avoided.

Carolyn Kopf: [00:34:56] Yeah. And, I think that what’s important here is when you talk about, you know, smaller companies, startup companies, you know, these mid-sized companies, it matters. You know, if they have a misstep, it can mean market share points for them in the millions of dollars or more. So, I think that’s a great reminder about just taking the time and being thoughtful to hear from people before you tell them what you think they want to hear.

Mike Blake: [00:35:29] So, we’re recording this in a period of a lot of uncertainty in terms of, you know, meeting in person, return to office, et cetera, et cetera. Does it impact how you earn to interview or the efficacy of interviews to conduct them virtually or remotely versus in person? And if so, what adjustments have you had to make in terms of technique or approach to close that effectiveness gap?

Carolyn Kopf: [00:36:01] You know, we’ve always done in-depth interviews over the phone, right, because we might have, you know, 20 interviews, but we’re speaking with people around the country. So, it’s not cost-effective to fly to California and then fly to Texas and then over to New York and then to South Carolina. So, those would always traditionally be done over the phone.

Carolyn Kopf: [00:36:21] The primary difference is, you know, we’re now using Zoom. So, it’s almost better because you get to see the people and it’s easier to record. You’re not, you know, jury-rigging some handheld recorder or whatever techniques people use, you know, 10 years ago. And, everyone’s comfortable for the most part on Zoom. You know, there are a few exceptions, but really Zoom or similar platforms, whether it’s a WebEx or a Teams, they’re great for in-depth interviews.

Carolyn Kopf: [00:37:00] Certainly. I think the biggest change has been in-person focus groups, right, where those have gone virtual. Certainly, there are plenty of current focus groups behind the glass that are still occurring. But I think that there are definitely some efficiencies and comfort level with virtual focus groups and that saves people money. You don’t have to fly to California to conduct focus groups. You can do them online if there’s a speed or budget constraint for a company.

Mike Blake: [00:37:33] You know, you bring the whole Zoom thing up and it’s funny. You know, we’ve had the telephone for about 145 years and we’ve had video calling available for roughly 60. And it was really a niche, fringy product nobody wanted to deal with it, except for real tech heads until the pandemic hit. And then, all of a sudden, because there’s a virus out there, for some reason now we don’t want to do phone stuff anymore. Everything has to be on video. And, it’s strange because nothing changed about the core technology or even the use case. It’s just for whatever reason because we’re all in our – for our time, we’re all in our homes, all of a sudden we had to do video. Really strange. Somebody’s got to be writing psychology papers on that.

Carolyn Kopf: [00:38:17] It’s been a great tool and I’m surprised we haven’t, like you said, used it more often. I think it just wasn’t mainstream or it wasn’t a platform that was an easy subscription. Whereas, now it’s just part of your tech stack.

Mike Blake: [00:38:35] So, you mentioned something I want to, I did want to make sure to touch upon. It sounds like that it is a practice of yours, at least sometimes, to record interviews. And if that – is that in your mind a best practice as a blanket or are there some cases where it’s more important to record an interview than others?

Carolyn Kopf: [00:38:55] You know, I think that recording the interview has value for transcription. Right? So, you can really focus on speaking and listening to the participant in the study, and you can go back and, you know, if you’re allowed, I mean, there’s different parameters depending on the study design, you can go back and cut a video if it’s a Zoom and show a minute clip of, you know, 10 customers what they said, depending on if it’s, you know, the parameters. Again, sometimes it’s confidential and it’s blind and people aren’t supposed to know who’s participating. But again, there is that opportunity at the right design. But there’s also the opportunity to transcribe the interview so you have those notes so that you can pull the verbatim. I mean, you can certainly try to type as fast as you can to get those verbatims, and that’s certainly possible. But relying on the videos is just a great, again to use your word, insurance policy that you have the notes and all the information to do the analysis.

Mike Blake: [00:40:07] And, I’m guessing, I know some attorneys feel this way when they do when they take depositions that being able to capture the body language can sometimes be very material to what you glean from that interview.

Carolyn Kopf: [00:40:25] Certainly. I mean, we’re not putting anyone under the spotlight where we’re grilling them.

Mike Blake: [00:40:29] No, I understand. I understand. You know, waterboarding anybody. But nevertheless, I mean, you can a question that may make somebody feel uncomfortable or more comfortable, and, you know, but I’m only speculating. You know, whether it’s a deposition or a conversation, right, body language is meaningful.

Carolyn Kopf: [00:40:47] Yeah. And I think that that is interesting, but that’s not the core of the in-depth interviews. But, yeah.

Mike Blake: [00:40:55] You don’t make, like, little notes saying, well, this person has shifted in their seat a little bit or looked flustered on an interview question, number nine.

Carolyn Kopf: [00:41:04] No.

Mike Blake: [00:41:05] All right.

Carolyn Kopf: [00:41:05] I think it’ll come through someone hums and haws, and most people will say, “You know what? I just don’t have the expertise to talk about that particular question.” And, it’s very different with the in-depth interviews. You know, it might be different with a focus group where you’re asking someone, “What do you think about this package design?” And they’re, you know, trying for all their might to rip something open and, you know, jabbing at it with scissors. All of a sudden, someone’s body language of, gosh, they can’t open this package, it’s not designed or consumer-friendly, that absolutely matters.

Carolyn Kopf: [00:41:42] And, there are certainly in-depth interviews that may be more ethnographic in nature, where you can send someone a product and say, “All right. I want you to work with this product and use the product, and then we’re going to have a conversation around it.” And at that point, they may share the product. And, that’s where body language would be important, for sure. So, I think you make a very good point.

Carolyn Kopf: [00:42:06] And, again, it just comes down to what you’re trying to learn. And, is it conversation, is it ethnographic where you’re really trying to learn how someone uses something in their home or office? So many variables.

Mike Blake: [00:42:21] I’m talking with Carolyn Kopf, and the topic is, should I interview my customers? A couple of questions I wanted to get through here, make sure that we cover. One, is there any value to interviewing a customer more than once? Maybe, not in the same study, but maybe you come back to that same customer a year later, two years later. Is there a, you know, maybe influences? I don’t know. I’m sort of spitballing. You’re the expert. I’m not. But I’m speculating that there could be a case in which interviewing the same customer over time might yield interesting sort of quasi-time series data. Or, is that just not a thing?

Carolyn Kopf: [00:43:09] No. I mean, I don’t know that it’s a thing. Again, it comes back to what you’re trying to monitor. So, if you’re doing an online study where you’re establishing a baseline on perceptions of a certain brand, of course, you’re going to want to redo that study in a year or 18 months or two years. You may not send it to the exact same body of people. There might be some overlap, but certainly, you start to see how perceptions change.

Carolyn Kopf: [00:43:42] Also, when you talk about the NPS surveys, again, it’s more that you’re repeating to your customer base, right, of, okay, it’s been six months since they received this appliance and they’ve installed it and used it and we asked them how everything was going or how the delivery experience was, you know, a week after they received it. But now, we want to go back and ask them how the experience is with the product.

Carolyn Kopf: [00:44:13] You know, the same with a software, right? So, “Oh, how was it to sign up? Was it easy to sign up and implement the software?” You might ask them that. And then six months later, “How happy are you with the software now that you’ve been using it for six months?”

Carolyn Kopf: [00:44:30] So, absolutely. there are reasons to do follow-up whether it’s monitoring perceptions or following up with an appropriate series of questions as they get more familiar with your product or solution.

Mike Blake: [00:44:46] Carolyn, this has been a great conversation. I want to be respectful of your time. There are probably questions that somebody wished we would have covered or maybe would have wished we spent more time on going into more detail. If somebody has a question about interviewing customers, can they contact you to follow up? And if so, what’s the best way to do that?

Carolyn Kopf: [00:45:05] Absolutely. I think the easiest way to find us and all of our contact information is online, at our website, which is cekpartners.com. So, you’ll find all our social handles there, as well as a contact form and a phone number.

Mike Blake: [00:45:24] That’s going to wrap it up for today’s program. I’d like to thank Carolyn Kopf so much for sharing her expertise with us.

Mike Blake: [00:45:30] We’ll be exploring a new topic each week, so please tune in so that when you’re faced with your next business decision, you have clear vision when making it. If you enjoy these podcasts, please consider leaving a review with your favorite podcast aggregator. It helps people find us that we can help them.

Mike Blake: [00:45:46] If you would like to engage with me on social media with my Chart of the Day and other content, I’m on LinkedIn as myself and @Unblakeable on Facebook, Twitter, Clubhouse, and Instagram. Also, check out my new LinkedIn group called Unblakeable’s Group That Doesn’t Suck. Once again, this is Mike Blake. Our sponsor is Brady Ware & Company. And this has been the Decision Vision podcast.

 

 

Tagged With: Brady Ware & Company, Carolyn Kopf, CEK & Partners, Customer interviews, Decision Vision, interviewing customers, market research, Mike Blake

Julie Keyes, Poised for Exit Podcast

February 17, 2022 by John Ray

Julie Keyes, Poised for Exit Podcast
North Fulton Studio
Julie Keyes, Poised for Exit Podcast
Loading
00:00 /
RSS Feed
Share
Link
Embed

Download file

Julie Keyes, Poised for Exit PodcastJulie Keyes, Poised for Exit Podcast

My friend Julie Keyes is an exit planning expert based in the Twin Cities area. In an episode titled “Your Price is Too Low,” Julie interviewed me on her Poised for Exit podcast about pricing for professional services providers. We chatted about why I use the word “journey,” imposter syndrome, conducting value conversations with clients, why it’s vital to offer options, and much more. The Price and Value Journey is presented by John Ray and produced by the North Fulton studio of Business RadioX®.

TRANSCRIPT

John Ray: [00:00:00] Hello, I’m John Ray on the Price and Value Journey. I was honored to be invited to join my friend, Julie Keyes, on her Poised for Exit Podcast to chat about pricing for professional services providers. We chatted about why I use the word journey in the Price and Value Journey. We talked about imposter syndrome, conducting value conversations with clients, why it’s vital to offer options and more. I’m grateful to Julie for inviting me on her show. Now, here’s our conversation.

Julie Keyes: [00:00:32] Ladies and gentlemen, we are here today with John Ray, who is a consultant, speaker and radio host of RadioX. John, welcome to Poised for Exit.

John Ray: [00:00:43] Hey, Julie. It’s great to be here and I’m just so honored to be on your show. I’ve listened to it a lot, and you’ve got great guests, and I’m delighted and humbled to be part of that pantheon you’ve had. So, congratulations on that.

Julie Keyes: [00:00:55] Well. Thank you. Well, I have to say likewise, you’ve had a lot of really great content on your show too, and I hope to get into some of that today because our listeners are really going to be interested in what you have to say because so many of us, of the people who are in our listening audience would want to know and hear a lot of the advice that you’re going to dispense for us today. So, thank you for being on the show. And it took us a while to get you here. You’re a busy guy, and I’m a busy gal, and oh my gosh. But thank you for your patience.

John Ray: [00:01:26] Absolutely.

Julie Keyes: [00:01:26] And yeah. So, I’m really looking forward to this interview. Thanks for joining us today. Let’s just jump right in. I’d like to talk with you about the work that you do in pricing and helping professionals price their services because I know that there are a lot of advisors out there who are not pricing properly regardless of their discipline. And I’m sure you see it all the time because it’s the work that you do. So, how did you get into that and why?

John Ray: [00:01:53] Well, because I wasn’t doing it right, right?

Julie Keyes: [00:01:57] I’m sure, yeah.

John Ray: [00:01:58] I mean, I’ve got a whole drawer full of t-shirts about mistakes in pricing. And you know, I did not learn pricing, and pricing strategies, and value and how to discern value. I didn’t learn any of that in business education and my career. You know, the last statistic I saw, it was like, I believe it was five percent of business schools in this country actually have a course, a course, any course on pricing.

Julie Keyes: [00:02:34] Wow.

John Ray: [00:02:34] So, if you’re educated, come out with your MBA, you don’t have great education on pricing or maybe any. So, you learn the wrong thing. You learn to do market surveys, or you just do it by the seat of your pants or what have you, and you went, “That’s wrong.” And so, I made a lot of those mistakes and I had to fix that. And so, I had to do a lot of this work on my own. And I saw this in my clients. And I was so passionate about it after a time. It’s like, “I see this over and over and over again. I want to help in this regard.”

Julie Keyes: [00:03:19] And that is — boy, you hit the nail on the head there. When I think about pricing and conversations that I’ve had – and it’s not my specialty right – but I have made some recommendations to clients that they need to adjust their pricing. And so many times you ask, “When was the last time you had a pricing adjustment?” and they’ll say, “Oh, three years ago. Four years ago.” Yeah.

John Ray: [00:03:42] Yeah.

Julie Keyes: [00:03:42] And I think, you know, with the way things are now, I think we really need to be cognizant of that. But it’s amazing to me that the schools aren’t actually teaching it. So, what are they teaching? Are they teaching people to just follow the competition around and price according to what they’re doing?

John Ray: [00:03:56] Well, to be fair, I mean, this is a relatively newer discipline, not how to price, but the philosophy behind it because so much of pricing is really tied up in behavioral economics. And that’s a relatively new field, just a few decades old. And so, you really have to get into behavioral economics to properly price, right. And so, I think that’s the issue of it all. But what’s at stake here is that pricing is the fastest way to change your bottomline. Now, this is an accounting fact. They teach you that in accounting. You know, it’s faster than improving your marketing or getting more clients or anything. This is an accounting fact. It’s not up for argument. So, if you can just work on your pricing, you will dramatically change the trajectory of your business.

Julie Keyes: [00:04:59] And probably have more fun and work fewer hours too, right?

John Ray: [00:05:03] Getting the whole idea

Julie Keyes: [00:05:05] And we’re going to get to a good story in a little bit about that. I know we are. So, I know that the name of your show is The Price and Value Journey, and I love that. But speak to me about journey. Why did you call it The Price and Value Journey?

John Ray: [00:05:20] Well, I guess there’s three elements to that. Price is obviously one. Value, let’s get to that real quick. So, this is about value that is perceived by our clients, right? This is not about value that we perceive. It’s not about what we think we’re worth, even though we’re worth a lot, right? You’re worth a lot, I’m worth a lot. Our listeners, the work they do is fantastic worth. It’s what our clients perceive, and how we get to that, and how we can price relative to the value that they perceive.

And then, journey is that we’re on a journey of trying to get this right. I mean, give yourself grace because the most common thing that happens when I work with a client on their practice and their pricing is, “Wow, I can’t believe I did that,” and as we talk and they learn, they just beat themselves up. “I don’t know how I’m going to do all this.” Well, here’s the point – it’s a journey, okay. You’re not going to fix all this today, or tomorrow, or next week or even next year. It takes some time to work these things through. And so, give yourself grace.

And pricing is an art; it’s not a science. So, that’s the other piece of it. You can’t look up in the book and find out all the answers. You have to do some trial and error and testing to get from here to there. And so, that’s a journey.

Julie Keyes: [00:06:54] And I love that you said you’ve got to give yourself permission because I think that we, as advisors, at least, when I first started exit planning six or seven years ago, I just thought that I had to get it right right out of the gate. And like you said, it takes a while. You have to figure out. I don’t know. It is definitely a journey. I guess that’s why I wanted to ask you about it because I don’t think that a lot of people who are pricing professional services view it that way. I think that they feel pressured to make sure that they get it right. And unfortunately, I think a lot of them are still charging by the hour. And I know you don’t believe in that, either. Neither do I. That could be another whole show, John, right?

John Ray: [00:07:34] How long is this show, Julie?

Julie Keyes: [00:07:38] Yeah, yeah.

John Ray: [00:07:39] Well, yeah. Well, I mean, you know, a couple of things there. I mean, yeah, pricing by the hour, I call it a red flag of poor pricing. You know, if you’re pricing by the hour, your price is too low. That’s just by definition. And again, there’s a whole explanation behind that, and we can address that some other time. But you know, the other thing is, is that to get from here to there – and by here, I mean struggling and stuck in your practice, and a lot of people are struggling and stuck, or they’re working too hard for too little money, and that’s kind of struggling and stuck to. And if any of those things describe you, pricing is probably a problem. But to get from here to there, it takes a shift in mindset. It takes a lot of deep perspective change about where value is, and how value is perceived, and how you look at your practice and how the clients look at your practice. And that takes some time. It takes some adjustment.

Julie Keyes: [00:08:47] It does. And self-awareness, I would think, would be a part of that conversation too, right? Figuring out like, why do I feel like I’m not worth a certain amount of money or why do I? And is that in line with what the client would really want or expect, right?

John Ray: [00:09:05] Oh boy. I think I heard the imposter syndrome get flopped up on the desk, yeah?

John Ray: [00:09:11] Yeah. That’s what we’re talking about, right?

Julie Keyes: [00:09:13] Yeah. Yeah, yeah, absolutely. Yeah. And I bet you deal with that all the time,

John Ray: [00:09:18] All the time. And you know, that’s a case where you’re spending with your own wallet. Nobody would pay that, right? Well, what you’re really saying is you don’t think you would because you don’t trust yourself. And I know that you, whoever you is, I know you do great work, but it’s not about you, it’s about what the client perceives.

Julie Keyes: [00:09:45] Yes.

John Ray: [00:09:45] So, let’s let the client decide how to spend the money instead of you.

Julie Keyes: [00:09:49] How do you figure that out?

John Ray: [00:09:50] Yeah.

Julie Keyes: [00:09:51] Sorry.

John Ray: [00:09:51] No, no. Instead of you selling to your own wallet is one way to put it.

Julie Keyes: [00:09:57] Yeah, that’s a cool concept. I mean, it’s a good way to look at it, [but how do you figure out what the client is actually perceiving? How do you determine that?

John Ray: [00:10:07] So, that’s a value conversation. And that’s not a term I came up with. It’s not a concept I came up with. You know, there’s some great work out there by people like Ron Baker who talk about having a value conversation with clients. And what that is is diving into their hopes, dreams, aspirations, all the intangibles that are behind the reason they picked up the phone to call you to begin with. See, when somebody calls Julie, lets say — can I use you as an example?

Julie Keyes: [00:10:42] Sure.

John Ray: [00:10:43] When when they call Julie to look for help with their exit planning, what are they looking for? There’s more to it than just the request, the tactic that they’re wanting help with, right? They’ve got a strategy. They want to exit their business in five years. Their spouse is all after them saying, “You’re spending way too much time in this business. You need to get out. It’s destroying your health,” or some other reason or set of reasons. Those are values. Those are client values. And so, what that means is it’s more what’s at stake when you counsel a client is more than just, “Oh, let’s do an exit plan,” right?

Julie Keyes: [00:11:32] Oh, yeah, yeah.

John Ray: [00:11:33] It’s about getting that person to a place where they’ve got a happier home life, their spouse, they can reconnect with their spouse, their health is better. Those are priceless values. And so, you price relative to just the plan, not just the things, the tactics that you help them with and the strategies you help them with, but the big picture intangibles that mean so much to them that are behind the request.

Julie Keyes: [00:12:03] Well, and don’t you also help your clients determine if and when pricing packages or levels make sense, so they’re not just quoting one price, but they’ve got different offerings at different levels. Let’s talk about that for a second.

John Ray: [00:12:19] Yeah, thank you. So, yeah. So, options are powerful. And there’s a reason why, you know, the car companies, for example, have a small compact car, they have a medium kind of offering, and then they have luxury offering. I mean, there’s a reason why there’s small, medium and large. The dominant one-

Julie Keyes: [00:12:46] Just like at the Dairy Queen, yeah.

John Ray: [00:12:48] Yeah, there are choices. Exactly, there are choices. And what that’s a nod to is the fact that we have different values for different products and services. So, let’s take coffee, for example. I mean, I’m a cheapskate when it comes to coffee, so I would prefer just to come to your office and drink your coffee. But if I have to, I’ll go get the dollar coffee at the gas station right? Then, there are some people that they want the Starbucks. They’re going to sit in line for the Starbucks. And then, the most expensive cup of coffee in the United States is $75. It’s served once a year in one sitting in one party, and it’s sold out. And these are people that highly value coffee. They think coffee is like wine.

Julie Keyes: [00:13:36] Wow.

Julie Keyes: [00:13:37] More power to them. I mean-

John Ray: [00:13:38] Sure, yeah,

Julie Keyes: [00:13:39] I’m not criticizing. It just shows different values. So-

John Ray: [00:13:42] Of course.

John Ray: [00:13:44] If you can offer different options for your services, then you’re more likely to hit people more how they might value you. And I promise you, your prices will go up by definition because most people are pricing based on the basic. Their price is not based on the dollar cup of coffee, and not on the premium.

Julie Keyes: [00:14:07] Right. And I think, like you said before, I think that people really do value the ability to make a choice, right?

John Ray: [00:14:19] Absolutely.

Julie Keyes: [00:14:19] And I saw on a show not too long ago where they were talking about how to place items on a menu at a restaurant, and the things that they want you to buy that are in the middle of the road, so to speak, is going to be right in the middle, right where your your line of vision is. So, beware the middle of the menu.

John Ray: [00:14:39] Yeah. Yeah, they’ve got a lot of little tricks on those restaurant menus, for sure.

Julie Keyes: [00:14:45] Well, we to have our own tactics, don’t we, John?

John Ray: [00:14:48] Absolutely. Absolutely.

Julie Keyes: [00:14:50] Yeah. So, let’s talk about a client or two. Could you share a story about not necessarily — well, you talked about struggling and stuck. So, you took them from struggling and stuck to happy and not working all the time.

John Ray: [00:15:08] Well, let’s talk about — I mean, a number I could point to, and some of them are humorous, some of them are sad actually, but let’s talk about some specific numbers because we were just talking about options. So, I worked with a consultant who I won’t mention what they do, but they had their thing, and it was kind of a one-time thing that they did for busy professionals, and they charged $800 for it. That was the only option. Well, you could look at it from the outside and see there was a lot more value than $800 to it. And once we got through talking through all that, what we decided was his base offering should be $1500, not $800. And we built on options from there. And it’s a good, better, best model.

Julie Keyes: [00:16:09] Of course.

John Ray: [00:16:10] Right?

Julie Keyes: [00:16:10] Got it.

John Ray: [00:16:11] So, better has a little bit more than good, and best has a little bit more than better, and best is you’re like premium velvet rope option. So, we got good to $1500, we got better at $3300 for his thing, and then best I can only get him to $5000. I told him it ought to be $10,000. But we could get him to $5000, and I figure we’ve done good enough job there.

Julie Keyes: [00:16:43] Wow.

John Ray: [00:16:43] Well, the first time he went and offered this, he called me back, and he was so excited. The client he offered those options to pick the middle option, which means that’s at $3300 versus $800. So, the better option. And that’s obviously about four times more revenue than he has received.

Julie Keyes: [00:17:12] He had to be cartwheeling then.

John Ray: [00:17:14] He was pretty happy, right?

Julie Keyes: [00:17:16] Right.

John Ray: [00:17:17] Think about this now[. There’s there’s a couple of things here. That’s three fewer leads he’s got to worry about converting.

Julie Keyes: [00:17:24] Oh, exactly. Yes.

John Ray: [00:17:26] So, suddenly, he’s got a lot more time on his hands to better serve that client. And here’s the most important part for me because I get this all the time from people about you’re just trying to ring people out, you know, ring clients out. That’s not the point here. The point is that’s serving clients better. The client picked what they wanted, so they received much more value than what he had been selling before.

Julie Keyes: [00:17:52] Exactly.

John Ray: [00:17:53] Yeah. So, they picked that because they saw value in it. And so, the client was better off. The consultant was better off.

Julie Keyes: [00:18:01] Everybody wins.

John Ray: [00:18:02] Everybody wins. That’s the whole idea here.

Julie Keyes: [00:18:04] Yeah. And that’s really the way things can be more sustainable, right, is if everybody is going to win. So, well, one thing I wanted to touch on really quick that you talked about in one of your recent shows was on consistency. And so, let’s briefly discuss consistency. Obviously, we could go on for that personal life, business life. We could go on for a long time about that. But as it relates to your work, let’s talk about that for a little bit.

John Ray: [00:18:35] Sure. So, consistency, I mean, everybody intellectually agrees that consistency is important. You know, it’s another thing to be consistent in a way that you’re building trust with clients. So, you know, there’s a lot of aspects to this. One is to be consistent about all the right things that clients care about. You know, not about maybe what you think is important, but what the client thinks is important. So, it’s about understanding what their values are, right? I mean, if you’re not delivering that report they’re looking for every month, but you haven’t asked about what report they’re looking for, you know, that’s kind of on you. You’ve got to figure that out, so you can be consistent about the things that are important to them in their minds.

You know, consistency is one of those things that sometimes I think we as professional services providers, particularly smaller firms, certainly solopreneurs have a problem delegating, right? So, if you don’t have a VA, go get a VA. Spend the money. I’m sorry. Go spend the money and get a VA that will help you be consistent, and you can download some of this too, right? They can help you with that.

Julie Keyes: [00:19:57] Yes.

John Ray: [00:19:57] Or if you’ve got a VA, and they’re not doing the job, get another one. Or maybe you need to reposition your people if you’ve got employees, but they can help the overall consistency of the firm and how it delivers what it delivers. So, this is where automation can help you. This is where systems can help you. This is where having a operations manual can help you. I dare say that most professional services practices that are small solopreneurs and medium or small firms do not have an operations manual.

Julie Keyes: [00:20:38] So, if something happened to them, there’s no way anybody could continue the business because they wouldn’t know what to do. Yeah, yeah.

John Ray: [00:20:45] Well, that is certainly true, but the fact that you haven’t done that means you haven’t sit and thought about your process very much. And just like how writing helps you clarify your thoughts about something, you know about this because you do a lot of writing, if you do an operations manual and a process flow, it helps you think more clearly about what’s going on in your practice and how things happen, right? And you can remove some of those frictions that make you inconsistent.

Julie Keyes: [00:21:17] Great advice. Great advice. I’m going to do that myself. I have some processes documented but some, I don’t. And much of that I was forced to do when I hired my first VA. And so, for those of you out there who don’t have a VA, this will force you to articulate your processes in writing, for sure.

John Ray: [00:21:38] There you go.

Julie Keyes: [00:21:38] So, give us a couple action items, John. We could keep going, but we got to wrap up. So, what are a couple of things that our listeners could do right away that would make a difference?

John Ray: [00:21:48] Go raise your price. So-

Julie Keyes: [00:21:48] Easy, raise your price.

John Ray: [00:21:53] Well, here’s how I’ll make it easy. I mean, if you haven’t raised your prices in — certainly, the person you described, the situation you described where they didn’t raise their prices in three or four years, I mean, look what’s happening with inflation. Raise your prices, please. So, you don’t have to go out and raise your price by 50 percent tomorrow, but raise your price. And in a one-percent price increase, nobody will even notice. I mean, they won’t care. But just go raise your price. And do it for new clients. Just do it for new clients that you get. You don’t have to worry even about your legacy book, necessarily, although you need to get into that, but raise your pricing for new clients. Start thinking about options. How can I deliver options? What’s my good, and better and best? And why am I delivering the best that I’ve got the velvet rope treatment for every client? Why am I doing that? Because if you’re doing that, you’ve got nice clients and good clients, but they’re not really paying you for the velvet rope treatment, but you’re giving it to them.

Julie Keyes: [00:23:13] Yes.

John Ray: [00:23:14] So, develop options in your practice.

Julie Keyes: [00:23:18] Wonderful advice. What’s the best way for our listeners to reach you? Because I’m sure they’re going to want to learn more?

John Ray: [00:23:24] Sure, folks can go to my website, johnray.co. You can email me John@JohnRay.co. If you want to listen to my show on The Price and Value Journey, you can go to priceandvaluejourney.com to see the show archive and of course, on your favorite podcast app, as the old saying goes.

Julie Keyes: [00:23:53] Fantastic. And we will have all of that in the show notes, John. Thank you so much for being on the show today. Wonderful advice. I can’t wait to hear what our listeners have to say about it. And for you, our listeners, you will be able to find this, of course, and all our other episodes on the Poised for Exit website available for download at any time. Thanks for joining us, and please join us again next time.

John Ray: [00:24:15] There you have it. I’d like to thank Julie Keyes so much for her kind invitation to join her as a guest on Poised for Exit. If your professional services practice has a bent toward assisting business owners with exit planning or you’re actually one of those business owners looking ahead to an exit, you need to know Julie and subscribe to her podcast. One thing I love about her is that she’s been a founder and operator of several companies, and she’s actually been through her own business exit. In other words, she’s got hands on expertise and experience to bring to the table for her exit planning clients.

I’m a subscriber and a regular listener to her show, and it’s terrific. You can find the show on your preferred podcast app, of course, but if you go to PoisedForExit.com, you’ll find not only past editions of the show, but a ton of great resources, including Julie’s book also titled Poised for Exit. There’s a ton of resources and information about Julie’s work at her website, KeyeStrategies.com. That’s KeyeStrategies.com. If you want to get in touch with Julie directly, email her at Julie@KeyeStrategies.com. Again, that’s KeyeStrategies.com. Thanks again to Julie for having me on her show. And thank you for listening to this edition of The Price and Value Journey.

  

Julie Keyes, Founder and President, KeyeStrategies, and Host of Poised for Exit

Julie Keyes
Julie Keyes, Founder and President, KeyeStrategies, and Host of Poised for Exit.

Julie Keyes is the founder and owner of KeyeStrategies, LLC in Minneapolis, MN, specializing in exit and transition consulting for business owners of lower middle-market companies. Julie has been an entrepreneur most of her life. As the founder and operator of several companies, she understands owner motivations and the balancing act they require to work both ‘in’ and ‘on’ the business.

Julie is a Certified Exit Planning Advisor and Value Growth Advisor. She works with business owners who seek to understand and maximize their exit and critical transition options. She founded the Exit Planning Institute Twin Cities Metro Area Chapter in 2016, serving as president until 2020, and is a faculty member for their CEPA program. In addition, Julie was awarded EPI’s 2017 “Leader of Year”.

Julie’s first book, Poised for Exit, helps owners of privately held companies navigate the process of business exit. Her weekly podcast, of the same name, provides content relevant to business owners and advisors alike and can be found on all major podcast platforms.

LinkedIn | Twitter | Poised for Exit

 

About The Price and Value Journey

The title of this show describes the journey all professional services providers are on:  building a services practice by seeking to convince the world of the value we offer, helping clients achieve the outcomes they desire, and trying to do all that at pricing which reflects the value we deliver.

If you feel like you’re working too hard for too little money in your solo or small firm practice, this show is for you. Even if you’re reasonably happy with your practice, you’ll hear ways to improve both your bottom line as well as the mindset you bring to your business.

The show is produced by the North Fulton studio of Business RadioX® and can be found on all the major podcast apps. The complete show archive is here.

John Ray, Host of The Price and Value Journey

John Ray The Price and Value Journey
John Ray, Host of “The Price and Value Journey”

John Ray is the host of The Price and Value Journey.

John owns Ray Business Advisors, a business advisory practice. John’s services include advising solopreneur and small professional services firms on their pricing. John is passionate about the power of pricing for business owners, as changing pricing is the fastest way to change the profitability of a business. His clients are professionals who are selling their “grey matter,” such as attorneys, CPAs, accountants and bookkeepers, consultants, marketing professionals, and other professional services practitioners.

In his other business, John is a Studio Owner, Producer, and Show Host with Business RadioX®, and works with business owners who want to do their own podcast. As a veteran B2B services provider, John’s special sauce is coaching B2B professionals to use a podcast to build relationships in a non-salesy way which translate into revenue.

John is the host of North Fulton Business Radio, Minneapolis-St. Paul Business Radio, Nashville Business Radio, Alpharetta Tech Talk, and Business Leaders Radio. house shows which feature a wide range of business leaders and companies. John has hosted and/or produced over 1,100 podcast episodes.

Connect with John Ray:

Website | LinkedIn | Twitter

Business RadioX®:  LinkedIn | Twitter | Facebook | Instagram

Tagged With: exit planning, imposter syndrome, John Ray, Julie Keyes, KeyeStrategies, offering options, options, Poised for Exit, Price and Value Journey, pricing, professional services, professional services providers, solopreneurs, value, value conversation

Peter Carpenter, Thoroughbred Design Group

February 16, 2022 by John Ray

Thoroughbred Design Group
North Fulton Business Radio
Peter Carpenter, Thoroughbred Design Group
Loading
00:00 /
RSS Feed
Share
Link
Embed

Download file

Thoroughbred Design Group

Peter Carpenter, Thoroughbred Design Group (North Fulton Business Radio, Episode 433)

Peter Carpenter, Owner and Creative Director at Thoroughbred Design Group, was in the studio with host John Ray to discuss branding and design. He talked about how to create impactful branding, how he works with schools and school systems to take the seed of their ideas to branding which connects with the community, the unique branding challenges of educational institutions, his work with the FoCAL Center, his thoughts on work and life balance, and much more. North Fulton Business Radio is broadcast from the North Fulton studio of Business RadioX® inside Renasant Bank in Alpharetta.

Thoroughbred Design Group

Thoroughbred Design Group is a creative agency headquartered in Alpharetta, GA.Thoroughbred Design Group

They provide award-winning graphic design for their clients, and help take their marketing efforts to the next level.

Whether your needs range from direct mail and advertisement or identity development and annual report design, Thoroughbred Design Group will provide creative options to satisfy the most discriminating tastes. Working together with their clients, they produce winning results.

Company website | LinkedIn | Facebook | Instagram

Peter Carpenter, Creative Director, Thoroughbred Design Group

Peter Carpenter, Creative Director, Thoroughbred Design Group

Peter Carpenter is the owner and creative director at Thoroughbred Design Group. His dream of building a branding and creative agency stems back to high school when he worked for the various industry-related businesses in Milwaukee, Wisconsin.

His time spent at an ad agency fueled his fire. Looking over the shoulders of art directors and photographers as they designed ads for Harley-Davidson and seeing the finished work of art in print was his Disney World! Peter worked for 8 years after college in corporate and small agency settings when in 1998 decided to break out on his own!

Thoroughbred Design Group had designed for almost every industry and collected several national awards for their work. Peter has 2 daughters. One in the marketing field and the other recently graduated from Georgia! Go Dawgs! She is about to enter some post-graduate education in order to become a nurse anesthetist.

In his free time, Peter enjoys music, good company, and football!

LinkedIn 

Questions and Topics in this Interview:

  • FoCAL Center opening (design of various elements to help brand and market the grand opening)
  • Supply chain issues related to Covid
  • Focus on the educational industry as we grow.
  • Embrace eNewsletter and Social Media presence for TDG – Engage/Inform/have fun!
  • Work/Life Balance – Continuing to hone the ideal balance
  • Branding and visual development of the Wellness Program within the Forsyth County school system.

North Fulton Business Radio is hosted by John Ray and broadcast and produced from the North Fulton studio of Business RadioX® inside Renasant Bank in Alpharetta. You can find the full archive of shows by following this link. The show is available on all the major podcast apps, including Apple Podcasts, Spotify, Google, Amazon, iHeart Radio, Stitcher, TuneIn, and others.

RenasantBank

 

Renasant Bank has humble roots, starting in 1904 as a $100,000 bank in a Lee County, Mississippi, bakery. Since then, Renasant has grown to become one of the Southeast’s strongest financial institutions with over $13 billion in assets and more than 190 banking, lending, wealth management and financial services offices in Mississippi, Alabama, Tennessee, Georgia and Florida. All of Renasant’s success stems from each of their banker’s commitment to investing in their communities as a way of better understanding the people they serve. At Renasant Bank, they understand you because they work and live alongside you every day.

 

Special thanks to A&S Culinary Concepts for their support of this edition of North Fulton Business Radio. A&S Culinary Concepts, based in Johns Creek, is an award-winning culinary studio, celebrated for corporate catering, corporate team building, Big Green Egg Boot Camps, and private group events. They also provide oven-ready, cooked from scratch meals to go they call “Let Us Cook for You.” To see their menus and events, go to their website or call 678-336-9196.

 

Tagged With: A&S Culinary Concepts, ad agency, Branding, branding and marketing, FoCAL Center, marketing, North Fulton Business Radio, Peter Carpenter, renasant bank, Thoroughbred Design Group

  • « Previous Page
  • 1
  • …
  • 151
  • 152
  • 153
  • 154
  • 155
  • …
  • 275
  • Next Page »

Business RadioX ® Network


 

Our Most Recent Episode

CONNECT WITH US

  • Email
  • Facebook
  • LinkedIn
  • Twitter
  • YouTube

Our Mission

We help local business leaders get the word out about the important work they’re doing to serve their market, their community, and their profession.

We support and celebrate business by sharing positive business stories that traditional media ignores. Some media leans left. Some media leans right. We lean business.

Sponsor a Show

Build Relationships and Grow Your Business. Click here for more details.

Partner With Us

Discover More Here

Terms and Conditions
Privacy Policy

Connect with us

Want to keep up with the latest in pro-business news across the network? Follow us on social media for the latest stories!
  • Email
  • Facebook
  • Google+
  • LinkedIn
  • Twitter
  • YouTube

Business RadioX® Headquarters
1000 Abernathy Rd. NE
Building 400, Suite L-10
Sandy Springs, GA 30328

© 2026 Business RadioX ® · Rainmaker Platform

BRXStudioCoversLA

Wait! Don’t Miss an Episode of LA Business Radio

BRXStudioCoversDENVER

Wait! Don’t Miss an Episode of Denver Business Radio

BRXStudioCoversPENSACOLA

Wait! Don’t Miss an Episode of Pensacola Business Radio

BRXStudioCoversBIRMINGHAM

Wait! Don’t Miss an Episode of Birmingham Business Radio

BRXStudioCoversTALLAHASSEE

Wait! Don’t Miss an Episode of Tallahassee Business Radio

BRXStudioCoversRALEIGH

Wait! Don’t Miss an Episode of Raleigh Business Radio

BRXStudioCoversRICHMONDNoWhite

Wait! Don’t Miss an Episode of Richmond Business Radio

BRXStudioCoversNASHVILLENoWhite

Wait! Don’t Miss an Episode of Nashville Business Radio

BRXStudioCoversDETROIT

Wait! Don’t Miss an Episode of Detroit Business Radio

BRXStudioCoversSTLOUIS

Wait! Don’t Miss an Episode of St. Louis Business Radio

BRXStudioCoversCOLUMBUS-small

Wait! Don’t Miss an Episode of Columbus Business Radio

Coachthecoach-08-08

Wait! Don’t Miss an Episode of Coach the Coach

BRXStudioCoversBAYAREA

Wait! Don’t Miss an Episode of Bay Area Business Radio

BRXStudioCoversCHICAGO

Wait! Don’t Miss an Episode of Chicago Business Radio

Wait! Don’t Miss an Episode of Atlanta Business Radio