Episode 99 Transcript
Heather (00:03.187)
Cary, welcome to the show. I'm so, so happy that you're here and we're having this chat from your lake home.
Cary Chessick (00:09.642)
Thank you so much. Glad to be here and yes, looking forward to talking to you today.
Heather (00:16.231)
I hung out with Cary like a couple of months ago on a really interesting call with a few other business owners. And if ever there were a naturally gifted coach, I think it's Cary. And that's why I wanted to have him on the show because not only am I going to get in behind the scenes of your journey and who you are selfishly for myself, but also I know that along the way, the experiences you're going to share are going to be invaluable for our listeners. So here we go.
Cary Chessick (00:43.465)
Thank you. That's very kind. Very kind of you.
Heather (00:46.203)
Yeah, so true though. So often I find the most successful people are the most humble. And I think that would wrap you up from what I know about you so far. So, but we'll see, huh?
Cary Chessick (00:56.662)
Thanks, yeah. You're making me talk on this show.
Heather (01:00.007)
We're going, we're going. So we're starting with some tangibles. We're gonna do some takeaways. So we are gonna get into your backstory and your journey of your businesses, your journey, amazing, in a moment. And you work with incredibly talented individuals. So I'm happy for you to take this question in one of two ways. It can be about yourself and your businesses or your clients. But what are three tips that you have around growing?
a business, scaling a business, but doing it in a way you're not going to go insane with stress.
Cary Chessick (01:31.182)
Ah, okay. Well, I will tell you, I drink my own Kool-Aid. So I practice the same things that I teach. And so, tip number one. So there's this saying like sales solves all problems. Because when the revenue is coming in, you have a moment to breathe, sit back, relax, and focus on other things. And when sales...
is in revenue is not coming in, the stress tends to increase. So, ironically, I do teach three things and I'll talk about those three things. The first is what I call pitch before product. As entrepreneurs and as business owners, we come up with ideas, we create companies that we want to solve problems and bring opportunities to the market. So we start a business that
with a product or a service, and then we go to market, and we try to sell it, and we hope somebody could buy it. And that's how we do it, right? And what this does is it flips that on its head and reverses the order, regardless of what stage of the business you're at. First, write out the sales script word for word. That is the most compelling.
Heather (02:37.373)
Yeah.
Cary Chessick (02:56.29)
captivating and convincing you can think of and walk it on backwards. And I hope your product or service matches something closely related to what you said. But instead of creating the product of the service and then trying to figure out what to say, start with being persuasive and, and that script word for word, you'll be surprised like what ahas jump out at you. And while you're doing that, write down the top three objections.
Heather (03:26.087)
Yep.
Cary Chessick (03:26.134)
the best answers you can think of, and write the top three frequently asked questions that you get when you're presenting to a prospect, and the best answers you can think of. That is what we call version one. That's just a starting point. The best sales presentation is the one you haven't invented yet. Until you're closing 100% of your deals, you have opportunity for improvement. But that's generally not what happens.
Heather (03:42.882)
Mmm.
Cary Chessick (03:55.05)
We think about improving our products or our services, and usually the founder is selling and the founder comes up with a presentation. And regardless of the audience that we're selling to, the presentation tends to remain static. For example, we may be having the same, using the same presentation deck that we created six months ago. Why not create a project for yourself?
Heather (04:16.781)
Yep.
Cary Chessick (04:22.03)
a process for improving the presentation. Starting with pitch, before product or service, and writing out the objections and the frequently asked questions. Put it in your calendar every 30 days to go back to see what you have learned in the last 30 days that can improve your pitch, your responses to the objections, your FAQs. As a business owner, you would think that this has happened to me.
You would think we have our number one, if I were to give you, here's an assignment for the whole audience, write down your number one objection and the most compelling and captivating and convincing response to it. Do that right now.
I will tell you this, having done this quite a few times, you would think we all have that completely nailed. That just flows right onto the paper or into the computer, but it sometimes can take like five minutes. Like, wow, I don't have this nailed. This one thing that can win us the business right now if we crush the number one objection, have it nailed down and then make it better every month. Tip number one, pitch before product. Does that make sense?
Heather (05:21.779)
Mm.
Heather (05:32.483)
Yeah, that's absolutely brilliant. And I have to just say something about that too. You mentioned that on the initial call where I met you and, uh, I took that to heart, just so you know, I went off and started pitching a new concept that I want to introduce in our business. I've sent it to our list of, uh, previous past clients, uh, that's the same thing, previous and current clients, as well as just testing the markets with new people that I, I've been meeting. And.
it's, I think it's going to take off and be massive. And I don't even have it created yet because I listened to that. So there's so much in that and you learn so much through the process. And now I know actually what people want.
Cary Chessick (06:13.618)
Right, so when you do pitch before product, you go out with your best version and you have conversations with people and you invite them through their questions and their objections, you invite them into the brainstorm room about the product and the service that you're offering. Because if you don't, it's just all of us entrepreneurs sitting around with the whiteboard.
Heather (06:34.099)
Yeah.
I love it.
Cary Chessick (06:42.318)
coming up with the ideas, the faster you can invite the customer into the brain serum session, the more likely you have product market fit. Well, when I say product market fit, most of your audience will understand, can you sell something, a product or a service, and is it priced right, and does it resonate with the marketplace? Pitch before product is what I call content market fit.
Do the words that you say and the images in your presentation resonate with the buyer? That's content market fit. And so you can get there if you just make it an assignment and then do it. But I'm glad to hear it's helping.
Heather (07:19.631)
Yeah, that's brilliant.
Heather (07:30.594)
It's so good.
Heather (07:34.411)
Oh, massively, massively. So what's tip number two? So we have the pitch before product. What's the next one?
Cary Chessick (07:41.742)
All right. Entrepreneurs typically are selling a product or a service. Sometimes they have marketing. In most cases, maybe some form of marketing, even just having a website is a form of marketing, whether you are actively optimizing that or not. Maybe you're doing some SEO, maybe you're posting in a social channel. Well, what happens?
Heather (07:58.492)
Yeah.
Cary Chessick (08:11.13)
is that sales and marketing tends to work in silos. They don't tend to work as a singular business unit. And sales is more of a static presentation typically. So you create your presentation. And as I just said, in many cases, it's the same presentation you've been using for six months. Well, in marketing,
Heather (08:38.992)
Mm-hmm.
Cary Chessick (08:40.586)
Marketing, especially online marketing, where most of the marketing is, we can post something and get feedback instantaneously. So we're getting data about what is resonating in the marketplace instantaneously on the marketing side. Generally speaking, as marketers, we're data geeks. Did this word work? Did this color work? Did that word work? Did this color work?
Heather (08:50.855)
Yeah.
Cary Chessick (09:08.682)
And so we get a lot of data really quickly. And if we decide to engage in a marketing channel, we can leverage that data to optimize the conversion rate of the traffic coming to our site. And in sales, we're generally pretty static. Now, and that's because there really aren't, most companies have not built systems to share data back and forth between sales and marketing. And so tip number two is what I call the sales and marketing pendulum.
And it's developing a system to take data from the sales side of your business. And what I mean by that is the words that come out of the prospect's mouth. That's the data I'm talking about. So while you're presenting these things like questions that, that they ask objections that they raise, those are the data points that are very valuable to you. And on the marketing side.
Heather (10:05.851)
Yeah.
Cary Chessick (10:08.814)
Any ads that you put up, any posts that you put up, you know which ones work better. And so you look at the words and the images that are in those ads and posts. That's the data I'm talking about on the marketing side. So I'll give you an example of how this really, really worked for one of my clients. So they were trying to win the business of a very large consumer electronics company, a competitor to Ring Doorbell.
Heather (10:21.608)
Yeah.
Cary Chessick (10:38.826)
And the prospects that we really, really need are technical experts to solve the customer's problem on the phone. And in the case of a competitor to ring doorbell, we're talking typically about the battery in the camera. Well, let's say the camera's not working. And so they have to be, uh, efficient and convincing and make it sound easy because sometimes the homeowners don't want to like, okay.
climb up on that ladder and do whatever work needs to be done. But the prospect said, you know, we have to solve the problem because we can't roll the trucks and we're all like, what do you, what do you mean? Roll the trucks. What does that mean? And they say, uh, if we can't solve the problem on the phone, we have to send two people literally out in a truck to the homeowners home to change a battery. Now we're upside down. Our ROI is gone.
We have lost money on that customer for life because it's way too expensive for us to send those people out to the home. We took those magic words, or we took those words, we can't roll the trucks, and we swung it on over to marketing. Then we did a marketing campaign that said, don't roll the trucks. Now, that means absolutely nothing to you and I, but every single buyer.
Heather (11:38.755)
Mmm.
Cary Chessick (12:01.714)
in the consumer electronics space that's competing with that type of product that pops right out of them. That speaks exactly to what their needs are. And so we got a lot of leads inbound. And that's what I mean by taking sales data and sharing it with marketing and then marketing data. So imagine a high performing ad, whatever it may be, it converts, you get leads.
Wouldn't it be nice, regardless what the words are, wouldn't it be nice if somebody clicked the blue ad that said, whatever, don't even don't roll the trucks. And in the follow-up email, not in a creepy way, but you reference the fact, something, something about, you know, you know, what ad they clicked on, you know, what the words were, you have all that data right here fingertips.
You mention it while you're signing up the meeting. And then now you have an agile sales presentation. So maybe if you have a sales deck, maybe in slide number two, right at the beginning, you move those words and images that resonated with the prospect online and you add them into your sales deck. And so what you're going after is that prospect is thinking like, wow, these people really get me.
Heather (13:26.351)
Yes, brilliant. Oh my gosh.
Cary Chessick (13:29.47)
And it's just a process. It's a process of taking data and moving it from one side and using it on the other side, taking data from the marketing side, moving it on the sales side. And what happens is you increase the leads and you increase the conversion rate, your close rate on the deals. So you shorten the sales cycle by speaking their language, you close more deals faster. Does that make sense?
Heather (13:51.295)
It's absolutely, ah, it makes perfect sense. I always say when I'm working in marketing with companies is it's all just conversations. You know, you start a conversation in an ad, for example, and if it's not a consistent conversation from there, like if you were to take somebody to a homepage of your website, there's no conversation happening. You're just cutting off and starting a new conversation. And that's my sort of, I guess, simplified way of sort of saying what you're saying, which is absolutely brilliant. It's...
maintaining a custom conversation throughout the entire process. I love that.
Cary Chessick (14:23.122)
Yes. And it can, it does, you don't have to build an empire to share data from sales to marketing and marketing to sales. You can make a very simple process that you routinely do after, for example, make notes as in every 30 days say, what did I learn from the sales side that I want to share with marketing?
And what did I learn on the marketing side that I want to share with sales, even if it's just an individual entrepreneur. But if you, if you book it in your calendar, what did I learn from sales and marketing that I should share across departments? You now you have a system, even if it's as simple as a 30 day meeting with yourself.
Heather (15:04.498)
Yeah.
Heather (15:12.911)
Yeah, yeah, exactly. Yeah. Depending on where you are in the process. Do you know, it's so funny. The other day I was also meeting, doing a bit of upskilling for a couple teams inside of a consumer electronic company myself, and I was talking to them and I was saying, you know, cause I was with the whole different marketing team, probably don't think there was 15 or 18 people in the room. And I said, guys, when was the last time you met with your sales team to just hear what the objections are?
And I look, I probably even got that from you from the original call. I don't remember, but I was asking the question. And one of the teams, which were, it was for personal care products was saying, uh, um, I don't know when we've spoken to the sales team. And then the other guys, they're more, the larger electronics. They were saying, do you know, we, we actually speak with them quarterly. We sit down and we meet and then we actually get the objections and what the customers are saying so we can put it into our marketing.
And then I started having the two sides of the table have conversations around whose marketing was better. And sure enough, the one that was talking to the sales teams on a consistent basis were nailing their campaigns and their conversions. So incredible.
Cary Chessick (16:23.25)
This is, sometimes I have conversations with marketers and I say, you know, what do you think your job is here? And they may say something like, get clicks, drive traffic, drive leads. And sometimes I'm joking around, I'm like, clicks don't make payroll.
Heather (16:36.438)
Mm.
Cary Chessick (16:44.738)
sales make payroll. There's only one mission in this company, and that's to close deals. And that's how we unite on the same team. Like they need the leads. They have to be the right leads, qualified leads. But sharing language, why not do that? And every 90 days is better than not sharing at all. There's also nothing wrong with speeding up the cadence. The market moves fast.
Heather (16:46.589)
Yeah.
Heather (16:50.471)
Yeah.
Yeah.
Heather (17:07.405)
Yeah.
Heather (17:13.49)
Yeah.
Cary Chessick (17:13.806)
and you wanna be agile, but it's better to do it than not to it.
Heather (17:19.999)
Absolutely. I'm sold. So number one, pitch before a product. Number two was sales and marketing pendulum. Number three, what's that to?
Cary Chessick (17:28.074)
Number three is called stack ranking revenue. This will help take stress out of your life. That's for sure. In its simplicity, it means doing the things that will generate the most money in the shortest period of time first before working on other things. That sounds absurd. We all naturally wanna do that. That's not how life is. The way we work and the way teams work, so if we're incredibly overloaded with work,
Sometimes we were top of the inbox down. We're just burying out of the inbox so we could get to our work. And then naturally it's just human behavior. We have a tendency to work on the things that we'd like and that we're good at before working on things that we dislike and we're not good at. And so we procrastinate on things that we're not as good at having no relationship to revenue. Imagine if you and all your team.
all collectively, every single day worked on the things that generated the most revenue and the shortest period of time first before working on other things. Think how efficient you would be. And what happens quarter over quarter is if you as a team all work on the things that generate the most revenue and the shortest period of time first, you tend to make money faster. And then you do that.
Heather (18:34.768)
Mm.
Cary Chessick (18:56.542)
the next quarter as well and over and over and over again. And then you end up having a better year. But here's the process. There's a process, a format for determining how you should outline your tasks so that you can determine which ones float to the top and which ones float to the bottom. And the way to do that is put them in this format and you could...
Heather (18:58.916)
Yeah.
Cary Chessick (19:25.45)
Anyone on this podcast can write it out. Take, take a task, uh, make it time bound, make it specific and make it measurable. So, uh, here's an example. I'm going to increase email conversion by 1% by March 31st.
That's a high revenue task. So I say high revenue, increase conversion by March 31st, high revenue. If I increase conversion, I know it's high revenue because I know, in a hypothetical, moving your conversion on your email campaigns from whatever, 5% to 6% would make a big difference, typically. So that's time bound. You have a deadline. That's specific.
You know, an outside third party can read it and know exactly what that means. And it's measurable. You have, there's the hardest part is measurable. And the reason that's the hardest part. We don't talk that way. We sit in meetings and say, wouldn't it be great if we increased our email conversion? High revenue. No, like we don't talk that way. And so, so all of a sudden we get an assignment, increase email conversion, but it's not time bound. It's not measurable. And so putting that out there.
Heather (20:44.497)
Mm.
Cary Chessick (20:56.494)
Uh, if you're good at it, you would, you would even know what 1% increase would be. So you could put high revenue and the actual revenue would be, um,
Cary Chessick (21:08.198)
If you list all your to-dos in that format, time-bound, specific, and measurable, you have done a couple things. You have written out extreme clarity on what you and the team will be working on. Number two, you have created a deadline-driven organization for yourself. Not that deadlines are always hit. Many times they're missed, and that's totally okay. Just move the deadline if the team doesn't get it done. And so it's not meant to be a stressor.
a plan and measurable what that does is it gives clarity and communication within the organization on the things that matter most and it gives people a little nudge to say you know what I really shouldn't be working on this low revenue thing because it's not really helping me or anyone else even though I love it I love working on this it really doesn't.
like move the needle for me or our company. So I really should be working over here. It's like giving you permission to say, I'm not going to procrastinate by working on low revenue things. I'm going to give myself direction by working on high revenue things. And so, um, in fairness, in fairness, like if you, if you made a grid, uh, and you have high revenue and upper right, low revenue.
Heather (22:11.527)
Yeah.
Heather (22:23.778)
Mmm.
Cary Chessick (22:37.63)
upper left.
Cary Chessick (22:42.79)
Easy, easy and at the upper left and hard. Those four boxes, if there are high revenue, easy things to do, usually that box is totally empty, by the way, you would probably do them first. So if you listed out all these to-dos in those quadrants, there's almost nothing in the high revenue, easy to do, right? So.
Heather (23:00.581)
interesting.
Absolutely.
Heather (23:09.863)
Yeah.
Cary Chessick (23:14.076)
I'm not saying you're gonna...
Cary Chessick (23:18.082)
find all kinds of amazing, easy to do high revenue tasks, it's just a matter of sorting them out. And guess what? If you're working hard at your business and you have a lot of things going on and there are three buckets, high revenue, medium revenue and low revenue, you probably should never get to the low revenue. And let me make one distinction because people
have the hardest time with high revenue. I want to distinguish that, that is not high priority. You could have a very high priority task that is very low revenue. Set up this new employee's email by tomorrow. Super high priority, they're gonna sit around and do nothing. If you don't do it, super low revenue, it's just setting up an email. High revenue, high priority.
Heather (24:09.18)
Yeah.
Cary Chessick (24:16.734)
I have a client that wants to pay me a lot of money tomorrow.
send them the invoice.
Heather (24:23.451)
Yeah.
Cary Chessick (24:25.974)
High revenue, high priority. But time bound specific, measurable, measurable is high revenue, it's not high priority. The date you set determines the priority. Does that make sense?
Heather (24:36.935)
Makes perfect sense. I also really liked that you talked about measurable because so many people just do tasks and project plans with dates and outcomes, but you can't optimize what you can't measure. Right. Yeah.
Cary Chessick (24:50.23)
That's right. That's right. And, and most employees don't think in terms of revenue by task, revenue by task. Most people don't think that way. They may think of, I mean, they may have, you know, there might be a big meeting and say, Whoa, we have this big project. It's good. It's the, it's the vision, our future. We're going in this direction and they have a big team meeting about it. We think it's going to generate a lot of revenue, but when it comes down to the actual tasks.
Heather (24:57.123)
No, they do not.
Heather (25:03.051)
Not at all.
Cary Chessick (25:20.118)
that people have to do to accomplish any goal, they don't stack rank them typically because that's not how people think. But if you stack rank them, you get really efficient in your day.
Heather (25:24.818)
Yeah.
Heather (25:30.835)
Hmm. You guys, and any of you listening that have a project, you know, project management tool or software, you probably already have templates and systems and you're already using so just little tweaks with your systems with what Kerry was saying could be incredibly impactful. I mean, straight away, I'm already going, okay, yeah, I can absolutely see in my business where I can go through and readjust things that I'm doing to bring in this measurable and revenue driven side already. Like when you're talking, my brain's going
this is what I have to do, this is what I have to do. So yeah, brilliant. Yeah, really clear as well.
Cary Chessick (26:05.022)
Well, what I would say it tends to sort itself out. The moment you take your to-do list and add high, medium, and low revenue, like all of a sudden you're like, Oh, maybe I should be working on these things first.
Heather (26:13.307)
Yeah. It just.
Heather (26:19.439)
Yeah, yeah. Oh, it's amazing. Good distinctions on that. So I'm curious, did you use these three tips in your own businesses? Is this how you develop them or where do they come from?
Cary Chessick (26:32.046)
Uh, yeah, they, they came from my own experiences and my, believe me, I did, I did many things, uh, wrong and slow. I ran into brick walls. I got knocked down. I got up and I had many mentors. And so I, I learned through trial and error and I learned through, uh, experiences of others and I really wish somebody early on in my career taught me these three things. Um,
Heather (26:46.322)
Yeah.
Heather (27:00.379)
talk to us a little bit about yeah, yeah. Stack ranking revenue, you got it. I'm curious then just in a kind of a simplified journey of you, Carrie, and where you've come from, because you've quite the amazing journey. Tell us sort of some of the key milestones or amazing moments with you and your business professional career.
Cary Chessick (27:01.718)
pitch before product, sales and marketing pendulum, and stack ranking revenue.
Cary Chessick (27:25.454)
Well, I'm not going to necessarily talk about amazing things, but I will say I can tell you moments in time where I learned the lessons that helped me develop these three pillars of what I coach today. So one experience was I was a trial attorney before I was an entrepreneur and we had this big trial.
Heather (27:35.548)
Yeah.
Heather (27:43.827)
Perfect.
Cary Chessick (27:53.558)
And it, we worked on it for five years. We had a long trial. We went through a closing argument. We thought we had this thing completely locked down and the opposing council gets up in front of the jury, gives the closing argument and within 20 minutes. I realized the other side won because I even believe the opposing council and
Heather (28:15.995)
Uh-huh.
Heather (28:19.776)
Oh!
Cary Chessick (28:22.454)
So I'm like, wow, now that is persuasion. And we all have competitors, but what was unique about that situation was we all had the exact same set of facts. And opposing culture just moved the facts around in a different way and presented them in a different way. That was much more compelling and convincing and captivating. And so I didn't know how valuable that lesson would be, but that was one of the
Heather (28:45.328)
Hmm.
Cary Chessick (28:52.01)
cornerstones of the development of pitch before product.
Heather (28:54.681)
Okay.
Cary Chessick (28:56.902)
My, my, my first company called restaurant.com. We raised money. We hired engineers. We built a product. We went to market. Didn't work. Nobody would buy. We raised more money a second time. Had a different product, went to market. Couldn't scale it. Uh, third time around, no money left. No ability to really.
changed the product, the only thing we could really change was the pitch and it worked. And again, I didn't have it like nailed down as pitch before product. I was scrambling to just keep the business alive. But, and you know, we scaled that up to 18,000 clients with pitch before product.
Heather (29:27.34)
Wow.
Heather (29:42.239)
Do you mind sharing what the pitch was, the winning pitch?
Cary Chessick (29:46.038)
Well, I'd say the biggest difference, it was so simple, as it was amazing. Our first pitch was, we'll build you a website.
Uh, this for restaurants, uh, in its simplest form, uh, not getting to all the nuances of it, uh, the one that worked was we're going to fill empty tables.
Heather (30:17.024)
There you go.
Cary Chessick (30:17.506)
crazy how, uh, the evolution was so simple, but, you know, that was their pain point. Uh, and, and so, uh, and you know, it's during that business where I had ultimately got up to about 250 people in the sales organization, 30 full-time digital marketers, and we were a hyper local business growing region by region.
Heather (30:36.188)
Wow.
Cary Chessick (30:43.346)
And sales and marketing had to be a fine tune machine working together. And so I had a data and analytics team that sat in the middle. And that's, those were the first early stages of pitch of, of the sales and marketing pendulum, sharing data back and forth. Um, and, uh, at that time I was, think about it. I was, I was a attorney. So I really was not a professional in sales or in marketing or technology. Um,
Heather (30:57.555)
Got it.
Cary Chessick (31:13.56)
But...
I was able to attract some talent. Uh, our team, uh, also helped attract talent. Uh, and so, um, we had real professional experts on the sales side and on the marketing side. And I, uh, you know, I was never going to know more about SEO than our full-time SEO person. And so I very much looked at myself as the coach, uh, and so we're there. Great. I get out of their way.
Heather (31:39.108)
Yeah, interesting.
Cary Chessick (31:44.318)
where they need help, maybe it's people, maybe it's process, I can jump in and help create efficiencies with in the business. And so that after restaurant.com led to my first coaching business. And at that business, we did over 10,000 one-on-one coaching calls with our clients and gathered a tremendous amount of data. And so fast forward to today.
Um, you know, I, I'm, this is what I'm most passionate about doing one-on-one coaching and teaching kind of the finer nuances of these three pillars that we talked about today.
Heather (32:25.599)
incredible. And with the coaching that you're doing now, is it a different iteration of what you did with the 10,000 calls or is it still the same business?
Cary Chessick (32:36.458)
Well, no, no. Like I said, I drink my own Kool-Aid. So I would say it's always improving and optimizing based upon what's out in the marketplace. And in fact, as you mentioned, there wasn't project management software back then that was inexpensive and easy to use. Like there is today. I use Basecamp.
Heather (32:43.208)
Haha
Heather (32:47.152)
Yeah.
Cary Chessick (33:06.35)
to out, you know, I consider it my virtual assistant and I tell that to my clients, like it's your virtual assistant too. And so this is where you can put in your tasks in smart format. And this is how I can communicate with clients very efficiently without, I call, what I call stack ranking revenue is the end of boring meetings.
Heather (33:33.095)
Yeah, heaven. That's heaven to anyone's ears, I'm sure.
Cary Chessick (33:38.751)
So nobody hits me up on Slack and I'm like, oh, Carrie, I have to talk to you. I got this super low revenue idea.
Heather (33:50.143)
Yup.
Cary Chessick (33:53.438)
And so those kinds of things, think about it, Slack and Basecamp and all the other projects, I mean, people are working on Excel and you know, I mean, it just, it just, the business automation tools are insane. The AI tools are incredible. And so there's, um, yeah, I mean, it's, uh, everything's optimized now. And, and so there's, uh, an ability to help people move way faster.
Heather (34:07.812)
Yeah.
Cary Chessick (34:23.134)
now than before.
Heather (34:24.715)
Oh, that's incredible. And if people are loving this conversation with you right now, and they are interested in getting to know you more, potentially working with you, are you taking on clients and who do you help?
Cary Chessick (34:40.166)
Uh, yes, I am taking on clients. I, uh, help CEOs. Uh, I coach them one-on-one, uh, maybe, maybe if they're not experts in sales and marketing, uh, I also coach, um, anyone responsible for revenue. So they're depending on size of the company could be a chief revenue officer, could be VP of sales and marketing. And where, uh, there are a lot of challenges. If, if you haven't.
Heather (34:52.06)
Mm-hmm.
Heather (34:57.682)
Yeah.
Cary Chessick (35:09.266)
entrepreneur or founder or CEO that's not an expert in sales and marketing and the sales and marketing team are trying to communicate with the CEO. Sometimes the CEO is not understanding why things are taking so long and may or may not be able to help. And so I can help bridge that gap by setting up these systems. It becomes all very transparent and very, very easy to understand and execute.
On the, on the sales and marketing teams, you know, I had this weird and unusual experience of having to learn sales and marketing simultaneously at the same time for many, many years over a long period of time with a lot of people. And that's atypical. Most people grow up in sales or they grew up in marketing and, and then somebody becomes the leader and sometimes head of sales.
Heather (35:51.715)
Yeah.
Cary Chessick (36:06.518)
has marketing reporting to them, but they're not experts in marketing. And so they're not talking the same language, or you have, this is much less common, they had a marketing, overseas sales, and then the sales team is like, this person's never sold anything in their life. And so I can bring clarity to it, I can create systems of efficient communication, and by implementing those processes, things move faster. So yes, I...
Heather (36:36.251)
You are. Yeah.
Cary Chessick (36:38.013)
I do coach and I can take on new clients.
Heather (36:44.155)
And where do people find you? On online, of course. Where do they go?
Cary Chessick (36:46.986)
Well, yeah, it's online for sure online. I'm on LinkedIn. I'm easy to find there. My email address is kiri at profitology.com. So maybe that'll be in your show notes or something. I don't know, but.
Heather (36:56.351)
Excellent.
Heather (36:59.791)
It will be in the show notes, you guys, yes.
Cary Chessick (37:03.622)
Okay.
Heather (37:04.391)
Absolutely. So as we start to wrap up, are there any last words of wisdom or anything you just want to really punch out an accent of what our conversation was so far to our listeners?
Cary Chessick (37:19.998)
Well, I'm always a big fan of paying it forward. Uh, so, uh, I look for opportunities. Uh, so thank you for having me on. Um, and in
Cary Chessick (37:36.834)
If, uh, if somebody's stressed out there and I bring it back to that, if somebody is stressed out, um, go thank somebody.
Cary Chessick (37:48.986)
and it'll relieve the stress.
Heather (37:53.435)
Very simple, but very beautiful and true words of advice. I really like that. So thank you for ending on that note, much appreciated. And thank you for being here and really sharing incredible, tangible tactical steps that people can use straight away in their businesses.
Cary Chessick (38:10.466)
Thank you for having me on. Loved it.
Heather (38:13.02)
Thanks.
