The Unsure Entrepreneur

The Unsure Entrepreneur Podcast (with guest Chala Dincoy)
'Stand Out in Business by Super Niching Advises Marketing Coach'

KEYWORDS
marketing, business, entrepreneur, niche, work, coach, love, company, clients, mindset, hire, corporate, large corporations, small businesses, elevator pitch, great, niching, learned, messaging, certify
SPEAKERS
Roger Pierce, Intro, Chala Dincoy

Intro 00:00
You're listening to the unsure entrepreneur podcast with Roger Pierce. Whether you're scribbling business ideas on a napkin, or wrestling with this, should I shouldn't I question? Get ready to explore the realities, the risks and the rewards of entrepreneurship as we share the stories, scars and successes of small business owners.

Roger Pierce 00:21
Hello, and welcome to the unsure entrepreneur Podcast. I'm Roger Pierce. Thanks for joining us. I'm so excited today to introduce our special guests. Charlie didn't coy is the CEO and founder of the repositioning experts at reposition er.com, where she helps b2b service providers to reposition their marketing message and better connect with decision makers. She was an award winning marketer of major corporations like Pepsi, Pizza Hut, Vic and Frito. Lay, which is equipped with insights into corporate purchasing decisions crucial for service providers looking to penetrate competitive markets. Now her approach combines her corporate experience with innovative strategies which she also shares through speaking engagements and notable venues like NASDAQ and the Harvard Club of Boston. And through her many media appearances on networks like ABC and Fox, as if that wasn't enough, Jolene is also the author of several books, including gentle marketing, where she explores less aggressive, more relationship focused marketing tactics that are designed to attract and maintain clients. Welcome, Sheila.

Chala Dincoy 01:26
Wow, I never had anybody rewrite my bio like so nicely.

Roger Pierce 01:31
I hope I got it right.

Chala Dincoy 01:32
You did. You should just tell people how you know me how we met like 100 years ago.

Roger Pierce 01:38
Well, that's right. We met we were just talking about that through what was it business networking International? BNI?

Chala Dincoy 01:44
No, did we not meet way before that when you were working at some sort of government us something? Maybe that was too, I'm telling you, it was way before that.

Roger Pierce 01:54
I'm getting old and forgetful.

Chala Dincoy 01:55
I know. Right. But you still have a good head of hair.

Roger Pierce 02:00
Thank you for saying that. I keep my barber in green. So thank you so much for being here. I really appreciate the time

Chala Dincoy 02:07
today. My pleasure. Always a pleasure, anything for you.

Roger Pierce 02:11
So Charlie, you've got a fascinating business and a journey. And I want to get to all that. But for some context, can you in your own words, explain what you do and who you do it for?

Chala Dincoy 02:20
Yeah, so two out of three small business owners never get asked for their business card, or for their information or even for a meeting after they do their elevator pitch and introduce themselves to their prospects. And what I do is I change what's coming out of their mouth, which is often way too much to be able to change what happens after they introduce themselves into either asking for their information or for a sales appointment.

Roger Pierce 02:50
So can you give me an example of how that would work?

Chala Dincoy 02:52
Do you want to do yours?

Roger Pierce 02:56
Okay, sure.

Chala Dincoy 02:57
Okay, so do your elevator pitch now, what you do at the BNI when you stand up? Yeah, that's

Roger Pierce 03:02
fine. Hi, I'm rusty. But my marketing agency appears content marketing helps large corporations. And banks connect with small business customers by creating engaging b2b content, logs, articles, videos, webcasts, tools and templates.

Chala Dincoy 03:20
Okay, do I have your permission to polish? Of course, I'd love to polish. So just for expediency sake, I would have you pick one target. So I like that the fact that you said, bank, so financial corporations, because large corporations is way too broad for me. So let's just say because, you know, I prefer that you target by industry. So let's say financial institutions, what is their number one problem that they have that connecting with small businesses and through your content would solve? Like, what is their problem? Lead Generation for commercial accounts? Right? Yes. And is there something like some sort of stat that you could give around their pain? Like, did you know that 70% of financial institutions are struggling to get leads because they have no way to connect to small businesses or something like that in terms of a problem? The biggest pain

Roger Pierce 04:20
point is it costs big businesses a lot of money, customer cost per acquisition, right? cost per acquisition is big, because trying to find small business owners is tough and content content marketing, which is what we do is fairly affordable compared to other methods of advertising and marketing. affordable,

Chala Dincoy 04:36
but we need to prove that it's effective. So I would love it. If we could say something like as soon as you opened your mouth and you were meeting a bank, let's say who could hire you, you would say something like, did you know that client acquisition for a small business lead for a financial institution is 300% Less through content creation by versus any other marketing tactic that's been deployed right now. And what I do what my company does is we create content to do that.

Roger Pierce 05:09
Yeah, that's great. So if I had a number, like, you know, the average cost of acquisition is $350 per new account or whatever. And we reduced that down to 125. With content, that's something we could use.

Chala Dincoy 05:20
Absolutely. I mean, if you were talking to a prospect, and you literally told them, I could reduce, I could 1/3 your marketing budget, while keeping the you know, the funnel full of leads of small businesses for your commercial business. Do you think anybody would be interested in talking to you? I would? Absolutely.

Roger Pierce 05:41
And I guess you're right. We all come up with our own positioning and message and it sounds good in our own ears. Yeah,

Chala Dincoy 05:48
I mean, listen, I know you're in marketing, too. And you're you create and write stuff. But I had mine created for me as well, really? Well, yeah. Because, you know, you can't do your own marketing. Like, it's just you're too close to it.

Roger Pierce 06:01
Kind of like a psychiatry good psychiatrist goes to another psychiatrist for help. Right? That's right. For therapy. That's right. This is fascinating stuff. So give us a little more context. I know you're, you're down in the states helping women entrepreneurs in particular, right, find new business opportunities. Can you tell us more about that?

Chala Dincoy 06:19
Yeah, so my super niche, and that is one of the number one ways to differentiate your business. And that's what I teach is, you super niche. I'm super niched into diversity. So diversity. It exists in Canada as well. But in the US, it's just so much further ahead and bigger as you can imagine, but any company that's 51%, owned by women, or African Americans, or Latinos, or LGBT, anybody who's diverse, actually gets to certify through a governing body that's then introduced through these giant procurement conferences to large corporations. So that's where I've super niched into a hook of teaching people how to do their elevator pitch at these procurement conferences, because they often come with large teams, they spend, you know, 1000s of dollars, and they meet these corporations. And if they're saying the wrong thing, they're leaving so much money on the table, and they're just going home, you know, with their tails, between their legs and not being able to score any next meetings or any new contracts. And so that's the problem that I solve. And it's a pretty expensive problem.

Roger Pierce 07:29
So when you say big corporations, I know you mean, I know you mean, they're big, like Walmart, or is there right?

Chala Dincoy 07:34
Yes, we're talking like, you want to talk. Financial institutions is like the Capital One and the Wells Fargo. The staples in the Walmart's in the huge Ey and as big companies, as you can imagine.

Roger Pierce 07:51
I love it, and you're helping them break the ice, get that first introduction, going much smoother, was the proper messaging. And then they can follow up from there.

Chala Dincoy 08:00
Exactly. I mean, imagine a table of 10 people. Have you ever been to one of these procurement conferences? No. Oh my gosh, it's just like speed dating 10 people, for vendors. So 10 vendors and one buyer sitting at a round table. And they each have three minutes or two minutes, depending on the time to do their elevator pitch. And whoever's is the stickiest literally walks away from that table with an appointment. So it's like Dragon's Den on speed? Oh, right. They're

Roger Pierce 08:31
competing against each other? Well, I

Chala Dincoy 08:33
mean, they're just competing for his space of mind. I mean, because most of the time, the person sitting at that table, if they're from a large company already has someone doing what everybody there is doing. So that's what you're up against is who their incumbent vendor is. The other vendors around the table, do something else. They're not all in your industry, but you're still competing for attention.

Roger Pierce 08:56
Oh, my God, this is fascinating stuff. And what a great service to help businesses break through and be seen and be heard and, and help them grow their grow their sales. Absolutely,

Chala Dincoy 09:07
yeah. You know, niching is everything, you know, me and niching. I can go on.

Roger Pierce 09:14
We're gonna come back to that, because I know you've got some tips about that. And I want to come back to that. But let's go into your business background. And you and I had a conversation a while ago, I think it was for another seminar. But forgive me if I'm repeating myself, but you know your inception. Can you talk about the early stages and what got you into this business of yours?

Chala Dincoy 09:32
Yeah, so I spent 18 years working for large corporations like Pepsi Pizza Hut, Frito Lay, and then I worked for a company that's like the largest drinks company in the world is Diageo. They used to be called Guinness. And so like, I was the big corporate girl. Everybody was pitching me to death. They were really sexy brands. And I kept saying no, no, thank you. No, thank you. And it wasn't because I was mean. I mean, I am Canadian, but it's because nobody stood out from who was already working with us, and we had teams of purchasing departments like I couldn't just hire whoever the heck I wanted just because I liked the looks to them. So I learned what actually does get through those gates and those gatekeepers, and I refined what I know, through hiring my own coaches for my own business, and then putting together what I knew in those businesses. So what ultimately made me leave is I always had a passion. The years that I met, you must have been at least 20 years. My God, Roger, around those times, I think I was still working, but I was Moonlighting. And that's how a lot of people start. And this is the gig economy. Now, it's way more common to do that, I think to have a side gig. Is that how you started by the way, you started with a side gig.

Roger Pierce 10:55
I went to school to business and marketing and pretty much got into it right out of that. My

Chala Dincoy 11:03
parents were immigrants, and they were very, like, they were in corporate, like, my mom was a lawyer, my dad was an engineer. So they were like, you have to be safe. Like you can't, you can't borrow money. They were just very safe, which is 100%, the opposite of entrepreneurs like your parents, obviously, they didn't care.

Roger Pierce 11:20
My parents were kind of my dad was a government employee. My mom was a stay at home, stay at home mom. So Robin was she had some she had some entrepreneurial side hustles I would guess, catering and food service. We did some flea market stuff together. So I really credited a lot of my entrepreneurial interest from her.

Chala Dincoy 11:40
Okay, so there was something there like, mine were like, so risk averse, so very, like, conservative, and you have to have that paycheck. But I still had this devil in me that I wanted to have my own business. I went and certified to become a coach. And I thought, if I have this certification, I'm going to be magically transported into this money making business. It was so not true. And there were so many coaches, and they were it was just like so many coaches. And now I think there's more. And they're all pretty much starving. If you look at the statistics of the International Coach Federation at the time, it was like they make like 25,000, I think was the median. So that was like the below poverty level. Yeah. It was a huge disappointment to me when I left corporate, and I thought this is gonna be it. And I was starving, until I hired a coach to teach me how to sell myself my services. And then I honed in on what is my niche. And then I use everything that I had learned working for the big corporations. And the number one problem that I saw around me was that smaller companies can't get into the big companies, they just don't know how they don't know how to differentiate, they don't know how to get the doors open. So that's what I do. Now. I that's what I teach them through that hook of first that elevator pitch at those procurement conferences.

Roger Pierce 13:07
Selling to giants is difficult. As

Chala Dincoy 13:11
Wales, it's a long lead time.

Roger Pierce 13:14
So very long lead time, but it's such a long lead time. And yeah, small business owners can start getting. So

Chala Dincoy 13:20
yeah, they have to diversify. And they have to be always in action, like 90 days out is what you're not doing today. So if you're doing nothing, you're gonna be not eating 90 days from now.

Roger Pierce 13:31
Right? You got to really be realistic about the sales process, especially for taking on that big corporate target.

Chala Dincoy 13:37
Yeah, and it's gonna be continuous, like, you can't just feast or famine, you're like eating now, because you have so much business, and then you don't do nothing about your marketing. And then that, oh, 90 days later, oh, no,

Roger Pierce 13:51
I always try to carve out a few hours a day for sales and sales related efforts. Yeah, whatever

Chala Dincoy 13:56
it is, I don't care how you do it. But as long as it's consistent, like it has to be some form of outreach in some way. Yeah,

Roger Pierce 14:05
and consistent. Otherwise, you know, we work ourselves to death when we get these projects and get all consumed about them. And you wake up and you go, Wait a minute. Where's the next job? Exactly.

Chala Dincoy 14:14
Yeah. And that's the thing. You know, that's the biggest difference between being your own boss and having a boss is that there's no guarantee paycheck, unless you do a consistent marketing, which luckily, I've been, I've learned and now I do like, you know, I have my Tuesday tee times, which is the I have a weekly podcast where it's like a live stream and then I have podcasts that I speak at conferences.

Roger Pierce 14:42
Tell me more about the marketing you're doing because you're all you do a video you've got these Tuesday T is it was Chela

Chala Dincoy 14:48
Tuesday tea sandwich all yes. You know, that started all in the pandemic, the Tuesday tea time, and it just, it focuses me into researching topic for content. Thanks godfrid Chat GPT now it just makes it so much easier, although I'm still in charge of the topic and you know, the interests. And then that one topic can actually become a keynote, it becomes my blog for the week, it becomes smaller potential fragments of cuts videos. But then I also have my online programs that I launched, which I've restarted again this year, and I launched something called one liner marketing, which was really popular because everybody loves it, just FYI. And thank you for your support with that. Everybody just loves that concept of just simplicity. And so I've been promoting them with daily, I gave myself the challenge of making a daily video every single day for one minute, just under a minute. And that was a big challenge, believe me, because it's like planning it every day. And then no matter what you look like, you have to slap on the makeup and get on camera.

Roger Pierce 15:55
I've seen those on LinkedIn, you put them everywhere, too. Yeah, well, I

Chala Dincoy 15:59
mean, that's the thing, right? Like, once you create that content, you're the content King is like you can repurpose it to death,

Roger Pierce 16:06
you're touching upon a couple of really interesting themes here, you know, consistent marketing, which I would expect from you, because you are in marketing and a lot of business owners, they build it and they hope people will come right. That's the big fallacy for early stage startups, oh, I've got such a great, brilliant idea. This is going to sell itself, well, it doesn't, doesn't show up, you got to work at it. Like you're saying, you've got clients, you've got repeat business, you've got reputation, but you're still out there grinding with all these great marketing initiatives you have to? Well, mine

Chala Dincoy 16:33
is the kind of business that's not a repeat. I do have repeat clients, but 90% don't. Because once you have your positioning and your strategy, you really shouldn't change it every year. So once I've set you up, and we've worked together for a year, unless you want to grow another industry or market or something, or you get onto the maintenance program, just to make sure that I keep you honest, because people do pull back and roll back to what they used to be, which is like not doing any marketing. So unless you're on the maintenance program, or you're you have a new challenge, there's no repeat business for me. So I have to literally re book new clients every single year. And I have a huge revenue to continue, right? Like, luckily, I've been lucky enough to have a big revenue. So I need to continue that and recreate it from zero every single year.

Roger Pierce 17:25
You mentioned the maintenance program, I want to ask you about that. But you are filling new new jobs. But you got enough of them coming in and you're making a great living. Tell me about how you handle that kind of lumpy cash flow, or how a new entrepreneur can handle that kind of lumpy cash flow and the secret sauce of what you just said, the maintenance program. And that's kind of a recurring revenue, isn't it?

Chala Dincoy 17:43
Yes. And so what ends up happening is you either have like a year long program where it's monthly, where they're paying, and that's your salary, that includes maintenance programs. And or I also have like really high incentives for upfront payment. So like, for example, I just bought this beautiful new house, and I got 10% of it cash from a new client a week after I moved in. So funny. And so you know how you're allowed to put into your mortgage 10% every year. That's what it is. So I have different ways of working with my cash and most of it I invested through the company. And that's because I have now enough funnels to do the monthlies through incoming clients. But also the extra is I'm able to either invest or do like fun stuff like you know, paying down the mortgage,

Roger Pierce 18:40
multiple

Chala Dincoy 18:42
sources of income. It's the same source, it's business it from clients, but you can look at it as I have a product, which is like I have the online, do it yourself, nail your niche program. The books I use, mostly I don't really sell I use mostly just for marketing. But I do have different formats of accepting payments, which serves different needs at different times. That's

Roger Pierce 19:07
fantastic. It's so important to build up some kind of trickle revenue after the initial sale. And in this digital age, it's so easy to do. You know, I was interviewing another guest couple weeks ago. And they were talking about social media agency recurring revenue, and they have charges every month. And that's a great business model one that I wish I had because it's look forward to that. It's not like a salary. I

Chala Dincoy 19:32
suppose you always could depends on on your contract, right? Like it could be. I don't know what it is for you. Is it paper play kind of thing.

Roger Pierce 19:39
My business with the corporations, it's typically a project based. Okay.

Chala Dincoy 19:44
Yeah. So I mean, you could definitely make a proposal for an ongoing sort of engagement and put some perks in that you don't have in your project based one and see if they'll go for I

Roger Pierce 20:00
absolutely see I got to come and talk to you more

Chala Dincoy 20:05
than a strategist that I can't stop.

Roger Pierce 20:07
Let me go back to that, because you mentioned something so interesting in a while back about coaching and the business of coaching when you're first left corporate, because that's the business model very attractive for a lot of new entrepreneurs. And I've got that in my upcoming book, people think, Oh, I'll jump into coaching. But right away, tell me about your experiences there. Your words of wisdom and caution.

Chala Dincoy 20:28
Here's what I learned is some people including me, thought that the more diplomas you have, the more certifications you get, you know, this, what I'm talking about, right? The more accreditations, the more letters you have behind, the easier it'll be for you to make money, or the more you'll feel like you deserve it, or the more confidence that you'll have. And the truth of it is, it's all wrong. It all comes from fear. It all comes from a feeling of lack, that you're lacking something. And I had to learn this through coaching. And when I hired my first coach, he wasn't my first one of the first, he made me quadruple my prices overnight, without delivering anything more. And it was all 100% mindset. And he taught me the language, how to sell it. And that's what I teach now. And that's what I use. And it's really all mindset, because I can I can give everybody the script, but they wouldn't be able to do anything with it unless they had the right mindset that they believed that it was going to happen. So that's what he taught me is like, it's not about diplomas. It's not about and you can as a coach, Anthony Robbins, if it gets a $1 million to coach with him for a year. It's only 50,000 to coach with. You 50,000 us but stuff. It's not in my coach charges 75. Everybody's at a different level. But it's all mindset. It has nothing to do with diplomas. I never even use my coach certification. I am ashamed. And sorry, sorry. And Sad to say, but it's, I don't need it. Was that the coach tactic? No, coach tactics is just the name of the company that I have, which is the the you know, the incorporated name. I'm an ACC certified ICF. Coach. I never used the certification. I've let it lapse like years ago, I spent so much money and time trying to certify, and it doesn't matter. What matters is that you perfect a technique and a niche. And that you put together kick ass. I don't know if you're supposed to say that. plan, a marketing plan to go out and get them and messaging.

Roger Pierce 22:47
So how do you help a new entrepreneur do that? So we

Chala Dincoy 22:51
start with a niche. We go into okay, what is the industry that we need to focus on? Or if it's a b2c? What is the interest group? Is it yoga moms? Is it foodies? Is it runners, whoever, like we got to figure out or divorcing women, like we got to figure out a topic of interest that gathers them together if it's b2c. And if it's b2b, it's got to be an industry. And then we figure out okay, what is the number one problem that we solve that we can drill down and specialize in? And then we change our messaging according to the supination. And then we make a marketing plan that incorporates getting in front of that group of people seven to 12 times to touch them with the same message of what pain you help. So

Roger Pierce 23:36
do you recommend that learning new entrepreneurs know their customers really well, and be clear on those pain points and those figures like you asked for percentages and things?

Chala Dincoy 23:46
Exactly. When you're super niched, that's why you're super niche. This gives you not only does your messaging convey that you're an expert in their pain, but that you serve nobody else but them. And a lot of small businesses are like, Oh my god, FOMO, right, like fear of missing out. They're like, Oh, my God, what am I going to do if I can't serve the whole market and not to make fun of them. But once you've look at big, larger businesses that are doing well, and how finely niche they are, then you'll get it. Until then you can fight all you want and try to talk to everyone and sell everything. But once you look at more successful businesses, you'll see that their niche, whether they fell into it or picked it strategically, their niche. It's so

Roger Pierce 24:32
true. And I remember back in the days of biz launch companies to go on where we trained entrepreneurs, everybody wouldn't get so excited. I've got this great product. I've got this great service, we're going to reach everybody 18 to 65 in North America. Everyone's gonna love what we're offering. I'm like, Well, do you have a Walmart type budget? Probably not because you're not gonna be able to reach a huge audience. You're gonna niche right you got to

Chala Dincoy 24:56
target. Roger, that's where we met biz launch. was that it? Okay. That's where we met. And you had a partner right with glass. Yeah, yeah, that's right.

Roger Pierce 25:05
But used to always be, you know, that fear of niching and be missing out on things. But really, according to you, it's a strength, it's where to build?

Chala Dincoy 25:13
Well, I mean, look at my business and look at how that's exactly how I help every single business. That's such

Roger Pierce 25:19
great advice, especially for a small startup, because you can't be all things to all people, you don't have deep pockets for marketing, play to your small business strengths, which is doing something really well, maybe something much better than big corporations can't do. Right? Exactly.

Chala Dincoy 25:34
Even if you're a plumber, become the expert in sewage, or you know, become an expert in leaky basements. Become an expert in condo toilet, become an expert.

Roger Pierce 25:48
I love it. That's great. Just niche, just focus, build your strength from there, once you've got that brand established, then maybe you can start to introduce different product lines. Exactly.

Chala Dincoy 25:58
You can cross sell upsell to no end. But you got to get in through a hook. Right? And so

Roger Pierce 26:05
important to get that done right and get that messaging out there. So the money can come in. I want to go back to something you said before. Now I know we mentioned this during our pre call chat. But mindset you talked about having a positive mindset. But you also are a big fan of what you call the abundance mindset. Can you explain what that is?

Chala Dincoy 26:23
So the abundance mindset always believes and knows that there's just more business out there, there's more business that you can possibly even handle? And all it is is that like, you are the best kept secret, you just have to get out and find more. And if you only think about where can I connect with these people? If that is the only question you ask yourself every single day, there is so much abundance is such a huge market. I mean, you're not even 1% of your industry, probably you're probably like a point to 1%. And all you need to grow your business double triple digits is just, you know, couple a handful more of clients. It's true. All you have to ask yourself is just like, where are they? And then if you don't know then ask experts, experts like me, strategists, marketers, experts like you.

Roger Pierce 27:18
You talk about positivity that way. But you also talked earlier about believing in your price, as you said, you tripled your prices right away. That's a stumbling block for a lot of startups. Oh, I couldn't possibly charge that I get those questions all the time. Oh, how do I build for this? Yeah,

Chala Dincoy 27:33
I'll tell you that was that was a game changer for me. And I really couldn't I mean, I came from an immigrant background. We didn't buy anything that wasn't on sale. My parents always had a lack mentality, my dad is 90, he'll still take the bus instead of taking to the doctor's like an Uber. Coming out of that mentality, I had to understand that in order to shift my wealth, I had to change how I looked at money, and how I looked at my worth. And so I borrowed the faith from my coach to be able to charge because he said, Yes, you can. And look, I do. And so that's how I work with my clients is we just put up the price, I tell them the conversation to have it. And because you you're trusting someone, you're paying them a lot of money. So that's the other thing, if you pay a lot of money for advice, most of the time, you'll take it, at least I do. If there's two coaches and one is cheaper, I guarantee they won't be able to help as much as the one that's more expensive. And that's most of the time, because in coaching, everything is mindset. And if one person actually literally can make someone pay that amount of money, then that means they have something to teach you and they're one step ahead of you. So that's the kind of mindset is what I'm I'm saying is one always hire people who are a step or two ahead of you, for you to be able to get out of the fear. Do some internal work on money mindset. Follow some speakers and teachers and podcasts about wealth, mindset and building mindset and overcoming scarcity mindset. I did a ton of work on that, honestly. I mean, you're smiling. Have you ever done any of this work? I be

Roger Pierce 29:24
honest. No, I guess it just kind of happened along the way. But I'm a student of entrepreneurship. So I love everything about this.

Chala Dincoy 29:33
Yeah, I know. Well, I was huge. For me, it was my biggest stumbling block. Honestly. It's

Roger Pierce 29:39
tough to price you're feeling you're the failure to make it kicks in for a lot of new entrepreneurs. How can I charge that? Am I really worth that much? The other problem is of course everyone thinks every hour of the working day is going to be billable. It's not on my website, actually at Roger pierce.ca There's a break even calculator free to use you and actually see, you know how much of your time is going to be spent on admin and marketing, which is not paid paid work. You kind of break down how much billable hours realistically you're going to have in a week or a month. And then you see what you need to charge. That's how you figure out your principal.

Chala Dincoy 30:15
Oh, such a good idea.

Roger Pierce 30:17
Yeah, well, those are the kinds of tools that are really helpful for for new entrepreneurs, because a lot of people get it wrong, they do a business plan, thinking I'm gonna get 40 hours a week build doesn't happen does a job.

Chala Dincoy 30:30
That's not you don't get paid by the hour when you're entrepreneur, you have to get paid by value, the value that you provide for them. I mean, what's it like for one bank to get a new client? How much value is that?

Roger Pierce 30:43
That's a great example. Another great example I love to use is the account. And this is value based billing, we're talking about right? The accountant who charges you know, 150 bucks an hour into your books, but picks up the phone and in two minutes solves a knotty problem with the revenue agency or the IRS in the US and saves you $10,000 in taxes and fees. How much is that worth? I would say more than the 150 Accountant right? So look at the value. Look at the impact. This is all good stuff you're sharing here. I love it. I love it. And I got to watch our clock here. But a couple quick questions if you don't mind. Charla, what do you love most about this life as an entrepreneur?

Chala Dincoy 31:27
What's why everyone goes into it, right? One the freedom and to helping people. The higher my fees are the more amazing people and interesting people that I'm meeting, I was just in California with two new clients, and one in Sacramento and the other one in Santa Clara. And they're both unbelievable high achievers, and like go getters and one of them used to be a janitor at IBM from Mexico. She had just learned English and she's now the head of a woman owned furniture manufacturer table manufacturer for $15 million in the US. And the other one is just like a family business. And they used to have a multi level marketing Arbonne business, which they still do, which they have like Excel that and they took over the family construction business. And it's like a $40 million business in the US. And we're doing a whole strategy on hiring new workers, because that's their biggest pain on workers. What do you mean? They need marketing? To hire like construction workers?

Roger Pierce 32:40
Oh, to find help? Yeah, it's not me. That is amazing. I guess that's my, one of my summary questions do you is is what's next for you? What do you see happening in the next couple of years for your business?

Chala Dincoy 32:52
I'm very comfortable. Like I pretty much work only a couple of hours a week, I have no urgency to change anything about my life. Because I'm really enjoying the balance. And like, I'm not really trying to grow. I thought about that I don't really want a team I thought about that. I don't want to travel more I thought about that. And in fact, I'm traveling less than moving things online. So maybe the next step would be to find a really successful funnel online so that it balances both because I do enjoy the in person. But to do it every month to go to the US and speak on a stage is exhausting. And I just turned 55 Last week, so I'm looking for less travel for work more for person, personal.

Roger Pierce 33:41
You deserve to live your entrepreneurial life the way you want. You've worked hard for it. And that's one of the joys of entrepreneurship is over time. You can kind of tailor things the way you want them, right?

Chala Dincoy 33:54
Yeah, that's exactly why people get into entrepreneurship is really the the flexibility.

Roger Pierce 33:59
Do you have any last piece of advice for someone who was at the very beginning of their journey?

Chala Dincoy 34:04
Do it? So if they're like thinking, oh my god, do I keep my job? And do I go back and you know, do I go back to my job is like, do everything you can borrow, beg and steal, hire the right coach, do your due diligence and figure out that they are truly successful, and try to do a one on one coach instead of a group coach because I mean, I hired a lot of those and they didn't really get me to the next step. So hire a good coach. Take all the money you have in the world and give it to them which is what I did. I took a lot of risk now. It's not everybody who can do this. But if you can, I think that's when you burn all your boats. You know that story of when the war hero that burned all the boats so no, the soldiers couldn't leave the islands so they had to beat and just traveled back with the enemy's boats, burn your boats and just put it all in and invest in a good coach and then you'll See your business really change?

Roger Pierce 35:02
Terrific answer are in the votes. I love it. Well, you know, I could talk with you all day, but we're gonna have to wrap it up. Unfortunately it's all the time we have but I want to thank you very much Charla for sharing your entrepreneurial journey and experiences with us it means a lot to me and to the listeners. Before you go, could you tell a listener? How they can get in touch with you,

Chala Dincoy 35:22
you can go to reposition er.com. And if you're interested in scheduling an appointment to talk about your marketing, it's simply reposition er.com/schedule

Roger Pierce 35:34
Are you doing any more of those terrific marketing webinars, messaging webinars coming up? Yes,

Chala Dincoy 35:39
absolutely. I don't have a set date, but I'm definitely doing one in June and thank you so much for always supporting me and getting the word out.

Roger Pierce 35:47
My pleasure. You're doing great work. I really appreciate you. Well, listen, thank you so much again Sharla. And to our listeners. Thank you for being here and be sure to return next time for more insights from the unsure entrepreneur. Bye for now.

Intro 36:02
That's it for this episode of the onshore entrepreneur podcast. Thanks for listening. Be sure to subscribe so you don't miss other candid conversations with small business owners. And be sure to check us out at unsure entrepreneur.com