Susie Carder is a globally recognized profitability coach. Her radical business strategies have helped thousands of entrepreneurs and small business owners achieve exponential growth and triple their profits.
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3 Value Bombs
1) Wealth is your birthright. Wealth is not just for some of us. It’s for all of us.
2) There are 3 types of people in this pandemic: the partiers; the people who want to go back to normal; and the generals—those pivoting to the things that they can do in this new normal.
3) The pandemic leveled the playing field. Everyone who had the upper hand had to reinvent the business, same as you, all at the same time.
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**Click the time stamp to jump directly to that point in the episode.
Today’s Audio MASTERCLASS: Power Your Profit with Susie Carder
[00:51] – Susie shares something interesting about herself that most people don’t know.
- She is one of nine siblings
[1:36] – Susie talks about the things she sees happening to businesses during the pandemic.
- There are 3 types of people in this pandemic: the partiers; the people who want to go back to normal; and the generals—those pivoting to the things that they can do in this new normal.
- There’s always a gift that’s wrapped in sandpaper.
- You have to be radical and think outside the box. Lazy entrepreneurs are turning into innovators once again.
- Consumers are starving for connections.
[4:41] – At one time Susie made the comment that this pandemic is the best time to start a business. Tell us more…
- The pandemic leveled the playing field. Everyone who had the upper hand had to reinvent their business, same as you, all at the same time.
[6:51] – What’s the biggest thing you see stopping entrepreneurs from succeeding today?
- Entrepreneurs who have their plans in their head. Get it on paper and execute it.
- You have to run the numbers and see if the idea is profitable before you spend your first dollar on it.
- 88% of businesses aren’t profitable. Only 1.7% of the businesses today are hitting that million dollar mark in gross revenue.
[10:08] – A timeout to thank our sponsors, ZipRecruiter and NetSuite!
[12:38] – What does Susie think are the things that actually work during this pandemic for small business owners?
- The most important thing to look at is not how many customers you’re getting in, but how many qualified leads.
- Qualified leads are different from fans.
- A list does not mean you have customers. A list means that you’re exposing yourself to potentials.
- Work on your business, not on your ego.
[17:00] – As entrepreneurs, how big a factor is ‘Money Mindset’ for our business?
- We have limiting beliefs, but there are also inherited beliefs. Inherited beliefs are those that were handed down to you from your parents, grandparents, and so on.
- Money is a masculine energy.
- Change occurs when you notice what’s stopping you, what’s getting in your way, and what’s helping you succeed.
- Change doesn’t occur when simply you stick your head in the sand and work harder.
[21:35] – Susie’s key takeaway and call to action for Fire Nation
- Wealth is your birthright. Wealth is not just for some of us. It’s for all of us.
- SusieCarder.com – Sign up for your free 10-point business planning assessment!
Boom, shake the room, Fire nation. JLD here with an audio master class on power, your profits to drop these value bombs. I are butts Susie Carder on the mic. She is a globally recognized profitability coach. Her radical business strategies have helped thousands of entrepreneurs and small business owners achieve exponential growth and triple their profits. And today for our nation, we talking about the single biggest thing that stops entrepreneurs from succeeding. How big a factor your money mindset is in your success. And what's actually working right now for small business owners and so much more. When we get back from thanking our sponsors, don't let QuickBooks and spreadsheets slow you down anymore.
It's time to upgrade to net suite.
Let NetSuite show you how they'll benefit your business with a free product tour at netsuite.com/fire. Schedule your free product tour right now at netsuite.com/fire netsuite.com/fire. Hiring is challenging, especially with everything else you have to consider today. But there's one place where hiring is simple, fast and smart that places. ZipRecruiter try ZipRecruiter for free at ziprecruiter.com/fire. That's ziprecruiter.com/fire. ZipRecruiter. The smartest way to hire Susie. See what's up to fire nation and share something interesting about yourself that most people don't know.
0 (1m 24s):
Okay. So I am one of nine there's Bobby, Ronnie, Stevie, Terry, Joanie, Shelley, Susie Kelly, Debbie. Wow.
1 (1m 32s):
How many times have you done that approximately in your life?
0 (1m 35s):
Oh my gosh. And the funny part is my parents. Like what? They lack the, I E like we're all SusZ, BZbby, Ronnie, and didn't make it nice. But when you got in trouble, they would go through all the kids' names. Bobby, Stevie, Terry, Kim, I'm feeling it right now.
1 (1m 50s):
Who am I yelling at? I just know that I'm mad. And Fire Nation, as I shared it during the introduction, we're talking all about power, your profits and mail. We got some exciting things to talk about here today. And I want to start Susie with asking you what you are seeing happening to businesses throughout this pandemic.
0 (2m 11s):
Juicy, juicy, juicy. So I think there's three types of people in this pandemic, John, the first type that are the partiers and are like woohoo day drinking. Let's do it.
1 (2m 21s):
Oh, I saw that when I was in San Diego last month.
0 (2m 25s):
Then the second people are like, let's get back to normal. We just, I can't wait for it to get back to normal. Let's just get back to normal. I'm sorry. I don't think there was, this is a new norm. We've got to figure out the new norm. And the third type of people are the generals like you and myself and people that are like, okay, got it. Let me pivot. How do I do this different? How do I make this happen? What do I need to do? And so really there are people that are waiting are the people that are missing the train, the, the beauty, right? I always believe that there's always a gift that's wrapped in sandpaper. So this is a gift. It's a crappy gift right now, but we're learning to pivot our businesses. We're learning to pivot how we serve our clients. You know, I have 30 events scheduled for 2020, and immediately went from 30 events to none.
0 (3m 10s):
Right. Because they were all alive and they didn't know what they were going to do. And I was in a book launch, right. So I have my whole book tour scheduled, spent thousands of dollars. Right. And they're like, Nope, the country's closed down. I'm like, Oh, dang it. Not doing it. Wasn't an option. Right. It was like, okay, how do I, what do we need to do? So I think he had to be radical and think outside the box, it's turning lazy entrepreneurs back into innovators. Again, I've seen some amazing innovation, even in my own business, like things I didn't think we could do online. We're doing online, how we're serving our clients, really just going above and beyond even than what we did before it being creative, asking our customers, how do they need to be served?
0 (3m 53s):
I think as consumers, we're starving, starving for connection, starving to connect with people and see people we're starving for the answer. You know, so many people are in COVID fatigue right now. What do I do? How do I do it? I can't keep doing it myself. I need to be inspired. That's why I listen to podcasts like yours. Right? As much as I'm a, an expert, I'm a student first. What makes me a really good coach is cause I'm a really, really good student. And I want to learn from the best of the best and what I know, John, that you are bringing the best of the best and the innovators in the marketplace to go help me, help them, help us, help your sister out, help your sister out, John.
1 (4m 30s):
Well, thank you for that. As soon as I received that and I want to kind of break back down for fire nation. A couple of things I was taking notes on is, you know, one, two, three, number one, there's a partiers. And guess what? Fire nation they're going to be worse off after this, you know, gets over. Then there's a back to the normal lawyers who are going to be, you know, unfortunately worse off, you know, after we, you know, figure some things out later because you know things aren't going back to normal. This is a new normal. And then there's the generals. And this is our new reality fire nation. And the generals are saying, Hey, what's the best course going forward from here forward. Those are people that are going to win at a high level. And I love that phrase. You use a gift wrapped in sandpaper because it's so visual and it's so true. And so I've heard you say this Susie, because I've done my research on you as well.
1 (5m 12s):
And you know, I've heard, you know, you may be a, make a comment that this could actually be the best time to start a business. Can you back that?
0 (5m 21s):
Absolutely. What I love is it's leveled the playing field. So everyone that had the upper hand on you, we all had to reinvent our business. At the same time we all had to relook at, I can't do business as normal. Now I have manufacturers that I coach. So we had to completely rework their business and how they're going to serve their market and how to protect their clients and how to protect their staff. Right. From coming into a workplace, they were an essential business. So they got to stay open. But in the level of staying open, they had to reinvent how they did it versus getting mad and just being pissy about it, to go, okay, if I have to reinvent this, how do I reinvent it? And then how do I make money as I was making it because our capacity was more right.
0 (6m 4s):
So I have doctors, attorneys, graphic designers, like it, it's a plethora of business right out there. And all of us have had to reinvent. So it's leveled the playing field and the people that are waiting for it to get back to normal. I'm just going to wait until the country opens. We don't know when that's going to be. We all thought it was going to be. I remember when it started in March, we're like, well, we'll keep our event live in September. Right? We're like, okay, we're not keeping it Miami in September. They're like, we'll move it to next September. I'm like, you can move it to next September. I don't know if that's going to happen or not. So I got to figure this out cause I can't wait for my business to happen. I got to make my business happen.
1 (6m 40s):
Leveled the playing field, fire nation. I love that visual because it's just true because we've had to hit that restart button in a lot of different areas. In one thing that I've recognized over and over again, the businesses that are actually crushing it right now is they realize the truth. And the fact that, that the higher, the barrier, the lower the competition, and guess what the barrier was raised in difficulty with this pandemic going on. And it is, yes, it is harder. But instead of complaining about it, just say, wow, in some ways, this is actually not a horrible thing because now there's less people willing and able to do the thing to be my competition. So there's less competition. There's lower competition across the board. I want to ask you this, Susie, what is the single biggest thing that is stopping entrepreneurs from succeeding right now today?
0 (7m 28s):
Oh, juicy John. I'm going to tell you what I see every single day is you got your plan in your head, right? So I'll say, Hey, do you have a business plan? Like somebody wants to work with me. Great. Send me your business plan. They're like, Oh, well I have one. I'm like, great. Can you send it to me? Well, it's in my head. Okay. That's not a plan. That's an idea. Let's get it out of your head, get it on paper. And then we can execute it. Like quit walking around, not getting clear. Your un-clarity is stopping you from your financial wealth. Your confusion about what you do. Listen, when you start putting yourself out there, there's a ton of people that say, can we play? Can we play? Can we play? That's like, that's like sparkle, squirrel, right?
0 (8m 9s):
Rainbows, butterflies. Like, no, no, no, no, no. Is that the right partner? Is that the right thing for you to do? Is that the highest income producing activity you can do? So one must get it out of your head and get it on paper. You will save hundreds of thousands of dollars because you'll see what your idea is. Isn't a big moneymaker, right? You've got to run the numbers you got to see. Is this going to be profitable before you spend dollar one? We are just ignorance on fires entrepreneurs. I'm going to start this business and I'm going to run, okay, hold up, wait a minute like that song. But I want you to stop and go. Does this make fiscal sense? And a lot of us are pulling our pricing out of our heinie, right? We're like, well, John charges, a thousand and Susie charges a 1500 and Bob challenge charges 5,000.
0 (8m 56s):
I think I'm more like Susie, but less like John, I'm going to charge 2200. Okay. That has nothing to do with your pricing. But again, that's all in our head and we're making it up now I'm creative and I'm making stuff up, but I'm putting a plan around what I'm making up. Right? You made up your business. You said, here's what I want to do. Here's how I want to serve the market. Now, how do we make it work financially? We get in trouble as entrepreneurs because 88% of businesses aren't profitable. 88%. That is bananas. And only 1.7% of the businesses today are in that million dollar Mark. And that's grossing a million. And even those 1.7, aren't paying themselves a proper paycheck.
0 (9m 37s):
So they're making a million, but they're not even paying themselves what they would if they were working for a company. So that's just juicy because you're running it from your head versus putting it on paper and looking at all the indicators. Is this profitable? Is it not? Is it a good idea? Is it not a good idea? It doesn't mean good business,
1 (9m 56s):
Fire nation. Susie's laying out a black and white plan here. It's not rocket science. This isn't something that's like, Oh my God, I need to go get a PhD in X, Y, or Z. This is, Hey, here's a simple plan, a simple process. You need to take these steps to make it happen, to have these things down on paper. So it's out there, not just in your head in the world. And we have some really powerful things coming up. Like what is working during this pandemic for small business owners, we're talking about a huge factor in the money mindset game. That's holding so many people back from success and this is actually Susie specialty. So I'm really excited here. She has to say, as soon as we get back from thinking those sponsors businesses have had to be flexible this year from working remotely to pivoting their business models for long-term survival and growth.
1 (10m 43s):
Just one example, performing arts companies are streaming state shows and musicals and symphony concerts online. If you're in charge of hiring for your business, these pivots have made your job even more challenging, especially if you have to hire for brand new roles. Thankfully, there's one place that you can always count on to make hiring faster and easier. Zip recruiter.com/fire. When you post a job on ZipRecruiter, it can send out to over 100 top job boards with one click. Then ZipRecruiter's powerful. Technology finds people with the right skills and experience for your job and actively invites them to apply. It's no wonder that four out of five employers who post on ZipRecruiter get a quality candidate within the first day. See for yourself right now, you can try ZipRecruiter for free at ziprecruiter.com/fire.
1 (11m 28s):
That's zip recruiter.com/fire. Let ZipRecruiter take hiring off your plate so you can focus on growing your business. Visit ziprecruiter.com/fire ZipRecruiter. The smartest way to hire you. Don't need me to tell you that running a business is tough. You've got any number of things to consider when it comes to operations, including financials, inventory, and fulfillment accounting, the list goes on, but you might be making it harder on yourself than necessary. So don't let QuickBooks and spreadsheets slow you down anymore. It's time to upgrade to NetSuite. NetSuite allows you to ditch the spreadsheets and all the old software you've outgrown. While giving you visibility and control over your financials, HR inventory e-commerce and more that's right. Everything you need all in one place instantaneously, whether you're doing a million or hundreds of millions in revenue, next, we will help you save time and money.
1 (12m 15s):
So what are you waiting for? Upgrade to NetSuite by Oracle, the world's number one cloud business system and joined the over 24,000 companies using NetSuite. Right now, let net show you how they'll benefit your business with a free product tour at netsuite.com/fire. Schedule your free product tour right now at netsuite.com/fire netsuite.com/fire. So as you were back, and I want to chat a little bit about what you are seeing with your clients, with yourself, with other individuals that is actually in currently working during this pandemic for those small business owners.
0 (12m 50s):
So I'll give a couple of different examples. So I have a speaking training consulting company. And so what's really working is just shifting it all online. But now you have to pay attention to all the details, right? My team is bigger. My support team is bigger, but when I say bigger they're volunteers, so I haven't increased my overhead. I've actually decreased my overhead because I'm not paying for hotel. I'm not paying for food. I'm not paying for my staff to come in. So my, my programs have actually been more profitable and our conversion has been the same as it was at a live event, which John, I didn't think I could do. Right? Right. Cause live event was my sweet spot. I'm touching you. I'm feeling you you're doing the work you're connecting.
0 (13m 30s):
Well, we created this whole environment where we teach our clients how to do the same thing. Now we're closing anywhere between $600,000 and $800,000 with a hundred people in our room. So we have small rooms, but we have mighty rooms. So I want you to look at the most important thing to look at when you're looking right now is not how many customers you're getting in. It's how many qualified clients qualified clients are different than fans. People go, Oh, I have 200,000 people on my Facebook, LinkedIn, Instagram. Well, who cares? They're not all buyers. How many are qualified to purchase? Right? That's the sweet spot. So in my manufacturing company, that I'm coaching.
0 (14m 10s):
We took her business that did 3 million last year. This year we're on target to do 6 million because we quit doing all these little tiny jobs and went, let's go find the qualified client that wants what you have that will spend 10 times more with you than running around, chasing all these little contracts. We've made more money. We've gotten more profitable. We've had less challenges because we're working with less people, right? So I want you to look at how many qualified clients do you need in your business to hit that 250 a million, whatever your number is. Right? My job is to help you see the possibility by working smart and working with the right people versus just trying to get a bunch of people in your community, right?
0 (14m 53s):
Getting a bunch of people on your list. A list does not mean customers. A list just means you're exposing yourself to them. So finding that qualified client and we know historically, and in working with my clients that you'll close about one in 10, the average sales person. So I've got to have 10 qualified clients to close. One. A lot of us just don't have the, the right clients coming into your business, right? You have looky-loos you have some timers. Sometimes they buy. Sometimes they don't, right? They're not loyal. Let's go find the loyal customer that loves and adores what you do that speaks your language. That gets it.
0 (15m 33s):
And they're willing to swipe the credit card. That's a distinction. A lot of people go. I just want clients that can paint because I'm doing what I'm doing for free, but they can't pay me. Okay. You're not in front of the right people. Right. You're working on your ego versus working on your business. Oh ouch. Sorry. I gave you a little tough love.
1 (15m 52s):
Absolute tough love coming at you from Susie Carder and fire nation. Ask yourself these questions, please. Are you profitable? Are you one of those? Like a million dollar businesses, quote unquote, that's literally paying yourself like $20,000 a year. Like, are you profitable? Like you have an opportunity here. Like Susie's done to trim things down to, to get lean, to cut out some expenses that aren't like possible or necessary anymore. And I love how he talks about the power of the small, but mighty embrace the power of the small, but mighty fire nation. Cause guess what? Virtual's working and Hey, what's the alternative. So embrace this and look at your qualified buyers. That is a sweet spot.
1 (16m 31s):
How many do you need to hit your numbers? You have to know these things. Then you go get those number of qualified buyers. You need 10. Well, let's go get a hundred qualified buyers. Cause like Susie said one in 10 and that's an average sales men or sales woman. And guess what? You can get better. Maybe you can do two and 10. And that changes everything. By the way, you double that, just go from one to two. Now you're cooking. So let's end with a bang Susie, because you really focus on the profitability side of things. So how big a factor is money mindset in our business as entrepreneurs.
0 (17m 8s):
This is a juicy one. Listen, we all have limiting beliefs. We have money beliefs, but we also have what we call inherited beliefs. So John inherited belief is what was the belief that was handed down from your mom, your dad, your grandma, your grandpa, your aunt, your uncle, your neighbors, your community. I grew up poor right. There was nine of us. And I don't mean the kind of poor. Like we didn't know we were poor. No, we knew we were poor. Right? So I had to do a ton of work on this. And when I realized John, I was really good at making money, but not good at keeping money. Cause we always talked about, we were broke and broken. Like don't ask me, we don't have any money. We could barely pay the bills. We could do this. So I found as an adult making a quarter of a million a year and being broken and broke, like, what am I doing?
0 (17m 55s):
Repeating the past. So I'm like, okay, I gotta, I gotta manage this. So let's look at what are those inherited beliefs. You just can't pull one in and go. Now I'm prosperous. You gotta to work deep to go. What's that limiting mindset keeps you going and are reshape your relationship with money. Now, I don't know if you know this, John, but money is a masculine energy. So if you have any daddy stuff, if you have any man stuff at all, men and women, it's all connected to money. You got my therapist and my money coach talked to me and she said, Susie, you got money's masculine. You need to work on those relationships. I'm like, I've been in therapy for years. Come on. Right? She's like, go clean it up. You got to clean it up. You got to heal it.
0 (18m 35s):
You got to forgive it. You got to let it go. Well, I was always seeking my dad's approval. Like, am I good enough? Am I special enough? You know, nine kids you're just lost in the shuffle. Right? And once I realized that I'll never get the approval that I'm seeking. So how can I prove myself? What do I need to say to him? Well, how do I need to have a different conversation with him? Which back then I remember writing him this letter, John, that said, I feel like I'm a 30 year old woman acting like a three-year-old child, trying to get her. Daddy's love. I can't do that anymore. I love you. And I want to have this relationship and I just don't know how, but I can't keep hoping all my gosh, my dad changed on a dime immediately.
0 (19m 17s):
He wasn't a really good communicator. And I remember one Thanksgiving, John, I was there to, he was just following me around, you know? And I'm like, what is he doing? And I sat on the porch and he sat next to me and he's like, hi, Sue. I'm like, Hey dad, how's it going? Sue? I'm like, good. I didn't realize it in the moment. Like I just remember driving home going, Oh my gosh, she was trying. That was huge. It wasn't like the parting of the red seas I wanted, but that started healing my money relationship. I know it sounds esoteric. And you're like, that has nothing to do with that. Our promise you, I have made more money, cut more money because I've really looked at what does money mean to me? What relationships do I need to heal that are masculine?
0 (19m 59s):
And how do I heal my masculinity? Because I'm very masculine when it comes to business, how do I just be a girl? How do I be woman? How do I not try to compete with you? Right? I'm never going to compete with you. You're a dude. I'm a woman. Like how can I celebrate you and acknowledge you and appreciate you as my brother versus trying to be in competition with you. Right? And trying to prove myself, am I good enough? I know it's kind of deep. And you're like, what does that have to do with profit? I promise you let's dig in deep and find out like we have something called the money blocks that I unlock. What has been blocking you for years. And we clean those money blocks up to remove that so that you can start with a clean slate.
0 (20m 42s):
And now when you see it come up, you can notice it and go, Oh, that's that? Oh, that's my issue. Let me clean that up. It doesn't mean that it doesn't mean I'm not good enough. It doesn't mean I'm not successful. That's my smallness. That's my limiting belief change occurs. When you notice what's stopping you, what's getting in your way. What's helping you succeed. And when you notice it, then you have power to do something. Change doesn't occur when you stick your head in the sand and just work harder because we've all tried that we're doing the same thing over and over again, expecting a result. Now I know you've done a lot of work on yourself. You listen to fire nation. You listen to other podcasts, but if you want to crack this code, you got to have some support
1 (21m 26s):
That phrase change occurs. When you notice in fire nation, you can see why Susie is a globally recognized profitability coach. I mean talk about mic drop and Susie, you shared a ton of value bombs today. What do you want to really make sure with everything that we've talked about, that fire nation really gets? What do you want us to walk away with then share any way that we can connect with you. Any call to action you might have for us. And then we'll say goodbye.
0 (21m 53s):
Yeah, absolutely. So here's what I want you to know. Growing up poor. I always thought that I had to fit into some club. And the reality is the club is wealth is your birthright. It's not for some of us. It's for all of us. I had to redesign my past to create my future, to celebrate everything that did happen, to create my new possibility of who I am inside the world. If I let my past dictate my future, I would never have the unrecoverable unrecognizable life that I have today. So wealth is your birthright. It's not for some of us it's for all of us. So you can get ahold of me by my website. And all my social media handles is my name, Susie Carder, C A R D as in dollar and dinero and delicious E R.
1 (22m 42s):
0 (22m 41s):
You can go to our website and I'm gonna give you 10 points to profit. So you go to my website, you'll see 10 points to profit. It's a free training. I give you what are the 10 areas in your business that have holes in them and how do we fix those holes? So you can start your way onto a profitable future.
1 (22m 56s):
And what's that URL. susiecarder.com Wealth is your birthright. Wow. Fire nation. That gives me shivers because a it's true and B most people don't ever believe those words. And it's so sad because that is your truth because wealth is your birthrights, financial near the average of the five people you spend the most time with. You've been hanging out with SC and JLD today. So keep up that heat, head over to EOFire.com and type Susie. And as she mentioned at the beginning, that's with an I E Susie S U S I E in the search bar. Her show's page will pop up with everything we talked about today.
1 (23m 37s):
Best show notes in the biz. Follow her on social@susiecarder and susiecarder.com. You can get all those great gifts that she mentioned. So head over there, susiecarder.com. That's C A R D E R. Susie. Thank you for sharing your truth, your knowledge, your value with fire nation today, for that we salute you and we will catch you on the flip side.
0 (24m 2s):
Thank you, John. Thanks for what you do, who you do and supporting so many of us entrepreneurs because we all need a little love and a little inspiration. We can be lonely preneurs, but I just want to be an entrepreneur with a bad-ass team behind me.
1 (24m 15s):
Hey, fire nation today's value bomb content was brought to you by Susie and successful entrepreneurs. They accomplish real goals. That's why I created the freedom journal to help you accomplish your number one goal fire nation in 100 days, step by step, day by day and fire nation. All you need to do is visit the freedomjournal.com. Use promo code podcast for a $15 discounts. And thank you for listening to my podcast. I'll catch you there, or I'll catch you on the flip side. Don't let QuickBooks and spreadsheets slow you down anymore. It's time to upgrade to net suite. Let NetSuite show you how they'll benefit your business with a free product tour at netsuite.com/fire.
1 (24m 55s):
Schedule your free product tour right now at netsuite.com/fire netsuite.com/fire. Hiring is challenging, especially with everything else you have to consider today. But there's one place where hiring is simple, fast, and smart that places ZipRecruiter try ZipRecruiter for free at ziprecruiter.com/fire. That's ziprecruiter.com/fire ZipRecruiter. The smartest way to hire.
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