Brandon C. White - September 2020

Brandon C. White - September 2020

VOL. 4 · SEPTEMBER 2020

SUCCESS SECRETS

BRANDONCWHITE.COM · 320 CENTRAL AVENUE, HALF MOON BAY, CA 94019 · 415-429-1229

YES, THE ECONOMY SUCKS. NOWWHAT? 5 Steps to Surviving and Thriving in Difficult Times

As I write this, our country is taking an economic beating. The coronavirus pandemic has triggered what could be the biggest downturn since the Great Depression. Still, from a business standpoint, I’m not looking at this as the worst thing that’s ever happened. I lived through the dot-com crash of ’01 and the housing market plummet of ’08 as an entrepreneur, and I know I’ll get through this. Along the way, I’ll show you how to batten down your company’s hatches, too. Back in 2001 when the dot-com bubble burst, I was running Worldwide Angler with my business partner, Eric. We had a beautiful magazine, a thriving online platform, and had raised more $1 million in investor capital. But the crash still hit us hard. Tech funding and pretty much everything else dried up, and ultimately we had to shut down the company. It never really died, though — I ended up buying Eric out and bringing the magazine back stronger than ever as Tidal Fish. Eventually, I sold it for seven figures. So, what did I learn from that ’01 experience? Well, I realized that there are five main steps to survival when things get rough. 1. Hunker down. When it comes to weathering an economic storm, my philosophy is simple: The last man standing wins. In 2001, a lot of Worldwide Angler’s competitors outmatched us in funding 10 to 1, or even 20 to 1. But in the end, we came out on the other side in a new form, and many of them didn’t. Instead of hunkering down, putting a pause on things, and riding out the crisis,

they panicked. When the cream rose to the top in the end, we were it.

2. Know your financials inside and out. I can’t stress this enough: You have to absolutely, unequivocally understand your financials if you’re going to make it through hard times. There’s no room for error when cash flow is tight. Yes, figuring it all out is a pain, but that’s why I always recommend hiring a CFO or controller, even if your company is small. 3. Learn to run a lean machine. This is the toughest step because it means you might have to let people go. Even I’ve had to make those hard calls during this pandemic. It isn’t easy, but it has to be done. Ask yourself, “What do I absolutely need to run this business?” and let the rest go, particularly recurring costs. 4. Ask yourself, ‘How can I serve my customers right now?’ Take it from a guy who has been getting way too many “How We’re Coping With COVID” emails: Your customers don’t want to know how you’re coping with this pandemic. They want to know how you can help them cope. During the dot-com crash, we kept Worldwide Angler alive catering to our customers. They had less money, so we showed them cheaper and more efficient ways to fish! Look for those equivalents in your business, and you’ll have loyal customers. 5. Get ready to adapt. You might not come out of this recession as the same business you were before, but that’s okay! Let go of your preconceptions and be flexible. When you’re the last man standing, you can reinvent yourself in order to profit.

“WHEN IT COMES TO WEATHERING AN ECONOMIC STORM, MY PHILOSOPHY IS SIMPLE: THE LAST MAN STANDING WINS.” —BRANDON C. WHITE, FOUNDER

Those five steps got me through ’01, and I turned to them again in ’08. Now, I’m pulling out the same playbook to survive and thrive in 2020. This crisis feels different, though, and I think that’s all about public perception. In 2001, when I launched Tidal Fish, I was swimming way upcurrent with no end in sight. People weren’t even sure the internet would work! But now, the whole world is focused on finding a COVID-19 vaccine, and people are optimistic about getting back to business. So, here’s my best advice: Put those five steps in motion and focus on the positive. Figure out how your company can deliver value, and remind your customers that they’re the heroes of your story. Turn this crisis into an opportunity. In the end, your business will not only survive but also thrive when the economy gets back on track.

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HOW BRANDON’S ADVICE TOOK LUXURY LANDSCAPE TO THE NEXT LEVEL Our Latest Student Success Story

In this newsletter, you’ve already read about how I've helped a magician, a tech entrepreneur, and a clothing designer grow their businesses. At this point you might be wondering, is there

Think about the traits of a leader. You may be thinking of someone who can take charge, isn’t afraid to fail, communicates clearly, has a passion for helping people, and is extroverted. Optimize Your Sales Team BY ENHANCING THEIR LEADERSHIP QUALITIES

any kind of company Brandon hasn’t worked with? The answer is more or less “no.” Today’s student success story is a perfect example of how my advice can work for every entrepreneur. I met Jackie and Ken, the co-owners of Luxury Landscape, when they were in the early stages of launching their company. They had combined Ken’s 40-plus years in landscaping with Jackie’s management background to offer beautiful, unique landscape designs to residential and commercial properties in Nebraska. It was a great concept, and their orders were rolling in! The trouble was that as business boomed, they were forced to grow quickly — which caused some staffing, stocking, and marketing hiccups. I knew right away what they needed to do.

Now, think of a successful salesperson. Do you see any overlap in characteristics? The answer is likely yes.

Salespeople are natural leaders. They lead consumers to the best product or service, and they effectively push our economy and businesses forward. However, having multiple leaders on one team can create friction. As an entrepreneur or sales manager, you must create a work environment that nurtures your leaders in the sales department without causing issues. Those with an innate sense of leadership still need the right training and work environment to optimize their skills and excel. When you provide these, the confidence of your team increases, their ability to sell effectively is boosted, and your sales numbers improve. It’s a win-win-win for you, your team, and the company.

“Brandon shared his successes with us in such a relaxed manner, as well as the importance of taking time to care for yourself when you grow a business,” Jackie says. “This was something we both needed to hear since we were burning the candle at both ends. It was nice to have assurance that it’s okay to take a break.”

You can create a plan for cultivating leadership with these two steps.

In addition to encouraging her to slow down, I taught Jackie the ins and outs of social media (SM) marketing, something she hadn’t realized she was struggling with. “Brandon offered online SM marketing training/coaching, and it fit in my schedule, so I decided to jump on,” Jackie says. “The info he shared blew me out of the water! Boy, was I wrong with what I thought I knew! He taught me so much and when I put his practices to work, my SM platforms started to grow rapidly, with lots of interactions from followers who became customers!” Since making those changes, Jackie and Ken have seen their business become more sustainable. They plan to prioritize becoming their city’s best landscaping company rather than its biggest , and I’m excited to help them do it. “Whenever I have a business question, I always ask Brandon first!” Jackie says. “He responds immediately, which helps us busy business owners move forward correctly with our companies.”

Analyze Traits Leaders do have defined traits, but no two leaders are alike. Pinpointing the qualities that make each team member an effective leader — and therefore great at their job — can help you identify sales teams or partners that will function harmoniously. (Coincidentally, this process will also show you who should not work together.) The best pairs feed off one another. Maybe you have one salesperson who is the best at explaining the technical aspects of your product, while another is the most empathetic and emotional seller. Together, they’re a winning combination. Provide Leadership Training Learning is an essential part of sales. Salespeople have to understand the demographic, cater to trends, and be the first to admit when a sales tactic is wrong. In addition to learning skills specific to their position, salespeople should also undergo leadership training. Many of these courses and teachings target managers who have employees, but when you encourage your team to apply these concepts to potential clients, they will learn what leadership skills they must nurture within themselves to get more sales. You can also take managerial leadership training and convert it into a program that targets your sales team.

To learn more about Luxury Landscape, visit LuxuryLandscape-LLC.com.

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WHYWORD-OF-MOUTH COULD BE YOUR WINNING STRATEGY Your Dark Horse in the Marketing Race

Well, in the 1990s, WOMM was a difficult horse to back in the marketing race. It happened almost invisibly. People talked, referrals were made, and the only way a business owner could trace their success back to WOMM was by asking their clients where they’d come from. Without hard >Page 1 Page 2 Page 3 Page 4

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