Show Notes:

We all get caught up in what we “should” be doing in marketing, but what if that doesn’t jive with your vision for your business? What if it doesn’t feel authentic? Today on the podcast, I’m chatting with Natalie Davison: marketing guru, multi-passionate award winning REALTOR®, and self-proclaimed local cheerleader about just that. She and I take a deep dive in this conversation on why being true to yourself matters in order to stay in alignment with your vision in business and in life.

“The most important thing for not only entrepreneurs, but every human I know, is to have a vision for the impact that they are going to create on the world…” – Natalie Davison

Throughout the discussion, we’ll also discuss why shopping local business is important (and why YOUR business specifically is important to YOUR community), how to create/reflect on your vision for your business (and life), why knowing the vision for your business is of utmost importance, and why it should drive your marketing decisions.

We also get into the exercise of “The Five Whys” that, when reflected upon, will help uncover some of the most driving forces behind your vision and how your work can change your community and future.

Tips on Staying in Alignment with your Vision/Being True to Yourself

1. Identify your vision and really dig deep on The Five Whys.
2. Find an effective avenue on becoming confident with your voice/business/vision, i.e. therapy, coaching, etc.
3. Realize that your “Attract Strategy” is just as important as your “Repel Strategy.”

“…And isn’t it amazing how you will attract clients who don’t value what’s amazing about you when you don’t value what’s amazing about you? And what’s amazing about you is what’s unique about you. So the things that we are most ashamed of are usually the things we try to hide are usually the things that make us different, that are usually the things that are most amazing.” – Natalie Davison

4. Know that it is okay to have a “non-sales” pitch and take necessary breaks as long as when you show up, you are being authentic to your true self and vision.
5. If your goal is to build/support your community, a small dedicated following on social media is more beneficial than a huge worldwide one.

“Marketing is just getting humans to take action.” – Natalie Davison

Listen on:  Apple Podcasts |Spotify | Radio Republic | YouTube | PlayerFM | Stitcher | iHeartRadio

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About Natalie:

Natalie Davison is a brand communications expert, REALTOR® and entrepreneur, known for her signature blend of wild optimism and truth-telling. Having consulted with dozens of entrepreneurs on their brand identities, Natalie’s adept at casting a vision of what’s possible while simultaneously embracing what’s actually true.

Follow along on Natalie’s Instagram HERE.

Don’t forget to leave a review or star rating!

Resources Mentioned:

Retailer’s Inner Circle
Level Up Mastermind
My signature course: Retail Made Simple

Related podcasts we think you’d like:

Episode 144: How to Create a Customer Journey Map

Episode 141: Are You Running the Store of Your Dreams?

Episode 93: How to Wow and Delight Your Customers and Keep Them Coming Back

Episode 25: 3 Reasons Your Marketing Might Not be Working Well

More Support from Wendy:

Retailer’s Inner Circle – Join Wendy inside the best retailer’s community

Wendy’s FREE Resources for shop owners 

Hang out and connect with Wendy on IG 

More ways to connect  with Wendy  

Retail Made Simple – Wendy’s on demand course for shop owners wanting more from their business

Show Notes:

As a retail coach, I often get asked my thoughts on going into business with friends and honestly, I have seen it succeed and I’ve seen it go sideways. Today, we are going to share a great success story of a retail partnership. Meet Retailer Inner Circle members Susan Mocker and Devon Cretella, owners of Extending Grace, a home decor shop in Hubbard, Ohio. They are sharing partnership advice and what worked for them and how two friends turned a shared creative hobby into a successful retail business partnership.

What Has Worked in Business for Susan and Devon

1. They are business partners whose skill sets compliment each other. Susan is great at social media and “front end” tasks while Devon takes on more behind-the-scenes tasks.
2. Susan and Devon trust each other’s decision making. They started their business with a shared belief that both of their intentions are good and that they are always working toward the same end goal. 
3. Neither is afraid to speak up when something isn’t working and both are willing to try new things.
4. Every year, they get away from their shop for an annual planning retreat. They plan Extending Grace’s year with intention away from home and their shop to avoid distractions.

“Plan it, but write it in pencil because business is flexible.”

5. They have an intense focus on building and collaborating with their community. In the episode, you will hear them explain their incredible success with their own workshops, the online platform “CommentSold,” and bringing in outside teachers to host workshops in their store (for free!).
6. Both Susan and Devon knew when the time was right to start their business and how to balance life with work. (HINT: It wasn’t the first time the idea came to them!)

Advice for Friends Who Want to Go into Business Together

1. Put everything in writing.
2. Try working together first: learn how the other person operates and be sure your styles compliment each other.
3. Picture the partnership as a marriage: Can you move together in the same direction toward the same goal?
4. Be willing to make adjustments when things aren’t working and shifts when things are working very well.
5. Don’t be afraid to ask for advice from people/mentors you trust.

Listen on:  Apple Podcasts |Spotify | Radio Republic | YouTube | PlayerFM | Stitcher | iHeartRadio

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About Susan and Devon:

Susan Mocker and Devon Cretella are the co-owners of Extending Grace in Hubbard, Ohio.

Friends since the 90’s, we opened the store in 2016. Both of us love all things vintage & creative, and our store reflects that.

Customers experience a home décor shop with a focus on antiques, vintage, DIY and the work of local artists and collectors.

We love hanging out with our customers and neighbors during workshops, events, and community projects.

You can find them on Instagram, Facebook, and on their CommentSold Webstore.

Don’t forget to leave a review or star rating!

Resources Mentioned:

Retailer’s Inner Circle
Level Up Mastermind
My signature course: Retail Made Simple

Related podcasts we think you’d like:

Episode 132 – Retailer Success Series: Community Marketing Strategies with Millie Blackwell
Episode 133 – Community, Culture, and CEO Mindset with Amy Cseh
Episode 122 – CEO Mindset and Community with Sylvia Davis

More Support from Wendy:

Retailer’s Inner Circle – Join Wendy inside the best retailer’s community

Wendy’s FREE Resources for shop owners 

Hang out and connect with Wendy on IG 

More ways to connect  with Wendy  

Retail Made Simple – Wendy’s on demand course for shop owners wanting more from their business

Show Notes:

It’s easy for us as passionate retailers to quickly fall in love with the “perfect” space and location, but how do we know it’s the right business move? In this episode, I’ll talk you through four things you need to know and do before signing a lease for your retail business.

As a retail coach and the daughter of a father who was a retail leasing “guru”, I can share from experience that I have seen a lot of lease agreements go sideways or have surprises. 

Here are a few things shop owners need to consider when leasing a new location:

1. Set a budget.

Talk to leasing agents regarding price/square foot, average rental prices in the area you are looking to open a shop in. Be aware of what leasehold improvements you will want/need to make.

2. Do your due diligence.

What can you negotiate?

• Lease length
• Rent increases
• Allowances

What should you look for in the lease that you might miss?

• Hidden costs
• Utilities/Internet
• Tax/Insurance requirements

3. Be sure everything is in writing and have a mentor and/or professional look it over.

4. Know what YOU can afford.

Do you know what % of your gross sales should go to rent, or how much you will need to make to pay that rent? I share that industry average % and more in this episode.

“Our heart can convince our head of anything, so we want to make sure it doesn’t convince us to get into trouble.  So put your CEO hat on and your heart and head can have a conversation with all of the right information.” – Wendy Batten

By following these steps, retail business owners can make an informed decision about leasing a space that aligns with their budget and business goals.

Listen on:  Apple Podcasts |Spotify | Radio Republic | YouTube | PlayerFM | Stitcher | iHeartRadio

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Don’t forget to leave a review or star rating!

Resources Mentioned:

Retailer’s Inner Circle
Level Up Mastermind
My signature course: Retail Made Simple

Related podcasts we think you’d like:

Episode 22 – 10 Things to Consider Before You Open a Retail Business

Episode 62 – Three Pitfalls to Watch Out For So You Don’t Lose Your Business

Episode 89 – Money Talk & Mindset with Profits First Coach April Stroink

More Support from Wendy:

Retailer’s Inner Circle – Join Wendy inside the best retailer’s community

Wendy’s FREE Resources for shop owners 

Hang out and connect with Wendy on IG 

More ways to connect  with Wendy  

Retail Made Simple – Wendy’s on demand course for shop owners wanting more from their business

Show Notes:

They say success is 80% mindset, but what happens when factors outside of your control (in this episode we will talk specifically about competition) leave you feeling defeated?  How can you get your mindset back to good? In this episode, I’m going to talk you through how performing a SWOT Test on your brand and business can help you reframe your mindset and leverage competition to improve your business.

SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. Doing this exercise will really help you brainstorm a bigger picture and overview of what is really going on in your business and where to focus your efforts.

Competition isn’t a Bad Thing

• Forces you to stay fresh in your business
• Brings more visibility to your shop and can actually funnel customers right to you
• Gives you a chance to focus on what you do well and what makes you and your brand unique (your strengths) and improve upon the things you don’t do so well (your weaknesses)

Getting Your Mindset Right

1. Ask yourself these questions when performing a SWOT Test on your business.

   • Strengths – What is your unique selling point? What do you do better than anyone else? What do your customers love about your shop that is unique to you? What does your community say you are the “go-to” for? Focus specifically on the strengths of your brand.
   • Weaknesses – What are some things you struggle with? Where are the gaps in your skillset? What things might hinder your success? Where can you spend time ensuring your brand is strong and well-known? Are there aspects of your business where you are just “winging it?”
   • Opportunities – What external factors can help your business grow? What changes would your customers like to see? What additional revenue streams can be added? What emerging technology can you leverage? 
   • Threats – What external factors can harm our business? Are there economic or social issues that can harm your business? What other risks/challenges do you face? When you assess threats, be sure to evaluate the truth in the things you are telling yourself.

2. Perform the SWOT Test on your competitor’s business.

   Doing this will help you focus on reality versus the reality you’ve created in your mind. Don’t dwell on this step – it is meant just to give you a clear picture of what is actually happening.

3. Make changes to your business based on the results of the test you performed on YOUR business.

   Push the gas on your strengths. Find a way to level up your weaknesses. Remember that by focusing on your weaknesses they become strengths. What opportunities did you identify that you can seize? How can you leverage your marketing plan, your community, and branding so that  your competition feels like less of a threat? Focus specifically on the things YOU have control over. 

If you are looking for additional support and someone to bounce ideas off of, my Retailers’ Inner Circle is a great resource. Not only will you have access to me and the bright minds of over 100 fellow creative retailers, you’ll have access to my signature course, Retail Made Simple, and countless masterclasses that will help you level up every aspect of your retail business.

Listen on:  Apple Podcasts |Spotify | Radio Republic | YouTube | PlayerFM | Stitcher | iHeartRadio

Key Takeaways:

1. Rethink “competition” – it’s not a bad thing!
2. Perform a SWOT test on your business AND then your competitor’s business.  In terms of your competitors, use it only to reframe your thoughts about them in reality.
3. Focus changes in your business (and mindset!) based on the results of the SWOT test.

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Don’t forget to leave a review or star rating!

Resources Mentioned:

Retailer’s Inner Circle
Level Up Mastermind
My signature course: Retail Made Simple

Related podcasts we think you’d like:

Episode 126 – 10 Simple Ways to Level Up Your Shop
Episode 47 – The Secret to Getting Your Customers to Choose You Over Your Competition
Episode 56 – How to Add Additional Revenue Streams to Your Business
Episode 66 – Find Revenue Streams that Light You Up with Virginia Warner
Episode 133 – Community, Culture, and CEO Mindset with Amy Cseh
Episode 122 – CEO Mindset and Community with Sylvia Davis
Episode 88 – Making Pivotal (and scary) CEO Decisions with Melanie Kolb
Episode 87 – The Journey to CEO Level Confidence with Stacey Allgood

More Support from Wendy:

Retailer’s Inner Circle – Join Wendy inside the best retailer’s community

Wendy’s FREE Resources for shop owners 

Hang out and connect with Wendy on IG 

More ways to connect  with Wendy  

Retail Made Simple – Wendy’s on demand course for shop owners wanting more from their business

Show Notes:

It’s easy to get bogged down in the day-to-day duties of running your business within the four walls of your shop.  In this episode, my guest Darrin Stern and I will shine a light on the value and benefits of attending trade shows.

Darrin is the Show Director of the h+h americas trade show, a brand extension of a long-running show h+h Cologne in Germany. h+h americas unites makers and wholesalers of all crafting industries: a one-stop source for everything one would need as a professional maker, a retail shop owner, an e-commerce shop owner, and/or an educator. 

The Value and Benefits of Trade Shows

• The Human Element: When sourcing materials, it is our nature to want to see and feel things before purchasing. We benefit from hearing about the products and their stories through human interactions. We want to truly understand how it will impact our bottom line. 

“Digital is a great way to source items to begin exploration, but when you’re looking at a wholesale level, it’s less of an impulse buy and it’s more of a business decision.” – Darrin Stern 

• The One Stop Shop: You can save so much time and money by attending trade shows when so many quality vendors and educators are under one roof.
• Building Relationships: Spending time and listening to equally passionate people talk about their craft/product is a valuable way to make business connections.  Specifically at h+h americas, there are multiple opportunities and components of education that make this trade show unique.  There are daily keynote speakers, fireside chats, masterclasses, business courses, retailer meet-ups, and demonstrations.
• Connection with Like-minded People: You’ll have the opportunity to see/hear stories from others that are all part of this passion industry whose jobs aren’t over at 5pm. These valuable conversations are where the magic happens.
• You don’t know what you don’t know: You have to leave your bubble to grow!

Join Darrin Stern (and me!) at the h+h americas trade show if you are in the creative or craft business.  Here are the details:

h+h americas trade show

Donald E. Stephens Convention & Conference Center in Rosemont

Chicago, IL

Dates: June 21-23, 2023 (Masterclasses start on June 20)

https://www.hh-americas.com/

Tickets on sale: March 15, 2023, use promo code CST23 to get free access to the exhibit floor

Listen on:  Apple Podcasts |Spotify | Radio Republic | YouTube | PlayerFM | Stitcher | iHeartRadio

About Darrin:

Darrin has been with Koelnmesse for 19 years, serving thousands of companies to reach global markets. While working for Koelnmesse, he has had the pleasure of working in a number of industries, with non-profit organizations to help suppliers and buyers connect to build their businesses. 

Website | Instagram | Facebook

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Don’t forget to leave a review or star rating!

Resources Mentioned:

Retailer’s Inner Circle

h+h americas tradeshow

Craft Industry Alliance

More Support from Wendy:

Retailer’s Inner Circle – Join Wendy inside the best retailer’s community

Wendy’s FREE Resources for shop owners 

Hang out and connect with Wendy on IG 

More ways to connect  with Wendy  

Retail Made Simple – Wendy’s on demand course for shop owners wanting more from their business