Power Your Profits with Susie Carder – Episode 56

Mostafa Hosseini  0:01 

Good afternoon. Good evening. Good morning wherever you are in the world. Welcome to daily confidence for entrepreneurs. My name is Mostafa Hosseini. And here we are doing episode 56 of daily competence for entrepreneurs at the conference for entrepreneurs, we share tips, strategies, and actionable advice that you could use to boost your business confidence in different areas of business.

Now, different areas could be mindset, sales and marketing, business strategy. We’ve got finances you know, there’s so many different things in business that you need to cover and improve your skills and become more confident in so we would have different people and different guests to help you boost your confidence.

Anyway. So my guest is arriving here soon. My guest today is Susie Carter. I’m hoping to see her soon. And today we’re talking about powering your profits. Last week, we just did the confidence giveaway. And that was pretty good.

We had 20 entrepreneurs, sharing gifts in different areas of business, basically the areas that I just went over to help you boost your confidence in those areas, we had a lot of we had a good turnout and in the great lineup of business owners and entrepreneurs. And so that’s sad. So a few people have asked me, What is the story behind me growing my beard.

So here’s the deal over the past 20 years, I had it in my mind that I always wanted to grow my beard. And every time my beard grew a little bit, people started giving me feedback. Oh my God, why are you growing your beard? Why this why that and basically, the I had a fear of doing this.

And then like, you know what, and I have developed a, what you might call it a rule that says if I’m afraid of something, I must definitely do that thing. Hence, I grew my beard. And I’m still getting feedback, but I’m like, You know what it is what it is I’m gonna grow it and that’s how it goes until I’m comfortable with that.

So my guest today is Susie welcome Susie.

Susie Carder  2:44 

Welcome. I am an affiliate and I just stopped by to drop some gems and drop some money diamonds on to you when we’re doing money shots and throw money in the air because money’s all around you.

Mostafa Hosseini  3:03 

Very nice. Very nice. How’s your day going? So far?

Susie Carder  3:09 

As calm great. It’s been busy crazy. We’re gonna have about halfway through our photo shoot, which is awesome and making it happen making it rain.

Mostafa Hosseini  3:18 

Fantastic. Oh, dude, you’re literally introduction of yourself, your name, your business name and where you live where you’re from.

Susie Carder  3:31 

So I’m a native California, San Diego, the best place on Earth, right? San Diego, California. So I’m a profit coach. I have been in business for 30 years. I’m a serial entrepreneur and built 10 multimillion dollar companies to $10 million companies, seven multi million dollar companies.

This is my 10th company. And I am loved to build businesses and sell businesses. That’s my passion. That’s my sweet spot and helping people make the money. So it’s so frustrating for me and so hard as a young entrepreneur trying to figure out how to do this thing called entrepreneurship. Right?

If we look at Mostafa 15% of our financial success is our technical ability. Yeah, there he is. percent is marketing, operations, finance. That’s the magic that I bring. Show you the money, right my clients call me I’m an international speaker, Best Selling Author just wrote my 10th book called power, your profit.

Very excited about published by Simon and Schuster. So we’re just changing the game and helping entrepreneurs make millions.

Mostafa Hosseini  4:39 

Fantastic. That is amazing. Amazing. Amazing. Amazing. So, Susie, what is your story? How did you get into doing what you’re doing now?

Susie Carder  4:51 

Well, I started out my vocation, right? If you look at 15% of your financial success is your technical ability. So my vocation was I was a hairdresser and I found myself As a single mom raising two little girls, they were six months old and 18 months old, I had no child support no alimony, dude, my picker was off.

And so I realized I had to figure out this money thing, how am I going to make money? How am I going to provide for my children? How am I going to take care of them? So I had to go figure that out as a hairdresser. I did a quarter of a million dollars a year working three days a week.

Just to give you some context, the average hairdresser makes about $30,000 a year.

And so Paul Mitchell saw me and they said, What are you doing? How are you making so much money? And so I just started sharing, this is what I’m doing. This is how I’m doing it, though. Oh, my God, would you share with our salons and spas? And I’m like, sure, I didn’t know what I was doing.

 I it wasn’t a business strategy. It was just I wanted to help my community. So I started doing this all your classes with on with Paul Mitchell. And then people said, Oh, my God, I love what you do. Do you have a book? I’m like, No, I don’t have a book. I’m just trying to share the good news. They’re like, Do you have a book, we will buy the books, I’m like, okay, so I wrote a book.

Then we built the largest training and development company in the beauty industry, just by serving the market and showing them the business side of business. Because again, they were focused on the vocation, not the business side.

And so we built one of the top salons in the country where the top 1% in the nation, top 10% in the world. And we earned that right, by the dollars that we produced, right? We didn’t have a large salon, we only had 1200 square feet. But we did a million dollars in that location, we have seven technicians.

To give you kind of a sense, it takes 30 technicians of the average Salon and Spa to hit a million dollars. We were doing it with seven technicians unheard of, but it was all about efficiency. Then I was teaching on this millionaires forum, and then the million from there like Suzy, will you teach us what you’re doing.

And it was all entrepreneurs, we were there raising money. We built one of the largest technology companies in the beauty industry. I didn’t know anything about technology. But what I do did know as my industry needed to have online tools have the information, right?

Because I would go to a city leave a city and go Did they do anything because I don’t know, I’m not sleeping in my own bed. I’m not seeing my man, I want to make sure you’re doing some. So we when creating that business, you know, I went to this class on how to raise money, because I didn’t know how to do that.

And people would just say, Susie, I would love for you to coach me and you know, that little voice inside your head, Mustapha that, you know, tells you you’re not smart enough or good enough. And I’m like, I don’t know anything about being a doctor or graphic designer and engineer, you all scare me.

They’re like, No, no, we love you. And I’m like, Great that you love me. But I don’t know anything about your business. So I finally this was my, this was my strategy was like, You know what, I’m going to double my price.

And then they’ll leave me alone. No men and leave me alone. The pay will pay that I’m like, Oh, I gotta figure this out. So that was my bridge into the entrepreneurial space. And what I realized is businesses, businesses business, right, caustic goods might be different profit margins might be different. And every industry has a standard financial performer of where, where we’re living inside of.

So we grew that company and start consulting entrepreneurs, really from finding a need filling the need, right? It wasn’t, I wish I could say, oh, it’s so strategic. But it really wasn’t. It was really ignorance on fire. And I’m a Yes, girl, right?

How can we do this? How do we make it happen? How do we leverage this? And that’s been my passion. Since I’ve been doing this for about 30 years. I’m a little seasoned. I’m spicy, but I’m seasoned.

Mostafa Hosseini  8:32 

Nice. Nice. So tell us what you do now. And then who do you serve?

Susie Carder  8:40 

Yeah, so I’m serving entrepreneurs. There are many different verticals, right? So we have doctors, attorneys, anyone that’s building a service based business is our sweet spot, anywhere from a quarter of a million dollars to 10 million after 10 million, I refer them out to someone else, because that’s not my sweet spot.

The fun part for me is really building that seven, eight figure business, only 1.7% of small businesses hit that million dollar mark. Right? My goal is to change that number, right? The top is lonely, so come and play. And it doesn’t have to be hard. It just has to be strategic.

And I think we as entrepreneurs make it too hard. Right? But when you know what system to follow, when you know what to do. Miracle can occur, right? And there’s money all around you. Most people are to look at the money be with the money.

Nobody wants to do that. But when I say is math is money, and money is fun. We all love what money can do for us. So I want to teach entrepreneurs, how do you embrace that conversation? How do you really be fiscally responsible to yourself first, right?

Because if we’re not claiming profit, profit doesn’t occur. Right? Out of those 1.7% of the businesses that are reaching 1,000,080% of those people don’t have proper paycheck meaning if you’re a CEO of a company and you’re supposed to be making a quarter of a million dollars.

 They’re not paying themselves that they’re paying themselves last right to put back into the company, which I respect right when you’re growing. But the reality is we’re not planning for profit. So profit has to be planned for. So that’s who I serve.

That’s how I certainly work on the strategic plan. We really look at your sales plan, we start with finances and look at where’s the money? Because we got a, I’m an entrepreneur, like if I’m hiring somebody, I figure out how to pay for that someone. Look at the money and look at the plan. Look at specifics in that plan.

Look at who you’re marketing to. are you marketing to fans? are you marketing to ideal clients, most people are marketing to fans, I want to look at qualified ideal clients. Right and qualified for me.

I’ve been doing this for a really long time, I’m done pushing people uphill, I don’t know if you are, you ever want it, you want to take action, you want to be radical about it.

So you got to be willing to do the work. So you gotta be coachable. You gotta be willing to swipe the card, and I gotta love and adore you. And you got to love and adore me, because I’m spending more time with you than sometimes I spend with my family, you know, and I’m eating, sleeping, drinking your business, I need you to be that committed.

So really looking at what I do is so fun. Every single day, I get to make a difference, and we’re gonna make money because there’s money all around us.

Mostafa Hosseini  11:16 

Absolutely, absolutely. I like that what you know, no doubt about do the people that you’re looking for. So what you said was, I think you got to like them, they got to like you, they got to be hungry, and really have the drive to you know, reach their goals, and they got to be ready to swipe their Kurt. Okay, then we don’t want to waste each other’s time.

Susie Carder  11:40 

Exactly. Don’t waste your money and my time because you know, our time is valuable. And I want to really pour into people that really are ready, right? Because so many people sign up for courses, and then they don’t do the work. And they’re like, well, it didn’t work because you didn’t work. It’s not my it’s not sprinkle fairy dust, you got to do the work to get the result.

Mostafa Hosseini  11:59 

Exactly. So while we’re at it, tell us a little more about how you qualify a customer. How do you go about identifying those two or three qualifiers that you just mentioned?

Susie Carder  12:11 

I love that. So I’m going to speak from your standpoint, if you’re looking for clients that you need to qualify, you want to look at where they hang out, right? So I’m in several high level mastermind groups, right? I’m on the board of three different corporations that have my ideal client, right, I’m serving on that board. I’m speaking on that board.

 So I’m going to places that have my clients. So it’s important for you to look at where does my client hang out? Right, my clients hang out on LinkedIn. Right? My clients visit social media, right? They’re really engaged and Instagram, Facebook, not so much. Right?

So we’re really clear. And then what are the parallels that we can do then then we go to different associations. So I would doctor so I’ll go to medical associations. I work with holistic practitioners, right? Integrative Medicine, doctors, we work with graphic designers.

There’s something called NFIB, which is the National Federation of Independent Business Owners.

Those are my ideal clients. So I’m speaking to find my ideal client. Right. So speaking, if you look at it, every entrepreneur should be a speaker, because all speaking is is a marketing vehicle. Yeah, it’s about less than 10% of my income is speaking V’s right, and I’m a speaker, I’ve been speaking for 35 years. I’m an international speaker, but less than 10% of my, my revenue is speaking V’s.

So But speaking, I must speak everywhere, right? So last year, I think we did 42 events, right? This year, we’re on target to do the same. And it’s all about speaking in front of that client, and how can I get them to raise their hand and say, let’s have a conversation. Let’s come play.

Right, we have something called the Big Money Business Summit that we do three times a year so that you can try before you buy, come to my event. Come see if I’m the right coach, come meet our students come feel it out. Right, so that you can see this is these are my people. I gotta tell you, though, so I have the most amazing clients on the planet. People come for the education and stay for the community because we are heart centered.

We’re committed we’re integrity based, but more importantly, we’re results based. So we are about getting it done, which I love. Right? That makes business fun. Don’t just talk about doing it. Do it. Do it. Be it achieve it right. So excited. Love it.

Mostafa Hosseini  14:31 

Love it. Yep. I love the fact that you’re about community and simplicity. And you work with heart centered people who are actually looking for action. They’re not like oh, let me think about it. I’m gonna sleep on my goal for another year and go meditate on it and see if I feel good about it’s like I’m hungry. I want it now. Let’s get it done.

Susie Carder  14:54 

Right if you’re done being done, right, you get to that point in business where you’re like, I am at answers like I have many Tour’s right, I have people that I pay to coach me, so that I can take my business to the next level. Right Tom Landry said a coach will tell you what you don’t want to hear. A coach will show you what you don’t want to see.

So you could be the person you knew that you could be right for me, I can waste 10 years and try to do it on my own. Or I can hire my staff and go, what’s your genius? What’s your sweet spot? How can you help me? Right? And then how can I help you? Right?

My ego isn’t big enough to go. I’ve been doing this for years, and I built to $10 million companies and multibyte. Who cares? Times change industry change? What do we need to add? What do we need to incorporate?

Everybody’s business has shifted from virtual live to virtual, and if you’re not leveraging that platform, form in some way, shape, or form, whether that’s getting leads into your business, right, that’s broadcasting who you are in the world, you’re missing the boat.

I think there’s three types of people in this pandemic. The first type is the people that are like, you know, the day drinkers we, PA. Let’s have a drinking party, right? The second people are those people like, let’s get back to normal, come on Chop, chop, let’s get back to normal.

I’m sorry, this may be the new norm for we don’t know how long, right? Our government is in California keep saying, we can open up, we shut down, we open up, we shut down, we open up shut down. So I’m like they don’t know what they’re doing.

So I’m gonna just focus on my business. And then the third type are like you and I, people on the show the generals going, I get it. And when the pandemic hit, we all got together as colleagues and said, What are we doing? Right?

That’s the best use to top find a group, a mastermind of colleagues that are like minded business driven that can help you go to that next level, right, that inspire you to go to that next level. Right the generals have going on pivoting my whole business, I have 38, live events scheduled when the pandemic hit because we just launched our book, right? We had a book tour scheduled Simon and Schuster, we had bookstores planned at every stop away, and then overnight that got shut down.

And so now we’re like, Well, we still have our goals. I’m not going to ditch my goals, right? We adjusted on but we didn’t ditch them, and completely shift the way we did business. And if you’re still waiting for the norm, whatever that is, welcome to the norm. Welcome to the party. This is it. Figure out how to make that happen and do it?

Mostafa Hosseini  17:26 

Absolutely. Yep, I guess we got to get used to it adjust and tapping into the community and getting together with people doing it together as a lot easier. versus trying to figure it out on your own or wait it out and get all depressed. And like you said, if you’re if you’re sick and tired of being sick and tired, we can talk.

Susie Carder  17:51 

My annoying if you like stuff if you have to put our ego or what I say mushy, go out the door, right, because there’s sometimes you’re buying your own press. And as entrepreneurs, we have to have this, you know that the strong face the decision maker, I’m the leader, I’m the boss, and that’s great, we do have to have that.

But in order to grow quicker, faster, you’ve got to really be humble enough to go who’s my next teacher? Right? Who’s the next person that’s going to help me get to that next level.

Or you can spend five to 10 years figuring it out on your own and then go why wish if that’s that whole thing our parents used to say if I knew them what I knew now, let me show you what you don’t know now so that you can go quicker, faster. You know, that’s my goal, fastest way to your profitability and your money. Love it.

Mostafa Hosseini  18:34 

Speaking of being humble and learning, what’s the one thing that entrepreneurs miss when building their business?

Susie Carder  18:42 

So you’re building it on sinking sand, because you’re focused on your vocation? Right? You’re focused on the technical work at hand and you have to be really amazing at the technical work. I have to be an amazing speaker after being an amazing coach. But the reality is the other 85% is how am I generating leads for my business? Right?

How are we converting those leads for my business? What how am I systematically fulfilling whatever programs that I have? Right, looking at the money looking at the profitability?

Is this product profitable? Most people and you know this from your own experiences, they’re pulling their pricing out of their hiney? Okay, I’m sorry, right there go, oh, what does my office charge? What does Suzy charge what is an charge? Right? And the reality is at the end of the day, doesn’t matter what we charge because your overhead is different.

Quit pulling your price out of your hiney let’s have a systematic way to price your services. And let’s include profitability. Profit is planned for you gotta plan for profit.

 It’s like I’m gonna save money when there’s money leftover. That never happens. You never have money leftover. Because the more you make, the more you spend. Right. I have one client that I worked with her for 10 years right when I met started working with her.

She was bringing home $60,000 A year she was making gross about $160,000 a year and we started working with her we built her company from 80,000 to 10 million, we were paying her a half a million dollars a year after compensation. And she was spending $600,000.

So it doesn’t matter how much money I help you make if you don’t get a grip on your finances, she was still broke at the end of the day, right? You’re spending 600,000 or 500. That’s the wrong way that’s upside down. I think the next thing that we forget to do is you got to schedule the sales time. You’ve got to have connection Time and Sales time, every single day.

Like I’m on sales calls all day long. I can’t connection calls I call I’m creating wealth for my clients. But every day I’m doing some form of sales calls. As entrepreneurs, we think I want to, I want to hire someone to do that. Well, you got to do that yourself first. And you’ve got to really understand your system, your flow, why people say yes, before you can hire a team, I have a sales team.

And I’m still doing a lot of sales calls myself, right to build those relationships, and to make those happen. So making sure that your busyness isn’t getting in the way of your business, because that’s huge. When your busyness is getting in the way of the business, that’s not a good is a good thing.

I’ve got to make sure that I’m spending time on my business as much as I’m spending time in my business.

Mostafa Hosseini  21:13 

Huh, what do you have to say to people that don’t like to sell or don’t like to be salesy or don’t like to be appear to be selling and sales is either below them or above them? Or they just don’t like to sell what do you say to those people?

Susie Carder  21:30 

I said, I’m your sister in the journey, and I hated it too. I remember getting scared, so scared, because my partner was like, we got to do 30 sales calls a day. And I’m like, I don’t want to I’m, I’m the talent like whatever, suck it up and get on the phone. Right?

And so I would get so hyped up that I would literally after the one call one call. So I’d have to take a nap because I wiped myself out with all my emotional drama. And then then I realized like, This is exhausting. I’m not getting anywhere. And I remember Paul Sharansky, he was the scariest man scariest client, he worked for L’Oreal.

And he was the president of L’Oreal. And I was so scared of Paul, he’s a New Yorker, this is young and my business days, I didn’t know how to deal with New Yorkers. Scary, so direct. Now I realized, you know, they’re just direct, and that’s who they are.

But he would just like bark at me, then I’d go, I’d hang up the phone and cry. I’m like, Okay, I could do better next time. And the reality is, I just really like to go, I got to get better at and where you’re going to get skill and confidence is keep doing it.

And I can’t teach my sales team how to do it unless I’ve done it. Right. Every entrepreneur has walked the talk and every lane so that we can make sure that we’re really smart with your fingerprint. So I’m clear when somebody gives me a story on our excuse about why they didn’t hit their goals or why they didn’t achieve their goals.

The reality is you just weren’t an action. And that’s okay. How many calls did you make? How many appointments did you have? How many people did you convert? Right? And if I’m looking at the numbers, that’s why I love this financial conversation.

 I’m not a CPA, I’m not an accountant. I’m a rogue entrepreneur just like you. Right? I hated doing it. But when you look at the numbers, then I can start tweaking it like a combination lock, right? One little tick off. Remember those combination locks in school, you had one little click off, it wouldn’t open. The same thing in business, right?

You can have 20 sales calls, right? And you can do two appointments. And if you don’t close anyone we want to look at well, were they the right people? If they’re the right people? And you say yes, they were the right people, the ideal client, they had money. Okay, great. Did you talk too much? Did you follow a script? Did you follow a plan?

Or Did you do the listening? So in power your profits on page 199, I give you a detailed script that I’ve been using for 25 years.

This is my sales script. I close $100,000 clients with this script, every single time all the time, when I get on a sales call, I open my book, pull out the script, either from the computer in my book, and I look at it because I’m a coach, and I want to fix people I want to help people.

 But when you’re doing a sales call, it’s not the time to talk about you. It’s the time to listen, find the need and fill the need. Right? If you do all the talking on a sales call, then you’ve just fed them a buffet. Right? And that’s one of the biggest mistakes we do we give them the buffet and then we go would you like to take advantage of this?

 Would you like to get started? They’re like, Oh, no, I’m good. This was a great call. I got so much from this call. Yeah, cuz you gave them the buffet.

You’re supposed to give them a snack, not the buffet. You give them a buffet. When they sign up and they pay you to get engaged into your services then you could give them the buffet.

Mostafa Hosseini  24:47 

Exactly. Sorry, I guess you gotta look for what the problems are. Maybe look through the funnel on the activities and see what the problems are someone like you from the outside with a with an outside perspective could come in, take a look, ask the questions and be like, alright, this is where you’re wrong. You’re wrong. Yes.

Right. Because as business owners or entrepreneurs or salespeople, we probably cannot see our own picture and see or realize what we’re doing wrong. But an outside perspective could do that a lot easier, faster. And I think at the end of the day, you will even save your money. Right?

 I mean, and if you keep making sales calls, and you’re not happy with it, and it’s not converting, and it’s not bringing sales, think about how much that’s costing you. Right? Because people, people sometimes, like, oh, yeah, but if I work with you, I’m going off to spend money.

Yeah, but what do you say to that? What do you what do you say, I know what I would say to that, but what do you say to that, Suzy?

Susie Carder  25:50 

Well, you gotta spend money to make money. Right? And when we look at the ROI that we need, right, so we put a plan together based on you are you’re going to spend money. But if I’m going to give you a million dollars, and give you the roadmap give you the strategy, do you mind spending 100 grand, right? And the answer nine times out of 10 is always no, right?

No, I don’t mind spending that. Okay, great. So we’re gonna have to invest? Or we’re going to either spend money or we’re going to spend time which would you prefer? Do you want to spend 510 more years doing it this way? Or do we want to look strategic, do what you’re doing, put a plan together to get you there quicker, faster.

Again, it doesn’t have to be hard. It just has to be strategic. Most of us are chasing the wrong clients, like clients that aren’t either aren’t interested in what you’re doing. Or if they’re interested, they’re broke. We’ve all done that. In our past, I’ve served people that they’re like, Oh, my God, I love you. So you’re like, Man, I don’t have any money.

 Oh, okay. So I was realizing I was shopping in the wrong store, right. I was shopping in the wrong arenas. Now I have things that serve clients that they can’t if they can’t afford consulting, or they can’t afford our masterminds, or YouTube videos, we’ve got something called Suzy snacks, which are bite sized information for their cocktail for success.

So we got a ton of free information for people who can’t afford to pay my consulting fees, and then they’ll follow for years, and there’ll be that time. It’s like, oh, my gosh, I’m ready now. I can afford this now. And that’s because I’m consistent. Right?

 I had a client last week that she has been following me since 2013. And she said, Susan, when I saw you speak on the stage, I’m like, That’s my coach. And I’m like, awesome. She goes, and I just kept working hard doing what you were saying, I read your book, I stayed focused, I put my head down, and now I’m ready. Which is great. Because until you’re ready, nothing’s going to happen, right?

That’s that old Himalayan quote. Until one is committed, there is hesitancy chance to draw back always ineffective until one commits oneself, then Providence moves, where miracles show up where no one thought would occur before. Right?

So when you start looking at until you’re committed, right, that’s when you’re done. Like you said, the stuff I’m done being done, right, I’m done being broke? I’m done not doing it, right. I’m done trying to figure it all out myself. Right.

So it’s really looking at am I committed to this? Or is this a hobby? The people that I see that have a back door? The back door is they’ve got a husband or they’ve got an IT job, right? They don’t have to earn the money after the money out.

Wow, I have some husband paying for things right? I’m paying things. Right. So it’s looking at do you have the back door, if you have the back door, you gotta lock that back door. The back door is there’s no one saving you. There’s no I’m going to rescue you to go, I’m going to make this work no matter what.

 I need back that tenacity to go. I am going to make this work. If it’s optional, you’re not going to make it work. Right clients that work with me, they don’t succeed. They don’t really have to succeed. They’re like, this is fun. Okay, not my ideal client, my own play, I want to I want to change the world. Right?

And I can’t do it myself. You have to do your part. I have to do my part. And has to do her part. Right in making that difference and creating that ripple effect in the world.

Mostafa Hosseini  29:11 

Absolutely. Absolutely. You haven’t even looked. So let’s talk about your events coming up for people that are watching or listening. And what’s going to happen during that event?

Susie Carder  29:22 

Oh my gosh, listen, we have the most fun events right because I believe that if they’re not laughing they’re not learning right? So it’s got to be fun.

And business is fun. So we spent three days this program is called Big Money Business Summit, the sale explosion because we surveyed our customers and they said Susie, I need help with this sales piece. I suck at it. Perfect.

So we put together three days of powerful content to look at their sales, assess your sales, give you the tools to increase your sales, right meet people who can be potential partners for you. So that it when you take radical action Results occur. Right?

So, today is June 25 26th, and 27th. We’ve got a VIP program we’ve got, again, people come for the education they stay for the community because of the community and the people that come to this event. You know, they’ve been one following us for years.

And two, they’re game changers, right? Their leaders in their own right and are coming to get their fuel to get their excitement to get their tools and strategy. Right it’s not motivation is a byproduct because you know, you’re a speaker too.

We got to be good, we got to be engaging gotta be fun. Or people turn off the cameras. And we have many percent participation rate Mustapha, that means their cameras are on there. They’re involved in the chat. They’re using our little side.

We’ve got support people supporting them. Because if you if you’re not engaged, then you’re listening to it passively. I want this I want you to master sales. I want you to be so comfortable and so don’t have to take a nap like I did. She got scared of calling stranger. Right?

We grew up in Stranger danger. I don’t want you to grow up and stranger danger. I want you to relate. Oh, you’re just a friend. I haven’t met How do I serve? I don’t feel like I ever sell anymore. I come from service. How do I make Mostafa more money?

How do I double it or triple his income. That’s my goal. Every call I get on my sales time and my calendar. Mostafa is called wealth creation. So not sales time because nobody wants to sell I want to sell, I want to create wealth, I want to look at your plan.

I want to look your business and go, oh, where’s the money? How do we find that? Right in the name of service, right in the name of service, finding the need and filling the need. So it is June 26 27th 28th 25th 26th 27th. Sorry about this, let’s say coming in ahead.

Three days, we’ve got other speakers, you’ll meet students to come in. So it’s a game changer. We’ve got a link, we’ve got a VIP and we’ve got general admission, we’d love for you to come if you’re part of this tribe, part of this community and you’re looking to expand your tribe and community, you need to be there because it is world class.

Mostafa Hosseini  32:02 

Love it. So gang, I put the link here in the in the descriptions, I know the link is long, but just go into descriptions, or in the comments of the show, click on the link and go check out her event coming up called the sales explosion edition.

The big the big money business summit, it’s a three day event. And here here’s what I know. People get into business. And you know, as we as we all serve heart centered business owners, they start a business and then a little later they realize that they have to sell and then they’re like, oh, I don’t I don’t sell I don’t want to sell I don’t want to appear salesy, I don’t want to be sleazy, and you know, all the all the negative mind chatter that comes through mind, then their business suffers.

And then they don’t launch, they don’t go out there, they start little this stay little, and it just doesn’t work. So when you hang out with people like Suzy with a group in a community where has a heart centered approach works on it, and they have a different approach.

It’s like it’s not sales, it’s wealth creation, it’s helping customers and, you know, it becomes a lot easier. So what I’m trying to say is, go check out what Suzy has to offer coming up between June 25 and 27th. Most likely, I’m going to be there myself, and it’s going to be fun. It’s gonna be

Susie Carder  33:31 

amazing. Let’s blow the lid off of this right so that you can create your own well, if you have a plan by the end of the three days and know exactly what you need to do to get the financial revenue that you want.

Mostafa Hosseini  33:45  

Love it. Now Susie, if you had to start all over again, what would you do differently to grow your business?

Susie Carder  33:52 

Cool. Let’s see the journey I was on was pretty, you know, it was pretty tumultuous. But I think that’s business in itself. I would say I would start with the financial plan. I resisted it for years. You know I wasn’t good at math at my teachers in school told me I wasn’t good at math.

And so I resisted it right and I you know pulled pricing out of my hiney Why am I so passionate about this because I suck at it. And to be okay with being in the learning process it process it doesn’t mean you’re dumb, you’re a master at something else. Right?

And then this you too can be a master at your finances, build that foundation, build it on cement so that you can truly be in control of your financial destiny. Right so I would say that would be the biggest thing is not avoid it, not resist it.

You know, I’ve always been a financial creator could always create wealth, you know, then I would spend it as fast as I was creating it. And it wasn’t until I got really clear money in money out how many units do I need to sell to have the million dollars so 5 million 10 million whatever that number is for you don’t make my goal your goal, but let’s really blow it up and you’d be surprised at what you can create.

You’d be surprised at what’s possible when you have your mindset. Right, right. When you really embrace that I truly can build a multimillion dollar company. Because wealth is our birthright. It’s all around us. It’s not for some of us. It’s for all of us. Right? It wasn’t born to me. Right? It was something that I created because I knew I’d been on the other side, I’ve been broke.

And I’ve been wealthy. I like the website better than the book side.

Mostafa Hosseini  35:32 

And I was talking to my cousin. And we were talking about the type of car that someone drives. And I think he said something along the lines of, oh, you know, a nice car doesn’t make you happy. And I’m like, I’d rather be sad in a nice car. crappy car

Susie Carder  35:59 

to drive around and

Mostafa Hosseini  36:03 

drive around.

Mostafa Hosseini  36:09 

Alright, so what’s next? What’s the hardest lesson you learned in business?

Susie Carder  36:16 

Oh, wow. Okay, I’m gonna tell you, I’m gonna tell you. I don’t know if you remember 2007. Y’all remember 2007 2011 was the recession. 2007 was when the market crashed. And we had just sold our business. Three years before for $10 million. We had a training and development company, we had an online technology company.

We were the top technology company in the industry. We were invested in real estate. That was another revenue stream, and we were heavily leveraged in real estate. We had money in stocks. So the 10 million, we got 50% up front, and we got 50% on the back end.

And so when the market crashed, we crashed. And we had about 10 million an asset and what felt like overnight, Mustapha, I lost 90% of my wealth. And remember, you know, like it was yesterday, right? It’s still like, sucker punches me.

 And not only that, I lose my wealth. But my marriage is 17 years couldn’t sustain the financial position. And the man I was married to for 17 years, moved to Singapore, and said, I’m out. I can’t, I can’t do this. I feel like a failure. I didn’t provide for my family.

 I didn’t take care of my family. I didn’t see this coming. You know, and it was awful. My kids want to call it right. So here I am all alone. I was an icon, who was teaching business, business and profitability. And I felt like a fraud. I had done everything right. I was on the floor, bawling just like, why and not like porn. Why? But why had been a good steward. I followed all the strategy, right? I did all the things that we were taught to buy mentors and attorneys and set myself up to be able to, you know, retire and not have to worry about money again. And I was on my knees crying, and I heard this voice in my head. That said, I will never leave you.

And I will never forsake you get up. This will be your biggest victory. And your biggest lesson, hit up and tell the people I tell the people not telling anybody this, right, that was shameful. And so I had two clients at the time I had John Assaraf, was doing a turnaround situation in his business.

And I had Lisa Nichols was one of the top speakers in the secret. And I said I’m going to do for them when I did for myself. And I put my ego my ego aside, I start telling my story on stage. I started telling what I learned in that process, which was overleveraged. Right?

So it was overleveraged in real estate that which wiped out most everything else. And so, in telling that story, I would get standing ovations and the young people are cuckoo I’m telling you, I just have the biggest failure in my life and you guys are giving me a standing ovation.

They’re like Suzy we finally relate to you like your pedestal you’re just being transparent and real. Like thank God like not thank God that you lost your money. Thank God you know you’re sharing this thank you because everybody was going through the same thing but none of us were talking about it. None of us were talking about the failure and how do you pick yourself back up again?

What I do know that I know is I know money, new financial wealth, I knew the minute I could invest in property investor property again, and but this time I paid cash right was not over leveraged then I bought people About another piece of property, so any little money that I had, I would invest in paying cash for that property.

And so rebuilt and rebuilt that strategy, right? Crying, at least was like, Oh, shut up. I know you have money stored away and your whatever your profit Oh, no money is that’s what most people wish they had a bad guy like, oh, but it’s not that billion dollars.

It’s like shut up, shut up and go tell people it was it was tough love you needed from your mom or your sister like you stop whining because whatever, you got money to do stuff and I’m like I know, but I don’t have 10 years, you know, and it didn’t take me 10 years, right?

 About six years to really recreate what I had created. And believing in myself and turning Lisa’s company around, right, we took that company to 10 million. We took John Astor offs company that he had this company that was in the negative. And in one year’s time, we went from negative 300 to positive 300,000. In sales, you know, just in looking at, it’s all about the system, it’s all about the strategy. So the failure.

Susie Carder  41:05 

Action is man’s protection, right? That lesson taught me that it’s duplicatable, if you can do it once you can do it again. Right?

And again and again. And again. And again, when you’re following the system, when you’re just chasing a great idea when you’re just chasing the squirrel sparkle. Right? There’s no consistency in that. So it’s really about what’s that infrastructure and just make it duplicatable. That’s my story, and I’m sticking to it.

Mostafa Hosseini  41:33 

Nice. So the big lesson. So in one sentence, what was the big lesson again?

Susie Carder  41:41 

So part of the big lesson was don’t over leverage. Uh huh. That was one of the lessons, too is transparency. Tell your truth. Right people back to your truth. They want to hear the valley as much as they want to hear the mountaintop. Yeah. Have that breakthrough, right. That’s your ego. Just talking. If I’m only talking about I’m great.

I’m great. I’m great. I’m doing all this, which we are. We’re doing all that too. But where’s the hard part? Right inside this pandemic? We’ve all had hard parts. We’ve all had to come together in masterminds and go, What are we going to do?

We’ve lost 1000s of dollars in hotel contracts, right to go okay, but I wasn’t over leveraged this time. It didn’t hurt when I lost 1000s of dollars, right? Or we negotiated to try to keep pushing it out, you know, a next year, the next year, the next year.

So don’t over leverage. Really go back to your mentors, people that you trust that are that are doing the same things that you’re doing so that you have that mindshare, so you don’t suffer alone. I think part of the challenges I was suffering by myself until I opened up and shared with Isa, right opened up and shared here.

Here’s where I’m at, you know, and that’s when she told me suck it up, cupcake. I know you got money. Yeah, no, you have that pop up. Oh, no money up, pop it on. He’s gonna save you.

Mostafa Hosseini  42:50 

Susie, which Lisa, you refer to?

Susie Carder  42:53 

Lisa Nichols.

Mostafa Hosseini  42:54 

Lisa Nichols. All right. Good stuff. Um, that’s an important lesson to figure out the foundations be open, be vulnerable, share with people, they love to hear it and let go of the ego and all the fears and get out there.

And you’re absolutely right. I had the same experience with people where I started sharing my personal story about the tough times and the rest of it. People love to hear that because a lot of them are experiencing that. Or they have experience and they can connect with you and make you makes you more human.

Right. Don’t forget to talk while you’re Ramos. Yeah, don’t

Susie Carder  43:29 

forget where it came from not having a pity party about it. Right I can get present to it still feels like a sucker punch. But it’s not having a pity party sharing from a place of impairment. Let me just show you I got up. Right, I got up. I kept going, I put my head down. I knew what I knew what I needed to do. And that’s what I did. Right? A lot of times what I wanted to do was stay in bed and pull the covers over my head. Right.

What I wanted to do was Beijerinck. What I wanted to do was not the things I did, what I did was asked my community for help, be in radical action and work my plan, right gotta work the plan. The plan doesn’t magically happen quick, just running with ignorance on bliss, right? Take the time to put your education in place for your business. Like what’s that thing you need right now? Right?

We assess every area of our business every year to what’s the thing right now, because a startup business is different than a business is doing a quarter of a million dollars a year, a quarter of a million dollars a year business is different than a million dollar business.

A million dollar business is different than a three or five year $5 million business. So we’re not constantly looking at how do we improve upon this, we’re going to stay the same. That’s why you see businesses being flat. They’re not reinventing their business. They’re running it how they did last year or 10 years ago. Right?

I’d say most people have one year experience just repeating it 10 times versus going let me look at how do I tweak this how do I change it? How do I grow this?

Mostafa Hosseini  44:51 

You got it? Um, let me ask you some personal questions. What are top to three books that have made a massive difference in your life.

Susie Carder  45:03 

Ah, the first one I love, love is the E Myth. I’m sure everybody’s read that if you haven’t read it, it’s an old school classic, right by my barber, great book. The second one, which really helped me with my finances was The Millionaire Next Door.

Because I always had and had to have the newest, greatest best write the new card, you know, hock to the Hill, spending more money than I was making had the bags and the purses. And that book really had me see, you know, the wealthy people have the same car for 10 years, right?

The wealthy people are paying off their home. So wealthy people are investing in real estate, the wealthy people don’t get caught up in the Joneses. Every now and then I get a house and beer every now and then I get something empty.

And I’m like, no, no, no, I got a plan stick to my plan, only to keep up with Joneses. I don’t even know who the Joneses are, but I’m going to keep up with the last one is a book that’s called the Course of Miracles. And that book versus miracle, the Course of Miracles.

And so, a book about creating miracles in your life. And so that’s one of those books that you can read every year, and you’re never, there’s always something new in it. It’s a juicy book they’ve got they have courses on it. But it really taps you into the belief of miracles and what miracles are you creating, because if you look at your life, whatever you’re committed to in your life, that’s what shows up in your life.

If you’re committed to drama and saga, oh, that’s in your mindset, you’re saying I’m broke, I don’t have any money, nobody’s gonna pay for this. Therefore that’s what occurs. If you put in your mindset, I’m going to build a million dollar business and I’m taking radical action to that, then you start creating that.

So it gives you the blueprint of really one seen the miracles from the tiny miracles right to you getting a parking space because you thought about that to the bigger miracles called financial wealth, you know, possibility.

And I’m in her photography studio today come area and I want to I want to integrate and is the most amazing photographer on the planet. Also one of my students, this is an lanstrom You got cut, you got come over, somebody can see your beautiful face. Shredder is Ryan winning photographer, an amazing business woman, and she has this program called from the boardroom to the bedroom boudoir photos for men and women, right?

And branding. I just got excited about that one or two business ones today. Anna and I were talking about forthrightly, because she’s been doing some work with her. And she said, I gotta introduce you literally, this is all miracles occur.

I checked my email because she and I were both in this movie called The Millionaire secrets. And she had just emailed me like literally five minutes before, hey, I really want to connect with you. I’ve heard a lot about you. I’m like, oh, that’s that Lord works in mysterious, mysterious ways. Right?

So you get that energy in that collective energy around you. Boom, she’s in my inbox. And they’re both my coaches. Boom.

Mostafa Hosseini  48:05 

Very nice. All right. So you’re learned? Or you can learn more about all that stuff in that book? The Course in Miracles?

Susie Carder  48:17 

Yeah, creating miracles inside of your life. Yeah, love it. It’s before like the law of attraction way before the secret like it is an old school Die Hard. Eyeball when you look at it, but it’s all about creating miracles inside of your life. Anything you want.

Mostafa Hosseini  48:35 

Like that. All right, so next question. If you had a Facebook ad, or a Google ad, an ad that everyone on the planet could see on the internet? What would your message be for people of the earth? Hmm.

Susie Carder  48:53 

So is this for business? Or is this for personal?

Mostafa Hosseini  48:55 

Whatever your message for the people of Earth would be?

Susie Carder  49:01 

The first one is wealth is your birthright. I think we believe that it’s for somebody else. We believe that. It has to be you know, given to us, like somebody has to crown us like you know, being Daund of being wealthy. And the reality is I grew up as a you know, very poor. We were there was nine sisters. There’s 11 of us and 1200 square feet.

 I don’t know where we all slept on how we did it. There was Bobby Ronnie Stevie Terry, Joni Shelley, Susan Kelly, Debbie. My dad was in the military and all I learned about money is there is none don’t ask. So I the fact that I have the life that I have is a miracle. And it’s because I changed my money mindset. It’s because I worked on this. shifting my beliefs around money.

And then I want to give people the freedom that you can generate and create whatever you want. Doesn’t matter what your background is doesn’t matter what your nationality or social situation is. I should not be where I’m at And if I look at my brothers and sisters, I’m the only one that really rose to this level.

Everyone else has bought into we were broke we report. I didn’t like being broken poor, right? So it’s about really just you choosing what is your destiny and choosing to have a wealthy lifestyle?

Mostafa Hosseini  50:22 

Interesting at all your brother sisters? Are you the only one that broke out?

Susie Carder  50:26 

I’m the only one that broke out my dad’s philosophy was go get a job with the government. So my brothers and sisters worked for the government. And they might be G nine or g 10. Whatever that means, like the highest pay grade in the government, but that was like Sue, you need to go get a job in the government. You need safety and security of my No. Boss. Can you see me? Like someone working for the government or being in the military? Look, when I got married, my grandma pulled my husband aside and she said, I don’t know why your man or she don’t listen.

Mostafa Hosseini  51:04 

You’re in trouble.

Susie Carder  51:06 

You have no idea what you signed up for? So I think is that kind of rebel, right? Let’s rebel with a cause versus just being a rebel.

Mostafa Hosseini  51:17 

Love it. Love it. Love it. So wealth is your birthright. And you’re a perfect example of that. Love it? What’s one advice that made a massive change or difference in your life? One piece of advice?

Susie Carder  51:33 

Ooh, one thing my dad said was show me who your friends are. I’ll show you who you are. And I didn’t really understand that. Because he would always say, Sue, you’re hanging out with the wrong people. Right? You show me your friends, I’ll tell you exactly who you are. And that’s so true. Right? You are the sum of the five people you hang out with. Right?

So who are you hanging out with? I’m not the big fish in my circle. Right? I’m hanging out with people who scare the bejesus out of me in a good way. Right? They empower me, but they scare me like they’re playing a bigger game than I am. Right, which I love. Right?

And their heart center. They’re committed to their families, they’re committed to their communities, they’re committed to their significant other, right, so all the values that I have, right, the people that I hang out with have, like, make sure you guard your time you guard your asset, which is your mental asset, know very closely to your heart.

Right, make sure that you’re not the biggest fish in the pond all the time. Sometimes you will be but other times to go who’s inspiring me? Who’s calling me to someone greater? Are the people that I’m doing business with?

Do they have integrity? Are they serving their clients? Are they taking care of clients? Or are they just in it for the money because we all know people that way, where they’re just signing people up not delivering what they said they would and you know, it’s kind of like, I feel like it’s that, you know, okie doke. Right?

Or that shady thing? You know, I don’t want to I don’t want to be in that environment. Like when I go out with my girlfriends, you’re not allowed to bag on your significant other. Don’t, don’t start gossiping.

Don’t start talking about them. I don’t have any space for that. It’s too hard to be in a relationship without someone banging on their man. Because the first thing you do is start banging on your man. You’re right. My man does that too. Like?

No, but you can get coaching but you can’t back on them. Right? I want to know that you love and adore them. And if you’re upset with them, I can coach you to get back in integrity with them. Don’t start gossiping, right? So show me who you are. I’ll show you who you are.

Mostafa Hosseini  53:25 

Love it. What advice would you give your 20 year old self?

Susie Carder  53:31 

Oh, I would say you’re good enough. Right? I think I wasted Ray, too many years wondering if I was good enough, smart enough, talented enough. What other people think of me is not my business. Right? So don’t worry about what other people think of you do the work that you were put here to do. Right?

And you’re good enough, smart enough talented and beautiful enough, sexy enough. All the enough’s that we have, we all have them. Right and just to own it. I probably was in my 40s By the time I owned it, and when Why do I even care that I don’t even like living they don’t even like me, why don’t care what they think of me. Right?

And so trying to prove myself to people that I don’t even care about. Right so that we waste so much energy trying to get approval. And what I realized in business is some people are gonna love and adore me and some people I annoy the shit out of. So, okay, I’m not the right person to be like if I know you just know that and move on.

Because you’ll probably annoy me too and that’s okay. I’d rather you respect me you know that like me? At the end of the day, you don’t have to like everything I do. You don’t have to like everything I say my job as a coach is to push you to make a little bit I’m not doing that I’m not doing my job. Right not for you to like me not for us to be kumbaya best friends.

 I shouldn’t be making you uncomfortable. By making you uncomfortable. You’re growing.

Mostafa Hosseini  54:55 

Alright, juicy

Susie Carder  54:57 

questions my brother

Mostafa Hosseini  55:01 

You know, and you have you have some really good answers, and I love it. So actually earlier when in the start of this episode, I talked about why I grew my beard, in fact that for like, 20 years, I want to grow my beard. And every time I, my beard start growing a little bit, my mom, my dad, now my wife, everybody started giving me feedback.

And I just recently realized that it turned into fear. And I’m like, oh, and I have a rule that if I have if I’m afraid of something, I have to definitely do it. So I’m like, Alright, this is that I’m growing my beard. Now. People are like, Oh, it looks good on you. I’m like, Oh, yeah. All right, perfect.

Susie Carder  55:39 

Yeah, no, beard. I like the beard on you.

Mostafa Hosseini  55:43 

Thank you. It’s funny. In my experience, every time I do something that I’m afraid of, I get some real good feedback, both internally and externally. Like I feel good about myself. And there’s that. And now I’m like, All right.

I don’t I don’t care about what people we both people say or think anymore. Because we all have that internal fear, regardless of how macho and how big we grow up. But anyway, what I’m trying to say is I love what you just said. Thank you, Susie.

This was a great conversation. Again, if you’re watching, you’re listening. Her Summit, two big money business summit is coming up on June 25 27th. Is that over? over a weekend? Yes. We’re gonna make nice money, right overhead, and

Susie Carder  56:47 

Summit? Eyes all around you just why?

Mostafa Hosseini  56:50 

Yeah, that’s where you can hang out with a bunch of cool people and prove your sales skill, which is an absolute must for your business. Without it you probably not probably you will not have a business without sales. And probably be there myself. And Susie, this was a great conversation.

Susie Carder  57:08 

What are you well, let’s commit, I will be there and you probably will be there or you will,

Mostafa Hosseini  57:14 

I will be there. Okay. Yay. All right. I will be there. And I made a public commitment. So I’ll be there. Susy, is there anything that you would like to add before we wrap up?

Susie Carder  57:33 

Yeah, I would say that I think the biggest thing that stops all of us is just that fear. Right. And fear leads you to believe that where you are right now is a safe place, and going forward to risk. But the truth is, you’re always at risk when you’re standing still. Risk of stagnating, but more importantly, risk of missing out on your own destiny.

So feel the fear, do it anyway. Phase, a flag, a flag of the unknown, a flag of possibility. Just like you said a minute ago, I was getting nervous. I was fearful. But inside the fear, you start getting your biggest breakthrough. Right? So be in your put fear in one hand courage and the other and jump my brothers and sisters, like let’s make it happen.

You’re in business for yourself, but not by yourself. You got an amazing community right here that is willing to serve you help you and support you to cross that finish line.

Mostafa Hosseini  58:25 

Absolutely. Absolutely. Yeah. Being part of community is absolutely essential to success. Because the entrepreneurial world is a lonely world. And being alone, you want to have a lot of confidence. And you need all the support and confidence that you need in the world to run your business.

I mean, what was that? And without it, it’s going to take so much longer, it will cost so much more. So you might as well tap into Susie’s summit and or other programs that come up and gang, we filter who bring who I bring on the show, right? I don’t just bring random people on the show.

So the people that come in, they they’re good. Right. So what I’m saying is go check out check them out. Go check out Susie’s Summit. You. I’m sure you’ll be glad you did. Because I’ll be there myself.

Susie Carder  59:16 

You can be on social media by my name Susie Carter car, and dollar and dinero. Er, right. So every place on social media, it’s just my name. I’m a profit coach. I look forward to serving you supporting you and myself. Thank you.

Thank you for who you are in the world. Thank you for trusting me. Thank you for sharing your community with me. Thank you for being a leader and a badass. Right. Thank you. Thank you. Thank you.

Mostafa Hosseini  59:39  

Thank you. I appreciate that. Likewise, thank you for showing up and sharing and love your energy. Have yourself a great rest of your photoshoot and aggressive. great rest of your day and week. And I’m sure we will chat more soon.

Susie Carder  59:53 

Yes, thank you. Bye, guys.

Mostafa Hosseini  59:55 

But, gang thank you for joining us this was episode 56 of the show we will be back next week with another episode and some more amazing content thank you for joining us my name is Mostafa Hosseini and you’re watching or listening to daily confidence for entrepreneurs have a good one

 bye now