The Start Up To Grown Up Podcast

The £20k trade show lesson I won’t forget

Have you ever been on the receiving end of a sales tactic that left you feeling cold? Do you wonder whether some of the more aggressive approaches you see competitors using actually work, or whether they’re destroying the very relationships they’re supposed to build? If you’ve ever been tempted to cut corners on your business development because you’re desperate for leads, this episode is for you. I share what I’ve learned from a fairly grim month of experiencing dodgy marketing tactics first-hand - including what happened when we spent nearly £20k exhibiting at a major trade show and spent most of it being sold to rather than selling. In this episode, I talk about the guerrilla tactics, the aggressive hustles and the inbox invasions I’ve been on the receiving end of, and why every single one of them failed. More importantly, I explain why we think this stuff is acceptable to do in the first place - and what actually works instead. What you’ll learn in the podcast episode: - Why aggressive sales tactics rarely work and why it doesn’t work - Why professional services is fundamentally a relationship business and what that means for your business development plans - What it felt like to pay to exhibit at a big trade show and spent much of your time turning away people that wanted to sell to you or to your clients. - When unsolicited marketing does work - and the specific conditions that make it feel like good timing rather than an intrusion Related episodes The estate agent who won my business didn't do anything special (and what you can learn from them)https://startuptogrownup.substack.com/p/2-things-to-check-in-your-sales-process [https://startuptogrownup.substack.com/p/2-things-to-check-in-your-sales-process] 3 decisions that turned my empty pipeline into a waiting list to work with mehttps://startuptogrownup.substack.com/p/3-decisions-that-turned-my-empty [https://startuptogrownup.substack.com/p/3-decisions-that-turned-my-empty] How to win clients without feeling like you’ve turned into a salespersonhttps://startuptogrownup.substack.com/p/how-to-win-clients-without-feeling [https://startuptogrownup.substack.com/p/how-to-win-clients-without-feeling] Why your ideal clients have already shortlisted someone else (Before you knew they were looking) https://startuptogrownup.substack.com/p/why-your-ideal-clients-have-already [https://startuptogrownup.substack.com/p/why-your-ideal-clients-have-already] Why your best referral sources aren’t sending you work (and it’s not what you think) https://startuptogrownup.substack.com/p/why-your-best-referral-sources-arent [https://startuptogrownup.substack.com/p/why-your-best-referral-sources-arent] Useful links: - sign up as a paid subscriber and use this link [https://startuptogrownup.substack.com/ac966e3a] to get 20% off an annual membership of Start Up To Grown Up Welcome to a free podcast episode of Start Up To Grown Up: Your source for ideas, insights and tactics to take back control of your business and scale it sustainably and profitably by Heather Townsend, award-winning author of The Accountants’ Millionaires’ Club and Founder of The Accountants’ Growth Club [https://www.accountantsgrowthclub.co.uk/] Each episode of the Start Up To Growth Up Podcast is based on my weekly Substack Article [https://substack.com/@startuptogrownup] on the same topic. Head over to my substack to subscribe https://substack.com/@startuptogrownup [https://substack.com/@startuptogrownup] so you never miss an article or episode again. Get full access to Start Up To Grown Up at startuptogrownup.substack.com/subscribe [https://startuptogrownup.substack.com/subscribe?utm_medium=podcast&utm_campaign=CTA_4]

3 decisions that turned my empty pipeline into a waiting list to work with me

When you started your business, did you assume that doing great work would be enough to bring in clients? Have you been relying on word of mouth and your existing network, only to find that well has run dry? If you know you need to win more work but have no idea where to start, this episode is for you. I share my story of how I went from completely clueless about winning work to becoming an acknowledged authority on business development in the professions. In this episode, I talk about the mistakes I made in my first two years of self-employment, the turning points that changed everything, and the core lessons I wish someone had handed me on day one. It's the story behind why I built the Launchpad programme - and why I'm so certain it can give you a head start I never had. What you'll learn in the podcast episode: - Why the friends and family network runs dry faster than almost every new business owner expects, and what you need to have in place before it does. - How going too broad with your target market is one of the most common and costly mistakes early-stage firm owners make - Why investing in expert advice when money is tight felt counterintuitive but turned out to be the single biggest turning point in my first two years of business - What the "stick list" is, why it transformed my pipeline when my diary was completely empty, and how it remains one of the most powerful business development habits I teach today Related episodes: The 5Ps to make sure business development always happens https://startuptogrownup.substack.com/p/the-5ps-to-make-sure-that-business [https://startuptogrownup.substack.com/p/the-5ps-to-make-sure-that-business?r=l8khy] 8 ways you are killing you personal brand  https://startuptogrownup.substack.com/p/8-ways-you-are-killing-your-personal [https://startuptogrownup.substack.com/p/8-ways-you-are-killing-your-personal?r=l8khy] Why your ideal clients have already shortlisted someone else and what to do about it https://startuptogrownup.substack.com/p/why-your-ideal-clients-have-already [https://startuptogrownup.substack.com/p/why-your-ideal-clients-have-already] Why your best referral sources are not sending you work (and what to do about it) https://startuptogrownup.substack.com/p/why-your-best-referral-sources-arent [https://startuptogrownup.substack.com/p/why-your-best-referral-sources-arent?r=l8khy] How to turn meetings with clients into invoiceable business (without putting more on your plate) https://startuptogrownup.substack.com/p/the-real-reason-your-clients-dont [https://startuptogrownup.substack.com/p/the-real-reason-your-clients-dont?r=l8khy] The lead generator sitting in plain sight that most firms ignore https://startuptogrownup.substack.com/p/you-know-your-website-needs-updating [https://startuptogrownup.substack.com/p/you-know-your-website-needs-updating?r=l8khy] Useful links: - sign up as a paid subscriber and use this link [https://startuptogrownup.substack.com/ac966e3a] to get 20% off an annual membership of Start Up To Grown Up Welcome to a free podcast episode of Start Up To Grown Up: Your source for ideas, insights and tactics to take back control of your business and scale it sustainably and profitably by Heather Townsend, award-winning author of The Accountants’ Millionaires’ Club and Founder of The Accountants’ Growth Club [https://www.accountantsgrowthclub.co.uk/] Each episode of the Start Up To Growth Up Podcast is based on my weekly Substack Article [https://substack.com/@startuptogrownup] on the same topic. Head over to my substack to subscribe https://substack.com/@startuptogrownup [https://substack.com/@startuptogrownup] so you never miss an article or episode again. Get full access to Start Up To Grown Up at startuptogrownup.substack.com/subscribe [https://startuptogrownup.substack.com/subscribe?utm_medium=podcast&utm_campaign=CTA_4]

How to win clients without feeling like you’ve turned into a salesperson

Nobody grows up wanting to be in sales. You became an accountant, a lawyer, a consultant. And now, somewhere between delivering great work and growing your firm, someone told you that you need to sell. And the last thing you want to be seen as is the pushy sales person. In this episode, I unpack why that resistance to sales isn’t a character flaw. It’s an identity clash. And more importantly, how to resolve it without becoming someone you don’t recognise. What you’ll take away - Why professionals are wired to resist selling, and why that’s actually useful - Three reframes that make winning clients feel like the work you already love - Why curiosity is your most underused commercial skill Related episodes: The 5Ps to make sure business development always happens https://startuptogrownup.substack.com/p/the-5ps-to-make-sure-that-business [https://startuptogrownup.substack.com/p/the-5ps-to-make-sure-that-business?r=l8khy] 8 ways you are killing you personal brand  https://startuptogrownup.substack.com/p/8-ways-you-are-killing-your-personal [https://startuptogrownup.substack.com/p/8-ways-you-are-killing-your-personal?r=l8khy] Why your ideal clients have already shortlisted someone else and what to do about it https://startuptogrownup.substack.com/p/why-your-ideal-clients-have-already [https://startuptogrownup.substack.com/p/why-your-ideal-clients-have-already] Why your best referral sources are not sending you work (and what to do about it) https://startuptogrownup.substack.com/p/why-your-best-referral-sources-arent [https://startuptogrownup.substack.com/p/why-your-best-referral-sources-arent?r=l8khy] How to turn meetings with clients into invoiceable business (without putting more on your plate) https://startuptogrownup.substack.com/p/the-real-reason-your-clients-dont [https://startuptogrownup.substack.com/p/the-real-reason-your-clients-dont?r=l8khy] The lead generator sitting in plain sight that most firms ignore https://startuptogrownup.substack.com/p/you-know-your-website-needs-updating [https://startuptogrownup.substack.com/p/you-know-your-website-needs-updating?r=l8khy] Useful links: - sign up as a paid subscriber and use this link [https://startuptogrownup.substack.com/ac966e3a] to get 20% off an annual membership of Start Up To Grown Up Welcome to a free podcast episode of Start Up To Grown Up: Your source for ideas, insights and tactics to take back control of your business and scale it sustainably and profitably by Heather Townsend, award-winning author of The Accountants’ Millionaires’ Club and Founder of The Accountants’ Growth Club [https://www.accountantsgrowthclub.co.uk/] Each episode of the Start Up To Growth Up Podcast is based on my weekly Substack Article [https://substack.com/@startuptogrownup] on the same topic. Head over to my substack to subscribe https://substack.com/@startuptogrownup [https://substack.com/@startuptogrownup] so you never miss an article or episode again. Get full access to Start Up To Grown Up at startuptogrownup.substack.com/subscribe [https://startuptogrownup.substack.com/subscribe?utm_medium=podcast&utm_campaign=CTA_4]

How to restart your business development activities when you’ve gone quiet

Has your business development quietly ground to a halt? Do you know you should be out there nurturing your network, but somehow weeks have passed and you haven’t done a thing? And if you’re honest, is it embarrassment or procrastination - rather than a lack of time - that’s keeping you stuck? I share what I’ve learned from my own recent experience of letting an entire month slip by without recording a new episode of my How to Make Partner podcast. In this episode, I talk about what actually stops us from restarting our business development activities after a gap - and it’s rarely what we think it is. You’ll hear the real story of how embarrassment, procrastination and a timely phone call from a corporate buyer finally got me back in front of the microphone. What you’ll learn in the podcast episode: - Why embarrassment is often the hidden reason your business development has stalled - and how simply naming the emotion can be enough to break through it - How procrastination disguises itself as busyness, and why it’s usually a sign you’re being pushed out of your comfort zone rather than a sign you don’t care - The power of identifying one small, safe action to restart your business development - and why going big is the wrong instinct when you’re trying to get back on track - Why reconnecting with your “why” - the real reason your business development activities matter - is often the most powerful way to find momentum again - How a single unexpected phone call reminded me that consistent business development creates results long after you’ve forgotten about the action you took - Why the most important thing when you fall off the business development horse isn’t how hard you fell - it’s how quickly you get back on Related episodes: Most business owners quit their podcast after episode 3 (here’s what to do instead) https://startuptogrownup.substack.com/p/most-business-owners-quit-their-podcast [https://startuptogrownup.substack.com/p/most-business-owners-quit-their-podcast] The 5Ps to make sure business development always happens https://startuptogrownup.substack.com/p/the-5ps-to-make-sure-that-business [https://startuptogrownup.substack.com/p/the-5ps-to-make-sure-that-business?r=l8khy] 8 ways you are killing you personal brand  https://startuptogrownup.substack.com/p/8-ways-you-are-killing-your-personal [https://startuptogrownup.substack.com/p/8-ways-you-are-killing-your-personal?r=l8khy] Why your ideal clients have already shortlisted someone else and what to do about it https://startuptogrownup.substack.com/p/why-your-ideal-clients-have-already [https://startuptogrownup.substack.com/p/why-your-ideal-clients-have-already] Why your best referral sources are not sending you work (and what to do about it) https://startuptogrownup.substack.com/p/why-your-best-referral-sources-arent [https://startuptogrownup.substack.com/p/why-your-best-referral-sources-arent?r=l8khy] How to turn meetings with clients into invoiceable business (without putting more on your plate) https://startuptogrownup.substack.com/p/the-real-reason-your-clients-dont [https://startuptogrownup.substack.com/p/the-real-reason-your-clients-dont?r=l8khy] The lead generator sitting in plain sight that most firms ignore https://startuptogrownup.substack.com/p/you-know-your-website-needs-updating [https://startuptogrownup.substack.com/p/you-know-your-website-needs-updating?r=l8khy] Useful links: - sign up as a paid subscriber and use this link [https://startuptogrownup.substack.com/ac966e3a] to get 20% off an annual membership of Start Up To Grown Up Welcome to a free podcast episode of Start Up To Grown Up: Your source for ideas, insights and tactics to take back control of your business and scale it sustainably and profitably by Heather Townsend, award-winning author of The Accountants’ Millionaires’ Club and Founder of The Accountants’ Growth Club [https://www.accountantsgrowthclub.co.uk/] Each episode of the Start Up To Growth Up Podcast is based on my weekly Substack Article [https://substack.com/@startuptogrownup] on the same topic. Head over to my substack to subscribe https://substack.com/@startuptogrownup [https://substack.com/@startuptogrownup] so you never miss an article or episode again. Get full access to Start Up To Grown Up at startuptogrownup.substack.com/subscribe [https://startuptogrownup.substack.com/subscribe?utm_medium=podcast&utm_campaign=CTA_4]

Feeling like you are falling behind on AI adoption? Here's what to do first

Are you watching everyone on LinkedIn and Substack talk about AI and wondering if you're already falling behind? Have you already bought a tool subscription or two, only to find it hasn't really changed how your firm operates? If the noise around AI is making you feel anxious rather than excited, this episode is for you. I share the advice I gave to several of my clients this week, all of them professional services firm owners who came to me worried they were missing the boat on AI. In this episode, I talk about why the fear of being left behind is getting ahead of the reality, what the early AI adopters of 2023 and 2024 actually have to show for it, and the far more practical approach that will serve your firm much better than rushing to buy yet another subscription. What you'll learn in the podcast episode: - Why not being first to adopt AI doesn't mean you are behind, and why history backs this up - The three things you should do before spending a penny or an hour on any AI tool, including why mapping your existing workflows comes before choosing any software - Why a significant amount of what is being marketed as AI may already exist in the software sitting on your desktop, and how to check before you spend more - The real data security risk that most small firms are completely unaware of Why the firms that built sustainable practices around social media were rarely the first movers, and how that lesson applies directly to how you should be thinking about AI today Related episodes: What I wish I had known 3 years ago: https://startuptogrownup.substack.com/p/what-i-wish-i-had-known-3-years-ago [https://startuptogrownup.substack.com/p/what-i-wish-i-had-known-3-years-ago] How AI has broken 2 of my businesses and what I am doing about it https://startuptogrownup.substack.com/p/how-ai-has-broken-2-of-my-businesses [https://startuptogrownup.substack.com/p/how-ai-has-broken-2-of-my-businesses] How to fix your business strategy in 6 steps https://startuptogrownup.substack.com/p/how-to-fix-your-business-strategy [https://startuptogrownup.substack.com/p/how-to-fix-your-business-strategy] Useful links: - sign up as a paid subscriber and use this link [https://startuptogrownup.substack.com/ac966e3a] to get 20% off an annual membership of Start Up To Grown Up Welcome to a free podcast episode of Start Up To Grown Up: Your source for ideas, insights and tactics to take back control of your business and scale it sustainably and profitably by Heather Townsend, award-winning author of The Accountants’ Millionaires’ Club and Founder of The Accountants’ Growth Club [https://www.accountantsgrowthclub.co.uk/] Each episode of the Start Up To Growth Up Podcast is based on my weekly Substack Article [https://substack.com/@startuptogrownup] on the same topic. Head over to my substack to subscribe https://substack.com/@startuptogrownup [https://substack.com/@startuptogrownup] so you never miss an article or episode again. Get full access to Start Up To Grown Up at startuptogrownup.substack.com/subscribe [https://startuptogrownup.substack.com/subscribe?utm_medium=podcast&utm_campaign=CTA_4]