UNDERESTIMATED: The Small Business Advantage Podcast

Have the Hard Talk | EP15

Avoiding difficult conversations might feel easier in the moment, but it almost always makes things worse over time. In this episode, Shawna Suckow sits down with communication expert Dr. Janel Anderson to break down how small business owners can handle tough conversations with employees, customers, and vendors without triggering defensiveness or escalating conflict. You'll learn how to recognize when it's time to speak up, how to start conversations without putting people on edge, and how to guide discussions toward real solutions. If you've ever delayed a hard conversation and paid for it later, this episode gives you a better way forward.  Most small business owners don't avoid difficult conversations because they lack courage -- they avoid them because they understand the stakes. The relationship, the tone, the risk of things going sideways. But delay doesn't protect any of that. It amplifies the problem while quietly draining your focus and energy. In this episode, Shawna and Dr. Janel Anderson of Working Conversations break down a practical, research-backed framework for the conversations most small business owners keep putting off -- with employees, customers, and vendors.  WHAT YOU'LL LEARN:  * The one signal that tells you it's time (or past time) to have the conversation  * Why "we need to talk" is the worst possible opener -- and what to say instead  * How to start from facts the other person agrees with, so defensiveness drops before it starts  * Why you should stop talking after you state the issue -- and let silence do the work  * How to handle employees who throw excuses, deflect, or bring up unrelated issues  * How to de-escalate an upset customer using mirror neurons (no "calm down" required)  * How to address vendor problems without blowing up a relationship you can't afford to lose  * Why co-creating the solution -- instead of prescribing it -- leads to lasting accountability  * The one step most leaders skip: scheduling the follow-up before you leave the room  IF YOU'VE BEEN SEARCHING FOR:  - how to have difficult conversations at work  - how to give feedback to employees without conflict  - dealing with upset customers as a small business owner  - conflict resolution strategies for small business  - leadership communication skills for managers  ...this episode gives you a step-by-step approach you can use in your next conversation. The dread beforehand is almost always worse than the conversation itself.  Take Dr. Janel Anderson's Conversation Style Quiz to find out if you're an Avoider, Improviser, Escalator, or Deflector -- and get clarity on your go-to pattern under pressure. https://www.janelanderson.com/quiz [https://www.janelanderson.com/quiz]  GUEST: Dr. Janel Anderson | Founder, Working Conversations LLC | Author of Head On: How to Approach Difficult Conversations Directly www.janelanderson.com  Episode page + full transcript: https://www.thebuyerinsider.com/podcast/episode-15  CONNECT WITH SHAWNA:  * Subscribe: https://www.youtube.com/@ShawnaSuckow [https://www.youtube.com/@ShawnaSuckow]  * Visit: https://www.thebuyerinsider.com [https://www.thebuyerinsider.com]  * Newsletter: https://www.thebuyerinsider.com/newsletter  [https://www.thebuyerinsider.com/newsletter ] * Free Small Business Marketing Resources: https://www.thebuyerinsider.com/vault [https://www.thebuyerinsider.com/vault]  #DifficultConversations #SmallBusinessCommunication #ConflictResolution #EmployeeManagement #LeadershipCommunication #Entrepreneurship #SmallBusiness #Underestimated  Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault.

SEO vs GEO: Your Business Is About to Become Invisible | EP14

Search is changing faster than most small businesses realize, and the shift from SEO to GEO is not subtle. It is a complete rewrite of how customers find you. In this episode, Shawna Suckow breaks down why traditional search engine optimization is losing ground and how generative engine optimization is already deciding which businesses get recommended and which ones disappear. You will learn how AI tools like ChatGPT and Google's Gemini are changing customer behavior, what signals actually matter now, and how to restructure your website and visibility so your business is trusted, surfaced, and chosen.  If your business relies on being found online, this is a shift you cannot ignore. SEO is no longer the primary way customers discover businesses. AI tools like ChatGPT and Google's Gemini are now deciding which businesses get recommended — and which ones are never seen. This is where GEO, or Generative Engine Optimization, comes in. In this episode, Shawna breaks down how AI-driven search is reshaping visibility for small businesses and why traditional SEO strategies are losing ground fast.  WHAT YOU'LL LEARN:  - The difference between SEO and GEO  - Why ranking on Google is becoming less important  - How AI tools decide which businesses to recommend  - What signals actually matter for visibility now  - How to structure your website for AI-driven search  - Why small businesses have a real advantage in this shift  IF YOU'VE BEEN SEARCHING FOR:  - SEO vs GEO explained  - Generative engine optimization for small business  - How AI is changing search results  - How to get found in ChatGPT or Gemini  - Small business marketing strategy 2026  - How to increase online visibility with AI ...this episode will show you exactly what is changing and what to do next. The businesses that win won't be the ones that rank. They'll be the ones AI trusts enough to recommend. FREE EPISODE RESOURCE: SEO vs. GEO 90-Day Guide: https://www.thebuyerinsider.com/seo-vs-geo-guide [https://www.thebuyerinsider.com/seo-vs-geo-guide] CONNECT WITH SHAWNA:  Subscribe: https://www.youtube.com/@ShawnaSuckow [https://www.youtube.com/@ShawnaSuckow]  Visit: https://www.thebuyerinsider.com [https://www.thebuyerinsider.com]  Newsletter: https://www.thebuyerinsider.com/newsletter  Free Small Business Marketing Resources: https://www.thebuyerinsider.com/vault  [https://www.thebuyerinsider.com/vault ] #SEOvsGEO #GenerativeEngineOptimization #SmallBusinessMarketing #AISearch #OnlineVisibility #Entrepreneurship #SmallBusiness #Underestimated  Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault.

Small Businesses: Do THIS to Make Selling Easier | EP13

Small business sales doesn't have to feel awkward. Sales coach Bethany George introduces the Trust Styles framework—four dog breeds that reveal your natural sales personality. Learn why traditional sales strategies fail small business owners, how to hire salespeople whose style complements yours, and why being yourself is the most effective selling strategy. Includes Shawna's real hiring mistake and the 10-year partnership that actually works. Discover which breed matches your personality and how to stop fighting your natural style. Many small business owners follow sales advice that doesn't fit. Outreach feels uncomfortable. Conversations feel strained. Hiring a salesperson backfires. Why? You're trying to sell like a Husky when you might be a Golden Retriever. In this episode, Shawna and Bethany George of Sales Mystique break down the Trust Styles framework—revealing your natural sales personality and how to hire salespeople whose style complements yours. WHAT YOU'LL LEARN: • The four Trust Style breeds: Golden Retriever, German Shepherd, Doberman, Husky • Why traditional sales strategies fail small business owners • How your natural communication style is your superpower • What to look for when hiring your first salesperson • How to position yourself with the right people • Why being yourself in sales is the most effective strategy • Real examples of each breed in action • Trust style assessment and deeper archetypes Take Bethany's Trust Styles Quiz to discover which breed matches your personality—and stop fighting your natural selling style. GUEST: Bethany George | Founder & Sales Coach | Sales Mystique www.thesalesmystique.com (http://www.thesalesmystique.com/) | Instagram: @salesintrovert RESOURCES: Take the Trust Styles Quiz: https://www.thesalesmystique.com/quiz Free Assessment: https://www.thesalesmystique.com (https://www.thesalesmystique.com/) Full Episode & Transcript: https://www.thebuyerinsider.com/podcast/episode-12 CONNECT WITH SHAWNA: Subscribe: https://www.youtube.com/@ShawnaSuckow Visit: https://www.thebuyerinsider.com (https://www.thebuyerinsider.com/) Newsletter: https://www.thebuyerinsider.com/newsletter Free Resources: https://www.thebuyerinsider.com/vault #SmallBusinessSales #SalesStrategy #TrustStyles #PersonalityTypes #B2BSales #Entrepreneurship #SmallBusiness #Underestimated Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault.

Are You Wasting Small Business Week? EP12

Small Business Week is the biggest visibility opportunity of the year for small business owners, yet most don’t use it effectively. In this episode of Underestimated, Shawna Suckow shares seven quick, no-cost marketing strategies to help you stand out, attract customers, and build stronger connections with your community. From increasing local visibility and re-engaging past customers to building trust through behind-the-scenes content and leveraging free PR opportunities, these simple tactics are designed for real-world execution. If you want practical small business marketing ideas that drive awareness, engagement, and growth during Small Business Week and beyond, this episode gives you a clear plan. Small Business Week only happens once a year, and it’s one of the rare moments when people are already thinking about supporting businesses like yours. The question is whether you’re giving them a reason to notice you. In this episode, you’ll walk through seven simple, practical actions you can implement immediately without spending money or adding hours to your schedule. You’ll learn how to: *  Remind your community why your business matters and the role you play locally  *  Reconnect with past and current customers in a way that feels natural and timely  *  Build trust faster by showing the real, human side of your business  *  Use behind-the-scenes content and team stories to create stronger connections  *  Collaborate with other local businesses to expand your reach organically  *  Position your business as a meaningful alternative to large corporations  *  Turn Small Business Week into ongoing momentum instead of a one-week spike  This episode also breaks down how to get more visibility by tapping into existing conversations, including how to use Small Business Week messaging, local organizations, and community partnerships to extend your reach. You’ll also hear simple ways to approach local media for potential press coverage, even if you’ve never done PR before, and how to create a relevant angle that increases your chances of being featured. If you’ve ever felt like marketing takes too much time, costs too much money, or requires constant creativity, this episode is a reminder that some of the most effective strategies are also the simplest. The goal is not to do more. It’s to do what works, at the right time, when attention is already in your favor. Use this week to show up, be visible, and remind people why small businesses like yours are worth choosing. Full Episode & Transcript: https://www.thebuyerinsider.com/podcast/episode-12 CONNECT WITH SHAWNA Vault Resources: https://www.thebuyerinsider.com/vault Subscribe to Underestimated: https://www.youtube.com/@ShawnaSuckow Visit The Buyer Insider: https://www.thebuyerinsider.com (https://www.thebuyerinsider.com/) Get the Newsletter: https://www.thebuyerinsider.com/newsletter #SmallBusinessWeek #SalesStrategy #SmallBusiness #Entrepreneurship #Marketing #SmallBusinessMarketing #Underestimated Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault.

Why You're Stuck (and How to Finally Move Forward) | EP11

As a small business owner, do you ever feel paralyzed by a big goal, a tough decision, or just...life? Life and business coach Maren LaFollette of The Clarity Buzz joins Shawna to talk about what actually gets people unstuck—and it's not motivation. Maren shares how she went from a burned-out content creator to building a career rooted in her values, strengths, and honest self-reflection. They dig into why we make emotion-based decisions (and why that's holding us back), how to tackle impossible tasks, and why the accountability gap is the real enemy of progress. If you've been spinning your wheels, this one's for you. Maren's Instagram: @TheClarityBuzz Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault.