{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/62daf8972b96360012fcb5b7/674870f3bbe21d4794bb9108?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"Don’t Just Sell a Product, Sell a Process with Zach Hoskins","thumbnail_width":200,"thumbnail_height":200,"thumbnail_url":"https://open-images.acast.com/shows/62daf8972b96360012fcb5b7/1732800803226-b8d8a810-5eae-4d9e-af24-2be5ef64266b.jpeg?height=200","description":"<p>In this episode of the Everybody Brands Podcast, Brian Sooy and guest <a href=\"https://www.linkedin.com/in/zachhoskins/\" rel=\"noopener noreferrer\" target=\"_blank\">Zach Hoskins</a> discuss Zach's perspective on this idea: \"Don’t just sell a product—sell a process. Help clients build a strategy that converts leads, nurtures relationships, and retains customers for life.\"</p><p>This episode is brought to you by <a href=\"https://www.aespire.com/expertise/storybrand-marketing\" rel=\"noopener noreferrer\" target=\"_blank\">Aespire, the branding and marketing agency for service companies</a>.</p><p><strong>What is your professional background?</strong></p><ul><li>Military: 10 years in Missouri Air National Guard, worked on B2 stealth bomber</li><li>Leadership: 10 years on leadership teams of entrepreneurial organizations (C-suite roles)</li><li>Consulting: Implemented coaching strategies and business systems for 5+ years</li><li>Current: Owns <a href=\"https://theefficiencyconductor.com/\" rel=\"noopener noreferrer\" target=\"_blank\">The Efficiency Conductor</a>, runs online communities for tech professionals and leaders</li></ul><p><br></p><p><strong>What communities do you run?</strong></p><ul><li><a href=\"https://www.harmonygrowthlab.com/\" rel=\"noopener noreferrer\" target=\"_blank\">Harmony Growth Lab</a>: Helps cybersecurity professionals build personal brands and strategic visions</li></ul><h3><br></h3><p><strong>What is your approach to client relationships?</strong></p><ul><li>Focus on selling a process, not just a product</li><li>Help clients build strategies to convert leads, nurture relationships, and retain customers</li><li>Prioritize investing in team members, who then take better care of clients</li><li>View relationships as the foundation of business success</li></ul><p>Get your copy of <a href=\"https://amzn.to/4i6XQLg\" rel=\"noopener noreferrer\" target=\"_blank\">the book, \"Trade Secrets: Four Core Strategies to Maximize Value for Service Companies\" in print, ebook, and audio formats</a>. Tailored for a wide range of professionals, from home services to wealth management, this book breaks down complex branding concepts into accessible, actionable strategies that any small business owner can implement.</p><p><br></p><p><strong>How do you balance team and client priorities?</strong></p><ul><li>Shifted focus from \"clients first\" to \"team members first, then clients\"</li><li>Pouring into team members empowers them to better serve clients</li><li>This approach helps remove the owner from day-to-day operations</li></ul><h3><br></h3><p><strong>How do you approach strategic planning for businesses?</strong></p><ul><li>Map out the entire client journey from awareness to advocacy</li><li>Use whiteboards to visualize processes and identify priorities</li><li>Focus on one area (e.g., sales process) for a sustained period (90 days to a year)</li><li>Emphasize working on the business vs. in the business</li></ul><p><br></p><p><strong>What's your view on long-term planning?</strong></p><ul><li>While specifics may change, focus on desired feelings and outcomes</li><li>Use reverse engineering to determine steps needed today</li></ul><h3><br></h3><p><strong>How do you manage time and productivity?</strong></p><ul><li>Focus on four key elements: Time, Energy, Attention, and Effort (T.E.A.E.)</li><li>Create an \"ideal week\" to manage time effectively</li><li>Analyze energy levels throughout the week</li><li>Direct attention intentionally and adjust effort accordingly</li></ul><h3><br></h3><p><strong>How do you approach relationship building in business?</strong></p><ul><li>Create communication cadences (weekly, monthly, quarterly, yearly)</li><li>Use methods like podcasting to generate leads and build relationships</li><li>View relationships as the foundation of all business success</li><li>Balance emotional and logical communication based on audience (e.g., more logic-focused for accountants)</li></ul>","author_name":"Brian Sooy"}