We were lucky to catch up with Greta Muller recently and have shared our conversation below.
Hi Greta, thanks for joining us today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?
My journey to business owner started about 20 years ago with a quick trip to the grocery store. I was living in Dallas, working as a Talent Coach for a major broadcast talent coaching and placement company. And I was exhausted. I had spent over 200 days traveling the previous year and was well on my way to doing it again. I loved WHAT I did, just not HOW. I was making a quick dash to the grocery, like I’d done 1000 times before, only this time, I didn’t remember getting there. I was walking in, keys in hand, and had no memory of the drive or parking my car. I knew I had to make a change.
I asked for a meeting; told them I wanted to live in New York City, closer to the majority of clients, which would reduce my travel greatly. The answer was a firm no and I handed in my contracted six month notice. I also had a two-year non-compete, which I assured them I would honor and in those 6 months, I completed my contracted obligations, trained my replacement, sold my home, got rid of many of my possessions. and downsized to a studio apartment in the heart of Manhattan. Because of the non-compete, all TV networks and local affiliates that were clients of my previous employers were off-limits. My big business “plan” was to transition my skills to the corporate world.
My first client referral came from my old boss. so, lesson # 1- when possible, leave on good terms. Do not burn bridges. That client referred me to my next client and so on and so on. Lesson #2- do exceptional work. Always end with a debrief where your client gives you feedback. When they say, “Greta, this was exceptional, thank you…” I simply say, “Well I hope if you ever know someone who would benefit from my services, please give them my information.” They do. Literally 99% of my business has been referrals and this has been enough business that I have needed to partner with other coaches and hire additional support staff.
I took a few business classes and workshops, and I heard an idea that resonated with me. This gentleman proposed the idea of not charging hourly or even daily, which in the world of executive coaching was a standard. He suggested looking for ways to offer monthly retainers so that clients never had to think twice about picking up a phone, texting, or emailing for help; it was an all-inclusive contract. I implemented this idea and I have never looked back. All the little extras that normally add up to what I call, “nickel-and-dime-ing the client to death” went away. I don’t like it and neither do my clients. In regards to challenges, I had to determine reasonable pricing between in-town and out-of-town clients, and I offered all kinds of benefits that made having a personal coach “on call” a no-brainer. I also developed my non-profit/educational rate, which is almost half of my rate for corporate clients. I occasionally do a low “friends and family” rate, but I learned quickly that when you devalue yourself, your client devalues you. Many see “complimentary” as free and therefor worthless. It is also challenging raising your rate once you’ve given something away. But you can always throw in an additional service to a valuable client.
One of the perks I offer to my monthly retainer clients and only those clients is that I am “on-call” 24 hours a day. In 20 years, I’ve had a few dinner time or weekend calls, but only once did my phone ring after midnight and it was from a client speaking in Singapore. My mission is to prepare my clients to NOT need me. I seek to empower and while I may receive a few after hours calls, most tell me they appreciate the security of knowing I’ve got their backs.
When you are a coach, you are your business. My overheard is low, because I work from home unless I am meeting at a client’s office or traveling. I rent studio space when needed. I arrange for teleprompters and actors serve as interviewers. Networking is a huge part of my business plan. I am not aggressive nor do I hesitate to talk about what I offer, when asked. I recommend having an excellent elevator pitch. Never start with a job title, but start with what you do. My focus is authenticity- tapping into natural skills and talents- when asked I often say, “I love helping my clients express their most authentic selves.” Look for a statement that leads to a conversation.
Greta, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
“Opening Your Presence” is more than the title of my book; it is my mission and I hope the same for my clients. There is nothing natural about speaking to an audience of any size. Whether in a boardroom or an auditorium that seats thousands, giving a presentation- offering an idea or product- is not a casual undertaking. I enjoy working with the non-professional speaker- that person who must give talks or presents to colleagues as part of their profession.
I spent the first 17 years of my professional life as an actor and performer. I did television and live theater. I sang and did radio voice overs. I taught theater to children and teens… and when I first began working with news anchors or meteorologists I learned very quickly I was not there to tell them their job- I was there to help them communicate their area of expertise as effectively as possible. What I already knew about the voice, face and body, I have supplemented with research. WHY is the first impression so important? WHY is appearance important? WHY does the visual often overshadow the verbal? I can actually answer those questions with science as well as experience.
My client base is incredibly diverse. I currently work with a team of television meteorologists, executives in the hotel business, and the sales team at a global architectural landscaping business. I’ve worked with doctors, lawyers, gospel singers, wholesale furniture reps, and even a television psychic. My strength is listening and understanding their fears. I have great empathy for anyone overcoming a fear. I know when to push and I believe I know when to stop. Coaching for me is about honesty and there must be trust. I honor my clients’ confidentiality and I am often privy to incredible stories of courage that serve to inspire me. I feel I am a better person because of the privilege I have been granted to serve in other people’s lives.
My book, OPENING YOUR PRESENCE, “Presenting the YOU, you want others to see,” has been translated into 2 foreign languages and the second edition won a non-fiction award for excellence. I recently recorded the audio book which will be released in 2026. I also write for online magazines and conduct workshops and speak to all kinds of groups and organizations.
What’s worked well for you in terms of a source for new clients?
My best source of clients are previous or current clients. I never give less than excellent service, which is the best form of advertising and it’s basically free. One of my pillars of success is to do such an incredible job my clients cannot wait to pay me, and they cannot help but tell others about me. I once shared this intention with someone who wanted to know my secret to success, and they laughed. “Cannot wait to pay you? Please!” I told them I once submitted a proposal for a retainer job which required 50% deposit and the client said, “Can I just pay the whole thing up front?” And he did. And he has remained a client for 15 years. This has happened numerous times. It happens.
One of my best stories is working on a large conference where I designed the concept, wrote speeches and coached multiple speakers for a 90 minute program for an audience of about 1500. The program began first thing in the morning and I was making one last, late-night walk around the stage. I noticed a stack of large, unpacked boxes piled haphazardly to one side and I asked one of the crew if he knew what these boxes were. He said they had been sitting on the loading dock and someone had dropped them there before going home. They were labeled for our room, and I opened one of the boxes to discover the tins of cookies that were supposed to be placed on every seat. It was some additional swag for the attendees. Everyone had gone home and there was no one to help, so I started unpacking the boxes and going to work. This was not “my job”- it was not my responsibility or a part of my contracted duties, but this young man and I (whose job this was not also) started placing the cookie tins on seats.
As fate would have it, the CEO and a few members of his team also decided to take a last look at the room. The CEO asked what we were doing. He immediately took off his sport coat and rolled up his sleeves. One of his guests told him this was not his job and they would try to find some help. He said, “This isn’t Greta’s job either. If we all pitch in I’ll bet we can have this done in record time,” and he was right. He thanked me then, and after his successful presentation and asked if there was anything he might do for me. I told him I would appreciate any referrals, and he said I didn’t even have to ask.
Have your clients’ best interest in mind and heart, and you will never lack clients.
Let’s talk about resilience next – do you have a story you can share with us?
It would be nice if success was a straight line upward, but the truth is there are highs and lows, curves, outright failures and pauses. Because of my many years as an actor, I learned a long time ago the power of having a healthy savings account and an emergency fund. Once I began gaining steam as a coach, I learned to live consistently, no matter how much money I was making. When business was going gang busters, I lived pretty much in the lifestyle I enjoyed and was accustomed to and put more money in savings than usual. When things got a little lean, I placed less into savings, but had money to fall back on. I do enjoy nice things, but I limit credit card usage, always pay in full and save for things I really want.
Most of my work focuses on coaching speakers at live events. When COVID came along, I lost an entire year of income because the projects I were to work on were canceled or postponed. I had to pivot, and created virtual workshops that focused on commanding an on-line audience. I also did some ghost writing on a book and began the second edition of my book. I recommend thinking outside the box and to keep your brain and spirit active and alert. My income still fell significantly, but I was able to keep going because I had very little debt and a healthy savings to draw from.
Once upon a time, I worked hard to put aside 1 — 2 months of living expenses and that eventually became 3- 4 months, then 6 and I now seek to keep approximately one year of expenses in a high yield, easily accessible savings account. I do not panic if I cannot put money in my retirement fund for a few months, but I stay steady. My lifestyle does not do a drastic fall if a client has to postpone and I keep myself busy creating new offerings. I focus on what my natural strengths are and always, always choose projects that I believe in and clients I enjoy. I’ve learned to walk away and trust my gut. there are warning signs, and you must always pay attention. I’ve learned that the hard way!
I have spoken with many young people who seek wealth and expensive items too soon in the business development phase. When developing a business, that should be the goal. Living large will come in time hopefully, but you are limiting yourself if your personal overhead is too high.
Contact Info:
- Website: https://gretamuller.com/
- Instagram: gretamullernyc
- Facebook: https://www.facebook.com/OpeningYourPresence
- Linkedin: https://www.linkedin.com/in/greta-muller-7352007/
