We recently connected with Steven Johnson and have shared our conversation below.

Hi Steven, thanks for joining us today. One of the toughest things about progressing in your career is that there are almost always unexpected problems that come up – problems that you often can’t read about in advance, can’t prepare for, etc. Have you had such and experience and if so, can you tell us the story of one of those unexpected problems you’ve encountered?

As a management consultant with several years of experience guiding businesses through the murky waters of growth and change, I’ve encountered a myriad of challenges that many companies face. However, one of the most unexpected and enlightening problems I’ve witnessed relates directly to the often-misunderstood relationship between sales and marketing.

EVERY business owner, startup founder, entrepreneur, etc thinks they need help with “marketing.” In actuality, however, what the overwhelming majority of them need help with is SALES. Sales and marketing are not the same thing.

Imagine a circus is coming to town. Marketing is all about spreading the word that the circus is coming. It could involve creating colorful posters, engaging social media posts, and perhaps a catchy jingle on the radio, all designed to generate excitement and anticipation. Marketing tells people where and when the circus will be, highlights the spectacular acts and animals they’ll see, and paints a picture of the fun-filled experience awaiting them.

Sales, on the other hand, is like the ticket booth at the entrance of the circus. It’s the process of convincing people to buy a ticket to enter. Sales take the interest and excitement generated by marketing and converts it into action—purchasing a ticket. The sales process might include offering special deals, like family discounts or front-row seat upgrades, to seal the deal and ensure the customer commits to the experience.

Marketing is about generating interest and excitement for the circus, while sales is about turning that interest into actual attendance by selling tickets.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’m Steven Johnson, a dynamic and results-driven business advisor with a rich background in leadership, sales, marketing, recruiting, and training. My journey into the business world began in Philadelphia, Pennsylvania, where I was born and raised, to now having worked in over 30 states. Most of my background is in sales and finance. Even my high school diploma was specialized in finance. This foundational education sparked my interest in finance and business development, leading me down a path of entrepreneurship and advisory roles.

Over the years, I’ve had the privilege of starting and successfully running several small businesses, diving deep into the mechanics of business growth, strategic planning, and team building. My career trajectory has taken me from managing sales and development for companies like AT&T and Verizon to providing wealth management services at TD Bank and other well known financial institutions. Most recently, I’ve been working as a Small Business Advisor with the United Way of Delaware, where I’ve coached executives, entrepreneurs and small business leaders, helping them navigate challenges, make strategic decisions, and find daily motivation.

The products and services I offer are designed to empower small businesses and their leaders. Whether it’s through coaching on competitive market strategies, developing six-figure earners, or simply helping a struggling business turn around, my focus is on delivering solutions that drive success and growth. What sets me apart is my hands-on experience in both starting businesses and guiding others to achieve their financial and operational goals. I’m known for my energetic approach and my ability to provide knowledge and strategies necessary to tackle the challenges small businesses often face.

I’m particularly proud of my role in the United Way of Delaware’s Minority Small Business program, where I have been a driving force in creating many six six-figure earners and now, even one seven-figure earner. This accomplishment is a testament to my commitment to not just advising but actively contributing to the success of the businesses I work with.

For potential clients, followers, and fans, I want you to know that my brand and work are built on a foundation of real-world experience, dedication to client success, and a passion for seeing small businesses thrive. Whether you’re facing challenges in sales, marketing, strategic planning, or team building, I’m here to help you navigate these complexities and guide your business towards achieving its full potential.

My journey from finance student to seasoned business advisor illustrates a commitment to continuous learning, growth, and helping others succeed. My advice and strategies are not just theoretical but are backed by years of hands-on experience and successful outcomes. If you’re looking for a partner to help your business overcome obstacles and reach new heights, I’m your guy.

Have any books or other resources had a big impact on you?

Yes, absolutely. I read every day. To anyone reading this, reading must be a daily habit if you plan on being successful. Throughout my journey as a business advisor and entrepreneur, several resources have profoundly influenced my management and entrepreneurial philosophy. Among these, a few stand out for their timeless insights and practical advice.

1. “Think and Grow Rich” by Napoleon Hill: This classic has been instrumental in shaping my understanding of the psychological foundation of success. Hill’s principles of desire, faith, and persistence have taught me the importance of a positive mindset and clear goal setting in both personal and professional realms. The idea that success begins in the mind before it can manifest in reality has been a guiding principle in my approach to entrepreneurship and advising businesses.

2. “The Wealth of Nations” by Adam Smith: Smith’s comprehensive analysis of economics and capitalism has given me a deep appreciation for the market forces that shape business opportunities and challenges. His insights into the division of labor, productivity, and free markets have informed my strategic planning and decision-making processes, helping me advise businesses on how to navigate and leverage the economic landscape for sustainable growth.

3. “The Back of Beyond”: While not as directly related to management or entrepreneurship as the others, this book has influenced my philosophy on the importance of venturing into uncharted territories and embracing the unknown. It has encouraged me to adopt a mindset of exploration and resilience, crucial traits for any entrepreneur facing the uncertainties of the business world.

4. “The Sales Bible” by Jeffrey Gitomer: This book has been a cornerstone in my understanding of the sales process. Gitomer gives no-nonsense advice and strategies for building relationships, understanding customer needs, and closing deals- that’s been invaluable. His emphasis on value creation and customer satisfaction has reinforced my belief in sales as a vital component of business success, driving home the point that effective selling is about much more than transactions—it’s about creating lasting connections.

5. “The Little Red Book of Selling” by Jeffrey Gitomer: Another gem by Gitomer, this book delves deeper into the psychology of sales and the importance of personal branding in the selling process. It has taught me that the most successful salespeople are those who sell themselves first. This philosophy has shaped my approach to sales and marketing, emphasizing authenticity, passion, and the power of belief in one’s product or service.

Each of these resources has contributed to my holistic view of business, blending timeless economic theories with modern sales strategies and a deep understanding of human psychology. They have equipped me with a well-rounded perspective that I bring to my work, helping businesses navigate the complexities of growth, sales, and strategic planning.

What’s worked well for you in terms of a source for new clients?

The cornerstone of my business growth and the most fruitful source of new clients has consistently been my existing client base. This realization didn’t come overnight but has been a testament to the power of building strong, genuine relationships and the pivotal role of referrals in expanding my reach.

In my experience, the key to unlocking this potent source of new business lies in understanding that every satisfied client holds the potential to be a gateway to several more. This understanding has led me to prioritize asking for referrals early and often in the client journey. It’s not merely a strategy but a fundamental part of my interaction with clients, woven seamlessly into our conversations and meetings.

The importance of asking for referrals cannot be overstated. It’s a practice that does more than just expand your client base—it reinforces the trust and value you provide to your existing clients. By asking for referrals, I’m communicating my commitment to delivering quality service and my readiness to extend that value to others in their network. This approach has not only helped me grow but has also deepened my relationships with current clients, as they see firsthand the mutual benefits of expanding our professional circle.

Building and maintaining relationships is at the heart of this strategy. It goes beyond mere transactions or business dealings. It’s about creating a network based on trust, respect, and mutual growth. Each client interaction is an opportunity to strengthen this network, whether it’s through regular check-ins, providing additional value beyond the agreed services, remembering their birthday or simply being there as a resource when needed. This foundation of trust and ongoing engagement makes clients more inclined to refer your services, knowing that their contacts will receive the same level of care and professionalism. There are two pieces of advice I’ll offer to the readers in order to drive this home; 1- ANSWER YOUR PHONE! And you MUST reply in a timely fashion. 2- BE A RESOURCE! Do not aim to be the king/queen. Be the person that the king or queen comes to when they have a problem.

The impact of this approach has been profound. Not only has it consistently enabled me to leverage my existing client base for new clientele, but it has also created a self-sustaining ecosystem where my business grows organically through the advocacy of those I’ve worked with. It turns clients into partners and collaborators in the truest sense, each playing a role in the collective success of our network.

The power of referrals from existing clients cannot be underestimated. It’s a testament to the importance of building and maintaining strong relationships and the value of integrating the practice of asking for referrals into every aspect of your client interactions. This approach has been the backbone of my business growth, and I believe it holds the key to unlocking unlimited potential for others as well.

Contact Info:

• Website: Www.buadvisors.com
• Other: Www.obpodcast.com I host a podcast called “Only Business” where I provide free resources and business advice in addition to featuring some of my clientele. I would highly recommend it for all business leaders and aspiring business leaders. We release new content twice monthly and have garnered a very large following in a really short period of time.