Jackie Zach
August 20, 2024
Discover how Jackie Zach and Mike McKay faced and overcame substantial changes in their business, and how involving your team in the process can lead to success. They reflect on their own experiences, particularly focusing on the transition from a traditional marketing approach to a more digital strategy. Mike shares a pivotal moment from 2014 when they had to rethink their marketing strategy, leading to the difficult decision to downsize their marketing team and adapt their approach to client acquisition.
Jackie and Mike emphasize the need for clear communication and openness when navigating changes. They discuss how crucial it is for business owners to invite their employees to be part of the new direction, showing respect for their choices. By setting clear expectations and offering support, they aim to foster an environment where employees feel engaged and motivated. The conversation underscores the value of leadership and the need for honesty during periods of transformation, which can lead to growth and progress.
Want to know more about navigating change? Take advantage of a complimentary business strategy session to discover the opportunities in your business! https://actioncoachwi.com/podcast-ask-a-question-complimentary-session/
Podcast Transcript
Jackie Zach: Welcome back to the Tough Love for Business podcast. I’m Jackie Zach, here with my co-host Mike McKay. We’ve been discussing how to navigate major changes in your business and the big, blinding flashes of obvious moments—or BFOs—that come with it. We’ll share what we’ve learned and how these insights can help you, the business owners listening today.
Last time, we explored what type of business you want to own, the experiences you want for your employees and customers, and how big you want to grow. It was a thinking exercise. Now, once you’ve made those decisions, the next step is to introduce and navigate these changes with your employees. I’ve probably been the most resistant to change, so we’ll cover both your and my perspectives to give you a well-rounded view of how these changes impact both business owners and employees. We’ll use our experience as an example.
Mike McKay: In 2014, we created something unprecedented—a $100 million-a-year coaching business. The goal was to have multiple offices across Wisconsin, each properly staffed and budgeted. We started down this path but then faced a significant change. We had to rethink our approach. We decided to leave behind our entire marketing team except for one digital marketer. Unfortunately, we didn’t fully understand digital marketing, and the person we delegated it to wasn’t prepared. We didn’t have the time to get them ready, so we had to eliminate that role. This left us with three coaches and our admin team. The challenge became how to get clients for the coaches.
We decided that even though our long-term goal was to build a large marketing department, our immediate need was to get clients. We needed the coaches to help with this or to leave. This wasn’t about being harsh but meeting the business’s needs. We’re still a small business with goals to meet, and this required a shift. We had to move beyond old methods and adapt.
We realized that despite years of coaching experience, our marketing approach needed to change. We knew you had potential, but we needed to provide you with the right tools and scripting to help you attract clients. It was about giving you the support you needed to succeed, even before expanding our marketing team.
Jackie: So, what steps did you take to help your team navigate these changes? You mentioned scripting—what else did you do?
Mike: We approached the changes with the intention of using the right words and actions to attract the right clients. We learned what words to use to reach the 15% of the market interested in coaching. We used this knowledge more intentionally. It was crucial for everyone to be part of this new approach or to leave.
Jackie: Right.
Mike: We had to either include you in this new direction or part ways. We communicated clearly about what the business needed moving forward. I’m glad you chose to stay and work through these changes. The growth you’ll experience will lead to success. We help clients achieve incredible results, from taking their first vacation in years to selling their businesses for significant amounts. Our work is impactful, and having experienced coaches like you is crucial.
Jackie: So, that’s step one, right?
Mike: Yes, for me, it comes down to leadership. From day one, I’ve believed that people need to choose to work with you. When expectations change, you need to invite your team to be part of that change. If you’re a business owner facing significant changes, don’t be afraid to invite your team to stay.
Jackie: I really appreciate that you used the word “invite.” It shows respect for their choice and acknowledges their role in the team.
Mike: Yes, it’s important to give people the opportunity to stay or leave based on the new direction. This approach is better than a take-it-or-leave-it attitude. If both of you had left, we would have adjusted, but it would have delayed our progress. As we continue to grow, networking and meeting new people have created opportunities we didn’t previously see.
Jackie: So, as your business changes and grows, it’s essential for you as the owner to navigate these changes and help your team through them. Openness and honesty are crucial. Employees often create their own narratives when information is hidden. Being clear about what you need and inviting your team to be part of the change is key.
Mike: We did the same with our previous marketing team a year ago when we had concerns about performance. We had the same conversation about wanting them to be part of the new direction and what it would take. If they chose not to stay, that was fine. It’s important to regularly invite people to contribute and be clear about expectations. Sometimes you need to part ways to ensure those who remain can grow and help the company succeed.
Jackie: Great advice. Join us next time as we discuss navigating perturbation and the challenges of business growth. Have a great day, everyone!