The Importance Of Educating Yourself & Your Referral Partners, with Mark Ridley

Sept 16, 2021

The Mass Business Podcast

Season 1, Episode 14 – The Importance Of Educating Yourself & Your Referral Partners, with Mark Ridley

In episode 14 I talk with Mark Ridley about why it is so important for your referral partners to be educated about what you do and how that gets you more quality referrals. His company, GreenShootsFX helps importers pay less US dollars to their global vendors, as well as assisting exporters to collect more US dollars on international sales. Mark tells us what it was like getting a new business going during the pandemic and we talk a bit about knowing your ideal client. Are you ready? Let’s go!!

Resources Mentioned in this episode – 

Hubspot     Go For No – Andrea Waltz      Building A Story Brand – Donald Miller

Story Like You Mean It – Dennis Rebelo

Connect with Mark –

LinkedIn    Twitter

If you or someone you know would like to be a guest on our show please visit us on Facebook or at our Website –   Find Us On Facebook    Subscribe On YouTube

MORE Word Of Mouth Referrals: Lifelong Customers & Raving Fans


Matt Ward 00:00
Hey welcome back to Episode 14 of the Mass Business Podcast. My name is Matt Ward and I am your host. I got a good friend today to interview on the podcast. His name is Mark Ridley, he’s with GreenShootsFX. GreenShootsFX helps importers pay less US dollars to their global vendors, as well as assisting exporters to collect more US dollars on international sales. They’re very big into educating people on best practices and often see importers being invoiced in US dollars, which often means that they’re overpaying for those raw materials and goods. They love educating people on the reasons why and how to lower the payment. He’s based in Scituate mass, but originally from London migrated here in 2015. And his favorite football team, of course, that’s European football team is the Tottenham Hotspur. Ladies and gentlemen, please join me in welcoming my good friend Mark Ridley to the podcast. Are you ready? Let’s go.

Welcome to the Mass Business Podcast where small business owners, also known as risk takers, share their stories about the growth of their business and themselves. Our interviews and our content is focused on growing a small business and understanding networking and referrals. I say it all the time. And I’ll say it again today. You never know for your next referral will come from. Hey, there we go. That’s my good friend Cailte Kelley, thanks for that intro song. Appreciate it. Welcome to the show, Mark Ridley.

Mark Ridley 02:00
Thank you, sir. Appreciate you. Appreciate you having me want an introduction. That’s the kind of introduction I want every time I’m just entering into a room or into a store. Quite frankly…..

Matt Ward 02:14
Well, I’m happy to record one for you that you could just play right on your phone for a nominal charge probably like, I don’t know, a large Dunkin Donuts, coffee would work for me.

Mark Ridley 02:23
I could probably stretch that, to be honest with you.

Matt Ward 02:27
Might be a stretch, and we have to do it an international foreign exchange currency or something too right. Awesome. So thanks for joining me on the podcast just in a real quick, you know, short synopsis 30 seconds or less explain to our listening audience all two people that are probably listening. What exactly GreenShootsFX does,

Mark Ridley 02:46
I’ll give it a go. And I’ll be honest with you, my dad still says to me today, I don’t know what you do for a living. And so, you know, having moved in financial circles, we can talk to each other in acronyms. And yeah, we understand each other. But when it comes to like, breaking it down, so I can explain to my Dad, I’m like, you know what, I think we’re gonna have to get stick figures out and like draw a bit of a flow and help him that way. Bless him, love him.

Matt Ward 03:14
Will those stick figures go on the back of your minivan too?

Mark Ridley 03:17
Well I have some thoughts about those kinds of….

Matt Ward 03:22
Alright, what do you do? explain to the audience what you do.

Mark Ridley 03:25
Alright, so we, I think you nailed it really, I mean, we do help importers. In fact, it should be very careful and say like, not necessarily, like an out and out true importer because you could be a manufacturer here in the US, you might source your widgets, your raw materials from the US you might be selling exclusively to the US. But the machine that you have that manufactures those widgets, you might have bought that from Italy, for example, that might be something you do want every five years or once every five years or so, you’re not really an importer, but you have a global vendor that you pay once in a while, but for keeping it simplistically or for simplicity sake, yeah, we help anybody that imports goods or services, raw materials, pay less for those items, usually compared to using a bank. And I’ll caveat that by saying we’re not bank bashers in any way shape or form.

Matt Ward 04:20
Yeah you get a lot of your clients from banks, right?

Mark Ridley 04:23
Yeah, we do. We do. Um, I might be a big bank basher. So I’m gonna put like the more global bank there. But certainly from a regional in a community bank and credit union perspective, we actually look to partner with some of those institutions. So if you’re a business and you are passing your invoices that you receive over to your bank and they’re in a foreign currency and you say pay that German exporter, 100,000 euros, it’s highly likely that the foreign exchange rate that that bank is using is not going to be a great one, and typically could be overpaying in the region of about two or 3000 bucks. For every $100,000 and that’s….

Matt Ward 05:04
And for some of the small businesses listening right now, you know, conceptually that’s probably not even a trigger with them because they don’t send money over like that. But I think the point of understanding this is that Mark’s company, GreenShoots, helps people save money, right? On on scale. That’s what they do. They help people save money. And one of the reasons I asked mark to come on the podcast, and I thought it would be great to have him on the podcast, because GreenShoots, even though Mark isn’t new in business, GreenShoots is fairly new. And so you know, you’ve got a history in the world of foreign exchange and banking, you’ve been doing this now for what how many years?

Mark Ridley 05:41
All in now could be 30 years this year,

Matt Ward 05:44
yeah. 30 years. So it’s not like you’re new in the industry. But you are a new business, talk to me about the struggle of getting a new business going during the pandemic.

Mark Ridley 05:55
So, man, where to start with that. So you’re absolutely spot on, like, so we’re a new company, right. But the way that we would describe ourselves to anybody who’s serious, seriously looking to engage with us, is, it’s a new skin. But the bones are hyper experienced, like, to your point, you know, almost 30 years, we’ve been doing this for a very, very long time. So we know what we know. But we, we also understand that there are many businesses out there that have been doing things a particular way for a very long time. And we’re trying to slightly tweak their own way of doing things, they’re kind of sort of almost trying to break your habit. But in terms of starting a business, during a pandemic, I mean, the amount of times that people have asked us like, you know, you must be absolutely off your head to try and start something new during probably one of the worst more recent like crisis that we’ve ever seen. And I said, Look, you know, that that will probably be true, if we were looking to start a travel agency in August of last year, right of august of 2020. But we started just as the pandemic was unfolding, if you will. And given to your point, we are a company that save businesses money, what better time do you need to save money than during a pandemic?

Matt Ward 07:21
So what, I completely agree, and what in your estimation has been your biggest challenge getting the ball rolling with the business?

Mark Ridley 07:34
There’s a number of challenges, I would see them all as being fairly, fairly large. I think, I think, in no particular order, trying to get a seasoned CFO, or a business owner, or a finance director, for example, to just change that habit.

Matt Ward 07:53
Yeah, this is stuff that they’ve been doing for years, and all of a sudden, the guy on the block, you’re, you’re, you’re saying that there’s a new way of doing this, that can save you money. But that’s a risk when you’re talking about big money moving in the hands and $100,000 and stuff. They’re comfortable eating that cost of 2000. That’s what they’re known for. They’ve got that planned in. And now some guy calls up on the phone and says, Can I have five minutes of your time show you a new way to save $2,000 on your international transactions? I imagine you’re hearing a lot of dial tone.

Mark Ridley 08:24
Yeah, it gets that way. It does get that way.

Matt Ward 08:26
Not to mention, you have to contact people in the middle of a pandemic when they’re not at the office.

Mark Ridley 08:31
Well, there is that and also, I think, you know, during the pandemic people are, pardon the expression pulling their hair out. And, you know, running in 1000s of different directions. And so what they’re trying to do at this point in time is literally like plug the holes in the boat. And so that kind of, the ability to then find some time or at least think that they can find, need to find some time to like, step away from that and learn something new. It’s just not in somebody’s, it’s not on somebody to do list.

Matt Ward 09:01
Yeah. It’s not in their purview.

Mark Ridley 09:03
Exactly. I kind of appreciate that. And it’s funny, like this weekend. This weekend, I had a kind of an epiphany in my being in the way to try and help communicate a lot more clearly, was because I was at Home Depot.

Matt Ward 09:22
Really? I was at Home Depot too. Isn’t that what guys do on the weekend we go to Home Depot,

Mark Ridley 09:28
I don’t just go there and look at stuff. I just want to pretend I know what I’m doing.

Matt Ward 09:36
But I, you know what I always say mark, I need a chaperone at Home Depot. So I don’t spend all my money there.

Mark Ridley 09:41
That’s exactly it, the amount of times…. I don’t think I’ll walk out there with less than 500 bucks worth of stuff of which 450 bucks I didn’t really need quite frankly, it’s just you just get sucked in. And I’ve got an eight year old who likes to be putting stuff in the carriage as well. So you end up getting to the end and you’re embarrassed to say yeah I’m gonna….. That’s not mine. I might use it at some stage.

Matt Ward 10:09
So what was your epiphany?

Mark Ridley 10:11
So I’m at the register, getting like towards the register and as like I’ve been approached 100 times when you’re checking out is, hey, do you want to save 20%? today, you know, take out a credit card, you can pay it off today, but you’ll save 20%. And the thing that raced through my mind is I don’t have time, I just want to get to the car, I just want to get home, I don’t want to go through the filling out paperwork. It’s going to cost me time and yada, yada, yada, right? But yesterday, I’m thinking, dude, what you’ve just said is exactly what you hear from a CFO. And me, I’ve not even given it two seconds to think about, well, what is the time going to be spent in filling this out? And how complicated is it going to be in taking out that credit card, and I, my purchase yesterday was 500 bucks. So we’re thinking like that there’s 100 bucks, just there, you’ve just given away if you don’t do this. So I thought you know what, you know, you’re preaching. So why don’t you have a listen to yourself? And so yeah, sure enough, pull over, within four minutes, I walked out there 100 bucks a little richer. So it just made me think like, maybe I need to, or we need to change the narrative and the way that we communicate to CFOs to make it apparent to them that you know what this is a matter of minutes, it’s a matter of probably five minutes for you to understand. And about two minutes for you to actually make the change. And off the back of that you can then carry on going about your regular day to day business. And yeah, you’ll be doing it saving yourself a couple of 1000 bucks for every 100 grand you send overseas. And you know that that couple of 1000 bucks gets plowed back into the business, right, you can either use that to upgrade your technology, stop Bob from being furloughed in the warehouse, look to hire new employees, you know, pay down your debt, like help you towards your interest payments, whatever it might be.

Matt Ward 12:06
There’s a bigger issue that like, So the interesting analogy that you bring up, which I think is really good is it’s not, I don’t know how close the analogy is to what you deal with everyday dealing with the CFO of a company. But you know, at Home Depot, you have to fill out this application runs your credit score. Now you open up what’s called a trade line on your credit score, and it can negatively affect your credit. So that does not happen when the business would which I know, I refuse to open the credit cards just for the credit score impact at those places, right? Yeah, because I’m offered those things all the time. I mean, it’s at the point where you get gas at a 711 now, and that’s exactly what they’re offering you as a 711 credit card or something like that, you know, and so like, I don’t want to impact my credit score, it really doesn’t have anything to do with saving the money in that scenario that that I’m thinking but I’m also not the same buyer that everybody else is either. So I think it’s most certainly the time issue that you’re you’re up against, it’s the time issue for why they want to get on the phone. It’s the time issue. To me, it would it’s a it’s an interesting perspective, because I think that this is why one of the things I like to talk about on this podcast is networking and referrals. Right, because the more we network, the more referrals we get. And if we can educate our partners to refer us the right way, we won’t have objections that happen when we have to deal with the people directly. And so the networking partners would be the ones telling others that this is a five minute conversation, a two minute application.

Mark Ridley 13:51
Right. And so to that point, the Epiphany, if you will, which was partially yesterday, and also, in a recent conversation I had with the prospects is making sure that the referring partner or the referral partner, like does tell that right story. And I don’t think that we were necessarily communicating the right way to tell the story in a case in point would be like, somebody like a customs broker or a freight forwarder would be like, magical for us. And we’ve engaged with a few freight forwarders over the last couple of months or so. And invariably the response is…. Mark, you know, what we’ve we’ve introduced the concept to like 10,15 of our clients and we keep getting, you know, we don’t we get no interest and then you have that repeated after one after the other, you know, conversation wise with with a freight forwarder and it was just I was thinking myself like How is that possible because almost, from a customs broker perspective 100% of their clients are either buying or selling internationally, so there’s money movement, even if it’s in US dollars, there’s money movement. So there’s a need without a shadow of a doubt, without a shadow of a doubt. So why is that not coming through? And then it dawned, like it was a conversation I’d had with, with somebody recently. Where they just dropped into our conversation, what they’d said, like, you know, Mark, we’d spoken to a company. And yeah, they said they, they didn’t need any, like, didn’t have any foreign exchange payment needs, because they’re importing from Germany, and they’re paying for those invoices in dollars. And so you know, we just said, Okay, fair enough. And away they went, and it was, it was, then I thought, that’s probably the same conversation, you’ve had 20 times, that’s the same conversation that the other freight forwarders are having as well. Right. Okay. So now what we do is we go back to the referral partners and say, here’s the next stage. So here’s what you’re going to hear, I can almost guarantee you, right, if we lined up 1000 CFOs, right here right now 950 of them are paying for invoices in US dollars. So expect to hear exactly that, we don’t use foreign currency, we don’t need foreign currency, we have no foreign exchange risk. We’re paying for invoices in US dollars, expect to hear that Mr. or Mrs. referral partner. At which point, you then say, Well, actually, if you’re paying in dollars, you do have foreign exchange risk, you can’t see it, and you can’t manage it. And therefore you do have a foreign exchange payment need. And by the way, you’re overpaying and these are the reason why. And then have them tell the story of like, what like, you know, the value that we can bring, and why it is that they are so to be a little bit more want to say maybe aggressive is probably not…….

Matt Ward 16:43
I think No, I don’t know if aggressive is the right word on that. I think you’re it’s probably I agree with you, it’s probably stronger than the word you really want. I think it’s just educational, right? We just, it’s just and so the other issue with this being a small business is the time it takes, right, obviously, we’re impatient people, we need sales, we need to live, and eat, and drink pints of beer and things like that, that us European people do. But, but the reality is, is that if things do take time, to a degree, it’s a numbers game. And that time part of that time process is that educational process. I mean, you’re learning about the dialogue. So let me step back a second and tell you we’ve had other people on the podcast and you know, some of these people for 10, 20 years in business, you know, for themselves, and they don’t learn the things that you’re saying until year four or five, right? You already learned in year two, right? And so like, so. So you’re ahead of the game in that regard. And I think that part of the process of small business growth is about having more at bats. Right, having getting up to the plate and swinging. And you know, in baseball, they don’t have baseball in the UK, they have cricket, but it’s probably similar. But in baseball in the US, if you’re hitting 350 You’re the rock star, you’re an all-star. So you’re the king and and so that’s, you know, that’s seven hits for every 20 at bats. You know, and so, funny enough is in business, we don’t think of it like that. Like we’re not good. We’re not I in on my old podcast, square peg round hole podcast, I interviewed a lady I believe her name was Andrea Walsh, she wrote a book called Go For No which your the whole concept of the book is your number one goal should be to get as many No’s as possible. Because that means you’re closer to Yes. Right. Conceptually, if you say if I’m a one out of 10 person, I’m a three out of 10 person, I can get three sales or three conversations out of 10, 10 tries, then go for the seven. Because the minute you get the seven out of the way, you’re probably gonna get the next three right after that.

Mark Ridley 19:09
Yeah. So the only, not to say that there’s a floor to that theory, other than if you’re doing it wrong 10 times if your communication is not right, 10 times, then you’re going to get 10 No’s, every single time.

Matt Ward 19:27
I agree, but it’s the 10 times you do it and the next 10 times you do it, the next 10 times you do it and now you’ve got 30 no’s, and it’s at that point you’re going to have the realization that the conversation’s wrong and it’s about having the number of conversations. So in when I talk about referrals, I talk about showing up I talk about us consistently having these one to ones to constantly be talking to the same people three or four times a year you know in 15, 20, 30 minute phone calls. And it is about the repetition of all of it that produces because what happens is, and I learned this from actually the speaking industry, Mark, surprisingly enough is they always teach us to record everything we say. Because randomly off the cuff, you’re going to say something, and it’s going to be pure gold, and you’re going to not have recorded it. And you won’t know to go back and put it in. I was also taught that we write speeches, not for what we’re going to say, for what we don’t want to say, it keeps us within the guard, the guard rails of the road, right. And so interestingly enough, I think too often business owners, we think we get all up in our head, about what we’re supposed to be talking about the conversation, versus just letting the conversation flow. And when I owned my web agency, in the back half of owning that, I’ve learned much more quickly how to just sell websites was really just about having a conversation about sales, not websites. And it was so bizarre, because I just randomly ended up on that stuff. So as a small business owner, how are you continuing to educate yourself now?

Mark Ridley 21:22
Ah, well, there’s, I think there’s a number of ways, what we, what we know and what we’ve learned about global payments over the last 30 years, one could argue that if you come into this game coming to this gig in the last 12 months, then you’re you could be pretty much up the curve, as somebody who’s been in it for a long time, right? Because what I what I’ve known, or what was relevant 15, 20 years ago, is completely obsolete in terms of the way that maybe money moves, the way the bank’s behaviors are with each other, and with the technology. So I try and keep up with I mean, there’s a number of different industry papers that I read, there’s a number of different blogs that I follow, just to keep current with regards to what’s out there from a technology perspective. So that’s kind of like really the key for me, but then also just like having a certain sense of self-reflection. So to your point earlier on about having those or just now about those 30 conversations. Yeah, you know, after like, 10, if we’re not having any success, then we’re thinking, Okay, maybe we need to change the narrative. And just because you might even have, you know, some success with certain conversations and the way that you position the products and the services, that might also need to change as well, at some stage, just because it works today doesn’t mean to say it’s going to work tomorrow. So I think, from an educational perspective, it’s just the experience that I have in sales and relationship management, at least tells me that nothing’s consistent. And there isn’t a constant.

Matt Ward 23:03
You’re educating yourself around other small business growth activities, things like sales podcasts, things like mastermind groups or other people, things like that.

Mark Ridley 23:13
I belong to a couple of couple of networking groups. And it’s let’s be honest, it’s actually less for referral activity, and more to understand what, what are you going through in terms of building your business? What are some of the pitfalls that you have? Because it could be that even though we’re in completely different industries, the issues are the same.

Matt Ward 23:36
They’re always the same. Yeah, the growth issues are always the same with small business owners, regardless of the type of industry that we’re in. We see it all the time. I mean, when I interviewed 50 people for my new book, I saw this pattern across all types of industries. It was always like, people don’t trust their gut early on, they don’t trust their gut, you know, we all need new clients. And so when a client presents themselves as a client, and you get that weird feeling, you see the red flags, you know they’re not a good fit, but yet you still take them on because we need the money. And then eventually, it crashes and burns, and usually is the business owner, holding, you know, the responsibility from that. And we, I see it over and over and over again. In the book, I talk about how we got to get to the level of security to the point we have a predictable amount of income coming in every month. So that we can push away these clients.

Mark Ridley 24:34
Yeah, yeah. Well, I mean, we, at this point in time, I feel maybe we can be still that little bit. I don’t want to say choosy. Yeah, I mean, like this, there’s still going to be we’re a financial services company, right. So we still have to adhere to rules and regulations laid down by governance here in the US. So we can’t just take on any client in any industry. And then so there’s that. And that’s no different from a way that a bank would operate anyway, right. So we adhere to the same kind of levels of know your customer, anti money laundering laws and rules and regulations. But at the same time, there’s a there’s a risk, there’s a credit component that we have to bear in mind, because we are allowing clients to trade for an exchange against a limit that we are comfortable with. And so we are absorbing a certain amount of risk, meaning that if the client decides that they don’t want to settle the transaction, that trade has to be unwound. And I think only once in my history, have I ever seen that turn into a profit, usually, there’s a loss on the other side of that, particularly if it’s done in a very quick period of time. So we don’t want to be like, I don’t want to, we don’t necessarily want to take somebody on who, like if they if that issue like that thought is in my gut that, this is not right. If it looks and smells like poo, it probably is. So I don’t necessarily take somebody on just because you know that one bad apple can really ruin your profits for the entire year. With that being said, you know, we are we, you know, we’re in the third thirds of our careers. So we’re not necessarily in this to become millionaires, we’re not in this to, you know, we’re not, we don’t need to get onto the housing property, market like ladder, we don’t we’re not interested in flashy cars. We’re not a charity. So we’ve got bills to pay, we’ve got school fees to pay. But we’re really here to provide that level of education and support any business. And we know there are a lot of businesses, businesses out there that might have access to foreign exchange payments might be doing best practices, but are getting really crappy pricing because they’ve, their flow is too low. Or, you know, they’re not considered to be big enough and therefore profitable enough. So one of our smaller clients would be sending like 1000 pounds to the UK once every couple of months. Another we’re chatting to right now, we’re looking at structuring a $50 million trade. So and we’ll touch anything in between. Now, that being said, again, do we only want clients who are going to be sending 1000 pounds every few months? Honestly, no, but we can afford to do that because we know that we can you know, from an aggregate revenue…..

Matt Ward 27:27
I refer to that as the less than ideal client. It’s an, you know, they probably have a good makeup, but the transaction volume isn’t there. And yeah, a lot of times I you know, in my new book, you can plot your clients into the ideal client matrix, and determine where they all sit. And so that was probably something I would consider to be an adequate client just depends on how the relationship is or is it transaction driven, you know, but…..

Mark Ridley 27:52
yeah, I mean, look, I can easily say what our, what a great client would look for us, it’s somebody that would trade $100 million on a weekly basis. But we know those types of clients, those big whales are not out there. And again, I’m coming back to the fact that one of the reasons why we…. What did it depends on what your definition is. What, what are you trying to get out of it when you say what’s your ideal, like, my ideal client for socializing is going to be somebody who likes to have a drink, my ideal client for providing me the best value of revenue, somebody trades $100 million a week.

Matt Ward 28:08
But let me just challenge you on that, because is your ideal client that, because it’s just volume based then, you just don’t care about the relationship, you want the transaction. And that could go sour on you, right? And so, so, either I know you and I know that you’re a relationship driven guy. So I, I think the whales are great. But in my book, I talk about them as being a blip in the blip zone, they give you a big blip on your profit and loss statement. And then they but they don’t, you know, sometimes, I interview one guy in the book, and he talked about how the best clients weren’t even the most profitable ones. They don’t send a ton of business, but they’re fun to do business with they’re good people to hang out with that type of thing, so. It’s interesting that you have different categories for that, because……

Mark Ridley 29:10
Well, I mean, yeah, but you can, why wouldn’t you? So it’s so subjective.

Matt Ward 29:15
I don’t, I just have a single ideal client. It’s the person that brings me joy.

Mark Ridley 29:24
Right, okay, well, so I like that because the joy is gonna come from having a nice conversation, helping them out, and also providing a level of income.

Matt Ward 29:32
That’s why in the client matrix, there’s a whole thing. You walked right into that I didn’t even put you up to it. Let’s see. We’re almost out of time. I got a couple more questions for you. Hopefully, you can be really super succinct with them. What’s the one piece of software that you could give as a tip for other business owners? I’m not talking about like foreign exchange software, but I’m talking about business software. What tool do you use that you could share with other people that could be a game changer in their small business?

Mark Ridley 29:36
I’d say a solid CRM. I don’t know if we’re allowed to name or advertise by name,

Matt Ward 30:08
Yeah, name it. Go ahead.

Mark Ridley 30:09
So there’s a few that we’ve tried and tested. And there’s a few that I’ve used in the seven banks over 28 years, you know, in my career, but I’m a big fan of HubSpot right now. Yeah, I use. I like them. I like so we had Salesforce for a while. And I like what I like about Salesforce is their, the pipeline management tool. And the way that it’s customizable, and it’s very, it’s very intuitive. And it’s also a nice, easy to read dashboard. HubSpot for me, it’s just a little bit behind the curve there. But what I like most about HubSpot is the communications, the ease of communications, like sending out newsletters and having, having our brand in those in those communications with Salesforce, it was a little bit of a you could get there. But it was by hook or by crook process. And it just wasn’t intuitive. And I didn’t like that.

Matt Ward 31:10
What’s the one business book you would recommend that other people read?

Mark Ridley 31:16
Um, I actually have a couple. And I know that I’m supposed to be doing it quickly. But a good friend of mine, Dr. Dennis rebello. story like you mean it. And also I do like Don Miller. Yeah, and I like this one. Because particularly because I have the attention span of a gnat. And I’ve got hundreds, not as big of an exaggeration. I’ve got hundreds of books I haven’t read. But I’ve got scores of self-help books that I haven’t read, whether that’s the how to be a better father, a better husband better wood worker, or whatever it might be. And you can sell them for new the spines are not even cracked. But when this one landed on my desk, as a recommendation from a buddy of mine….

Matt Ward 32:00
being the Donald Miller’s story brand book?

Mark Ridley 32:03
yeah, I’m sorry, the building a story brand. I kind of sat back in my chair with a notion that I’ll read the first page. And then within like, 20 minutes, I’d busted through the first couple of chapters and a lot of what he was saying resonated with me. And then with Dennis, I gave that a read because I trust the guy and because I want to help the guy out. And it again, really talks to those that want to tell their story in a very succinct manner. So in such that the audience were there, somebody asks you at a cocktail party, like what do you do for a living, that you’re just not absolutely boring the pants off of them talking about your company that you inherited from your grandfather who started during like a depression-era, yada, yada yadi, you’ve already turned somebody off. So using as few words as possible to maximize the story that you have.

Matt Ward 32:57
Yeah, ladies and gentlemen, I think the insight here is that you need to be able to read both these two books so that you can effectively explain to your father exactly what you do. And that brings it full circle. Mark, thanks for joining me today. I know it’s not likely, but if it happens to be a freight forwarder or somebody that needs foreign exchange, how can they get in touch with you?

Mark Ridley 33:18
In a number of ways so directly via email Our website, has some contact info, as well as a ton of regular info. And we’re also available on Twitter. And we try and put a lot of content out over LinkedIn as well. So follow us on LinkedIn. And we can get you on our marketing communications as well.

Matt Ward 33:48
Yeah, cuz I’m sure that’s where everybody wants to be as on everybody else’s email address. But speaking of email list, we’re gonna find a way for you folks to subscribe, make sure you subscribe on all those favorite podcast apps that you belong to, and smash that like button and subscribe button on YouTube. If you’re enjoying this show. We greatly appreciate it. As I always like to say Don’t forget to live happy, smile a lot, and high-five everyone around you.

Thank you for listening to the mass business podcast where we focus on growing a small business and understanding networking and referrals. Don’t forget to like on your favorite platform and share out this podcast. This show has been produced by Heather Grant. Music by Cailte Kelley. All rights reserved. I’m your host, professional speaker, author, and word of mouth referral consultant, Matt Ward. Don’t forget to live happy smile a lot and high five everyone around you

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