Host: Susan Finch

Today, we're diving deep into how Amy Franko helps mid-market organizations create exciting futures by transforming their sales strategies, structures, and teams. We'll explore the concept of strategic prospecting and unpack why it's crucial for building a healthy pipeline.
Amy's going to share some game-changing insights on how to identify and cultivate high-value relationships, and we'll discuss the importance of investing in yourself to sharpen those critical sales and leadership skills.
So whether you're looking to revamp your sales approach, build stronger client relationships, or simply want to stay ahead of the curve in today's business landscape, you're in for a treat. 
About Amy Franko:
Amy Franko helps mid-market organizations create exciting futures by transforming their sales strategies, structures, and teams. An angel investor, she’s also a board advisor to portfolio companies on sales growth and leadership. Her book, The Modern Seller, is an Amazon best seller, and she is recognized by LinkedIn as a Top Sales Voice. Visit amyfranko.com/blog for more articles like these.
Links from today's episode:
Amy Franko's website
Amy Franko on LinkedIn
Susan Finch on LinkedIn
Susan Finch's website

In this episode of Rooted in Revenue, host Susan Finch sits down with Phil Jamieson, the President of ProofreadNow.com. Together, they unpack the critical role of human proofreading in an era dominated by AI-generated content. They discuss why relying solely on technology for your business communications might be a costly mistake and how the human touch can make all the difference in your professional writing and elevate you and your company above the competition.
 
Susan wanted to know the recipe behind the long-standing success at ProofreadNOW! Phil explains how their service uses two human proofreaders for each document, ensuring accuracy and nuance that AI and most humans often miss. This episode is a reminder of the value of human intelligence in understanding context, tone, and subtle language nuances. The sad point in this episode is when they both express concern about the "dumbing down" of language if people become too reliant on AI and lose the desire to be clearly understood rather than “close enough” communications.
 
As Susan was noodling titles for this episode with her friend, claude.ai, they had a discussion about the dumbing down of language. We felt it was worth sharing.
 
Susan to Claude:
The point is AI tools are crowdsourcing your answers. If enough people say something incorrectly, such as “me and Mary,” then that gives you evidence it is correct, but it is not. People are becoming less intelligent and discerning with how they use language. What are your thoughts on this?
 
Claude to Susan (always so supportive and complimentary):
"You've made an excellent point, and I appreciate the opportunity to discuss this important issue. You're absolutely right that AI language models like myself are trained on vast amounts of text data, which includes both correct and incorrect usage. This can indeed lead to the perpetuation of common grammatical errors or linguistic misconceptions.
The 'me and Mary' vs. 'Mary and I/me' issue is a perfect example of this problem. Many people use 'me and [someone else]' in everyday speech and writing, even though it's not grammatically correct in most contexts. This widespread misuse can then be reflected in AI-generated content.
Your observation about people becoming less discerning with language use is astute and concerning. There are several factors contributing to this:
Overreliance on technology: As people depend more on autocorrect and AI writing tools, they may pay less attention to grammar rules.
Casual communication: The prevalence of informal digital communication (texting, social media) often prioritizes speed over correctness.
Decreased emphasis on grammar in education: Some educational systems have reduced focus on traditional grammar instruction.
Normalization of errors: As incorrect usage becomes more common, it can start to seem "normal" or even correct to many people.
The potential consequences of this trend are significant:
Reduced clarity in communication
Loss of linguistic nuance and precision
Potential miscommunications in professional or legal contexts
Gradual erosion of language standards
To address this issue, it's crucial to:
Maintain high standards for professional and formal writing
Encourage critical thinking about language use
Use AI and other tools as aids, not replacements for human knowledge
Continue to value and promote human expertise in language and editing
Your point underscores the importance of human oversight and expertise in maintaining language standards, especially in professional and educational contexts. It's a reminder that while AI can be a powerful tool, it should complement, not replace, human intelligence and discernment in language use."
Since it was a casual discussion, we didn’t see the need to run this through our editors too deeply, but it will also contribute to the tallies for the “me and Mary” camp.

Are you a service business looking to grow your presence in your local community? In this episode of Rooted in Revenue, hosts Lany Sullivan and Susan Finch explore the power of in-person community building for both personal and business growth.
Lany shares her experience with the Art in the Garden event, showcasing how community involvement can open doors to unexpected opportunities and relationships. The duo emphasizes the importance of showing up consistently, being vulnerable, and participating in events and groups aligned with your interests.
This episode will inspire you to focus on "peopling" - connecting with others in your community face-to-face. Lany and Susan offer practical advice on joining local organizations like the Chamber of Commerce and Rotary Club, and the benefits of serving on nonprofit boards.
Discover how building a strong foundation of community relationships can support your personal and professional growth. Learn why showing up authentically and helping others can lead to a thriving, connected business community.
Key points from this episode:
Lany emphasized the importance of showing up in person, building community, and participating as a human with other humans rather than just communicating online. 
Lany got involved in a community event called Art in the Garden to promote her property for weddings and events. She connected with many people in her community through this event. 
Lany and Susan discussed how participating in community activities and helping others allows unexpected conversations and connections. It breaks down walls between people. 
Lany built her community roots by joining the Chamber of Commerce and Rotary Club and serving on seven nonprofit boards when she first moved to Grants Pass. This laid the foundation for strong community relationships. 
Susan encouraged people to find groups and activities aligned with their interests, whether hiking, antiquing, gardening, etc. Showing up consistently builds community. 
Lany advised that when getting involved in community groups, be yourself, show up, and be willing to be vulnerable. Most groups are welcoming to new people. 
Susan challenged listeners to be present, do some "peopling," and focus on in-person connecting rather than just online networking. 

In this quick episode, Susan Finch from Rooted in Revenue shares valuable insight about the importance of professional editing and proofreading when translating marketing materials into another language. While AI tools can be helpful, they may not always capture the nuances and cultural context needed for effective communication and translation.
Professional proofing and editing are particularly important if you have a detailed branding guide. A recent episode of All-Volunteer, All Heart from Binky Patrol talks about branding guides.
EP61: Why You Need a Branding Guide for Your Organization
Key Takeaways:
When translating important marketing materials like brochures, reports, or website content into another language, relying solely on AI tools may not be sufficient.
Hiring professional proofreaders and editors who are native speakers of the target language can ensure your message is conveyed clearly, accurately, and in line with your brand's voice and culture.
Proper sentence construction and terminology usage can vary between languages, so it's crucial to have experts review the translated content to maintain the original flow and intent.
Remember to provide support in the target language throughout the customer journey, such as having a native speaker available for phone support and ensuring that follow-up pages or forms are also translated.
Links from this episode:
ProofreadNOW.com
NRBA.com
 
 

Are you a small business owner unsure about contracts, roles, and expectations with your clients? In this episode of Rooted in Revenue, we dive into the importance of having clear agreements to protect you and your clients. As vendors, we understand the challenges of navigating these relationships and the potential pitfalls of not having a solid foundation. We discuss what clients should expect from you, how to demonstrate your value, and the key elements to include in your contracts. Whether you're a solopreneur or running a small agency, having well-defined contracts and expectations is crucial for a successful business partnership. Join us as we share our experiences and insights on this essential topic and learn how to set yourself and your clients up for a mutually beneficial working relationship.
Here are five key takeaways from this episode:
Find out what a vendor's offboarding process is when you're done working with them, including how long they keep your information and how you will receive your deliverables. (Lany Sullivan)
Delete access credentials and accessibility immediately when a client or vendor relationship ends to protect both parties. (Susan Finch and Lany Sullivan)
Vendor contracts don't need to be lengthy; they should be simple, cover worst-case and best-case scenarios, and be easy for clients to understand. (Susan Finch)
As a vendor, ensure your services and contracts are comprehensive and accessible to make clients feel good about working with you. (Lany Sullivan)
Payment processors like Stripe and PayPal tend to side with clients in disputes, so having clear contracts, signatures, and proof of service is crucial for protecting your business. (Lany Sullivan)

Are you entrusting your business to the right vendors? In this episode of Rooted in Revenue, Susan Finch and Lany Sullivan dive deep into the crucial topic of vetting vendors. From graphic designers to accountants, they share eye-opening insights on what to look for and what to avoid. Discover the importance of securing your intellectual property, protecting your sensitive information, and ensuring your vendors have your back in any situation. Susan and Lany also reveal the shocking truth about the security risks posed by many accounting firms. Don't miss their expert advice on how to find reliable vendors who align with your values and prioritize your business's success. Tune in to learn how to safeguard your company and make informed decisions when choosing the people and tools you rely on. Your business deserves the best - start vetting your vendors like a pro today!
Need help vetting a potential vendor - contact Susan
Top Tips from this episode:
Don't respond to cold call emails or messages from vendors you don't know. Instead, ask for referrals from trusted peers and networks. (Susan)
When considering a vendor, research how long they've been in business, read reviews (especially on Reddit and Quora), and ask for testimonials from their clients. (Lany)
Request all file formats and a complete brand package from your graphic designer, including vector files, fonts, and color codes. (Susan)
Ensure that you have the rights to use the fonts in your logo and that you own all the designs created for your business. (Susan)
Have a contract in place stating that any work created by contractors for your business is your intellectual property. (Lany)
Ask your accountant or CPA about their security measures, including secure portals, communication methods, and record retention policies. (Lany)
Choose vendors who have a backup plan and can recommend trusted professionals to take over their tasks if something happens to them. (Susan)
Align yourself with vendors who have strong relationships with strategic partners and genuinely care about your business's success. (Susan)

Are you a real estate broker on the brink of a major change? Whether you're considering leaving a franchise to establish your brand, or switching franchises, this transition can be both exhilarating and daunting. The key to success lies in meticulous planning and preparation. In this episode, Susan shares her expertise to guide you through the critical steps you need to take before leaping. Susan provides a small portion of a comprehensive checklist to ensure a smooth transition from establishing your unique branding elements to evaluating your current online assets and vendor relationships. It's enough to get you started and slow you down.
Don't let the excitement of change overshadow the importance of a well-executed plan. Tune in now to learn how to confidently navigate this transformative journey and set your brokerage up for long-term success. Special shout-out to the NRBA members.
Need help? Here are some of the services Susan Finch offers.
https://susanfinch.com/services/ 
The main points of the episode and the checklist for a smooth transition include:
Establish branding elements: Choose a unique company name, logo, and domain. Set up associated email accounts.
Obtain a new MLS number for your new independent website to display listings. You may have one, but you want to ensure you can change it from being associated with the previous firm and broker.
Create a spreadsheet to track current online assets, including websites, social media profiles, and listings on various platforms. Document login information and status (keep, replace, or delete).
List team members and their contact information.
Evaluate tools in use, their costs, and renewal dates. Determine which tools to keep, replace, or delete.
Prepare new templates for presentations, contracts, and getting digital signatures.
Assess vendor relationships and inform them of the upcoming change if necessary.
Create new marketing materials: business cards, signs, leave-behinds, postcards, and flyers.
Collect and save existing client testimonials.
Develop an onboarding library for team members, outlining their responsibilities and required documents.
 

Are your business's internal controls and security measures up to par? In this final episode of our 6-part series, Lany Sullivan and Susan Finch dive deep into the importance of protecting your clients' information and your own liability. They expose common pitfalls like using sticky notes for passwords or entrusting cash transactions to a single person. Lany and Susan emphasize the critical need for secure password management, digital money trails, and multi-person verification processes. They urge listeners to examine their business infrastructure for potential risks and take responsibility for addressing them. While the process may seem daunting, our hosts reassure you that it's well worth the effort in the long run. Whether you need Lany's expertise in setting up foolproof procedures or Susan's guidance in optimizing what you already have, this episode will leave you motivated to tackle those security challenges head-on.
Catch the full series here:
Prioritize for Profitability: Establishing Foundational Systems for Business Growth
Mastering Growth: 4 Signs You Need a Business Asssessment
Love, Hate, Delegate: Transforming Your Business Through Delegation
Visionaries & Integrators: Navigating the Generalist vs. Specialist Hiring Maze
Building a Sustainable Tech Stack - Do you still use it?

Susan Finch and Lany Sullivan dive into the crucial decision of hiring generalists or specialists for your business in this insightful episode of Rooted in Revenue. They discuss the roles of virtual assistants (VAs), online business managers (OBMs), and the importance of finding the right fit for your team. Lany emphasizes the significance of hiring based on your specific needs and goals, rather than defaulting to a VA. The duo also touches on the value of fostering a supportive and empowering work environment where team members feel comfortable questioning decisions and suggesting improvements. Tune in for valuable tips on building a team that aligns with your vision and propels your business forward.
Free Chaos to Process Guide from Lany

Are you drowning in tasks and struggling to let go of control in your business? In this third episode of the Rooted in Revenue series, Lany Sullivan and Susan Finch dive into the power of delegation and how it can lead to more time and freedom. They discuss the importance of identifying tasks you love and hate, and provide practical strategies for delegating at all levels of your organization. From overcoming the fear and vulnerability of delegating to developing trust with your team, Lany and Susan share insights on how to break free from the self-induced chaos of trying to do it all yourself. They also emphasize the importance of effective communication and empowering your team members in the delegation process. Tune in to learn how implementing "Love, Hate, Delegate" can transform your business and unlock your path to greater freedom and success.
Love, Hate, Delegate Workbook from Lany

Susan Finch and Lany Sullivan are plunging into the inky black to tackle the four crucial moments when conducting a business assessment, which is an absolute must. They'll help you identify the signs that your business is ready for a thorough evaluation, and trust us, ignoring these red flags could lead to a total "blowup" down the line – and nobody wants that!
Lany shares her expert insights on navigating the challenges of rapid growth, delegating effectively, optimizing your tech stack, and building an ideal team with high efficiency and retention. Whether you're a visionary leader or a detail-oriented executive, this episode is oozing with actionable advice to help you achieve sustainable success. Are you ready to assess, optimize, and take your business to new possibilities of scale and growth?
Some key points you may want to jump to:
00:00:00 Introduction: The importance of conducting a business assessment00:00:30 Four key areas that indicate when to do a business assessment00:01:00 Point 1: Navigating explosive growth and maintaining infrastructure00:04:30 Point 2: CEO holding all knowledge and not delegating effectively00:12:30 Point 3: Outdated systems and broken tech stack00:24:00 Point 4: Preparing to hire new team members00:25:00 Conducting Lany's system of "Love, Hate, Delegate" exercise to identify hiring needs00:27:00 Documenting processes and creating a detailed scope of work00:28:30 Developing an onboarding process and setting expectations for new hires00:30:00 The importance of taking the time to document and train properly
If you want to see this episode, it's on the Funnel Media Group channel here: https://youtu.be/V_UWOh43inM

Are you leaving money on the table in your business? If you haven't evaluated your entire customer journey from end to end, chances are there are holes that are costing you revenue. In this episode, operations experts Susan Finch and Lany Sullivan dive into why your customer journey is the key to sustainable revenue. They share examples of the broken processes they often see, and provide practical advice for establishing foundational systems that will help you shift from constantly rebuilding your business to making small pivots for long-term growth. Tune in to discover how to plug the leaks in your customer journey and build a business that works.
 
Some key points from this episode include:
Lany (5:40): "Your money is between your marketing and your referrals. It's between those two things from beginning to end and everything in between. It's the entire customer journey process."
Susan (9:40): "It doesn't do any good to just throw money at a solution, get the solution, and then not implement the work. You do have to do the work or hire somebody to do the work."
Lany (14:35): "Visionaries are all over the board... You got to rein it in and you got to really, that comes back to you got to prioritize, and it goes back to your vision, your values, your mission, your goals."
Susan (18:25): "Ideally, people are saying nice things about us when we are asleep, and we wake up, and there'll be leads in our inbox, the phone will be ringing with people. I heard. I know. You're great. Fantastic. And if you're not getting that, you are missing; obviously, you are just churning your customer base. Churn is expensive."
Lany (20:20): "My whole shtick is sustainable processes, right? Long-term sustainability. So you don't have to go rebuild and overhaul your business every two to five years. Mine is all you have to do is make micro changes and just keep shifting and pivoting as you go because your business will shift and pivot."