Welcome to another exciting dive into the world of business growth and personal brand mastery. The host of The Deep Wealth Podcast and post-exit entrepreneur Jeffrey Feldberg unpacks the secrets of thriving businesses with Candice DeRiso, a branding expert who knows how to turn challenges into opportunities. Let’s explore how you can harness your brand and CRM to unlock untapped potential.
Imagine this: Candice DeRiso, a classically trained singer, started her career in music but ended up finding her true calling in data-driven marketing. Her journey from the arts to entrepreneurship is a testament to the transformative power of curiosity and adaptability. “Music is a highly mathematical language,” says Candice, highlighting how her musical background surprisingly contributed to her success in business.
Candice’s story began when she moved from the hustle and bustle of New York to Texas, where she embraced the world of SMS marketing before becoming an entrepreneur. Her passion for understanding and leveraging data began at a museum in New York. There, she saw the impact of asking simple questions like “How did you hear about us?” It was questions like this that opened her eyes to the value of data in making informed decisions.
Now, let’s talk about how Candice applies this knowledge to help businesses find their voice. Businesses often struggle with using technology effectively to drive growth. They invest in CRMs and marketing tools but fail to see significant results. Candice emphasizes, “If the leader of the team does not use the technology, no one else is going to.” Leadership in using technology sets the stage for the whole team.
The journey from small startup to a thriving business often requires re-evaluating your brand. Candice shares, “Sometimes it’s just about self-awareness and reflecting.” Brands evolve as they grow, and it’s crucial to ensure that your brand voice resonates with your audience. Understanding what makes your company unique and communicating it effectively is key.
Candice says, “Your brand is more than just a logo. It’s your voice, your promise to customers, and your team’s culture.” Understanding your brand starts with listening. Ask your team and customers questions like, “What word comes to mind when you think of our brand?” As Candice put it, “There will be reoccurring themes in that feedback.”
Creating a strong brand means you are unique. You should know what you are good at. This uniqueness is what sets you apart from competitors. So, ask yourself: What makes your business special?
CRM: Your Best Business Friend
CRM stands for Customer Relationship Management. It’s a tool to help manage your interactions with customers. Candice believes a good CRM system can transform your business. But first, you need to choose the right one.
Candice loves Zoho CRM because it is easy to use. She says, “I wanted an all-in-one package… It connected with my social media, email, even my documents.” When a CRM is simple, it saves time and effort. That’s a big win for any business!
Leadership plays a huge role in a company’s success. Candice explains, “If the leader of the team does not use the technology, no one else is going to.” Therefore, leaders should set an example by using tools like CRM.
Candice also stresses the importance of clear communication. “Make real connections and communicate in a personalized way with those connections,” she advises. This applies not only to your clients but also within your team. Good communication builds stronger relationships and a happier work environment.
While talking about branding, Candice emphasized the importance of knowing your brand and living it. “If the leader does not understand the brand, the team does not understand the brand,” she said. It all starts with leadership setting the example. Just like Candice learned in her journey, to grow and succeed, you must know what your brand represents.
Candice mentioned that building real, personal connections is crucial to business success. She believes in “highly customized and personalized communication.” Whether it’s in person or through technology, connecting with people and genuinely understanding them can open many doors.
Automating For Success
One of Candice’s strategies includes highly customized and personalized communication. Whether at networking events or online, building genuine relationships is the cornerstone of success. In Candice’s words, “Make real connections and communicate in a personalized way with those connections.” Using these connections to gather valuable insights can significantly influence your branding strategy.
Let’s dig deeper into how to utilize CRMs effectively. Candice explains that understanding your sales process is essential. “Have you ever documented it?” she asks, highlighting a common oversight. Having a clear sales process and strategy allows businesses to automate repetitive tasks and focus on what truly matters – building strong relationships and delivering quality.
Incorporating technology, like CRMs, should simplify processes rather than complicating them. Candice advises, “Use permissions to simplify the user experience.” It’s about making the system intuitive enough so everyone on the team can use it efficiently, not just the tech-savvy members.
And what about integrating artificial intelligence into your strategy? While AI is revolutionizing data processing and automation, it’s crucial to remember that “AI is not the best copywriter.” It can assist by drafting content, but human oversight remains essential to ensure the messaging aligns with your brand’s voice and values.
Automation is another key to success. As Candice puts it, “Identify the tedious and automate it.” Automation saves time by handling repetitive tasks. It can be as simple as setting reminders or sending out emails automatically.
Candice is a big advocate for using technology to support and not complicate your strategy. If you’re using a CRM (Customer Relationship Management system) or thinking of getting one, it’s important to make sure it truly serves your needs. “Technology is only to serve the strategy,” Candice says. Remember, if it’s not making your life easier, you might need to make some changes.
Consider this: if there is a task you do over and over, see if it can be automated. This frees up time for you and your team to focus on more important activities.
AI, or artificial intelligence, is a powerful tool but should be used wisely. It can help with things like drafting emails or enriching data. Candice warns, “AI is not the best copywriter. AI is a great drafter.” This means AI can help start a task, but humans need to polish and perfect it.
Data collection doesn’t have to be overwhelming. Start by asking simple questions. Candice suggests exercises like the “post-it activity,” where teams write down words that describe the brand. This helps in understanding and possibly redefining your brand based on the experiences and thoughts of your team and customers.
AI can also fill in gaps when you have partial data. With AI, your CRM can become even smarter, offering better insights into customer behaviors and preferences.
Tips for Immediate Impact
For those concerned about the complexity and security of available tools, Candice suggests starting small. Using a mobile app that scans business cards directly into your CRM can drastically improve your networking efficiency, allowing you to focus on building relationships rather than data entry. “It’s the stupidest, simplest thing,” she says, yet incredibly effective.
If you’re heading to a meeting or a conference, use a business card scanning app. Candice suggests this simple tool to keep track of contacts. It saves time and keeps your CRM updated.
Additionally, when choosing a CRM, look at your needs: How do you want to track sales? What data do you need? The right CRM will have features that match your business needs.
Finally, Candice reminds us of the power of community. “Make friends with other business owners,” she advises. In the world of entrepreneurship, having a supportive network can make all the difference. It’s not about competing but about rising together.
For entrepreneurs, it’s important to connect. Candice says, “Make friends with other business owners.” Community support can make tough times easier. Remember, you’re not alone on this journey!
Conclusion
Candice reminds entrepreneurs that building a community and being kind to others in the industry is invaluable. She encourages business owners to connect with others and not go it alone.
In conclusion, by unlocking the potential of your brand through intentional strategy and effective technology use, you can drive your business towards substantial growth. As put simply by Candice, “You get out what you put in. Quality in, quality out.” Your brand is your identity; nurture it with the right tools and a genuine approach to achieve unparalleled success. So gear up to redefine your brand, optimize your CRM usage, and watch as your business transforms.
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Today, Feldberg's passion is helping you extract your deep wealth. The 90-day Deep Wealth Mastery program helps create a solid foundation for three areas: increasing profits to enterprise value and optimizing post-exit life. Deep Wealth Mastery offers strategies and insights drawn from Feldberg's rich experience. The strategies from the trenches get results. Jeffrey's vision is to increase the social fabric of society one entrepreneur at a time.
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