Postcards: An interview series on standing out from the crowd
Fast reads with service providers who know how to be memorable (& profitable)
Ashley Peterson is solving things.
As a Business Automation Strategist, she works tirelessly to make her clients’ lives easier and their companies run like companies (and not a hodge podge of ideas that happen to make money).
But standing out from the saturated market of other “business strategists” isn’t an easy task.
A true crime novel fan and verifiable dog person, Ash has somehow figured out how to stay ahead of the pack while still saving time to spend with family.
I interviewed her to figure out how.
First off - what do you do for fun?
One of the main things I do for fun and to recharge my battery is to hang with my family.
I need activities that pull me away from all of the other craziness of being a business owner!
I’m an adrenaline junky, so anything that gets my blood pumping! My partner and I actually go downhill mountain biking on the weekends, and in the winter you can probably find me on the snowboarding slopes.
How do you help your clients?
I’m a business automation strategist.
I help my clients get clarity around the systems that they have already in their business, what they need, and how to optimize all of it.
What is a “system?”
A system is something that makes a business run like a well-oiled machine.
It’s anything that gets a client from Point A to Point B, from new customer onboarding, tracking leads, staff/project management, all the way to email management.
I want my clients to become a business owner, not just an employee of their business.
What does that look like? Tell me a success story.
I have one that’s currently in progress!
One of my clients is a public speaker trainer and runs mentorship programs. To help funnel people into her program she does smaller filler events twice a quarter. The ultimate goal is to get people from those smaller events to opt-in to the bigger mentorship.
The problem was people would buy tickets to her small events but she had no follow-up from the time of signing up to the time they showed up to the event.
Now we’re building a client onboarding system so when they buy their ticket they get an email receipt and 10-15 emails between then and the actual event. The emails help introduce the client to her, her big ideas, her platform, and incentivize them to actually show up.
People are walking into the room knowing who she is and what she offers. They are already primed to buy because they are already bought in.
This system increased her show-up rate by 75% and increased her closing rate to her mentorship program by 45%.
That’s a huge success.
This is why I love systems.
What makes you different from all of the other business automation strategists?
I stand out because I actually take the time to get to know people instead of just saying “Here are the 4 core systems every business owner needs.”
I work with everyone for a minimum of 3 months because systems are not an overnight success.
In that time frame, you can really see the growth, development, and emotional benefit of what I do.
It’s important for me to sit and really figure what they need first. I want them to get the biggest bang for their buck first — and then get them to growing (and breathing) on a regular scale.
That means I have to know the client and their business on a deeper level.
And how do you promote that?
Honestly? People talk about it. I get a lot of clients through word of mouth and referrals.
Word-of-mouth seems to come naturally because of the emotional results that I deliver to people.
I help my clients feel better about their business.
I help them feel more like owners instead of employees of their business.
It’s a huge win for them.
Do you do anything to ask for more referrals?
Yes! Once I build a system for a client I always do a follow-up.
I’m not a strategist who offers a “Let’s have 6 calls and we’re done” type of service.
There’s a deeper level of work and a lot of follow up on my end. I think the follow-up is where I stand out.
Now I’m starting to try and expand my reach.
I’m testing Facebook Live, developing a new freebie download, and trying to speak more at conferences.
What motivates you? Why do you do what you do?
I’ve spent a lot of time in the business development world. There’s such a massive focus on growing your business, closing more sales, and doing everything bigger and broader and grander.
There’s never a focus on building the business to help you scale.
There’s not a focus on how to create the business behind the increased sales.
What motivates me is seeing clients who mastered the art of sales and have a great product — but fall really short on being able to deliver.
The business end of it just isn’t at the same level as their product and sales.
You can’t build a house on a broken foundation.
You have to get that foundation built so it can support your growing empire.
I love watching the transition from “I can’t possibly take on one more client” to giving them the systems and tools so they can take on as many clients as they want.
It’s an impact not only on them but on their audience.
It’s always about the impact.
That’s why I do what I do.
What is the best piece of advice anyone has ever given you?
Stop doing what you’re doing.
This advice came into my life when I was using the same bandaids on the same broken things. I kept running the same patterns and expecting different results. All I had to do was stop, take a deep breath, and take a closer look to get more clarity.
Follow your gut.
Your gut is going to tell you what’s right and what’s wrong. Being a business owner can be really scary and incredibly risky. Being able to recognize the difference between your gut telling you something is WRONG vs your gut telling you something is SCARY/RISKY is key. If you don’t listen to it, that’s on you. If you act, the universe is going to hear you.
In the last month, I’ve really been focusing more on my business, and in doing so some really crazy opportunities have come my way.
I truly think it’s because the universe was waiting for me to step into that.
Before that, I hadn’t been listening to my gut. I was focusing in a bunch of different directions, but when I finally pulled back on some things to free up time for others it gave me the time to explore those exciting new opportunities.
Now people are coming to me with even more new projects.
All I had to do was finally listen to my gut and open up space for it to happen.
Get better systems that are custom to you:
Visit her website at ashleypetersongroup.com