E110: The Secret to Sustainable Business Growth: Sales Strategies with Anjel B. Hartwell

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Hello, welcome to this week's episode of Scaling Expertise, where we talk

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to experts who have scaled their expertise and also provide some tips

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about how you can scale your expertise.

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So this week, I'm so excited for my guest, Angel B. Hartwell.

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Welcome, Angel.

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Thank you so much for having me, Erin.

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Well, I asked Angel before we started, what the bee was about and

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explain to the audience what the bee.

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Angel.

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Be Hartwell.

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I love it.

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I love it.

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and also we started with an intention before we started, which

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was really beautiful, something that I've not had another guest do.

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And so that is something wonderful that Angel brings to the table as well.

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But before I get too far, I'm going to let you fully introduce

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yourself to the audience.

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All right.

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Beautiful.

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Well, I'm Angel B. Hartwell and I am, right now I am the executive

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producer and host of the 14 time award winning number one internationally

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ranked downloading in 127 countries.

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Wickedly smart women podcast.

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And I am also the executive producer and host of the three time award winning,

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now downloading in 50 countries top 20 internationally ranked leading

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visionaries podcast, which is a little.

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Younger than Wickedly Smart Women.

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We're working its way up.

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And I have been in the personal and professional development

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space for nearly two decades.

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before that I was in the real estate business.

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then I ended up having a spiritual awakening and that

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led me into the personal and professional development space.

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And I've spent most of those two decades really consulting with,

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thought leaders and change agents.

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From all around the world, my clients worldwide have generated in

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excess of a hundred million dollars in revenues and have impacted

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millions and millions of people.

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And I really, focus on in my consultancy, I focus on supporting people to

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convert their wisdom into wealth so that they can leave a legacy of light.

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Oh, I love it.

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Well, you're, talking my language here.

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And so when we get started, of course, this is the scaling expertise podcast, or

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we'll talk about scaling and expertise.

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So let's talk about yours.

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And so how would you define your expertise?

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And when do people go, I need to go talk to Angel.

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Great question.

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So I bring to the table this beautiful blend of practical strategy.

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I mean, I spent 20 years in the real estate business.

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My last project was 51 single family houses, 56 apartments

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in an office building with two partners while I was the national

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chairperson of my trade association.

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So I understand like foundational things and in any business, there are.

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basic foundational things that need to be in place.

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Your offer needs to be in place because business at its core is literally

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making an offer into the marketplace, having that offer accepted, and

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then having to serve that offer.

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It's like so simple.

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And it becomes complexified by all of, choices that we have, the abundance

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of choices that we have about how to put that, out into the world.

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so my, practical strategies are also married with spiritual

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technologies because I did have a spiritual awakening, in 2001.

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And that spiritual awakening put me on a path where I discovered

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all of these latent parts of myself that I didn't even know existed.

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My artist, know, emerged, my author emerged, I've written or

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contributed to almost 30 books.

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My healer emerged, my hands turned on, and I started to be able to heal, and

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through that whole period there was this huge transformation that happened in my

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own life where I went from one life into this other reality that I didn't even

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know existed, and then at some point I needed to bring those two together,

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and in bringing those two together, the calling from my spirit was to serve

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others to be able to know that they could potentially leave behind their corporate

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career and start a new And ground themselves, not only in the skills that

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they've acquired over the years, but in the experiences that they have acquired.

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Because expertise is not just, you know, I'm skilled at, churning out a widget.

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I can churn out 27, 000 widgets today, that's a skill.

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Expertise I think is this beautiful blend of your skills.

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And your experiences and so my work really became about helping people

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to be able to do that and to do it in a way that was creating a major

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impact in the world where they could come back into their industry, maybe.

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and bring innovation and bring conscious change or they could skip over to

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another industry, bringing all of the gifts and the expertise from their

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experience in one industry and, laterally moving into another industry and

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making a big impact and income as well.

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When they want to make an impact and you use terms like being conscious,

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are people feeling frustrated in their prior roles where they feel like it

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is just kind of very transactional and not about, thinking about the impact

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that they're making on the world.

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that's part of why they come to you is that they feel frustrated and kind of

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how the world has set up these days.

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Certainly some people are frustrated.

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wherever my people meet me, they're usually at a transition point.

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they either have been frustrated with what they're experiencing or they've

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kind of gone through the frustration and now they're in the vision stage

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where they're like, Oh, I don't need to be in this frustration anymore.

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And I have this calling, I have this vision.

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So, I'll give you a couple of examples people that I've worked with.

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I had one woman who came to me and she was really already investing heavily in

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her vision, she herself had been in the real estate business and she was called.

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to start helping people with relationships.

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here's where expertise is interesting, because expertise doesn't necessarily

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have to be something that you've been paid to do in the past, right?

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And so in her case, she hadn't been paid to do relationships in the

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past, but she was strongly called to serve and to support people

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to improve their relationships.

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And so she had left behind real estate.

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She started a podcast.

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She had invested about 200, 000 in her branding.

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It was beautiful.

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And she was spending, you know, her brand, I mean, not just her branding,

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like she had all of bits and pieces set up to make it look good on the outside.

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She was spending 2, 000 a month to get booked on podcasts, and we met through

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an app called Clubhouse a few years ago.

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I remember.

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Yeah, and she ended up investing to work with me because she was

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incredibly, she was frustrated that her business wasn't making any money.

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And when she invested to work with me, she invested 50 grand to work with me.

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the reason why was because she didn't have an offer.

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And so what I was able to do was help her to craft a five figure

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payday offer that was aligned with her intention and her calling to

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serve people with relationships.

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One of the things I had her do was put her podcast on hold and stop

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spending 2, 000 a month for getting booked on other podcasts and so forth.

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And within a 75 days, she had her first 10, 000 client within a hundred days.

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She had a 12, 000 client within six months.

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She had a 40, 000 month.

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So she was able to take.

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And monetize in ways that she had never monetized before.

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And by the end of, you know, maybe nine months, she cracked six figures.

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So the investment that she made with me, she doubled that back and, now has this

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beautiful offer and, it is structured in a way that is, unique to her.

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So it's her, signature body of work.

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Yeah, I think it is, Deceptively difficult to come up with the right offer.

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I mean, I think, you know, a lot of us start billing by the hour.

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So we actually don't, I mean, we just, what do you mean done?

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I know how to do that.

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I can do that and pay me what I, rate for it.

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But when we do want to kind of get to the next level, and we need to

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structure an offer that the thing that your client ran into, why is it so hard

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for people kind of to make that leap?

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Well, there's a lot of different reasons, Erin.

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one, some people are still very, very much trapped in the dollars for hours.

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You mentioned that, very trapped in that.

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Some people are not aware of that they can transfer value from one place to another.

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And so I'll give you another example of another, client who

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came to me a few years ago.

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she'd actually bought, owned and operated a 48 million construction company.

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And she bought that 48 million construction company

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with no money of her own.

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So this is a brilliant woman, right?

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She has got her act together.

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And when she came to me, she had sold that company, had another company for a

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little while where she was raising llamas.

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You know, she just was following her passion.

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And then when she came to me, she had like landed in the space where she wanted

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to begin coaching with people around consciousness, interestingly enough.

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she invested probably about 60, 000 to work with me and, She had already,

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again, invested with all these other, programs, these bigger programs.

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I'm much more of a bespoke, boutique style consultancy.

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So she had invested, like, 20, 000 in this program that she went to

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Puerto Rico for three days and got, like, literally nothing out of it.

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and the coaches, the, big name person had a level of coaches that were part of

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that big name person's, business model.

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And the coach was telling her that she needed to get 10 clients at 200 a session.

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And as soon as I started working with her, I was like, are you

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out of your freaking mind?

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You've owned a 48 million company.

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The reason why you're not getting any clients is because the universe

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cannot support you spending one second of your time trying to

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acquire 10, 200 a session clients.

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it's just not even congruent at all.

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And so we.

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work together to flesh out her signature body of work and within months she had

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a 12, 000 client and stopped frustrating herself with trying to get 200 clients.

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because it was just so incongruent.

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that's how I help people.

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So yes, they do come to me frustrated a certain way.

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Yes.

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So you've mentioned body of work a couple of times with the two different clients.

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Also, you refer to highly monetizable frameworks.

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Now, obviously I'm an intellectual property lawyer and I like to

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talk about, creating assets.

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So we have something to sell other than our time.

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Tell me how you look at the terms, body of work, monetizable frameworks.

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Do you sometimes I feel like intellectual property is like, I

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don't want to use that word because it starts to send people in a kind of

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direction, like, no, look at all that.

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I love IP.

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Okay, I came from the real estate business.

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So, Let me just preface how I look at it by saying how much I love IP because

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when I got into the, and how much I understand IP, when I got into the

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podcasting space, originally my first podcast was after I had gone through a

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cycle in my own life in business where I had had kind of like a life rupture.

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I had been working primarily with women for the first 10 years selling,

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10, 000 packages to these women.

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mostly helping them feel great speaking and powerful asking for money.

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And then I had a life rupture that we're not going to get into the depths

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of that story today, but let's just suffice it to say everything fell apart.

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I put that business in the fire.

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And out of that, I got the calling to start working with men,

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executive men for a window of time.

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And so that's when I got into podcasting.

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So I started, my first podcast, it was called men on purpose.

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And within Um, four months had my first 50, 000 client from that podcast.

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about a year in, I decided to start Wickedly Smart Women,

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which I mentioned in my opening.

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about three months into running both of them, I realized at that time I

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was just, I had overextended myself.

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And I also felt complete with the Men on Purpose podcast.

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so I decided to put it on hiatus.

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Three months after that, The show was still running because

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I had episodes in the bank.

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Three months after that, though, was right before, right, literally

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when Corona shut everything down.

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I was at this event, and there was a guy, who was part of the panel that I was on,

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and we had a mastermind after the event, and he was saying, I just want to he was

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a host of a podcast, but he didn't own it.

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he was a paid host and I want to have my own thing.

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I just want to serve men.

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I just want to help them to be on purpose.

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And the idea came into my mind.

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I wonder if he'd be interested in buying my on purpose podcast.

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So I was actually the very first, that I know of podcaster to sell my podcast.

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And so intellectual property and I are friends.

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Yeah.

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Yeah.

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Absolutely.

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Well, I wanted to dig into your history with podcasting just

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because I find it interesting.

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I've been podcasting for three years, I think, but you obviously kind of

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predate this era where there's, million.

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kind of third parties will help you get it done and help you get it distributed.

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Like, how did you get started?

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what did you need to know then in order to get into podcasting?

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so I got started with podcasting was I just kind of told you the story of that,

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where I had had spent 10 years, in my business, had this life rupture, and then

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Got the calling to start to serve men and when I got the calling to start to

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serve men The woman that I was working with at the time up who was helping me

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with the brand building She was thinking that we ought to do a TV show and I was

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thinking yeah No, guys are executives the people that I was thinking of serving.

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These guys are executives.

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They're listeners, they're not watching a YouTube, they're driving, they have a

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driver, maybe, you know what I mean, it's, they're in the back end of a limousine,

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or they're running in the park, or they're working out at the gym, or whatever,

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these men want to be listening, they don't want to be watching, they don't want to

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be tied to something, and so that's what inspired me to start the first podcast.

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So, I do want to go back to the question that you asked before though, we were

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talking about intellectual property.

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We were talking about body of work and frameworks, monetizable frameworks.

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So, Body of work piece is really much more comprehensive than the framework.

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So a framework is kind of like a step by step process or system or

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blueprint that you can take people through that will Give them the

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experience of learning and potentially transforming through the thought

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leadership that is the body of work,

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So the body of work is more of like an umbrella thing, whereas the framework is

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the process through which people are able to pass in order to absorb that body of

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work, absorb that thought leadership, and potentially make a life transformation as

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a result of going through the framework.

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Got it.

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And so most people that come to you, they have that body work.

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They just don't know how to channel it into a framework.

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Is that

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sometimes they have the body of work.

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Sometimes it has to be.

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teased out.

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it's not always, sometimes they do.

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Sometimes have current client who's written a New York times bestselling book.

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So the body of work is there.

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and even potentially the framework is sort of there.

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And my work with him is really actually being more strategic about

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how we're going to leverage the body of work and leverage the framework so

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that he can build a business model.

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that will allow him more freedom that will, extract him from the process and

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will allow his body of work and his framework to potentially live on after

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him, he's, close to retirement age.

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He wants to pass this on to his son.

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and so our work together is to look at how can we leverage the

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body of work and the framework that he's already kind of crystallized.

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Some people come to me they have huge expertise.

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I've got another client I'm working with right now who's been in the med spa

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business for 20 years, and she's like off the chain, like top 1 percent of

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all med spa people in the whole planet.

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And so she's got this vast, vast knowledge of all of the aspects of

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both the business side as well as the operational side of that industry.

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And she's got a vision to create multiple.

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arms for her expression of her thought leadership, we are spending a lot of time,

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frameworking and preparing her offers and getting her out into the market so that

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she can monetize and she has her offers a half million dollar offers to start,

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So she's transferring from being a full time operating kind of

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person at the top of her industry into now becoming a thought leader

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who is influencing the industry.

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Make sense?

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Yeah, absolutely.

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Yeah.

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And you do remind me, you know, certainly that the client right before that,

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who wanted to, have something that he could leave a legacy and have his son.

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And I do hear about golden, I think they're called golden handcuffs, where

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you have this fantastic business and, income or revenue, but it all depends

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on you being the genius in the room.

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And how do you.

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Ever retire or leave it a family member or sell it if you are required

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to be the genius in the room.

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And so is that people come to you with those questions?

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Correct.

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Correct.

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Yeah.

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And in fact, I'm applying that in my own business.

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So this is where we get into intellectual property and the

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value of intellectual property and building the assets so that the asset

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has value on its own without you.

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Wickedly Smart Women.

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Podcast because I know I could sell Wickedly Smart Women tomorrow to the right

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person for the right dollar amount, right?

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Somebody would happily take 14 time award winning podcast and grow it

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right take it to its next level So one of the things that i've done with

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Wickedly Smart Women is I created a book franchise out of Wickedly Smart Women.

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So we had our first book, it was, uh, 17 co authors.

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It was, five time award winning, number one new release in six

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categories, 34 different distinctions.

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so we made this book, Wickedly Smart Women, Trusting Intuition, Taking

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Action, Transforming Worlds, and I can see a volume two, volume three,

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volume four, volume five, volume six, like Chicken Soup for the Soul.

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It's a book franchise, right?

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But it's connected to this brand, Wickedly Smart Women, and it doesn't need to

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have me, It doesn't need to have me.

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Now, Wickedly Smart Women is standing on its own.

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the other thing I've just recently done and we're just now opening

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enrollment for is, I've created a framework, a body of work.

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called the Wickedly Smart Women Smart Start Intensive, which is in,

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designed and intended to help people, women, wickedly smart women who are

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in corporate or maybe the government, high level, high achieving, government

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or corporate women who are ready to leave their corporate gigs and

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start their own consulting business.

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the Smart Start Intensive, lays out the strategy for them.

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To do that.

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And so now we're gearing that up to start enrolling in that.

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And now that's, a monetizing asset that once it's, you know, right now,

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I'm going to have my hands on right.

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But once it's up and really rolling, It doesn't need to have me.

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Right.

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Right.

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Right.

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And so when you have scaled, when you have, you know, it's

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not just angel and you have team.

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And how have you thought about making sure that the value and that high touch

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feeling is stays, even though it's not always you and that you're using a team?

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so the most important thing is when people are paying you, they're getting their

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value, the main focus is on the client, is always on the client, whether it was

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doing the book or whether it's, you know, the Smart Start Intensive, or whether

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it's doing consulting with me personally.

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the main focus is on client satisfaction.

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If the clients aren't satisfied, you don't have a business, We strive to make

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sure that our clients are being well served and if they're not then that team

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member needs to be given some support and empowerment to be able to focus in

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that direction and my job as the CEO and the founder is to maintain that vision

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for all of what I've got going on,

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Because I'm building leading visionaries off on the side over here too, So

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for me to maintain the vision of the satisfaction of the people who

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are actually providing money to make this whole engine run, right?

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In exchange for what we can offer to them.

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That's the top priority.

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And then every other team member is in service to that larger vision

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of making an impact, making income and making sure that we have a high

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level of client satisfaction and then things sell themselves, right?

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Napoleon Hill who wrote Think and Grow Rich is long dead, but Think and Grow

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Rich is still creating impact and it still has an organization around it.

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corporate organization or a business organization around it

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that is perpetuating the mindset, the value set, the intent of the

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original author of that book.

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as creators, our intent is very powerful.

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Our intent can actually carry, past our lifetimes.

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I think about what you do because you said you had a calling and

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when you work with team members.

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Are you looking for people who also like, is it just again their

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skills or their whole expertise or like, how do you look at that?

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Well, team is one area where I'm still.

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You know, it's my growth edge.

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Team is my growth edge.

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And I've had quite a number of different team members who were all

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served their purpose in the way that they served their purpose through the

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course of time that we worked together.

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I am becoming clearer on my own communication into life about

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what I'm looking for with team.

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And in order for me to do that, I had to get clearer within myself,

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And so, just articulating what I'm articulating with you right here,

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right now, gives me even more clarity.

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Every time I speak, I get more clarity.

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You know what I mean?

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Every time somebody asks me a question like this, I'm like, oh yes,

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this is the direction we're going.

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as the visionary, as the leader, as the founder of any organization, our

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job really is to be really clear on what our vision is, really working

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to articulate that vision as clearly as possible, both out into the world

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and internally into our business.

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and then at the third level, really being willing to reflect and to

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review and to, assess how things are going, and if they're not going the

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way that our vision and our intention and our communication is intended to

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make them go, then we need to revise.

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So, those three things.

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We're the voice and face of the brand.

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I'm the voice and face of the brand right now, right, of all of my brands right now.

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but ultimately when you're working with a brand and with intellectual property,

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the real goal is to get the brand and intellectual property to be its own

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voice, which we've already talked about.

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from there, obviously you need to in sure that there are structures in place and

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expectations in place and boundaries in place that say, this is what we stand for.

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This is where we're going.

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This is what we expect our team members to show up like, And in my case, my

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team members, the more that they feel called, the better off we are, right?

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It's not just, coming in and just doing the task, transactional kind of thing.

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And at first, I'll admit it, at first in my business, I just was

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like, so Cause visionaries can often be, have this vast vision.

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I was so like, I got to get this out there.

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I was so called that I didn't necessarily treat my team members,

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in a culture building way.

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And.

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there were results from that, that I had to look at and address in myself.

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Yeah.

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Yeah.

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Another area that is deceptively difficult, building a team.

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And it doesn't mean that we don't like them.

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They aren't good people, but it isn't always the right fit.

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and it can be us.

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To not, setting those boundaries and those expectations.

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Absolutely.

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So what would be one tip, like high level tip?

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Maybe it's a starter tip, you know, other than, signing up for your start smart,

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but one tip for someone who is struggling with, articulating their vision,

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what, something that they could do.

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Right.

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Well, first you actually have to believe, know, that's the first step.

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I'm just going to take it right out of my Be Heard by Millions solution

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book, I have a book, Be Heard by Millions and Live Your Destiny, and

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the first step is to believe, right?

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A lot of times we might get a calling and our own self doubt is

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what sabotages the whole thing.

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So really strengthening your belief in your vision and the stronger

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you can make your belief the more energized you are which is the second

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in my Be Heard by Millions solution.

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your belief and your energy, those two things are the things that

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you have the most control over.

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You absolutely have the most control over how strongly you believe in something.

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that you're seeing and you're guided to do and how much energy you're willing.

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Are you all in, or are you half assing it?

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If you're half assing it, it's going to show and you're

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not going to make the money.

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And eventually it's going to fall away.

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So you've got to be really super devoted.

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To putting your life into it.

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This is my, I'm putting my life into this, right?

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You're putting your life into this, And so at the, when we're facing the

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eternal dirt nap, are we going to look back and say we gave it our all?

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Or are we going to say, Oh yeah, I kind of half assed that.

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So we want to believe, we want to be energized.

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And then we absolutely want to have a clear message and that's step three

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in my Be Heard by Millions solution.

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So I do have a gift for the audience.

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my book.

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Yeah, you can have my book, which has all of these steps.

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There's actually seven steps in the Be Heard by Millions and Live

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Your Destiny, solution, and you can get that at BeHeardByMillions.

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com.

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It's the whole book.

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It's in PDF form.

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So

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fantastic.

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We will absolutely make sure that is linked in the show notes.

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This has been a fabulous conversation.

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Thank you so much, Angel.

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Very much appreciate your time and sharing your wisdom.

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And I know that the audience got a lot out of today's episode.

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Thank you so much for having me, Erin.

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Thank you.