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View Every Interaction Through your Brand Lens – It’s Significant Believes Kate Moodley

If it was easy, everyone would be doing it. That’s Kate Moodley’s mantra. She knows that where you put the effort in is where you see the rewards.

Nadine Todd

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Vital Stats

  • Player: Kate Moodley
  • Company: Discovery Consulting Services Bedfordview
  • Accolades: Discovery’s top franchise in 2015
  • Visit: katemoodley.co.za

Build up a good personal brand. So many people think that a brand is for today, forgotten tomorrow. This couldn’t be further from the truth. It’s an ongoing thing, and you never know when it will make all the difference.

A relationship that’s insignificant today could be extremely significant down the line, so treat every interaction through the lens of your brand: Who are you? What are you portraying? What are your values? And what should others expect of you? Consistency is key.

Related: 13 Female Entrepreneurs Rising To The Top

Understand the power of a good reputation

I was at Momentum for many years before I bought a Discovery franchise. My mandate from Discovery was simple: Grow the business. This could have been problematic. I had been selling one brand, now I’d moved to another. Which did I represent? How would clients view the switch? It worked out fine.

I had built up a strong personal brand and my clients trusted me. I’d also never disrespected either brand as I believe there is enough room in the market for both, and that different products suit different needs. With this attitude I’ve grown the business from 80 clients to 300. Remember, it takes a lifetime to build up a reputation, and an instant to destroy it.

Your brand is your business and your employees represent that brand

If their value system is in conflict with your brand, they won’t stay, and if they do, they’re doing immeasurable harm to your business out in the market. What are your values? Are they clear? What are your employees following? Your team mimics what you do and who you are, so what are you showing them? You can’t act in one way but expect your team to behave in another.

For example, I’ve got a very good work ethic. I deal with queries promptly, I’m responsive to emails and I set dedicated time aside to work on business strategy. I expect the same from my team, but I lead by example.

Be approachable

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I find this is important for two reasons. First, we’re in a sales environment. My team needs to know all of their products extremely well. If anyone is more familiar or comfortable with one product, that’s what they pitch.

This means the client won’t receive the best value, because the product being offered isn’t necessarily the best solution for them. It’s therefore important to be well-versed in all products. In order to ensure my team is receiving the full spectrum of training, I need to know where their gaps lie.

This starts with regularly sitting in on sales calls, and being approachable. My team knows to come to me with any questions, big or small. This is how I keep my finger on the pulse. Remember, knowledge is power. The more you have, the more confident and capable you’ll be.

Related: 10 Successful SA Women Entrepreneurs’ Top Advice On Balancing Work And Family

I hate micro-managing people

To create an environment where I don’t need to check diaries, I’ve put systems in place. First, I have a great relationship with clients. They call me directly if they’re unhappy.

Second, I employ self-starters; young, ambitious individuals who are hungry to succeed. Employing people straight out of varsity and investing more in their training has worked well for us.

Third, I’m transparent, with zero tolerance for nonsense. If someone doesn’t pitch for training, we have an open discussion about why. They’re not accountable to me alone behind a closed door, but to the whole team.

Finally, we run the team as though each person is a director who is fully accountable for what they bring to the table. Discovery has a penetration system where targets are set and penalties levied if you don’t meet the targets. We take that penalty as a team.

The team commits to what they will do in a month to meet (and exceed) the target, making them all accountable to each other. If the target seems off, they challenge each other. The principles of entrepreneurship are instilled across the organisation.

We’re not clock-watchers; we’re output driven.

Find ways to create incredibly loyal employees

We have a very low staff turnover. I expect a lot from my team, but I’m also willing to give a lot. Autonomy is very important to the people I hire, and I give them the space to self-manage. Another example is flexibility with moms.

They can work from home if their child is sick, or bring babies to the office. It seems like a distracton, but the reality is that my team will do a lot to ensure they keep these privileges, and so it works.

Related: Five Lessons From One Career-Focused Mom To Another

Success is all about self-discipline

If you embrace the fact that you are fully accountable for your business and actions daily, you will be successful. I did an exercise with my team. I asked them to take their income and divide it by days and then by hours.They now had a figure to place on the time they wasted on things that don’t add value. For example, anyone on my team can take a long lunch because I’m not monitoring them. But what did that cost them in lost revenue?

To maximise your time, plan your day

I don’t have a day that’s unplanned. I’m continuously looking for ways to take myself and the business to the next level. The more you develop yourself, the greater your chance of success.

Warren Buffet sets a daily target of how many pages he will read — and sticks to it.

If one of the richest men in the world can still take the time for self-development, I should certainly be doing the same.

Do this

Set daily and weekly targets for yourself. Success is what you make it, so start putting the right disciplines in place today.

Nadine Todd is the Managing Editor of Entrepreneur Magazine, the How-To guide for growing businesses. Find her on Google+.

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Designing Her Destiny

Oh Yay! owner, Emmerentia van den Hoven does business her way.

QuickBooks SA

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In 2011, Emmerentia van den Hoven took a leap of faith when she decided to leave her graphic design job at an agency and pursue her real passion – and it has paid off tenfold. Here’s her story.

“When I started planning my own wedding eight years ago, I fell in love with wedding design and wanted to do that for the rest of my life. Designing for brands had become a set of rules rather than being creative, and I’d always wanted to work for myself. So, in September 2011, I turned my seven-month-old side gig into a fully-fledged business and launched Oh Yay!

I have to hustle every month to get new clients because every client will use my services maximum twice – first for the wedding invitations and then for the stationery on the day – so I don’t normally have returning clients.

Because my main business is seasonal and usually once-off per customer, I have branched out into branding for small businesses in the beauty and lifestyle industry. I also earn a passive income through the Oh Yay! online shop where I sell wedding décor items.  Oh Yay Kids – my other online store – is my passion project. I launched it just before my second child was born, adding items to the store that I made for my two boys when I saw a need for it. I then expanded into prints for nurseries and kids’ party stationery.

I work for myself and have no employees, so the fact that QuickBooks lets me load all my services, products and prices in one place makes running my business so much easier. Being an entrepreneur is difficult because you don’t know if you’ll be successful or not. But if you believe in and love what you’re doing, it reflects in your work and the service you give.”

Less admin, more of what you love

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When Oh Yay! was launched, along with her dream of being an entrepreneur, came the nightmare of other administrative tasks. But that changed in 2018 when Emmerentia started using QuickBooks.

“When I was using spreadsheets to balance my books, I was spending 80% of my time on admin, which left very little time to tend to customers’ orders. I now spend no more than 25% of my time on admin, which is important, especially when it comes to the speed at which I send quotes. You don’t get any work if you don’t send out quotes and it’s tough to juggle the admin with your actual job of running the business.

Numbers were never really my strong point, so having a professional quote done in record time not only projects professionalism, but the format also changes the way new clients see me. In my industry, the quicker you can send a quote out, the likelier you’ll get the clients’ business. It gives legitimacy to my business. The QuickBooks system operates so seamlessly that clients communicate with me differently, like I have my own accounting department, when in fact, I’m a one-woman-show.

I used to dread doing admin, but now it’s so easy and quick. I’m not just saying this – QuickBooks changed my life.”

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Women Entrepreneur Successes

Watch List: 50 Black African Women Entrepreneurs To Watch

These female entrepreneurs are breaking barriers, transforming industries and inspiring change on the continent.

Diana Albertyn

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Women Entrepreneur Successes

Owner Of Nouwens Carpets Shares Success Lessons From Running A 50 Year Old Family Business

Embrace technology every chance you get.

Nadine Todd

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A company that’s been active for more than five decades in an industry that’s hundreds of years old doesn’t sound like a recipe for innovation — and yet that’s exactly what Luci Nouwens, owner of Nouwens Carpets, is focused on.

The modern carpet has a history that goes back thousands of years. And despite the hipster trend of reclaimed and hard wood flooring, the carpet still remains a popular choice for consumers.

In South Africa, a name that’s synonymous with quality carpeting is Nouwens. When Cornelis Nouwens arrived in the country in the 1950s, bringing the skills of a trade which he had mastered alongside his father in Tilburg, the hub of the Netherlands’ wool textile industry, he passed on the skills and the love of the craft to his family and to workers in the Harrismith region in KwaZulu Natal.

More than 50 years after her father started it in 1962, the company remains family owned, and is headed by Luci Nouwens, who has been with the business for 48 years.

“We have maintained our reputation for premium quality all this time by paying meticulous attention to crafting standards and selecting only the finest raw materials,” says Luci. “Equally important is that we have innovated at every opportunity, embracing technology without ever compromising the traditional craftsman’s spirit.”

Innovation drives growth

Businesses that innovate are able to grow and hire more employees. As a result, they grab a bigger share of the market. That’s true regardless of the size of your business: If you innovate, you can scale up.

In 1968 Nouwens launched a pure karakul wool carpet that was extremely hard wearing and took the company into the commercial carpet market. Luci recalls the manufacturing of the carpet as “a major feat of unique textile engineering.” Another innovation in 2005 was the introduction of a totally new style of flat weave wool carpet, a very clean, minimalist and natural look requiring much less wool without compromising on wearability.

“These innovations are just two of many that have allowed the business to boost its market share over the years,” says Luci. “But beyond that, innovation has enabled Nouwens Carpets to form the backbone of economic activity and upliftment in the local community around Harrismith. This has allowed us to make substantial investment in providing education and skills development for the local population, to ensure that the craft is preserved for generations to come.”

Related: 10 Successful SA Women Entrepreneurs’ Top Advice On Balancing Work And Family

Innovation enables sustainability

Innovation in technologies and how they are applied is key to enabling a manufacturer like Nouwens to create new business value, while also protecting the planet.

“We have used technology to enable sustainable manufacturing, for the benefit of the business, the community, and our customers.”

Nouwens selects equipment, materials and manufacturing methods based on their degree of sustainability and protection of the environment. The company is also a member of the Green Building Council of South Africa and submits its products for VOC testing to ensure that harmful emissions are significantly reduced.

“Ultimately, we are driven by a passion for textiles and the ability to constantly find better ways to produce beautiful products. After the downturn in the economy, we started to produce more cost-effective commercial nylon yarns, and in 2017, we became the new kid on the block for synthetic grass. The bottom line is that a true entrepreneur does what has to be done when the time comes.” — Monique Verduyn

The role of disruption in creating value

A disruptive business is a business that challenges and potentially changes the status quo. From a mindset point of view, a culture that questions ‘why’ can help foster organisational and market disruption. But disruption for the sake of disruption is self-defeating, it needs to be on the back of making things better and based on commercial principles, i.e. people or market players actually wanting to be disrupted.

The starting point is this: Does someone, or a market, value what you’re producing? If the answer is yes, you have a commercially viable disruption. Disruption that is valued by its target market has the best chance of resulting in success.

Get that right and you’ll have a customer base, you’ll gain traction and you’ll attract investors, provided you’re also making a meaningful and sustainable difference to your target market or community. — Ian Lessem, CEO, HAVAIC Investment and Advisory Firm

Collaboration

Team up with customers and competitors.

There’s more power in collaboration than competition. We’re stronger together than when we’re apart. When it comes to working with competitors, consider this: They may have something that you don’t, or vice versa, and 50% of something is always more than 100% of nothing. You’re then positioned to add value before you add an invoice, so your clients benefit from your relationships, and the market wins. From there, you become your client’s go-to-person, because you’re putting them first.

Customers are also a great source of knowledge: They might just have the answers you’re looking for, but are you asking them the right questions? They often know more about an entrepreneur’s business than they know themselves, because they’re on the receiving end of your offering. One way to collaborate with customers is to ask them more questions about yourselves, themselves and their clients. Harness their perspective and develop yourself to give them what they want, not what you think they want. — Wes Boshoff, founder, Imagine Thinking

Related: Watch List: 50 Top SA Business Women To Watch

PR

Know what your audiences are interested in

As a brand, there are many ways to ensure your audience is paying attention to you, but you can’t expect them to find you unless you’re sharing content that captures their interest. If you send out press releases, don’t be too rigid or plain. Audiences want to be engaged, and not to have to deal with long, cumbersome information. An infographic, along with a video or pictures will make your release easier to ingest and more memorable. People don’t want boring figures, they want relatable stories.

One way to be relatable is by tapping into influencer marketing. This doesn’t mean you need celebrities with the highest followings to endorse you. Micro-influencers are proving to have just as much clout as those with larger followings. Evidence shows that micro-influencers have a more established and deeper connection with their audience, which translates to loyalty and a readiness to follow their advice. The trick is to find the micro-influencers who are speaking to the audience you want to reach.

Big data plays a key role in painting a picture of who is ‘out there’. With the right information, you can tailor your content to a specific audience. Big data can show you what topics and problems are trending in your industry, so that you can get the jump on them. Use big data to deliver your own insights on current topics, shaping and leading the conversation, converting your audience’s attention into action. — Madelain Roscher, founder and managing director, PR Worx and Status Reputation Management

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