"Push beyond your comfort zone, that is when great things happen."
An accomplished business professional and online entrepreneur, Natalie Carthew (Nat, to her friends and clients) brings insight, expertise, and energy to whatever she does. Nat is passionate about sales strategies, systems, and support to help her clients achieve success in their business.
With a corporate career in banking and finance that spans 15 years at RBC Dominion Securities, Citibank & Climate Change Capital coupled with 10 years as a business owner helping clients achieve million-dollar sales targets, Nat now focuses her expertise on helping heart-centered businesses and coaches feel as confident about their sales approach as the services they offer.
Nat’s unique sales system enables her clients to approach selling their way. The way which feels right to them and will create consistent cash flow for the business. That creates more income and ultimately more freedom and time to do what they are great at as the sales side of their business becomes automatic. Passionate and straight-talking, Nat is a “no fluff”, detail orientated, sales strategist, trainer, and mentor. She is an expert at creating the strategy first, then being able & ready to make it happen.
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Table of Contents
Thank you for joining us today. Please introduce yourself to our readers. They want to know you, some of the background story to bring some context to your interview.
Natalie Carthew: I lived on 3 continents by the age of 14 years old and had a pretty standard upbringing (if there is such a thing)! After university, I was straight to London to get my first job in banking and by 25 was well on my way to building a great career. The unexpected happened in January 2001, when my father dies age 56 years old (10 years older than I am now). His death created a chain of events and decisions that have led me to create my own life by design. Hearing that at 56 my father had no regrets, was inspiring.
By 30 I had set up my own business to ensure that I was firmly in charge of my destiny and had control of my life both professionally and personally, 100%. By 40 I was mortgage-free and my husband had joined me in the business leaving behind another city salary. In 2016, my son (then 10 years old) was diagnosed with Type 1 diabetes. A life-changing event for my son and us as a family. What do you do when you get thrown a curveball? You realize that the life you have created has given you choices and choices give you freedom. In this instance, it was freedom to put work on hold and dedicate time to learn and live our new normal.
Hold tight, there is more excitement and adventures ahead……
You are a successful entrepreneur, so we’d like your viewpoint, do you believe entrepreneurs are born or made? Explain.
Natalie Carthew: Nature or nurture? Is it just one or is it a combination? I think it is a combination.
You need vision and drive to be a successful entrepreneur coupled with personal traits that you are born with. For me, I have determination, openness, and unwavering self-belief. These are all traits that I was born with but it is the nurturing of these traits from a young age. Role models, life experiences, and opportunities I have embraced have all played a part in becoming a successful entrepreneur.
If you were asked to describe yourself as an entrepreneur in a few words, what would you say?
Natalie Carthew: I am passionate about helping as many people as possible, wanting to make a difference in the world while living my true values to be the most authentic version of myself in everything I do.
Tell us about what your company does and how did it change over the years?
Natalie Carthew: I started trading time for money and quickly realized that this is not a sustainable business model. Now we operated a multi-level revenue stream model (so as not to have all our eggs in one basket so to speak). We work with clients 121, in small groups as well as offering to consult. In 2021, we are launching a passive income stream as well. The world of business is ever-changing and so must a business evolve to stay ahead of the curve. So many businesses fail in the first 2 years and even more, don’t see their 5th birthday so it is important to keep abreast of industry and sector developments to stay ahead of the game. If the global pandemic has taught business anything, it is the need to be agile and lean.
Thank you for all that. Now for the main focus of this interview. With close to 11.000 new businesses registered daily in the US, what must an entrepreneur assume when starting a business?
Natalie Carthew: Understand what you want to achieve, how you are going to get there and keep yourself accountable. Keep going and don’t give up. You need to build momentum and then remain consistent in all your efforts. It is vital to review regularly to understand where you are against your goals and targets. You can then rinse and repeat or tweak and repeat. Keep your eye on the prize.
Assumptions: a thing that is accepted as true or as certain to happen, without proof. In business and particularly when it comes to sales, assumptions can be limiting as well as helpful.
❌ Don’t assume someone is not going to buy and they are only after freebies
❌ Don’t assume they will remember everything you say and do when you speak or meet
❌ Don’t assume your convo or meeting is their top priority even though you want it to be
BUT some assumptions that are mega useful in sales.
✔️ Assume buyers won’t remember anything. – So, keep it simple stupid, and follow up. After every phone conversation or meeting, follow up. Share a round-up of what you discussed. Keep it simple and only share key points and don’t forget to include the next steps. This is in service of your buyer, you are making things simple and easy. This will set you apart from the competition.
✔️ Assume buyers want to work with experts. – Set yourself apart from the competition and show your buyer that you understand their industry, challenges, and issues. Share your experience and successes with other people who mirror your buyer.
✔️ Assume everyone is overwhelmed. – Stay focused only on what is relevant and adds value. Too much can be confusing and add unnecessary confusion. This just makes deciding to buy harder.
Did you make any wrong assumptions before starting a business that you ended up paying dearly for?
Natalie Carthew: I think the one big assumption was not fully appreciated that you don’t just open your doors and customers and clients will come. I realized very quickly that at least 30% of the time and budget needed to be focused on our marketing and sales efforts. It was not a costly assumption for us but it is for so many businesses. Our business is in sales but for businesses that don’t outsource quickly enough, they can fall into the trap of doing every function and doing it badly. If you do not have the skills, training, or expertise to do a job, outsource or recruit someone who does.
If you could go back in time to when you first started your business, what advice would you give yourself and why? Explain
Natalie Carthew: I would say “stop sweating the small stuff”, Hold the vision, and act before you are ready. Push beyond your comfort zone, that is when great things happen.
What is the worst advice you received regarding running a business and what lesson would you like others to learn from your experience?
Natalie Carthew: The worst advice for me was “it’s all about the money”. It 100% is NOT. Sure you have to earn to pay your bills but don’t forget why you went into business in the first place. For me, it was to work with good people that I choose to collaborate, work and grow with. Working with the right people will lead to better things, you need to hold your nerve and not chase the cash.
In your opinion, how has COVID-19 changed what entrepreneurs should assume before starting a business? What hasn’t changed?
Natalie Carthew: Don’t assume that just because something works one day that it will continue to work. Have multiple revenue streams and different options to deliver your product or service. Have a split across your business and service/product range so you can react quickly and efficiently. People are still spending money and need what you are offering.
What is a common myth about entrepreneurship that aspiring entrepreneurs and would-be business owners believe in? What advice would you give them?
Natalie Carthew: That it’s easy working for yourself. It’s not easy it is different to work for yourself rather than an employer. It can be flexible to work for yourself but that’s not the same thing as easy. I would give the sage advice to evaluate their personality and focus on what is driving them to want to be an entrepreneur or business owner. It is not for everyone and the reason you want to do it, it is one of the most important things to know. Be honest with yourself, you must know you have what you need before you jump ship. If you are wanting to set up your own business to escape your job that is the right reason. Ask yourself some hard questions and be honest with yourself on your WHY.
What traits, qualities, and assumptions do you believe are most important to have before starting a business?
Natalie Carthew: Self-belief is essential. Determination, commitment, and creativity are 3 of the main traits that will take you far in business. Determination to keep going when things are done go as expected. Commitment to drive forward no matter the challenges your face. Creativity to think outside the box. But, above all, personal values that you live by both personally and professionally are the key to happiness and success.
How can aspiring leaders prepare themselves for the future challenges of entrepreneurship? Are there any books, websites, or even movies to learn from?
Natalie Carthew: Top 3 books:
- The Psychology of Selling by Brian TracyWho Moved My Cheese?
- An Amazing Way to Deal with Change in Your Work and Your Life by Spencer Johnson
- Thinking, Fast and Slow by Daniel Kahneman
Top 3 movies to learn from:
- Sliding doors
- Wolf of Wall Street
- Jerry Maguire
You have shared quite a bit of your wisdom and our readers thank you for your generosity but would also love to know: If you could choose any job other than being an entrepreneur, what would it be?
Natalie Carthew: A veterinarian. I love animals and being a vet doesn’t only help the animal but the owner.
Thank you so much for your time, I believe I speak for all of our readers when I say that this has been incredibly insightful. We do have one more question: If you could add anyone to Mount Rushmore, but not a politician, who would it be; why?
Natalie Carthew: I would love to see a woman of color – Ida B. Wells, Charlotte Hawkins Brown, or Melanie Campbell.
Jed Morley, VIP Contributor to ValiantCEO and the host of this interview would like to thank Natalie Carthew for taking the time to do this interview and share her knowledge and experience with our readers.
If you would like to get in touch with Natalie Carthew or her company, you can do it through her – Likedin Page
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