In challenging economic times, it’s easy for any business owner to do whatever they need to do to bring in more money. That includes discounting, offering anything that will make them money, lowering pricing, and so on… 

But IS this the best decision for the longevity of your business? Even if it feels good at the moment? 

This week, we use Delta Airlines’ surprising overhaul to their SkyMiles loyalty program as a case study (spoiler: people aren’t happy). And while we don’t know all the reasons why Delta made these changes, there are some super valuable lessons for us small business owners to takeaway: 

1. Why it’s so tempting to lower prices and discount (even successful businesses do this!)
2. The biggest pitfall of discounting and lowering pricing (this one will surprise you!) 
3. What to do instead of trying to sell to anyone and everyone 

For more information on what Delta is doing, check out this article: https://thepointsguy.com/news/delta-skymiles-changes/ 

Head over to iwannacollaborate.com and let us know what you took away from this conversation.

Music credit: The Funkster by Sweet Spot

A Subito Media production

Hello, and welcome back to the eavesdrop on us podcast.

2

I'm Jessica

3

Susan: and I'm Susan.

4

Jessica T: And this week we are just

going to, I don't want to say freestyle

5

it, but we're just going to bring

a very open ended question to the

6

table and see where that takes us.

7

So the question is, what is standing out

to you or what are you sort of paying

8

attention to business wise, because

between the two of us, we are constantly

9

talking with entrepreneurs, whether it's.

10

networking, whether it's our clients,

whether it's on social media.

11

So I think somewhere in all of that,

there's something that has stood out to

12

you, Susan, because I know there are a

few things that are standing out to me.

13

So I'll toss the question your way first.

14

What is sort of grabbing your

attention business wise this

15

week

16

Susan: are multiple

issues, for small business.

17

I think it's interesting that, gas

prices are going back up and for small

18

businesses that does make a big impact.

19

Because whether you talk about supply

chain logistics, there will be an

20

increase in price, manufacturing,

there will indeed be a price.

21

So they've got you coming

and going on that one.

22

So even if it's, you know, by five

cents, which most consumers are like,

23

well, no big deal, I can suck it up.

24

But for small businesses,

it could be a do or die.

25

And we're having a harder time with these.

26

I guess these fluctuations within

fuel prices for small businesses.

27

So I think there's an impact there.

28

I think there's also really

interesting topics to be had around.

29

you get people that are really

truly work in the gig economy,

30

they don't want to come back to

traditional small business framework

31

of employer employee relationship.

32

I think there's a minute, I think

we're very much in the middle of that.

33

And that's interesting to witness.

34

The other one is.

35

You know, the great compromise for

small businesses and small business

36

owners in particular, how do we

welcome back employees who maintain,

37

hey, wait a second, I can get much,

if not all of the work achieved in

38

a remote situation, the past two

years, two and a half years proved it.

39

But, I think that's a very hot topic,

a very interesting one, because

40

most think, well, wait a second,

41

yeah, you're getting the work

done, but are we collaborating?

42

Are we ideating?

43

Meaning, are we creating and, welcoming

new ideas to creation and development?

44

So I think those are the topics

that I'm seeing in the past week.

45

Yeah.

46

You know, I think the banking situation

is really catching the attention of

47

small business owners because many

of them use, bank credit cards.

48

I don't know if,

49

Jessica T: help clarify that

cause I don't know what you're

50

Susan: talking about.

51

Yeah.

52

And for small businesses, um, and

I'm talking zero to about half a

53

million, they tend to use business

credit cards to support their growth.

54

And one way or another, rather than

getting a traditional old school business

55

line of credit, it's easier just to

go ahead and get a business credit

56

card, rack up some numbers there and

leverage that for some maybe sky miles.

57

In some programs, so they can get

a twofer, which is really from a,

58

you know, marketing perspective.

59

It lot of the business that would go

to traditional banks and it pulled

60

them into the credit card market.

61

Well, the challenge there, those credit

cards, their interest rates are ratcheting

62

up higher and higher and higher.

63

And because 90 percent of

them, tend to be variable.

64

So, as the interest rate goes up,

so do the credit card debt numbers.

65

And so folks are now

scrambling in small business.

66

Okay, how do I take that revolving debt

and switch it over to a consistent debt?

67

Maybe, you know, a nice business

loan, debt consolidation loan.

68

So you're seeing a lot of that.

69

So you've seen a lot of, heavy

decisions being made, ultimately, and

70

Jessica T: I'm getting, I'm getting the

sense that, like, these are somewhat heavy

71

topics are I don't know if they're always

the most engaging or interesting topics

72

for business owners to, to engage with.

73

Susan: They don't, they're like,

no, don't make me don't make me

74

eat the overcooked spinach, please

75

Jessica T: cheese.

76

Yeah, for the most part.

77

And I would say I've.

78

Been paying attention to very

vastly different topics in

79

this past week than you have.

80

So I always think that in our

dynamic, that's interesting.

81

So I'll give you like two or so

things that are sticking out to me and

82

Susan: yeah, I'm, I'm genuinely curious.

83

What are you seeing?

84

Well.

85

Jessica T: Less of the nuts and bolts kind

of things and more, you know, one of the

86

things that I spend a lot of time doing is

I go on social media pretty consistently

87

sharing content, but also I use it

pretty strategically for our business.

88

So I pay attention to a lot of

the things people are posting.

89

So two things really

stood out to me this week.

90

One is a completely local thing.

91

I have been obsessed with it and it is a

local air show that absolutely just like

92

I've watched this air shows reputation

just absolutely go into the trash can.

93

Oh my gosh.

94

And I'm watching this

unfold on social media.

95

So for context, there's this show

called Thunder over New Hampshire, and

96

it's a really cool, they, they come.

97

Every year, every other year, and

it's airplanes and different, you

98

know, static displays and all of that.

99

And it has a pretty solid reputation.

100

People come to this.

101

People travel from other

states to come to this.

102

And, so that I could get into why

that specifically stood out to

103

me, but I basically watched their

reputation go down into the trash can.

104

And then.

105

This really interesting.

106

So, so Rachel, my sister has brought

to our attention that some of the

107

changes that like Delta Airlines

is making As it relates to their

108

points system and how that's going

109

So it's people who leverage like credit

card points to gain access to the lounge

110

to get perks on the airline and Delta made

this huge announcement that basically,

111

I guess, puts the kibosh on any of

those point systems and I was like, Oh,

112

there's such a good business lesson here.

113

There is.

114

I think a lot of us need

to be thinking about.

115

So those are two things.

116

That's why I'm like, we've got

some, lots of different things that

117

are standing out to us this week.

118

Susan: Oh, here's a fun one.

119

Everybody loves to, the really, really

wicked smart people, as we like to

120

say in New England, if we've been

diagrammed it, it's probably that

121

credit card dynamic because small

businesses really do use them, heavily.

122

Because they can, in

fact, smartly get double.

123

If not triple return on any debt incurred

on those particular cards, right?

124

So I think what's interesting there is we

see a real brand hygiene in play, right?

125

Delta they brought in a guy from outside.

126

So this is interesting too.

127

But they brought an outside operator

to do it, which I thought was

128

very interesting, quite honestly.

129

An

130

Jessica T: outside operator to

help sort of overhaul their...

131

Susan: Oh, yes.

132

Yeah.

133

And, you know, for those uninitiated,

you know, it's one of those things

134

where if you're leveraging credit card

programs for sky miles, which Delta

135

calls it, or frequent flyer miles, It's

really interesting how you can really

136

leverage that to grow your bottom line.

137

I think it's pretty savage

for those that are into it.

138

For those like me, it's a little

too much effort and energy to

139

manage all of those moving plates.

140

I like old school, but that's okay.

141

To the point, they did bring

in a person from the outside.

142

So Delta hired a, and I'm going

to use the phrase, a hatchet guy.

143

Come in and slap chop that frequent

flyer program back into action because

144

eventually effectively what they

did is they threw a wide net and

145

they partnered with an elite card,

American Express, and they opened the

146

doors to what it is to be an elite

business frequent flyer to the masses.

147

And the business elite said, what the hey,

148

Jessica T: before we get into, into

that, I mean, it really was cool.

149

I mean, you and I, we would travel pretty

150

I would not call us like, we were not on

airplanes every single month, but Delta

151

in this instance was our chosen airline.

152

And we got to leverage going into the

Delta Lounge and hanging out there

153

and, you know, getting some of the

154

Susan: perks.

155

Getting out with the swells, right?

156

Yeah.

157

We went to see people.

158

And, and I think

159

Jessica T: it's interesting that,

because I, you know, Rachel was saying

160

to us, I have not looked at this.

161

I have no idea what's happening

on the Reddit discussion

162

boards, but people are outraged.

163

They're so, so upset.

164

And so I feel like there's,

there's really two.

165

Business lessons that are standing

out to me that I think we are

166

taking stock of me and you, Susan.

167

And then I think our listeners

should definitely take stock of.

168

And so we talked a little bit

about this behind the scenes.

169

So what can I share the, I

think the two lessons are, and

170

we could just expand on those.

171

Of course,

172

Susan: please.

173

Well, I think the first curious

to hear what your positions are.

174

I

175

Jessica T: think the first one is sort

of what happens when you do open up

176

the business to the quote masses in

this instance, and what happens to

177

the, the name recognition, the brand,

when you sort of are appealing to

178

as many people as you possibly can.

179

Right.

180

So they kind of opened the doors

and they said, Whoever uses American

181

Express credit cards, whoever is, you

know, collecting points on these can

182

partake in, upgrades on the planes,

perks in the lounges, et cetera.

183

So there's that.

184

And then I think there's the interesting

lesson that you pointed out to me

185

a couple months ago in challenging

economies, companies, businesses.

186

you know, depending on what services

and products, you know, that you

187

offer can evaluate, like, where

do we want to spend our time?

188

Do we want to sort of double down on the

bigger spenders, the people who are going

189

to spend the most with us, and we're going

to love on them and take care of them.

190

And so there's that interesting, like,

where are you spending your time?

191

Which customer group or client

group are you really loving on?

192

Because they're the ones, when you

look at it, they're the ones bringing

193

in the revenue for the business.

194

Yeah,

195

Susan: they butter your bread.

196

They're the, you know, they pay the bills.

197

Yeah.

198

really get that clear and who they are.

199

Yeah.

200

Jessica T: So I think for the first one,

you sort of stepped into that, that point

201

of opening the business to the masses.

202

It's a brand hygiene conversation.

203

Like what, what stands

out to you with that?

204

Susan: Well, think when any

small business, large business,

205

or even intermediate, so small,

small to medium sized enterprise.

206

There's your life cycle there.

207

I think at any stage, whenever you

open it up to the masses, you have to

208

be committed to a short term period.

209

it's not one and done and

it's never going to close.

210

Right.

211

It's a risk.

212

It's a very big risk, quite

honestly, because you're

213

going to get flush with money.

214

You're going to have a smaller staff

deal with effectively a tsunami of

215

customer service requests because

they never ever hire to support it.

216

So, you know, whoever the core people

are that are on staff, God bless them.

217

It really does feel like a tsunami, but

what it does effectively it's short.

218

Gain of market share, right?

219

So what I'm going to do is I'm going

to open up the doors and everybody

220

and I do mean everybody is going

to have the opportunity to see what

221

it's like to live behind the walls.

222

The paywalls in this instance.

223

So you have everybody that could

be literally flying in economy.

224

Man, they're, they're at

the back of the bus, right?

225

They're way in the back.

226

They paid a hundred

bucks for their flight.

227

And yet, because they have an American

Express card, can go into the Delta

228

Sky Lounge with Johnny and Janie

who are screaming bloody guts out

229

in the middle of the Sky Lounge.

230

And hello, dear traveler.

231

We all know who you are.

232

And the business people

are like, what the hell?

233

I'm paying thousands.

234

They pay a hundred bucks, and I'm

paying thousands for amenities

235

and I'm not getting them.

236

So there was some serious pushback,

quite frankly, from the business elites

237

saying, you, you gotta do something.

238

This is getting a little ridiculous.

239

And then you had also the

staff that was sick and tired

240

of dealing with the tsunami.

241

And then we realized also, wait a second,

we're polluting the brand at this point.

242

And I hate to use that phrase, but

that really is the phrase that's

243

used in business and industry.

244

They're polluting the brand.

245

And they're making it pedestrian.

246

When they wanted to be elite,

rarefied, in experience, and there

247

was nothing rarefied, and the

experience was nothing to chat about.

248

So they had to make a decision.

249

They really rode that sucker

out to the very last mile.

250

Jessica T: I don't think the

two of us have the behind the

251

scenes for the decision making

on opening, you know, the doors.

252

Like we're not privy to those discussions

or, or anything, but what I think about

253

our clients and I think about the small

business owners that we work with, and

254

it's like, well, why, why should we be

paying attention to this massive decision?

255

I think.

256

So many are seduced by this.

257

Well, we could get more volume and we

can get a lot more money if we do this.

258

And it feels good in the moment

because there's that influx of cash.

259

Now that can look like a

lot of different things.

260

I think in the service based space,

it's lots of low ticket under a

261

hundred dollars kind of items,

these kinds of membership sites.

262

Do you know what I'm saying, Susan?

263

So I think it looked like a

lot of different things or

264

like reward programs for other

businesses who may have products.

265

And so.

266

It's tempering that decision to make

a knee jerk reaction to say like,

267

we just want to make a lot of money

right now and we're feeling nervous

268

and we need a, we need volume.

269

And so you, you make that decision.

270

Yeah.

271

You open the doors without looking at the

bigger picture of like, wait a second.

272

What is our brand?

273

What do we want to be known for?

274

Is that short term cash

influx or volume influx?

275

Are we prepared to handle it?

276

Right.

277

Yes.

278

From a staffing standpoint.

279

Susan: That's super important

point, Jessica, because right

280

now, hiring is really challenging.

281

I mean, it's really genuinely a challenge

to get people up off the sidelines of the

282

economy right now into small business,

small to medium sized enterprises.

283

As business leaders and owners,

do we really want to wear

284

those folks out right now?

285

I don't think it's in our best

interest at the moment and nor do I

286

think it's fair to give them whiplash.

287

Like, oh, yeah, I'll hire you, bring

you into this environment, and then

288

I'm going to open up the spigot so you,

you get a tsunami coming in at you.

289

It's grossly unfair to our employees.

290

Jessica T: And I know you, you

and I have seen that with some

291

of our clients, especially where.

292

That is the small business lesson.

293

The volume has been such that

it is wearing on the team.

294

No one talks about this.

295

You know, it's so fascinating to me.

296

It's like, it's all the outward,

like the volume and we're so busy and

297

we're getting all these clients and

it's like you and I see the fallout

298

of that where it's like, and it's

299

Susan: heavy people.

300

Yeah.

301

It's, it's really quite honestly

sad because now you start getting,

302

let me give you the three horsemen.

303

There's four horsemen to this,

but we won't go down that path.

304

I want to stay on these two topics because

I think there are a lot of yummy lessons

305

here we can share with each other on this.

306

But when you introduce that tsunami

to a small enterprise and you

307

don't have the reach back or the

ability to leverage many, um, you

308

end up getting folks calling out.

309

You get folks extending

holidays or vacation time.

310

You may even get wellness or PTO

requests because they're riddled with

311

anxiety and they're shutting down.

312

Or I

313

Jessica T: would even say it

manifests as well in pushback.

314

Uh, requests that you're asking of the

team, delay, like things are taking

315

Susan: longer.

316

We harnessed a new term

of today, quiet quitting.

317

And they just won't do it.

318

So they'll hear you and they'll do the

head bobbing like the little animal in

319

the back window like, you know, bobbing,

but here's the thing, they won't do it.

320

Yeah.

321

So they'll say yes, but no go.

322

They won't do it.

323

So I think, you know, when we're

talking about a tsunami, opening

324

the spigots to the greater masses,

if you do so in a small business

325

environment, do so knowingly and

for a very Very limited time.

326

I think Delta overstayed

their welcome on that one.

327

Yeah.

328

I'm

329

Jessica T: just curious to, from your

perspective, and I don't want to go,

330

cause I want to get to the second lesson,

but I'm curious how, what that would

331

look like for a small business to quote,

open the spigot or welcome the tsunami.

332

Like, I think from my perspective,

it's the sort of low ticket kind of

333

offers it's the memberships it's,

it's, it's those things, but I'm

334

curious, cause you work with a lot of.

335

You know, not the nuts and bolts

kind of businesses, trades,

336

restaurants, things like that.

337

Like what would that look

like for them to open the

338

Susan: spigot?

339

A lot of times you'll see that as a

one year blowout sale where effectively

340

the clothes on their back are on sale.

341

You'll see our restaurants put

prices back to the year that

342

they opened, which as a business

advisor would drive me shit crazy.

343

Because it's just say you're going to

feed everybody for free for that day.

344

Just say that, just say that, but

it's, you know, kind of gimmicky.

345

They'll do that.

346

other ways that I see it too, is

for my e comm folks, what they'll

347

do is they'll lower the paywalls.

348

So normally you see a good, better,

best in an e comm environment.

349

And depending on the price

point that you buy in.

350

What was grayed out is

not grayed out any longer.

351

You get a sneak peek to see,

Ooh, I am actually missing

352

something behind that wall.

353

Maybe I'll rethink my decisioning

on not to go up for or down for.

354

So, that's the quick and ready.

355

I can think of,

356

Jessica T: I want to also put

this in here that at the risk of

357

that sounding potentially elitist,

like only people who can afford

358

this can see behind the paywall.

359

I think the bigger point that

we're talking about here is

360

emotional decision making.

361

It is the reactionary, like

we need to be making money.

362

So we need volume.

363

So we're going to do these things

without the bigger picture.

364

Really good point.

365

Well, and I think even more

importantly, it's being clear on.

366

Who generally, what is

your brand all about?

367

Who is it that you're, you're

generally trying to target?

368

Because when you make those emotional

decisions, you're muddying the waters,

369

you're creating confusion and you're

potentially overwhelming your staff.

370

So it depends.

371

I think there's a bigger lesson

here for the business owner,

372

which is to really get clear on

like, who are you trying to serve?

373

Don't make emotional decisions

based on, Oh, we could make, you

374

know, a cash influx here by doing

this without looking at those

375

Susan: other pieces.

376

Jessica T: It's the short

term decision making.

377

Susan: Yeah, I think you're, you're

making a terrific point for folks.

378

Um, one thing that I really want to

emphasize, if you will, what you used

379

in terms of brand hygiene and a phrase

I always used with folks is, do you ever

380

remember, Louis Vuitton going on sale?

381

When's the last time you saw

a Bentley on Labor Day sales?

382

Yeah, that's right.

383

Never.

384

Now, I'm not suggesting that everybody

be a Bentley, everybody be a Louis

385

Vuitton, but I do suggest strongly

know who you serve, know how best

386

you serve them, and offer that.

387

It's a social contract you're

making with that community.

388

So, yeah, I think brand hygiene

is really important around that.

389

because you want to see more traffic.

390

Lowering your prices is not

going to guarantee that.

391

Well, and

392

Jessica T: as we've acknowledged,

more traffic is not always a good

393

thing, you know, and that's one of the

lessons I know that you want you and

394

I unpack with our clients is more of

the, the frequency model in a business

395

versus relying so heavily on volume.

396

Cause we have seen so many people burn

themselves out, burn their team out and

397

then burn bridges with a lot of, you

know, their, their clients and customers.

398

The second one was, it was a

lesson you taught me, which is

399

in difficult economies, you know,

you really got to get clear.

400

Who are you serving?

401

And in this case, Delta, their client

customer base tends to be more of the

402

professionals, people who are willing

to, they want more of a, a luxurious

403

experience flying, you know, so.

404

In that instance, the business lesson

was some will double down on the higher

405

paying, client base, as opposed to

going for the, like, we need the volume.

406

So there's fewer clients who pay

a little bit more and less who

407

pay fewer, who pay less, I guess.

408

Right.

409

Susan: Yeah.

410

You nailed it because look, you know,

I'm old enough to remember back in the

411

days Delta was always a premium brand.

412

Always a hundred percent.

413

Always.

414

And those of you that travel on Southwest

JetBlue and what are the others right now?

415

Spirit, my goodness.

416

How does I,

417

Jessica T: this is not me.

418

I hope I do not sound like a snob in this

instance, but my goodness, I don't know

419

how, like Southwest gives me anxiety.

420

Yes.

421

And

422

Susan: I know I, and you know what, I,

I'm going to just say I'm long enough

423

a traveler and I'm old enough where.

424

I put my time in.

425

I'm at the stage in my life

where I don't want to find what

426

grouping I should line up in and be

grateful for a damn bag of peanuts.

427

And if you know what those two

references are, you get bonus points.

428

I just like

429

Jessica T: knowing what seat I have.

430

If I don't know where I'm

sitting, I'm just like sweating

431

before I even get on the plane.

432

Susan: But that's, this

is what I'm speaking to.

433

Like, Delta watered down the apron,

and I don't mind telling you, the

434

last time we were in a Sky Lounge,

And yes, I'm absolutely bougie people.

435

I'm at the time in my life

where I don't want to.

436

I will pay a premium price for a

premium experience and I was not

437

getting that as a supporter of Delta.

438

Last time I was in a Delta

Sky Lounge in the mouses area.

439

So you know where that big mouse lives.

440

So you already know what state that

You should, I had to think about

441

Jessica T: that reference for a second.

442

I was like, what are you talking about?

443

I'm tracking.

444

Susan: Yeah.

445

So when we were there, when I was there,

in particular, I had to go down there

446

for some business and personal reasons.

447

And when I was down there.

448

I wanted respite.

449

I wanted to be in a quiet zone.

450

Now it's not library like, but

it is quieter than being out in.

451

The waiting area to, to board the

plane before you get on the, the

452

plane, and to my point, it was rowdier.

453

It was ridiculous.

454

They had to have staff from the lounge

downstairs before you jump onto the

455

elevator and say, sorry, we're full.

456

We have to wait for people to leave.

457

And that's because Johnny, Janie,

Jill and Janet are all up there

458

with mom and dad, screaming their

lungs out, wiping out everything.

459

Because, of course.

460

they're wiped out after running

after their kids for five to

461

seven days and paying at least 1,

500 a day at the mouse's place.

462

They're spent.

463

So mom and dad aren't watching the

kids as they probably normally would.

464

And the point I'm ultimately making is, if

it sounds elitist, so maybe, but you know,

465

honestly, I paid a premium for a ticket.

466

And I wanted a quiet

area and that wasn't it.

467

it got me looking at other airlines.

468

Jessica T: And I think that that's the

lesson is who is your client or customer.

469

Yeah.

470

And are you giving them the experience

that they asked for paid for?

471

You know, and are you, are you

being really thoughtful about that?

472

And so that, that's why I think

these two lessons are connected.

473

It's the the quick expansion, the quick

influx, the quick tsunami, because you

474

just want to make money without really

being thoughtful of like, wait a second.

475

This is what our brand stands for.

476

This is who we serve.

477

This is how we show up for them.

478

And we felt we've really fallen

short of that the last couple years.

479

So I think when I see, I understand

the outrage because I don't know if

480

I travel enough to really qualify

for all those Delta perks anymore.

481

You probably do.

482

I don't, I don't really travel that much.

483

Um, I

484

Susan: do.

485

And I can tell you, yes.

486

There is outrage and you, and you even get

to know who the people are because more

487

or less you've seen them over and over.

488

Right.

489

But if I may interrupt you for

this one point, how does this

490

impact the small, small businesses?

491

Go create something new, get creative.

492

Don't be lazy and water down a brand

that you put your heart and soul into.

493

So

494

Jessica T: how would

creating something new

495

Susan: help them with that?

496

If you want that influx of dollars.

497

If you want new, fill in the

blank, go create something new.

498

Go engineer, go do a joint

venture, go do something but

499

honor what you've already created.

500

Is it sacred?

501

You can't change it, morph it,

model it, or, you know, modify it.

502

Of course you can't.

503

But I'm saying do so at your own risk.

504

You've invested in a terrific

opportunity or offering for your

505

clients and community and market share.

506

Honor that.

507

Leave it alone.

508

Go create something new if

you want to enjoy new money.

509

Do you see where I'm going on that?

510

I do.

511

Jessica T: I just, I think in the, in

connection with what we were saying,

512

I, I think it's because of the, the

clients and entrepreneurs that I spend

513

a lot of time within our business.

514

And I sense a lot of them are making that

emotional, like, Oh, we need more money.

515

Like, let's just go do this.

516

So that's why make something new.

517

With a huge, huge asterisk next

to it, you know, think through it.

518

Are you doing this just because you're

feeling like you need to make money?

519

Are you feeling like you're just doing

this from a purely emotional standpoint?

520

Because the money will always

feel really good in the moment.

521

But what about on the other side?

522

You know, and I think

523

Susan: Well, that goes back

to the original lesson.

524

Don't make any decision in fear.

525

Yeah.

526

Right?

527

The moment you make a decision

from fear, you're, you're

528

screwed because it's flawed.

529

There are going to be holes

like Swiss cheese all over it.

530

So, you know, really go through, be

disciplined, go old school, do a SWOT,

531

a strength, weakness, opportunity,

threat, you know, really get an outside

532

support, you know, because this.

533

Protect you from the personal bias, right?

534

Be disciplined.

535

Don't be reactionary.

536

Respond to what you see, not react.

537

And that's all good discipline.

538

That's good hygiene, as they would

say also, you know, when I think, I

539

Jessica T: think in relation to the,

the, the discipline and practicality

540

that we're, we're bringing this.

541

We're trying to take this big lesson of

like Delta and like what this gigantic

542

company can teach small businesses.

543

I think the other thing too is

right now evaluating and looking

544

at your most profitable services.

545

We, I love how you and I

do this very frequently.

546

We're like, okay.

547

So are what are we interested in

really promoting right now when

548

we email our list or we're talking

to people, you know, in networking

549

situations like what are we looking for?

550

What kind of entrepreneur

are we looking for?

551

What service do we want to promote?

552

And I love how the two of us

will look at of all the different

553

programs and services we offer.

554

What's the most profitable?

555

What tends to bring in the most money?

556

Which clients stick around the longest?

557

Right?

558

That's the frequency that we have.

559

Which I

560

Susan: adore.

561

How can I say thank you?

562

Please, give me a chance to say thank you.

563

I always look.

564

I will go through three walls trying to

find the opportunity to say thank you.

565

Well, and

566

Jessica T: I think For people

listening, it's thinking through,

567

are, their services and products

that you're offering that great.

568

It brings some people in the

door, but it's taxing on you.

569

It's taxing on your team.

570

And at the end of the day, it's

not actually profitable or really

571

doing anything for the business's

bottom line and the business's

572

overall brand and who you're, you

know, do you know what I'm saying?

573

Susan: I do.

574

Yeah.

575

Yeah.

576

You know, don't get distracted.

577

And it's very easy when you're in

an emotional state, um, to become

578

distracted, quite honestly, you

know, um, when you are reacting.

579

You can be distracted when you're

responding, you're a little bit more

580

sober, a little more focused, a little

more centered, and I'm not talking,

581

you know, ideal perfections here.

582

I'm talking just in general,

the decisions tend to be a bit

583

more sound, less whiplashy.

584

And I promise you your team and staff

will genuinely appreciate you for that,

585

that thing alone, because you have

to remember when they leave, they're

586

going into chaos out there as well.

587

So if they can come into work

to a place that's kind of

588

calm, predictable, at the best.

589

it goes a long way for employee

sustainability, you know, they're not

590

going to be looking for another gig.

591

When you do that.

592

So I think we have,

593

Jessica T: my goodness, we have, we've

touched on so many, like, we started

594

out talking about gas prices and air

shows, then we were like, Delta is

595

it, we're going to talk about Delta.

596

So I think we've,

597

Susan: what we usually do, isn't it?

598

I mean, these conversations are

what we have at least once a day.

599

Yeah, I know.

600

Jessica T: I love, I love that.

601

I'm like, what's standing out?

602

Like, what, what, what are you

paying attention to right now?

603

So I think with that said,

we have unpacked that topic.

604

There's nothing really else

that we can unpack with that.

605

I think, I certainly got a lot from that.

606

A good reminder.

607

so I think to wrap up Susan,

is there anything else that

608

you wanted to offer or share?

609

Susan: One thing, um, what I would

encourage everybody, we didn't

610

even really deep dive on the Delta

experience, but I would love to encourage

611

folks if you wanted to learn more

about it, there are the point guys.

612

com.

613

just.

614

Google it.

615

And I promise you, you're going

to see at least 10 articles

616

on how they've revamped it.

617

And if you happen to be a Delta Frequent

Flyer, you should have received an email

618

from them advising you of how the program

has moved the chairs around, if you will.

619

So, you know, be curious.

620

We'll find out more.

621

And

622

Jessica T: with that, thanks

so much for listening in and

623

we'll catch you next time.

624

Susan: Bye bye.