How to Sell Sustainable Change in an Industry that Promotes Quick Fixes with the Founder of FitQueen Emily De Luzy

INTRO: [00:00:00] After generating over a million dollars in sales and selling one of her businesses with a single email, your host Katherine Thompson, takes an unconventional approach to marketing and sales. So if you are ready to tap into a more powerful way to be seen, heard, and a sought after entrepreneur in your industry without having to spend endless hours marketing your business and chasing clients, you are in the right place.

Be The Sought After Entrepreneur podcast is here to help you ditch the cookie cutter, one size fits all approach to marketing, and use your unique energy to. Effortlessly attract the most aligned clients. When you do this, you can spend less time marketing your business and more time doing your soul work and enjoying the richness of your life.

Welcome to Be the Sought After Entrepreneur podcast, and here's your host, Katherine Thompson.

Kathryn: Welcome back. Super stoked that you're tuning into this week's episode, and I [00:01:00] cannot wait to dive in today's topic because I have a very special guest on the show this week, and I'm really excited about this conversation. I think it's a conversation that we need to have more of for a lot of, Different reasons.

And if you're listening to this podcast, my guess is you resonate with the message that I'm putting out there, and you're craving a different way of doing business. Maybe a more sustainable one, maybe a more chill, calm, and relaxed one. And yet, We find ourselves in the entrepreneurial space where overnight success, quick fixes, quick cash is the thing that's often sold.

Here's the one tactic that's gonna help you, you know, make X dollars in 30 days, or here's the strategy that all of the biggest names are using, and if you don't use it, then you're not gonna succeed in what it is that you're doing. And. If you're listening to this and you're like me in any way, you freaking hate that.

Not only do you hate it because it makes you feel really [00:02:00] bad within yourself, right? Like, oh wow, I'm not getting to that level of success in 30 days and 60 days and 90 days. What's wrong with me? There must be something wrong with me. And over the last couple weeks I was working behind the scenes on a big launch and I was taking sales calls, and that was one of the underlying currents that I kept hearing was, I've taken these programs, I've worked with these coaches, and I still haven't been able to create the success that I want in my business.

What's wrong with me? Maybe I don't have what it takes to create that type of success. Which is why I'm really, really excited to have this guest on because she is in the weight loss industry. She's not necessarily in the entrepreneurialship space promoting marketing and sales and tactics and hacks and tricks and all of that.

She's in the weight loss industry, and you and I both know that the weight loss industry, Probably invented this type of messaging, if I'm being honest. You know, lose five pounds in 30 days [00:03:00] or pop this pill and you will lose 10 pounds before the wedding you need to go to. It's been ingrained in us from the weight loss industry in a lot of ways.

This quick fix, this quick weight loss. Do this one thing and you will see massive change. So I am super excited to have Emily Dezi on the show. She went from being post-menopausal at the age of 21 due to years of yo-yo dieting and obsessive behaviors toward food to finding the secret to losing weight sustainably.

While restoring her health and finding peace with food, she later founded Fit Queen, which has partnered with over 700 women from 20 different countries to empower them with the secret to lifelong weight loss and body confidence. I am so excited to have her on the show. She's gonna share with you today how to, you know, sell high ticket in a traditionally low ticket market, but also how to put out.

Authentic and integral messaging [00:04:00] and really promote sustainability over quick fixes. So without further ado, please welcome Emily to the show.

Hey. Hey, super stoked to have Emily on this show. Without further ado, I'm just gonna pass it straight over to you, Emily, so you can share with our listeners who you are and what you do. 

Emily: Hello. I'm so happy to be here, Catherine, thank you so much for having me. I'm so excited for today's conversation. So I'm Emily, founder of Fit Queen.

I created Fit Queen over six years ago now, and over that six years we've supported over 700 women so far with their health and wellness goals. We specialize specifically in weight loss and supporting women with building a positive relationship with food. And we have a very keen interest in female hormones and food psychology.

So, We are very much in place to support women to come out of the dieting cycle and to really find a [00:05:00] place of freedom and to really embody a healthier lifestyle. So over the six years, uh, I've built a team that now support me inside the program. And, uh, yes, I'm at that point now where I'm overseeing the business.

Um, and now I've just stepped sideways as well to help other business owners, uh, with business coaching too. So, yeah, I've kind of got my finger in a few different parts. Doing a few different things now, but very much spent a lot of my career in the health and wellness industry in the online space. Very passionate about female entrepreneurship and yeah, I feel always very fortunate for what I'm able to do and the clients we get to work with.

Kathryn: So amazing. So amazing. And you have a bit of like a backstory for why Fit Queen, like why you started Fit Queen. I'd love for you to share with our listeners how Fit Queen came to be. 

Emily: Oh yeah. I love this question. So Fit Queen came to be because I got [00:06:00] everything wrong when it came to losing weight and looking after my health.

So I hit a really difficult crisis in my late twenties. I was always the bigger woman girl, and as I was going through my teens, I was gaining more and more weight, and I got to the point where I was working in corporate at the time, my trousers actually ripped front to back in front of all of my customers, and that was my moment of Emily.

You really need to address your health, but also you need to address your relationship with food because. This was absolutely my coping mechanism for my childhood, my teens, and being a young, a young adult. So I decided to start my diet journey and I did the all or nothing, and I lost a hell of a lot of weight in a very short amount of time.

I went down about six stress sizes. Wow. And ended up [00:07:00] really poorly because of it. So I had a coach at the time and it was just exercise more, right? Let's drop calories more, more, more. And the next thing you know, I age 22 postmenopausal Wow. With, um, barely any estrogen in my body and having to go on to H R T and being told that.

At that point, not being able to conceive or anything close to that. So all my efforts with my dieting and following that structure that I was given led me to be incredibly unwell and being postmenopausal at in my early twenties, you know, Just to get down into the details here, but trying to explain that to your partner when you've got no libido, you know your joints are sore, and experiencing that at such a young age, you know, it was a real alarm bell for me that the weight loss industry isn't [00:08:00] regulated and we can end up in a bit of a pickle, um, from a health perspective.

So I also, uh, ended up with a underactive thyroid because of this too, which I'm still medicated on till, you know, today. So for me, at that point, I'd lost a lot of weight. Um, I. Had a lot of disruptive habits with food because it was disruptive when I overate, but then it was disruptive when I under ate to be able to lose all of that weight.

So I had to learn middle ground. And that's one of the hardest pieces sometimes in health and wellness because especially for us women that are all in or rule out, you know, it's the one area in your life or maybe there's a few areas where you have to learn that balance piece in the middle. So I went to work with becoming a healthy Emily.

That wasn't underweight or overweight, and I had to source a lot of testing from the states. I had to do a lot of research to regulate my hormone function. But naturally, I had women going, you've lost all this weight. [00:09:00] How have you done it? Tell me, help me. So I felt a calling and a purpose, and I went and dipped my certification so I could support people.

And I just literally started supporting people, you know? It was very, it was very, I. Non strategized. It was someone popped in my inbox, they said, I'm struggling. I need help. Can you help me? I said, yes, let's get cracking. And I just got in the trenches with clients and it was absolutely fantastic and a really natural sort of progression into Fit Queen really.

Um. And it came from a place of being very open about how it went terribly wrong for myself and wanting to be able to like Mama Bear and protect other women to be able to really conquer their weight loss issues and come out of the dieting world long term, you know, and really find their happy place long [00:10:00] term.

So yeah, that's where it, that, where, that's where it all began and, uh, amazing. It feels. Yeah. Really, really cool. Um, and I love being able to talk about, you know, how it all went directly wrong and why we're here. Cuz it's, it's, it is, it's, it's the foundation of the company. Absolutely. 

Kathryn: Yeah. And you're in an industry that pushes like quick fixes and lose weight quick and all of that.

Right? And that's so polar opposite from the philosophy that you have within Fit Queen. And so talk to us about that, because you're basically coming out, you know, Having this message of like creating this like sustainable lifestyle relationship with food versus like, you know, eat less, work out more or lose like 50 pounds in 30 days, that sort of thing.

Like how do you navigate that in an industry that still is very much ingrained in the quick fixes? 

Emily: Absolutely. Great question. [00:11:00] So, In answer to this question, I've had to, well, I had to decide early on what route I wanted to take in the sense of a lot of people around me in the, in the weight loss industry, were doing masks.

They were doing volume, they were doing low ticket programs. It was all automated. But for me, I, I couldn't possibly do that because those programs weren't working for people. They weren't changing people's lives. So I committed to, I'm going to sell the thing that people need, and it means that I'm gonna have to work extra hard on the marketing and the sales for people to understand the value of what they're going to invest into.

And it, it's meant that we have to spend more time, you know? Belief shifting people and we have to get really great at the mess messaging piece of people to understand, you know, why we're [00:12:00] different. But what's interesting is people come through and they say, when you say why, you know why Fit Queen? Well, you are different.

You are here to, this is sustainable. And what's interesting though, Catherine, is it does go against, Human psychology in the sense of people. The brain absolutely loves confirmer soul in short amount of time. So you are always managing that. But what it normally means is you invite somebody to take it away and to just have a longer decision, uh, bind decision.

You know, timeframe and, and they decide when they're ready. But it just means that there's less impulsion and things like that, which is a good thing in, in my book because when people are coming into the program, you know, they're really ready to make a forever change. And if we didn't do that, you know, we are going against our, our values and, um, yeah.

So for us it's always about, as a business we have. We spend a lot of time, um, on nurturing [00:13:00] people in what I call the amber stage. You know, people that aren't ready to say hell yeah, but they know they want to make a change. So we, we have a lot of free resources and ways in which for people to be able to really learn what it is that we do, and then when they're ready to move forward, you know, they're ready to go.

Um, but yeah, that has been an interesting. Well, it was a decision I had to be clear on from the moment go really, of how was I going to market? And you know, as much as we all want to be able to grow the business, it always has to align with your core values. And if it doesn't, then you know it's the wrong strategy and you have to trust into that.

People will come along and they will align with, you know, why you're here and the purpose of what you're doing. And they do when they, when I hear it. Include sales calls. I'm like, actually she's a Fit Queen. 

Kathryn: Yeah. Yeah. She's in. And I love that whole piece of nurturing and just, you know, deciding, right?

Because I, I recorded an episode a few weeks back on like the [00:14:00] integrity and marketing and when we're not marketing and integrity to who we are and our values, obviously we're out of integrity, but somewhere along the way you've gotta decide what's right for you and what isn't. And I think even in the marketing space.

Lots of business owners want that quick. You know, quantum Leap where they want that quick cash injection in their business. And I'm such a proponent of like building the foundation, building the machine, so to speak, and so you can grow it sustainably. Um, and obviously doing it in an align with alignment with your values because that's so, so important.

And I know that Fit Queen is so different than everything else that's on the market, right? Like you said, there's like the, the. The low ticket kind of apps and different things like that, which I'd love for you to share about the uniqueness of the program. Cause I think that's a big, anybody listening and it, you know, as an entrepreneur or anybody interested in Fit Queen, differentiating yourself is huge in order to really stand out.

And you've done that so well, uh, in this, [00:15:00] in this industry. So what are the really key things that make Fit Queen different? 

Emily: Yeah, absolutely. So I truly believe that to be able to transform your life when it comes to your health and wellness and being able to lose weight and actually sustain that weight, we have to actually step into a new identity through the program.

And it isn't about a meal plan, it isn't about a workout, and it isn't just about having some therapy based sessions or, you know, mindset sessions. It's about all of it collectively. And you can't just look at one singular area, especially for women. So say if you have a personal trainer and you go to the gym and the personal trainer puts you through through vigorous workouts, is that the right fit for your hormonal status?

Potentially not. Especially if you're not fueling yourself properly, nutrition wise. So, If you just look at the nutrition, but you are not getting any, any, you know, [00:16:00] expenditure through exercise and you're not balancing your cortisol levels, it's hard to then re reward of that. And we can look at the practicalities of nutrition and workouts, and that's what the weight loss industry always does.

They look at a plan, a workout plan, or a nutrition plan, but they don't actually look at the thing that actually moves the needle the most. And that's. The brain. Yeah. You know, that's behavioral change. And being able to actually step into your new identity and they're all really important. And you have to be able to collectively look at somebody as a holistic person and dial in the nutrition, dial in the exercise, dial in the mindset piece to be able to embody this new, this new woman.

And also if you download an app or grab an ebook or whatever, Open it up and then look at your seven day week. The reality is it's just it. It is not sustainable to be able to embed into your lifestyle. So we [00:17:00] knowingly enter into these. Knowing that they're potentially not going to work. Now, if you were to look at your business and you're choosing a strategy for the business, for your marketing or your sales, you're gonna do some due diligence to go, will this work?

Well, hope you do. Will this work? From my business? It's the same, but what happens is we get so drawn into this polarizing messaging of this promised result, but I would share today that if you are being marketed, A program for your weight loss and you are being promised a result, that is a red flag. Yeah.

You cannot promise a result to somebody until you're working with them. We can't understand a woman's body until we've got into the, the juicy detail and got into the trenches with that woman to understand the rate in which we can move her through her weight loss journey. So yeah, the, the red flag is really, if you are seeing promised results and, and you know, It's hard to be able to determine that until you get stuck in.

Really? Yeah. But for us, it's about [00:18:00] being able to focus on number one, you as a holistic, unique person. So we don't have a group program at Fit Queen, everybody. We support one-to-one. They have their own coach and their own program, and it's built from scratch. So just to enroll a client, 10 hours in the first week just to get to know them and start building out the program.

That means we build it based on what is actually going to work inside of their life based on what foods their children like to eat based on including birthday cake, on their child's birthday into their plan. You know, including the things that really do matter and, um, Being able to have the one-on-one, one-to-one support is just so, so important.

Uh, but I think most importantly for us, it's about being able to tune into every variable that really matters. And also we, uh, we source additional training into FEMA physiology and hormone function, which is a very unique aspect for us at Fit Queen. But really for, for female weight loss, you've gotta understand the complexity of female [00:19:00] hormones to be able to create great sustainable success with clients.

Whereas a lot of. It's not a, it's not a regulation that you have to meet in the weight loss space. So a lot of people don't have that level of understanding. And it's only today that we spoke, spoke to a woman that's come on board and her previous personal trainer was, um, having her programmed on 800 calories a day and she's running 50 kilometers a week.

That's terrifying. Yeah. In, in my book, and my eyebrows are raised when I hear this because. That's worrying and concerning in the sense of that is sheer deprivation and depletion for her body. So, It's about being able to have the advanced expertise, which us as a coaching team do, because we invest heavily into the training inside of that, but also, you know, being able to dial into every variable.

And inside the program everyone has their own coach. And then we also have our psychologist, we have H Hypnosis, n l p, sleep coach, gut health specialist, personal stylist, to be able to [00:20:00] really give someone an experience through the program and. That's what it is, is an experience. This is not a a, a program or a curriculum.

It's an experience of actually evolving into the women that you truly want to be. Um, and the journey is honestly just the most beautiful thing, and I always feel so fortunate to be able to witness it really. Yeah, 

Kathryn: so beautiful. Um, and just like you said, so unique to what's out there and the support, like just really being held in that experience because it is a transformation, right?

It is a transition. It is a lifestyle change in a lot of ways. And like you said, you can't compartmentalize it. It's not just exercise. It's not just. Food. It's, you know, there's mindset, there's hormones, our bodies are intricate. So that's just so beautiful. And just being able to, like you said, to, to see the transformations happen in front of you and the impact that you're, you're creating with women.

You talk about something really unique though, of like how it's all custom and it's one-to-one and all of this. And I know a lot of our [00:21:00] listeners are gonna go. Well, is that scalable? I get that question all the time when you customize and personalize things and like, that's not gonna be scalable. We gotta create for the masses in order to scale and create the freedom that we want in our life.

But you've done it. You've scaled this beautiful business in a way that's creating these magical experiences for women in a very customized way. So please share with our listeners if it's scalable and obviously is. 

Emily: This is such a good question and something I'm really passionate about, especially being sat here with you in 2023 in a world which is so desiring connection and post pandemic, consumers are buying in differently now.

Like people want to have conversations, they want to have connection and. For me, I believe that we have to be careful that we don't bring too much tech into our businesses, even though we [00:22:00] are online. There is a fine balance, and I believe that if you are a service-based business, it's about learning.

Where do you need humans and where do you use tech? And it is absolutely scalable. You've just got to decide. How you wish to scale. I've always loved people, I've always loved connection and I always know that we can create the very best results with serving people one-to-one. And that's what my business is about.

So it, it was very much about, okay, well take a step back, Emily, and. You can support, you can take team on and you can train them to be able to do a really fantastic job and trust into that. And that's what I absolutely did, and it's been so, so enjoyable. And just an example of that, two of my team members are having babies over the space of three [00:23:00] months.

How cool has it been to be able to create them their own unique? Mat mat maternity packages based on what they really wanted, and it's just been so cool. So it is absolutely scalable. It also means that if you are delivering a bespoke service, you know, you should be able to have elevated prices to reflect that.

And also you should have better retention on the back end. A hundred percent. So, There's, there's swings and roundabouts. Definitely. Um, personally I don't love tech. Never have done, yeah. Tech wouldn't change cus like clients' lives. Um. But there obviously is some roadblocks in the sense of hiring and making the right hires and making sure you, you know, you're taking on the right people.

That's absolutely your responsibility as a leader to, you know, learn how to look for the right people and learn how to support people to grow into their roles. [00:24:00] And, and also how to learn when it's not the right, the right role, and when to say, you know, thank you, but it's not, it's not the right fit. Uh, It's absolutely scalable.

And I'd say it's scalable in the sense of, you know, now I don't actively do anything inside the business. Mm. So the team are in place to be running the business and um, that gives me possibility and opportunity to do other things and also to go and grow the brand even more from a more global perspective of going and doing more features and speaking and things like that, and creating even more.

Impact so. I always think as well, I just love coming to work and working with people. Yeah, and I think that is important, isn't it? It's identifying like how you love to work. Yeah. 

Kathryn: Yeah. And I think that that's, you know, such a key takeaway because I think scaling you can scale with automation [00:25:00] Absolutely.

But scaling with team. Is also a really beautiful thing when you have the right people in the right positions. Um, I know we've had conversations where, you know, you've got people that take the sales calls for, for Fit Queen and, and you have people enrolling for you basically, which is so beautiful. Right.

And you're able to, like you said, it's so cool. Yeah. You're able to kind of step away and, and be the creative leader that the company needs to grow globally. Um, And you talked about, I, I also wanna chat a little bit about vulnerability, cuz I know you talk about connection with, which I think is so important in growing any business, that relationship building.

But you also talk about vulner, you talk vulnerably on social media and in your posts. And I know a lot of business owners can get like, freaked out, like, how much do I have to show up and how much do I have to show who I am? But, um, share with our listeners a little bit about yeah, your strategy with.

Sharing vulnerably and and sharing this all the stories [00:26:00] or 

Emily: lack of strategy. Yeah, 

Kathryn: just share. So, yeah. 

Emily: Okay. So I know based on experience of the years of doing this, that when something doesn't go to plan in my life, the experience I learn, if I am then to share that. It absolutely connects like on a really intense, strong level with people in my, in my audience.

And it doesn't just connect in the sense of they want to come and work with us, but it's like this I invisible bond where they're like, Emily, like, I just know you and I feel safe with you because you are so open with me. And we need women to feel safe with us, to be able to do great work with them inside of the program.

So [00:27:00] that's really important to me. I've always been fortunate in the sense of, I've always been. Fairly outspoken online and I've just gone with it and there has been moments that have really caught me out. I remember I came out of the gym on a Saturday and I saw that I was, well, I received about a hundred messages within a minute because I was on every like large, uh, newspaper.

Wow. All over the country. And yeah, there were some pretty like nasty things. Thousands and thousands of comments. Um, wow. People sort of challenging my weight and things like that. And I remember that was a real interesting weekend for me because I had one woman. That said that I looked great when I was thin, and then I had some man say that I looked disgusting when I was thin and wow.

What enables you to realize is it simply doesn't matter what you put out [00:28:00] to the world, there will always be somebody that does like it and always be someone that doesn't like it. Yeah. And. That's totally okay with me. And I also accept the fact that I use social media as a, as a, as a free marketing channel.

And when I'm putting things out to the world, it does open me up to receiving some of those comments, but, It's my way in which to connect with my people. Yeah. And if I cannot be open and vulnerable, how can I expect clients to be open and vulnerable? And if they're not open and vulnerable, how can we do great work with them?

Yeah. So I always try to share from that place. And often as well, I just think you can strategize the hell out of a written piece of content. Yeah. Based on like a set structure of how you should be writing, or you can just write from the heart. In my opinion, the one where [00:29:00] you write from the heart will land and it will land hard and it will feel so good to you.

And often the pieces that I'm like, Ooh, this is a bit, I'm feeling it in my gut a little bit. Okay, I'm gonna post, I good post it. Those ones are the pieces where people are like, they inboxed in and go, I've just read your, you've read what you've said about this and oh my goodness, I feel the same. Uh, and also I believe, I think for me, the, the, the thing that really helps me to be able to do this, and hopefully you'll connect with this if you're listening, but I.

There are elements of our conventional society that I don't agree with, and I want to be the rebel in that, and I want to hopefully show if I'm fortunate, I have the child one day to say that it is totally okay to share what's really going on behind the scenes. Like that is absolutely okay. We are, we don't need to be polished.[00:30:00] 

We can just be who we are and we can vocalize that and that is strength and that is, that is more than okay because I do believe that we live in a society where constantly you're told to just be quiet and like take all these things that are going on in your life and not share them. No growth happens there, you know?

And. People, people feel very lonely. And I misunderstood. So I always associate myself as the rebel in my family because I love it, the outspoken one. And yeah, when I started actually, you know, I have friends and family be fairly judgmental at how out, like how open, yeah. And outspoken I was. But I was cool with that.

I was like, you know, I'm gonna continue doing this because it feels right to me. And yeah, so I think. One of with getting used to being vulnerable. It's definitely a repetition piece. Yeah. So the more you do, the more it feels comfortable. [00:31:00] Um, and just when I'm sharing something, the only thing that comes up for me in my mind, especially if it's a piece that feels a little bit like Ooh Yeah.

Is I want to help. There's one person out there today that I really need to help. She needs to hear this. Yeah. Just her, just like, just her on her own. She needs to hear this, so I'm posting this for her. Yeah. And that really helps me to be able to press that post button and really embrace what I'm sharing so that those would be my two top tits of repetition and speaking to that one person that you know you really wanna help.

Kathryn: Yeah, I love that because I think, you know, I'm such a huge promoter of this as well, of like, Getting out of our heads when it comes to creating content, writing the email, whatever it is, because so much of marketing is this analytical, logical, psychological way of putting things [00:32:00] into words, and I'm like, when you can speak from the heart, as you said, that's when things land when you can just forget about.

The hook and the cult action and the structure that needs to happen within the post. It's just like, just post. And those are the ones, like you said, do so well. And I know I experience the same thing and I know my clients experience the same thing, right? When they just post from the heart. It's like that's the stuff that really resonates with people, but.

Also the permission to like not be polished or always poised or like we all have it together. Because I think as women, that's something that, you know, we're conditioned to believe we need to do is to have this like polished, poised, you know, like follow the rules, don't break the rules, all of the things.

And so I love that you're. A rebel. A rebel in the industry, but also just a rebel in general and like, yeah. Even though your family was like, what the heck are you doing? You're, you're like, I'm just gonna still do it. Yeah, 

Emily: absolutely. They've learned [00:33:00] loads since I've started 

Kathryn: posting. Yeah. I love it. I have a client who said the same thing.

She was like, I am starting to like be more open and, but now I'm a little worried because I have family and friends that are following and. They're gonna know like intimate, intimate things about my, my life and stuff like that. So, um, but like you said, it helps that one woman today. 

Emily: Totally. And I really connect with that because I've spoken quite a lot about my dad and it's his link to my behaviors with food.

Yeah. And I know sometimes that's difficult for my mum to potentially read. But I know that there's other women out there that are blaming themselves for their relationship with food and don't necessarily know the connection to their childhood. And I'm sharing that to give them the, give them more insight so they can just relieve, relieve themselves of this blame and pressure, and actually know that it [00:34:00] comes from a place that potentially happened, you know?

Before they were seven and, and, and it's all connected. So I ha you know, I know potentially upsets my mom, but then equally, It's worth it in my mind. And obviously I've had conversations with my mom at the same time and she completely understands. Um, yeah. Yeah. So that, that's important. And it, it happened, it went on.

So why, why shouldn't we speak about 

Kathryn: it, you know? Yeah, totally. So, Totally. Um, especially if it's gonna help other women connect with your story and the work that you do. Right. I just think that's so important. Even if it just gives 'em that one insight and awareness of like, oh, I can stop blaming myself in this moment for why I have this relationship with food cuz now I can see the connection and now I can heal that, which is just so powerful.

Yeah. So powerful. Yeah. Yeah. 

Emily: Light bulb moment really is a light bulb moment. 

Kathryn: Yeah. Yeah. So now you've got kind of two things going on. You have Fit Queen and you're also helping female [00:35:00] entrepreneurs. Can you share with our listeners what that entails? 

Emily: Yeah, absolutely. So, I've definitely felt cool to support other female business owners for a few years, and I've waited because I've been loving what I've been doing with Fit Queen.

Um, it's my first born and it's just been so. Yeah, really important to me to get it to a point where it's really comfortable for me to be able to then focus over here and do a really great job and have that capacity to do that. So for me, um, I'm specializing in, um, scaling and sales strategy, so supporting women who want to be able to, uh, scale up the business.

Um, and also improve their sales conversion. And for me, I really do specialize in the sales side of the business and being able to sell high ticket and more competitive niches, especially low ticket niches like the weight loss industry. And my secret power [00:36:00] is definitely being able to support business owners with building out a sales process inside the business that feels really beautiful and expansive.

But potentially isn't solely reliant just on the c e O. Yeah. So you know, for business owners that want to be able to have somebody to come in and sell their services on their behalf, that's my secret power. Being able to train external people. So I've got three that I've trained internally that came to me with no sales skills.

Yeah. I've trained 'em inside my business and they sell the Fit Queen program and. It's such a beautiful part of the business. And when you shared that earlier about, you know, you have, you have the sales side of your business managed, and it was a couple of days ago, I was just out having drinks with my husband and I opened my phone and one of my team members, Charlotte, she'd onboarded a new client and then Sarah, my team lead is done the handover and I just sat there and it.

I mean, it feels [00:37:00] so, like the energy it brings into my body when I see that is next level and it doesn't get old at all. So also being able to go back and, you know, audit the calls and, and see that it's just been a beautiful experience for the cu like for the customer. The client has been superb. But yeah, so for me it's about being able to support female business owners that want to be able to scale and grow.

I am not specializing in a certain niche. For me, it's all about being able to support women who I deeply connect with and we have really aligned values. Uh, so yeah, it's gonna be a really exciting venture. I am solely focusing on supporting women one-to-one. So amazing. Just focusing on one-to-one initially, and maybe there'll be, um, some other bits and bobs that I'll do later down the line, but for me it's about wanting to get in the trenches of other businesses and really.

You know, get the needle moving. Yeah. And that's the great thing with sales as well, is. It doesn't take three to six months to be able to create [00:38:00] some really great, impactful growth. Yeah, it can take a few sessions and you can impact revenue fairly substantially, fairly quickly. Yeah, and that's what I love about it because.

When you bring human psychology into the sales process, it's just, it's so influential. And that's something I've really learned, you know, and, and had to learn to be able to conquer high ticket sales in, in the weight loss space. Uh, but it's, it's brilliant. It's absolutely incredible when you see somebody else being able to sell your services and also when you're able to scale and grow.

And for me it was about being able to get to the point where, The business could rock and roll without me. That was, that was what I, what I was focused on. I'm somebody that really celebrates the process rather than the financial outcome. Like I don't. You know, I'm not swinging my s around my head because we've made X amount of money.

Yeah. I, I'm swinging my s around my head because the process has worked from Yeah. Client comes on the call. Client loves talking to Charlotte. Client connects with Charlotte. She says yes to the [00:39:00] program. She onboards with Oh yeah. She's happy. She, she's seeing results, like the process is just like, that's what gets me outta my 

Kathryn: head.

Yeah. Yeah. And I love that because really, why are we in business? Or at least in business, to impact other people's lives. If the process isn't the thing that jazzes us, right? Like if it's just the financial gain. We've missed the mark. I think big time because it is the process. It is the fact that the customer connected with Charlotte, got on a call, even took the leap to book a call with Charlotte or somebody on your team to then get on the call to show up.

Cause showing up can be a tough thing too. And then to like walk through the whole thing is just beautiful. To watch the process unfolded totally without you having to have to, for you to have to manage it all. Like be part of the whole process, which is. What is needed if you wanna scale, especially bespoke services, right?

Like you've gotta be able to elevate [00:40:00] yourself up and lead the team, but have a beautiful team in place that can, yeah. Do the things that you were once doing when you first started. Yeah, 

Emily: totally. And I'd love to add to that as well, Kathryn. I am a firm believer that there are people in my business that do the areas they're responsible in better than I do now.

Love it. Love, and that is so, so powerful. Yeah. And makes me so proud when I jump into those areas. But it's, it's, it's amazing as well when you are able to take yourself out and you are not spreading yourself so thin. You, you can become a fantastic leader because you've just got a bit more space to be able to learn how to lead.

And it isn't something that, uh, comes naturally to a lot of people or anybody really. It's something you do have to master. It's a skill. Um, but yeah, it's the best feeling and I would love to be able [00:41:00] to create that feeling for more business owners and being able to support 'em, to trust into knowing that it is totally, totally possible.

Um, And that is, that is when everything becomes, you know, scalable. Yeah. And right now we're in a position where like, you know, I'm, I'm off to Vegas at the end of June and I am planning to be a child for six days with my mother. I love it. And my heads are fully running the ship and we are all good to go and clients are still going to receive a, a fantastic service.

And, um, nothing falls apart because I'm going to be a child for six days. That is important to me as a leader. I am not here to work 365 days and not be able to have some time where I'm off, or you know, in prioritizing myself or not having to be on Slack or emails. And that is the thing with entrepreneurship, in my opinion, that you can end up very much serving the business and that coming first.

And for me it's about [00:42:00] creating a really healthy balance. Yeah. So, Not working in the business all the time and being able to have other people in the business that are great at their jobs, you know, it really helps with that. 

Kathryn: Yeah. I love that you said what you said about that you have people in your company now that are doing it better than you are because, um, I laugh at that because I have recently hired an assistant to support me and she handles communications better than me, and I'm like, This is so amazing because I am a communicator.

Like that's what I do. Yeah. But I'm like, yeah, she's so much better at navigating some of those early conversations with people than I ever was. Um, and I was still trying to manage that and then eventually I was like, I can't manage this anymore. I need to get support. And it's just, yeah. I knew instantly within like a month, I was like, she's doing this way better than I ever did.

Mm-hmm. Cause I'm a lot more direct. Like I'm a lot more kind of direct kind of to the point. And I know people need. More of that nurturing and more of that, um, [00:43:00] kind of conversation in the, in the beginning that I was just kind of like, yeah. And I think I didn't have the time for it either, so it was kind of like, okay, I've gotta just get this done kind of thing.

But she does it way better than I do. 

Emily: Totally. And I remember Kathryn, we had a conversation about intuition and that being, you know, yeah. Following your intuition through conversation and sales. And that's so powerful. But it's not limitless. And really if we just go back to the basics of communication with leads or customers, whatever terminology you use, it really is back to basics of hearing and conversation.

Yeah. And you know, using human psychology through the pro, through the process. But the other piece of that is with team is if you do have team members, allow them to bring their own flare to the work that you are. That you are asking them to do. They cannot be a carbon copy of you. You need to let them spread their wings, and they will [00:44:00] bring a new type of fairy dust through into the business as long as you've hired.

The right person with the right personality, the right values, yeah. And so forth. Then it's giving them space to be able to bring their unique flare, and you'll see, you'll see it work, and you'll be like, oh, it's a little different than what we did, but it works. So we, yeah. 

Kathryn: Yeah. I love it. I just love to see it too, because like I said, I've been, I have been a lot more hands off in terms of allowing.

Her to just do her thing, right? To like experiment, to, to just trust her own intuition. Because we did have that conversation of like, how do you, how do you train somebody when your whole process and everything you do is so intuitive? Um, and yeah, as you mentioned, it's just you absolutely can do it. Um, but also just giving people the space to be themselves too and to trust their own intuition and the process.

Yeah. Totally. 

Emily: And even if it is intuition, like even if you manage [00:45:00] all your conversations and your sales calls solely on your intuition, you are still following a process. Yeah. So I guarantee I could jump into those conversations and those sales calls, and I could create a process unique for your business, which then you could teach team members because there is still a process that your ideal client needs to go through to say yes at the end.

Yeah. But when we're solely reliant on intuition, right. It's just, it, you know, it's, it isn't scalable, so, yeah. Yeah, it's, I'm so happy to hear that, Catherine, that's such fantastic news for you and the business. 

Kathryn: Yeah, yeah. Just to have, yeah. Somebody in the, yeah. On the team to be able to sort of navigate.

Conversations and, and that sort of thing, so, so yes, I'll be looking at other, for sure, other people to bring into the team to support me as I scale as well. So, yeah. Amazing. Well, it's been so fabulous talking to you. Is there anything else you'd like to share before we wrap up? 

Emily: Oh, that's a [00:46:00] great, great question.

Yeah. So I think just from me to you, if you have a deep desire to scale, It is so worth it. Even if it feels challenging at times, it's really worth it. Just get super clear on where you want to be. Like what does success really look and feel like to you? And it isn't supposed to be really easy because everyone would do it.

Yeah. But it absolutely is worth it, and every decision you make is always a learning opportunity. So if you have a deep desire and a passion and you really do help people like we really need you in our society, like we need you to stand strong and be vulnerable, like we need rebels in the industries and we need to be supporting women or people to enjoy their lives more and better their lives, whatever that looks like to them.

So I just ask you to keep on going on your mission [00:47:00] because society needs you and, uh, scaling is totally possible if that's what you deeply 

Kathryn: desire. I love it. I love it. And where can people find you for both companies Fit Queen and your other side business now, or full business soon? All the 

Emily: things. All the things.

If you've tuned in and you've thought, you know what, I would really love to have some support with my health and wellness, we would love to be able to speak with you, especially if you're from Catherine's world. So you can head on over to www.fit queen.co uk. And all the details for the program are on there, and you have the option to complete an application form, and then we can connect and have a bit more of a chinwag with you and find out, you know, what's going on for you and what you'd like to achieve.

If you've tuned in today and you'd love to understand a little bit more in regards to scaling and optimizing your sales, then head on over to. I am Emily Dezi. That's Emily with a Y D E L U Z [00:48:00] Y on Instagram, and I'm over there posting some content for you. At the moment, we have not opened up my one-to-one, but we will be very soon and it will just be a very small opening.

So watch this space, follow the page. You'll be the first to know if you're on that Instagram page. Um, but yeah, I'll be sharing a lot of content in regards to how you can optimize yourselves and really make a difference quickly over there. So there's lots of go, going to be lots of useful nuggets to be able to take 

Kathryn: away.

Amazing. And we will link all of those links up in the show notes so you can easily access them there. Like I said, it's been a pleasure chatting with you and I know our listeners are gonna love this. 

Emily: Thank you so much for having me. It's been such a enjoyable episode, and I'll catch you soon. 

Kathryn: Yeah, thank you.

I could have talked to Emily for hours, and I say that about a lot of my guests, but it's true. There's so many different ways I could have taken that conversation. But what's really intriguing to me is the parallels that we [00:49:00] see in the weight loss industry, these quick fixes, these overnight. Promises of like if you just do this one thing, you'll see results in like five days, 30 days, 60 days, whatever it is.

And what I really hope that you take away from this is the word sustainability, but also commitment to sustainability. What can I do in my life, whether you're wanting weight loss, Or you're wanting a successful business, what can I do to create sustainability? It's not about the fast results, it's not about the, you know, fast weight loss.

Let's just say it's about creating sustainability because in reality, Those fast strategies that everybody's promoting, sure they work. You might create that big influx in cash, but can you sustain it? That's the biggest thing. Can you sustain it? And so if you wanna connect with Emily, I highly suggest that you do.

Her links are around the show notes. On that note, on next week's episode, I really wanna dive [00:50:00] into this whole essence of urgency, culture, and what it actually really means and how to really create sustainability in your business. And I'm also gonna be coming back from a festival, and so I know I'm gonna have a lot of reflection and insight to share with you about that as well.

So be sure to tune in to next week's episode when it drops. Cheers. 

OUTRO: Thanks for listening. We'll see you right back here next time. You can also find us on social media at creatively owned and online@creativelyowned.com. Until next time, keep showing up as your authentic self.