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HPR 184 | Emotionally Connecting With Business

Heartrepreneur® Radio | Episode 184 | Monte Wyatt on How to Have An Emotional Connection With Your Business

HPR 184 | Emotionally Connecting With Business


Nowadays, organizations don’t do a great job of creating that emotional connection with not only their employees but with their customers. Executive leadership coach Monte Wyatt shares how businesses can benefit from having a clear purpose and an emotional connection. Monte also talks about the importance of retention and how we should focus on doing things every single day to wow that customer base so they want to come back. Discover how Monte creates that emotional connection with his business that has helped both him and his customers succeed.

Listen to the podcast here:


Monte Wyatt on How to Have An Emotional Connection With Your Business

We are with Monte Wyatt. He is an executive leadership coach. Welcome to our show.

Thank you. I look forward to the conversation.

You were talking about having an emotional connection with your business. What is that?

There’s something that we have to have as an organization with our employees and with our customers and I call it an emotional connection. People get connected with something and then they want to stick with it. When I started my career several years ago, there was in our organization something called the Quarter Century Club. People wanted to stick around for 25 years in the company and they celebrated and had fun with that. It wasn’t until a few years later that it disappeared. That is uncommon nowadays. A big piece of that is organizations have stopped or don’t do a great job of creating that emotional connection with not only their employees but with their customers.

I find that fascinating because there used to be this thing where we were loyal to a brand as customers. What can a company or an organization do to get that Quarter Century mark loyalty?

It’s a couple of things. One is every organization should have a clear purpose. It’s not a mission statement. It’s a purpose statement. “Why do we do what we do?” That purpose statement should inspire us to do our best every day, even when something goes not as well as we’d like it to. It gets us out of that funk and back to be focused. A purpose statement is something that is deeper. A purpose is not to make money. We make money when we’re fulfilling our purpose. The purpose is an emotional connector and should be something that is exciting to us. It’s unique to a business. It is something that keeps us focused. That’s the first thing I think of is every business has to be clear on a purpose statement that drives every person in it.

With some of the businesses you’ve worked with, what is a purpose statement you’ve liked or something that gives you bolt to serve clients and get onto growing the business and making money?

Business is easy if you could keep all your customers. Click To Tweet

I want to share one. It’s a heating and cooling company. One of the things they focus on is people. It’s not just people inside the company but in the communities that they do business with. They are about inspiring lives. How do heating and cooling connect with this? It’s about how are they going into a home and treating that home as if it was theirs, making sure that they leave it cleaner than when they arrived. That purpose statement guides them to do things better every day. We’re here to inspire lives. The management team and the employees of the company are focused on how we are inspiring our team and our customers every day. When you have that focus or those discussions, that makes a big impact. The act of thinking of a heating and cooling company when they leave your home, they want to leave the area around your air conditioner or your furnace cleaner than when they arrived. That’s inspiring to the customer. They go, “That was great service.” Even as an employee, that makes it exciting for them. “I’m making sure that I’m intentional with everything that I do.”

I had another interaction with some contractors. I chose to hire one of them for some work again because the guy was clean. It was a lot easier dealing with the person in business because he came and did some work in my house and I didn’t have to be inconvenienced by having him here.

That’s a part of their purpose of inspiring lives. “We want to make sure that we are dressed appropriately. They have a couple of posters in the place of business, one that shows exactly what we should not look like when we go call on a customer. It has the cigarette in the ear, torn pants, dirt on your face and hands and you’re not smiling. They have right next to that a picture of what our inspiring lives and our service looks like or should look like with every customer. It’s a clean cut, clean clothes and very professional and that’s inspiring to the employees and a client. That’s what they want to see. They want to be able to trust somebody that’s walking into their home.

The bigger your vision, the more important the details. When we want to make a big impact, these details on how we greet people, how we’re dressed and how we present ourselves and also our business makes a big difference.

I teach my clients to have a big vision. I challenge them to create Jim Collins’ term of BHAG. What’s this Big Hairy Audacious Goal that’s several years or more out? When you have that goal or dream for your business, you’ve got to do things differently. You’ve got to think about, “How will we achieve that? What do we have to do with our employees and our customers to help them stay with us, to help have that retention and that impact on them?”

Retention is so important. We’re always looking for something new but when you look at the amount of effort it goes to find a new employee or a new customer and to get them used to your product and service and the way we do our business, that’s a lot of effort. Keeping what we’ve got makes a big difference.

Business is easy if you could keep all your customers. If everybody reading this would think back to, “How many customers have we had since day one? What would our business look like if they would have continued to do business with us every single year?” We need to understand what is our churn or the retention rate of our customers. We should be focused on doing things every single day to wow that customer base so they want to come back. They don’t know every product or service that we have to offer. Maybe we haven’t communicated with them within the last 90 days. Maybe we haven’t shared with them why we’re different than our competition so they would come back. Retention of our customers is important.

HPR 184 | Emotionally Connecting With Business
Pulling Profits Out of a Hat: Adding Zeros to Your Company Isn’t Magic

You are also an author. Tell us a little bit about that.

This has been about an eight or nine-year journey of working with the clients that I’ve had and recognizing what has been key things that they have done that made them successful. I narrowed it down to some disciplines. In the book, Pulling Profits Out of a Hat, I outline five disciplines that every business needs to have to create growth for the future of their organization. The disciplines may seem simple but they’re not. They take a lot of work and consistency. It’s easy to make a decision but it’s hard to have and continue the discipline to keep and fulfill those decisions.

It’s that whole stick-through and follow-through because we all get excited about an idea but I tell my team, “Do you know why gyms only charge you so little every month? It’s because they know that, after six weeks, you won’t even be in the parking lot.

There are years where I’ve resembled that remark.

It’s easy to join a gym but to show up week in, week out is a different story. You are an executive leadership coach. Tell me a little bit about some of the leadership principles that you’ve learned from your coaching business.

A lot of them relate to the content of the book, Pulling Profits Out of a Hat. When I talk about leadership, I first teach and this is a belief that I have and seen in so many organizations, that the world has taught us that leadership and management are the same and they’re not. It’s because I’m a manager does not make me a leader. It’s because I have leadership skills doesn’t mean I have to be in a management role. I define leadership as having influence, passion and focus about yourself and how you’re influencing others through that passion and focus. Management is creating competencies and productivity in our organization. You can’t manage people. Many organizations are like, “I’m trying to manage my team. They won’t do what I want them to do.” You don’t manage people. You lead people and manage processes.

When you are in a leadership role where you’re influencing with passion and focus. It’s about how you communicate, how you ask questions, how you ask versus telling a lot, how is your interaction with others and how you listen to other people’s viewpoint. A lot of what a leader does is see things before other people see them and farther down the road before they can see them. As a leader, you want to guide people down a path. When I talked about a Big Hairy Audacious Goal that’s several years down the road, you’ve got to keep your focus on that. What’s the big picture? As a leader, no matter what your role is, you’ve got to show that energy and excitement of what we’re working so hard for.

Lead people, manage the process. Click To Tweet

How do we contact you and revolutionize our enterprise?

There are three ways that I’m going to give you. Number one is It’s where you can learn more about the book, Pulling Profits Out of a Hat, and how our facilitators can help you implement those disciplines into your organization. You can also learn more about me at I’m also going to guide you to Amazon for Pulling Profits Out of a Hat. You’ll find that book where you can learn more about us as well.

Thank you so much. This has been so much fun. Leave us with one parting thought about emotional connection, leadership or whatever moves you. What do you think our readers need to know mostly about moving their business?

I want to reinforce the statement, “Lead people, manage the process.” When you lead people, it’s about the culture that you’re creating, your environment and how you’re living out your core values. You have to find your ways of working for your organization. You manage that way of working and you lead your people with that energy.

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About Monte Wyatt

HPR 184 | Emotionally Connecting With Business

  • Family comes first. Happily married to Lisa, with whom he is raising three wonderful daughters, Katie, Alison, and Janie.
  • Diverse and successful business career. Prior to starting his Business Coaching Practice in July of 2004, Monte’s extensive career includes sales representative, sales trainer, sales manager, customer relationship marketing manager, and market development manager through 14 years in the agricultural input industry.
  • Motivated by helping other business owners achieve their professional and personal goals.
  • Is passionate about working with business owners who want to make positive changes in their business.
  • Committed to serving the local community through Lutheran Church of Hope, Gnemeth Masonic Lodge, Scottish Rite, and the West Des Moines Chamber of Commerce.
  • Believes in continued personal development, is self-driven and motivated, as well as process oriented and pragmatic.
  • Believes completely in the power of coaching and has multiple coaches for his business.
  • Earned a B.S. from Iowa State University in Agricultural Business with Sales & Marketing as his specialization. While at ISU was co-chair of VEISHEA, the largest student run organization in the country.
  • Has a balanced approach to life; family, faith, business, and fitness.
  • Is one of the most successful and results-oriented Executive Business Coaches in the World. Ranks in the top 1% of Action Coaches in the world by achieving the level of Emerald Business Coach.
  • Helps other coaches succeed as a MasterCOACH and global trainer for ActionCOACH Business Coaching.
  • Is associated with and supported by the world’s #1 Leadership guru, the world’s #1 business coaching firm, and one of the top small business thought leaders with proven intellectual property, resources and experience.


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