This weeks guest is Purdeep Sangha who helps men transform both their business and their health resulting in huge changes.
Purdeep provides a number of tips on how to increase profits and how he’s helped his clients do that and also how he’s helped them focus first on improving themselves, including their personal health which has in turn helped them perform at a higher level and led to success.
- Attitude to sleep
- Using neuroscience and psychology to coach clients
- The lessons Purdeep learnt from his time in Corporate America
- The thrill he gets when clients not only improve their profits and/or health, but when their relationships improve
- Getting people to admit they need help in the first place
- How a photographer exceeded his own expectations
- His biggest challenge when he became a coach
- How his mindset changed
- What he learnt from working on an orchard
- How by creating superfans it excelled his business
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Tony Winyard 0:00
Exceeding expectations Episode 71. Do you find you often work excessive hours and never seems to be enough time in a day and you spend so much time at work, you don’t really get to see your kids and your partner as much as you’d like? And it affects your health where you’re getting less sleep and more stress and not being able to relax and maybe your behaviour is a bit too sedentary and not exercising not moving as much as you should, which then compounds and affects your work performance and your cognitive performance. It’s a subject I know very well because it’s something similar that I talk about in my workshops and talks but our guest today Purdeep Sangha takes it to a different level. He’s working with people who are earning between six and eight figures and we hear a lot about how he’s able to able to help people in that vicious circle. So that’s today’s episode with Purdeep Sangha. It’ll be great if you could leave a review for us on iTunes and maybe some Subscribe at the same time why not share the episode with someone you know that could get some really good benefit from some of the great tips that are left in this episode. Hope you enjoy another show mission of exceeding expectations.
My guest today Purdeep Sangha, how you doing Purdeep?
Purdeep Sangha 1:15
Hi Tony. I’m doing great.
Tony Winyard 1:17
And you’re in Toronto or near Toronto?
Purdeep Sangha 1:21
Yeah, just outside of Toronto. So right now, it is snowing. Quite a bit.
Tony Winyard 1:27
Pretty normal for you guys?
Purdeep Sangha 1:30
Yeah, exactly. We’re used to the snow or some people like to think we’re used to the igloos. right the the ice made homes.
Tony Winyard 1:38
I suppose it would be pretty strange if it wasn’t snowing.
Purdeep Sangha 1:42
Yeah, you know, those years that we don’t have snow. We’re wondering, we’re like what’s going on? You know what, there must be something must be global warming or something. So it’s really interesting when that happens.
Tony Winyard 1:52
So what is it you do business wise? What is it you do Purdeep?
Purdeep Sangha 1:55
Well, I work with entrepreneurs, specifically male entrepreneurs. helping them grow their business. And so it’s something that I found, you can say a nation in terms of helping men specific, I also help women but my focus is really men because there’s not that many resources out there specifically for men. There’s a lot of women only or female entrepreneurial groups, there’s very little specifically for men.
Tony Winyard 2:21
And so in what way is it that you help men?
Purdeep Sangha 2:24
So specifically helping them grow their business so there’s two aspects to helping them grow their business so essentially, you know, grow their profits and, and set their business up in a way that gives them the freedom that they want. So helping them with their marketing specifically with their operations with their sales, and on the other side, really helping them to become the business leader that they have always dreamed of being because as a as a business owner, as an entrepreneur, the business is only as good as the leader. And so the leader is the person that is the biggest asset or also the biggest Roadblock, so I help them really transform themselves. into what I call a profit multiplying powerhouse. So they have that lead those leadership skills, the mindset, you can, you can, you can say, or the emotional intelligence to really make more effective decisions and take more effective action. So their businesses actually grows at the pace that they want to grow. And then also on top of that, there’s a very personal aspect because the work that I do really combines a number of different areas, for example, in neuroscience, in terms of helping guys really live a healthier, healthier and happier lifestyle as well, because there’s a lot of people out there that have successful businesses, but they don’t have that personal fulfilment in life. And that is probably the biggest thing that really drives me and gets me going because my father was an entrepreneur. And I saw him struggle with that he was successful. He could say he made the money. He didn’t have any challenges from that standpoint, but he never was really fulfilled in life. And last year, you know, His goal was to hit 65 And really take his you can say foot off the pedal and relax a little bit and tell himself that he did it. He raised how many failed me he has a successful business financially. He’s doing well. You know, he did it. That was his milestone that he wanted to achieve. Unfortunately, he passed away at 64 and a half from my sudden heart attack, something that we didn’t expect and really through the entire family, you can say for for a loop. And that’s really what drives me because I see a lot of people these days entrepreneurs and business owners that struggle and they’re always thinking of that milestone in terms of trying to achieve it and a lot of times, many people don’t and so that’s my goal is really helped them achieve not only that business goal but that life goal that they have as well.
Tony Winyard 4:44
There’s there’s many different avenues that we could explore from what you just said. So let’s start off with one that came to my mind is I’m guessing you probably have the same issue there, certainly they do in the states and we have over here, is this Ridiculous macho your attitude about lack of sleep or how much sleep people think they need?
Purdeep Sangha 5:05
Oh, absolutely. Because we’re in a society these days, especially with social media, that it’s easy to influence someone and show them that this is the right way. So there’s a lot of people out there, they’re saying you have to hustle, and you have to grind. And I’m an entrepreneur and I understand this. Yes, you do have to work hard. Yes, there’s times when you have to hustle, and you have to grind but do it in a way that I call our sprints. So they’re called business Sprint’s so you work your butt off from Monday to Friday, for example, and then you take the weekend off, or if you can’t take the weekend off, then you work hard for two weeks and then you take a few days off or you work hard for a month and then you take a week off. So you have to do it in Sprint’s because you cannot continue to do that, because what eventually ends up happening is you end up burning out. And that’s what happens with a lot of entrepreneurs is they would rather burn out than actually say, hey, look, things aren’t going the way I want them to go and actually go out there and actually look for help.
Tony Winyard 6:02
So when people come to you, I imagine they initially come because of the attraction of you helping them increase their profits and earn more and so on. But when you start talking to them about health, how do they react?
Purdeep Sangha 6:15
Oh, yeah, it’s really interesting because most, most, especially men will come to me and say, I want to grow my profits and scale my business. My first question to them is really, okay, that’s great. How do you want to feel once you get to that point, and they really have a cross, you could say, a cross look on their face. And they wonder what that has to do with business. Well, it has everything to do with business. Because if you’re going to spend six months or a year trying to get to that goal, and I’m going to be there alongside with you, then it it might, must fulfil you in life in some way, shape, or form. Because I see a lot of people hitting those targets and not getting those emotion, that emotion that they want. And everything that we do as human beings, is based on emotions. And so a lot of people are growing their business. They’re hitting milestones, and they’re hitting They’re targets, but then they’re not feeling that fulfilment. They’re not feeling that emotion that they want. So helping them really feel that emotion is important because a lot of times we can get so achievement driven, that we forget about the true meaning of life. Which is really to live a joyful life, a fulfilling life.
Tony Winyard 7:17
Absolutely. And I find it I find it quite strange; Your approach is so logical to me. And yet, I know so many people who, who maybe they focus just on helping people earn more, or there’s other people or help people have better health, but to me, it’s it’s all so intertwined. You can’t disconnect them.
Purdeep Sangha 7:40
No, and I think that’s where, you know, knock on wood. I’ve been blessed in terms of, of having experience in both areas. Because there’s a lot of consultants and coaches out there that work with entrepreneurs and their help, they’re able to help them from a business standpoint, for example, but here’s what ends up happening. The person let’s just say that a business owner doesn’t end up executing as well. And there’s frustration or they’re not they’re not accountable, or they’re just not making effective decisions. And most business consultants can understand why. And that’s where I have the understanding when it comes to you can see the neuroscience and the psychology behind it. Because I’ve studied the psyche of human beings, especially men for the last two decades. And I can, you know, I can tell from people’s conversations within, within a very short time period, really help them uncover, you can say, their beliefs, the stories that they’re telling themselves, the values that they have, and really helping them shift that to make better decisions in business. And that’s something that I realised because when I came out of the corporate world, my goal was to really help entrepreneurs grow their business and scale massively. And then I kept getting pushed, because every about 80% of the work that I was doing was you could say, all the transformational side, the personal side, and because they just had internal roadblocks that I had to help them get over and You could say all signs were pointing down this direction to say pretty keep pursuing this keep pursuing this. But I was I was kind of stuck and saying no, I’m a business strategist, I’ve been to so many different business schools. I’m an expert, I was in the corporate world working for a billion dollar organisation. I want to help people in their business, but it kept coming back to help them transform themselves, which was really interesting. So I finally you could say submitted to it. And that’s really when my business took off, because I realised that most people are aren’t able to grow their business, because they’re aren’t able to grow themselves internally. And so by helping them do that, it’s a lot easier to give them the business strategies and tactics, so they actually execute better and make better decisions.
Tony Winyard 9:43
And I imagine it is more fulfilling for you as well?
Purdeep Sangha 9:47
Oh, absolutely. You know, when someone says, hey, look, I made x sales or I landed that client, that’s great. But what I what really drives me is when they go home and they say, you know what, I feel that much better in my relationship with my significant other spending more time with my kids, for example, I’m just happier in general, I feel more confident about myself, I have more clarity about life. I’m passionate about life. I’m a big believer in passion. If, you know we’re over, obviously over the podcast, but if you met me in person, I’m all about passion. And you’ll see it dense because I believe we everybody should be living a passionate life because that passion is, is the emotion that drives us. It’s what creates a quality life. And so that’s what we all need to be living as a life that brings passion to us in some way, shape, or form.
Tony Winyard 10:33
Is there any typical common resistance that you face from people when you try to help them in these different areas?
Purdeep Sangha 10:40
Yeah, you know, it’s interesting, the biggest challenge that I face is getting people to admit that they need help in the first place. That is the by far the biggest challenge, especially for men, women are a little bit more open to it, but for men to put their hand up and say I need help, and I need to work on myself. That is the biggest challenge because we’ve been taught as men to say, you know, we’re tough. We got to grind through things. And we got to figure things out on our own. And that’s the biggest challenge that men face. And men are suffering as a result of that. And there’s a trickle effect because it, it’s not only happening in their business, but it trickles over into the relationship. And then them being a father as well. So getting them to understand that you know what, it’s okay to ask for help to put their ego aside a little bit. And to really get them to understand that just by shifting a little bit of their own thinking or their emotional, you can say perspectives, they can get a lot of results. Once I start working with someone, it’s a lot easier. The the other there is one particular thing that people have a challenge with. And that is, you know, it’s commonly known as, as limiting beliefs. For example, everybody has them and so how getting people to uncover those limiting beliefs is it’s not necessarily a challenge because you have a system behind it. But it’s probably the most challenging thing for the individual. Because they have these underlying beliefs that are dictating their life. And they’re making decisions based on these beliefs. And they know that they’re making decisions that they shouldn’t be, for example, or they should be executing better. And they know they have these underlying beliefs, but they just don’t know how to uncover them. And so that becomes frustrating for them.
Tony Winyard 12:30
And so do you have a way of helping them let go of those beliefs?
Purdeep Sangha 12:32
Yes, absolutely. So we work on the three different aspects you can say. Because as a human, as a human being, for example, and I’m very spiritual as well, we experience life in three different ways we think we feel so thinking obviously, we have thoughts we feel so we have emotions, we also sense and sensing our five senses, for example, and we also have a sixth sense, you know, we just have this gut feeling is all energy. And so what ends up happening for most people is that they’re misaligned in one or more of those areas. So they have this goal in their head to trying to think positively, but their emotions are not aligned. Or they’re mentally they’re emotionally there, but they just don’t have enough energy to move forward, for example, they just don’t have enough energy to move forward through those roadblocks. Because that’s the biggest challenge that a lot of people face. If it was an easy road to get through, or get or go down. Well, then everybody would be successful. The realisation is that there’s always roadblocks, so you need to have all three components aligned to be able to get through those roadblocks. Because it’s those roadblocks that stop us from really achieving the life that we want to have.
Tony Winyard 13:46
And is one of the problems that they’re facing. They’re trying to avoid the roadblocks rather than facing them and get through them.
Purdeep Sangha 13:53
Yeah, absolutely. So even yesterday, I had an all day workshop. And it was really interesting. There was a lovely young Lady there that was talking about her challenges and lacking confidence, for example, and she started to cry a little bit. And I reached out to her today. And it was interesting to hear her comments because she said, You know, I try to put these, she even called her limiting beliefs aside, and not let them come up. But she’s like, I’ll allow them to come through yesterday. And that’s a challenge that most people face because they tried to put it underneath the rug, you could say, try to hide these limiting beliefs or, or feel that they can overpower them. Well, you can to a certain degree, but those limiting beliefs will always pop up based on a certain trigger. And so if you don’t deal with those limiting beliefs if you don’t deal with those internal stories that you’re subconsciously telling yourself because here’s, here’s what most people don’t understand. So from a neuroscience perspective, we have about 60 to 80,000 thoughts per day. That’s what you have out there you for those of you out there listening 68 80,000 thoughts per day 47% of the time, we’re Roughly on average, those thoughts you have no control over. They’re just basically and left or right field, right? You think of something and all of a sudden you’re you’re thinking about something completely different. You’re like, how did I get to that? That’s how the human mind works. But here’s the biggest thing is that 99% of your, you can say that your thought processing is done unconsciously. And when you’re presented with what actually you can consciously think of is 1%. So think of it from that standpoint, what are all these unconscious thoughts that you’re having that you have no clue that you’re having based on the beliefs that you have placed based on how you’ve built your beliefs, how you’ve been raised, for example. These are all things that impact your unconscious thinking and your unconscious thinking, influences your conscious thinking and your decision making ability and how you take action.
Tony Winyard 15:52
So I imagine that once you’ve helped people to face those obstacles, or to let go of those beliefs, there’s been some some incredible results?
Purdeep Sangha 16:00
Yes, absolutely. Because the biggest thing that I focus on it really is helping that person, you do a number of things for things, they think they feel they act, and they are being that person that they want to be. That is the most important thing. So regardless of whether they grow their business or not, which, you know, you know, that’s the whole purpose that they come to. So we execute on that and get them success on that. But the bigger thing is getting them to the point where they feel better about life, they feel better about themselves. That is the biggest thing. And once they do that, it their business just grows, their business just grows people in there. If you have employees, for example, they’ll see you in a different light for and they’ll see the passion in your eyes, they’ll see that vision that you have, they’ll get on board. And so it just becomes a ripple effect.
Tony Winyard 16:48
And do they find it quite surprising that the success comes not from trying to grow the business first, but working on them first, and then the success comes?
Purdeep Sangha 16:57
Well, the interesting thing is it’s not as surprising, as you would think, because most people know that they need to work on themselves first. They just don’t admit it consciously. So, if you talk to most people, they understand Yes, you know what, I’m not holding myself accountable, or I’m not executing or I don’t have the level of confidence that I need. They’re aware of these things to a certain degree, they just don’t know how to change them. They just don’t know how to overcome it. They believe that they can just work through it just you can say, grind through it, so they don’t have the tactical pieces to really get through. You can say how to do it.
Tony Winyard 17:40
And is there a particular sector that you’re working with, a particular industry or is it simply across the board?
Purdeep Sangha 17:45
It’s all across the board. So I have a consulting arm of my business and I also have a coaching so consulting, I work with large organisations and executive teams, for example. And then on the coaching side, I work with entrepreneurs ranging it depends anywhere from six figures to eight figures plus, my biggest thing is I work with individuals that are just motivated to want to change, want to grow their business, and are willing to put in the effort. Because I have people come to me and say, Well, I need an accountability coach. Well, that’s not me. Sorry, I can’t do that for you. Because I’m not looking, I’m not sitting here, looking to babysit you, I’ll give you the strategies, so you can hold yourself accountable. That’s, that’s something I can do for you. But I’m looking to work with people that are really motivated, that just don’t have the skills that just don’t have the tactical experience or the knowledge to really shift themselves and shift their business. And the people that are getting a little bit of success, but they want to have exponential success. They really want to grow things faster.
Tony Winyard 18:50
And so as your client base has changed, as you’ve been working with people, more and more successful and earning higher sums. Have you seen certain common things that were maybe more applicable to people earning five figure sums and then a whole different set of things for people that earn seven or eight figures?
Purdeep Sangha 19:13
You know what the reality is? Business wise. Yes. So from a business standpoint, there are big differences between the challenges that a smaller business faces compared to a larger business, for example, personally, there’s very little difference. So a person that’s earning five figures, for example, compared to a person that’s earning eight figures, I can tell you, without a shadow of a doubt, have very similar beliefs, for example, challenging beliefs, challenging or self limiting beliefs, whether it’s a lack of confidence, lack of clarity, they have that. It might not it might be to a different degree. But yes, they feel the exact same way I can share an example I’ve have a client that I’m working with in his 70s extremely successful making eight figures plus, for example, But he doesn’t have the fulfilment that he wants in life. And he spent 70 plus years building a gigantic business being very successful. But he’s you can say, you know, there’s people in his life that don’t believe he’s the best guy out there. And so right now he’s trying to change that. He doesn’t have the relationship that he wants with his children or his grandchildren. So yes, everybody at all levels of income or business success faced similar challenges. We just don’t see it. But internally, yes, it’s it’s really amazing, because I’ll share another example or stories yesterday, part of my I held a marketing workshop is very specific about marketing and business growth. But one of the key components that I put in there was what are the beliefs that you have about your business and about yourself? And it was really interesting, because as I mentioned, one of the young girls, Lady started to cry and then another one starts to cry. And then people even the men started opening up about their self limiting beliefs. And so it was really interesting to To see out of the group, there was only one person. And I could tell just by the way, he presents himself that, you know, he, a lot of it is put on. But everybody else was struggling in terms of the challenges that they had not whether it was just in business but personal as well. So we had one individual, for example, talk about how talking about his divorce, how it happened 10 years ago, and how he’s still trying to get over it. Not from that standpoint, but he’s always trying to figure out, you know, because his his belief was that you know, what, you make it work, successful people make it work, and I couldn’t make this relationship work. So that’s reflecting on his business now.
Tony Winyard 21:44
Is he struggling dealing with that?
Purdeep Sangha 21:47
Yeah, well, it’s interesting. We had that workshop yesterday. He’s not a client that that I’m working with one to one but he came up after and said, hey, look, I’d like to work with you. And so I’ll be working with him specifically in terms of helping him get over that which is really about Interesting. So here’s a gentleman that came in to learn about marketing and how to grow his business and how to grow as a sales who has realised that he’s got some internal challenges that are stopping him from doing that. Not only that, you can tell that it’s, it’s impacting his quality of life as well, his fulfilment levels, his happiness levels.
Tony Winyard 22:20
Before we started recording, you mentioned the story about a veteran that you were working with?
Purdeep Sangha 22:25
Yeah, this veterinarian actually there’s a couple of components to to this individual, because it’s very interesting that he’s successful in making seven plus figures wants to double his business. And when we were putting the business plan in place, it was interesting. So the sharing of the story that I shared with you is really about the client experience that they had for for their, their clients. Obviously, as a veterinarian, he’s dealing with animals and some of these animals are large, or they’re tough to handle. So we put an experience in place you can say a client journey in place to say okay, how do we get people talking? Talking about this clinic more. So they start referring more people to him, because that’s one of the things that he was lacking was really his marketing and getting more new clients into the business. So he said, Well, why don’t we just create such an experience for his clients that they start talking, they start raving they start referring business. And so one of the things that we implemented was, you know, one of the challenges First, we looked at some of the challenges that the clients were having, and one of the challenges was really getting their pets in and out of the vehicles. And I can I can feel that pain myself because I have a large dog. She’s 150 plus pounds. And so sometimes when I want to get her in, she’s a little bit stubborn, or, you know, sometimes I even have to pick her up because I have a bigger truck. It’s tough. So we put up No, you can say journey and place that when certain clients came in and they had tough animals to deal with that his staff would actually go out there and help bring the animal in and when they were done the treatment or the examination, they would actually take the animal back out. So that in itself creates It’s such an experience for the clients that they were like, wow, you know, this is a place that we want to go to because they just go out of their way they go above and beyond in terms of expectations, because 90% I would say it’s way beyond 90% 99% of veterinary clinics do not do that. Very seldom do they do that. So just a little thing like that just added so much value to their clients.
Tony Winyard 24:25
And I guess word has really spread and so thats bringing in a lot more business?
Purdeep Sangha 24:28
Yes, absolutely. And so that’s one of the things from a business standpoint, we need to realise that business is fundamentally two things if we’re going to talk about what business really is, business, the first of all, is creating a customer. So that’s the fundamental principle of business is you must create a customer because there’s no point in having a product or service if you have no customers. The second point is to really turn that customer into a raving superfan. And what ends up happening is included in that is the experience that you create the client journey that you create That superfan that client, then is above an average client, they go out, they rave about you, they refer their loyal long term, they buy more. And if you end up raising your prices, for example, they’re happy to pay those prices. That’s what ends up happening. So business fundamentally, as business owners and entrepreneurs, we need to take a look at all the activities in our business and say, okay, and have that filter. Is it getting me new clients? Is it creating a customer? And is it turning that customer into raving superfans? That’s what are the core fundamental principles of business and all our activity should be aimed towards?
Tony Winyard 25:37
And so when you first got into business, how would you say your mindset has changed and what you know now, did you learn most of that in the corporate arena? Where was your biggest learning?
Purdeep Sangha 25:51
Wow, it’s really interesting. So I actually started studying business when I was about 15 years old, I was asked to lead I was managing about 50 people on a orchard for example. And so it was a at that time it was. So my family has an orchard, you can say and that’s kind of how I was grew up. And then our close friends, for example, we’re running a cherry packing or cherry exporting business and they asked me to take care of their, their, you can say they’re managing their team, their active team out there and I was managing 50 people at the age of 15, or 16, I believe it was. So I got into business really early in terms of management principles, how to get people to work well be productive. And that’s really where what actually spurred this on for me, because I would see my parents in terms of how they ran business. And I would see other people in a very similar industry doing the exact same thing but not getting the results. So I really put I really took it to heart to say why Why are two people that are selling the exact same thing, getting different business results. That’s really what I started studying people, because it all came back to leadership and management. And so from there, I just went through the academic path for example, because my parents had To me, and it’s a typical thing for immigrant parents that have gone to Canada, for example, they said, We don’t want you to work as hard as we had to because it was physical work of growing fruit and picking fruit and doing all that work was very fiscal, we want you to get a good job either, you know, it was either become an engineer or doctor or something and then in that field, and so I went down the academic path and I studied business. So since I was in high school, for example, I’ve been studying business but also neuroscience and psychology because that’s when I started studying mindset. Way back when but before people were even talking about mindset, really or neuroscience, because I saw tremendous results, I was able to do things that most people or you can say, teenagers at that age, were not able to do for example, I had a photographic memory I was getting straight A’s For example, I was able to answer questions and memorise a complete textbook, a 400 page textbook and I went back and I would be like, well, how am I able to do this when other people are not. And it’s because I just had this knack for learning about how the brain worked. And I was just implementing those things. And so that’s what I continue to do throughout my academic, you can say career, and then I landed in the corporate world for about 14 years. And my goal was to be a CEO of a major corporation. That was my goal. And so I had a very specific path. I was in the HR department division, for example, I led the sales and marketing division of the Operations Division, the customer experience division, the innovation division, the project management division, because I wanted to have every aspect of business under my belt, because I want to know, the fundamental principles of business, the key components, the key pillars, so I could be the best CEO out there. So you could say that I’m a go getter, I really, that’s always been a part of my life, for example. And so that was the path that I went to It just so happens that I was tired of it. I was tired of the corporate world, I was tired of the misalignment of values you can say. And I just wanted to help more people rather than just help one Corporation make a tonne of money. And in conversations with friends and friends of friends that had businesses, I soon realised that, wow, people don’t know how to run businesses. People don’t know how to grow businesses, most business owners and this isn’t a This isn’t a negative things, but it’s a thing that most people need to get over as a business owner, that if you realise that your skills as a business owner will determine the success of your business, then you will work on yourself more and I realised that business owners don’t have the skills to really scale their business. And for me, that was an easy one because I had been studying it for decades. I went through the corporate path, for example. Our annual sales target when I left at that time was over a billion dollars. So you know, in terms of of getting organization’s results. I knew how to do it. And so it was very easy for me to go in there and help people. So that’s kind of a long winded answer to your to your question. But along the path Tony, I’ve, I have learned so much about business. Even when I left the corporate world I just shared an example is I, I was a marketing lead the marketing and sales division. That was the last division that I lead. And before I left, and I was a marketing expert, but when I came out of that and created my coaching and consulting business, it was a whole new world because I had to start from scratch. And all of a sudden the corporate marketing tactics weren’t working. And I had to really dig in and say, Wow, this is completely different. And it was almost like a jungle. The digital marketing world, for example, was completely different. So I had to dig my and I had to just learn everything I could about digital marketing and had to become an expert. To the point now where I know more about digital marketing the most expert digital marketers because I had to learn it inside No. And so that is something that I thought I knew about in the corporate world that I no clue about until I got out. So business is a constant learning game especially these days I never think that I know it all. Because I’m constantly learning I’m constantly learning from other business owners what helps them because there may be something that one business owner is doing that I have no clue about that can help another business owner so it’s it’s always an uncovering those little nuggets of secrets of success, you can say, and applying it to different aspects of business.
Tony Winyard 31:43
What would you say was the biggest challenge when you moved from corporate to coaching?
Purdeep Sangha 31:46
Oh, biggest challenge by far was was myself was the identity that I had because I left the corporate world as a hotshot. I was travelling the world that I was making tonnes of money and the status I had, you could say corporate ticket. events and expense account that was basically who I was. And so when I left, I had all these goals and aspirations and dreams to really help people. And I would look at people like Tony Robbins, I would look at people like Gary Vee, and I would say, Holy crow, like these guys have a massive following Who am I? How am I going to be able to impact people. And I have no brand presence, for example, at that time. And so the stories that I was telling myself were based on the identity that I had basically lost because in the corporate world, I had been groomed a certain way, for 14 years. And as an executive, you’re basically taught to be a certain way to be professional, for example, right a certain way. So my emails were written very professionally, for example, I had to reteach myself how to write because I had to be a lot more casual, a casual, a lot more personable with my communication and my consulting and coaching business because it wasn’t the corporate environment. I had to connect with people on a personal level. So it was really interesting. I had to rebuild myself, you can say, I had to rebuild my identity, I had to rebuild my my own self limiting beliefs, I had to rebuild my values, for example. And so I had to work on myself. Most importantly, and that’s when I realised a number of things. And I had to really, nothing changed. And this is this is a reality for most people. The power of changing your stories and changing your beliefs is phenomenal. Because factually, things are stay the same, but the stories that you tell yourself, either limit you or they empower you. And so I was the exact same person with the exact same skills, Tony. But I changed my stories, my beliefs, and my business took a totally different trajectory, and went from stagnant to taking off just because I told myself different stories, different had different beliefs, different values, and I made better decisions that aligned with where I needed to be. And that’s when we realise as people that if we, if we can do that, then we can create the life that we’re looking to create and create the business that we want
Tony Winyard 34:05
Do you often help people who are making that move from corporate to their own business.
Purdeep Sangha 34:10
I do. I don’t do it very often. But there’s the odd occasion that yes, someone says, hey, look, I’m looking to do this. And they have an idea. They have experience. I don’t help people that come to me, because this happens quite a bit. They will say, hey, look, I’m looking to start a business, can you help me out while they have to have some kind of foundation? Because I can’t help them from that standpoint, because it’s not going to be conducive to them from a cost perspective, to pay me to take them through those things. Because they have to, obviously the work that I do, I work with different entrepreneurs, I have different programmes, but the one to one coaching from that standpoint, is fairly significant. And so a person needs to either have that much money saved up or they need to be ready to go and start Making Money almost immediately to be able to work with me per say if you could say on a one on one basis
Tony Winyard 35:08
Going back to the to the whole theme of the show; exceeding expectations. You were telling me about a recent experience where your own expectations were exceeded?
Purdeep Sangha 35:17
it was a pleasant surprise. So a gentleman that had taken our family photos for example, did an amazing job on the family photos but this is something that to my wife, and I surprise, he offered to come by the house and actually take a look at our walls and take a look at our home to tell us what kind of frame would best suit the walls what size, which was really interesting because I never even thought about that. When we were many of the pictures I’ve never even thought about Yeah, you’re right, like a certain size photo would fit better on a better a different type of a wall, which was really interesting. So that kind of blew me away because that was a that was a that was a cool little thing that he did that really exceeded our expectations
Tony Winyard 36:00
Your general thoughts on the whole subject of exceeding expectations?
Purdeep Sangha 36:04
Oh, wow. Well, if now you just opened up Pandora’s box, because I wrote the book Super Fans for a reason. And that was the first book that I wrote when I left the corporate world. And I left and I wrote that because I wanted to show the average business owner the power of exceeding expectations, the power of creating an experience for your clients that other businesses are not willing to do or they just don’t know how to do. Because when you create a loyal superfan, for example, they do a number of things, they buy more, they pay more, they refer they rave. But here’s the biggest thing is in business. One of the you could say the most fundamental principles outside of creating a customer and turning them into a superfan is really client retention. We need to retain our clients because those clients are worth money to us. They’re worth basically the audience. business because if we keep bringing clients in and they keep leaving on the back end, our business is literally being drained. And so we need to create a better expect, you can say, experience and exceed their expectations, because here’s the reality of things. So to answer your, your question, it is absolutely a must for businesses these days. And we’re not just competing. So whatever business you are in out there, as you’re listening to this, you are still competing with, for example, the Amazons. And that is probably one business that has changed the landscape for every single business out there. So you may not be competing with them directly, but you are competing with the experience that they created. Their very short delivery time, for example, buying within a couple of clicks, for example, you can find an item very easily. That’s what you’re dealing with. You have to create an experience because you are competing with other businesses in completely different industries. So people have an expectation now so what has that done to society Especially in North America, and to a degree in Europe as well, but it’s a very much a Give it to me now society. And I want the best experience. And that’s a two decades ago, people were still very price conscious, Tony in terms of how they made purchasing decisions, not to say that they aren’t price conscious now, but they are less price conscious these days people are looking more for an experience than anything else. So they will pay more, they will pay a fraction more for a for the exact same product if there is a better experience in terms of doing business with that particular vendor. So we need to be cognizant of that. So people are aware consumers are aware things have shifted a little bit. It’s not just about price. It’s really about exceeding expectations and creating that experience.
Tony Winyard 38:49
So if people want to find out more about your book superfans and and all the other things that you’re doing, where would be the best place?
Purdeep Sangha 38:55
The Superfans book is fairly simple. That is www.superfansbook.com You can go to www.purdeepsangha.com as well. And we also have a podcast. It’s called “The Male Entrepreneur podcast”. So we talked about a number of things on there, but those are the three main areas you can go to my website, superfansbook.com, or check out the male entrepreneur podcast.
Tony Winyard 39:18
Do you have a quotation you like?
Purdeep Sangha 39:22
Yeah, you know what my and this is just a personal quotation in terms of how I like to live my life is really “Make this world a better place”. I think that’s it. If all of us as human beings, as people, just did one thing for someone else, it becomes a ripple effect and this world becomes a better place. So that’s how I live my life day in and day out. That’s how I teach my two young children to live as well. So hopefully, that that will resonate with some of you out there as well.
Tony Winyard 39:52
Excellent. Purdeep, some interesting things that you’ve talked about, I’m sure listeners will get a lot from this.
Purdeep Sangha 40:01
Thank you Tony, appreciate you having me on your show.
Tony Winyard 40:04
Next week, Episode 72. with Adam Sinkus, he creates and implements digital marketing strategies and then coaches and empowers companies and their teams to build marketing systems that accelerate success. So that’s next week with Adam Sinkus. Please do share this episode, if you know someone who maybe they’re struggling with their prices or their health and they really need some help in those areas. It probably will be a really good episode for them to listen to. I’d love it if you could leave a review for us and maybe subscribe to the show as well and hope you have a fantastic week.
Transcribed by https://otter.ai