June 11, 2025 • 50 mins
In this powerful and emotional episode, we sit down with Susie Carder, best known as The Profit Coach, to uncover how she turned a painful, abusive childhood into an 8-figure business empire. 🙌
Susie shares her raw, unfiltered story—from hitting rock bottom and praying “on my knees” to leading thousands and generating millions. Her journey is one of faith, fierce determination, and giving back through leadership and mentorship.
Whether you’re a coach, entrepreneur, or rising business leader, this episode is packed with real-life business lessons, mindset shifts, and success strategies you can apply today.
🎙️ Tune in to learn how to build wealth, lead with heart, and grow from pain to purpose.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Walt Bayliss (00:00):
Today's episode of the Influencer Empires podcast
is brought to you by the EmpireProgram with White Label Suite
powering our influencers andbuilding their empires.
Ladies and gentlemen, thank youso much for joining me here on
the show Today.
We have somebody who willinspire you, drive your profits
further and show you theleadership qualities that you
need to be able to bring yourbusiness to the next level.
(00:22):
She is a self-made millionairethe profit coach.
She's also the best-sellingauthor of Power your Profits,
available on Amazon.
She turned her own business,where she was struggling, into
no less than three multi-milliondollar exits, including an
eight-figure exit.
She's also built more than 10multi-million dollar companies,
(00:44):
all while being a mother andbuilding up an incredible track
record.
She has no less than 120,000followers on Facebook, more than
20,000 followers on Instagramand LinkedIn as well.
She is Dr Susie Cardner, beingfeatured on the Wall Street
Journal, the New York Times, theHuffington Post and now, of
(01:04):
course, here for our InfluencerEmpires podcast.
Susie, thank you so much forspending the time with us.
We really appreciate it.
Susie Carder (01:10):
First of all, thank you.
Thank you for what you guys aredoing.
You guys are leaders, moversand shakers, and I'm honored to
play and honored to contribute,because this is my jam.
I know it's yours, it's minetoo.
Walt Bayliss (01:21):
I love it so cool.
We're getting out there andtalking to people about their
business and helping them growall the way through.
Now, susie, when I say thosenumbers, 120,000 people follow
you on Facebook.
Meaning when you're postingsomething there, over 100,000
people are saying wow, what's up, susie, and they're following
along with you.
How does that feel for you as amom who's a self-made
(01:42):
millionaire, somebody who'sbeaten the path and created that
, coming all the way throughbeing a mother leading with
family first?
How does it make you feel thatover 100,000 people will hear
what you have to say today?
Susie Carder (01:56):
I think it's my assignment right.
Well, it's not about my ego ormy she go.
I believe that my gift from Godis my life.
My gift back to God is what doI do with my life?
So for me, it's my God givenassignment to teach people what
I had to learn the hard way.
And in every challenge,obstacle, bloody knees, bloody
(02:18):
elbows, skin face I get presentto what am I learning?
What am I learning?
What am I learning?
So I don't stay in my pityparty God knows I have pity
parties but for me it's.
I just want to make a biggercontribution.
I've traveled all over the worldand there was a time in my
career where I just felt like Iwas on one plane after another,
after another, before socialmedia, and you're like am I
making a difference?
(02:38):
I mean, I don't know, arepeople doing?
They bought product.
But you're like, what are youdoing?
And so for me it's a way togauge is the message impactful?
Are we on the right track?
You know, it really is my ownfocus group, this little nucleus
of people, and it's allowed meto grow.
It's allowed me to grow withreferrals.
(02:59):
You know, just you and I metfrom a referral of someone else
saying oh my God, you got tomeet Walt and oh my God, you got
to meet Susie.
And that's power, right,because we instantly got on the
phone, instantly connected, andso it's a faster way to really
find those people that you'relooking for.
And while you know as much as Iknow, there's lots of charlatans
in our industry and they go.
Let's find the real deal, andso that's why I'm proud to just
(03:21):
share.
Here's the journey let's, let'stalk about it, because I think
so many times experts,influencers, they teach from
their mountaintop.
Well, you know what?
I've learned more in my valley,I've learned more when I have
failed.
And I'll talk about themountaintop because you need to
know, like the, theacknowledgments that you gave me
in the beginning, but I don'tlive off my past, I live off?
(03:44):
what am I creating in my future?
What am I creating for mycommunity?
What am I creating for mychildren?
What legacy am I leaving behind?
How am I teaching them to bemore powerful women and make a
difference in the world versuslet's get a job right?
Each of them do somethingspectacular in their line of
work and I believe it's becauseI drug them along right.
Before I had money, they cameto events, right, they came to.
(04:10):
They would sit in the back ofthe room and hold up time cards
and you know they used to packall my product and stuff the
cassettes.
This is how old I am, walt.
I had cassettes.
Walt Bayliss (04:18):
I grew up listening to them, so I'm with
you on it.
Wow, that's amazing.
So, susie, you're talking aboutbefore you had money and just
before we hit record.
We're talking about lifestyleand incredible places in the
world Before you had money.
The struggle, the journey upthat mountainside.
When did you realize that thiswas something that was in your
(04:41):
control?
Susie Carder (04:46):
So I'm going to go a little deep first.
So, was it a marriage right?
My kid's dad?
It was a very abusive marriage.
I grew up in an abusive home soI saw my mom getting her ass
kicked right.
Love meant yelling, screaming,hitting.
That's what love meant to me.
So what did I do?
I duplicated that pattern and Iremember Walt.
I just had my second baby andshe was six months old and I'm
(05:09):
like I can't.
What am I teaching my children?
What am I teaching my daughters?
I learned it from my mother andI'm repeating the pattern.
And you're looking at thesebabies a six month old and 18
month old.
I have to be my own rescue.
I have to stand up for myselfNow.
I was working as a hairdresserin the salon.
I went back to work two weeksafter I had my baby.
(05:30):
You know, I had that hustle.
I got to get out.
I didn't know how I was goingto do it, I just knew I had to
do it.
So I became my own rescue and Iwas talking to my daughter
about it the other day.
I'm like girl, I don't know howI did it, but when all options
are off the table and you've gotto make money right, you got to
figure out how to do it.
That's how I started speaking.
(05:51):
I was like I got to find 10women who can afford my services
.
So I went into Hewlett Packard,sold myself.
Don't know how I sold myself.
I was not a speaker.
Did you know?
I'm charismatic, I'm fun, I'mfunny, or I thought I was.
I looked back at a video of thatand I was horrible.
But I got five customers thatday right.
Five customers at theirlifetime value was $4,000 each.
(06:13):
That was a good day and I'mlike how do I do more of this?
How do I build that?
Cause?
It was quicker, faster.
I didn't have a marketingbudget, I didn't have an
advertising budget.
I was going to networkinggroups.
I was, you know, I was on thehustle, and so sometimes man's
rejection is God's protectionright.
Sometimes, when you're in yourvalley and you've got to make
(06:35):
choices, I think I see so manyentrepreneurs have the back door
right.
They're doing the double dutchlike, well, I'm building a
business, but I have this job,or I'm in this relationship, I
want to get out, or, you know, Idon't have to work as hard as I
want to work Because we have aback door, we have this safety
net.
Well, I had no safety net.
My family didn't help me.
My family disowned me because Imarried the man, which should
(06:57):
have been my first clue Right,but I I didn't have anyone to
support me, so I had to rely onme.
As hard as that was, thatallowed me to be able to take on
anything right, I was ignoranceon fire my friend I'm out of
plan.
I just had that desire, thathunger, and I had to pay tuition
(07:19):
, I had to buy, you know, schoolclothes, I had to buy groceries
.
I had to.
You know, it was lean and mean,but we were happier.
You know, I believe that mytrajectory of my life and my
children's life is foreverdifferent because I made that
stand for myself, but it wasreally for my children, for my
daughters.
Walt Bayliss (07:37):
So we never passed .
Wow, did you ever feel, did youever feel like you were broken
in that scenario?
Susie Carder (07:46):
Oh my gosh, I've spent years in therapy right
Years just trying to uncover thepattern, just trying to.
Why did I make these choicesright?
And then you find yourselfthere again.
Not nearly as bad, right, I gotbetter, but my picker was
definitely off there for severalyears of choosing relationships
that were not healthy for me,whether that was work
(08:07):
relationship, business partnerrelationships, it wasn't just
intimate relationships.
I had no context of what ahealthy relationship was.
So I started personaldevelopment.
I started with therapy, then Istarted going to classes, then I
met Barbara DeAngelis and thenI started volunteering on her
staff to really fall in lovewith myself and heal my inner
child.
(08:28):
And all this process whilebuilding a business, raising
these two daughters right,wanting to do it differently
than my parents did right,wanting to be a mom that I
didn't even know how to be.
My mom left when I was five andnever came back right, so I
didn't have a mom.
And so how do you be a mom whenyou don't have that role model?
(08:48):
How do you do thingsdifferently?
The only way I knew how to dothings differently was because
how I was treated as a child, asthat experience that I had as a
child and went I'm not going todo that.
Not going to do that and thenlater on and discern to if I'm
not going to do that, then whoam I going to be?
Who am I going to be as a woman?
(09:09):
Who am I going to be as amother?
Who am I going to be as abusiness person?
You know what are my valuesintegrity, communication,
honesty, passion, love.
Those are my values, and tomake decisions based on my
values versus based on my ego orbased on you know an outcome,
yes.
(09:31):
I have outcomes but am I livingcongruently with who?
I say that I am in the worldand I'm not perfect, right, I
still fall down, I still makemistakes.
Integrity is like dirty laundryI can clean it up all day long
and I can say one thing to youthat might offend you, and if
you don't come back and say, hey, that that was offensive, I
wouldn't know my integrity isout.
But then there's times you knowyour integrity is out, right,
you're not being in compliancewith your health and well-being.
(09:52):
You're not being in compliancewith your relationship.
You're waiting for somebodyelse to do something.
You're not being in compliancewith your business.
You know you need to be onsales calls.
You know you need to invest inyour business.
You know you need to buy toolsto grow your business.
It's not sprinkle fairy dustand doesn't magically happen,
and so I think it's importantfor you to go.
What are my guiding principlesin my personal life?
(10:12):
Right, I have guidingprinciples in every area of my
life in my health, in myeducation, in my intelligence,
in my relationships, in myfamily, in my intimate
relationships, in my wealthcycle, so that I don't get lost.
It's so easy to get lost in thenoise.
(10:33):
It's so easy to get, you know,pulled, if you will, by some
sparkle, you know squirrel it is.
For me anyway, it's like oh myGod, let's go do that new fun
thing.
No, no, no, it's out of myvalue structure.
What's that legacy I want toleave behind?
And you know, we grew up notwealthy at all, we were poor.
There was nine kids Bobby,ronnie, stevie, Terry, joni,
(10:55):
shelly, susie, kelly, debbie.
So nine kids, right, 11 of usin a household, 1200 square feet
, and we had to hustle foreverything that we did and that
taught me how to be.
I started, I started a businessat 10 years old.
I was always selling somethingmaking cookies, selling them,
right, avon, selling it.
You know what else you got tosell.
(11:16):
I'm going to sell it.
Clean your house, clean youryard, do the windows, do
whatever Cause in our householdit was if you want something, go
work for it.
I'm like all right, I'm gonnago get a job.
That entrepreneur journeystarted really young and I thank
my dad for that right.
And he's like see, you can havewhatever you want, just go get
a job, just go work.
The challenge has been go workhard, right, just go work hard.
(11:38):
Go work hard and it'll all workout.
That's probably been thebiggest life lesson of I can
have whatever I want and I don'thave to kill myself.
Walt Bayliss (11:45):
Yeah, that's a huge revelation.
How many of the other brothersand sisters have succeeded, like
you know, really made it.
Susie Carder (11:54):
Well, they're all successful in their own right.
No one has the kind of successI do.
But when I look at that, manykids, right, no one's on drugs,
no one went to jail.
They're all responsible,committed, great family.
You know moms and dads and youknow we're a little disjointed.
We're not the closest family.
(12:15):
I'm definitely the black sheepand they don't get me on my
dad's deathbed.
I just sold my company foreight figures, right, and I'm in
the.
I'm proud, right, I'm like I'mall proud.
And he's like well, sue, what?
Why did they pay you all thatmoney?
Wow, damn, wow Damn, and I'mlike oh, like, sometimes you
can't get out of the mold theyput you in, right.
(12:37):
Because, I was what's that?
Have you forgiven him for that?
Absolutely yeah.
He knew what he knew Like.
He had an eighth gradeeducation.
He raised nine kids.
He provided for us.
He had no debt.
When he died, he owned his ownhome.
All of us were successful intheir own right.
(12:59):
Yeah, Right.
So he raised these responsiblekids.
And so when you sit back and go, he can't even fathom the
concept of who I was in theworld.
Like why are people paying youto talk?
What are you talking about?
You know, our parents don'tknow, our family don't know, and
I quit trying to show them.
Right, I'm just.
(13:19):
When I show up at a familyevent, I'm just Susie, yeah.
I am everything else Like youknow who cares.
I've, over the years, havetried to go, but you, you know
who cares.
Walt Bayliss (13:32):
I've, over the years, have tried to go, but
don't, you don't know what I do,they don't care.
Right, you're just susie.
Yeah, my mother, my mother saidto me when I got I landed a
six-figure job when I was 22 andshe said what could you
possibly do to be worth thatmuch money?
It's, it's such.
It's so amazing to hear.
But it's also amazing to hearthat they don't care what you do
.
Like.
Family is a different, adifferent breed breed there.
So, susie, you, you're, you'reout selling cookies.
(13:52):
You're 10 years old, um, you're, you're going to get a job to
to build stuff out, to makethings happen for yourself.
Um, when did you go from being,uh, an employee to an empire
builder?
Susie Carder (14:06):
So it was when I um was in the salon industry.
So, as that industry, theaverage hairdresser makes about
$30,000 a year.
So I was making $250,000 a yearand Paul Mitchell and I was
doing that in three and a halfdays a week.
And Paul Mitchell said what areyou doing?
Because you know you're withyour.
Those are sales reps and youknow I would tell them what I'm
(14:27):
doing and would see me beingbusy and they'd have to make an
appointment with me.
They couldn't just show up.
I'm like I am with a client andso they're like you need to go
into other salons and spas andteach them this.
I'm like I don't know how toteach this.
They're like, oh no, we'll helpyou.
So I went in and started servingmy community, find what the
market needs and serve thatcommunity.
(14:48):
I didn't know how to make it abusiness.
I didn't know how to set up aspeaking business.
I was just saying, hey, walt,let me show you.
I do this referral program.
I use a script and this is howI upsell.
I look at my average ticket, Ilook at my transaction value, I
look at you know, are they usingthe products and services?
And from there then peoplewould say, oh my God, susie, I
(15:10):
love what you're talking about.
Do you have a book?
I'm like, no, I don't have abook, I'm a hairdresser.
And they're like, oh my God, ifyou had a book, we would buy a
book.
Well, this is 1995, right?
So I'm aging myself.
So I'm like, okay, I'll write abook.
The publisher that was in thatindustry rejected the book and
I'm like well, everybody saidthey're going to buy it.
(15:31):
I didn't know how to do a bookproposal, I didn't know how to
pitch it.
I had a one page and saidhere's what I want to do.
And I didn't have a followingor a brand.
I just I'm like, these peoplein these salons say they'll buy
it.
And they're like, yeah, no.
So I'm like, well, you knowwhat?
(15:55):
Fine, I'm used to rejection,I'm used to hard life, I'm used
to being scrappy.
I'm going to start my ownpublishing company.
So while I started my ownpublishing company, published my
own book, published nine otherbooks under that brand, right,
audios, books, all under thatpublishing company.
And here's what I'll say Fastforward 20 years.
That publishing company thatrejected me was the same
publishing company that boughtme all those years later.
And when I realized that I wassitting in the jacuzzi with my
(16:16):
husband and we're drinkingcoffee and I'm like, oh my God,
they rejected me.
Oh my God, this is the best dayever.
Like it just was.
So I was so disconnected toit's like whatever, move on, you
get rejected, do somethingdifferent, start a publishing
company, you know so you turnedno into a multi-figure success
(16:36):
and you know, closing that loopwith it.
Walt Bayliss (16:38):
That that is amazing.
They said no to you for a tinydrop in the bucket opportunity
and yet so you blew it up.
They came back and said youknow, here's a much, much, much
bigger check.
Wow, that's amazing, susie.
So I just want to get into the,into the growth, for a second
Cause.
I know that, as you are known asthe profit coach, so your, your
(16:59):
life these days is is workingwith business owners, helping
them unlock their profits andhelping them grow and scale and
do all those cool and amazingthings.
When, when you're talking aboutyour own journey, there's a
heck of a lot of grit.
That I'm feeling and in fact,as I'm doing my research on you,
you attributed a lot of yoursuccess to grit, as in just keep
(17:20):
going, get it done, don't quit,make it happen and I can feel
that coming back from you.
So you don't go from being ahairdresser whose average salary
is $30,000 to being a salonowner who's pulling in $250,000.
You don't do that in one leap.
Was there a conscious move fromyou to go from a single
(17:41):
operator to a business, or didyou just kind of accidentally
fall into that?
Susie Carder (17:47):
No.
So I did $250,000 as still asingle operator I was an
independent contractor, so thatwasn't.
I didn't own the salon at thattime.
So then I bought a salon and wewere one of the first salons to
hit that million dollar mark,right?
So what I realized at that 250is I was making a lot of money
but I had no money.
And I had a horrendous caraccident.
(18:09):
I got ran over by a duallytruck and hit straight on.
He just ran over me so I brokemy leg, bruised my ribs and
literally was out of work fortwo weeks.
In that two weeks, walt, Ididn't know how I was going to
feed my kids.
I was living paycheck topaycheck, right.
I had some money in my saferight.
You always got the papa don'tknow money, yeah right.
(18:30):
I had some money in my saferight.
You always got the papa don'tknow money, yeah, right, but not
enough for rent.
I'm like I have to go back towork.
And that was very eye-openingfor me Because again, I didn't
have family to support me.
My dad was like you're 18,you're out, right.
My little ass said I'm 17.
I'm almost 18.
I'm moving out.
Never looked back, right.
(18:51):
So I didn't have the kind ofsupport that and I didn't create
that support the people in thesalon, my teammates but I didn't
have anyone to help me and Isaid I need to understand this.
It makes no sense that I make aquarter of a million dollars a
year and I have no savings, Ihave no cushion and I'm spending
it.
But when you don't ever havemoney, you have to go through
(19:13):
that stage.
I believe.
Right, I had the nice cars, Ihad the nice bags, I had the
nice condo, I had the nice.
I didn't own that condo, buteverything looked good on the
outside.
But at the end of the day I hadnothing.
And look, I was so bad.
Well, this is embarrassing tosay, but you got to hear if I,
if I can do this, you can do it.
I was so bad at my financesthat I had to, when I was trying
(19:38):
to balance my checkbook, closethat checkbook and open a new
checking account because I couldnot balance it.
And it was such a cluster.
And I went into the bank and mybanker said Susie, what are you
doing?
And I'm like I can't balance it.
He goes well, let's get youQuickBooks.
Well, what's QuickBooks right?
And he's like oh, my God, thiswill be a game changer for you.
So I think, because myvulnerability and I just like I
(19:59):
don't know what to do andthey're seeing the money go
through as a small businessowner.
You know right now only 5% ofsmall businesses do a quarter of
a million dollars right now inthis economy.
So back then, honey, back then.
I'm so old, I'm seasoned, I'mnot old and I'm spicy.
Well, I will say that yeahabsolutely.
(20:20):
So you know, my banker helped meget set up.
One of my clients was an adminperson.
She helped me document stuff.
And I'm just I'm a lifelongstudent.
I love to learn.
I didn't like traditionalschool.
I didn't give this DR thetraditional way.
Let me just say that out loud.
I got my doctorate two yearsago.
Because I'm a lifelong learner,I said this is one thing that
(20:44):
I've not done yet.
I really want this for me, notfor anybody else.
And you know, business it's agame, right?
You have to have a book ifyou're going to work in this
industry, because a book givesyou credibility.
It has to be a bestseller andit has to be a real book.
Can't be those fake books,right.
It can't be some pamphlet andthe book.
You may not make a million fromthe book, but you will make
(21:06):
millions because of the book,right.
And so when I look at all mywork and look at backend sales
and look at how do you buildthis, it was the intuitiveness.
And then it was the who canhelp me with this?
Right?
Oh, there's Walt.
And then I would be humbleenough to go.
I'm really good at this, walt,but I don't know how to do this.
How can you help me?
I've always invested in coaches.
I've always invested in mentors.
(21:28):
My first, when I was anindependent contractor, I wrote
a business plan with a coach.
Right, I didn't know what thatmeant.
Right Again, I was a highschool graduate.
And so, putting that plantogether to look at my ideal
client and what people wouldspend and not spend, then I just
saw the bigger picture.
And then, when I was workingwith Paul Mitchell, people said,
(21:50):
can you do this for me?
I'm like, yeah, why?
Yeah, let's do it.
So I didn't go.
I want to be a coach, I want tobe a speaker.
It became of a need, like Iwanted to be.
I was a speaker because Ineeded to feed my children.
In all honesty, transparency, Ineeded clients today, not two
weeks from now.
Not go to a networking groupand hope that you come see me.
It was like tonight I got tofeed my children.
(22:12):
So how can I do this?
Right?
So that grit that you hear isthe reality of not having.
Right and going.
I'll make this work and I think, growing up without having, I
didn't like.
I think of my children andtheir expectation and their
privilege that they have that Ididn't have Now.
I wanted to give them thatprivilege, but I also made them
(22:34):
earn their money too, though.
Well, I will say that I passedthat one down.
You're going to earn the moneytoday.
I'm not giving you any money.
Walt Bayliss (22:41):
Nice, give them the grit that they need as well.
So, susie, if you lost it alltoday, could you start again?
Susie Carder (22:52):
Have you got a system there that you could
build that.
Do you now know those lessons?
Are they entrenched in you?
You did not read this story.
I'm telling you so in 2007,.
I don't know if you rememberthat time of year, but it was
right.
After we sold our company, wegot $10 million for that
business.
We got half up front and halfon the back end In 2007 to 2009,
.
The industry crashed.
I've always had a real estatedevelopment company, and so most
(23:15):
of that money was tied up inour real estate and what felt
like overnight?
Well, I lost $10 million inassets between my real estate,
my portfolio, my businessesright and a marriage of 17 years
.
A man who said I will neverleave you.
I will never leave you.
(23:35):
We are ride or die.
Left me right.
Left me holding the bag of allthe real estate shit,
foreclosing short selling.
Right Upside down in our primaryhome, my dream home.
Upside down, dude, I had alittle mini golf course and a
guest home and a playground andpalatial pool and all of a
(23:57):
sudden, I'm sitting here goingholy shit, I'm 40 years old.
I don't, I don't have 20 yearsto rebuild this.
I don't, I don't have it in me.
I don't have the desire.
The man that I loved andtrusted and helped me build this
thing and believed in me movedto Singapore right.
My kids were empty nestingright and I felt alone and
(24:20):
isolated and I remember being onthe ground and being on my
knees praying and not a pityparty praying Walt, praying like
the, why I've been a goodsteward.
I did everything you told me todo.
I did everything my coachestold me to do.
I was frugal, I was responsible.
(24:43):
And I heard this voice in myhead and the voice said get up.
Get up, I will never leave you,I will never forsake you.
You don't need anyone else.
Get up, you know what to do.
Go tell the people.
And I'm like, excuse me, gotell the people, what do you
(25:03):
mean?
Go tell the people.
And so I call it God, you callit your higher intuition, you
call it that guiding post.
And so I started telling mystory.
I said I'm supposed to be theprofit coach I'm supposed to be,
I'm supposed to know this.
And I got hit upside the head, Igot mollywhopped, I got knocked
(25:27):
down and what I realized?
That it took me 20 years tobuild that.
But I didn't know any of it.
Right, I was a street smart,scrappy hustler and I spent 20
years in education 20 yearsgoing to classes, 20 years
learning to raise money, 20years learning finance, 20 years
(25:48):
taking business law class, 20years of going to marketing
classes.
20 years of learning, you know,not 20 for social media, but
learning everything aboutbusiness.
And so it didn't take me 20years to rebuild it, it took me
about five.
And the first thing I did lostmy ass in real estate.
And the first thing I did was Iinvested in real estate.
(26:09):
I've made millions in realestate, so I always have a real
estate development company aswell as my training and
development company andconsulting.
And so, as humbling as it was,it has you realize that what got
me there will get me to thatnext level, and I just had to
implement what I knew.
And so I put my head down and Ihad two clients.
(26:32):
I had Lisa Nichols and JohnAsroff and I said I will do for
you.
John Asroff, we did aturnaround situation in his
company, lisa Nichols, we tookher from 80,000 to 10 million
and grew their companies, and Ijust did, let me do what I did
for me for you and then realizethat there's, I have a system
for everything, Right, and whenI sold my company it was in the
(26:56):
beauty industry, so I had anon-compete there, so I could
not go back in that industry.
And what I realized is business, is business, is business.
And I was teaching at thismillionaire summit and teaching
systems and strategy.
And people would come up to meand they're like Susie, will you
be my coach?
I'm like I know nothing aboutbeing an attorney and you scare
(27:16):
me, right.
I know nothing about being agraphic designer, I know nothing
about, right, being a musician.
And they're like no, we don'tcare, we want you what you're
talking about.
So here was my genius idea.
One night I'm laying in bedbecause all these people would
come to me and I'm praying andI'm like I know what?
I'm just going to double myfees.
(27:37):
If I double my fees, they won'twant to pay that.
Dude, you know what?
I doubled my fees and they'relike okay, so where's the
contract?
I'm like holy shit, now I haveto do this.
Walt Bayliss (27:46):
That's so funny.
There's so many people thatI've heard that same story from.
It's like I doubled my fees andthe queue in front of me
doubled as well.
People suddenly went she'stwice as valuable now.
Yeah, I love it.
So, susie, wow, what anincredible story.
And to feel that on your kneesmoment and literally to reach
(28:10):
out and hear that to say get upand tell the people.
And you know you mentionedsocial media there, which is
kind of where we started ournumbers conversation With that
social media advent as that'scome in in the last few decades
and you know that being thebroadcast tool that we use today
(28:30):
to reach large groups, have youfelt the change in dynamics on
a business level, where you'reable to go live, reach 100,000
people, have you felt thedifference that's made to you as
a business owner and as a coachto be able to have that kind of
influence?
Susie Carder (28:49):
I think the most valuable part is the community,
right?
The community of knowing you'renot alone, the community of
people watching.
My um granddaughter was bornwith cerebral palsy and I I've
always been very.
My personal life has been veryprivate, I don't.
(29:10):
I.
Sometimes social media can feelnarcissistic, right, and so I
would post sometimes, I wouldpost pictures sometime.
You know my personal stuff, butfor the most part it was all
business driven, right.
I'm like let me just have alittle slice of me just to
myself.
And when my granddaughter wasborn, she almost died and she
was born three months early.
She just fit in my hand, shehad a stroke, she had brain
(29:35):
damage and I remember themputting her in the ambulance,
this little tiny baby in thislittle box, and them driving
away, and that was one of theanother on your knee moment.
I asked my community.
I said I don't, I don't ask formuch and what I'm asking for is
prayer.
What I'm asking for is thisbaby's life and I don't know
(30:00):
what to do.
But to ask my community.
And we had people from all overthe world sending me pictures
of their prayer rooms, sendingme pictures of their prayer
circle, sending me prayers forthis baby, and four years later,
these same people ride or die,give updates, and I'm so blessed
(30:24):
and thankful because now thatcommunity came into my home
Before, it was just me give,give, give right, I'm like I'm
just going to give.
I'm give content, give education, you know, get my stories tell
everything.
But now I needed something.
I've I never knew where to gobefore and now you have this
hundred thousand people sendingmy daughter videos that, oh, my
(30:46):
daughter has cerebral palsy, andhere's what we've done.
And please reach out to me ifyou need any help.
You know we do this and we dothat, and so she has had the top
doctors, she has had some ofthe world leaders reach out to
us to give us advice and cheerus on and help us, and to look
at her today.
You would never know that whereshe was was so traumatic.
(31:09):
You know we call her littlerighty arm, which is the one
that was affected in the stroke.
That's her little sexy arm,right, righty, and so every
she's in ballet, she's in soccer, she's in physical therapy,
every single day, and thiscommunity still cheering her on,
still rooting her on.
That's the power of communityat a whole.
(31:30):
Nother level.
Walt Bayliss (31:31):
Right.
I'm amazed I've interviewed somany people who have millions of
followers and quite often the,the, the communication, the
rhetoric comes around to the, tothe haters, and to the to the,
to the negative side of socialmedia.
(31:52):
I think that's the first timeI've felt the love that can come
back from that following.
That's amazing.
Susie Carder (32:01):
I think what you put out, you get back.
I don't have time for gossip, Idon't have time for haters.
Do they come in my inbox?
Sure do.
I get weird pictures and youknow we call it the sperm file,
because people just send yourandom like who thinks that's a
good idea?
I, I there's the.
Walt Bayliss (32:22):
That's the question I can never understand.
Like what?
At what point did you possiblyconceive that that would be a
good thing to anyone?
They do anyway.
Susie Carder (32:30):
But you know I always tell my girlfriends if we
go out like listen, we're notbagging on our men.
It's hard enough to be marriedand in a relationship you don't
want to bag on them.
If you can't edify them, Ican't hang out with you and I'm
not Pollyann.
But it's work to stay in ahealthy relationship.
It's work to edify your man.
It's so easy to bag on what'swrong with clients, what's wrong
with you know your kids, or youknow your husband, or husband,
(32:54):
or you know to go.
How do I, how do I give theworld the best of me and I
expect the world to give thebest back.
God gave me a gift, walt, thatI can see the greatness in you
even when you can't see it inyourself.
Like there is something when Imeet people that I see beyond
(33:20):
what you're doing today and seethis whole world around you.
And it gives me chills justtalking about it.
And to go, they'll go.
Oh my god, how do you know that?
I don't know how I know it.
I just know.
And here's what we're going todo.
And because business was hardfor me, like I'm ADHD, I'm
dyslexic, right, I'm squirrelsparkle, so I had to discipline
myself to learn systems.
I had to discipline myself fortime management or I had to
discipline myself to like how doyou work from home?
(33:42):
There was such discipline forthe drive for my family, the
drive for my children, the drivefor giving my kids a better
life than I had right, thatdrive is what kept me to go.
I've got to learn more.
I don't understand what they'resaying when they say this.
We raised a million dollars to.
I built the largest technologycompany in the beauty industry,
(34:05):
and this is back in 2000.
So think back in 2000,.
Google was just launching in2000.
2000.
So think back in 2000,.
Google was just launching in2000.
I'm in the beauty industry.
The beauty industry was notusing computers yet for their
business.
Only 50% of the market wasusing computers.
But what I saw is when I was,I'd get off a plane, I'd leave
the town.
I didn't know if you were doingthe work, I didn't know if you
(34:27):
implemented what I said.
So there was like this hole inme, like why am I doing this?
I'm away from my kids, I'm on aplane, I'm in a strange hotel
room.
So I created the largestmembership site in the beauty
industry.
Before, member sites were big.
I didn't know what it was.
I'm just like we need this hubwhere all this stuff is here and
people can go and get it whenthey need it, they can do their
(34:47):
promotions, and so, sitting inthat room, learning how to raise
money, learning how to talkabout the SEC, learning the
legalities I had to go to thatclass probably 20 times just to
understand what the security andexchange was right.
I would look at my partner like,are you getting this?
Because it was flying over myhead.
(35:08):
I felt so stupid, but I wascommitted.
I'm like I got to learn thisbecause my first website was a
half a million dollars.
It was flying over my head, Ifelt so stupid, but I was
committed.
I'm like I got to learn thisbecause my first website was a
half a million dollars.
Because there was no Square,there was no Infusionsoft, right
.
There was no WordPress.
There was none of that.
We had to build everything fromscratch, right.
And that's when you learn thatjust because they say they can
(35:30):
do it doesn't mean they can doit doesn't mean they can do it,
which is an expensive lesson.
Walt Bayliss (35:37):
Wow.
So, and I mean, you had thatvision before you knew what it
was.
Do you still forward futurecast now, susie, do you feel the
call of what's coming, like?
You know talking about and Iappreciate you for talking about
you know feeling the greatnesswithin people.
You know looking at somebodyand seeing what can be and I
(35:57):
love the fact that you said itgives you chills, it's so cool.
And then you know translatingthat into building that
technology company in the beautyindustry.
Before it, even before it was athing, it was a thing in your
mind.
Do you still have that?
Do you feel now that you havethat kind of forethought about
whoa, you should see what we'reseeing, like we've got something
bigger coming through.
Do you still have that today?
Susie Carder (36:17):
program $35,000.
And we were doing two and ahalf million dollars in the line
item on this and what I foundwas, well, people weren't doing
(36:38):
the work and they'd show up tocalls like sprinkle fairy dust.
They weren't doing the work andI'm like I'm done with this, I
don't.
I don't need your money, don'twaste your money.
In my time, I shut that programdown Now.
I didn't know what I was goingto do.
I'm like I can't do thisanymore.
I can't be their rescue.
They're not willing to do thework.
I'm not.
They're not getting the results.
Please don't tell people I'myour coach if you're not doing
the work.
Tell them I'm your coach.
(36:59):
If you're doing the work, dowhat I say.
You get the result.
And it has been the hardest twoyears to sit back and trust and
surrender.
Now, luckily, I've set up myfinances and, dude, I got to
tell you once I grew up in thatscarcity.
So it comes back.
I lost my money waiting for theother shoe to drop right, to
sit back and go.
Okay, here's my investments,here's our real estate, here's
(37:21):
my cash flow.
I still have clients.
I'm doing this.
You're okay the ledge becauseI'm used to like.
I got to have the safety net,because what if I lose my money
again?
Right, and to reinvent and tothink about what brings me joy.
Who do I want to work with?
And it was a dismantling of whatI've done.
(37:42):
It was a dismantling of gettingout of the hustle.
It was a dismantling of myshego or my ego.
Right of stop.
You're not defined by yournumbers and in business so many
times, business owner tobusiness owner we're defined by
our numbers.
Well, I'm doing 10 million.
What are you doing?
I'm doing?
You know, I'm doing 20 million,I'm doing 100 million.
Like we're throwing numbersaround, like that defines us and
(38:05):
it does to a certain extent,but it didn't.
It wasn't bringing me joy thatit's not about the money, it was
about the impact and thetransformation.
And so I sat back and said whatI love doing is building
companies and building legacies.
I love working with go-getters.
I love working with people thatknow they're good at something
(38:27):
right, they have a business,they have a proven model, but
they've taken it as far as theycan.
And let me show you what I cando with that.
That is the funnest job I'vehad.
Like I'm building a hundredmillion dollar company right now
.
And I cried when I put this plantogether, for this man cried
and then I sent it to Sam, who'smy assistant.
(38:48):
You know, you've interactedwith her and I'm like like, okay
, am I just PMSing or was thisreally moving?
She called me back.
She's like no dude, this is,this is so awesome.
We're creating a legacy, we'regoing to change the world.
And it's like, okay, good,that's the kind of work I want
to do in the world, where youknow, is it hard?
Yes.
Do I have shitty days?
(39:17):
Yes, right.
Do I love it all the time?
No.
Do clients get on my nervessometimes?
Yes.
Do I want to fire them?
Yes.
And then I go back to does thiswork make a difference in the
world?
Does this fill my life purpose?
And I want them to make a lotof money.
And I want to make a lot ofmoney.
And that's the kind of work.
And it took a long time to getreal two years, two years of
sitting, waiting for the message.
What is the message, god?
What is the message?
Journaling and going.
You know what is it?
(39:37):
What is it?
What is it?
Because I thought I was done.
I thought, okay, I'm completewith this career.
Maybe I just stay with my realestate investment and I do more
of that.
But that's not sexy, that's notfun.
That's like, okay, I'mstripping homes, building them,
selling them, okay, but it's notfun, like what we do.
Like you said, you love doingthis.
That fills your, you, you, witha sense of purpose and joy.
(39:58):
That painting a house can't dofor me anyway.
It could do for other people,but it doesn't do for me.
Walt Bayliss (40:05):
Wow.
So now you're uh, where are youon that journey, like in terms
of of building that a hundredmillion dollar company creating
legacy, creating legacy,creating incredible
transformation for people?
We're in radical action.
Susie Carder (40:17):
We just did a brand rehaul, right?
Lead rehaul.
You know new lead gens, justkind of looking at the whole
piece.
Less is more and I've alwayssaid that right.
I want quality of leads, notquantity.
I don't want a thousand, I wanta hundred, right.
So you give me 50 qualifiedpeople, we can close a million
(40:38):
dollars.
You don't need thousands ofpeople and 10,000 people.
It's finding the right peoplewho are ready for you and
sometimes, as entrepreneurs andbusiness owners, you just keep
collecting these customers, likethat means something when they
go.
I have a you know 250,000people in my database, yeah, but
nobody's opening their emails,nobody's engaging, nobody's
(40:58):
reading your emails, nobody'slooking at your stuff.
So do you really have that togo?
What do we need to do to raisethe vibration and raise the
level of service?
Right, come with that serviceheart.
Who wrote that book years agocalled Do what you Love and the
Money Will Come?
I think that's always been.
I don't remember their name andI apologize.
We can look it up later.
(41:19):
But when I think about thatbook, I think about I've always
been blessed to do what I love,even back in the day of being a
hairdresser.
I was good at it, right.
It was fun for me.
I was good at it, right, it wasfun for me.
It never felt like work.
This is fun for me.
It doesn't feel like work.
Building out a $100 millionplan doesn't feel like work.
It's creation and invention.
And then to see it come tofruition, right, and to see if I
(41:42):
can see something in you, walt,that you didn't even think of.
Like I didn't even know that, Ididn't even know that I wanted
to do that.
Like, how do you monetize that?
My clients gave me the name theprofit coach.
I didn't give it to myselfbecause I was, you know,
strategic development.
And they're like that's notwhat you do.
Like they pooh-poohed it, thatis not what you do.
(42:03):
Ew, no.
And I'm like well, what do I do?
They're like you're the money,you're the profit coach, that's
what you need to call yourself.
And I'm like okay, I'll be theprofit coach.
Sure, that sounds fun.
Walt Bayliss (42:16):
You know I was going to ask you, susie, but you
answered already.
I was going to ask you are youhaving fun?
And you're having fun, you'redoing the work, but you're just,
you're having fun as you'redoing.
That Is that message.
Is it easier?
I was going to it's not theright question I was going to
ask you.
Is it easier than when you werehustling and the grind and the
(42:37):
grit that we talked about before?
It just feels like it's adifferent level of grit.
It's just playing that samegame but at the championship
level, and it looks like you'rehaving fun.
Susie Carder (42:47):
Oh, my God, I have an amazing life.
I really do Like I'm.
If it's not fun, why are youdoing it?
My first book was calledpassion, right, and in that book
I talked about Bill.
It's this, you know, sameconcept building a business, and
building it back at that timewas a quarter of a million
dollar business to a milliondollar salon, right, and it was
the roadmap of everything that Idid.
(43:09):
And so I I had fun, even when Iwas scared to death to speak.
Dude, I was in the bathroomthrowing up, nauseous, but on
the other side it was euphoriaOn the other side, to go through
that fear, to go through thatself-doubt, to go through that
looking good, to go through likeam I good enough?
And then, on the other side,four people came to me.
(43:31):
I must have been good enough,right, that was fun.
And so my eternal path iscuriosity, right, I'm curious, I
love to learn, I love to figureout new ways to do it.
Like, right now, in this season, I'm a Gigi that's.
You know the grandma word, butdon't call me grandma because,
no, that's not good, right.
But now I get to learn how todo that.
(43:52):
Like how do I serve my childrenwhile they're being parents.
And how do I, how do I havethis relationship that I didn't
have growing up to?
It's so magical and amazing.
And you know I've hard days.
I cry Right.
I'm like, why am I doing whatI'm doing?
Or you know something goeswrong, or you know, or sales are
(44:16):
tight, or that still happens.
Right, it doesn't matter ifyou're doing a million or a
hundred million, you're justmanaging more zeros.
If you're managing a hundredmillion dollars, that's a lot
more zeros.
You might cry a little harder.
But if someone's doing ahundred grand, you're still
managing zeros and it's justhard.
So I'm going to choose my hardright To go.
Well, let's go play a biggergame, right?
(44:38):
Where are the people?
And there are people out therethat want you, not me.
They don't want Walt, they wantyou, they want your message,
your uniqueness.
But you got to get out therebelly to belly.
You got to network, you got toput yourself out there.
I learned early on.
You got to show up and show outand be consistent.
(44:58):
Show up and show out and beconsistent.
That's all social media is.
Is don't you know?
Hit and go, show up, beconsistent, give, serve.
And you look at your stats.
Look at your numbers.
You know the numbers tell thestory.
That's why I love.
I always say math is money andmoney is fun.
Nobody likes to do the math,but we always like the benefit
of what math gives us or whatthe money gives us.
And so those everything that wedo in business boils back down
(45:23):
to some kind of mathematicalequation how many qualified
leads do I need in my businessto hit my revenue goal?
Not how many leads.
How many qualified leads?
And do you suck at sales?
Are you good at sales?
If you suck at sales, then weneed more leads.
And what are those numbers?
So you're just thinking, oh, Ineed 10 clients, I need 10 leads
.
No, you don't.
You need 100, right.
(45:44):
And if you suck at sales, youneed 200.
And if you're really bad, youneed 500.
So, and especially looking atprice point.
So it's important to go findsomeone that can speak your
language, right, I have theentrepreneur language, my book
Power your Profit.
It was published by SimonSchuster and it's the journey of
building a business frombootstrap to big time.
(46:06):
From trying to figure it out,how am I going to buy this?
50 cents went to me, 50 centswent to my business and
sometimes none went to me and itall went to the business.
Right, because that'sentrepreneurship.
But when I was coming up,nobody was telling me that when
I was coming up there weren't alot of women trainers, there
weren't a lot of women out onthe platform.
(46:27):
It's much better now, but youstill see platforms where we're
not being, we're not puttingourself out there.
I don't think it's men aren'tchoosing us or it's a sexist
thing.
We're not putting ourself outthere.
I don't think it's men aren'tchoosing us or it's a sexist
thing.
We're not putting ourself outthere.
I have a responsibility to mychildren and my grandchildren
and other women to put myselfout there and tell the truth.
This isn't fun all the time youare gone from your family.
(46:48):
I wrote a post about socialmedia today that when my kids
were little I don't remember alot of things.
I have pictures but I don'tremember because I wasn't
present.
Now I can be present with mygrandchildren because I'm in a
different season, but whenyou're in that hustle you can't
beat yourself up because youweren't.
I was there physically, but notmentally, because I was stressed
(47:09):
out.
I was trying to figure out.
First I didn't know what I wasdoing.
I had to figure out how I wasdoing and then figuring out how
to be a mom, and then figuringout how to do a budget and
figuring out, you know, justlike in this, like swirl of
learning, and the tenacity ofthe accomplishment is what kept
me going, even when I had thosemonths that I didn't get paid
right.
I mean, one year we lived offour credit card.
(47:31):
That's just what you do as abusiness owner you go okay.
I guess this is going on thecard today, yeah.
Walt Bayliss (47:38):
And then you get to living in a mountain home
watching the salmon come up inthe stream and, you know, do
another bear cam as we'retalking before we hit record.
Susie, I just love the messageand, you know, as an
entrepreneur, as a father of twogirls myself, I genuinely want
to say thank you, thank you forputting that message out there,
thank you for being you, thankyou for using the microphone in
(48:01):
a way that challenges people,inspires people, helps them see
the better side of themselves.
I appreciate it.
Susie Carder (48:09):
You're welcome and I believe that we started this
in the beginning.
It's my assignment.
I didn't always know how to domy assignment, but I was
obedient to my assignment and myassignment is to make the world
a better place for other womenthat come before me and come
after me Like I want yourdaughter standing on my shoulder
, so they'll go throughsomething else, but they won't
(48:30):
go through what I went through.
And my daughters they'll gothrough something else.
They won't have to go throughwhat I went through.
And for you, as a dad, changingthe trajectory of who your
father was to who you are rightthat's monumental Is to go.
I'm not the same man, but I'lluse those lessons that he taught
me to be a better dad and notthat anything was wrong with him
, but to go.
(48:50):
Oh, that's, I believe, ourpurpose.
And then, if we can monetizethat, that's just fun, because
math is money and money is fun.
Walt Bayliss (49:00):
That's where it kicks in.
That's where it kicks in.
So, guys, susie Karner is oneof the world's leading profit
coaches.
She is the profit coach and, asyou can hear, she's taken
businesses from nothing tosomething and, as an influencer,
developing a community that'ssending back love, I just feel
is something that's unique andrare, and I'd love for you guys
(49:23):
to show Susie some love.
Get over there and get involvedso you can follow along
susiecartercom, which is hermain website.
She talks about her speakingcareer and her journey.
If you're a business owner, oryou want to be, or you're
looking to grow from where youare.
She also has a business healthassessment that is free for
anybody to go through.
So that is again, suzycartercomforward slash BHA, that's
(49:47):
business health assessment, andall caps.
We'll make sure that that linkis in the show notes.
Not only that jump across andfollow Susie on Instagram.
I find your posts there super,leading, inspirational, really,
really great, and Facebook, ofcourse, being the main platform
where you are creating thatcommunity.
Susie, again, from myselfpersonally, from our listeners,
(50:08):
thank you for being you, thankyou for coming and sharing your
journey.
It's absolutely incredible,it's massive, and I just can't
wait to see where we'll find youon the horizon coming up.
I love the time.
Thank you so much.
Susie Carder (50:20):
Thank you so much, sean, I appreciate you.
Today's episode of the Influencer Empires podcast
is brought to you by the EmpireProgram with White Label Suite
powering our influencers andbuilding their empires.
Ladies and gentlemen, thank youso much for joining me here on
the show Today.
We have somebody who willinspire you, drive your profits
further and show you theleadership qualities that you
need to be able to bring yourbusiness to the next level.
(00:22):
She is a self-made millionairethe profit coach.
She's also the best-sellingauthor of Power your Profits,
available on Amazon.
She turned her own business,where she was struggling, into
no less than three multi-milliondollar exits, including an
eight-figure exit.
She's also built more than 10multi-million dollar companies,
(00:44):
all while being a mother andbuilding up an incredible track
record.
She has no less than 120,000followers on Facebook, more than
20,000 followers on Instagramand LinkedIn as well.
She is Dr Susie Cardner, beingfeatured on the Wall Street
Journal, the New York Times, theHuffington Post and now, of
(01:04):
course, here for our InfluencerEmpires podcast.
Susie, thank you so much forspending the time with us.
We really appreciate it.
Susie Carder (01:10):
First of all, thank you.
Thank you for what you guys aredoing.
You guys are leaders, moversand shakers, and I'm honored to
play and honored to contribute,because this is my jam.
I know it's yours, it's minetoo.
Walt Bayliss (01:21):
I love it so cool.
We're getting out there andtalking to people about their
business and helping them growall the way through.
Now, susie, when I say thosenumbers, 120,000 people follow
you on Facebook.
Meaning when you're postingsomething there, over 100,000
people are saying wow, what's up, susie, and they're following
along with you.
How does that feel for you as amom who's a self-made
(01:42):
millionaire, somebody who'sbeaten the path and created that
, coming all the way throughbeing a mother leading with
family first?
How does it make you feel thatover 100,000 people will hear
what you have to say today?
Susie Carder (01:56):
I think it's my assignment right.
Well, it's not about my ego ormy she go.
I believe that my gift from Godis my life.
My gift back to God is what doI do with my life?
So for me, it's my God givenassignment to teach people what
I had to learn the hard way.
And in every challenge,obstacle, bloody knees, bloody
(02:18):
elbows, skin face I get presentto what am I learning?
What am I learning?
What am I learning?
So I don't stay in my pityparty God knows I have pity
parties but for me it's.
I just want to make a biggercontribution.
I've traveled all over the worldand there was a time in my
career where I just felt like Iwas on one plane after another,
after another, before socialmedia, and you're like am I
making a difference?
(02:38):
I mean, I don't know, arepeople doing?
They bought product.
But you're like, what are youdoing?
And so for me it's a way togauge is the message impactful?
Are we on the right track?
You know, it really is my ownfocus group, this little nucleus
of people, and it's allowed meto grow.
It's allowed me to grow withreferrals.
(02:59):
You know, just you and I metfrom a referral of someone else
saying oh my God, you got tomeet Walt and oh my God, you got
to meet Susie.
And that's power, right,because we instantly got on the
phone, instantly connected, andso it's a faster way to really
find those people that you'relooking for.
And while you know as much as Iknow, there's lots of charlatans
in our industry and they go.
Let's find the real deal, andso that's why I'm proud to just
(03:21):
share.
Here's the journey let's, let'stalk about it, because I think
so many times experts,influencers, they teach from
their mountaintop.
Well, you know what?
I've learned more in my valley,I've learned more when I have
failed.
And I'll talk about themountaintop because you need to
know, like the, theacknowledgments that you gave me
in the beginning, but I don'tlive off my past, I live off?
(03:44):
what am I creating in my future?
What am I creating for mycommunity?
What am I creating for mychildren?
What legacy am I leaving behind?
How am I teaching them to bemore powerful women and make a
difference in the world versuslet's get a job right?
Each of them do somethingspectacular in their line of
work and I believe it's becauseI drug them along right.
Before I had money, they cameto events, right, they came to.
(04:10):
They would sit in the back ofthe room and hold up time cards
and you know they used to packall my product and stuff the
cassettes.
This is how old I am, walt.
I had cassettes.
Walt Bayliss (04:18):
I grew up listening to them, so I'm with
you on it.
Wow, that's amazing.
So, susie, you're talking aboutbefore you had money and just
before we hit record.
We're talking about lifestyleand incredible places in the
world Before you had money.
The struggle, the journey upthat mountainside.
When did you realize that thiswas something that was in your
(04:41):
control?
Susie Carder (04:46):
So I'm going to go a little deep first.
So, was it a marriage right?
My kid's dad?
It was a very abusive marriage.
I grew up in an abusive home soI saw my mom getting her ass
kicked right.
Love meant yelling, screaming,hitting.
That's what love meant to me.
So what did I do?
I duplicated that pattern and Iremember Walt.
I just had my second baby andshe was six months old and I'm
(05:09):
like I can't.
What am I teaching my children?
What am I teaching my daughters?
I learned it from my mother andI'm repeating the pattern.
And you're looking at thesebabies a six month old and 18
month old.
I have to be my own rescue.
I have to stand up for myselfNow.
I was working as a hairdresserin the salon.
I went back to work two weeksafter I had my baby.
(05:30):
You know, I had that hustle.
I got to get out.
I didn't know how I was goingto do it, I just knew I had to
do it.
So I became my own rescue and Iwas talking to my daughter
about it the other day.
I'm like girl, I don't know howI did it, but when all options
are off the table and you've gotto make money right, you got to
figure out how to do it.
That's how I started speaking.
(05:51):
I was like I got to find 10women who can afford my services
.
So I went into Hewlett Packard,sold myself.
Don't know how I sold myself.
I was not a speaker.
Did you know?
I'm charismatic, I'm fun, I'mfunny, or I thought I was.
I looked back at a video of thatand I was horrible.
But I got five customers thatday right.
Five customers at theirlifetime value was $4,000 each.
(06:13):
That was a good day and I'mlike how do I do more of this?
How do I build that?
Cause?
It was quicker, faster.
I didn't have a marketingbudget, I didn't have an
advertising budget.
I was going to networkinggroups.
I was, you know, I was on thehustle, and so sometimes man's
rejection is God's protectionright.
Sometimes, when you're in yourvalley and you've got to make
(06:35):
choices, I think I see so manyentrepreneurs have the back door
right.
They're doing the double dutchlike, well, I'm building a
business, but I have this job,or I'm in this relationship, I
want to get out, or, you know, Idon't have to work as hard as I
want to work Because we have aback door, we have this safety
net.
Well, I had no safety net.
My family didn't help me.
My family disowned me because Imarried the man, which should
(06:57):
have been my first clue Right,but I I didn't have anyone to
support me, so I had to rely onme.
As hard as that was, thatallowed me to be able to take on
anything right, I was ignoranceon fire my friend I'm out of
plan.
I just had that desire, thathunger, and I had to pay tuition
(07:19):
, I had to buy, you know, schoolclothes, I had to buy groceries
.
I had to.
You know, it was lean and mean,but we were happier.
You know, I believe that mytrajectory of my life and my
children's life is foreverdifferent because I made that
stand for myself, but it wasreally for my children, for my
daughters.
Walt Bayliss (07:37):
So we never passed .
Wow, did you ever feel, did youever feel like you were broken
in that scenario?
Susie Carder (07:46):
Oh my gosh, I've spent years in therapy right
Years just trying to uncover thepattern, just trying to.
Why did I make these choicesright?
And then you find yourselfthere again.
Not nearly as bad, right, I gotbetter, but my picker was
definitely off there for severalyears of choosing relationships
that were not healthy for me,whether that was work
(08:07):
relationship, business partnerrelationships, it wasn't just
intimate relationships.
I had no context of what ahealthy relationship was.
So I started personaldevelopment.
I started with therapy, then Istarted going to classes, then I
met Barbara DeAngelis and thenI started volunteering on her
staff to really fall in lovewith myself and heal my inner
child.
(08:28):
And all this process whilebuilding a business, raising
these two daughters right,wanting to do it differently
than my parents did right,wanting to be a mom that I
didn't even know how to be.
My mom left when I was five andnever came back right, so I
didn't have a mom.
And so how do you be a mom whenyou don't have that role model?
(08:48):
How do you do thingsdifferently?
The only way I knew how to dothings differently was because
how I was treated as a child, asthat experience that I had as a
child and went I'm not going todo that.
Not going to do that and thenlater on and discern to if I'm
not going to do that, then whoam I going to be?
Who am I going to be as a woman?
(09:09):
Who am I going to be as amother?
Who am I going to be as abusiness person?
You know what are my valuesintegrity, communication,
honesty, passion, love.
Those are my values, and tomake decisions based on my
values versus based on my ego orbased on you know an outcome,
yes.
(09:31):
I have outcomes but am I livingcongruently with who?
I say that I am in the worldand I'm not perfect, right, I
still fall down, I still makemistakes.
Integrity is like dirty laundryI can clean it up all day long
and I can say one thing to youthat might offend you, and if
you don't come back and say, hey, that that was offensive, I
wouldn't know my integrity isout.
But then there's times you knowyour integrity is out, right,
you're not being in compliancewith your health and well-being.
(09:52):
You're not being in compliancewith your relationship.
You're waiting for somebodyelse to do something.
You're not being in compliancewith your business.
You know you need to be onsales calls.
You know you need to invest inyour business.
You know you need to buy toolsto grow your business.
It's not sprinkle fairy dustand doesn't magically happen,
and so I think it's importantfor you to go.
What are my guiding principlesin my personal life?
(10:12):
Right, I have guidingprinciples in every area of my
life in my health, in myeducation, in my intelligence,
in my relationships, in myfamily, in my intimate
relationships, in my wealthcycle, so that I don't get lost.
It's so easy to get lost in thenoise.
(10:33):
It's so easy to get, you know,pulled, if you will, by some
sparkle, you know squirrel it is.
For me anyway, it's like oh myGod, let's go do that new fun
thing.
No, no, no, it's out of myvalue structure.
What's that legacy I want toleave behind?
And you know, we grew up notwealthy at all, we were poor.
There was nine kids Bobby,ronnie, stevie, Terry, joni,
(10:55):
shelly, susie, kelly, debbie.
So nine kids, right, 11 of usin a household, 1200 square feet
, and we had to hustle foreverything that we did and that
taught me how to be.
I started, I started a businessat 10 years old.
I was always selling somethingmaking cookies, selling them,
right, avon, selling it.
You know what else you got tosell.
(11:16):
I'm going to sell it.
Clean your house, clean youryard, do the windows, do
whatever Cause in our householdit was if you want something, go
work for it.
I'm like all right, I'm gonnago get a job.
That entrepreneur journeystarted really young and I thank
my dad for that right.
And he's like see, you can havewhatever you want, just go get
a job, just go work.
The challenge has been go workhard, right, just go work hard.
(11:38):
Go work hard and it'll all workout.
That's probably been thebiggest life lesson of I can
have whatever I want and I don'thave to kill myself.
Walt Bayliss (11:45):
Yeah, that's a huge revelation.
How many of the other brothersand sisters have succeeded, like
you know, really made it.
Susie Carder (11:54):
Well, they're all successful in their own right.
No one has the kind of successI do.
But when I look at that, manykids, right, no one's on drugs,
no one went to jail.
They're all responsible,committed, great family.
You know moms and dads and youknow we're a little disjointed.
We're not the closest family.
(12:15):
I'm definitely the black sheepand they don't get me on my
dad's deathbed.
I just sold my company foreight figures, right, and I'm in
the.
I'm proud, right, I'm like I'mall proud.
And he's like well, sue, what?
Why did they pay you all thatmoney?
Wow, damn, wow Damn, and I'mlike oh, like, sometimes you
can't get out of the mold theyput you in, right.
(12:37):
Because, I was what's that?
Have you forgiven him for that?
Absolutely yeah.
He knew what he knew Like.
He had an eighth gradeeducation.
He raised nine kids.
He provided for us.
He had no debt.
When he died, he owned his ownhome.
All of us were successful intheir own right.
(12:59):
Yeah, Right.
So he raised these responsiblekids.
And so when you sit back and go, he can't even fathom the
concept of who I was in theworld.
Like why are people paying youto talk?
What are you talking about?
You know, our parents don'tknow, our family don't know, and
I quit trying to show them.
Right, I'm just.
(13:19):
When I show up at a familyevent, I'm just Susie, yeah.
I am everything else Like youknow who cares.
I've, over the years, havetried to go, but you, you know
who cares.
Walt Bayliss (13:32):
I've, over the years, have tried to go, but
don't, you don't know what I do,they don't care.
Right, you're just susie.
Yeah, my mother, my mother saidto me when I got I landed a
six-figure job when I was 22 andshe said what could you
possibly do to be worth thatmuch money?
It's, it's such.
It's so amazing to hear.
But it's also amazing to hearthat they don't care what you do
.
Like.
Family is a different, adifferent breed breed there.
So, susie, you, you're, you'reout selling cookies.
(13:52):
You're 10 years old, um, you're, you're going to get a job to
to build stuff out, to makethings happen for yourself.
Um, when did you go from being,uh, an employee to an empire
builder?
Susie Carder (14:06):
So it was when I um was in the salon industry.
So, as that industry, theaverage hairdresser makes about
$30,000 a year.
So I was making $250,000 a yearand Paul Mitchell and I was
doing that in three and a halfdays a week.
And Paul Mitchell said what areyou doing?
Because you know you're withyour.
Those are sales reps and youknow I would tell them what I'm
(14:27):
doing and would see me beingbusy and they'd have to make an
appointment with me.
They couldn't just show up.
I'm like I am with a client andso they're like you need to go
into other salons and spas andteach them this.
I'm like I don't know how toteach this.
They're like, oh no, we'll helpyou.
So I went in and started servingmy community, find what the
market needs and serve thatcommunity.
(14:48):
I didn't know how to make it abusiness.
I didn't know how to set up aspeaking business.
I was just saying, hey, walt,let me show you.
I do this referral program.
I use a script and this is howI upsell.
I look at my average ticket, Ilook at my transaction value, I
look at you know, are they usingthe products and services?
And from there then peoplewould say, oh my God, susie, I
(15:10):
love what you're talking about.
Do you have a book?
I'm like, no, I don't have abook, I'm a hairdresser.
And they're like, oh my God, ifyou had a book, we would buy a
book.
Well, this is 1995, right?
So I'm aging myself.
So I'm like, okay, I'll write abook.
The publisher that was in thatindustry rejected the book and
I'm like well, everybody saidthey're going to buy it.
(15:31):
I didn't know how to do a bookproposal, I didn't know how to
pitch it.
I had a one page and saidhere's what I want to do.
And I didn't have a followingor a brand.
I just I'm like, these peoplein these salons say they'll buy
it.
And they're like, yeah, no.
So I'm like, well, you knowwhat?
(15:55):
Fine, I'm used to rejection,I'm used to hard life, I'm used
to being scrappy.
I'm going to start my ownpublishing company.
So while I started my ownpublishing company, published my
own book, published nine otherbooks under that brand, right,
audios, books, all under thatpublishing company.
And here's what I'll say Fastforward 20 years.
That publishing company thatrejected me was the same
publishing company that boughtme all those years later.
And when I realized that I wassitting in the jacuzzi with my
(16:16):
husband and we're drinkingcoffee and I'm like, oh my God,
they rejected me.
Oh my God, this is the best dayever.
Like it just was.
So I was so disconnected toit's like whatever, move on, you
get rejected, do somethingdifferent, start a publishing
company, you know so you turnedno into a multi-figure success
(16:36):
and you know, closing that loopwith it.
Walt Bayliss (16:38):
That that is amazing.
They said no to you for a tinydrop in the bucket opportunity
and yet so you blew it up.
They came back and said youknow, here's a much, much, much
bigger check.
Wow, that's amazing, susie.
So I just want to get into the,into the growth, for a second
Cause.
I know that, as you are known asthe profit coach, so your, your
(16:59):
life these days is is workingwith business owners, helping
them unlock their profits andhelping them grow and scale and
do all those cool and amazingthings.
When, when you're talking aboutyour own journey, there's a
heck of a lot of grit.
That I'm feeling and in fact,as I'm doing my research on you,
you attributed a lot of yoursuccess to grit, as in just keep
(17:20):
going, get it done, don't quit,make it happen and I can feel
that coming back from you.
So you don't go from being ahairdresser whose average salary
is $30,000 to being a salonowner who's pulling in $250,000.
You don't do that in one leap.
Was there a conscious move fromyou to go from a single
(17:41):
operator to a business, or didyou just kind of accidentally
fall into that?
Susie Carder (17:47):
No.
So I did $250,000 as still asingle operator I was an
independent contractor, so thatwasn't.
I didn't own the salon at thattime.
So then I bought a salon and wewere one of the first salons to
hit that million dollar mark,right?
So what I realized at that 250is I was making a lot of money
but I had no money.
And I had a horrendous caraccident.
(18:09):
I got ran over by a duallytruck and hit straight on.
He just ran over me so I brokemy leg, bruised my ribs and
literally was out of work fortwo weeks.
In that two weeks, walt, Ididn't know how I was going to
feed my kids.
I was living paycheck topaycheck, right.
I had some money in my saferight.
You always got the papa don'tknow money, yeah right.
(18:30):
I had some money in my saferight.
You always got the papa don'tknow money, yeah, right, but not
enough for rent.
I'm like I have to go back towork.
And that was very eye-openingfor me Because again, I didn't
have family to support me.
My dad was like you're 18,you're out, right.
My little ass said I'm 17.
I'm almost 18.
I'm moving out.
Never looked back, right.
(18:51):
So I didn't have the kind ofsupport that and I didn't create
that support the people in thesalon, my teammates but I didn't
have anyone to help me and Isaid I need to understand this.
It makes no sense that I make aquarter of a million dollars a
year and I have no savings, Ihave no cushion and I'm spending
it.
But when you don't ever havemoney, you have to go through
(19:13):
that stage.
I believe.
Right, I had the nice cars, Ihad the nice bags, I had the
nice condo, I had the nice.
I didn't own that condo, buteverything looked good on the
outside.
But at the end of the day I hadnothing.
And look, I was so bad.
Well, this is embarrassing tosay, but you got to hear if I,
if I can do this, you can do it.
I was so bad at my financesthat I had to, when I was trying
(19:38):
to balance my checkbook, closethat checkbook and open a new
checking account because I couldnot balance it.
And it was such a cluster.
And I went into the bank and mybanker said Susie, what are you
doing?
And I'm like I can't balance it.
He goes well, let's get youQuickBooks.
Well, what's QuickBooks right?
And he's like oh, my God, thiswill be a game changer for you.
So I think, because myvulnerability and I just like I
(19:59):
don't know what to do andthey're seeing the money go
through as a small businessowner.
You know right now only 5% ofsmall businesses do a quarter of
a million dollars right now inthis economy.
So back then, honey, back then.
I'm so old, I'm seasoned, I'mnot old and I'm spicy.
Well, I will say that yeahabsolutely.
(20:20):
So you know, my banker helped meget set up.
One of my clients was an adminperson.
She helped me document stuff.
And I'm just I'm a lifelongstudent.
I love to learn.
I didn't like traditionalschool.
I didn't give this DR thetraditional way.
Let me just say that out loud.
I got my doctorate two yearsago.
Because I'm a lifelong learner,I said this is one thing that
(20:44):
I've not done yet.
I really want this for me, notfor anybody else.
And you know, business it's agame, right?
You have to have a book ifyou're going to work in this
industry, because a book givesyou credibility.
It has to be a bestseller andit has to be a real book.
Can't be those fake books,right.
It can't be some pamphlet andthe book.
You may not make a million fromthe book, but you will make
(21:06):
millions because of the book,right.
And so when I look at all mywork and look at backend sales
and look at how do you buildthis, it was the intuitiveness.
And then it was the who canhelp me with this?
Right?
Oh, there's Walt.
And then I would be humbleenough to go.
I'm really good at this, walt,but I don't know how to do this.
How can you help me?
I've always invested in coaches.
I've always invested in mentors.
(21:28):
My first, when I was anindependent contractor, I wrote
a business plan with a coach.
Right, I didn't know what thatmeant.
Right Again, I was a highschool graduate.
And so, putting that plantogether to look at my ideal
client and what people wouldspend and not spend, then I just
saw the bigger picture.
And then, when I was workingwith Paul Mitchell, people said,
(21:50):
can you do this for me?
I'm like, yeah, why?
Yeah, let's do it.
So I didn't go.
I want to be a coach, I want tobe a speaker.
It became of a need, like Iwanted to be.
I was a speaker because Ineeded to feed my children.
In all honesty, transparency, Ineeded clients today, not two
weeks from now.
Not go to a networking groupand hope that you come see me.
It was like tonight I got tofeed my children.
(22:12):
So how can I do this?
Right?
So that grit that you hear isthe reality of not having.
Right and going.
I'll make this work and I think, growing up without having, I
didn't like.
I think of my children andtheir expectation and their
privilege that they have that Ididn't have Now.
I wanted to give them thatprivilege, but I also made them
(22:34):
earn their money too, though.
Well, I will say that I passedthat one down.
You're going to earn the moneytoday.
I'm not giving you any money.
Walt Bayliss (22:41):
Nice, give them the grit that they need as well.
So, susie, if you lost it alltoday, could you start again?
Susie Carder (22:52):
Have you got a system there that you could
build that.
Do you now know those lessons?
Are they entrenched in you?
You did not read this story.
I'm telling you so in 2007,.
I don't know if you rememberthat time of year, but it was
right.
After we sold our company, wegot $10 million for that
business.
We got half up front and halfon the back end In 2007 to 2009,
.
The industry crashed.
I've always had a real estatedevelopment company, and so most
(23:15):
of that money was tied up inour real estate and what felt
like overnight?
Well, I lost $10 million inassets between my real estate,
my portfolio, my businessesright and a marriage of 17 years
.
A man who said I will neverleave you.
I will never leave you.
(23:35):
We are ride or die.
Left me right.
Left me holding the bag of allthe real estate shit,
foreclosing short selling.
Right Upside down in our primaryhome, my dream home.
Upside down, dude, I had alittle mini golf course and a
guest home and a playground andpalatial pool and all of a
(23:57):
sudden, I'm sitting here goingholy shit, I'm 40 years old.
I don't, I don't have 20 yearsto rebuild this.
I don't, I don't have it in me.
I don't have the desire.
The man that I loved andtrusted and helped me build this
thing and believed in me movedto Singapore right.
My kids were empty nestingright and I felt alone and
(24:20):
isolated and I remember being onthe ground and being on my
knees praying and not a pityparty praying Walt, praying like
the, why I've been a goodsteward.
I did everything you told me todo.
I did everything my coachestold me to do.
I was frugal, I was responsible.
(24:43):
And I heard this voice in myhead and the voice said get up.
Get up, I will never leave you,I will never forsake you.
You don't need anyone else.
Get up, you know what to do.
Go tell the people.
And I'm like, excuse me, gotell the people, what do you
(25:03):
mean?
Go tell the people.
And so I call it God, you callit your higher intuition, you
call it that guiding post.
And so I started telling mystory.
I said I'm supposed to be theprofit coach I'm supposed to be,
I'm supposed to know this.
And I got hit upside the head, Igot mollywhopped, I got knocked
(25:27):
down and what I realized?
That it took me 20 years tobuild that.
But I didn't know any of it.
Right, I was a street smart,scrappy hustler and I spent 20
years in education 20 yearsgoing to classes, 20 years
learning to raise money, 20years learning finance, 20 years
(25:48):
taking business law class, 20years of going to marketing
classes.
20 years of learning, you know,not 20 for social media, but
learning everything aboutbusiness.
And so it didn't take me 20years to rebuild it, it took me
about five.
And the first thing I did lostmy ass in real estate.
And the first thing I did was Iinvested in real estate.
(26:09):
I've made millions in realestate, so I always have a real
estate development company aswell as my training and
development company andconsulting.
And so, as humbling as it was,it has you realize that what got
me there will get me to thatnext level, and I just had to
implement what I knew.
And so I put my head down and Ihad two clients.
(26:32):
I had Lisa Nichols and JohnAsroff and I said I will do for
you.
John Asroff, we did aturnaround situation in his
company, lisa Nichols, we tookher from 80,000 to 10 million
and grew their companies, and Ijust did, let me do what I did
for me for you and then realizethat there's, I have a system
for everything, Right, and whenI sold my company it was in the
(26:56):
beauty industry, so I had anon-compete there, so I could
not go back in that industry.
And what I realized is business, is business, is business.
And I was teaching at thismillionaire summit and teaching
systems and strategy.
And people would come up to meand they're like Susie, will you
be my coach?
I'm like I know nothing aboutbeing an attorney and you scare
(27:16):
me, right.
I know nothing about being agraphic designer, I know nothing
about, right, being a musician.
And they're like no, we don'tcare, we want you what you're
talking about.
So here was my genius idea.
One night I'm laying in bedbecause all these people would
come to me and I'm praying andI'm like I know what?
I'm just going to double myfees.
(27:37):
If I double my fees, they won'twant to pay that.
Dude, you know what?
I doubled my fees and they'relike okay, so where's the
contract?
I'm like holy shit, now I haveto do this.
Walt Bayliss (27:46):
That's so funny.
There's so many people thatI've heard that same story from.
It's like I doubled my fees andthe queue in front of me
doubled as well.
People suddenly went she'stwice as valuable now.
Yeah, I love it.
So, susie, wow, what anincredible story.
And to feel that on your kneesmoment and literally to reach
(28:10):
out and hear that to say get upand tell the people.
And you know you mentionedsocial media there, which is
kind of where we started ournumbers conversation With that
social media advent as that'scome in in the last few decades
and you know that being thebroadcast tool that we use today
(28:30):
to reach large groups, have youfelt the change in dynamics on
a business level, where you'reable to go live, reach 100,000
people, have you felt thedifference that's made to you as
a business owner and as a coachto be able to have that kind of
influence?
Susie Carder (28:49):
I think the most valuable part is the community,
right?
The community of knowing you'renot alone, the community of
people watching.
My um granddaughter was bornwith cerebral palsy and I I've
always been very.
My personal life has been veryprivate, I don't.
(29:10):
I.
Sometimes social media can feelnarcissistic, right, and so I
would post sometimes, I wouldpost pictures sometime.
You know my personal stuff, butfor the most part it was all
business driven, right.
I'm like let me just have alittle slice of me just to
myself.
And when my granddaughter wasborn, she almost died and she
was born three months early.
She just fit in my hand, shehad a stroke, she had brain
(29:35):
damage and I remember themputting her in the ambulance,
this little tiny baby in thislittle box, and them driving
away, and that was one of theanother on your knee moment.
I asked my community.
I said I don't, I don't ask formuch and what I'm asking for is
prayer.
What I'm asking for is thisbaby's life and I don't know
(30:00):
what to do.
But to ask my community.
And we had people from all overthe world sending me pictures
of their prayer rooms, sendingme pictures of their prayer
circle, sending me prayers forthis baby, and four years later,
these same people ride or die,give updates, and I'm so blessed
(30:24):
and thankful because now thatcommunity came into my home
Before, it was just me give,give, give right, I'm like I'm
just going to give.
I'm give content, give education, you know, get my stories tell
everything.
But now I needed something.
I've I never knew where to gobefore and now you have this
hundred thousand people sendingmy daughter videos that, oh, my
(30:46):
daughter has cerebral palsy, andhere's what we've done.
And please reach out to me ifyou need any help.
You know we do this and we dothat, and so she has had the top
doctors, she has had some ofthe world leaders reach out to
us to give us advice and cheerus on and help us, and to look
at her today.
You would never know that whereshe was was so traumatic.
(31:09):
You know we call her littlerighty arm, which is the one
that was affected in the stroke.
That's her little sexy arm,right, righty, and so every
she's in ballet, she's in soccer, she's in physical therapy,
every single day, and thiscommunity still cheering her on,
still rooting her on.
That's the power of communityat a whole.
(31:30):
Nother level.
Walt Bayliss (31:31):
Right.
I'm amazed I've interviewed somany people who have millions of
followers and quite often the,the, the communication, the
rhetoric comes around to the, tothe haters, and to the to the,
to the negative side of socialmedia.
(31:52):
I think that's the first timeI've felt the love that can come
back from that following.
That's amazing.
Susie Carder (32:01):
I think what you put out, you get back.
I don't have time for gossip, Idon't have time for haters.
Do they come in my inbox?
Sure do.
I get weird pictures and youknow we call it the sperm file,
because people just send yourandom like who thinks that's a
good idea?
I, I there's the.
Walt Bayliss (32:22):
That's the question I can never understand.
Like what?
At what point did you possiblyconceive that that would be a
good thing to anyone?
They do anyway.
Susie Carder (32:30):
But you know I always tell my girlfriends if we
go out like listen, we're notbagging on our men.
It's hard enough to be marriedand in a relationship you don't
want to bag on them.
If you can't edify them, Ican't hang out with you and I'm
not Pollyann.
But it's work to stay in ahealthy relationship.
It's work to edify your man.
It's so easy to bag on what'swrong with clients, what's wrong
with you know your kids, or youknow your husband, or husband,
(32:54):
or you know to go.
How do I, how do I give theworld the best of me and I
expect the world to give thebest back.
God gave me a gift, walt, thatI can see the greatness in you
even when you can't see it inyourself.
Like there is something when Imeet people that I see beyond
(33:20):
what you're doing today and seethis whole world around you.
And it gives me chills justtalking about it.
And to go, they'll go.
Oh my god, how do you know that?
I don't know how I know it.
I just know.
And here's what we're going todo.
And because business was hardfor me, like I'm ADHD, I'm
dyslexic, right, I'm squirrelsparkle, so I had to discipline
myself to learn systems.
I had to discipline myself fortime management or I had to
discipline myself to like how doyou work from home?
(33:42):
There was such discipline forthe drive for my family, the
drive for my children, the drivefor giving my kids a better
life than I had right, thatdrive is what kept me to go.
I've got to learn more.
I don't understand what they'resaying when they say this.
We raised a million dollars to.
I built the largest technologycompany in the beauty industry,
(34:05):
and this is back in 2000.
So think back in 2000,.
Google was just launching in2000.
2000.
So think back in 2000,.
Google was just launching in2000.
I'm in the beauty industry.
The beauty industry was notusing computers yet for their
business.
Only 50% of the market wasusing computers.
But what I saw is when I was,I'd get off a plane, I'd leave
the town.
I didn't know if you were doingthe work, I didn't know if you
(34:27):
implemented what I said.
So there was like this hole inme, like why am I doing this?
I'm away from my kids, I'm on aplane, I'm in a strange hotel
room.
So I created the largestmembership site in the beauty
industry.
Before, member sites were big.
I didn't know what it was.
I'm just like we need this hubwhere all this stuff is here and
people can go and get it whenthey need it, they can do their
(34:47):
promotions, and so, sitting inthat room, learning how to raise
money, learning how to talkabout the SEC, learning the
legalities I had to go to thatclass probably 20 times just to
understand what the security andexchange was right.
I would look at my partner like,are you getting this?
Because it was flying over myhead.
(35:08):
I felt so stupid, but I wascommitted.
I'm like I got to learn thisbecause my first website was a
half a million dollars.
It was flying over my head, Ifelt so stupid, but I was
committed.
I'm like I got to learn thisbecause my first website was a
half a million dollars.
Because there was no Square,there was no Infusionsoft, right
.
There was no WordPress.
There was none of that.
We had to build everything fromscratch, right.
And that's when you learn thatjust because they say they can
(35:30):
do it doesn't mean they can doit doesn't mean they can do it,
which is an expensive lesson.
Walt Bayliss (35:37):
Wow.
So, and I mean, you had thatvision before you knew what it
was.
Do you still forward futurecast now, susie, do you feel the
call of what's coming, like?
You know talking about and Iappreciate you for talking about
you know feeling the greatnesswithin people.
You know looking at somebodyand seeing what can be and I
(35:57):
love the fact that you said itgives you chills, it's so cool.
And then you know translatingthat into building that
technology company in the beautyindustry.
Before it, even before it was athing, it was a thing in your
mind.
Do you still have that?
Do you feel now that you havethat kind of forethought about
whoa, you should see what we'reseeing, like we've got something
bigger coming through.
Do you still have that today?
Susie Carder (36:17):
program $35,000.
And we were doing two and ahalf million dollars in the line
item on this and what I foundwas, well, people weren't doing
(36:38):
the work and they'd show up tocalls like sprinkle fairy dust.
They weren't doing the work andI'm like I'm done with this, I
don't.
I don't need your money, don'twaste your money.
In my time, I shut that programdown Now.
I didn't know what I was goingto do.
I'm like I can't do thisanymore.
I can't be their rescue.
They're not willing to do thework.
I'm not.
They're not getting the results.
Please don't tell people I'myour coach if you're not doing
the work.
Tell them I'm your coach.
(36:59):
If you're doing the work, dowhat I say.
You get the result.
And it has been the hardest twoyears to sit back and trust and
surrender.
Now, luckily, I've set up myfinances and, dude, I got to
tell you once I grew up in thatscarcity.
So it comes back.
I lost my money waiting for theother shoe to drop right, to
sit back and go.
Okay, here's my investments,here's our real estate, here's
(37:21):
my cash flow.
I still have clients.
I'm doing this.
You're okay the ledge becauseI'm used to like.
I got to have the safety net,because what if I lose my money
again?
Right, and to reinvent and tothink about what brings me joy.
Who do I want to work with?
And it was a dismantling of whatI've done.
(37:42):
It was a dismantling of gettingout of the hustle.
It was a dismantling of myshego or my ego.
Right of stop.
You're not defined by yournumbers and in business so many
times, business owner tobusiness owner we're defined by
our numbers.
Well, I'm doing 10 million.
What are you doing?
I'm doing?
You know, I'm doing 20 million,I'm doing 100 million.
Like we're throwing numbersaround, like that defines us and
(38:05):
it does to a certain extent,but it didn't.
It wasn't bringing me joy thatit's not about the money, it was
about the impact and thetransformation.
And so I sat back and said whatI love doing is building
companies and building legacies.
I love working with go-getters.
I love working with people thatknow they're good at something
(38:27):
right, they have a business,they have a proven model, but
they've taken it as far as theycan.
And let me show you what I cando with that.
That is the funnest job I'vehad.
Like I'm building a hundredmillion dollar company right now
.
And I cried when I put this plantogether, for this man cried
and then I sent it to Sam, who'smy assistant.
(38:48):
You know, you've interactedwith her and I'm like like, okay
, am I just PMSing or was thisreally moving?
She called me back.
She's like no dude, this is,this is so awesome.
We're creating a legacy, we'regoing to change the world.
And it's like, okay, good,that's the kind of work I want
to do in the world, where youknow, is it hard?
Yes.
Do I have shitty days?
(39:17):
Yes, right.
Do I love it all the time?
No.
Do clients get on my nervessometimes?
Yes.
Do I want to fire them?
Yes.
And then I go back to does thiswork make a difference in the
world?
Does this fill my life purpose?
And I want them to make a lotof money.
And I want to make a lot ofmoney.
And that's the kind of work.
And it took a long time to getreal two years, two years of
sitting, waiting for the message.
What is the message, god?
What is the message?
Journaling and going.
You know what is it?
(39:37):
What is it?
What is it?
Because I thought I was done.
I thought, okay, I'm completewith this career.
Maybe I just stay with my realestate investment and I do more
of that.
But that's not sexy, that's notfun.
That's like, okay, I'mstripping homes, building them,
selling them, okay, but it's notfun, like what we do.
Like you said, you love doingthis.
That fills your, you, you, witha sense of purpose and joy.
(39:58):
That painting a house can't dofor me anyway.
It could do for other people,but it doesn't do for me.
Walt Bayliss (40:05):
Wow.
So now you're uh, where are youon that journey, like in terms
of of building that a hundredmillion dollar company creating
legacy, creating legacy,creating incredible
transformation for people?
We're in radical action.
Susie Carder (40:17):
We just did a brand rehaul, right?
Lead rehaul.
You know new lead gens, justkind of looking at the whole
piece.
Less is more and I've alwayssaid that right.
I want quality of leads, notquantity.
I don't want a thousand, I wanta hundred, right.
So you give me 50 qualifiedpeople, we can close a million
(40:38):
dollars.
You don't need thousands ofpeople and 10,000 people.
It's finding the right peoplewho are ready for you and
sometimes, as entrepreneurs andbusiness owners, you just keep
collecting these customers, likethat means something when they
go.
I have a you know 250,000people in my database, yeah, but
nobody's opening their emails,nobody's engaging, nobody's
(40:58):
reading your emails, nobody'slooking at your stuff.
So do you really have that togo?
What do we need to do to raisethe vibration and raise the
level of service?
Right, come with that serviceheart.
Who wrote that book years agocalled Do what you Love and the
Money Will Come?
I think that's always been.
I don't remember their name andI apologize.
We can look it up later.
(41:19):
But when I think about thatbook, I think about I've always
been blessed to do what I love,even back in the day of being a
hairdresser.
I was good at it, right.
It was fun for me.
I was good at it, right, it wasfun for me.
It never felt like work.
This is fun for me.
It doesn't feel like work.
Building out a $100 millionplan doesn't feel like work.
It's creation and invention.
And then to see it come tofruition, right, and to see if I
(41:42):
can see something in you, walt,that you didn't even think of.
Like I didn't even know that, Ididn't even know that I wanted
to do that.
Like, how do you monetize that?
My clients gave me the name theprofit coach.
I didn't give it to myselfbecause I was, you know,
strategic development.
And they're like that's notwhat you do.
Like they pooh-poohed it, thatis not what you do.
(42:03):
Ew, no.
And I'm like well, what do I do?
They're like you're the money,you're the profit coach, that's
what you need to call yourself.
And I'm like okay, I'll be theprofit coach.
Sure, that sounds fun.
Walt Bayliss (42:16):
You know I was going to ask you, susie, but you
answered already.
I was going to ask you are youhaving fun?
And you're having fun, you'redoing the work, but you're just,
you're having fun as you'redoing.
That Is that message.
Is it easier?
I was going to it's not theright question I was going to
ask you.
Is it easier than when you werehustling and the grind and the
(42:37):
grit that we talked about before?
It just feels like it's adifferent level of grit.
It's just playing that samegame but at the championship
level, and it looks like you'rehaving fun.
Susie Carder (42:47):
Oh, my God, I have an amazing life.
I really do Like I'm.
If it's not fun, why are youdoing it?
My first book was calledpassion, right, and in that book
I talked about Bill.
It's this, you know, sameconcept building a business, and
building it back at that timewas a quarter of a million
dollar business to a milliondollar salon, right, and it was
the roadmap of everything that Idid.
(43:09):
And so I I had fun, even when Iwas scared to death to speak.
Dude, I was in the bathroomthrowing up, nauseous, but on
the other side it was euphoriaOn the other side, to go through
that fear, to go through thatself-doubt, to go through that
looking good, to go through likeam I good enough?
And then, on the other side,four people came to me.
(43:31):
I must have been good enough,right, that was fun.
And so my eternal path iscuriosity, right, I'm curious, I
love to learn, I love to figureout new ways to do it.
Like, right now, in this season, I'm a Gigi that's.
You know the grandma word, butdon't call me grandma because,
no, that's not good, right.
But now I get to learn how todo that.
(43:52):
Like how do I serve my childrenwhile they're being parents.
And how do I, how do I havethis relationship that I didn't
have growing up to?
It's so magical and amazing.
And you know I've hard days.
I cry Right.
I'm like, why am I doing whatI'm doing?
Or you know something goeswrong, or you know, or sales are
(44:16):
tight, or that still happens.
Right, it doesn't matter ifyou're doing a million or a
hundred million, you're justmanaging more zeros.
If you're managing a hundredmillion dollars, that's a lot
more zeros.
You might cry a little harder.
But if someone's doing ahundred grand, you're still
managing zeros and it's justhard.
So I'm going to choose my hardright To go.
Well, let's go play a biggergame, right?
(44:38):
Where are the people?
And there are people out therethat want you, not me.
They don't want Walt, they wantyou, they want your message,
your uniqueness.
But you got to get out therebelly to belly.
You got to network, you got toput yourself out there.
I learned early on.
You got to show up and show outand be consistent.
(44:58):
Show up and show out and beconsistent.
That's all social media is.
Is don't you know?
Hit and go, show up, beconsistent, give, serve.
And you look at your stats.
Look at your numbers.
You know the numbers tell thestory.
That's why I love.
I always say math is money andmoney is fun.
Nobody likes to do the math,but we always like the benefit
of what math gives us or whatthe money gives us.
And so those everything that wedo in business boils back down
(45:23):
to some kind of mathematicalequation how many qualified
leads do I need in my businessto hit my revenue goal?
Not how many leads.
How many qualified leads?
And do you suck at sales?
Are you good at sales?
If you suck at sales, then weneed more leads.
And what are those numbers?
So you're just thinking, oh, Ineed 10 clients, I need 10 leads
.
No, you don't.
You need 100, right.
(45:44):
And if you suck at sales, youneed 200.
And if you're really bad, youneed 500.
So, and especially looking atprice point.
So it's important to go findsomeone that can speak your
language, right, I have theentrepreneur language, my book
Power your Profit.
It was published by SimonSchuster and it's the journey of
building a business frombootstrap to big time.
(46:06):
From trying to figure it out,how am I going to buy this?
50 cents went to me, 50 centswent to my business and
sometimes none went to me and itall went to the business.
Right, because that'sentrepreneurship.
But when I was coming up,nobody was telling me that when
I was coming up there weren't alot of women trainers, there
weren't a lot of women out onthe platform.
(46:27):
It's much better now, but youstill see platforms where we're
not being, we're not puttingourself out there.
I don't think it's men aren'tchoosing us or it's a sexist
thing.
We're not putting ourself outthere.
I don't think it's men aren'tchoosing us or it's a sexist
thing.
We're not putting ourself outthere.
I have a responsibility to mychildren and my grandchildren
and other women to put myselfout there and tell the truth.
This isn't fun all the time youare gone from your family.
(46:48):
I wrote a post about socialmedia today that when my kids
were little I don't remember alot of things.
I have pictures but I don'tremember because I wasn't
present.
Now I can be present with mygrandchildren because I'm in a
different season, but whenyou're in that hustle you can't
beat yourself up because youweren't.
I was there physically, but notmentally, because I was stressed
(47:09):
out.
I was trying to figure out.
First I didn't know what I wasdoing.
I had to figure out how I wasdoing and then figuring out how
to be a mom, and then figuringout how to do a budget and
figuring out, you know, justlike in this, like swirl of
learning, and the tenacity ofthe accomplishment is what kept
me going, even when I had thosemonths that I didn't get paid
right.
I mean, one year we lived offour credit card.
(47:31):
That's just what you do as abusiness owner you go okay.
I guess this is going on thecard today, yeah.
Walt Bayliss (47:38):
And then you get to living in a mountain home
watching the salmon come up inthe stream and, you know, do
another bear cam as we'retalking before we hit record.
Susie, I just love the messageand, you know, as an
entrepreneur, as a father of twogirls myself, I genuinely want
to say thank you, thank you forputting that message out there,
thank you for being you, thankyou for using the microphone in
(48:01):
a way that challenges people,inspires people, helps them see
the better side of themselves.
I appreciate it.
Susie Carder (48:09):
You're welcome and I believe that we started this
in the beginning.
It's my assignment.
I didn't always know how to domy assignment, but I was
obedient to my assignment and myassignment is to make the world
a better place for other womenthat come before me and come
after me Like I want yourdaughter standing on my shoulder
, so they'll go throughsomething else, but they won't
(48:30):
go through what I went through.
And my daughters they'll gothrough something else.
They won't have to go throughwhat I went through.
And for you, as a dad, changingthe trajectory of who your
father was to who you are rightthat's monumental Is to go.
I'm not the same man, but I'lluse those lessons that he taught
me to be a better dad and notthat anything was wrong with him
, but to go.
(48:50):
Oh, that's, I believe, ourpurpose.
And then, if we can monetizethat, that's just fun, because
math is money and money is fun.
Walt Bayliss (49:00):
That's where it kicks in.
That's where it kicks in.
So, guys, susie Karner is oneof the world's leading profit
coaches.
She is the profit coach and, asyou can hear, she's taken
businesses from nothing tosomething and, as an influencer,
developing a community that'ssending back love, I just feel
is something that's unique andrare, and I'd love for you guys
(49:23):
to show Susie some love.
Get over there and get involvedso you can follow along
susiecartercom, which is hermain website.
She talks about her speakingcareer and her journey.
If you're a business owner, oryou want to be, or you're
looking to grow from where youare.
She also has a business healthassessment that is free for
anybody to go through.
So that is again, suzycartercomforward slash BHA, that's
(49:47):
business health assessment, andall caps.
We'll make sure that that linkis in the show notes.
Not only that jump across andfollow Susie on Instagram.
I find your posts there super,leading, inspirational, really,
really great, and Facebook, ofcourse, being the main platform
where you are creating thatcommunity.
Susie, again, from myselfpersonally, from our listeners,
(50:08):
thank you for being you, thankyou for coming and sharing your
journey.
It's absolutely incredible,it's massive, and I just can't
wait to see where we'll find youon the horizon coming up.
I love the time.
Thank you so much.
Susie Carder (50:20):
Thank you so much, sean, I appreciate you.
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