FOUNDER #34. Your Contacts Are More Powerful Than You Think - Dodge Woodall

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0:39This is a new way to run IT. We guarantee you'll automate 50 % of all tickets and we'll prove it to you in a free four-week pilot. Go to serval.com slash ACAST. That's S-E-R-V-A-L dot com slash ACAST. Still waiting in line? Again? That's time you'll never get back. Save time and money with Stamps.com. Over 4 million businesses have skipped the line with Stamps.com. Join them to save up to 90 % off carrier rates from your computer or phone right now. Print postage for certified mail, registered mail, and packages in seconds. Then schedule a pickup right from your home or office. For a limited time, go to Stamps.com and use code PODCAST for a free welcome gift.

1:23Taxes and fees apply. Being outside is good for us. It's that simple. And trails make it easy for us to walk, bike, and be active outside in our own backyards. On the trail, we see people moving, connecting with their communities, making the places where they live great. For 40 years, Rails to Trails Conservancy has led the way, creating trails across the country, making it safer and easier for everyone to get outside. They want you to get involved. Find your trail and start your journey today at rails2trails.org slash iHeart and follow at Rails2Trails on social. Welcome to Ask Dodge. I'm an entrepreneur who's built five businesses over the last 28 years, exited two of them and still running three today.

2:05On this show, you'll get straight talking, real business chat with no fluff. I think we're going to help thousands of people in business. I've got my good mate with me, Marky Masters, who's going to be the co-host of the show. Dodge, looking forward to this. If there's something you guys want us to answer, send your questions to askdodge at dodgewoodle.com. I hope you enjoy, everyone. Owning the relationship. You always use that word, a black book, or whatever it is that you call it. That seems to be an integral part of your entire career. Can you explain a little bit more how your thing, did it ever start as a notepad that became digital?

2:41Absolutely. It started as a black book. It started off as a big black book. You've got to remember when you are jotting people's names and numbers now. My mum was taught me everyone you meet is a contact. And everyone I meet these days and I teach people, I said, everyone you meet is a contact. Everyone. Get the name, get the number. Put it in your phone straight away. Drop them a WhatsApp after and say, lovely to meet you today. You don't know when that contact will come up. Well, you can help them or they can help you and build that relationship. But back then, we used to have a black book. But in 95, I got my number in 95.

3:11I've kept the number now since 95 to where we are today. I bet you're still with the same network as well, aren't you? Oh no, it's changed loads of different networks. Started off as Orange back then. God knows what I'm on now. But yeah, things have changed. But back then you'd have the Nokia 72 or whatever it is. And then when you change your phone, you've got to take all the numbers out of your phone and write them down in a black book. And then you get your new phone. You've got to then upload them all in. It might have taken me like six, seven, eight, nine days, whatever it was. And I've never lost a contact.

3:40Well now, Apple, if I change phones on Apple, bam, press a button. and all the content go, you know, so relationships to me has been an integral part to my journey on building businesses and just in life, just friendship. And I guess the important thing of that is that's how we build, that's relationships, isn't it? Or as businesses, we could always be looking for attention from people, posting a lot and spend a lot of money on ads on a platform. but attention is a lot different from building solid relationships with people yeah is it people to reach out to or is it people that they're to support or is it just everything it's everything in there so it's all everything's in there well you've got your periods everyone's got i don't know how old people are now but you've got your school you've got your schoolmates if you went to university you'd have university mates then you go into a job and you've got whatever job you've got i've never had a job but if you got if you went into a job you'd have that crew of people you were there, then you move on and you move on.

4:41Don't lose a contact. You don't know where that will pop up will help you one day. If you need, if you'll come unstuck and you need an opportunity somewhere, you go, I remember that person back there. I've got their number. I just might bang them a cheeky WhatsApp or I might just pick up the phone to them and open that relationship up again. But contacts is a superpower. Is this also proof as well? To be safeguarding yourself. Imagine if LinkedIn or Instagram shut tomorrow and they closed its doors. That is yours. Well, you've got your visual there. You know, if you post on LinkedIn, you are visual.

5:14If you post a photo of you or a member of staff and you've got a story behind it, like I was saying in one of the episodes before about storytelling is so important, you know, people are looking in. They may not be liking and commenting, but there'll be thousands of people looking in and going, oh, I like that, the way she is, or I like the way he is, the way he's portraying themselves, or the way they are, I like that story. and then what comes from that is that people well I certainly do I like to do business with people I like you know and I feel like over the years of having keeping the same number since 1995 to where I am today people have got access to you and I like having access to people as well but I do believe I'm one phone call away from anyone in the UK if not two maybe two if you really wanted to find someone because you say you don't use emails no I've built all my business I've built all my business over these 30 years man don't do email I've got to have an email address so don't send dodge an email no i don't want to be stuck in front of i see i see team member people who who work alongside us i see them like all these red red flags on their emails you know you gotta remember people are spending five six hours a day just replying to emails i don't like it i never wanted to never wanted to be involved in it and i've chosen not to be and i've been i've done all right for myself without having the uh the access to email yeah do you as well when it comes to the places that we use as well that we can't use them on their own yeah is what what what what is useful for you to kind of reach out to people as well as your whatsapp do you dm a lot is that a lot i do is that why are people reaching out to you now a lot of people reach out to me via dms because you're accessible across instagram facebook and and um linkedin but for me i've always been a person who likes to pick up the phone and do a deal or speak to someone or bang on WhatsApp.

7:04I know all the niceties that goes with email and the formalities and I can't be bothered with any of that. You still be really nice on WhatsApp. I know when you've read it you just double tick. You know when I've read it. Let's do a deal. Let's pick up the phone. Can we open the door? Have you got something? You got a contact? You know that person I said to you the other day have you got that contact there? Give us a contact. I've got some contacts here for you but be open with your contacts. Don't gatekeep your contacts. If you've got a contact to help someone, give because it all comes round.

7:29It all comes round. Do you think a lot of us bottle it up? you pick up, you send a message, you talk to someone. Whereas many of us think the way to do that, to build relationships, is to post. How annoying this must be, right, for people who are on email. And just to put in context, I've been lucky enough to sell two companies without email and build companies and doing fairly successful stuff over the last three decades. But how annoying is it when you've banged an email to someone and they don't get back to you that day? and then they get back to you in seven days playing a game of going oh sorry it was in my junk playing a game because they're wanting a deal from you but they're making you sweat I don't like that I couldn't even think of anything worse of waiting for a reply it's the worst and you don't know when because an email you don't know when they've read it or not or you're waiting every day pick up the phone there's a WhatsApp I've seen the double tick you know that I've seen it when you reply to me you know that I've read it and I genuinely believe I reckon I've sped business up by a decade plus us by just being on WhatsApp.

8:33Bang. I bet you don't like out of office replies, do you? For what? I don't know. You send someone an email and it comes back like saying, I'm aware now. I'm aware now. That happens in the real world. Well, yeah, maybe. You get out of office replies. Maybe. Someone may not be replying to you until a week on Wednesday and you have to suck it and see. That's why I get people's mobiles. Am I missing? Listen, she's like, you can't call that person on a Saturday at three o 'clock. you can't call that person at 7 o 'clock on Sunday night yeah I can pick up the phone and have a chat and put it out there put a WhatsApp out there see if they reply back and like for me Mark over the years every day because I've never had a job I don't go oh they call it Cherry Tuesday I say I've got to go to work on Mondays it's a nightmare Tuesday I'm just getting through because I was hungover Wednesday I get through it Thursday I cut the bits fuck I can't wait to Friday I can't wait to Saturday Sunday and I get the fear on Sunday night imagine going to work I wasn't having a job knowing on a Sunday night at 4 o 'clock you've had a Sunday roast with your family and you're thinking I've got to go work tomorrow I can't stand my boss I can't stand my work I couldn't think of anything worse mate so for me every day just blends into the just another day I guess that whole life that work life balance just ends up becoming life life yes it does but only if you can find something you properly enjoy and I'm lucky I'm in the sports world and festival world entertainment world hospitality world podcast world that's it's something that I get up and I'm blessed and very thankful that I've created something which I really enjoy, Mark.

10:04Because I guess then that's easier then to reach out to people because you're doing it from a place of trust and heart. And it's your company. It's your business. It's not like you're doing it on behalf of a big corporate. Because if you've been, yeah, you're doing it to build your business. And also, they also know that they'll be dealing with someone who's going to have a laugh with them on the phone and make Joville something and they also know that I'll be able to open doors for them. And if they're employed, one day they might not be employed and they know they've been good to me. I've got five or six contacts here, have them.

10:40We're building that space. We're making that festival, whatever it is, that football stadium, that thing that people are in it. Because a lot of the times we treat everybody as faceless when we're talking about emails, when your whole approach is very much around, if I've met someone, there's someone there I can reach out to at a further date. Do you think we often forget that in business? Because we're now looking at everyone as the transaction, as the client, but when your approach is, we're saying, no, no, you're kind of doing the things you can get on with one another. Yeah, it's simple. It's really, really simple.

11:11Business is simple, but I think there's a lot of people that are trying to sell it that it's complicated. It's not. It's tough. It's hard graft. But what do you get out of life where you find something easy and you get rewarded? It's very, very, very little. You've got to graft. You've got to have grit. you've got to be ballsy. You've got to take risks if you are growing for something for your future. Because that five years is going to be hard work. But if you break the back of it after five years, your next 20 years might be beautiful. You know, but some people might just want to take a salary each month.

11:42And I understand that too. They don't want the risk. They don't want the pressures of paying all these bills and all these turnover taxes before you earn a pound note. You know, you're paying your VAT, then you're paying employers tax. So every time you employ someone, you've got to pay the government money and then you've got to pay this and you've got to pay your business rates and you haven't sold anything yet. So it's really, really hard work to become a successful founder or an entrepreneur in the business. But if you truly believe in something and you build something up, which you know is going to make a difference, it's such a rewarding, but you won't get rewarded for many, many days.

12:18There'll be more days when you don't get rewarded than you actually do get rewarded when you have that spring in your step. But when you get that, I call them the breakthroughs, when you get that breakthrough mark you get a breakthrough in a business there is not a better feeling in the world but you have to understand that and respect the breakthrough and enjoy the breakthrough and celebrate the breakthrough because it's quite easy going oh it's just another day that was good oh so next day you've got to you've got to just take a moment bringing it back to the relationships and the people that are around us that are joining in as you kind of build in this space and you're aiming for these breakthroughs that that that happen how can someone build those relationships everything you're talking about is being seen or this invitation to step up hey if you've got a question for this we've got ask dodge at dodge would like get i'm getting it in yeah i'm even getting in there and dropping any but hopefully don't dodge won't open it so ask dodge at dodgewoodle.com how can i help i don't know i haven't got all the answers people might email in or and you read them out well i haven't got all the answers i've only got the answers i know what's worked for me over the years but i guess it's that willingness to kind of facilitate say but that's a bit like as as you see on the spotify like you're a man you do when you read the comments on youtube and and and facebook and linkedin you make sure you reply and take a moment and reply to someone or like that they've gone out of their way and written something or you reply back because other people will see it and they'll know that you're real because here's an example you shared on a previous show about when it comes to the festival that rather than being the someone who's distant from everything, you walking around and talking to people and that way there of gauging feedback from someone or their experience.

13:58That only helps to build. That's got to help to build that. Well, look forward to next year. Yeah. So you're walking around a festival. People know you're the festival owner because, as we spoke before, you've got to put yourself in front of your brand or your company. So you're walking around the festival for three days and you end up doing like 30 odd miles, going in circles, chatting to people. You ever chat with people, they'll go, I've got to chat to the owner of the festival. I had a wicked chat with him. When people leave there, that's part of their experience. And part of me building relationship are the people who are paying you to be at your festival.

14:35It's simple. You've got to put the arts in, you've got to put the graft in as well. And I think as well is not to take any of it for granted, isn't it? A hundred percent, mate. You can't in business because you could lose a business overnight. You could say the wrong thing and you get cancelled culture. I've seen different friends of mine, whether they're comedians or whether they're super sports stars, I've said the wrong thing and they can get cancelled. Like, it's very, very delicate to balance. You're on a tightrope as an entrepreneur. You're balancing like this, you know, one slip and you could lose everything.

15:08And that's why you've got to be very, very protective of your team around you. and making sure that they fully understand everything that you're about and you've got their back. People always say the most important person in business is the customer. No, it's not. The most important people in the business is your team. Back your team every step of the way. They might make a little mistake somewhere and the customer says, back your team. Hey, guys. We've been running this podcast now for five and a half years. We've had some most amazing business guests on here. Simon Squibb, Daniel Priestley, Barry Hearn, The list just goes on and on from billionaires to people who have built brands.

15:45If you want to come on the podcast and talk about your business and sit here with me in the studio and tell your story, go check out dodgewoodall.com forward slash guest and check out the three minute video. We've also left the link below as well. The relationships that have developed internally, is that around allowing people to have freedom to try something out, to do stuff? How are those levels of relationships one-to-one built with you over the years with the businesses? Respect. Okay. Respect. If you have respect for people who are working with you on your business, you're going to get respect back.

16:22My old man always taught me as a kid, respect people around you. Get respect back. It's really simple again. And then when you get respect, you build trust. They trust you. They trust that at the end of the year that you're going to look after them. They trust that you're going to give them the freedom to be an entrepreneur within your business. They trust you. And when you build trust, you build loyalty. When you build loyalty, you have longevity. And when you have longevity, you have many, many years of people building your business with you to make it stronger. And it's like putting a moat around your business.

16:53You're protecting it. And when you build a brand, you've got to treat it like a diamond where you polish it, you protect it, you comfort it. This is where it all comes from. and then you bring people on board who can who may have a different skill set to you you know I like bringing people on board and I've learnt from just because I've had I think 5, 6, 7, 8 managing directors across the businesses and directors sit in place and the management teams in place I learn from everyone I don't care if you're 18 I'm learning from you I don't care if you're 42 I'm learning from you but just be nice and also look after people at every angle there's many years when building my businesses over the years when in the first few years you haven't got enough money.

17:38Still look after them. Still give them pay rises. Still look after them. Put them in hotels. Take them their missus away because they've given you their all. You know, I've been very lucky to have some amazing, amazing, truly extraordinary directors and managing directors who have been in place. Whatever age I've put them in place, whether they're 24, I don't care the age, or 28 or 29, it doesn't matter. But you build this wonderful rapport. and one day and any boss out there or any entrepreneur or founder people are not going to stay with you for life it's very rare but when you know people have been with you for 11 years 11 years 10 years 9 years 8 years there's a reason why people stay because they have the freedom and they enjoy it and they're in they're in a cool business as well this is my interpretation for what we're talking about you ready for this?

18:24this is what I'm learning from this you ready? go for it so we're looking at this topic today that's talking about relationships and the relationships that you own whether that is customers or we're talking there about your team members this is the thing that i've just sparked in my head there from talking to you there is that what you're going to get here you're not going to get anywhere else yep or it could be we're going to look after you whether you're a customer or you're walking around the festival and asking people how their day is going so you We want to prove to, and this comes down to competitive advantage of how we make things that when people come to our side, they're not going to experience it anywhere else.

19:06Well, there's a big jump. If anyone is out there and I love employing people, I love it. I love seeing the best in people. I love knowing that if they're working for a boring corporate bank job with JP Morgan or one of those other boring accountancy firm, whatever. It'd be nice if JP Morgan became a show sponsor. I don't think they will after that, mate. My point is, there's a lot of young kids out there, a lot of graduates who have gone and built careers in the big top five or six. How many of them are, when they join that, they do a graduate scheme, they go, this is amazing. and I'm on 20 % more than any of my mates in a normal job and they're putting me on this programme and before you know it, these people are 30, 33, 34, 35.

19:51They're like, am I stuck here for life working for this company? I'm losing my soul here. I'm losing the will to live. I'm coming in every day with a badge that's flapping so I can get through my security thing. So I see some wonderfully entrepreneurial, creative people who feel like they've missed the boat because they've been stuck in a corporate job. if you have an opportunity out there and there's an entrepreneur with an opportunity for you and you fancy it and you think it's the right choice for you go for it go for it you'll always be able to go back to a corporate job and I guess as well what we're talking about here is those people that you meet from a networking event to something else a conference that you've gone to those people are worth their weight in gold because they may not be relevant now but you never know I don't go to any networking events never have done don't like the corporate stuff and all this network it's not my style people when you create some cool brands people want to know who you are do you find it false?

20:51I find it false I don't like it it's not real it's not real I really don't like it from what I see I guess as well that thing when we're trying to meet people you'll meet people when you're out you'll meet people in a restaurant you'll meet people through someone you'll meet someone in a corporate job you'll go he's a character he's got something bad do you want to come and have a chat? what skill set have you got? I can do this, this, this. Bloody hell, mate. Do you want to... How much are you on? Are you on 42? I tell you, should I put you on that? Would you fancy coming over? Like, they're the real opportunities.

21:22And as well as it comes from those... the one-to-one relationships that we have with people because we sometimes forget because we're looking... Here's the question as well. Because we're trying to reach everyone and we know that we can or we can reach as many people as we can and we can always be on a space on Instagram or whatever and then we know we want to reach everyone. But isn't the whole point just to have the right people on our side? And that's the whole thing that continues us with our endeavours and our work and our personal lives and everything else, is that we need to stop thinking about more all the time.

21:58It's all about acknowledging the people that can support us, and it may be a lot fewer than we thought. But isn't that all we ever wanted? Isn't that enough, rather than always reaching out for more? Yeah, absolutely. A prime example, it sort of triggered me last month, right? Go on. When you know we've got these wonderful devices these days which can take photos and you take photos and take photos and everyone's got hundreds and thousands of photos on their phone, don't they? When you ever take a moment, when you flick through and go back and go, oh, that's a good photo, I go flick back on to find photos and I just ping mates I haven't spoken to for ages or fanmails, a photo that was from seven years ago, six years ago, 15 years ago, and you open up a conversation.

22:39They're like, my God, what year was that? And you open up this whole new conversation again, rather than going around just taking more photos and it's just stuck on your phone. And when you're brown bread one day, it's stored somewhere. That means dead. But it's stored somewhere. It's like the old, you know, the old photo albums are all up in the loft at the moment. Back in the day, you'd put it in there and all that. I think people are going to go back to that again. I love that photo album. You open it like, my God, do you remember that? This is business help. there's an idea there go on no that we just said imagine there's someone that an old client or somebody i haven't seen in a while or a good somebody used to work with then if there is that photo there on your phone yep then you send it to them randomly and rather than you're trying to shoehorn in rather an email i know you don't do emails but it says hello david i hope you're doing well question mark so now you cut across that chit chat get the photo out that you know that there was a moment in time where you had fun or they knew that they were enjoying your company.

23:41So you sent them the photo and it says, how are you getting on? Yeah, beautiful. Because of the six or seven years you haven't seen them, imagine how many more context they've got, how many more context you've got. You might have an idea that you can build a business together. I really like that, bro. I wonder what he's doing right now. We just carry on this fast-paced life the whole time. It's important to stop. And I found by doing sending photos to people, it opens up beautiful conversations. What a great way. What a great idea there to take something that doesn't cost you. And it doesn't cost you anything.

24:17There's no little 30 day subscription that you go and go for. Depends what app it is. But if there is a means that you're sending to people, but you're owning that. You're owning that conversation. You're owning that space. And there are ways of like exactly what we're talking about here. there are ways of doing it that are quite empowering, aren't they? Even though you may think that it is normally sending someone a message or a phone call, there are other more creative ways that you let people know that you're still there or they're on your side. It's all about relationships. You want to be that person when you walk in a room and you see someone and you can see their eyes light up, that they're about to come and see you.

24:56That feeling when your eyes light up when you're about to see someone, you're like, my God, I can't wait to see. That is another glimmer. You know, but that's a big glimmer when you walk into a room and you're like, I love that person's company and vice versa. We use our social platforms or whatever we do to be seen and visibility. But everything we're talking about here is how you bring that net a little bit closer. And everything we're talking about here is you can be really resourceful in doing this. It's not this. This is real simple stuff. But as you said, is the simple stuff is actually the hardest to do.

25:31Yeah, well for some people it is. Maybe they don't want to do that or haven't thought about doing it. When you start thinking about doing it and you start putting it into place, magic happens. Yeah, I guess from your side, is that just a part of your rhythm? That's what it's been all my life. Growing up in pubs as a young kid and being around adults and everyone you meet is a contact, pound a man, all these things that my dad and mum taught me, these wonderful, they gave me these wonderful gifts. Look people in the eye when you shake their hands. Do a deal, you don't have to do contracts. I've done some big contracts where we've just shaken our hand and I trust that person.

26:05And someone trusts me. Deal. Look me in the eye. Paid. Not paid. If you're listening, I am looking at Dodger. It's like a case study now. Case study. But yeah, I just feel like the world is going so quickly and becoming overcomplicated. And what I'm finding, Mark, is that I'm seeing there's so much information everywhere. It wasn't long ago when there wasn't tons of information, and I really enjoyed that as well. But we're constantly seeing, and people are doom-scrolling, and more information, more information, more information. It's too much. You just have to stop. I'm seeing... This is all about choice as well.

26:47Yeah. What you talked about here. There's too much. So you can make the choice to make it overraw you and have more, or you can say, like, no, I'm going to grab this bull by the horns, and I'm going to lead this, which means what you're talking about there. You find something to send someone. you get in contact with someone that you may have dropped off that may have dropped off for a little bit it's all about you taking what we're talking about here is you taking control and you kind of leading from the front rather than waiting for something else to tell you that the time is right I post the other day got massive whatever it is views about pick up the phone to one person tonight out of the blue and call them not on WhatsApp call them on the phone not the phone line you know like you can call on WhatsApp but but when you actually get a phone call and it's like oh bloody hell because people don't get phone calls these days be that person to pick up the phone and just tell you that mate of yours you love him I love you mate I've been mates with you for 30 years just telling you I love you mate and just everything sweet in your world are you happy?

27:45are you happy? I asked that are you happy? and people are yeah yeah yeah I'm happy are you happy? they have to stop and think you know what Dodge I am really happy in certain areas but I'm not in this area my relationship with my missus or my relationship with someone else is not still my head in. Don't tell them about our call. But my point is then you can have a real honest conversation. So we're talking about relationships and building and the rapport and the two-way street that we're on with somebody else. If someone's thinking, I want to do a little bit more of this now because I'm listening because I used to have 5 ,000 people on an email list that I will send to when we've got a new product launch or we've got something else we want to build and sell to people.

28:33Whereas what we're talking about here is still the same, but probably a lot more softer approach to it. What would be your words to someone to give that motivation to do something that probably isn't as complex when it comes to building that relationship or that one-to-one with somebody else? Just keep it simple, Mark. Life should be simple. your life used to be simpler life used to be really simple but life has become more and more complicated and complex as the years are going on how can you get back to the roots of just actually having a brilliant conversation having picking up the phone inviting someone for a pint sitting in a beer garden with three or four pals you haven't seen and you only live half a mile away from each other and going do you know what boys let's meet down here have a couple of pints and I'm around let me round up now because what I'm from from listening to you here is that when it comes to work obviously this is a business show it's not always about spikes it's not always about it's about perhaps it is about showing up more and being consistent and letting people see us and we're asking other people how they are it could be a client could be in whatever context it is but it's how we're recognizing that we can own this one-to-one relationship with other people and as you've shared throughout the years it just takes time yep we think we've covered this theme today of relationships and building and rapport and everything else that thing there though it just takes just takes time go for it we're all gonna die one day oh come on we can't we're all gonna die one day make the most of every bloody day make the most of phoning your mum and tell her you love her or your old your dad your lover or your sister or telling your best mates you love her, love him or what.

30:21Just make the effort. If you're listening to this today, just make the effort today and pick up the phone to one person. I guarantee you, you'll feel a million dollars and I guarantee you'll build that relationship back up with that person just because you see each other on social media doesn't mean that you're in their life. You're just seeing what they're doing. Actually take an interest. Hey, and if you listener, that's your actionable advice today. Do it, what Doge highlighted there. Reach out to someone and let us know how you got on. This is how email works now, isn't it? Tell her. So do it.

30:53If you have, let us know how the results were with you. Send it to, because Dodge won't look at it, Ask Dodge. I will look at it, but I don't have that. It'll be read out. Honesty's the best policy. Thank you for that. So send it to AskDodge at DodgeWiddle.com and let us know that you did reach out to someone. Let us know how you got on. Did it make you feel lifted? Did it lead to something else? Has that opened another opportunity for you? We'd like to hear, wouldn't we? Good man, Marky. Enjoyed that. Cheers, pal. Good man.

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