Getting Up the Nerve to Start Your Own Business Ft. Arwyn Taffs

Are you an employee but have a dream to start your own business and become your own boss?

If so, you’re going to love this episode! My guest is Arwyn Taffs, a long-time client and friend. Arwyn is a board-certified adult Nurse Practitioner and life coach. Arwyn aims to inspire positive change, using functional medicine and coaching to help women find answers and feel better. Her experience as both a healthcare provider and patient inspires a fresh approach to better living that you just can’t find anywhere else. You can learn more about Arwyn at TheTenderRoot.com

Arwyn is trying to get up the nerve to leave her career and fully strike out on her own. She has no problem advocating for her patients and is exceptional at what she does. But when it comes to attaching a price tag and charging her worth, she freezes, procrastinates, and delays.

In this episode, we discuss:

  • Navigating the complexities of running a business in a highly-regulated space.
  • Why healing is intrinsically linked to building community. 
  • Adopting the belief that “there is always something you can do about it.”
  • Why we can get trapped by the need to be “presentable” (and what that really means!)
  • How to handle the “safety net” when embarking on entrepreneurship. 


If you’ve struggled with leaving your career and starting your own venture, this episode will inspire you! 

Featured on the Show:


If you enjoyed this episode, please subscribe, rate, and review it on iTunes or wherever you’re listening. Your reviews help us reach more people who want to get up the “nerve” to create what they crave and become unstoppable. 



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*Episode transcript may not be 100% accurate | Provided by rev.com*

Susan Hyatt (00:00):
Is there something you wish you had the nerve to do welcome to. You've got nerve the podcast that teaches you how to conquer your fears, upgrade your mindset and get up the nerve to go after whatever you want. If you wish you had the guts to go all in on your goals, dreams, and desires. This show is for you. I'm master certified life coach Susan Hyatt, and I am so excited for you to join me on this journey.
Are you an employee, but you have a dream to start your own business and become your own boss, or maybe, you know, someone who's really struggling with this decision. If so, you're gonna love this episode because my guest Arwin TAFs is a longtime client and friend Arwin is a board certified adult nurse practitioner. She's also a certified life coach certified by ma as a bear coach. And she aims to inspire positive change using functional medicine and coaching to help women find answers and feel better. She has so much experience as a healthcare provider and she has a, I think, a very fresh approach to better living that you just can't find anywhere else. Now here's the thing she's trying to get up the nerve to fully strike out on her own. She has no problem advocating for her patients and she's exceptional at what she does, but when it comes to attaching a price tag and charging her worth, she freezes, she procrastinates, she delays.
And in this episode it gets juicy because we discuss navigating the complexities of running a business in a highly regulated space. Like I, the coaching industry's not regulated, right? So when I'm working with someone who is in a highly regulated space, it's interesting why healing is intrinsically linked to building community. How adopting the belief that there's always something you can do about it can be life changing, why we get trapped by the need to be presentable and what that really means and how to handle the safety net when embarking on entrepreneurship. So if you've struggled with leaving your career and starting your own venture, this episode will inspire you. So Arwin welcome to you've got nerve.

Arwyn Taffs (02:27):
Well, thanks for having me. I really appreciate this opportunity.

Susan Hyatt (02:30):
Listen, any opportunity I have to, to bring you on to my audience is a delight. And, um, I've known you for a long time. Um, you're, you're so talented. Your resume is stellar. You have so much to offer the world, but tell the people, what is it that you're trying to get up the nerve to do?

Arwyn Taffs (02:54):
<laugh> uh, well, so I have been a life coach and nurse practitioner for, for years now. And, um, I am having struggles with getting the nerve up, to work for myself and open a practice where I get to be the ones serving at a level that I know I'm capable of, that I just can't do when I'm someone else's employee. Yeah, essentially.

Susan Hyatt (03:21):
Yeah. And so what's the scariest part of that for you?

Arwyn Taffs (03:29):
I think that it's actually charging for my services. Like, I, I, I'm excellent at my job. I can advocate for my patients like nobody else can. And I know that I'm valuable in that way, so it's easy for me to go get a job. But when I have to make the leap between, you know, asking people to pay me directly, that's where I start to struggle.

Susan Hyatt (03:55):
I think this is gonna be such a valuable episode for so many people listening because, and y'all email in and, and tell us, um, what's your flavor of this struggle with knowing that you're really great at what you do, but attaching a price tag to it and charging for it on your own, right? Cuz there's plenty of coaches here listening, who, you know, maybe they coach in their HR department at work or maybe they work for somebody else or they're trying to get up the nerves to start a coaching practice or other entrepreneurs, right? Like there's so many, um, product based businesses out there where people are, you know, making their wares, but the thought of starting a website and actually making money off of that can, can be interesting and bring up all of our worthiness issues. So when you know that you can advocate for your clients better than anybody else, and you're exceptional at what you do, but you freeze or procrastinate or delay when, when I say, okay, Arwin, let's get this packaged priced and out into the world. What goes through your mind when you think about that part of it?

Arwyn Taffs (05:27):
So I, I think that it's, it feels so intangible. Like, um, so, you know, I have the, I have the professional experience and I also have the personal experience of being a patient who's gone through progressive chronic autoimmune disease. And so I, I can, you know, I can see the value of that when I step back and look at it, but then it's, you know, if I were to present you as something and say, do you want to buy this? It's like, I don't know what people want. And it's like of, I do. I work with people every day. <laugh>, you know, I know what they want, but I can't make that switch to articulate it into a presentable package. It seems. And then do the overcoming of objections as well. Like it just feels like so far away. Mm. So

Susan Hyatt (06:19):
Define presentable to me, cuz that's an interesting word you use to package up your services. You were like in a presentable package.

Arwyn Taffs (06:28):
Well, you know, like I just, okay, so every single patient is unique and needs something slightly different in terms of flavor. Um, and so what I, what I offer are, you know, three to four month packages where you have a certain number of visits and we do several different types of activities, but I can't, um, there's a lot of red tape, first of all, with the licensure in healthcare and things like that, you know, I can't make claims that I'm gonna cure your diseases or, um, that type of thing. Mm-hmm <affirmative> um, and I also, you know, will I have real big personal issues and opinions about, uh, the system and the patriarchy and all the things that I love about you being able to talk about mm-hmm <affirmative> um, I, I, I want to tread lightly so that I am not barred from being able to help people to the best of my capabilities.

Susan Hyatt (07:30):
Okay. So two words now I'm making note of presentable and tread lightly. So, um, it, is there an opportunity for you? Okay. So the, the biggest fear here, tell me where I'm wrong is that you will somehow get shut down by state licensing saying what you wanna say.

Arwyn Taffs (07:59):
Yeah. I mean, maybe not by state licensing, but by something bigger than me by by the man, who's like what I like to say. Right. Um, I, I do have a lot of fear about that, which I can't control. Um, yeah.

Susan Hyatt (08:18):
So what kinds of things do they shut people down for?

Arwyn Taffs (08:22):
Well, the one that I'm aware of is, you know, um, the making claims mm-hmm <affirmative>, um, only, only drugs can cure disease. I believe the FDA. Um, wow. I don't know what they specifically say, but, but nothing that I can offer is a cure for a disease.

Susan Hyatt (08:42):
Wow. Okay.

Arwyn Taffs (08:43):
The other thing though, is that I can't independently work with, with people in a state that I'm not licensed in, so I can offer educational opportunities. Mm-hmm <affirmative> um, you know, and provide a ton of value that way. But I can't have one on one conversations that could be misconstrued or construed as providing medical care without a license in that state.

Susan Hyatt (09:06):
Mm. So if there weren't any guidelines on you or regulations on you, what would be, what would feel like the most delightful way to help people?

Arwyn Taffs (09:19):
Hmm. My favorite thing to do is educate, like share information that's um, that gives people back authority over their lives and over their health and help them recognize what it is that's going on, what the reasons are and what the heck they can do about it.

Susan Hyatt (09:38):
Okay. So you just said to me though, that you can offer educational opportunities without getting shut down and you're now telling me that's your favorite thing to do anyway?

Arwyn Taffs (09:49):

Susan Hyatt (09:53):
The mind is fucking hilarious. So

Arwyn Taffs (09:56):
I know. So,

Susan Hyatt (09:57):
So you get to do what you wanna do anyway. And if you were to work with somebody one on one, it would be more as a coach rather than a medical professional,

Arwyn Taffs (10:11):
It would be, um, well, it would be both. If it were one on one, we do a lot of sort of digging in deep to the stories and to the history and to the things that they've tried and what is available. And there's a lot of coaching in that, but there's also, I can make specific recommendations. I can prescribe, I can help them by ordering labs and interpreting results that have already been for tests that have already been performed. I can give them a different lens to look at them through and uncover all kinds of stuff that's valuable.

Susan Hyatt (10:47):
Okay. And, but that's only in certain states or that's nationwide.

Arwyn Taffs (10:52):
Well, so I can show people how to do that themselves if we're in a group setting, but I can't do that for individuals. One on one. Okay. Uh, that about in, in Colorado.

Susan Hyatt (11:02):
What about internationally?

Arwyn Taffs (11:08):
I think that's the same. I don't know what the laws are overseas.

Susan Hyatt (11:12):
I mean, because that would be something interesting to think about too. It's like, oh, you know, I can work one on one, um, in this capacity with people in the state of Colorado and world, like beyond the United States borders. Right. Because like, I don't know that there's, is there international regulation of medical advice?

Arwyn Taffs (11:31):
I imagine. So. I mean, maybe I should move to Mexico

Susan Hyatt (11:35):
<laugh> well, I mean, this would be interesting to explore because in, in the coaching world, like I have clients all over the world. And so if there were certain regulations, um, within the us that I don't know that that would apply, um, other in other places. And so I'm just kind of wondering what that means. Um, it's just an interesting question. So yeah, but we know that your favorite thing to do, which is education is available to you. So you could put, you could put some packages together where you're working with people in a group setting

Arwyn Taffs (12:19):
Mm-hmm <affirmative>. Yeah. And I do I'm, I'm setting up to launch a free challenge coming up in the early part of September, um, where we'll kind of work on clean, clean eating mm-hmm <affirmative> like a 28 day challenge for people mm-hmm <affirmative>. Mm.

Susan Hyatt (12:38):
And so what do you think? Okay. I love that you've put a challenge together. And at the end of said, challenge, what will you offer the people in terms of continuing a relationship with you?

Arwyn Taffs (12:58):
That's a good question. <laugh> I, I, I feel like one of the most valuable parts of healing and of being a woman in the world is being part of a supportive community and building this robust web of support that you can lean on when you need to, um, and cultivating these connections that, um, will carry you and lift you up, uh, as you go forward. And as you find your way. So I initially had set up to do some office hours on a weekly basis or, or, and workshops perhaps. But, um, I found that I needed to kind of vet people mm-hmm <affirmative>, you know, cuz there were boys from Turkey that showed up and I was like, this is not what I was going for here. <laugh> so, yeah. Hmm. Um, but I definitely, I I've been brainstorming different, uh, workshops to do, you know, there's the thyroid there's hormones, there's weight, there's sleep, there's stress, there's all kinds of different pieces to tend to.

Susan Hyatt (14:05):
So that's, that's potentially, you know, all the things that you just rattled off are all things of interest. Um, I think to women who are suffering in those different areas. And so that's like a monthly theme in terms of, you know, here's the latest, um, webinar or challenge or, um, SW whatever you wanna call it, um, where we're gonna talk about things you may not know about healing insomnia or thyroid issues or things your position might have missed or not know, um, the way you know, how well, how many patients do you think you have worked with over the years?

Arwyn Taffs (14:59):
Oh, countless. I, um, I, I can't even begin to imagine hundreds,

Susan Hyatt (15:08):
Hundreds, thousands. Thousands.

Arwyn Taffs (15:10):

Susan Hyatt (15:11):
Okay. So in doing this work with thousands of actual human beings, you've learned a few things and you wanna wanna share what it is that you have recognized is missing from the conversation typically because of the patriarchy.

Arwyn Taffs (15:32):
Yeah. Yeah, absolutely. It's the hiding of, of the truth. Um, the juicy truth, as I like to say, because the people that you're, um, speaking to when you're in the office oftentimes are, um, limited in, in the amount of time they have, they don't wanna listen to a story they want to diagnose and prescribe. Um, mm-hmm <affirmative> and there's not any room for nuance, which is so like health is rich with nuances.

Susan Hyatt (16:04):
Mm. And what do you think, what do you think the person that you wanna help, who is suffering in some way, whether it's hormonal imbalance, thyroid, um, weight sleep, um, what do you think that they might be surprised to learn from you in an educational setting?

Arwyn Taffs (16:36):
Well, everybody's priority or goal is different and there are endless ways to achieve what you want to achieve. There's always a reason for the thing. And there's never something that isn't worth tending to, if it's important to you, there's always a reason for it. And there's always something we can do about it. Mm. Without question.

Susan Hyatt (16:58):
Well, I think what you just said, the message of there's always something we can do about it is fresh because I actually just saw on social media, on Facebook, somebody who, I mean, I couldn't believe the story that she was documenting on her Facebook in just the past couple of days with a health issue that has been going on since 2016 where it's like doctor after doctor specialist, after specialist has been telling her, um, like it, it just, they're all contradicting each other and there's really nothing to be done. And I think she ultimately found out that a uterus that was supposed to be removed was never removed and, wow. Right. I know I was just scrolling and saw this story. And I think like how, how O how many doctors were telling her the wrong thing and not taking the time, like you said, to understand nuance and give a recommendation that is gonna help that person. So for someone who, you know, has been dealing with, with something for years to hear you say, there's always something we can do about it. And I have the experience and a different lens to look at this with sounds like a refreshing option for folks. So why are you sitting on it?

Arwyn Taffs (18:41):
I think that, you know, for me, there's power in the pause and the details really matter, and that's not like a widely accepted message, but it's like our general kind of the plan is we don't really know yet what's going on. It looks kind of funny, but not super, super weird. This is not diagnosable. There's nothing we can do. Let's wait till it gets worse. Mm-hmm <affirmative> not okay with me. I'm not satisfied with that. And there's, it's, it's more easily redirected in terms of the trajectory of your health. If we intervene early mm-hmm <affirmative> and redirect that course of disease early mm-hmm <affirmative> before these patterns are ingrained in your lifestyle. Mm-hmm <affirmative> um, and it's not like you have to do this one specific thing in order to make a drastic change. It's like the rudder of a boat. If you turn it just a teeny bit in like, you know, a certain number of miles, the boat's gonna be like in a totally different place.

Susan Hyatt (19:42):
Absolutely. I mean, something simple. This is such a boring example, but it's something true in my own life in that. Um, I used to hate drinking water. Like, I, I don't know about y'all listening, but like all the advice to drink eight glasses of water a day, I was like, screw you. I'm not drinking it. Um, and then low and behold, I find myself as someone who, um, I have my water bottle, like you right here. Um, and this has been for the past, you know, probably four years, um, someone who consistently drinks a lot of water, um, all of a sudden all my skin issues are gone because of the one little change of, of water. And so when people ask me, you know, what's your skincare routine? I'm like, girl, get you a water bottle. That's it. Okay. It doesn't, it doesn't matter. I mean, I know all y'all selling skincare, gonna disagree with me and I do use skincare products, but what you put topically on isn't necessarily gonna replace something like drinking a gallon of water and a

Arwyn Taffs (20:47):

Susan Hyatt (20:48):
You know, all those things.

Arwyn Taffs (20:50):

Susan Hyatt (20:50):
Um, but my question for you are when you, you gave us some juicy nuggets, but my question was all of this sounds amazing. Why are you are when sitting on these gold nuggets? Why aren't you releasing this to the people?

Arwyn Taffs (21:10):
Well, my next excuse <laugh> would be like time and energy. It's like, I wanna, I wanna not share any information that's not seen as valuable. Like, so first of all, I wanna make sure that everything that I'm doing is correct. Um, and I wanna have a presentation, like I was saying early, earlier, presentable options for people mm-hmm <affirmative> and what that means when I like, say it like that is like, I need to prepare and I need to know what I'm gonna say ahead of time. And I can't just hop on here and have a conversation, even though that's where all the juice comes out, you know, like

Susan Hyatt (21:50):
You're doing it right now. Yeah. You're just having a conversation. Right? You had no idea what questions I was gonna ask you. I know. Um, other than like what you want, girl, what you trying to get the nerve up to do? Like, you knew I'd ask that, but other than that, and so it's like, I wanna help you reimagine presentable and treading lightly that, that those are the things I think you think you're being conscientious and responsible. And I think you're being irresponsible because you're withholding this wisdom from all these people, listening, who I guarantee you, there, there are people listening to this podcast right now that are like, how do I hire her?

Arwyn Taffs (22:39):

Susan Hyatt (22:39):
Um, they, why are you shaking your head? No,

Arwyn Taffs (22:43):
<laugh> well, hire me. I can't wait to be hired, like so that I can actually work for myself because the level of service that I can provide is, is so much different when, when the production, you know, like how many patients can you see in a day, because this is revenue, um, for other people's practices, if it's, if it's between me and the clients, there's so much room for more. Yeah. Of.

Susan Hyatt (23:17):
And what do you, in, in terms of, if you were to think about that, you're already presentable you right now with that adorable cat scarf on y'all, I'm gonna have to release this video so you can see the scarf

Arwyn Taffs (23:36):

Susan Hyatt (23:38):
Um, that you are more than worthy and presentable and put together because you've been preparing your whole career.

Arwyn Taffs (23:50):
Mm-hmm <affirmative> yeah. There's no question that this is what I am on this earth to do. I, I cannot do anything else. Like, this is what I wanna do. This is what I wanna be doing every single day.

Susan Hyatt (24:05):
I fricking love it. Um, I love sitting with people who know, who are convicted and who know, who know their stuff and they know what they should be doing. So then are you open to the possibility that the most responsible and presentable thing you could do is just come out with it and, and allow people to hire you?

Arwyn Taffs (24:33):
Yeah, I think, I mean, that's kind of why I'm here today is I feel like I'm just, you know, I, wasn't always in a place where I know that this is what I'm gonna be doing. Mm-hmm <affirmative> um, and that probably happened within the last year or two. Um, but now it's just kind of like, I'm just gonna put myself out there in every way that makes, you know, that's feasible for me. Um, in terms of energy, time and safety <laugh> but

Susan Hyatt (25:04):

Arwyn Taffs (25:06):
Safety. Yeah. Mm. I used to be afraid that I would hurt people and that's why I didn't wanna go out on my own. And now it's like, no, that is not even on my radar now, because I have the information that I need and the resources and support that I need to help me support others. Right. It's in place. <laugh> how good to go.

Susan Hyatt (25:28):
It is in place. Cuz I remember, I actually remember I was sitting in my car, where did I go on a trip? I was in the middle of nowhere and I parked my car. Do you remember where I was?

Arwyn Taffs (25:47):
Uh, I think you were up in like Maine or something, weren't you?

Susan Hyatt (25:51):
I mean, yes. I was in Maine and I parked my car, pulled off the road where I had cell signal to have a coaching session with you. <laugh> and I remember us talking about the safety thing.

Arwyn Taffs (26:06):

Susan Hyatt (26:07):
And you getting, you know, so that would've been, um, Thanksgiving that would've been November. So look all these months later that one's cleared away now it's clearing away the fear that someone's gonna shut you down.

Arwyn Taffs (26:24):
Yeah. Well and, and the fear that I'm not gonna be able to make an income that's equivalent or more than what I make now, because I've never done that before, outside of having a job, like what about health insurance? What about mm-hmm? <affirmative>

Susan Hyatt (26:42):
Listen, entrepreneurship is wild and I know, um, I, my husband and I included when we first back in my God, 2000, I don't even remember. I think my kids were two and four. He left a salaried position in commercial real estate with benefits to go out on his own. I actually coached him to go out on his own.

Arwyn Taffs (27:12):

Susan Hyatt (27:13):
Because he had a boss that, um, that was not, let's just say was not acknowledging his gifts. And I was like, you could make more money on your own. And so he left and it was really scary for us to price health insurance, and to think about that safety net, you know, not being, and I'm using safety net, cuz it how safe is a job that where you're not valued. Right. And so anyway, he did leave and go out on his own. And I started, that's why I started selling residential real estate was because we were sort of nervous about all that. And we anyway, um, then when I decided to leave real estate and start this company, we were already paying our own health insurance. So I didn't have to make that leap, but it's, it's no small thing in this country, in the U us to consider health insurance. Um, and it's weighing the cost of, I, I often think about what are the mental health costs of staying, um, and a job that doesn't suit you and yeah. The, the energy that you can harness to help people on your own terms. I mean, it's, it's definitely something to consider and to think about and like what kind of transition plan do you wanna have and how many clients can you serve and how many clients do you need to

Arwyn Taffs (28:51):

Susan Hyatt (28:52):
Replace your fixed expenses?

Arwyn Taffs (28:57):
Well, and so that, that actually has crossed my mind, you know, like the, um, I I'm one of those people that, you know, when your insurance flips over every year, you like end up with a bunch of healthcare costs for the first couple months. And then, um, it's mostly paid for, for the rest of the year mm-hmm <affirmative>. And so I'm like one of those people that tries to like hoard my pills <laugh> as much as I can, like try to be thinking about the future. Um, but it did occur to me like how much can I simplify this? And if my life were simplified, how much of this would I not even need? Mm-hmm <affirmative> um, and so with that kind of mindset, my goal ultimately is to move to Montana mm-hmm <affirmative> and at that time to make that shift to working for myself. But, um, I, I think you, I don't know if you were aware that I, I was considering leaving kind of earlier in the fall, um, this year and then, um, like at the end of October, perhaps, um, and moving in the early spring in March or so to Montana.
Um, and when I went into just like mention that I would be potentially putting in my resignation that I was offered a raise ultimately. Right. So it's like, well, so now the, the problem then becomes again, because I had done all of the thought work and things to, to be like, it's gonna be okay. I don't have to know all the answers before I leave. Like I will have more time and bandwidth when I don't have to be at work 40 hours a week. Right. To figure out all this stuff <laugh> right. So then I'm back at the original problem, which is how do I preserve my energy and maximize the time that I do have available mm-hmm <affirmative>

Susan Hyatt (30:47):
Well, and so, so basically they just up the ante on you, they gave you more money <laugh> <laugh> and now you're like, Hmm. So then the question becomes, um, is there an opportunity for you to take on just a few clients,

Arwyn Taffs (31:08):
You know? Oh, absolutely. Yeah. I've got space for clients. It doesn't have to be

Susan Hyatt (31:13):
All or nothing. Right. So it doesn't have to be moved to Montana and become a, you know, an entrepreneur a hundred percent. Like you can start your company and, and welcome clients, um, while you are getting your energy and mindset around making this move. And the thing that could be interesting is that what if these few clients give you energy?

Arwyn Taffs (31:42):
I think that I have been walking a very, very fine line, um, because I'm struggling to, like, I've been working for free for doing this stuff outside because I can't not do it. I love doing it. And in the beginning when I felt like, eh, I, I really don't have the experience. Maybe, you know, I don't really know what I'm doing. I don't feel that way anymore. Um <laugh> so now I have like several free clients and it's like, how do I bridge the gap between, like, how do I say no to working for free, even though I love doing it so that I can make space for the people who want to pay me for my time?

Susan Hyatt (32:23):
Well, there's an energetic shift and a, and a, and a signaling to yourself and to the world, when you start doing that and saying like, this is valuable, I love this work. So for the current clients that you have that you're working with for free, um, it may be that those folks are just enjoying these free services and may never opt to pay you. Some of them might, if you say like, Hey, my business coach has challenged me. You know, I really have to start charging for all of this amazing stuff that I do. And starting September one, um, these are my rates and there will be some people that will be like, of course, I can't believe you've been doing this for free this long or whatever. And other folks that will be like, oh, well I can't afford it. You know, whatever their reason or excuse is. But then that frees up your time to be doing these online educational opportunities and welcoming people to pay you. And there's something magical that happens when you make that internal decision.

Arwyn Taffs (33:36):
Yeah. I almost feel like the one client that I have who's paying me was like, I didn't even have to sell to her. She was just <laugh>. She was like, how much is it? <laugh> and, uh, just like kind, where did she from?

Susan Hyatt (33:51):
Where'd she come from? Uh,

Arwyn Taffs (33:52):
I met her through, um, where I practice now. Okay. Um, where we do interventional radiology, not functional medicine and coaching.

Susan Hyatt (34:00):
Right. Okay. So you met her and she's, and what's the problem she's solving.

Arwyn Taffs (34:08):
Oh, um, hormonal stuff, fibroids, uh, concern over brain health, uh, with a family history of dementia. Mm-hmm

Susan Hyatt (34:16):
<affirmative> okay. And so she's like, wait, sign me up.

Arwyn Taffs (34:20):
Yeah. I mean, I spent some time, like I do with every patient I see in clinic educating about what fibroids are like, I like using pictures to show structure and function of things so that the patients can really understand what we're doing. Mm-hmm <affirmative>

Susan Hyatt (34:37):
Okay. So let, let me tell you something, <laugh>, there's so many more where she came from. Um, I know it's just a matter of you. What made you decide to pitch her to pay you versus other people?

Arwyn Taffs (34:52):
Well, I, you know, I, I don't sell to people at work. I just, I just spend the hour with them that I have. And then, um, you know, I think that maybe our connection came when we were talking about our, um, family histories and I had just done my own genetic testing and, and knew that I had a risk for Alzheimer's. Um, mm-hmm <affirmative> and I could share, you know, like, even if you have these, um, genetics, it does not mean that you're destined to have dementia, your lifestyle and your choices and nutrition and everything make all the difference in that respect. And just having that information gives you so much power.

Susan Hyatt (35:32):
I mean, my heart is racing. Just thinking about you doing a marketing campaign like that, to people who, um, are the children of, um, parents with dementia, Alzheimer's like, here's what you can do. Um, so it's, it's right. It's that, in my opinion, it's that simple, it's you deciding? Yeah. That you're going to in a, in a formal way, say these are the things I know about. I, you know, not here's your cure, these are the things I know about. And there are things that you can do. And by the way, this high level expertise costs money.

Arwyn Taffs (36:20):
Yeah. And I think that it really is just, I mean, I'm, I'm such a, this is the story I'm telling myself, I'm such a terrible salesperson, but these conversations I live for these conversations because they matter, and it's not talked about like, even, so even having periods, it's like, not all of us are talking to our friends about how heavy our periods are. Right. And so I'll ask someone if they have a heavy period and they're like, I don't even know what that means.

Susan Hyatt (36:46):

Arwyn Taffs (36:49):
It's like just having conversations. <laugh> like, you are not alone ever.

Susan Hyatt (36:56):
Yeah. Like, I love some of the things that you've said, which is like, there's, there's always something you can do and you are not alone ever. And just talking about it in that way. And like you said, like, I, I love sales because I don't think of it as I'm selling you. I do think of it as I'm educating you and offering you a solution to a problem. And so, and if it's a fit or not, right. Like I don't have attachment to, I think, I don't think you're a terrible salesperson at all. I think you're exceptional at sales, but it's redefining. Like what does that even mean? It's education.

Arwyn Taffs (37:39):
Yeah. I could get on board with that. <laugh>

Susan Hyatt (37:40):
That's all it is. That is it like you doing educational calls and you should call them that instead of consult calls,

Arwyn Taffs (37:50):
You got it do. Now

Susan Hyatt (37:54):
I've beat her down. She's now like, okay, I'll give you the thumbs up. So you stop it. Um, no, I wanna applaud you for talk, you know, being vulnerable to come on here and talk about what it is you wanna accomplish and what your worries are. And so I think in, in conclusion, when you are enjoying this race, um, are you able to get up the nerve to charge for some part-time clients while you create this Montana plan?

Arwyn Taffs (38:34):
Um, absolutely. Yeah. I, I am grateful for the, for the raise, first of all, but also for the opportunity to be in front of, and with these people in exam rooms where I get to learn about their stories and what they're struggling with and what they need and how I might help, um, and not for the opportunity to sell to them, but for the opportunity to educate them about what nobody has before. Mm.

Susan Hyatt (39:07):
And that you should be compensated for that knowledge.

Arwyn Taffs (39:13):
Yeah. Yeah. And I think that I'm, I'm at the point now where I know that I need to be talking with people and in front of people in order to, um, convey my expertise in enthusiasm. But I, I think that just that small shift between consult calls and overcoming objections is, you know, gonna float off into the wind. If I can actually see them as opportunities to educate and share important information with people that will benefit from it, whether or not they hire me.

Susan Hyatt (39:48):
Exactly. Honestly. I mean, and I think that the more you go into conversations with that energy, the more deposits you're gonna get. So I'll be excited.

Arwyn Taffs (40:00):

Susan Hyatt (40:00):
I'll be excited and I am fortunate to be connected with you to, to know I'll be excited, have seat. Thank you.

Arwyn Taffs (40:12):
Yeah, same. Thank you. This was very, very helpful for me as well.

Susan Hyatt (40:16):
If you've enjoyed this episode, please subscribe, rate and review it on iTunes or wherever you're listening, because your reviews help us reach more people who wanna get up the nerve to create what they crave and become unstoppable.
Okay. Hot announcements. It's back. Finish strong is happening this October 7th through the ninth in Savannah, Georgia. Now I have virtual seats and I have live seats and I have VIP seats. So get your cheeks in the seats@finishstrongevent.com, please snag up those seats because something that I've been ruminating on and talking about on social media is that we've all been impacted and changed a lot since 2020. I know I have, I would love to hear how you feel you've changed. But one of the things that people are saying is that many of us who are home bodies have doubled down on hermit mode. And if that's you, I wanna encourage you to bless us with your presence in person at finish strong because our win. And so many of my clients who attended finish strong last year and the year before have made huge strides in their lives, in their mindsets, in their income. And this year I'm focusing on how to have a yes life. So get your cheeks in the seats. I would love to see you.



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