Discover Yourself - Strengths Canada

Interested in starting your own entrepreneurial journey in coaching but unsure what to expect? Then read up on our interview with Susan Surtel, Founder of Strengths Canada, located in Toronto, ON, CA.

What's your business, and who are your customers?

I am a certified coach specializing in working with managers who want to lead great teams. Many people are promoted to managerial roles but aren't given any support or training on how to manage. I am there to help these people to become great managers.

I also am a Gallup-certified Strengths Coach. This means that I coach individuals and facilitate team building and training sessions with teams who want to use the CliftonStrengths approach to maximize the talents on the team.

Tell us about yourself

Back in 2010, a colleague introduced me to the book StrengthsFinder 2.0. This book discusses why we should focus on our strengths rather than our lesser talents. The concept was like a lightning bolt: of course, we should focus on what we are good at rather than trying to fix ourselves. We have a society of people who are always trying to fix themselves, doubting who they are, and thinking that they have to acquire the abilities that others have. You don't have to. If you just be you and develop those natural talents that you have, you can become a powerhouse. So what motivates me is helping people realize that they can live their best lives by focusing on the good or even great in them and releasing it for the whole world to see.

What's your biggest accomplishment as a business owner?

I have successfully built my business and secured major clients from many industries. It is truly gratifying when people seek you out because others recommend you and your abilities.

What's one of the hardest things that come with being a business owner?

I don't really like selling. I want to feel authentic when working with people. Thus I don't want to 'sell.' When I talk with potential clients, I tell them what I do and hope that when they see my passion for my work, I want to help others to grow, that there will be no need to sell.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

Outsource things that you aren't good at, if possible. If you aren't great at graphic design, others are. You can waste a lot of time on things that are not your specialty.
Don't depend on family and friends for business. They will try to do as much as they can, but it is best to attend networking events to spread the word about your business.
If you have a great product or service, do everything you can to promote it. Talk to people. Go to events where you won't make a penny, but talk with people about the greatness of what you do. People can't help but be attracted to enthusiasm and passion.

Consider working with a coach. A coach is there to partner with you and helps you clarify the direction you want to go or realize your goals. A coach isn't there to tell you what to do but instead believes that you have the resources within you to reach your goal. You might be stuck and need a coach to help you to navigate towards a better future. It is worth the investment.

Where can people find you and your business?

Website: https://www.strengthscanada.com/
Facebook: https://www.facebook.com/strengthscanada
Instagram: https://www.instagram.com/strengthscanada/
LinkedIn: https://www.linkedin.com/in/susansurtel/

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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