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Anza Goodbar, Founder and CEO, Bankable Events, LLC

Anza Goodbar, Founder & CEO, Bankable Events, LLC

What's your industry?

Business Consulting

For people who don't know you, can you tell us how you ended up sitting where you are today?

After 20 years and 4,000+ events as a professional planner, I felt burnt out. An opportunity arose to start a boutique mortgage brokerage with my son, and I took it. In 2008, the mortgage industry crash led us to explore the online business world. I began coaching and consulting, helping small business owners establish processes to build a strong foundation on which to grow. With the launch of the Bankable brand in 2022, we're empowering service-based businesses to harness the power of live events to position themselves as industry experts, build strong communities, and boost revenue.

What does your daily routine look like?

My dynamic routine starts at 4:30 am with reading, journaling, and meditation to set the tone for the day. By 5:30 am, I tackle pressing tasks before diving into content creation and writing my first solo book. Strategically grouping similar tasks, I balance sales and consulting calls with crafting proposals. This helps me tap into the creative energy required to design strategies for small business growth. This focused approach maximizes productivity and keeps me in the zone.

What excites you most about what you do?

Witnessing small business owners uncover their distinctively unique growth path truly invigorates me. Often, they grapple with one-size-fits-all solutions that fail to address their specific needs. However, when we collaboratively develop strategies that resonate with their core values and company mission, a transformative shift occurs. They suddenly recognize the wealth of resources at their disposal, enabling them to execute the tailor-made plan and finally experience the rewarding taste of success. This process of empowering entrepreneurs to realize their potential and achieve their goals is what fuels my passion for helping small businesses thrive.

Lately, revealing the power of live events to small business owners has been exhilarating! Showcasing how it can amplify their brand and distinguish them from competitors adds a thrilling dimension to their growth journey.

What's the best advice anyone ever gave you on your journey in business?

When I first embarked on my entrepreneurial journey, the most profound advice I received was to prioritize personal development and leadership skills. This wisdom struck a chord with me, as I realized that overcoming larger obstacles meant nurturing my growth from the inside out. Entrepreneurship, at its core, revolves around solving problems for ourselves and our clients. By dedicating time each day to invest in my own self-improvement, I've been able to evolve both personally and professionally. This ongoing commitment has equipped me with the insights and tools necessary to make a meaningful impact on the lives and businesses of the clients I serve.

Prioritizing personal development and refining leadership skills can work wonders for entrepreneurs on their journey. By investing in themselves, they can access valuable insights that enable them to make informed decisions, even as the business landscape changes. This growth also improves their problem-solving abilities, allowing them to tackle complex challenges and drive their businesses forward.

Developing resilience is another major benefit. As entrepreneurs grow personally, they become better equipped to handle setbacks, adapt to change, and maintain a positive outlook during tough times. This resilience often extends to their teams, as well-boosted leadership skills inspire and motivate others, fostering a productive work environment and collective success.

Focusing on personal growth often leads to connections with like-minded individuals, which opens doors to new opportunities, collaborations, and support systems. Moreover, it allows entrepreneurs to adapt more readily to shifting market trends, ensuring that they remain agile and responsive in their approach.

Ultimately, prioritizing personal development and leadership skills not only enhances an entrepreneur's own capabilities, but also creates a ripple effect that positively impacts their teams, clients, and overall business success.

What's been the hardest part about the path you've taken and how would you advise someone facing a similar situation to overcome it?

As a business coach and consultant, I realized early on that setting myself apart was essential for success. I found that the cookie-cutter approach to coaching wasn't working for me or my clients. Each business is unique, and each client has different goals, strengths, and weaknesses. Therefore, solutions should be tailor-made to fit their specific needs.

The idea of live events being a hot trend in 2023 really resonated with me. I believe that entrepreneurs and small business owners crave a sense of community and belonging, especially in today's world where isolation is common. Live events can provide an opportunity to connect and engage with others in a meaningful way, and I saw this as an untapped market for business coaching.

Creating a unique income-generating approach focused on live events required taking a risk, but I believed in my vision and my clients. It was a way to stand out in a crowded market and create something that truly resonates with entrepreneurs. I'm glad I took that chance because it paid off, and it feels great to have found my own voice and space in the industry.

Are there any well-known Books, Podcasts, or Courses that you credit your current success to?

A few transformative books have been instrumental in my growth: John Maxwell's The 15 Invaluable Laws of Growth, Copywriting Secrets by Jim Edwards, and The 12 Week Year by Brian P. Moran and Michael Lennington.

I find myself revisiting The 15 Laws time and again. As I grow and evolve, this book highlights new areas for improvement, guiding me towards becoming the person I need to be to reach the next level. It's packed with golden nuggets, and I can't recommend it enough.

Copywriting Secrets was a game-changer for my content writing approach. Jim's expertise helped me infuse purpose and focus into my content, refining my sales copy communication skills, which has had a profound impact on my business.

The 12 Week Year has revolutionized my productivity and output, enabling me to quadruple my annual goals by implementing a structured daily routine. Many of my clients adopt this methodology while working with me, and they experience tremendous benefits as well.

Have you ever used a business or executive coach?

Absolutely, I've worked with several coaches since starting my own business. I remember a recent conversation with a business coach where I was adamant about not hosting group programs anymore. Being an introvert, they can be energetically draining, and I prefer cultivating deep one-on-one relationships. However, she suggested an alternative approach to group sessions that not only made excellent business sense but also inspired me to implement it immediately. Her insight into my growth plan unveiled an avenue I couldn't have discovered on my own and distinguished me from other coaches. That exchange proved to be incredibly valuable and transformative.

It seems like there are a lot of people offering business coaching these days. In your opinion, is that a good thing?

I'm a firm believer that there's room for everyone in the coaching space. However, since COVID, we've seen an influx of people entering coaching without proper credentials or training, which risks tarnishing the industry's reputation. For example, a client recently approached me for strategies to monetize his annual event. He knew he was missing out on revenue but didn't know where to find it. While he had a fantastic team for execution, he lacked strategy. He'd worked with other coaches whose only solution was to raise prices, but that led to crickets.

From a client's perspective, I'd advise doing your homework and ensuring that the coach you choose has invested in their own training and development. This way, you can be confident that they possess the necessary expertise to guide you in achieving your goals.

People can sometimes confuse a coach with a mentor. Can you help us clarify the difference?

Think of a coach as someone who works with you more closely, guiding you through specific goals or challenges you're facing in your personal or professional life. They're usually skilled in asking thought-provoking questions and providing actionable advice tailored to your needs. For example, a business coach might help you create a marketing strategy or enhance your leadership skills, leading to more effective decision-making and business growth.

On the other hand, a mentor is someone who shares their wisdom, experiences, and lessons learned with you. They offer guidance based on their journey and provide support and encouragement along the way. A mentor is like a seasoned friend who has "been there, done that" and can offer valuable insights. For instance, a mentor might share their experiences of building a successful startup, which helps you avoid common pitfalls and learn from their mistakes.

Both coaching and mentoring relationships can be incredibly beneficial. A coach can help you overcome specific obstacles and develop actionable plans, while a mentor can provide long-term guidance and inspiration based on their life experiences. Ultimately, the choice between a coach and a mentor depends on your goals and the kind of support you're looking for at a particular stage in your journey.

I think of myself as a hybrid between a coach and a consultant, as I think that both play a vital role in business growth.

A consultant is another professional who can play a distinct role in comparison to a coach or mentor. Consultants are experts in a particular field, and they're hired to provide specific advice, solutions, or recommendations based on their specialized knowledge and experience. They typically analyze a situation, identify areas for improvement, and suggest strategies to achieve desired outcomes.

The main difference between a consultant and a coach or mentor is the nature of their involvement. While coaches and mentors focus on personal or professional development and growth, offering guidance and support, consultants are more oriented toward addressing specific business or technical issues.

For example, a company might hire a marketing consultant to analyze their current marketing strategy, identify weaknesses, and propose a new approach to increase brand visibility and customer engagement. In this case, the consultant's role is to provide targeted expertise and practical solutions rather than ongoing personal guidance.

For any entrepreneurs or executives looking to work with a coach, where are the best places to find a great one?

If you're looking for a great business coach, it's essential to explore various avenues to find the right fit. One of the best ways to start is by asking your friends, colleagues, or professional network for recommendations. They can share their experiences and may know someone who has helped them achieve success.

Another place to look is professional associations like the International Coaching Federation (ICF) or Vistage. They have directories of certified coaches, making it easier to find someone with specific qualifications or expertise.

Don't forget about industry events such as workshops, seminars, and conferences. These gatherings can be a goldmine for meeting and networking with business coaches. Plus, you can observe their presentations and interactions with attendees, which can help you gauge their skills and personality.

Lastly, consider checking with your local business groups or chambers of commerce. They often have connections to experienced coaches in your area and may host events where you can meet potential coaches in person.

Take your time to research and evaluate potential business coaches based on their experience, qualifications, and client testimonials. Remember, finding the perfect coach for you is all about understanding your unique needs, goals, and preferences.

What 3 qualities would you say separate a great business coach from a bad one?

There are many qualities that contribute to someone being a great business coach, here are a few that I find essential:

  1. Expertise: A top-notch business coach has extensive knowledge and experience in their field, which they leverage to provide valuable insights and practical advice. They stay up-to-date with industry trends, best practices, and innovative strategies to ensure their clients receive the best guidance possible.

  2. Goal-oriented: A great business coach focuses on helping their clients achieve measurable results. They collaborate with clients to set specific, achievable goals and develop actionable plans to reach them. They regularly evaluate progress and adjust the approach as needed, ensuring clients stay on track and maintain momentum toward their objectives.

  3. Active listening: A great business coach is an attentive listener who genuinely understands their clients' concerns, needs, and goals. They pay attention to verbal and non-verbal cues, allowing them to provide personalized guidance and support.

Do you think someone can be a great business coach without having many years of experience?

Certainly! Even without years of experience, someone can still become a great business coach for various reasons. First, having a strong foundation in business principles and best practices can help them offer valuable insights to clients. This knowledge can be gained through education, self-study, or by keeping up with industry trends.

Another factor is transferable skills. Qualities like active listening, empathy, and adaptability can come from other life experiences or professions and be applied to coaching. These skills enable coaches to understand their clients' needs and provide tailored support.

Personal experiences also play a role. If someone has overcome challenges or achieved success in a specific area, they can share those insights and lessons with clients. These relatable stories can help clients navigate similar situations.

A deep passion for coaching can drive someone to continually improve their skills and knowledge to provide the best possible guidance. This dedication can compensate for a lack of years of experience.

Lastly, a commitment to learning is essential. Great business coaches are eager to learn and grow, seeking out training, mentorship, or other learning opportunities to enhance their abilities and stay current with industry developments.

So, while experience is definitely valuable, it's not the only factor that makes someone an effective business coach. A mix of knowledge, transferable skills, personal experiences, passion, and a dedication to learning can be just as important.

What do you think the world of business coaching will look like in 20 years' time?

There are two things I'd like to see happen in the world of business coaching:

1. Regulation and Accreditation: The business coaching industry would benefit from becoming more regulated. Standardized certifications or accreditations would ensure a baseline level of quality and competence. This development could help maintain the industry's reputation and provide clients with greater confidence in their coaches' qualifications.

2. Emphasis on Mental Health and Well-being: As awareness of mental health and well-being continues to rise, business coaches may choose to incorporate these elements into their coaching practices. Coaches could help clients develop strategies to manage stress, promote work-life balance, and foster a healthy organizational culture. This would definitely help remove the sigma for regular self-care practices.

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