Guy E. Baker talks with Jason Barnard about the Market Tune-Up. Guy E. Baker, a Wealth and Business Coach and founder of the Wealth Teams Alliance, talks with Jason Barnard about the importance of CEOs balancing their personal brand with their corporate identity. Guy emphasizes the balance of asking open-ended questions in a conversation while staying skilled at recognizing patterns in client behavior. He stresses that objections aren’t roadblocks but opportunities to understand better. Guy E. Baker and Jason Barnard also discuss the importance of mutual respect and understanding between a service provider and a client. Guy highlights how the right questions can lead to better alignment and decision-making. This is a must-watch episode for any business leader who's thinking about long-term growth, succession, and sustainability. What you’ll learn from Guy E. Baker 00:00 Guy E. Baker and Jason Barnard 01:15 What is Guy E. Baker’s Middle Name? 01:33 Where Did Guy E. Baker Derive the Title “Market Tune-Up”? 01:56 What was ChatGPT’s Answer When Jason Barnard Asked About Guy Eugene Baker? 02:27 Which Detail Did ChatGPT Get Completely Wrong About Guy E. Baker? 02:38 What Couldn’t ChatGPT Figure Out About Guy E. Baker Based From Jason Barnard? 03:51 What Approach Can a Marketer Take to Improve During a Market Tune-Up? 03:59 What Does the E-Myth Teach About Improving a Marketing or Sales Organization? 04:54 What Are the Tiny Details in a Marketing Team That Can Significantly Boost Overall Performance? 05:18 What is the Most Important Measure of Long-Term Success in a Marketing Organization? 05:33 Why Should You Keep Track of Cases or Projects Across Different Business Phases? 06:34 Why Should You Focus On either Attracting New Clients or Converting Those Already in Your Pipeline? 06:41 Where Do You Start When Deciding How to Move Prospects Forward? 06:45 What Key Conversion Steps Should You Track to Turn Initial Interviews Into Long-Term Clients? 07:33 What Part of the Client Journey Drives Profitability? 07:55 What Phases Might Exist When Developing Both a Personal and Company Brand? 08:10 Why is Reaching Out to Your Best Customers Helpful When Business Slows Down? 09:17 Why is Identifying a Client’s Pain More Important Than Just Offering a Solution? 10:10 How Can You Help Clients Recognize Their Own Pain and Problems? 10:22 What Kind of Pain Do Most Clients Experience When They Are in Denial? 10:37 What Happens When Potential Clients Don’t Realize Google and AI Are Misrepresenting Them? 11:08 How Can You Help People Recognize a Problem and Its Pain if They Haven’t Noticed it Yet? 12:47 What Question Can You Ask a CEO to Share Their Problem With Their Personal Brand and Business? 13:48 Why Is It Important to Balance Asking Open-Ended Questions and Speaking in a Sales Call? 14:01 Why is it Important Not to Always Know the Answer When Asking Questions During Fact-Finding? 14:39 What Patterns Can You Identify by Talking to the Right Prospects and Clients Over Time? 15:21 What Would Happen to the Business if the CEO Took a 6-Month Break and Wasn’t Involved in Operations? 15:42 Why is it Important to Have Someone on Your Team You Trust Enough to Take Your Place if Needed? 16:52 Why Are Most Salespeople Afraid of Objections During a Sales Conversation? 17:07 What Factors Determine Whether Your Services Make Sense for a Potential Client? 17:36 What Often Keeps Successful People From Noticing the Opportunities That Could Help Them Grow? 18:51 What Common Pain Points Do CEOs, Founders, and Entrepreneurs Experience? 22:15 What Two Decisions Should Be Made During the Opening Interview With a Potential Client? This episode was recorded live on video April 22nd 2025 https://www.youtube.com/watch?v=wSRJm149N8E Links to pieces of content relevant to this topic:www.standel.comGuy E. Baker Transcript from Guy E. Baker with Jason Barnard on Fastlane Founders And Legacy. Market Tune-Up [00:00:00] Guy E. Baker: I'll get a room of 2000 people and I'll say, raise your hand if you think we sell solutions. And you, you almost everyone will raise their hand and they'll say, we'll raise your hand if you think we sell problems. And almost no one will sell that, you know, raise their hand for that. And the fact of the matter is, is that no one wants the solution until they have a problem to solve. [00:00:23] Guy E. Baker: And nobody wants to solve the problem until the problem is causing pain. So the very first thing you've gotta do,  [00:00:30] Narrator: Fastlane Founders and Legacy with Jason Barnard. Each week, Jason sits down with successful entrepreneurs, CEOs and executives, and get them to share how they mastered the delicate balance between rapid growth and enduring success in the business world. [00:00:47] Narrator: How can we quickly build a profitable business that stands at test of time and becomes our legacy? A legacy we're proud of. Fastlane Founders and Legacy with Jason Barnard.  [00:00:59] Jason Barnard: Hi everybody and welcome to another Fastlane Founders and Legacy. I'm Jason Barnard here with a quick hello and we're good to go. [00:01:07] Jason Barnard: Welcome to the show, Dr. Guy Baker.  [00:01:12] Guy E. Baker: And thank you very much.  [00:01:14] Jason Barnard: How lovely. I believe your middle name is Eugene.  [00:01:17] Guy E. Baker: Eugene. It's a family name.  [00:01:20] Jason Barnard: Brilliant, wonderful. And we're gonna be talking about market tuneup, which is all about building a business. The, the principles behind building a business, specifically in the financial industry. [00:01:29] Jason Barnard: And I'm hoping it's gonna help me in the services industry too.  [00:01:33] Guy E. Baker: Yeah. So I got the title from the standpoint of an automobile. You know, when you tune up an automobile, I kind of thought if you had a marketing organization, there are probably some things you ought to do to tune it up, to be more, proficient, more efficient, more effective. [00:01:49] Jason Barnard: And so we're gonna be talking up, making it more effective and.  [00:01:53] Guy E. Baker: Efficient.  [00:01:54] Jason Barnard: Efficient. Brilliant. Wonderful. Before we do that, I always look at Brand SERPs, the search result for people's names, but I decided for you to look at ChatGPT, and I asked it to tell me more about Guy Eugene Baker. And it's got a lot of information about you, including a bachelor's, three masters, and a doctors. [00:02:13] Jason Barnard: Which I assume is correct. I'm not, it's not hallucinating, is it?  [00:02:17] Guy E. Baker: No, it's not hallucinating.  [00:02:19] Jason Barnard: Is, so all of that is true. And I asked you earlier on, do you have 12 great-grandchildren? You said, yes. So it's got that right too. The only thing it's got completely wrong is the photos.  [00:02:31] Guy E. Baker: I'm sorry, the what?  [00:02:32] Jason Barnard: The photos at the top. The four people at the top.  [00:02:34] Guy E. Baker: The photos, yeah.  [00:02:34] Jason Barnard: And not you. [00:02:35] Guy E. Baker: I have no idea where they came from.  [00:02:38] Jason Barnard: So ChatGPT did an amazing job on you. Used the Wikipedia page, used your company page, managed to figure out pretty much all of your life, but it couldn't figure out what you looked like. So that's one of the weaknesses of AI is it can get a lot right. [00:02:55] Jason Barnard: It can sometimes get a lot wrong, which is why, you know, you might have 14 great-grandchildren or five great-grandchildren, and ChatGPT might have been hallucinating. So I decided I would check. But with people's faces, it seems to struggle a great deal.  [00:03:09] Guy E. Baker: Well, that's why it's artificial.  [00:03:12] Jason Barnard: Yep. And I mean, our work at Kalicube is to control what ChatGPT, Google, Google Gemini, Copilot. Perplexity. [00:03:20] Jason Barnard: All of these machines say about us, what they say about you when you're not in the room. As Jeff Bezos almost said, is your personal brand. Your brand is what people are saying when you're not in the room. In our case, your personal brand is what Google and AI are saying about you when you're not in the room. So onto the market tune-up. [00:03:40] Guy E. Baker: Yes.  [00:03:41] Jason Barnard: What kind of things can we improve? You are saying we can improve things to become more efficient, more effective. What are we looking at?  [00:03:51] Guy E. Baker: You know, I really am a strong advocate and adherent to Michael Gerber. You know, when he talks about the E-Myth. And I, I think if you take that same attitude towards a marketing organization, you know, a consulting firm, a sales organization or whatever, you know, and, and you wear the various hats. [00:04:12] Guy E. Baker: There's all sorts of things that are going on in that organization that maybe if you were doing it just a little bit better, you might get better results. A really good friend of mine many years ago told me about the sailing team that his friend went on, and he said they, they were the best sailing team, you know, he says, but when he got on and did the training, they just did things a little bit better than the other sailing teams that he was on, and that's why they got first place. [00:04:40] Guy E. Baker: So I think you can apply that same principle to running your business.  [00:04:45] Jason Barnard: Right. So the tiny details that add up to make the team as a whole more performant, what are some examples of the tiny details in a marketing team?  [00:04:54] Guy E. Baker: I'd say, you know, one example would be just your financials. You know, knowing what makes your company successful. [00:05:02] Guy E. Baker: You know, if you look at all the factors that, that you,