Wes Schaeffer – Future-Proofing Your Business: Trust, Strategy, and Agility

Mar 17, 2025

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BIO: Wes Schaeffer is The Business Fixer®. He sees the message you want to convey but can’t find the words and gives them to you because if you don’t toot your own horn, there is no music.

STORY: Wes discusses the evolving landscape of business and marketing, emphasizing the importance of human connection, trust, and information.

LEARNING: Future-proof your business with trust, strategy, and agility.

“It is time to spring clean your business. Get light, get lean, get focused, and build a legacy.”

Wes Schaeffer

Guest profile

Wes Schaeffer is The Business Fixer®. He sees the message you want to convey but can’t find the words and gives them to you because if you don’t toot your own horn, there is no music. He’s a brown belt in Brazilian Jiu-Jitsu and the president of his HOA, so mow your lawn and pay attention to what this AF veteran, father of 7, and grandfather of three has to say. He’s written a couple of books, spoken around the world, published over 700 podcasts, and was once duct-taped to a bar in Korea.

Join his free 12 Weeks to Peak program designed to help individuals and teams build a life cadence and achieve their goals.

Worst investment ever

In today’s episode, Wes, who previously appeared on the podcast on episode Ep280: Do Your Research and Trust Your Gut, discusses the evolving landscape of business and marketing, emphasizing the importance of human connection, trust, and information.

Effects of technology on marketing

Wes starts the discussion by noting how the salesperson’s role has evolved since the internet came around. Before the internet, he says, salespeople were the keepers of the knowledge. If you wanted to buy a car, you had to go down to the dealership. Now you have CarFax and online shopping in comparison, and you can compare models and negotiate before you get there. People freely share information online, so salespeople are no longer the keeper of knowledge.

Despite the abundance of knowledge, buyers often find themselves in a state of confusion. In the past, this confusion stemmed from a lack of information. However, in today’s digital age, the problem has shifted to an overwhelming amount of information.

This is where the salesperson’s role becomes crucial. As a salesperson, you have the opportunity to step in as a trusted advisor. Your role is to help your customers navigate the sea of information available online, assuage their fears, and instill in them the confidence that they are making the right decision.

The role of trust and information in marketing

Andrew and Wes delve into the significance of trust in marketing, with Wes underlining that trust is the cornerstone of purchasing decisions. He points out that despite the advancements in technology, people still crave individualized treatment.

As a salesperson, it’s crucial to ask yourself: What am I doing to connect with the human being on the other side of the screen? This connection, built on trust, is what reassures customers and gives them the confidence to make a purchase.

Wes reminds salespersons that customers don’t want to be treated like numbers, so they should be consistent and congruent in their approach to marketing and spend enough time building trust.

Adapting to market changes and future-proofing businesses

Wes and Andrew discuss the impact of global competition, particularly from China, on family businesses. They explore the idea of repositioning companies from low-cost leaders to higher-value-added brands, emphasizing the need for differentiation and strategic planning. Wes suggests leveraging current political and technological changes to improve business efficiency and adapt to new market realities.

They also discuss the importance of businesses being nimble and responsive to market changes, with Wes highlighting the need for businesses to streamline and focus on their core strengths. This proactive approach ensures that businesses are not just surviving but thriving in the face of market shifts.

Building a life cadence and personal development

Wes introduces his program, “12 Weeks to Peak,” which helps individuals create a life cadence by scheduling time for self-improvement, relaxation, and other essential activities. This program has been proven to enhance productivity, reduce stress, and improve overall well-being.

He shares insights from successful individuals like Warren Buffett and sports figures who maintain consistent routines and regimens.

Wes emphasizes the importance of intentionality in life, suggesting that people should schedule time for activities that matter to them, such as calling friends and family.

Andrew’s takeaways

You can build a happy life and great work.
If you’re sitting in a lousy job you’re unsatisfied with, leave.

No.1 goal for the next 12 months

Wes’s number one goal for the next 12 months is to ensure that his 12 Weeks to Peak program becomes recognizable. He aims to achieve this by helping more people create a life cadence that prioritizes self-improvement, relaxation, and other essential activities. By doing so, he hopes to make a significant impact on people’s lives and well-being.

Parting words

“Just take action. If this speaks to you, then do it. Don’t wait. You’ve got to become a good decision-maker, so listen to your little voice.”