Website - Ep17 Michael Edwards Creating Salesstar Podcast

Ep17: Michael Edwards. Being Patient when Growing your Business

Join Pete Evans as he speaks to Northern Affinity founder Michael Edwards. In an insightful episode the pair look into how Northern Affinity was created following Michael deciding he didn’t like being in Financial Services any more! Giving his insights into business growth and creating networks, this episode explores the correlations between sports mindset and sales mindset.


About our Guest

Michael Edwards: I started The Northern Affinity as I wanted to create something that helped small business owners believe they could achieve. I’ve been lucky enough to see the benefits of a family business growing into something that creates opportunities.

I set out to give people a platform to demonstrate their skills, knowledge, and passion as well as creating the opportunity to collaborate with like-minded aspiring business people.

Small businesses are full of talented, skilled, and driven individuals who all have different goals and aims but just want to do things their way while getting the support, help, and motivation from others when they need it.

My vision is to make The Northern Affinity a community of Northern based businesses powered by highly skilled, driven, and ambitious people who share values of collaboration and aspiration.

About our Host

Pete Evans has over 20 years sales experience with a successful corporate sales career. If you’re involved in B2B selling, cold calling, sales recruitment, sales training, sales coaching, sales transformation or have a desire to grow your business then this podcast is for you.

Pete is currently MD and Practice Partner of SalesStar UK. SalesStar combines sales training with sales coaching to deliver long term results in line with your sales strategy so you can smash your targets and grow top line revenue. SalesStar works with growth minded CEOs and sales leaders who are frustrated with their sales results and are looking for a proven system to grow sales.

Episode Transcript

Intro/Outro | Pete Evans | Michael Edwards

Welcome to the Creating SalesStars Podcast. Each week, our host, Pete Evans, will be joined by some of the big and upcoming names within the sales industry. This is brought to you by SalesStar UK.


So welcome back to the creating sales stars podcast. This week got a very special guest, Michael Edwards, who is the founder and CEO of Northern Affinity. Michael set up Northern Affinity a few years ago now to encourage businesses primarily in the North of England to collaborate and provide effectively a home where people could seek out high quality business advice. So so welcome, Michael. Delighted to have you on the show. A very different person to interview this week, but I’m sure we’re going to talk about sales in all things business. 

Thank you very much for having me, Pete. I’m looking forward to it. And yeah, I’m sure we’ll have a good conversation. 

I’m sure we will do. So, so so, Michael, I think for the benefit of our listeners, obviously, I’ve introduced the founder and CEO of northern affinity, but it’d be great to hear a bit about for the listeners, a bit about your background and why you started northern affinity. 

Yeah, I suppose so. Maybe start at the beginning and make my way to where we are now. Probably makes sense. But when I left, I left University in 2005, which feels like a long time ago now. My my first role was a telesales role.

Right, okay.

First thing I did was in financial services, which actually is where the majority of my career before doing the Northern Affinity was in that kind of world, that financial services world, and predominantly in sales/business development/management roles as well. So I kind of quite a bit of a background in that, in that world. And again, like I said, through financial services, kind of Barclays bank and things like that I worked in. And then we’re talking now for five years or so ago, and I was kind of a moment where I wanted something different and I kind of always had this idea. I wanted to start my own business. I come from a family owned business background, so I think it’s always kind of been nagging away at me. And it just felt like the right time. My little, little boy had been I think it was just about a year old when it came to it. I was in a role which I just said they weren’t the most flexible in terms of lifestyle and things like that. And you know, you realize I think for a lot of people like certain life events and it makes you kind of think about things and that’s what it came to with me and I decided to set up my own business and first I went again into the world of financial services-


And, and within commercial finance, because that’s the world I knew. You know, if you can start a business, you know, the c, there’s so much that you have to learn and it’s Yeah. So much to do. So actually doing essentially a job that you knew kind of felt like it made sense. 


…and, and I did that. I did for 18 months or so. And it’s going fine. It’s going to. Right it was growing, growing nicely. I learned a lot lessons of business as we do, made lots of mistakes, but generally speaking going OK. And then I kind of woke up and had this bit of a, I don’t know, a light bulb moment. I call it what do you know what? I really don’t like financial services, even though I spent however many years in that world. And it’s like anything. Maybe sometimes you’re looking for a bit of a change, but for me, it’s like there’s such a restriction in that world. Yeah because of the. Because of the regulation. I know why the regulation is there and some of it’s needed, some of it maybe is a little bit OTT ([over-the-top]). But, you know, it’s there for a reason, but it feels like it stifles creativity. Yeah and it stifles ideas. So for me, I needed something different. And the idea for what was turned into the northern affinity had kind of been bubbling around in the back of my head for a little while at that time, because my experience is, you know, starting up a business. What did I need and what did I feel wasn’t. Yeah, there I felt like kind of business groups. Business communities were very transactional. Yeah and there’s a place for that. And that’s fine. That’s not a criticism. But I felt that the actual proper community type feel was, was maybe something that wasn’t as much. Yeah and as you can imagine what the Northern affinity was, the initial idea and what it is now, it’s evolved a million times. Change of course has, but the basic idea has stayed the same. Focus on the community, focus on people together, supporting each of those you touched on and that began that journey three years ago now. Yeah, we are where we are now with it. It’s also been an interesting time. Yeah, the majority of the business, we’ve been running it through a pandemic, but as we kind of hopefully come out of the back end of that, I think there’s some really interesting opportunities. 

Fantastic so you mentioned about some of these lessons you’ve learnt along the way and probably I think for. The benefit of our listeners. We’re really interested to hear some of the lessons you’ve learnt in growing, you know, northern affinity and you know, I sometimes talk about the million dollars of idiot tax I’ve paid, you know, in my journey. And, you know, it’s interesting, we both have similar backgrounds. You know, I spent nearly 15 years in financial services, in corporate financial services, but, you know, employee benefits, you know, medical insurance protection, all those great, great products. But I think one of the reasons I left was because I felt constrained by the regulation. Yeah you know, I said I didn’t go into selling stuff to complete loads of paperwork and which is probably the, the similar sort of story to yourself. And obviously on my journey I ended up what I’m doing now, but I’m particularly interested for the benefit of listeners, you know, what are some of the key lessons you’ve learnt in growing northern finances and organization and maybe some of the things that haven’t gone so well as well? 

Yeah, I think you’re right about that idea of the idiot tax. I think when you – and not everyone is like this – but I think a lot of people when you first start your own business, you’re always looking for that silver bullet. You’re looking for something that’s going to make the difference. And now, obviously, now and again, some people that will come along, that’s great and good. Lots of people do. But for the majority it doesn’t. Yeah, certainly you get contacted by lots of people and promise of things and it’s generally in and around the kind of marketing type services or I guess in the sales world as well, whether it’s telesales services, outsource, like I said, marketing support, your website, seo, all those things and you kind of think, Oh yeah, this is great, this is fantastic. This is going to be the thing. Yeah and sometimes it is, as I mentioned, but often it’s not. Actually what it needs is a more rounded approach, not one thing. You know, you could plow all your money into SEO to yeah, just a random example and you know, there’ll be some impact in that. But if you haven’t got all the other parts of your business in the right place. Yeah then you’re not effectively setting your money. So Yeah. Using see I’m not picking on any SEO. Well Nick popped into my head is getting a load of visitors to our website is fine, it’s great. But if your website’s not set up to convert that. Yeah or if it is set up to convert that but you’re not up to take that many customers or you haven’t got the right systems in processes in place. Yeah well have less of an effect. Yeah so I think that stay patient, don’t try to run before you walk in. There’s a lot of cliches in it, but I think actually the very true. Yeah and, and keep it quite simple as well. Yeah there’s always a shiny new toy, there’s always a new thing. And that’s go ahead and look at these things. Yeah, fine. And be aware that they are out there. But just, you know, I talked about transactional earlier in terms of networking and kind of I also talk about organic networking. I think organic growth of your business is also very relevant. You know, give it time, right. I think is a my one thing I would say and that’s the lesson I’ve learned is don’t be too impatient. It’s easy to do. And we all want to be that overnight success. Yeah and if it happens for people, it’s great. But yeah, be patient. That’s the thing for me that I’ve learnt. Don’t trying to move too quickly. 

Right it’s interesting you use the word extra in a shiny new toy and it’s the expression that I use and I think. Do you think when you are an entrepreneur and business owner that it’s all too easy to get distracted by the shiny lights or anything? Actually, that’s wonderful over there. That’s like the silver bullets. 

Absolutely well, there’s always somebody who is succeeding. Oh, well, sorry. There’s always somebody who is appearing to succeed and succeed quickly. Sometimes they are, sometimes maybe they’re not. And see, there’s kind of that. If I do it well, I can’t. I feel nothing. It’s a very natural human reaction. It’s not a criticism of anyone. I think we’re all like that to an extent. But there is. Yeah that tried to go for it and go for it too quickly. So easy to do. And I suppose there’s also a bit of I don’t know about yourself, Pete, but actually making those mistakes sometimes is a good thing. Yeah, there’s a lot of things about learning. You learn by making mistakes. 

Exactly Yeah. 

As long as those mistakes are fatal, I think it’s OK. You’re going to make mistakes as well. Yeah and that’s, that’s probably another lesson I’ve learnt is it’s OK to make mistakes but don’t beat yourself up too much about it. It’s all right. You won’t get it right all the time. Yeah you know, my natural personality is that I overthink every scenario. So if I’ve got a thing that I’m doing something new, I’ll do it. I would think of every scenario that could happen from it. I plan it. And I sit there and to be honest, I’d be there is still a year later thinking about how I could do it. And I think there’s an element of, you know what, sometimes you just do it. Yeah, it will be perfect. You will make mistakes, but if you learn from those, you’ll actually be further along quicker. Yeah so that’s one of the things that kind of goes against my natural instinct and I have to battle with myself a little bit, but you know, it’s all right if it’ll work. 

So so are you saying then you’re a bit of a perfectionist? 

I don’t know, if it’s perfectionism with me, I think it’s the dislike or maybe even fear of things going wrong. Right? I don’t want it to go. I want it. So I maybe don’t want it to be perfect. I do want it be perfect. It’s not so much that I think it’s the more or my god, what would happen if yeah, everything went wrong type of scenario. That’s the way I think a little bit. And so, yeah, I don’t think it’s so much about perfectionism, but about the opposite actually not being horrendous. 

So, so I want to come back to when you started and you know, you talked about there’s all these people offering services and you mentioned a few times like marketing people. And I think, you know, that’s what I learned. And it’s quite interesting. I think know, we talk in terms of what we do is the marketing bit is like the sexy piece, you know, your website, your brand, your brochures, the seo, you know, all lots of Google AdWords is going to generate leads. So but yet I’ve come across a lot of people who set up in business. I didn’t go into business because I had to sell because they think that this marketing engine is just going to do it all for them. And in fact, the marketing companies are even going to sell for them. Why do you think, in your opinion, people are put off having to sell? Because we’re all selling all day long. We’re influencing in terms of what we do. 

That’s a good question. I think there’s this kind of it’s probably to do with a perception of what sales is. Yeah and, you know, I remember kind of touching on my earlier comment when I first started. I can’t remember exactly what my role, but what my real title was. Sorry, it was something like sales executive. Yeah, along that line. And it wasn’t long after that when it became a business development manager and the word sales was, was taken out because there’s probably this negative perception of what sales is. You know, the stereotypical car salesman, Arthur Daley type stuff, is that that’s what maybe “Joe” public thinks of sales. And I think when you throw a business owner or someone who starts their own business, the then they’ve got a skill or something. They’re very good at whatever that might be. Brilliant you’re quite right. They will have been selling all the time. Yeah whether it’s to their boss or to their family, you know, they just don’t see it as selling. But as soon as they have to do what they think selling is, you know, whether that’s picking up the phone or are closing deals, it feels uncomfortable to them. And I think it’s- think it is a perception thing of what sales is. And, you know, the very aspects a lot of people. And there’s often I do I’m good at what I do. I don’t like sales and I kind of I do understand it. But Well, the other thing. Often people say I’m rubbish at sales, I’m in sales. And that’s the one that frustrates me more than anything else. Because generally speaking, if you’ve got your own business and you’ve got a product or service at your offer, it’s something you care about. 


-there’s many skills that you need to be good in sales and you’ll know this much better than me. But passion and knowledge. Yeah for what you do, your company and the service of product is one of the not the most important. Yeah so they’ve got that more than any employee wherever have. They will have that passion and that and they’ll care. Yeah the stuff might not be perfect in it, but they’ll probably be good enough to start with and they can just hone those skills at the time. So it’s a bit of, like I said, a bit of perception, probably a bit of confidence is the issue for a lot. And you know, yeah, we see that a lot going in the world where we see people and it’s a shame because actually they are probably are really good at sales. 

Yeah Yeah. Well I think what’s really interesting as well is that, you know, I’ve seen a lot of business owners and some people we sort of in northern affinity. They’ll invest so much time and money and processes in the business marketing processes, administration process. Yeah when it comes to sales, they don’t seem to put any rigour around having a sales process there. It’s almost like the leaving it to chance. Why do you think people leave there? It’s almost like the cash generation, the business that almost leave it to chance. 

Yeah, it’s an interesting one, isn’t it? Because I mean, they’re all in part. I was kind of touched on earlier. They all need to work together to be success. I think. Is that fear of what? Of what it is actually is the big thing is that if they know, if they are putting a sales process in place, they’re going to have to sell. 


It’s simple as that. And I think there’s that. A lot worry about. OK well if I look at this in detail, I’ll know that to get to where I want to, I need to make x number of calls or have x number of meetings or whatever that plan comes to. And then they’re worried about doing that. I think it’s as simple as other kind of the fear of the result essentially is the worry know, there’s lots of things you can do to sell your business. And we marketing is important and it helps and you bring leads to your business is good. But that’s part of what matters, not, not the whole thing. 

Yeah so I want to move on and discuss something which is, is a topic that’s close to my heart. Obviously, you’ve talked about relationships. You talk about building, you know, northern affinity, getting people to collaborate on business. I think you’ve heard me say this a few times because I’m turning the tables here because, you know, you’ve interviewed me a few times, have interviewed with Paul O’Donohue and Dave Kurlan. And I think there’s a lot of people who talk about, oh, it’s all about the relationship. You know, I’ve got great relationships, yet they can’t turn those relationships into clients. And I want to hear your opinion. Do you think actually it is all about the relationship or actually it’s about, you know, when you’re selling, you can have a, you know, the best product and/or the best service you can be. You can be passionate. But if you can’t actually ask great questions, you know, in your sales process, do you think it is all about the relationship? What do you think, actually? It’s getting people to define what a great relationship is, because I think I’ve got a great relationship with Michael. I think we’ve got a great business relationship and we probably know where the boundaries are in terms of friendship. Yet I think a lot of people, particularly when the small business owners, they rely so much on the relationship, then that doesn’t bring success either. So I’m just interested in your opinion. 

No, it’s a good question. I think relationships are important. Yeah for whatever it is. But like, it’s. Know, I think a lot of things in life and business, actually, I think we’ve got a lot of lessons to learn. You know, I’m a big, big sports fan and I think in sport they often talk about the one percenters, the extra little thing. And I think this is probably a good example of that, where it matters if you are brilliant at building relationships, you have lots of great people that well and they know you and you have good the good relationship with them. Brilliant but it’s that 1% of how do you convert some of that into business for your business? And that’s maybe where they’re missing out. And it is probably only a minor tweak, actually, because especially if you can build good relationships, you can be good at sales. Why can’t you? And anybody can be good at sales if they put the right they’ve got the right skills to do that. So it’s not it’s not all about the relationship. It’s important and it’s a good starting point. You know, if you’ll, you know, the old cliches of, you know, to buy from someone you like and you know, know, like, and trust and all that kind of stuff. I think it is right. Yeah, of course it is. And I think maybe the will right now compared to say when I first came into- was 20 years ago start in sales it was. Sales has never been about. Throw in loads of features and benefits that people ever. Really,  But it was more like that then because availability of information wasn’t there. So you. Pretty much every business now will have their products and services and all the information relevant to on the websites or in leaflets or whatever it is. We can all research it. Google nice and easily. So really so relationships have become more important I think. I do think there was that kind of talk about consultative selling, don’t we in sales and a lot of that was about it’s in the Information based on the needs of the person in front of you. That will still be there, but it’s maybe less than it was because again it’s where the percentages are, I think. Yeah, I think really. kind of long way around saying they’re really, really important, but it’s not one of two things to get it over the line. 

It’s more about the right type of relationship. 

So yeah, absolutely. 

So, Michael, I know you’re a keen sports fan and a keen, a keen Liverpool fan. So what are the lessons you think business owners can learn from sports about selling and particularly about your sort of mindset? You know, it’s all about the 1% 

Yeah, Yeah. I’ve got this big thing about sport, whether it’s in sales, business general or any of our personal development is far ahead of rest of us because probably partly the finances that are involved and the stuff that’s gone on in the team they have behind them. And something I think is. My experience in business development, sales type roles. If you look at coaches as in sports coaches or managers, one of the great things they often do is they take the heat off the players, the start, the performance. I think they take the pressure off and let them do their thing. They make it as easy as possible for them to perform at their best of their ability. I think this isn’t just sales, but just in general in business. I think we don’t do that enough. I think actually we do the opposite to an extent. We put more pressure on them and we make it sometimes and kind of we talked about financial services as an example, so it makes it harder for people to perform. It’s like I say, it’s not conscious, but I think that we often do put. Barriers in front of people. And like I said, in sport, in environments, whether it’s team or individuals, they, the coaches and the teams around them, that their role is to take all that away and let them focus on what they do. So, you know, using sales and example, you’re a sales manager. Sales director, you to me should be doing everything you can to remove all those barriers, make it easy as possible for that person to perform. And yeah, that will be that’ll be different for different individuals as well. And that’s probably an important point is I would imagine, you know, this use of an example of a football team, they’ve got different personalities and different characters in there. They will it’s kind of the old clichés and the managers, certain players, they put their arm around and tell them that they love them and that’s how they perform. And the ones, they shout at them. And it’s a very simplistic view, but I think it’s relevant that the treat them as individuals. Yeah to get the best out of them. And again, maybe that’s something again whether it’s sales or business managers, business leaders don’t do so much. It is to get look at the individual within that Yes. You have to have boundaries and rules similar for everyone. Of course you do, but doesn’t mean you have to treat everybody the same. And I think that’s one of the big things we do and maybe take from that. And there’s so many of these kind of performances, you know, the measurement, I guess in sport, it’s really easy to measure everything because, you know, you lose, you can first become second or whatever the sport is in business and in sales. It’s a little it’s not as instant, is it. I guess the result. So it’s not so there’s some obviously there’s some things that make it different, but I think generally speaking could take and I said treating people as individuals, but yeah, looking at how we can get the best out of them. Taking all the barriers away is really important. 

So I want to come I want to come back to Northern Affinity. You’ve been on quite, quite a journey where you’ve been a member of Northern Affinity for three years. We’ve seen things, see things change. What was your vision for Northern Affinity, you know, do you see it continuing to grow or do you see it doing different things because it has really changed its model of what I’ve observed as a member? 

Yeah, no, we’ve definitely evolved over the three or so years we’ve been going now. And part of it has been in reaction to circumstances, to be honest, I was talking to somebody about this the other day, probably for the vast majority of the last two years, it’s been very difficult to move the way you want to move. It’s been about reacting to the external situation, not everything, but more or less. And then that’s fine. And I think we’re still actually in that phase where, you know, remember the horrible new normal new norm. Yes phrase that was used, a lot of the start of it. I think that’s kind of where we are. We’re probably it’s probably in a different context now. We are pretty much, I would say back to normal what it was before, but I don’t think we’re back to what we were before. Actually, there’s people’s habits. Yeah people’s way of working has changed. Yeah so. We’re in a bit of a period now where we were watching that. 


-and watching that. And what do people actually want now? Yeah how often do people want to go out to meetings? How often do people want to do things online when they do turn up to an event? What what do they want from the event? Do they want to be there for 2 hours? Do they want to be there all day, bigger or less, whatever that might be? Yeah and obviously the reality is not everyone’s the same, but the nature of the business. You have to try and get a general view on that. So that’s where we are at the moment. But the vision in terms of this kind of business community, this collaborative group that hasn’t changed and won’t change. We want, you know, the reason it’s a Northern Affinity, whilst I guess it is a restricted area, it’s quite a large ish geographic area and. And that’s one thing. Again, there’s not many other people do that. Yes you know, I want a business in Leeds and a business in Liverpool to connect with each other. The likelihood is I probably wouldn’t have done IT environments because there’s opportunities there. And that will continue. The basic vision, the basic idea will stay very same, I’m sure. guess it’s the execution that is evolving and will continue to evolve. Erm, I’d love to say I know exactly what will happen. I have ideas and thoughts. Obviously, I’m talking to people like yourself and others all the time and everyone has their own opinion, of course, but I think. What we do, if I’m going to generalise it, people now looking at quality over quantity. 

Right okay,

So they’d rather go to a full day event. Once every two months. In three, three hour events a month or something, you know, and how that fits to us obviously is important. But again, I’m generalising. That’s generally what people think. And now it has changed, obviously. Within that, you throw in travelling. Yeah the environmental issues. Yeah um, work life balance and all these other things that are kind of big on the agenda of people at the moment. So that execution, I’m sure, will evolve and continue to grow. OK doing quite a bit of work on it at the moment. It’s generally what I do of us kind of into the summer months ready for, as you know, generally have a little bit of an evolution around September time so much that this week where I’ve spent a couple of days working on that at the moment. Fantastic that’s it. It’s become more of an evolution than revolution, I guess. I guess that’s nature as the business gets more mature. Um, both had the basic, basic ideas and the basic principles. The basic values will stay very similar. Um, just we move and we evolve with the times. 

Yeah and what for the benefit of the listeners, you know, what, what types of businesses are you looking to attract into northern affinity? What makes a good northern affinity partner from your perspective? 

It’s a good question. I get asked this a lot and you know, when you speak to marketing people, they often ask this kind of question, who are your ideal customers? Now, probably as I look at this, look at this in a couple of ways, but and I said to people, this is very much tongue in cheek. I don’t really care what you do. I care who you are. Right and and now that’s I’m being a bit flippant there. Obviously, it matters. It matters what the business is, but the person and the individual. Yeah matter more. It’s about people who understand this idea of a community and collaborative. Yeah environments matter the most now ideally from I guess from a business point of view, people who want inter to grow. And when I say grew, I don’t necessarily mean grow their business. That can be part of it. Of course, it can grow themselves as well, I think is really important, whether that’s learning new skills from someone like you Pete, doing a talk at one of our events or um, I said, growing the business and taking, you know, you’re, you’re doing a panel discussion with those next week about growing your business from 0 to 5 employees. You obviously, you’ve been through that journey. That’s probably one of the hardest parts of any business journey that first employing people and going through that and again, mistakes you make with that. So that type of thing you want people to learn and grow from. They might never actually do it because they might listen to you talking about what you’ve done and go bloody-hell, I don’t want to do that. They might do and that’s fine, but I’d rather them do that now than do it and go through all and hey, it’s kind part of what we’re about. Yeah, but they can pick the brains of each of us and you know, the things I’m sure you’ve picked up from other people, and they’ll pick it up from you. And it doesn’t have to be, you know, using yourself as an example. It doesn’t have to be sales skills or a mindset or anything if it isn’t good, but it doesn’t have to be because we’ve all had experiences in all sorts of things in life and that and that’s what matters. So people who are open minded and growth minded, I know you talk my growth mindset. 


-and that can mean a number of things, but that’s the type of people that we work with.

Yeah and finally, a couple of questions to it sort of end with and I always ask this one, you know, if somebody was looking to start in business today, I can see you see you are laughing in front of me. That’s a bad idea. 

Yeah, don’t bother.

But but apart from don’t bother. What’s your, what’s your one nugget of advice, you know, that you wish somebody had given to you when you were starting out? 

Joking aside, it’s a career. I love it. I said, yeah, five or six years out, I can’t imagine me ever going back to, you know, having my own business and. I don’t know if it’s his advice or what. Yeah enjoy it. Yeah enjoy it. Enjoyable the benefits of it. Yeah if that’s financial, that’s great. But you learn so much. Enjoy learning. I said learning doesn’t necessarily come sat in a classroom or watching a video or reading something. You just happens around you. Enjoy and embrace that because, you know, I don’t know about yourself, but I know I go through periods where you’re really up and you’re really active and everything. It might doesn’t really matter how the business you feel energized and then you go through points when it’s not quite like that. It’s difficult, but enjoy that. Enjoy that. It’s just part of the journey. 

Yeah it’s about surrounding yourself with the right people you can feel energized by. You can have a conversation with, you can learn from that experience. I said we’d learn from everybody and every day is a learning day.

Massively and that likes it’s me. There’s enjoyment in that and it’s fun in that. I think it’s fun. We’re talking about a lot of things in business. Yeah, but we don’t talk about fun enough. Yeah, it’s something I kind of think sort doing a lot of work on the business recently. It’s one thing I’m thinking about more and how can we incorporate that more and more? Yeah, you know, because we spend a lot of time at work and quite frankly, when I’m enjoying myself and why, when I’m having fun, I know I’m more productive. Yeah, Yeah. I think I would imagine most people would say the same. 

And I think also we a few weeks ago, we interviewed Jamie Peacock and know, he’s a big advocate of celebrating success. 


So when you get successes, celebrate them. 

And the thing about success as well, I think, you know, especially the kind of social media world we live in now, people think success is a big event. Yeah, you’ve just turned over £1,000,000. So your business success can be what people might think are quite little things. You know, I ticked off everything on to do list today, celebrate that success. I for the first time, you know you’ve set up a new process. Anything, success, everything you do. There’s a lot of things to had been asked to do this podcast with yourself you know I said that’s a success. It’s yeah, that’s a good thing. Yeah and it’s all building to that. So it’s not just about those, you know, it’s so brilliant when you employ your first employee or I said, I don’t know, you get £1,000,000. Yeah, that’s great. Brilliant of course, that’s success as well. But little things are what people perceive. A lot of things add up because you do more of them. 


You know, celebrate the first customer outside this city you live in are or in your case, inside the city you live in or whatever it might be – 

We’re still working hard on that. 

Whatever it might be. But Yeah. So it’s yeah, celebrate, absolutely celebrate success with the needs that very much ties into having fun. 

Yeah we, you be pleased to hear that our marketing has been so effective. We’re now talking to a business in Sao Paulo, in Brazil. 

So yeah, getting closer to home now. 

Closer to home. Yeah, Yeah. We’re getting closer to Yorkshire. So finally, Michael, if people want to reach out to you and find out more about Michael Edwards or and our northern affinity, say, what’s the best way for them to get in touch with you? 

Yeah and probably LinkedIn is as good as anywhere. I mean, generally on most of the social media platforms, LinkedIn is the one I often get. People say they’ve seen me on LinkedIn because I’m on their personal line. You said big O for me too. You know, I love connecting with people and just do that. Same with Northern Affinity. So we have a website and everything like that, but you can get a lot through for the LinkedIn page. Yeah just connect, give us a shout, say Hi. OK always happy to chat. 

So Thanks very much, Michael. I’ve been on our podcast this week. We’ll look forward to welcome you back in the future. And Thanks. Some great comments. Been a great interview. 

Absolutely my pleasure, Pete. Thank you.


Thanks for listening. This podcast was brought to you by SalesStar and hosted by Pete Evans. For more information about what we can offer you head to our website at You can also find us on all social media platforms just by searching for SalesStar UK.


Presenter and Producer: Pete Evans
Special Guest: Michael Edwards
Producer and Intro/Outro Voiceover: Oliver Eaton
Podcast Editor: Alex Mullen

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