Money Secrets

Fi Johnston
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The Money Secrets of successful small business owners. Let's get more money into the hands of good business owners, by talking more about the secrets of money in business.

  1. Stop taking this business advice (Ep#62)

    3D AGO

    Stop taking this business advice (Ep#62)

    The doors to Good Money Club are open right now. You deserve your own Board of Directors, and you'll get that and more inside this community for women business owners. Business isn’t linear. Neither is money. In this episode of Money Secrets, Fi challenges one of the most persistent myths in business: that success follows a neat, logical, step-by-step path. Drawing on 25 years as a Chartered Accountant working closely with small business owners, she explains why real businesses don’t grow in straight lines, and why money decisions rarely come from pure logic. Humans are emotional, messy, and influenced by past experiences, responsibilities, and mental load, especially women who are often carrying far more than just their businesses. 🎧 Tune in to understand why “perfect strategies” fail in the real world, how money behaviour shapes business outcomes, and what actually leads to sustainable profitability.  What you'll learn in this episode:  The “linear success story” is a myth. Popular business narratives often show tidy upward growth, but real businesses move through messy cycles, setbacks, and pivots. How emotions drive financial decisions. Even experienced founders make money decisions based on instinct, fear, past experiences, and current stress — not just data. The invisible scaffolding behind many (male) success stories. Fi highlights the often-unspoken support systems that enable some founders to focus fully on business, particularly the unpaid labour carried by women. Perfect plans don’t guarantee results. A flawless strategy won’t work if human behaviour, motivation, and circumstances aren’t aligned with it. Money beliefs from childhood still influence your business. The messages you absorbed about money can quietly shape pricing, spending, risk tolerance, and decision-making. Common money behaviours founders fall into. Avoiding finances, overspending, hoarding cash, underpricing, or struggling to receive money, all patterns Fi sees regularly. Expecting consistency sets you up for disappointment. Business owners don’t show up perfectly every day, and neither does the market. Success comes from navigating the fluctuations. The difference between strategy and implementation. Plans provide direction, but habits, mindset, and behaviour determine whether those plans actually work. How profitable businesses reduce life stress. Financial stability can ease the mental load many women carry outside of work, from caregiving to household responsibilities.   Why support and community matter for financial success. Safe spaces to talk about money help business owners unpack limiting beliefs and make clearer decisions. 💡 If this conversation resonates and you want hands-on support, you can work with Fi one-on-one or join Good Money Club, where small business owners learn how to make and manage money with clarity, confidence, and impact. - Good Money Club (doors are open now)   Say hi: hello@peachbm.com.au  ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make, and manage, more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.

    22 min
  2. Women in Business Aren't Making Enough Money (Ep#61)

    MAR 3

    Women in Business Aren't Making Enough Money (Ep#61)

    The doors to Good Money Club are open right now. If you want practical support to make more money and manage it well, now is the time to join.Women in business aren’t making enough money.  We need a different conversation this International Women's Day. In this episode of Money Secrets, Fi talks about something that doesn’t get said often enough: many women business owners simply aren’t making enough money. Despite being busy, capable, and doing "all the right things”. As International Women’s Day conversations ramp up, Fi moves beyond the usual statistics to talk about what she sees inside real businesses every day. The problem isn’t just pay gaps or access to funding. It’s that many women are undercharging, overdelivering, and carrying the weight of everyone else’s expectations. At the expense of their own income and sustainability. Drawing on 25 years of experience working with small business owners, Fi explains why this pattern happens, how it shows up in pricing and client work, and what actually needs to change if you want a business that pays you properly. 🎧 Listen in to understand why earning more isn’t about confidence hacks or hustle. It’s about making clearer decisions, setting boundaries, charging properly, and surrounding yourself with the kind of support that helps you do the hard things that actually move the needle.  What you'll learn in this episode:  Why revenue is what most women in business need, not venture capital funding. While venture capital inequality gets attention, most small business owners don’t need funding, they need sustainable income. The hidden “gender revenue gap”. Fi shares her perspective from decades in the numbers: women business owners earn significantly less than men, but this gap is rarely measured or discussed. How social conditioning impacts pricing and boundaries. From a young age, many women are taught to be agreeable and accommodating. Traits that lead to underpricing and difficulty holding boundaries with clients. Why underpricing and over-servicing go hand in hand. Working harder to avoid uncomfortable conversations may feel easier in the moment, but it leads to burnout, resentment, and unsustainable businesses. The real cost of scope creep. Delivering more than promised (often unpaid) doesn’t just hurt profitability, it damages client relationships and personal wellbeing. Difficult conversations are essential for growth. Raising prices, reinforcing scope, and setting boundaries are uncomfortable, but they are what create work-life balance and financial stability. The importance of paying yourself properly, including superannuation. Many women business owners neglect their own long-term financial security, creating future inequality even when their businesses appear successful. Strategy alone isn’t enough. Advice and plans don’t change businesses. Implementation does. And implementation often requires support, accountability, and courage. What meaningful support actually looks like. Not cheerleading or empty positivity, but communities that challenge you, hold you accountable, and help you move through fear and doubt. Discomfort is part of building a successful business. Growth often requires actions that feel deeply uncomfortable, but those actions create freedom, stability, and better outcomes over time. 💡 If this conversation resonates and you want hands-on support, you can work with Fi one-on-one or join Good Money Club, where small business owners learn how to make and manage money with clarity, confidence, and impact. - Good Money Club (Doors are open now)  ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make, and manage, more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.

    27 min
  3. 5 Ways to Improve Your Cash Flow (EP#60)

    FEB 24

    5 Ways to Improve Your Cash Flow (EP#60)

    Five ways to improve your cash flow — and stop money stress from ruining your business Poor cash flow is one of the biggest reasons small businesses go under — and it’s also one of the most stressful things to live with as a business owner. In this episode of Money Secrets, Fi breaks down five practical, proven ways to improve your cash flow, so you can stop feeling constantly on edge and start running a business that actually supports you. Drawing on 25 years of experience as a chartered accountant and business strategist, Fi explains what cash flow really is, why so many businesses struggle with it (even profitable ones), and the simple shifts you can make to create more stability, confidence, and breathing room in your business finances. 🎧 Tune in to learn how to spot the warning signs of poor cash flow, why growth can sometimes make things worse, and how to build systems that keep money moving — without burning yourself out.    What you'll learn in this episode:  What cash flow actually is (and why profit isn’t the same thing)Understanding the difference between money coming in and out of your bank account — and why businesses can be “profitable” but still broke. The difference between temporary and chronic cash flow problemsHow to tell whether you’re dealing with a short-term cash squeeze or a deeper structural issue in your business. Why paying attention is the first (and most important) stepYou can’t fix what you’re avoiding. Fi explains simple ways to start tracking cash flow without overwhelm. How pricing directly impacts your cash flowNot raising prices is one of the fastest ways to create cash flow problems — and how underpricing sneaks in over time. Why your systems matter more than your revenueThe businesses that last aren’t always the ones making the most money — they’re the ones managing it well. How systems like Profit First support better cash flowWhy separating your money into clear “buckets” helps you stay solvent, pay the ATO, and actually keep some profit. Why growing too fast can break your cash flowHow rapid growth puts pressure on wages, stock, and systems — and why slower, steadier growth is often healthier. The concept of fast, medium, and slow moneyHow having multiple income timelines protects your business and smooths cash flow across the month. Why relying on one revenue stream is riskyHow diversifying income sources and payment timing can stabilise your business long-term. How to build cash flow that supports your life — not just your businessWhy the goal isn’t just “more money,” but calmer, more sustainable financial momentum. 💡 If this conversation resonates and you want hands-on support, you can work with Fi one-on-one or join Good Money Club, where small business owners learn how to make and manage money with clarity, confidence, and impact.   - Good Money Club (a few spots will open in 2026) - Signature 1:1 Program (spaces available from Jan 2026 onwards) - VIP Day (only one per month, these are powerful strategy sessions) On-demand training is available any time: Business Model Design | Good Money Challenge   ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make, and manage, more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.

    24 min
  4. Scaling vs. Growing Your Business (EP#59)

    FEB 10

    Scaling vs. Growing Your Business (EP#59)

    Growing vs. scaling your business — What’s the fifference (and why it matters) In this episode of Money Secrets, Fi tackles a question that comes up constantly in small business conversations — should you be growing your business, or scaling it? These terms are often used interchangeably online, but they mean very different things. And misunderstanding the difference can lead to unrealistic expectations, cash flow stress, and chasing strategies that were never right for your business model in the first place. Fi breaks down what scaling actually means, why not every business is built to scale, and how growth can be just as powerful — and far more sustainable — when done intentionally. She also explores how service-based businesses can introduce leveraged income streams without chasing the myth of “passive income.” 🎧 Tune in to learn how to make smarter decisions about revenue, profitability, and business structure — based on what your business is truly designed to do.    What you'll learn in this episode:  The real difference between growing and scaling a businessWhy these concepts aren’t interchangeable — and why it matters which one you’re pursuing. What “scaling” actually means in practiceHow scalable businesses increase income without increasing costs, and why this usually applies to tech, digital products, and one-to-many offers. Why most service businesses grow (not scale)And why that’s not a failure — it’s simply a different financial model. The myth of passive incomeWhy all income requires effort somewhere, and where the work actually sits in scalable businesses. How growth impacts cash flow and expensesWhy growing revenue often means growing costs — and how poor expense control can sink otherwise healthy businesses. Why agencies and service providers struggle to “scale”And how chasing scalability can create unrealistic profit expectations. How to add leveraged income inside a service businessIncluding group programs, digital products, licensing IP, referrals, and affiliate revenue. What profit margins really look likeThe difference between typical growth-based margins (10–25%) and scalable business margins (50%+). How to choose the right strategy for your businessBased on your goals, values, capacity, and desired lifestyle — not internet hype. 💡 If this conversation resonates and you want hands-on support, you can work with Fi one-on-one or join Good Money Club, where small business owners learn how to make and manage money with clarity, confidence, and impact.  - Good Money Club (a few spots will open in 2026) - Signature 1:1 Program (spaces available from Jan 2026 onwards) - VIP Day (only one per month, these are powerful strategy sessions) On-demand training is available any time: Business Model Design | Good Money Challenge ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make, and manage, more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.

    19 min
  5. How to Follow Up Your Proposals (EP#58)

    JAN 27

    How to Follow Up Your Proposals (EP#58)

    We created a free workbook to go with this podcast episode. Grab it here :) Before you market anything… listen to this In this episode of Money Secrets, Fi wraps up Part 4 of the four-part From Maybe to Yes series — and she’s tackling one of the most avoided (and emotionally loaded) parts of business: following up your proposals. Most business owners pour their energy into attracting the lead, running a beautiful discovery call, writing a thoughtful proposal… and then freeze. The proposal goes out. The excitement fades. And when there’s no reply? Panic, shame, avoidance, and second-guessing take over. Fi flips this pattern entirely. She shows you why the follow-up is the sales process — and how to approach it with intention, empathy, structure, and self-respect. Instead of feeling clingy or awkward, Fi teaches you how to create a clear, confident follow-up plan that respects both you and the potential client. If you’ve ever hit “send”, waited, spiralled, and silently hoped someone would magically say yes — this episode will feel like a breath of fresh clarity. 🎧 Tune in to learn how to build a follow-up sequence that feels warm, ethical, and effective — and finally stop ghosting your own proposals.   What you'll learn in this episode:  Why most proposals die (and it’s not because they don’t want you): Fi breaks down why clients often don’t respond — and how their silence usually has nothing to do with your worth, your offer, or your abilities. Timing, capacity, life admin, and decision fatigue are far more common than rejection. Instead of spiralling after you hit send, Fi explains why you should have a pre-written, pre-thought-out follow-up sequence ready before emotions get involved. This is your most powerful sales asset — not an afterthought. How to get clients talking about their goals, not just their problems: You'll learn how to uncover what clients really want, what’s currently not working for them, and how to reflect that back so they feel understood, seen, and supported. How to follow up without being annoying: Fi walks through how to create thoughtful, varied follow-ups that add value — not irritation. You’ll learn how to avoid the “Hi, just checking in again?” emails and instead craft messages that genuinely move someone toward a decision. How to keep the door open without creating shame: Fi explains how to craft follow-ups that make people feel welcome to reply at any time — even weeks or months later — instead of feeling embarrassed that they “left it too long.” When (and how) to close the loop without burning the bridge: You’ll learn how to write a final follow-up that respectfully closes the proposal conversation while still keeping the relationship open for the future. Because sales is long-game relationship building — not just one yes/no moment. How often to follow up (and when to stop): Fi shares realistic timelines for different price points, how many follow-ups most people need, and why your “yes” might come on the 4th… 7th… or even 12th email. Why following up is an act of care, not clinginess: Fi reframes follow-up as service: clarity, support, reminders, and relationship — not harassment. When done well, it helps people make decisions that move them closer to their goals. Fi reframes follow-up as service – clarity, support, reminders, and relationship — not harassment. When done well, it helps people make decisions that move them closer to their goals.   Check out Renee Wallace's Masterclass: Post-Proposal Email Nurture Sequence ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make, and manage, more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.

    18 min
  6. Nailing Your Sales Proposals (EP#57)

    JAN 20

    Nailing Your Sales Proposals (EP#57)

    We created a free workbook to go with this podcast episode. Grab it here :)Before you market anything… listen to this. In this episode of Money Secrets, Fi continues Part 3 of the four-part From Maybe to Yes series — and this time, she’s diving into one of the most overlooked but high-impact parts of your sales process: your proposal. Most business owners treat proposals like an administrative formality — a quote, a scope, a document they send because they “have to.” Fi flips that completely. She shows you how to create a proposal that actually sells your work: one that reflects your expertise, demonstrates your value, builds trust, and makes it easy for clients to say yes. If you’ve ever wondered what to include, how detailed your proposal should be, how to personalise it, or how to make it feel premium… this episode will give you clarity, direction, and a structure that works every time. 🎧 Tune in to learn Fi’s framework for creating confident, compelling, high-converting proposals that support your clients and your business.   What you'll learn in this episode:  Why proposals are a key sales tool, not paperwork. Often, the person reading your proposal wasn’t on the discovery call — meaning this document must stand alone and clearly communicate your value, process, and expertise. The difference between: Template sections (the beautifully designed, always-consistent foundations), and Custom sections (tailored specifically to that client’s goals, challenges, and context). How to show “what’s in it for them”:  A strong proposal doesn’t jump straight to pricing. Fi shares how to help your client imagine what their future looks like after working with you — and why this emotional connection drives conversion. What to customise — and why personalisation matters: From goals to scope, timelines to inclusions, Fi explains the exact elements you should tailor so your client feels seen, understood, and supported. Why you should recommend one option — not 14: Too much choice overwhelms clients. Fi explains how to confidently recommend the best-fit option, backed by what you learned in the discovery call. How to tailor proposal length to the investment: A $500 offer doesn’t need a six-page PDF. A $5,000 project deserves depth. Fi walks you through how to match your proposal’s complexity to the decision your client is making. How to identify when someone is not the right fit — and still build the relationship: Learn how to gracefully redirect, recommend someone else, and stay in integrity without burning bridges (because referrals and future work often come from these calls). Why a second discovery call is sometimes the right next step: For complex or custom work, Fi shares how to re-engage thoughtfully so you can refine scope, recommend the right path forward, and build trust. Get the free downloadable workbook HERE to help you apply this Sales Sprint training directly to your business. ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make, and manage, more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.

    15 min
  7. How to Run Discovery Calls (EP#56)

    JAN 13

    How to Run Discovery Calls (EP#56)

    We created a free workbook to go with this podcast episode. Grab it here :) Before you market anything… listen to this In this episode of Money Secrets, Fi continues Part 2 of the four-part From Maybe to Yes series. In this episode she’s diving into one of the most misunderstood, high-impact skills in small business: running a great discovery call. Most business owners treat discovery calls like a rushed introduction, a free coaching session, or an awkward pitch. Fi flips that completely. She shows you how to approach the call as an expert, create a calm and welcoming experience, guide the conversation with intention, and recommend the best-fit solution based on your client’s goals, not your guesses. If you’ve ever felt nervous, rambly, or unsure of “what to say” on a discovery call… or if you want to increase your conversion rate without feeling salesy… this episode will feel like a deep exhale. 🎧 Tune in to learn Fi’s framework for confident, ethical, high-conversion discovery calls that turn interested people into enthusiastic clients.   What you'll learn in this episode:  Why discovery calls start before the actual call: Fi breaks down why your sales process begins the moment someone books. From filtering ideal clients to preparing questions, research, and setting expectations: the groundwork is what determines whether the call leads to a yes. How to position yourself as the expert (without being pushy): Fi explains how to confidently lead the conversation, set an agenda at the start of the call, and create a calm, guided experience that helps clients trust your expertise. How to get clients talking about their goals, not just their problems: You'll learn how to uncover what clients really want, what’s currently not working for them, and how to reflect that back so they feel understood, seen, and supported. The power of recommending packages instead of custom quotes: Fi shares why bespoke quoting slows down your sales process, and how having clear packages allows you to confidently recommend the right option on the call. How to handle objections with clarity and ease: Instead of avoiding hesitation, Fi teaches how to invite objections, let clients express all of them openly, and walk through each one with reassurance and expertise. Why discovery calls are also market research gold: Fi explains how to use the language your leads naturally use, their words for their problems, goals, and fears, to strengthen your marketing and improve conversions. How to identify when someone is not the right fit, and still build the relationship: Learn how to gracefully redirect, recommend someone else, and stay in integrity without burning bridges (because referrals and future work often come from these calls). Get the free downloadable workbook HERE to help you apply this Sales Sprint training directly to your business.   ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make, and manage, more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.

    16 min
  8. Attract the right clients to your business (EP#55)

    JAN 6

    Attract the right clients to your business (EP#55)

    We created a free workbook to go with this podcast episode. Grab it here :) Before you market anything… listen to this In this episode of Money Secrets, Fi kicks off a brand-new four-part series called From Maybe to Yes (Sales Sprint), designed to help small business owners boost revenue with clarity, confidence, and strategy. This series begins with one of the most foundational topics: how to attract the right clients. Instead of focusing on tactical marketing tasks, Fi zooms out to the strategic layer: understanding your ideal client, defining the value you provide, and communicating that value in language your customers actually use. Because when you’re crystal clear on who you serve and what they’re trying to achieve, everything in your business becomes easier, from marketing and messaging to sales and conversions. 🎧 Tune in to learn how to define your ideal client, craft an offer they genuinely want, and communicate in a way that makes them immediately recognise that you’re the right fit for them.   What you'll learn in this episode:  Why your ideal client sits at the heart of your business strategy: Fi explains why knowing exactly who you’re speaking to: their goals, challenges, desires, and language, lays the foundation for every decision you make in your business. How to identify the problems your clients are trying to solve: Great offers don’t start with what you do. They start with the transformation your clients want. Fi shows how to look beyond surface-level problems and understand what’s truly getting in their way. The real purpose of your value proposition: Before you talk about features or inclusions, you must be able to articulate the outcome your client is chasing, and how your service or product removes the barriers between them and that outcome. Why jargon kills conversions: Your clients are on page 1, not page 100. Fi breaks down how to communicate in the voice of your customer and why using their own words leads to faster, easier sales. How to make your website actually work for you: Most business owners focus their website on themselves. Fi explains why your homepage and about page should centre your client - who they are, why they’re here, and what they want - and how to make your pricing and call-to-action clear and compelling. The brave move of putting your prices on your website: Fi shares why transparent pricing saves everyone time and why premium pricing requires premium communication, visuals, and brand experience. The crucial step most small business owners miss: You must test your offer in the real world. Fi explores product-market fit and why talking to real people matters more than tinkering behind the scenes. Get the free downloadable workbook HERE to help you apply this Sales Sprint training directly to your business.   ________________________________________________________________________ We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business. In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open. Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make, and manage, more money. ________________________________________________________________________ Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.businessIf you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here. 👉 Try Rounded free for 30 days The link is for users new to Rounded only and offers a free, unrestricted 30-day free trial of Rounded for users who pay tax in Australia or New Zealand. No credit card needed. Check out my FREE Pricing Training you need to set your prices for profitability. ________________________________________________________________________  This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.

    16 min
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About

The Money Secrets of successful small business owners. Let's get more money into the hands of good business owners, by talking more about the secrets of money in business.

Information

  • Creator
    Fi Johnston
  • Years Active
    2025 - 2026
  • Episodes
    62
  • Rating
    Clean
  • Show Website
    Money Secrets

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