Two decades ago, Sarah Finch shifted her experience as an actor into a career in learning and development by earning an MA in Educational Theatre at NYU and convincing a small communications training firm to hire her.  Since then, she has helped thousands of leaders through her training programs, leadership coaching, and keynote speaking in L&D roles with high-profile organizations like The Second City, Vista Equity Partners, and the YMCA.  Five years ago, she decided it was time to lead her work with her own voice and launched her solo business providing leadership and team development her way – with a unique mix of practical expertise, business acumen, and theatre-savvy. Her client list has since tripled and she is having the most fun of her long career.

Can you tell our readers about your background?

I was going to be an actor. That was my childhood dream. I went to Northwestern University with the sole purpose to be a theatre major and then act after graduation. I had some mild success in the local Chicago theatre scene but learned after a few years that I absolutely hated auditioning and the lack of control that most actors have over their careers. That was a tough realization and required a lot of souls searching for me in my mid-20s. At the time I was also working as an administrative assistant just to pay the bills. I ended up at Arthur Andersen shortly before it collapsed. In that very old-school, corporate environment I saw first-hand how my theatre training would be helpful for many of the consultants I worked with. Since I had to find a new path other than acting, I looked for a graduate school program that would help me transfer what I knew from theatre to a world of corporate training. That lead me to NYU and the rest is history. I have continued to develop my own expertise and skills through each job I have had in this career….a career path I never knew existed when I started working!

What inspired you to start your business?

Fortune and fate. My job with Vista ended unexpectedly and not on my terms, but with a healthy severance package so I had the luxury of some time to decide what I wanted to do. My husband had been encouraging me for years to go out on my own, and it seemed that the universe was giving me a chance to try. So I took it.

Where is your business based?

I’m based out of Chicago, Illinois, but I do a lot of my work virtually – even before the pandemic. Most of my clients are not local, and many are global. Over the last two years it has been particularly interesting to work with clients all across the US as well as in Europe, Australia, Asia, and South America through my Zoom screen.

How did you start your business? What were the first steps you took?

First, I researched what type of business I needed or wanted to be and the logistics of set up, taxes…the boring stuff. Ultimately, I decided to simply be a sole-proprietor, obtained an EIN and business bank account, and created business cards (which was my biggest waste of money since I never used them!). If I grow over time, I may move to an LLC model, but for now, this works for me.

The second thing I did was build a website. I was convinced that I couldn’t say I had a business without that. In retrospect, that probably slowed me down a bit as it took me several months to make the site look how I wanted it, but when it was done it was my launching tool. It also forced me to define what my business did. I definitely was aspirational in some of the services I listed, but it was all work I knew I could do if asked. I also solicited some testimonial quotes from a few of my past clients to help show some credibility right away.

When it was done, I shared it on LinkedIn, and direct messaged about 100 people in my LI network to let them know what I was doing. I increased my presence on LinkedIn and tried to post something at least once a week. I also was setting up informational conversations with people in my network and finding additional networks to tap into. I took advantage of some great networking Facebook groups I was already part of as a member of the National Speakers Association and learned a lot from talking with women who were already doing things similar to what I wanted to do. It took 6 months for me to land my first client through a referral from a former boss of mine.

What has been the most effective way of raising awareness for your business?

The most effective thing for me was the network I built before I started my business. I didn’t know it as it was happening of course, so this is all hindsight, but the relationships I created and the good work I was doing apparently left a positive impression. At least 80% of my business has been direct hires from my network or referrals from them to new clients. I’ve tried to keep connected with those relationships as well, mostly through LinkedIn these days.

What have been your biggest challenges and how did you overcome them?

My belief in my ability to make this work was absolutely my biggest challenge. As an actor, I can take anyone’s message and make it my own. After so many years of incorporating the messaging and point of view of my employers, I wasn’t sure that I knew what to say on my own. I doubted that I really had anything someone would want to pay me just me to do without the name of a known organization attached to mine. A type of imposter syndrome, I suppose.

To help counter that thinking, I spent a lot of time writing thoughts and ideas down in a notebook so I could find words that were mine – not Second City’s, or Vista’s or the Y’s – but mine to offer up to my clients. With every client engagement, my confidence grew and that helped as well.

I also decided not to create a business name other than my own. That might change down the road, but it was important to me to establish that I am the one doing this work, that I am the business this time.

How do you stay focused?

In terms of my actual client work, the focus is never an issue. Whether I’m coaching a CEO, running a group training, delivering a keynote, or creating the content, I’m 100% in tune with that work. That’s the easy part! It is like being on stage for me; I’d do a lot of it for free because I love it. But I have two kids and we have bills to pay. My husband is successful in his job, but not to the point where I don’t have to work at all. I keep focused on the business side by regularly reviewing my accounting ledger and seeing if I’m on track. That process grounds me and motivates me so my business can continue to thrive. That part isn’t super inspirational, but it is reality.

How do you differentiate your business from the competition?

My path has been unconventional compared to others in this industry. I’m not the only actor to move into this realm, but the organizations I’ve worked with during my career is absolutely unique. Who else has worked with an esteemed improv theatre, one of the most successful private equity firms today and one of the biggest non-profits in the country? Let alone that in each of those roles, my clients were external so I was working directly with just about every type of industry.

Second City gave me the opportunity to work with so many big business names like Deloitte, Kraft, Major League Baseball, Farmer’s Insurance, and so on; my client list from those 7 years is enviable. Vista had over 50 portfolio companies while I was with them and the YMCA was made up of over 800 local Y’s, each with their own culture. That breadth of experience with so many different types of organizations and leaders at all levels is hard to earn.

Combine all of that experience with my theatre skills that allow me to connect and engage my audiences and I stand out. There isn’t a single client that I’ve worked with who hasn’t commented on my bio and how interesting it is….my Second City experience alone usually gets me into a conversation. I was able to create my own path to my business today, and my story has helped me stand out and be successful.

What has been your most effective marketing strategy to grow your business?

Keep doing good work? Honestly, this is my weakest area as an entrepreneur. I’ve been spoiled to have so much referral business, that I’ve been able to grow with very little marketing effort. I need to change that, and it is in my plan for this year to really expand how I market so I can reach new clients.

What's your best piece of advice for aspiring and new entrepreneurs?

Don’t let fear hold you back. If you have the desire to try to build a business, that is more than many people have to start with. Will and determination can take you far, if you don’t let fear get in the way.

What's your favorite app, blog, and book? Why?

The app is definitely my Peloton app, which I use with my budget-friendly non-Peloton bike. I don’t read a lot of blogs, though I’m starting one of my own this year. Two books come to mind – Talk to Me: Listening Between the Lines by Anna Deveare Smith was one I read over and over early in my career. Her style of communication, and ability to interview people in ways to really distill their inner thoughts just amazed me. Another is the book Switch by Chip and Dan Heath. I was first introduced to it at the YMCA when we used it to help with a massive culture shift, and I still reference it in my work today. The concepts are so easy for people to understand, yet often the things most forgotten when trying to drive change in a team or organization.

What's your favorite business tool or resource? Why?

Calendly. I couldn’t possibly manage my calendar and scheduling with all my coaching appointment, client meetings, travel, training, etc. without it!

Who is your business role model? Why?

Brené Brown. She didn’t set out to be a famous author and speaker. That happened because she is passionate about the research and work she does, and people wanted more from her. Also, she has stayed true to herself throughout her growing success. I saw her speak once at a conference and she was even more genuine in person than I expected.

How do you balance work and life?

In a household with two working parents and two busy kids, it is a constant challenge. However, it is SO much easier to do now that I have my own business than it was when I worked for others. My kids and husband actually get more of me now than before. I can pick them up at school, have more control over when I travel, and generally be less stressed about work because I put my own pressure on myself vs managing someone else’s pressure. If I need most of a workday to take my daughter, who is a competitive figure skater, to a competition I can schedule my calendar accordingly 90% of the time. That flexibility is the key to my balance and starting my own business gave that to me.

What’s your favorite way to decompress?

Playing the piano. I have played since I was 5, and it is my version of meditation. When I play, I’m fully focused on the music and everything else goes away. I don’t do it nearly enough, but I always benefit when I do.

What do you have planned for the next six months?

To up my marketing game! I just revamped my website, and am recommitting to creating more presence on social media beyond LinkedIn including a new Twitter and Instagram account. I’m also developing some new on-demand tools and online programs. I’m thrilled with the growth of my business, but there is only one me and a finite amount of time I can offer, so I need to expand my services in a way that can help people even when I am not available to work with them directly.

How can our readers connect with you?

The quickest way to connect with me is via email at sfinch@sarahfinch.com or at my website www.sarahfinch.com

You can also find me on:
LinkedIn:   https://www.linkedin.com/in/sarahfinchleadercoach/
Facebook:  https://www.facebook.com/sarahfinchleadercoach
Twitter:      https://twitter.com/SFLeaderCoach
Instagram:  https://www.instagram.com/sarahfinchleadercoach/