EPISODE 35 OF WHAT WOULD THEY DO? THE CUSTOMER EXPERIENCE PODCAST FOR SMALL BUSINESS OWNERS
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In this insightful episode, I’m joined by Ash McDonald, a therapist-turned-business strategist who specializes in cultivating psychologically safe and meaningful group environments.
We’re answering the questions: ”How would you cultivate safe group spaces where clients show up AND truly connect?” and explore the essential factors that encourage genuine connection, active participation, and emotional safety in group coaching programs and memberships.
If you’re struggling with low engagement, superficial interactions, or burnout from managing group spaces, this episode provides actionable insights to transform your client communities.
What we cover:
Why Many Group Programs Fail to Engage – Understanding common pitfalls that prevent genuine connection and participation among group members.
Leading with Vulnerability – How coaches showing authentic vulnerability can dramatically improve client engagement and openness.
Human-First Approach to Coaching – Why prioritizing human connection and authenticity over polished perfection can deepen relationships and improve outcomes.
Effective Boundary Setting in Groups – How clear communication and boundary-setting protect your energy as a facilitator and improve group dynamics.
Automating Client Care Without Losing the Human Touch – Using strategic automations paired with personal check-ins to maintain meaningful relationships efficiently.
Soundbites:
Ash McDonald: “I have clients I’ve worked with for five years that are like, I will never leave. I’m here to stay. And I’m so grateful for that. And a lot of it has to do even to this day with me being the kind of person who will immediately acknowledge the fact that making an investment in somebody is a big deal. Remember every time you’ve made an investment and what that feels like, how vulnerable that feels, how scary that feels. And be the person who drops in and says, hey, I’m so thrilled that you’re here and I can’t wait to make this the best experience that you’ve had.”
Ash McDonald: “I am telling them from the get, everybody has a job here. So when each person is talking, I need you to be paying attention so that you can share feedback and help her to see something that maybe she doesn’t know that she has shared. I’m actually teaching the pattern of truly tuning in, really listening, actually reflecting back to somebody. And then the person who has shared is getting to receive in a really unique and genuine way that feels life-giving. From then on, nobody half-asses my calls.”
More about my guest, Ash McDonald:
Ash McDonald is a former therapist turned therapeutic mentor and business coach who helps high-achieving women stop running on stress and start leading from self-trust. With over a decade of experience guiding deep transformation, she’s known for blending psychological insight with soul-deep strategy — helping women shift their inner world so life, leadership, and business finally feel like they fit. Ash’s work centers on nervous system regulation, emotional capacity, and radical receptivity — teaching women how to hold more wealth, presence, and peace without sacrificing themselves in the process. She’s the host of the Shamelessly Ambitious podcast and a leading voice in the movement to redefine success from the inside out.
Website: https://ashmcdonaldmentoring.com/
Instagram: https://www.instagram.com/ashmcdonald/
Freebie The Ultimate Guide to Overdelivery: https://ashmcdonaldmentoring.com/UltimateGTODA
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Episode Transcript:
Nadine Nethery (00:00)
All right, welcome back to another episode of the podcast. Today, we are diving into another interesting question. Funny, they’re all interesting to me, very selfish to get the guests on that I invite onto the show. But as an introvert, I can totally relate to today’s question. I’m very interested to hear what our guest has to say. So today’s question is all about how we can
Nadine Nethery (00:25)
cultivate safe group spaces where clients actually show up and feel held and seen and, comfortable to connect with the other people in that group setting. And to answer the question, I’ve invited the amazing Ash McDonald, a therapist turned business strategist and coach who weaves psychological safety and intention into every brand touch point. Welcome to the show, Ash.
Ash (00:49)
Yes, thank you so much for having me. I’m excited to be here.
Nadine Nethery (00:54)
Thanks so much for joining us and sharing all your wisdom. But before we get stuck in, do you want to give us a quick rundown in a nutshell, who you are, how you got to where you are today and who you support?
Ash (01:07)
Yeah, absolutely. Well, I’m a therapist first. So I started in the therapy world I have a master’s in counseling psychology and sociology. And I opened a private practice 12 years ago and started in that area, which I loved so much. And then eventually moved into online space, primarily because I have three children and I needed to figure out a way to continue doing what I love to do, but also be home as much as possible.
And so I came into the online space back in 2019. And since then have sort of morphed into this nervous nervous system first based coaching and business strategy modality, if you will, because I can never let go of my therapy background and all that I know and all that I practice and preach. And so I work with high functioning entrepreneurs and professionals who do it all, who carry a million different roles and wear a million different hats and
I essentially say like do a million things with a human amount of time and I help them to do that in a way where their capacity feels expanded and they feel like they can be present and feel nurtured in the work that they do without sacrificing everything, which so often us women have to find out the hard way.
Nadine Nethery (02:18)
I feel like you just described me. I’m just like, oh my God, all the hats, three kids, juggling all the things, trying to carry all the load. I’m trying to get better, but you know, as a mum of three, it’s just so hard. Yeah, but what an advantage the online space is, isn’t it? Like to allow women like you and I to do what we love in a way that really fits into our life and supports our vision and our way of living.
Nadine Nethery (02:46)
Awesome.
So based on your therapy background, which I believe is a huge advantage in what you do, because it automatically sets you up with all the skills to support people and actually get people results. Why do you think so many group programs out there struggle to move people from a tick in the box where people simply show up to the call because they feel like they have to
Nadine Nethery (03:13)
to actually getting something out of it, to authentically engaging not only with the coach, but also the other people on that call
Ash (03:22)
I would say in a nutshell, it has most to do with the fact that we forget in many of these spaces, while this is our business, it is the way that we create revenue. It’s the way that we provide for our families. We are most of the time, I mean, when we’re hosting group spaces, right, we are doing human-based work. And human-based work requires a human approach. And so often what I see and what I will teach people to do differently is to go first.
Bring vulnerability to the table first. Be the person who’s willing to share, not the shiny, fancy, high level, this is all the things I’ve perfected, but be vulnerable. Be the human in the room that acts as though you want, acts in which ways you want your members to act. And some people think that that’s a little backwards. And I think a lot of people come in and they come in in the leader mentality where they’ve got it all figured out and everything’s all shiny and perfect.
And from that, people, humans, have a human experience of, can’t relate to this person. I can’t connect to this person. I’m too broken. There’s something wrong with me. I can’t share the good, the bad, the ugly, or maybe they only feel like they can share the good things. And I would say both in the groups I’ve experienced, but definitely in the groups that I’ve created, the most, the richest groups that I’ve had are the ones where I show up.
raw and real and I sort of bring, if I’m going to ask you a vulnerable question, I’m going to share something vulnerable first. It’s sort of the gift of reciprocity. And to be totally truthful with you, when I was in traditional therapy and licensed and in private practice, I felt very sort of lost in that profession for a while because there are such strong ethics and rules and guidelines around what you can and cannot say inside of a session.
And I remember so vividly years ago, I had a client sit across from me and share that she was going through a miscarriage. And at the time I had had three miscarriages myself and I could so deeply relate to her feelings. And as a therapist, I could not say a thing about it. And that was one of those moments where I realized like this is not for me because I know that the most valuable, most beautiful, most authentic thing that I could bring to this table, that’s going to bring this person the most healing.
Ash (05:35)
is to share my pain. And so I bring that to every space that I create. And from that, I mean, the kind of containers that I’ve been able to create have been truly, truly rich in the relationships, in the give and take, in the reciprocity. And I think that’s what makes a big difference.
Nadine Nethery (05:37)
That is such a refreshing take on coaching. We’re all told to show up polished and perfect. And that seems to be the way you need to show up in your marketing and in the way you sell. And otherwise you aren’t the authority to talk about what you’re talking about. So I love how you’re flipping that on its head because
Nadine Nethery (06:11)
we all started somewhere and we’re all far from perfect. Even as a business coach, even if you’ve made it to here, like share the ups and downs. So I just love how, how you’re setting the example and allowing your, your own journey and your own in inverted commas failures, which aren’t obviously failures to ⁓ help people to open up and, and connect. ⁓
Ash (06:13)
Yeah, I’d say that’s in more
than just even group spaces too. know, I mean, some of my highest paying pay in full clients have come from binging my podcast and it saying like, it was these vulnerable conversations or these things that you shared. never heard anybody share such vulnerability and the things that they’re talking about. And I’ve had people who hired me because my podcast is with a set of headphones while I walk on the street with background noise because
Ash (07:00)
If I was gonna be able to do it, it had to be realistic to the life that I was living and the three children that I had and the pneumatic lifestyle that we were living. And so I think it’s a part of everything. Like the more you can show up, more truly you and more authentically you. And that’s such a corny thing to say. So I hate even saying that, because I feel like you read it in every book, be authentically you. But what I’m meaning is like the unpolished version of you. That’s the version where somebody on the other side of the screen goes, me too.
Ash (07:27)
I feel that I’m connected to that. That’s how you get the clients. That’s how you create the container where people feel like they’re like, my gosh, I’m in the richest place I’ve ever been. Like I have built community here. This, I’d say the most successful in my business has ever been is when I am being unpolished.
Nadine Nethery (07:45)
And it’s consistent as well. It means you can carry on what you’re doing in your marketing in your group space as well. I feel like we’re being taught so many times to just, filter and polish. It’s so much easier to have this consistent flow, consistent experience where people know what to expect and they resonate with.
Nadine Nethery (08:07)
what they’re getting inside your group program. Such a smart way. So are you really recording a podcast on the go? I’m like, this is so cool. ⁓ I need to tune in now.
Ash (08:13)
Yes. So it’s odd I’m on
a little bit of a break. We actually come back in August, which is really exciting. yeah, if you tune into the episodes that I had had before this little break, was, literally you could hear horns honking and I’d have to stop. Like, hold on, an ambulance is going by. And I really specifically did not edit these things out. And I cannot tell you how much more engagement I got on my podcast after doing that.
Ash (08:39)
from people who are like, you made me realize that I don’t have to wait for things to be perfect to take action on my dreams. you, like, having this, listening to your podcast feels like I’m on a walk with you. You know, it’s not this, and even now, now that I’ve heard that so many times, I kind of feel that too. Like, I don’t want to listen to podcasts that sound perfect. I want to box her with a friend. I want to, you know, I want to have a wildly raw conversation with somebody that I can relate to. And so that’s what I try to do with my business.
Nadine Nethery (08:50)
Yeah, so cool. And again, consistent. Just Buzzword of the episode consistently, approachable and, and raw. Let’s have a look. So next up, I know you’re big on preserving your energy, your time, not trying to do the impossible. I feel like as coaches as group program facilitators, we so often feel like
Nadine Nethery (09:28)
We have to be online and they’re supporting our students, our clients 24 seven. So how have you shaped support in your program So it doesn’t feel like it’s burning you out and taking all your energy while still elevating that, that client experience.
Ash (09:33)
Totally. With everything that I do, I start with open communication. And with that specifically, I always make sure that everybody is aware on multiple basis what my boundaries are for the space. And I do this in a way, and I verbalize it in a way that says, this is how I know that I can show up the best for you, what you can expect from me. And also, I’m always particular to say, you come.
however you are. If you need to message me, and maybe not everybody agrees with this, but I do. If you need to message me at 2 a.m. or on a Saturday or these days, you do that because you’re not responsible for my boundaries, I am. And I don’t have notifications for any of my apps, so you won’t disturb me. I will come in on these days at this time. You can expect this, and this is what you cannot expect, right? So for instance,
In my Voxer communities, if I’ve got people in a group, I am never in Voxer on Wednesdays and I’m never in Voxer on the weekends. And I always show up at least twice a day every other day. So Mondays, Tuesdays, Thursdays, and Fridays. So I think the biggest thing is communication first. And I mean, I’m saying it from the moment that they get in, they’re getting an email about it. When they’re in the space, I’m going to talk about it on the first call. So those boundaries have to be something that you articulate from the start. And I will tell you again.
majority of the time people will say, I’ve never heard anybody say so like, securely what their boundaries are and then watch them honor it. You have taught me how to do that for myself, you know? And so it’s just communication. Know what you can bring to the table, share that, honor that, and then also remember human first, human first always as much as you possibly can. So yes, there are times when I’m like,
hey, y’all, I’m traveling on this day. I’m not going to be popping in. But I will instead be in on a Saturday, because I’m also just as equally going to show up exactly how I said. So if I’m going to be in four days a week, and my life means that I have to leave one day, I’m going to make it up. You know what I mean? But it just comes down to, I think the overarching thing that I would always say is human first. This is what I tell all my children all the time, is are you treating people the way that you wish to be treated?
Ash (11:51)
apply that as an adult to everything that you do. Okay? I don’t feel like a group container is better because somebody is always available. I think it’s better when somebody is practicing what they preach for one, when they’re showing up vulnerably and raw, and when they, when I know what to expect from them.
Nadine Nethery (11:51)
Absolutely and it helps your students plan as well. They know you’re not available on X Day so they need to get organised if they want your thoughts before hand. And again you know people come to you for those boundaries so I love how you’re giving them permission you know this is
Nadine Nethery (12:25)
safeguarding my boundaries and I invite you to do the same. It’s totally okay. very, very smart move. Let’s talk about some structures because structures, processes, I feel not only help your students, but also the facilitator here.
Nadine Nethery (12:44)
Do you have something in place that facilitates connection points and engagement without your involvement?
Ash (12:53)
Yeah, yeah. So I think it is vitally important for whatever container that you’re creating that you have both an onboarding and an offboarding process. So dependent on what the particular container is, if it’s like an ongoing membership or if it’s a set four month group container.
really looking at what kind of experience do I want these clients to have as they’re coming in the door to feel fully supported. So yes, that means email automation, making sure that they’re getting the kind of communication that they need, that that is clear and concise and forward thinking. But this also includes, I personally love to do a few extra things. So I love to do 90 day check-ins, so emails that come out that are just checking in, but they are also,
automated to send me that same email. So when I get that email and I can see who it’s being sent to, I will then send a voice note to that person just to connect and like check in on how they’re doing and how things are going. Again, I’m going to be a broken record here, but think human first. Like the emails are coming from everybody and that’s amazing. And sometimes that’s just perfectly enough, you know? And also be a human and connect with the human on the other side and like love them through that, whatever that process is for them.
you know, and make sure that they feel really supported in whatever the container is. So I do that at the end of all of my whatever it is I’m hosting. I’ve had memberships, had group programs and masterminds and retreats and all the things. I’ve done kind of everything, so it’s hard to pick one specifically, but I do also have an offboarding process. So that looks similarly, like I’m connecting in sort of a voice mentality as well as email. And then I always personally offer closing calls. Again, some people will call this a little bit over
Ash (14:28)
over and beyond, but I think over delivery is the actual key to retention. And so for me, that looks like let’s hop on a call, you know, a 30 minute call just to connect and close this up with a bow. Part of that comes from being a therapist too, though. You never just said like, therapy’s over, bye. You know, we just went through all this intimacy, like, no, I want to connect with you. I want to make sure to close this in a way that feels safe for you, that you’ve processed whatever you need to process. And that’s…
Ash (14:53)
in regard to therapeutic offerings, but also business offerings. So doesn’t have to be like, we’ve had this really intimate whatever, really again, just consider the human first of it. So the automation of it is that these emails are coming out anyhow. The way that I’ve personalized it is that some of them come to me as well as kind of a reminder to just check in and make sure that they feel good.
Nadine Nethery (15:14)
Yeah, Clever again, just to prompt you because you know what’s happening on the background. Sometimes automations are great, but if you’re not knowing what’s happening to add those little touches, it just defeats the purpose almost. ⁓ And the wrap up call as someone who is obsessed with audience insights and getting firsthand feedback from people. It’s such a smart move to not only offer a final wrap up, but also to
Nadine Nethery (15:40)
get that firsthand insight into the experience. I’m sure they’re going to share with you, what stood out for them, what really was most beneficial for them. So it’s a perfect opportunity to gather that insight, ⁓ to help you make that program better.
Ash (15:51)
Yeah, will say,
totally, I will say that I send an email that encourages them, invites them to fill out a form where they give their feedback and upon filling that out, they unlock this closing call because one of the things that I really mindfully want to do, because it’s been a negative experience for me, I’m not trying to steal more of your time.
Ash (16:13)
So just because you were in my container, I’m not then going to be like, well, now give me time to tell me more about how awesome I am and how awesome my group is. So yes, I want them to fill out this form. That’s important feedback for me. But I really try to make the closing call about serving them. So I start this closing call as a reflection on them. So I just spend a few moments telling them how I see them, how I’ve witnessed them, what my experience has been like getting to know them. And it is a like, it’s almost the reverse of I’m not here for you to
Ash (16:43)
blow me up and make me feel really good, I’m here to make you feel really good. And I’m also here to offer any last minute support that you need. So sometimes it looks like, actually, I could really use some strategy for what I do here, or I’m really having this difficult time with managing my time, or I’m feeling really overwhelmed in my nervous system. And it might be like, great, let’s do a quick breath work, or let’s do a quick meditation, whatever. So I will say that is one thing I try to do really different, because I’ve been on the other end of somebody saying, let’s get on a call. And then they’re just.
they’re trying to sell me and or they’re trying to get a testimony from me and it feels like, gosh, I’ve already given you X amount of money. Why is it always about more for you? Yeah, yeah, yeah. And so it’s not about sales. And I always preface with that. Like, I’m not here to sell you anything. If you ever need more, you know where to find me. You know, I’m literally just here to serve you. That’s it.
Nadine Nethery (17:13)
Yeah. And again, human first, right? It’s about the person and such a nice way to, yeah, it’s like you’re leaving them on a high. you’re helping them reflect how far they’ve come, why they joined in the first place. And that journey they’ve gone on. ⁓ Let’s go to the opposite part of that journey. So after the wrap up call, let’s look at that initial first group session in your containers, whichever one you want to go with, but ⁓
Ash (17:35)
Yes, yeah. Leave people better off when than when you found them. That’s the goal.
Nadine Nethery (18:00)
Are there any rituals or routines that you introduce? I know we’ve talked about boundaries, but any other things that you introduce in that first session to really set the tone for that experience that’s ahead of them?
Ash (18:07)
yeah. First and foremost, I’m always doing some sort of grounding or some sort of practice at the very beginning of all calls, but especially the first call to help give people a moment to transition to that call. You can only imagine, I mean, depending on who you’re working with, but I’m traditionally working with people who wear many hats, you know.
So the likelihood that they just made a meal for their children or they just dropped their kids off at school or they barely fit in that one shower or they were just finishing up an email or hopped off a call, whatever. So I always mindfully take some time to help them get present and where they’re at so they can be right where we are. And it doesn’t feel like we’re just jumping immediately into content or immediately into anything else. So that’s first and foremost. On my first calls, it is…
my number one priority is to build community. So I always wanna think about, this is like, this is the groundwork that I lay to determine whether or not these women are gonna know how to be reciprocal in what they give and what they receive, right? And also if they’re gonna feel safe enough where I am. So speaking again to the vulnerability first, I typically have some sort of, obviously dependent on the group, some sort of prompt, something that we’re moving through at the beginning that’s a little bit story focused. I go first though, right? So I’m go first with vulnerability, not perfection.
Ash (19:24)
That’s the first thing. But one of the things I’ve always done is I actually encourage, you’re going to share this thing, and then we are all going to share what we heard from you. So what I’m inviting is for these women to learn what it looks like to be actively engaged in a call, because how many times are people not on video or not paying attention until it’s their turn to talk, right? So I am telling them from the get, everybody has a job here. Everybody has a job.
So when each person is talking, I need you to be paying attention so that you can share feedback and help her to see something that maybe she doesn’t know that she has shared. So obviously this really depends on the prompt that I’m giving. But what’s been so amazing and the feedback that I always get is that one, everybody gets off the call and they’re just like, I’ve never felt more connected to people in my life. Like, I don’t know how you did that. And it’s because I’m actually teaching the pattern of truly tuning in, really listening.
actually reflecting back to somebody. And then the person who is shared is getting to receive, right? In a really unique and genuine way that feels like life-giving, you know? And so they all do this. From then on, nobody half-asses my calls. Everybody comes just fully prepared to give and take in such a profound way.
Nadine Nethery (20:25)
Yeah, I’ve never witnessed anything like your format. It’s so beautiful because you get buy-in from people, everyone’s emotionally invested in everyone else’s journey and you also multiply what they’re getting from it because they’re getting your perspective and your thoughts, but also everyone else’s and that beautiful melting pot of different perspectives and different angles and different
Nadine Nethery (21:05)
possibilities they can tap into. So many ideas, so much inspiration for how I could facilitate group spaces. See, being a therapist is such an advantage because you know all the techniques. Human first, actually listening, reflecting. So much gold.
Ash (21:06)
The funny story is I was just
telling my copywriter that I’m like, why did I pick this profession? Because sometimes it’s really hard to find the right words to articulate the results that I provide because it’s not as like, I’ll help you with this automation or I’m going to help you make this much money because it’s so different. But also if I’m going to toot my own horn, I think a little bit more profound than most of the work that people will have. But I will say, as you’re like, what an advantage, I’m like, well, sometimes not. I’m like, how do I articulate?
Ash (21:54)
what it is that I do sometimes.
Nadine Nethery (21:54)
Yes. It is hard, but other people’s take on your work, on the work you do is awesome. And I’m sure the word of mouth you would have around your business and your services would be amazing because it’s such a unique container that people would tell their friend about and spread the word for you, even if you can’t put it in your own words,
Nadine Nethery (22:15)
They’ll do it for you.
So here’s a little selfish question again. So I mentioned that I’m more introverted. We were chatting on the call before. I tend to be someone who doesn’t necessarily take, not center stage, but who doesn’t necessarily put their hand up and participate as actively just because of my personality. Do you have any tips or advice for coaches, group space facilitators to
help those quieter members of their group to be confident or more willing to put themselves out there without feeling pressured like they have to contribute just because.
Ash (22:40)
I would say for one, it’s really important to note that just because somebody is quiet doesn’t mean they’re disengaged. It likely means they’re discerning. And so for one, more often than not, people take quiet members as disengaged or unavailable or, know, and it becomes more of an ego issue than anything else ⁓ on part of the leader. They’re more concerned about like, I just want to hear from you. And so I think
Ash (23:15)
50 % of it for sure is just your ability to really trust that people are going to share when it feels safe for them to share. Yes, there’s always invitation there to look at like, how can I make it a little bit safer for somebody to share? But sometimes people are just more discerning and they respond differently and need that experience for itself. But I will say, more often than not, the quieter, more discerning people with time are much more often to participate.
Ash (23:41)
in spaces that are regulated and safe. So meaning you’ve dropped into the space in some way to begin with, you’re not just running in and instantly giving a bunch of information or whatever. But you’ve also ensured that there is, you’ve set the tone for what’s confidential, what will not be brought out of this space. Even just in saying like,
Ash (23:59)
I can say all day, like, here’s the negative parts or here’s things I’ve done wrong or here’s my failures or whatever, that’s gonna make somebody feel safer for sure because I’ve gone first, I’ve done that thing. But I will also always say this is a space for you, built for you, secure for you, and it is 110 % safe. So I do have people on the very first call talk about confidentiality, what they do or do not share. I think all these things set the tone. I’m not personally ever going to go out of my way to…
Ash (24:27)
like call somebody out that’s not speaking, I will trust their discernment. Like for whatever reason, this is what feels good. I will however, sometimes reach out personally in a very like, hey, I just want to check in. I noticed you don’t say a lot in the group, which is absolutely okay. And that’s a very important thing to say. Like I want this to be whatever it is that you need it to be. But I also want to check in and make sure that there’s not anything else that I could do to make it feel a little bit better for you to say more. But at the end of the day, like,
Ash (24:54)
If there’s people in my spaces that don’t want to speak and they just want to listen, great. That’s lovely.
Nadine Nethery (24:58)
I have to say, I tend to be more engaged in spaces where the expectations were set at the beginning where, it feels okay to not be that perfect role model, that perfect person who just knows it all has all the answers. Before we wrap up, because I do love to make
Nadine Nethery (25:19)
episode super practical for the listeners. If there was one thing they could do today to start facilitating safe spaces what would you recommend as a starting point?
Ash (25:26)
I think.
As corny as this sounds, think the most important thing that you do is you really put yourself in the shoes of the people that you are holding space for. And I think that sometimes as entrepreneurs, we forget that part. It’s about, how can I sell this? How can I get as many people in? Yes, we’re thinking about the results and these all come from good places. Nobody’s coming from a negative place here. But really to approach every container that you create through the lens of like
how can I make this the safest place for people to land? And that’s whether or not you help build funnels or you’re a copywriter or you’re a therapist like me. It doesn’t matter what it is that you do. You are a human, creating a human brand that requires humans to have success. So consider the human in everything that you do.
Nadine Nethery (26:13)
It sounds so logical, right? But I feel often it’s overlooked. There’s a transaction and then all of a sudden people are numbers and they just go through this container and then they are off boarded because the money was handed over. The journey really just begins at the point of purchase.
Nadine Nethery (26:31)
That’s where your impact starts
and where you can have the most impact on their journey.
Ash (26:36)
Right. Well, in any way that you
can personalize anything, you know, like if somebody enrolls, get into their inbox with your voice, you know, like, yes, they’ll get the automatic email that says whatever, but like, if you can send them a message, have it be you. I’m a little anti-bot in the world of many shad and all the things I’ve always been like, you know what, I’m never going to be too good, too busy or too big to, to
Ash (27:02)
not be the person responding in my DMs or to not be the person facilitating more conversations. even to this day, I’d say the greatest, I’d say 80 % of my business is built on retention and referrals, bar none. 80 % of my business. I have clients I’ve worked with for five years that are like, I will never leave. You cannot ever let me leave. This is where I’m here to stay. And I’m so grateful for that. And a lot of it has to do even to this day with me being the kind of person who will
Ash (27:31)
immediately acknowledge the fact that like making an investment in somebody is a big deal. It’s not small. Consider, remember that. Remember every time you’ve made an investment and what that feels like, how vulnerable sometimes that feels, how scary sometimes that feels. And be the person who drops in and says, hey, I’m so thrilled that you’re here and I can’t wait to make this the best experience that you’ve had. And do not be afraid to say, what’s one thing I can do to make this experience even better than you could imagine?
Ash (28:00)
and then do it. It’s not that hard. It
Nadine Nethery (28:00)
It’s not, And it sets the tone, right?
it just reinforces that the decision to invest in your program was 100 % right. And it sets the journey off on such a powerful trajectory. So yeah, awesome. I ask all my guests this one question
Nadine Nethery (28:20)
what’s one thing that you’ve always been wondering about or you would like to know more about when it comes to the customer experience, customer retention, and who would you love to answer it for you?
Ash (28:31)
Yeah. Well, I saw this before we hopped on and it’s really a challenging question to be honest with you. was like, huh, I don’t know. Really thinking through it. And I will say, Kathy Heller, are you familiar with Kathy Heller? I have really enjoyed the spaces that she has created when I have done her like any calls she has. I haven’t joined like a membership or anything, but I’ve been in a few different calls that she’s done.
Ash (28:54)
And she has such a large, massive community, but it feels really intimate no matter how many people are there. So if I were to ask anybody or be able to connect with anybody, I’d want to connect with her and learn a little bit more about that because I think that if there’s one sort of, I don’t know, fear is the right word, but one thing I’ve considered sometimes is like, I have built some incredible containers and spaces and a lot of them have been really intimate because I’ve always kind of felt like this is how I can make it.
Ash (29:21)
really good and how I can give to the people the way I want to. And I think there’s a part of me that’s sometimes afraid, like, can I do this in a big capacity, you know, and still make eye contact with every person and still, you know, do the things that I want to do. And so I’d want to hear from her, like, how do you create the intimacy in spaces so large?
Nadine Nethery (29:31)
Awesome. Love the challenge. Let me see. I’ll reach out to her. If I can get her. Awesome. This is challenge accepted. I’m sure people loved hearing from you. If they want to find out more about you, where can they track you down online?
Ash (29:42)
Yeah, yes, do that.
Yeah.
Yes. Well, I would say the best place is probably my podcast, which is shamelessly ambitious. And that’s because I am on social media at this particular day, but I am coming upon my birthday in about a month and I’m leaving social media for a year. We talked about this a little bit before I got started, but both for myself and just what feels really good in this season of my life, but also because my kids are getting a little older and
Ash (30:18)
I know that social media is soon to come into their worlds and I want to take a year to be an example for what it looks like to not have that be your entire existence. So I’m taking an entire year away from social media. So you can find me on Instagram at Ash McDonald and I’ll have, you know, stuff there, whether or not I’m active or not, but then the podcast and.
Ash (30:37)
And I’d love to give your audience my ultimate guide to over delivery, which is something that I created that gives you 25 psychology backed ways to delight your clients and make over delivery the standard of your business. So a lot of what I talked about today, as well as a mini training on particularly group spaces and what to do to start the conversation and to make intimacy number one in those kinds of containers, because it is, I do think in a world.
Ash (31:02)
that is so digital, we are forgetting the human first approach. And so I created this about a year ago, just knowing like, we have to be better, we have to do it different.
Nadine Nethery (31:12)
I’m going to download this right after this recording. Well, thank you so much for coming on the show, Ash. This was such a good conversation. Love the human first approach to basically anything in your business. So smart. And yeah, I can’t wait to share it with the listeners. So listeners, if you have a burning customer experience question that you would love answered either
Nadine Nethery (31:34)
myself or an amazing guest like Ash, then you can submit your question via the link in the show notes anonymously, or if you want to have a little shout out on the episode, leave your details. And if you enjoyed this episode, please share it with anyone who could benefit from Ash’s wisdom. thanks for tuning in and I will see you next week.
