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How to Create a Plan to Grow Into New Markets

By Corey Harlock • September 11, 2025

For many small and mid-sized businesses, growth eventually means looking beyond the current customer base. Expanding into a new market can be one of the most rewarding moves a company makes, but it is also one of the most complex. Success requires careful planning, research, and the right mindset. In a recent episode of the KeyHire Small Business Podcast, we explored what it takes to expand with confidence. Drawing on more than three decades of global sales experience, David Solomon, Founder of SERO Growth , shared strategies and common mistakes that business owners should know before stepping into new territory. At KeyHire Solutions , we see firsthand how businesses can either thrive or stall during expansion. The difference almost always comes down to planning. Here are some of the key takeaways from the conversation. Defining a “New Market” A new market can mean two things. Geographic expansion : Opening in a new city, state, or country. For example, a company growing from Houston to Dallas or from the U.S. into Canada. Category expansion : Targeting an entirely new customer type within the same geography. Both approaches create opportunity, but both also require a new perspective. What works in one market does not always translate directly into another. Mistakes That Derail Expansion Business owners often fall into two traps when expanding: Assuming past success guarantees future success. Just because a strategy worked in one city does not mean it will work elsewhere. Buying habits, regulations, and cultural norms all vary. Hiring a salesperson and hoping for results. Expansion is not about planting a rep in a new market and waiting for sales. Without research, infrastructure, and operational readiness, this approach is costly and ineffective. Expansion without preparation is more guesswork than growth. The Three Foundational Questions Before spending money on research, owners should answer three critical questions: What problem are we solving for our customers? How unique is our solution in addressing that problem? Who is our ideal customer? If the answers to the first two questions do not hold in a new market, it is a warning sign. The third—your ideal customer—can adapt, but still requires clarity. These questions ensure that the business is not trying to force an ill-fitting product or service into a market where it does not belong. Do Not Fall in Love With the Market One of the biggest risks is emotional decision-making. Many businesses fixate on a particular market—whether that is another state, the U.S., or an overseas location—and charge forward without enough data. Major retailers like Target and restaurant chains like Buffalo Wild Wings have stumbled this way. Despite their size and resources, they misread local expectations and supply chain realities. For smaller businesses, the margin for error is even slimmer. The takeaway is clear. Fall in love with solving problems, not with a specific market. Research Means More Than Spreadsheets Effective research goes beyond market reports. Business owners need to get on the ground and experience the environment firsthand. This can mean: Attending trade shows and industry events Joining local associations and networking groups Talking to potential buyers and partners Observing how competitors operate Depending on the complexity of the move, this process can take weeks or months. A weekend trip is rarely enough. Relationships Come Before Sales Market entry is about credibility and trust, not instant wins. Even if your business is a leader at home, expect to play catch-up in a new market. Competitors already have relationships, and customers may not know your name. Winning early trust requires more than lowering price. It requires demonstrating unique value in a way that makes switching to your company worthwhile. Prepare the Entire Business, Not Just Sales Expansion touches every part of the organization. Success depends on whether the company is operationally ready, not just whether it can make sales. Key areas include: Financial planning : Cash flow must support longer timelines and added overhead. Technology : Manual systems that work in one market may not scale into another. Legal preparation : Contracts, distributor agreements, and compliance requirements often change with geography. Expanding without addressing these areas can strain a company beyond its limits. Practical First Steps for Owners For businesses in the 5 to 25 million dollar range , here are some practical first steps when considering expansion: Bring in outside perspective. Consultants or fractional executives can ask the tough questions owners may overlook. Start small. Test in a nearby or simpler market before tackling a major international leap. Validate with conversations. Meet potential buyers, suppliers, and partners to confirm assumptions. Explore financial support. Government programs, grants, and economic development groups often provide incentives for expansion. Be patient. Market entry takes longer than most owners expect. The Bottom Line Expanding into new markets is never just about selling more. It is about adapting, validating, and preparing the entire organization to serve customers in new ways. With the right research and planning, growth can be sustainable rather than risky. To hear the full conversation on creating a plan for expansion, listen to Episode 68 of the KeyHire Small Business Podcast . For additional guidance, explore how KeyHire Solutions helps businesses scale with the right talent and strategy, or learn more about international market growth at SERO Growth . Listen & Subscribe: Podcast: https://www.keyhire.solutions/the-keyhire-podcast--new YouTube: https://www.youtube.com/@keyhiresolutions Connect with us: https://www.keyhire.solutions

The Impact of the Candidate Experience

By Corey Harlock • September 4, 2025

Recruiting has never been easy for small business owners—but in today’s job market, it’s tougher than ever. With more jobs than people, candidates now have choices. And those choices aren’t just about salary or benefits. They’re shaped by two critical factors that too many business owners overlook: candidate experience and employer branding . I’ve talked about these topics a lot on the podcast, and sometimes it feels like I’m a broken record. But the reality is, if you don’t get serious about how candidates experience your hiring process—and about what people say about your company when they work for you and after they leave—you will continue to struggle to attract and keep the right people. In this blog, I want to break down why candidate experience and employer branding matter, how they directly affect your business results, and what you can do to improve both. What Is Candidate Experience? Candidate experience is the overall impression people have of your interview and hiring process. Years ago, companies held all the power: Employers dictated the interview schedule. Candidates were expected to drop everything. The mindset was: Tell me why I should hire you. That world is gone. Candidates now have options, and their experience during the hiring process matters. A good candidate experience means being on time, communicating clearly, respecting people’s time, and not making them jump through unnecessary hoops. The best hiring processes are both exhaustive and efficient . Yes, you need to properly evaluate candidates—but you also need to move quickly and respect their time. What Is Employer Branding? Employer branding is what people say about your company while they work there and after they leave. It’s the stories your employees (and ex-employees) tell about your culture, leadership, and values. Think about how you handle it when a great employee leaves. If you treat them with respect, thank them, and stay in touch, there’s a good chance they’ll speak highly of you—and maybe even come back one day as a “boomerang employee.” But if you react poorly, you don’t just lose that person. You damage your reputation with everyone else who hears their story. Your reputation is your best recruiting tool. Ignore it at your own risk. Why It Matters: The Numbers Don’t Lie The impact of candidate experience and employer branding isn’t theoretical. The data is clear: 88% of candidates are more likely to buy from a company after a positive hiring experience—even if they didn’t get the job. Imagine someone applying to McDonald’s, getting turned down, but still choosing to eat there more often because they were treated respectfully in the process. 55% of candidates share their hiring experience with their network. That means over half the people you interview will tell others whether your company is first-class—or a nightmare. On the flip side, a poor candidate experience can damage both your recruiting efforts and your customer relationships. People are quick to share bad stories, and once your reputation is online, it sticks. At KeyHire, we remind clients all the time: candidates are not single-use products. Just because someone isn’t right for you today doesn’t mean they won’t be perfect tomorrow. Burning bridges with bad experiences will only shrink your talent pool. Speed & Transparency: Non-Negotiables Top candidates are only available for 10 days on average before they’re hired. That means the clock is ticking the moment a resume hits your inbox. If you’re interested in someone, chances are at least one other company is too. And in a market where there are five jobs for every three candidates, you don’t have the luxury of dragging your feet. Transparency matters as well. Candidates today are doing their homework on you. In fact, 55% abandon applications after reading poor reviews online. Sites like Glassdoor and Indeed carry enormous weight—especially with younger candidates who rely on peer reviews to make decisions. Even if the reviews are outdated or unfair, they still influence perception. Which means you need to be intentional about both your internal culture and your external reputation. Rethinking the Application Process Let’s talk about online applications. If you make candidates jump through endless hoops, you’re pushing away the best talent. The old-school thinking is, If they really want the job, they’ll fill out the long form. But in reality, the people willing to do that are usually the ones with fewer options. A strong candidate who already has a job—and multiple interviews lined up—will abandon a time-consuming or repetitive application. Why would they spend hours re-entering the same information they already provided in their resume? If you must use applications, streamline them. Make sure you’re not duplicating information. And if you need extra details, ask for just the essentials. Respect candidates’ time. Employer Branding: Authenticity Wins Here’s a truth I repeat often: whatever your culture is, it’s perfect for someone. The worst mistake you can make is pretending to be something you’re not. If your culture is highly competitive, say so. If you’re mission-driven and community-focused, lead with that. If you’re a faith-based organization, be upfront. Candidates today are looking for alignment between their values and their employer’s. By 2025, this trend will only grow stronger. People want companies with a clear purpose beyond profit. And they trust the authentic voices of employees far more than polished corporate statements. That doesn’t mean you need to have a perfect culture. In fact, if you’re actively working to improve your culture, say that. Be honest about where you’re at and where you’re going. The right people will respect the transparency—and some will want to join precisely to help you move forward. The Lifecycle of Experience When you think about candidate experience and employer branding, it’s helpful to see it as a lifecycle: Attraction: Your reputation and brand either draw people in or push them away. Application & Interview: Candidates form lasting impressions about your professionalism, speed, and transparency. Employment: Your culture and leadership shape the stories people will eventually tell about your company. Departure: How you treat people on the way out determines whether they become advocates—or critics. Imagine two scenarios: An employee leaves, and you part ways respectfully. They later post a review saying, “I loved working there. I had a great manager, and I only left for a life-changing opportunity.” That review attracts great future candidates. Or, the same employee leaves, and you treat them poorly. They post, “Toxic environment. Management didn’t care about us.” That review repels talent. Both situations were avoidable. The difference was how you handled the exit. The Competitive Edge for Small Businesses The reality is that small businesses can’t always compete on salary or benefits. But where you can win is in the quality of the candidate experience and the authenticity of your employer brand . If you: Move quickly and communicate clearly, Respect candidates’ time, Showcase your real culture unapologetically, and Treat departing employees with respect, …you’ll stand out in a crowded market. Remember, for every five jobs, there are only three candidates. The companies that will win aren’t the ones with the biggest budgets. They’re the ones with the best reputation for how they treat people—before, during, and after employment. Final Thoughts Recruiting isn’t going to get easier anytime soon. It’s competitive, and candidates have more power than ever before. But if you shift your mindset and get serious about candidate experience and employer branding, you’ll improve your odds dramatically. At the end of the day, people want to work for companies that respect them, move efficiently, and stand for something real. Build that kind of company, and recruiting won’t feel like an uphill battle—it’ll feel like an opportunity. Listen & Subscribe: Podcast: https://www.keyhire.solutions/the-keyhire-podcast--new YouTube: https://www.youtube.com/@keyhiresolutions Connect with us: https://www.keyhire.solutions

How to Partner with Other Businesses to Create a Collaborative Sales Process

By Corey Harlock • August 28, 2025

Every small business owner asks the same question: How do I get more sales? While many fall back on traditional marketing, expensive ads, or social media tactics, Mark Newsome brings a refreshing, strategic perspective that doesn’t rely on big budgets—it relies on smart partnerships. In Episode 66 of The KeyHire Small Business Podcast , host Corey Harlock sat down with Mark Newsome, aka “Mr. Marketing,” to talk about how small businesses can use other people’s customer bases and sales processes to build their own pipeline. Here’s how it works—and why it could transform your business. Start With the Magic Question Mark opens the conversation with a bold idea: stop trying to compete with everyone. Instead, partner with other non-competing businesses that already serve your ideal customer. The strategy starts with what he calls the “magic question”: “Is it okay if I periodically refer you new business and customers?” Then comes the natural follow-up: “As long as it doesn’t interfere with anything you’re doing, are you okay periodically returning the favor?” When the answer is yes—and it almost always is—you’ve just opened the door to a mutually beneficial partnership. Real-World Example: Retail + Bakery Mark breaks down a powerful hypothetical: imagine a local appliance store (let’s say Corey owns it) partnering with a local bakery (Mark’s). Corey has a large email list—say, 37,000 subscribers. Instead of spending to build his own list, Mark creates a time-sensitive coupon that Corey shares with his audience. For example: “Show this coupon at Mark’s Bakery and get a specialty drink for $3.97. Bring the cup back, and every refill is just $0.99.” Mark gets new customers. Corey provides value to his audience. Both win. And it costs far less than a traditional ad campaign. This Works Beyond Retail Worried this strategy only applies to retail? Don’t be. Mark explains how warehouse distributors, manufacturers, and B2B businesses can use the same principles. The key? Every business has: Customers Vendors Employees These are all potential channels for partnership. Whether it’s placing flyers in shipment boxes or offering mutual referral incentives, there are always ways to collaborate. Mark’s advice: stop thinking linearly . Think conceptually. Think collaboratively. What’s a Customer Worth to You? Before you can build a smart referral system or give away incentives, you need to know one thing: What is a customer worth over their lifetime? Mark urges business owners to calculate Lifetime Customer Value (LCV) . Once you understand what a typical customer brings in over time, you can confidently decide how much you’re willing to spend—or give away—to acquire them. For example: if your average customer spends $2,000 a year, giving away a $300 appliance at cost to win their business is a smart bet. Building a Bounce-Back Offer One of Mark’s favorite low-cost, high-impact tactics is the “bounce-back offer.” It works like this: A customer buys something in your store. At checkout, they’re given a time-sensitive coupon for a discount on their next visit. They’re incentivized to return and to bring a friend, which amplifies your reach. Want to boost effectiveness? Add a sweetener: “Bring a friend and get 30% off instead of 10%.” Test different offers (A/B testing), track redemptions, and see what works. Once you find your winner, scale it. Don’t Treat Your Business Like a One-Night Stand One of the biggest mistakes Mark sees? Business owners focus entirely on getting the customer—but once they make the first sale, they move on. “You spend all this money to get the customer,” Mark says, “then drop them like it’s hot.” Instead, he urges owners to nurture relationships through: Time-sensitive offers Referral bonuses Follow-up email campaigns Incentives to bring friends Which brings us to… Build That Email List Online retailers have this locked down—you can’t check out without handing over your email. But in-store? It’s often an afterthought. Mark suggests ditching the “Can I get your email for 5% off?” line and going for something bold: a monthly giveaway with big prizes. For example, in a men’s clothing store: Spend $100, and you’re entered to win a custom suit worth $1,200 . Every month, one male and one female winner. Winners announced on social media and via email. Suddenly, your opt-in rates skyrocket. Make It Sexy—Not Spammy To get real traction, your offers need to be worth it. A $5 discount doesn’t move the needle. But a TV giveaway , a free dinner , or a premium item at cost? That gets attention. Mark also recommends letting people opt into different segments: “Check this box if you’d like exclusive deals from other local businesses.” Now you can monetize your list by sending affiliate offers or partner promos. Just one more way to create revenue from existing assets. Turning Stylists into Salespeople Mark gives another powerful example: imagine you’re a retail appliance store. You partner with a local barber. You give their stylists 500 discount cards to hand out to clients. Each card says: “Mention Corey’s Barbershop and get 10% off appliances up to $100—or 40% off if you bring a friend.” Then you bonus the stylists based on how many redemptions they generate. Hit 10 redemptions, and they get a $200 bonus. Stay at the top of the leaderboard? Get double. You just created an external salesforce—without hiring a single employee. Action Steps: How to Get Started To wrap up the episode, Mark offered this 5-step roadmap for business owners: Learn your Lifetime Customer Value. Know what each customer is worth, and let that guide your budget. Build bounce-back offers. Test time-sensitive coupons that bring customers (and their friends) back. Start your own email list. Use giveaways and incentives that are actually worth opting in for. Create partnerships. Ask the magic question. Find complementary businesses and collaborate. Leverage your team and your vendors. Incentivize staff and trade exposure with your suppliers and clients. Mark’s message is clear: your business has hidden value —you just need to learn how to leverage it. Listen & subscribe: Podcast: https://www.keyhire.solutions/the-keyhire-podcast--new YouTube: https://www.youtube.com/@keyhiresolutions Connect with us: https://www.keyhire.solutions