Success Stories

Relationship Marketing With Kody B: Jim Steadman

Sales strategy is more than a brochure or sending form letters. Old school sales strategies have only a small place in today’s world of sales…period! More importantly, if you don’t incorporate building trust into your sales relationships, then you are ultimately and entirely missing out on valuable sales. Learn how to reach your target client!

Join Kody Bateman and Jim Steadman for another incredible episode of Relationship Marketing With Kody B!

Kody Bateman: Hello, everybody! This is Kody Bateman. Welcome the Relationship Marketing Podcast show. We’re very excited to have yet another conversation today about relationship marketing and about how we can be kinder, gentler people out there in the world of business as well as in our personal lives. So we’re very excited. We’re always excited to have new guests come on every single week and share their expertise and share a little bit about their own unique industries.

 

We’ve featured a lot of different industries on this show and it’s really fun to learn from people in different industries, how their industry works, their line of work, type of unique things to their own profession, and then how relationship marketing seems to apply so similar in basically any differently type of industry.

 

Today, we have the Supplemental Health Care industry is going to be featured. So all of those in the healthcare business, supplemental healthcare industry, we’re going to talk a lot about that. We have a very special guest on with us today. So without further ado, I’d like to introduce that guest. His name is Jim Steadman, resides out of Riverton, Utah. With Supplemental Health Care, he is the Regional Vice President at Supplemental Health Care. So Jim, welcome to our show today.

 

Jim Steadman: Thank you, Kody. Glad to be here.

 

Kody Bateman: Well, we’re glad to have you. You’ve got a lot of great stories and a lot of cool stuff. So we’re going to jump right in and get going. First of all, I just want to share a little bit about you. Supplemental Health Care is in the health – you’re in the health care staffing. You’re part of a health care staffing company, managing 20 offices in the Midwest and the West. So you manage a lot of people. Can you just share with us what is health care staffing? Just share with us what it is exactly you do.

 

Jim Steadman: Kody, the staffing industry, what we do in the health care staffing is provide nurses and therapists for facilities that are short on staff and need clinicians to be able to care for patients.

 

Kody Bateman: OK. So yeah, so you got a whole network of people. And so like a hospital will call you and say, “We need X amount of people.” And then you find them and send them there or how does that work?

 

Jim Steadman: Absolutely, yeah. We actually – in our business, we have two clients basically. We reach out and build relationships with nurses and therapists. We build relationships of trust that we will find them good careers. And then we reach out to facilities whether they are hospital administrators or long-term care facilities, and we provide them the right clinician that cares for the patients and the illnesses or diseases they have.

 

Kody Bateman: So is it kind of like temporary services?

 

Jim Steadman: Yeah, it’s a temporary service, more on a long-term basis where our clinicians will stay as employees for them on a long-term basis.

 

Kody Bateman: OK. So the goal is they would stay long-term. Sometimes it might be short-term. I’m just trying to associate it because that’s kind of like the assistant teacher for education.

 

Jim Steadman: Yeah, absolutely, Kody.

 

Kody Bateman: Yeah. OK. So great, yeah. So you’ve got a – you got to understand networking pretty good. You got to keep track of a lot of people and be able to call on people in a very quick way. So are there times where like a hospital will call and say, “We need X amount of qualified nurses and/or specialists like today. We got to have them right now.” I mean do you have that kind of stuff happened?

 

Jim Steadman: Yeah, we do. More on a rare occasion but there are times when the centers is up and needs high and they need people as quickly possible.

 

Kody Bateman: So how do you go about finding those people? I mean I’m sure you have this big database of a lot of – because this isn’t like just going down and find somebody to flip hamburgers. I mean you got to – these are specialists. These are highly-educated specialists with experience. How do you create a network like that?

 

Jim Steadman: So we look at all the different ways that we can network with people. So social media is a big area. We use the boards, Indeed, Monster, Careerbuilder. Word of mouth is probably our biggest one. So we build a relationship of trust with the nurse or a therapist and they’ve experienced that we’ve taken care of them and their career, they’ll refer others to say, “Come and work for us.” And so, just about any way that we can have touch points that they could see that we can help more individuals with their careers, we work hard to build those relationships.

 

Kody Bateman: So you manage 20 different offices. So tell us – and this is in the West, Midwest area.

 

Jim Steadman: Correct.

 

Kody Bateman: So what – just give me an example of different cities that would be in there.

 

Jim Steadman: So in the Midwest, Houston, Dallas, Fort Worth, Denver, Tulsa, Oklahoma. And then we’re going West, the whole West Coast.

 

Kody Bateman: And you’re based in Riverton, Utah. By the way, this is kind of cool. First time I’ve had a guest on that’s from my hometown like you live about three miles away from me. So that’s about a small world as you can get. So it’s kind of cool to have that commonality there.

 

So do you travel a lot? Do you go to these different places or you do mostly remotely?

 

Jim Steadman: I travel a lot. Most every week, I’m on the road visiting marketplaces.

 

Kody Bateman: So when you do that, when you go visit marketplaces, what exactly are you doing?

 

Jim Steadman: There are a number of things I do. I’ll spend a small amount of my time working in the office and just going over activity, going over successes and what they are doing. The biggest part of what I do is I’ll spend a lot of time out either meeting or working with nurses and therapists and then with hospital administrators. And so, we get right in the weeds of trying to find out more about their business to ensure we’re putting the right clinician out there. As you can imagine, there are so many specialties like in nursing. If you don’t put the right nurse with the skills and experience in the right environment, people get hurt.

 

Kody Bateman: Yeah.

 

Jim Steadman: And so, I spend a lot of my time in facilities, making sure we understand and know their environment. And then on the off side, we will do mixers and get together with our nurses and build stronger relationships and just get to know them.

 

Kody Bateman: So you really have two sides of your business where you’re creating relationship. You got the hospital side and then you have this independent practitioner side. So you got to work both of these networks on a continual basis. And in your case, in 20 different cities. So how many – and just out of curiosity, like are those 20 cities or those 20 – you got 20 different offices, how many hospitals would you say you represent?

 

Jim Steadman: Well, in those 20 different marketplaces, I would probably say well over 500 hospitals or health care facilities of any kind.

 

Kody Bateman: And then how many practitioners?

 

Jim Steadman: Thousands.

 

Kody Bateman: So this is a big deal. I mean we’re talking – I can see that computer screen behind you there. I’m sure you have this database of – I mean that’s a lot of people.

 

Jim Steadman: Absolutely.

 

Kody Bateman: That you need to manage and create relationships. So we really want to kind of dig into how you do that. I mean how – first of all, you got to maintain relationship with lots of businesses – excuse me, lots of hospitals as well as the whole practitioner side. Tell us a little bit about some of the things you do to create relationship. This is a relationship marketing show and we put more emphasis on relationship than we do on marketing. In fact, our motto is 80% of the time should be about genuine relationships with people and 20% of the time is about marketing. And if you keep that formula going, you’ll be able to implement true relationship marketing principles.

 

So I want you to kind of teach us how you do that in this profession because you got two sides you got to work with, both are unique. So just share with us some of the things that you do to create relationship with both.

 

Jim Steadman: Well, let’s talk about the clinician, Kody, first. Working with nurses and therapists, my offices will do a lot of the recruiting and building that relationship of trust to bring a candidate in. At my level, at the RVP level, I work hard to be able to connect with them as they become a member of the Supplemental Health Care family and let them know that they’re a value and that we will be good career agents for them.

 

And so, a couple of things that I do when we have new nurses and therapists that join us, I’ll send out an email. First and foremost, email to welcome them. And then what I do also is I have every one of my offices on every Friday, they send me one clinician and every Friday, I take the last half of my day and I write thank you cards or welcome cards and send them out to them thanking them from a VP level for working with us. And so, that’s my Friday afternoon.

 

But when I go into a marketplace, if I’ve got a nurse who has been with us for years, I’ll take them to lunch and do an anniversary lunch with them or I’ll take them to the – I’ll have a birthday lunch with them. And so, I try and connect with my clinicians as much as possible but a lot of that relationship building is at the branch level because I focus more on the client side with the administrators, which takes a larger part of my time.

 

Kody Bateman: So you’re in a supervisory role. You manage a lot of different offices. So I’m sure you teach others to do the same thing. You teach others to reach out with thank you cards and take people to lunch and different things like that. How – does that duplicate well? I mean do your people do it like you do it? I mean how does that work?

 

Jim Steadman: Yeah. So obviously, I can’t reach out to everybody. And so, I’ll reach out to some of our top clinicians. But we do things like what we call bump email and we have little things that we can put in a card, in an envelope that will go through the mail and have a card of a thank you or birthday, plus a little gift in there as well. The offices on a weekly basis have a list of people that we will send out bump email.

 

For Christmas, we sent them socks rather than a gift of Christmas. We send them socks for the holidays. And so, there are strategic things that we have to do on a weekly basis in the office to reach out, to have more of a human side because the challenge is, Kody, is these individuals touch and talk and work with human beings every day. And for us to think that we can text or email and still build that relationship is wrong. And so, we find ways to be in front of them and to touch them on a personal side because that’s how they related to us more because that’s how they do – what they do on their jobs.

 

Kody Bateman: Wow! That’s really powerful. I want to share something here, I got a couple of notes from our pre-show. In 2007, you took 13 offices and targeted 7 of their biggest prospects that would not give them the time of day. So you dealt with 7 clients, 7 gifts, and 7 weeks. I’m not exactly sure what those notes mean but I want you to share with us what that was and what that experience was.

 

Jim Steadman: So Kody, this is fun. This is when it really gets to be a lot of fun, to leverage a sales blitz. But what we did is we qualified clients that we knew we could help in the staffing world. And this is when I was in commercial staffing, so production labor warehouses. And we qualified the client but the client has relationships with other vendors. And so, just couldn’t talk to them. They wouldn’t give us the time of days. We dropped by or we tried to respond to them.

 

So what we did is we chose 7 items that we were going to drop off for 7 weeks and try and get in front of 7 clients. Real profound, we call it the 777 blitz.

 

Kody Bateman: OK.

 

Jim Steadman: But bottom line is the first one had that as always – I’ve done this several times is we would deliver a pie. And so, we built a flyer that had a pie on there and we would have a saying like, “We don’t want a piece – we don’t want the whole pie. We just want a piece of your pie.”

 

Kody Bateman: Nice.

 

Jim Steadman: And I don’t know if too many people or salespeople walk into a facility with a pie but we get looks. The first three visits, we don’t even ask for the decision-maker. We just dropped off the pie and tell them, “Would you make sure they get them?” So every Thursday for 7 weeks, everybody is out there blitzing. We’re texting. We’re showing pictures. We’re sharing experiences and walking in with the pie. That night, once we’re done, we send the card. And that card was a follow-up. So it had the same pie image but talked about, “Did you get the pie? Did you enjoy it?” And then a little bit more about what we can do.

 

So in the staffing world as you know, Kody, the most expensive part of any P&L is labor cost.

 

Kody Bateman: Right.

 

Jim Steadman: And so, I’m billing labor cost. And there has to be trust that I’m going to get the right people there. So when I qualified a client but they don’t give me the time of day, this 777 program got us in the door to at least start the talk. So we’ve delivered pies, water melons summer time, beach towels, pumpkins, lemonade coolers. And the first three visits once again, no visit, no try and make contact. The fourth visit, we’ll walk in and start to say, “Hey, we would like to talk with them. Can we drop this off to them?”

 

Inevitably, they’re coming out and they are starting to talk and we’ve been able to bridge that gap. And what we hear from these clients is, “We’ve just never been treated like this.” It’s a strategic plan to start to build a relationship of trust but we’ve leverage to drop off and a card to stay and have touch points for 14 weeks and then build trust. From that, 82% of that client list or 13 offices, 7 clients, 82% came out. We start having discussions.

 

Kody Bateman: Wow!

 

Jim Steadman: Fifty-two percent of the 82 became customers.

 

Kody Bateman: Yeah, those are some impressive numbers, very – you talk about a marketing campaign, those are impressive numbers. You basically hit 82% of everybody you did and then 52% of that becomes a new client of yours. It’s incredible.

 

But here’s what I want to kind of talk a little bit about. You’ve taken a marketing strategy and clearly, that was – it’s a marketing strategy, so all you, business people out there, on this show, this show is about relationship marketing, and most people focus on the second word, not the first. And we talk a lot about the importance of focusing on the first word more than the second word. In fact, all of your interactions with prospects or customers or clients or anybody for that matter should be 80% of the time about the relationship but 20% of the time specifically about the marketing or the sale.

 

I see that brilliance in this very story you just told, the strategy of the 7777. What did you do the first three or four times in those offices? It wasn’t about, “Hey, I’m here to sell you something. I’m just here to have some fun. Give you a piece of pie. Get to know you as a human being kind of thing.” So I think that’s really important. That’s really powerful.

 

What I like about this is, I mean the 777 is a very – make no mistake, it is a marketing strategy for sure. It is a sales strategy for you to generate new business. So for all of our business people listening, this is full-on marketing strategy. However, in the 777, what is your focus the first three or four touches, it’s all about relationship.

 

Jim Steadman: Right.

 

Kody Bateman: And so, what do you attribute to getting the 82% of people to respond and 52% of the people to actually become a client? What was the success here?

 

Jim Steadman: I think it’s real simple. The drop-offs, I think the cards were – what I heard most about is getting the card. And I think what – we live in a world where we micro every second of our day. And we leverage technology to get so much done. But we forget that getting a card in the mail and opening something physical up and reading it has an effect that’s more of a human touch. And that’s what we heard about is – I mean the pies and the pumpkins and everything, they laugh about that.

 

Kody Bateman: Yeah.

 

Jim Steadman: But they love that there was a follow-up that was very personal to say, “We want to talk to you. We want to see if we can help you.” And the 52%, we talk to a lot of clients but we weren’t in an environment to where we could provide the workforce for them but we still get the relationship. But they talk specifically about how that marketing campaign made us very human to them.

 

Kody Bateman: Yeah.

 

Jim Steadman: And not just another salesperson. It was a way of saying, “We truly think we can help you.”

 

Kody Bateman: Well, and so that touch was a greeting card.

 

Jim Steadman: Yes.

 

Kody Bateman: So a difference between a greeting card and a – what’s the difference between a greeting card and a brochure or a form 10-letter? I mean what’s the difference?

 

Jim Steadman: Well, the greeting card is personal and they don’t look at it from a business aspect. They look at it because it’s addressed right to them about their world. And everything else kind of has a standard sales pitch or talks about a company. That card doesn’t say anything about, “We want to see if we can help you and leverage our workforce for you to be successful.”

 

Kody Bateman: Yeah, that’s good stuff. They say greeting cards are 11 times more likely to be opened than any other piece of mail. And so, you obviously have been able to leverage that. So yeah, let’s talk a little bit, you also use the system. You have a greeting card system that you use. And our company is SendOutCards, so you’ve used SendOutCards through the years. And it says here that you also use our system to show appreciation and celebrate employees and managers’ achievements. So tell us a little bit about how you do that.

 

Jim Steadman: Well, number one, in the environment I’m in, I call it Managing Up where my managers have to tell me just some heroic things that happened in the offices that they manage. We work with human beings every day. And so, crazy things happen. But sometimes you just have people who go above and beyond. And so, Managing Up is I get emails about just things that people do that they think have gone unnoticed. So it gives me an opportunity once again with my Friday cards to send out a card and be very specific about what I heard about or I observed and built those relationships.

 

It makes it very easy, Kody, to where in business, there are always opportunities where things need to be better. So when you’re sitting down with 70, and you’re coaching them up, there’s trust that I’m a human being that knows them and so when I’m kind of giving the coaching of how they need to do better, it’s received to where we actually move forward and we can change behaviors.

 

So I’ve leveraged cards on birthdays, on anniversaries, and just those moments to be able to build trust and have people follow some of the directives that need to happen and sometimes change their behaviors.

 

Kody Bateman: So I’ve heard of the – you’ve heard of the sandwich effect when you try to manage people. There’s a core issue that needs to be corrected. So the sandwich effect is you start with the compliment and things they are doing well. In the middle of the sandwich is where you directly address the issue at hand that they need to improve on. And then the end of the sandwich or the other part of the sandwich is where you shower them with kindness again. So shower with kindness, give them the constructive criticism, shower with kindness at the end. And they call is sandwich effect. And that’s what I thought of when you were saying that.

 

And you actually use cards, real physical, tangible cards, greeting cards as part of that process which I think is really cool. And you said something about Coaching Up. Tell us what Coaching Up is.

 

Jim Steadman: In an environment where their current activities aren’t meeting the minimum expectations, we talk about and we basically dissect how they are managing their week and their time and finding areas where that maybe their blind side. And then we can coach up and train them and help them get better in that environment. So if I got a recruiter that builds relationships but doesn’t know how to really close that nurse, so we talk about how – what they are doing is getting them to one point and stopping. Coaching Up builds those tools that they can have success and bring that qualified nurse on.

 

Kody Bateman: So when you travel around to these different offices, this is a lot of what you’re probably doing, right?

 

Jim Steadman: Right.

 

Kody Bateman: You’re doing the Coaching Up with your recruiters. And what a fascinating business. I mean it’s funny because we all get caught in our own world in what we do for a living and we don’t realize all the other fascinating ways that people make a living. I mean I didn’t even know there was a highly specialized recruiting thing where – highly specialized temporary service where you’re putting somebody into place like that. I didn’t even know that existed.

 

Jim Steadman: Yeah, absolutely.

 

Kody Bateman: And it’s very – it’s a big industry. It’s very sophisticated and you shared some of that sophistication with us. I love stories. And you’ve got some great ones, Jim. And there’s a story here about you sending a card and a gift to someone after they lost their parents. And this kind of gets down to the heart of what the card sending is all about. Can you share that story with us real quick?

 

Jim Steadman: Yeah, it was years ago. And I had a great client in Cincinnati and we built some trust and we had helped with them with the workforce that they build a whole new LTAC facility and we provided a lot of great clinicians. And I was there a lot to help get this structured. He was an only child and both his parents had passed away in a car accident tragically.

 

And my manager in Cincinnati just saw the suffering as he went through the funeral and he came back to work and how he just was a little disjointed. He was unbalanced. He had lost two of the most important people in his world. And I knew the guy and I just – I didn’t feel like I could just email. I just felt there’s a way that I needed to let him know that people still care and think about him.

 

So I sent him a card and there was this little medallion that he could put out in his desk and I forget what the saying was. I apologize. It has been years ago. But I waited about two weeks after when he was back to work and he was just trying to start a new life and just – and figure out how things work without parents. So I sent him this card and this medallion.

 

And within about a month, I was back in Ohio marketplace at the time and we were doing a tour. We had toured the LTAC facility and just made sure everything was working. And we went to his office and he had had that medallion on his desk. And as we were talking, he just grabbed that medallion and he just said, he said, “This just meant everything to me.” Sorry, I just – the reaction that he had I didn’t expect. I was just – I felt bad and I just want to send something to say I care. I didn’t expect it to be something that he keeps that medallion to remember his parents at work and that they’re still with him.

 

And it was just – it left such a profound impression upon me that little things like that you just don’t know how it affects their life and helps them in a positive way. My intention wasn’t for that medallion to be anywhere. My intention was just to tell him that another guy just loves him and just hopes he is OK.

 

Kody Bateman: Here’s what’s interesting about that story. First of all, thank you for sharing that. I know it’s a very personal story to you. And it’s interesting that several years gone by since that has happened and still when you tell the story, you get emotional about it. And this is what’s important, Jim, and this is what I want to talk about as we finished up our interview here. I really want to talk about this. You’re a very caring – it’s obvious. You’re a very caring, loving kind of guy that you create relationships for the sake of creating a relationship and you can tell that just by the way you tell your stories and everything else.

 

What I think is important for us to all talk about is why in today’s day and age it’s so important to create this genuine human connection like you just did. Here was this guy, you kind of know him. You know the situation. You sent him a card, which had a profound effect on him which by the way in turn, had a profound effect on you.

 

Jim Steadman: Right.

 

Kody Bateman: And it’s that double – it’s not – these interactions are never one-sided. It’s not, “Hey, I sent a card to somebody and made them feel good.” No. You sent the card and a gift to somebody and made them feel good. You saw the result of it and the effect it had on them, which literally, it transformed your life. I could tell in the way you told the story. You reaching out transformed your life. That’s the human connection part that we’re trying to teach people.

 

So I want you, I’m going to put you on the spot here just for a second, but I want you to talk about that, the importance of human connection  both being the sender and the receiver, how important that is today and what kind of things can we do in this crazy, negative, let’s face it, negative world that we live in, in social media and all the crazy stuff, what can we do to get ourselves refocused again on human connection both ways, sending out positivity, receiving positivity, and having the effect that you just portrayed in that story? What can we do?

 

Jim Steadman: Well, Kody, you have to make it a part of your life. And if it’s not a part of your life, you have to change your behaviors to do it. And so, I truly feel you have to seek it out. So you and I have a lot of connections on Facebook. And as we go through Facebook, we can hear about people do and celebrating things and doing heroic things or struggling. We can read that and scroll on or we can do something about.

 

And I think we truly need to every day find a moment just like for me, every Friday afternoon, I’m sending out 20 cards. You have to decide that you’re going to make it a part of your life. Because like you just talked about, as you do that, as I manage a lot of people and as some of these people are struggling and needed to be coached up, that phone call, that card to say, “I believe in you,” is huge for them and it’s the biggest part of their day.

 

And so many times I’ve had people call back or send a card back and say, “It’s what I needed.” So if we look at the reciprocation of us giving out, it comes back. We just don’t know how but I truly believe, Kody, if we choose not to make it a part of our life, we will just keep getting busier. But it is a moment to say, “I’m going to do something different. I’m going to add a personal touch,” because as you and I know, the personal touch just slowly is going away. We can choose to make somebody’s life better and it’s even a simple thing.

 

I have a daughter that just has struggled. She sells things online and she just had – I was on watching her one night and she just had somebody attacked her. And some of the things that happened on social media, like you said, it’s a negative thing. But following up on a phone call to say, “Kylie, I know you’re awesome. Don’t ever let that …” and then I followed up with the card and just made it very personal to her. It makes the world a better place for both of us. And the rest of the world can go around and do whatever they want but it’s a moment, it’s a defining moment for just us to love people more and actually be a bigger part of their life because they trust us to tell us more about who they are.

 

Kody Bateman: You know, it’s interesting. I love what you shared about an activity to do on Facebook. Look for people’s celebrations and even for people’s challenges and take that as an opportunity to reach out to them in a positive way. Your example is to send them a greeting card. And with technology today, you can cut and paste pictures of them right on the card and send the card to them and make a positive impact.

 

I want you to know, Jim, that that – I appreciate you very much sharing that because that was actually transformational for me right now. I mean we all go through little stages and we all have our love-hate relationship with, at least I think we do, we all have our love-hate relationship with social media. There are days when we love it. There are days when we hate it.

 

And I happen to be on one of the down cycles where I’m not too fun of social media right now just because of a lot of negativity that goes on there. And you go through those stages where you just don’t want to get on there anymore. You don’t want to get on at all. You don’t want to participate. You just want to shut your phone off. I mean I told my wife this morning in fact, I told, I say, “I want to get a flip phone. I want to put this smartphone on the drawer and go back again with a flip phone so I don’t have to look at all that stuff.”

 

But what’s interesting and what was transformational for me is I’m in a business and you’re in a business where we have to be on social media. I mean we have to participate when it’s part of our audience. We got to – it’s in the interaction that we have with our audience of business people. And so, you’ve got to be on there. But how do you get on there and how do you do what you need to do without getting dragged into that negativity?

 

And I think you just hit it on the head. It’s all about what you focused on. There’s always going to be the naysayers. There’s always going to be the critics. There’s always going to be the people that are trying to start a debate or a fight or talk politics or whatever. But your focus is, “Look, there are always people on there celebrating. There are always people on there sharing challenges.” So, there’s always an opportunity for me to reach out in a positive way to those people.” And I’m going to do that. I’m going to do that. I’m going to shift my focus when I’m scrolling the newsfeeds. I’m going to shift my focus.

 

Now, I do some of that already like I’ll celebrate people I see on social media here and there. But I want to make that a conscious effort for myself that when I’m doing newsfeeds, that that’s my focus. And I think if that becomes the focus then the naysaying stuff, you kind of scroll by it.

 

Jim Steadman: Right.

 

Kody Bateman: And not focus on that. I’m focused on finding somebody that I can reach out to. So that’s cool, man. I appreciate that example and getting into the habit of doing that every single day.

 

So yeah, this is really good stuff, relationship marketing at its very best. It’s all about relationships, creating genuine human connection.

 

Just anything else you want to share with us? Any other stories that come top of mind to you, what you’ve done over the years to reach out to others? Go ahead.

 

Jim Steadman: Probably the last story – as I’m listening to you and as we’ve gone through this podcast, probably the one thing that was very profound to me is when it came back to me. Eight years ago, my father passed away of Alzheimer’s. And the showering of gifts, of cards and flowers at his funeral, I remember walking into a funeral home, first time to see my father after he had passed away and to read the cards, how a profound effect with all these people that I had made touch points and relationships with that were mourning with me, just supported me and buoyed me up in a moment where I lost the most important man of my life.

 

And so, that reciprocation was unexpected. But all these people just talked about some of the things, the touch points that I had made and the cards or the phone calls that I had made, and I just didn’t expect that nor – I don’t send them out for anything to come back. And in that moment where I struggled, I found great strength knowing that people all across the country that day knew where I was at and were praying and suffering with me to some degree. It changed my life to where like you talked about, even scrolling in Facebook, I’ve just chosen, it’s a choice that I make that I’m going to make a bigger difference than I’ve been and every day I seek out ways to do it.

 

Kody Bateman: Boy, that’s powerful. It’s really good. I had similar experience when my dad passed away. It’s just the showering of kindness that came from all over the country was just incredible.

 

Jim Steadman: Yeah.

 

Kody Bateman: It just – it does. It has a very profound effect on you. In fact, we had many people – I remember I tell a story about my brother passing away many, many years ago and it’s a story that he tragically passed away in an accident. And that story kind of turned into an idea for me to start the business called SendOutCards so I tell the story a lot.

 

But I remember when and this is a long time ago. This is like in 1989. I remember being at my brother’s funeral and we had a viewing before the funeral where people could come in and console the family and those kinds of things. And I was just – I was blown away by the people that travelled in to pay tribute like all over the country. Like people travelled from clear across the country or across state or made a huge effort to be there.

 

And it’s just amazing that when you see those people walked through that back door, the emotional impact it has on you.

 

Jim Steadman: Yeah.

 

Kody Bateman: Talk about human connection. And so from that day forward, I decided, I want to be that person. I want to be the guy that shows up.

 

Jim Steadman: Right.

 

Kody Bateman: And so when you tell that story, it reminds me. You can pretend to care but you can never pretend to show up.

 

Jim Steadman: Absolutely.

 

Kody Bateman: And so, it’s just little things like that. And especially in today’s day and world, how much that’s needed. How much it’s needed to have those things. I was sitting in the hot tub this morning and I always have deep thoughts in the hot tub. I just kind of think about and meditate a little bit. And I don’t know where all this came from but I just kind of had thought, probably it was thinking about all the stuff that happened on social media that you don’t like. And the thought that came to me is that you know what, in my life going forward, I don’t do hate. I don’t do drama. I don’t do negativity.  And I don’t do gossip. And I just don’t – I’m not going to do those things.

 

And if you’re going to do those things and want to bring me in, I’m just going to politely excuse myself.

 

Jim Steadman: Right.

 

Kody Bateman: And I think that’s so important today. Don’t do those things. Do the things that Jim talked about today. I’m going to scroll and find people to celebrate. I’m going to scroll and find people that are having challenges and try to reach out to them. I’m going to be the guy that shows up. I’m going to stay positive no matter what. And I just think that those things are powerful.

 

Jim, you’re just a great example of that. It has been a delight to interview you today and to see your passion for those kinds of things. So in closing, I’m just going to ask you a couple of closing questions I like to ask most of our guests when they come on because I’m always interested. I’m a big reader. I love to read. I think books have had a huge impact on my life. So I always like to ask our guests, what is your favorite book of all time that has affected you the most and why?

 

Jim Steadman: Probably the one that I have – I read consistently is Leadership and Self Deception. And it talks very specifically about relationships and how you either create relationships. It talks about the use of metaphor of being in the box. And it talk about when you’re in the box, you don’t look at other people’s perspective. You only look at your own. And in doing that, you miss out on opportunities to build relationships.

 

And so, that would be the strong – that would be the book that every year I read to remind myself of the basic principles of leadership and the relationship that should be built.

 

Kody Bateman: So the name of the book and who is the author?

 

Jim Steadman: Leadership and Self Deception by the Arbinger Institute.

 

Kody Bateman: OK. Great. Excellent. I’ll make sure – I do not have that. Most of the people mentioned books that I’ve already read. They’re in my library. I love it when I get new ones. So I will make sure that I get that because I got to tell you, based on this interview today, whatever is inspiring you and what you’re reading, I want to read. So I think that would be cool. Appreciate that.

 

One final question. How do you want to most be remembered?

 

Jim Steadman: Wow! I was just a good guy. I’m just an average ordinary guy, Kody, like just everybody else. But I’d like to be remembered that I actually cared for other people.

 

Kody Bateman: Well, brother, you are being remembered that way. You are a guy that cares and we appreciate you being on the show with us today. So there you have it, my friends, the incredible, Jim Steadman from Riverton, Utah. Appreciate all of the words of wisdom today and thank you.

 

For all of those who got on here, you may have been invited to come on the Relationship Marketing Podcast, get back with the people that invited you on here and find out how Jim does some of his greeting card stuff. And there are all kinds of tools and things out there to help you be nice to other people and that’s what we recommend that you do. So, appreciate you, Jim. And take care, everybody. We will see you on another episode. Take care now.

 

Jim Steadman: Thank you.

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