strong>Nicole Shelley Greenidge, U.S. Ambassador of Commerce for St. Lucia under the International Business Counsel of Florida, Founder/Owner, Nicole Shelley Models & Event Promotions & the Kids Country Club
Pushing forward, past challenge & change
Nicole, it appears that you do so many different things. You have a modeling company, a promotions consulting firm, and a children’s prep school, right? Yes. What is a typical day like in the life of “Nicole Shelley?” What does your daily routine entail?
Well, I am always busy scheduling appointments- that are strategically planned. I try to compartmentalize my days in such a way that my mental focus is on one thing at a time. One thing for us could be events; events relating to the topic of the day. It may be events relating to the Kids Country Club, as well as events related to Nicole Shelley Models. A lot of our clients “marry” in the different services. For example, a law firm that wants us to do экскурсионные туры в Осетию a workshop for them, but while we are doing the workshop we are also entertaining their wives. So we may do a mini-shopping spree for their wives or a mini fashion show at the Bal Harbour Shops. There are times, even though you need to compartmentalize, you also need to dichotomize.
Having dealt with such a wide variety of clientele with your event planning, what have you found to be most challenging in your particular business industry?
You know what? I look at the word “challenge” so differently from how the average person would. I suppose I do have challenges but I overcome them so expeditiously; then, it is as if they never happened. So, I can’t really tell you of a particular challenge that I have with the different clients that I’ve had over the years. I mean, years ago it probably had to do with payment as far as setting up or structuring a particular payment procedure whereby we would be able to guarantee that our clients will be able to compensate for services delivered. Now, we have that so well scheduled and organized that that is not a challenge anymore.
Overall, things go pretty smoothly with clients because we communicate with them long in advance. We understand the procedure of getting an event done successfully and if they (clients) don’t comply with that procedure then that pretty much means that they are not serious about expediting that event successfully. That is our opportunity for us to deliver an exit. So we would build out an exit to working with the client, for example, “perhaps we are not the company you are looking for…” That doesn’t happen very often.
Typically, there aren’t many challenges. Everything goes back to communication.Everything goes back to communication. If you communicate effectively, succinctly, and in a clear, concise manner with enough time to the client then they understand what needs to be done, when it needs to be done, how it needs to be done and…they just have to do it. Otherwise, we really cannot deliver a successful event or program to them. Challenges, I really can’t think of any. I don’t even use the word “problem.” I’m one of those people that sees opportunities, I tackle them, and it’s done. So I don’t even remember what the challenge might have been because I’ve already gone to the phase where I provided a solution and it’s done.
For example, I have this billionaire client who is flying in on December 4th to do his birthday party. He is even flying in his food from Chicago. He wanted 12 Victoria’s Secret-looking models. Now, when a model is being casted, she doesn’t necessarily look like a Victoria’s Secret model because that has to be cultivated with hair and makeup. So anyway, he accepted the models, everything went fantastic, and then he needed the models to come back again for a fitting at Victoria’s Secret because that was where he was going to purchase the lingerie.
This client is in New York and he sent his concierge to do the wardrobe selection with me. We brought the models to Victoria’s Secret wanting to take sample photos. Now, it wasn’t a surprise to me that Victoria’s Secret didn’t allow us to photograph the girls in lingerie, in the store, and so they were telling us that we had to call corporate, and this and that. For me, I thought, “you know, we are here now.” Calling corporate was just not an option because that would be too time consuming and I try to work efficiently- meaning expeditiously.
We asked them what they would prefer. Either take the photos here, in the store, or we purchase it, take the photos, and then return the lingerie? She told me, “well, we allow returns but you really shouldn’t be telling me that.” I said, “Well, that is what we are going to do. We are going to take the photos. We’re going to go next door to the meat market because I know the owner, and we are going to take the photos in the bathroom- as degrading and raunchy as it sounds.” We had to get this done by a certain time because I was scheduled to host an event that night. I only had the 4-5pm time slot and we were going to get this done effectively within this time slot and that is what we did. We bypassed the calling of corporate and having them say that they need to have a “board meeting” about it and maybe in two months they will get back to us. So basically the point is, I had to get something done between a certain time on a certain day… period. We got it done and my client just loved it.
Every situation has a solution and the sooner you find the solution the quicker you forget about what that situation might have been. Every situation has a solution and the sooner you find the solution the quicker you forget about what the situation might have been.Now, some people might consider it a problem, “Oh my God what am I going to do?” “ I can’t do this…” you know, my client’s concierge had to catch a flight and we had to get those photos to the client by that night or, at the latest, by the next morning.
What changes do you foresee in the near future; let’s say in the fashion industry, in what your “core” operations are?
Well, I can definitely see that online products, like overstock.com and those sorts of sites, and online media will have an influence. Online media is going to play an integral role. I’m talking about the media that will educate models, educate buyers, whatever the case may be. The personal touch is always going to be valuable but the online and social media advantage, for example LinkedIn, has huge advantages. There must be a marriage of the two, online and face-to-face, to finally be successful at delivering quality services.
The online advantage is definitely going to have an influence. We are currently revamping our website and the new one is going to be amazing! It is going to make the client essentially “feel” who we are. They will clearly understand, from the first page, who we are and what we do. Our current website is a bit antiquated. Why? Because we’ve just been so busy. We’ve known we needed to upgrade our website but we haven’t because we’ve been supported by the people who have hired us over the years. This has made us not realize an upgrade as a priority.
In the past, when things didn’t go the way you expected regarding your business, how did you remain motivated; especially when you were first starting out years ago?
You know, motivation comes right back to passion. When you are passionate about what you do, my formula is that you are going to do a lot of it. Chances are when you do something very often you get very good at it. People feel that. You exude that energy. It is contagious. People, they ‘know’ when you know what you are doing.People, they “know” when you know what you’re doing. For me, being motivated is having that natural energy that I exude, this is what people gravitate towards. They feed into that. It is like a constant circle- one person feeding off another and it has a ripple effect and you remain motivated.
There have been times when we have done events that did not go the way we would have liked for the simple reason that we have taken on a budget that was too small for the size of the project. Now, we don’t do that anymore- I’m talking about years ago at the beginning. We are very personable, very communicative, and we would never take someone’s funds, do something with it they did not like, and say, “sorry, too late, it is already done,” no, never.
Right, you are looking for repeat customers?
Even before we are formally hired, we are looking to cultivate that relationship. We are always looking to put ourselves in the shoes of the individual and we want them to be able to come back to us and tell us if there was something they were not happy with. We want to satisfy our customers.
You want them to feel comfortable telling you how they really feel about the way things went?
Yes, I want them to know that we will listen and that we will find a way to move forward and do even more things together. Then there are some parties that say, “no, we were not happy, we never want to deal with you again.” For us, that is not the attitude or the type of energy we want to surround ourselves with or to include in our “circle” of contacts anyway. So, it’s okay to release that individual until we find that level of maturity where they understand that we try to come to the drawing board open minded. The motivation is knowing that we are not just passionate, but it is also knowing that we do the right thing every time. I stand by the “every time” part. When it comes to payments for the models, they know we deliver. When we call on them again in 6 months they are ready and willing to work and there have been no issues with regards to payments with our staff.
It’s all about relationships; it’s all about communication. From communication comes everything else. The energy that you exude, that is communication. Feedback, reacting, action is communication.
What strategies have you found work for you to help in pushing forward toward your personal and business goals? What I am looking for is whether or not there are any particular tactics or actions you take? For instance, when you wake up in the morning and say “this is my goal” and you follow a series of actions or tactics to attack that goal- what are they?
Again, I must say effective communication. That is my strategy. I like to try to qualify people to be in our circle; you know? We give them the opportunity to cultivate our relationship and work together. For instance, there was this one woman from Russia, an amazing woman. I remember she had us on retainer to do events for her in Hollywood, but her contacts database was not very concentrated in the northern region where she wanted to have the events. She had these beautiful events and I remember just wishing that people would just come and see them. But, attendance was low and she said, “you know what, I can’t continue paying for this, this isn’t working.” I said, “that’s okay, let’s take a look and change the strategy and do it down here in South Florida.”
Well, we finally did it down here and she was so happy and now she always comes to my events. In fact, there was one event I was able to connect her with a huge distributor that was very lucrative for her. Now, this was a woman that could have said, “I paid Nicole, nobody came to my event, I don’t ever want anything to do with her again.” But she didn’t and now we are actually very good friends and I’ve recommended my contact, even my acupuncturist, to her and they come down here all the time. With effective communication we have been able to cultivate this relationship.
How do you plan ahead for change (planned or unexpected)?
I always have a plan B and C. I don’t have just one way, there are several ways to “skin a cat” – of course figuratively speaking. If this is your request as a client, then it will be done. However it has to be done as long as it is legal and ethical and moral. It can be done once you have that mindset, once you communicate to yourself.
Yourself? Now that is another interesting concept- Communicating to yourself.
Yes, you have to be honest with yourself. For instance, this can’t be done within this price and within this timeframe. Some people want to have an event in two weeks with 500 people for $2,000.00 and I just think, “are you kidding?”
So it is up to you to help them realize, by communicating, that some goals are just unrealistic? This does not sound easy to communicate and I assume you would have to have some level of rapport- at least initially?
Yes, absolutely. Some people do not want to hear the truth. Some people, for instance, want me to promote their restaurant for a high-end clientele and I look at their menu, their restaurant, their location, and their staff and they want me to try to invite high-end (high-price-paying) customers to attend an event here. I must tell them the truth, such as, “you may have this and this going for you but this and this will not help to attract the market you are hoping for.”
As an entrepreneur, a manager, and a leader, how do you manage the impact of change on those you deal with or those you manage?
Very interesting question. I might even have to go back to communication again for this one. Communicating; easing them into it. Not forcing overnight change. If I see something coming along it must be a strategic implementation over time so that they understand that this is something that will happen and this is how we can acclimatize ourselves towards having that as a norm. So this is the norm now, but we want to get to that place and these are the gradual steps that we can take to “ease” into it. That is what I find. The drastic change, it doesn’t work well. When you “ease” into it, it can be seen like repetition. First you start at 1, then tomorrow you repeat 1 and complete 2, the next day you do 1, 2, and then 3 and so on.
If there is an overnight change that has to happen then it is up to you to choose people that you feel are “enterprising” enough to be able to absorb this drastic change, if necessary. Then again, there are those who just get frazzled with every little thing and those are the ones you don’t want to involve in these types of immediate changes- again, if you have a choice. We use a certain personality test before we bring somebody on board our team. For instance, if there is somebody with just too much mental baggage, they would probably not be such a good fit. No, we need people who can chop-chop, next-next, move-on. It is very fast-paced. You can’t be one of those people who can only move a pencil from right to left, right to left, and when requested to move it from left to right, they get lost. This can’t happen at events. You have to be solution-based. You have to be very effective, very expeditious and with no time to say, “well, let’s see what the manual says to do…”
Interesting, what I used to say to people when asked what it was like being a manager or director in the healthcare field was that it was very much like being a baseball player. It is your job to stand at the plate and bat balls all day long. Constantly, these balls are coming from different angles and after awhile, you just have to expect it.
The next series of questions deals primarily with people. Now, I know this will also most likely tie right back to communication and I’m interested in what your responses will be. When you first meet one of your potential clients, somebody you must either deal with or hire professionally, is there anything that happens during that initial interaction that gives you the sense that, “yeah, this is going to work,” or sort of a red or green light? If so, what is it?
That is a very good question because I meet so many different clients about so many different things. I start my analysis first based on how they speak, how they talk about their product or services that they currently have or need.I start my analysis first based on how they speak, how they talk about their product or services that they currently have or need. There are some people who are lost entirely, they really need guidance. In a case like that, I would really look to see that…well, they really need to have a budget. Why? Because they really need somebody to hold their hand every step of the way. It really cannot be one of those scanty, tenuous budgets. They need to have some funds if they really need me to hold their hands every step of the way. I would look for signs that they are serious and I try to get to the point as quickly as possible and I ask them “what is the budget you are working with?”
One lady I met at Starbucks wanted to do an event and I asked her, “what is your budget?” Basically, she replied with, “well, you know I am looking for sponsors.” So I then asked, “so, what is your budget for me to get you those sponsors?” Her response indicated to me that she basically did not have a budget and that was really the end of our meeting. Budget is a big part for me.There are some people who want more than what they can pay for and also, that is something that needs to be communicated realistically. I need to know that they are ready to go, they have the budget, and that they are prepared to move forward. For those that know what they want and they have their budget, well, that’s easy. There are some people who want more than what they can pay for and also, that is something that needs to be communicated realistically.
You mentioned that you give personality tests to help to find a good fit for people you hire to run your events. When you are interviewing somebody across the table, what are some of those things that just stand out to you that indicates that “yes, he or she is going to be a great fit for my company or this particular event?” or, “No way! Not at all.”
A big part for me, at that initial interview, is a person’s appearance or that “unspoken communication.” I also consider how they dress and how they groom themselves. Especially if it is a woman; I observe her bag, her shoes, everything. I look at all of that and when I am absent I want to know that you are representing me- and I am very snazzy…very. I need to know that you are sharp the way you walk into a room, when they look at you they see and they smell money and success and sharpness. That’s very important. If you look cheap, I don’t want that. Even if you sound good, you need to look good.Even if you sound good, you need to look good. Because I do events and the demand is that you are in front of people and these people are spending money and they also want to know that you are representing them. You don’t want to come in looking like your whole ensemble is a $5.00 deal. I cannot have that.
That is an interesting perspective. It is kind of like that “communication” between the lines.
Yes and my clients look at that. And let me tell you something, if I wasn’t the way I am, no matter what I know and what I can do, they wouldn’t be interested. They are hiring an image and a personality. I am very aware of that. My hair, for instance. You have to stand out. This is true especially for what I do in particular. They “love” that I am an icon and a personality, that they can pick me out in a crowd. They see me before I see them. And they always come up to me. People have conversations with me and I have no idea who they are. They know exactly who I am though; perhaps from a previous event, or a mutual friend.
You know, it is very interesting how you pointed out looking at the shoes and the purse. A lot of male executives, and let me state that your perspective is highly valued and I think it is something that people need to know, may not particularly care for such fashion-related details.
People love who I am and I know that because they tell me that. They say that they love my energy and my look and I know that they expect the same energy and look in the events I provide for them and in the work that I do.
What could you identify as the top two qualities you desire in working with people?
It is that they are very ethical. Why I say “ethical” is because of the payment aspect of things. In the past, like I said, it has been an issue and now it isn’t. I like to know that people know that I respect them and that I care about their needs. That is one of the upper echelons of my focus is to be able to get paid and pay my people on time. I have to be able to guarantee that. For me, that is one of the things that is a must. It is that my clients are ethical and that I don’t have to run after them. Usually I require payment up front, but there are those clients of mine who are highly reliable. Perhaps if we do business all the time I’ll just follow-up, maybe a week or so after the event, for compensation. These are the clients that always answer the phone and are great about meeting there obligations.
The second thing I would identify is the loyalty. Loyalty means repeat business. It means that you are going to recommend us to other people. We do have just some amazing people in our circle. Really, really wonderful people and we are so blessed.
I understand that you are also a former model, which led to where you currently are now. How do you feel about your role now, not as a model, but as a role-model to young women, entrepreneurs, and other people who actually want to be like you? How do you feel about this new role?
Well, I love it. I was able to take a skill and “really” mushroom it into something much larger than what it could have been. What I am trying to say to people is to “put on those glasses,” those “productive glasses,” the ones that can show you way beyond the potential myopic vision. I mean, I could have still been a model and still modeling. There is value in that. You can become a spokesperson and represent a lot of brands and messages. I chose to start using models for events. Of course, I could have used models to do wet t-shirt contests but I said no.
I want to use the models as bait, for not-for-profits, so that people buy more tickets, want to come see the new collection, a fashion show, some entertainment, and are going to raise money for a cause. Then that turned into all these other things. My clients say “well, I don’t just want that, I want a press release, and I want my product distributed in all these stores, and I want this and that, and promotions,” etc. So now you are not only listening but you are now cultivating relationships, you are learning what people want, and you are responding. Demand and supply is what I call it, not supply and demand- at least for us.
My role as a role model? I am loving it. I can now do more, offer more, teach more. That is how the Kids Country Club came into being. That is why we chose ages 5-12, because that is an age where kids can really absorb and learn that the world is what you make of it. You can grow it into whatever you want. To try to learn what you have to offer; learn what your internal potential is. This, you will not find out unless you learn to cultivate relationships with others. By others, I mean the “right” others, because the wrong others can suppress what can grow. With the right others, you find direction and that is how you get to the introspective. You read books, you watch programs, and you discover yourself. You learn what your passion is.
How would you describe yourself as a leader?
A great communicator. Someone who is ethical, affable, approachable, professional, diplomatic, and down to earth. I am able to marry the different sides of a fence, in order to create a person that people can relate to on different levels.
Who has been your biggest influence regarding leadership and why?
I have always looked for a role model. I could never pinpoint one person that I’ve been looking at and following. There are many people I’ve worked with over the years; and I love the way they do things. I love Steve Jobs just because of what he has created with Apple. I love the way they always come out with new products, they are always fresh, they are always exciting. They listen to what people need. I love that about Apple. Even if you were in a cave somewhere, you know about Apple. When I was at FIU I remember that big computer in the corner with some graphics. In a relatively short period of time Apple has revolutionized communication. This is my favorite topic so I highly admire people who are mastering that such as Steve Jobs.
Growing up in St. Lucia, was there anybody who was really close to you that you could identify as contributing to who you are today?
If I were to look at who influenced who I am today I would say my parents. I always admired my mom for being a very independent woman. For some reason, I was never fond of women who always relied on a man to tell them what to do. My mom was very independent but also very loving and supportive of my dad.My mom was very independent but also very loving and supportive of my dad. Anything he wanted and needed to do she was always there to support him.
Growing up, we used to think that “oh, you just pamper him too much.” Now that I am in a solid relationship I realize that it is actually what you “want” to do when you love someone. You want to pamper them, you want to give to them, you want to sacrifice. You don’t even feel like it’s a sacrifice because you are them and they are you and you are one person and what you are doing for them is what you are doing for yourself…it is just great and I wouldn’t have it any other way. Love is not selfish by any means. So, I’ve looked at my parents, and my parents are going to be 43 years together soon, and they are strong as ever and they know each other’s flaws and they will tell each other about their flaws.
They are honest, you know? They know how to deal with each other. They are just peas in a pod. I admire my mom and how she was and I admire my dad for how philanthropic he has been. He has always been generous; he just has to give. When I was in college, I would ask my dad for $10 and he would always give me $20; he would always give me double; he would always exceed my expectations. It was always over and above for other people.
It makes sense now, after telling me that. Your commitment to your business and this circle that you talk about, seeing how these complement each other or “pamper each other,” and the building of that commitment; I think that definitely ties directly into who you are now.
Yes, one of my parents is independent and very business oriented and one is philanthropic and you see that is how I married Nicole Shelley Models. I’m not doing wet t-shirt contests; I said never. I am going to do events that we are passionate about, that we are good at, and that are helping a cause such as philanthropy but also that is making us money. We are not a not-for-profit, we are a for-profit and I made that very clear to our clients- even our not-for-profit clients.
Operationalization. This is a term you will find a lot on www.BusinessDrs.com. Basically, it means making things happen. Now, there are many people out there that have great ideas, they’ve been trying it out for 10 or 15 years and it just never actually gets done. They have never realistically settled down, planned, strategized, and operationalized to “make it happen.” This is our last subject areas to be covered here in this insightful conversation. What strategies do you employ to ensure success at all of your events, 100%?
It would definitely be putting things down on paper, with a timeline. But a timeline that is an internal timeline. So if a client gives us a timeline that is due on the 20th, then our timeline would be due on the 15th. This is to prevent the rushing around and stress that is often associated with the mismanagement of time. Specifically with events, we really implement our own internal timelines. We make sure we put everything on paper and collaboration between the parties involved. You must collaborate with doers, not sayers.
For somebody who is full of all of these great ideas, what advice could you offer to a young entrepreneur that has yet to actually “make it happen?”Put it on paper and create a timeline that you stick to.
Put it on paper, create a timeline that you stick to. Revisit to make sure that you are following the timeline and collaborate with the right people. You cannot do anything alone. You must have the right team in place.
What strategies have you found have not been successful for you?
It does not work if you do not have things in writing. You must always have things in writing versus in your mind or verbally. There are still a lot of people who will resist and tell you , “oh, you don’t need all of that.” Yes, you do need all of that. Because when the stuff hits the fan, you need to have it all in writing. It is a red flag when you deal with people who are not willing to do that- especially considering people from different countries and with different cultural styles. Guard against people who will waste your time. I am very big on that.
Considering how far you have come, from 2000 to 2010 and looking into the future, where do you see yourself 10 years from now?
Global. Definitely global but not necessarily in 85 countries or anything like that. We want to permeate the U.S. more in the fashion and entertainment market. We want to do exchange programs in association with the Kids Country Club to help in the development and character building of kids. So, I would say permeating societies near and far.
If there was one solid piece of advice, and I have a feeling I know what you are going to say, that you could offer a young entrepreneur, a business student, someone who is out there in the rut, running their business and stuck in their mode, what would it be? What one piece of advice would you give that person?
Have your stuff on paper. Write it down, follow a timeline, revisit it, and show you are on track. Make sure you know what you are doing and make sure you start to collect a database of individuals that you might be able to collaborate with that can help you get to those points. Relationships are extremely important but they have to be cultivated. You cannot take people for granted and you have to thank people and reward people for what they do which requires constant communication.You cannot take people for granted and you have to thank people and reward people for what they do which requires constant communication. Finally, you want to do what you are passionate about. You need to know how you are going to transform that passion into revenue and put that plan in writing. It is very important to remain positive.