Ep. 2 Selling An Amazon Agency with Wendi Mathis Held
Legacy Branding host Laura Beauparlant interviews Wendi Mathis Held, the founder and CEO of In The Black Retail. Wendi shares her journey of building and successfully exiting her Amazon agency, True Hero, which was acquired by Channel Key in 2024.
Laura and Wendi discuss strategies behind preparing a business for sale, the importance of personal and business branding, and the emotional highs and lows experienced during the process. Wendi also shares her new venture and offers actionable advice for founders considering selling their businesses.
Tune in for rich insights and expert advice on creating a meaningful, impact-driven legacy brand.
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Wendi Mathis Held is passionate about empowering and inspiring entrepreneurs and professionals to reach their full potential and to create a positive impact in their industry.
She is the founder and CEO of In The Black Retail, a premier resource hub dedicated to helping individuals and businesses thrive.
With over 25 years of experience in the retail industry, she is committed to providing comprehensive strategies and actionable insights to drive success in today's competitive market.
In The Black, a retail coaching company, provides training and consulting to entrepreneurs, retailers and brands on how to optimize their performance and profitability.
Wendi has a proven track record of developing and executing strategic plans, managing key accounts, and building long-term relationships with clients and partners. She has a deep understanding of the retail process, from buying and selling to product development and marketing. She leverages her expertise to help her clients achieve their goals.
Wendi is also a co-founder of True Hero, a full service Amazon agency that was acquired in 2024.
True Hero grew premium brands on the largest Ecommerce platform for over 14 years. She continues this work as Sr VP of Strategic Accounts at Channel Key. Wendi is skilled in new business development, customer relationship management, and retail marketing.
She is a driven, creative, and collaborative leader who is always looking for new opportunities and challenges in the dynamic and evolving retail landscape and to help others do the same.
@wendijomathisheld -
00:00 Introduction to the Legacy Branding Podcast
00:42 Meet Wendi Mathis Held: First Guest on the Podcast
01:05 Wendi's Impressive Background and Achievements
02:26 The Journey of Selling a Business
04:34 Crafting the Story for a Successful Exit
09:27 Emotional Highs and Lows of Selling a Business
13:43 Finding the Right Cultural Fit
14:33 Red Flags in Negotiations
17:21 Post-Exit Identity Crisis
18:47 Building a New Business
21:43 The Importance of Mentorship
24:19 Advice for Founders Looking to Sell
24:57 Defining Legacy
27:01 Conclusion and Farewell