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It was when Deena Janes was working in real estate that she received some sage advice: “You can’t bank potential”. Uttered by the office principal, he shared the idea that, you can have a great deal of talent and even more potential but – at the end of the day – you just can’t bank it. Deena never forgot those words of wisdom.


After completing a Bachelor of Education and working in the South Australian education system for a few years, Deena developed her skills across multiple businesses. This included working as a software trainer for Aspect Computing alongside Lyndsey Cattermole AM, one of the IT industry’s great achievers, and as a sales consultant for The Hudson Institute selling their education program, which taught how to build wealth.

… you can have a great deal of talent and even more potential but – at the end of the day – you just can’t bank it.

But it was the year 2004 that heralded a new beginning for Deena, transforming her ‘potential’ into something more: she started work as Director of Sales at Your Client Matters.Finance - Deena Janes

Your Client Matters is a specialist marketing business that helps clients in finance and associated industries to generate and retain business, and make more money. It does this by providing education and products, including the Finance Matters magazine, client competitions and marketing workshops.

After just three months in her new role, Deena came to like the company so much she purchased a 50 per cent stake. And, while the business was struggling when she first bought into it, she was determined to turn its potential into something bankable.

Under Deena’s guidance, Your Client Matters went from strength to strength and she purchased the remainder of the company in 2006. But to really turn the business around, Deena knew a significant investment was needed. Her first task was to ensure she had the right staff. Second was to improve the company’s systems, and third, to improve the use of technology within the business.

With this targeted approach, Your Client Matters was soon able to triple its client numbers and the staff grew to 10, including professional women returning to the workforce after starting families. With its family friendly office and flexible working environment, employees can even bring their children in to work.

Today, the focus at Your Client Matters is on having good quality products and delivering the best possible outcome for clients. Its product suite is comprehensive and now offers clients more flexibility than before. Plus, the range of professional, targeted marketing services are available to mortgage brokers, financial planners, investment property companies, accountants and solicitors.

So while you may not be able to bank potential, it seems fair to bank on Deena’s continued success.

Deena’s Top Tips

  • If you’re going into business with someone, make sure they are the right person by undertaking thorough due diligence.
  • Have an exit strategy in case things don’t work out.
  • Continue to add value to your client proposition.
  • Read and understand documents you are signing.
  • Remove non-performing staff sooner rather than later.
  • Stay up-to-date and in front of your competition.
  • Have a succession plan for your business.
  • Put back into your community.
  • Have some relaxation time.
  • Get good advice — don’t be afraid to ask.
  • If you don’t enjoy what you are doing, go and find something else to do.

Visit Your Client Matters


First published July 2012.

Rosemary McKenzie

Rosemary McKenzie

Rosemary McKenzie is Co-Publisher and Co-Founder of Samara Magazine. A seasoned businesswoman, she is also Director of successful mortgage broking business, Melbourne Mortgage Solutions.
Rosemary McKenzie