This feature is a question-and-answer session with a new Blount County Chamber member. So, here we go with our 227th installment visiting with Sherry Dial, founder and Sales Growth Business Consultant for Dial Services which helps e-commerce business owners who are tired of guessing what’s working.
Describe your services: I help e-commerce business owners who are tired of guessing what’s working. They’ve got data coming in from Shopify or Square, but turning it into something useful? That’s the hard part. I take all that overwhelming info and turn it into clear, simple actions. Now, they can get more repeat customers, grow their sales, and finally feel confident in their marketing, without needing to hire a full team.
How did you get started? It really all started at my kitchen table. I had this moment where everything just clicked. I knew I had to create something meaningful of my own. After surviving a few near death experiences when I was younger, I’ve always seen life as a second chance. That mindset drives everything I do now: using my skills to serve others and create real, lasting impact in their businesses.
What is your background? For over 20 years, I worked as an internal auditor with Fortune 500 companies, manufacturing firms, tech startups and government agencies, where I helped drive growth, improve processes, and boost sales performance. That experience gave me a deep understanding of how data, analytics and strategy fuel business success. While working at a tech startup during the pandemic, I helped them scale from 1,000 to 15,000 paid subscribers by analyzing their SaaS metrics. It was then I realized that I could apply that same expertise as a sales and growth consultant, helping Shopify and Square sellers turn their numbers into smart decisions that grow their businesses.
Who is your mentor? One of my biggest mentors has been the Tennessee Small Business Development Center (TSBDC) and Knoxville Entrepreneur Center (KEC), who helped me build my business on a solid foundation and guided me through everything from legal red flags to smart growth strategies. Their support saved me from a lot of early missteps. I also credit my early decision to hire Pedro Da Silva, a SEO consultant at Thrive Local Marketing, even before I had clients. His expertise taught me the importance of visibility and intentional growth from day one.
Describe your customers: My customer is a driven, often self-taught store owner, whether local or online, who manages a small, family-supported team. They spend late nights juggling a million things, everything from social media to sales reports and feel stretched thin. Passionate about their business, they’re looking for practical, trusted support to turn their data into smarter marketing, more repeat customers, and stronger sales.
What are three things you knew before you started?
1. Don’t skip taking breaks, like going for a walk or eating lunch. It’s important to recharge.
2. Practice what you preach – people are drawn to authenticity.
3. Not everyone has your best interests at heart, even those who may seem like they do.
What do you enjoy most about your business?
I love getting the chance to partner with businesses that already have all the essential teams in place like marketing, IT, bookkeeping, customer relations, and leadership. Yet, they still aren’t hitting their sales growth goals. I get super geeked out when I come in and prioritize data, creating a data-driven culture where everyone rallies around clear benchmarks and metrics. Watching that focus lead to a real boost in sales growth? That’s what truly excites me.
