We recently had the chance to connect with Sherry Dial and have shared our conversation below.
Sherry , really appreciate you sharing your stories and insights with us. The world would have so much more understanding and empathy if we all were a bit more open about our stories and how they have helped shaped our journey and worldview. Let’s jump in with a fun one: What is something outside of work that is bringing you joy lately?
Oh, without a doubt, it’s pickleball. My best friends from church got me into it, and now I find myself out there laughing, moving, and getting what I like to call belly-laugh cardio. It’s the kind of fun that just makes you forget about everything else for a while. And, well, I recently became a brand ambassador for Open Play Post, which has been such a treat. Honestly, it doesn’t feel like work at all. It’s just something that’s helping me feel more confident on the court, and I love being part of the partnerships and opportunities they’ve created.
Through them, I’ve connected with brands like PB5 Star, they’ve sent me the sweetest coordinated outfits, shoes, tops, even these side-split skirts that somehow make me feel put-together and ready to play. One of my friends even said I looked like I could be in a commercial, which made me laugh so hard. And then there’s the little things, like my Tifosi Optics sunglasses. They stay in place, block the sun, and let me focus on just enjoying the game without squinting or adjusting every two seconds. Even as a total amateur, it’s made the experience so much more fun.
So yeah… between the laughter, the movement, and just feeling like myself out there, pickleball has been a little pocket of joy I didn’t even know I needed.
Can you briefly introduce yourself and share what makes you or your brand unique?
Growing up, I heard stories about how I narrowly escaped death as a child. I like to think those early experiences shaped the person I am today. They gave me a deep sense of purpose: to care for others, to lift them up, and to lead with kindness and understanding.
I’m the founder of Dial Services LLC, where we help e-commerce businesses locally and nationally take the data they already have and turn it into clarity, momentum, and growth. So many companies feel overwhelmed or unsure about how to use their analytics to actually increase sales. That’s where we come in. Our services are a niche market. We map workflows, build systems, analyze your customer data, and give you an actionable roadmap so you can make smarter decisions and focus on what you do best.
What makes it special to me is that it’s not just about the numbers. It’s about helping people feel confident, in control, and empowered to grow their business without the stress. I love seeing that moment when a client realizes the potential they already had in front of them. Before moving into e-commerce, I’ve spent 20 years as an internal auditor helping Fortune 500s, manufacturers, and government agencies scale using clear, data-informed strategies that delivered top-tier results. Leveraging my educational background of accounting and marketing, I’ve delivered strategies to C-suite leaders by streamlining workflows and turning fragmented data into strategic, actionable insights.
Okay, so here’s a deep one: Who were you before the world told you who you had to be?
Before the world told me how I was supposed to be, I was a talkative, curious little kid. I remember getting remarks on my report cards for talking too much, and I’d cry so loudly that my mom would try to shush me so I wouldn’t wake my baby sister. I always had my hand raised in class, asking questions, exploring ideas and honestly, that’s still me today.
While my curiosity, my desire to explore people, ideas, and projects, has never gone away. I will admit, the world taught me to be more of an active listener. As an entrepreneur, that same curiosity along with active listening skills fuels everything I do from running my business to sharing insights on LinkedIn or talking directly to my Instagram followers.
I’m still talkative, but now it’s purposeful. I share my thoughts in a way that reflects my values and helps solve problems. I guess you could say the world tried to quiet me, but it only taught me how to talk in a way that truly matters.
What did suffering teach you that success never could?
Suffering has taught me lessons that success never could. Early in my business, I moved fast, landing clients and making money, and I thought I had it all figured out. But I was doing what everyone else wanted me to do, not what my vision required. I burned out quickly.
Those difficult moments taught me it’s okay to pause, recalibrate and ask for help. One of the smartest decisions I made was asking for help early on. I connected with the Tennessee Small Business Development Centers (TSBDC) and the Knoxville Entrepreneur Center. One of the best moves I made early on was getting guidance from Jutta Bangs at APEX Accelerator. She helped me get my business properly registered so I could work with the government, and honestly, that advice saved me from falling into scams and set me on a path to build wisely.
I also learned that I can’t outsource my vision. I have to be the one to step up, put aside inhibitions, and clearly tell people what I do, how it adds value, and price it accordingly. Watching my business accounts get low because I ignored that responsibility was painful, but it forced me to take ownership and grow in ways I never would have if things had gone smoothly.
Suffering also taught me to slow down and focus intentionally, to build systems that support growth rather than just chasing momentum (the same thing I help my clients with), and to trust that I am the master of my own journey. Those lessons in resilience, ownership, and intentionality are things success alone could never have taught me.
I think our readers would appreciate hearing more about your values and what you think matters in life and career, etc. So our next question is along those lines. Is the public version of you the real you?
Honestly, the public version of me is the real me. I don’t really know how to show up publicly unless I’m being authentic. What you see online, whether it’s an update about Dial Services, LLC, my membership with the Blount Partnership and Intro Knox, mentoring with Girl Talk, serving on the advisory board with Helping Mamas, speaking at the Knoxville Entrepreneur Center, or even just sharing a bit about my personal life, it’s all me.
I try to strike a balance: sharing the personal while keeping a professional presence. That’s something a lot of people in my community tell me they appreciate. They say it helps them feel like they know me, that they can trust me, and that it sets me apart. For me, building that connection honestly and openly has been one of the most rewarding parts of showing up publicly.
At the end of the day, whether it’s through my business, volunteering, or just sharing my entrepreneurial journey, I want people to see the real me – the one who’s figuring things out, learning, and celebrating the little wins along the way.
Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. When have you had to bet the company?
When I think about when I’ve had to bet on my company, the truth is… it’s something I do every single day. I started my business from scratch, no franchise, no angel investor, using my own personal funds to bootstrap, build an online presence, develop a brand identity, and earn the trust of my ideal customers. Every decision, every investment, every late night has been a bet on myself and my vision.
There are moments when incredible opportunities to work for million and billion-dollar companies pull me in. And sure, the salaries can be tempting. But I know that stepping away from those offers and continuing to build my business is a bigger, longer-term bet.
Right now, I am focused on creating something I own, something sustainable, and something aligned with my purpose. To all who have believed in and supported my vision, I am so appreciative. I hope you’ll continue this journey with me as we keep building, learning, and making a difference together.
Entrepreneurship is full of curveballs.
So when it comes to betting on my company, it’s not a single moment, but rather a daily practice of trusting my instincts, staying focused on my vision, and knowing that the work I’m putting in now will pay off in the long run.
Contact Info:
- Website: https://dialservicesllc.com/about
- Instagram: https://www.instagram.com/dialservicesllc/
- Linkedin: https://www.linkedin.com/in/dialservicesllc/
- Facebook: https://www.facebook.com/people/Dial-Services-LLC/61560814105696/
- Yelp: https://www.yelp.com/biz/dial-services-knoxville-2
Image Credits
Jasmine Newton, Hannah Wang, Grace Li, Adrian Jones, Tina Rhea, Regina Jennings, Sharon Hannum, Marcus Blair, Hannah Hullett, Berton Pinkham, Alan Eason, Amanda Kail, Amy Mori, Kylee Quinn, Leilani Branner, Jahneulie Weste, Deidra Harper, Tanika Harper, India Brabson, Femeika Elliott, Nikitia Thompson, Ani Douglass, Vivian Shipe, Amy Cordona, Angela Payne, Shelly Clemons, Nate Smith, Jordan Williams, Beverly Holland, Taylor Thompson, Gregg Bostick
