Transforming Sales through Service: Doug Wyatt's Insights on Integrity, Financial Mastery, and Continuous Improvement in the Trades Industry
How can prioritizing service over high-pressure sales transform your business? In our latest episode of the Successful Life Podcast, we sit down with Doug Wyatt, a seasoned sales leader and motivational speaker, to uncover the secrets behind his journey from a small town in Southwest Missouri to achieving remarkable success in the trades industry. Doug shares his invaluable insights on the significance of maintaining integrity, effective communication, and passionately believing in the produc...
Show Notes
How can prioritizing service over high-pressure sales transform your business? In our latest episode of the Successful Life Podcast, we sit down with Doug Wyatt, a seasoned sales leader and motivational speaker, to uncover the secrets behind his journey from a small town in Southwest Missouri to achieving remarkable success in the trades industry. Doug shares his invaluable insights on the significance of maintaining integrity, effective communication, and passionately believing in the products or services you offer. This episode is packed with actionable strategies to help you elevate your sales and leadership game.
Facing financial challenges in the HVAC and plumbing sectors? Hear about real-life experiences of business owners who have struggled but ultimately succeeded by focusing on accurate financial management, proper pricing, and continuous training. Discover how leveraging tools like Rilla can provide valuable performance metrics to ensure long-term stability and success. We also dive into the importance of building value and how to effectively communicate this to stand out in a competitive marketplace. You'll gain a deeper understanding of how to overcome financial and operational hurdles, ensuring your business not only survives but thrives.
Transform your technicians' mindsets and techniques with our expert advice. Doug Wyatt emphasizes the alignment of core values such as character and integrity with everyday operations, guiding technicians to present all options to homeowners and not sell out of their own wallets. This episode also features inspiring stories of business owners who have cultivated a culture of continuous improvement and effective communication. Learn about Synergy Learning Systems' innovative approach to contractor growth, and how consistent training can drive success. Tune in to master the art of value-based sales, from effective communication to ethical practices, and watch your business flourish.
00:00:01.743 --> 00:00:03.527 welcome to the successful life podcast.
00:00:03.527 --> 00:00:07.301 I'm your host, cory barrier, and I'm here with my man, doug wyatt.
00:00:07.301 --> 00:00:07.902 What's up, brother?
00:00:07.902 --> 00:00:08.925 Hey?
00:00:09.005 --> 00:00:09.686 how's it going, cory?
00:00:09.686 --> 00:00:10.830 Good to see you.
00:00:10.830 --> 00:00:11.912 Thank you, man.
00:00:11.912 --> 00:00:12.740 Good to see you again.
00:00:12.740 --> 00:00:15.212 Thanks for having me on today, man, it's an honor to be on here.
00:00:15.212 --> 00:00:21.846 You were doing some incredible things for the trade, so it's an honor yeah, dude, I you know, I got to.
00:00:22.126 --> 00:00:35.710 you know I I kind of introduced you recently through Brian Burton and his well Waste-O-Day just came out and you can definitely check that out if you haven't heard that episode.
00:00:36.320 --> 00:00:42.351 But Wiser Wednesdays and I got an opportunity, Brian messaged me and said hey, have you heard of this guy, Doug White?
00:00:42.351 --> 00:00:43.384 I said I'm not so sure.
00:00:43.384 --> 00:00:51.881 He said I need you to stop what you're doing and log into the Zoom meeting right now, and Brian's a good friend of mine.
00:00:51.881 --> 00:01:04.751 So I did and I had to pull myself away to get to a call, but I was so absolutely impressed with your ability to speak without sales.
00:01:04.751 --> 00:01:14.049 I mean, I've been in sales forever, Like, and so before I ruin it all and folks that may not know who you are, why don't you just dive in and tell us a little bit about who Doug is?
00:01:14.620 --> 00:01:20.963 Well, you know, and before I do that I'm just going to say this I mean, we've been friends on Facebook for a while, corey, and you didn't even know it.
00:01:20.963 --> 00:01:27.132 I know I think you kind of big time me there, but you know, hey, no, I'm just kidding, I'm totally kidding man.
00:01:27.132 --> 00:01:28.774 Um, thank you so much.
00:01:28.774 --> 00:01:37.103 The thing about sales, and I think maybe one of the things I'd never say that we're better than anybody, but I do like to say that we're different.
00:01:37.103 --> 00:01:44.811 One of the things is that, uh, you asked me about myself I read a book by a guy named Dr Stephen Covey back in my twenties and it kind of resonated with me, but it also kind of it was.
00:01:44.811 --> 00:01:58.942 It was so deep I'd be like I'd realize you know one of those things where you're four or five pages and you realize you're thinking about something four or five pages previously and you you read the words, but you you didn't, you were thinking about something else, and then I'd have to go back and start that chapter again.
00:01:58.942 --> 00:02:02.487 But I became a seven habits leadership instructor.
00:02:02.487 --> 00:02:16.088 We'll be approaching two decades here in a couple of years, and so one of the things that I've always believed in sales is that we also have to incorporate some leadership principles in there, right, because I don't think sales is about high pressure.
00:02:16.088 --> 00:02:18.126 There are people that do it that way.
00:02:18.126 --> 00:02:22.330 I don't believe that's the way I would ever want to teach it or perform it.
00:02:22.840 --> 00:02:24.366 I think sales is about high service.
00:02:24.366 --> 00:02:25.765 I don't think it's about high pressure.
00:02:25.765 --> 00:02:27.212 I think it's about serving others better.
00:02:27.212 --> 00:02:35.269 But I also think a number of other things about the mindset that it's going to require, the fact that we're going to have to think about the words that we choose to share.
00:02:35.269 --> 00:02:37.338 We've got to be great listeners, right.
00:02:37.338 --> 00:02:45.250 We've got to build a product or a service, whatever it is that we are selling that caters to the person that we're selling to, not just something that we're trying to make commission on.
00:02:45.250 --> 00:02:48.615 And then our word structure, our sentence structure, matters, right.
00:02:48.615 --> 00:02:58.931 If we communicate in first person or second person and sentence structure, we're going to sound like a critical parent or a mother-in-law that we don't like or somebody that's egotistical or narcissistic.
00:02:58.931 --> 00:03:03.689 And then the last thing is, it's every time we're promoting a product or service.
00:03:03.689 --> 00:03:10.081 First we really should believe in it, and then we got to communicate that belief with passion, which I call the EKG level of performance.
00:03:10.122 --> 00:03:13.450 So anytime I speak with somebody about sales.
00:03:13.450 --> 00:03:20.252 I just kind of like to start with that to say man, sales is an honorable profession but it's going to take work.
00:03:20.252 --> 00:03:25.231 It is not just about, oh, you talk well or you speak good and you could build a relationship.
00:03:25.231 --> 00:03:31.193 Sales man, I'm telling you it can be an honorable profession if you really work at getting good.
00:03:31.193 --> 00:03:35.528 So with that, I guess I should share a little bit of my background.
00:03:35.528 --> 00:03:43.544 I always start everywhere I go, corey, because I think this is maybe the most relevant thing I want to share, especially when we're talking about sales influence.
00:03:44.306 --> 00:03:54.741 I grew up in a small country town in Southwest Missouri and I started out on performance-based pay at a very young age I'm talking about like seven or eight years old when I started bailing hay for three cents a bail.
00:03:54.741 --> 00:04:01.921 My dad was a good old boy that would get my brother and I, chris, up before the sunrise and we'd usually work.
00:04:01.921 --> 00:04:04.766 He didn't think we needed to have a lot of fun and that's where I got my work ethic.
00:04:04.766 --> 00:04:13.258 From what I learned a couple of things in the countryside, and that was that you live your life with honor, character and integrity and you are where you say you are.
00:04:13.258 --> 00:04:14.580 You do what you say you're going to do.
00:04:14.580 --> 00:04:22.009 When you say you're going to do it, you under-promise and you over-deliver and if you can't fulfill your promise you go to your grave trying right?
00:04:22.009 --> 00:04:25.612 You don't just shake somebody's hand or look them in the eye and tell me you do something and you don't.
00:04:25.612 --> 00:04:30.665 And so I took that out of the small town and then basketball was kind of my ticket out of town.
00:04:30.706 --> 00:04:39.963 I played a couple of years of college ball at a small school in Kansas and then transferred to University of Colorado, started a door-to-door sales company there, bought myself sales, got myself a little bit of money in my pocket.
00:04:39.963 --> 00:04:49.629 I started traveling around seeing guys like Stephen Covey and Tony Robbins, zig Ziglar, jim Rohn, brian Tracy, Wayne Dyer some of the greats from back in the day, les Brown.
00:04:49.629 --> 00:04:56.353 And then after college I had a bunch of kids working for me all over the West Coast about seven states and 500 kids.
00:04:56.353 --> 00:05:02.017 Was sitting down to lunch one day with a guy who I'd been doing some promotions for and he said you want to open some pizza restaurants.
00:05:02.017 --> 00:05:03.540 I said heck, yeah.
00:05:03.540 --> 00:05:08.449 So we opened nine restaurants in one year, built three Subways and six Papa Murphy's.
00:05:09.291 --> 00:05:21.713 And then one day he met a guy that was in HVAC on a golf course and instead of us continuing to franchise restaurants, I invested in an HVAC company, not knowing much more than how to turn up and down my own thermostat.
00:05:21.713 --> 00:05:26.870 It was also a plumbing division and so, all of a sudden, man, I was in the trades and I had a lot to learn.
00:05:26.870 --> 00:05:28.713 I fell in love with it very quickly.
00:05:28.713 --> 00:05:42.505 We won some awards, got a national training agreement with a major manufacturer, trained a thousand companies over about a seven year stint, 7,000 tradesmen, blue collar tradesmen, technicians, hvac and plumbing.
00:05:42.505 --> 00:05:48.966 And then I got tired of living on the road brother Hotels, suitcases, conference centers.
00:05:48.966 --> 00:05:59.043 It looks like a jet setter lifestyle, which it can be, but business travel is not the same as vacation travel and anybody who's traveled for business a lot knows it'll wear on you.
00:05:59.043 --> 00:06:05.326 So I left the training, hung up my training cleats in the summer of 2015, joined a small ma and pa company in Denver.
00:06:06.168 --> 00:06:08.454 18 years in business, no systems or processes.
00:06:08.454 --> 00:06:17.110 Anyway, we just implemented everything I'd learned over the years and in less than a year and a half we won Linux Partner of the Year.
00:06:17.110 --> 00:06:19.002 And then got in some cash flow trouble.
00:06:19.002 --> 00:06:24.014 The next year had to get refocused on KPIs and paying off distributors.
00:06:24.014 --> 00:06:26.867 Well, I shouldn't say it like that, corey.
00:06:26.867 --> 00:06:28.466 Paying them off, no, we paid our debt down.
00:06:28.466 --> 00:06:35.591 So we paid our debt down and, like a phoenix rising from the ashes, we won Linux Partner of the Year again in 2018.
00:06:35.591 --> 00:06:39.240 Exited that company in February of 2020.
00:06:39.240 --> 00:06:41.045 Built an all-natural sleep aid.
00:06:41.045 --> 00:06:54.807 Walmart Walgreens Did a lot of other training for other industries along the way and then a couple of years ago, man, I missed the men and women of the trades, so came back and decided I wasn't just going to go out and this wasn't about money for me anymore.
00:06:54.899 --> 00:06:58.129 Now this is about legacy servitude and helping others.
00:06:58.779 --> 00:07:02.591 Zig Ziglar said you can have everything you want in your life as long as you help other people get what they want.
00:07:02.591 --> 00:07:10.985 So have everything you want in your life as long as you help other people get what they want.
00:07:10.985 --> 00:07:13.795 So maybe that's a little bit more than you'd ask for, but I will say I am exactly where I want to be and I truly mean it.
00:07:13.795 --> 00:07:14.997 All jokes aside, I'm honored to be on your podcast.
00:07:14.997 --> 00:07:27.120 You're doing some amazing things in the trades and growing up with a background working on tractors and machinery and equipment, it doesn't really get me fired up and get out of bed in the morning.
00:07:27.120 --> 00:07:41.562 But, man, do I have respect for those that are in the crawl spaces and the attics and the sewers and the trenches and that know how to turn a wrench and serve homeowners and take care of their gas, their water, their electricity, their refrigerant, their CO to protect people.
00:07:41.562 --> 00:07:49.629 So there's nowhere I'd rather be than right here, right now, working in the trades, talking with a man like you that's serving our trade so well.
00:07:50.372 --> 00:07:51.920 I appreciate that, so I want to.
00:07:51.920 --> 00:07:53.384 You said something interesting.
00:07:53.384 --> 00:07:56.250 You said you got into some cashflow issues.
00:07:56.250 --> 00:08:00.767 There's people likely listening to this show that may be in that very spot.
00:08:00.767 --> 00:08:06.860 Can you walk us through a little bit more detail as far as what you mean by cash flow issues?
00:08:06.860 --> 00:08:10.951 And then, what did you do to get out of those cash flows?
00:08:10.990 --> 00:08:31.451 Yeah, Well, yeah, and I'm glad you asked that question because I don't want to shy away from that because I think a lot of times when we see people having success, sometimes that can inspire us and sometimes that can really either depress or demotivate us, because we're in the grind and we're struggling and maybe we're working to.
00:08:31.451 --> 00:08:42.823 You know, make our house note, or buy that next van, or wrap that truck, or, you know, install that new software and it's hard, and you know, I was just talking with one of our clients yesterday.
00:08:42.823 --> 00:08:58.355 I was just talking with one of our clients yesterday and last year, in his 14th year in the HVAC industry, he worked about 100 hours a week and over the course of that year he borrowed almost $200,000 to live.
00:08:58.355 --> 00:09:01.518 So he worked 100 hours a week as a business owner.
00:09:01.518 --> 00:09:04.042 Everything from the outside looks good.
00:09:04.042 --> 00:09:11.827 Oh, you got trucks and you a business and you got a, you got a facility and you got a website and you got marketing, you got phones and and he paid.
00:09:11.827 --> 00:09:24.267 Let's just be clear If a man borrowed a couple hundred grand to keep the doors open, that means that he worked a hundred hours a week and he paid $200,000 to do it.
00:09:24.267 --> 00:09:30.144 So let's just be clear that's happening a lot more out there than what we'd like to think.
00:09:30.144 --> 00:09:45.768 National averages in HVAC and plumbing businesses in North America, if you look at the studies, show that most contractors earn about two and a half to three percent net income, which means some are doing better and a lot of them are going broke net income, which means some are doing better and a lot of them are going broke.
00:09:45.788 --> 00:09:46.568 And it happened to me.
00:09:46.568 --> 00:09:54.927 And here's the thing, corey, it looked like on the outside everything was really really good and many things were really really good.
00:09:54.927 --> 00:09:56.505 We were growing quickly.
00:09:56.505 --> 00:09:58.386 We were going down to the Dodge dealership.
00:09:58.386 --> 00:09:59.947 We were buying three vans at a time.
00:09:59.947 --> 00:10:05.552 We were going over to Mastercraft and having the beautiful $3,500 Mastercraft shelving installed.
00:10:05.552 --> 00:10:13.214 We were putting $10,000, $12,000, $15,000 of inventory and vacuum pumps and gauges and all that stuff.
00:10:13.214 --> 00:10:17.288 A lot of times techs haven't invested to get those themselves.
00:10:17.288 --> 00:10:19.232 And then you can open up tool accounts and whatever.
00:10:19.232 --> 00:10:31.539 But you think about a $40,000 van and a $3,500 Mastercraft shelving and $10,000, let's say in inventory and supplies and then you throw on a wrap for, let's say, another $3,000 or $4,000.
00:10:31.539 --> 00:10:38.474 I mean, you're talking about let's just add it up $40,000 plus about $3,000, plus about $10,000 for the inventory.
00:10:38.474 --> 00:10:40.447 You're talking about a $60,000 investment.
00:10:40.447 --> 00:10:41.885 We were doing three vans at a time.
00:10:41.885 --> 00:10:51.890 We're hiring techs, getting everybody uniforms, we're doing marketing, and so what happened was in 2016,.
00:10:51.910 --> 00:10:52.513 Tremendous amount of growth.
00:10:52.513 --> 00:10:52.894 We grew a company.
00:10:52.894 --> 00:10:53.397 We built it on integrity.
00:10:53.397 --> 00:10:53.938 We built it on servitude.
00:10:53.938 --> 00:10:58.149 I came in there for a large percentage of the business, but we're not putting any money in.
00:10:58.149 --> 00:11:04.448 It was bring your intellectual property, bring your coaching, but the agreement was I'm not going to be in the facility more than a day a week.
00:11:04.448 --> 00:11:06.692 We're going to all have assignments all week long.
00:11:06.692 --> 00:11:13.384 I'll be back in, we'll do training, we'll work like mad men and women for a full day and the rest of the week we'll work on implementation, studying, getting better.
00:11:13.384 --> 00:11:18.562 And so what happened is we won the Linux Partner of the Year for our performance in 2016.
00:11:19.264 --> 00:11:24.792 And we walked across the stage in Las Vegas at a Linux event and it was literally.
00:11:24.792 --> 00:11:42.125 I didn't even know this, because all the truck payments were getting paid, everybody's checks were cashing, the lights were still on, the software was rolling, the marketing was still going and unbeknownst to me and I'll take responsibility but we were not making our payments on the equipment that we were purchasing.
00:11:42.125 --> 00:11:51.592 And sometimes this happens where we as the contractor kind of use the distributor or the manufacturer as the bank and they're trying to help us out.
00:11:51.592 --> 00:11:55.548 And our account went past 30 days and then it went past 60.
00:11:55.548 --> 00:12:02.051 And then at the 90-day mark they cut us off and so we had just won Linux Partner of the Year.
00:12:02.311 --> 00:12:03.422 And you talk about embarrassment.
00:12:03.422 --> 00:12:06.650 My life was completely flipped upside down.
00:12:06.650 --> 00:12:08.687 We were faced with closing our doors.
00:12:08.687 --> 00:12:17.807 All this amazing company and the way we were serving customers and everything we'd done was about to come crashing down and just about closed the doors.
00:12:17.807 --> 00:12:24.563 And so what we did is we got refocused and we said you know what we're not going to discount, can't afford to, we're not going to waive diagnostic investments.
00:12:24.563 --> 00:12:26.869 And we said you know what we're not going to discount, can't afford to.
00:12:26.869 --> 00:12:31.378 We're not going to waive diagnostic investments, we're not going to include them with the cost of the repair.
00:12:31.378 --> 00:12:32.220 We're going to hold on to every dollar.
00:12:32.220 --> 00:12:37.032 We're going to be priced fairly, but we're going to be at the premium price mark right here in the Denver market, over the five-county metro area that we served.
00:12:37.032 --> 00:12:47.952 And so it took us about a year and we paid down that debt and like that debt and like a phoenix rising from the ashes, corey, we came back and we won Linux Partner of the Year again the next year, so 2016 and 2018.
00:12:48.734 --> 00:13:01.673 What I will say is that, little asterisk, it wasn't just that we didn't win, it was that we had lost sight of one of the most important things, and that's measuring the numbers and selling our value, not discounting.
00:13:01.673 --> 00:13:07.461 I mean, think about this, corey, for the business owners that are out there and they're wondering how they work themselves out of this.
00:13:07.461 --> 00:13:11.370 It's going to start with not less training, it's going to be more.
00:13:11.370 --> 00:13:12.533 We're going to have to bite the bullet.
00:13:12.533 --> 00:13:14.105 We're going to have to bring our team in.
00:13:14.105 --> 00:13:19.328 We're going to have to have a system in process and then we're going to have to implement like mad dogs.
00:13:19.328 --> 00:13:21.061 We're going to have to role play.
00:13:21.061 --> 00:13:21.721 We're going to have to role play.
00:13:21.721 --> 00:13:23.803 We're going to have to find a way to measure right.
00:13:24.004 --> 00:13:27.488 A company like Rilla can help us to do things like that.
00:13:27.488 --> 00:13:34.296 We can measure what we're actually doing in the field and we can kind of watch or listen to that game film.
00:13:34.296 --> 00:13:40.591 If I was in the contracting business these days, I'm telling you Rilla would be the first thing I did.
00:13:40.591 --> 00:13:51.350 Right, because now I can measure what I'm doing out there and Sebastian's become a good friend of mine and Will and a bunch of the guys over there at Rilla Amazing people doing amazing things, really helping contractors.
00:13:52.169 --> 00:13:54.393 And it's not inexpensive, it shouldn't be.
00:13:54.393 --> 00:14:01.582 It's one of the greatest things to ever enter our industry and what they're helping contractors to do, but it's only valuable if we use it.
00:14:01.582 --> 00:14:10.469 So I guess, to kind of put a, you know, or at least you might have some more questions what we had to do is we had to figure out a way to build more value.
00:14:10.469 --> 00:14:14.866 We had to raise our prices, not lower them, which is scary, right when they're.
00:14:14.866 --> 00:14:23.261 So, when the vast majority of our competitors are cheaper than us model number, equipment number, thousands of dollars less there's always somebody who'll do it cheaper.
00:14:23.743 --> 00:14:35.147 We had to figure out a way to communicate through stories and the way that we serve and our passion for servitude and how we protect families and are part of our community.
00:14:35.147 --> 00:14:43.001 We had to figure out a way to share that on every call that came into the facility, every service call that we ran, every sales lead that we ran and every install that we did.
00:14:43.001 --> 00:14:46.128 Everybody had to be trained, everybody had to practice.
00:14:46.128 --> 00:14:56.158 Everybody had to role play, everybody had to get better every single week, and not only do we save ourselves, but we came back and became an award-winning company instead of somebody that went out of business.
00:14:56.919 --> 00:15:06.837 And so my message, I think, to everybody that might be in a similar situation, where they're not sure if they're going to make it or we're starting to hit our slow time, or they're not sure if they're going to make it or we're starting to hit our slow time, or they're concerned about the economy, or they're concerned about rates.
00:15:06.837 --> 00:15:07.942 Rates have been a big conversation.
00:15:07.942 --> 00:15:10.921 I think I heard the Fed lowered the rate for the first time in a long time the other day.
00:15:10.921 --> 00:15:14.792 So that'll kind of date this podcast, but I'm sure you're going to have a date on that anyway.
00:15:14.792 --> 00:15:31.600 But if we're waiting for somebody in Washington or our local municipalities or something to come and save us, here's what I can say Corey, nobody's coming to rescue us.
00:15:31.620 --> 00:15:42.832 We're going to have to figure out a way to implement systems and processes, find the right people, implement those on a call-by-call, daily basis, every single day, and not cower to the low price demands of our cheap competitors and then, therefore, our customers.
00:15:42.832 --> 00:15:44.957 There's about what I believe, 30% of the market that will, and then, therefore, our customers.
00:15:44.957 --> 00:15:49.871 There's about what, I believe, 30% of the market that will never pay for our value when we're more premium priced.
00:15:49.871 --> 00:15:54.150 I'm not talking about ripping people off, I'm talking a fair value for the value that we bring.
00:15:54.150 --> 00:16:01.240 There's only about, I believe, 67% to 7% of the market that will compensate us for the value that we bring.
00:16:01.240 --> 00:16:03.065 That's my target.
00:16:03.385 --> 00:16:07.243 I want to serve the people that when we serve them, they're saying you know what?
00:16:07.243 --> 00:16:11.506 It's a little more than I expected, but I tell you what I like the way you guys run your business, stand behind your work.
00:16:11.506 --> 00:16:15.508 I like the way you take care of people and you're a little bit more than some others or a lot more.
00:16:15.508 --> 00:16:20.249 But to tell you what it's my gas, my electricity, it's my water, it's my family.
00:16:20.249 --> 00:16:25.846 I'm going to use you, emily, I'm going to use you, and so that's possible.
00:16:25.846 --> 00:16:31.509 And so we stopped discounting, we stopped including diagnostics and we were able to pay off that debt and then come back and anybody can do it, but it's probably going to be the hardest thing you've ever done.
00:16:32.321 --> 00:16:46.427 Well, you know, and I believe the way I see this is that people will pay a higher price because, look, they don't want you at their house to begin with, right, right, they sure as hell don't want you at their house to begin with.
00:16:46.427 --> 00:16:46.807 Let's just break, right.
00:16:46.807 --> 00:16:50.783 They sure as hell don't want you to come out a second and a third time and lots of times.
00:16:50.783 --> 00:16:55.067 When you're discounting, you're cutting corners, you're going to do the same thing with the job.
00:16:55.067 --> 00:16:59.408 You're going to do the same thing with the job, and it may feel like it's cheaper right now.
00:16:59.408 --> 00:17:10.951 It might be cheaper right now, but in the long run, if you've ever bought bad service, you pay for it double than what you just paid the guy that's charging a little bit more money.
00:17:11.612 --> 00:17:15.296 Yeah, and you know I'm going to, if I can, I'm going to piggyback on what you shared just there.
00:17:23.542 --> 00:17:34.946 But I want to clarify when you say people don't want us there, they don't want what we're, what we're selling and what we're offering, I'm going to clarify that and say, if we're in the, let's say, the heating, air conditioning, plumbing, electrical business, right, we're talking about home services more than home improvement there, because you know what people do like.
00:17:34.946 --> 00:17:38.765 They like a brand new deck, they like a new pool.
00:17:38.765 --> 00:17:41.188 They like new landscaping or a fire pit.
00:17:41.188 --> 00:17:47.084 They might even like a new roof with beautiful shingles Anything that improves the aesthetic.
00:17:47.084 --> 00:17:48.067 They like new cars.
00:17:48.067 --> 00:17:52.301 They like wood floors right, they like these things that they can enjoy.
00:17:52.301 --> 00:17:57.222 They like big flat screen televisions or projectors or all this cool stuff that's available to us.
00:17:57.222 --> 00:17:59.990 They like the newest iPhone and iPhone doesn't ever discount, right?
00:17:59.990 --> 00:18:02.785 People like that stuff.
00:18:02.785 --> 00:18:06.673 What they don't want is their HVAC, their plumbing or electrical not to work.
00:18:06.673 --> 00:18:12.800 They didn't expect that, and so when they have a challenge, they got a leak Right.
00:18:12.800 --> 00:18:22.755 They've got hard water, they've got bad airflow, hot and cold spots, they got high utility bills, an uncomfortable home and the last thing that they want to do, they just want it to work.
00:18:22.755 --> 00:18:29.539 And the last thing that they want to do they just want it to work the last thing that they want to do is pay an HVAC, plumbing or electrical contractor.
00:18:29.539 --> 00:18:30.744 Which means we got to be better.
00:18:30.805 --> 00:18:36.536 I'll tell you, we used to do the home and garden shows in Denver and we would do pretty good business.
00:18:36.536 --> 00:18:42.864 We always had a goal that we were going to do a quarter million dollars out of a Colorado home and garden show, quarter million dollars off of the leads that we generated there.
00:18:42.864 --> 00:18:45.288 There's a pretty long show, pretty difficult to work.
00:18:45.288 --> 00:18:50.209 We had some very specific ways that we worked it, but one of them, I think, was like seven or eight, nine days long.
00:18:50.209 --> 00:18:51.272 Another one was only three.
00:18:51.272 --> 00:18:57.221 But on the bigger shows we wanted to generate a couple hundred thousand dollars, if not more, but minimum quarter million.
00:18:58.663 --> 00:18:59.184 And you know what?
00:18:59.184 --> 00:19:05.719 Down that aisle there were other like think about the Colorado Garden garden show that are all over the country.
00:19:05.719 --> 00:19:19.121 Right, these landscaping companies would build an entire yard like water, fully functioning waterfalls, and bring in trees and shrubs and and and little waterways and it's like that's what we're up against.
00:19:19.121 --> 00:19:28.696 And so let's say that a new, high-end, high efficiency hvac system with all the bells and whistles, and maybe we throw in a tankless I don don't throw in but add on a tankless water heater, indoor air quality.
00:19:28.696 --> 00:19:31.925 We could easily be in the $30,000, $40,000 range.
00:19:31.925 --> 00:19:34.491 And if they got two systems, we add on some ductless mini splits.
00:19:34.491 --> 00:19:51.458 I mean we could be approaching a $40,000, $50,000 system to make their home comfortable, to protect them.
00:19:51.458 --> 00:19:54.298 And then there's the guy down here with the landscaping project and he's got a solution for a new fire pit, deck and little water feature and he's at 50,000.
00:19:54.298 --> 00:19:55.737 What does somebody want to invest 50,000 or finance $50,000 with?
00:19:55.737 --> 00:19:57.172 Nobody wants to invest in the HVAC or plumbing guy.
00:19:57.251 --> 00:20:10.523 We've got to be so good at building our value, at sharing what we do and how it can benefit them and the comfort of their home and the quality of their water and the way that their skin feels, the air that they breathe, the health of them and their family and their children.
00:20:10.523 --> 00:20:17.151 We got to be really freaking good at that because we're not just up against our cheap competitors selling a lesser system on the HVAC or plumbing side.
00:20:17.151 --> 00:20:21.911 We're up against every other home improvement project, whether we want to believe it or not.
00:20:21.911 --> 00:20:31.406 And so when our heating, air conditioning, plumbing, electrical, when it's not working, we're kind of seen as it's a nuisance.
00:20:31.406 --> 00:20:41.912 They got to start getting on the Google and they're looking for people that they can trust, because they're afraid of contractors, because they hear all these call for action, news stories and their experience
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