Oct. 15, 2025

S3 EP02 The 4-Part Growth Machine for Electricians with Forrest Schwartz

S3 EP02 The 4-Part Growth Machine for Electricians with Forrest Schwartz

Most electricians think they need more leads to grow. But what if your business doesn’t need more work it needs better gears? In this episode, Forrest Schwartz, CoFounder and CEO of TopLineGrowth (co-owner of Keil Electric) breaks down the 4-Part Growth Machine that turned his company from $9K months to over $165 K/month without adding chaos or losing control of the schedule. 💡 What You’ll Learn: - Why leads aren’t your problem but follow-up is - How $300 jobs turn into $48K with the right ...

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Season 3

Most electricians think they need more leads to grow.
But what if your business doesn’t need more work it needs better gears?

In this episode, Forrest Schwartz, CoFounder and CEO of TopLineGrowth (co-owner of Keil Electric) breaks down the 4-Part Growth Machine that turned his company from $9K months to over $165 K/month without adding chaos or losing control of the schedule.

💡 What You’ll Learn:
- Why leads aren’t your problem but follow-up is
- How $300 jobs turn into $48K with the right sales system
- The mistake 90% of electricians make with their marketing
- How to get remembered and chosen by homeowners

If you’re an electrician ready to earn more, serve better, and finally gain control of your schedule, this episode will shift everything!

⚡️Featured Guest:
Forrest Schwartz, CoFounder and CEO of TopLineGrowth
Focused on helping companies grow their top line revenue via digital marketing.
🌐Book your complimentary call here: https://topline-growth.com/sle

⚡️Take your electrical service business to the next level!
Join the SLE Pro App Community!


⚡️Podcast Powered by Duromax Generators.
Making turnkey power solutions easy.
📧 Email: jesse@duromaxpower.com
🌐 Website: www.duromaxpower.com
📞 Call: 909-490-5789

⚡️Jump into the Million Dollar Electrician Community and connect with real business-minded sparkies!

⚡️If you are an electrician looking for trade-specific business training in pricing, options, sales, attraction, and marketing strategies, Then our Loop Method is your answer!

⚡️Learn how to serve and earn at the highest level.

#electricianbusiness #homecontractors #serviceloop #electricianmarketing #homeservices

00:00 - Price For Growth, Not Today

01:45 - Meet Forrest: Data-Driven Marketer-Owner

05:15 - Why Electrical Beats Automation Risk

09:45 - The Pricing Breakthrough And Confidence

14:30 - The 10-Minute, 10-Touch Follow-Up

18:10 - Scripts, Motivation, And Qualifying

22:00 - Intent vs Interrupt Marketing 101

25:30 - Win Google: GMB And 100 Reviews

29:10 - Asking For Reviews The Smart Way

32:40 - Beating Big Competitors Locally

35:20 - Buy Your Way Up: Google LSAs

39:10 - Budgets, ROI Targets, And Spend

42:20 - Scaling With Interrupt Ads

46:00 - Problem–Solution–Product Ad Ladder

50:00 - Longer Cycles, Same 10x Goal

53:00 - Brand Framing And Specificity

WEBVTT

00:00:00.000 --> 00:00:04.559
You've got to bill for the growth of where you want to be, not where you are today.

00:00:04.719 --> 00:00:08.800
We don't need to borrow money and we don't need investors to grow an electrical business.

00:00:08.960 --> 00:00:10.960
You don't need it for financial reasons.

00:00:11.119 --> 00:00:12.320
That's not the case.

00:00:12.480 --> 00:00:19.359
You need to bill for your growth in advance, and that money will show up in your account so that you can invest in marketing.

00:00:19.519 --> 00:00:28.800
Invest in the next van, invest in the wraps on the next van, invest in CSR, invest in the office of the shop, the storage, anything you need, your tools, so that you can show up a premium provider.

00:00:28.960 --> 00:00:35.359
What do you think is the single biggest thing that electricians should be focused on first and foremost in their marketing?

00:00:35.600 --> 00:00:38.000
The fastest way to double your business, call your leads.

00:00:38.079 --> 00:00:42.640
Call them within 10 minutes and call them up to 10 times after you told me to do them the first time.

00:00:42.799 --> 00:00:47.840
If you do that, I can guarantee you're going to at least have a 50% increase, probably double your business.

00:00:47.920 --> 00:00:50.000
If you just do that, it's simple and easy.

00:00:50.240 --> 00:01:02.000
Hello, hello, hello, and welcome to the Million Dollar Electrician Podcast, where we help home service pros like you supercharge your business and spark up those sales.

00:01:02.240 --> 00:01:10.239
I'm Joseph Lucani, and together with my co-host Clay New Meyer, we're here to share the secrets that have helped electricians sell over a million dollars from a single service band.

00:01:10.560 --> 00:01:12.879
Now it's time for sales.

00:01:13.120 --> 00:01:15.280
It's time for scale.

00:01:15.599 --> 00:01:20.879
It's time to become a million-dollar electrician.

00:01:24.159 --> 00:01:28.879
Hello, hello, hello, and welcome back to another great episode of Million Dollar Electrician.

00:01:28.959 --> 00:01:33.280
And today's another fantastic day in the season three with another great guest.

00:01:33.439 --> 00:01:36.640
We have with us Forrest Schwartz of Top Line Growth.

00:01:36.879 --> 00:01:44.079
Forrest is doing some excellent marketing stuff, but more noteworthy, as you guys know, we tend to have just electricians on this show.

00:01:44.159 --> 00:01:46.079
There's been like one or two exceptions.

00:01:46.239 --> 00:01:50.480
Uh, Forrest, you might be number three, except, guys, I'll give it this preface.

00:01:50.640 --> 00:01:55.120
Uh, Forrest is part owner of Kyle Electric, a former client of ours.

00:01:55.280 --> 00:02:06.640
And Kyle Electric grew from not only our processes and service last year from I think you said under 10K months to over 165 at the peak, which is remarkable.

00:02:06.879 --> 00:02:15.360
So that's in part uh to credit with what we were able to work with you guys on, but also just in part in testament to uh Forrest's marketing ability.

00:02:15.520 --> 00:02:24.560
And so we wanted to bring Forrest on for the unique potential of this interview to share some deeper marketing insights that also come from an electrical background.

00:02:24.719 --> 00:02:26.639
And I think that's so valuable, man.

00:02:26.719 --> 00:02:27.759
So welcome to the show.

00:02:27.840 --> 00:02:29.599
Thanks for joining us here today.

00:02:29.919 --> 00:02:30.800
Thanks for having me, man.

00:02:31.039 --> 00:02:32.479
Really looking forward to it.

00:02:32.879 --> 00:02:37.120
Hey, why did you decide, if you don't mind me asking, to get into the electrical game?

00:02:37.199 --> 00:02:38.960
I'll pre-warn you here, too.

00:02:39.039 --> 00:02:46.400
Like you've got uh a chance here to earn some favor of our listeners or completely burn us and have this uh go the wrong way.

00:02:46.719 --> 00:02:47.840
No pressure, right?

00:02:48.319 --> 00:02:48.560
Yeah.

00:02:48.639 --> 00:02:55.439
Um, yeah, so I've been in the agency space for almost 10 years, having uh digital marketing agency.

00:02:55.599 --> 00:02:59.759
And I was in a niche before actually bowling, of all things, believe it or not.

00:03:00.000 --> 00:03:01.599
And um, I was working with them.

00:03:01.680 --> 00:03:04.319
They didn't turn out to be quite the niche that I was hoping for.

00:03:04.479 --> 00:03:09.280
I was in it because a friend of mine had one and we helped him double his bowling center revenue.

00:03:09.439 --> 00:03:15.919
And so I thought, hey, there's not a lot of competition here, so I'll you know be the best in this space, but there's a reason there wasn't a lot of competition there.

00:03:16.080 --> 00:03:19.680
So that's where I wanted to go more into the home services space.

00:03:20.000 --> 00:03:28.560
So I created a uh a matrix of like 25 different industries and then came up with criteria across the board and then came up with a point system.

00:03:28.719 --> 00:03:34.319
And the top ones were um electrician, landscaping, plumbing, and HVAC.

00:03:34.719 --> 00:03:42.159
And so we started buying some businesses in those areas, and I quickly learned that landscaping wasn't as good as what I initially thought.

00:03:42.240 --> 00:03:50.960
Um, and electric, uh, after working with Andy, was definitely the the best of the mix and the one that I could drive the most results with.

00:03:51.120 --> 00:03:58.800
And so that's where I decided let's double down on this one, and then that's uh, you know, shortly after I reached out to you, and uh here we are.

00:03:59.199 --> 00:04:01.520
I love someone who's doubling down in the electric field.

00:04:01.680 --> 00:04:04.479
Always a pleasure, always a pleasure working with Sparkies.

00:04:05.039 --> 00:04:16.399
There's two things, and and I don't want to get too distracted, but I was at a bowling alley not long ago, and I think I shared this with you before, and I just like some of the lanes didn't work, really not managed well.

00:04:16.480 --> 00:04:20.639
The staff were crummy, the cooler was empty, the chips were still.

00:04:20.720 --> 00:04:24.319
I was just like, man, what you could do with this bowling alley.

00:04:24.399 --> 00:04:27.040
I mean, bowling's still enjoyed by so many people.

00:04:27.360 --> 00:04:29.120
What do you think is the problem with that industry?

00:04:29.199 --> 00:04:30.319
If we can just click.

00:04:30.800 --> 00:04:32.959
Biggest thing is there used to be 12,000 of them.

00:04:33.040 --> 00:04:34.480
They really peaked in the 70s.

00:04:34.560 --> 00:04:35.279
There was a lot of bowling.

00:04:35.519 --> 00:04:39.680
It was very much like a factory, like people in factory towns, that's what they would do.

00:04:39.839 --> 00:04:42.480
Um, there used to be 12,000, now there's 3,000.

00:04:42.639 --> 00:04:46.319
And the ones who are in business, they got all the business from the other ones that are gone.

00:04:46.480 --> 00:04:50.480
And the biggest reason that they go out of business is because they sell the building.

00:04:50.639 --> 00:04:52.800
The buildings are worth more than the business.

00:04:53.759 --> 00:04:55.040
That's what I was thinking too.

00:04:55.120 --> 00:04:56.879
I was sitting in there and I we even looked into it.

00:04:56.959 --> 00:04:58.639
It's like, what would this building be worth?

00:04:58.879 --> 00:05:07.199
And I in the area I live in and many cities, it's like historic downtown real estate, and there's this big bowling alley that's just completely outdated.

00:05:07.360 --> 00:05:09.040
No one can afford to update it.

00:05:09.360 --> 00:05:11.519
So, anyway, interesting you brought that up.

00:05:11.680 --> 00:05:14.000
Um, thanks for for humoring me, guys.

00:05:14.160 --> 00:05:16.720
I'm also curious about this matrix.

00:05:17.040 --> 00:05:18.959
You built a matrix and a point system.

00:05:19.040 --> 00:05:21.920
Like, what were some of the things that we scored so highly on?

00:05:22.079 --> 00:05:23.279
Why would that be?

00:05:23.759 --> 00:05:27.439
Yeah, so uh one of the big things was how much it can be impacted by marketing.

00:05:27.600 --> 00:05:34.079
Um, before I was in the agency space, I was a financial advisor and I looked at that one because I wanted to buy businesses and grow with marketing.

00:05:34.160 --> 00:05:38.480
And that's a very much like a face-to-face, person-to-person networking kind of business.

00:05:38.639 --> 00:05:42.319
So that would rank low in the can I grow it with marketing?

00:05:42.480 --> 00:05:45.519
Um, how it will be impacted by AI is another one.

00:05:45.680 --> 00:05:51.360
So certain ones like roofing got a bad score in that because a robot can do or will soon be able to do some roofs.

00:05:51.519 --> 00:05:53.680
I think there's some out there that are now doing it.

00:05:53.759 --> 00:05:59.680
Um, same with landscaping, you got a rotto robot, mowers, and things that are coming, whereas electrical is pretty safe.

00:05:59.839 --> 00:06:06.720
I think it's gonna be, you know, maybe one day they'll they'll be able to do it, but it's gonna be a long time before they can figure that out, before people would trust them.

00:06:06.879 --> 00:06:08.560
Um, so so those are the things.

00:06:08.720 --> 00:06:15.519
Profitability was one, um, ability to find an operator was another one, um, ability to find deals.

00:06:15.680 --> 00:06:18.399
So, like there's tons of landscaping companies available.

00:06:18.560 --> 00:06:22.560
We looked at other businesses, like we looked at med spas, and there's not that many of them available.

00:06:22.720 --> 00:06:33.920
So it was like, I want to say about 10 different things that I ranked, and I came up with a definition for one being bad and a definition for five being good, and then just subjectively ranked them.

00:06:34.000 --> 00:06:39.920
And, you know, that's something I used for getting into this industry, but it actually works for almost any major decision that you're looking at.

00:06:40.079 --> 00:06:44.079
You can kind of use that uh to just break it down because it's kind of overwhelming.

00:06:44.240 --> 00:06:50.480
But when you put numbers to it, it kind of makes you it makes it easier and helps make the decision for you.

00:06:51.519 --> 00:06:51.839
Yep.

00:06:52.000 --> 00:06:54.079
And that's one of the reasons we wanted to have you on the show.

00:06:54.240 --> 00:07:05.519
Really appreciate that uh your mindset on data-driven decision making or something we call the law of separation, just meaning we have to like everyone has a gut instinct, everyone has that feel.

00:07:05.600 --> 00:07:10.000
Sometimes it's butterflies, sometimes it's oh crap, I can't sleep over this.

00:07:10.319 --> 00:07:14.079
But acting purely from that emotional state's a bad idea, guys.

00:07:14.240 --> 00:07:17.839
Having data-driven decisions is really the way to go forward.

00:07:18.000 --> 00:07:20.319
Although I need to argue with one thing you said.

00:07:20.879 --> 00:07:24.639
Uh, we've had many people call Joseph a sales bot.

00:07:25.360 --> 00:07:26.879
He's an electrician.

00:07:27.360 --> 00:07:29.040
Maybe it's already been infiltrated.

00:07:29.120 --> 00:07:34.639
Maybe we find out that Joe's not actually human and that uh he's you're actually a robot, Joe.

00:07:34.720 --> 00:07:35.680
What are your thoughts on this?

00:07:35.839 --> 00:07:41.759
Uh I mean, technically, Skynet hasn't updated me yet, so I can't really give you a proper response, but you know, I will get there.

00:07:41.920 --> 00:07:42.720
I will get there, man.

00:07:42.800 --> 00:07:47.360
If there was a way that I could do uh oil changes instead of physical tune-ups, I'd be fine with that.

00:07:48.319 --> 00:07:49.360
Yeah, that's interesting.

00:07:49.519 --> 00:07:54.639
I had never heard of roofing uh having robots, but I guess that kind of makes sense.

00:07:54.879 --> 00:07:55.600
It's repetitive.

00:07:55.839 --> 00:08:00.160
Why do you think it is that electrical, from your experience at this point, is further from that?

00:08:00.399 --> 00:08:01.680
Complete automation.

00:08:02.399 --> 00:08:05.839
Just, I mean, it's not like think about roofing, it's very repetitive.

00:08:05.920 --> 00:08:08.800
It's doing the same motion, same with mowing, it's just going back and forth.

00:08:08.879 --> 00:08:11.360
It's basically a roomba is the mower for that.

00:08:11.439 --> 00:08:18.160
Like and same with roofing, it's basically like a roomba that you just put metal or the uh nails into the shingles.

00:08:18.240 --> 00:08:19.199
So it's very repetitive.

00:08:19.279 --> 00:08:25.439
Whereas being an electrician, a lot more um variety of situations, a lot more creativity.

00:08:25.600 --> 00:08:29.360
You've got to identify all the different wires, getting access.

00:08:29.519 --> 00:08:31.279
Um, there's just a lot more that goes into it.

00:08:31.360 --> 00:08:45.039
Even just the physical of being able to put the wire and run it through into the panel, like there's a lot of stuff for a robot to be able to do that would take a lot with even the um actuators to be able to do that fine motor movement.

00:08:45.440 --> 00:08:49.360
And even with that, like you can imagine, like, let's go even further into the future.

00:08:49.440 --> 00:09:03.519
I can see almost even new construction being something that someone might want to get a robot into, but I will be damned if I find any robot who can do service work, crawl into the crawl space, troubleshoot the situation, recognize unusual scenarios.

00:09:03.759 --> 00:09:13.120
That's I think where the real safety lies, in that we can use our intelligence and our experiences to solve problems in ways that others just physically and mentally cannot.

00:09:14.000 --> 00:09:21.360
Not to mention the personal aspect too, just building the rapport and the relationship is a lot of the piece of the service work.

00:09:22.639 --> 00:09:23.440
I agree with you.

00:09:24.080 --> 00:09:25.519
That makes sense, absolutely.

00:09:25.679 --> 00:09:37.679
And I'm almost now that you say that, I think I've realized, I've had an epiphany in that moment of just okay, here's why pricing is such a sore spot for electricians over and over and over again.

00:09:37.840 --> 00:09:51.039
And there's such variety, such customization, and we're all drooling over some form of price book, something to just try to template this for us, but that solution is rarely 100%, right?

00:09:51.200 --> 00:10:00.799
There's always some customization, there's always some amount of you, as a specialized subject matter expert, have to think about this and apply certain factors to make it right.

00:10:02.000 --> 00:10:06.080
How big was pricing for you guys and Kyle Electric getting going for us?

00:10:06.240 --> 00:10:09.440
I know that was a big piece of what you worked on here with us.

00:10:09.600 --> 00:10:13.679
Uh how big of a solution do you think that was for you guys?

00:10:14.000 --> 00:10:14.879
That was huge.

00:10:15.039 --> 00:10:21.600
Um, because Andy, the guy who's the operator, he came a lot more from the commercial side and doing the bigger projects.

00:10:21.759 --> 00:10:23.120
So service was something he'd liked.

00:10:23.200 --> 00:10:23.919
It's something he could do.

00:10:24.000 --> 00:10:28.240
He's great with people, but something that we were getting on, getting into early.

00:10:28.399 --> 00:10:38.879
And so the the being able to calculate what price we should charge was was huge and knowing what goes into it and why it's justifiable, because we came up, our service rate was like 456.

00:10:39.279 --> 00:10:42.799
And at first, when we when we said that, we're thinking, oh, that's that's a lot of money.

00:10:42.879 --> 00:10:49.600
But then when you figure out what is going into it, you feel very confident to charge that because you know how many things it has to cover.

00:10:49.759 --> 00:10:52.399
And it's not just so like, oh, I don't know if I can get away with that.

00:10:52.480 --> 00:10:55.679
It's like, no, I literally have to charge this in order to make money.

00:10:55.840 --> 00:10:57.759
And it kind of takes that fear out of it.

00:10:57.840 --> 00:11:01.440
It's just like, no, this is what it is, and I did the math to prove it.

00:11:01.759 --> 00:11:03.279
Yeah, I absolutely love that.

00:11:03.360 --> 00:11:06.559
I think it's phenomenal because you're right, at the end of the day, you're completely right.

00:11:06.639 --> 00:11:13.120
You know, one of the biggest problems that we intend on finding is that people don't believe in their number, and as a result, they'll start cheating the hours.

00:11:13.279 --> 00:11:18.240
Like, yeah, I doubled my rate, but I also am trying to underestimate things because I'm uncomfortable with the number.

00:11:18.399 --> 00:11:34.159
But if you recognize you've actually done the math and you're like, no, this is exactly what I need to charge, otherwise, money's coming out of my pocket, out of my family's investments to cover the things because I'm too chicken to charge the rate I have to charge, that's where the really solidarity comes into.

00:11:34.240 --> 00:11:36.879
And you're like, I'm digging, I'm dialed in, let's do it.

00:11:37.200 --> 00:11:37.440
Yeah.

00:11:37.600 --> 00:11:43.360
One thing that we we I always like to repeat to them and the partners is like, you can break even sitting on the couch.

00:11:43.519 --> 00:11:47.759
So if you're gonna do all this work to break even, you can get the same result just sitting on the couch doing nothing.

00:11:48.000 --> 00:11:53.679
So if I'm gonna be out there away from my family or not doing the things I want to do, we better be making some money.

00:11:54.879 --> 00:11:55.279
100%.

00:11:56.000 --> 00:12:02.960
Do you recall what your rate or or what uh Kyle Electric's rate might have been before that increase to around the 450 mark?

00:12:03.440 --> 00:12:07.679
I want to say it was maybe like 150, 200, or something like that.

00:12:08.000 --> 00:12:09.440
It wasn't very much.

00:12:10.480 --> 00:12:21.200
So the crazy thing I always find at service, and so many people get that you know, uh primary price shock from this, is there's this 50% efficiency factor.

00:12:22.000 --> 00:12:27.919
And when you really do the math, you find that, okay, well, sure, I got to do a bathroom fan, but who's gonna pick that up?

00:12:28.480 --> 00:12:31.200
You literally have to drive and go and get it from a supply house.

00:12:31.440 --> 00:12:33.840
You're lucky if your customer's next door to the supply house.

00:12:34.000 --> 00:12:36.559
In fact, that never happens, right?

00:12:36.960 --> 00:12:40.559
So there's always all this additional time that goes unaccounted for.

00:12:40.639 --> 00:12:47.039
Or in the old hourly model, time and material model, we'd put that on our customer's back and they'd say, Well, why'd this take so long?

00:12:47.200 --> 00:12:51.840
Well, I had to drive to the supply house, I had to pick up the fan, I had to choose the fan.

00:12:52.000 --> 00:12:54.879
The fan wasn't readily available, they had to pick it from the top shelf.

00:12:55.039 --> 00:12:58.320
All these factors, your customer doesn't want to pay for that.

00:12:58.960 --> 00:13:05.200
So, one of the big things just from this price differentiation that it's pointed out to me again is like, okay, well, a 50%.

00:13:05.840 --> 00:13:11.840
So we're only charging for time on site now, which is amazing through flat rate, by the way, guys, right?

00:13:12.000 --> 00:13:15.279
So it has to be double what it would have otherwise been.

00:13:15.440 --> 00:13:24.799
But from what you're saying, if you were already just under 200 an hour and you landed at 459, then even half of the 459 is still a little over where you were.

00:13:25.120 --> 00:13:29.919
So, either way, by just doing the math, you guys found that there were more expenses.

00:13:30.080 --> 00:13:34.320
And one of the biggest places we pull this from that electricians are messing up.

00:13:34.480 --> 00:13:38.159
You guys, no offense, but if you're messing this up, we got to get it fixed.

00:13:38.480 --> 00:13:43.600
You got to bill for the growth of where you want to be, not where you are today.

00:13:43.840 --> 00:13:55.440
I keep saying this, I'll say it again, we'll end the rant and get right into the marketing stuff with Forrest stuff, uh, with Forrest here today, but we don't need to borrow money and we don't need investors to grow an electrical business.

00:13:55.679 --> 00:13:57.840
You don't need it for financial reasons.

00:13:58.000 --> 00:13:59.360
That's not the case.

00:13:59.600 --> 00:14:07.519
You need to bill for your growth in advance, and that money will show up in your account so that you can invest in marketing.

00:14:08.000 --> 00:14:22.720
Invest in the next van, invest in the wraps on the next van, invest in CSR, invest in the office of the shop, the storage, anything you need, your tools, so that you can show up a premium provider, uh, the the um outfits, excuse me, right?

00:14:23.200 --> 00:14:25.840
What uniform are you wearing when you show up to the house?

00:14:26.080 --> 00:14:28.320
All right, I'm I'm done my pricing rant, guys.

00:14:28.559 --> 00:14:30.399
Uh forgive me, forgive me.

00:14:30.639 --> 00:14:32.159
Forrest, uh back to you.

00:14:32.320 --> 00:14:40.399
What do you think is the single biggest thing that electricians should be focused on first and foremost in their marketing?

00:14:41.200 --> 00:14:49.519
So believe it or not, this is something that people probably won't expect, but in my experience, it's the fastest way to double your business call your leads.

00:14:50.000 --> 00:14:55.120
Call them within 10 minutes and call them up to 10 times after you don't get in touch with them the first time.

00:14:55.279 --> 00:15:02.080
If you do that, I can guarantee you're going to at least have a 50% increase, probably double your business if you just do that.

00:15:03.279 --> 00:15:05.519
It's it's simple, not easy.

00:15:06.000 --> 00:15:07.440
It's funny you said that.

00:15:07.759 --> 00:15:10.240
We have um a value piece that we give away.

00:15:10.320 --> 00:15:12.159
We give this away for free to the market.

00:15:12.240 --> 00:15:14.960
It's called the unsold FU, which is just funny.

00:15:15.200 --> 00:15:18.879
Follow-up process, the script for it to just call.

00:15:19.200 --> 00:15:24.639
And it actually has one of the best testimonies we've ever received from a client or prospect before.

00:15:24.720 --> 00:15:26.480
It was Alan who's been on the show before.

00:15:26.559 --> 00:15:30.879
If you guys are long-term followers, he'll be uh on here again in season three, guys.

00:15:30.960 --> 00:15:32.000
Excited for that one.

00:15:32.159 --> 00:15:37.360
But when Alan first met us, he grabbed that value piece and he started making calls.

00:15:37.600 --> 00:15:45.279
And I don't have this in front of me, so I may be misquoting slightly, but I do believe Alan said this script is gangster.

00:15:45.600 --> 00:15:46.240
That's correct.

00:15:46.399 --> 00:15:47.440
Now you remember.

00:15:48.080 --> 00:15:51.279
I just did a bunch of outreach and made some sales on calls.

00:15:51.360 --> 00:15:53.759
We just had no idea where they were or what happened.

00:15:54.000 --> 00:15:58.000
Boris, it's no coincidence, and I'm not surprised to hear you say that.

00:15:58.159 --> 00:16:06.799
What stops people from actually following up with their leads and actually making calls, actually doing this uh with some speed and urgency?

00:16:07.360 --> 00:16:14.080
I mean, like the the first go-to answer is like laziness, but I mean, let's be real, like the electricians aren't lazy.

00:16:14.159 --> 00:16:16.159
It's just they're focused on other things.

00:16:16.240 --> 00:16:19.279
They're out doing the jobs, they're talking to the customers, sending invoices.

00:16:19.440 --> 00:16:21.200
It just falls to the wayside.

00:16:21.360 --> 00:16:25.360
Um, so I would say that's probably one of the first, if not the first, hire.

00:16:25.759 --> 00:16:28.159
Even if it's part-time, is get some kind of appointment setter.

00:16:28.320 --> 00:16:33.279
It can be an office admin, or if you just want to get someone, you can hire people on a per appointment basis.

00:16:33.440 --> 00:16:36.639
Um, but just you shouldn't be the one making the calls.

00:16:36.720 --> 00:16:38.559
Um, number one, because you're not gonna be able to.

00:16:38.799 --> 00:16:50.799
Number two, you lose out on the um posturing that you get from someone else setting appointments for you, and they can edify you and say, oh, you're lucky that Joe's coming in today because he's got this many years of experience, he's gonna crush it.

00:16:50.879 --> 00:16:52.879
I'm I'm glad that he was available to do that for you.

00:16:52.960 --> 00:16:57.279
And they can really push you up in the prospect's eyes, and they're they're just gonna do it.

00:16:57.360 --> 00:16:59.279
If that's their job, they'll actually get it done.

00:16:59.440 --> 00:17:06.480
Whereas you're doing 10 other things and the call comes in and you're you know climbing through an attic, good luck getting that call.

00:17:06.960 --> 00:17:09.119
Yeah, it comes down to overwhelm as well, too.

00:17:09.200 --> 00:17:21.839
I mean, I can imagine you're on an install and you're like, I've got to get the materials for the next job, I've got to call this person back, I've got to finish this job, I've got to get home to my family, and you're like, all these other undone things are like, oh, I'll do them tomorrow.

00:17:22.160 --> 00:17:29.440
But you just keep rolling them into the next day and next day, and what doesn't get managed doesn't get measured, and vice versa.

00:17:30.720 --> 00:17:32.319
Yeah, that thing never happens.

00:17:34.000 --> 00:17:35.839
Yeah, time management problem.

00:17:36.079 --> 00:17:42.960
So you've helped multiple companies uh reach seven figures and beyond and scale their businesses in home service.

00:17:43.279 --> 00:17:46.400
How have you helped people solve this big problem?

00:17:47.440 --> 00:17:49.359
We all we always hire someone to do it.

00:17:49.599 --> 00:17:51.039
That's their their dedicated job.

00:17:51.119 --> 00:17:57.839
Uh like a dispatcher, if they need to coordinate between multiple texts or just appointment setter, you got to have someone who's answering the phone.

00:17:58.000 --> 00:18:09.359
Um, because they're they've done studies, and if you don't answer or get to them within 10 minutes, you have to call like three to five times more than you would if you would have gotten to them right away or just answered the phone.

00:18:09.599 --> 00:18:14.160
So now, even just doing that, you're lighting the workload just by having someone there dedicated.

00:18:14.319 --> 00:18:15.599
That's that's all they do.

00:18:16.880 --> 00:18:17.279
Wow.

00:18:17.440 --> 00:18:22.880
So you mentioned call within 10 minutes, and that has a huge impact on how many times you'd have to call.

00:18:22.960 --> 00:18:24.880
But then you also said 10 times.

00:18:25.200 --> 00:18:26.160
Isn't that excessive?

00:18:26.319 --> 00:18:27.039
Is that too much?

00:18:27.119 --> 00:18:28.960
You're like pestering someone now, no?

00:18:29.440 --> 00:18:31.119
No, I mean you're gonna front load it.

00:18:31.200 --> 00:18:36.160
So you're calling, you know, two to three times on the first day, maybe two times on the second day, and then spacing it out.

00:18:36.319 --> 00:18:41.599
But people are busy and they might have filled something out and you didn't quite get to them, and now you're following up.

00:18:41.759 --> 00:18:42.720
Now they're off to work.

00:18:42.799 --> 00:18:45.680
Now they're taking the kids back from school, like they're busy now.

00:18:45.839 --> 00:18:47.039
So now you got to catch them.

00:18:47.279 --> 00:18:51.119
They were available to talk to you at first, but now they're not, and so you got to catch them.

00:18:51.279 --> 00:18:54.720
And I think most people, as long as you do it politely, then you they're just they're thankful.

00:18:54.799 --> 00:18:55.680
Like, thanks for following up.

00:18:55.759 --> 00:19:05.279
I've I've been meaning to get to this, but I've been busy and they don't remember to call you, but you call them and and as long as you like again, as long as it's politely done, then they're like, thanks for following up on this.

00:19:05.440 --> 00:19:08.079
If if they don't want to do it, they'll let you know, and then you stop.

00:19:08.400 --> 00:19:17.039
But it's it's more a service for them to show you want to help them and you're making it convenient for them that they just have to press the green accept button.

00:19:18.559 --> 00:19:24.400
Of all the things that hold people up from making that call, like we said, we give away a script.

00:19:24.480 --> 00:19:28.559
What do you think are the most important things to say when you're following up a lead for us?

00:19:28.640 --> 00:19:32.480
Do you have uh some dialogue you guys usually recommend or that you use in house?

00:19:32.799 --> 00:19:37.279
Yeah, uh, I'm very much like the motivation-based sales kind of person.

00:19:37.359 --> 00:19:45.359
So I want to figure out why they called, what made them call now, like why, you know, like you this, especially if it's a problem that's been there, like what made you decide to do it now?

00:19:45.599 --> 00:19:46.720
What's this gonna do for you?

00:19:46.880 --> 00:19:49.920
Because that's what we're gonna sell against later on if there's objections.

00:19:50.000 --> 00:19:54.559
It's you told me you wanted this, and now you're saying that this is in the way, like, but you said you wanted it.

00:19:54.720 --> 00:19:56.400
So what are we doing here?

00:19:56.480 --> 00:19:58.480
Um, it's that and and qualifying.

00:19:58.640 --> 00:20:00.559
So I'm I'm really big into qualifying.

00:20:00.640 --> 00:20:03.599
If they are really just a price person, I don't want to work with them.

00:20:03.680 --> 00:20:05.119
They're never great to work with.

00:20:05.279 --> 00:20:06.960
Um, they're the ones who stiff you.

00:20:07.119 --> 00:20:17.039
Like, if if you're going in and price, like we'll usually give them a few things of what's important to you, if it's communication or if it's experience, professionalism, and we'll throw price in there as a ringer.

00:20:17.359 --> 00:20:19.599
If they choose price, is like my number one concern.

00:20:19.759 --> 00:20:22.720
We'll usually just say, hey, that sounds like we might not be a fit.

00:20:22.799 --> 00:20:26.640
Here's the guy down the road who who might, you know, he's a chuck in a truck, he's probably better fit for you.

00:20:26.720 --> 00:20:28.160
And we'll we'll end it there.

00:20:28.640 --> 00:20:30.160
You know Chuck too?

00:20:30.400 --> 00:20:32.720
Yeah, I think he's related to Terry.

00:20:33.119 --> 00:20:33.680
Is he?

00:20:34.720 --> 00:20:35.359
Tank talk?

00:20:35.680 --> 00:20:36.319
Yeah.

00:20:36.880 --> 00:20:38.160
Some of the family reunion, right?

00:20:39.039 --> 00:20:40.160
I heard a new one last week.

00:20:40.240 --> 00:20:41.279
I hadn't heard before.

00:20:41.440 --> 00:20:44.400
It might have been uh, I can't remember anyway.

00:20:45.279 --> 00:20:55.279
Earlier before the podcast, you and I have spent uh considerable uh a considerable amount in class now and helping electricians uh already uh with some cross uh discussions.

00:20:55.440 --> 00:21:01.519
We've talked a bit about the difference between interrupt and intent marketing.

00:21:01.839 --> 00:21:10.319
Can you help us and and anyone listening just understand what that means and how this follow-up would be related to success with that?

00:21:11.200 --> 00:21:11.519
Sure.

00:21:11.680 --> 00:21:15.519
Yeah, I mean, and it's basic premise intent is people who want to buy now.

00:21:15.680 --> 00:21:19.680
They know they have a problem, they know they need someone to do it, they're just figuring out who.

00:21:19.839 --> 00:21:24.799
Whereas interrupt, you're going kind of down the buyer's pyramid, which is something we've talked about before.

00:21:25.039 --> 00:21:31.200
Basically, 3% of any market is looking to buy right now, 7% is open to buying.

00:21:31.279 --> 00:21:35.759
They might have the issue, they might not even know about it, but they're open to buying, they can be persuaded.

00:21:35.839 --> 00:21:39.039
And then the rest is just varying degrees of not buying.

00:21:39.279 --> 00:21:43.839
And so the people who are in that 3% are the people who uh are ready to buy right now.

00:21:43.920 --> 00:21:48.640
They're going to Google, they're typing in electrician near me, and they're just figuring out who's going to do this job.

00:21:48.799 --> 00:21:53.119
Whereas interrupt are people who are open to buying and you can kind of put it in front of them.

00:21:53.200 --> 00:21:55.039
Hey, is your breaker tripping all the time?

00:21:55.279 --> 00:21:59.359
Does your uh does the outlet blow and you plug in an extra appliance?

00:21:59.519 --> 00:22:02.960
Like they're experiencing these problems, but they might not know exactly what it is.

00:22:03.200 --> 00:22:07.119
You can teach them about that and push them into the ready to buy through education.

00:22:07.200 --> 00:22:12.160
It's a longer sales cycle, but again, we talked about 3% ready to buy now versus seven.

00:22:12.319 --> 00:22:17.759
There's twice as many of them, and there's less than half the competition because everyone's fighting over that same 3%.

00:22:18.720 --> 00:22:20.319
So those are the two differences.

00:22:20.400 --> 00:22:24.799
The difference is do they know they have a problem and are they actively searching for a solution?

00:22:24.880 --> 00:22:29.119
Or is that something you're gonna have to educate them from varying degrees along the way?

00:22:30.400 --> 00:22:36.799
Yeah, and as I hear that, I think about my own honeydew list with the number of things that I haven't uh approached yet.

00:22:36.880 --> 00:22:42.799
I just haven't scheduled them in, prioritize them, just like the electricians, maybe not following up their leads.

00:22:42.960 --> 00:22:46.960
Uh, Joe, I know that you are the ultimate crusher of tasks.

00:22:47.039 --> 00:23:01.039
So I'm gonna do the ultimate acid test by asking, are there things on your list that you have not gotten to yet that if interrupted by the right insights might actually move you along a little quicker to attack those things?

00:23:01.519 --> 00:23:08.880
The only thing on that list that hasn't been done is I haven't practiced my Arabic yet today, but it's okay and it's a priority.

00:23:09.039 --> 00:23:15.839
But I'm sure if something did happen that was actually critical, I would change plans and pivot.

00:23:15.920 --> 00:23:18.799
But it takes a lot to move me from my path.

00:23:19.440 --> 00:23:20.960
I think I have an example.

00:23:21.759 --> 00:23:22.559
I think I have an example.

00:23:22.720 --> 00:23:23.680
Humor me, Joe.

00:23:24.480 --> 00:23:27.839
You've talked about a potential home renovation that you haven't moved on.

00:23:28.000 --> 00:23:28.319
Oh, yeah.

00:23:28.480 --> 00:23:30.319
You mentioned that to me a couple times.

00:23:31.519 --> 00:23:39.839
Could that be an example of something where, hey, if the right promotion, if the right information came up, you might actually get closer to moving ahead of schedule on that.

00:23:40.240 --> 00:23:44.079
You know, yes, and I can even probably double down and say more onto it.

00:23:44.319 --> 00:23:49.359
If something changed in the plan, like I'm the one you're referring to is I want to create a guest suite in my home.

00:23:49.519 --> 00:23:53.359
And as a result, I'd love to have that to entertain and have family over and everything.

00:23:53.599 --> 00:24:03.519
Now it's a want, but if suddenly, let's say my mother-in-law had a concern or my family had a concern, and now it's okay, we got to accelerate the time frame.

00:24:03.680 --> 00:24:07.200
Yeah, I do have a few-year plan that I'm saving and budgeting for.

00:24:07.599 --> 00:24:12.880
But if the right person needed it, I would accelerate it immediately.

00:24:13.839 --> 00:24:16.400
So the awareness would definitely help.

00:24:16.880 --> 00:24:17.519
Yeah.

00:24:17.839 --> 00:24:21.200
I I've been talking about this one recently, so I'm just gonna throw this in.

00:24:21.279 --> 00:24:22.400
It's just a wrench, guys.

00:24:22.480 --> 00:24:24.000
We don't have to stick with it.

00:24:24.319 --> 00:24:31.599
But if a provider offered that guest suite to you at zero percent financing, what would happen then?

00:24:32.480 --> 00:24:41.039
I I believe it or not, um, my thing is I like to pay I like to pay things in full as much as possible, only because I try not to go into any kind of debt.

00:24:41.440 --> 00:24:51.839
But but the context there would be if I needed it and I did not have the means, then I would 100% be willing to take advantage of a zero percent plan.

00:24:52.079 --> 00:24:52.559
Sure.

00:24:53.440 --> 00:25:00.559
This is why uh Joe and I run a good tight ship because I will take zero percent financing for most things all day, every day.

00:25:00.720 --> 00:25:06.319
Whatever keeps capital in my pocket and stretches that inflation forward uh that I don't pay for.

00:25:06.640 --> 00:25:08.480
Anyways, we got off topic a bit.

00:25:08.559 --> 00:25:12.640
So you mentioned this buyer's pyramid forest and the 3% and the 7%.

00:25:13.279 --> 00:25:15.119
Uh that that sounds excellent.

00:25:15.359 --> 00:25:21.039
How do you take advantage of these things then in the simplest possible terms for electricians?

00:25:21.279 --> 00:25:22.240
What are my next steps?

00:25:22.400 --> 00:25:25.440
Let's say I'm following up, but hey, I've got nothing left to follow up.

00:25:25.519 --> 00:25:27.759
There's no leads to call or no calls coming in.

00:25:28.000 --> 00:25:29.599
What were your first steps with Kyle?

00:25:29.839 --> 00:25:32.880
What do you suggest are the first steps for those listening?

00:25:33.200 --> 00:25:36.079
Yeah, so first thing you want to do is max out the intent side.

00:25:36.240 --> 00:25:38.880
If they're ready to buy, you might as well take advantage of those.

00:25:38.960 --> 00:25:44.000
You want to get in in line for those people who are just searching electrician near me.

00:25:44.160 --> 00:25:49.839
The holy grail of that today is the Google My Business, the business profile there.

00:25:50.000 --> 00:25:55.119
So making sure you're filled out, verifying it, uh, ideally putting an address on there if you can.

00:25:55.200 --> 00:26:02.960
I know some people do it from their house, but if there's any way you can get a uh a marker on the map, that's gonna help you a lot because it's geographically located.

00:26:03.119 --> 00:26:05.920
Whereas if you're a service area, you're not gonna get the same exposure.

00:26:06.000 --> 00:26:08.319
You'll get some, but it's definitely diminished.

00:26:08.480 --> 00:26:16.720
Um so filling out all the products, all of the services that you do, putting up pictures, putting up the bio, like if there's a spot there, you want to fill it out.

00:26:16.880 --> 00:26:22.640
So just go all the way in and give Google all the information that they want, and then that's gonna put you in the running.

00:26:22.720 --> 00:26:25.119
Um from there, it's getting reviews.

00:26:25.440 --> 00:26:41.680
So anytime I'm working with a new company, our number one goal is how do we get to 100 reviews as fast as we can, because that's where if you hit 100, you're more than likely gonna be in that top three spot and beat out your competitors because most guys are you know a dozen, maybe 25, 30.

00:26:41.839 --> 00:26:44.720
If you get to 100, you're gonna be a standout very quickly.

00:26:44.960 --> 00:26:54.160
Now, there are guys, you know, in some bigger metros, you might have an incumbent who's got 2,000, but still there's not that many of them, and it's not like they're everywhere in the city.

00:26:54.319 --> 00:27:00.559
So you can you can kind of create your own little corner of the city that you hold down who are the people who are closest to you anyway.

00:27:00.799 --> 00:27:09.599
So those are the the first thing is really focus on the the GMB, fill it all out, and then get really dialed in on how you're getting reviews because that's the number one signaler.

00:27:10.319 --> 00:27:11.359
Why do you think that is?

00:27:11.519 --> 00:27:12.480
Why is it number one?

00:27:12.559 --> 00:27:14.000
What's with reviews?

00:27:14.559 --> 00:27:19.839
Yeah, so I mean if if you're thinking about it from Google's perspective, they're trying to recommend the best answer.

00:27:19.920 --> 00:27:22.799
That's their whole business model is how do I give you the best answer to your question?

00:27:22.960 --> 00:27:26.079
If you're looking, your question is who's a good electrician near me?

00:27:26.240 --> 00:27:27.920
Then that's how they're answering that question.

00:27:28.079 --> 00:27:31.920
But what other markers do they have to tell if you're a good electrician or not?

00:27:32.079 --> 00:27:37.279
Like, sure, like years in business helps, you know, but like what else are you going to use to tell if they're good or not?

00:27:37.440 --> 00:27:48.559
And so the most direct uh signal for that is the positive reviews, especially in it and more so if they're recent, more so if you're getting them frequently, more so if there's pictures attached to them.

00:27:48.720 --> 00:27:52.799
Like that's what's signaling to them that you're legit and you're a good choice for them to recommend.

00:27:52.880 --> 00:27:58.640
Because think about it, like it's not really any different if you were to recommend uh you know a plumber to someone else.

00:27:58.720 --> 00:28:02.640
Let's say they need plumbing done, you're gonna recommend someone, what what are you gonna look at?

00:28:03.119 --> 00:28:05.279
You're gonna look at like, do I know them?

00:28:05.519 --> 00:28:07.599
Do other people seem to have a good experience with them?

00:28:07.759 --> 00:28:16.799
Like, think about what it's it's the same kind of premise that Google is basically recommending you to the customer, and that's what they have to use as their social currency.

00:28:17.279 --> 00:28:25.119
It seems like it's very heavy also in the social validation, in that the more people actually are focused on one thing, it almost creates a gravitational pull.

00:28:25.279 --> 00:28:32.240
So, like I'm sure you'll see some companies will have like 500 reviews, and then the other one underneath it will be like I've got a hundred reviews underneath that.

00:28:32.400 --> 00:28:39.200
So, why do you think some companies are so good at creating reviews and gathering reviews, whereas others just seem to be exponentially less?

00:28:39.519 --> 00:28:40.319
Good question.

00:28:40.640 --> 00:28:45.920
There's a very uh complicated process called asking.

00:28:48.559 --> 00:28:49.680
Ask for the review.

00:28:50.000 --> 00:28:54.000
If you don't ask, people don't know that you want one or don't think to give you one.

00:28:54.160 --> 00:28:56.240
But if you ask, they will give you one.

00:28:56.400 --> 00:29:01.279
If if you ask in a um a no-based question, they are more likely to give you one.

00:29:01.359 --> 00:29:03.279
Would you be opposed to leaving us a review?

00:29:03.519 --> 00:29:04.559
No means yes.

00:29:04.720 --> 00:29:14.240
So just little simple things like framing it is gonna be a huge favor to you, and they think, oh, like this is gonna be a big ask, and then you just say, if it only took me, it took you 20 seconds to do.

00:29:14.480 --> 00:29:18.960
So just the way you ask can make it a lot easier, and then you just it's just a numbers game, just like sales.

00:29:19.039 --> 00:29:20.640
Like you got to ask a bunch of times.

00:29:20.799 --> 00:29:22.400
You can send out text messages.

00:29:22.640 --> 00:29:34.559
Another little tweak that we like to do is we use a service called pretty links, and that's where it is like a redirect, and you can take your normal website name slash reviews, and it'll redirect your Google link.

00:29:34.640 --> 00:29:42.400
Because that Google Link, I've sent that out, and some people think it's spam before because it's just like G and a bunch of numbers, and it looks kind of weird.

00:29:42.480 --> 00:29:48.240
But if you it's like um, you know, Kyleelectric.com slash reviews, that's clean, that looks trustworthy.

00:29:48.400 --> 00:29:49.599
Okay, I get what that is.

00:29:49.759 --> 00:29:51.119
So just little things like that.

00:29:51.200 --> 00:29:54.720
But at the end of the day, you just get to ask, ask after every job.

00:29:54.960 --> 00:30:04.799
Um, we've tested a few different things with text on how to get the reviews and the Believe it or not, the the ask that works the best is the one, hey, will you leave me a review?

00:30:04.960 --> 00:30:07.200
So my boss stops asking me about it.

00:30:07.359 --> 00:30:09.839
So you know, kind of like he keeps bugging me about it.

00:30:09.920 --> 00:30:10.799
Could you leave a review?

00:30:10.960 --> 00:30:13.839
And that sympathy ask is the one that's done the best.

00:30:13.920 --> 00:30:14.880
We've tried different ones.

00:30:14.960 --> 00:30:18.720
And if if I'm the boss and I'm telling to do that, it's not like they're undercutting me.

00:30:18.799 --> 00:30:20.000
It's like I told him to do it.

00:30:20.160 --> 00:30:21.680
But that one tends to work really well.

00:30:21.839 --> 00:30:23.680
But just having them ask after every job.

00:30:23.759 --> 00:30:30.160
I mean, I know Clay, you have a whole thing about the five-star service and brighten your day, like that builds right into the script.

00:30:30.319 --> 00:30:32.720
But it one way or another, you still have to ask.

00:30:32.880 --> 00:30:34.160
That's really what it comes down to.

00:30:34.319 --> 00:30:36.559
They have a bunch of text, they're asking all the time.

00:30:36.720 --> 00:30:39.440
They probably get some kind of incentive based off of it.

00:30:39.599 --> 00:30:42.400
And that's how they build 2,500 reviews.

00:30:42.720 --> 00:30:43.359
I love that.

00:30:43.440 --> 00:30:45.839
It's actually built into our process to literally ask.

00:30:46.000 --> 00:30:50.240
So when you said it's a complicated thing because people darn asking, you know, you're right.

00:30:50.400 --> 00:31:01.279
You know, it's one of those moments where when someone feels uncomfortable or they don't want to ask, or they feel like there are just so many different factors where someone will feel uncomfortable because they're not doing it continuously.

00:31:01.440 --> 00:31:06.880
But once it becomes a consistent, familiar activity, it's no different than just operating on autopilot.

00:31:06.960 --> 00:31:07.839
It's like, why wouldn't you?

00:31:07.920 --> 00:31:09.680
Hey, do you mind if I ask for help with something?

00:31:09.920 --> 00:31:10.640
Okay, sure.

00:31:10.720 --> 00:31:11.920
Then go from there.

00:31:13.039 --> 00:31:17.039
Yeah, it's not a huge ask, it's 20 seconds, if that.

00:31:17.440 --> 00:31:18.079
Yeah.

00:31:18.400 --> 00:31:27.039
I have another theory on this that I learned from uh from a mentor years ago, and he was all about doing live events in his marketplace.

00:31:27.200 --> 00:31:27.680
He loved it.

00:31:27.759 --> 00:31:29.680
And by the way, electricians can do this too.

00:31:29.839 --> 00:31:38.079
Things like generator maintenance events, I mean, these kinds of things are just starting to break through now as we realize, oh wait, video is popular.

00:31:38.240 --> 00:31:41.759
Oh, wait, people do care about this kind of educational content.

00:31:42.000 --> 00:31:49.440
But nonetheless, his theory was that after you put forth this great effort, which a sales process kind of is, right?

00:31:49.519 --> 00:31:56.400
We're following through, we're trying to listen, we're trying to use their words in the presentation, we're trying to work through objections.

00:31:56.559 --> 00:32:00.880
This is actually an endurance race to use Joe's uh best language for it.

00:32:01.200 --> 00:32:05.680
And when are we most likely to break down an endurance uh race?

00:32:06.480 --> 00:32:07.680
Near the end.

00:32:08.400 --> 00:32:12.720
And so the the shortcuts are most likely to happen near the end.

00:32:12.799 --> 00:32:24.319
So it's actually no surprise to me that uh that method also worked best for you, Forrest, because it's actually it's maybe the easiest way to say it with very little effort in a way that's like I've been punked.

00:32:24.480 --> 00:32:27.519
Yeah, it's it's not me asking, it's my boss asking.

00:32:27.680 --> 00:32:29.920
Yeah, you can kind of push the blame off.

00:32:30.640 --> 00:32:31.279
Yep.

00:32:31.680 --> 00:32:35.680
Earlier you mentioned maybe some of the bigger conglomerate companies.

00:32:35.839 --> 00:32:38.079
Uh, maybe it's private equities in your area.

00:32:38.160 --> 00:32:41.519
I mean, I've heard of these guys with 2,500, 3,000 reviews.

00:32:41.599 --> 00:32:43.119
How do we topple them?

00:32:43.359 --> 00:32:45.440
How the heck are we ever going to beat that?

00:32:45.759 --> 00:32:47.119
Cyber hacking?

00:32:49.200 --> 00:32:50.880
No, it's just asking more.

00:32:51.039 --> 00:32:52.000
I mean, think about it.

00:32:52.079 --> 00:32:53.680
They they did the work to get there.

00:32:53.759 --> 00:32:55.359
They got 2,500 reviews.

00:32:55.440 --> 00:32:57.039
They deserve to have that top slot.

00:32:57.200 --> 00:33:00.640
They have the most signals to Google that this is a trusted company.

00:33:00.880 --> 00:33:02.960
2,500 people are vouching for them.

00:33:03.119 --> 00:33:04.960
Think of it like a social voting system.

00:33:05.039 --> 00:33:06.079
They're vouching for them.

00:33:06.240 --> 00:33:10.480
They do they deserve to have that slot, but it doesn't mean that they have that slot across the whole city.

00:33:10.559 --> 00:33:12.640
They might have it in their specific part of town.

00:33:12.799 --> 00:33:18.799
If you're somewhere else, you can you can take you, you know, you can become that that pillar uh for the area.

00:33:19.039 --> 00:33:23.839
But 70, you know, I think it's actually almost 80% of the traffic goes to the top three.

00:33:24.079 --> 00:33:26.160
So as long as you're in the top three, you're good.

00:33:26.240 --> 00:33:27.359
You don't have to be number one.

00:33:27.440 --> 00:33:29.039
Number one's being is is great.

00:33:29.279 --> 00:33:35.119
But I mean, a lot of times people will see that it's a large company and think, like, I don't want to go with the big guy, I'd rather go with the smaller guy.

00:33:35.359 --> 00:33:39.519
He's probably, you know, a better deal, or I can talk talk to someone more personally.

00:33:39.680 --> 00:33:43.039
Like they might pick someone just because they're not the number one guy.

00:33:43.200 --> 00:33:46.079
Because every position has a strength.

00:33:46.319 --> 00:33:51.279
You know, if you say you're the smaller guy, hey, we're friendlier, you you can talk to the owner, you know us.

00:33:51.440 --> 00:33:56.160
If you're the bigger guy, hey, we've been around for longer, we're backed, you know, we're a big company, we're legitimate.

00:33:56.319 --> 00:33:57.839
Every position has its strength.

00:33:58.079 --> 00:34:02.079
So it's less about trying to topple them and just doing the best you can with what you have.

00:34:02.240 --> 00:34:05.200
And you can always improve and beat other people relatively.

00:34:05.359 --> 00:34:11.119
Because again, if you get a hundred, you're gonna be in that top 20% with a hundred.

00:34:12.880 --> 00:34:16.719
People by the picture, not or by the frame, not the picture, excuse me.

00:34:17.039 --> 00:34:19.599
So you're talking about framing, reframing your position.

00:34:19.760 --> 00:34:20.480
I love that.

00:34:21.199 --> 00:34:29.599
And just by doing that, I mean, I just want to add to this if I can and say, like, our objective with premium service is to just get in the door.

00:34:30.000 --> 00:34:33.519
Just get me to the home so I can show you our difference.

00:34:34.320 --> 00:34:34.719
Right?

00:34:34.880 --> 00:34:41.840
If we're literally Service Loop Electrical, well, service loop literally means that little bit extra for future serviceability.

00:34:42.079 --> 00:34:44.079
I want to demonstrate that in every home.

00:34:44.159 --> 00:34:45.039
I don't want to just say it.

00:34:45.119 --> 00:34:45.920
I want you to feel that.

00:34:46.000 --> 00:34:59.840
I want your experience to uh resemble that so that not only will you leave a review, but do something that Google won't manage for you, which is refer and even repeat.

00:35:00.079 --> 00:35:01.519
And those are some major keys.

00:35:01.599 --> 00:35:02.639
Joe, go ahead, brother.

00:35:02.960 --> 00:35:09.360
You know, I love that you know you're talking about the premium service because we have the belief that we want to serve our clients before, during, and after.

00:35:09.440 --> 00:35:15.920
And something Forrest said earlier really kind of sparked that in my mind, where he was saying, you know, we're gonna continuously call 10 times.

00:35:16.159 --> 00:35:19.519
I can almost justify, like, let's say even someone gets mad, like, why are you calling?

00:35:19.679 --> 00:35:26.239
Well, I completely understand this might be frustrating, but because a service electrical, we just care about serving you before, during, and after.

00:35:26.320 --> 00:35:29.440
We wanted to showcase how we'd love to have the opportunity to serve you.

00:35:29.599 --> 00:35:32.639
Was it wrong of us to want to reach out because we got your information?

00:35:34.000 --> 00:35:34.320
Yep.

00:35:35.840 --> 00:35:36.079
Yeah.

00:35:36.239 --> 00:35:53.760
I mean, that reminds me of one of my favorite frames for selling is to imagine if you were to go back in time and be able to speak to yourself 10 years ago and you were giving investment advice and you're saying, hey, buy this Bitcoin or buy, you know, these this Tesla stock or whatever it is, you know it's gonna go up.

00:35:54.000 --> 00:35:57.519
How hard would you fight to get yourself to buy that 10 years ago?

00:35:57.679 --> 00:36:01.199
If you just said, hey, you should buy it, and they're like, ah, no, I don't know, would you leave it there?

00:36:01.440 --> 00:36:04.800
Or would you be like, no, I'm going to drag you here and buy this?

00:36:04.880 --> 00:36:07.360
Like, you have to buy this, like it's gonna be so good for you.

00:36:07.519 --> 00:36:12.559
How far would you be willing to go and take anything into our our uh appointments?

00:36:12.880 --> 00:36:21.519
I'd literally black MM myself and just be like, listen, like like I know you, and unless you do this, we're gonna do some stuff.

00:36:21.679 --> 00:36:24.480
So go buy the stuff, empty the bank account.

00:36:24.559 --> 00:36:28.000
I know the routing number, I know your social security, let's make it happen.

00:36:28.800 --> 00:36:29.280
Exactly.

00:36:29.440 --> 00:36:32.159
Because you believe in it, you know it's gonna work, you believe in it.

00:36:32.239 --> 00:36:36.960
You go very, very far, quick, the end of the end of the uh earth to make that happen.

00:36:37.119 --> 00:36:41.360
If we believe in our service that much, we should be doing at least half as much as that.

00:36:42.400 --> 00:36:42.880
Tully agree.

00:36:44.079 --> 00:36:45.199
Great perspective.

00:36:45.519 --> 00:37:01.840
So let's say you're the little guy listening to this, or even medium guy, but your reviews aren't uh multiple hundreds yet, and you are looking up at triple towers, you got three big guys around you, just to take this to the ultimate ridiculousness here.

00:37:01.920 --> 00:37:04.559
Um, and you said top three is so important.

00:37:05.039 --> 00:37:08.320
Am I screwed in that position, or what would you do then first?

00:37:08.800 --> 00:37:10.880
So there's two ways to get to the top of Google.

00:37:11.039 --> 00:37:15.679
You could earn your way, like we talked about with reviews and being around for a long time, or you can buy your way.

00:37:15.920 --> 00:37:21.119
So you can buy your way with uh Google Local Service Ads is the one that I recommend.

00:37:21.199 --> 00:37:28.639
You can use AdWords, but unless you got three grand minimum of spend a month to be able to do that, don't worry about them.

00:37:28.719 --> 00:37:30.320
It's that's for the bigger guys.

00:37:30.400 --> 00:37:32.719
Uh, there's other stuff we can do before that.

00:37:32.880 --> 00:37:36.400
So the Google Local Service Ads, it's a little bit to get set up.

00:37:36.559 --> 00:37:41.360
You're gonna have to submit insurance, you gotta do a background check, you gotta connect it to your account.

00:37:41.599 --> 00:37:46.719
But anytime I see a hurdle like that, I just think, who are all the other guys who didn't want to do this and be bothered?

00:37:46.800 --> 00:37:49.440
You know, Chuck, like we talked about earlier, he's not gonna do this.

00:37:49.599 --> 00:37:51.039
So that's keeping them out.

00:37:51.119 --> 00:37:53.360
Um, but it's a good way to get good leads.

00:37:53.440 --> 00:37:58.719
And I'm sure it's different for each market, but for us, they're around 40 to 50 bucks a lead, which is excellent.

00:37:58.880 --> 00:38:00.559
And those are still high intent.

00:38:00.639 --> 00:38:05.519
So it's the people who pop up at the top of the map, um, and those are the ones who are getting it.

00:38:05.599 --> 00:38:10.079
So you're actually above the people who organically rank, but you have to pay to be there.

00:38:11.039 --> 00:38:12.159
Hmm, really good.

00:38:12.239 --> 00:38:15.440
And you mentioned uh AdWords and local service ads.

00:38:15.519 --> 00:38:16.719
What's the difference between the two?

00:38:16.880 --> 00:38:18.559
Why does one cost so much more?

00:38:18.960 --> 00:38:21.599
The AdWords is like the keyword-based ones.

00:38:21.840 --> 00:38:26.880
So, you know, if someone types in electrician near me, then you're gonna try to rank for that.

00:38:26.960 --> 00:38:32.880
Um, like other services use it too, like even like uh Amazon or online stores could uh go for those.

00:38:32.960 --> 00:38:38.480
Whereas the local service ads is particular to like maps and literally local services that are there.

00:38:38.559 --> 00:38:40.400
They have different categories.

00:38:40.480 --> 00:38:49.679
Um, and we've run into you know clients who try to get in, but the category is kind of wonky, like people who do concrete coding and they're stuck in being floors and it just doesn't work for them.

00:38:49.840 --> 00:38:52.400
But with electricians, we have our own category.

00:38:52.480 --> 00:38:59.199
So we're square, and you just say uh what services you want to do, because they kind of pick what service they want, and then they'll they'll literally call you.

00:38:59.360 --> 00:39:04.400
Some of our mess are messages, but it's mostly calls and they're high intent leads.

00:39:04.480 --> 00:39:07.280
I think that's our number one channel for for sales.

00:39:07.440 --> 00:39:12.960
We spend about six thousand a month on it, and we get you know forty to sixty thousand in business.

00:39:13.519 --> 00:39:14.639
I'll take that ideal.

00:39:15.199 --> 00:39:17.199
Yeah, and that you know what?

00:39:17.360 --> 00:39:19.039
That's a great place to ask that.

00:39:19.280 --> 00:39:21.199
I mean, obviously you guys are doing that.

00:39:21.440 --> 00:39:25.760
Is that what you expect for a return on that investment or or better, worse?

00:39:25.840 --> 00:39:26.960
How do you gauge that?

00:39:27.280 --> 00:39:29.519
That's always my target is 10 to 1.

00:39:29.679 --> 00:39:34.719
If I'm getting 10 to 1, that's good because you know we're shoot typically operating on a 50% gross.

00:39:35.119 --> 00:39:37.760
So 10 to 1 keeps us profitable.

00:39:38.079 --> 00:39:39.760
If we can get better, awesome.

00:39:39.920 --> 00:39:45.360
Um, but typically if you get really good, you're gonna increase this the uh the spend, which is then gonna dilute the performance.

00:39:45.440 --> 00:39:48.079
So we'll typically hover around that 10 to one.

00:39:49.360 --> 00:39:50.639
All right, very good.

00:39:50.880 --> 00:39:57.679
So LSA, you're paying for the phone call, uh, the ad words, pay-per-click, uh, gets a little dangerous every click.

00:39:57.760 --> 00:40:07.519
And and of course, if uh this is something I've learned over the years is if what they click on doesn't lead them to what they expect, they're gone and you paid anyway.

00:40:07.679 --> 00:40:08.719
You agree with that?

00:40:09.039 --> 00:40:09.360
Yep.

00:40:09.519 --> 00:40:14.159
Yeah, whereas with the local services, they they pay when uh when they call.

00:40:14.320 --> 00:40:15.519
You're paying for the call.

00:40:15.679 --> 00:40:24.239
And if it's something like we get a lot of people who apply it through uh for jobs through that, we can say, hey, this person was applying for the job, not looking for that, and they'll actually refund it.

00:40:25.039 --> 00:40:25.519
Nice.

00:40:25.679 --> 00:40:28.559
So you can get a prospective employee for free.

00:40:29.119 --> 00:40:29.679
Nice.

00:40:30.000 --> 00:40:33.519
Usually we're like kind of mad, like, hey, bro, you know we pay for these, right?

00:40:33.599 --> 00:40:34.800
Like you're costing us money.

00:40:34.960 --> 00:40:36.320
It's not a good way to come in the door.

00:40:37.199 --> 00:40:38.320
Stop calling.

00:40:38.559 --> 00:40:40.719
Send an email, get a year of experience.

00:40:42.400 --> 00:40:45.599
Uh so Google, we've talked about a couple aspects of this.

00:40:45.679 --> 00:40:47.519
Uh, where do you go next?

00:40:48.079 --> 00:40:50.960
So I would just start increasing that spend.

00:40:51.039 --> 00:40:56.159
Um, you know, if you got to start around$250,$300 a week, you get to pick your how much you want to spend for Google.

00:40:56.239 --> 00:40:59.119
And you don't always spend what you say you're willing to spend.

00:40:59.280 --> 00:41:04.159
So sometimes, like for the plumbing one that we have, it's it's really tight out there.

00:41:04.239 --> 00:41:06.400
There's just not a lot of leads at the moment.

00:41:06.559 --> 00:41:13.920
And so we're saying that we're willing to spend uh, I think like$4,000 a week, and we only spend like maybe$400 at most.

00:41:14.079 --> 00:41:17.280
So you set it and then it's based off of what is available.

00:41:17.519 --> 00:41:19.280
So set a decent spend.

00:41:19.360 --> 00:41:23.360
Um, like I said, we're doing around$6,000, but you could start smaller.

00:41:23.519 --> 00:41:26.320
I'd say, you know, try to put a thousand bucks towards marketing.

00:41:26.400 --> 00:41:35.360
A good rule of thumb, we talked about 10 to 1, but also if you do the math backwards, then that means you're spending 10% of your revenue on marketing, which I think is a pretty good rule of thumb.

00:41:35.519 --> 00:41:40.400
If you're smaller, it might be more towards 15, especially if you want to be aggressive towards growth.

00:41:40.559 --> 00:41:47.519
If you're bigger, it might dip down closer to eight, but you want to be somewhere eight to fifteen percent of your revenue should go back into marketing.

00:41:47.599 --> 00:41:48.800
That's your growth.

00:41:49.440 --> 00:41:49.840
Makes sense.

00:41:50.079 --> 00:41:50.320
All right.

00:41:50.559 --> 00:41:51.519
Really good insights.

00:41:51.679 --> 00:41:52.559
Really good insights.

00:41:52.719 --> 00:41:53.840
Thank you for that.

00:41:54.639 --> 00:42:05.440
If you're dealing with someone bigger that's coming to you, they're not new to business, they've been around for a number of years, they're already broken through seven figures, maybe even got close to a$2 million a year, let's say.

00:42:05.599 --> 00:42:15.280
Um, but seeing some recession in their growth, some stagnance, how do you typically approach uh working with someone and helping them with a strategy for us?

00:42:16.000 --> 00:42:29.440
Yeah, so I mean, if you've tapped out all the intent and now you want to move over to the interrupt, it's gonna take a little bit more time and effort, but it's a much bigger opportunity because again, remember it's 3% versus 7%, and everyone's going for the three.

00:42:29.599 --> 00:42:33.920
So that's what typically we'll start to bring in like meta ads and some YouTube ads.

00:42:34.079 --> 00:42:41.280
And that's where you got to get on the camera and shoot some ads, write some scripts, edit the videos and put them up there.

00:42:41.440 --> 00:42:53.840
And it's a huge opportunity because if you are one of those bigger guys and you got deep pockets, say you're backed by private equity and you can spend$30,000 a month on ads, then if you want more ads, then you just spend more money.

00:42:54.079 --> 00:42:54.719
It's easy.

00:42:54.800 --> 00:42:59.679
It's just literally you type in and say, I want to spend this much instead of the one how much I did before.

00:42:59.840 --> 00:43:04.880
And that's what bids up the clicks and why, you know, for a lot of these things, it's$100 a click.

00:43:05.039 --> 00:43:10.639
And if you convert one out of two, you're talking about$200 just to get there for one lead.

00:43:11.039 --> 00:43:18.400
So what we can then do is use that buried entry of having to make the creative, is what we call it, like the ads.

00:43:18.559 --> 00:43:21.599
And that's gonna filter out a lot of guys who just don't want to do it.

00:43:21.840 --> 00:43:27.119
So then we're creating these, and I layer the ads into three tiers.

00:43:27.280 --> 00:43:29.199
It's the the stages of awareness.

00:43:29.280 --> 00:43:33.440
It's the problem awareness, then the solution awareness, then the product awareness.

00:43:33.519 --> 00:43:34.719
And you're thinking, what is that?

00:43:34.880 --> 00:43:38.400
So problem awareness is you got to get them to know they have a problem.

00:43:38.559 --> 00:43:41.280
They're not gonna buy anything if they don't even know there's an issue.

00:43:41.519 --> 00:43:45.119
So uh we do a lot with panel upgrades because that's a it's an easy one.

00:43:45.280 --> 00:43:54.800
You know, if they don't know that they have an issue, you're saying, like, hey, are you did you just get a uh are you getting a kitchen renovation or did you just get a renovation and now your uh breakers are are blowing all the time?

00:43:54.960 --> 00:43:56.639
Well, maybe you overloaded your panel.

00:43:56.800 --> 00:44:00.079
And so we just got to throw out some different scenarios to talk about the problems.

00:44:00.159 --> 00:44:09.199
If your breakers are tripping, um, like what whatever the symptoms of the problem are, we want to call those out and get and all we want them to think is, oh, I wonder if I have that.

00:44:09.360 --> 00:44:13.119
I wonder if my uh a good example is the the Zinsco panels.

00:44:13.440 --> 00:44:17.199
So those are uh a known fire hazard that people don't even realize.

00:44:17.280 --> 00:44:21.599
So we just get them to think, oh, I wonder if I have a federal Pacific panel that I need to change out.

00:44:21.760 --> 00:44:23.920
And then they go down and look, they're like, oh, you know what?

00:44:24.000 --> 00:44:25.440
This is the same one from 1972.

00:44:25.519 --> 00:44:30.000
And says Zinsco, my insurance company isn't even gonna cover me if I have a fire.

00:44:30.239 --> 00:44:34.239
So just getting them to think that, and then we're gonna say, hey, here's what we do.

00:44:34.320 --> 00:44:38.079
We do the whole panel upgrade in a day, you leave for work, by the time you're back, it's done.

00:44:38.239 --> 00:44:42.800
We got the backup generator, like all the things about the solution is the solution awareness.

00:44:42.960 --> 00:44:43.840
Teach them about that.

00:44:44.000 --> 00:44:47.679
And then the last one, product awareness, is just the the company.

00:44:47.840 --> 00:44:53.920
Hey, we got you know 170 five-star reviews, we've been around for 15 years, uh, you know, we really care.

00:44:54.079 --> 00:44:56.320
Like, you know, that's your pitch to about yourself.

00:44:56.559 --> 00:45:01.840
What a lot of people do is they jump first to the pitch about yourself because that's what they want to talk about.

00:45:02.079 --> 00:45:08.000
But if they don't know they have a problem and that there's a solution available, then they're just like, good for you, you know, swipe next.

00:45:08.079 --> 00:45:08.719
Like, I don't care.

00:45:08.800 --> 00:45:12.000
Like, I'm I'm happy for you, you have a nice company, but I don't need you.

00:45:12.159 --> 00:45:16.880
But if you take them through that whole thing, it's gonna take more time because you got to educate them.

00:45:17.119 --> 00:45:27.360
But the nice thing about that is if you're the one who educated them and taught them about this problem they had and that you could do a solution, who's the obvious choice to hire when they get it done?

00:45:27.679 --> 00:45:29.039
They just spent that time with you.

00:45:29.119 --> 00:45:32.559
You just provide that value to them, you're the person they're gonna call.

00:45:32.719 --> 00:45:35.119
And so we we structure those different campaigns.

00:45:35.199 --> 00:45:51.039
There's, you know, we can get into the technical parts of it if we want to about how there's different objectives of the campaigns, but essentially we're trying to walk them through, and that's how we're getting uh for Kyle Electric, we get panel leads for$24 for a$10,000 average ticket.

00:45:51.519 --> 00:45:52.000
Nice.

00:45:52.239 --> 00:45:56.079
Um, probably got the 10-10 rule working for you there, then to do that.

00:45:56.559 --> 00:45:57.039
Oh, yeah.

00:45:57.199 --> 00:45:57.840
Yeah.

00:45:58.239 --> 00:45:58.559
Yeah.

00:45:58.719 --> 00:46:02.960
And the nice thing about those is since they are earlier in the stage, they have a little bit longer shelf life.

00:46:03.119 --> 00:46:10.159
If you think about the intent versus the interrupt, if they want it done now and you don't answer, they're calling the next guy and getting it done the next day.

00:46:10.400 --> 00:46:16.320
But with these ones, if you you know say it takes you a little bit longer to get to them, they're still early on, you still got some time on it.

00:46:16.400 --> 00:46:18.800
So they have a little longer shelf life, which is nice.

00:46:19.280 --> 00:46:22.400
But it doesn't mean that you're gonna take that for granted and not call them.

00:46:23.519 --> 00:46:25.119
We still have the rule of 10.

00:46:26.480 --> 00:46:35.199
And to add the other 10 in there, are you suggesting that you're seeing uh a 10x return on that ad spend or better than from those ads?

00:46:35.519 --> 00:46:46.079
Yeah, yeah, typically they will book about the same, but they don't close about the same because they're earlier on, they don't they like the people who want to buy now typically have an idea of what it's gonna cost.

00:46:46.239 --> 00:46:51.119
So they're you know, whereas the people you're educating them, we're not talking about pricing the ads.

00:46:51.280 --> 00:46:54.960
So it could be a sticker shock or not what they had in mind.

00:46:55.119 --> 00:46:58.800
So it takes a little bit longer to get those, but yeah, it's it's around 10.

00:46:59.840 --> 00:47:01.360
Longer sales cycle.

00:47:01.599 --> 00:47:07.119
There's also this idea, this concept of uh kind of awareness marketing.

00:47:07.440 --> 00:47:12.159
And you touched on that when you said problem aware, but not necessarily brand aware.

00:47:12.239 --> 00:47:16.079
And I think that's a massive piece that really needs to be highlighted here.

00:47:16.880 --> 00:47:25.440
Again, I had a mentor tell me about this earlier in in my uh coaching career, and he said, Look, you're not Coca-Cola, you're not Pepsi.

00:47:25.840 --> 00:47:32.320
You can't just say your name and have people understand what the message is as much as they do, right?

00:47:32.400 --> 00:47:39.920
You can't just put on a Santa Claus suit, jump on a semi, and shoot a video, and everyone understands that, hey, we need to call clay for electrical service.

00:47:40.079 --> 00:47:41.679
That's not the way it works.

00:47:42.000 --> 00:47:45.519
So I love about what you said is really putting the problem up front.

00:47:45.679 --> 00:47:54.239
And I think this is one of the biggest gaps in industry, in any marketing, in any service, even, you know, not just electricians, it's everywhere.

00:47:54.400 --> 00:47:57.119
Like this is almost a pandemic.

00:47:57.760 --> 00:48:02.320
We have to say something specific about what's going on so they understand.

00:48:02.800 --> 00:48:04.719
So I really wanted to highlight that.

00:48:04.800 --> 00:48:10.639
Uh, you talk about a bit of a signature method, uh, I believe you call it your four-part growth machine forest.

00:48:11.280 --> 00:48:12.719
Um, could you explain that?

00:48:12.960 --> 00:48:13.840
What do you mean by that?

00:48:14.000 --> 00:48:15.599
What is this signature method?

00:48:16.000 --> 00:48:20.960
Yeah, so it's more of a general business more than encompassing than just the marketing.

00:48:21.039 --> 00:48:25.440
Um, but that's kind of what I'm coming in and doing when I work with uh the companies when we come in.

00:48:25.519 --> 00:48:31.039
Like, for instance, uh Andy, we did a uh consulting for equity deal where he gave us a percentage of the business.

00:48:31.199 --> 00:48:34.800
And me and my team and partner came in and helped him grow the whole thing.

00:48:34.960 --> 00:48:39.039
So it's a little bit different arrangement than clients who we're just doing marketing for.

00:48:39.119 --> 00:48:48.400
But that's the the whole business arrangement is to dial in the marketing, then we hire the people, then we build the systems, then we get out of the way.

00:48:48.559 --> 00:48:49.679
Those are the four items.

00:48:49.840 --> 00:48:52.719
So start with the marketing, we got to get leads coming in.

00:48:52.880 --> 00:48:56.719
Uh, more leads means we're gonna need more people to be able to do those jobs.

00:48:56.880 --> 00:49:01.440
So we have a whole uh hiring system, which we could probably do a full episode about.

00:49:01.599 --> 00:49:08.159
But my whole thesis is that hiring and and recruiting is really just marketing, but for employees.

00:49:08.400 --> 00:49:13.199
So your job ads are just like ads you would run for customers.

00:49:13.440 --> 00:49:16.079
Your sales appointment is just an interview.

00:49:16.239 --> 00:49:17.920
You're selling them on working for you.

00:49:18.079 --> 00:49:21.920
It's the same thing trying to get them retained, it's really like a mirror image.

00:49:22.079 --> 00:49:24.960
Um, but so we we work on that with with getting them.

00:49:25.119 --> 00:49:32.880
And one thing I like to talk about is that I hear a lot people say that no one wants to work anymore and they can't find good people.

00:49:33.199 --> 00:49:37.679
And my response is a little kind of tongue in cheek, is it no, you don't want to do the work.

00:49:37.760 --> 00:49:41.360
You don't want to work anymore because there's a lot of work that goes into getting these people.

00:49:41.599 --> 00:49:47.119
And so if you're not getting in the work to get the applicants, then it's no wonder that you can't find anyone.

00:49:47.280 --> 00:49:49.360
But that's not their fault, that's yours.

00:49:49.599 --> 00:49:56.239
And so it's just the same way that we know how many leads we need to get turns into how many appointments, turns into how many jobs.

00:49:56.400 --> 00:50:01.599
It's the same thing with how many candidates turns into how many interviews, turns into how many hires.

00:50:01.840 --> 00:50:05.760
And if you don't know what those numbers are, then you're always gonna struggle to hire.

00:50:06.159 --> 00:50:11.599
I do think that definitely warrants a second episode, and we should go deeper on that for sure.

00:50:11.760 --> 00:50:12.800
Joe, go ahead, brother.

00:50:13.039 --> 00:50:17.280
Yeah, I was just gonna touch, you know, because you had mentioned like some people claim that no one wants to work anymore.

00:50:17.440 --> 00:50:24.639
And one of the trends that I've noticed is that every generation that comes thinks the following generation is lazy.

00:50:24.800 --> 00:50:41.199
And I actually looked into this and I was able to track it all the way to like the 1910s, and there were literally like newspaper articles about how lazy people in the 1930s were, and then from 1930 to 1950, oh, they were so lazy, and they just kept going every 15 to 20 years.

00:50:41.360 --> 00:50:43.199
So we're just in a cyclical cycle.

00:50:43.280 --> 00:50:44.079
It's amazing.

00:50:44.960 --> 00:50:47.840
Yeah, it's just it's just the nature of humans.

00:50:48.000 --> 00:50:53.360
We all think that the the young people are lazy, just usually because they do things differently, they just don't do the same.

00:50:53.519 --> 00:50:57.039
So we think, oh, you're being lazy, but they might just have a better way.

00:50:57.440 --> 00:50:58.320
Exactly.

00:50:58.559 --> 00:50:59.119
For sure.

00:50:59.360 --> 00:51:01.280
We're running out of time for this one, guys.

00:51:01.360 --> 00:51:03.039
Uh, we have to wrap this one up.

00:51:03.119 --> 00:51:13.519
But Forrest, if anyone wants to get a hold of you and grab a complimentary strategy call or just learn more about what you're doing or Kyle Electric or any of it, what's the best way to get a hold of you, brother?

00:51:13.840 --> 00:51:14.079
Sure.

00:51:14.159 --> 00:51:15.920
So I actually created a page for you guys.

00:51:16.079 --> 00:51:21.679
It's uh topline-growth.com slash SLE.

00:51:22.239 --> 00:51:30.400
So uh depending on uh there is a question or two or two in there for qualification, but I think most of the people who are watching this show will be fine.

00:51:30.559 --> 00:51:45.840
But I I do do one-on-one whiteboard kind of strategy sessions where we'll figure out what we can do, like what you need to do to get to the next level, whether that's marketing or that's hiring or whatever it is, I do free sessions just because it's fun to hear and be able to help people.

00:51:46.079 --> 00:51:52.880
If there's something in there that you want, like uh the thing that I always say is that I'm willing to give all the recipes away for free.

00:51:52.960 --> 00:51:55.280
And the only time that I charge is when I have to cook.

00:51:55.519 --> 00:51:59.679
So if we get together, you find something you want to run with it and implement, awesome.

00:51:59.840 --> 00:52:03.840
If you say, hey, I want you to cook and take care of it, we can talk about that later.

00:52:04.000 --> 00:52:05.119
But um, that's it.

00:52:05.199 --> 00:52:09.119
So topline-growth.com slash SLE.

00:52:10.400 --> 00:52:11.599
Thank you so much, man.

00:52:11.679 --> 00:52:13.039
And we appreciate that attitude.

00:52:13.119 --> 00:52:16.000
As you guys know, we've been giving for three years now.

00:52:16.159 --> 00:52:24.800
Season three of this podcast, the first season, we did 250 episodes Monday to Friday, back to back to back, live from our Facebook group.

00:52:25.039 --> 00:52:31.119
At season two, we grew up a little bit there, did more great interviews, more great industry experts, and had a ton of fun.

00:52:31.199 --> 00:52:32.719
And now we're back for season three.

00:52:32.800 --> 00:52:44.639
You guys are gonna want to buckle up because we have more value than ever, more ways for you guys to engage than ever before, including our newly public app, the SLE Pro app, which we want to get you guys on.

00:52:44.800 --> 00:52:47.039
Details down below on this podcast.

00:52:47.199 --> 00:52:48.880
Thank you guys so much for us.

00:52:48.960 --> 00:52:51.679
Looking forward to going into this again with recruiting.

00:52:51.840 --> 00:52:53.760
Uh, have a wonderful day, everyone.

00:52:54.000 --> 00:52:55.920
Take care, be blessed.