To learn more about Breakthrough Academy, click here: https://trybta.com/EP216

To the outside world, the word “sales” has gotten a bad rap.

People think it’s all transactional. All about pushing something on the customer in order to get what’s best for the sales rep or the company.

And that can make the act of selling feel uncomfortable, awkward and transactional.

That’s why we wanted to talk to Joe Crisara.

Joe is a seasoned expert in contractor sales training, best known for creating the Pure Motive Service System that helps service businesses ethically boost revenue and closing rates all while doing what’s best for the customer.

In this episode, Joe walks us through five key principles that anyone in sales can adopt today, creating a win-win for the customer, for the sales rep and for the company.

Episode Highlights:

• Get a walkthrough of the Pure Motive Service System from its creator, Joe Crisara.
• Learn how offering three options to every customer will boost your revenue, closing rates and reputation.
• Understand how to use the five principles outlined in Joe’s book, What Should We Do? to connect with your customers, move away from transactional selling methods and maintain integrity in every sales interaction.

00:00-Intro

01:24-About Joe

05:14-About The Book: What Should We Do?

14:00-5 Principles of Pure Motive Service

14:18-Principle 1: Client-Centric Solutions

22:25-Principle 2: Integrity-Driven Sales

26:08-Principle 3: Customized Service Options

38:06-Principle 4: Effective Communication

45:42-Principle 5: Continuous Improvement

50:12-How Joe is Continuously Improving

55:32-Connect With Joe

Grab a free chapter of Beyond the Hammer here: https://trybta.com/DL215

To learn more about Breakthrough Academy, click here: https://trybta.com/EP215

Being a strong leader is an essential business skill.

We all know this.

If you listen to this podcast, you probably know most of the fundamentals already.

And yet so few of us actually take the time to work on them.

Today, we're talking to Brian Gottlieb. After a highly successful career building and exiting his $150MM remodeling business, Brian wrote the book, Beyond the Hammer to give contractors an easy to follow framework on the path to becoming better leaders.

In this episode, he breaks down the five foundational pillars that make up the mindset of a successful leader in the contracting space.

Episode Highlights:

• Understand the drivers behind the success of Brian Gottlieb, a 9-figure remodeler who grew his team from one (himself) to over 600 when he exited.
• Learn the five foundational pillars of leadership Brian outlines in his book, and go deeper on the impact each one can have on your business.
• Get tips on managing resistance from your team as your leadership and business evolve.

00:00-Intro

01:19-About Brian

05:57-Beyond the Hammer: why leadership?

08:47-Why do contractors struggle to become good leaders?

13:48-5 foundational pillars of leadership

14:08-Pillar 1: Belief is Transferrable

17:32-Pillar 2: Leaders Shape Culture Through Purpose & Direction

22:48-Pillar 3: Leaders Are Aware of The Echo of Their Voice

27:42-Pillar 4: Leaders Model Their Business as a Training Organization

31:01-Pillar 5: Managers Need a Checklist

40:09-How to start implementing these pillars TODAY

41:27-What would you say to young Brian?

Download Dr. J.J.'s one-liner template here: https://trybta.com/DL214

To learn more about Breakthrough Academy, click here: https://trybta.com/EP214

Today we're interviewing the one and only Dr. J.J. Peterson, Head of Storybrand and co-author of Marketing Made Simple, which sold over a million copies worldwide.

Dr. J.J. has helped thousands of businesses clarify their message by using a storytelling framework as old as time.

Plus, we found out before we started recording that he actually has a contracting background. His family ran a concrete business when he was growing up, so he REALLY gets the challenges you’re all facing.

Today’s conversation is all about how to apply the seven-part Storybrand framework to a contracting business. How to position your customer as the hero of your story so you can become their trusted guide.

Episode Highlights:

• Get an overview of the Storybrand framework from someone who has implemented it into thousands of businesses.
• Learn how to apply each of the seven parts of a Storybrand to a roofing, painting, landscaping, construction, electrical, plumbing or home services business, with examples.
• Understand why it is so critical that you keep your message simple, and why so many businesses get this wrong.

00:00-Intro

01:43-About Dr. J.J.'s background in contracting and storytelling

06:46-Why is story so important to marketing?

17:17-The messaging sweet spot: too vague vs. too complex

19:03-The 7-Part StoryBrand Framework: Contracting Edition

24:20-Step 1: What does your customer want?

25:16-Step 2: What problem does your customer face?

32:57-Step 3: How do you position yourself as their guide?

35:47-Step 4: What’s the plan?

38:21-Step 5: The call to action

38:50-Step 6/7: What does success/failure look like for your customer?

41:12-Danny's example, Dr. J.J.'s feedback

49:12-How to get the info you need from your customer

53:39-Most common Storybrand mistakes

57:54-Signs your messaging is working

01:00:47-About Dr. J.J.'s one-liner template