Bigger feels like the answer, but it’s usually it’s the most expensive one. A new location means buying leads in a market that doesn’t know you exist. Meanwhile you’re sitting on thousands of customers who already trust you. Before you chase the harder, flashier path, ask how you could serve the base you already have at a higher level. That’s where the cheap growth is.
@officialchadpetermanTranscript
Most owners pick the harder path because it feels bigger. A second trade or a second location. If you already have thousands of customers in one area, why would you go to a new area to attract a set of customers who has never heard of you? When it comes to adding a second location, it is probably the hardest thing you do in your business. Whereas adding a second trade while it has its complexities, it's gonna make things harder. You're gonna have to think about training. You're gonna have to think about dispatch an inventory of a new trade and all the parts and pieces and the services that go along with it. What I would do is focus on your existing customer base. What's the cheapest customer to buy? The one you already have. The one you already bought. So why not investigate how you can serve them better? Because that's gonna be really expensive. If you thought a lead in your own market that you're currently in is expensive, think about what that lead's gonna cost in a brand new market. Rather than using your existing customer base who already knows likes and trusts you and serving them at a higher degree.
Download Transcript
Related Videos
Here’s the fastest way to know if you’re making money or just staying busy: know your three numbers. 50% gross profit. 35% overhead. 15% profit. If you can’t say where you stand on each right now, that’s the first problem to fix.
If I could only track five numbers in my HVAC sales department, it would be: revenue per lead, close rate, average install revenue, discount rate, and revenue to budget. Most owners track none of them daily and then wonder why the month got away from them. Measure every day and the numbers stop surprising you.
If your tech left for $2 more an hour, money wasn't the problem. The problem is there was nothing else keeping them. Techs spend most days working on their own. If the money's right, it's the one-on-ones, the organizational support, the daily encouragement that keeps them here. A small raise can't outbid a place people actually want to work and feel supported.
This is where we build technicians from scratch. Zero experience walks in, and electricians, plumbers, and HVAC pros walk out. Everything in this lab is functional. They can tear it apart, we can plant faults, and they can fail safely here instead of in a customer’s home.