Jacob Moneymaker (19:35)

The strengths and weaknesses of the sales team? I think there has to be more questions on how often are you training your team? There has to be more of an insight instead of just what the business wants. It needs to be focused on what are you doing with your sales team so you could capitalize on these opportunities. And I think that's where the. The missing chink of the transition or passing the baton is. What I like to say is I think that's where the misunderstanding is.

Tim Hook (20:07)

Hmm. What, what frustrates you about marketers? What, you know, I know that everyone always. It's easy to hit. It's easy to hit them because it's funny. Sales always get the most credit, right? You close deals. But what is the. What is the real. Let's tease it out. What is so frustrating about marketers sometimes from as you're talking to a lot of people in sales, that sometimes besides the whole, like, the leads are trash thing, what else is frustrating that they don't get?

Jacob Moneymaker (20:40)

Not knowing the data and information. As I travel and I get to hear from other companies, right? It's a. Their big question is, what am I spending my money on? And it's not the transparent of, hey, this is what you're getting for this month. This is what we've done for you this month. This is what the backside of our. Because a company, a business owner understands that, hey, if my phones aren't ringing, they're not doing anything. But if you don't have that dialogue or that conversation. Right. Of what your team's doing behind the scenes, I think it's just being more. Not, I'm not going to say process driven, but just more engaged on meeting with your account, your, your marketing team. Right. Whatever the agency is that you all are using, don't just talk to them every quarter. Don't just talk to them every six months. Because I asked that question. How often do you carry these means? How often do you talk about your marketing strategies and your plans with your agency that you're doing it with? And they're like, I, I don't ever talk to them. I just send them a check and hopefully the phones ring. And if the phones ring, we're doing good. It's like you can't have that type of mindset.

Tim Hook (21:57)

Yeah, it's kind of the same with like, as salespeople have to make. Like I was saying, salespeople need to take more responsibility. You're like a little business, right? If you're a salesperson, you're a little business. And if you could go from 200 to 300k by spending an extra 10 hours a week, maybe you'll do that. Right. It's kind of the same with marketing. I think sometimes contractors don't treat. They want the agency to care more about their marketing than they do. And that is for better or worse. And punch me in the face or throw, throw tomatoes at the screen if you want to. But there's no way an outside company is going to care more about your success than you do. You have to care. I hate to be the bearer of bad news, but you have to care about marketing. If marketing is important to your business, which I think most people agree that it's extremely important, then you have to care. You need to show up to those monthly meetings. You need to look at what's being done. And I can say that with full confidence, knowing that my company is the type of company that shows everything that was completed every single month and that it's three times more than most agencies. You need to look at what's being done and you need to say, do I think this is going the right direction? Because sometimes we might be not doing the right direction. Right. Like Marketers are not mind readers. They need you to share the context. Howard Hudson talked about on my post. He said, I wish that marketers knew who the customer base and Persona is to, to reach them effectively. Well, that's one thing that when you're meeting with your marketing company, you should be talking about and let me help you. Whether you work whatever marketing agency you're with, you get to be the conduit to share all that information. You share the information with the marketing company, talk to and tighten up. Don't say, hey, our customers, anyone with a home from 25 years old to 75 years old in these three cities. Actually, three cities would be an improvement because a lot of people are spread so far out. You're spread too far out. Hey, how can we say this differently? You should get your customer down to a really tight person and Persona. That's why marketers use Personas. Who is it? Is it Cindy Liu of Timbuktu? Is, is she 47 years old? Is she work from home and her husband is an accountant? Who is it? Can we get it down to a very specific person? And that just allows one for marketers to target somebody? Because if you're not targeting somebody, you're not hitting anybody. So marketers need to know that. But as much as you can share real information, that's another reason that these testimonial videos are so powerful. Because the more you can show this is exactly who, this is exactly who we're talking to. And, and I've heard people say that you should have an old test, a person that's a little bit older, that's a testimonial. You should have a person that's a little bit younger as a testimonial so you can cross section it. Maybe you have a woman, maybe you have a man, you have a little bit of different types of people. But we want to talk about and think about very specific people. We used to do this in our business. We used to ask for actual specific names of customers and bring them up and look at their social media profiles and try to get to the bottom of what's making them tick psychologically. The best thing you can do is talk about specific customers to your marketing agency so that they can understand and try to understand what's making this person tick emotionally, psychologically. Why are they motive motivated, how are they motivated financially? And so that's why having this conversation between sales and marketing is so important because marketers are not sitting there shaking the hand of the homeowner. And maybe they should Be, you know, that's why I go on job sites. That's why we're in the trenches to try to understand. You know, I just a few months ago installed an H VAC unit and shook the hand of the homeowner and saw their gratefulness to the technician and. But also try to understand, hey, what's what could we be doing better on these job sites? What can we be doing better as marketers? So please share that because not every marketer is getting out there and getting on job sites with you. Right. So you got to share what is really making these homeowners tick emotionally. Jason, you got to ask the same question to me now about what's what, what, what do marketers think about salespeople? What could salespeople do? Like, give me a little bit of a prop up on that one. Yeah.

Jacob Moneymaker (27:16)

I mean, what do you feel like technicians, business owners, sales professionals can do better. Even installers.

Tim Hook (27:25)

Yeah.

Jacob Moneymaker (27:25)

What can they do better to drive or make the process easier on the marketing side, you know what's so funny?

Tim Hook (27:33)

I actually somebody commented, I'll shout them out. I totally understandable perspective. Tony Navarro says it's not all about sales. That's what's wrong with this new age so called service industry. Everyone is always sales. Sales. How many can we replace? And I'm not saying it's bad, but whatever happened to great service and repairs? 1. 1, I agree with you wholeheartedly. We need to learn how to do repairs, do repairs well, and to hold ourselves accountable. If it can be repaired, then that option is given. However, it's so important. It's so important that technicians. 1. Don't treat sales like a dirty word, okay? That you can't. You have to sell a repair too, right? You have to share why a repair is important and you have to ask them if you can do it. You might need to give them a price. This is all sales, okay? Two, we need to treat each job like a marketing thing too. I know everyone's you, you are valuable, okay? As technicians, you're the most valuable thing in the world. As has selling techs, as comfort advisors, as people on the job, as installers, you're the most important people. You're the one delivering the value. Sales coaches don't matter without somebody delivering the value. Marketers don't matter unless somebody is delivering the value. Okay, so we have acknowledged that. But how are you getting a referral from this job? Like if we're frustrated that leads are expensive, that marketers suck, that sales coaches don't know what they're talking about or whatever. Then let's get a referral this time. Let's get a referral from this homeowner by being nice, by being relaxed, by shaking their hand, by looking them in the eyes. It's just basic stuff, right? We need to be there and present with the homeowner and treating them like they matter. And I'll tell you what, my, my H VAC company that I work with, they don't. Frankly, I'm just going to say it. They don't do a ton of sales training, but they care. And they look. My, my wife is the main one. They look her in the eyes. They're professional. They sold her an H VAC unit last summer. You know, they. They did it with financing and it's because the guy is nice. So sometimes it's not that complicated. Okay? And people will take. Take issue with tactical sales training, but can you take an issue with just being nice? Can you guys just be nice? Because that's what it matters. That's what really matters. And treating that homeowner like they could actually refer you. So if I was to say anything that we could all do a little better on that front, it's just treat it a little bit like it is a marketing thing. I know that that's annoying because most people look down on marketing, but like, can we turn this deal into another deal? That way all your leads that you get from Google or wherever else go further. Because if every deal, if, if once you. The people say, oh, it's 450 bucks to get a lead or a real appointment or whatever, and so expensive, and that's what's driving up the cost of the H Vac industry. And okay, well, once that deal's closed, it shouldn't end there. It shouldn't be a brick wall. That customer should refer you to the next customer. Then everything gets cheaper. Everything in marketing gets cheaper as you turn each deal into another deal. Because if you got a referral and then you got a referral from that deal just every once in a while, or at least get a 1 referral and actually get out to somebody like. And sometimes it's not immediate. I think that's what people get confused by. Hey, you might ask for the neighbor's information. You might go and knock around doors and say, hey, we're working with Ms. Jones. Please do that. Please do that. Just talked to somebody the other day who 30 million dollar company, their plumbing. They every single time they have accountability, they have to knock the two doors or. And then the Three doors across the street. So at least five doors. And they have to take a picture of the house and the door that they knocked and then attach it to the job and service titan. And then if somebody comes through that deal, they get, you know, an extra chunk of money if something comes through the referral. So knock on the doors around. But more. More importantly, recognize actually, they're both important. But recognize that sometimes people refer later. But it's all it is, is being nice, being present. I know your main job is fixing the thing, and that's, like I said, the most important thing. And it's whether it's repair or replace, you're doing the right thing. But, like, you guys are the most important. Okay. But if we can be kind, be present and actually, like, treat people like humans. That's what it is. That's. That's central to sales. That is very central to sales and frankly, makes all marketing cheaper. And that's something I'm working on right now, Jason, so I'd love any of your tips if you're still on here. He's just letting me take this the. But this is what I'm working on this. This fall, Jason is. I'm. I'm trying. I'm going out to these trade shows, right? And I'm hanging out with people. I always do video. I get distracted by that. But I'm recognizing right now that I. I care about connecting better with people. So a couple things I'm doing. One, I'm taking note of their eye color. I'm looking at their eye color. I'm opening my chest towards them. I'm putting my heart directly to them. And I am, you know, shaking their hand and smiling. And then I'm trying to say their name three times in those first couple minutes. Honestly, those simple things can be really effective in just community, like opening people up. And I. I love this idea of, like, opening your heart, opening your chest at people, and, like, being, you know, like, kind of directing yourself at this. I know, like, Keith Mercurio and stuff like that is really good with stuff like this. Like, this communication stuff to create rapport with people. I'm terrible at it. So I'm trying to, like, kind of spend half of my time at these events trying to do more of that instead of. Instead of constantly just being distracted with the video stuff.

Jacob Moneymaker (34:33)

No, I agree with you. And you just got back from, what, two events?

Tim Hook (34:38)

Yes, I was at home. Service Freedom. Totally amazing, by the way. God, that was a good event. And then I was at Service Titans Pantheon. Wow. There are some beasts. It was literally, dude, just all these private equity guys walking around that like, oh, you were. You own monkey wrench. You know. Oh, you own. You know what? Like, just these giant groups. Just like absolute, like giants. Just.

Jacob Moneymaker (35:07)

I know. I know why they're there.

Tim Hook (35:09)

Yeah. Yeah, I do.

Jacob Moneymaker (35:11)

Yeah.

Tim Hook (35:12)

And, God, it's fun. It's fun talking to those guys. I mean, they're beasts inside.

Jacob Moneymaker (35:18)

Absolutely.

Tim Hook (35:19)

It was cool. Like, a few of them were like. Like, I talked to Leland.

Jacob Moneymaker (35:22)

You talked to Leland?

Tim Hook (35:23)

I talked to Leland Smith. I talked to a couple. A couple other. I gainer. I talked to a few other people. It was kind of cool. Like, I had some. Like, one of the people at the top. One of those was like, how do I work with you, Tim? Like, trying to like, hey, what can we do? You know? Like, I don't know what. You're basically like, he doesn't know what I'm selling. He doesn't. He doesn't. But he's like, I want to give you money somehow. How do we do that? Like, it's always fun when people are like, how do we. I don't know exactly what this is, but let's work together somehow. I always love that.

Jacob Moneymaker (35:57)

That's what happens when you're likable. You know? One thing that you were just talking about is not focusing on the sale, but focusing on the relationship building. Right? And that's one thing that I want to start with, with my part of the webinar as well, is before I roll into this, for those of you that are watching, make sure that you guys share, share, share. Smash the hearts. Hit the likes. I gotta see it on my screen display right now. Hearts, hearts, hearts, hearts. And if you could hear me, hit the thumbs up as well. I want to make sure that y'all could hear me on your side as well. But I really want to talk about one thing that Tim really talked about, which is understanding who your client is, understanding who you're trying to market yourself in front of.

Tim Hook (36:47)

And.

Jacob Moneymaker (36:47)

And I think that this is important because as I'm a new business owner when it comes to H Vac, right? That's no surprise to anyone. Royalty. He didn't. And Air Tim came down roughly about. About a month and a half ago, and we sat down and he asked me a hard question. It seems like an easy question, but sit there and really think about that. Who is that person that you're trying to target? And when we ask ourselves that question, it isn't just, hey, who are you trying to get leads from right. It's that certain person. And dialing it down to, like Tim was saying, you know, man or female, you know, age range. Not only just age range, but are they going to be talking to the community? Are they a communicator? Are they more sheltered? Are they a complainer? You know, there was multiple things that we went over to understand who my ideal client was with royalty. And since then, I've also been able to talk to other business owners across the nation about, hey, let's do this activity together that I learned from Hook Agency, and let's see who your targeted audience is. And it's crazy. I did it this week when I was in New York. And his targeting audience that he wants to target is young. He wants like 20, 25 to, like 40. And we did all the logistics. I looked at all of his marketing, and again, I'm no marketing guru, but just from the outside looking in, what I saw was, if you're trying to market this generation right, your marketing that you're doing right now, your video content, everything is towards the older generation. And that wasn't what he was wanting to focus on. And that's why they weren't driving the results that they were wanting to drive. Yes, they were seeing amazing results, but it wasn't the clientele that they were wanting to bring in. So I think that was amazing activity and exercise that Tim was able to to do with myself. And I challenge you all right now that are watching this webinar to go next week with your team on your Monday meeting and sit down and say, hey, who is our idea client? Let's pin it down and get it to, like, the logistics of an actual person. And just like Tim said, post that person on the wall so you could see who you're trying to market and be in front of every single day, every single opportunity. Because marketing, any call, I hear it all the time, right? Oh, these leads suck. From this marketing group, from this agency. You know what? I'm a believer as a sales professional, as a technician, whatever. If I see the white of your eyes, it's an opportunity. And what that means is I don't have to get inside the house. A lot of times they could call you and say, oh, I called in the 30 minutes ago and canceled you coming. Well, I just saw the white of their eyes. Typically, a normal technician would be like, all right, I'll have the office call and reschedule. My apologies. Well, that's an opportunity right there. It's your goal and mission as a technician to be Able to create opportunity. Because again, like Tim said, you have to look at yourself as your own personal brand, your own business. Okay, yes, you work for a business, but if you're willing to sacrifice and leave your family and your wife or your spouse and your kids, and you have only a certain amount of opportunities per day, you better capitalize on all of those opportunities and not give any excuses. Because again, right now, we're going into shoulder season, right? We're coming off of summer. Everyone's like, oh, man. So summer, summer. But all of a sudden, in the next couple weeks, you're going to see a big mindset shift within your company as well. And again, you got to continue with the culture of the people, continue the training. And it comes with not just good marketing, but with good training as well, capitalizing on all those opportunities. You see the whites of the eyes. The marketing team did their job. They got you in front of who they needed to get in front of. They got the phones to ring. Now it's your job as a company as a whole to make sure that you give them the big experience. Right? Because. Let's ask this question. Why is sales important? Go ahead, comment. Why is sales so important? It keeps the machine going. Right. I get it. I understand that. But when you're inside the house, you're inside the appointments. You can't be focused on the sell. Let me repeat that again. You cannot be focused on. On the sale. If you focus yourself on the sale, the homeowner, the client is going to know that. They're going to feel the pressure. They're going to feel like you're just there to sell them something. But when Tim talked about creating a relationship, that's what's important. Because people don't remember what you say. They remember the way you make them feel. Let me repeat that. Okay. People don't remember what you say. People remember the way that you make them feel. And why do you think Disney could charge the prices that they charge or Universal Studios? It's because people pay for the experience. So if you could be different than all the other contractors out there and you could provide a banging, a great experience for that homeowner and customer service. Let's talk about that real quick. One question that I ask people all the time is tell me a story the last time you received a great customer service. And it either takes them a minute to think of a story or they can't think of one, which. This blows my mind, you guys. Blows my mind. The reason why is because every day we wake up we go out in this world, right? And we purchase every single day. And the fact that I could ask a simple question about talking about a customer experience and it takes them either time to think about it when we go out and purchase things every single day is a problem. A problem that we have in society that people don't understand that relationship's important, that customer service is important, that we need to be focusing on the relationship building before going in there. Tunnel vision, focusing on the business. Now I get it. We're there to provide a service, but we're also there to not just provide a service, but to provide an experience that gets us testimonials and referrals. Because what is better than running a referral, right? And gathering testimonials on not just how your company served, but how you served to the next level. And that's where I think the generation of what we're missing and what I really think that, that marketing companies could help technicians with is putting yourself out there creating content videos. You guys creating content video so we could give it to the marketing team so they can make B reels, so they could drive focus to your company, so they can make your company look attractive. I mean, you look at royalty, heat and air. We are a brand new startup company. June 1st, okay? If you look at our website, you look at our truck wraps, you look at our uniforms, you look at the status, stature of our company, we look like a multi, multi million dollar company business already in three, three months of operation. The reason why is because we focus on the customer relationship and the experience and we try to bring everything to a conclusion by giving them that experience. My job and my mission as a technician, as a comfort advisor, is to bring every call to a conclusion. Okay? So one thing that you all need to identify and you need to ask is, hey, while I'm here today, my job and my mission is to get a yes or a no, not a maybe. So I don't know. Okay? And a perfectly no is okay. I want you all to understand that's watching this video, them telling you no is okay. But then you also need to understand how do you stay inside the batter's box to create and battle these objections? And when do you battle the objections? You should always battle objections on the front end before you give price. And you should understand what those objections are going to be and understand what the roadmap is. So when you do present your price, you have enough ammunition that you could protect your price, that you could overcome those objections. And I'm telling you for those of you that are sales professionals, technicians, if y'all aren't role playing objections, you business owners, if you're not holding your team accountable to role play these objections, right, how are you ever going to overcome them in the field? How are you going to build toolkits to overcome them? If someone says they want multiple estimates, okay, that's one of the most common objections that I hear. Hey, we're getting three bids. I want a second opinion. If they're doing that, are you getting estimates? Do you have gathered estimates that's going to separate you from everybody else? Because no one wants to sit with a contractor for another two hours to do this, another two or three times, taking up their time. At the end of the day, if you could be a professional, they like you, they trust you, and it's affordable, why would they tell you no? But we still walk out every single time and we allow ourselves to email estimates and not bring the call to a conclusion. And I think it's really important that we need to focus on bringing these calls to a conclusion. And that will also stem with our marketing as well. Because by bringing calls to a conclusion, you could go to the next client. Your mindset is fresh, right? And there's a couple of other things that I want to talk about as well, is referrals. Tim was talking about referrals and gathering referrals. As a business, as a company, if you're not going out there on every single opportunity, you got four technicians and they're all running three appointments a day, how many opportunities is that? And if every single opportunity that they run, they're not asking for referrals or testimonial videos to separate you from everybody else. Again, let me hit this again. When someone looks up a company, what do they do? They look up H Vac near me. They're going to pick the top two, three companies out there that have the best reviews. So you got to understand that in the playing field of the homeowner, everyone is on the same playing field. So by creating content, videos, testimonial videos on how you serve that person, you made those promises and you delivered. That's what's going to make you different than everybody else, especially going into the younger generation. We are selling a lot to the younger generation now, right? And we're homing in and targeting younger generation. And that's one thing that I'm going to be also talking about at EPIC in 2025, in Orlando, at Disney World, is how do you sell to the younger generation? That's something that you guys got to also rehearse and practice because there's multiple different generations out there and each one has a different way that they purchase things. So you got to be a chameleon and you got to understand how to adapt in those situations as well. And you also got to know with marketing how to adapt with different marketing strategies too. When it comes to an R22 buyback on a system, how are you going to present that type of marketing or promotions that are going on and how are you going to build those promotions or those marketings where you could also create urgency? And I think that's where technicians and comfort advisors are missing is we have great marketing, right? And we don't use the marketing to help create urgency. And if we allow to create urgency with our marketing, especially during slow season right now, it will help bring those calls to a conclusion as well. So one thing. So I'm going to highlight this real quick. Techs need to learn how to make social media content videos. They need to put themselves out there. You got to be different than everybody else. Film yourself, make B rolls. If I go on your social media, does your social media tell me what you do? Does it tell a story of what you like to do in business? I know it's personal and some people are like, oh, I don't want to mix my personal, my business. But at the end of the day, if you're proud of what you do, then you'll post that stuff on social media. And this is a free marketing tool too, that, that we don't understand. I mean, no offense to Hook Agency or any of the other marketing agencies out there, but there's a free tool which is called social media, which if you make content videos, you could gather a following and you could be not, not worldwide famous, not naturally famous, but you could start with community famous and start small. Put yourself out there. I get it. It's uncomfortable. You're talking to someone right now that is an introvert that speaks on stages all across the nation in front of thousands of people. But I put myself out there because I learned that when you could put yourself in these situations and you get uncomfortable, that's when you see growth. But people are fearful of growth. They're fearful of change. You have to change. You can't let fear dictate where you're going in life. And when there's obstacles, there's challenges, right? You can't fall back, you fall forward. You need to understand that life does have challenging moments. Slow seasons, they come every single Year and it's crazy. Every single year I hear the same thing. Like business owners, oh my goodness. Change your mindset, prepare yourself, have company meetings, prepare your team, set your army up for success so they could go out there. Because it's a game at the end of the day. It's a game at the end of the day when you're sitting at the table with that homeowner as a technician or a comfort advisor that there's a sale that's going to be made every single time. And it's either the homeowner telling you yes or telling you yes. You selling on the system or the repair or the membership or them telling you no, why they don't need it. So when there's a cell being made every single time, who's going to win that battle? So record yourself on social media. Don't be scared to put out content. Social, okay, doesn't have to be perfect. Too many people try to analyze what their videos are going to look like. Just post it, don't overanalyze, don't overthink it, just put it out there. It takes 21 days to start a habit, right? So if you could post one video a day, I challenge you all from this webinar as we bring it to a conclusion. You put yourself in your own marketing seat, you try to create your own leads, your own opportunity, and you create one video a day, one video a day for 21 days to create the habit. And tell me that you don't create at least five self generated leads from social media. That is free marketing tools. Just be different than everybody else. Put yourself out there, believe, dream big and understand that it's possible. And I do understand that people feel the, the, the election and all that stuff, put all that aside right now and understand that every single day you wake up, regardless if you're a csr, a dispatcher, an installer, a technician, a comfort advisor, a business owner, when you wake up, you need to understand that that day is opportunity. And without all the filters and all the that's going on in the world, I get it, there's stuff going on, filter that stuff out. And if you show up every single day and you give a hundred percent and you put in the work and you filter all that stuff out, I promise you the end of the year, next year, 2025, Sky's the Limits of what's going to happen. But if you listen to all the that's happening right now and you make excuses and you're already the bad fruit, you're going to spread the seed. You're going to. Your culture up. Pardon my French, but I'm passionate about this stuff because this is the time that you're going to see a culture shift within your company, and you have to protect it. And I'm telling you all, you got to take care of your team. You got to have meetings. You got to understand how to capitalize on every single marketing opportunity. I'm going to bring Mr. Tim Hook in, see if he has anything to add on Mr. Tim Hook.

Tim Hook (54:56)

Good. So I wanted to just reiterate one last thing. You're talking about beginning with the end in mind. And I really enjoyed this book recently. It's about making good first impressions. I'm listening to it still, but he's talking about you. What emotion would you want in their mind? What's. What's a time where you felt great, you felt really good? What. And I. I came up with one, which is when we have con. A bunch of contractors in our space in our office, and I feel welcoming, and I'm getting up on the stage and I get to talk and there's music playing. I feel great. I want to rule the world in that moment. Right. I feel welcoming. So come up with one word that you want to create in people's minds. For me, it's welcomed. Welcomed and welcoming. And I. And I, as I went out to this event and I was talking to a bunch of people, I thought, welcoming. How can I implant like, you got to begin with the end in mind with the way you're making an impact on people. I want this one word in their mind. Welcoming. Welcomed. And I'm. I'm just creating that. When I'm doing it, I'm. I'm thinking to myself, how could I create this vibe? Welcomed and welcoming. And I'm positioning my body in such a way that's trying to create that. So whether it be marketing and sales or just being a good human, come up with one word that you'd want to kind of create in people's minds as you're meeting. Meeting them, and keep that in mind as you're meeting people. I found it to be a very useful tool in my tool belt, so I hope that that's helpful to somebody today. What's the. Come up with one word that you want to impact people when you meet them for the first time. One vibe, one feeling.

Jacob Moneymaker (56:40)

Great advice. I'm gonna open it up. I see some streams of some questions and everything real quick. So, bill, what's up? Mr. Keen? I'm gonna shout out to you. He says, preach it. Y'all are awesome. Ms. Mary, she said, you're absolutely right. I learned how to market myself on social media, on Facebook, and it changed the business and the trajectory of where I'm going. The next pin lady, what's that?

Tim Hook (57:05)

That's the nice pen lady, Mary Elizabeth Tracy. She did our pens. We love her. Yes.

Jacob Moneymaker (57:11)

Amazing, right? And you know, a question that that is coming from the crowd for you, Tim, is what should businesses look for when the first like initial meet when it comes to marketing? Because it seems like there's a lot of good marketers and teams that are out there. What are some things we should look for?

Tim Hook (57:32)

Yeah, I think some of the main things I would think about is transparency. How are they going to show you what they're completing every single month for you and trying to understand what specifically they're doing. And as long as they can tell you specifics of what they're doing every month and you understand how those specifics tied to the results, you want to really come one with that ideal customer Persona. Right? Ideal customer Persona. But also what do we want? Do we need, how many more leads do we need? What's a real. And have that discussion. Because if you said, hey, we need 20 more leads a month, what are we gonna have to spend to get there? Because maybe you can't spend a thousand bucks and get 20 more leads, you know, and that's. I think a lot of marketers do put out this idea that they're magicians and they can so kind of get to the bottom of that. Look at the reviews, look at case studies, look for customers like yours. And both of those, you know, we have 150 five star reviews. That's more five star reviews than people three times our size in this space. And we care a lot about our relationship with the industry. But you're looking for signs of those things, right? You're looking for signs that they have case studies like yours, they have a lot of good 5 star reviews and they're showing you everything that they're completing every single month. And you're figuring out how that activity that they're completing is going to play into the results that you want. Begin with the end in mind. What result do we want? Really talk about that result with them and figure out if it's realistic. You know, what is the cost per lead, for instance? You know, we're heavy on cost per lead and we're heavy on qualification rate. Like what. We can get a bunch of inquiries. But what's turning into an appointment. So we track all that, we listen to phone calls and we look at every single form fill and we're figuring out what's a qualified lead. So that's what I think you want to look for. Those types of things you want to look for. I really do believe in niched agencies, whether it's hookagency.com or some other agency in this space, I believe in niche agencies, agencies that serve this industry and that care about companies like yours. Because guess what? If they're really into the industry, you could, I mean, not to go negative, but you could roast them, toast them online, right?

Jacob Moneymaker (59:52)

Yeah.

Tim Hook (59:52)

So like, like they care about their reputation. That's a good thing.

Jacob Moneymaker (59:56)

Another, another question for you, Tim, is this comes from Timothy. What is a good cost per lead?

Tim Hook (60:05)

Mm. Good cost per lead will definitely depend on your market. So we do that honestly. We do opportunity reports. So if you, if you need one of those, comment below. We do Google Ads, Opportunity reports. We'll actually look at your market and we'll give you an estimate. Okay. If you had a 5k budget for ads, here's how many leads you'd get in that market. So we don't say. It's very fun to say a number, but we don't say it until we actually look at the data, the Google Ads data for your area. And, and we'd be happy to do that for anyone that's watching this live webinar right now. So feel free to comment below. Hey, I'd like a opportunity report and we do that in the next few business days and get it out to you. And we're pretty diligent about that. We'd love to help you with that and it gives a real sense of like, how much business is possible based on the data.

Jacob Moneymaker (61:00)

Absolutely love it. Y'all. I just want to say thank you for joining. For everyone that's on the other side of the camera, if you're watching this live, write down live comment below. If you all are watching this on replay, write down replay. We want to know where this is coming from, but I just want to say thank you for taking the time out of Yalls busy schedule. Especially Tim and I, we wanted to come together and talk marketing because we feel like right now is the. The time where we got to capitalize on every single opportunity that we have and not be fearful to be different for change. Right. And I really think that if you challenge yourself and do exactly the thing that Tim was talking about, as well as what I gave you guys to Talk about and really dial in. I mean, I promise y'all, sky's the limits. It's happening all across the nation again. Don't let the outside noise determine what your success is going to look like.

Tim Hook (62:04)

Can I ask a couple final questions here before we go? The one.

Jacob Moneymaker (62:08)

Absolutely.

Tim Hook (62:08)

Should we do this event at Hook Agency in November? Because we, we got to be moving on this if we're really going to do it. Jason, we said we're talking about bringing together some of the best sales coaches and sales professionals in the industry. Is it too soon?

Jacob Moneymaker (62:23)

Let's drop that real quick. So let me ask you all a question. Me and Tim's really been thinking about this. I'm a person that I, I, I love the energy at events. Okay. I hate speaking, but I love the energy that, that they provide for people. And again, it's, it's when you see the growth. But what we wanted to do at Hook Agency is we wanted to put on an event in November. So hit the hearts and likes. What I wanted to do was I wanted to get the, the absolute best of the best in the industry. So we're talking about myself, we're talking about Joe Kasser, we're talking about Weldon Long, Drew Cameron, Gary Ellix. We're talking about all these trainers all on one platform, all on one stage. And not just these trainers, okay? Not just the big names in the industry for training. We're also going to bring the top 1 percenters when it comes to your sales technicians that do over 10 million. You know, we're talking with Brent Buckley and multiple other people that do 10 to 14 million a year as selling technicians, comfort advisors. So what we want to do is we want to bring something that's real and show you what the four minute mile looks like. And we need to know if you guys want to come in November or is that too quick?

Tim Hook (63:49)

And then the other question is, and this one's just for funsies for you, Jason. We should do a book together. I'm just, I keep on trying to bother Jason with this. Okay. It's called Hustle Buddies. Let me just pitch the audience on this real quick. It's called Hustle Buddies and it's about creating little masterminds and referral partners and creating a hustle vibe with your homies and how to get more leads from that and how to create a referral network. Essentially, it's about referrals and creating referrals and then also creating, you know, I was talking to Sarah. What's the dude, the Giant dude you said I was talking to the other day. I. I did a podcast with him, but I. Leland. So I was saying to Leland, Leland, Leland came up on this idea of Hustle Buddies. Dude. Leland, ever since he started, has had three companies like him in a group, and they would do zoom calls, they would do phone calls or whatever it was. You know, they would do these calls, and they were in the same. They weren't competitors, but they, like, could they learn from each other. So it's not about just referrals. It's about learning from other badasses.

Jacob Moneymaker (65:07)

Yeah.

Tim Hook (65:08)

And what we could do, Jason, I'm going to continue to pitch you on this until you say yes, maybe, or maybe. Maybe you'll. Somebody's going to close the deal. You're going to close the deal. That it's not a good idea or I'm going to close the deal. That's a good idea. It's. It's also about learning from other amazing people like us. And you could. You could. We could get other people that have used this principle, like Leland, as part of the book and excerpts. So we could. We could tell them the idea, which is about referrals, but also learning from other peers, peer learning. And then we could get excerpts of how they've done peer learning and referrals. And then it would be not only Jason and I, but it'd be a bunch of other people that use this idea of masterminds, Hustle Buddies, referrals, and learning from other amazing people and bring together that idea. So do you guys want me?

Jacob Moneymaker (66:03)

I gotta see the hearts and likes, and I mean, I. I like the idea. I keep telling Tim I'm busy. I'm busy. Likes, hearts and lights. I know it's a little lag. Do I see it? Do I see. Oh, oh, oh, Tim's doing it. There they are. There they are. Now, I know that they see it, right, but. Absolutely, man. There's gonna be something that. That happens in the future with you and I where we're gonna do something, write a book. We're both straight hustlers. I love every time you and I spend the time together, because you're definitely someone that elevates me by getting uncomfortable, which I love.

Tim Hook (66:45)

Call me a hustle buddy. Right?

Jacob Moneymaker (66:47)

Hustle buddy. Hustle buddy.

Tim Hook (66:49)

Jason, is that name not cool enough? Is that what you do?

Jacob Moneymaker (66:52)

I do. And we need to make shirts that says Hustle Buddies.

Tim Hook (66:55)

Hustle Buddies, dude.

Jacob Moneymaker (66:58)

So, hey, our next event, we're gonna wear shirts that say Hustle Buddies with our. Mine. We'll have your picture, and then yours will have my picture.

Tim Hook (67:08)

Amazing. Well, also, are you gonna be. You're not gonna be at Service World, right?

Jacob Moneymaker (67:12)

No, I am way too busy. I. I feel bad because everyone was asking me this. This last week was, like, three massive events, and everyone was, like, hitting me up. Are you going to be here? Are you going to be here? Boom, boom, boom, boom. Unfortunately, my schedule are Is always booked out six to eight months in advance. And I apologize, but when I found out about all those, I was already booked. But I do plan on 2025 going to more events, But I had to buckle down, concentrate on H Vac, Masters of the Hustle royalty, and just blow some up.

Tim Hook (67:50)

Look.