Most people don’t realize how brutal this industry really is.

Nine out of ten roofing companies that start this year… won’t make it to their second anniversary.

And it’s not because they didn’t work hard enough. Most of them were working too hard…. but on the wrong things.

They got buried in complexity.

One CRM for sales… another system for production… a dozen subcontractors who don’t show up when you need them… three different material suppliers who all want prepayment… and financing that takes weeks to approve.

It’s death by a thousand cuts.

The Real Reason Most Roofing Startups Fail

It’s not the weather. It’s not the economy. It’s not even competition.

It’s lack of systems.

When there’s no clear, repeatable process, from lead to job complete, small cracks start to form. And those cracks eventually split the business in half.

Here’s what it looks like in the field:

• The owner is still selling and project managing at the same time.

• Jobs get delayed because the sub didn’t show up.

• Customers start calling daily for updates.

• The financing partner drops a ball on approval.

• The crew gets paid late.

• The next lead doesn’t get called back.

And before long… you’ve got a business that’s running you, not the other way around.

That’s when burnout hits.
That’s when good people quit.
That’s when the money runs out.

The 10% Who Make It Work

The ones who make it don’t do more. They do less…. better.

They pick one system, one platform, one product line, and one loan program… and then build all their energy around it.

They don’t try to reinvent the wheel…. they install a proven one.

They don’t chase five different suppliers or crews…. they work with one platform that handles the backend for them.

They don’t guess their way through licensing, insurance, pricing, or financing … they follow a checklist that’s already been battle-tested.

That’s how you win.

Roofing isn’t about figuring everything out… it’s about following the framework that works every time.

How to Get Into the 10%

That’s exactly why I built the 30-Day Roofing Launch Challenge in partnership with SubcontractorHub, Sunlight Financial, and Owens Corning.

We’re helping 50 contractors make their first money in roofing… in just 30 days.

We take out all the guesswork and give you the exact roadmap from licensing to selling to building.

You’ll use the same systems my teams have used to generate over $400 million in roofing sales.

We’ll walk you through how to:

• Get your roofing license (or partner to cover it)

• Line up vetted subs and insurance

• Install your CRM and production systems

• Price and sell your first five jobs profitably

• Keep customers informed so you actually get referrals

All in 30 days.

You don’t need 10 different tools. You need one simple playbook that works.

Most Contractors Never Get This Chance

Because the program includes over $70,000 worth of software, training, and support, we’re limiting it to just 50 contractors.

Once it’s full… it’s full.

And I haven’t even told you the best part what it costs to join.

To find that out, you’ll need to be at the launch webinar next week.

It’s happening Wednesday at 10am PST, and it’s completely free to attend.

I’ll walk you through exactly how the challenge works, how you can get started, and how to become one of the 50 contractors who launches profitably in 30 days.

👉 Register here: https://event.webinarjam.com/register/60/oogx0hm5

If you’ve been sitting on the sidelines wondering when the right time to diversify is… this is it.

Don’t try to “figure it out” like everyone else.
Do it right the first time — and become part of the 10%.

See you on the webinar next week.

— Steve

Billion Dollar Contractor turns one year old this week… and I just want to say thank you.

Thank you for the support… the encouragement… and the belief over the past year.

A special thanks to my wife, Melissa, for her constant friendship and unwavering support… and to every client who’s trusted me to be part of their business journey.

Starting a business is no joke. You begin with nothing and have to build everything from scratch. Every system, every webpage, every document, every idea… all has to be born.

It’s hard.

You fail far more days than you win.

But when those wins come… they hit different.

There’s nothing like kicking your shoes off at the end of a long day knowing you gave it everything you had… that you left it all on the table… and that somebody, somewhere, had a better day because of it.

What This Year Taught Me

This past year has been one big lesson in patience, persistence, and perspective.

When you build something new, the world doesn’t owe you attention. You have to earn it. One post, one call, one client at a time.

There were days when I wondered if it was all worth it. Days when I stared at the screen, exhausted, trying to figure out how to make everything fit.

But there were also moments of breakthrough. Watching a client light up as their business finally clicked. Hearing someone say, “I’ve got my weekends back.” Seeing contractors move from chaos to control.

That’s the real scoreboard.

And honestly, it reminded me why this industry matters so much. Contractors build the world we live in…literally. Homes, roofs, power systems, communities. Yet most of them are running on fumes, trying to do it all themselves.

Helping them build real businesses isn’t just about profit. It’s about freedom.

Freedom to step away for a week and know the business won’t burn down.
Freedom to pay your team well and sleep at night.
Freedom to work because you want to… not because you have to.

That’s what we’re building here.

Looking Ahead

If year one was about planting seeds… year two is about scaling them.

The 30-Day Roofing Launch Challenge is taking off. The Built to Be Bought program is expanding. And we’re helping more contractors than ever move from being “stuck in the business” to becoming true owners.

There’s still so much to build… so much to refine… but I couldn’t be more excited for what’s next.

Because the truth is this is just the beginning.

So, if you’ve followed along since day one… thank you. If you’re new here… welcome. And if you’re somewhere in between… stay tuned.

The best stories are still being written.

And if you’re ready to write your own… I’d love to help you build it.

Until next week…. Happy Selling

Most contractors overcomplicate marketing. They chase ten different ideas at once, get frustrated when none of them stick, and then blame “bad leads” or “the economy.”

Obviosly, I don’t want that happening to any of you, which is why I want to introduce you to a concept I call the “Triple Play Framework”

Here’s the idea…..You don’t need to do everything to win. You just need to pick one thing from each group of customer-getting strategies and commit to doing it consistently.

Super easy….. and super scalable. My type of system.

To do it, we simply pick ONE marketing project…. from each marketing channel.

1- from the free channel

1- from the paid channel

1- from the partnership channel

That’s it. Just three marketing efforts that we can really lean into.

Group 1: Free (Organic) Channels

These are the strategies that cost more sweat than money. They’ve worked for decades and still work today.

• Door Knocking: It’s old-school because it works. Talking to homeowners face-to-face after a job in the neighborhood is the fastest way to build trust.

• Yard Signs: Every completed job should turn into a billboard. A $10 sign that says “Another Roof by [Your Company]” creates curiosity with every neighbor who drives by.

• Neighborhood Presence: A branded truck parked in a high-visibility area or canvassing the block after a crew finishes makes you look busy… and people want to work with the busy company.

👉 Pick one. Don’t try to do all three at once. If you decide door knocking is your play, script it, train your team, and make it part of your weekly rhythm.

Group 2: Paid Channels

These require investment, but they can scale faster once you dial them in.

• Lead Services: Platforms like Angi, HomeAdvisor, or storm-vendor leads can be a quick way to fill your pipeline… but you have to work them aggressively.

• Google Ads / Local Service Ads: These put you at the top of the page when a homeowner is actively searching. Done right, they produce high-intent leads.

• Social Media Ads: Facebook and Instagram boosts can generate awareness, especially if you’re pushing testimonials, before-and-afters, or offers.

👉 Pick one. If you don’t have the bandwidth or budget to manage multiple platforms, stick with one. Better to master Google LSAs and own your zip code than to scatter money across three channels you half-manage.

Group 3: Partnerships

This is where leverage really comes in. Partnerships put you in front of customers through someone else’s trust.

• Insurance Agents: They already have a homeowner’s attention when roofs are damaged. Be their go-to contractor, and they’ll keep feeding you referrals.

• Real Estate Agents: They need reliable contractors who can move fast before a sale closes. A few strong relationships can turn into steady work.

• Other Contractors: Painters, gutter installers, HVAC companies… all touch the home. Partner with them to swap leads when they spot roofing issues.

👉 Pick one. Don’t try to be best friends with every professional in town. Instead, go deep with one type of partner, earn their trust, and build a win-win relationship.

The Power of Focus

Here’s the mistake most contractors make: they dabble in everything, master nothing, and then claim “marketing doesn’t work.”

If you pick one strategy from each group, you’ll instantly have a three-pronged system:

• One free channel bringing you leads with sweat equity.

• One paid channel giving you scalable reach.

• One partnership channel putting you in front of new audiences.

That’s a balanced, sustainable approach that covers all bases without overwhelming you.

The magic isn’t in the tactic. The magic is in the consistency.

A contractor who knocks doors for two hours every Tuesday, runs Google LSAs in one focused area, and nurtures three insurance agents… will outperform the guy who throws money at Facebook for a month, tries door knocking once, and meets a real estate agent for coffee but never follows up.

Your Next Step

Look at the three groups above. Circle the one free, one paid, and one partnership play you’re most willing to commit to.

Then, instead of asking “what else should I be doing?”… ask “how can I get 1% better at these three every week?”

Because here’s the truth: getting in front of customers is not about luck. It’s not about the latest shiny app. It’s about showing up, again and again, in the places that put you closest to homeowners who need what you offer.

Consistency beats creativity. Execution beats ideas. Pick your three. Stick to them. And watch your pipeline fill up.

And if you’re not sure which one to do…… don;t worry, they all work. Pick the one you like best and that you think would be easiest to impliment. Again…. you have to stick with it.

Finally, don’t overthink this stuff. I can VERY confidently tell you that IT ALL WORKS! The worlds best door knocking team….. is crushing it. Same with companies that master social media, paid ads, referral networks, insurance work, HOA networking.

You goal is to be exceptional….. not distracted.

For most of us (Myself definitly included) the work we do starts to get SOOOOOO defined by dollar and cents…….. that we lose sight of the acctual mission we started the company with.

• “I want to help Families”

• “I want to be a great contractor”

• “I want to build incredible projects in my community”

• “I want to help build exceptional contracting businesses”

Soon get’s replaced with:

• “Are we going to hit the number?”

• “Whats the cashflow look like?”

• “How do we double?”

• “I need to hit $10 Million in revenue”

And look, I get it. Those things are all important to running a business. The problem is….

They are also incredibly uninteresting, unmotivating and uninspiring for 99% of people.

And… here’s a reminder for all of you leaders out there as much as a reminder to myself….companies and individuals perform far better when their mission is centered around helping others, not just stacking dollars.

Think about the difference between these two goals:

• “We need to make $100,000 this quarter.”

• “We’re going to help 50 families this quarter.”

The second one feels different, doesn’t it? It’s human. It’s specific. It’s about impact. And ironically, when you focus on helping those 50 families, the revenue usually follows faster than if you obsessed over the money alone.

Why This Works

People are motivated by meaning. When your team rallies behind a mission that directly helps others, they find energy and creativity they didn’t know they had. Long days feel purposeful. Problems feel worth solving. Success stops being about abstract numbers and starts being about lives changed.

On the flip side, when the mission is purely financial, it eventually rings hollow. A team will burn out faster. Owners get stuck in the cycle of “never enough.” And customers can sense when they’re being treated as transactions rather than people.

Practical Shifts You Can Make

If you’ve struggled with this mindset, here are some simple shifts you can try:

1. Translate numbers into people. Instead of saying, “We need to close $200,000 this month,” say, “We get to help 10 families protect their homes this month.” The work is the same, but the framing makes it about service.

2. Connect your team to outcomes. Don’t just celebrate revenue milestones. Share the stories of the families you helped, the projects that changed someone’s life, the times your company showed up when it mattered most. Humans thrive on stories, not spreadsheets.

3. Ask better questions. When you set goals, ask: “Who are we helping?” and “What problem are we solving?” before you ask, “How much are we making?”

4. Anchor your mission in your culture. Write it down. Repeat it often. Make it part of the language you and your team use daily. When someone closes a deal, don’t just say, “Nice sale.” Say, “That’s another family we get to serve.”

A Simple Test

Here’s a quick test you can use. When you wake up tomorrow and think about your business goals, do you feel pulled forward with excitement… or weighed down by pressure? If it feels heavy, you’re probably too focused on money.

If it feels energizing, you’re likely focused on impact.

Closing Thought

Money will always matter. But money is the result, not the reason. The reason is people. The reason is service.

When you make that shift—when you commit to being in business for others, not just for profit…you’ll not only build a stronger company… you’ll build one you’re proud of.

When contractors feel buried, it’s not usually because they added a new product line.
It’s because they’ve let every oddball job, specialty request, and high-headache project sneak through the door.

• Chasing custom solar installs instead of sticking to cookie-cutter.

• Juggling five roofing systems instead of mastering one.

• Redesigning processes around the 20% of projects that cause 80% of the stress.

That’s what drags businesses down.

The 80/20 Simplicity Rule

Great companies don’t build for the exceptions. They build for the majority.

• 80% of jobs → quick, repeatable, profitable.

• 20% of jobs → complex, margin-killers.

The Power of Diversification

Here’s the twist:
If I have three product lines and only focus on the easy 80% in each, I’ll do a better job, make more money, and be more diversified than the contractor who chases 100% of the customers in just one line.

Roofing, solar, HVAC … when each is simplified and standardized, you’re building steady streams of profitable work instead of one complicated mess.

Think about it:

• In roofing, you pick one shingle system and dominate the simple installs.

• In solar, you stick to the straightforward jobs that flow smoothly.

• In HVAC, you standardize your equipment and process.

Now you’ve got three steady streams of profitable, repeatable work instead of one complicated mess.

It’s not about avoiding growth. It’s about simplifying so much that growth feels natural instead of overwhelming.

Your Turn

This week, ask yourself:

• Which jobs are my “easy 80%”?

• Which projects eat margin and create chaos?

• Where can I simplify so crews win without burning out?

Get ruthless. Own the 80%. Say no to the noise.
That’s how you create space to scale and build a business customers love.

Today’s edition is extra special as it was exactly one year ago that I left my job, hopped in an RV, and started my company.

First and foremost… I want to thank my wife for her extraordinary support, encouragement, and friendship. It’s no easy task to have your husband quit his job, homeschool your kids from the road, and then return to him working long hours. Yet she was always there—encouraging me, brainstorming with me, hearing my frustrations, celebrating the wins, and holding down the fort. Melissa… thank you.

Secondly, thank you—my readers, connections, and friends—for the support, the friendship, and the guidance over the last year. The uplift you’ve given me is remarkable and I appreciate you all.

My goal when I started Billion Dollar Contractor was simple. There are a lot of world-class contractors who work day and night, who grind through the rain and dark… who deserve to WIN. I was on a mission to help them do just that.

Although I’ve learned an uncountable number of lessons over the last year, here are five that stand out and still hit home 365 days later.

#1 – Commit, Start, Suck, Figure it out, and Get Better.

If you want to do much of anything… the formula above is how it’s going to go 100% of the time. Doesn’t matter who you are, what your skill or experience level is, or how “gifted” you are… starting something new is hard.

As somebody who gets a “behind the scenes” peek at how boardrooms and CEOs operate, I can tell you it’s consistent at all levels. Doesn’t matter if you’re brand new, a seasoned pro, or run a Top 10 contractor in the USA… everybody goes through the same process.

So, stop worrying and complaining about your problems. Commit to changing them, take action, realize you’re going to be bad at first. Figure out how to get better every day and grow. A month—let alone a year from now—you’ll be in a completely different place.

As far as worrying about criticism or negativity… don’t! Winners understand the process and will cheer you on. Everyone else is stuck complaining about their life and won’t understand.

#2 – Never sacrifice reputation.

If my kids read this one day… never… sacrifice… your… reputation. Never.

If you’re going to do something, it’s OK to commit, start, suck, figure it out, and get better. Just work your ass off to make it happen.

It’s never OK to half-ass something and put your name on it. Don’t lie, don’t cheat, don’t steal, and realize that sometimes the best way to win is to walk away.

The best way to market yourself and have an endless supply of customers is to simply do what you say you’re going to do. And if you can’t do that… then don’t take the work.

#3 – Resourcefulness is required.

Back to #1… everybody has to figure it out at some level. Even Fortune 500 companies are trying new things every day. Once you realize this, you see there’s a lot of opportunity and resources all around you—you just need to pick them up.

How do I get more customers? What can I bring to the table? What can I do to stand out? What problem can I solve extremely well?

These aren’t problems… they’re opportunities. Everyone is asking the same questions. So be resourceful and realize that you can help other people solve their problems by solving your own. For example, by doing a partnership with another company, you help them stand out from the crowd while also getting exposure to more customers. Win-win—and zero dollars spent.

Think outside the box.

#4 – Simplicity, Momentum, and Balance are underrated.

Enough said. These things are easy to take for granted if you don’t constantly pay attention to them. Write them on a sticky note and put it on your desk. Ignore them, and you can lose your business, yourself, and your life.

#5 – There is no perfect time.

Depending on who you ask, I either picked the best or the worst time to start a business that primarily helps SOLAR contractors. Twelve months ago, the industry felt unstoppable… today it’s in chaos.

There was no way to foresee what would happen and honestly… it doesn’t matter. We kicked ass, took names, and made the best of it. We went from ground zero to a profit level that fewer than 2% of companies hit in their first year.

Here’s a list of other things we keep “waiting for the right time” for… only to realize that day never comes:

• Buying a house

• Having kids

• Moving

• Getting a new job

• Buying crypto, stocks, or any other investment

• Getting in shape (as soon as the kids go back to school)

• Learning to play guitar, dance, garden, speak a new language, etc.

• Taking the vacation

The point is: just do the things… and guess what… it all works out. Your parents dealt with hardships, yet here you are with the free time to read a newsletter on a Tuesday.

“Someday” is not a day of the week. Unfortunately, waiting for a “sign it’s the right time” usually means some tragic event has already forced your hand.

So don’t wait for the nervous breakdown or the major health crisis to make a change. Make it now… because today is the right time.

#6 – BONUS: Be Grateful.

Life is short. Someday it will be over and all that will be left are the times, memories, and stories you’ve shared with others.

So smile, laugh, say thank you, wear your favorite sweats, drink your cup of coffee, tell the funny story, and do what makes you the best version of yourself. Today is a gift you get to share with the world.

Because there will always be new mountains to climb, fires to put out, the never-ending to-do list, and calls to make.

Be grateful for the life you have today, not the one you think is waiting beyond some imaginary goal line. If you can do that, you’re already one of the most successful people I know.

Until next Tuesday.
Happy Selling

Before we dive into this weeks edition, I have a quick favor to ask.

I finally got around to setting up my Google Reviews page for Billion Dollar Contractor and I would love your help getting some reviews up.

Many of you have been awesome at sending me video reviews, emails, text messages, leaving a reviews on my personal Linkedin Page, ect… and I am very grateful for all of them…. but if you wouldn't mind taking a couple minutes to support this page, I would greatly appreciate it.

CLICK HERE FOR THE PAGE

Thank you all!

Let’s talk about something uncomfortable…and honestly its a lesson that took me WAAAAAAAYYYYY to long to learn.

Free help is usually worse than no help at all.

I know, I like watching YouTube tutorials about “How to lose weight”, or grabbing a free template on “How to setup marketing automations”, or sitting in on a free webinar about “How to increase your close rate” as much as the next guy. But, if I’m being real with myself, all I’m really doing is getting the dopamine hit of doing something without ever making the real commitment to change.

Free help almost always keeps you stuck in the same spot… while convincing you that you’re moving forward because unless we acctually commit to something….. like REALLY commit to it….. it’s not going to get us to the finish line we’re after.

Why Commitment Matters More Than Content

Think about fitness for a second.
If you pull up a few YouTube videos and follow a “DIY” workout plan, what are the odds you’ll stick with it?

Be honest…….

If you’re anything like me…… likelihood of success is slim.

Now imagine you pay $10 a month for an online training app. You’ll log in a few times, track a few workouts, maybe even stay consistent for a week or two. But when life gets busy, it’s easy to ignore.

Next thing you know, you;re looking at your bank statement and think “I don;t even know what this is!”

Step it up to $1,000 a month for a personal trainer in your town… now we’re talking about real money. Suddenly, you feel the pressure to show up. If you don’t, it’s like watching your hard-earned dollars get torched.

You will be in the gym.

You will be doing the reps.

You will follow the program.

Why?

Because the more you pay, the more you pay attention.

The commitment isn’t just mental anymore… it’s financial, emotional, and personal.

Funny enough, it could be the exact same trainer in all three examples….

But your commitment level is night and day. That’s why results follow.

Free Isn’t Free

Here’s what contractors need to realize: “free help” always comes with a hidden cost.

• Lost Time – You burn weeks or months piecing together advice from a dozen sources instead of executing on a proven system.

• Lost Energy – You waste mental energy second-guessing yourself, because you don’t trust the quality of what you got for free.

• Lost Opportunity – While you’re dabbling, competitors who invested in serious coaching are pulling away from you.

That “free” help ends up costing you far more than money… it costs you momentum.

Why Paid Help Feels Different

When you invest in real help, whether that’s coaching, consulting, or a program designed for your business, you’re not just buying information. You’re buying commitment.

• You take it seriously, because your dollars are on the line.

• You move faster, because you don’t want to waste what you paid.

• You push harder, because you finally have skin in the game.

And that commitment creates clarity. Suddenly, the excuses shrink. The distractions fade. You stop pretending to take action and start doing the work.

Contractors and the “DIY Trap”

I see this every day in the contractor world.

A business owner says, “I’ll just figure out my pricing strategy from YouTube.” Or, “I don’t need a CRM… I can hack something together in Excel.” Or, “I’ll just copy another company’s contract and hope it works.”

It feels resourceful… but it’s not. It’s a trap.

Because the contractors who actually break through the chaos and build businesses worth buying aren’t the ones chasing freebies. They’re the ones who recognize the value of structured, paid help, and they lean into it fully.

The Cost of Staying Stuck

Ask yourself: what’s the cost of staying exactly where you are right now?

• How many jobs are slipping through the cracks because your systems are duct-taped together?

• How many nights are you lying awake worrying about payroll instead of building wealth?

• How many years will you burn off your career by tinkering around in “DIY land” instead of getting where you want to go?

If you add up those costs, the price of real help suddenly feels cheap.

Here’s the Challenge

Next time you’re tempted by a freebie, stop and ask: am I looking for real change, or am I just scratching the itch of “feeling productive”?

Because here’s the bottom line: the more you invest, the more committed you become… and the more likely you are to actually succeed.

Contractors who pay for real help don’t just get information. They get transformation.

Free keeps you comfortable. Paid makes you accountable.

And accountability is what moves you from where you are… to where you want to be.

Before we dive into this weeks edition, I have a quick favor to ask PLUS a special offer just for readers of the Tuesday Tuneup.

I finally got around to setting up my Google Reviews page for Billion Dollar Contractor and I would love your help getting some reviews up.

Many of you have been awesome at sending me video reviews, emails, text messages, leaving a reviews on my personal Linkedin Page, ect… and I am very grateful for all of them…. but if you wouldn't mind taking a couple minutes to support this page, I would greatly appreciate it.

CLICK HERE FOR THE PAGE

Also, as a way of saying thank you for the support, I’m giving away a one month coaching package to TWO readers of the Tuesday Tuneup…. for free. Whatever sales problems you are running into, I guarantee we will improve them in one month… for Free. I can only do TWO, so if you want in, just let me know.

Please email me at Steve@BillionDollarContractor.com if you want in.

Thank you all!

The Weekend That Broke Records
This past weekend, Alex Hormozi launched $100M Money Models and in just 24 hours it sold millions of copies... broke the Guinness World Record for the fastest-selling nonfiction book... and vaulted into the top 10 best-selling business books of all time (Which is crazy considering some books took decades to get on the list and he did it in 48 hours).

It wasn’t just a big launch…it was history-making. But for all the breakdowns happening about how it was marketed, presented, pitched and sold… the part too many people are missing: the launch wasn’t about clever marketing tricks. It was about one thing... reputation.

The Real Engine Behind Hormozi’s Success

Hormozi didn’t build an audience that bought millions of books overnight by chance. He built it brick by brick, year after year, with reputation at the center.

• He published free content long before asking for anything in return.

• He shared wins and failures openly, building a reputation for honesty.

• He never tried to be everything to everyone... he built credibility in a specific lane and stayed consistent.

So when the book finally dropped, the audience didn’t hesitate. They weren’t buying the book... they were buying into the reputation he had already proven.

Why This Matters for Contractors

Reputation is the single most powerful asset a contractor owns. In an industry where competition is everywhere and price wars are constant, your reputation is what separates you.

• A great reputation sells jobs before you ever step into the home. When people know you stand for quality, reliability, and honesty, they’re already halfway sold before you even show the estimate.

• Reputation compounds. One job done right leads to five referrals. One problem handled professionally leads to a dozen online reviews. Every small action stacks over time into something massive.

• Reputation makes marketing cheaper. Hormozi spent millions on ads to amplify his launch, but the reason those ads worked was reputation. For contractors, reputation means you can spend less on ads because trust does the heavy lifting.

How Contractors Can Build an Unstoppable Reputation

1. Do the Small Things Exceptionally Well
   Show up on time... clean up the job site... return calls quickly. Most contractors don’t realize that these little things matter more to reputation than the flashy stuff.

2. Be Transparent, Even When It Hurts
   If something goes wrong, own it. Clients don’t expect perfection, but they do expect honesty. Reputation isn’t built by avoiding mistakes... it’s built by how you handle them.

3. Leverage Social Proof
   Don’t just wait for reviews to show up. Ask for them. Showcase client testimonials. Share project photos and feedback. Just like Hormozi’s audience saw proof long before his launch, your future clients need to see proof before they hire you.

4. Play the Long Game
   Reputation isn’t built overnight. It’s built one job, one handshake, one follow-up at a time. Don’t think of today’s client as a one-time sale... think of them as the foundation for 10 more jobs.

5. Stay Consistent
   Reputation only sticks when you repeat it. Do the same great work, provide the same honest answers, and show up the same way every time. Consistency creates predictability... and predictability creates trust.

The Contractor’s Reputation Flywheel

Here’s the formula:

Deliver great work → earn trust → get referrals and reviews → attract more clients → reinvest in doing great work again.

It’s simple, but it’s powerful. The hardest part is resisting shortcuts. You can’t buy reputation overnight. You can only earn it. And once you do, it pays you back forever.

Final Thought: Be Known Before You Sell

Alex Hormozi didn’t sell millions of books because of a clever campaign... he sold millions because his reputation made it inevitable. People already knew him, trusted him, and believed him.

Contractors need to embrace the same mindset. Build your reputation every single day... treat every client as if they hold the keys to your future pipeline... and remember that your next big “launch” isn’t a promotion or a sale... it’s the reputation you’ve been building all along.

Because when your reputation speaks for you... the sale takes care of itself.

Untill next week….. Happy Selling!

Every contractor I’ve ever worked with says the same thing…

“We just need more leads.”

And almost every time… they’re wrong.

More leads are nice. But for most businesses, the problem isn’t that the leads aren’t there …..it’s that the leads they already have are slipping through the cracks.

Let me prove it…

This week, I want you to run something I call the 15-Minute Lead Audit.
It’s simple… it’s fast… and it will show you exactly where you’re leaving money on the table.

Step 1 – Pull Your Last 20 Leads

Don’t overthink it. Just go back to your last 20 inquiries… whether they came from your website, referrals, ads, yard signs, or people walking into your office.

If you can export them into a spreadsheet, even better. Include:

• Name

• Date lead came in

• Lead source

• Any notes you have

Step 2 – Ask 5 Simple Questions for Each Lead

Go line by line. For each lead, answer Yes or No to these:

1. Contacted within 5 minutes?

2. Reached live person or left voicemail/text?

3. Qualified properly? (budget, decision-maker, timeline)

4. Set appointment?

5. Showed up to appointment / got a proposal?

No need for fancy scoring systems… just Yes or No.

Step 3 – Look for Patterns

Now… look at your answers.

• If you see a ton of “No” in Contacted within 5 minutes… you have a speed-to-lead problem.

• If your first two columns are mostly “Yes” but your appointment set column is weak… your script needs work.

• If you set lots of appointments but half don’t show… you need a stronger confirmation and reminder process.

The beauty of this is how obvious the gaps become when they’re side by side.

Step 4 – Fix ONE Thing This Week

Here’s the trap… you’ll see 3-4 things that need fixing.

Don’t try to fix them all at once. That’s how you overwhelm your team and nothing changes.

Pick the biggest, most obvious leak and plug it.

• If it’s speed-to-lead, add an auto-text and call sequence so every lead gets touched in under 60 seconds.

• If it’s qualification, make sure your reps are asking the right 3-4 questions every time.

• If it’s no-shows, add a same-day reminder call and a “what to expect” text.

One fix at a time.

Step 5 – Make It a Weekly Habit

Do this every Tuesday morning.

It takes 15 minutes, costs nothing, and keeps your sales process from quietly bleeding revenue while you’re busy chasing new business.

I’ve had clients find an extra $50K in booked jobs in the first month just from running this drill… without spending an extra dime on marketing.

Why This Works

Most contractors operate like a leaky bucket.
They’re pouring more leads in the top… but water is spilling out the sides before it ever hits the bottom.

The 15-Minute Lead Audit shows you exactly where the holes are… so you can fix them fast and keep more of what you’ve already earned.

Here’s the big takeaway…
If a 15-minute audit can uncover thousands in lost sales… imagine what happens when you rebuild your entire sales system from the ground up.

That’s exactly what we do in Built to Be Bought…
We help contractors turn chaos into a predictable, profitable machine that’s worth more when you sell it… and pays you more until you do.

You can see exactly how it works and whether you qualify here: billiondollarcontractor.com

Untill next week….. Happy Selling

I was having a conversation with my son (Almost 16) last week about a business he wants to start and my advise was simple…… “Just start. It’s significantly easier to build something when you are building on top of something else”

I then told him an anology about coral and how they artificially start coral reefs, which I thought was an interesting story to share with you all today.

You see, they sink ships on purpose.

Not because they’re junk… but because coral reefs need a place to start. They need structure.

Old Navy vessels, subway cars, and cargo ships get towed out and dropped to the ocean floor. And when they do? The reef comes alive.

Fish move in. Coral attaches. The ecosystem grows.

But none of it happens without a base.

Business works the same way.

It’s easy to think success is all about momentum, talent, or vision. But more often than not… it comes down to having something solid to build on.

Without structure, growth doesn’t stick.

You might get traction, sure. But it slips. Leads leak. Decisions stall. People rely on you for everything.

That’s not failure. It’s just foundational friction.

So how do you fix it?

You don’t need to reinvent your business overnight. You just need to give your team and your systems something to anchor to.

Here are four simple ways to start laying that foundation—whether you're a one-person shop or leading a growing crew:

1. Write the Process for the Thing That Breaks the Most

What’s the one thing that keeps falling apart?

Late jobs, poor communication, wrong pricing, unpaid invoices?

Write the steps. Turn it into a checklist. Even if it’s messy.
Then stick it somewhere visible.

You just created your first SOP.

2. Start a Weekly Check-In (Even If It’s Just You)

Every Monday, answer 3 questions:

• What’s working?

• What’s not?

• What needs to happen this week?

This simple rhythm forces clarity. Over time, it turns into a leadership habit.

3. Track Just 3 Numbers

Don’t get lost in dashboards.

Pick 3 numbers that matter most to your business (like revenue, jobs completed, or leads generated).
Update them weekly. Use them to make decisions.

Even a handwritten whiteboard beats flying blind.

4. Create a 1-Page Overview of What You Offer

If you’re constantly explaining what you do or how you price, create a one-pager.

Use it to:

• Train your team

• Send to prospects

• Stay consistent across the board

The more repeatable you make your message, the faster everything else moves.

These are your shipwrecks.
The anchor points.

They’re not flashy. But they give your business something to grow around.

And just like a reef… once the base is in place, the rest takes care of itself.

If you're looking for help building those foundational systemsand turning them into a business that’s Built to Be Bought, we’ve got some resources and templates over at billiondollarcontractor.com in the community section. We are adding several new foundations each week.

Not a pitch. Just a place to start if you’re ready.

– Steve

PS: I just opened up the application process for our program “Built to be bought”. Application deadline is August 22nd and I’m looking for just 12 contractors who want to go through the systematic process of getting their business organized, streamlined and efficient so they can sell it for a bunch of money OR just get out of having to babysit it each day.

There’s no sales pitch, no discovery call, ect. The offer is completly outlined in a Google doc, then an application to see if you’re a good fit.

Details at www.BillionDollarContractor.com

I had a boss once who gave me a piece of advice I’ll never forget.

He said:

“Steve, you know what you do when life gives you a big pile of sh!t to deal with?
Grab a shovel and start scooping.”

Crude? Yeah...
Accurate? Absolutely.

And in business, it’s one of the most useful lessons I’ve ever learned.

Most owners wait too long to deal with problems...
They hope a rough sales month magically fixes itself...
They think a struggling crew will suddenly start producing without leadership...
They keep putting off hard decisions... hiring, firing, systemizing... because it's uncomfortable.

But here’s the truth:

The longer you avoid the mess, the worse it gets.

No one’s coming to save you...
No perfect hire is about to walk through the door and fix your ops...
No magic CRM is going to double your revenue overnight.

You’ve got to grab the shovel.

So what does that actually mean?

It means taking full ownership...

If your leads are inconsistent... fix the lead flow...
If your sales team is underperforming... retrain or replace them...
If your installs are messy, timelines are slipping, and customers are pissed... build better systems...

Even if you didn’t create the problem... it’s still your responsibility to solve it.

And I get it... that kind of ownership can feel heavy...
Especially when it’s just you at the top, wearing every hat, and trying to keep the wheels from falling off...

But here's the kicker:

Scooping up the mess isn’t just your job... it’s your path to freedom.

Because when you deal with problems head-on...
When you finally fix the root issues...
When you build systems that replace you...

You stop firefighting...
You stop feeling like the business owns you...
You start actually building a company worth owning... or even selling...

If you’re staring at a pile of chaos...

You’re not alone...

Nearly every contractor I work with comes in overwhelmed...
Their business is working... but it’s messy behind the scenes...

They’ve grown fast... but now they’re stuck...
Leads are slowing... Jobs are slipping... Profit margins are thin...
They feel like they’re juggling 20 problems with no plan to solve any of them...

Sound familiar?

If so, I’ve got good news...
You don’t have to fix it all at once...
You just have to start scooping...

Pick the biggest problem...
Break it into steps...
Work the steps...
Keep moving...

And if you’re tired of doing it alone...
If you want someone who’s already built the systems, solved the problems, and helped dozens of contractors do the same...

I’ve got the shovel.

This is exactly what I help contractors do every day...
We identify the biggest bottlenecks in your business... then fix them...
One system at a time...
One win at a time...
Until your business runs smoother, grows faster, and becomes something worth buying (or keeping)...

Final thought:

You can’t scale what’s broken...
You can’t sell what’s chaotic...
You can’t grow while standing knee-deep in a mess, hoping it goes away...

So don’t wait...

Grab the shovel... Get to work... Fix what’s broken.

It’s not easy... but it’s always worth it...

And if you want help?

Just hit reply or shoot me a message...

Scooping up problems is a lot more fun when you're not doing it alone...

Untill next week…. Happy Selling!

I talk to business owners every… single… day.

And there’s one dream that they all share: “I want to sell this company one day OR pass it onto my kids”.

But… most contractors build a job... not a company.

They hustle, take on every project, and work harder each year... but when it’s time to exit, there’s nothing to sell. By best estimates, 98% of construction companies are either closed down or sold for amounts that cover debts.

In other words….. just 2% of the owners are acctually going to walk away with anything meanignful when it comes time to leave their business.

That’s why we created the Built to Be Bought roadmap... a stage-by-stage system to help residential solar, roofing, and HVAC contractors grow businesses that don’t just survive... they scale, systemize, and eventually get acquired.

Here’s a breakdown of the journey...

Stage 1: Improvise
Target EBITDA: Less than $100K/year

You’re saying yes to anything that keeps the lights on. It’s chaos. Everything lives in your head and nothing is tracked.

You feel overwhelmed... reactive... and unsure if you’re even making money.

Your job is to stop guessing and start tracking:

• Use a basic CRM or spreadsheet

• Build simple checklists

• Separate business and personal finances

• Know your numbers

Your mindset shift:
“I’m not just a technician... I’m building a business.”

Stage 2: Stabilize
Target EBITDA: $100K–$250K/year

You’re consistent now... but you’re still the bottleneck. Growth is capped by your time and energy.

You’re drowning in admin... frustrated by no-shows... and missing time with family.

To break through:

• Hire admin and field help

• Define clear roles

• Hold weekly team meetings

• Track close rates and margins

Your mindset shift:
“If I don’t build a team... I’ll always be on the tools.”

Stage 3: Systemize
Target EBITDA: $250K–$500K/year

You’ve got a team... but no real systems. You’re the only one who can fix problems... and it’s exhausting.

This stage is about replacing memory with systems:

• Implement a CRM that tracks jobs, leads, and invoices

• Document SOPs

• Build an automated sales pipeline

• Create onboarding checklists

Your mindset shift:
“Systems run the business... People run the systems.”

Stage 4: Prioritize
Target EBITDA: $500K–$750K/year

Now you’ve got traction... and a team that needs leadership.

But you’re still the hub. Every decision... fire... and meeting flows through you.

To step up:

• Hire your first real leaders

• Use scorecards to track outcomes

• Set 90-day priorities

• Build a culture of communication

Your mindset shift:
“Lead through others... not by doing everything yourself.”

Stage 5: Optimize
Target EBITDA: $750K–$1M/year

You’ve built a business... now you need to make it profitable, consistent, and less chaotic.

This is where contractors either start printing cash... or burn out.

Your focus:

• Tighten margins by tracking job-level profit

• Align sales and ops

• Coach your leadership team

Your mindset shift:
“A business should get more efficient as it grows.”

Stage 6: Diversify
Target EBITDA: $1M–$1.25M/year

Your core offer is maxed out. Time to grow horizontally... but carefully.

Add new services without breaking what works:

• Launch one new offer at a time

• Train or hire specialists

• Update systems to handle more complexity

Your mindset shift:
“Diversification should simplify the customer journey.”

Stage 7: Multiply or Sell
Target EBITDA: $1.25M–$2M+/year

You’ve built a machine. Now it’s decision time... scale or sell.

Both options require clean financials, strong systems, and a business that runs without you.

Get ready by:

• Polishing your brand and systems

• Building an internal deal room

• Creating strategic growth or exit plans

Your mindset shift:
“A real business can scale... sell... or run without me.”

Final Thoughts

Most contractors never make it past Stage 2. Not because they lack talent... but because they never stop long enough to build systems that free them.

If you want to build something worth buying... or just something that runs without you... this roadmap shows the path.

Each stage has tools, templates, and checklists to help you execute. If you're ready to move beyond hustle and into high-value ownership... this is the blueprint.

Ready to see where you are on the roadmap... and what’s next?

Check out www.BillionDollarContractor.com to join our community.

Let’s build something worth buying.

Until next week…. Happy Selling!

Most contractors don’t actually own a business...
They own a job... with stress, overhead, and no real way out.

You’re probably wearing all the hats...
Selling the jobs... checking on crews... chasing payments... fixing mistakes...
And somehow still trying to “find time” to grow the business.

Sound familiar?

This is the trap nearly every contractor falls into...

You start out as the technician...
You’re good at the work... clients trust you... so you just keep grinding.

But over time, that grind becomes a prison.
You can’t take a real vacation...
You can’t walk away from the day-to-day...
And even if the money looks decent, you’re not actually free.

Here’s the truth most people won’t tell you:

Until you step out of the technician seat and into the CEO role... your business will never scale.

You’ll keep hitting the same ceilings...

• You’ll hire people who don’t last

• You’ll make decent money, but always feel behind

• You’ll never have time to actually fix the root problems

• You’ll burn out... or worse, start resenting the thing you built

So what’s the difference between a technician and a CEO?

Technician mindset:
“I’ll just do it myself... it’s easier that way.”

CEO mindset:
“How do I build a system so I never have to do this again?”

The CEO isn’t smarter than the technician...
They’ve just stopped trying to be the hero.
Instead of solving the same problem 100 times... they solve it once with a system.

Here are 5 steps you can take to get unstuck and start making the shift:

1. Track where your time is going
Spend 3 days writing down everything you do... hour by hour.
Chances are, 70 percent of your day is filled with $20 tasks...
When your time should be spent on $1,000 decisions.

2. Delegate one low-level task immediately
Find one thing you do daily or weekly that someone else could handle...
Whether it’s sending estimates, booking appointments, or chasing invoices...
Give it away. Trust someone else to do it... even if they’re only 80 percent as good.

3. Create one repeatable process
Take one thing you do all the time and document it in simple steps...
Whether it's how you onboard a new hire... how you follow up with leads... or how you close a deal...
Put it in writing. This becomes the foundation of your business systems.

4. Build a scoreboard
What gets measured gets managed.
Start tracking your team’s performance... sales... jobs in pipeline... gross margin...
It doesn’t have to be fancy. A simple spreadsheet works.
But if you can’t see it, you can’t fix it.

5. Make decisions based on who you want to be
Don’t ask, “What’s easiest right now?”
Ask, “What would the CEO version of me do in this moment?”
Would they jump on the roof to save a crew? Or hire, train, and lead from the front?

Every time you make a decision... you’re either building a business that works without you...
Or one that requires you to work harder just to keep it alive.

You can’t scale chaos.
You can’t sell a job that depends on you doing everything.

But when you make the shift... when you build systems, hire leaders, and start acting like a CEO...

You build a business that’s actually worth something.
Not just to a buyer... but to your future.

Until next time, Happy Selling!

By now you’ve heard... the One Big Beautiful Bill has been signed into law. And like it or not, it changes everything for solar.

The 30% Residential Clean Energy Credit is now set to expire at the end of 2025 (For customer owned systems)….not 2034 as originally planned.

If your business depends on federal tax credits to make your numbers work… you need a new plan. Fast.

But here’s the good news: This could be the best thing that ever happened to smart solar contractors. Why? Because the market is still massive... but the playing field is about to shrink. The ones who adapt will win big.

So how do you adapt?

Here are 5 moves you can make today to stay ahead...

1. Get Comfortable with Leases and PPAs

If you’ve been pushing only cash or loan deals, it’s time to evolve. As ITCs disappear, leases and PPAs become much more attractive to homeowners—especially when there’s no longer a 30% rebate to wait on.

These models help you:

• Zero upfront cost, instant savings...... Leases and PPAs let homeowners go solar with no money down and lower monthly bills from day one, making the decision a no-brainer in tight markets.

• No tax liability needed...... Unlike purchase deals that rely on a 30% tax credit, leases and PPAs work for anyone—regardless of income, credit score, or tax appetite.

• Hands-off ownership...... System maintenance, monitoring, and performance are all handled by the provider, giving homeowners peace of mind without the hassle of managing their own equipment.

Start forming relationships with funders that offer lease and PPA programs now! The lines are going to be long and onboarding with these guys is about to get much harder.

2. Add Roofing or HVAC

If you’re already in the home... why not solve more than just power?

Millions of homes will need new roofs, HVAC upgrades, or electrical panels in the next few years. If you’re not offering those services, your competitors will.

Adding a roofing or HVAC division (or partnering with one) gives you:

• A new revenue stream that doesn’t rely on subsidies

• A reason to go back to your old solar customers

• Higher per-job margins and deeper trust with homeowners

Start small. Sub out a few projects. Build process. Grow from there.

3. Launch a Service Department

Service is no longer optional. It’s how you survive between installs.

There are 5.3 million systems already installed in the U.S… and a huge chunk (1 out of 3) were done by companies that are now out of business. Those orphaned systems need help and you can be the one who shows up.

Offer:

• Inverter replacements

• Battery retrofits

• Annual inspections and cleanings

• Monitoring and troubleshooting

Create a small tech team and a recurring service plan. Sell it like insurance.

4. Rebrand... Creatively

This market shift gives you a clean slate. You’re no longer just “XYZ Solar.” You’re a home energy expert. A problem solver. A whole home solution.

Think about how you position yourself:

• Could you lead with comfort and savings, not solar panels?

• Could you be “XYZ Home Solutions” instead?

• Could your brand lean into local values, family safety, or storm prep?

If your old pitch relied on tax credits, it’s time to write a new one.

5. Look Beyond the Tax Credit

Most solar companies talk about payback, but smart companies talk about value.

Consumers still want:

• Predictable energy bills

• Backup power

• Control over rising utility costs

That doesn't go away just because a tax credit disappears. You just need to reframe your offer around ownership, control, and resilience.

Final Word

The Big Beautiful Bill is not the end of solar. It’s the end of lazy solar.

The companies that keep doing business like it’s 2021 will struggle. But those who take action diversify, innovate, and lead are about to take serious market share.

PS- This will probablly be the last week we offer our community out for free and it will be moving to a paid community shortly. If you’d like to join, check out www.Billiondollarcontractor.com and click the link in the upper right hand corner.

Thank you as always for the support and I apprecaite you all!

-Steve

This week, I saw a short clip from Alex Hormozi that really hit home. He said...

“If you want to go faster, you pay someone who’s already done it. You’re not paying for their time... you’re paying to skip the part where you screw it up.”

That hit home. Because the biggest mindset trap I see contractors fall into is this...

“I’ll figure it out myself.”

It sounds noble. Gritty. “Built not bought.”
But in business, that mindset is one of the most expensive decisions you can make.

The Real Cost of “Figuring It Out”

Let me paint a scenario you’ve probably seen... or lived...

You want to add HVAC or roofing to your solar company...
You start tinkering... calling around... watching videos... asking your rep what to do...
You get a few installs, but margins are sloppy, jobs take too long, and nobody on your team really owns the new vertical...
Six months later, you're frustrated, behind on your original goal, and unsure if it was worth it...

You didn’t save money... you delayed growth...

In business, time is more expensive than money...
If it takes you 6 months to get traction when someone else could’ve helped you do it in 6 weeks...
How much did that cost you in lost sales... burned leads... team morale?

Why This Happens

Most contractors I know are great operators... they know how to get the job done...
But building a business that can scale is a totally different game...

And that game has already been played...

There are people who’ve...

• Added roofing to their solar business

• Hired their first ops manager

• Built a sales process that doesn’t depend on them

• Navigated financing, permits, and fulfillment in new trades

They’ve already paid the “stupid tax”...
You can either pay it too... or pay them to help you skip it...

3 Practical Ways to Shift This Mindset

If you’re serious about growing without chaos... here are three tactical mindset shifts that will help...

1. Ask “who,” not “how”
Instead of trying to learn it all, ask who already knows it...
Buy their time... buy their process... shortcut the learning curve...

2. Stop measuring by cost... start measuring by speed
If a mentor... consultant... or community gets you to a profitable result 3 months faster, that’s not a cost... it’s a multiplier...

3. Stay in your zone
Every hour you spend “figuring it out” is an hour not spent leading your team... selling work... or building culture...
High-leverage business owners protect their time and outsource the guesswork...

Bottom line...

There are two ways to grow...
Trial and error... or borrowed wisdom...

One is slow, stressful, and expensive...
The other gets you where you're trying to go a whole lot faster...

Which one are you choosing?

Until next week……

Happy Selling!

PS- I’m very excited to announce that I am starting the Billion Dollar Contractor Community. We’ll have courses, forums, discussions, templates, scripts, live training webinars, and even turnkey marketing templates, automations and systems. It’s one more giant step in helping you win in business and in life! This will be a paid community at some point…. but I’d like to give all of you FREE access for life. All I ask for is your honest feedback and support.

We are still getting the initial content loaded in and it’s going to take a while to fully build out, but if you’d like to get early access and be a part of that process please check out: www.billiondollarcontractor.com

Thank you as always for the support and I apprecaite you all!

-Steve

Change of pace this week as I share 5 quick things I learned or encountered that I thought would be interesting to pass along. If you like this format, or have a favorite edition that you’ve read recently, please let me know. You can give the post a like or reply. I do this for you and want to make sure the content is helping you in some fashion.

#1- It’s easy to destroy your email reputation and hard to rebuild it.

I have a client that has nearly 100% of all their emails go to the spam folder. Ouch! Appointment reminders, invoices, marketing messages, sales follow-ups, proposals… you name it and the customer never sees it. How did this happen? Most likely a sales rep was mass emailing a “Lead List” through his company email and as a result *THE WHOLE DOMAIN* was put in the do not fly zone. How do you fix it? The quick answer is…. there is no quick fix. You basically have to rebuild the reputation or start fresh. What can you learn from this? Don’t ask, allow, or support your sales reps buying a list of “leads” and then blindly emailing them from the company account. Email marketing needs to happen on a seperate domain rather than the main company email system.

#2- You can’t manage what you can’t see.

I was working with a client this week on their sales pipeline structure and management. In simplier terms, “When we give a sales rep a lead, what happens to it?” After digging in a little bit, it became clear that there were 100’s of thousands, if not *MILLIONS* of dollars in profit likely being sold elsewhere……… on the companies data. Ouch! This is because the system had no accountability, no benchmarks, no enforcement and no visability. The team that set everything up had never worked in sales, didn’t know what a good system looked like, and as a result, didn’t understand or know what the holes looked like. If you don’t know what you’re doing, get help. A small investment in somebody looking over things can mean huge savings elsewhere.

#3- If things feel frantic…. simplify.

I was working with a department manager last week and she was clearly overwhelmed. She said yes to everything, tried to sell every customer that would get on the phone, and was trying to train a sales team how to do the same. The result? Nobody performed well. She had no defined customer, no defined value prop, and no defined process. Trust me…. this is a great way to go broke and go crazy.

We looked at the data and 85% of her customers where all in the same demographic! She liked working with them the best, they where the happiest, and we could easily find them. The other 15% were the outliars and the nightmares. We stopped working with the 15%, got focused on our core market, and everything got drastically better. Saying NO to the wrong people is ALWAYS better than saying YES.

#4-Is your customer confused?

Along the lines of the above, I was on *THREE* vendor calls this week with clients and we had to ask “Are we your customer….. or…… it is somebody else?” This wasn’t some sort of ego play, we just honestly didn’t know. They had done a terrible job explaining their value prop and we where all confused why we were on the phone. If your customers are confused, go back to the drawing board and get simple.

#5- Happy, Hungry, and Humble.

Give me an entraprenuer with these three attributes and I’ll show you a winner. This is what I look for when I interview perspective clients. Unhappy, lazy, and cocky isn’t what I’m looking to work with…. and that’s OK with me. I’m the first to leave when I get the sense somebody falls into one of these buckets. Why? Because I’ve worked with enough successful people to know what they look like. So, no matter who you are, put a smile on your face, keep grinding and be open to new ideas. You do that long enough, and you’ll never fail!

Happy Selling!

PS- I’m very excited to announce that I am starting the Billion Dollar Contractor Community. We’ll have courses, forums, discussions, templates, scripts, live training webinars, and even turnkey marketing templates, automations and systems. It’s one more giant step in helping you win in business and in life! This will be a paid community at some point…. but I’d like to give all of you FREE access for life. All I ask for is your honest feedback and support.

We are still getting the initial content loaded in and it’s going to take a while to fully build out, but if you’d like to get early access and be a part of that process please check out: www.whop.com/billiondollarcontractor

Thank you as always for the support and I apprecaite you all!

-Steve

Which….. to those that know me….. is kinda hilarious.

Because here’s the thing, I never set out to be the “Content guy” or the “guy who can get the message out…… I just made a commitment to posting on LinkedIn often and writting a newsletter after the fact.

But, because I had done it vastly more than the other people on that call (This was a pretty high title call)….. I was the guy that was identified with that skill.

Think of it like this. If this is the total amount of “Business content” each person posted over the last year, who would you consider the expert?

Mark- 1

Mary- 10

Loise- 9

Steve- 385

Alas, I got assigned as the “Expert” because within the context of that group…. I am the expert on that particular subject.

And so it got me really thinking. If you work at something……truly dedicate yourself to it…….for just 12 months, you can become whoever you want to be. That might sound like an exaggeration, but it's not once you start to think about it a little further.

If you spent the next 12 months learning how to code…..seriously learning, building, experimenting, creating…….by this time next year, people around you would be saying, “Oh yeah, he’s the coding guy.” Not because you have a degree. Not because someone gave you permission. But because you showed up, did the work, and kept doing it.

That’s all it takes.

The same goes for content creation. Want to be the person known for making great videos, writing killer newsletters, or building an audience online? Show up every day. Learn. Post. Improve. By next year, you’ll be the content person…….the one people come to for advice, for inspiration, or to collaborate with.

The same applies to fitness. Or gardening. Or finance. Or real estate. Or AI.

You name it.

Whatever “it” is……….if you make it your thing for a year, people will see you differently. You’ll see yourself differently.

And here’s the twist: it's not about being the best in the world. You don’t need to be a genius or outwork everyone on the planet. You just need to be better than average….and consistent. That’s it.

You can become the go-to person in your circle, your company, or your community. Not by sprinting for 30 days, but by quietly stacking days, one after the next, until it becomes undeniable.

Every "overnight success" you see? They were putting in the work behind the scenes for months or years before anyone noticed. And usually, it started with a decision: “I’m going to go all-in on this for a while. Let’s see where it takes me.”

The truth is, 12 months will pass whether you commit to something or not. The question is, what will you have to show for it when it does?

This is your permission slip. To pick a lane. To stop dabbling. To go deep instead of wide.

Pick something and give it a year.

Want to be “the AI guy”? Spend the next 12 months studying, testing, building, talking about it…. Guess who people are going to reach out to when they want to know about AI?

Want to be “the finance girl”? Read every book, post every insight, talk to every expert you can find…..Guess who people are going to reach out to when they want to know about finance?

Want to be “the one who’s always in shape”? Train consistently, eat like it matters, and watch what happens…..Guess who people are going to reach out to when they want to know about getting in shape?

You don’t have to make it your forever. Just give it a year.

And here’s the real beauty of it: once you do this once, you realize you can do it again. Reinvention isn’t a one-time shot…..it’s a lifelong skill. The first time you commit to something for 12 months, your confidence skyrockets. You start to see yourself as someone who can change. Someone who follows through. Someone who grows.

That belief compounds. It makes the next transformation easier. And the next one after that.

So here’s the challenge:

Pick your thing. Go all in. Let people think you’re obsessed.
Say no to distractions. Show up on the days you don’t feel like it.
Document your journey. Learn out loud. Share as you go.

Then, one day…..sooner than you think—someone will introduce you as “the person who really knows that stuff.” And you’ll smile, because you’ll know how you got there.

Not overnight.

But with a simple decision and a year of focused effort.

^{_{The idea that exceptional sales people ‘CLOSE’ customers}}.

It has almost been ingrained in our minds at this point. We’ve been told that we should “Always Be Closing”, or that sales people should look and act like the movie character Gordon Gekko. That we are missing some great closing secret that will somehow have customers throwing their check books at us or that there is some magic “sell me this pen” moment that needs to take place in the sales process. The idea that sales people need to force a product or pitch upon somebody that has no genuine interest and as long as they have ‘closing’ skills, they will rule the day.

Outside of the movies, the reality is far, far different. Not only do these types of schemes and gimmicks not work, they will quickly result in a downfall that’s almost impossible to climb back out of.

Here’s the real secret to selling. Great sales people OPEN customers up… so they can close themselves.

To illustrate this point I’m going to share a little story about the greatest sales person I know…. my wife Melissa. No, she’s not a career sales person, but she understands this principal to its core. She’s the most genuinely caring person I’ve ever met and as a result she is exceptionally talented at getting people to “open up”.

Several years ago we needed a second car and so off to the dealership we went. Me, being ‘El Cheapo’, had my eye set on a high mile used car because… I liked the price. Of course, they had new cars at the lot and just for the sake of doing my due diligence, we decided to take both for a test drive. Here’s the conversation that followed.

Melissa: Which one do you like the look of better?

Me: Obviously the new car, but I like the price of the used car.

Melissa: Which one drives better?

Me: Well, obviously the new car, but I like the price of the used car.

Melissa: Which interior do you like better?

Me: Obviously the new car… I mean it’s brand new. The other one has some stains.

Melissa: Which one is going to be more reliable?

Me: Obviously the new car… I mean it’s brand new and has a warranty. The other one has some miles and was making some noises……

Melissa: If the old one needs work, how much will that cost?

Me: I don’t know…..

Melissa: Can we afford the new one?

Me: Yes

Melissa: Why wouldn’t we buy the new one if you like the way it drives better, you like the interior better, you like the way it looks better, we can afford it and it won’t come with any surprises?

And just like that, we have a new car in the driveway. No closing statement required. In fact, she never made a statement at all…. all she did was ask me questions and get me to open up about what I WANTED. Never once did she tell me what she wanted. She was focused on getting me to be clear about what I WANTED and it turns out, price wasn’t really what I was after. I bought the car I really wanted, and she guided me through that process.

Great sales people open customers up…. so they can close themselves.

So how do we practice this as professional sales people?

1. First off, you need to understand that the customer still needs your guidance because just like me, they often don’t know what they really want. You are the pro and they need your help. You should be able to easily identify your customers problem, and what you are going to recommend to them to fix it. If this is not clear pretty quickly, you don’t understand your customer well enough. Keep asking questions about them until you understand how you can help them.

2. Once you know what you will recommend to them as a professional, you need to ask them questions, and to guide them to the same conclusions. This is where practice and skill really come into play. Notice how Melissa didn’t ask me “What car is cheaper?”, “Do we need a new car?”, “Have you considering riding a bike?”, ect. She already knew I needed a car and that I wanted the new car. So, she asked questions to guide me to that same conclusion…. pro-move.

3. Once they have come to the same conclusion….. ask one last question “Can you think of any reason why we wouldn’t do X,Y, Z given what we just talked about?”

It is this same technique that all top sales people use and it’s the reason you hear comments like “I don’t know how he sells so much” or “She makes it look easy… she just talks to them”. In other words, they get their customers to open up. 

Never forget, People buy from those they like and trust… not those with the greatest power statements

Practice Drill:

• Grab somebody to practice with (could be your spouse, kids, co-workers, neighbor).

• Try to pitch a product entirely with questions….. no statements allowed.

You see, It’s easy to compare your Chapter 1 to someone else’s Chapter 20.
We all do it.

You scroll through social media or YouTube, see someone crushing it, and think, “They’ve got it all figured out. I’m so far behind.”

But……progress isn’t about being perfect, it’s about getting better every single day.

One habit that helps me stay grounded when I’m feeling stuck or frustrated is watching the first videos of big content creators. Take Alex Hormozi, for example. His first YouTube uploads…. Awkward lighting, unpolished delivery, basic editing. Nothing like the high-production clips we see now.

How about Mr.Beat celebrating his 700 subscribers after 100 videos!

Who can forget Post Malones first music video:

Or an early Myron Golden commercial

Finally, the great Gary Vee talking about his 32nd birthday.

And that’s the point.

We’re so used to seeing the final product. !he well-oiled brand, the polished performance…. that we forget it took years of trial, error, and persistence to get there. What we admire today is the result of showing up consistently, making small improvements, and not quitting when things felt slow or messy.

So if you’re building something, a brand, a skill, a business, yourself …..keep going.

Your “before” will one day be someone else’s motivation.

Because you’re not behind if you’re getting better.

Until next week.

Happy Selling!

We owe it to you, to celebrate those freedoms and be the best version of ourselves at all times.

This weeks edition was tough to write last year, and this year is no different. It feels almost a fools task to try and tie together the sacrifice of such brave protectors with the day to day task of sales people.

But, there is a common thread that we can all resonate with and that is the call to serve. All of us, at some time, chose our profession because we felt it important. Not just in our own lives, but in those around us and in our communities. If you are feeling lost at the moment in your sales career, then I hope this weeks edition inspires you to re-look at the “Why” that drives you every day.

The Link Between Service and Sales

The best salespeople aren't the best “Closers”. They're the best servants.

They listen.
They understand.
They put the customer first... even when it's inconvenient.
They lead with solutions, not pressure.
And when something goes wrong post-sale? They pick up the phone and take ownership.

That kind of leadership might not show up in your weekly leaderboard... but it shows up in referrals, reviews, long-term relationships... and reputation. And in this industry, your reputation is everything.

This is Bigger Than Business

The people we remember on Memorial Day didn't serve for money or recognition. They served because they believed in something worth protecting. A future. A way of life. A set of values.

Now, I'm not saying selling solar or roofing is the same as serving in the military. It's not. But I am saying that the best people in both spaces operate from the same mindset:

Others first. Mission always. Legacy over ego.

If you bring that energy into your career... especially right now, when the market's tightening... you'll stand out. You'll weather the storm. You'll build a book of business you're proud of.

And you'll sleep better at night.

This Week's Challenge: Flip the Script

Next time you talk to a homeowner, try this simple shift.

Instead of thinking:
"How do I close this deal?"

Ask yourself:
"How can I serve this person right now, regardless of whether they buy?"

That mindset shift changes everything.
It softens your tone. It sharpens your questions. It builds trust. And funny enough... it usually leads to more deals, not fewer.

Because people don't want to be sold. They want to be understood. They want to know you actually care about their problems. They want someone who shows up like a leader... not a closer.

Let Memorial Day Be a Reminder

So as you go through this week... whether you're knocking doors, spending time with family, or just catching your breath... take a moment to think about what kind of professional you want to be.

Are you here to extract value? Or to provide it?

Are you chasing quick wins? Or building something that lasts?

Are you focused on what you get? Or on what you give?

Leadership in this industry isn't always loud. It doesn't always come with a title or a post going viral. Sometimes it's just how you carry yourself, how you talk to others, and how you show up for your team.

This Memorial Day, honor the spirit of those who led by example... and bring that same spirit into your work.

We don't just need more salespeople.
We need more leaders.
More people who serve first.
More people who care.

Because that's who makes the difference... in this industry, and in the world.

Final Thought

Thank a Veteran. This weeks edition is dedicated to my Grandfather who served in the Navy and was a pillar in my life.