Building a “Humble Heroes” Sales Culture with Michael Flores

EPISODE 246: When Michael Flores joined Expo Home Improvement, they were under $20 million in revenue. Today? Over 300 employees, 5 locations, and a sales team of 75.

But here’s the twist… Michael says they actually need LESS leads. And that’s just one of the counterintuitive lessons he shares in this episode. 🤯

Listen in as we chat about:

• Why Michael recruits using the Predictive Index (and the personality types that crush it in sales)
• The 3 types of sales cultures (and which one you want in your company)
• The role of frontline leaders in coaching and mentoring reps (sometimes a pat on the back, sometimes a kick in the pants)
• Why personal style matters in sales presentations, and how his team tailors their approach to fit Texas markets (“a little more country, a little more city”)
• How Expo Home manages culture with 300+ people across 5 locations: daily huddles, monthly town halls, and value-driven leadership roles
• Two titles you’ve probably never heard before: Dream Manager and Chief Ministry Officer — and the impact those roles have had on retention and morale
• How they’ve embraced AI and the tech stack that fuels their sales and marketing machine
• Why fewer, higher-intent leads are now driving more sales
• Why “It’s all about relationships,” isn’t just a cliche— it’s the best advice Michael’s ever received.

If you’ve ever wondered how to scale with a winning culture, keep your sales team hungry but humble, and finally get marketing working for your reps, this one’s worth the listen.

Key Takeaways:

00:00 – Introduction

01:11 – Meet Michael

04:33 – Scaling from $20M to 300+ Employees

06:15 – Marketing is the Key to Contractor Growth

08:09 – Creating a Strong Sales Culture of “Humble Heroes”

13:11 – Recruiting Salespeople with Predictive Index

15:10 – 10-Step Sales Training Process Explained

18:20 – No Room for Bad Attitudes in Company Culture

20:03 – Managing Sales Culture Across Locations

27:05 – How a Profit First Mentality Allows Giving Back

29:30 – Dream Manager Program & Investing in Employees

35:58 – Using IT & Tech to Boost Marketing & Sales

38:49 – Why Michael Needs Less Leads

43:45 – Final Advice: It’s All About Relationships

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Additional Resources:

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